social media in 30 minutes a day
DESCRIPTION
With everything else you have to do, how do you incorporate social media into your workflow? Have a strategy that allows you to focus! Presented at the Social Media for Nonprofits event in LA.TRANSCRIPT
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SOCIAL MEDIA DONE RIGHT IN JUST 30 MINUTES A DAY
#SM4NP
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ARCHITECT YOUR SUCCESSBUILD FOR STRENGTH & FLEXIBILITYMOVE INKEEP IT MAINTAINED
The Steps:
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ARCHITECT YOUR SUCCESSStep One:
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A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
Start with Strategy
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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Objective
•What do you want to accomplish with social media?
•Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan
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Give Your Social Media Objective An IQ Test!
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Organization Goal: Increase online ticket salesSocial Media Goal: Increase online community actions by 25% in one season.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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1. Who must you reach with your social media efforts to meet your objective? Why this target group?
2. Is this a target group identified in your organization’s communications plan?
3. What do they know or believe about your organization or issue? What will resonate with them?
4. What key points do you want to make with your audience?
Audience
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These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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BUILD FOR STRENGTH & FLEXIBILITYStep Two:
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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AudienceObjective
One Wayemail
search engineads
SocialListening
ConversationConnecting
HomebaseWeb Site
An Integrated Strategy
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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California State Parks Foundation• May 2009• 100 Park Closures Imminent• 500 Facebook Fans• Mostly Direct Mail Supports
New Strategy:Reach younger supporters to prepare for a ballot initiative to protect California parks.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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Integrated Components
Home BaseWeb site redesign
to emphasize:• Petition• Facebook• Donations
One Way“Urgent Grams”
to:• High Dollar
Donors• Other Members• Prospects
Social• Facebook
Welcome Page• Fan Videos on
YouTube
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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Integrated Looks & Message
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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MOVE INStep Three:
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and
Tactics• Measurement
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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LISTENING
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LISTENING WITH RSS
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LISTENING WITH RSS
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LISTENING WITH ALERTS
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LISTENING WITH TWITTER
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LISTENING DASHBOARD
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LISTENING DASHBOARD
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JOINING
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JOINING WITH COMMENTS
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JOINING WITH COMMENTS
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JOINING WITH SIGNPOSTS
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CREATING
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CREATING PROFILES
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CREATING REAL PROFILES
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CREATING ENGAGING PROFILES
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CREATING VALUABLE PROFILES
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CREATING CONTENT
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Strategy Step by Step
• Objectives• Audience• Integration• Tools and Tactics• Measurement
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More Resources• Allfacebook.com• John Haydon/Inbound Zombie: The
Complete Facebook Guide For Small Non-Profits
• BethKanter.org• Case Foundation: Social Media 101• Idealware Social Media Decision Making
Guide
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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/