Social Media Strategy
Recruit, Engage & Activate
Ritu Sharma (@ritusharma1)
13 Cities. 3 Countries.
10,000 Nonprofits.
3
Why Social Media?
•Low barrier To Entry
•Level Playing Field
•Perfect for Peer Asks
•“Everyone is Smarter Than
Anyone”
7
How is
Social Media used?
8
• MARKETING
• FUNDRAISING
• ADVOCACY
• STAFF & VOLUNTEER
RECRUITMENT
TAKE A STEP BACK…
TO MOVE FORWARD
9
Listen
10
• FACEBOOK
• TWITTER
• LINKEDIN
• YOUTUBE
• BLOG
• TUMBLR
• FLICKR
• INSTAGRAM
11
SOCIAL
MEDIA
EMAIL
SEO
PHONE
DIRECT
MAIL...
12
IDENTIFY RECRUIT ENGAGE ACTIVATE
13
IDENTIFY
•History & Experience
•Facebook Insights
•Google Analytics
•RowFeeder.com/reports
Identify Your Audience
14
15
RECRUIT
Facebook.com/nonprofits
•Invite People
•Post Photos & Videos
•Create Events
•Facebook Ads
•fundraising campaigns
Facebook
...
•Following Others
•Low Hanging Fruit
•Post Regularly
•RT Often & Liberally
•Create a Hashtag
•Participate In #ff
Twitter
17
Youtube.com/nonprofits
•Create Vlogs, PSA’s & appeals
•Drive fundraising via google
checkout
•Create “Call to action” text...
Create A Social Media
Policy
19
Create an
Editorial Calendar
20
Use Scheduling Tools
Use Scheduling Tools
23
ENGAGE
ENGAGE:
Ask Questions
ENGAGE:
Timing is Everything
•Morning: 8 – 9AM
•Lunch: 12 – 1PM
•End of Day: 4:30 – 6PM
•Night: 9:30 – 11PM
•Weekends vs. ...
ENGAGE:
Become a Curator
Think
50/50
ENGAGE:
Recognize & Respond
ENGAGE:
Tie In Live Events
29
ACTIVATE
ACTIVATE:
Create Superfans
ACTIVATE:
Identify Key Influencers &
Donors
•Engage & Interact With your
Top 10%
ACTIVATE:
Identify Key Influencers &
Donors
•Celebrate Key Allies: Donors,
Volunteers,
& Milestones
•Myriad Blogs & Posts
ACTIVATE:
Identify Key Influencers &
Donors
•Engage Key Allies in
Personal Asks
•Contests Work Well
34
IDENTIFY RECRUIT ENGAGE ACTIVATE
•www.facebook.com/nonprofit
s
•www.google.com/nonprofits
•www.bethkanter.org
•www.nten.org
RESOURCE REVIEW
RESOURCE REVIEW
•www.socialbrite.org
•www.MediaBistro.com
•www.SocialFresh.com
Thank You!
Ritu@SM4NP.org
@RituSharma1
Social Media Strategy: How to Think About Social Media as Part of an Integrated Market Strategy
Social Media Strategy: How to Think About Social Media as Part of an Integrated Market Strategy
Social Media Strategy: How to Think About Social Media as Part of an Integrated Market Strategy
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Social Media Strategy: How to Think About Social Media as Part of an Integrated Market Strategy

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ritu Sharma, Director and co-Founder, Social Media for Nonprofits
Social media presents new and exciting opportunities for NGOs to advance their missions, raise much-needed funds, and mobilize huge bases of support, but how exactly can NGO leaders harness its potential? Join us for an interactive look at some of the most powerful and effective tactics and tools for making the move online.

Published in: Social Media, Technology, Business
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Social Media Strategy: How to Think About Social Media as Part of an Integrated Market Strategy

  1. 1. Social Media Strategy Recruit, Engage & Activate Ritu Sharma (@ritusharma1)
  2. 2. 13 Cities. 3 Countries. 10,000 Nonprofits.
  3. 3. 3
  4. 4. Why Social Media? •Low barrier To Entry •Level Playing Field •Perfect for Peer Asks •“Everyone is Smarter Than Anyone” 7
  5. 5. How is Social Media used? 8 • MARKETING • FUNDRAISING • ADVOCACY • STAFF & VOLUNTEER RECRUITMENT
  6. 6. TAKE A STEP BACK… TO MOVE FORWARD 9
  7. 7. Listen 10
  8. 8. • FACEBOOK • TWITTER • LINKEDIN • YOUTUBE • BLOG • TUMBLR • FLICKR • INSTAGRAM 11 SOCIAL MEDIA EMAIL SEO PHONE DIRECT MAIL PR PARTNERS Integrated Marketing Plan
  9. 9. 12 IDENTIFY RECRUIT ENGAGE ACTIVATE
  10. 10. 13 IDENTIFY
  11. 11. •History & Experience •Facebook Insights •Google Analytics •RowFeeder.com/reports Identify Your Audience 14
  12. 12. 15 RECRUIT
  13. 13. Facebook.com/nonprofits •Invite People •Post Photos & Videos •Create Events •Facebook Ads •fundraising campaigns Facebook 16
  14. 14. •Following Others •Low Hanging Fruit •Post Regularly •RT Often & Liberally •Create a Hashtag •Participate In #ff Twitter 17
  15. 15. Youtube.com/nonprofits •Create Vlogs, PSA’s & appeals •Drive fundraising via google checkout •Create “Call to action” text overlays Youtube 18
  16. 16. Create A Social Media Policy 19
  17. 17. Create an Editorial Calendar 20
  18. 18. Use Scheduling Tools
  19. 19. Use Scheduling Tools
  20. 20. 23 ENGAGE
  21. 21. ENGAGE: Ask Questions
  22. 22. ENGAGE: Timing is Everything •Morning: 8 – 9AM •Lunch: 12 – 1PM •End of Day: 4:30 – 6PM •Night: 9:30 – 11PM •Weekends vs. Wednesday
  23. 23. ENGAGE: Become a Curator Think 50/50
  24. 24. ENGAGE: Recognize & Respond
  25. 25. ENGAGE: Tie In Live Events
  26. 26. 29 ACTIVATE
  27. 27. ACTIVATE: Create Superfans
  28. 28. ACTIVATE: Identify Key Influencers & Donors •Engage & Interact With your Top 10%
  29. 29. ACTIVATE: Identify Key Influencers & Donors •Celebrate Key Allies: Donors, Volunteers, & Milestones •Myriad Blogs & Posts
  30. 30. ACTIVATE: Identify Key Influencers & Donors •Engage Key Allies in Personal Asks •Contests Work Well
  31. 31. 34 IDENTIFY RECRUIT ENGAGE ACTIVATE
  32. 32. •www.facebook.com/nonprofit s •www.google.com/nonprofits •www.bethkanter.org •www.nten.org RESOURCE REVIEW
  33. 33. RESOURCE REVIEW •www.socialbrite.org •www.MediaBistro.com •www.SocialFresh.com
  34. 34. Thank You! Ritu@SM4NP.org @RituSharma1
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