How to create a values and vision based communication - social media plan. Presentation at STRONG 2013 - the First Nations Technology Council's Summit of Technology, Resources, Opportunities, Networks and Growth conference.

1. Social Media 101
Creating a communication strategy and
social media plan in one hour
Jamie Billingham
May 2013

2. What is Social Media?
Social
• Interactions between
individual and groups
• Tending to form
Cooperative and
interdependent
Relationships with
others
Media
• Communication
Channels
• Mass Communication
• Various means of
Communication

3. What is Social Media?
Refers to the means of interactions
among people in which they create,
share, and exchange information and
ideas in virtual communities and
networks

4. Start with Why
Why are you here today?
What do you want to be able to do by
the end of this session?
Why do you want to use social media?

5. Sales
Strategy
Engagement
Strategy
Marketing
Strategy
The Bigger Picture
Organizational Values
Vision
Mission
Organizational Strategy and Goals
Communication
Strategy
Social Media
Strategy

6. The Bigger Picture
Communication
Strategy
Social Media
Strategy
Goals
Tactics
Goals
Tactics

7. Strategy
Goals
Values
Vision
Mission
Tactics Values, Vision and Mission
usually stay the same over
time. They are the
foundation of your
organization.
Strategy is a plan to achieve
your mission and vision
while maintaining your
values.
Goals are measurable steps
that are used in your
strategy, to move you
toward your vision.
Tactics are the things you do
or use to reach your goals.

8. Values
Vision
Mission
Strategy
Goals
Tactics
Vision is BIG! It’s about how you want
your world to be and how you see your
organization in the world.
Mission is HOW you are doing to make
the BIG vision a reality.
Strategy is your plan to achieve your
mission and vision while maintaining
your values.
Goals are measurable steps that are
used in your strategy to move you
toward your vision. Use SMART goals.
Tactics are the things you do or use to
reach your goals.
Social Media is a Tactic

9. Values Inventory

10. Vision
The answer to WHY is in your VISION
And
Your VISION is based on you VALUES

11. Vision - Business vs. Nonprofit
Business
• Vision is linked to business
goals – Why does business
exist?
• Marketing strategy
• Marketing goal is to
increase sales
• Communication strategy
supports marketing
• Social media is a tactic used
in marketing strategy
Nonprofit organization
• Vision is linked to
organizational goals – Why
does the organization exist?
• Marketing strategy
• Marketing goal is to increase
social capital (relationship with
community and clients)
• Communication strategy
supports marketing
• Social media is a tactic used in
marketing strategy

12. Vision
Goals
Strategy
On the ground. Things you DO that support your goals.
A plan that helps you achieve your
goals. Its how you move towards
your vision.
Measurable steps within your strategy that
move you toward your VISION.
Your VISION is like a signal fire.
It gives you something to aim towards.
Mission
What you do in general to achieve
your vision.

13. What is your VISION?
What is your VISION for your organization?
What will you SEE, HEAR and FEEL when you
achieve your vision?

14. What is your VISION?
What is your VISION?
Our vision is to produce and market products that do no harm to the
environment. We believe clean and safe can co-exist.
What is your mission?
Our mission is to put our product in the homes of everyone.
SEE - Our market share rises, very few returns, more
customers, more staff, we make more money.
HEAR - People say nice things about us. We get lots of
earned media in environmental magazines.
FEEL - Successful, proud, happy, relaxed, like we are
making a difference.

15. What is your VISION?
What is your VISION?
Our community is connected and healthy, people feel
cared for.
What is your MISSION?
We ensure families have safe housing and remain
connected to their community.
SEE - Our whole community comes to events, staff are
busy.
HEAR - People say nice things about us. Funders praise
us.
FEEL - Like we make a difference, successful, proud,
happy, relaxed.

16. Hold that VISION for the rest of the session.
Everything you do should move you
towards that VISION.
That is your destination!

17. Communication Strategy
 Values
 Vision
 Mission
 Communication Vision
 Communication Goals
 Know WHO your customers/clients are
 Know WHERE they are
 Clearly understand what value you can offer
them - What problem are you going to solve?

18. Who
WHO are your customers or clients?
Think demographics. Sex, age, income, needs, family make-
up.
Model some typical clients or customers. Give them names,
personalities, and most importantly needs.
What problems do they have, that you can solve?
Is solving their problems part of your VISION or MISSION?

