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June 4: Footprints of Social Media Planning

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Learn the basics of planning a successful experience using social media for your nonprofit. Prepared & presented by Susie Bowie, Communications Manager at the Community Foundation of Sarasota County.

Learn the basics of planning a successful experience using social media for your nonprofit. Prepared & presented by Susie Bowie, Communications Manager at the Community Foundation of Sarasota County.

Published in: Technology, Business

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  • Social media can be a bit overwhelming, and though it’s something I’ve grown to really enjoy, it’s hard to constantly keep up with the new craze. I’ll admit that I didn’t really want to take the plunge until I got a friend request from Judi on Facebook just before she started working at the Foundation. Since she would be my new boss, I figured I better do it.
  • Social media can be a bit overwhelming, and though it’s something I’ve grown to really enjoy, it’s hard to constantly keep up with the new craze. I’ll admit that I didn’t really want to take the plunge until I got a friend request from Judi on Facebook just before she started working at the Foundation. Since she would be my new boss, I figured I better do it.
  • Social media can be a bit overwhelming, and though it’s something I’ve grown to really enjoy, it’s hard to constantly keep up with the new craze. I’ll admit that I didn’t really want to take the plunge until I got a friend request from Judi on Facebook just before she started working at the Foundation. Since she would be my new boss, I figured I better do it.
  • But as time moved on, I rapidly saw social media as an opportunity, and if there’s one thing I want to leave with you today, it’s this: Social media offers an opportunity for nonprofits, an opportunity to connect. So let’s talk about this question, which seems to summarize most of what’s important to us as nonprofits-even small businesses and sometimes government.
  • Now, I want to be perfectly clear about social media. Some folks turn their back to all of the social media buzz because the know that the good ole tried and true methods of relationship building and of marketing still retain their validity today. I do not argue with that. Am I saying that…? No. But what I am saying is that this is another tool for connecting, and it’s growing in importance. So whether you’re talking about Facebook, Twitter, LinkedIn, or whatever the next new thing is, what’s changing is the expectation of how we process information.
  • I think we can boil down social media into four main principles.
  • I think we can boil down social media into four main principles.
  • It sounds silly, but social media is called social media for a reason—it’s social. In thinking about this, I want you to consider the elements of a conversation that you might have in person with someone. What are these elements? What happens in a bad conversation? And so these are precisely the things you want to avoid in the social media world.
  • It isn’t just courtesy, but it’s a HUGE opportunity. The potential for researching your fans—what they like, what motivates them to leave a comment, how they answer the questions you might pose to them on Facebook—they all provide excellent insight into how you can really reach them in regard to your mission. What are their hot buttons? Don’t miss out on that opportunity.
  • In this respect, it’s not that different from what you might do with a prospective donor on a first luncheon. You don’t sit right down and ask them for money. You get to know them, you ask them a few questions, find out what interests them, maybe invite them to get further involved, learn more about them, etc. Many nonprofits make the mistake of slapping up event announcements on their Facebook page or on Twitter and then don’t know why they aren’t receiving a response.
  • This is true with every aspect of marketing/ communications. And one of the most common things we hear when we ask who you needs to hear your message. The response is “everyone.” Your audience is never everyone. And using social media, your audience certainly isn’t everyone, it’s a subset of the larger audience you market your programs to. For example, many of the Community Foundation’s donors have either passed away or are in their mid-80’s. Now I don’t want to generalize about age groups, because social media is anything but a teenager’s place. But we aren’t focusing on this group using social media because there just aren’t enough of them using tools like Facebook and Twitter to justify it. Our audience is largely younger generation prospective donors; staff/ board members of nonprofits; and scholarship students.
  • Another way to segment your audience-- are you talking to clients? To donors? To would-be members? To volunteers? In some cases these groups are certainly in need of the same message. But think about this. These will all provide valuable insights about how to connect with people to benefit your organization.
  • Yes, there is time involved in social media and we’ll talk about that in a minute. The trust factor is big. A lot of the greatness in social media is the 3 rd party credibility factor—when things go viral and when others say good things about you instead of you saying good things about you.
  • So how to you establish trust? By offering value. You must offer some value other than “come visit our site,” “please donate,” “come volunteer,” if you want people to join you on Facebook, Twitter, YouTube, etc. Think of it as water.
  • You may be at the point now that you just want to learn more about how social media works, but eventually, it’s going to be every bit as imperative as having a website. When people Google an organization, many times, their Facebook page will come up first. And that may be because it’s more frequently updated (hopefully) and content that’s more frequently updated generates better search engine rankings. What does that tell you?
