Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

MyCharityConnects Peel - Social Media Planning [2010-11-18]

on

  • 1,072 views

Social Media Planning – Now that you’ve got your staff and board excited about social media, what’s next? Like most plans, it starts with a strategy, one that's based on a desire to build ...

Social Media Planning – Now that you’ve got your staff and board excited about social media, what’s next? Like most plans, it starts with a strategy, one that's based on a desire to build relationships. What does a social media plan look like? What are the key elements? Where should you dedicate your time and how can you make most of your efforts? This session will present strategies and tactics you can employ, and will touch on how it all ties into the communications plan you’ve already got.

Statistics

Views

Total Views
1,072
Views on SlideShare
1,072
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

MyCharityConnects Peel - Social Media Planning [2010-11-18] MyCharityConnects Peel - Social Media Planning [2010-11-18] Presentation Transcript

  • SOCIAL MEDIA PLANNING November 18, 2010
  • SOCIAL MEDIA: WHAT’S DIFFERENT?
  • Traditional Media
  • Social Media
  • Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0) Few Many Many Many • Traditional media was about publishing. • Social media is about networks and community.
  • 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”
  • Social Media Tools WordPress Delicious • Free blogging service • Social bookmarking service • Expansion features with fee • Let’s you find similar websites Facebook Twitter • Micro blogging service, • Social networking website • 140 character limit • Suite of features Second Life YouTube • Online virtual world • Video sharing website • Explore using avatar • Free to upload and share Flickr Digg • Photo sharing website • Social news website • Can comment on photos • People vote on news articles
  • IS YOUR ORGANIZATION READY?
  • Is Your Board on Board? Has senior management and Board members come onside with investing in social media … not because of the hype, but because they understand the stats and the future of communications?
  • Social Media Policies Help to: • Set expectations • Educate staff and volunteers • Protect your brand • Avoid legal liability • Clarify the reasons you use social media
  • The Changing Nature of Communications • Things happen much quicker, easier, faster • You WANT people to talk about your organization • There’s only so much control
  • Capacity Issues • 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!
  • Keep Expectations Realistic • Success takes time and effort • Not a magic bullet of new revenue
  • MARKETING & COMMUNICATIONS PLANNING FUNDAMENTALS
  • 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?
  • Goals • 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
  • 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
  • Target Audience • 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?
  • Objectives Specific Measurable Actionable Realistic Timed *Term first used by George T. Doran
  • Integrate f t • With your current marketing & communications plans • Tie into other online and offline marketing, fundraising and social media initiatives
  • Sample Plan GOAL: To broaden the base of supporters between the ages of 18-22 to the organization. OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the fiscal year. STRATEGY: Leverage our connections to the local colleges and universities through our Board Member, Joe Stiles – President, Learning College. Audience Tool(s) Tactic Message(s) Timeline Resources College and 1. Facebook Initiate an We help 1 in Sept – April SWAG for university incentive 3 people in incentives students in campaign to our town. our town. solicit “fans”. Help us help more. Tell a friend.
  • SOCIAL MEDIA PLANNING
  • Types of Social Media Audiences • Inactives. As suspected, these are the people who aren’t engaged in any of these social technologies. • Spectators. These are people who read online information, list to podcasts, and watch videos but do not participate. • Joiners. These are people who have a profile on different social networking sites and visit them with some regularity. • Collectors. These are people who read lots of information and may vote or tag pages or photos. • Critics. These are people who post reviews online, comment on blogs, or contribute in other ways to existing content. • Creators. These are people who publish on the web (blog, website, video, podcasts). Forrester Research
  • Become the Audience Inactive Spectators Joiners Collectors Critics Creators
  • STEP 1: RESEARCH
  • Be a Spectator • Research the tools • Observe, read and watch • Learn the language, customs and etiquette • Get ideas about what works and what doesn’t
