Building a Social
      Media Plan


189
What We’ll Cover
•   Social Media Planning
•   Build Your Strategy
•   Tell Your Story
•   The Plan
•   Get Started
    • ...
Social Media Planning
What is social media planning?




• A plan to use social media appropriately to fulfill a specific
  goal
• Integrating s...
Do I need one?




• Social media can be confusing and time consuming without
  a plan
• Risk losing sight of your strateg...
Social media is a conversation – a conversation
   about you, your organization, and your work.
             It’s already ...
YouTube = 10% of all internet traffic
YouTube & Wikipedia among the top brands
   Five of the top ten websites are social
...
Social media isn’t a strategy




• Social media is a tool for accomplishing your goals
• Start with the question “what ar...
Profile yourself: Think about the ways you participate

If you regularly…             …your profile is
Blog, podcast, twee...
Think about your objectives:
Find your comfort level for participating

Profile             Example Goal                 T...
Make Connections:
Step 1 – Listen for relevant conversations

• Search
  – Google Alerts
• Search the blogosphere
  – Tech...
Make Connections:
Step 2 – Follow the conversation

• Subscribe to blogs, social sites using RSS
  – RSS-aware browser, e-...
Make Connections:
Step 3 – Join the conversation

• Post blog comments
  – Link to the authors and posts you admire
  – Ad...
Your digital footprint:

• Try googling yourself to see how the world views you
  – Remember that links to and from blogs,...
Step 1: Build your Strategy
Define Your Goals & Desired Outcomes




• What are your current marketing, fundraising or
  programming goals?
• What des...
Define Your Target Audiences




• Who do you want to reach and engage?
• Be as specific as possible:
  •    Where do they...
Examples
• Goal: Attract young professionals as volunteers and grow
  their engagement in our organization
  • Social medi...
Understand Your Capacity



•       Internal
    •      Do you have the internal skills, expertise and time internally to
...
Start Your Research



• Research the tools
• Listen to what is already being said about you
  • Set up a Google Alert and...
Step 2: Tell Your Story
Streamline Your Story



•       Adapt your story to an online platform:
    •      Keep it simple
    •      Easy to reme...
Starting Conversations




•   Remember: social media is about engaging and building
    community
•   Don’t just talk at ...
Tips



• Don’t just write about your latest fundraising campaign
  • ask your donors to tell their story
• Don’t just pub...
Step 3: The Plan
Choose your tool




• We recommend starting with one tool at a time
• Take a look at your goals, audience and message: wh...
Still not sure? Try a blog!




• A good first step into social media:
   • Use existing content
   • Start conversations
...
Adapt your story to the tool




• Use the tool to its fullest
• Show what you do with pictures and videos
Sample Plan

    Goal        Audience       Tool(s)    Message(s)     Timeline      Resources
Example
Engage a      Univer...
Step 4: Get Started!
Get Started (finally!)
           Setup



Assess                  Create




Promote               Confidence



        ...
Get Set Up
What do I need?


• The tool
  • Signing up, learning the ropes
• The people
  • Assigning responsibility
• The timelines
...
Create Content
Turn your story into compelling content

• Example: Fundraising event
  • Blog: interview an attendee and ask others
    t...
Build Confidence
• Get used to the tool and the conversations happening
• Be trustworthy & consistent
• Be authentic, personal
• Create dis...
Integrate
Integration Into Your Workflow




• Allocate appropriate time and funds
• Make it part of your work routine
  • Creating ...
Integration With Other Initiatives


                                        •       f   •   t
• Tie into other marketing,...
Promote
Promote In Your Network




• Use other outlets to promote a new initiative
• Leverage your following and promote to whoev...
Assess
• Is this tool helping to fulfill your goals?
• Determine the return on investment
• Think about the project’s sustainabil...
Listen, Learn and Adapt




• Get feedback! Ask:
  • What is working, what isn’t?
  • What else would you like to see?
• I...
Start again with tool #2!

           Setup



 Assess                 Create




Promote               Confidence



    ...
@CanadaHelps on Twitter
• Every implementation step is visible
  • Set up, creating content, gaining confidence,
    integration, promotion and as...
Lessons

• Archive your content
• Go at your own pace
• Try your best to respond to everyone
• People like to talk to peop...
Some Good Advice …
Have a great website




• Good usability
• Easy to find information
• Relevant content
• Clear calls to action
Learn from others


                             •Flickr +
                             Facebook




•   See how other org...
Start With One Tool at a Time




•   Important if you’re starting out
•   You can integrate tools later
Enlist help from interns/volunteers




•   Produce quality, timely content
•   Conduct Internet research
•   Maintain and...
Keep expectations realistic




• Success takes time and effort
• Starting up is easy, maintenance is the real work
Make it part of your routine




• Making your social media plan part of your routine helps spread
  the work out
• Use RS...
Remember: It’s a conversation




•   Listening is as important as talking
•   Don’t talk at your supporters: engage them ...
Have fun!