  • You may be at the point now that you just want to learn more about how social media works, but eventually, it’s going to be every bit as imperative as having a website. When people Google an organization, many times, their Facebook page will come up first. And that may be because it’s more frequently updated (hopefully) and content that’s more frequently updated generates better search engine rankings. What does that tell you?
  • Sometimes we can learn a lot by tell a lot about the future of things in our nonprofit world by looking at the big boys—the big corporate brands. Did you all hear that Pepsi cancelled its advertising for the SuperBowl and announced a multi-million dollar social media initiative called Pepsi Refresh? The company is giving away $1.3 million each month to ideas that can change the world for the better. Users vote on the best ideas.
  • Sometimes we can learn a lot by tell a lot about the future of things in our nonprofit world by looking at the big boys—the big corporate brands. Did you all hear that Pepsi cancelled its advertising for the SuperBowl and announced a multi-million dollar social media initiative called Pepsi Refresh? The company is giving away $1.3 million each month to ideas that can change the world for the better. Users vote on the best ideas.
  • The top 2 anxieties we hear about social media are 1. we don’t have the time…this takes a lot of time, and 2. people can say bad stuff about you. I can’t tell you these aren’t true. You can spend lots of time on social media, but with a good plan you can minimize distraction and you can also use the time you do spend on it well. Regarding people saying things about you—we’re going to talk about this to try and calm your fears about it. But one thing to consider is this: whether or not your nonprofit is actively using social media, people can and will still say bad things about you. It’s actually completely independent of whether you’re participating. The third “evil side,” which is true of anything, if you don’t plan your social media campaign, it probably won’t serve you well.
  • I ‘m just going to be honest about this. The time management gripes about social media drive me nuts. In the end, you’ll just have to decide if social media is worth some of your time or not. And if it is, there are a few things you can be mindful of that will really help… In the 2010 Nonprofit Social Network Survey, nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource.
  • I ‘m just going to be honest about this. The time management gripes about social media drive me nuts. In the end, you’ll just have to decide if social media is worth some of your time or not. And if it is, there are a few things you can be mindful of that will really help… In the 2010 Nonprofit Social Network Survey, nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource.
  • Think about how you can be pro-active in managing reputation.
  • These are your “ground rules.” Written social media guidelines that are incorporated into your nonprofit’s employee handbook will help protect you, give your staff and volunteers an idea of what’s okay to mention in this sort of forum. If you did get an inappropriate post, they’ll also provide a framework for reporting that person so they aren’t able to post or comment any longer.
  • We all know this to be true.
  • Mention SeaWorld. Shut down comments on Facebook page after the incident last week with Tilly the Whale. Now they are allowing comments—many very bad, many very good. It’s sort of self-policing because fans of Seaworld are doing the talking and protecting of the brand. They’ve said that they are only sensoring comments that include profanity or that are insensitive to the trainer’s family. They did however make the decision to shut their entire Twitter following of 10,000 down. They set up their account as if Shamu was speaking. A cute idea at the time, but obviously difficult to carry out now.
  • Very cool new features: safety mode, Youtube will ad captions to your videos (auto-captioning tool) to provide a text-based approach for increased accessibility, Annotations let you add on-screen text to your YouTube videos – like live links to your blog, donations page, membership pages, etc.
  • handout
  • We have 660 fans on Facebook and almost 2,000 followers on Twitter.
  • We have 660 fans on Facebook and almost 2,000 followers on Twitter.
  • That’s a lot of competition
  • Fastest growing social media channel among Fortune 500 companies
  • That’s a lot of competition
  • Discuss different parts of the page
  • Very cool new features: safety mode, Youtube will ad captions to your videos (auto-captioning tool) to provide a text-based approach for increased accessibility, Annotations let you add on-screen text to your YouTube videos – like live links to your blog, donations page, membership pages, etc.
  • Very cool new features: safety mode, Youtube will ad captions to your videos (auto-captioning tool) to provide a text-based approach for increased accessibility, Annotations let you add on-screen text to your YouTube videos – like live links to your blog, donations page, membership pages, etc.
  • Very cool new features: safety mode, Youtube will ad captions to your videos (auto-captioning tool) to provide a text-based approach for increased accessibility, Annotations let you add on-screen text to your YouTube videos – like live links to your blog, donations page, membership pages, etc.
  • Very cool new features: safety mode, Youtube will ad captions to your videos (auto-captioning tool) to provide a text-based approach for increased accessibility, Annotations let you add on-screen text to your YouTube videos – like live links to your blog, donations page, membership pages, etc.
