MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy for Your Organization


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Back to Basics: Developing a Social Media Strategy for Your Organization

Social media is about free and open conversations online but your organization still needs to have a plan of action. Take hold of your communications plan and start afresh. This workshop is for organizations that dipped (or maybe dove headfirst) into social media, but are now wondering what the next steps are and how they can make their social media investment more focused and worthwhile.

Attendees Will Walk Away With:
- Knowledge of how social media is changing the way nonprofits operate and what it means to be a networked nonprofit --- Tips on how to determine which social networks your organization's key audiences are using and how to create a social media strategy
- Information on receiving buy-in from staff, management, and boards

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  • Hi – who I am, introduce KB
  • PositionOrganizationSocial media tools you use(takes time)
  • Basic structure – not necessarily for beginners – but many tips for those who’ve used the tools for a while. My goal from this presentation is not to lock you all into some sort of step-by-step guide to success but rather to share what different organizations are doing and what we can all learn regardless of where we fall on the spectrum of awareness with the tools themselves.Less about tools, more about strategy to support use
  • Many of us, CH included, jumped on board without a plan… and I think that’s okay, but we do have to take it to the next level.More structure, planning and thought into why the heck we’re all doing thisWhat are your organization’s mission, goals, objectives, and thing like that…and how does your SM strategy fit into that?There’s always a learning curve. I think one of the best ways to learn is from each other so I’d like to ask:Question to the room – anyone with a plan? What’s working for you and what’s not?
  • ComScore – a market research company. Great report on Canada’s Digital Future and what we can look forward to in 2012. Average of 45 hours per month onlineFacebook = growth in hours, but at point of saturation in terms of # of signups. I know that in Jan. or Feb. of this year, Infographic Labs released an infographic called Facebook 2012 (easily searchable if you just Google Facebook 2012 infographic) and the stats showed that 50.3% of North Americans are on Facebook. Twitter, LinkedIn and Tumblr are all growing networks so they’re definitely worth keeping an eye on. Video is growing – Canadians love YouTube more than anyone elseIf you are looking to expand onto new/other social networks, I’d really recommend taking a look at reports like this one first – I find they’re often full of really useful information even for nonprofits.
  • The place I started with this presentation= question we always get askedTalk about MCC – For me, I think it really comes down to two things…
  • Building a strong community and having good content Supported by:
  • The assumption I’ve made in pulling this information together is that everyone in this room has very limited (if any) budget for sm, and very limited (if any) time for social mediaWe’re not going to concentrate on things like hiring consultants or spending all our time on SMYou’ve seen some value, but aren’t sure yet what that translates to
  • Note = okay to be where you are. Not everyone is a social media superstar and that’s completely okay.This is just to help give you an idea of what you need to do depending of where you aredon’t have to do everything.Pick a couple of goals and pursue them in the next 6-12 months
  • Success on social media isn’t just about knowing how to use the tools, it’s about having a culture at your organization that allows you to be successful with them. Sm is never about just another communications channel added on to the others you’ve already used. It represents a larger cultural shift (who knows which came first sm or culture) around engagement and people’s expectations of their interactions with your causeDemand for transparency, real connection – people don’t have patience for insititutions. They want to know there are real people doing the work that they can connect with.Chicken & Egg - did SM change culture or did culture facilitate SM
  • Social orgs are about letting go and opening upEven letting people help to define what you do, where your org goes nextExtreme example = Mozilla Foundation-Foundation is open – weekly meetings are open to the world and people can call in and offer suggestions.Not what we’re suggesting – but what would it be like if a client felt they could come to a board meeting and say this isn’t working ..or if donors could say exactly what kind of impact they want to see.Let go of your attachment to the org. what you want and how you understand itWe are more connected than those external to the org…Annual report – but who reads it? With SM, you can actually see what people read and engage why are you pouring resources into Let external people help define what you do.
  • Cause is often framed as your mission and visionHuge cultural shift Organizations that remain laser-focused on the cause, on their mission and vision, fare much better in a social space than organizations that focus on their institutionOur work is framed around supporting our institutionsSM that focuses on institutions doesn’t do well.
