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Social Media Road Map

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Presentation on social media and communication planning inspired by Beth Kanter and presented to international Home Share nonprofits in Burlington VT on June 8, 2010 by Lauren-Glenn Davitian of CCTV Center for Media & Democracy and Common Good Vermont (davitian@cctv.org)

Published in: Business, Technology

Social Media Road Map

  1. 1. Links: Currency of Social Media Building Community in the Internet Age Lauren-Glenn Davitian - davitian@cctv.org CCTV Center for Media & Democracy www.cctv.org June 2010
  2. 2. The Network of Networks
  3. 3. Test Source: David Wilcox, The Social Reporter Flip the Funnel - Inspire Your Friends to Talk about You
  4. 4. Test
  5. 5. A map is a good place to start your trip…
  6. 6. A social media strategy map helps your organization support its communications and internet strategy by thinking through your objectives, audience, actions, message, media (tools & techniques), measurement, experiments, capacity, and culture change. Thanks to Beth Kanter at http:beth.typepad.com/
  7. 7. 1. Objectives 2. Audience 3. Message 5. Measure 6. Experiment 4. Media Culture Change Capacity
  8. 8. Culture Change What barriers do you face within your organization?
  9. 9. 1. Objectives Culture Change What action do you want people to take?
  10. 10. 1. Objectives 2. Audience Culture Change Your online audience includes the “Ad hocs”…
  11. 11. 1. Objectives 2. Audience Culture Change The “Passionates” who create excitement…
  12. 12. 1. Objectives 2. Audience Culture Change … and the “Key Influencers” who spread the word.
  13. 13. Learn about your audience
  14. 14. http://www. forrester . com/Groundswell/profile_tool .html
  15. 15. 1. Objectives 2. Audience 3. Message Culture Change What is important to your people? What action do you want them to take?
  16. 18. 1. Objectives 2. Audience 3. Message 4. Media Culture Change What is the most effective way to reach your audience?
  17. 19. O F F L I N E
  18. 20. O F F L I N E
  19. 21. O F F L I N E
  20. 22. O F F L I N E
  21. 23. O F F L I N E
  22. 24. O F F L I N E
  23. 25. Email O N L I N E Web Social Media Blog
  24. 26. Social Media Landscape by FredCavazza .net
  25. 27. EXAMPLES
  26. 28. EXAMPLES
  27. 29. EXAMPLES
  28. 30. http: //nhsbaltimore . blogspot .com/ EXAMPLES
  29. 31. http://www. facebook .com/NHSGC EXAMPLES
  30. 32. http://www.youtube.com/user/NeighborWorksAmerica EXAMPLES
  31. 33. http://www.cctv.org/watch-tv/programs/cvoeo-fair-housing-project-swahili EXAMPLES
  32. 34. 1. Objectives 2. Audience 3. Message 5. Measure 4. Media Culture Change How engaged? What action do you want peple to take?
  33. 35. Volunteers Pass Alongs Comments Made Time Spent Event Attendance Money Collected
  34. 36. NTEN 2010 Benchmarks Report Compare Yourself
  35. 37. 1. Objectives 2. Audience 3. Message 5. Measure 6. Experiment 4. Media Culture Change
  36. 38. 1. Scale: Pick a modest project. 2. Evaluate: What worked? What didn’t? Why? 3. Inquire: Ask others for feedback. 4. Observe: Watch other nonprofits. 5. Remix. Repeat. Says Wendy Harmon, American Red Cross
  37. 39. 1. Objectives 2. Audience 3. Message 5. Measure 6. Experiment 4. Media Culture Change Capacity
  38. 40. From “Creating Your Organization’s Social Media Strategy Map” by Beth Kanter (Slide 48)
  39. 41. Tame the Fire Hose!
  40. 42. From “What’s Next in Media” by Neil Perkin (Slide 10) LET’S SUMMARIZE….
  41. 43. Links: Currency of Social Media SPECIAL THANKS Beth Kanter http://beth.typepad.com/ NTEN www.nten.org http://www.wearemedia.org/ Neil Perkin http://neilperkin.typepad.com MORE LINKS: http://delicious.com/lgdavitian
  42. 44. Lauren-Glenn Davitian [email_address] CCTV Center for Media & Democracy www.cctv.org Common Good Vermont http://commongoodvt.org Links: Currency of Social Media

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