  • Very cool new features: safety mode, Youtube will ad captions to your videos (auto-captioning tool) to provide a text-based approach for increased accessibility, Annotations let you add on-screen text to your YouTube videos – like live links to your blog, donations page, membership pages, etc.
  • Transcript

    • 1. The Footprints of Social Media Planning www.CFSarasota.org
    • 2.  
    • 3.  
    • 4. “ I hear YouTube, Twitter and Facebook are merging to form a super-social media site: YouTwitFace.” − Conan O'Brien, The Tonight Show www.CFSarasota.org
    • 5. Question: What’s the common denominator in steady media coverage, loyal donors , good community relations and engagement with clients/ members ? www.CFSarasota.org
    • 6. Answer: Relationships.
    • 7. Is social media the right communications tool for every relationship? For every audience? For every need? Is it another tool? No. No. No. Yes, and it’s an important one. www.CFSarasota.org
    • 8.
      • What footprints
      • are we leaving today?
      • 4 core principles of social media
      • What goes in your plan
      • Attracting a crowd
      • Measuring success
      www.CFSarasota.org
    • 9. What is social media? 4 core principles. www.CFSarasota.org
    • 10.
      • Social media is SOCIAL.
      • What are the elements of conversation?
      • What bothers you during bad conversations?
      www.CFSarasota.org
    • 11. Listen with enormous ears. www.CFSarasota.org
    • 12. Social media is not a billboard for your nonprofit’s announcements. We’re officially begging you to donate & come to the events we invite you to on Facebook. Not taking to comments at this time.
    • 13. 2. Social media—like other forms of communication—insists that you ask: “ Where does my audience live & what do they like?” www.CFSarasota.org
    • 14.
      • Current supporters or prospects?
      • Youth? Working? Retired?
      • Middle class? Wealthy?
      • How do they talk?
      • What interests do they have that relate to your mission, values or brand?
      www.CFSarasota.org
    • 15. 3. Like dating, social media involves TIME and TRUST. www.CFSarasota.org
    • 16. If you’re using social media, you have to water it or it will die. Value = Water www.CFSarasota.org
    • 17. 4. It’s not if you’re going to play but when you’re going to play. www.CFSarasota.org
    • 18. 60% of all donors—online and offline—did research online before giving. Source: Kintera www.CFSarasota.org
    • 19.  
    • 20. Television Ad Campaign Website www.refresheverything.com Blog www.refresheverything.com/blog Facebook Page Pepsi- Refresh Everything Twitter Hashtag #PepsiRefresh A Well-Integrated, Cross-Linked Campaign
    • 21. The Good Side
      • The tools are free.
      • Easy to use.
      • Provides a way to meet new audiences.
      • Provides a new way to connect with existing fans.
      • Drives traffic to your website.
      • Enhances your brand presence.
      www.CFSarasota.org
    • 22. The Evil Side 2. People can say bad stuff about you.
      • Time isn’t free.
      3. No plan, no power. www.CFSarasota.org
    • 23.
      • 1. Managing Time
      • Time Management: It’s nothing new.
      • Tips: -Start small: 20 mins/ day -Delegate
      • -Try several accounts -Establish boundaries/ policies -As you start getting results, consider investing more time.
      www.CFSarasota.org
    • 24. Nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource. Source: 2010 Nonprofit Social Network Survey www.CFSarasota.org
    • 25. 2. Managing Reputation
      • 3 Questions
      • What are people saying about your organization?
      • What’s being said about issues related to your mission?
      • Who’s saying it?
      • Your biggest talkers are often your own staff and volunteers .
    • 26.
      • Social Media Guidelines
      • For you.
      • For your fans.
      • For your employees.
      You need written social media guidelines in your employee handbook. www.CFSarasota.org
    • 27. Dirt Travels Fast. And the delete key doesn’t work once it’s out there. “ Viral. It’s so…viral.” www.CFSarasota.org
    • 28.
      • Be honest and truthful.
      • Be respectful of timing. (Does your board know it?)
      • Reflect your nonprofit’s values.
      • Respect privacy. (Of clients, donors, members, volunteers, staff, confidential “insider” info)
      It’s mostly common sense. (See Kodak, IBM, Intel SM policies) www.CFSarasota.org
    • 29.
      • Look at 3 things:
      • Tone. Totally negative, neutral, seem like they could be talked to?
      • Influence. How many followers, friends, subscribers do they have?
      • Frequency. Is this a standalone argument / complaint or does there seem to be a trend brewing?
      • -Carrie Lewis, Humane Society of United States
      So what if people DO say bad things about your business?
    • 30. At this difficult time, @ Shamu will not be active. For Twitter updates follow @ SeaWorld_Parks . http://bit.ly/b0oU3l SeaWorld: What Happened www.CFSarasota.org Source: Orlando Sentinel
    • 31.  
