Creating Your Organization's Social Media Strategy Map
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Transcript of Creating Your Organization's Social Media Strategy Map
Your Organization’s Social Media Strategy Map by Beth Kanter
Hi, my name is Beth Kanterand I blog about nonprofitsand social media.
That’s my blog
I wrote this post forthe WeAreMediawiki …
And Phil
http://www.flickr.com/photos/johnjoh/376275220/
Phil’s desk is here
http://www.flickr.com/photos/commitforlife/
He finally convinces executive director
As long as it doesn’tinterfere with your real
work …
Blog
Flickr
FacebookBetter notmentionTwitter
http://www.flickr.com/photos/kino-eye/
If the organizationalowned our socialmedia 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 helpsyour organization think throughobjectives, audience, strategy,tools, and measurement to supportyour organization’scommunications and Internetstrategy.
How do we integrateour social strategy
with ourcommunications plan?
Source: Inside Obama’s Social Media Tool Kit
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!
http://www.wearemedia.org
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
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
Source: Beth Kanter, How To Think Like A Social Media Genius
Source: Beth Kanter, How ToThink Like A Social MediaGenius
Source: Beth Kanter, How To Think Like A Social Media Genius
Let’s go step-by-step
•Objectives•Target Audience•Integration•Culture Change•Capacity•Tools and Tactics•Measurement•Experiment
Objective
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
1/3 Web Presence 1/3 One Way
1/3 Social
Culture Change
Share Pair Exercise
Dealing withorganizational cultureissues
There are actually six, Iadded one to the list …
Look at each one and brainstorm howyou might turn it around ..
• Loss of control over your organization's brandingand marketing messages
• Dealing with negative comments
• Addressing personality versus organizationalvoice
• Fear of failure
• Perception of wasted of time and resources
• Suffering from information overload already, thiswill cause more
From this …
To this
Let’s see what has workedwith some nonprofits …
Demos and Discussion
Blog Policy
Social Networking Policy
Capacity
It takes Time
Listen Participate
CommunityBuilding &
SocialNetworking
Less Time More time
5hr 10hr 15hr 20hr
ShareContentShare
ContentGenerate
Buzz
Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media StrategistBy ccmaine
“I was a Facebook junkie before I washired!”
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
THINK ABOUT HOW YOU MEASURE
It’s not all about page views
Broader use of hard metrics – users, time spent, comments, pass-alongs
…combined with digital ethnographic measures
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.
Think It Through Before You Leap!
•Objectives•Target Audience•Integration•Culture Change•Capacity•Tools and Tactics•Measurement•Experiment
Inspiration and SourcesSources of Inspiration
WeAreMedia: Nonprofit Social Media Starter Kithttp://www.wearemedia.org/
(I’m the wiki facilitator and gardener)
These awesome slide shows I found onSlideShare
CC Maine, Tweeting 9-5: The Daily Routine of aSlightly Insane Social Media StrategistNeil Perkins, What’s Next in Media
All Photos Creative Commons Licensedfrom Flickr as noted on slide notes