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, Tri...
Setting The Context What we will be focusing on  • Processes         for implementing social media efforts  • Tools       ...
Getting Started Road Map  • Challenge     1: Working with Volunteers  • Challenge     2: Working Across Teams  • Challenge...
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  • ...
Challenge 1: Working with Volunteers What They Need To manage the conversation for you they need to know           Tone   ...
Challenge 1: Working with Volunteers  “We care about _____ and need you to help us _____.”              What you don’t pro...
Challenge 1: Working with Volunteers Tips  • Have       a basic strategy to share  • Base-level          social media poli...
Challenge 1: Working with Volunteers Storyboard                        Challenge      Action To Initial Story             ...
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      ...
Challenge 2: Working Across Teams Tips  • Make       use of tools  • Setup      the framework, don’t manage the details  •...
Challenge 2: Working Across Teams Evernote  • Notes,       To Dos, Images, Web clips  • Organize         in a variety of w...
Challenge 2: Working Across Teams Google Analytics Campaigns  • Campaign  Name (End of Year Ask, Volunteer    Recruitment)...
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...
Challenge 3: Creating Engaging Content Tips  • Be    clear about what your are doing  • Know        how you will track bef...
Challenge 3: Creating Engaging Content Facebook Examples  • Number          of comments/shares/likes  • Talking        Abo...
Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute                                          ...
Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute  • Called       for photos             Bl...
Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute  • Called       for photos  • Used       ...
Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute  • Called       for photos  • Used       ...
Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute  • Called       for photos  • Used       ...
Challenge 4: Too Many Tools                      Technology should be working for you,                                  no...
Challenge 4: Too Many Tools Why It Matters  • Inefficient        = less impact = less likely to keep doing  • Easy     to ...
Challenge 4: Too Many Tools Tips  • Use     tools that support specific needs  • Ask     others what they use and why  • Lo...
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/Pu...
Challenge 4: Too Many Tools If This Then That (IFTTT) | Example Recipes                                               iftt...
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      thoug...
Wrapping It All Up Hold Yourself Accountable  • Chose            at least one thing new you will try this week  •A     lot...
Ash ShepherdStrategy & Processash@mod-lab.com | @NPTech_Ashwww.mod-lab.com
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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

    1. 1. Don’t Just Do it, Do It WellProcess and Management of Social Media Efforts
    2. 2. 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
    3. 3. 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)
    4. 4. 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
    5. 5. Challenge 1: Working with Volunteers Adding more then just warm bodies to your efforts
    6. 6. 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”
    7. 7. Challenge 1: Working with Volunteers What They Need To manage the conversation for you they need to know Tone Voice Story Message
    8. 8. Challenge 1: Working with Volunteers “We care about _____ and need you to help us _____.” What you don’t provide they have to fill in
    9. 9. 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
    10. 10. 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
    11. 11. Challenge 2: Working Across Teams Making more mean better...not just more
    12. 12. 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
    13. 13. 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)
    14. 14. 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
    15. 15. 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/
    16. 16. Challenge 3: Creating Engaging Content Conversation starters, not just noise
    17. 17. 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
    18. 18. 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)
    19. 19. Challenge 3: Creating Engaging Content Facebook Examples • Number of comments/shares/likes • Talking About This vs Viral Reach • Engaged Users
    20. 20. Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute http://www.sightline.org/
    21. 21. Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute • Called for photos Blog Post Facebook Post http://www.sightline.org/
    22. 22. Challenge 3: Creating Engaging Content Co-Creation Example | Sightline Institute • Called for photos • Used photos in blog post http://www.sightline.org/
    23. 23. 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/
    24. 24. 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/
    25. 25. Challenge 4: Too Many Tools Technology should be working for you, not the other way around
    26. 26. 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
    27. 27. 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
    28. 28. Challenge 4: Too Many Tools If This Then That (IFTTT) ifttt.com
    29. 29. 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
    30. 30. Challenge 4: Too Many Tools If This Then That (IFTTT) | Example Recipes ifttt.com
    31. 31. Wrapping It All Up If you learn one thing today
    32. 32. 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
    33. 33. 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
    34. 34. Ash ShepherdStrategy & Processash@mod-lab.com | @NPTech_Ashwww.mod-lab.com

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