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Beyond Dabbling: Creating a Social Media Strategy with Purpose
Holly Ross, Executive Director, NTEN: The Nonprofit Technol...
First, the GoToWebinar dashboard
Be active! 
Ask a question using the space here.
You can raise your hand by clicking here.
First, the GoToWebinar dashboard
If the dashboard minimizes and you want to ask a question, 
You can expand the dashboard ...
Second, some housekeeping
If you are using a telephone for audio, 
Please take a moment to mute your line by pressing *6.
...
The Art of Technology: Social Media Strategy
The Art of Technology is made possible by generous funding from the Andrew W....
Twitter and Facebook Don’t Sell These
These sell tickets
So What’s it 
Good For?
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Creating Art
Customer Service
Building Relationships 
Starting Conversations
Though Leadership
Fundraising
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and meas...
Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement
These materials are available under th...
Objective
What do you want to accomplish with social media? 
Describe how your social media objective supports or links to...
Give Your Social Media Objective An IQ Test! 
These materials are available under the Creative Commons Attribution-NonComm...
Give Your Social Media Objective An IQ Test! 
These materials are available under the Creative Commons Attribution-NonComm...
16
17
18
19
20
21
22
23
Organization Goal: Increase online ticket sales
Social Media Goal: Increase online community actions by 25% on one season....
Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement
These materials are available under th...
Who must you reach with your social media efforts to meet your objective? Why this target group? 
Is this a target group i...
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement
These materials are available under th...
One Way
emailsearch engine
ads
Homebase
Web Site
AudienceObjective
SocialListeningConversation
Connecting
An Integrated St...
California State Parks Foundation
 May 2009
 100 Park Closures Imminent
 500 Facebook Fans
 Mostly Direct Mail Supports
Ne...
One Way
emaildirect mail
ads
Homebase
Web Site
Recruit 5,000 new Facebook fans in one month
SocialFacebook
YouTube
An Inte...
Integrated Components
Home Base	
One Way
Social
Web site redesign to emphasize:
Petition
Facebook
Donations
“Urgent Grams”...
Integrated Looks & Message
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 Lice...
Campaign Results
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
The Final Tally
$950,000 Raised
$300,000 Online 
Tough to track specifically to social media
46% of that came from support...
Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement
These materials are available under th...
Listen & Participate
GenerateBuzz
Share YourStory
Community Building & Social Networking
Tactical Approaches to So...
Listening
Listening is knowing what is being said online about your organization and your field.
These materials are avail...
A Few Listening Tools
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
A Listening Organization
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
RSS – Google Reader
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
1 in 3 People in Boise know what TMP is
These materials are available under the Creative Commons Attribution-NonCommercial...
Listen With Purpose
 What decisions will you link your listening to?
 What key words will you use?
 How will share or summ...
Listening Leads to Participation
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 Li...
Respond Well
Who is empowered to respond and in what circumstances?
How will you address negative comments or perceptions?...
Social Media and Ethics
Honesty: State only what you know to be true - and be clear about opinion or conjecture vs. fact.
...
Participating is Technique, Not Tools
Respond If:
Don’t Respond If:
They’ve paid you a compliment
Valid client complaint
I...
Participation is About Reciprocity
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 ...
Listen & Participate
GenerateBuzz
Share YourStory
Community Building & Social Networking
Tactical Approaches to So...
Share Your Story
Sharing your story is giving your supporters the message and media they need to connect with your issue a...
A Few Storytelling Tools
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Which YOU are You Going to Be?
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 Lice...
Institutional
Aggregating
Specialized
Personality
Other Story Telling Considerations
Who will do the work?
With what frequency?
What skills or expertise do you need / have?...
Listen & Participate
GenerateBuzz
Share YourStory
Community Building & Social Networking
Tactical Approaches to So...
Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for ...
A Few Buzz Tools
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Buzz is a Cocktail Party
Make others feel important
Be smart, witty and funny!
Be relevant
Put your best foot forward
Bein...
Preconditions for a Buzz Campaign
Trust
Friends
Reciprocity
These materials are available under the Creative Commons Attri...
Buzz Considerations
Are you adding as much value as you are asking for?
Is it personal?
Who responds?
What are you asking ...
Listen & Participate
GenerateBuzz
Share YourStory
Community Building & Social Networking
Tactical Approaches to So...
Community engagements is connecting your patrons, volunteers, donors and supporters to each other through your mission.
Th...
A Few Community Tools
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Create Art with Your Community
Create Art with Your Community
Create Art with Your Community
Community Building Considerations
What’s the point of this community? Why would people gather here instead of somewhere el...
