1. Your Nonprofit Organization’s Social Media Strategy Map Beth Kanter, Visiting Scholar Packard FoundationNovember, 2009: CompassPoint

2. About Me Beth Kanter, Beth’s Blog

3. http://socialmedia-strategy.wikispaces.com/ #compasspt http://www.flickr.com/photos/gilgamesh/

4. Objectives Experience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy Address organizational culture and capacity issues that often arise when a new technology is introduced Identify one thing you can do to change your organization’s practice around social media

5. Agenda 9:30-10:45 am Introductions and Ice Breaker Principles of Effective Social Media Strategy 10:45-11:00 Spectra Gram and Quick Break 11:00- 12:00 Small Groups to Play Simulation Game 12:00-12:45 Lunch12:45-1:45 Small Groups Report Out 1:45-2:00Reflection

6. Stand up, Sit Down

7. Share Pairs What’s one thing you know about social media that you can share with others today? What do you want to learn today about social media strategy? Photo by Franie

9. Community Building & Social Networking GenerateBuzz Social Content Engagement Listen Social Media Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Flyl

10. Social Content acticaches Social Media: Tactics and Tools Community Building & Social Networking GenerateBuzz Listen Engagement 10hr 15hr 20hr Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome Less Time More time

11. The Principles A Bridge Listening and engaging Working with Influencers The Social Life of Content Platform for Self-Organizing Staff time and expertise Assessing Organizational Culture The right metrics Small pilots, fail fast, reiterate a

12. I’ve been following your ant trail …

13. 1. Bridge to Offline Impact

18. Or maybe it’s getting butts in seats

19. Tweeting an Opera

23. 2. Listening First, Real Time Tracking, Engaging

24. Listening Comes First: The Red Cross First project was a listening project over three years ago People were talking and they needed to listen At first, felt like going to war, but changed internal perception of social media

25. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger

26. Influencer complaining … Customer service issue Relationship building Listening leads to engagement …

27. Source: Communications Network Listening Presentation

28. Keywords are King! Source: Thomashawk

29. Social Media Dashboards are your best friend …

30. Listening Tool Box

33. Engaging Strategically

36. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ” Danielle Brigida

39. Cultivating Influencers

46. The Social Life of Content

49. Social Content and Stories

50. Platform for Self-Organizing

52. Allocate staff time, have expertise to implement strategy

54. The Tower and The Cloud Flickr photos by jamesjordan

55. Assess Organizational Culture Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more

61. Why policy is needed

62. Cases when it will be used, distributed

63. Oversight, notifications, and legal implications

64. Guidelines

65. Identity and transparency

66. Responsibility

67. Confidentiality

68. Judgment and common sense

69. Best practices

70. Tone

71. Expertise

72. Respect

73. Quality

74. Additional resources

75. Training

76. Press referrals

77. Escalation

78. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

80. Well, maybe not dead Pick the right metrics to understand what is and what isn’t working

81. The Right Metrics KD Paine

86. Creating A Safe Place To Fail Identify worst case scenarios Develop contingency plans Prepare for the failures

87. 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.

88. Human Spectragram: Experience with social media

89. Ready to play the Social Media Game? Source: littleoslo.com - Blogpoly

90. David Wilcox http://socialmedia.wikispaces.com/Social+media+game

91. http://internet-fundraising.wikispaces.com/

92. Photo by Preetam Rai

93. Network Effe

95. Don’t get hung up if you don’t have enough context. Make it up!

96. There are no right or wrong answers

98. Each table will have one scenario! Scenario A: Regional Arts OrganizationTables 1, 3, 5 Scenario B: Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6 Scenario C: Youth for Better After School ProgramsTables: 7, 8, 9, 10

99. Objective Each scenario has an objective that you can identify and sharpen … but don’t get stuck Photo by wili/

101. Is this a target group identified in your organization’s communications plan?

103. Community Building & Social Networking GenerateBuzz Social Content Engage Listen 3. Review Strategy Blocks

104. 4. Pick Your Tools: You Only Get Ten Points!

105. Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00

106. Refine Objective Identify Audience Review the Strategy Approaches Pick Tools Lunch Reports Reflection

108. Summarize discussionsScenario A: Regional Arts OrganizationTables 1, 3, 5 Scenario B: Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6 Scenario C: Youth for Better After School ProgramsTables: 7, 8, 9, 10

109. Reflection How will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward? What is the first step you will take?

110. Thank You! Beth’s Bloghttp://beth.typepad.com Have a blog post topic idea?beth@bethkanter.org