Holly Ross: Social Media Done Right in 30 Minutes a Day

Social Media Done Right in Just 30 Minutes a Day
#SM4NP

The Steps:
Architect your successbuild for strength & Flexibilitymove inkeep it maintained

Step One:
Architect your success

A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
Start with Strategy
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement

Objective
What do you want to accomplish with social media?
Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan

Give Your Social Media Objective An IQ Test!

Organization Goal: Increase online ticket sales
Social Media Goal: Increase online community actions by 25% in one season.

Objectives
Audience
Integration
Tools and Tactics
Measurement

Who must you reach with your social media efforts to meet your objective? Why this target group?
Is this a target group identified in your organization’s communications plan?
What do they know or believe about your organization or issue? What will resonate with them?
What key points do you want to make with your audience?
Audience

Step Two:
BUILD for strength & Flexibility

Objectives
Audience
Integration
Tools and Tactics
Measurement

One Way
emailsearch engine
ads
Homebase
Web Site
AudienceObjective
SocialListeningConversation
Connecting
An Integrated Strategy

California State Parks Foundation
May 2009
100 Park Closures Imminent
500 Facebook Fans
Mostly Direct Mail Supports
New Strategy:
Reach younger supporters to prepare for a ballot initiative to protect California parks.

Integrated Components
Home Base
One Way
Social
Web site redesign to emphasize:
Petition
Facebook
Donations
“Urgent Grams” to:
High Dollar Donors
Other Members
Prospects
Facebook Welcome Page
Fan Videos on YouTube

Integrated Looks & Message

Step Three:
Move in

Objectives
Audience
Integration
Tools and Tactics
Measurement

listening

Listening with rss

Listening with alerts

Listening with twitter

Listening dashboard

joining

Joining with comments

Joining with signposts

creating

Creating profiles

Creating real profiles

Creating engaging profiles

Creating valuable profiles

Creating content

Objectives
Audience
Integration
Tools and Tactics
Measurement

More Resources
Allfacebook.com
John Haydon/Inbound Zombie: The Complete Facebook Guide For Small Non-Profits
BethKanter.org
Case Foundation: Social Media 101
Idealware Social Media Decision Making Guide

Resources
Templates:
Community Map Template: http://bit.ly/DIYcommunity
Content Map Template: http://bit.ly/DIYtemplate
Metrics Template: http://bit.ly/DIYmetrics
Books & Collections:
We Are Media: http://wearemedia.org
Social by Social: http://socialbysocial.com
#SOCIALMEDIA NONPROFIT tweet Book01: http://www.happyabout.com/thinkaha/socialmedianonprofittweet01.php
Managing Technology to Meet Your Mission: http://www.amazon.com/Managing-Technology-Meet-Your-Mission/

Thank You!
Holly Ross
ED / NTEN
holly@nten.org
Twitter.com/ntenhross
Facebook.com/nten.org

Holly Ross: Social Media Done Right in 30 Minutes a Day

by Social Media for Nonprofits on Aug 22, 2011

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