  • How many have heard about Networked Nonprofit?Beth Kanter & Allison Fine wrote a book about the ways in sm is bringing about or signalling a shift in the ways that nonprofits operate. It’s an interesting book – and I know that not all of us are going to change over night – I do recommend it, thoughBuilding relationships, simplicity, building trust through openness, open governance structures, learning organizationIt’s not a how-to guide; rather its about nonporfits changing how they work.
  • Here’s more about what they mean by networked nonprofitFree agents – people who are unaffiliated and want to offer their skills & support to an org.Like a volunteer.Crowds – letting the crowd determine next steps. What to post on your blog – ask that question to your readers and let them decide? Loops – short cycles – what’s working/what’s not/ how can we change/update. No experiment is ever a failure because we can always learn.Get support Google+ & Intel
  • One way to tell if the organization is social/networked or not is to look at how they behave during a communications crisisThis could be Scouts Canada, Komen Foundation in the US recentlyThis has nothing to do with the quality of the organization or the work that they do, this has to do with how they act when the spotlight is turned on them.In a social context, currently – how do they behave. Situation – CBC broke the story about the % of money put towards research has been going down. Even though the $ value has been rising. CBC said CCS spent more on fundraising than on research.Lots of criticism on how this research was done and we know they do great work.And they didn’t handle it well when this crisis was turned on them.
  • What do you say? Something human – we’re listening. We value investments on research. We are working on info. To help everyone understand how we spend our money. Thanks for your continued support.Don’t spout facts at people.This was a lost opportunity.People don’t get mad unless they have emotionally attachment.IF you have someone upset enough to tweet about your cause, don’t kill that love.
  • On the other end of the spectrum.She responded as a human would with humour. But only use humour if you can pull it off. Even if this person had written opps, the previous tweet wasn’t meant for universal consumption, that could have worked.
  • GROUP DISCUSSION: How you embracing the shifts? Have you been seeing any trouble spots?ObstaclesBuy in at Board, CEO/ED levelTips for othersWho uses social media at your organization?Social culture
  • Signing Owen up for Twitter. Signing mom up for Facebook.
  • 4 – no one cares what you had for lunch.More competencies for this new world order include: (next slide)
  • - One of the ways that social media is changing all of our jobs (the way that email changed everyone’s jobs years ago) is that we now need to understand the ways that our work is connected to other organizations, other people – it’s socializing our work. One of the key competencies in this new work reality is the ability, willingness to listen to others in our ecosystem. How many of you have Google Alerts. People are talking about you and you need to be tracking it.
  • You can’t expect to know about how to manage an online network if you’re not a part of any. There are networks out there that are relevant to your cause… join them, and participate in the conversationBlogs, nptech
  • Bring social media into the planning and execution of programs and campaignsNo longer about we need to raise $x but about what people want from us and how we can best help facilitate their goals to help achieve our goals.You can’t build a campaign you’ve always had and just add SM on to it. Think about what your communities want and build that from the ground up.
  • One thing most of us don’t do much of around sm is planningPlanning = essential to ongoing successw/o it, we can’t really understand how sm supports our MISSION, causeIf it doesn’t support our cause, we shouldn’t be doing it.A lot of people do SM for the sake of SM. All the work you do needs to support your org’s mission. IF it’s not helping you get where you need to go, then try something else.
  • Example of do we communicate with our clients via social media, or should I take the client who’s contacted me via Twitter and move that conversation offline to the right person internally to respond to their questions. Clearly outline the reasons that your organization engages in social media toolsHelps employees decide what information to post and which tools to useProviding your employees with clear guidance on the ways your organization usesEdmonton, Calgary = most important slide in terms of setting policies.If you say we’re not ready for this right now, then it helps define what you’re actually going to do next.Are you trying to do them all? You shouldn’t be. Focus your efforts.
  • How can social media support your organization’s overall goals?Essential step that people miss. IF you don’t have goals then you can’t measure.
  • Write down a goal
  • Select a goal that supports your mission and your overall goals for using the tools.See if someone wants to walk through their goal.
  • Survey your desired audience to see which tools they are usingDon’t have to be on all the tools, choose the right onesCh = twitterBlog FB???
