Marian city harvest_ june 2012_105

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Social media strategy workshop given at City Harvest's annual member agency conference. June, 2012

Social media strategy workshop given at City Harvest's annual member agency conference. June, 2012

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  • Today we are going to focus on some of social media’s essential tools, why they are used and the core of sm strategy success. This workshop is not meant to teach you the step by step instruction of setting up a fb account or twitter account. is designed to allow you to walk away with an understanding of social media fundamentals and how you can go about applying them to your organization. Determine break schedule –2 15 minute break every 45 minutes? Bathroom, stretching, checking emails, networking.List resources, worksheets and documents
  • Social Media is one of those term that’s thrown around a lot although nobody really has the same definition. What is yours?Volunteers? Write participants answers on board:
  • And in nonprofits…..all sorts of platforms are being used for “social media”…BUT…
  • Many organizations make the very big mistake of throwing resources at specific SM tools without an understanding of what they want to accomplish.
  • This will lead to disaster. Once you understand what social media is and how powerful it can be to advance your organizations goals, then and only then does a SMstrategy and the SMtools and platform become tools and strategies that allow your organization to promote and further it’s goals.
  • Discuss pre web – only push info. Web 1.0 static and still only push info.NOW, web 2.0 which includes social media platforms communication is a 2 way street. Organizations relay information but and more importantly, received information from conversationsAlready happening.
  • The people who “get” social media don’t think platform; instead, they think of people and the relationships that can develop. WITH THE PEOPLE WHO CARE AND ARE PASSIONATE ABOUT YOUR ORG’S GOALS AND INTERESTS
  • Social media fundamentally changes the way of communication between organizations, communities, as well as individuals.
  • Social Media is not a destination or place to go- it is a mode of getting there….TOGETHER…..WITH PURPOSE.The “social” aspect of social media is the most important element in delivering a return your time invested in social media. LET ME SAY THAT AGAIN…The “social” aspect of social media is the most important element in delivering a return your time invested in social media
  • Just because social media is a new technologydoesn’t mean it’s a magic bullet. It won’t solve all your problems or magically transform your organization, or instantly generate huge donations.
  • Let the video play. When it is finished say….So Social media is another new technology like books were back in the day. /The key is knowing how to deploy and how to use the technology. Than and only then can it become a powerful tool.
  • YOUR ORGANIZATIONS MISSION AND IT’S GOALS MUST BE CLEARLY DEFINED BEFORE YOU CAN BEGIN TO THINK ABOUT A SOCIAL MEDIA STRATEGY THAT IS GOING TO BE EFFECTIVE
  • THERE ARE MANY DIFFERENT SOCIAL MEDIA STRATEGIES AND TOOLS TO HELP YOU ACHIEVE EACH GOAL.EACH GOAL MAY USE DIFFERENT TOOLS AND STRATEGIES.FIRST WE ARE GOING TO SPEND A FEW MINUTES THINKING ABOUT EACH OF YOUR ORGANIZATIONS GOALS WHICH WLL ALLOW US TO MOVE TO THE NEXT STEP, AFTER THE BREAK:
  • FIRST WE ARE GOING TO SPEND A FEW MINUTES THINKING ABOUT EACH OF YOUR ORGANIZATIONS GOALS WHICH WLL ALLOW US TO MOVE TO THE NEXT STEP, AFTER THE BREAK:WILL BE TO REVIEW HOW TO GO ABOUT DEFINING A SM PLAN.REVIEW THEIR ANSWERS
  • And this is the path we are going to follow in this presentation
  • Read the slide and then say….so let’s get started.
  • MANY MANY NONPROFIT BLOGGERS, WEBSITES: CRAIGCONNECTS.ORG, DOSOMETHING.ORG, CHANGE.ORG
  • Andbe careful about getting carried away with too much data collection and how you use the data. Because it can get freaky as demonstrated in this ACLU video of ordering a pizza in the future---THIS IS VIA THE PHONE BUT YOU MUST BE CAREFUL ABOUT WHAT INFORMATION YOU USE IN YOUR ONLINE INTERACTIONS WITH POTENTIAL CONTRIBUTORS.
  • Friends of the animal society created a custom FB app to allow people to upload their pet photos.
  • TIME ON TWITTER FOR THOSE INTERESTED TO TALK ABOUT THE ORGANIZATION’S EFFORTS, PLANS, EVENTS
  • CHARLSTON PARKS DEPARTMENT USING FOURSQUARE TO TELL THOSE INTERESTED WHO ARE NEARBY ABOUT EVENTS GOING ON NEARBY
  • One laptop per child video posted on you tube
  • Indiannapolis museum of art used photos to show where exhibits are located
  • Reeves foundation started their own blog.
  • CREATE A CAUSES WISH encourages people to use their life events to gets their friends and family to donate money to your cause.
