Beyond relevance: Applying Social Media Lessons To Strategy

Relevance Is Not Enough:

Applying Social Media Lessons to Strategy

2010 CalSAE Annual ConferenceApril 12, 2010

Maddie Grant, CAE

Jamie Notter

1. beyond

relevance

relevance

irrelevant

meet needs

abundance

abundance

abundance

importance of social media

culture of fulfillment

culture of advancement

does your association really

need to go beyond relevance?

2. social media

strategy

ProgramDevelopment

Annual Conference

Outreach & Advocacy

association focus

ProgramDevelopment

Annual Conference

Outreach & Advocacy

association focus

Conversation

Collaboration

CollectiveAction

social focus

Program Development

AnnualConference

Outreach &Advocacy

social media strategy

Launch anInitiative

Feed &Nurture

Define an objective

Measure &Evaluate

social media strategy

Launch anInitiative

Feed &Nurture

Define an objective

Measure &Evaluate

LISTENING

social media strategy

listening informs social media

strategy

•correct misinformation

•be informed about public opinion

•track conversation trends

•identify influencers

•build relationships

red cross listening goals

•meetings: build buzz for the annual conference

•marketing: promote new programs in a more targeted way

•membership: attract younger members

specific social media objectives

what could your department

achieve using social media?

social media strategy

experimenting feeds social media

strategy

3. strategies for beyond relevance

is strategic planning dead?

PLAN IMPLEMENTSCAN EVALUATE

Traditional Strategic Planningstrategic planning

CHOOSE

DO

UNDERSTAND

LEARN

Strategic Capacity, not “Planning”.strategic capacity

both strategic planning and

strategic capacity are biased towards

relevance

Launch anInitiative

Feed &Nurture

Define an objective

Measure &Evaluate

LISTENING

social media strategy

CHOOSE

DO

UNDERSTAND

LEARN

Strategic Capacity, not “Planning”.strategic capacity

CHOOSE

DO

UNDERSTAND

LEARN

Strategic Capacity, not “Planning”.strategic capacity

????

CHOOSE

DOLEARN

Strategic Capacity, not “Planning”.strategic capacity

UNDERSTAND

CHOOSE

DO

INSIGHT

LEARN

Strategic Capacity, not “Planning”.strategic capacity

UNDERSTAND

CHOOSE

DO

INSIGHT

LEARN

Strategic Capacity, not “Planning”.strategic capacity

MISSION

CHOOSE

DO

INSIGHT

LEARN

Strategic Capacity, not “Planning”.strategic capacity

CULTIVATING

social media lessons

listening informs social media strategy

experimenting feeds social media strategy

getting to cultivating

listening informs strategy

experimenting feeds strategy

building capacity for cultivating...

will get us beyond relevance.

want to talk some more?

www.getmejamienotter.com

www.socialfish.org/blog