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Strategic Social Media

Strategic Social Media






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  • Welcome
  • Intro yourself – say you’ll get to the panel in a couple of minutes
  • Housekeeping – Tweet using both hashtagsTemperature Check (think of questions to ask)
  • ObjectivesSpotlight how foundation leaders can strategically use social media to increase awareness, enhance and target messaging and further the goals of their foundations.  Showcase how social media channels are increasingly becoming primary communications tools and how foundations can adopt and take advantage of these tools.  You will learn key pieces of a social media strategy outline for your organization. Ask what they hope to get out of the panel…
  • Tree with roots – Communications Strategy Analogy Communications goals = solid foundationSocial Media = vehicle to accomplish goals
  • Short Bio on Brooke:Brooke Bailey has successfully developed and implemented marketing and public relations strategies for both for profit and nonprofit organizations. She currently leads the communications and marketing efforts of a statewide foundation, and facilitates workshops and individual support on marketing communications and social media tools for nonprofits.
  • Theme: Strategies vs. Tactics in Social Media[Roxanne] Open with example of Charity’s experience getting The Duke Endowment to get started with social media.[Charity] Why did The Duke Endowment embrace Facebook?Why did The Duke Endowment decide to embrace Facebook?Conducted a survey and found that 47% of our constituents use social media (slide attached)Scanned peer foundationsStarted slow – talked to staff and trustees for a year to show how Facebook could be incorporated as a took in our toolbox and complement overall communications strategies. Facebook created a site for us first based on our Wikipedia page – we didn’t have control over content/messaging or posts. (If we knew which foundations were attending the session, I could see if any had these type of wiki pages.)[Roxanne Question] How is your foundation approaching social media from a strategic point of view?[Brooke]Stay top of mindDrive people to our websitePart of the Foundation’s strategy is to not only communication our work, but the work of our grantees. Engage grantees; ex. Social media question on grant applicationEngaging Other Staff: Report success/impact; maintain calendar for staff events/engagements to promote[Roxanne Question] How do you involve staff in social media strategy and engage them in implementation?[Ashley]We have several examples of evolving protocol for involving staff that I could share,.Can speak to how we advise on tweets and give some examples of using staff to “report” live from closed door events via social media, including the recent White House Philanthropy Summit. [Charity]How do you engage other areas or departments of your organization in social media strategy?Enlisted the help of our new IT director who is a social media guru. Since only a handful of our management team had Facebook pages, he helped to champion the effort and has been working with staff to create personal pages and teach them how to use Facebook (this includes Trustees). We heard loud and clear that staff didn’t want to be responsible for posting on Facebook. Our strategy has been to use an organizational rather than personal voice with the communications department responsible for all postings. This has worked well and taken the onus off of those who don’t want to be involved. When we build a critical mass, we plan to offer “lunch and learns” to help staff understand and use Facebook. We’ve identified some younger program officers who are frequent Facebook users. These “champions” help gather stories and keep us informed of events and news that we can post. Another strategy is to “Like” our grantee organizations that have Facebook pages and to “Friend” colleagues who are using their Facebook pages for work-related posts. We worked with staff to develop this list and identify those with whom we should have an online connection. We alert staff/grantees/Trustees when we post items of interest and then encourage them to repost/Like our stories on their own wall so their personal networks can learn more.[Roxanne Question] Examples of strategic goals you’ve set and results?Melissa: Thought leadership from initiative managers -> great participation rate of regular bloggers
  • Have Charity walk through The Duke Endowment’s research process prior to using social media
  • Theme: Leadership[Roxanne Question] How do you educate staff about relevance of social media[Brooke]Discuss in the context of the mission of the organization and how it can help achieve the organization’s goals, rather than the new and cool factor of the tools.Search what is already out there and online about your organizationResearch what your peers are doing? What is effective and who are they reaching?Recommend more than one platform.Provide examples of success stories from organizations using social media. [Roxanne Question] How do you explain the importance of social media to a hesitant or older board?[Charity]Started slow by educating them about the benefits, helped them create their Facebook pages and set privacy settings, and provide updates about our reach and benefits. [Melissa] Our CEO sets a good example by practicing what she wants everyone else to do. Debra tweets from conferences and blogsWe have x number initiative managers – one of goals is to build thought leaders and interact with thought leaders // centered around blogging (you know want to attract – go to playground, have cookies – create real life set up why you have blogs)
  • Theme: TrainingRoxanne: Ashley I know you took the lead to integrate this into your organization two years ago. Ashley – Shares story[Brooke]Hands-on Workshops for grantees and other South Carolina nonprofitsIndividual TrainingPresentations on social mediaMelissa: Talk about how SM is a natural part of TPF cultureInitiative consultants come on board Expectation from the CEO – (Head of EDC had never done this so excited asked for additional session// Pam too many blogs from her now) One on one time – see GLR slides (encouragement etc.) Online toolbox Media policy
  • Theme: Crisis Situations and HandlingSocial media policy escalation chart – know who to contact if feel like in sticky situationUse – Nestle exampleUse example about NetHope Mobile money article
  • Theme: ROI and Metrics[Melissa]Tools for analytics and data collection[Brooke]Website TrafficSocial media activity (e.g. Facebook analytics, retweets, number of views, etc.) Note: SCFSC does not pay for these measurements.Ask. When collecting information we always have a question (whether on a grant application, workshop registration, diversity award nomination, etc.), how did you hear about this? Social media (and specific sites) are answer options. [Charity] We provide a dashboard (attached) to our board and staff that addresses some ways we measure (fans, reach, Facebook driving visitors to our site, etc.) However, we decided at the start not to have a strict formula of measurement -- we’re not in a race for fans, we don’t need to raise money or promote an event. Our goal at this point is to get staff and Trustees more engaged and involved in using Facebook.

