Creating Your Organization's Social Media Strategy Map

Social Media and Nonprofits: Two-Day Intensive Workshop

Objectives

• Strategic social media

• Planning questions

• Examples of nonprofits

Meet Phil

http://www.flickr.com/photos/johnjoh/376275220/

http://www.flickr.com/photos/commitforlife/

Phil’s desk is here

If the organization owned our social

media 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, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

How do we integrate our

social strategy with our

communications plan?

Gordon Meyer

John Kenyon

Scarlett Swerdlow

You need an effective Internet presence across

channels.

The difference is delivering a message versus being part of a

conversation.

Begin with objectives and

audience

Danielle Brigida

Listening is part of your environmental

scan!

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Educating

Organization creates content

Audience in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the audience / Adding

value

Influencing, involving

User created content / Co-creation

TALK CONVERSATIONS

Source: Slide 10 from "What's Next In Media?" by Neil Perkin

Some differences in tactics

How do we balance conversation and talk?

Source: Inside Obama’s Social Media Tool Kit

Source: Inside Obama’s Social Media Tool Kit

Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

Users are inspired and enabled to talk about your

organization

They spread the message around the network

SETH GODIN – ‘FLIPPING THE FUNNEL’

Your supporters

are the message!

Source: NTEN Newsletter October, 2008

Source: David Wilcox, The Social Reporter

Email Marketing

Social Media

Different Ways To Spread

Take it from us

Get it from our friends

Let’s go step-by-step

•Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment

Objective

•What do you want to accomplish with social media?

•Describe how your social media objective supports or links to a goal your organization’s communications plan?

Give Your Social Media Objective An IQ Test!

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

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?

One Wayemail

search engineads

SocialListening

ConversationConnecting

HomebaseWeb Site

AudienceObjective

Integration with Internet Strategy

1/3 Web Presence 1/3 One Way

1/3 Social

Culture Change

Discussion

Share Pair Exercise

Dealing with organizational culture issues

Page 5 and 6

Demos

Blog Policy

Social Networking Policy

GenerateBuzzShare

Content

Listen

Participate

Community Building &

Social Networking

Tactical Approaches and Tools

Capacity: Staff, Time, Expertise

Source: Tweeting 9-5 The Daily Routine of a Slightly Insane Social Media Manger

Staff

http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html

Measurement

Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement

…combined with digital ethnographic insights

It’s Not Just About Page Views!

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.

The Steps

•Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment

Let’s walk the line ….

Ready

Not Ready

Lunch andTeam Planning Time

Using the strategy map worksheet, discuss the following elements

Page 17-22

Objective

Audience

Integration

Culture Change

Capacity

If you remix this presentation, please add your remixed version to the WeAreMedia wiki

http//www.wearemedia.org

Thank you