social media road map
DESCRIPTION
Presentation on social media and communication planning inspired by Beth Kanter and presented to international Home Share nonprofits in Burlington VT on June 8, 2010 by Lauren-Glenn Davitian of CCTV Center for Media & Democracy and Common Good Vermont ([email protected])TRANSCRIPT
Links: Currency of Social Media
Building Community in the Internet Age
Lauren-Glenn Davitian - [email protected]
CCTV Center for Media & Democracywww.cctv.org
June 2010
The Network of Networks
Test
Source: David Wilcox, The Social Reporter
Flip the Funnel - Inspire Your Friends to Talk about You
Test
A map is a good place to start your trip…
A social media strategy map helps your organization support its communications and internet strategy
by thinking through your objectives, audience, actions,
message, media (tools & techniques), measurement, experiments,
capacity, and culture change.
Thanks to Beth Kanter at http:beth.typepad.com/
1. Objectives
2. Audience
3. Message
5. Measure 6. Experiment
4. Media
Culture Change
Capacity
Culture Change
What barriers do you face within your organization?
1. Objectives
Culture Change
What action do you want people to take?
1. Objectives
2. Audience
Culture Change
Your online audience includes the “Ad hocs”…
1. Objectives
2. Audience
Culture Change
The “Passionates” who create excitement…
1. Objectives
2. Audience
Culture Change
…and the “Key Influencers” who spread the word.
Learn about your audience
http://www.forrester.com/Groundswell/profile_tool.html
1. Objectives
2. Audience
3. Message
Culture Change
What is important to your people? What action do you want them to take?
1. Objectives
2. Audience
3. Message
4. Media
Culture Change
What is the most effective way to reach your audience?
OFFLINE
OFFLINE
OFFLINE
OFFLINE
OFFLINE
OFFLINE
ONLINE
Web
Social MediaBlog
Social Media Landscape by FredCavazza.net
EXAMPLES
EXAMPLES
EXAMPLES
http://nhsbaltimore.blogspot.com/
EXAMPLES
http://www.facebook.com/NHSGC
EXAMPLES
http://www.youtube.com/user/NeighborWorksAmerica
EXAMPLES
http://www.cctv.org/watch-tv/programs/cvoeo-fair-housing-project-swahili
EXAMPLES
1. Objectives
2. Audience
3. Message
5. Measure
4. Media
Culture Change
How engaged? What action do you want peple to take?
Volunteers Pass Alongs
Comments Made
Time Spent
Event Attendance
Money Collected
NTEN 2010 Benchmarks ReportCompare Yourself
1. Objectives
2. Audience
3. Message
5. Measure 6. Experiment
4. Media
Culture Change
1. Scale: Pick a modest project.
2. Evaluate: What worked? What didn’t? Why?
3. Inquire: Ask others for feedback.
4. Observe: Watch other nonprofits.
5. Remix. Repeat.
Says Wendy Harmon, American Red Cross
1. Objectives
2. Audience
3. Message
5. Measure 6. Experiment
4. Media
Culture Change
Capacity
From “Creating Your Organization’s Social Media Strategy Map” by Beth Kanter (Slide 48)
Tame the Fire Hose!
From “What’s Next in Media” by Neil Perkin (Slide 10)
LET’S SUMMARIZE….
Links: Currency of Social Media
SPECIAL THANKSBeth Kanter
http://beth.typepad.com/
NTENwww.nten.org
http://www.wearemedia.org/
Neil Perkinhttp://neilperkin.typepad.com
MORE LINKS:http://delicious.com/lgdavitian
Lauren-Glenn Davitian [email protected]
CCTV Center for Media & Democracy
www.cctv.org
Common Good Vermonthttp://commongoodvt.org
Links: Currency of Social Media