Finish Line Project

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  • 1. Friending the Finish Line: Launch Webinar Social Media Nonprofit Best Practices Webinar : July 27, 2011
  • 2. Introductions Liane Wong State Teams/Roll Call Beth Kanter Spitfire Team Momsrising M i i First Focus FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 3. Brief Introduction of Project  Foundation expectations  Focus on results, not tools  Learning and measurement g  Questions? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 4. Project Approach Social Media capacity building in Finish Line support system Details in the Launch Packet Coach is the first call for help Questions? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 5. Webinar Agenda Q Quick Demo: Wiki and Facebook Group ( minutes) p (5 ) Social Media Nonprofit Best Practices (60 minutes) Other questions (10 minutes)Interactive: Use the chat to ask your questions as we go and share your experience and ti ! i d tips! FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 6. Quick Demo: Wiki and Facebook Group Facebook Group: http://on.fb.me/finish-line-fb  Water Cooler Conversations, Just in Time Sharing/Questions g  Closed Group, Request to Join Wiki http://friending-finish-line.wikispaces.com/  “See Through Filing Cabinet”  Journal and “Over the Shoulder Learning” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 7. Best Practices Avoid Shiny Object Syndrome Social culture SMART social objectives Measurement Ladder f L dd of engagement t Get Attention, Engage, Convert to Action, Fall in Love Content to Serve, Content to Convert Serve Time for learning FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 8. 1: Avoid Shiny Object Syndrome New tools come and go, but strategy sustains! FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 9. 1: Have A Strategy For Adopting New Technology Technology Hype Cycles Source: Gartner FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 10. 1: No Brand Opportunities Yet, Testing As Individuals FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 11. 1: No Wait .. Google Just Made This Announcement!! FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 12. 1: Avoid Shiny Object SyndromePoll: What is your strategy for incorporating new platforms? Early Moderate Wait W it FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 13. 2: Create A Social Culture: Discuss Issues Sharing control of branding and  messaging Dealing with negative comments Addressing personality versus  organizational voice  (trusting  i ti l i (t ti employees) FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 14. 2: Social Media Policy: The Rule Book • Encouragement and support • Best practices • Tone • Why policy is needed • Expertise • Cases when it will be used,  • Respect distributed • Quality • Oversight, notifications, and  legal implications l l l • Additional resources dd l • Training • Guidelines • Operational Guidelines • Identity and transparency Identity and transparency • Escalation • Responsibility • Confidentiality  • Judgment and common Judgment and common  sense Examples: http://www.bethkanter.org/trust-control/ FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 15. 2: Facebook Specific: Community Guidelines “Girl Scouts of the USA welcomes interaction, discussion, interaction discussion commentary, questions and criticism but ask that comments are kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelines guidelines. Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 16. 2: Advice from Finish Line GranteesDo you have a social media policy? 27% Yes NoType into Chat: Why valuable? What is your besttip? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 17. 3: Identify SMART social objectivesResults - Communications StrategyIncrease website traffic by 25% by November 1, 2012.State Senator Smith responds to call to action with a story about her kids’ healthpriorities by November 1 2012 1,Tactical - Tool Specific MetricsIncrease audience connections through Facebook to 1000 by June 1, 2012.Increase comments with fans on FI t ith f Facebook t 3 comments per post by June 30, b k to t tb J 302012Capacity - Content, People, Time, Adoption, Learning, Research p y , p , , p , g,Integrate social media across organization staff and departments, by engaging ourPolicy Director such that she sets social media goals by October, 2011, and reachesthose goals by June, 2012 FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 18. 3: SMART Social Objectives for Children’s HealthType into the Chat: What is your organization’s organization sSMART social objective? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 19. 3: Measurement Flickr photo by tomschenkenberg FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 20. 3: Use Benchmarks To Measure in Context Median number of Fans: 385 Comments Per Post: Less than 1 Monthly Posts: Average 2 per week FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 21. 3: Use Valid Metrics Grid ATTENTION ENGAGEMENT ACTIONMESSAGESCHANNELS Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, MobileTACTICSINFLUENCERS Metric Metric Metric Reach Engagement ActionTARGET  Metric Metric MetricAUDIENCE Reach Engagement g g Action FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 22. 3: Use Valid Metrics Grid: Facebook Example ATTENTION ENGAGEMENT ACTIONMESSAGES Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, MobileCHANNELSTACTICSINFLUENCERS Healthcare reporters and  Pediatricians comment on the  Governor sites one of the  regional newspapers “like”  page physicians in their state of  the page state address Pediatrician shares post on their   Hear about a story idea  own page State Lawmaker uses story  from a shared connection from our FB page in her  constituent newsletterTARGET TARGETAUDIENCE FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 23. 