Social Media Strategy for Beginners

Social Media Strategy for Beginners October 26, 2011

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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.

Today’s PresenterKirstin Beardsley Marketing & Communications Manager CanadaHelps

Basic Social Media Strategy

BE SOCIAL

• How is your organization embracing the social media culture shift? Culture Shift

Always Be Listening• Google alerts• Follow example organizations• Google Reader, Twitter, e-newsletters

Source: The Networked Nonprofit by Allison Fine and Beth Kanter

Tips for Getting Buy-In• Sign staff up for tools to reduce fear (Twitter, Google Reader, alerts etc…)• Seek out example organizations and show their success• 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

Think Social• Bring social media into the planning and execution of programs and campaigns

PLANNING

Set Goals • Exposure • Engagement • Influence • Action • Lasting ImpactFrom Don Bartholomew: http://metricsman.wordpress.com/

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

Pick the Right Tools• Which tools best support your goals?• Where’s your audience?• What capacity do you have?

Define Roles• Determine the right people for executing social media• Train accordingly

Draft your Social Media Guidelines• Responsibility • Respect• Transparency • Good judgement• Copyright • Productivity• Proprietary Information • Personal use of social media

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

CONTENT

Principles of Social Content• Short• Personal• Shareable• Easy calls to action

• Stories (about one person)• Resources, useful information, educational• Events/urgencies• Controversies, thought-provokers• Reviews• Behind the scenes• Questions, conversation-starters

The rule of thirds

Socialize existing content • Annual reports • Volunteer stories • Donor stories • Editorial pieces

Recycle Content Across Channels

Content for Fundraising• Stories about impact on one person/ animal/ school etc…• Peer-to-peer campaigns• Immediate return

TO-DOs

Source: Beth Kanter - www.bethkanter.org

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

Scheduling

Online Notebooks & Clipping Tools

Weekly To-Dos• Planning for the week• Writing/creating posts• Recording data• Update your networks

Monthly To-Dos• Review metrics, KPIs. – Note trends, surprises, strong content etc…• Review editorial calendar & adjust

Quarterly To-Dos• Review your objectives• Key learnings from measurment• Take action

MEASURE & LEARN

STEP 1: Set Clear Objectives• Review your goals• Set measurable objectives that will allow you to achieve your goals

Smart Objectives • Specific • Measurable • Actionable • Realistic • Time-specfic

What are you trying to achieve? GOAL • ABC charity will become an expert and trusted resource in our local community about adult literacy. AUDIENCE • Local literacy service providing organizations, local media outlets TOOL • Blog

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

STEP 2: Select Metrics

Social Media Data• Subscribers/ Unsubscribes• Followers/ Unfollows• Comments/ Unique commenters• Favourites• Video/photo views• Retweets• Likes• Page/post views• # of posts

Social Media Data• Most popular posts• Conversations• Feedback• Repeat supporters• Comments• Recommendations• Click-throughs• Donations• Sign-ups

Your Tools• Google alerts• Google Analytics• Google Alerts• TwitterSearch• Facebook Insights• Blog statistics• Hootsuite• Bit.ly & other link trackers

Spreadsheets!

STEP 3: Learn & Take Action!

ABOUT MYCHARITYCONNECTS

www.mycharityconnects.orgfree online resources Information about technology Video demonstrations More webinars Past webinar recordings & slides Learning opportunities Events across the country

Upcoming Webinars www.mycharityconnects.org/webinars• November 9th – Making Twitter Your Best Friend: Twitter Strategies Exposed (guest: Heather Morrison, Sequentia Environics)• November 23rd – Cutting Edge Charities• December 7th – Looking Up: Lifes Better in the Cloud (guest: Amanda Grainger, Framework)

Keep in touch! info@canadahelps.org www.twitter.com/canadahelpswww.slideshare.net/MyCharityConnects www.facebook.com/canadahelps www.youtube.com/canadahelps

Social Media Strategy for Beginners

by CanadaHelps / MyCharityConnects

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