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
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
8.
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
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 …
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
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
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.
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/
100.
101. Is this a target group identified in your organization’s communications plan?
102.
103. Community Building & Social Networking GenerateBuzz Social Content Engage Listen 3. Review Strategy Blocks
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
http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
http://www.flickr.com/photos/martinlabar/3248079595/Eugene Kim used the metaphor of the ants. They do two things leave and follow trails and haul things. They basically leave a trail that says "I was here." That way others can find them and connect. He applied the metaphor to Twitter. Twitter is simply an ant trail. We can leave a pulse, it is simple and easy. It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.
http://www.flickr.com/photos/ari/487138904/
http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