  • Ben stiller uses a video to broadcast a call to action asking people to donate to Livestrong using a text message.
  • Salvation Army gives anyone a kettle if requested allowing them to raise money for SA via their web site
  • The Humane Society is using Pinterest to display items that are for sale and a % of each dollar spent goes to the charity.
  • Google Analytics transformed the digital analytics landscape by making it easy to put tags on different pages on your web site and blog and can give you every different stats you want
  • IGOOGLE IS A LISTENING DASHBOARD THAT ALLOWS YOU TO TRACK ACTIVITY ACROSS VARIOUS SOCIAL SITES YOU SET UP.
  • HOOT SUITE AND WILDFIRE SOCIAL MEDIA MONITORING SERVICES. LOTS. SOME FREE SOME COST
  • DID YOU LISTEN, FOLLOW, MONITOR.WHAT TOOLS WILL YOU USERESOURCESFREQUENCY

Transcript

  • 1. SOCIAL MEDIA STRATEGY FORNONPROFIT ORGANIZATIONSPresented to: City HarvestFacilitator: Marian StierDate: June 21, 2012 Marian Stier | mjs116@aol.com | 917.209.6547
  • 2. ABOUT ME • Social Media Strategy Evaluation and Planning • Social Media Entrepreneur • Co-founder QWiPS: adds your spoken voice to the social conversation • Founder and President WhenYo: pop-up social networks for sharing the buzz and excitement leading up to special events Marian Stier | mjs116@aol.com | 917.209.6547
  • 3. ABOUT YOU Marian Stier | mjs116@aol.com | 917.209.6547
  • 4. WHAT WE’LLCOVER TODAY• What• Why• How• Schedule• Handouts Marian Stier | mjs116@aol.com | 917.209.6547
  • 5. Marian Stier | mjs116@aol.com | 917.209.6547
  • 6. MOST IMMEDIATELYTHINK… PLATFORM
  • 7. / platformMarian Stier | mjs116@aol.com | 917.209.6547
  • 8. Marian Stier | mjs116@aol.com | 917.209.6547
  • 9. SOCIAL MEDIA IS• Listening• Communicating• Participating• CollaboratingIn conversations already happening among people whoshare your organization’s passions and interests Marian Stier | mjs116@aol.com | 917.209.6547
  • 10. Marian Stier | mjs116@aol.com | 917.209.6547
  • 11. Marian Stier | mjs116@aol.com | 917.209.6547
  • 12. Marian Stier | mjs116@aol.com | 917.209.6547
  • 13. Marian Stier | mjs116@aol.com | 917.209.6547
  • 14. SOCIAL MEDIAIS NOT Marian Stier | mjs116@aol.com | 917.209.6547
  • 15. THE EARLY DAYS OF BOOKS Marian Stier | mjs116@aol.com | 917.209.6547
  • 16. RULESOF SOCIAL MEDIARule 1:Social media is allabout enablingconversationsamong your audience. Marian Stier | mjs116@aol.com | 917.209.6547
  • 17. RULESOF SOCIAL MEDIARule 2:Participate in theconversations alreadyhappening among peoplewho share yourorganization’s passionsand interests Marian Stier | mjs116@aol.com | 917.209.6547
  • 18. RULESOF SOCIAL MEDIARule 3:You can’t controlconversations withsocial media, but youcan influence them. Marian Stier | mjs116@aol.com | 917.209.6547
  • 19. RULESOF SOCIAL MEDIARule 4:When it comes to whichsocial platform to beon, it depends on yourgoals. Invest in platformsthat are tied to yourmission, audience andgoals. Marian Stier | mjs116@aol.com | 917.209.6547
  • 20. Marian Stier | mjs116@aol.com | 917.209.6547
  • 21. Marian Stier | mjs116@aol.com | 917.209.6547
  • 22. Marian Stier | mjs116@aol.com | 917.209.6547
  • 23. REQUIREMENTS FORSOCIAL MEDIA SUCCESS:Know and agree on your organization’smission and goals:• Advocacy Actions• Increase Donations• Event Attendance• Increase Membership• Volunteerism Marian Stier | mjs116@aol.com | 917.209.6547
  • 24. BREAKOUT SESSION #1 Marian Stier | mjs116@aol.com | 917.209.6547
  • 25. BREAK Marian Stier | mjs116@aol.com | 917.209.6547
  • 26. 4 STEPS TOSUCCESSNo one-size-fits-all strategy for social media. No magic bullet.Step 1: Research: listen, follow and monitorStep 2: Toe in the Water: create connections by participatingStep 3: Create: your social media planStep 4: Implement: your plan and build an online presence/dialog Marian Stier | mjs116@aol.com | 917.209.6547
  • 27. 4 STEPS TOSUCCESSStep 1: Research Listen Follow Monitor • get a handle on what • identify some • identify social media conversations are influencers in your sites and blogs in your taking place online sector to “follow” sector • who’s participating • top bloggers • monitor what’s being said about your • and the patterns of • commentators organization, mission online behavior in your and sector sector Marian Stier | mjs116@aol.com | 917.209.6547
  • 28. 4 STEPS TOSUCCESSListening Strategies1. Start by checking out blogs related to your organization’s interests TIP: visit alltop.com and find blogs under the “nonprofit” listing TIP: visit Technorati (a search engine for blogs) and do a keyword search to get an an “authority rating” on blogs.2. Check out sites where people congregate online, like Google Groups, Yahoo Groups, aggregator sites (popurls.com) Marian Stier | mjs116@aol.com | 917.209.6547
  • 29. 4 STEPS TOSUCCESSFollowing StrategiesFind and follow people/organizations:1. Conduct a Twitter search for your keyword or nonprofit and see who you might want to follow2. Follow people who Tweet about you or your cause3. Check out WeFollow.com, a user-powered Twitter directory Marian Stier | mjs116@aol.com | 917.209.6547
  • 30. 4 STEPS TOSUCCESSMonitoring Strategies1. Set up Google Alerts• Enter organization’s name, acronym or related keywords• Google will alert you when any of these appear in online blogs or news feeds• Track the # of mentions of each key term• To establish benchmarks for the effectiveness of social media efforts Marian Stier | mjs116@aol.com | 917.209.6547
  • 31. 4 STEPS TOSUCCESSMonitoring Strategies2. Run a search on Facebook to see:• Which other nonprofits like you have a presence?• What kind of support are they seeing? (e.g., fans, wall posts, etc.)• What is being discussed?3. Once you’re following other nonprofits or influencers in your field:Read their blogs, check out their Facebook pages and Twitter feeds,check out what they’re doing and saying Marian Stier | mjs116@aol.com | 917.209.6547
  • 32. 4 STEPS TOSUCCESSMonitoring Strategies4. Find your supporters/constituents online• Ask your supporters and volunteers their preferred social media tools• How they would like to connect with you online• Check out non-profit Twitter Chats to see if your constituents are active Marian Stier | mjs116@aol.com | 917.209.6547
  • 33. Beware of too much monitoring ACLU VIDEO OF ORDERING A PIZZA Marian Stier | mjs116@aol.com | 917.209.6547
  • 34. 4 STEPS TOSUCCESSStep 2: Toe in the WaterOnce you’ve spent time listening, following and monitoring you canbegin to participate in online conversations. This is an opportunity to:• build relationships• share• listen• develop your online presence• make a good first impression. Marian Stier | mjs116@aol.com | 917.209.6547
  • 35. 4 STEPS TOSUCCESSStep 2: Toe in the Water• Comment on the blogs you follow.• Offer feedback or information that adds value to the post.• Offer your website URL or a link to something relevant in your posts• As you monitor your organization’s online presence, respond to any mentions and “jump in” on conversations to say thanks Marian Stier | mjs116@aol.com | 917.209.6547
  • 36. Participate
  • 37. ParticipateMarian Stier | mjs116@aol.com | 917.209.6547
  • 38. 4 STEPS TOSUCCESSStep 3: Create a Social Media Plana) Identify the most effective social media channels• You’ve completed Step 1 (Listening) & Step 2 (Participating).• You’ve determined who your audience is and where they’re spending time online.• Now it’s time to pick where you want to have a presence:- don’t pick channels based on size alone. - small channel are often more effective depending on your goals
  • 39. Marian Stier | mjs116@aol.com | 917.209.6547
  • 40. Create a PresenceMarian Stier | mjs116@aol.com | 917.209.6547
  • 41. Create a PresenceMarian Stier | mjs116@aol.com | 917.209.6547
  • 42. Create aPresence
  • 43. Create a PresenceMarian Stier | mjs116@aol.com | 917.209.6547
  • 44. Create aPresence
  • 45. Create a PresenceMarian Stier | mjs116@aol.com | 917.209.6547
  • 46. 4 STEPS TOSUCCESSStep 3: Create a Social Media Planb) Determine your available resources:• Be realistic in terms of how you’ll resource.• Social media channels may be free, but to maintain a social media presence is a time-consuming undertaking.• Take stock of: - the size and technical experience of staff and/or volunteers - time staff and/or volunteers have available for social media - content available that could be used for social media
  • 47. 4 STEPS TOSUCCESSStep 4: Implement your Social Media PlanTIPS: How much time will your resource need to accomplish your social media goals? That depends on your objectives and strategies. What to expect? 5 hours/week to start listening 10 hours/week to participate 10-15 hours/week to generate buzz 20+ hours/week to build community (At least) 3-6 months until you see results Marian Stier | mjs116@aol.com | 917.209.6547
  • 48. 4 STEPS TOSUCCESSStep 3: Create a Social Media Planc) Align your organization’s goals with your specific social media strategyIf this month’s goal is funding raising then stay focused on fund raisingTIPS:Don’t Just Broadcast:• Write blog posts that ask questions and engage the reader to comment…be creative• Post questions on Facebook to get information and feedback from constituents• Continue to comment on other blogs to build relationships and your profile• Post videos or slide shows and ask for questions or comments• Respond PROMPTLY to all blog comments, forum questions, tweets, Facebook questions, etc.
