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Social Media Strategic Planning <br />A strategic planning worksheet developed for the under-resourced organization new to social media<br />The Most Practical Social Media Presentation You Will Find, For Free!<br />

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Developed by <br />Mikey Ames I Strategic Consultant I Pursuant Group<br />@mikeyames I techhermit.blogspot.com<br />@pursuant I www.pursuantgroup.com<br />

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Social Media <br />Basic Strategic Engagement Plan<br />Audience, Objectives, <br />Constraints and Strategy<br />Ask Age? Gender? Geography? Socioeconomics?<br />Profile the online behavior of your constituents <br /> Forrester’s Consumer Profile Tool<br />Initial Strategic Planning <br />Considerations and Questions<br />Choose a single, measurable objective that is most important. If secondary objective must be met, it remains 2nd.<br />An overall strategy must be informed by your audience, objectives and constraints.<br />Strategies are different than tactics. <br />

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Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Google Reader<br />Google Reader-keywords<br />*org name <br />*programs and events <br />*CEO or other notable staff names<br />*peer organization names<br />*URLs of site and blog <br />*industry terms related to mission<br />*Subscribe to key bloggers in your space <br />AVOID GENERAL TERMS. <br />Find New Blogs:<br />Technorati.com<br />Alltop.com<br />Icerocket.com<br />

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Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Twitter<br />Reveal More in Bio<br /><ul><li>One sentence dedicated to overall mission

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One sentence to explain purpose of twitter presence

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One sentence to show authenticity of who is behind it</li></ul>For instance…<br />“We are dedicated to the welfare of orphans. Using twitter to connect with others who care. You’ll meet a few of us here, but mainly it’s @mikeyames”<br />*Follow back all real people <br />*Block spammers and marketers <br />Find and follow<br /><ul><li>Individuals who tweet about mission

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Like minded organizations /peers

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Corporate relations/partners</li></ul>Don’t follow 200 more than who is following you until you reach about 1000 followers<br />Place personal Twitter handle in “Name Field”<br />Best Practices<br /><ul><li>Background photo should be as constituent centric as possible

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Actively seek to reply and retweet others

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Include home page link in the bio</li></li></ul><li>Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Gmail<br />Gmail account to administrate should be friendly moniker like “iheartmission@gmail“ <br />Load email contacts for future friend finding opportunities (gmail has 10k contact limit so be prepared to setup more than one account)<br />Annually, refresh these contact lists with a new export from your data.<br />Monthly, rotate these through your profiles to find new friends to follow<br />

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Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Facebook Profile and Pages<br />In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most.<br />(Being aware you are on public display is a good governor when absent a social media policy)<br />Tutorial to create a custom welcome page for your facebook fan page<br />

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Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />YouTube<br />Incorporate Branding<br />Bio Should Include…<br /><ul><li>Fan-friendly welcome

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Links to your sites

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Full profile of information</li></ul>Open Comments<br />Fear of negative comments shouldn’t limit you from positive connections<br />“Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.<br />

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Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Update Scheduler - Hootsuite<br />Top Efficiency Tactic<br />Used to schedule updates to multiple locations<br />Feedback and Statistics<br />Measure effectiveness through easy reports<br />

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Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Blogs and Comments<br />Use comment management <br />service like Disqus.com <br />Commenting on other blog posts *What did they say well? <br />*Answer Questions <br />*Relay what others say <br />*Ask “what if ?” <br />*Review history and project future<br />Top Priority Tactic<br />Comment early and often on other blog posts that mention your team. <br />

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Social Media <br />Basic Strategic Engagement Plan<br />Schematic Workflow<br />Visualize <br />Your<br />Workflow<br />

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Social Media <br />Basic Strategic Engagement Plan<br />Tactical Matrix<br />Make Tactical Decisions While Making Time Estimates<br />

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Social Media <br />Basic Strategic Engagement Plan<br />Daily Tasks and Time<br />Turn Tactics and Time Into Daily Task Lists<br />

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Social Media <br />Basic Strategic Engagement Plan<br />Task Order - Tool Tutorials<br />Do The Setup Tasks<br />gmail.com - may need more than one<br />- sign up with name equivalent of “iheartmission@gmail.com”<br /> - also get iheartmission2, iheartmission3<br /> - load contact list from csv file (limit to 10,000 contacts per email account)<br />hootsuite.com- signup with primary gmail account<br />- connect personal twitter, team twitter, facebook fan pages, facebook personal profile<br />- feed YouTube RSS to Hootsuite on RSS/Atom tab <br />http://gdata.youtube.com/feeds/api/users/username/uploads<br />-set keyword search columns<br />- video tutorial – Setting up a hootsuite account <br />-video tutorial – Hootsuitehas a $1.99 iphone app<br />Google.com/reader- signup with primary gmail account<br /> - import known blog RSS feeds and keyword alert feeds<br />- video tutorial – Using Google Reader<br />

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Social Media <br />Basic Strategic Engagement Plan<br />Task Order - Tool Tutorials<br />Do The Setup Tasks<br />youtube.com- signup with primary gmail account<br />-setup organization’s YouTube channel with matching username<br />disqus.com- signup with primary gmail account<br /> -setup disqusprofile and replace blog comment system<br />Discover New Bloggers<br />alltop.com- become familiar<br />technorati.com- become familiar<br />icerocket.com- become familiar<br />User Names - bring usernames into alignment - http://namechk.com/<br />

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Social Media <br />Basic Strategic Engagement Plan<br />Tactical Matrix<br />

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Social Media <br />Basic Strategic Engagement Plan<br />Daily Tasks and Time<br />

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Would you like someone to walk your organization through this exercise?<br />Contact Mikey Ames at michael.ames@pursuantagency.com<br />