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Adding Social Media to             Your Marketing Plan                 Emily Davis               February 6, 2013A Service...
INTEGRATED PLANNING            Advising nonprofits in:        www.synthesispartnership.com            • Strategy          ...
Affordable collaborative data             management in the cloud.A Service   Of:                        Sponsored by:
Today’s Speaker                                    Emily Davis                                      President             ...
ADDING SOCIAL MEDIA TO YOUR     MARKETING PLANS       Emily Davis, MNM      EDA Consulting LLC       February 6, 2013
• Recruitment,                      cultivation,                      STEWARDSHIP                    • Build relationships...
WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA                WORK?• A plan linking efforts       • Culture that  to programs &  ...
CONS TO USING SOCIAL MEDIA                   • Loss of control                   • Time investment (training,             ...
TEN TIPS FOR USING SOCIAL MEDIA2/6/13               EDA Consulting LLC
1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL     Traditionalists                       Boomers     Postal Mail                 ...
2. SOCIAL MEDIA IS A PLANT2/6/13            EDA Consulting LLC
3. ADDING VALUE2/6/13       EDA Consulting LLC
4. TWO – WAY STREET2/6/13         EDA Consulting LLC
5. PROSPECTING, CULTIVATION      & STEWARDSHIP                         NEW DONORS                                         ...
6. THE NEXT GENERATION2/6/13          EDA Consulting LLC
7. IT AIN’T FREE                              “Many nonprofits                            (particularly the smaller       ...
8. NOT EVERYONE “DIGGS” SOCIAL MEDIA2/6/13            EDA Consulting LLC
9. SELLING SOCIAL MEDIA2/6/13           EDA Consulting LLC
10. HAVE A PLAN                Set Purpose(s)             Goals & Objectives             Tools & Strategies               ...
Purpose   Goals & Objectives   Tools & Implementation   Engagement   Insurance   Measurement   ELEMENTS OF A SOCIAL   MEDI...
WHY PLAN?• Map for activities• Explain why you are  using social media• Measurement• Clear guidelines,  expectations• Othe...
IDENTIFYPURPOSE(S) Learn more about social media Reach a different demographic Connect more with a current  demographic...
GOAL ANDOBJECTIVES Increase website traffic Sell more product Share ideas Learn about resources in  your field Promot...
TOOLS AND IMPLEMENTATION• Blog                                       • Facebook                                           ...
IMPLEMENTATION Who will manage your social  media? Who will contribute to your  social media?            Board members ...
SOME INSURANCE Keep it simple, but include: Purpose of the social media  tool or online sharing Who can use the online ...
EVALUATION EXAMPLES Record website hits Track with Bit.ly or tinyurl Use hashtags to track posts Are you listed? (Twib...
 There is NO judgment about where your  organization falls on the spectrum. Social media  is a process! Social media is ...
PLEASE DON’T•   Be inauthentic•   ONLY ask for money•   Speak at your followers•   Ignore stakeholder input•   Make it har...
UNDERSTANDING SOCIAL NETWORKS     “Organizations don’t have to create…         social networks; they exist all around us  ...
SOCIAL MEDIA EXAMPLES• Christopher & Dana • Lance Armstrong  Reeve Foundation     Foundation• Sierra Club        • Others?...
PRINT RESOURCES• Fundraising and the Next  Generation• The Networked Nonprofit• Measuring the Networked  Nonprofit• Mobili...
ONLINE RESOURCES• Socialbrite.com• IdealWare• Mashable.com• Nonprofit Technology Network (NTEN)• Alltop Nonprofit• Beth Ka...
THANK YOU!                Emily Davis, MNM               EDA Consulting LLC                  (720) 515-0581         emily@...
Find listings for our current season          of webinars and register at:            NonprofitWebinars.comA Service   Of:...
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Adding Social Media to Your Marketing Plan

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Around every corner you turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool for developing your organization’s fundraising and marketing strategies. Social media is an entry point and can be used as part of a larger plan to help you achieve your funding goals. Learn from existing success models about how organizations can raise tens of thousands and even millions of dollars through social media. Social media is here to stay. Taking some time to learn more about the multi-channel use of marketing your organization can have a long-term impact on the knowledge about and success of your mission.

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Transcript of "Adding Social Media to Your Marketing Plan"

