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Creating Your Organization's Social Media Strategy Map

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Beth Kanter
Beth Kanter

http://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html

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Your Organization’s Social Media Strategy Map by Beth Kanter
Hi, my name is Beth Kanter and I blog about nonprofits and social media.
That’s my blog
I wrote this post for the WeAreMedia wiki …
http://www.flickr.com/photos/johnjoh/376275220/ And Phil
http://www.flickr.com/photos/commitforlife/ Phil’s desk is here
Facebook Better not mention Blog Twitter As long as it doesn’t interfere with your real Flickr work … http://www.flickr.com/photos/kino-eye/ He finally convinces executive director
If we had an organizational strategy ….
Phil needs a map for his executive director…..
And one for the marketing and outreach department
And one for himself too
A social media strategy map helps your organization think through objectives, audience, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
How do we integrate our social strategy with our communications plan?
Source: Inside Obama’s Social Media Tool Kit
The difference is delivering a Begin with message versus being part of a objectives and conversation. audience You need an effective Internet presence across channels. Gordon Meyer Scarlett Swerdlow Listening is part of your environmental scan! John Kenyon Danielle Brigida http://www.wearemedia.org
Some differences in tactics COMMUNICATIONS SOCIAL MEDIA Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
SETH GODIN – ‘FLIPPING THE FUNNEL’ Users are inspired and enabled to talk about your organization They spread the message around the network Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
Your supporters are the message!
Source: NTEN Newsletter October, 2008
Different Ways To Spread Take it from us Email Marketing Get it from our friends Social Media Source: David Wilcox, The Social Reporter
Source: Beth Kanter, How To Think Like A Social Media Genius
Source: Beth Kanter, How To Think Like A Social Media Genius
Source: Beth Kanter, How To Think Like A Social Media Genius
Let’s go step-by-step •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
Objective
Audience •Who must you reach with your social media efforts to meet your objective? Why this target group? •Is this a target group identified in your organization’s communications plan? •What do they know or believe about your organization or issue? What will resonate with them? •What key points do you want to make with your audience?
What are they doing online?
What research do you need?
Outbound Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Integration
1/3 One Way 1/3 Web Presence 1/3 Social
Culture Change
Share Pair Exercise Dealing organizational culture issues
Discussion Policy Education Awareness Trials Other?
Capacity
Tactics, Tools, Time Community Building & Social Share Generate Networking Content Buzz Listen Participate 5hr 10hr 15hr 20hr Less Time More time
Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist By ccmaine
“I was a Facebook junkie before I was hired!”
THINK ABOUT HOW YOU MEASURE It’s not all about page views Broader use of hard metrics – users, time spent, comments, pass-alongs …combined with digital ethnographic measures http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
Start small, reiterate over and over
Pick a social media project that won’t take much time Write 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.
Think It Through Before You Leap! •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
Sources Sources of Inspiration Inspiration and WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) These awesome slide shows I found on SlideShare CC Maine, Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist Neil Perkins, What’s Next in Media All Photos Creative Commons Licensed from Flickr as noted on slide notes
Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

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Creating Your Organization's Social Media Strategy Map

  • 1. Your Organization’s Social Media Strategy Map by Beth Kanter
  • 2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
  • 4. I wrote this post for the WeAreMedia wiki …
  • 7. Facebook Better not mention Blog Twitter As long as it doesn’t interfere with your real Flickr work … http://www.flickr.com/photos/kino-eye/ He finally convinces executive director
  • 8.
  • 9.
  • 10. If we had an organizational strategy ….
  • 11.
  • 12. Phil needs a map for his executive director…..
  • 13. And one for the marketing and outreach department
  • 14. And one for himself too
  • 15. A social media strategy map helps your organization think through objectives, audience, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
  • 16. How do we integrate our social strategy with our communications plan?
  • 17. Source: Inside Obama’s Social Media Tool Kit
  • 18. The difference is delivering a Begin with message versus being part of a objectives and conversation. audience You need an effective Internet presence across channels. Gordon Meyer Scarlett Swerdlow Listening is part of your environmental scan! John Kenyon Danielle Brigida http://www.wearemedia.org
  • 19. Some differences in tactics COMMUNICATIONS SOCIAL MEDIA Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
  • 20. SETH GODIN – ‘FLIPPING THE FUNNEL’ Users are inspired and enabled to talk about your organization They spread the message around the network Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
  • 21. Your supporters are the message!
  • 22. Source: NTEN Newsletter October, 2008
  • 23. Different Ways To Spread Take it from us Email Marketing Get it from our friends Social Media Source: David Wilcox, The Social Reporter
  • 24. Source: Beth Kanter, How To Think Like A Social Media Genius
  • 25. Source: Beth Kanter, How To Think Like A Social Media Genius
  • 26. Source: Beth Kanter, How To Think Like A Social Media Genius
  • 27. Let’s go step-by-step •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
  • 29. Audience •Who must you reach with your social media efforts to meet your objective? Why this target group? •Is this a target group identified in your organization’s communications plan? •What do they know or believe about your organization or issue? What will resonate with them? •What key points do you want to make with your audience?
  • 30. What are they doing online?
  • 31. What research do you need?
  • 32. Outbound Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Integration
  • 33. 1/3 One Way 1/3 Web Presence 1/3 Social
  • 35. Share Pair Exercise Dealing organizational culture issues
  • 36.
  • 37.
  • 39.
  • 40.
  • 41.
  • 43. Tactics, Tools, Time Community Building & Social Share Generate Networking Content Buzz Listen Participate 5hr 10hr 15hr 20hr Less Time More time
  • 44. Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist By ccmaine
  • 45. “I was a Facebook junkie before I was hired!”
  • 46. THINK ABOUT HOW YOU MEASURE It’s not all about page views Broader use of hard metrics – users, time spent, comments, pass-alongs …combined with digital ethnographic measures http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
  • 47.
  • 48. Start small, reiterate over and over
  • 49. Pick a social media project that won’t take much time Write 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.
  • 50. Think It Through Before You Leap! •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
  • 51. Sources Sources of Inspiration Inspiration and WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) These awesome slide shows I found on SlideShare CC Maine, Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist Neil Perkins, What’s Next in Media All Photos Creative Commons Licensed from Flickr as noted on slide notes
  • 52. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org