Creating a Social Media Marketing Plan

3,569 views
3,399 views

Published on

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

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,569
On SlideShare
0
From Embeds
0
Number of Embeds
622
Actions
Shares
0
Downloads
53
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Creating a Social Media Marketing Plan

  1. 1. SOCIAL MEDIA MARKETING PLAN<br />Step by Step Solutions for Your Nonprofit<br />Evonne Heyning @Amoration<br />Interactive Producer, TechSoup Global<br />
  2. 2. Evonne Heyning<br />@AMORATION<br />#SMplan<br />
  3. 3. Planning Pages<br />Fill in the gaps to create your social media plan!<br />
  4. 4.
  5. 5.
  6. 6. #SMPLAN<br />Campaignor organizational plan?<br />Mission & Purpose?<br />What do you want to accomplish?<br />Measurable Goals<br />Call to Action Request<br />Organizational voice and brandAuthority Position?<br />@CMNsocal<br />Getting the Formula Right<br />Social Media Marketing <br />Plan Introduction<br />Step One:<br />CHART THE COURSE<br />
  7. 7. Social Media Plan: Methods,Options, Outlets <br />TransmediaMarketing Elements<br />Video (short)   <br />Documentary <br />Other film/TV  <br />Streaming Media   <br />Events  <br />Games Geocaching  <br />Online Ads   <br />Live Storytelling  <br />Comics   <br />Entertainment Education Print Media   <br />Visual Advertising    <br />Websites   <br />New Channels Twitter  <br />Facebook  <br />LinkedIn  <br />Google+  <br />Groups and ListsOther Web Communities<br />A sample of media channels and places to consider story and campaign integration<br />
  8. 8.
  9. 9. #SMplan<br />Timelines:<br />STRATEGY<br />PROGRAM TIMINGDELEGATIONINVOCATION<br />COMMUNITY CAREBEAUTIFUL CLOSINGANALYSIS & WRAPUP<br />STEP ONE:<br />STRATEGY<br />Know your course, deadlines, and work out a plan step by step<br />
  10. 10. WORKSHOP ESSENTIALS<br />Mission, Goals, Vision for sharing your story<br />
  11. 11. Cause, campaign or organizational plan?<br />
  12. 12.
  13. 13. What do you want to accomplish?WHY?<br />Mission<br />
  14. 14.
  15. 15. Measurable GoalsConnected to SpecificCall to Action Request<br />
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22. Who do you want to participate? How do they participate?<br />
  23. 23.
  24. 24.
  25. 25. CROWDFUNDING?<br />
  26. 26. DigiTAL STORYTELLING<br />Social stories shared amongst trusted friends<br />
  27. 27. Organizational voice and branding…What is yourAuthority Position?<br />
  28. 28.
  29. 29. What is your story?<br />
  30. 30.
  31. 31. The Right Formula = Your Secret Sauce<br />
  32. 32.
  33. 33.
  34. 34. Over 75% of brand LIKES come from advertisements….Are you asking for an endorsement?<br />
  35. 35. Digital Storytelling: Content Production &Distribution<br />Who voices<br />your social sites? <br />What is your story?<br />Who is telling it?<br />With what voice?<br />Outreach:<br />Identify new<br />Potential partners<br />Across many media <br />Outlets & Channels<br />
  36. 36. SHARING remains a deeply passionate activity for engaged audiences to continue conversations<br />
  37. 37. Try something new?<br />Arts?<br />Try Photo<br />Mashups!<br />Theatre?<br />Using Video?<br />Music?<br />Turntable<br />Social<br />Music<br />Sharing!<br />Try labs<br />& socialsites like HitRECord<br />Diaspora<br />Stroome<br />
  38. 38. CONVERSATION<br />
  39. 39. How conversations start….<br />
  40. 40. Hashtags<br />#SMplan<br />Research and find tags from many communities related to your field<br />Participate in conversations that help you engage new audiences and strengthen your authority positions<br />Use tags to organize<br />Information and grow diverse conversations<br />
  41. 41. Social MediaPolicy?<br />
  42. 42. Open APIs and Shareable Data?<br />Application Programming Interfaces open <br />Doors to data mashups of valuable information<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46. BUDGETS<br />
  47. 47. THE PERSONAL TOUCH<br />Resource & Staff impact<br />Number of hours needed to succeed<br />Hidden<br />Costs?<br />
  48. 48. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web<br />Most organizations have almost no budget for social media yet some leverage thousands in support<br />
  49. 49. Timing and Investment Needed<br />Blogs: 1-4 hours per post<br />Twitter: 5-30 minutes a day<br />Facebook: 5-30 minutes a day<br />LinkedIn: 15-30 minutes, weekly<br />Listservs: 30 minutes weekly<br />Other Groups: 30 minutes weekly<br />Photo Uploads: 15 minutes weekly<br />Videos: 2-4 hours a week<br />Curation: 1 hour a week<br />Total Average Social Media Time: <br />90 minutes per day<br />11 hours per week<br />
  50. 50.
  51. 51. Choose where to spend time<br />Plan for <br />Facebook<br />Email<br />Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site<br />Video or photo storytelling from your mobile phone<br />
  52. 52. TIMELINES<br />
  53. 53. #SMplan<br />Timelines:<br />STRATEGY<br />PROGRAM TIMING<br />DELEGATION<br />INVOKE KICKOFF<br />COMMUNITY CARE<br />BEAUTIFUL CLOSING<br />ANALYSIS & WRAPUP<br />Look for a time arc that matches your project/org goals<br />Make sure all deadlines match timelines set by funders and partners<br />Follow up quickly and track data throughout your campaign progress<br />
  54. 54.
  55. 55.
  56. 56. Questions?<br />
  57. 57. Social Media Marketing Plan:Getting the Formula Right<br />Hosted by Evonne Heyning    @amoration<br />  <br />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!<br />

×