Your Nonprofit Organization’s Social Media Strategy Map<br />Beth Kanter, Visiting Scholar Packard FoundationNovember, 200...
About Me<br />Beth Kanter, Beth’s Blog<br />
http://socialmedia-strategy.wikispaces.com/<br />#compasspt<br />http://www.flickr.com/photos/gilgamesh/<br />
Objectives<br />Experience a social media strategy planning session that integrates social media with overall communicatio...
Agenda<br />9:30-10:45 am	<br />Introductions and Ice Breaker<br />Principles of Effective Social Media Strategy<br />10:4...
Stand up, Sit Down<br />
Share Pairs<br />What’s one thing you know about social media that you can share with others today?<br />What do you want ...
Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media...
Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />Gener...
A quick scan of your social media ant trails …<br />
The Principles<br />A Bridge <br />Listening and engaging<br />Working with Influencers<br />The Social Life of Content <b...
1.  Bridge to Offline Impact<br />
Or maybe it’s getting butts in seats<br />
Tweeting an Opera <br />
2. Listening First, Real Time Tracking, Engaging<br />
Listening Comes First: The Red Cross<br />First project was a listening project over three years ago<br />People were talk...
Listen:  Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] Th...
Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening leads to engagement …<br />
Source: Communications Network Listening Presentation <br />
Keywords are King!<br />Source: Thomashawk<br />
Social Media Dashboards are your best friend …<br />
Listening Tool Box<br />
Engaging Strategically<br />
“It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&q...
Cultivating Influencers<br />
The Social Life of Content<br />
Social Content and Stories<br />
Platform for Self-Organizing<br />
Allocate staff time,  have expertise to implement strategy<br />
The Tower and The Cloud<br />Flickr photos by jamesjordan<br />
Assess Organizational Culture<br />Loss of control over their branding and marketing messages<br />Dealing with negative c...
Social media policy template<br /><ul><li> Encouragement and support
 Why policy is needed
 Cases when it will be used, distributed
 Oversight, notifications, and legal implications
 Guidelines
 Identity and transparency
 Responsibility
 Confidentiality
 Judgment and common sense
 Best practices
 Tone
 Expertise
 Respect
 Quality
 Additional resources
 Training
 Press referrals
 Escalation
 Policy examples available at wiki.altimetergroup.com</li></ul>Source:  Charlene Li, Altimeter Group<br />
Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
The Right Metrics<br />KD Paine<br />
Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop  contingency plans<br />Prepare for the fail...
Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or l...
Human Spectragram:  Experience with social media<br />
Ready to play the Social Media<br />Game? <br />Source: littleoslo.com - Blogpoly<br />
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Compasspoint Workshop Slides - Beta

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  • http://www.flickr.com/photos/thomashawk/17936617/in/set-72157594567688537
  • http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
  • Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
  • http://www.flickr.com/photos/martinlabar/3248079595/Eugene Kim used the metaphor of the ants.  They do two things leave and follow trails and haul things.  They basically leave a trail that says "I was here."  That way others can find them and connect.  He applied the metaphor to Twitter.  Twitter is simply an ant trail.   We can leave a pulse, it is simple and easy.  It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.
  • http://www.flickr.com/photos/ari/487138904/
  • http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
  • http://www.flickr.com/photos/thomashawk/3349296760/
  • Compasspoint Workshop Slides - Beta

