Developing your social media strategy

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Developing your social media strategy

  1. 1. Presented by: Barb Noad VP and Online Engagement Strategist at Method Works Consulting Developing Your Social Media Strategy
  2. 2. Barb Noad VP and Online Engagement Strategist @ Method Works Consulting Passionate about working with non-profits and becoming a partner in their success. @BarbNoad http://ca.linkedin.com/in/barbnoad facebook.com/MethodWorks barbn@methodworksconsulting.com
  3. 3. AGENDA Developing Your Social Media Strategy 1. Introductions 2. Developing your Social Media Strategy 3. People 4. Objectives 5. Strategies 6. Engagement Pyramid 7. BREAK 8. Workshop 9. Technology 10.Q & A 11.Recommended Reading 12.Wrap Up
  4. 4. Who is currently using Social Media at their Organization?
  5. 5. The Conversation Prism By Brian Solis and JESS3
  6. 6. • People – Who are you targeting? • Objectives – What are your goals? What are you trying to achieve? • Strategies – How do you want your relationships with your constituents to change? • Technology – What social media tools are you going to use? The POST Method Groundswell
  7. 7. People Past Patients Friends and Family Hospital Staff Business Leaders Board Members Volunteers Foundation Staff Current Patients Who are you targeting?
  8. 8. 2007 Canada Survey of Giving, Volunteering, and Participating Why do they donate, volunteer, and participate? Motivations • Feeling compassion towards people in need (90%), • Wanting to help a cause in which they personally believed (86%) • Wanting to make a contribution to the community (80%) • having been personally affected or knowing someone personally affected by the cause the organization support (62%). Barriers • Could not afford to give larger donation (71%) • Did not like the way in which requests were made (34%) • Did not think money would be used efficiently (33%)
  9. 9. Social Media Usage by Age Group Source: Source: Google Ad Services, April 2010 17% 7% 14% 21% 25% 12% 4% 10% 8% 19% 28% 21% 11% 3%3% 4% 16% 28% 28% 17% 4% 36% 8% 12% 16% 20% 6% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 12-17 18-24 25-34 35-44 44-54 55-64 65+ Social Media Usage by Age Group Facebook Twitter LinkedIn MySpace
  10. 10. Social Media Tools are Used Regularly Source: Social Media Reality Check, CNW Group, April 2009 29% 20% 24% 6% 12% 3% 5% More than once a day Once a day A few times a week Once a week A few times a month Once a month Less often than once a month At least once a day 49%
  11. 11. Usage is on the Rise Among Users Source: Social Media Reality Check, CNW Group, April 2009 3% 8% 41% 34% 13% Much less Somewhat less Same Somewhat more Much more Less - 11% More - 48%
  12. 12. Facebook and YouTube are Prominent Among Users Source: Social Media Reality Check, CNW Group, April 2009 2% 5% 3% 2% 10% 12% 8% 24% 20% 65% 77% 7% 9% 13% 14% 16% 36% 39% 50% 57% 81% 90% Delicious Epinions Digg Second Life LinkedIn Flickr Twitter Blogs MySpace YouTube Facebook Aware of Used
  13. 13. One-Fifth of Users Produce Content Source: Social Media Reality Check, CNW Group, April 2009 21% 4% 13% 18% 21% 64% None of the above Tell followers where you are and what you're doing via Twitter Post pictures on Flickr of some similar service Produce social media content such as contributing to or writing a blog Upload videos to YouTube or a similar service Update status or talk to friends via Facebook
  14. 14. Users Access Social Media for Personal More than Professional Life Source: Social Media Reality Check, CNW Group, April 2009 16% 31% 41% 45% 47% 54% 77% Meeting new people Researching products/service s Sharing information News and information Topics of personal interest Entertainment Keeping in touch 40% 22% 25% 25% 26% 26% 31% None of the above Career-related topics of interest Sharing information Keeping in touch with colleagues Networking Researching products/services News and information Personal Life Professional Life
  15. 15. Objectives What are your goals? What are you trying to achieve? Become more efficient using online tools Integration of marketing channels. Extend market reach and awareness. Increase engagement level with target audiences online. Increase donation revenues, number of donors, and donor value.
  16. 16. Strategies How do you want your relationships with your constituents to change? • Keep current supporters engaged and steward relationship online. • Obtain new supporters. • Continue to tell your story online. Inspire conversations. • Create buzz around an offline event: before, during, after. • Recruit Volunteers. • Identify and build relationships with your biggest supporters and influencers.
