BASICS SOCIAL MEDIA CAMPAIGN GUIDE LEAD Capstone Application Project By: Justin Doss
BASICS SOCIAL MEDIA CAMPAIGN GUIDE What is BASICS?Brothers and Sisters In Christ Serving (BASICS) inMilwaukee, is a Christian organization which provides“ministry outreach leadership and resources” toprepare indigenous leaders to support sustainablecommunity development by integrating spiritual,social and physical aspects into the change process.
BASICS SOCIAL MEDIA CAMPAIGN GUIDEMission Statement:To help build relationships between suburban and urban communities and to engage people in both communities to start working together as partners to make a difference in the city. We want to develop leadership skills where that is needed in the community to bring about change with the idea of transforming lives, neighborhoods and communities through the process of bringing Jesus Christ and his love to our city.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE➲ What is The Captive Project The Captive Project is an evangelical urban outreach Focused on the youth with the Gospel of Jesus Christ Creating bridges that link Suburban and Urban Ministries
BASICS SOCIAL MEDIA CAMPAIGN GUIDEOverall Objective of BASICS/Captive Project: Christians united to transform lives and cities Making disciples for Christ Preaching the Gospel staring in the high crime communities of Milwaukee Building long term effective relationships to multiply the kingdom of God throughout the entire urban community.
BASICS SOCIAL MEDIA CAMPAIGN GUIDEBenefits of a successful Social Media Campaign➲ Interested Partners➲ Interested Investors➲ Interested Volunteers➲ Saves BASICS Money
BASICS SOCIAL MEDIA CAMPAIGN GUIDEWhy a Social Media Campaign?Statistics show: 51% of wealthy donors prefer online giving 52% use YouTube 14% use MySpace 12% use Flickr 9% use FacebookNonprofit organizations that utilize social media include:American Red CrossThe Humane SocietyAmerican Cancer Society
BASICS SOCIAL MEDIA CAMPAIGN GUIDEHow to Succeed with a Social Media Campaign?What works? There must be a clear and achievable goal set before broadcast There must be an urgency created by having a short deadline We must be able to leverage and utilize existing networks We must make giving (donations) easy and clear We must be able to show our plans for the money We must recognize our top donors that give
BASICS SOCIAL MEDIA CAMPAIGN GUIDEMain objective:Create awareness: Prospective Volunteers Potential Partners/Investors Pass the Torch/Next generation
BASICS SOCIAL MEDIA CAMPAIGN GUIDEStrategy Step 1: Establish a Clear Focused Vision Step 2: Obtain Commitment from Management Step 3: Perform Research Step 4: Create and Prioritize Goals Step 5: Create and Design Tactics to Achieve Goals Step 6: Determine the Cost and the Budget Step 7: Plan and Create Content Step 8: Measure and Monitor Results
BASICS SOCIAL MEDIA CAMPAIGN GUIDEVolunteer Recruitment Start a Facebook fan page and invite volunteers to “like” it. Set up your project as a calendar event on Facebook Invite volunteers to sign up and to invite their friends as well. Send a personal message to each volunteer that signs Confirm Volunteer attendance Create a Twitter account for the project Ask volunteers to “follow the account Use Twitter to share #volunteer opportunities Create a video about the project and its importance Asks people to get involved and invite others Share the video through the project’s Facebook/Twitter
BASICS SOCIAL MEDIA CAMPAIGN GUIDEVolunteers Retention Create a blog to build community around our volunteer projects Allow Volunteers to share the founding story of the agency or neighborhood partner; share stories about project impact Recognize a stellar volunteer by telling their story Invite volunteers to contribute stories to BASICS blog and their own Ask Volunteers to reflect on their participation, the difference it makes and why it matters.
BASICS SOCIAL MEDIA CAMPAIGN GUIDEVolunteer Retention Post project photos on BASICS FB page for volunteers to enjoy and share. Invite volunteers to post their own on our FB page and theirs. Engage volunteers between volunteer projects by holding a photo or video contest. Ask volunteers to post their best photo or video footage of the project on our BASICS YouTube channel and ask our community of volunteers to vote for the best one.
BASICS SOCIAL MEDIA CAMPAIGN GUIDEVolunteer Recognition Tell a phenomenal volunteer’s story through a blog post. Interview your nonprofit partner or a beneficiary of the service project about why it matters to them and share the video with your volunteers online as a thank you message. Post statistics/Make YouTube videos about the impact our volunteers are making on BASICS Facebook/Twitter page.
BASICS SOCIAL MEDIA CAMPAIGN GUIDEVolunteer Recognition Write a note of thanks on a volunteer’s Facebook wall, tweet about their success Invite volunteers to support our social media efforts. Volunteers can manage all of our social media ideas as part of their volunteer commitment to BASICS.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE
BASICS SOCIAL MEDIA CAMPAIGN GUIDE
BASICS SOCIAL MEDIA CAMPAIGN GUIDE➲ Why YouTube?
BASICS SOCIAL MEDIA CAMPAIGN GUIDEWhy YouTube? 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second. Over 4 billion videos are viewed a day Over 800 million unique users visit YouTube each month Over 3 billion hours of video are watched each month on YouTube More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years 70% of YouTube traffic comes from outside the US YouTube is localized in 39 countries and across 54 languages In 2011, YouTube had more than 1 trillion views In 2011 there were almost 140 views for every person on Earth
BASICS SOCIAL MEDIA CAMPAIGN GUIDE➲ Why Twitter?
BASICS SOCIAL MEDIA CAMPAIGN GUIDEWhy Twitter? 225 million users Generating 65 million tweets a day Over 800,000 search queries per day 25 billion tweets sent on Twitter in 2011 100 million new accounts added on Twitter in 2011
BASICS SOCIAL MEDIA CAMPAIGN GUIDE➲ Why Facebook?
BASICS SOCIAL MEDIA CAMPAIGN GUIDEWhy Facebook? 1 in every 13 people on Earth is on Facebook 71.2 % of all USA internet users are on Facebook Average user has at least 130 friends People spend over 700 billion minutes/month on Facebook 48% of young Americans say they find out about news via FB 48% of 18 to 34 year olds check FB when they wake up
BASICS SOCIAL MEDIA CAMPAIGN GUIDEListening and EngagingSteps for listening and monitoring:1. Do keyword research with Googles keyword tool2. Choose your listening & monitoring tools3. Build monthly listening reports that matter to BASICS goals and analyze4. Monitor conversation involving services, events, and leaders daily and respond to positive and negative mentions.5. Make organizational changes based off our analysis6. Repeat monthly, quarterly, and yearly
BASICS SOCIAL MEDIA CAMPAIGN GUIDEWeb content Writing emails, Blogs,e-books Video Podcasts Applications Widgets Pictures
BASICS SOCIAL MEDIA CAMPAIGN GUIDE Measure our Success Google Alerts allows you to see other places on the web that picked up your social promotion and delivers the information straight to your inbox. Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website makes it possible to identify which tweet or post from your social outlets generated the most quality clicks to that page? Google Basic Tracking allows you to determine the number of people clicking on your social media buttons from your website during the length of your social campaign.
BASICS SOCIAL MEDIA CAMPAIGN GUIDECelebrate your Success!
BASICS SOCIAL MEDIA CAMPAIGN GUIDEThanks for your time!