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Patricia Tynan: Social Media Playbooks: Why You Need Them Now
 

Patricia Tynan: Social Media Playbooks: Why You Need Them Now

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Social media a great tool to amplify your cause. However, it is often one of many responsibilities and an afterthought loosely tacked on to your campaigns. To really expand your reach in social, you ...

Social media a great tool to amplify your cause. However, it is often one of many responsibilities and an afterthought loosely tacked on to your campaigns. To really expand your reach in social, you need to engage and guide your board, volunteers and employees towards action with a social media playbook.

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    Patricia Tynan: Social Media Playbooks: Why You Need Them Now Patricia Tynan: Social Media Playbooks: Why You Need Them Now Presentation Transcript

    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA SOCIAL MEDIA PLAYBOOKS August 13, 2013
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHAT IS A SOCIAL MEDIA PLAYBOOK? Twitter Pinterest Faceboo k Google+ Blog
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHY YOU NEED A SOCIAL MEDIA PLAYBOOK Photo Credit: mizzourah1992, iPad Baby 2 Months Old http://youtu.be/HYXQTTb2RvI
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHY YOU NEED A SOCIAL MEDIA PLAYBOOK Source:  h*p://www.themillennialimpact.com/research-­‐2012  
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA YOUR SOCIAL MEDIA PLAYBOOK Essential Elements •  Purpose and Objectives •  Roles and Responsibilities •  Social Media Channels •  How To Be Social •  Content and Engagement
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA PURPOSE AND OBJECTIVES Tips • Determine your playbook’s purpose - let your reader know why it’s important. • Communicate what you hope to achieve, identify your objectives.
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA ROLES AND RESPONSIBILITIES Tips •  Listen first, then decide who to invite. •  Ask employees, board members or loyal volunteers to be a part of your social efforts. •  Set expectations. • 
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA CHANNELS AND HOW TO BE SOCIAL Tips • Identify the social media channels you will use. • Provide suggested content for sharing. • Tell them how to “share” and communicate on behalf of your cause.
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA HOW TO BE SOCIAL Listen: Follow and listen to your “audience” donors, volunteers, funders, and other stakeholders. Use RSS feeds, Google alerts and tools like Hootsuite or Sprout Social. Share: Links to content on your blog /website . You always want to drive traffic back to your website. Pictures of your clients, who or what you help, the events you host, your volunteers, sponsors, inspirational quotes, “advocacy” statistics, infograpahics, headlines, any news, volunteers etc… in real time. Engage: Make comments, respond to mentions of @yourhandle. Ask questions. Help others connect online. “DM you should follow …” Acknowledge: Publicly recognize, give thanks, call out fans, followers, etc. Create: The fuel that powers social media is content! Commit to creating content – your own photos, blog posts, tweets etc. Promote: Any actions that drive to your website, blog or related content.
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA EXAMPLE: CONFERENCE PLAYBOOK Actions Timing & Content Promote & Share event w/ your network. “Excited to hear @kanter @evanasmith at TX #Nonprofit Summit Sept 8-9! Engage & Acknowledge “@GreenlightsATX @onestarfdn Great happy hour last night @MeetAtTexas Gabriel's Cafe #Nonprofit” Share sessions and content, for example >>>> 1st Tweet – id where you are, what session you are in. “In Donor Loyalty w/ @bridgetbrandt 1) loyalty key to successful fundraising #TXNS” 2nd Tweet - “2) loyalty evolves through relationships …#TXNS. ” 3rd Tweet - “3) remember to say thank you … …#TXNS. “ Share relevant news “#nonprofits avoid the lunch crowd, great dining options outside of conf center #TXNS” Engage conference attendees @rosettathurman no cupcakes @GreenlightsATX Summit booth this time, we will have cake pops. Please stop by. Good blog post today ^PT One week and counting - getting ready for TX Nonprofit Summit: register here if you haven't already: http://ow.ly/6hUne #TXNS
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA EXAMPLE: CONFERENCE PLAYBOOK
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA SOCIAL MEDIA FRAMEWORK 6:1 Blog FB Twitter LinkedIn G+ Pinterest You Tube Listen Daily Daily Daily Daily 2/week 2/week Daily Share 3/week 1-2/day 2/month Engage 3/week 1-2/day 1/week 1/ week 1/week Acknowledge 3-5/week 1-2/week Promote 2/week 3/week 1/month 1/ week 1/week Create 3/week 1 - 2/day 4-6/day 2/week 2/month 1/month Measure Monthly Monthly Monthly Monthly Monthly Monthly Monthly Timing?
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Social Media Integration Donate Button Join Our Mailing List Visual Content
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GET ORGANIZED
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GET ORGANIZED Tips •  Take advantage of key dates. •  Coordinate with others– create and integrate your calendar. •  Avoid spamming your supporters and donors.
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA … BRINGING IT ALL TOGETHER
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GO TO THE CROWD Tips • Create a sense of urgency 30 days not 365 for your campaign. • Be visual, make it personal – tell why. • Don’t start at $0 • If you exceed, up your goal. http://kck.st/YTGOD8
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GO TO THE CROWD
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA RESULTS
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA REFERENCES & LINKS
    • © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA REFERENCES Social Media Playbook References •  How to Create Your Own Social Media Playbook, ReadWriteWeb •  Eloqua Social Media Playbook Social Media Guidelines •  American Red Cross Social Media Handbook •  National Public Radio (NPR) Ethics Handbook - Social Media •  The University of Texas at Austin, Social Media Guidelines •  Texas Medical Association (TMA) Resource Center Social Media