  17. 17. ROI: What are your KPIs? • For measurement to be effective, it has to align directly with the measurable objectives and strategies you’ve set. – S - specific, significant, stretching – M - measurable, meaningful, motivational – A - agreed upon, attainable, achievable, acceptable, action-oriented – R - realistic, relevant, reasonable, rewarding, results-oriented – T - time-based, timely, tangible, trackable
  18. 18. The Engagement Pyramid Altimeter Group Curating Producing Commenting Sharing Watching
  19. 19. Watching Curating Producing Commenting Sharing Watching
  20. 20. • What?: Consume content for example visit social networking sites, read blogs/tweets, watch videos, listen to podcasts • Why?: Seeking social-created content to help with making decisions, learning from peers, or entertainment Watching
  21. 21. Watching
  22. 22. Sharing Curating Producing Commenting Sharing Watching
  23. 23. • What?: Update status on social sites or twitter, upload/forward photos, videos, articles, etc. • Why?: Want to share the information they have with peers, both to support others, and demonstrate knowledge Sharing
  24. 24. Sharing
  25. 25. Sharing
  26. 26. Commenting Curating Producing Commenting Sharing Watching
  27. 27. • What?: Respond to others’ content, for e.g. commenting on YouTube, Facebook, or replying (@reply ) on Twitter • Why?: Actively participate, support, or contribute ideas/opinions Commenting
  28. 28. Commenting Facebook commenting and “Likes” simplified how users can respond to other people’s content.
  29. 29. Commenting
  30. 30. Producing Curating Producing Commenting Sharing Watching
  31. 31. • What?: Create and publish their own content in support of an organization or cause. • Why?: Want to tell their own story, be heard, be recognized Producing
  32. 32. Producing 33 VP and Online Engagement Strategist @ Method Works Consulting
  33. 33. Producing 34
  34. 34. Producing 35
  35. 35. Curating Curating Producing Commenting Sharing Watching
  36. 36. • What?: Organize online fundraising events or moderate online communities such as Facebook fan pages or discussion boards • Why?: Invested in the success of a organization, cause, or community. Want to give back, or be recognized Curating
  37. 37. Twestival is the largest global grassroots social media fundraising initiative to date, raising over $1.2 million within 14 months for 137 nonprofits. All local events are organized 100% by volunteers and 100% of all ticket sales and donations go direct to projects. Curating
  38. 38. 39 Curating
  39. 39. BREAK TIME!! Your own sub headline Templates
  40. 40. Bow River Historical Society Workshop The Bow River Historical Society is a fictional organization created by Method Works Consulting for the illustration purposes only.
  41. 41. Bow River Historical Society Workshop Current Strengths • Strong relationships with local schools, teachers, and libraries as they have a robust education program that remains in high demand. • Lecture series, launched two years ago, has proven to be very popular amongst their membership. Current Weaknesses • As the city has grown the BRHS has experienced a slow decline of the awareness level of their organization within the community. • Membership and volunteer base is maturing and overall numbers have dwindling over the years. • Funding from the provincial government has also declined. This can be attributed to less funds being available and an increase in competition for these dollars.
  42. 42. Bow River Historical Society PEOPLE Students Local Businesses Parents Teachers Volunteers Researchers Members
  43. 43. Bow River Historical Society OBJECTIVES Increase awareness of the BRHS within the surrounding community Increase engagement level with constituents online Expand on the success of the lecture series. Recruit Volunteers Increase membership
  44. 44. Facebook Create a landing page for new fanbase
  45. 45. Facebook Your Wall
  46. 46. Facebook Open it up for discussions
  47. 47. Facebook Integrate your other channels
  48. 48. Facebook Open it up for user generated content
  49. 49. Facebook Include a Call to Action
  50. 50. Facebook Promote Events
  51. 51. Facebook Places
  52. 52. Twitter Create a custom background • Create a custom Twitter background that reflects your organization's mission and brand. • Include some basic contact information phone, website url, and other social media site urls.
  53. 53. YouTube Channel YouTube Non-Profit Program http://www.youtube.com/no nprofits?info_lang=ca
  54. 54. Flickr Free Pro Version for Non- Profit Organizations http://www.flickr.com/good/
  55. 55. MySpace
  56. 56. Don’t Forget to Promote on your Website
  57. 57. Recommended Reading 1. Groundswell by Charlene Li and Josh Bernoff 2. The Networked Non Profit by Beth Kanter and Allison H. Fine 3. UnMarketing by Scott Stratten 
  58. 58. Questions?
  59. 59. Thank You! If you think of a questions minutes after leaving the event, just send me a tweet @BarbNoad or an email barbn@methodworksconsulting.com

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