3: Use Valid Metrics Grid: Facebook Examples ATTENTION ENGAGEMENT ACTIONMESSAGESCHANNELS Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, MobileTACTICSINFLUENCERSTARGET  Number of Fans Comments Per Post Conversions Traffic Referral Shared Stories DonationsAUDIENCE Feedback % Impressions Signatures Phone Calls Saved Time FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 24. 4. Attention in An Age of Media Overload Traditional Social  Tradigital Media OwnedSource: Steve Rubel FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 25. 4: How Momsrising Gains Attention FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 26. 5: Ladder of Love on Facebook Attention Engagement Action Love  Love FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 27. 5: Get Attention FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 28. 5: Engagement FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 29. 5: Convert to Action FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 30. 5: Convert to Action FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 31. 5: Fall in Love FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 32. 5: Attention: Custom Landing Page FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 33. 5: Attention: Promote Facebook on Other Channels “See what we’re talking about and join the conversation” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 34. 5. Attention: Promote Facebook on Other Channels FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 35. 5: Attention: Promote Facebook on Other Channels Type into the chat: What creative ways are you promoting your Facebook Page offline? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 36. 5: Getting Attention: Facebook Ads  “Like” our Facebook Page  Promote events  Promote online petitions  Other FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 37. 6: Engagement: Be Enchanting Become an expert at starting conversations Ask different kinds of questions Always be commenting Run online “chats” or engagement events FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 38. 6: What’s the secret engagement? Ask Questions Question Brainstorm Tool Specific  Yes or No Timely  Edgy  Photo  True or False Direct Preference Fun Events Experience Humanistic Tips Mad Lib FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 39. Beethoven Festival Fan PageSpecific  What is your favorite Beethoven Symphony?Yes or No Is Beethoven’s Fifth Symphony your favorite?Timely  Today is Beethoven’s Birthday!  How are you celebrating?Edgy  Do you think music in the schools should be cut from public school budgets?Photo  What do you think of Beethoven’s family portrait?True or False True or False:  Beethoven was completely deaf when we wrote the 9th Sy p o y SymphonyDirect Why do you think people love or hate classical music?Preference Do you like early or late Beethoven?Fun If you were stuck on a deserted island with one Beethoven CD to listen to …. If you were stuck on a deserted island with one Beethoven CD to listen toEvents Who is attending our All‐Beethoven Piano Music concert?Experience What was your favorite moment from our All‐Beethoven Piano Music concert  last night? last night?Humanistic Have you seen someone fall  asleep at a classical music concert?Tips What is your favorite restaurant for before concert dining?Mad Lib d b If  Beethoven’s (fill in the name of piece) was on the concert program, I  f h ’ (f ll h f ) h would not miss it for the world.
  • 40. 6: Chat Exercise Chat Exercise: Think about your organization s organization’s communications goals around Children’s Healthcare. . What are some questions you can ask your audience on Facebook t engage them and encourage them to share F b k to th d th t h their stories? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 41. 6: Identify and Empower the Fans that Love You! Track Recognize Survey Evaluate Proposal/Tools P l/T l Engage and  Amplify FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 42. 7: Content to Serve, Content To Convert FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 43. Content As Food Preparation: The Shopping List and PantryFor Facebook (and Twitter), Whatcan be chopped into small pieces?
  • 44. Spreadsheet: Who is Posting What, Where, WhenRecycle, Repurpose, Reimagine
  • 45. What did they like most? Repeat, Tweak, and Test Again
  • 46. 7: Content To Convert: Custom Content Tabs FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 47. 7: Content To Convert: Custom Content Tabs FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 48. 7: Content To Convert: A/B Testing to Track Conversions FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 49. 8: Time for Learning “Metrics Monday”y “Joyful Funerals” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 50. Best Practices Avoid Shiny Object Syndrome Social culture SMART social objectives Measurement Ladder f L dd of engagement t Get Attention, Enchant, Convert to Action, Fall in Love Content to Serve, Content to Convert Serve Time for learning FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
  • 51. QuestionsQuestions? Type them into the chatChat Exercise: What is one idea that you can put into practice to improve your organization’s use of Facebook? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES