This document outlines the agenda and objectives for a workshop on developing a nonprofit organization's social media strategy. The workshop aims to help participants integrate social media with overall communications plans and address challenges that arise when new technologies are introduced. The agenda includes introductions, presentations on social media strategy principles, small group simulations to develop strategies for different nonprofit scenarios, and time for groups to report out and reflect. The document provides guidance on listening to audiences, engaging stakeholders, identifying influencers, creating and sharing content, and selecting appropriate metrics and platforms to support organizational goals.

1. Your Nonprofit Organization’s Social Media Strategy MapBeth Kanter, Visiting Scholar Packard FoundationNovember, 2009: CompassPoint

2. About MeBeth Kanter, Beth’s Blog

3. http://socialmedia-strategy.wikispaces.com/#compasspthttp://www.flickr.com/photos/gilgamesh/

4. ObjectivesExperience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy Address organizational culture and capacity issues that often arise when a new technology is introduced Identify one thing you can do to change your organization’s practice around social media

5. Agenda9:30-10:45 am Introductions and Ice BreakerPrinciples of Effective Social Media Strategy10:45-11:00Spectra Gram and Quick Break11:00- 12:00Small Groups to Play Simulation Game12:00-12:45Lunch12:45-1:45Small Groups Report Out1:45-2:00Reflection

6. Stand up, Sit Down

7. Share PairsWhat’s one thing you know about social media that you can share with others today?What do you want to learn today about social media strategy?Photo by Franie

9. Community Building & Social NetworkingGenerateBuzzSocial ContentEngagementListenSocial Media Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….Flyl

10. Social ContentacticachesSocial Media: Tactics and ToolsCommunity Building & Social NetworkingGenerateBuzzListenEngagement 10hr 15hr 20hrSupport Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact OutcomeLess TimeMore time

11. The PrinciplesA Bridge Listening and engagingWorking with InfluencersThe Social Life of Content Platform for Self-OrganizingStaff time and expertiseAssessing Organizational CultureThe right metricsSmall pilots, fail fast, reiteratea

12. I’ve been following your ant trail …

13. 1. Bridge to Offline Impact

18. Or maybe it’s getting butts in seats

19. Tweeting an Opera

23. 2. Listening First, Real Time Tracking, Engaging

24. Listening Comes First: The Red CrossFirst project was a listening project over three years agoPeople were talking and they needed to listenAt first, felt like going to war, but changed internal perception of social media

25. Listen: Monitor, Compile, DistributeI 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

26. Influencer complaining …Customer service issueRelationship buildingListening leads to engagement …

27. Source: Communications Network Listening Presentation

28. Keywords are King!Source: Thomashawk

29. Social Media Dashboards are your best friend …

30. Listening Tool Box

33. Engaging Strategically

36. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida

39. Cultivating Influencers

46. The Social Life of Content

49. Social Content and Stories

50. Platform for Self-Organizing

52. Allocate staff time, have expertise to implement strategy

54. The Tower and The CloudFlickr photos by jamesjordan

55. Assess Organizational CultureLoss of control over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more

60. Social media policy template Encouragement and support

61. Why policy is needed

62. Cases when it will be used, distributed

63. Oversight, notifications, and legal implications

64. Guidelines

65. Identity and transparency

66. Responsibility

67. Confidentiality

68. Judgment and common sense

69. Best practices

70. Tone

71. Expertise

72. Respect

73. Quality

74. Additional resources

75. Training

76. Press referrals

77. Escalation

78. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

80. Well, maybe not deadPick the right metrics to understand what is and what isn’t working

81. The Right MetricsKD Paine

86. Creating A Safe Place To FailIdentify worst case scenariosDevelop contingency plansPrepare for the failures

87. Pick a social media project that won’t take much timeWrite down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.

88. Human Spectragram: Experience with social media