Create impact with a social media strategy


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Create impact with a social media strategy

  1. 1. Create Impact with a Social Media Strategy PRESENTED BY JD LASICA Founder, | jd@socialbrite.org09/16/11 Footer
  2. 2. What we’ll cover today1. Lay the groundwork2. Meaningful metrics3. Production processes4. Create content, tell stories5. Use your communityQ&A, hugs, tearful goodbyes
  3. 3. Relax! Creative Commons BY photo on Flickr by Tom@HK
  4. 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #bbpacific (I’m at @jdlasica)
  5. 5. Christmas in March!
  6. 6. RESOURCESSocialbrite Sharing Center
  7. 7. 1 . L AY T H E G R O U N D W O R K Before you plunge in ...• Understand that social media is a series of stages• Do you have buy-in from top management?• Do you have a social media policy or guidelines?• Do you have a Strategic Social Media Plan in place?• Have you defined a clear theme or calls to action?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Have you identified and trained your team members?
  8. 8. Elements of Strategic Plan• 360 assessment of social media capabilities• Spell out goals• Identify online community• Proposed use of social tools & platforms• Recommendations on expanded capabilities• Lay out metrics program• Competitive/peer analysis 8
  9. 9. CASE STUDYBread for World’s SM goals bread.org1. Expand and strengthen Bread’s advocacy work for poor and hungry people2. Expand our membership3. Better communicate with existing members and target audiences4. Strengthen our relationships with our members5. Fulfill our mission to end hunger here and abroad
  10. 10. E S TA B L I S H G O A L SHow can you use social media?• Raise public awareness of your mission or cause• Raise funds for a cause or campaign• Reach new constituents & supporters• Build a community of champions• Recruit volunteers• Get people to take real-world actions• Enhance existing communications programs• Involve the community in decision-making• Advance your organization’s mission
  11. 11. 2. MEANINGFUL METRICSBefore you start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
  13. 13. Map metrics to goalsBusiness goals KPIs to measure• Grow email list # newsletter subscribers• SEO: Increase online visibility increase in traffic or linkback #s• Increase comments on blog avg. # comments/post• Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks• Have visitors stick around stick rate, bounce rate• Make our content more viral # of shares• Get people to take action # of petition signatures• Get people to attend event # of registrants, year over year
  14. 14. GOOGLE KEYWORD TOOLWhy long tail keywords matter
  15. 15. EXERCISEWhat does your site rank for? Search your own site’s keyword juju on &
  16. 16. Set up a metrics program1. Get buy-in at the top2. Identify a Chief Metrics Guru & give him or her support3. Interview stakeholders across depts. to identify key goals & target audiences4. Create internal document that ties these goals to specific KPIs you can track5. Identify tools to use and begin tracking6. Print out monthly reports, circulate among key execs and managers. Make this a part of someone’s job.7. Spend time analyzing the data & drawing conclusions8. Refine and fine-tune
  17. 17. HANDOUTSTwo cheat sheets
  18. 18. Keep track of key referrersWrite down keywords & referrers sending traffic your way Deeper dive—metrics:
  19. 19. 3. CONTENT & PROCESSESThe power of storytelling Chauvet-Pont-dArc cave paintings, France, 30,000 years ago
  20. 20. C O N V E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N TYour nonprofit is a media outlet Awareness > Influence > Action > Impact
  21. 21. CASE STUDYUse personal storytellingFind emotional core, use videos or photos to make us feel
  22. 22. Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts
  23. 23. PRODUCTION PROCESSESCreate an Events Calendar Key off both internal events & community events
  24. 24. 4. USE YOUR COMMUNITYDon’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  25. 25. Build community, not eyeballs here’s an amazingdifference between buildingan audience and building a community. An audience will watch you fall on asword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
  26. 26. Find your champions!• Find the big kahunas in your sector by using a listening post. Then, influence the influencers. Post on their blogs & retweet.• Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.• Scope out Twitter Lists that intersect with your organization or social cause.• Useful tools: Klout, SocialMention, Google Analytics.
  27. 27. CASE STUDIESInvolve your supporters
  28. 28. Use social love handles! Generate an Attention Wave
  29. 29. MOBILEMuch more than Text2Give The Cove campaign: Text DOLPHIN to 44144 Start & grow a mobile list • Calls to action • Alerts • Feedback loop • Reaches new constituents Text HELPME to 30644
  30. 30. Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
  31. 31. The awesome power of freeFree content! Free resources!• •• Free videos (eg, TED talks) •• Free music & audio • TechsoupFree services! Free expertise!• Google Grants • BarCamp• YouTube for Nonprofits • PodCamp• Google Earth for Nonprofits • WordCamp • Social MediaFree software & platforms! Club• WordPress & its plug-ins• Open Office, Google docs• Drupal, Joomla
  32. 32. SOCIAL MEDIA DASHBOARDSPace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes
  33. 33. Key takeaways• Begin with an aligned strategy, not with the tools.• Measure, measure, measure. Evaluate, iterate, relaunch.• Tell your stories!• Use your community — your biggest resource: your supporters!
  34. 34. Don’t settle for the status quoIf you do not change direction, you may end up where you are heading. — Lao Tse
  35. 35. Thank you, let’s talk! JD Lasica Twitter: @jdlasica @socialbrite