Compasspoint Workshop Slides - Beta
13 likes9,565 views
This document outlines the agenda and objectives for a workshop on developing a nonprofit organization's social media strategy. The workshop aims to help participants integrate social media with overall communications plans and address challenges that arise when new technologies are introduced. The agenda includes introductions, presentations on social media strategy principles, small group simulations to develop strategies for different nonprofit scenarios, and time for groups to report out and reflect. The document provides guidance on listening to audiences, engaging stakeholders, identifying influencers, creating and sharing content, and selecting appropriate metrics and platforms to support organizational goals.
![Listen: Monitor, Compile, DistributeI took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger](https://image.slidesharecdn.com/compasspointslidesfinal-091105190236-phpapp01/85/Compasspoint-Workshop-Slides-Beta-25-320.jpg)
Compasspoint Workshop Slides - Beta
- 1. Your Nonprofit Organization’s Social Media Strategy MapBeth Kanter, Visiting Scholar Packard FoundationNovember, 2009: CompassPoint
- 2. About MeBeth Kanter, Beth’s Blog
- 4. ObjectivesExperience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy Address organizational culture and capacity issues that often arise when a new technology is introduced Identify one thing you can do to change your organization’s practice around social media
- 5. Agenda9:30-10:45 am Introductions and Ice BreakerPrinciples of Effective Social Media Strategy10:45-11:00Spectra Gram and Quick Break11:00- 12:00Small Groups to Play Simulation Game12:00-12:45Lunch12:45-1:45Small Groups Report Out1:45-2:00Reflection
- 6. Stand up, Sit Down
- 7. Share PairsWhat’s one thing you know about social media that you can share with others today?What do you want to learn today about social media strategy?Photo by Franie
- 9. Community Building & Social NetworkingGenerateBuzzSocial ContentEngagementListenSocial Media Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….Flyl
- 10. Social ContentacticachesSocial Media: Tactics and ToolsCommunity Building & Social NetworkingGenerateBuzzListenEngagement 10hr 15hr 20hrSupport Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact OutcomeLess TimeMore time
- 11. The PrinciplesA Bridge Listening and engagingWorking with InfluencersThe Social Life of Content Platform for Self-OrganizingStaff time and expertiseAssessing Organizational CultureThe right metricsSmall pilots, fail fast, reiteratea
- 12. I’ve been following your ant trail …
- 13. 1. Bridge to Offline Impact
- 18. Or maybe it’s getting butts in seats
- 23. 2. Listening First, Real Time Tracking, Engaging
- 24. Listening Comes First: The Red CrossFirst project was a listening project over three years agoPeople were talking and they needed to listenAt first, felt like going to war, but changed internal perception of social media
- 25. Listen: Monitor, Compile, DistributeI took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
- 26. Influencer complaining …Customer service issueRelationship buildingListening leads to engagement …
- 27. Source: Communications Network Listening Presentation
- 28. Keywords are King!Source: Thomashawk
- 29. Social Media Dashboards are your best friend …
- 36. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida
- 46. The Social Life of Content
- 49. Social Content and Stories
- 52. Allocate staff time, have expertise to implement strategy
- 54. The Tower and The CloudFlickr photos by jamesjordan
- 55. Assess Organizational CultureLoss of control over their branding and marketing messagesDealing with negative commentsAddressing 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
- 60. Social media policy template Encouragement and support
- 61. Why policy is needed
- 62. Cases when it will be used, distributed
- 63. Oversight, notifications, and legal implications
- 64. Guidelines
- 65. Identity and transparency
- 66. Responsibility
- 67. Confidentiality
- 68. Judgment and common sense
- 69. Best practices
- 70. Tone
- 71. Expertise
- 72. Respect
- 73. Quality
- 75. Training
- 76. Press referrals
- 77. Escalation
- 78. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
- 80. Well, maybe not deadPick the right metrics to understand what is and what isn’t working
- 81. The Right MetricsKD Paine
- 86. Creating A Safe Place To FailIdentify worst case scenariosDevelop contingency plansPrepare for the failures
- 87. Pick a social media project that won’t take much timeWrite 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.
- 88. Human Spectragram: Experience with social media
- 89. Ready to play the Social MediaGame? Source: littleoslo.com - Blogpoly
- 92. Photo by Preetam Rai
- 93. Network Effe
- 94. Rules … Value of the exercise is the discussion and how you navigate through choices
- 95. Don’t get hung up if you don’t have enough context. Make it up!
- 96. There are no right or wrong answers
- 97. Instructions on paper and knowledge in the cards and other people at tableTable CheckLeaderCommunicationsTechnology
- 98. Each table will have one scenario!Scenario A: Regional Arts OrganizationTables 1, 3, 5Scenario B:Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6Scenario C:Youth for Better After School ProgramsTables: 7, 8, 9, 10
- 99. ObjectiveEach scenario has an objective that you can identify and sharpen … but don’t get stuckPhoto by wili/
- 100. AudienceWho must you reach with your social media efforts to meet your objective? Why this target group?
- 101. Is this a target group identified in your organization’s communications plan?
- 102. What do they know or believe about your organization or issue? What will resonate with them?2. Use the people cards to identify audience
- 103. Community Building & Social NetworkingGenerateBuzzSocial ContentEngageListen3. Review Strategy Blocks
- 104. 4. Pick Your Tools: You Only Get Ten Points!
- 105. Lunch: 12:00–12:45Reports: 12:45-1:45Reflection: 1:45-2:00
- 106. Refine Objective Identify Audience Review the Strategy Approaches Pick Tools Lunch Reports Reflection
- 108. Summarize discussionsScenario A: Regional Arts OrganizationTables 1, 3, 5Scenario B:Save the Earth Worms Local Campaign AffiliateTables: 2, 4, 6Scenario C:Youth for Better After School ProgramsTables: 7, 8, 9, 10
- 109. ReflectionHow will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?What is the first step you will take?
- 110. Thank You! Beth’s Bloghttp://beth.typepad.comHave a blog post topic idea?beth@bethkanter.org
Editor's Notes
- #2: http://www.flickr.com/photos/thomashawk/17936617/in/set-72157594567688537
- #8: http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
- #9: Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
- #12: http://www.flickr.com/photos/martinlabar/3248079595/Eugene Kim used the metaphor of the ants. They do two things leave and follow trails and haul things. They basically leave a trail that says "I was here." That way others can find them and connect. He applied the metaphor to Twitter. Twitter is simply an ant trail. We can leave a pulse, it is simple and easy. It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.
- #15: http://www.flickr.com/photos/ari/487138904/
- #20: http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
- #29: http://www.flickr.com/photos/thomashawk/3349296760/