    • 32. “… social media is on 24/7 so be prepared and do not be caught off-guard with No social media strategy… Be proactive , be transparent and be honest . Your customers will appreciate that more and will become your legs in spreading your news faster if you engage and interact with them in an honest and transparent way….”
    • 33. 3. Managing the Plan A good social media plan has: -Goals -Guidelines for content/ frequency of posting -An overseer and team members -Policies (Yes, this again!) -Outcomes measurement www.CFSarasota.org
    • 34.
      • Content is King.
      • To be interesting , you must be interested . (It’s not all about you.)
      www.CFSarasota.org
    • 35.
      • Content is King.
      • Use a variety of post types: video, links, photos, status updates
      • Be diverse in your content, but never go off mission, brand.
      www.CFSarasota.org
    • 36. Straight from the horse’s mouth. www.CFSarasota.org “ It bothers me when an excellent nonprofit asks for feedback and does not respond . Makes me nuts, and it tells me that at the end of the day they are really just trying to fill the page ."
    • 37. Straight from the horse’s mouth. www.CFSarasota.org “ I want something that touches me in some way. …Then, after I click - don't inundate me with crap.”
    • 38. Straight from the horse’s mouth. www.CFSarasota.org “ Some organizations are SO serious all the time Facebook is a de-stressor, social activity .”
    • 39. www.CFSarasota.org
    • 40. www.CFSarasota.org
    • 41.
      • “ Value Added” Posts
      • Quotes, Tips, & Did You Know’s
      • Questions (Informal polling)
      • Fun links to videos & multi-media (yours or not)
      • Even if it’s not directly about your nonprofit, keep it relevant to your mission/brand.
      www.CFSarasota.org
    • 42.
      • Tone, frequency & oversight.
      • Don’t talk like a text book. Formal = lame= people don’t care.
      • Overkill is easy to achieve possible. Don’t over-post.
      • Don’t disappear off the radar with fleeting appearances.
      • One person should oversee SM plan, encouraging others to participate.
      www.CFSarasota.org
    • 43.
      • Example
      • Who is Our Audience?
      • Future boomer & next generation donors
      • Nonprofit staff & board that may or may not be existing users of Nonprofit Resource Center
      • Community and business leaders.
      • Scholarship recipients & applicants
      www.CFSarasota.org
    • 44.
      • Example
      • What are our goals?
      • Brand ourselves as a friend of nonprofits, causes. Caring. Compassionate. Responsive.
      • Drive traffic to our website for more information on events, scholarships, grants, etc.
      • Provide a national awareness for our Nonprofit Resource Center
      www.CFSarasota.org
    • 45.
      • Example
      • How does this translate to content?
      • Links to advocacy info for the arts & human services.
      • Tips/news/best practices for nonprofits.
      • Spotlights of nonprofits in our area & their work.
      • Research/ questions to show we’re listening.
      • Inspirational quotes about community, giving.
      www.CFSarasota.org
    • 46. Nonprofit social media isn’t one size fits all. www.CFSarasota.org
    • 47.
      • 2 approaches
      • Establish your brand with your nonprofit’s own Facebook, Twitter, YouTube, Flickr accounts/ pages.
      • Talk about your nonprofit on your own individual profile.
      www.CFSarasota.org
    • 48. www.CFSarasota.org
    • 49. Why Facebook?
      • More than 103 million US-based.
      • Average user spends nearly 1 hour on FB daily.
      • Pages have created more than 5.3 billion likes.
      • IF your audience is living there. I bet they are.
    • 50. Words We Hate to Like
      • Friend = Someone who elects to receive updates from your personal profile
      • Like = Electing to receive updates from your organization’s Facebook page
    • 51. Basic Tips
      • You want a Page (for an agency), not a Profile (for individuals).
      • Make multiple (trusted) staff or volunteers administrators. Encourage them to use the “Suggest to Friends” when appropriate.
      • Create a Facebook badge for your website/blog.
      • Stop the insanity! Do not blast invites to events. And use updates (sent to FB message boxes) sparingly.
    • 52.  
    • 53. Privacy Settings
      • You can specify ages of users (13+, over 17, etc.).
      • You can prevent people from commenting or posting on your wall.
      • Hmmm…..good idea?
    • 54. Suggest to Friends
    • 55. www.CFSarasota.org
    • 56. Why Twitter?
      • Great way to get information FAST.
      • Free and effective way to access a network of like-minded colleagues around the country or potential supporters.
      • Ultra viral: easy to get others to share your message—3 rd party credibility!