• Interact with different people
• Make it personal
• These are fun tools!
Recap – Start with you




                         Courtesy Edelman - Digital Public
                         Affairs
Recap

• Start somewhere
• Build to scale
• Innovate where necessary; do everything else incrementally
  better
• Make it ...
Recap
Your
turn
Alberta 2009 - Building A Social Media Plan
Alberta 2009 - Building A Social Media Plan
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Alberta 2009 - Building A Social Media Plan

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Slides from the Building a Social Media Plan workshop in Calgary & Edmonton, Alberta (November 2009).

Social media can be an incredible tool for your organization, providing you with direct communication channels, access to audience insight, and the ability to reach people all over the world.

But as the proliferation of social media platforms grow, participating can often be overwhelming and confusing. Join us as we take you through how to kick-start your organization's social media action plan.

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Alberta 2009 - Building A Social Media Plan

  1. 1. Building a Social Media Plan 189
  2. 2. What We’ll Cover • Social Media Planning • Build Your Strategy • Tell Your Story • The Plan • Get Started • Get Set Up • Create Content • Build Confidence • Integrate • Promote • Assess • Some Good Advice
  3. 3. Social Media Planning
  4. 4. What is social media planning? • A plan to use social media appropriately to fulfill a specific goal • Integrating social media into your current marketing, fundraising, and programming initiatives
  5. 5. Do I need one? • Social media can be confusing and time consuming without a plan • Risk losing sight of your strategic goals and objectives if you don’t plan
  6. 6. Social media is a conversation – a conversation about you, your organization, and your work. It’s already happening. If you are not part of the conversation, others are defining you, your organization, and your work for you.
  7. 7. YouTube = 10% of all internet traffic YouTube & Wikipedia among the top brands Five of the top ten websites are social Over 100 million blogs exist 120,000 new blogs launched every day 1.5 million blog posts per day (17 per second) Courtesy Cisco Systems
  8. 8. Social media isn’t a strategy • Social media is a tool for accomplishing your goals • Start with the question “what are my goals?” NOT “I want to build a social media presence”
  9. 9. Profile yourself: Think about the ways you participate If you regularly… …your profile is Blog, podcast, tweet Creator Write reviews, post replies Critic Tag objects, use RSS Collector Update your profile Joiner Read blogs Spectator Do none of the above Inactive Courtesy of Sun Microsystems
  10. 10. Think about your objectives: Find your comfort level for participating Profile Example Goal Tools Creator Amplify word of mouth Blogs Critic Product development Wikis Collector Market research RSS Joiner Public relations Social network Spectator Canary in the coalmine Brand monitoring Inactive Getting started Search Courtesy of Sun Microsystems
  11. 11. Make Connections: Step 1 – Listen for relevant conversations • Search – Google Alerts • Search the blogosphere – Technorati • Find relevant or similar groups: Facebook, MySpace, LinkedIn • Tweetscan, twubble • Search groups on Imagine Canada
  12. 12. Make Connections: Step 2 – Follow the conversation • Subscribe to blogs, social sites using RSS – RSS-aware browser, e-mail client – Portals, desktop applications • Friend the people you like – Follow interesting people on social-networking sites • Set up watches on forums and wikis
  13. 13. Make Connections: Step 3 – Join the conversation • Post blog comments – Link to the authors and posts you admire – Add value to the conversation • Post forums responses • Post comments on wiki pages • Update your social networking profile pages • Write a blog, create a video or podcast, join a user group, tweet!
  14. 14. Your digital footprint: • Try googling yourself to see how the world views you – Remember that links to and from blogs, social networking sites, and other sites influence search results – The sum of your online interactions is your digital footprint – Prospective employers, professional organizations and others use your digital footprint like a resume – Not happy with the results? Re-evaluate your participation habits and make adjustments Courtesy of Sun Microsystems
  15. 15. Step 1: Build your Strategy
  16. 16. Define Your Goals & Desired Outcomes • What are your current marketing, fundraising or programming goals? • What desired outcomes do you wish to achieve? • Can social media tools be used to accomplish these?
  17. 17. Define Your Target Audiences • Who do you want to reach and engage? • Be as specific as possible: • Where do they live? • What do they do? • How are they currently using social media?
  18. 18. Examples • Goal: Attract young professionals as volunteers and grow their engagement in our organization • Social media tools are likely to help with this goal • Goal: Build stronger, personal relationships with our older annual donor base and talk to them about estate planning • Social media will likely not be helpful
  19. 19. Understand Your Capacity • Internal • Do you have the internal skills, expertise and time internally to use social media effectively • Poll your staff and volunteers: you might have an expert blogger in your midst! • External • Are there people out there already connecting around your issues?
  20. 20. Start Your Research • Research the tools • Listen to what is already being said about you • Set up a Google Alert and use Twitter search • Learn the language, customs and etiquette • Get ideas about what works and what doesn’t
