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AU$ 8,590
pledged of AU$ 20,000pledged of AU$ 20,000 goal
85
backers
Funding Unsuccessful
The project's funding goal was not reached on Sun, April 13 2014 11:39 PM UTC +00:00
Last updated October 10, 2015

Social Media Planner

Social Media Planner is an easy to use card deck that helps teams and organisations design awesome social media strategies.

Social Media Planner

Social Media Planner is an easy to use card deck that helps teams and organisations design awesome social media strategies.

AU$ 8,590
pledged of AU$ 20,000pledged of AU$ 20,000 goal
85
backers
Funding Unsuccessful
The project's funding goal was not reached on Sun, April 13 2014 11:39 PM UTC +00:00
Last updated October 10, 2015

About

Almost every organisation needs a social media strategy, defining how they'll use appropriate online channels to meet their business goals by engaging customers, stakeholders, communities and staff.

While there's plenty of training and documentation, there's been few tools that Communication and PR professionals, small business owners or product teams could use to design their social media strategies.

How do I know this? Because I've been there. I've been training and supporting organisations to effectively use social media to meet their goals for over seven years.

The origin of Social Media Planner

For years I looked for tools that would bridge the gap between talking about social media strategy and being able to physically plan it at a table. 

While some of this was possible using post-it notes, drawing mind-maps or paper prototypes, these didn't help people new to social media and unaware of their channel options. These approaches also didn't often consider costs and resourcing, or support training people on social media.

So I designed a physical social media planning tool, using my knowledge of social media and past experience as a game designer.

First prototype

The first prototype was simply a few sheets of paper featuring well-known social media services with point values to create a constraint. I developed several scenarios with point limits to challenge training groups and also used teams’ own real-world challenges.

The first working prototype for social media planner
The first working prototype for social media planner

The approach worked surprisingly well. It helped teams think strategically about social media options and exposed them to channels they had not considered.

I used this prototype with hundreds of people over more than four years, helping many people to design their organisation's social media strategies.

Second prototype

Last year I decided to develop the concept further to a second prototype. I wanted Social Media Planner to be a simple and convenient tool that could be used by anyone working with social media without my involvement.

Social Media Planner had to support social media professionals working with groups that had little social media experience, bringing them together as a team who could collectively design realistic and effective social media strategies to meet their business goals.

The second prototype for Social Media Planner
The second prototype for Social Media Planner

I moved away from cards representing specific social media services to an approach focusing on channel categories such as Social Networking and Video Sharing. This made Social Media Planner more flexible, covering thousands of social media services in about 40 categories.

I tested the new prototype with teams and at conferences around Australia, New Zealand, Singapore and the UK. You can see it in use in the video and images above.

Finally, after a few more tweaks and a redesign, I arrived at the current version of Social Media Planner.

So what is Social Media Planner?

Social Media Planner allows people to plan their social media strategy in an interactive and tangible way - on a table, rather than a screen.

Fitting in a pocket or handbag, the Social Media Planner deck helps experienced social media professionals and novices alike to discuss and understand different social media channel options and select those appropriate to meet their business goals.

Social media, Communications, Marketing and PR professionals can use Social Media Planner with business teams and clients to design the right social media approach to meet their goals. They can physically map out and test different approaches, literally picking up and discussing different alternatives.

Small business and product owners can build their experience of social media with Social Media Planner making them aware of channel options they may never have considered. It allows them to trial different social media strategies on their table before they invest money and time into using them for their businesses.

Social Media Trainers can use Social Media Planner as a practical exercise to round off a day of theory and discussion and Social Media Strategists can use the cards to challenge their own thinking and reflect on different ways to combine social media channels to deliver great engagement outcomes for their organisations and clients.

Community engagement specialists can use Social Media Planner to design their engagement strategies, and policy professionals can use the cards to map out interactive policy development approaches.

What does Social Media Planner include?

The base set for Social Media Planner is a physical deck of cards, divided into 40 Social Media Category cards and 12 Scenario cards and stored in a metal tin.

There's two optional extras, the Social Media Planner User Guide and the Social Media Planner Facilitator's Guide

These booklets were suggested by playtesters who wanted to be able to access more information on social media categories and on professionally using Social Media Planner with large groups.

Social Media Category cards

The 40 Social Media Category cards each feature the name, summary and examples of a group of social media services or approaches, such as Blogs, Forums, Social Networks, Social Media Management and Microblogs.

Final artwork for Social Media Category cards
Final artwork for Social Media Category cards

Each card includes a point value from one to three, roughly reflecting the combined cost and effort of setting up and managing services or approaches in this category.

Scenario cards

Each Scenario card features a goal players must achieve using social media channels and a spend of between seven and twelve points.

Final artwork for the Government set of Scenario cards
Final artwork for the Government set of Scenario cards

I've developed two sets of 12 scenario cards - one for businesses and one for government. Each deck of Social Media Planner comes with your choice of one of these sets.

Stored in a metal tin

I wanted the cards well-protected so they could be carried in a pocket or bag. My second prototype came in a cardboard case, which didn't stand up well to the rigors of travelling next to keys and phones.

The metal tin has been selected and designed, however I don't have a final printed version yet. The image below is a representation from my Graphic Designer.

Mockup of tin design
Mockup of tin design

Social Media Planner User Guide

In testing the second prototype it became clear that the cards exposed people to a range of social media categories and services that they had not encountered before. Many playtesters asked me for a user's guide explaining each category of social media tools in more depth.

So I developed it, the Social Media Planner User Guide will be a full-colour 64 page A5 booklet containing detailed information on each Social Media Category card - what the category does and how and when to best use it. This is based on my previous work supporting organisations understand social media and developing social media strategies.

The User Guide also contains new approaches for using the cards and suggestions for how players can convert their tabletop strategy into an actual written one for approvals.

Final cover artwork for the User and Facilitators' Guides
Final cover artwork for the User and Facilitators' Guides

Social Media Planner Facilitator's Guide

Playtesters experienced in using social media asked me for a guide that would help them run sessions of Social Media Planner for larger teams and training sessions.

So I developed the Social Media Planner Facilitator's Guide, also a full-colour 64 page A5 booklet. It provides information and tips on facilitating multi-team sessions with Social Media Planner based on my experience in social media training, including techniques for helping people unfamiliar with social media to actively contribute.

Using Social Media Planner

Social Media Planner is incredibly easy and quick to use. A single session can take as little as ten minutes to play. 

For people new to social media or Social Media Planner

Select a Scenario card and attempt to meet its goal by spending up to the points limit in Social Media Category cards.

There is no right or wrong answer. As you select cards, you will have to think strategically about how to combine different social media channels and approaches.

For experienced social media professionals

Put aside the Scenario cards and select one of your real business goals or challenges. Then design a social media strategy to address it by selecting the appropriate Social Media Category cards.

This approach is particularly useful for social media practitioners working with clients or teams with less experience of social media.

Physically laying out and discussing the cards helps get your entire team on the same page, understanding the options and collaboratively designing a strategy that meets the goal.

Using the Social Media Planner prototype
Using the Social Media Planner prototype

There's many other ways to use Social Media Planner

  • Play solo, challenging yourself to find new approaches for meeting goals
  • Use the cards as prompts to discuss how different social media services work with management, colleagues or clients
  • Integrate Social Media Planner as a hands-on session into a social media training session
  • Use the cards to illustrate how a social media strategy will work
  • Test whether a social media strategy will work, by laying it out on a table and mapping user workflows
  • Use the deck as a team building activity
  • Design a new social media service by combining elements from different categories
  • Try to build the tallest card tower (I promise to put photos on the Social Media Planner website!)

It only takes 10-30 minutes for a group of 3-5 people to work through a scenario or a little longer to design a real social media strategy.

Why Kickstarter?

I have been developing and using Social Media Planner for over six years. With other commitments I've never had both the money and time to finish the cards and get them into peoples' hands.

I now have the time to finalise Social Media Planner, particular with the Kickstarter project deadlines. 

However my money is committed to another startup, Delib Australia, which helps governments and other organisations to improve their online engagement. I did consider bringing Social Media Planner into Delib, however it proved a distraction at a time when Delib needed focus, so I have kept it separate.

Therefore I need your financial support to print, package and distribute the Social Media Planner product in quantity so as to get it into peoples' hand.

Anything else?

I'm very excited about the potential of Social Media Planner to help people in their strategic planning, as have been many people I've shown it to. 

Your support is the final thing I need to turn Social Media Planner into a physical tool that anyone, anywhere can use to help them to design effective social media strategies.

I'd appreciate your support, and if you'd also share my Kickstarter with your friends and colleagues.

Shoutout: The video for my Kickstarter was filmed and edited by Gavin Tapp (@gavintapp). If you like it, I'm sure Gavin could help you out with a future Kickstarter.

Risks and challenges

The main risks are related to the printing and me.

I need to finalise the User Guide and Facilitator Guide, which will take several weeks of work and, if delayed, could delay their printing and distribution - though would not delay the distribution of the base Social Media Planner cards.

I do have a full-time role as well as this Kickstarter and there is a chance I get too busy to finalise these guides. However with the cash and delivery deadline from the Kickstarter I can set aside the time to get it finished, or bring on the help I need for the finishing touches.

