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For workshop on using social media in Centers for Independent Living. Adapted from WeAreMedia.org curriculum.
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Your Social Media Strategic MapPresented by Michele Martin
Objective
• Review steps in creating a social media strategic map
Social Media Strategic Mapping
• Objective
• Target Audience(s)
• Integration
• Culture change
• Capacity
• Tools and Tactics
• Measurement
• Experiment
Objectiveshttp://www.flickr.com/photos/gareandkitty/276471187/
Objectives
• What do you want to accomplish with social media?
• How does it tie in with other goals or objectives for your organization?
Is it S.M.A.R.T?• Specific
• Measurable
• Achievable
• Realistic
• Time-based
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.”
Audiencehttp://www.flickr.com/photos/nakedfrog/3583322992/in/pool-rockthatdisability
Who Is Your Audience?
• Who must you reach to meet your objective(s)?
• Why this target group?
• What do they know or believe about your organization or issue?
• What key points do you want to make?
• What is your audience doing online? How do they like to interact?
• What research do you need to do?
Source: Business Week
Integration
Source: WeAreMedia
1/3 Web Presence1/3 One-Way
1/3 Social Media
Culture Changehttp://www.gapingvoid.com/Moveable_Type/archives/003948.html
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?
5 Common Fears• Loss of control• Privacy
• Failure (especially publicly)
• People won’t use it
• Waste of timeMaddie Grant, Five Fears Associations Have About Social Media
Fight the Fear!
• Experiments
• Demos
• Social Media Policies
• Dialog with Stakeholders
• “Never let a good crisis go to waste”
Capacityhttp://www.flickr.com/photos/hometowninvasion/277063345/
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?
Tools & Tactics
Tools & Tactics• What tactics and tools best support your objectives and
match your targeted audience?
• Listening
• Participating
• Storytelling
• Generating Buzz
• Fundraising
• Professional development
Tools & Tactics
• What tools and tactics do you have the capacity to implement?
• Time
• Staff
• Skills
Measurement
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?
Some things to track. . . • Unique visitors
• Keywords
• Time on site
• Referrals
• Tags, ratings, rankings
• Comments & trackbacks
• Connections
• Members and active contributors
Experimenthttp://www.flickr.com/photos/cadelagarza/208725322/
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?
From the field. . . .
QUESTIONS?
Let’s get started. . .
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