19. Where
WHERE are your customers or clients?
Where do they hang out online?
How often do they use technology?
What kind of technology do they use - mobile
technology or computers?

20. How
HOW can you help solve their problems?
HOW can you reach your community/customers/clients?
HOW can you get their attention? Can you excite them,
scare (careful with this one) them, or make them laugh
through the use of social media?
This should line up with your organizations MISSION and
GOALS.

21. When and What
Now we are into the TACTICS
WHAT are you going to to DO to reach your customers, clients?
WHEN are you going to do that? How often?
WHO is going to do the work?

22. Why use Social Media?
Search Engine Optimization - SEO - Increases likelihood of more people
finding you.
Increases your Reach - How many people see your blog, website, etc.
Relationship Marketing - Improving your reputation and reach by developing a
relationship with people.
Content Marketing - Improving you reputation by creating and sharing content
that is of value to your current and potential customer/clients (aka target
audience)
To Listen and Communicate with customers, clients.
Social media is not good for direct sales.

23. Does Social Media fit with your
Marketing Strategy?
Push Strategy
• Is taking the product or
service directly to the
customer/client
• Direst sales
• Trade shows
• Point of sale & store
stocking
• In NPO - outreach
Pull Strategy
• Getting the customer/client
to come to you
• Advertising, mass media
• Word of mouth (online &
f2f)
• Customer Relationship
Management (CRM)
• Promo’s, discounts
• In NPO - clients seek you
out

24. Why use Social Media as a
Pull Marketing Strategy?
86% of Canadians overall have internet access
37% have mobile access
95% of Canadians under the age of 55 have
internet access
That’s a lot of Canadians!

25. http://www.ebizmba.com/articles/social-networking-websites

26. Top 3 Social Networking Sites
(June 2012 – according to Google Trends for Websites)
http://vincos.it/world-map-of-social-networks/

27. http://www.cmo.com/content/cmo-com/home/articles/2013/2/27/the_2013_cmo_s_guide.html

28. To decide where to focus your
marketing, communication and
social media energy - ask yourself
one question.

29. Are our current or potential
customers, clients or community
members there?

30. Websites and Blogs
You may not think of your website and/or blog as
“social media” and that may be a mistake.
Some organizations have only a website
Some have a website with an integrated blog
Some have a website and a separate blog or blogs
Your website and/or blog are yours.
You lease your domain (URL) but in effect you own it as
long as you continue to pay for it..
SOCIAL MEDIA WILL NEVER BE YOURS!

31. Your
Organization’s
Vision, Mission,
Strategy,
Goals
Google
Plus
YouTube
Twitter
Facebook
Page
Blog and/or
Website
LinkedIn

32. Your
Organization
V V M G
LinkedIn
YouTubeTwitter
Facebook
Page
Blog and/or
Website Pinterest
Google
Plus

34. Social Proof
Calls to action
Our Vision
Our Mission
Video
Blog Social Media

35. These are Calls To Action - We ask people to provide
their email addresses in return for specialized
resources that have VALUE for them.

36. Only 35 Likes but 257 people saw this
one post. Facebook Pictures, Videos.

38. More examples of
content marketing
that can add value
and extend your
reach.

39. This is a great example of a well branded
and clear online campaign. There is
absolutely no mistaking what this group is
about - their vision, values, mission and
what they want you to do are very, very
clear even when not explicitly stated.

40. This site was
built with
Nation Builder -
an out of the
box, social
media
optimized
website
creation system.
Wordpress is
also a excellent
option.

41. The Water Wealth Project also carries it’s
branding across multiple platforms and
makes it easy to figure out who they are,
what they are focused on and what they
want you to do.

42. Your
Organization
V V M G
LinkedIn
YouTubeTwitter
Facebook
Page
Blog and/or
Website Pinterest
Google
Plus

43. To maintain sanity you will eventually need to use Hootsuite (or Buffer) to
manage all your social media accounts from one dashboard!
My Hootsuite dashboard lets me see and post to my own Twitter, Facebook
and LinkedIn accounts plus Thoughtstream’s , Twitter, G+ Page, Facebook
Page and lets me create streams for hashtags # I follow i.e. Education
Hashtags. I can also schedule posts in advance.

