SOCIAL MEDIA COMMUNICATIONS STRATEGY 2010-2011
1.What is social media and what does it have to do with a
  non-profit like ADMSP?
2.Isn’t it only for those targeting Gen...
What is social media and what does it have to do with a non-profit like ADMSP?

The  model for  100  years has been  pre3y...
Isn’t it only for those targeting Generation Y?
Don’t think that social media will come in handy for dealing only with Gen...
What goals should ADMSP be pursuing with social media?




     ADMSP defines the objec7ves it is going to pursue as follow...
What goals should ADMSP be pursuing with social media?
“ADMSP IS FOR 
EVERYONE.”
‐ Marlene Saile,
President and CEO of ADMSP
“ADMSP’s Mission: Make 
10,000,000 people aware that 
ADMSP exists  online by our 
opening date of 11/15/2011”
“Great! So how do we do that?
TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE?

    THE THREE “O’S”...


• Output: Physical products
  – Blog post, n...
TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE?

 THE THREE “O’S”...



• Output: Physical products
  – Blog post, new...
Writing measurable objectives
To be measurable, objectives MUST include:
1. A specific desire, communication or
   behavio...
Measurable
   Objectives


• Output: To create a Facebook fan page and have 15% of
  online public join within 6 months.
•...
Strategy
• What is the approach
  to achieving objectives
  and reaching the
  goal?
• Example: Establish a
  Facebook Fan...
Tactics
• What activities will be
  conducted to carryout
  specific objectives?
• What tools will be used?
– Set up the F...
Measurable Plan
•   Goal: To increase awareness by 1MM
•   Outcome Objective: To increase “eyeballs” by
    20% within 3 m...
“What is in it for 
those readers?”
“We need to establish ADMSP as a 
social brand with:
๏industry knowledge (we are experts 
on sculpture installa:ons...on a...
“We need to provide these readers 
with: 
๏insight
๏sneak peeks
๏ways to contribute to the final design 
with ideas
๏a free...
“We need to return value to these 
readers with: 
๏answering ques:ons
๏replying to other blogs
๏share corporate message on...
“We need to provide these readers with 
be3er ways to navigate the website with 
tools like:
๏email opt‐in
๏online contact...
“ We need to make ourselves worthy of 
their :me (and hopefully their money) 
beyond just the park cause!
How do we decide what tools to use?



Our objec7ves define our tools:

1. Build awareness and Be more accessible: create p...
How do I most effectively utilize social media tools?

Case 1. Brooklyn Museum
The Brooklyn Museum is making  good use of ...
How do we most effectively utilize social media tools?
Case 2. Homeless Na7on
                              Montreal‐based...
How do we most effectively utilize social media tools?
Case 3. Aus7n TweetUp Blood Drive 
            
In less than one we...
Traditional Marketing Funnel
Social Network Interference
New Marketing Funnel
Measurement Best Practices

• Benchmarking
• Objectives
• Return on
  Expenditures
• Return on
  Investment     BORR-ing.....
Where did we start?
                                         Benchmarking
Had 1,000 Facebook Friends and
added a Fan Page ...
Objectives
•   Goal: To increase awareness by 1MM
•   Outcome Objective: To increase “eyeballs” by
    20% within 3 months...
ROE
• Measuring Tactical Expenditures:
  – Facebook
     • Free
  – Facebook Ads
     • $500/month (3 months = $1,500)
  –...
ROI – Plan #2
                                                          tu res
                                           ...
What metrics should I use to measure the outcome?
In order to measure the results of our social media involvement, we need...
Measurement is a puzzle:
1. What do you use to measure; and
2. How do you organize it?
Google Analytics
Google Analytics
Google Analytics
Google Analytics
Google Analytics
Woopra
Woopra
Woopra
Bit.ly
Stumbleupon
Digg
Digg
Del.icio.us
Redditt
Mixx – No Results
How Sociable?
Addict-o-matic
Addict-o-matic
Social Mention
Social Mention
Xinureturns
Trendpedia
Google Trends – NO RESULTS
Omgili – NO RESULTS
uberVU – NO RESULTS
BackType (Trends not working yet)
Technorati – NO RESULTS
IceRocket
Blog Pulse
Google Blog
PostRank
Wordpress
Blogger
We grew bigger file cabinets in
10 minutes using
Google Reader
Google Reader
Measurement Tools
Excel
Email Alerts
Email Alerts
ADMSP Social Media Communications Strategy 2010-11
ADMSP Social Media Communications Strategy 2010-11
ADMSP Social Media Communications Strategy 2010-11
ADMSP Social Media Communications Strategy 2010-11
ADMSP Social Media Communications Strategy 2010-11
ADMSP Social Media Communications Strategy 2010-11
ADMSP Social Media Communications Strategy 2010-11
ADMSP Social Media Communications Strategy 2010-11
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ADMSP Social Media Communications Strategy 2010-11

