Adding Social Media to Your Marketing Plan


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Adding Social Media to Your Marketing Plan for Nonprofit Webinars February 2013

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Adding Social Media to Your Marketing Plan

  1. 1. ADDING SOCIAL MEDIA TO YOUR MARKETING PLANS Emily Davis, MNM EDA Consulting LLC February 6, 2013
  2. 2. • Recruitment, cultivatio n, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy!2/6/13 EDA Consulting LLC
  3. 3. WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA WORK?• A plan linking efforts • Culture that to programs & embraces social mission media• Selected, targeted • Willingness to social media listen, learn, & adapt platforms • Measurement & eval• Skills & commitment strategies to using social media • Ability to take small• Organizational steps to build from investment2/6/13 EDA Consulting LLC
  4. 4. CONS TO USING SOCIAL MEDIA • Loss of control • Time investment (training, maintenance ) • New communication structure • Ideas and opinions that are shared may change over time • Getting staff/board investment in new2/6/13 technology EDA Consulting LLC
  6. 6. 1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL Traditionalists Boomers Postal Mail Generation X Phone calls Television Millenials (Gen Y) Facebook Websites Email E-newsletters Social Media Email Websites Mobile2/6/13 EDA Consulting LLC
  7. 7. 2. SOCIAL MEDIA IS A PLANT2/6/13 EDA Consulting LLC
  8. 8. 3. ADDING VALUE2/6/13 EDA Consulting LLC
  9. 9. 4. TWO – WAY STREET2/6/13 EDA Consulting LLC
  10. 10. 5. PROSPECTING, CULTIVATION & STEWARDSHIP NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone!2/6/13 EDA Consulting LLC
  11. 11. 6. THE NEXT GENERATION2/6/13 EDA Consulting LLC
  12. 12. 7. IT AIN’T FREE “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.” -ePhilanthropyFoundation.org2/6/13 EDA Consulting LLC
  13. 13. 8. NOT EVERYONE “DIGGS” SOCIAL MEDIA2/6/13 EDA Consulting LLC
  14. 14. 9. SELLING SOCIAL MEDIA2/6/13 EDA Consulting LLC
  15. 15. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation2/6/13 EDA Consulting LLC
  16. 16. QUESTIONS2/6/13 EDA Consulting LLC
  17. 17. Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement ELEMENTS OF A SOCIAL MEDIA PLAN2/6/13 EDA Consulting LLC
  18. 18. WHY PLAN?• Map for activities• Explain why you are using social media• Measurement• Clear guidelines, expectation s• Other?2/6/13 EDA Consulting LLC
  19. 19. IDENTIFYPURPOSE(S) Learn more about social media Reach a different demographic Connect more with a current demographic Access other research or resources Promote brand/event/idea/product Communicate Share your story Other?2/6/13 EDA Consulting LLC
  20. 20. GOAL ANDOBJECTIVES Increase website traffic Sell more product Share ideas Learn about resources in your field Promote an event or idea Develop your brand Test ideas Other?2/6/13 EDA Consulting LLC
  21. 21. TOOLS AND IMPLEMENTATION• Blog • Facebook – How often will you blog? – Profile/Group/Page – What will you blog – Who will manage? about? – Facebook Ads? – Who will blog? – Will you link to Twitter?• Twitter Ping? – How often will you • LinkedIn tweet? – Group and subgroups? – What will you tweet – Who will you invite to join? about? – Who will be admins? – How will you track? – How often will you post? – Who will you follow? – Who will tweet?2/6/13 EDA Consulting LLC
  22. 22. IMPLEMENTATION Who will manage your social media? Who will contribute to your social media?  Board members  Staff members  Volunteers  Stakeholders Way to tell your organization’s story Ask questions Solicit dialogue2/6/13 EDA Consulting LLC
  23. 23. SOME INSURANCE Keep it simple, but include: Purpose of the social media tool or online sharing Who can use the online tools What is your org’s purpose in using these tools Examples of information that should be shared User guidelines Consequences for violation(s) Reconfirm commitment to mission2/6/13 EDA Consulting LLC
  24. 24. EVALUATION EXAMPLESRecord website hitsTrack with or tinyurlUse hashtags to track postsAre you listed? (Twibes)Facebook AdsFeedburner/ FeedblitzRecord/note how many people: Become a fan/ Join a group Send links Recruit other friends Promote on their profile, blog, websiteCost: Care2 ROI calculator2/6/13 EDA Consulting LLC
  25. 25.  There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media.2/6/13 EDA Consulting LLC
  26. 26. PLEASE DON’T• Be inauthentic• ONLY ask for money• Speak at your followers• Ignore stakeholder input• Make it hard to participate• Stray or ignore your plan2/6/13 EDA Consulting LLC
  27. 27. UNDERSTANDING SOCIAL NETWORKS“Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.”2/6/13 (Fine and Kanter,Consulting LLC EDA 2010)
  28. 28. SOCIAL MEDIA EXAMPLES• Christopher & Dana • Lance Armstrong Reeve Foundation Foundation• Sierra Club • Others?2/6/13 EDA Consulting LLC
  29. 29. QUESTIONS2/6/13 EDA Consulting LLC
  30. 30. PRINT RESOURCES• Fundraising and the Next Generation• The Networked Nonprofit• Measuring the Networked Nonprofit• Mobilizing Youth 2.0• The Complete Facebook Guide for Small Nonprofits• Twitter Jump Start: The Complete Guide for Small Nonprofits2/6/13 EDA Consulting LLC
  31. 31. ONLINE RESOURCES•• IdealWare•• Nonprofit Technology Network (NTEN)• Alltop Nonprofit• Beth Kanter:• Social Media Plan Outline:• desk• A. Fine Blog• frogloop2/6/13 EDA Consulting LLC
  32. 32. QUESTIONS & THANK YOU! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 ulting Twitter: @edaconsulting2/6/13 EDA Consulting LLC