  21. 21. Step 2: Tell Your Story
  22. 22. Streamline Your Story • Adapt your story to an online platform: • Keep it simple • Easy to remember • Easy to retell • Adapt your story to your desired audience • What’s your elevator pitch? Can you do it in 140 characters?
  23. 23. Starting Conversations • Remember: social media is about engaging and building community • Don’t just talk at your supporters • Think of the conversations you want to start
  24. 24. Tips • Don’t just write about your latest fundraising campaign • ask your donors to tell their story • Don’t just publish a news release about government cutbacks hurting your cause • give your supporters the tools and platform to take action and share their passion with others
  25. 25. Step 3: The Plan
  26. 26. Choose your tool • We recommend starting with one tool at a time • Take a look at your goals, audience and message: what’s the best tool for the job?
  27. 27. Still not sure? Try a blog! • A good first step into social media: • Use existing content • Start conversations • Get used to comments • Integrate other tools into your blog • Caution: Blogs do take time to create content and engage readers
  28. 28. Adapt your story to the tool • Use the tool to its fullest • Show what you do with pictures and videos
  29. 29. Sample Plan Goal Audience Tool(s) Message(s) Timeline Resources Example Engage a University 1. Facebook Make an Sept – April University young students in 2. YouTube impact, volunteers to generation in our town 3. Flickr share your create fundraising success, content and campaign build a engage in movement conversation
  30. 30. Step 4: Get Started!
  31. 31. Get Started (finally!) Setup Assess Create Promote Confidence Integrate
  32. 32. Get Set Up
  33. 33. What do I need? • The tool • Signing up, learning the ropes • The people • Assigning responsibility • The timelines • Planning updates
  34. 34. Create Content
  35. 35. Turn your story into compelling content • Example: Fundraising event • Blog: interview an attendee and ask others to share their experience in comments • YouTube: bring your video camera and ask people to tell you why they came • Facebook: ask everyone who attended to share images/stories
  36. 36. Build Confidence
  37. 37. • Get used to the tool and the conversations happening • Be trustworthy & consistent • Be authentic, personal • Create distinctive content that fits with your organization’s identity and mission
  38. 38. Integrate
  39. 39. Integration Into Your Workflow • Allocate appropriate time and funds • Make it part of your work routine • Creating content • Responding & engaging • Create guidelines
  40. 40. Integration With Other Initiatives • f • t • Tie into other marketing, fundraising and social media initiatives • Be distinctive but cohesive with your story
  41. 41. Promote
  42. 42. Promote In Your Network • Use other outlets to promote a new initiative • Leverage your following and promote to whoever you can
  43. 43. Assess
  44. 44. • Is this tool helping to fulfill your goals? • Determine the return on investment • Think about the project’s sustainability
  45. 45. Listen, Learn and Adapt • Get feedback! Ask: • What is working, what isn’t? • What else would you like to see? • Implement changes and keep trying
  46. 46. Start again with tool #2! Setup Assess Create Promote Confidence Integrate
  47. 47. @CanadaHelps on Twitter
  48. 48. • Every implementation step is visible • Set up, creating content, gaining confidence, integration, promotion and assessment
  49. 49. Lessons • Archive your content • Go at your own pace • Try your best to respond to everyone • People like to talk to people • Most of the content is shared! • Be authentic • Take it offline – remember to build face-to-face connections as well
  50. 50. Some Good Advice …
  51. 51. Have a great website • Good usability • Easy to find information • Relevant content • Clear calls to action
  52. 52. Learn from others •Flickr + Facebook • See how other organizations started and see what they have done • Recreate their success
  53. 53. Start With One Tool at a Time • Important if you’re starting out • You can integrate tools later
  54. 54. Enlist help from interns/volunteers • Produce quality, timely content • Conduct Internet research • Maintain and manage social media presence
  55. 55. Keep expectations realistic • Success takes time and effort • Starting up is easy, maintenance is the real work
  56. 56. Make it part of your routine • Making your social media plan part of your routine helps spread the work out • Use RSS feed, widgets (engadget), desktop applications and your mobile device • Set up a schedule for yourself (i.e. 2-3 times a day at certain times, or 10 minutes every hour, or at certain times when there’s a lull in your schedule)
  57. 57. Remember: It’s a conversation • Listening is as important as talking • Don’t talk at your supporters: engage them and listen to what they have to say
  58. 58. Have fun! • Interact with different people • Make it personal • These are fun tools!
  59. 59. Recap – Start with you Courtesy Edelman - Digital Public Affairs
  60. 60. Recap • Start somewhere • Build to scale • Innovate where necessary; do everything else incrementally better • Make it easy to find, forward, and act • Pick where you want to play • Channel online enthusiasm into targeted, specific activities that further the campaign’s goals • Integrate online advocacy into every elements of the campaign Courtesy Edelman - Digital Public Affairs
  61. 61. Recap
  62. 62. Your turn
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