Strategic Social Media Strategic Social Media Presentation Transcript

  • Strategic Advice for Foundations by Foundations #smtalk12 #SECF12
  • Roxanne Joffe, The Patterson Foundation – Moderator @RoxanneJoffe Roxanne is the communications lead for The Patterson Foundation. She is the founder and integrative strategist at MagnifyGood, a firm that accelerates change in the social sector through strategic communications and partnerships.#smtalk12 #SECF12
  • Circumstances and experiences vary Case studies are guides – not one size fits all #smtalk12 #SECF12Image via BusinssesGrow
  • #smtalk12 #SECF12Image via BusinssesGrow
  • Brooke Bailey, Sisters of Charity Foundation of South Carolina – Panelist @BrookeUSC @SCFSC Brooke is the Senior Director of Communications for Sisters of Charity Foundation of South Carolina, which works to address the needs of the poor and underserved in South Carolina.Ashley Mills, Council on Foundations – Panelist@COF_Ashley is the Director of Communications for the Council onFoundations in Washington, D.C. The Council is a national nonprofitassociation of more than 1,700 grantmaking foundations andcorporations. #smtalk12 #SECF12
  • Charity Perkins, The Duke Endowment – PanelistCharity is the Director of Communications for The DukeEndowment, which works to help people in North Carolina andSouth Carolina strengthen families by nurturingchildren, enriching minds, promoting health and enrichingspirits. Melissa Thompson, The Patterson Foundation – Panelist @melissathomps @magnifygood @ThePattersonFdn Melissa is the social media lead for The Patterson Foundation and Director of Social Innovation at MagnifyGood. #smtalk12 #SECF12
  • #smtalk12 #SECF12 Strategy
  • Social Media Survey82.5% 47% use social media at least once per dayUSE SOCIAL MEDIA of the 17% that never use social media, 60% anticipate using it in the future 70% feel comfortable or very 0 20 40 60 80 100 comfortablewith Facebook 90% have used social media toCOMPARED TO 24% advance the mission of their organization or program with Twitter
  • #smtalk12 #SECF12
  • #smtalk12 #SECF12 Leadership
  • Image via socialmediajedi blog #smtalk12 #SECF12 Training
  • #smtalk12 #SECF12 Crisis
  • #smtalk12 #SECF12 ROI and Metrics
  • #smtalk12 #SECF12 Audience Engagement