What is a Social Media Strategy?
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What is a Social Media Strategy?

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This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following:

This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following:

- Benefits of creating a strategy
- How a social media strategy supports overall organizational goals
- Research needed to before you create your strategy
- The major components of a social media strategy
- Tying the social media strategy into the website
- How a social media strategy supports fundraising

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What is a Social Media Strategy? What is a Social Media Strategy? Presentation Transcript

  • What
is
a
Social
Media
Strategy?
 
 Debra
Askanase 
 December
15,
2010
 
 Use
TwiAer
Hashtag
#npweb Special Thanks To Our Sponsors
  • Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A
Proud
Sponsor
of
NonprofitWebinars.com

  • Today’s
Speakers 
 Debra Askanase FirstGiving Hosting: Sam Frank, Synthesis PartnershipAssisting with chat questions: Chris Dumas, FirstGiving
  • You have an important cause!You give peopleaccess to health care You defend civil rights You save the earth’s resources
  • But you need more resources
  • Donors who fundersPeople and will act People who care http://www.flickr.com/photos/66044164@N00/499492688/
  • But you need a plan http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/
  • Social
media
influences
acGon
 (nonprofit)

  • Social
media
moves
business
goals

  • Rise of brand affiliation within a social network
  • The
potenGal
of
social
media
Using
Social
Media
to
Meet
Nonprofit
Goals
hBp://idealware.org/sm_survey/

  • The
potenGal
of
social
media
Using
Social
Media
to
Meet
Nonprofit
Goals
hBp://idealware.org/sm_survey/

  • The social media funnel Move
to

 Ac9on
 Creates
 Trust
Social
Media
 Engage

  • A social media strategyFocuses social media on GOALS Deepens engagement Extends reach Opens resources…moves people to action, smartly
  • A social mediastrategy is…a blueprint for using the right social media toolsto support your charity’s objectives and mission http://www.flickr.com/photos/asleeponasunbeam/749675726/in/set-72157600704895572/
  • Preparation Create

 Where
Can
 Prepare
 Listening,
 You
Offer
 Research,
 Value?
 and
Asset
Organiza9on
 Define
 Evalua9on
 Goals
 This
is
the
 bulk
of
 your
work

  • Define internal goals✔ OrganizationalGoals✔ AdministrativeGoals✔ Programmaticor Brand Goals✔ Long andShort-Term Goals http://www.flickr.com/photos/lizettegreco/327377643/in/set-72157594485524662/
  • Sample business goalsIncreasingmembership y/y Offering new programsRaising 14% of funds online
  • Preparation Create

 Where
Can
 Prepare
 Listening,
 You
Offer
 Research,
 Value?
 and
Asset
Organiza9on
 Define
 Evalua9on
 Goals
 This
is
the
 bulk
of
 your
work

  • Listen to conversations Set up online alerts http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/
  • Find fans critics, influencers, and issues http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/
  • Where are your stakeholders and competitors hanging out? http://www.flickr.com/photos/7849372@N04/3582813518/
  • Find best practices http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/
  • Nonprofit
social
network
benchmarks
Using
Social
Media
to
Meet
Nonprofit
Goals
hBp://idealware.org/sm_survey/

  • ARCFlickr What’s interesting? Why?Group
  • Evaluate your own assets Website Top Mailing list Social media followers three Donors factors Stakeholders Staff/Volunteer time for Brand sentiment social Budget media success
  • Create your social strategy Create

 Metrics
 Map
 Tac9cs
to
 Support
Select
 Placorms
 Goals
and
 add
Value

  • Blogging
 Micro
 RSS
Feeds
 Blogging
Message
 Photo
Boards
 These are Sharing
 your tools Chat
 Video

 Rooms
 Sharing
 Social
 Networking
 Podcasts
 Widgets
 Source:
Universal
McCann
Companies
Study
on
Social
Media
Trends
(March
2008)


  • Every platform is unique!audience, approach, tactics, goals http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/
  • Deliver added value on each platform http://www.flickr.com/photos/abbeychristine/2186434268/in/set-72157600225080609/
  • Major components of a strategy Resources
Defining
Placorms
and
 Budget
Campaigns
 Time
 Staff
 Ac#vi#es
 Goals
 Success
Metrics
 Website
 Integra9on

