Social Media Strategic Mapping for CILs

Your Social Media Strategic MapPresented by Michele Martin

Objective

• Review steps in creating a social media strategic map

Social Media Strategic Mapping

• Objective

• Target Audience(s)

• Integration

• Culture change

• Capacity

• Tools and Tactics

• Measurement

• Experiment

Objectiveshttp://www.flickr.com/photos/gareandkitty/276471187/

Objectives

• What do you want to accomplish with social media?

• How does it tie in with other goals or objectives for your organization?

Is it S.M.A.R.T?• Specific

• Measurable

• Achievable

• Realistic

• Time-based

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.”

Audiencehttp://www.flickr.com/photos/nakedfrog/3583322992/in/pool-rockthatdisability

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?

Source: Business Week

Integration

Source: WeAreMedia

1/3 Web Presence1/3 One-Way

1/3 Social Media

Culture Changehttp://www.gapingvoid.com/Moveable_Type/archives/003948.html

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?

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

Fight the Fear!

• Experiments

• Demos

• Social Media Policies

• Dialog with Stakeholders

• “Never let a good crisis go to waste”

Capacityhttp://www.flickr.com/photos/hometowninvasion/277063345/

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?

Tools & Tactics

Tools & Tactics• What tactics and tools best support your objectives and

match your targeted audience?

• Listening

• Participating

• Storytelling

• Generating Buzz

• Fundraising

• Professional development

Tools & Tactics

• What tools and tactics do you have the capacity to implement?

• Time

• Staff

• Skills

Measurement

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?

Some things to track. . . • Unique visitors

• Keywords

• Time on site

• Referrals

• Tags, ratings, rankings

• Comments & trackbacks

• Connections

• Members and active contributors

Experimenthttp://www.flickr.com/photos/cadelagarza/208725322/

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?

From the field. . . .

QUESTIONS?

Let’s get started. . .

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