social media strategic mapping for cils
Post on 19-Oct-2014
1.312 views
DESCRIPTION
For workshop on using social media in Centers for Independent Living. Adapted from WeAreMedia.org curriculum.TRANSCRIPT
![Page 1: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/1.jpg)
Your Social Media Strategic MapPresented by Michele Martin
![Page 2: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/2.jpg)
Objective
• Review steps in creating a social media strategic map
![Page 3: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/3.jpg)
Social Media Strategic Mapping
• Objective
• Target Audience(s)
• Integration
• Culture change
• Capacity
• Tools and Tactics
• Measurement
• Experiment
![Page 4: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/4.jpg)
Objectiveshttp://www.flickr.com/photos/gareandkitty/276471187/
![Page 5: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/5.jpg)
Objectives
• What do you want to accomplish with social media?
• How does it tie in with other goals or objectives for your organization?
![Page 6: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/6.jpg)
Is it S.M.A.R.T?• Specific
• Measurable
• Achievable
• Realistic
• Time-based
![Page 7: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/7.jpg)
S.M.A.R.T. Goal
“To draw political attention to ongoing
genocide in Darfur by delivering 1 million
postcards to be sent to Obama within his first 100 days in office.”
![Page 8: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/8.jpg)
Audiencehttp://www.flickr.com/photos/nakedfrog/3583322992/in/pool-rockthatdisability
![Page 9: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/9.jpg)
Who Is Your Audience?
• Who must you reach to meet your objective(s)?
• Why this target group?
• What do they know or believe about your organization or issue?
• What key points do you want to make?
• What is your audience doing online? How do they like to interact?
• What research do you need to do?
![Page 10: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/10.jpg)
Source: Business Week
![Page 11: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/11.jpg)
Integration
Source: WeAreMedia
![Page 12: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/12.jpg)
1/3 Web Presence1/3 One-Way
1/3 Social Media
![Page 13: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/13.jpg)
Culture Changehttp://www.gapingvoid.com/Moveable_Type/archives/003948.html
![Page 14: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/14.jpg)
How will your culture adapt?• Once you have an initial strategy,
how do you get your organization to own it?
• How will you address any fears or concerns?
• What is the rate of change your organization can tolerate?
![Page 15: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/15.jpg)
5 Common Fears• Loss of control• Privacy
• Failure (especially publicly)
• People won’t use it
• Waste of timeMaddie Grant, Five Fears Associations Have About Social Media
![Page 16: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/16.jpg)
Fight the Fear!
• Experiments
• Demos
• Social Media Policies
• Dialog with Stakeholders
• “Never let a good crisis go to waste”
![Page 17: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/17.jpg)
Capacityhttp://www.flickr.com/photos/hometowninvasion/277063345/
![Page 18: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/18.jpg)
Capacity Questions• Who will implement your organization’s social
media strategy?
• Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve?
• Do you have the most efficient work flow and tasks in place?
• Do you need any outside expertise?
• Will your content updates depend on any other resource or person?
![Page 19: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/19.jpg)
Tools & Tactics
![Page 20: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/20.jpg)
Tools & Tactics• What tactics and tools best support your objectives and
match your targeted audience?
• Listening
• Participating
• Storytelling
• Generating Buzz
• Fundraising
• Professional development
![Page 21: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/21.jpg)
Tools & Tactics
• What tools and tactics do you have the capacity to implement?
• Time
• Staff
• Skills
![Page 22: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/22.jpg)
Measurement
![Page 23: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/23.jpg)
What/how will you measure?
• What is your original, measurable objective (e.g., # of event attendees or petitions signed)?
• What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently?
• How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?
![Page 24: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/24.jpg)
Some things to track. . . • Unique visitors
• Keywords
• Time on site
• Referrals
• Tags, ratings, rankings
• Comments & trackbacks
• Connections
• Members and active contributors
![Page 25: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/25.jpg)
Experimenthttp://www.flickr.com/photos/cadelagarza/208725322/
![Page 26: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/26.jpg)
How can you experiment?
• What small piece can you implement first as a pilot?
• How will you learn from the pilot for your next experiment?
![Page 27: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/27.jpg)
From the field. . . .
![Page 28: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/28.jpg)
QUESTIONS?
![Page 29: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/29.jpg)
Let’s get started. . .
![Page 30: Social Media Strategic Mapping for CILs](https://reader034.vdocuments.us/reader034/viewer/2022042623/54437e88afaf9f9c098b4572/html5/thumbnails/30.jpg)
Resources
• WeAreMedia.org: The Social Media Starter Kit for Nonprofits--Creating Your Organization’s Strategy Map
http://www.slideshare.net/WeAreMedia/strategy-map-day-1