Social media strategy for nonprofits


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A Master Class on social strategies for nonprofits.

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Social media strategy for nonprofits

  1. 1. 6 steps to createa powerhouse social strategyfor your nonprofit A Master Class for CharityHowTo JD Lasica Founder,
  2. 2. What we’ll cover todaySocial media ecosystem1. Lay the groundwork2. Fun with metrics!3. Get proactive4. Launch & tell stories5. Use your community6. Integrate your effortsBonus toolsQ&A, summary, hugs, tearful goodbyes
  3. 3. Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography (all sites in this talk have been tagged for later retrieval)
  4. 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtags: #strategy #charityhowto
  5. 5. 7 color handouts. Be happy! Share them at
  6. 6. Glossary for new terms “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
  7. 7. Socialbrite Sharing Center
  8. 8. ECOSYSTEMTypes of social media• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube, Vimeo, Viddler)• Widgets• Photo sharing (Flickr, Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
  9. 9. Dizzying growth77% US adults are frequent social media users.*141 million active blogs (vs. 12,000 in 2000); almost 1 million blogposts created per day; over 346 million people globally read blogs6 of top 10 websites in US are social sites (YouTube, Facebook,Wikipedia, Blogger, Craigslist, Twitter)Flickr: 35 million people, 4 billion-plus photosTwitter: 300,000 new users per dayYouTube: 2 billion videos streamed per dayText messages per day: 4.5 billion(vs. 400,000 in 2000)Whenever someone opens a computer, 60% of time it’s for socialreasons. *source: Nielsen Online, spring 2010
  10. 10. Facebook: The social network 73% of US Internet users are on Facebook
  11. 11. 1 . L AY T H E G R O U N D W O R KBig picture reality checkBefore we talk tools, technology or campaigns, do aself-assessment with your team.Why are you doing this?What core values drive yourorganization?What change would you liketo see in the world?Is there clarity about what yourorganization is trying to achieve?Why should people care?Do you have an idea worth spreading?
  12. 12. Before you plunge in ... Do you have a social media policy or guidelines? Do you have a Strategic Plan in place? Have you researched your audience/community? Have you identified your social media team members and are they properly trained? Do you have buy-in from top management Do you know how to build evergreen programs before campaigns? for policies, best practices
  13. 13. Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  14. 14. Begin with a strategy document
  15. 15. Strategic Plan elements 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
  16. 16. Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before the Ask Deeper dive—monitoring:
  17. 17. Free & low-cost monitoring Deeper dive—monitoring:
  18. 18. 2. FUN WITH METRICSBefore you start, measure!
  19. 19. SMART objectives Specific Measurable Attainable Relevant Time-bound
  20. 20. ‘Data is better than gut’ — George Weiner Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
  21. 21. Set goals, map metricsGoals Metrics to measure Grow email list of supporters # newsletter, RSS subscribers Increase comments on blog avg. # comments/post Increase website visibility increase in traffic or linkback #s Increase positive mentions mentions in blogs & social of organization or cause 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 Deeper dive—metrics:
  22. 22. Bread 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
  23. 23. Track your successTrack the benchmarks & goals you set down:For ongoing social media efforts: Web stats (Google Analytics) Url click-throughs ( Facebook fan growth & engagement Twitter followers & engagement Survey responses Comments receivedFor integrated social media campaigns: Monitor social media activity Optimize content, try to make it viral Interact with target audiences Use customer feedback loop for product research and development
  24. 24. Google AnalyticsWho loves ya, baby? See which Twitter users drive most traffic
  25. 25. Facebook Insights
  26. 26. Google Keyword tool
  27. 27. 3. GET PROACTIVECreate an Events Calendar Key off of events in your community
  28. 28. Facebook s live events
  29. 29. Create an Editorial Calendar Map out a weekly or monthly game plan
  30. 30. 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”
  31. 31. 4. LAUNCH & TELL STORIESUse personal storytelling Find emotional core, use videos or photos to make us feel
  32. 32. Evolve your content strategy Build up a following organically
  33. 33. Create lightweight media Don’t look now but you’re a content creator! Room to Read: Winner of TechSoup Storytelling Challenge Deeper dive—media:
  34. 34. Open your blog to guest posts
  35. 35. Create a conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub ( Twitter Contest site Deeper dive—community:
  36. 36. Give your content a social life Conversation, not marketing
  37. 37. Your FB news feed? Bad news Facebook rewards conversation, punishes inactivity
  38. 38. JD’s 60-30-10 Twitter rule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
  39. 39. Enable friction-free conversations Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: with multiple log-in options. Top: The new Facebook Comments on
  40. 40. Use hashtags to join conversations Find relevant hashtags through Twitter Search or Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media At left, widget found at:
  41. 41. CASE STUDYInvolve the community
  42. 42. CASE STUDYDeep engagement
  43. 43. CASE STUDYDeputize partners & supporters FreeSpeechTV & One Nation March Photo on Flickr by Jobs With Justice
  44. 44. 5. USE YOUR COMMUNITY Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. 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. Connect with other social media influencers through their blogs and other networks.Deeper dive—monitoring & community:
  45. 45. Use social love handles! Generate an Attention Wave to socialize your campaign
  46. 46. Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
  47. 47. Tap into the sharing community Creative Commons photo on Flickr by Jason Means Don’t do all the heavy lifting!
  48. 48. The awesome power of freeFree content! Free resources! Free photos 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
  49. 49. • Rich source of free commercial & noncommercial images • Flickr: 160 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
  50. 50. 6 . I N T E G R AT E Y O U R E F F O R T SSocial media can feed your list Be opportunistic: Take advantage of email signups on Facebook
  51. 51. Is your strategy aligned? thehopeinstitute.usMoving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
  52. 52. Social media dashboards Hootsuite Cotweet Tweetdeck Spredfast Threadsy Netvibes
  53. 53. BONUS TOOLSCauses now supports projects
  54. 54. Fundraising: Going social
  55. 55. Metrics on network effect
  56. 56. Final thoughtsBegin with a plan, not with the tools.Nice & easy does it. Be patient.Get aligned & integrated, attack the silos.Make email, events & social media work together.Build internal & external relationships. Understand& manage your organization’s capacity.Go deep, not wide.Make it super-easy for others to use your content.Don’t forget to listen and to measure!Evaluate, iterate, relaunch. Be flexible & nimble.Don’t do all the heavy lifting. :~)
  57. 57. Resources & tools What you’ll find at Free tutorials on the best way to use Facebook, Twitter & blogs 24 online fundraising sites Top cause organizations Free reports Free photo, music, video directories Collaboration tools Geolocation tools How to use mobile strategically Tons more. All free & shareable.
  58. 58. Biggest resource: Your supporters
  59. 59. Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: Twitter: @jdlasica @socialbrite
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