For workshop on using social media in Centers for Independent Living. Adapted from WeAreMedia.org curriculum.

1. Your Social Media Strategic Map
Presented by Michele Martin

2. Objective
• Review steps in creating a social media
strategic map

3. Social Media Strategic Mapping
• Objective • Capacity
• Target Audience(s) • Tools and Tactics
• Integration • Measurement
• Culture change • Experiment

4. Objectives
http://www.flickr.com/photos/gareandkitty/276471187/

5. Objectives
• What do you want to accomplish with
social media?
• How does it tie in with other goals or
objectives for your organization?

6. Is it S.M.A.R.T?
• Specific
• Measurable
• Achievable
• Realistic
• Time-based

7. S.M.A.R.T. Goal
“To draw political
attention to ongoing
genocide in Darfur by
delivering 1 million
postcards to be sent to
Obama within his first
100 days in office.”

8. Audience
http://www.flickr.com/photos/nakedfrog/3583322992/in/pool-rockthatdisability

9. Who Is Your Audience?
• Who must you reach • What key points do
to meet your you want to make?
objective(s)?
• What is your
• Why this target audience doing
group? online? How do they
like to interact?
• What do they know
or believe about your • What research do
organization or you need to do?
issue?

10. Source: Business Week

11. Integration
Source: WeAreMedia

12. 1/3 One-Way
1/3 Web Presence
1/3 Social Media

13. Culture Change
http://www.gapingvoid.com/Moveable_Type/archives/003948.html

14. How will your culture adapt?
• Once you have an initial strategy,
how do you get your organization to
own it?
• How will you address any fears or
concerns?
• What is the rate of change your
organization can tolerate?

15. 5 Common Fears
• Loss of control
• Privacy
• Failure (especially publicly)
• People won’t use it
• Waste of time
Maddie Grant, Five Fears Associations Have About Social Media

16. Fight the Fear!
• Experiments
• Demos
• Social Media Policies
• Dialog with Stakeholders
• “Never let a good crisis go to waste”

17. Capacity
http://www.flickr.com/photos/hometowninvasion/277063345/

18. Capacity Questions
• Who will implement your organization’s social
media strategy?
• Can you allocate a minimum of five hours per week
to your strategy once you've passed the learning
curve?
• Do you have the most efficient work flow and tasks
in place?
• Do you need any outside expertise?
• Will your content updates depend on any other
resource or person?

19. Tools & Tactics

20. Tools & Tactics
• What tactics and tools best support your objectives and
match your targeted audience?
• Listening
• Participating
• Storytelling
• Generating Buzz
• Fundraising
• Professional development

21. Tools & Tactics
• What tools and tactics do you have the
capacity to implement?
• Time
• Staff
• Skills

22. Measurement

23. What/how will you measure?
• What is your original, measurable objective (e.g., # of
event attendees or petitions signed)?
• What hard data points or metrics will you use to track
your objectives? How often will you track? Do you
have the systems and tools set up to track efficiently?
• How will you harvest insights from hard data and
qualitative data as the project unfolds? What questions
will you ask to generate insights? Who will participate?

24. Some things to track. . .
• Unique visitors
• Keywords
• Time on site
• Referrals
• Tags, ratings, rankings
• Comments & trackbacks
• Connections
• Members and active contributors

25. Experiment
http://www.flickr.com/photos/cadelagarza/208725322/

26. How can you experiment?
• What small piece can you implement
first as a pilot?
• How will you learn from the pilot
for your next experiment?

27. From the field. . . .

28. QUESTIONS?

29. Let’s get started. . .

30. Resources
• WeAreMedia.org: The Social Media Starter Kit for
Nonprofits--Creating Your Organization’s Strategy
Map
http://www.slideshare.net/WeAreMedia/strategy-map-day-1