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Ash Shepherd - Don’t Just Do It, Do It Well! Process & Management of Social Media Efforts

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Ash Shepherd - Don’t Just Do It, Do It Well! Process & Management of Social Media Efforts Ash Shepherd - Don’t Just Do It, Do It Well! Process & Management of Social Media Efforts Presentation Transcript

  • Don’t Just Do it, Do It WellProcess and Management of Social Media Efforts
  • Getting Started About Us • Design and Technology Partners to Nonprofits • The Partnership At Drugfree.org, Tribeca Film Institute, Dress For Success, iEARN, Mouse INC., MLT, ... • Visual Branding, Print Solutions, Web Solutions • We are a small studio with a powerful team that does big work • Smart interactive design marries graphic excellence with technology savvy in strategic collaboration
  • Setting The Context What we will be focusing on • Processes for implementing social media efforts • Tools related to managing your efforts Knowing your context • What is your biggest struggle for the “doing” part • Who else in involved in your efforts (staff, volunteers, etc)
  • Getting Started Road Map • Challenge 1: Working with Volunteers • Challenge 2: Working Across Teams • Challenge 3: Creating Engaging Content • Challenge 4: Too Many Tools • If Your Learn Nothing Else
  • Challenge 1: Working with Volunteers Adding more then just warm bodies to your efforts
  • Challenge 1: Working with Volunteers Good Reasons To Use As Volunteer • Want to share ownership in your efforts • Familiar with and even like social media • Like interacting and building community • Enjoy creating/curating content Poor Reasons To Use As Volunteer • Have free time • Are younger than you • Are “good” with computers • Have a lot of “Friends”
  • Challenge 1: Working with Volunteers What They Need To manage the conversation for you they need to know Tone Voice Story Message
  • Challenge 1: Working with Volunteers “We care about _____ and need you to help us _____.” What you don’t provide they have to fill in
  • Challenge 1: Working with Volunteers Tips • Have a basic strategy to share • Base-level social media policy • Keep it about the organization, not the individual Tricks • Internal social media press release • Weekly update from volunteer • “Storyboard” your campaign idealware.org/reports/nonprofit-social-media-policy-workbook
  • Challenge 1: Working with Volunteers Storyboard Challenge Action To Initial Story End Results Follow -Up or Issue Take What’s Your Story Line? Image source:http://bakerdesignstudio.net
  • Challenge 2: Working Across Teams Making more mean better...not just more
  • Challenge 2: Working Across Teams Why Teams Exist • Largeorganizations: More then one person to support • Small organization: Can’t dedicate a single person • Maximizing multiple people’s potential to contribute Why So Challenging • Undefined roles • Keeping track of what everyone is doing • Keeping efforts/channels coordinated
  • Challenge 2: Working Across Teams Tips • Make use of tools • Setup the framework, don’t manage the details • Build in opportunities for individuals to shine/ contribute Tricks • Shared distribution tools (Hootsuite, Buffer App, etc) • Make use of Internal Listening Boards • Segmentfor monitoring (Google Analytics Campaigns)
  • Challenge 2: Working Across Teams Evernote • Notes, To Dos, Images, Web clips • Organize in a variety of ways • Sync across devices/platforms • Collaborate with others Buffer App • Set schedule for distribution • Review the queue • Single platform for multiple channels evernote.com & bufferapp.com
  • Challenge 2: Working Across Teams Google Analytics Campaigns • Campaign Name (End of Year Ask, Volunteer Recruitment) • Source (Department or Program) • Medium (Newsletter, Social, Email) http://dogood.org/?utm_source=ProgramTeam&utm_medium=social&utm_campaign=YearEndAsk Add to the end of urls www.google.com/analytics/
  • Challenge 3: Creating Engaging Content Conversation starters, not just noise
  • Challenge 3: Creating Engaging Content Why It Matters • Community is hungry for it • Can’t spend energy/resource on things that don’t work • This is your chance to rise above the noise Why So Challenging • You have to actually pay attention • You have to define what “engagement” looks like • Lots of factors can influence
  • Challenge 3: Creating Engaging Content Tips • Be clear about what your are doing • Know how you will track before you get started • Be sure to track engagement, not just numbers Tricks • Make strategies connect across platforms • Use the “gut check” • Let your community share in the creation (Co- Creation)
  • Challenge 3: Creating Engaging Content Facebook Examples • Number of comments/shares/likes • Talking About This vs Viral Reach • Engaged Users
  • Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute http://www.sightline.org/
  • Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute • Called for photos Blog Post Facebook Post http://www.sightline.org/
  • Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute • Called for photos • Used photos in blog post http://www.sightline.org/
  • Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute • Called for photos • Used photos in blog post • Gave credit & follow-up On Blog Post and email to those who left comments http://www.sightline.org/
  • Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute • Called for photos • Used photos in blog post • Gave credit & follow-up • Did it again http://www.sightline.org/
  • Challenge 4: Too Many Tools Technology should be working for you, not the other way around
  • Challenge 4: Too Many Tools Why It Matters • Inefficient = less impact = less likely to keep doing • Easy to chase shinny new tools • Your communities might be spread out, so you need to be Why So Challenging • Not one tool to “rule them all” • Feelslike researching/learning is time away from doing • Tools change at a pace that is hard to keep up
  • Challenge 4: Too Many Tools Tips • Use tools that support specific needs • Ask others what they use and why • Look for tools that coordinate across devices/ platforms Tricks • Automate reports where possible • Leverage that age old technology of the RSS feed • Utilize tools that specialize in connecting other tools
  • Challenge 4: Too Many Tools If This Then That (IFTTT) ifttt.com
  • Challenge 4: Too Many Tools If This Then That (IFTTT) • 51 Available Channels • Personal Recipes • Shared/Public Recipes • Works with APIs • Platform seeing a lot of growth ifttt.com
  • Challenge 4: Too Many Tools If This Then That (IFTTT) | Example Recipes ifttt.com
  • Wrapping It All Up If you learn one thing today
  • Wrapping It All Up The Key To Doing It Well • The work is challenging but doesn’t have to be hard • Well thought out execution trumps latest tool • Mange the plan and process and the people will be fine • Establish good habits, then add more to the mix
  • Wrapping It All Up Hold Yourself Accountable • Chose at least one thing new you will try this week •A lot of resources out there, ask for help • Be creative about how technology can be applied • Make technology work for you, not the other way around
  • Ash ShepherdStrategy & Processash@mod-lab.com | @NPTech_Ashwww.mod-lab.com