      • IF your audience is living there.
    • 57.  
    • 58. Basic Tips
      • Create an account name that makes sense & brand your page.
      • Re-tweet valuable content from others.
      • Use HootSuite or another tool to automate & track clicks.
      • Think research, trends.
    • 59.  
    • 60. Who should you follow?
      • News media
      • National orgs with your mission focus.
      • Local orgs with similar mission focuses: think partners/ potential partners.
      • Your competitors.
      • Funders, nonprofit think tanks.
    • 61. www.CFSarasota.org
    • 62. Tips
      • Apply for a free nonprofit account & take advantage of its features.
      • Post short videos—no more than a few minutes.
      • Invest in a FLIP camera. Inexpensive & effective.
      • Use your Facebook page, website, Twitter pages to make your videos more viral.
      • Make sure there’s an emotional component.
      www.CFSarasota.org
    • 63. Is it actually interesting to people outside of your organization? Interview with your CEO? Or interview with a client who has been helped by your agency? Clip of a speech given at a special event? Or several donors saying why they care? www.CFSarasota.org
    • 64. www.CFSarasota.org
    • 65. www.CFSarasota.org
    • 66. Tips
      • Quick answers & updates about your cause that don’t “fit” on your website.
      • Provides content for e-news, print news, etc.
      • Increase search ranking of your website.
      • Facilitate conversations & showcase your expertise.
      www.CFSarasota.org
    • 67.  
    • 68.  
    • 69.  
    • 70. www.CFSarasota.org Raising Money Using Social Media
    • 71. What About Fundraising Using Social Media? www.CFSarasota.org
      • Most nonprofits consider Facebook as the best social networking tool for fundraising
      • 78% of organizations that fundraise using Facebook raised $1,000 or less in 2009.
      • 93% use social networks for marketing; 46% for fundraising
    • 72. Cause Announcement from ASPCA - the American Society for the Prevention of Cruelty to Animals “ Hooray! Thanks to everyone who recruited and to all those who donated! Every $ and bit of awareness helps!!! We finally broke our $3,000 donations goal! Let's see how long it takes us to reach $4,000!” Over 35,000 members in this cause. www.CFSarasota.org
    • 73. What About Fundraising Using Social Media? www.CFSarasota.org
      • BUT, do you measure dollars raised from…
      • a first luncheon with a potential donor?
      • a press release?
      • a volunteer appreciation luncheon?
    • 74. If you insist…[and you can be successful] www.CFSarasota.org
      • Use 3 steps to answer “why now?”
      • Create a sense of urgency and immediacy.
      • Discuss visible results that make people want to take action.
      • Set a deadline & a goal.
      • Source: Network for Good, 2010
    • 75. Promoting Your Social Media Presence
      • Link everywhere- badges & tweet streams: website, e-newsletters, between SM platforms
      • Include “become a fan” on all printed material— business cards, newsletters, rack cards, etc.
      • Make other (trusted) employees administrators
      • Encourage others to visit you with special contests & discounts
      www.CFSarasota.org
    • 76. Do You Need to Purchase Ads on Facebook?
      • ASK: What’s your goal? Brandraising? Friendraising? Education?
      • 1% or less of survey respondents received ANY revenue from social networks.
      www.CFSarasota.org Source: 2010 Nonprofit Social Network Benchmark Report
    • 77. Measuring
      • Hootsuite Excellent tracking & posting of links
      • Track referrals to your website Google analytics is free.
      • Observe activity Comments, Likes, Re-tweets, (+)(-) in Followers, Fans
      • Survey your clients, members, customers “How did you hear about us?” and Special discounts
      www.CFSarasota.org
    • 78.
    • 79. www.CFSarasota.org
    • 80. www.CFSarasota.org
    • 81. “ What Specifically Is SM Doing for Us?”
      • Driving traffic to our website/ blog. More traffic to our blog & events. +200/month.
      • Building our brand. We care about people. We care about nonprofits.
      • Providing a new way to connect. Old & new constituents are contacting us w/ questions.
      • Excellent, free peer to peer research. Nonprofit, foundation trends.
      www.CFSarasota.org
    • 82. Take a Plunge: Next Steps
      • Try just one social media tool.
      • Do you have 20 minutes a day?
      • Follow others.
    • 83. “ Marketing is no longer about the stuff that you make, but about the stories you tell.” − Seth Godin www.CFSarasota.org
    • 84. We connect people who care with causes that matter.
    • 85. Let’s Connect Susie Bowie, Communications Manager [email_address] 941.556.7104 On Twitter: @NonprofitSRQ On Facebook: Community Foundation of Sarasota County www.CFSarasota.org