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This is our communications strategy for 2010-2011 in terms of the greater goals ADMSP has in creating awareness of its community project.

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ADMSP Social Media Communications Strategy 2010-11

  1. 1. SOCIAL MEDIA COMMUNICATIONS STRATEGY 2010-2011
  2. 2. 1.What is social media and what does it have to do with a non-profit like ADMSP? 2.Isn’t it only for those targeting Generation Y? 3.What goals should ADMSP be pursuing with social media? 4.How do we decide what tools to use? 5.How do we most effectively utilize social media tools? - Case 1. Brooklyn Museum - Case 2. Homeless Nation - Case 3. Austin Tweet-Up Blood Drive 6.What metrics should we use to measure the outcome?
  3. 3. What is social media and what does it have to do with a non-profit like ADMSP? The  model for  100  years has been  pre3y  simple:  Target  wealthy  people or  founda:ons or  corpora:ons,  interrupt them with unan:cipated, impersonal, irrelevant messages they don't want to get, delivered over  and  over  and  over  again  un:l  they  give  you  money  or  help...That  model worked  really  well  for  a  long  :me...It's  important  to  understand  there's  nothing  wrong  with  this,  because  the  ends  do  jus:fy  the  means. The problem is that that's not working so well any more.¹   ‐ Seth Godin At its most basic sense, social media is a shi1 in  how  people  discover,  read  and  share  news,  informa7on and content. ²  Examples of social media tools are blogs, social  networking  sites  (Facebook,  Myspace,  Ning),  video  sharing  websites  (YouTube),  podcasts,  bookmarking sites (de.licio.us), etc. 
  4. 4. Isn’t it only for those targeting Generation Y? Don’t think that social media will come in handy for dealing only with Genera:on Y and younger‐minded  supporters.  Have you ever heard of the “Wired Wealthy”? This is a new classifica:on of donors that emerged aPer a  study of online habits of the high dollar donors done by Convio. hy”: The “Wired Wealt •    mean age is 51 The  survey,  conducted  by  Convio  with  more  than   a year •    donate $11,000 3 , 0 0 0  d o n o r s  f r o m  2 3  m a j o r  n o n p r o fi t   is $4,500 •    median giP size organiza:ons,  defined  that  51%  of  the  donors  an $100k,  •      57% make more th prefer  online  giving,  but  feel  nonprofit  websites  0k per year       27% above $20 lack  inspira7on,  connec7on,  and  opportunity  for  be •     52% use YouTu ebook deeper engagement. ³ •     23%  use MySpace/Fac ATTENTION!!!  While  we  definitely  want  to  engage  •      12% use Flickr with  “wired  wealthy,”  no  ma3er  who  our  non‐ Wealthy (March 200 8)   Convio, the Wired  profit's  major  donors  are  now,  we  should  start  building  the  rela:onship  with  the  next  genera:on  of  donors  today.  Think  beyond  dona:ons,  though!  (see next page)
  5. 5. What goals should ADMSP be pursuing with social media?      ADMSP defines the objec7ves it is going to pursue as follows: 1. Build awareness:  tell people what ADMSP is about,  what it does, and why it is important.  2. Be accessible: allow our fans to find us where they are. 3. Gather informa7on:  listen to what people say about ADMSP.  4. Search for talent: network to bring the best of the best into ADMSP. 5. Collaborate: engage in conversa:on with other non‐profits, share  experiences and give each other valuable advice. 6. Raise dona7ons: We won’t raise lots of money because it’s first about  building rela:onships! 
  6. 6. What goals should ADMSP be pursuing with social media?
  7. 7. “ADMSP IS FOR  EVERYONE.” ‐ Marlene Saile, President and CEO of ADMSP
  8. 8. “ADMSP’s Mission: Make  10,000,000 people aware that  ADMSP exists  online by our  opening date of 11/15/2011”
  9. 9. “Great! So how do we do that?