  • Again you need to pick a tool that supports your goal. If you’re trying to build a space for young people, don’t go to LinkedIn. If you don’t have the resources for video, don’t choose YouTube.
  • When in doubt, or if more than one tool could support your goals, it’s best to go where your supporters are to build the most robust community. Facebook is probably the best because statistically speaking you’ll find more people there than on any other network.
  • HRSDC story (we did a survey – it blew us away how many people had someone very loosely affiliated with the org. doing social media just because they were young) You have to understand the power of social media. This person is communicating widely and publically on behalf of your brand.Don’t let fear of the tools themselves define who gets the job. If your CEO should be tweeting, teach them how to tweet. Who knows your messaging, comfortable talking to people about your messageTrain for knowledge about the toolsThink about backups/emergencies
  • Set your social media guidelinesResponsibility – your org. is responsible for what it posts & individuals are responsible for what they post.SM hasn’t been tested by Case law – but I’m not a lawyer. The electronic comm that has been tested is that you’re not responsible for others’ posts even if they’re on your site.Transparency – you can’t hide who you are on SM (be open about your affiliations to your orgs)Copyright – be away of others copyright. Everything online is public and easily searchable/accessible. You could be charged for violating copyright laws.Proprietary info – around your own information. Private info. Police chief in US who was sharing details of cases on FB. His point – its nothing I didn’t used to share in a backyard bbq before. Someone talking about donor/donation before it’s been finalized.
  • What are you comfortable sharing. Donor info? Get permission first.You’re not behind a cloak of anonymityProductivity –a SM policy isn’t an HR policy .5. For orgs to think through how someone’s personal use of SM can affect brand. Hire good people who you trust. Educate them. ‘views are my own’.
  • Story about a friend who was an app developer and decided he wanted to start blogging full time about music. He’d been tweeting for years about a very niche area of the Toronto/South Western Ontario indie music scene and when he decided to quit his job to start blogging full time, he knew he couldn’t sustain his current lifestyle so he put an ask out on Twitter and the response was overwhelming! What did he already have? An engaged community online of people interested in what they’re doing. If you don’t have an nurture your online community, you can’t expect to turn to it when needed and have success engaging people to take action… often the missing piece that people don’t talk about. IT’s not just about content and posting good things. But we need to build communities online and nurture them.IT TAKES TIME to nurture community. According to The Networked Nonprofit, it takes around 12-18 months to get a community up and running.Can’t sign up for tools & start asking for $$
  • You have a new job, congratulations. On top of everything else you do.This is often a shift in perspective… used to being outward communication person, not community engagement person
  • Be prepared with answers to common questions, and what you might do if there’s an attack or crisis online. Example – how much do you spend on admin fees.
  • This will relate to the goals you have established for your social media presence. If you’re wanting to raise funds and awareness, you want a community of people committed to your cause, willing to share your information with their networks.If instead you’re trying to support a community dealing with a particular illness, you’ll want a community of FEEDBACK – what would your ideal online community look like?
  • don’t go after everybody, you’ll never get everybody on boardDon't think you're talking to the public.Pick your key audiences and understand them. Why are they online? What are they doing? what other activities/groups/communities are they part of?
  • But it’s not just about who your audiences are…but about how engaged they are.Understand your communityNot everyone’s going to be a donor or upThat’s okKnow who they are, especially those at the top of this list. – have their name and twitter handle on hand. Engage them.
  • A great example of what I’m talking about when it comes to knowing your supporters.This is from around a year ago – April 2011, when the Crohn’s and Colitis Fdn. of Canada was trying to promote their Gala – A Gutsy Affair. What was really great about this is the way Jo (@clickflicca) approached the promotion. 1. He tweets about the event to his 6000+ followers. 2. he posts this on his blog, which I know he promotes on Twitter, Tumblr, Facebook, and other social networks he’s using. 3. He gets people who want to win the two tickets to the event to tweet about Crohn’s disease…this is a multiplication effect because now not only is one person tweeting this to their followers, you have multiple people tweeting it to multiple lists of followers. I clearly remember when this happened because it was around this time last year that I was personally started to wade a little deeper into Social Media (especially twitter) and I was compiling a list of young, influential people in Toronto who I should be following. Believe me, when Jo started this campaign, I couldn’t have missed it even if I wanted to because it spread like wildfire in the Toronto Young Professionals community. To get involved, I personally went from being a Happy Bystander, to a Spreader, to a Donor within 1 or 2 weeks.
