This document outlines an agenda for a workshop on developing social media strategies. It includes an icebreaker, introduction of the strategy game, breaking into groups to play the game, and report outs. The game involves identifying audiences, reviewing strategy approaches, selecting tools within a limited point system, revising for real-life challenges, and reporting out strategies. The objectives are to experience a strategy brainstorm, select appropriate tools, and identify experiments. Key lessons from case studies on non-profits that emphasize listening, community building and storytelling are provided.

1. Flickr image by andy_bernay-romanThe Social Media Strategy GameEPIP Chapter Leader GatheringBeth Kanter, Scholar in Residence Packard Foundation

2. About MeBeth Kanter, Beth’s Blog

3. Learning Objectives To experience a strategy brainstorming session

4. To pick the right tools

5. To identify an experiment Agenda8:30-8:45 Introduction and Ice Breaker8:45-9:05Strategy Primer9:05-9:45Small Groups To Play The Game9:45-10:15Report Out10:15-10:30ReflectionHashtag: #EPIPNotes: http://bethkanter.wikispaces.com/EPIPAgenda

6. What’s your burning question? Share it Twitter style with someone in the room! Re-Tweet to three others in the roomReport out

7. Social Media Strategy Primer

8. My Social Media Strategy Circle of the WiseIndustry ExpertsNP Practitioners@starfocus @ntenhross @daveiam @wharman @cariegrls @brianreich@geoffliving @charleneli @armano @briansolis

9. #EPIP

11. Tools come and go, but strategy sustains …

12. Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance. Report Available: http://www.engagementdb.com/

13. Engagement Strategy Best PracticesEmphasize quality, not just quantityTo scale, make social media part of everyone’s jobFind your sweet spot

14. Non-profits using engagement best practices are seeing success!

15. Community Building & Social NetworkingGenerateBuzzShareStoryParticipateListenSocial Media: Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….Flyl

16. ShareStoryacticachesTool SelectionCommunity Building & Social NetworkingGenerateBuzzListenParticipate 10hr 15hr 20hrPick the right the tools and sitesLess TimeMore time

17. A couple of examples from nonprofits…

18. The Red Cross Case Study: Listening Comes FirstFirst project was a listening project over two years agoPeople were talking and they needed to listenAt first, felt like going to war, but changed internal perception of social media

19. 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

20. Listen: What’s the Value? Changes internal perception of social media value

21. Improves relationships with audience and identifies influencers

22. Incremental improvements for campaignsInfluencer complaining …Customer service issueRelationship buildingStaff determines comments or tweets that need response

23. http://bit.ly/HGkno

26. Aggregation Strategy/Event CoverageVideosBlogPodcastPhotosTweets

27. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.

33. Empowering supporters without loosing control …

34. People share their wildlife sightings

36. Flickr image by andy_bernay-romanThe Social Media Strategy GameREMIX HISTORY

37. David Wilcoxhttp://socialmedia.wikispaces.com/Social+media+game

38. http://internet-fundraising.wikispaces.com/

39. Photo by Preetam Rai

41. Added “Situations” and Point System

43. The Keep Bucharest Clean NGO is launching a campaign to educate people to keep the city clean.They want to keep people from spitting, throwing trash, or not cleaning up after their dogs.They want to incorporate a social media strategy to raise awareness and spread the word.

44. Social Media Strategy Simulation GameSocial Media and Nonprofits: Social Media Starter Kit

46. You are the strategy team for a national environmental organization with a large membership base. The organization needs to work in collaboration with six other environmental organization on a coordinated strategy earth worm sustainability.The network needs to increase outreach and retention of younger members, develop a global advocacy strategy to protect earth worms, and needs to sell earth worm kid kits and t-shirts to generate revenue. Your organization has used social media strategies for other campaigns, but your partner organizations are just beginning to think about social media strategies. How to Play the Game

47. The Newest EPIP Chapter needs your help!This chapter needs to recruit and engage more members for chapter meetings and programs. The chapter leaders want to incorporate a social media strategy to find members, get them attend and participate in meetings, and volunteer. The chapter is located in a state with a large geographic area and some members won’t be able to attend meetings face-to-face.

48. 1. Use the people cards to identify audience

49. Community Building & Social NetworkingGenerateBuzzShareContentParticipateListen3. Review Strategy Blocks

50. 4. Pick Your Tools: You Only Get Ten Points!

51. 5. Real Life Happens, Revise

52. Identify Audience Review the Tactical Approaches Pick Tools – 10 Points Life happens, revise your strategy Group Report: StrategyFull Group Reflection

53. Report OutReport the highlights of your strategy