  10. 10. TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE? THE THREE “O’S”... • Output: Physical products – Blog post, news release, e-mail, etc. • Outtake: What a target audience takes away – Messages, perceptions, understandings • Outcome: Quantifiable changes in attitudes, behaviors, or opinions – change in the number of downloads, requests, responses
  11. 11. TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE? THE THREE “O’S”... • Output: Physical products – Blog post, news release, e-mail, etc. • Outtake: What a target audience takes away – Messages, perceptions, understandings • Outcome: Quantifiable changes in attitudes, behaviors, or opinions – change in the number of downloads, requests, responses
  12. 12. Writing measurable objectives To be measurable, objectives MUST include: 1. A specific desire, communication or behavioral effect; 2. A designated target audience among whom the effect is to be achieved; 3. The expected level of attainment; and 4. The timeframe in which those attainments are to occur.
  13. 13. Measurable Objectives • Output: To create a Facebook fan page and have 15% of online public join within 6 months. • Outtake: To increase positive mentions that include key message in key industry blogs by 15% within six months. • Outcome: To increase number of people that are aware of ADMSP sales by 20% within 3 months.
  14. 14. Strategy • What is the approach to achieving objectives and reaching the goal? • Example: Establish a Facebook Fan Page to keep target audiences connected. THE OUTPUT IS THE STRATEGY!
  15. 15. Tactics • What activities will be conducted to carryout specific objectives? • What tools will be used? – Set up the Facebook fan page – Invite target audience via an e- mail – Invite by creating a Facebook application – Invite by creating a Facebook Ad THE ACTIVITIES TURN INTO THE OUTTAKE!
  16. 16. Measurable Plan • Goal: To increase awareness by 1MM • Outcome Objective: To increase “eyeballs” by 20% within 3 months • Strategy 1: Use Facebook to engage eyeballs – Tactic 1: Create a Facebook Fan Page – Tactic 2: Create Facebook App, Ads • Strategy 2: Use Twitter to engage blog readers to take our poll at Blogger by mentioning a limited time iTunes gift certificate. – Tactic 1: Conversational Tweets mentioning a “surprise” followed up by – Tactic 2: Tweets with gift certificate mention – Measurement: An increase of eyeballs of 25% within 3 months (Objective not met)
  17. 17. “What is in it for  those readers?”
  18. 18. “We need to establish ADMSP as a  social brand with: ๏industry knowledge (we are experts  on sculpture installa:ons...on a  park...by the beach...) ๏unique experiences and concepts ๏be “known” for something ๏establish a reason to return!
  19. 19. “We need to provide these readers  with:  ๏insight ๏sneak peeks ๏ways to contribute to the final design  with ideas ๏a free trip to the opening date  ๏a good laugh......... (what else?)
  20. 20. “We need to return value to these  readers with:  ๏answering ques:ons ๏replying to other blogs ๏share corporate message on linkedIn ๏crea:ng content (presenta:ons of the  project on slideshare, video, podcasts,  photos of us working at our  computers...) what else?
  21. 21. “We need to provide these readers with  be3er ways to navigate the website with  tools like: ๏email opt‐in ๏online contact form submission ๏online submission of ideas ๏download of volunteer forms....what  else?
  22. 22. “ We need to make ourselves worthy of  their :me (and hopefully their money)  beyond just the park cause!