  • Overall StrategyPlatforms Website Tactics CampaignsTac9cs
 ROI
  • Be sure to include ROILeading to tangible Tangible: converts to time and/or (Money, customers, clients, volunteers,
  • Your website isn’t just your URLIt’s your entire Social Web
  • Blog
 TwiBer
 Website
You
Tube
 Facebook
 GOALS
  • Bringing it all together on the site
  • Special projects
  • In summary:1.  Understand your goals2.  Where is your audience online3.  Listen to the conversation4.  Competitive analysis (on social media)5.  Evaluate your organization’s assets Staff, time, website, mailing list, budget6.  Define strategy and ROI mind mapping, flow charts7.  Choose channels, create value and tactics8.  Prioritize activities along a timeline9.  Be social, strategically!
  • MedicalBoardsPlus: sample strategy
  • Key ConceptsUSPs:•  offer subspecialty, residency and exam prep•  oral exam prep and competency skills•  free written exam skills taking course•  national in scopeValue to the core customer:•  saves time•  high quality•  eases physicians’ concern about passing the exams•  helps physicians to pass exams
  • MedicalBoards Plus Social Media GoalsPrimary Goal:Capture and dominate the medical board exammarket from resident to recertification throughouttheir careersSecondary Goal:Capture residency and written board exammarket
  • Current Social Media LandscapeVideo: Competitors offer little value – either a lecture ora PPT slides. ABC has a good home page video.Websites: Competitor sites are outdated, most focus onbranding the founder, no social media callouts fromhome page except on XXX website and XXX.Blog: Only XXXhas a blog – features the Tip of theMonthFacebook: XXX has a FB Page – nothing interesting Conclusion: MedicalBoards Plus is poised toattract and retain customers through social media
  • YouTube ChannelBranded MedicalBoards Plus YouTube Channel: •  Create a branded channel for MedicalBoards Plus fans • Require that only subscribers can submit cases for review
  • YouTube ShowConcept Show:A spin-off of the “Judge Judy” type of show of courtroomcases – live on the spot, if possible. Two videosuploaded weekly: 5 min for case submissions, 5 min forcase review and reaction.Video One:•  A doctor presents his case to Dr. ABC for review•  Dr. ABC asks questions, and returns to give hisassessment.Video Two:•  Dr. ABC gives his case analysis.•  Quick reaction from initial doctor that submitted thecase.•  Ask viewers to write (YT comments) their thoughts on
  • YouTube Value and ObjectivesUnique Value: •  Weekly case review – inside information/test prep •  EntertainingDevelops Loyalty: •  Users can comment in the comments feature •  Subscribers submit their cases to be featured •  “What would you have done? Do you agree?”Objectives: •  Gain regular channel subscribers and activity for loyalty, and SEO value •  Attract new customers through YouTube videos •  Deepen brand loyalty
  • YouTube MetricsSuccess metrics: •  YouTube rank and visibility of channel and videos •  Number of channel subscribers •  Number of comments on videos (interaction) •  Number of case review submissions •  Inbound visits from YouTube to the website •  Sales conversions
  • LinkedinCreate MedicalBoards Plus Company Profile•  Create and complete profile for company•  Highlight programs and special deals regularlyConcept:Create a Linkedin Group for all exam takers (residents,specific specialties) to discuss the test, test prep, andtest issues
  • Blog Unique Value and ObjectivesUnique Value: •  Exam-focused information •  Regular updates and relevant information to test- takers •  More descriptive – gives “inside scoop” on the test •  Content you can’t find elsewhereDevelops Loyalty: •  Incredible value breeds loyalty •  Invite readers to submit their tips and experiencesObjectives: •  thought leadership • SEO and also Proactive reputation management
  • Blog MetricsSuccess metrics: •  SEO rank •  Number of inbound links and reposts by others •  Number of subscribers (RSS, email) •  Number of comments from readers/participation •  Sales conversions
  • Social Media Work Schedule YouTube
 Linkedin
 Blog
 Twi Channel
 Ber
 Weekly
upload
 Discussion
items
at
 Weekly
or
twice‐ Just
How
o<en
 least
weekly,
more
 weekly
 responto
post?
 o<en
is
beBer
 d
 Comment
and
rate
 Every
other
week
or
 Two
to
three
 As
How
o<en
 other
videos
weekly,
 so
–if
relevant
to
 comments
a
week
 needed
to
 at
least
 exper9se
 on
other
blogs
par9cipate
in
other
groups?
 Every
video
receives

 250
members
 100
subscribers
 ResponGoals
in
first
 at
least
10
 d
to
3
months
 comments,
50
 every
 channel
subscribers
 men9o n

  • Giving Feels Great!(Twitter NPTechies and NPO consultants to follow) @amyrsward @HildyGottlieb (netsqaured) @franswaa @JohnHaydon @rjleaman @HeidiKMassey @engagejoe @Sue_Anne @farra @kanter @Nedra @AlisonRapping @JeffHurt @askManny @PamelaGrow @mickeygomez @joewaters @ntenhross (NTEN) @NPTech_Ash
  • Created by:Debra Askanase, Community EngagementDirectordebra@firstgiving.comBlog: www.communityorganizer20.comTwitter: @askdebraskype: daskanase
  • Find
the
lisGngs
for
our
current
season
of
webinars 
 and
register
at
 NonprofitWebinars.com
 Chris
Dumas 
 
Chris@NonprofitWebinars.com
 707‐812‐1234
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