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 ...

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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Beyond Dabbling: Creating a Social Media Strategy with Purpose Beyond Dabbling: Creating a Social Media Strategy with Purpose Presentation Transcript

  • 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.
  • 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 by clicking on the redarrow here.
  • 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.
  • 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.
  • 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 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.
  • Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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/
  • Give Your Social Media Objective An IQ Test! These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Give Your Social Media Objective An IQ Test! These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
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  • 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.
  • Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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
  • 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 the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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.
  • 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.
  • 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.
  • 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.
  • Integrated Looks & Message These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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 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.
  • Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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.
  • 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.
  • 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 3.0 License.
  • 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.
  • Listening Leads to Participation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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.
  • 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
  • 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.
  • Participation is About Reciprocity These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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.
  • 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.
  • 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 License.
  • Institutional Aggregating Specialized Personality
  • 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.
  • 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.
  • 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.
  • 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 Being awesome is the best way to SEEM awesome These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • Preconditions for a Buzz Campaign Trust Friends Reciprocity These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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.
  • 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.
  • 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.
  • 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 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.
  • Community Management Happens on a Daily Basis 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 the Creative Commons Attribution-NonCommercial 3.0 License.
  • 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.
  • 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.
  • 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, 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.
  • 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).