  • Don’t ignore anyone in your community. You never know when a bystander will have more time and become an evangelist. Or more $ and become a donorIt’s not about having everyone being an instigator but nurture everyone.
  • When you run a social media site, you want to make sure that it’s used for the purpose you intended and that it becomes an enjoyable, safe place for people to visit.If you run a community, develop a terms of use. Your twitter feed doesn’t become this kind of community. Charity pages, blogs – sometimes they can become like support groups and that’s when you need things like a terms of use.
  • Email is still vitally important. Don’t ignore it. Make it a goal to collect email addresses of people in your SM communities. People aren’t in your FB community exclusively. There are overlapping groups. Don’t think of them individually but rather, think of how everything works together.Calls to actions in email are more successful than on SM. So one of the things you can do is find supporters on Facebook, collect their contact information and then present them with calls to action via eblasts rather than just as a post on your Facebook page or Timeline.Another thing that is important – create as many offline opportunities as possible.
  • Find communities on other networks so if you’re an org like Heart & Stroke foundation you can look for groups where people are trying to get healthy like a running group.Twestival – a fundraising campaign but it mobilized a group of tech people interested in using SM for good. It didn’t try to create a cause and find people but rather mobilized an existing community.
  • Always think about your audience when you’re developing contentWhat moves your audience to take action? You cant develop content for the public. Better content is developed with an actual person in mind.Usually, you develop content by thinking about your organization. What goals are you trying to achieveThat’s wrong… think first about your audienceWhen writing/creating a specific piece, aim it at a particular group and you’ll find better results
  • Simple – core message. Our issues are complex, but we can’t expect people to understand them the way we do. In each communications piece, pick one core concept you want to conveySurpriseTangible, clear plain language. Help people understandWho’s telling the message. Online, ppl. are MUCH more likely to trust friends and connections than brandsWho has credibility in your community? Get them on boardEx. Teens? Find a spokesperson they relate to, not a doctor or a teacherPeople make decisions based on emotions rather than on rational thinking.
  • This is a tragedy. Our stories could and should change the worldWe are so focused inward, on our own organizations, we can’t see the stories that would move our supporters to actionNo one really cares about how many people attended a literacy program last year vs. 2010 or the details about why a newly approved treatment is important to people fighting cancerYou doThey care about Sam, the 75 year-old grandfather who can read to his grandchildrenThey care about Amanda who is going to her daughter’s graduation
  • Heart and StrokeDon’t mess with Texas
  • Showcasing video b/c it’s one of the best, easiest ways to share a moving story- shareable!!! People love to share videos
  • Movie popcorn – 37 grams of saturated fat… so what?Medium popcorn = Equivalent of bacon and egg breakfast, big mac and fries AND a steak dinner with trimmings… combined
  • Add credit to Kyle MacKenzie at farming retreat/ Earth Day CanadaUsConversationCommunity
  • You should be using the content on different networks but make sure it’s adapted to social platforms. When you’re starting to get sick of it, that’s when you know is people are finally getting it. Annual reportsVolunteer storiesDonor storiesEditorial pieces
  • Another thing you can do is take the stats from your AR and turn them into an infographic. My personal rule: 3 S’s : Short, simple, sharable.
  • - Kiva & gift catalogues work really wellBBBS story in Southern Ontario (it was sort of like an afterthought – oh we need the $ tonight for this big and little to go out to dinner) – think of how your messaging can be like that. Simple can be really impactful if it’s done right.P2P – makes it so much easier to share thing.
  • One of the most powerful things about online communications/social media is that there’s data to track
  • Keep these in mind.
  • This sounds easy, but we find it’s one of the harder things for people to doThen you can set objectives related to your goal,Objectives by definition include something that is measurableSpecific? Measurable?Actionable? Realistic? Time-specific?