    1. Your Nonprofit Organization’s Social Media Strategy Map<br />Beth Kanter, Visiting Scholar Packard FoundationNovember, 2009: CompassPoint<br />
    2. About Me<br />Beth Kanter, Beth’s Blog<br />
    3. http://socialmedia-strategy.wikispaces.com/<br />#compasspt<br />http://www.flickr.com/photos/gilgamesh/<br />
    4. Objectives<br />Experience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy <br />Address organizational culture and capacity issues that often arise when a new technology is introduced <br />Identify one thing you can do to change your organization’s practice around social media<br />
    5. Agenda<br />9:30-10:45 am <br />Introductions and Ice Breaker<br />Principles of Effective Social Media Strategy<br />10:45-11:00<br />Spectra Gram and Quick Break<br />11:00- 12:00<br />Small Groups to Play Simulation Game<br />12:00-12:45<br />Lunch12:45-1:45<br />Small Groups Report Out<br />1:45-2:00Reflection<br />
    6. Stand up, Sit Down<br />
    7. Share Pairs<br />What’s one thing you know about social media that you can share with others today?<br />What do you want to learn today about social media strategy?<br />Photo by Franie<br />
    8. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media Strategy Blocks<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />
    9. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome<br />Less Time<br />More time<br />
    10. A quick scan of your social media ant trails …<br />
    11. The Principles<br />A Bridge <br />Listening and engaging<br />Working with Influencers<br />The Social Life of Content <br />Platform for Self-Organizing<br />Staff time and expertise<br />Assessing Organizational Culture<br />The right metrics<br />Small pilots, fail fast, reiterate<br />a<br />
    12. 1. Bridge to Offline Impact<br />
    13. Or maybe it’s getting butts in seats<br />
    14. Tweeting an Opera <br />
    15. 2. Listening First, Real Time Tracking, Engaging<br />
    16. Listening Comes First: The Red Cross<br />First project was a listening project over three years ago<br />People were talking and they needed to listen<br />At first, felt like going to war, but changed internal perception of social media<br />
    17. Listen: Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger<br />
    18. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening leads to engagement …<br />
    19. Source: Communications Network Listening Presentation <br />
    20. Keywords are King!<br />Source: Thomashawk<br />
    21. Social Media Dashboards are your best friend …<br />
    22. Listening Tool Box<br />
    23. Engaging Strategically<br />
    24. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
    25. Cultivating Influencers<br />
    26. The Social Life of Content<br />
    27. Social Content and Stories<br />
    28. Platform for Self-Organizing<br />
    29. Allocate staff time, have expertise to implement strategy<br />
    30. The Tower and The Cloud<br />Flickr photos by jamesjordan<br />
    31. Assess Organizational Culture<br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
    32. Social media policy template<br /><ul><li> Encouragement and support
    33. Why policy is needed
    34. Cases when it will be used, distributed
    35. Oversight, notifications, and legal implications
    36. Guidelines
    37. Identity and transparency
    38. Responsibility
    39. Confidentiality
    40. Judgment and common sense
    41. Best practices
    42. Tone
    43. Expertise
    44. Respect
    45. Quality
    46. Additional resources
    47. Training
    48. Press referrals
    49. Escalation
    50. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
    51. Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
    52. The Right Metrics<br />KD Paine<br />
    53. Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
    54. Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn&apos;t <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
    55. Human Spectragram: Experience with social media<br />
    56. Ready to play the Social Media<br />Game? <br />Source: littleoslo.com - Blogpoly<br />
    57. David Wilcox<br />http://socialmedia.wikispaces.com/Social+media+game<br />
    58. http://internet-fundraising.wikispaces.com/<br />
    59. Photo by Preetam Rai<br />
    60. Network Effe<br />
    61. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
    62. Don’t get hung up if you don’t have enough context. Make it up!
    63. There are no right or wrong answers
    64. Instructions on paper and knowledge in the cards and other people at table</li></li></ul><li>Table Check<br />Leader<br />Communications<br />Technology<br />
    65. Each table will have one scenario!<br />Scenario A: Regional Arts OrganizationTables 1, 3, 5<br />Scenario B:<br />Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6<br />Scenario C:<br />Youth for Better After School ProgramsTables: 7, 8, 9, 10<br />
    66. Objective<br />Each scenario has an objective that you can identify and sharpen … but don’t get stuck<br />Photo by wili/<br />
    67. Audience<br /><ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group?
    68. Is this a target group identified in your organization’s communications plan?
    69. What do they know or believe about your organization or issue? What will resonate with them?</li></li></ul><li>2. Use the people cards to identify audience<br />
    70. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />3. Review Strategy Blocks<br />
    71. 4. Pick Your Tools: You Only Get Ten Points!<br />
    72. Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00<br />
    73. Refine Objective<br /> Identify Audience<br /> Review the Strategy Approaches<br /> Pick Tools<br /> Lunch<br /> Reports <br /> Reflection<br />
    74. Reports<br /><ul><li>Summarize strategy decisions
    75. Summarize discussions</li></ul>Scenario A: Regional Arts OrganizationTables 1, 3, 5<br />Scenario B:<br />Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6<br />Scenario C:<br />Youth for Better After School ProgramsTables: 7, 8, 9, 10<br />
    76. Reflection<br />How will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?<br />What is the first step you will take?<br />
    77. Thank You! <br />Beth’s Bloghttp://beth.typepad.com<br />Have a blog post topic idea?beth@bethkanter.org<br />

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