  • 49. StayFocused
  • 50. Stay FocusedMarian Stier | mjs116@aol.com | 917.209.6547
  • 51. Stay FocusedMarian Stier | mjs116@aol.com | 917.209.6547
  • 52. Stay FocusedMarian Stier | mjs116@aol.com | 917.209.6547
  • 53. 4 STEPS TOSUCCESSStep 3: Create a Social Media Pland) Decide how you’ll measure successExamplesObjective #1: increase daily website traffic by 10% in 6 monthsMeasure #1: determine current daily web traffic as benchmark. Starttracking daily hits and backlinks (e.g., through Google Analytics) togather metrics over 6 month period. Marian Stier | mjs116@aol.com | 917.209.6547
  • 54. 4 STEPS TOSUCCESSStep 3: Create a Social Media Planc) Decide how you’ll measure successExamplesObjective #2: build community and increase awareness of yourorganization, you might want to set specific goals as to the number ofTwitter followers, Facebook friends or group members on Google +.Measure #2: benchmark current number of supporters on each channel. Marian Stier | mjs116@aol.com | 917.209.6547
  • 55. 4 STEPS TOSUCCESSStep 3: Create a Social Media Planc) Decide how you’ll measure success. Views: Engagement: Followers: On a website or blog: • Mentions • Blog subscribers • page views • Comments • Twitter Followers • comments • Facebook Follows or Likes • Facebook Fans • YouTube video views • Retweets • Flickr photo views • Shares Marian Stier | mjs116@aol.com | 917.209.6547
  • 56. Measure SuccessMarian Stier | mjs116@aol.com | 917.209.6547
  • 57. Measure SuccessMarian Stier | mjs116@aol.com | 917.209.6547
  • 58. Measure SuccessMarian Stier | mjs116@aol.com | 917.209.6547
  • 59. Measure SuccessMarian Stier | mjs116@aol.com | 917.209.6547
  • 60. 4 STEPS TOSUCCESSStep 4: Implement your Social Media PlanTIPS: Establish Regular Reviews: • What have you learned? • What has worked well? • What did not seem to have effect (so far)? • What should you change? • Are you moving toward our targets? • What should you adjust activities or targets?
 Marian Stier | mjs116@aol.com | 917.209.6547
  • 61. 4 STEPS TOSUCCESSStep 4: Implement your Social Media PlanHave you also considered:• Developing a social media policy to ensure effective brand/ image control?• Identifying who will be responsible for your social media efforts?• Identified how much time you can devote to each of your channels? Marian Stier | mjs116@aol.com | 917.209.6547
  • 62. CASE HISTORY PENCILS OF PROMISE • GOAL: Raise funds to build schools in needy areas. • The founder began in 2008 by backpacking around the world handing out pencils to children in need. • Today Pencils of Promise has over 160,000 Likes on FaceBook and over 140,000 people follow them on Twitter Marian Stier | mjs116@aol.com | 917.209.6547
  • 63. CASE HISTORY THE WATER PROJECT • The Message: "When water comes…everything changes." • Mission: Since 2006 The Water Project has been working to quench the thirst of the 1 billion people worldwide who no not have • access to clean drinking water. • Social media has allowed them to use their website to explain HOW they do it. • Facebook, Twitter and Flickr allow Marian Stier | mjs116@aol.com | 917.209.6547 to keep up with their project constituents and stories.
  • 64. 4 STEPS TOSUCCESSStep 4: Implement your Social Media PlanYou’ve listened, found your constituents online; begun to participate inconversations; create a plan…Now you’re ready to go! Marian Stier | mjs116@aol.com | 917.209.6547
  • 65. SUMMARYSocial media is NOT a magic bulletIt will NOT help if you…… have no clear goals… have weak, “me-centric” messaging… have no staff or volunteers to lead the effort… are not consistent and persistentGetting started with social media takes time and patienceDon’t expect to see results too quickly. Social media expertssuggest that you should plan on investing from 3-6 monthsbefore you see real results. Marian Stier | mjs116@aol.com | 917.209.6547
  • 66. BREAKOUT SESSION #2 Marian Stier | mjs116@aol.com | 917.209.6547
  • 67. Marian Stier | mjs116@aol.com | 917.209.6547