Social Media 201: Advanced Tips and Strategies


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Presentation given at the 2011 Association of Junior Leagues International, Inc. Annual Conference in Philadelphia, PA.

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Social Media 201: Advanced Tips and Strategies

  1. 1. Social Media 201: Advanced Tips & Strategies<br />Susan Chavez<br />#JLAC11<br />
  2. 2. Objectives<br />Today we will learn how to:<br />capitalize on your existing League projects and expertise to create engaging content<br />engage with your network to create a real online community in support of your League’s mission and projects<br />identify tools to manage your social networking efforts<br />
  3. 3. Reassess<br />What are your goals?<br />What are your expectations?<br />Does your plan need revision? (Have a plan?)<br />Examined your website?<br />
  4. 4. Your Website<br />Foundation<br />Home base for information about your League<br />All social media profiles lead back to it<br />First info source about your League to appear in search engine results<br />Does not impose limitations found on social media platforms<br />
  5. 5. Your Website<br />Questions to ask:<br />Is it easy to navigate?<br />Is it easy and compelling to read?<br />Content<br />Fonts & text formats<br />Is it regularly updated?<br />Is it easy to connect to your social media channels?<br />
  6. 6. Your Website<br />Should have:<br />About Us information<br />Easy access to program descriptions<br />Short and sweet descriptions<br />Button(s) on homepage linking to FB, Twitter, YouTube and/or blog<br />Easy to read fonts, colors, design<br />Compelling images<br />Contact Us information<br />
  7. 7. Your Website<br />Bonus points:<br />“Donate Now” button<br />Rating from Charity Navigator or other nonprofit ratings agency<br />Testimonials<br />Links to partner/sponsor sites<br />E-commerce options for cookbook sales<br />
  8. 8. Your Website<br />Leverage website, with project information<br />Create continuity across platforms<br />Basic Stats (i.e. who you are, contact info)<br />Messaging<br />Content<br />
  9. 9. Creating Community<br />Be open!<br />Post interesting, well-written content<br />Don’t forget visuals (when appropriate)<br />Answer questions<br />Ask questions/show interest in your community<br />Conduct polls/surveys<br />
  10. 10. Creating Community<br />Thank and recognize donors<br />Follow partners & sponsors<br />Thank and recognize partners & sponsors<br />Thank your followers<br />Comment on others’ content<br />Recommend/forward their content<br />
  11. 11. Creating Community<br />Follow nonprofits or organizations with expertise in issues you are working on<br />Follow your local community<br />News organizations<br />Government<br />Cultural institutions (i.e. museums)<br />Follow sister Leagues!<br />
  12. 12. Developing Content<br />Your Junior League in the news<br />Subscription news service<br />Google news search<br />Google alerts<br />New focus area announcement<br />Who, what, when, where, why<br />News/info related to your focus areas<br />Press releases<br />
  13. 13. Developing Content<br />Events<br />press releases<br />event reminders<br />post-event wrap up (i.e. photos, sponsor thank-you, fundraising results)<br />League history<br />Interesting historical facts<br />
  14. 14. Questions?<br />
  15. 15. Facebook<br />Use a fan page<br />Obtain vanity URL<br />Do not fragment your intended audience<br />Utilize appropriate FB applications<br />Customize content<br />Link back to your website<br />Update: min. – 2x / week, max. – 1-2 times / day <br />Allow followers to post comments & content<br />Monitor comments & respond<br />Consider changing landing page<br />
  16. 16. Case Study: AJLI<br />
  17. 17. Case Study: AJLI<br />
  18. 18. Case Study: AJLI<br />
  19. 19. Case Study: AJLI<br />
  20. 20. Case Study: AJLI<br />
  21. 21. Case Study: AJLI<br />
  22. 22. Case Study: AJLI<br />How it’s done:<br />Use available, embedded FB applications<br />“Links” to link back to AJLI website<br />“Events” to provide information for upcoming conferences<br />Involver applications<br />Twitter for Pages<br />YouTube for Pages<br />NetworkedBlogs<br />connected<br />FBML application<br />Reproduce & link to existing content<br />
