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Social Media Strategy for Beginners


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So you’ve dipped your toes into social media: you’ve got a Facebook page, Twitter feed, YouTube channel and CEO blog set up. So now what?

Back up.

Take a hold of your communications plan and start afresh. This webinar is for organizations that have dipped (and maybe dived) 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.

Presentation by: Kirstin Beardsley, CanadaHelps

Registration for MyCharityConnects webinars is open to employees, volunteers, and board members of Canadian charities and nonprofits.

The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.

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  • 1. Social Media Strategy for Beginners October 26, 2011
  • 2. reminders You can hear us, but we can’t hear you Turn up your computer’s volume Presentation slides will be available on For the best webinar experience, close all other applications Have questions? Type questions in the Questions Log
  • 3. 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.
  • 4. Today’s PresenterKirstin Beardsley Marketing & Communications Manager CanadaHelps
  • 5. Basic Social Media Strategy
  • 6. BE SOCIAL
  • 7. • How is your organization embracing the social media culture shift? Culture Shift
  • 8. Always Be Listening• Google alerts• Follow example organizations• Google Reader, Twitter, e-newsletters
  • 9. Source: The Networked Nonprofit by Allison Fine and Beth Kanter
  • 10. 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
  • 11. Think Social• Bring social media into the planning and execution of programs and campaigns
  • 12. PLANNING
  • 13. Set Goals • Exposure • Engagement • Influence • Action • Lasting ImpactFrom Don Bartholomew:
  • 14. 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
  • 15. Pick the Right Tools• Which tools best support your goals?• Where’s your audience?• What capacity do you have?
  • 16. Define Roles• Determine the right people for executing social media• Train accordingly
  • 17. Draft your Social Media Guidelines• Responsibility • Respect• Transparency • Good judgement• Copyright • Productivity• Proprietary Information • Personal use of social media
  • 18. 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
  • 19. CONTENT
  • 20. Principles of Social Content• Short• Personal• Shareable• Easy calls to action
  • 21. • Stories (about one person)• Resources, useful information, educational• Events/urgencies• Controversies, thought-provokers• Reviews• Behind the scenes• Questions, conversation-starters
  • 22. The rule of thirds
  • 23. Socialize existing content • Annual reports • Volunteer stories • Donor stories • Editorial pieces
  • 24. Recycle Content Across Channels
  • 25. Content for Fundraising• Stories about impact on one person/ animal/ school etc…• Peer-to-peer campaigns• Immediate return
  • 26. TO-DOs
  • 27. Source: Beth Kanter -
  • 28. 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
  • 29. Scheduling
  • 30. Online Notebooks & Clipping Tools
  • 31. Weekly To-Dos• Planning for the week• Writing/creating posts• Recording data• Update your networks
  • 32. Monthly To-Dos• Review metrics, KPIs. – Note trends, surprises, strong content etc…• Review editorial calendar & adjust
  • 33. Quarterly To-Dos• Review your objectives• Key learnings from measurment• Take action
  • 35. STEP 1: Set Clear Objectives• Review your goals• Set measurable objectives that will allow you to achieve your goals
  • 36. Smart Objectives • Specific • Measurable • Actionable • Realistic • Time-specfic
  • 37. 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
  • 38. 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
  • 39. STEP 2: Select Metrics
  • 40. Social Media Data• Subscribers/ Unsubscribes• Followers/ Unfollows• Comments/ Unique commenters• Favourites• Video/photo views• Retweets• Likes• Page/post views• # of posts
  • 41. Social Media Data• Most popular posts• Conversations• Feedback• Repeat supporters• Comments• Recommendations• Click-throughs• Donations• Sign-ups
  • 42. Your Tools• Google alerts• Google Analytics• Google Alerts• TwitterSearch• Facebook Insights• Blog statistics• Hootsuite• & other link trackers
  • 43. Spreadsheets!
  • 44. STEP 3: Learn & Take Action!
  • 46. www.mycharityconnects.orgfree online resources Information about technology Video demonstrations More webinars Past webinar recordings & slides Learning opportunities Events across the country
  • 47. Upcoming 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)
  • 48. Keep in touch!