7. Facebook
Better not
mention
Blog Twitter
As long as it doesn’t
interfere with your real
Flickr
work …
http://www.flickr.com/photos/kino-eye/
He finally convinces executive director
15. A social media strategy map helps
your organization think through
objectives, audience, strategy,
tools, and measurement to support
your organization’s
communications and Internet
strategy.
16. How do we integrate
our social strategy
with our
communications plan?
18. The difference is delivering a
Begin with
message versus being part of a
objectives and
conversation.
audience
You need an
effective Internet
presence across
channels.
Gordon Meyer Scarlett Swerdlow
Listening is part of
your environmental
scan!
John Kenyon
Danielle Brigida http://www.wearemedia.org
19. Some differences in tactics
COMMUNICATIONS SOCIAL MEDIA
Brand in control Audience in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the audience / Adding value
Educating Influencing, involving
Organization creates content User created content / Co-creation
Source: Slide 10 from quot;What's Next In Media?quot; by
Neil Perkin
20. SETH GODIN – ‘FLIPPING THE FUNNEL’
Users are inspired and enabled to
talk about your organization
They spread the message around
the network
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
29. Audience
•Who must you reach with your social media
efforts to meet your objective? Why this target
group?
•Is this a target group identified in your
organization’s communications plan?
•What do they know or believe about your
organization or issue? What will resonate with
them?
•What key points do you want to make with
your audience?
46. 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
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
49. 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.
50. Think It Through Before You Leap!
•Objectives
•Target Audience
•Integration
•Culture Change
•Capacity
•Tools and Tactics
•Measurement
•Experiment
51. Sources Sources of Inspiration
Inspiration and
WeAreMedia: Nonprofit Social Media Starter Kit
http://www.wearemedia.org/
(I’m the wiki facilitator and gardener)
These awesome slide shows I found on
SlideShare
CC Maine, Tweeting 9-5: The Daily Routine of a
Slightly Insane Social Media Strategist
Neil Perkins, What’s Next in Media
All Photos Creative Commons Licensed
from Flickr as noted on slide notes