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Relevance Is Not Enough:
Applying Social Media Lessons to Strategy
2010 CalSAE Annual ConferenceApril 12, 2010
Maddie Grant, CAE
Jamie Notter
1. beyond
relevance
relevance
irrelevant
meet needs
abundance
abundance
abundance
importance of social media
culture of fulfillment
culture of advancement
does your association really
need to go beyond relevance?
2. social media
strategy
ProgramDevelopment
Annual Conference
Outreach & Advocacy
association focus
ProgramDevelopment
Annual Conference
Outreach & Advocacy
association focus
Conversation
Collaboration
CollectiveAction
social focus
Program Development
AnnualConference
Outreach &Advocacy
social media strategy
Launch anInitiative
Feed &Nurture
Define an objective
Measure &Evaluate
social media strategy
Launch anInitiative
Feed &Nurture
Define an objective
Measure &Evaluate
LISTENING
social media strategy
listening informs social media
strategy
•correct misinformation
•be informed about public opinion
•track conversation trends
•identify influencers
•build relationships
red cross listening goals
•meetings: build buzz for the annual conference
•marketing: promote new programs in a more targeted way
•membership: attract younger members
specific social media objectives
what could your department
achieve using social media?
social media strategy
experimenting feeds social media
strategy
3. strategies for beyond relevance
is strategic planning dead?
PLAN IMPLEMENTSCAN EVALUATE
Traditional Strategic Planningstrategic planning
CHOOSE
DO
UNDERSTAND
LEARN
Strategic Capacity, not “Planning”.strategic capacity
both strategic planning and
strategic capacity are biased towards
relevance
Launch anInitiative
Feed &Nurture
Define an objective
Measure &Evaluate
LISTENING
social media strategy
CHOOSE
DO
UNDERSTAND
LEARN
Strategic Capacity, not “Planning”.strategic capacity
CHOOSE
DO
UNDERSTAND
LEARN
Strategic Capacity, not “Planning”.strategic capacity
????
CHOOSE
DOLEARN
Strategic Capacity, not “Planning”.strategic capacity
UNDERSTAND
CHOOSE
DO
INSIGHT
LEARN
Strategic Capacity, not “Planning”.strategic capacity
UNDERSTAND
CHOOSE
DO
INSIGHT
LEARN
Strategic Capacity, not “Planning”.strategic capacity
MISSION
CHOOSE
DO
INSIGHT
LEARN
Strategic Capacity, not “Planning”.strategic capacity
CULTIVATING
social media lessons
listening informs social media strategy
experimenting feeds social media strategy
getting to cultivating
listening informs strategy
experimenting feeds strategy
building capacity for cultivating...
will get us beyond relevance.
want to talk some more?
www.getmejamienotter.com
www.socialfish.org/blog