  23. 23. How do we decide what tools to use? Our objec7ves define our tools: 1. Build awareness and Be more accessible: create profiles on Facebook, MySpace,   LinkedIn, start a blog or join in the conversa:on on Twi3er and twit about our cause. 3. Gather informa7on: run a search on technora:.com or feedster.com to determine which  bloggers are talking about us and our area. For search within Twi3er, use search.twi3er.com 4. Search for talent: create profile on LinkedIn 5. Collaborate: Use Wiki Pages. Follow experts in our field on Twi3er to stay current and share  what you know.  6. Raise dona7ons: set up dona:on pages and collect dona:ons use ChipIn, Fundable,  Squidoo, Firstgiving or Facebook Causes.
  24. 24. How do I most effectively utilize social media tools? Case 1. Brooklyn Museum The Brooklyn Museum is making  good use of a variety of social  media  channels. They take communica:ng with their customers  and prospec:ve customers seriously. And they devote the :me,  energy and resources to making this happen. The Museum has gone far beyond simply managing a Facebook  profile, now it boasts of a new kind of paid membership called “1smans.”     1smans offers crea:ve perks such as a private Twi3er Art Feed  maintained by a revolving group of ar:sts and invita:ons to ooeat  1smans events, like a talk by conservator Lisa Bruno on  animal mummies. Learn more here There are plenty of free things you can do as well. For example, show the  Museum through your eyes by adding your photos to the Brooklyn Museum  Group on Flickr. If you want, the Museum will broadcast your video on their  website , you might even win a prize.  Follow them on Twi3er, read their  blog.  The Brooklyn Museum isn't only connec:ng with yet another social channel,  it's also connec7ng the online social experience with  the real world. Bring your camera. Take your pictures. Post them  along with those of other visitors.⁴  The Museum is everywhere, yet it is always part of the conversa7on  and never an interrup7on.
  25. 25. How do we most effectively utilize social media tools? Case 2. Homeless Na7on Montreal‐based  nonprofit Homeless Na:on uses social media to create  dialogue between Canada's homeless and mainstream society to counter  isola:on and marginaliza:on.     www.homelessna:on.org is an online home for those who have none, here  they can share their experiences, learn about others, look for lost friends. The  site provides e‐mail, blogs, forums and hos:ng for YouTube‐style streaming  video and audio.  Through their outreach, Homeless Na:on makes digital tools accessible for  learning, media and communica:on. “Reading the blogs, sharing stories, being kept up to date on what’s going on  poli:cally........there are so many wonderful and invaluable things this site  provides,” – Stephanie, member. “The hallmark of a true web community is when the par7cipants define the  culture beyond the organizers. Reading the hearmelt and respecmul interac:on  between par:cipants in the blogs and comments, you can see that this is truly a  collabora:on between the builders and par:cipants.” ⁵
  26. 26. How do we most effectively utilize social media tools? Case 3. Aus7n TweetUp Blood Drive        In less than one week and before a major na:onal  holiday, members of the Social Media Club, 501 Tech Club,  David J. Neff and Michelle Greer called upon the Aus:n  tech community to help save lives by dona:ng blood.  Taking the conversa:on online, the groups spread the  word via blogs and Facebook. In addi:on, Twi3er became  the communica:on tool of choice. Community members  "re‐tweeted" details of the event mimicking a modern‐ day phone tree. Conversa:ons were then tracked using  the hashtag #atbd.  “It was really neat to combine two things I  The efforts resulted in over 45 blood donors; doubling the   really wanted to do – give blood and meet  center's traffic on an average day. Of the 45, several were  folks that I’m communica:ng with online,” –  self‐admi3ed first :me donors who felt compelled to  Joyce, blood donor. par:cipate in the cause aPer seeing it on Twi3er.⁶ The key is providing value and  Watch a video made by David Neff here  being relevant! 