  1. 1. Adding Social Media to Your Marketing Plan Emily Davis February 6, 2013A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Emily Davis President EDA ConsultingAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. ADDING SOCIAL MEDIA TO YOUR MARKETING PLANS Emily Davis, MNM EDA Consulting LLC February 6, 2013
  6. 6. • Recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy!2/6/13 EDA Consulting LLC
  7. 7. WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA WORK?• A plan linking efforts • Culture that to programs & embraces social mission media• Selected, targeted • Willingness to listen, social media learn, & adapt platforms • Measurement & eval• Skills & commitment strategies to using social media • Ability to take small• Organizational steps to build from investment2/6/13 EDA Consulting LLC
  8. 8. CONS TO USING SOCIAL MEDIA • Loss of control • Time investment (training, maintenance ) • New communication structure • Ideas and opinions that are shared may change over time • Getting staff/board investment in new technology • Transparency2/6/13 EDA Consulting LLC
  9. 9. TEN TIPS FOR USING SOCIAL MEDIA2/6/13 EDA Consulting LLC
  10. 10. 1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL Traditionalists Boomers Postal Mail Generation X Phone calls Television Millenials (Gen Y) Facebook Websites Email E-newsletters Social Media Email Websites Mobile2/6/13 EDA Consulting LLC
  11. 11. 2. SOCIAL MEDIA IS A PLANT2/6/13 EDA Consulting LLC
  12. 12. 3. ADDING VALUE2/6/13 EDA Consulting LLC
  13. 13. 4. TWO – WAY STREET2/6/13 EDA Consulting LLC
  14. 14. 5. PROSPECTING, CULTIVATION & STEWARDSHIP NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone!2/6/13 EDA Consulting LLC
  15. 15. 6. THE NEXT GENERATION2/6/13 EDA Consulting LLC
  16. 16. 7. IT AIN’T FREE “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost- effectively build a community of supporters.” -ePhilanthropyFoundation.org2/6/13 EDA Consulting LLC
  17. 17. 8. NOT EVERYONE “DIGGS” SOCIAL MEDIA2/6/13 EDA Consulting LLC
  18. 18. 9. SELLING SOCIAL MEDIA2/6/13 EDA Consulting LLC
  19. 19. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation2/6/13 EDA Consulting LLC
  20. 20. Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement ELEMENTS OF A SOCIAL MEDIA PLAN2/6/13 EDA Consulting LLC
  21. 21. WHY PLAN?• Map for activities• Explain why you are using social media• Measurement• Clear guidelines, expectations• Other?2/6/13 EDA Consulting LLC
  22. 22. IDENTIFYPURPOSE(S) Learn more about social media Reach a different demographic Connect more with a current demographic Access other research or resources Promote brand/event/idea/product Communicate Share your story Other?2/6/13 EDA Consulting LLC
  23. 23. GOAL ANDOBJECTIVES Increase website traffic Sell more product Share ideas Learn about resources in your field Promote an event or idea Develop your brand Test ideas Other?2/6/13 EDA Consulting LLC
  24. 24. TOOLS AND IMPLEMENTATION• Blog • Facebook – Profile/Group/Page – How often will you blog? – Who will manage? – What will you blog – Facebook Ads? about? – Will you link to Twitter? Ping? – Who will blog? • LinkedIn –• Twitter – Group and subgroups? Who will you invite to join? – How often will you – Who will be admins? tweet? – How often will you post? – What will you tweet about? – How will you track? – Who will you follow? – Who will tweet?2/6/13 EDA Consulting LLC
  25. 25. IMPLEMENTATION Who will manage your social media? Who will contribute to your social media?  Board members  Staff members  Volunteers  Stakeholders Way to tell your organization’s story Ask questions Solicit dialogue2/6/13 EDA Consulting LLC
  26. 26. SOME INSURANCE Keep it simple, but include: Purpose of the social media tool or online sharing Who can use the online tools What is your org’s purpose in using these tools Examples of information that should be shared User guidelines Consequences for violation(s) Reconfirm commitment to mission2/6/13 EDA Consulting LLC
  27. 27. EVALUATION EXAMPLES Record website hits Track with Bit.ly or tinyurl Use hashtags to track posts Are you listed? (Twibes) Facebook Ads Feedburner/ Feedblitz Record/note how many people:  Become a fan/ Join a group  Send links  Recruit other friends  Promote on their profile, blog, website Cost: Care2 ROI calculator2/6/13 EDA Consulting LLC
  28. 28.  There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media.2/6/13 EDA Consulting LLC
  29. 29. PLEASE DON’T• Be inauthentic• ONLY ask for money• Speak at your followers• Ignore stakeholder input• Make it hard to participate• Stray or ignore your plan2/6/13 EDA Consulting LLC
  30. 30. UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)2/6/13 EDA Consulting LLC
  31. 31. SOCIAL MEDIA EXAMPLES• Christopher & Dana • Lance Armstrong Reeve Foundation Foundation• Sierra Club • Others?2/6/13 EDA Consulting LLC
  32. 32. PRINT RESOURCES• Fundraising and the Next Generation• The Networked Nonprofit• Measuring the Networked Nonprofit• Mobilizing Youth 2.0• The Complete Facebook Guide for Small Nonprofits• Twitter Jump Start: The Complete Guide for Small Nonprofits2/6/13 EDA Consulting LLC
  33. 33. ONLINE RESOURCES• Socialbrite.com• IdealWare• Mashable.com• Nonprofit Technology Network (NTEN)• Alltop Nonprofit• Beth Kanter: http://beth.typepad.com/• Social Media Plan Outline: www.ideaencore.com• www.delicious.com/coloradononprofithelp desk• A. Fine Blog• frogloop2/6/13 EDA Consulting LLC
  34. 34. THANK YOU! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog www.Facebook.com/edanpocons ulting Twitter: @edaconsulting2/6/13 EDA Consulting LLC
  35. 35. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:
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