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Nonprofit Social Media Learning Series - Marketing Communication


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Part I of the Nonprofit Social Media Learning Series: Marketing Communication was delivered at the 2011 Nonprofit Technology Conference on March 17th, 2011.

Part I of the Nonprofit Social Media Learning Series: Marketing Communication was delivered at the 2011 Nonprofit Technology Conference on March 17th, 2011.

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    • 1. Nonprofit Social Media Learning Series
      Part I: Marketing Communications
    • 2. The Social Media Learning Series is designed to assist more intermediary and advanced non-profit users. Throughout 2011, NTEN, Blackbaud and Common Knowledge will co-host four sessions developed as combination lecture and interactive workshop sessions. Each session will focus on a particular area of expertise or business use for social media within a non-profit organization.
      Part 1: Marketing and Communications
      Part 2: Fundraising (TBD, Chicago, IL)
      Part 3: Engagement & Program Delivery (TBD, San Francisco, CA)
      Part 4: Technologies & Integration (TBD, New York, NY)
      About the Social Media Learning Series
    • 3. #smlearning
      If You’re Tweeting:
    • 4. Jeff Patrick
      President & Founder
      Common Knowledge
      Your Hosts for today's sessions
      Chad Norman
      Internet Marketing Manager
    • 5. (40 minutes)
      Social Media Program Stages
      Strategic Alignment
      Key Performance Indicators
      (40 minutes)
      WORKSHOP: 1-2 Big Ideas
      DISCUSSION: 1-2 Big Ideas
      (30 minutes)
      Visual Brand Alignment
      Listening and Responding
      Risk Management
      (30 minutes)
      WORKSHOP: Listening & Responding
      DISCUSSION: Reputation Management
    • 6. you’ve got a social media Strategy, right?
      The P.O.S.T. method*
      P = People: Who?
      O = Objectives: Goals?
      S = Strategies: Outcomes?
      T = Technologies: Tools?
      * From Charlene Li and Josh Bernoff's book Groundswell: Winning in a World Transformed by Social Technologies
    • 7. Where are you on the social journey?
      As your organization’s social media program matures, it should be moving from a focus on tactics to strategy.
      STAGE 1
      STAGE 2
      STAGE 3
      STAGE 4
      Traditional marketing operations consisting of one-way communication.
      Pushing content to supporters with little back-and forth chatter.
      Dabbling in social media, but efforts are disconnected from organizational goals.
      Fractured efforts and silos with no real coordination of activities and measurement.
      Social activity is more embedded in organizational operations.
      Internal policies, dedicated staff, channel alignment, and campaign integration.
      Social activity drives real, measureable results at organization.
      Tools and systems are in place to allow staff to have perform meaningful engagement with supporters.
    • 8. Strategic Alignment
      Organizational Goals
      Marketing Communications Goals
      Social Media Goals
    • 9. Strategic Alignment
      Create your strategy by aligning social media goals with organizational objectives.
      Determine what key performance indicators you will use to measure the outcomes you desire and manage the program.
      Finally, choose tactics that can be used to execute the strategy.
      Email and RSS subscriptions
      Forward to a friend
      Time spent on Site
      Widget Installs
      Key performance indicators (kpi)
    • 11. Valuable Things to Do with Social Networks
    • 12. Junior AchievementFacebook express
      Case Study #1 - Communications/Marketing & Service Delivery
    • 13. Youth Education
      Junior Achievement Company Program
      Reaches millions of youth around the world
      Education curriculum for teens
      Teams of ~20 youth form a company
      Meet face-to-face weekly (16 weeks)
      Build the company (sell stock, finances, operations)
      Design, produce, market and deliver a product
    • 14. Youth Education
      Facebook Express
      Private community inside Facebook
      Companion electronic portal for the Company Program
      Teams communicate, collaborate, and work together
      Helper electronic tools for all aspects of the curriculum
      Worldwide collaboration between teams
    • 15. Community at a glance
      Junior Achievement - Facebook Access
    • 16. Facebook Application
    • 17. CharityJunior Achievement
      ProjectFacebook Access | JA Company Program
    • 18. Company Dashboard
    • 19. Tools Menu
    • 20. Interactive Payroll Report
    • 21. Interactive Employee Roster
    • 22. Member Invite Feature
    • 23. Community Staying in Touch - Socially
      Teams consulting with teams via discussion group
      Adult volunteers advising teams via messaging
      Team management & coordination via text (SMS)
      Web + telephone team meetings
      National & international team competitions
      Completely virtual Company Program teams
    • 24. Juvenile diabetes research foundationType 1 Talk
      Case Study #2 – Communications/Marketing & Service Delivery