  • there’s so much data out there online – which is one of it’s enormous strenghts, but it’s easy to get overwhelmed with information. It’s also easy to start measuring things for the sake of it… even if it doesn’t support our goals as an organization.So, our next step is to select the right metrics or key performance indicatorsSelect one or 2 (but really just one) metric per objective. Don’t go overboard
  • Number of Subscribers – blog, email, e-newsletter – as well as those who unsubscribe (this can tell us a lot more)FollowersFans (FB)The value in these being potential ambassadors for the organization – how do you measure the value on that?
  • Number of Subscribers – blog, email, e-newsletter – as well as those who unsubscribe (this can tell us a lot more)FollowersFans (FB)The value in these being potential ambassadors for the organization – how do you measure the value on that?
  • UPDATE THIS SPREADSHEETYou don’t need something really sophisticated. Track on a weekly basis and consolidate monthly.
  • This is the missed step in measurement. You can’t just measure and create a report and then send it to your ed and that’s done. You measure for a reason – to understand what’s working, what’s not and to take action accordinglyLearning Loops in the networked non-profitQuarterly review
  • Listen learn adaptAre some of your posts generating a lot of links, likes retweets? Is a particular community really active online and promoting you? Does this signal a new strategy you should take?Does something you post regularly never take off – stinks? Stop doing it.
  • IF you still don’t know how to measure or what to measure then I think it’s good to try an experiment and what kind of measurements you can track.Safe framework because it’s not everything – just one campaign.
  • Facebook: 5-6 times per week was the optimalTwitter: 5-6 times per day!- That doesn’t mean you have to do that, it just means that’s what others have found as the right amount to support their community.
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to postRESOURCES: Google reader subscriptions, email news, emails from staff
  • One way to manage your day to day is Co-tweet, social oomph are others.
  • You are a content creator now, and you’ll need to devote time in your schedule to either creating that content, or curating content from other sources
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
  • One thing social media does do is add a number of channels to your communications. It’s good to keep track of your communications and reach with an editorial calendarUse regular office programs: spreadsheet or Word… if you want something that’s collaborative, online: Google Documents or SmartSheet
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
  • - implement even some of these things, you’ll be so far ahead most companies & nonprofits on sm tools
  • Fourth annual conferenceJoin non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.After 3 sold-out years, MyCharityConnects is back and better than ever for 2012. Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t.
  • Updated list -
  • MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy for Your Organization

    1. 1. Back to Basics: Developing a Social MediaStrategy for Your Organization March 20, 2012
    2. 2. What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. CanadaHelps is giving made simple.
    3. 3. Who are you?
    4. 4. Basic Social Media Strategy
    5. 5. It’s time to get deliberate about our use of social media
    6. 6. • Canada leads the world in online engagement
    8. 8. Strong GoodCOMMUNITY CONTENT Supported by: • Structured PLANNING • Social CULTURE • Willingness to MEASURE & LEARN • ACTIONS
    9. 9. 1 Be Social 2 Planning 3 Community 4 Content5 Measure & Learn
    10. 10. Source: Beth Kanter,
    11. 11. BE SOCIAL
    12. 12. Letting Go • Control • YOUR attachment to the organization • Doing what “we’ve always done”Opening Up • To meaningful involvement from donors, clients, volunteers, public etc…
    13. 13. YourYour CAUSE INSTITUTION
    14. 14. Source: The Networked Nonprofit by Allison Fine and Beth Kanter
    15. 15.  8pm July 6thStory posted 5am July6th
    16. 16. Where Do You Fit?
