Create Impact with a Social Media Strategy PRESENTED BY JD LASICA Founder, Socialbrite.org | firstname.lastname@example.org/16/11 Footer
What we’ll cover today1. Lay the groundwork2. Meaningful metrics3. Production processes4. Create content, tell stories5. Use your communityQ&A, hugs, tearful goodbyes
Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialbrite.org/bbcon
Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #bbpaciﬁc (I’m at @jdlasica)
Christmas in March! http://socialbrite.org/bbcon
RESOURCESSocialbrite Sharing Center http://socialbrite.org/sharing-center
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?
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
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
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
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)
THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, whyFunnel ACTIONof love
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
GOOGLE KEYWORD TOOLWhy long tail keywords matter https://adwords.google.com/o/Targeting/Explorer
EXERCISEWhat does your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com
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
Keep track of key referrersWrite down keywords & referrers sending trafﬁc your way Deeper dive—metrics: socialbrite.org/bbcon
3. CONTENT & PROCESSESThe power of storytelling Chauvet-Pont-dArc cave paintings, France, 30,000 years ago
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
CASE STUDYUse personal storytellingFind emotional core, use videos or photos to make us feel invisiblepeople.tv
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
PRODUCTION PROCESSESCreate an Events Calendar Key off both internal events & community events
4. USE YOUR COMMUNITYDon’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
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”
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.
CASE STUDIESInvolve your supporters 350.org livestrong.org
Use social love handles! Generate an Attention Wave
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
Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
The awesome power of freeFree content! Free resources!• ﬂickr.com/creativecommons • Socialbrite.org/sharing-center• Free videos (eg, TED talks) • Creativecommons.org• 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
SOCIAL MEDIA DASHBOARDSPace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash
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!
Don’t settle for the status quoIf you do not change direction, you may end up where you are heading. — Lao Tse