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!