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

Thank You!

Beth’s Bloghttp://beth.typepad.com

Have a blog post topic idea?beth@bethkanter.org