1. Leveraging Social Media:Understanding Strategy and Putting it into Practice Module 2: Principles of Effective Social Media Strategy This project is being generously supported by the David and Lucile Packard Foundation

2. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie

3. Social Media Effective Use Check List Flickr Photo by toby_maloy

4. Generate Buzz Social Content Engage Listen Social Media Strategy Blocks Movement Building with Multi-Channels Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome

5. Social Content acticaches Social Media: Tactics and Tools Movement Building and Multi-Channel GenerateBuzz Listen Engage 10hr 15hr 20hr Crawl ………..……Walk …….…….. Run ……..…………….Flyl Less Time

6. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie

7. Strategy

9. Strategy

10. Source: Communications Network Listening Presentation OSI Foundation

11. Influencer complaining … Customer service issue Relationship building Listening and Responding

12. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie

13. Strategy

14. Conversation Starters

15. “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

18. Strategy

23. Strategy

24. The Social Life of Content Crawl Fly Walk Run

30. Social Media Outposts

31. Curated Social Content

32. Don’t Forget Mobile Content ….

33. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie

34. Strategy

35. Platform for Self-Organizing

39. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie

40. Capacity

41. Staffing

43. How much time does it take to do social media?

45. Culture

46. Perceptions 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

48. Why policy is needed

49. Cases when it will be used, distributed

50. Oversight, notifications, and legal implications

51. Guidelines

52. Identity and transparency

53. Responsibility

54. Confidentiality

55. Judgment and common sense

56. Best practices

57. Tone

58. Expertise

59. Respect

60. Quality

61. Additional resources

62. Training

63. Press referrals

64. Escalation

65. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

66. Scale

67. Learning

68. Well, maybe not dead Pick the right metrics to understand what is and what isn’t working

69. Creating A Safe Place To Fail Identify worst case scenarios Develop contingency plans Prepare for the failures

70. 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.

71. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie