building your social media strategy
DESCRIPTION
These are the slides from Amy Sample Ward's session at PMDMC on July 15th, 2011, in Pittsburgh. The session was the first in a 4-part social media intensive track at the conference. For more information, visit http://amysampleward.org and http://nten.orgTRANSCRIPT
CREATING YOUR SOCIAL MEDIA STRATEGY
#PMDMC
AGENDA
Definitions Community Mapping Content Planning ROI & Metrics Strategy Building
DEFINITIONS
COMMUNITY
SOCIAL MEDIA
DATA
DIY
WHO’S OUT THERE?
COMMUNITY MAPPING
STEP 1: GROUPS
Questions to ask:Do different programs or departments connect with different groups?Do services or products target different groups?How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?
STEP 2: GOALS
Questions to ask:Why does the community continuing needing your services, programs or work?What is in it for others to participate?
-----What do you need help with or involvement from the community to do?How can your work improve with engagement?
STEP 3: TOOLS
Questions to ask:Where does this group already talk or engage online?Which tools are most appropriate to the kind of message or content?What kind of engagement is required to match the goals?
COMMUNITY MAPPING TEMPLATE
Get this template! http://bit.ly/DIYcommunity
WHAT TO TALK ABOUT?
CONTENT PLANNING
STEP 1: CONTENT
Examples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents
STEP 2: GOALS
Examples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community
STEP 3: OUTLETS
Examples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog
CONTENT PLANNING TEMPLATE
Get this template! http://bit.ly/DIYtemplate
WHAT’S WORKING?
METRICS
GOOGLE ANALYTICS
ALERTS
METRICS TRACKING TEMPLATE
Get this template! http://bit.ly/DIYmetrics
REPORTING
Internal reporting:•Weekly metrics for various platforms•Add metrics as you go•Look at long term, not just short term changes•Monthly reporting of trends and insights
External reporting:•Share when there is something worth sharing•Reporting context, not just numbers•Ask for input and feedback
WHAT DO YOU INVEST IN? Your Program Your People Your MISSION Technology is a Part of That
THE OLD RETURN ON INVESTMENT(Dollars Saved) - (Dollars Invested) = Return on
Investment Positive numbers good Negative numbers bad
-= ROI
$800 / yr over 3 years - $1800 + contracts and service =
MESSY MATHIntangible benefits:
Job satisfaction Productivity Morale Teamwork Client satisfaction Client response time Client satisfaction
WHAT’S MY 30 MIN LOOK LIKE?
LISTENING
LISTENING WITH RSS
LISTENING WITH RSS
LISTENING WITH ALERTS
LISTENING WITH TWITTER
LISTENING DASHBOARD
LISTENING DASHBOARD
JOINING
JOINING WITH COMMENTS
JOINING WITH COMMENTS
JOINING WITH SIGNPOSTS
CREATING
CREATING PROFILES
CREATING REAL PROFILES
CREATING ENGAGING PROFILES
CREATING VALUABLE PROFILES
CREATING CONTENT
HOW TO PUT IT ALL TOGETHER?
Who's your community?
What is the sweet spot?
Which tools could help?
What roles are needed?
RESOURCESTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics
Books & Collections:We Are Media: http://wearemedia.org Social by Social: http://socialbysocial.com #SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.phpManaging Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/
RESOURCES http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/
http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-change/http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-sustainable-community-building/
http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-landscaping/
PHOTO CREDITSSlide 5: http://flickr.com/photos/efleming/237379252/Slide 6: http://www.flickr.com/photos/ivanwalsh/3677282034/Slide 7: http://www.flickr.com/photos/grapecity/4237886048 Slide 9: http://xkcd.com/256/Slide 15: http://www.flickr.com/photos/7819129@N07/ Slide 21: http://www.flickr.com/photos/49333515@N03/5244045076/Slide 28: http://www.flickr.com/photos/protocol/3244887521/ Slide 30: http://www.flickr.com/photos/doctabu/443262049/ Slide 37: http://www.flickr.com/photos/billiejoesentourage/3730330633/ Slide 41: http://www.flickr.com/photos/tripletri/3395716436/ Slide 42: http://www.flickr.com/photos/ivanwalsh/3677282034/ Slide 43: http://www.flickr.com/photos/foxtongue/687861111/ Slide 44: http://www.flickr.com/photos/aadplus/3036857920/ Slide 45: http://www.flickr.com/photos/tsmall/3673567823/ Slide 46: http://www.flickr.com/photos/jagwired/3091227429/ Slide 46: http://www.flickr.com/photos/jagwired/3092068214/ Slide 46: http://www.flickr.com/photos/jagwired/3091227573/