  • Join & Use Your Ears • Set up accounts • Join groups • Follow people • Play in the sandbox What are people saying about your organization? Organizations like yours? Homework: Set up a Google Alert OR do a Twitter Search
  • Learn From Others Flickr + Facebook • See how other organizations started and see what they have done • Ask others about their successes and disappointments
  • STEP 2: CHOOSE A TOOL
  • Which One? • 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?
  • What Does What? Tool Uses Blogs • News outlet – the “new” newsletter • Blogger • Highlighting donors and partners • WordPress Media Sharing • Enhance visual storytelling • YouTube • Flickr News & Social Bookmarking • Sharing online resources • digg • Finding like-minded people and organizations • delicious Social Networking • Expanding supporter base • Facebook • Another channel for calls to action • Twitter
  • Still not sure? Try Facebook to start … A little bit of everything: • Creation of a webpage on a commonly visited site • Build a community / “fan” base • Talk about stuff your organization is doing or involved with • Post pictures and videos • Connect from your website to this page • Ability to test several things at one time
  • STEP 3: ESTABLISH A PRESENCE
  • Have a Great Website • Good usability • Easy to find information • Relevant content • Clear calls to action
  • Comment • Start participating in the conversations by sharing thoughts, comments, links, further insight, etc.
  • Collect • Gather information on your cause and begin to develop a base of knowledge from which to speak from. • Participate by tagging and voting.
  • STEP 4: BUILD CONTENT & TRUST
  • Be A Story Teller • Adapt your story to an online platform: • Keep it simple • Easy to remember • Easy to retell • Adapt your story to your desired audience
  • A Compelling Fundraising Event Story 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
  • A Compelling Fundraising Story Example: Capital campaign • Flickr: show people the direct impact they can have through images • Twitter: Tweet regular updates on success and how much support is still needed • Blog: weekly blog post during campaign about the impact of your organization (get various perspectives: Board, community, volunteer etc…)
  • 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
  • STEP 5: SHARE & ENGAGE
  • Build a Following • Become the expert • Link everything back to your website • Offer opportunities to do something • ASK!
  • 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
  • Provide Opportunities for Action
  • ALWAYS
  • 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
  • Use What You Get • People’s stories are opportunities for you to talk about the work you do • Complaints are an opportunity to improve what you’re doing • Members of a page or a following is a group already interested in you … what else can they do for you?
  • Monitor & Measure • Number of visits • Association with your brand • Number of unique visitors • Donations • Search engine rank • Tell a friends / Referrals • Message inclusion • Petition signatures • # of followers/likes • Surveys filled out • Article/post readership • Visits to the organization • Click-thrus and view-thrus • Reduced number of calls • Repeat visitors • Number of event attendees • Duration of stay • Volunteers signing up • Subscribe to feeds (RSS) • Downloads • Comments/posts ratio • Change in awareness • Change in attitudes
  • Build Confidence • Get used to the tool and the conversations happening • Be trustworthy & consistent • Create distinctive content that fits with your organization’s identity and mission
  • Make it Part of Your Day Make it part of your work routine – Creating content – Responding & engaging
  • Keep the Brand Consistent • Offline and online branding should be very similar in appearance • But don’t copy the copy!
  • Promote to your Network • Use other outlets to promote a new initiative • Leverage your following and promote to whoever you can
  • On To The Next! Setup Assess Create Promote Confidence Integrate
  • Keep Your Ear To The Ground • Subscribe to a blog, RSS feed or Google Alert • Attend training opportunities • What’s next on the horizon?
  • Have fun! • Interact with different people • Make it personal • These are fun tools!
  • Your Turn
  • ABOUT MYCHARITYCONNECTS
  • MyCharityConnects.org What is MyCharityConnects? CanadaHelps' online resource centre for charities – a website dedicated to connecting charities and nonprofits to the technologies they need to succeed. What can I find on MyCharityConnects? • Free online resources for charities • Information about technology , Web 1.0, Web 2.0 & social media • Video demonstrations • Webinars (online seminars) • 2009 & 2010 conference materials
  • UPCOMING WEBINARS November 24 – Everything Old is New Again: Getting Back to Fundraising Fundamentals December 8 – Technology - a Source of Frustration or Creativity for Your Organization? www.mycharityconnects.org