44. Set up your computer browser
(Chrome is good) to post easily and to
multiple accounts.

46. Work through the following to help you strategize about your audience, and
the potential social media tools and channels you may want to use for your
marketing campaign or communication activity.
1. Who are you trying to reach? This is your Target Audience
Describe the person(s) you want to reach with your communication; be as
specific as possible. More than one “audience” may be listed. Include a
primary and secondary (influencers) audience if appropriate.
Non Profit Example: Care givers of children under 5 (COHI promotion), Other
local health providers (secondary)
Business Example: School superintendents (primary), Teachers (secondary)

47. 2. What problem(s) are you solving for your Target Audience?
What is the VALUE you bring to the conversation?
Examples: Problems with kids teeth - Access to health care - Getting buy-in
from parents/stakeholders - Understanding diabetes risk factors

48. 3. What is your GOAL?
What do you want to achieve through your social media activities?
Do you want your target audience to DO something, THINK
something, FEEL something?
Examples: Help people be more informed - Motivate people to care
about an issue - Highlight a campaign - Encourage a healthy
behaviour - Reinforce health messages - Encourage interaction -
Get feedback/exchange ideas - Collaborate with partners - Get
people to subscribe or download something - Build trust
Write out each goal using the SMART acronym.
Specific Measurable Acceptable Realistic Time framed

49. 4. How does your goal fit?
a) Describe how your social media goals support your organization’s
Values, Vision, Mission and/or overall Communications Strategy.
b) How does it support other online or offline components – Events,
newsletters, press releases, promotions, etc.
5. Message Development
Develop the key messages based on the target audience and goals.
Example: For moms of young children to encourage late season flu
vaccination, “It’s not too late to vaccinate.”

50. 6. Resources and Capacity
Who is going to do this, when and for how long (per day, week, month, year).
7. Identify Social Media Tools
Decide and explain what tools will effectively reach your target audience.
Match the needs of the target audience with the tools that best support your
objectives and resources.
Example: Because Facebook has a large population of young women who
have children, is free, and requires minimal technical expertise, it may be a
good tool for a mom-centered program while only requiring a small amount
of funding for social media activities.

51. 8. Define Activities
Based on all of the elements above, list the specific activities you
will undertake to reach your communication goals and objectives.
Example: Develop and promote Facebook fan page for diabetes
prevention for youth.
9. Partnerships, cooperators, collaborators
Identify any key partners and their roles and responsibilities.
Examples: FNHA, Local Chamber of Commerce, regional Health
Authority

52. 10. Define Success for Evaluation
What are your measures of success?
Your measures of success may be different depending on your
goals and objectives.
11. Evaluate
Create an evaluation plan - see page 50 of the CDC social media
toolkit lined below for a simple to use evaluation plan template.
Adapted from the http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf

53. Social Media Plan
http://fuckyeahnpspreadsheets.tumblr.com/post/48478483159/spreadsheet-as-dashboard-global-giving

54. Social Media Calendar
Aka Editorial Calendar
http://communityorganizer20.com/2013/01/14/taking-my-own-medicine/

55. Some of my Favorite Resources
Good advice on getting staff involved in Social Media @jeffbullas on Twitter - Great resources
http://www.jeffbullas.com/2013/04/30/how-to-supercharge-your-social-media-marketing-strategy-with-employee-sharing/
Great Social Media Toolkit
http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
Great guide on writing for Social Media
http://www.cdc.gov/socialmedia/tools/guidelines/pdf/guidetowritingforsocialmedia.pdf
How and When to Use Social Media Channels to Strategically Support Government Goals
http://www.delib.net/delib_shared_assets/shared_documents/Delib_Social_Media_for_Government_2012.pdf
Beth’s Blog aka @KANTER about spreadsheets to use to measure and track social media along with other awesome stuff
http://www.bethkanter.org/spreadsheet-sm_re/
Twitter: A Quick Start Guide for People In and Around Government
http://www.learningpool.com/docs/marketing/general/twitter_guide.pdf
Understanding Facebook Edgerank by Pam Dyer @pamdyer on Twitter - Great resources
http://www.pamorama.net/2013/05/05/understanding-facebook-edgerank-algorithm/#axzz2SSvqZWdq
For great web hosting check out http://www.billyhost.com/
Download the Social Media 101 workbook here
Tweet me @jamiebillingham - My website jamiebillingham.com