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Your Nonprofit Organization’s Social Media Strategy Map,[object Object],Beth Kanter, Visiting Scholar Packard FoundationNovember, 2009:  CompassPoint,[object Object]
About Me,[object Object],Beth Kanter, Beth’s Blog,[object Object]
http://socialmedia-strategy.wikispaces.com/,[object Object],#compasspt,[object Object],http://www.flickr.com/photos/gilgamesh/,[object Object]
Objectives,[object Object],Experience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy ,[object Object],Address organizational culture and capacity issues that often arise when a new technology is introduced ,[object Object],Identify one thing you can do to change your organization’s practice around social media,[object Object]
Agenda,[object Object],9:30-10:45 am	,[object Object],Introductions and Ice Breaker,[object Object],Principles of Effective Social Media Strategy,[object Object],10:45-11:00,[object Object],Spectra Gram and Quick Break,[object Object],11:00- 12:00,[object Object],Small Groups to Play Simulation Game,[object Object],12:00-12:45,[object Object],Lunch12:45-1:45,[object Object],Small Groups Report Out,[object Object],1:45-2:00Reflection,[object Object]
Stand up, Sit Down,[object Object]
Share Pairs,[object Object],What’s one thing you know about social media that you can share with others today?,[object Object],What do you want to learn today about social media strategy?,[object Object],Photo by Franie,[object Object]
Compasspoint Workshop Slides - Beta
Community Building & Social Networking,[object Object],GenerateBuzz,[object Object],Social Content,[object Object],Engagement,[object Object],Listen,[object Object],Social Media Strategy Blocks,[object Object],Crawl ………..……Walk …….…….. Run ……..…………….Flyl,[object Object]
Social Content,[object Object],acticaches,[object Object],Social Media: Tactics and Tools,[object Object],Community Building & Social Networking,[object Object],GenerateBuzz,[object Object],Listen,[object Object],Engagement,[object Object], 10hr,[object Object], 15hr,[object Object], 20hr,[object Object],Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome,[object Object],Less Time,[object Object],More time,[object Object]
The Principles,[object Object],A Bridge ,[object Object],Listening and engaging,[object Object],Working with Influencers,[object Object],The Social Life of Content ,[object Object],Platform for Self-Organizing,[object Object],Staff time and expertise,[object Object],Assessing Organizational Culture,[object Object],The right metrics,[object Object],Small pilots, fail fast, reiterate,[object Object],a,[object Object]
I’ve been following your ant trail …,[object Object]
1.  Bridge to Offline Impact,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Or maybe it’s getting butts in seats,[object Object]
Tweeting an Opera ,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
2. Listening First, Real Time Tracking, Engaging,[object Object]
Listening Comes First: The Red Cross,[object Object],First project was a listening project over three years ago,[object Object],People were talking and they needed to listen,[object Object],At first, felt like going to war, but changed internal perception of social media,[object Object]
Listen:  Monitor, Compile, Distribute,[object Object],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,[object Object]
Influencer complaining …,[object Object],Customer service issue,[object Object],Relationship building,[object Object],Listening leads to engagement …,[object Object]
Source: Communications Network Listening Presentation ,[object Object]
Keywords are King!,[object Object],Source: Thomashawk,[object Object]
Social Media Dashboards are your best friend …,[object Object]
Listening Tool Box,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Engaging Strategically,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
“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!) ”,[object Object],Danielle Brigida,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Cultivating Influencers,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
The Social Life of Content,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Social Content and Stories,[object Object]
Platform for Self-Organizing,[object Object]
Compasspoint Workshop Slides - Beta
Allocate staff time,  have expertise to implement strategy,[object Object]
Compasspoint Workshop Slides - Beta
The Tower and The Cloud,[object Object],Flickr photos by jamesjordan,[object Object]
Assess Organizational Culture,[object Object],Loss of control over their branding and marketing messages,[object Object],Dealing with negative comments,[object Object],Addressing personality versus organizational voice  (trusting employees),[object Object],Fear of failure ,[object Object],Perception of wasted of time and resources ,[object Object],Suffering from information overload already, this will cause more ,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Social media policy template,[object Object],[object Object]
 Why policy is needed
 Cases when it will be used, distributed
 Oversight, notifications, and legal implications
 Guidelines
 Identity and transparency
 Responsibility
 Confidentiality
 Judgment and common sense
 Best practices
 Tone
 Expertise
 Respect
 Quality
 Additional resources
 Training
 Press referrals
 Escalation
 Policy examples available at wiki.altimetergroup.comSource:  Charlene Li, Altimeter Group,[object Object]
Compasspoint Workshop Slides - Beta
Well, maybe not dead,[object Object],Pick the right metrics to understand what is and what isn’t working,[object Object]
The Right Metrics,[object Object],KD Paine,[object Object]
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Compasspoint Workshop Slides - Beta
Creating A Safe Place To Fail,[object Object],Identify worst case scenarios,[object Object],Develop  contingency plans,[object Object],Prepare for the failures,[object Object]
Pick a social media project that won’t take much time,[object Object],Write down successes ,[object Object],Write down challenges ,[object Object],Ask or listen to the people you connect with about what worked and what didn't ,[object Object],Watch other nonprofits and copy and remix for your next project. ,[object Object],Rinse, repeat.,[object Object]
Human Spectragram:  Experience with social media,[object Object]

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Notas del editor

  1. http://www.flickr.com/photos/thomashawk/17936617/in/set-72157594567688537
  2. 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?
  3. Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
  4. 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.
  5. http://www.flickr.com/photos/ari/487138904/
  6. 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:
  7. http://www.flickr.com/photos/thomashawk/3349296760/