  27. 27. Traditional Marketing Funnel
  28. 28. Social Network Interference
  29. 29. New Marketing Funnel
  30. 30. Measurement Best Practices • Benchmarking • Objectives • Return on Expenditures • Return on Investment BORR-ing...but necessary!
  31. 31. Where did we start? Benchmarking Had 1,000 Facebook Friends and added a Fan Page with 0 Where did we end? Have 3,000 Friends who are also Fans How much reach does a typical Facebook user have? Reach will be a function of the number of active Facebook friends. 150 is Dunbar’s Reach Number: a measure employed by marketers that describes the maximum number of people an individual can maintain stable social relationships. Therefore, if our 3,000 Friends and Fans update their status feeds x 150 of their friends = generates 450,000 eyeballs.
  32. 32. Objectives • Goal: To increase awareness by 1MM • Outcome Objective: To increase “eyeballs” by 20% within 3 months • Strategy 1: Use Facebook to engage eyeballs – Tactic 1: Create a Facebook Fan Page – Tactic 2: Create Facebook App, Ads • Strategy 2: Use Twitter to engage blog readers to take our poll at Blogger by mentioning a limited time iTunes gift certificate. – Tactic 1: Conversational Tweets mentioning a “surprise” followed up by – Tactic 2: Tweets with gift certificate mention – Measurement: An increase of eyeballs of 25% within 3 months (Objective not met)
  33. 33. ROE • Measuring Tactical Expenditures: – Facebook • Free – Facebook Ads • $500/month (3 months = $1,500) – Twitter • Free – Poll at Blogger • Free – iTunes gift certificate • 1000 downloads @ .99 cents ($.99 * 1000 = $1,000 ) TOTAL: $25,000 eyeballs = $.04 per eyeballs
  34. 34. ROI – Plan #2 tu res di p en Ex Eyeballs 25,000 - $1,000 ROI = 249% $1,000 Gain from Investment – Cost of Investment Cost of Investment And is always expressed in a percentage!
  35. 35. What metrics should I use to measure the outcome? In order to measure the results of our social media involvement, we need to use both qualita:ve and quan:ta:ve  benchmarks. Our objec:ves help determine which metrics  are best in each case. Qualita7ve: Quan7ta7ve: If our objec:ve was to raise awareness, ask: Measure from benchmarks: ‐  Are we currently part of conversa:ons about the cause? Number of Facebook fans, Twi3er followers, Digg links,  If our objec:ve was to collaborate with other nonprofits  Delicious bookmarks, referrals from social media sites, plus  and experts in the field, ask: exis:ng website traffic, search engine rankings,... ‐ Did we learn anything of value?  Compare metrics before and aPer.... To measure general success, ask: ‐ Were we able to build be3er rela:onships with donors,  volunteers, etc.?  
  36. 36. Measurement is a puzzle: 1. What do you use to measure; and 2. How do you organize it?
  37. 37. Google Analytics
  38. 38. Google Analytics
  39. 39. Google Analytics
  40. 40. Google Analytics
  41. 41. Google Analytics
  42. 42. Woopra
  43. 43. Woopra
  44. 44. Woopra
  45. 45. Bit.ly
  46. 46. Stumbleupon
  47. 47. Digg
  48. 48. Digg
  49. 49. Del.icio.us
  50. 50. Redditt
  51. 51. Mixx – No Results
  52. 52. How Sociable?
  53. 53. Addict-o-matic
  54. 54. Addict-o-matic
  55. 55. Social Mention
  56. 56. Social Mention
  57. 57. Xinureturns
  58. 58. Trendpedia
  59. 59. Google Trends – NO RESULTS
  60. 60. Omgili – NO RESULTS
  61. 61. uberVU – NO RESULTS
  62. 62. BackType (Trends not working yet)
  63. 63. Technorati – NO RESULTS
  64. 64. IceRocket
  65. 65. Blog Pulse
  66. 66. Google Blog
  67. 67. PostRank
  68. 68. Wordpress
  69. 69. Blogger
  70. 70. We grew bigger file cabinets in 10 minutes using
  71. 71. Google Reader
  72. 72. Google Reader
  73. 73. Measurement Tools
  74. 74. Excel
  75. 75. Email Alerts
  76. 76. Email Alerts
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