    • 25. Juvenile Diabetes Research Foundation - Facebook Page
    • 26. Juvenile Diabetes Research Foundation
      Type 1 Talk Campaign
      Facebook Application Page
    • 27. Facebook Application Page
    • 28. Homepage of Type 1 Talk
    • 29.
    • 30.
    • 31.
    • 32.
    • 33. # House Parties: 75 | # Viewers: 300 | # App Likes: 2,336
    • 34. ASPCA2011 $100K Challenge
      Case Study #3 – Communications/Marketing & Service Delivery
    • 35. Crowd-sourcing the solution
    • 36. Contest Awards
    • 37. Education for contestants on professional communications skills & best practices
    • 38.
    • 39.
    • 40. Organizational Goal: Save more animal lives
      Project Role:
      Recruit and engage a network of independent shelters across the U.S. to save more animal lives.
      Market ASPCA among professionals and their local community as a national presence engaged in saving animal lives
      Save more animal lives
      Build the ASPCA brand among consumers and animal welfare professionals
      # additional animal lives saved, # participating shelters, # online community members, # votes (commty members), # press hits (all media), # new email subscribers, Facebook fans, Twitter followers, # social interactions
      Motto: “Make the shelters famous to build the ASPCA brand”
      ASPCA: Goals, benefits & Metrics
    • 41. Benefits of Socially-Enabled Communities
    • 42. Workshop: Strategic Social Media Projects
    • 43. Social channels often provide the first impression for supporters. Fields to Families’ social channels lack a strong visual brand.
      Brand Alignment: Visual
    • 44. Brand Alignment: Visual
      The Foundation for Jewish Camp not only included their logo, but some great photos showing off their mission.
      You still get a nice avatar with the logo
    • 45. The American Red Cross does a great job if integrating their visual brand into their Facebook page. It’s more than just a logo!
      Brand Alignment: Visual
    • 46. The American Red Cross carries their visual brand across their various social channels. Own your visual presence!
      Brand Alignment: Visual
    • 47. Everyone’s Saying Something
    • 48. Turn the Megaphone Around
      Photo via altermark:
    • 49. What
      Should My
      Be Listening
    • 50. You should be listening for:
      Keywords from your website
      Mentions of your organization
      Your executive director’s name
      Special events you’re running
      Causes you support
      Campaigns you’re managing
    • 51. Listening is the key to happy supporters
      “We love our parents so much because they loved us first - that's how brands need to think.”
      - Gary Vaynerchuk at SXSW
    • 52. Community Guidelines
      Web Site Privacy Policy
      Moderator Guidelines
      Community Resources
      Organizational Policy – Employee Participation in Social Networks
      Moderator Wiki
      Community Management Documents
    • 53. Community Management Policy Documents
    • 54. Presents Rules and Guidance for:
      Membership (Age, Status, etc.)
      User Generated Content – Member Exposure
      User Generated Content - Copyright
      Reporting Abuse
      Culturally Appropriate Conduct
      Improper Language
      Multi-Posting, Bumping and Hijacking
      Community Guidelines
    • 55. Legal restrictions and conditions for membership:
      Ownership of Intellectual Property
      User Posting and Correspondence
      Your Responsibilities
      No Spam
      Content Contributed by 3rd Parties
      Contests, Sweepstakes and other Promotions
      Disclaimer, Limitation of Liability, Indemnification
      Terms of Use
    • 56. Training Manual and Guidance for Moderators:
      Moderation Guidelines
      Identity, Legal, Behavior, Board Etiquette, Smut Standards
      Moderator Roles
      Review process for reported content
      Media Types and review processes
      Problem User Policy
      One-time rate offenders
      Typical problem users
      One-strike offender users
      Minor/Major infractions list
      Moderator Guidelines
    • 57. Policy for Employees participating in Social Media:
      Know and follow CCS policies & Comms guidelines
      Protect your privacy; careful what you publish for longterm
      Identity yourself
      Conversational tone
      Use disclaimer for external site posts
      Respect copyright and fair use laws
      Get approval before quoting partners or clients
      Respect the privacy of people with cancer
      Don’t provoke others
      Correct your own mistakes
      Stay within your role; quote approved sources
      Employee Participation Policy
    • 58. Select cross-functional team
      Research best practices
      Write draft policies & procedures
      Submit for internal review to pertinent dept’s
      Revise draft into 1st final policy & procedures
      Test on Target Community
      Revise 1st final into 2nd final and release broadly
      Steps to Prepare Your Policies & Documents
    • 59. Cross-Functional Team to Develop Policy
    • 60. Workshop: Social media listening and Responding
    • 61. Questions?
    • 62. Jeff Patrick
      President & Founder
      Common Knowledge
      Chad Norman
      Internet Marketing Manager