    17. 17. • How is your organization embracing the social culture shift?• What barriers do you face? Culture Shift
    18. 18. Tips for Getting Buy-In• Sign people up for tools to reduce fear (Twitter, Google Reader, alerts etc…)• Seek out example organizations and show their success• Search for your organization & show the conversation’s already happening
    19. 19. Bust Myths• Bust myths: – 73% of donors gave online last year – Baby boomers are the biggest cohort of online donors in Canada – More than 17 million Canadians use Facebook – Per capita, Canadians watch more YouTube videos than any other country
    20. 20. Think Social• Conversation, not promotion• Show personality• Be quick• Add value
    21. 21. Always Be Listening• Google alerts• Follow example brands and nonprofits• Google Reader, Twitter, e-newsletters
    22. 22. Plug In to Networks• Join and participate in conversations happening online
    23. 23. Social By Design (not by accident) • Put people at the heart of your campaign design
    24. 24. PLANNING
    25. 25. How your organization uses social media • Marketing and publicity • Fundraising, donor engagement and retention • Connecting with others around your cause • Building relationship and online community • Collaboration and collective action • Sharing expertise on our issues • Movement building and social change
    26. 26. • Gain exposure • Engagement • Influence • Action • Create lasting impact • Offer supportSet Goals From Don Bartholomew:
    27. 27. EXAMPLE #1 Collaboration and collective action around an unfair piece of legislationGOALS • Connect with like-minded organizations to coordinate actions • Energize an online community to take action
    28. 28. EXAMPLE #2 Share expertise on our cause within our local community.GOALS • Use our blog to position ourselves as the go-to source for local media on our issue • Lead conversations with other local organizations about key issues relating to our mission.
    29. 29. Select a goal for yoursocial media
    30. 30. Pick the Right Tools• Which tools best support your goals?• Where’s your audience?• What capacity do you have?
    31. 31. Tools You Can UseTHE BIG FOUR:• Facebook, Twitter, LinkedIn, YouTubeOTHERS TO EXPLORE:• Blogs, Google+, Tumblr, Foursquare, Pinterest, Instagram
    32. 32. Fish Where the Fish Are• 25% of all time online is spent on Facebook• Survey supporters about the tools they use
    33. 33. Define Roles• Determine the right people for executing social media• Train accordingly
    34. 34. Draft your Social Media Guidelines • Responsibility • Transparency • Copyright • Proprietary Information
    35. 35. Social Media Guidelines • Privacy and personal information • Respect • Good judgement • Productivity • Personal use of social media
    36. 36. COMMUNITY
    37. 37. Role of Community Manager• Understand & advocate for the community• Listen & engage• Problem solve & prevent crises• First point-of-contact• Lead the community to action
    38. 38. Characteristics of a Good Community Manager• Have a personality• Be passionate about the cause• Care about the community• Leadership• Don’t try to control• Be prepared
    39. 39. Have a Vision for Success• Strong online communities have a clear rallying cry and committed members• What would your ideal online community look like?• What actions would they take?
    40. 40. • Who are they? (Middle-aged men, young mothers, teens from Parkdale etc…)• Motivations• Other communities & online activities Know Your Community
    41. 41. Source: Beth Kanter,
    42. 42. Nurture All Community Members Happy Spreaders Donors Evangelists InstigatorsBystanders Engaging, Regular Reasons to Resources & Ongoing interesting communication give tools support content Links to easily Peer-to-peer Recognition Thanks and share content fundraising praise! Good stories Creative ideas Stories about they can the impact of spread their giving Opportunities to engage offline
    43. 43. • Statement of purpose for the community• Community rules around respect• Moderation and deletion of comments• Privacy statement• How you will use the posts (i.e. marketing material, fundraising etc…)• Prohibited posts Terms of Use
    44. 44. Think Multi-Channel• Engage on other media• Collect contact information when possible• Provide offline opportunities when possible
    45. 45. Look Outside• Find your ideal community on other networks• Join the ongoing conversation• Mobilize fundraising campaign with existing network
    46. 46. CONTENT
    47. 47. Know Your Audience• Define your key audiences• Describe them – Get specific – What do they do? – What do they care about? – What moves them to action?• What do we want them to do?
    48. 48. Messaging that Gets Remembered • Simple • Unexpected • Concrete • Credible • Emotional • Stories
    49. 49. More Principles of Social Content• Short• Personal• Shareable• Easy calls to action
    50. 50. STORIES!• Stories often make the best content, but charities are really bad at telling them
    51. 51. Tim Horton’s
    52. 52. • Remember the number ONE • Focus on HOPE, HUMOUR, SURPRISE, EMPATHY [less on fear, anger, hurt] • Appeal to IDENTITY (from Made to Stick)PRINCIPLES OF GOOD STORYTELLING
    53. 53. Other Good Social Content• Resources, useful information, educational… but make it stick• Events/urgencies• Controversies, thought-provokers• Reviews• Questions, conversation-starters
    54. 54. Stats & Data • Use with caution • Make them concrete • Make them relevant • Focus on one stat at a time
    55. 55. The rule of thirds
    56. 56. • Re-use existing content, ADAP TED TO SOCIAL PLATFORMS• Use content across platforms Recycle Content
    57. 57. Content for Fundraising• Stories about impact• Peer-to-peer campaigns• Clear, concrete calls to action
    58. 58. MEASURE & LEARN
    59. 59. STEP 1: Set Clear Objectives• Review your goals• Set measurable objectives that will allow you to achieve your goals
    60. 60. Smart Objectives • Specific • Measurable • Actionable • Realistic • Time-specific
    61. 61. EXAMPLE #2 Share expertise on our cause within our local community.GOALS • Use our blog to position ourselves as the go-to source for local media on our issue • Lead conversations with other local organizations about key issues relating to our mission.
    62. 62. Smart Objectives• Increase blog subscribers by 50% over the next 12 months• 30% of blog posts contain active discussion in the comments about the issues raised – more than 3 comments• Increase website traffic from blog by 100% over next 12 months• Increase media calls related to blog topics by 25% over the next two years.
    63. 63. Define an objectiverelated to your goal
    64. 64. STEP 2: Select Metrics
    65. 65. Social Media Data• Subscribers/ Unsubscribes• Followers/ Unfollows• Comments/ Unique commenters• Favourites• Video/photo views• Retweets• Likes• Page/post views• # of posts
    66. 66. Social Media Data• Most popular posts• Conversations• Feedback• Repeat supporters• Comments• Recommendations• Click-throughs• Donations• Sign-ups
    67. 67. Your Measurement Tools• Google Analytics• Google Alerts• Twitter search• Facebook Insights• Blog statistics• Hootsuite• & other link trackers• Surveys
    68. 68. Spreadsheets!
    69. 69. STEP 3: Learn & Take Action!
    70. 70. Take Action• Listen, learn, and adapt.• Which posts generate conversation and sharing? Which don’t?
    71. 71. Try an Experiment! • Try a time-limited experiment on one of the tools • Reflect on what worked and what didn’t
    72. 72. TO-DOs
    73. 73. Source: Beth Kanter -
    74. 74. Time Management• How much time can you devote to social media?
    75. 75. Daily To-Dos• Scan feeds – Retweet, Like, Comment• Review alerts, mentions, comments & continue the conversation• Post, schedule posts (1/3 rule)• Seek out resources, information for posting
    76. 76. Scheduling
    77. 77. Online Notebooks & Clipping Tools
    78. 78. Weekly To-Dos• Planning for the week• Writing/creating posts; coordinate posts from other sources• Recording data• Update your networks
    79. 79. Monthly To-Dos• Review metrics, KPIs. – Note trends, surprises, strong content etc…• Review editorial calendar & adjust
    80. 80. Editorial Calendar Week Theme/Campaign/ Tools Notes Message October 31 Smart Giving FB, Twitter, Email, Giving at Halloween Blog Charity Gift Cards Email, FB Corporate Gifts Theme/Campaign 31 1 2 3 4 Smart Giving: Halloween E FB, T B T Charity Gift Cards: Corporate E FB
    81. 81. Quarterly To-Dos• Review your objectives• Key learnings from measurement• Take action
    82. 82. Annual To-Dos• Align your communications goals with your organization’s annual objectives• Focus on the big lessons learned
    84. 84. www.mycharityconnects.orgfree online resources Information about technology and social media Webinars Past webinar slides Learning opportunities Events across the country
    85. 85. MyCharityConnects Conference 2012 JUNE 12 – 13 | Allstream Centre, Toronto Collaborate to build a stronger sector. Innovate to solve complex problems. Celebrate our work and the difference we’re making.• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.• Registration opens in February
    86. 86. Upcoming Webinars• March 28 - Being Social Inside and Out: Fostering a Culture of Sharing and Collaboration• April 11 - The Rules Around Tools• April 25 - Essential Twitter Tips for Your Charity• May 9 - Preparing for a Website Redesign• May 23 - Editorial Calendar Essentials: Organize and Plan Your Online Communications
    87. 87. for more great resources…
    88. 88. Questions? THANK YOU!