This document provides guidance on creating a social media strategy map for a nonprofit organization. It discusses establishing objectives, identifying target audiences, integrating social media with communications plans, addressing culture change, building staff capacity, selecting appropriate tools and tactics, and measuring performance. The strategy map is presented as a framework to help nonprofits systematically plan their social media presence across various channels to achieve their goals.

1. Creating Your Organization's Social Media Strategy Map Social Media and Nonprofits: Two-Day Intensive Workshop

3. Meet Phil http://www.flickr.com/photos/johnjoh/376275220/

4. http://www.flickr.com/photos/commitforlife/ Phil’s desk is here

7. If the organization owned our social media strategy ….

9. Phil needs a map for his executive director…..

10. And one for the marketing and outreach department

11. And one for himself too

12. 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.

13. How do we integrate our social strategy with our communications plan?

14. 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!

15. 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

16. How do we balance conversation and talk?

17. Source: Inside Obama’s Social Media Tool Kit

18. Source: Inside Obama’s Social Media Tool Kit

19. 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’

20. Your supporters are the message!

21. Source: NTEN Newsletter October, 2008

22. Source: David Wilcox, The Social Reporter Email Marketing Social Media Different Ways To Spread Take it from us Get it from our friends

25. Give Your Social Media Objective An IQ Test!

26. 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

28. What are they doing online?

29. What research do you need?

30. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site

31. 1/3 Web Presence 1/3 One Way 1/3 Social

32. Culture Change

33. Discussion

34. Share Pair Exercise Dealing with organizational culture issues Page 5 and 6

35. Demos

36. Blog Policy

37. Social Networking Policy

39. Tactical Approaches and Tools Generate Buzz Share Content Listen Participate Community Building & Social Networking

40. Capacity: Staff, Time, Expertise

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

42. Staff

43. 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

44. It’s Not Just About Page Views!

46. Start small, reiterate over and over

47. 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.

49. Let’s walk the line …. Ready Not Ready

50. Lunch and Team Planning Time Using the strategy map worksheet, discuss the following elements Page 17-22 Objective Audience Integration Culture Change Capacity

52. If you remix this presentation, please add your remixed version to the WeAreMedia wiki http//www.wearemedia.org Thank you