What is a Social Media Strategy?

What is a Social Media Strategy?    Debra Askanase   December 15, 2010    Use TwiAer Hashtag #npweb Special Thanks To Our Sponsors

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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 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  Special Thanks To Our Sponsors

What is a Social Media Strategy?

by NonprofitWebinars.com on Dec 15, 2010

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What is a Social Media Strategy? — Presentation Transcript