The printing risk is that if my current printer falls through, can't print in the preferred timeframe, there are cost overruns or they fail to meet the required print quality. If one or more of these occurs I will not be able to deliver Social Media Planner until I can organise a replacement printer.

I believe both these risks are easily manageable. I have a print manager onboard to work with the printer on quality and timeframes and also have someone who can help me finalise the booklets if required once the Kickstarter is funded.

There's also some room in the timetable and budget to allow for potential delays.

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  1. Select this reward

    Pledge AU$ 25 or more About $17

    EARLY BIRD Standard Deck - one Social Media Planner deck in a solid metal tin. Includes your choice of either business or government scenarios (add $10 for both).

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    Pledge AU$ 35 or more About $24

    Standard Deck - one Social Media Planner deck in a solid metal tin. Includes your choice of either business or government scenario cards (add $10 for both).

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    Pledge AU$ 45 or more About $31

    EARLY BIRD Deluxe Deck - one Social Media Planner deck in a solid metal tin. Includes your choice of either business or government scenario cards (add $10 for both), PLUS the Social Media Planner User Guide.

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    Pledge AU$ 55 or more About $38

    Deluxe Deck - one Social Media Planner deck in a solid metal tin. Includes your choice of either business or government scenario cards (add $10 for both), PLUS the Social Media Planner User Guide.

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    Pledge AU$ 65 or more About $45

    EARLY BIRD Supreme Deck - one Social Media Planner deck in a solid metal tin. Includes your choice of either business or government scenario cards (add $10 for both), PLUS both the Social Media Planner User Guide and Facilitator Guide.

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    Pledge AU$ 65 or more About $45

    Friends Pack - Two Social Media Planner decks in solid metal tins. Includes your choice of either business or government scenario cards for each deck (add $10 per deck for both).

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  7. Select this reward

    Pledge AU$ 75 or more About $51

    Supreme Deck - one Social Media Planner deck in a solid metal tin. Includes your choice of either business or government scenario cards (add $10 for both), PLUS both the Social Media Planner User Guide and Facilitator Guide.

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    Pledge AU$ 100 or more About $68

    Deluxe Friends Pack - Two decks of Social Media Planner in solid metal tins. Includes your choice of either business or government scenario cards for each deck (add $10 per deck for both), PLUS two copies of the Social Media Planner User Guide.

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  9. Select this reward

    Pledge AU$ 130 or more About $89

    Team Pack - four Social Media Planner decks in solid metal tins. Includes your choice of either business or government scenarios for each deck (add $10 per deck for both). BONUS: Two additional scenario packs of your choice.

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    Pledge AU$ 140 or more About $95

    Supreme Friends Pack - Two Social Media Planner decks in solid metal tins. Includes your choice of either business or government scenario cards for each deck (add $10 per deck for both). PLUS two copies of both the Social Media Planner User Guide and Facilitator Guide.

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    Pledge AU$ 180 or more About $122

    Deluxe Team Pack - four decks of Social Media Planner in solid metal tins. Includes your choice of either business or government scenarios for each deck (add $10 per deck for both), PLUS two copies of the Social Media Planner User Guide. BONUS: Two additional scenario packs of your choice.

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  12. Select this reward

    Pledge AU$ 220 or more About $149

    Supreme Team Pack - four decks of Social Media Planner in solid metal tins. Includes your choice of either business or government scenarios for each deck (add $10 for per deck for both), PLUS two copies of the Social Media Planner User Guide and two copies of the Facilitators Guide. BONUS: Two additional scenario packs of your choice.

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    Pledge AU$ 400 or more About $271

    Half day Social Media Planner workshop - I will personally run a THREE HOUR workshop with your team using a Social Media Planner deck, helping you to develop social media planning skills and a social media strategy for your organisation. Travel costs are additional to the pledge amount. Only available within Australia and New Zealand. Includes Supreme Pack reward. (Normally would cost $800 plus travel).

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    Pledge AU$ 800 or more About $542

    Full day Social Media Planner workshop (can be delivered from Kickstarter close in April as can half day workshop) - I will personally run a SEVEN HOUR workshop with your team using two Social Media Planner decks, helping you to develop social media planning skills and a social media strategy for your organisation. Travel costs are additional to the pledge amount. Only available within Australia and New Zealand. Includes Supreme Friends Pack reward (delivered when product ships). (Normally would cost $1,500 plus travel).

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    Pledge AU$ 1,250 or more About $847

    YOUR social media service in Social Media Planner. I will include a custom card featuring your social media service in the Social Media Planner deck for the full Kickstarter production run (minimum 2,500 deck run, maximum 10,000 decks). Includes Supreme Team Pack reward.

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    Reward no longer available 2 backers
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Funding period

- (30 days)