  23. 23. Case Study: JL of London<br />
  24. 24. Case Study: JL of London<br />
  25. 25. Case Study: JL of London<br />
  26. 26. Case Study: JL of London<br />
  27. 27. Case Study: JL of London<br />
  28. 28. Case Study: JL of London<br />How it’s done:<br />Involver applications<br />Twitter for Pages<br />YouTube for Pages<br />FBML<br />Programmes<br />
  29. 29. Questions?<br />
  30. 30. Twitter<br />Try to keep name length short<br />Post at least 3-5 times a day<br />Keep message brief<br />Limit to key details<br />Limit adjectives<br />Link to multimedia content<br />Include (and shorten) links<br />Ask & thank for retweets<br />
  31. 31. Twitter<br />Follow key people/organizations<br />(See slide 9: Creating Community)<br />Monitor keywords<br />Variations of your name<br />Issue-area related keywords<br />Use a Twitter management system<br />Follow JLs<br />
  32. 32. Twitter<br />Use Hashtags<br />indicates a trending topic, makes search easier<br />Designated: #[keyword]<br />Use when appropriate<br />Do not overuse<br />Make an effort to use: #FF/#FollowFriday and or #ThankfulThursday<br />
  33. 33. Case Study: AJLI<br />
  34. 34. Case Study: AJLI<br />How it’s done:<br />Twitter management tool: HootSuite<br />Monitor keywords: <br />“Junior League”<br />“#JuniorLeague”<br />Monitor comments/questions directed to @JuniorLeague<br />Respond and/or provide information<br />Track trending topics<br />use appropriate hashtags<br />
  35. 35. Case Study: AJLI<br />
  36. 36. Case Study: JL of Des Moines<br />
  37. 37. Case Study: JL of Des Moines<br />How it was done: <br />80th Anniversary Twitter campaign<br />Developed 80th anniversary hashtag: #JLDM80th<br />Historical fact tweets<br />Campaign began in months leading up to anniversary celebration<br />
  38. 38. Questions?<br />
  39. 39. Blogging<br />Post every 3-4 weeks<br />Consider commenting on other blog posts<br />Reproduce content from other sources (with permission & proper attribution)<br />Feature guest writer<br />Link to new posts on homepage and/or Twitter and/or Facebook<br />Send multiple tweets about new content<br />Consider using Wordpress and/or self-hosting<br />Use visuals<br />
  40. 40. Case Study: AJLI<br />
  41. 41. Case Study: AJLI<br />How it’s done:<br />Consider what’s in the news & what will be in the news<br />How does The Junior League fit into the story?<br />Research<br />Content development<br />Review & editing<br />Photo search & editing<br />Post<br />
  42. 42. Case Study: JL of Calgary<br />
  43. 43. Case Study: JL of Calgary<br />How it’s done<br />Content development<br />Newsletter content<br />Articles written<br />Newsletter developed<br />Editorial<br />Post<br />
  44. 44. Questions?<br />
  45. 45. YouTube<br />Create account on YouTube’s nonprofit channel<br />Include YouTube player on website & FB page<br />Keep it short!<br />15 minute maximum video time<br />Don’t be afraid of DIY aesthetic<br />
  46. 46. Case Study: AJLI<br />
  47. 47. Case Study: AJLI<br />JLTV on after site redesign<br />Video tab on FB page<br />Content development<br />Use existing videos<br />JL History video<br />Kids in the Kitchen media highlights reel<br />Use of Flip cams for JL member testimonials<br />
  48. 48. Questions?<br />
  49. 49. Measuring ROI<br />ROI = Return on Investment<br />What does ROI mean for nonprofits? <br />What does it mean for your Junior League?<br />
  50. 50. Measuring ROI<br />Website traffic<br />Linking back to your website<br />Average number of “likes”/ “RTs” / comments<br />Increase in inquiries to League HQ<br />Increased success with media coverage/placements<br />Event/fundraiser outcome<br />
  51. 51. Measuring ROI<br />Measurement methods<br />Built-in website analytic tool<br />Google Analytics<br />Facebook fan page analytics<br />Twitter<br />Tweetreach<br />Twitter Analyzer<br />Klout<br />
  52. 52. What’s Next?<br />Mobilization<br /> Mobile sites<br />Browsing on-the-go<br />Mobile applications<br />Geosocial networking<br />Location-based services, i.e. Foursquare, Gowalla, SCVNGR<br />
  53. 53. Questions?<br />
  54. 54. Thank You!<br />Keep in touch!<br />Find me at:<br />Connect on:______<br />