Creating YourOrganization'sSocial MediaStrategy Map

Social Media and Nonprofits: Two-Day Intensive Workshop

Objectives

• Strategic social media

• Planning questions

• Examples of nonprofits

We Are Media Project:The Social Media Starter Kit forNonprofits

Visit the WeAreMedia wiki for additionalresources and to connect with othernonprofit social media practitioners viahttp://www.wearemedia.org

Funded by the Surdna Foundation

Meet Phil

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

Phil’s desk is here

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

If the organizationowned our socialmedia strategy ….

Phil needs a map for his executive director…..

And one for the marketing and outreach department

And one for himself too

How do we integrateour social strategy

with ourcommunications plan?

Gordon Meyer

John Kenyon

Scarlett Swerdlow

You need aneffective Internetpresence across

channels.

The difference is delivering amessage versus being part of a

conversation.

Begin withobjectives and

audience

Danielle Brigida

Listening is part ofyour 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

COMMUNICATIONS SOCIAL MEDIA

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

Some differences in tactics

Social Media adds another dimension

Source: Inside Obama’s Social Media Tool Kit

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

Users are inspired and enabled totalk about your organization

They spread the message aroundthe network

SETH GODIN – ‘FLIPPING THE FUNNEL’

Yoursupporters

are themessage!

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 agoal your organization’s communications plan?

Give Your Social MediaObjective An IQ Test!

To draw political attention to ongoing genocide in Darfur bydelivering 1 million postcards to be sent to Obama within hisfirst 100 days in office

Audience

•Who must you reach with your social mediaefforts to meet your objective? Why this targetgroup?

•Is this a target group identified in yourorganization’s communications plan?

•What do they know or believe about yourorganization or issue? What will resonate withthem?

•What key points do you want to make withyour audience?

What are they doing online?

What research do youneed?

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

Share Pair Exercise

Dealing withorganizational cultureissues

Discussion

Demos

Blog Policy

Social Networking Policy

Capacity: Staff, Time, Expertise

Begin here

GenerateBuzzShare

Content

Listen

Participate

CommunityBuilding &

SocialNetworking

Hrs/per week

# of weeks

Social Media Tactics

Source: Tweeting 9-5 The Daily Routine of a Slightly Insane SocialMedia 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 AboutPage Views!

Start small, reiterate over and over

Pick a social media project that won’ttake much time

Write down successes

Write down challenges

Ask or listen to the people you connectwith about what worked and whatdidn't

Watch other nonprofits and copy andremix 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

NotReady

Lunch andTeam Planning Time

Using the strategy map worksheet,discuss the following elements

Objective

Audience

Integration

Culture Change

Capacity

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

http//www.wearemedia.org

Thank you