Social Starter Start Kit: Tools to Jumpstart Your Nonprofit’s Social Presence

Social Communications Starter Kit Going Zero to Social in 90 Days… Young Non Profit Professional Network DC // Social Media Summit August 6, 2010 Tammy Gordon - @floridagirlindc Senior Advisor to AARP Chief Communications Officer [email_address] www.AARP.org www.facebook.com/AARP www.twitter.com/AARP www.youtube.com/AARP

Make A Road Map
30 Days
Establish guidelines
Identify & train allies, stakeholders
Set business priorities and secure branded platforms
Set goals, strategies
60 Days
Define targets you want to engage
Start sharing, testing
Promote your wins
90 Days
Present your progress to leadership
Identify next steps re: budget, organization, tracking
Integrate with other communications platforms: print, web, speeches, events

Social Guidelines
Be a Legal Whisperer
Keep it simple
Be inclusive. Include stakeholders (legal, HR, communications, brand) in review.
Don’t feel like you have to start from scratch.

AARP’s Social Guidelines
Be Transparent: Always identify your account as AARP-affiliated or clearly identify your communications as coming from an AARP representative.
Be Responsible: Do nothing to damage AARP’s standing as a nonpartisan, nonprofit organization or otherwise jeopardize AARP’s reputation.
Be Non-Partisan: You may not advocate on behalf of a political candidate or political party on any AARP-affiliated accounts.
Be Trained: All AARP employees or consultants communicating on behalf of AARP must complete at least one training through AARP Communications College.
Be Responsive: Social media is a two-way communications platform. Ensure that you are engaged in a dialogue, not a monologue.

Identify & Train Allies, Stakeholders
Allies
Co-workers who use social personally
Co-workers who are interested in learning more
Game Changers: “Social Media Lunch Bunch”, Yammer Social Group
Stakeholders
Business units that need to be learning social to reach your organization audience and eventually help achieve goals.
Informal discussions, teaching

Stake Your Ground
Research
Where is your audience?
What do you want to do?
Secure Your Branded Locations
Establish branded accounts. If you’re name is taken by an imposter, start the process to get it back.
Where possible, get short usernames.
Stay on brand, established protocols as much as possible… but not to the detriment of your social presence.

Set Goals, Strategies
Goal
Your organization’s or team’s overarching goal.
Strategies
Broadcast – Tell your story through words, photos & video
Engage – Talk to your community
Share – It’s not just about you or your organization
Call to Action – Ask them to help on issues of urgency (Follow the 80-20 Rule)

ID Targets to Engage
Follow/Friend Your Audience. Share. Talk.
Allies, Staff
Thought Leaders – Academics, Electeds, Other Non Profit Professionals, Media
Members & Future Members

Take the Plunge
Start Posting
Message of the Day
News, Editorial, Web Articles, Research
Engage
Always ask opinion, questions. Getting people to respond drives engagement metrics.
Share
Share or RT your targets.
Look for ways to elevate your issue, even if it’s a “competitor”.

Success Story: Haiti
AARP’s biggest online fundraising effort. Ever. Over $1.255 million to help older victims of the earthquake in Haiti.
Overnight with no marketing support, viral Facebook & Twitter from employees brought in $175,000. Reaching over 100,000 people per 50 tweets.
To date, we have raised over $721,000 online compared to $34,000 from snail mail.
Over 12,000 people have donated including more than 4,400 NEW donors.
Coverage in New York Times , CNN, USA Today , Huffington Post and more.

Be Your Own Evangelist

Present Progress, Milestones to Leadership

AARP Social TODAY
Integrated Communications
Manage AARP presence on social platforms: Facebook, Twitter and YouTube
Integrating social across IC platforms: Media, TV, Radio, AARP.org. etc.
State Ops
94% of field offices have social platforms in place to deliver localized content and calls to action
Membership
Member communications assigned and providing service
People Strategy:
IC & OLP delivering regular training staff and volunteers in social best practices and strategy
Designated staff to recruiting strategy

AARP Social TODAY
Advocacy
Maintain AARP Advocates presence on Twitter, Facebook, including key leadership
Brand
Integrated social guidelines into brand guidelines.
Develop suite of social backgrounds, avatars to unify AARP presence
Exploring advertising, sponsorship potential
Exploring technology brand ambassador
Foundation
Secured social media team, regularly engaging
Huge social win on Haiti
ASI
Seeking to assign a staff lead
Engaging with providers, partners on social platforms

AARP Social Tomorrow
We aren’t just broadcasting to our members, we’re engaging them
Staff, volunteers, 3 rd party advocates all act as brand ambassadors, spokespersons
Delivering local, personalized content to members mobile/laptop/iPad
We let our members know about the hot new technology and why it matters to them AND make them aware of scams, privacy issues
Members don’t seek deals & discounts, they are delivered to them directly

Questions
Have I assigned a staff lead to explore social applications and how they can help achieve my goals?
How can we be engaging our communities in a dialogue?
How can we be delivering our content, deals, calls to action to member/potential member so that it is sharable with their networks?
How can I say that in 140 characters or less?
Are there technologies that would make this easier?

Next Steps
Metrics
Free Resources: Facebook Analytics, TweetReach, etc.
Paid Resources
Budget
Development
Branding
Campaigns
Organization
Adding social to job responsibilities, teams officially

Integrate Social Across Communications Platforms
Web
Links to social platforms from your org website
Print Materials, Media
Link to branded org platforms from newsletters, magazines, press releases
Events, Speeches
Spokesperson Twitter handles, hashtags at events

Q&A Twitter.com/AARP Facebook.com/AARP YouTube.com/AARP

Social Starter Start Kit: Tools to Jumpstart Your Nonprofit’s Social Presence

by YNPN DC

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