Community Management Happens on a Daily Basis
These materials are available under the Creative Commons Attribution-NonComm...
Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement
These materials are available under th...
Fail Informatively – Clay Shirky
Failing informatively means setting up experiments that we can measure, evaluate and iter...
To Fail Informatively, We Must…	
Set SMART goals
Set ourselves up for success by researching first
Document hard data
Also...
Social Media Data
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Collect Stories
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Then it’s Time to…
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
But You Have to Take the….
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Thank you for your kind attention!
There are just two more items…
Join us for the next webinar…
Talk's Cheap: What Does the Research About Social Media Show?
Wednesday, November 17, 2...
Continue this Conversation
For additional dialogue about this topic, visit the EDA Learning Community at http://eda.danceu...
Beyond Dabbling: Creating a Social Media Strategy with Purpose
Beyond Dabbling: Creating a Social Media Strategy with Purpose
Beyond Dabbling: Creating a Social Media Strategy with Purpose
Beyond Dabbling: Creating a Social Media Strategy with Purpose
Beyond Dabbling: Creating a Social Media Strategy with Purpose
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Beyond Dabbling: Creating a Social Media Strategy with Purpose

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Holly Ross, Executive Director, NTEN: The Nonprofit Technology Network

We've all experimented with social media at this point, but how many of us can point to real, definable results? In this webinar, we'll address how dance organizations can stop dabbling and start using social media to help meet their communications and organizational goals. We'll identify the elements of a strong social media strategy and provide you with a framework for using it to listen, tell your stories, generate buzz and build communities.

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Transcript of "Beyond Dabbling: Creating a Social Media Strategy with Purpose"

  1. 1. Beyond Dabbling: Creating a Social Media Strategy with Purpose Holly Ross, Executive Director, NTEN: The Nonprofit Technology Network Suzanne Callahan, Project Manager, Engaging Dance Audiences Rebecca Krause-Hardie, Manager,EDA Learning Community Rachel Bell, Communications Specialist, Dance/USA Engaging Dance Audiences is generously supported by the Doris Duke Charitable Foundationand theJames Irvine Foundation.
  2. 2. First, the GoToWebinar dashboard Be active! Ask a question using the space here. You can raise your hand by clicking here.
  3. 3. First, the GoToWebinar dashboard If the dashboard minimizes and you want to ask a question, You can expand the dashboard by clicking on the redarrow here.
  4. 4. Second, some housekeeping If you are using a telephone for audio, Please take a moment to mute your line by pressing *6. You may un-mute your line by pressing *7.
  5. 5. The Art of Technology: Social Media Strategy The Art of Technology is made possible by generous funding from the Andrew W. Mellon Foundation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  6. 6. Twitter and Facebook Don’t Sell These
  7. 7. These sell tickets
  8. 8. So What’s it Good For? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  9. 9. Creating Art Customer Service Building Relationships Starting Conversations Though Leadership Fundraising
  10. 10. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  11. 11. 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 These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  12. 12. Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  13. 13. 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 http://www.flickr.com/photos/wili/214316968/
  14. 14. Give Your Social Media Objective An IQ Test! These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  15. 15. Give Your Social Media Objective An IQ Test! These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. Organization Goal: Increase online ticket sales Social Media Goal: Increase online community actions by 25% on one season. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  25. 25. Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  26. 26. Who must you reach with your social media efforts to meet your objective? Why this target group? Is this a target group identified in your organization’s communications plan? What do they know or believe about your organization or issue? What will resonate with them? What key points do you want to make with your audience? Audience
  27. 27. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  28. 28. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  29. 29. Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  30. 30. One Way emailsearch engine ads Homebase Web Site AudienceObjective SocialListeningConversation Connecting An Integrated Strategy These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  31. 31. 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.
  32. 32. One Way emaildirect mail ads Homebase Web Site Recruit 5,000 new Facebook fans in one month SocialFacebook YouTube An Integrated Strategy for CSPF These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  33. 33. Integrated Components Home Base One Way Social Web site redesign to emphasize: Petition Facebook Donations “Urgent Grams” to: High Dollar Donors Other Members Prospects Facebook Welcome Page Fan Videos on YouTube These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  34. 34. Integrated Looks & Message These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  35. 35. Campaign Results These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  36. 36. The Final Tally $950,000 Raised $300,000 Online Tough to track specifically to social media 46% of that came from supporters new to CSPF Email list size grew in tandem with Facebook Fans, suggesting that they are highly related Ballot initiative campaign is now live These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  37. 37. Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  38. 38. Listen & Participate GenerateBuzz Share YourStory Community Building & Social Networking Tactical Approaches to Social Media Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  39. 39. Listening Listening is knowing what is being said online about your organization and your field. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  40. 40. A Few Listening Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  41. 41. A Listening Organization These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  42. 42. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  43. 43. RSS – Google Reader These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  44. 44. 1 in 3 People in Boise know what TMP is These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  45. 45. Listen With Purpose What decisions will you link your listening to? What key words will you use? How will share or summarize what you learn from listening with others in your organization? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  46. 46. Listening Leads to Participation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  47. 47. Respond Well Who is empowered to respond and in what circumstances? How will you address negative comments or perceptions? What is the goal of your participation? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  48. 48. Social Media and Ethics Honesty: State only what you know to be true - and be clear about opinion or conjecture vs. fact. Transparency: Be straightforward about who you are - and who you’re representing online. Respect: Respect for yourself, your peers, and even your adversaries. Privacy: Treat the intimate details of others as you would your own personal information. Relevance: Ensure that the content you’re posting is relevant to the audience and the venue where it’s being posted. Responsibility: Take ownership of your online activities, the content you’ve created, and any missteps you’ve made along the way. http://www.ruderfinn.com/blogs/ethics/2009/07/ethics-and-social-media.html
  49. 49. Participating is Technique, Not Tools Respond If: Don’t Respond If: They’ve paid you a compliment Valid client complaint If information is incorrect If you have something of value to offer Trolls Competitors Not you These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  50. 50. Participation is About Reciprocity These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  51. 51. Listen & Participate GenerateBuzz Share YourStory Community Building & Social Networking Tactical Approaches to Social Media Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  52. 52. Share Your Story Sharing your story is giving your supporters the message and media they need to connect with your issue and share with their networks. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  53. 53. A Few Storytelling Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  54. 54. Which YOU are You Going to Be? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  55. 55. Institutional Aggregating Specialized Personality
  56. 56. Other Story Telling Considerations Who will do the work? With what frequency? What skills or expertise do you need / have? Can you remix/reuse content across tools? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  57. 57. Listen & Participate GenerateBuzz Share YourStory Community Building & Social Networking Tactical Approaches to Social Media Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  58. 58. Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  59. 59. A Few Buzz Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  60. 60. Buzz is a Cocktail Party Make others feel important Be smart, witty and funny! Be relevant Put your best foot forward Being awesome is the best way to SEEM awesome These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  61. 61. Preconditions for a Buzz Campaign Trust Friends Reciprocity These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  62. 62. Buzz Considerations Are you adding as much value as you are asking for? Is it personal? Who responds? What are you asking people to do? Remix, Reuse, forward? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  63. 63. Listen & Participate GenerateBuzz Share YourStory Community Building & Social Networking Tactical Approaches to Social Media Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  64. 64. Community engagements is connecting your patrons, volunteers, donors and supporters to each other through your mission. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  65. 65. A Few Community Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  66. 66. Create Art with Your Community
  67. 67. Create Art with Your Community
  68. 68. Create Art with Your Community
  69. 69. Community Building Considerations What’s the point of this community? Why would people gather here instead of somewhere else? Who will maintain the community and act as the voice of the organization? How does the community integrate with the web site? Vice versa? What’s the engagement strategy? How are you going to get people talking? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  70. 70. Community Management Happens on a Daily Basis These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  71. 71. Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  72. 72. Fail Informatively – Clay Shirky Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  73. 73. To Fail Informatively, We Must… Set SMART goals Set ourselves up for success by researching first Document hard data Also document qualitative data REFLECT And Iterate. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  74. 74. Social Media Data These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  75. 75. Collect Stories These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  76. 76. Then it’s Time to… These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  77. 77. But You Have to Take the…. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  78. 78. Thank you for your kind attention! There are just two more items…
  79. 79. Join us for the next webinar… Talk's Cheap: What Does the Research About Social Media Show? Wednesday, November 17, 2010, 1-2:30 pm ESTAndrea Berry, Director of Partnerships and Learning, Idealware Are social media channels working to help nonprofits engage their current audience? Recruit new supporters? Raise money? Idealware’s Andrea Berry will talk through the results of six months of social media research. She will cover what tools nonprofits are using, how well they think they work, and what specific goals each can help nonprofits accomplish.
  80. 80. Continue this Conversation For additional dialogue about this topic, visit the EDA Learning Community at http://eda.danceusa.org. We’ll keep talking on the discussion boards (Communicate tab, Discussions).
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