Transcript
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SOCIAL MEDIA DONE RIGHT IN JUST 30 MINUTES A DAY

#SM4NP

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ARCHITECT YOUR SUCCESSBUILD FOR STRENGTH & FLEXIBILITYMOVE INKEEP IT MAINTAINED

The Steps:

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ARCHITECT YOUR SUCCESSStep One:

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A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

Start with Strategy

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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Objective

•What do you want to accomplish with social media?

•Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan

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Give Your Social Media Objective An IQ Test!

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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Organization Goal: Increase online ticket salesSocial Media Goal: Increase online community actions by 25% in one season.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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1. Who must you reach with your social media efforts to meet your objective? Why this target group?

2. Is this a target group identified in your organization’s communications plan?

3. What do they know or believe about your organization or issue? What will resonate with them?

4. What key points do you want to make with your audience?

Audience

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These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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BUILD FOR STRENGTH & FLEXIBILITYStep Two:

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Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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AudienceObjective

One Wayemail

search engineads

SocialListening

ConversationConnecting

HomebaseWeb Site

An Integrated Strategy

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California State Parks Foundation• May 2009• 100 Park Closures Imminent• 500 Facebook Fans• Mostly Direct Mail Supports

New Strategy:Reach younger supporters to prepare for a ballot initiative to protect California parks.

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Integrated Components

Home BaseWeb site redesign

to emphasize:• Petition• Facebook• Donations

One Way“Urgent Grams”

to:• High Dollar

Donors• Other Members• Prospects

Social• Facebook

Welcome Page• Fan Videos on

YouTube

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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Integrated Looks & Message

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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MOVE INStep Three:

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Strategy Step by Step

• Objectives• Audience• Integration• Tools and

Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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LISTENING

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LISTENING WITH RSS

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LISTENING WITH RSS

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LISTENING WITH ALERTS

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LISTENING WITH TWITTER

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LISTENING DASHBOARD

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LISTENING DASHBOARD

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JOINING

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JOINING WITH COMMENTS

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JOINING WITH COMMENTS

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JOINING WITH SIGNPOSTS

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CREATING

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CREATING PROFILES

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CREATING REAL PROFILES

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CREATING ENGAGING PROFILES

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CREATING VALUABLE PROFILES

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CREATING CONTENT

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Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

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More Resources• Allfacebook.com• John Haydon/Inbound Zombie: The

Complete Facebook Guide For Small Non-Profits

• BethKanter.org• Case Foundation: Social Media 101• Idealware Social Media Decision Making

Guide

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RESOURCESTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics

Books & Collections:We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01:

http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.phpManaging Technology to Meet Your Mission:

http://www.amazon.com/Managing-Technology-Meet-Your-Mission/

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Thank You!

Holly RossED / NTEN

[email protected]/ntenhross

Facebook.com/nten.org


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