Choose Your Own
Expert!
Webinar
September 23, 2009
Inspiration
Learning Objectives
• Social Strategy Design • Deep Dive: social web tactics and tools: Listening, Storytelling, Generating Buzz, and Networking
• Access experts to answer your specific questions via live question and answer and backchannel chat
Agenda: Part 1
Opening Plenary: Social Media Strategy Map
10-11:00 am PST
1-2:00 pm EST
Format: Presentation by Beth Q/A Chat/Back Channel by Rachel
Ten Minute Break
11:00-11:10 am PST
2:00- 2:10 pm EST
Agenda: Part 2
Breakout Sessions: Deep Dive Tools/Tactics
11:10-12:10 pm PST
2:10-3:10 pm EST
Calling into a different numberLogging into a different URL
We’ll have a slide at the end of the plenary
Choose One for TodayListen To Recordings of Other Sessions Later
Listening/Engaging
Beth Kanter, PresenterWendy Harman, Chat Leader
Storytelling: Blog/Video
Michael Hoffman, PresenterBritt Bravo, PresenterDavid Neff, Chat Leader
Generating Buzz
Holly Ross, PresenterDanielle Brigida, Chat Leader
Social Networking
Brian Reich, PresenterRachel Weidinger, Chat Leader
Ten Minute Break
12:10-12:20 am PST
3:10- 3:20 pm EST
Agenda: Part 3Final Q/A
Each break out leader provides a 5 minutehigh level review of sessionQ/A on phone/chat
12:20-1:00 pm PST
3:20-4:00 pm EST
We’ll have a slide at the end of each breakout
Session w/ number and url
Social Media Strategy Map
A social media strategy map helps your organization think how social media use links to your organization’s communications and Internet strategy.
Social Media Strategy Map
ObjectiveAudienceMessaging/ContentIntegrationCulture changeCapacityMetricsPilots and Learning
It includes …
Objective
•What do you want to accomplish?
•How does a social media strategy support your communications objective?
Photo by wili/
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
Audience
•Who must you reach with your social media efforts to meet your objective? Why this target group?
•Is this a target group identified in your organization’s communications plan?
•What do they know or believe about your organization or issue? What will resonate with them?
•What key points do you want to make with your audience?
• Where do they hang out on the social web?
What research/listening do you need?
What are they doing online?
Social MessagingEngaging in the Conversation Strategically
AudienceTwitter
OBJECTIVE
AudienceFacebook
What are they saying that is relevant to/engages?
What are they saying that is relevant
to/engages?
How can you rework your message as a response or question?
How can you rework your message as response or question?
Follow up points
Content Follow up points
Content
Engage
One Wayemail
search engineads
SocialListening
ConversationConnecting
HomebaseWeb Site
AudienceObjective
Integration with Internet Strategy
1/3 Web Presence 1/3 One Way
1/3 Social
Social Content Strategy
acticaches
Listen Participate
Community Building &
Social Networking
GenerateBuzz
Less Time More time
10hr 15hr 20hr
ShareStory
Social Media: Tactics and Tools
Support Overall Communications and Internet Strategy
Bridge to offline action or behavior change
Ladder of Engagement
Allocate staff time, have expertise to implement strategy
Pick tools strategically to met objectives
The Tower and The Cloud
Flickr photos by jamesjordan
Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees)
Fear of failure
Perception of wasted of time and resources
Suffering from information overload already, this will cause more
Common Concerns
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
Measurement
Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement
…combined with digital ethnographic insights
It’s Not Just About Page Views!
Start small, reiterate over and over
Pick a social media project that won’t take much time
Write down successes
Write down challenges
Ask or listen to the people you connect with about what worked and what didn't
Watch other nonprofits and copy and remix for your next project.
Rinse, repeat.
ObjectiveAudienceMessaging/ContentIntegrationCulture changeCapacityMetricsPilots and Learning
It includes …
Agenda: Part 2
Choose One for TodayListen To Recordings of Other Sessions Later
Listening/Engaging
Beth Kanter, PresenterWendy Harman, Chat Leader
Add call in and log in
Storytelling: Blog/Video
Michael Hoffman, PresenterBritt Bravo, PresenterDavid Neff, Chat Leader
Add call in and log in
Generating Buzz
Holly Ross, PresenterDanielle Brigida, Chat Leader
Add call in and log in
Social Networking
Brian Reich, PresenterRachel Weidinger, Chat Leader
Add call in and log in
Break Out Sessions
Add call in and log in
Listening Phone Number URL To Login
Storytelling
Generating Buzz
Online Networking
Ten Minute Break
12:10-12:20 am PST
3:10- 3:20 pm EST
Remind them where to log in at 12:20/3:20
Agenda: Part 3Final Q/A
Each break out leader provides a 5 minutehigh level review of sessionQ/A on phone/chat
12:20-1:00 pm PST
3:20-4:00 pm EST
ReflectionType into the chat one thing you implement from what you learned today
Reminder about evaluation and how to access content
All slides/notes/chat transcripts will be on the wiki
http://www.wearemedia.org
Thank you!
See you on the Wiki!
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