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An Introduction to Online Strategy
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An Introduction to Online Strategy

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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 …

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. Presented by Darian Rodriguez Heyman at the December 5, 2012 Social Media for Nonprofits- New Delhi conference.

Published in: Technology

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  • 1. An Introduction to Online StrategyDarian Rodriguez Heyman @Dheyman #sm4np
  • 2. Today’s Agenda• Why Social Media?• A Quick How-To• Helpful Resources• Q&A/Ask the Experts
  • 3. Social media For Social Good?
  • 4. Why Social Media?• Follow Your Audience• Low barrier To Entry• “Everyone is SmarterThan Anyone”• Potential to TurnDonors Into Fundraisers
  • 5. Why Social Media?•  MARKETING•  FUNDRAISING•  ADVOCACY•  STAFF & VOLUNTEER RECRUITMENT
  • 6. What Not To Do
  • 7. Listen
  • 8. Social MediaMarketing StrategyIDENTIFY RECRUIT ENGAGE ACTIVATE
  • 9. IDENTIFY
  • 10. Identify Your Audience• History & Experience• Facebook Insights• Google Analytics• RowFeeder.com/reports
  • 11. RECRUIT
  • 12. Recruit: FacebookFacebook.com/nonprofits• Invite People• Post & Tag Photos& Videos• Create Events• Facebook Ads
  • 13. Recruit: Twitter• Follow Others• Low Hanging Fruit• Post Regularly• RT Often & Liberally• # & @s• Participate In #ff
  • 14. ENGAGE
  • 15. ENGAGE:Ask Questions
  • 16. ENGAGE: Timing is Everything• Morning: 8 – 9AM• Lunch: 12 – 1PM• End of Day: 4:30 – 6PM• Night: 9:30 – 11PM
  • 17. ENGAGE: Become a CuratorThink50/50
  • 18. ENGAGE:Recognize & Respond
  • 19. ENGAGE:Tie In Live Events
  • 20. ACTIVATE
  • 21. ACTIVATE:Create Superfans
  • 22. ACTIVATE: Identify KeyInfluencers & Donors• Rowfeeder• Facebook Fan Page Analytics Report• Twitter Follower Analytics Report
  • 23. ACTIVATE: Identify KeyInfluencers & Donors• Celebrate Key Allies:Donors, Volunteers,& Milestones • Blogs, Highlights & Posts
  • 24. ACTIVATE:Committees & Captains
  • 25. ACTIVATE:ShareThis Widgets
  • 26. Create an IntegratedMarketing Plan •  FACEBOOK •  TWITTER SOCIAL   PARTNERS   MEDIA   •  LINKEDIN •  YOUTUBE PR   EMAIL   •  BLOG •  TUMBLR DIRECT   SEO   •  FLICKR MAIL   •  INSTAGRAM PHONE    
  • 27. Create anEditorial Calendar
  • 28. Create an Editorial Calendar• By Date & Time • Focus/Content • Media (Photos, Video) • Author • Platform
  • 29. Use Scheduling Tools
  • 30. Facebook Scheduling Schedule icon
  • 31. Measure & Optimize
  • 32. Measurement Basics Strategy Optimize Execute Analyze Measure
  • 33. Map Metrics to GoalsGoals Metrics to MeasureGain Supporters # Newsletter Subscribers/DonorsIncrease Interaction Avg. # Comments / PostIncrease Visibility Increase in Traffic/ linkbacksVisitors Retention Bounce RateInspire Action # of Petition SignaturesEvent Attendance # of Registrants
  • 34. Measurement Tools•  Facebook Insights•  Google Analytics•  Metric.ly•  Rowfeeder.com/freebies•  Crowdbooster.com (Twitter)•  Hootsuite (Links)
  • 35. RESOURCE REVIEW• www.facebook.com/nonprofits• www.google.com/nonprofits• www.TechSoup.org• www.bethkanter.org
  • 36. RESOURCE REVIEW• www.socialbrite.org• www.nten.org
  • 37. Dhanyawad!Darian@SM4NP.org @dheyman