A presentation delivered at "The Gift of Communications" event hosted by IABC Ottawa and The United Way. More details: http://bit.ly/Ze66gB

1. Gift of
Communications
Julie Harrison
caffeinecommunications.ca
coffeewithjulie.ca
Press Release on this Event:
http://bit.ly/Ze66gB

2. Social Media:
A Gift for the
Non-Profit
Organization

4. No re-gifting! How to use your gift:
Plan
Integrate
Assess
Execute

5. The Foundation.
If your foundation has
cracks, don’t keep
building on it.
Make sure foundational
tools are in top working
condition before starting
anything else.
Foundational tools*:
 Website
 Email Campaigns

6. You can’t be
everywhere.
And neither
are your
supporters.
Define them,
then find them.
Where to Build?

7. The Search.
 Google them
 Search in social
networks
 Borrow Twitter lists
 Follow hashtags*
 Use monitoring tools*

8. Ready, Set!
 Where do they spend their
time online: Facebook or
Twitter? LinkedIn Groups
or Google+?
 What are they talking
about, passionate about,
angry about?
 How do they define
themselves: other
identifiers they listed in
their social profiles .. do
they love coffee? Are they
runners?
Listen* …

9. Remember …
 Build where your
supporters spend the
most amount of time.
 Prioritize and develop
a phased-in approach
to building your social
media assets.

10. Remind me, again: Why?
Organizational goals for SM could include …
 1. Raise public awareness of your cause
 2. Raise funds for a cause or campaign
 3. Reach new constituents or supporters
 4. Build a community of champions
 5. Recruit volunteers
 6. Get people to take real-world actions
 7. Enhance existing communications programs
 8. Involve the community in decision-making
 9. Advance your organization’s mission

11. Do they really “like” you?
 Take your chosen “why’s” and map them to
specific goal and metric.
Why Goal Metric
Raise public
awareness of your
cause
Greater online
visibility, branding
Increase in traffic or
linkback #s
Enhance existing
communications
programs
Make our content
more viral
# of shares
Build a community
of champions
Grow email list # newsletter
subscribers
Get people to take
real-world actions
Get people to attend
event
# of registrants,
year over year
comparison

12. Plan: Recap!
 You’ve identified organizational objectives for why
you want to use social media.
 You’ve ensured you have a solid foundation.
 You’ve found your supporters/audience.
 You’ve listened and monitored how they engage
in social media.
 Based on your monitoring, you’ve prioritized
social media channels to focus on.
 You’ve set goals and identified metrics for how
you’ll know if you’ve been successful.

13. Plan
Integrate
Assess
Execute

14. Now, Spell It Out.
 The social media
channels you have
prioritized and why.
 A realistic resource
allocation.
 What your goals are.
 How you will define
success.
 Future goals and
phases.

15. Using your social media channel(s)
 Think social*:
 Use the 3-to-1 rule: Share/engage at least three times
more than you talk about yourself.
 What does it mean to share/engage?
 Responding to other people’s tweets with a comment, a
resource, an answer to a question
 Sharing the content of your influencers and supporters
 Leaving meaningful comments on the blogs of your
influencers and supporters
 Social = building a relationship

16. What will you talk about?
Your
Cause
Fund-
raising
Recruit-
ment
new
research
headlines
client
profiles
current
campaigns
thank
you’s donor
profiles
Types
of opps
volunteer
profiles
thank
you’s
Identify Content Buckets

17. Create an editorial calendar
 It can be simple
 Simple is better than sophisticated
but unmanageable (i.e dust collectors)

18. Managing the “time suck”
 Identify your priorities and stick to them.
 Create an editorial calendar and stick to it.
 Have pre-written content prepared for days when
you just have no time to even think of 140
characters!
 Carve out set times of day for SM, stick to them.
 Use automation tools (carefully) and alerts to
cover off the other time periods.

19. Execute: Recap!
 You’ve shared your SM plan and stuck to
your priorities.
 You’ve been social; you’ve built
relationships with your supporters and
influencers.
 You’ve created content buckets and
shared content from each bucket.
 You’ve put systems in place to maintain
your SM asset(s) and manage your time.

20. Plan
Integrate
Assess
Execute

21. Social media as an ingredient

22. Sample ingredients for an event
Facebook
Contest
Pitching
Media
Press
Release
Newsletter
Feature
E-mail
Blast
Radio
Spots
Event

23. Community Builder of the Year Awards
Facebook
Contest
Pitching
Media
Press
Release
Newsletter
E-mail
Blast
Radio
Spots
Event

24. Integrate: Recap!
 You’ve considered how social media might be
able to add a little extra flavour anytime you’ve
created a campaign or engaged in planning.
 You’ve recognized that social media works best
when it’s a part of something larger. You’ve
worked hard to ensure it’s not a silo.
 You’ve consciously avoided using social media as
a way to “push” information, and instead found
ways to use it as a means to interact with your
supporters and influencers.

25. Plan
Integrate
Assess
Execute

26. Metrics and data and analytics, oh my!
 Never-ending amount of data to assess in
the world of digital.
 Measure*:
 Progress of your social media assets; and
 How these assets are performing as an
ingredient in organizational
initiatives/campaigns.

27. Social media assets
 Measure the progress of your social media assets
(i.e. those metrics you set out in your Social
Media plan, such as SM’s impact on your website
traffic)
 Then assess:
 Are our current social media assets(s) mature and
performing well?
 If yes, do you have the time/resources to add another
channel to the mix?
 If not, what do you need to do to strengthen them?

28. Social media performance
 Measure the performance of your social media
assets when used as ingredients (i.e. those
metrics you set out in a campaign plan, such as #
of entries to a contest)
 Then assess:
 Did this ingredient help us meet our larger objectives?
 If yes, are there ways we can repeat this success?
 If not, why not? How can we fine-tune this?
 Are there tactics our peers and competitors are using
that we could try in an upcoming campaign?

29. Assess: Recap!
 You’ve assessed your progress towards
the goals you set out in your Social Media
Plan, and now you’re ready to repeat the
planning process for the period ahead.
 You’ve kept social media top-of-mind as
an ingredient for your ongoing campaigns
and initiatives and fine-tuned their use in
an evergreen manner.
 Now, look in the mirror and proclaim:
I am a social media super star! 

30. Plan
Integrate
Assess
Execute

31. Questions? Shoot!
Find me:
 Twitter: @coffeewithjulie
 Julie.communicate@gmail.com

32. Thank You!

33. *Extra, Extra …
 Please see hardcopy handouts for extra
information on all topics with an asterix in
this presentation.