Creating a Social Media Marketing Plan
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Creating a Social Media Marketing Plan

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Social media planning, step by step questions to ask as a nonprofit organization embarking on a cause, campaign or org social media plan.

Social media planning, step by step questions to ask as a nonprofit organization embarking on a cause, campaign or org social media plan.

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Creating a Social Media Marketing Plan Creating a Social Media Marketing Plan Presentation Transcript

  • SOCIAL MEDIA MARKETING PLAN
    Step by Step Solutions for Your Nonprofit
    Evonne Heyning @Amoration
    Interactive Producer, TechSoup Global
  • Evonne Heyning
    @AMORATION
    #SMplan
  • Planning Pages
    Fill in the gaps to create your social media plan!
  • #SMPLAN
    Campaignor organizational plan?
    Mission & Purpose?
    What do you want to accomplish?
    Measurable Goals
    Call to Action Request
    Organizational voice and brandAuthority Position?
    @CMNsocal
    Getting the Formula Right
    Social Media Marketing
    Plan Introduction
    Step One:
    CHART THE COURSE
  • Social Media Plan: Methods,Options, Outlets
    TransmediaMarketing Elements
    Video (short)   
    Documentary
    Other film/TV  
    Streaming Media   
    Events  
    Games Geocaching  
    Online Ads   
    Live Storytelling  
    Comics   
    Entertainment Education Print Media   
    Visual Advertising    
    Websites   
    New Channels Twitter  
    Facebook  
    LinkedIn  
    Google+  
    Groups and ListsOther Web Communities
    A sample of media channels and places to consider story and campaign integration
  • #SMplan
    Timelines:
    STRATEGY
    PROGRAM TIMINGDELEGATIONINVOCATION
    COMMUNITY CAREBEAUTIFUL CLOSINGANALYSIS & WRAPUP
    STEP ONE:
    STRATEGY
    Know your course, deadlines, and work out a plan step by step
  • WORKSHOP ESSENTIALS
    Mission, Goals, Vision for sharing your story
  • Cause, campaign or organizational plan?
  • What do you want to accomplish?WHY?
    Mission
  • Measurable GoalsConnected to SpecificCall to Action Request
  • Who do you want to participate? How do they participate?
  • CROWDFUNDING?
  • DigiTAL STORYTELLING
    Social stories shared amongst trusted friends
  • Organizational voice and branding…What is yourAuthority Position?
  • What is your story?
  • The Right Formula = Your Secret Sauce
  • Over 75% of brand LIKES come from advertisements….Are you asking for an endorsement?
  • Digital Storytelling: Content Production &Distribution
    Who voices
    your social sites?
    What is your story?
    Who is telling it?
    With what voice?
    Outreach:
    Identify new
    Potential partners
    Across many media
    Outlets & Channels
  • SHARING remains a deeply passionate activity for engaged audiences to continue conversations
  • Try something new?
    Arts?
    Try Photo
    Mashups!
    Theatre?
    Using Video?
    Music?
    Turntable
    Social
    Music
    Sharing!
    Try labs
    & socialsites like HitRECord
    Diaspora
    Stroome
  • CONVERSATION
  • How conversations start….
  • Hashtags
    #SMplan
    Research and find tags from many communities related to your field
    Participate in conversations that help you engage new audiences and strengthen your authority positions
    Use tags to organize
    Information and grow diverse conversations
  • Social MediaPolicy?
  • Open APIs and Shareable Data?
    Application Programming Interfaces open
    Doors to data mashups of valuable information
  • BUDGETS
  • THE PERSONAL TOUCH
    Resource & Staff impact
    Number of hours needed to succeed
    Hidden
    Costs?
  • Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web
    Most organizations have almost no budget for social media yet some leverage thousands in support
  • Timing and Investment Needed
    Blogs: 1-4 hours per post
    Twitter: 5-30 minutes a day
    Facebook: 5-30 minutes a day
    LinkedIn: 15-30 minutes, weekly
    Listservs: 30 minutes weekly
    Other Groups: 30 minutes weekly
    Photo Uploads: 15 minutes weekly
    Videos: 2-4 hours a week
    Curation: 1 hour a week
    Total Average Social Media Time:
    90 minutes per day
    11 hours per week
  • Choose where to spend time
    Plan for
    Facebook
    Email
    Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site
    Video or photo storytelling from your mobile phone
  • TIMELINES
  • #SMplan
    Timelines:
    STRATEGY
    PROGRAM TIMING
    DELEGATION
    INVOKE KICKOFF
    COMMUNITY CARE
    BEAUTIFUL CLOSING
    ANALYSIS & WRAPUP
    Look for a time arc that matches your project/org goals
    Make sure all deadlines match timelines set by funders and partners
    Follow up quickly and track data throughout your campaign progress
  • Questions?
  • Social Media Marketing Plan:Getting the Formula Right
    Hosted by Evonne Heyning    @amoration
      
    For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization!