Social Strategy for Non-Profit Organizations


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  • Technology – thinking outside the blue square boxes
  • There are a lot of numbers out there. Followers, fans, likes, comments, shares, subscribers, page views, referrer visits. A lot of times people think that they’re missing something because their numbers all show positive growth.
  • But the issue is that they’ve got the wrong numbers all together. And for some people, that makes the thought of social media analysis very scary.
  • But you can’t be intimidated, because people are going to want to know how you’re doing. How you’re really doing. (This is your board. Your stakeholders. Your volunteers.)
  • Your data also helps you reevaluate your Social Media strategy and enhance your bonds with your community (Your donors. Your volunteers. Those you serve.)
  • There is actually a lot that you can measure with Social Media but I chose only two: reach – because I feel that it is often the most mis-reported metric and engagement – because it is one of the most important and under-valued metrics.
  • The first metric you should be looking at is reach. If you are only looking at your fans/followers/subscribers, you are really missing the larger picture of who is actually viewing your content.
  • Via insights > excel > page level
  • 126 followers on average
  • Page stats
  • Web stats either platform provided or another party like GA. Pro tip: whatever you use on your page, use on your blog.
  • Video Manager options
  • Look at it on a per post basisWhen are you reaching the most people? Day / TimeWhat content types are reaching the most people? People online can be very passive consumers so it’s important to note what your true audience looks like. Maybe you have 6,000 fans but you are only reaching 126 of them because your audience is otherwise occupied when you are posting it. Maybe 7pm is when everyone is online! Experiment!
  • Reach is great, but what you really want to understand is engagement. Giving someone only reach is like saying how many people came to a party. That great. What did they do? What did they eat? Did everyone enjoy the cheese plate?
  • Above Comments, Likes & Shares
  • Above Comments, Likes & SharesAbove Re-tweets and Mentions
  • Above Comments, Likes & SharesAbove Re-tweets and MentionsAbove clicks
  • Above Comments, Likes & SharesAbove Re-tweets and MentionsAbove clicksAbove comments
  • Above Comments, Likes & SharesAbove Re-tweets and MentionsAbove clicksAbove commentsUm, you have to use all of these
  • Facebook: Insights gives you a per post metric called virality which I like to useYouTube: look at audience retention. What are the common drop off points?
  • REACH – What is no one looking at? ENGAGEMENT - Unlikes / Hides / Dislikes
  • Technology – thinking outside the blue square boxes
  • LinkedIn operates the world’s largest professional network on the Internet with 161 million members in over 200 countries and territories.
  • A woman at one of the non-profits I’ve worked with once mentioned that a large part of her job was FRIENDraising and I love that term because, for better or for worse, that is often something that must be done at an NPO. The easiest way to share information about your organization is by sharing news on your personal profile & working your network.
  • …but you don’t want to inundate people or be overly annoying, right? Make sure what you share with your network are important initiatives, upcoming events and the hits. And make sure you are not the only person doing this!
  • Even if you don’t have a blog RSS to add to the page. Even if you only have so many followers, this is a great place to post Jobs, Volunteer & Donation Needs, Events, Success stories, etc.And make sure to share from this page so it gets visibility!!! And, again, make sure everyone involved is following and sharing updates. You never know where a potential donor will be looking!
  • Next I want to talk about geo-social or geo-location.
  • According to Pew research in 2011, 1/10 adults use geosocial or “check in” services. I really like 4sq because of all the opportunities it presents:- Your Location – tip: provide a badgeOther Locations – tip: leave TIPS thanking community partners for supporting your cause or calling attention to items for purchase that are donated to you. Lists – tip: create a list in 4sq of supporter locations.Events – tip: invite people to check in (& maybe include why they are participating), include on your signs.
  • I also consider event sites like meetup & yelp a great way to build awareness and, one up, foster a sense of community. Plus, on Meetup / yelp - great to use in lieu of a formal site calendar. If the particular platform that you are using allows you to connect with attendees, this is a great opportunity for you to thank them for their participation and share similar, upcoming events, other volunteer needs, etc.
  • If YOU are going to a conference or event monitor conversations about those events on geo-social platforms or on twitter and make the connection.Lisa’s story.Great for the time challenged.
  • Social Strategy for Non-Profit Organizations

    1. 1. HELLO!• Lifestyle blogger since age 15• Professional blogger since 2007• Social Media for AAA since 2009• Ignite Wilmington 5, Speaker• New Castle County Chamber of Commerce, Speaker & Panelist• Consultant & speaker for non-profit orgs• Career Path of Corporate Social Strategist, Interviewee• Ronald McDonald House of Delaware, Adviser & Volunteer• New Castle County Chamber of Commerce Social Media Advisory Group, Member• Forrester report on Social Media Analysis interviewee• Chatterbox• Culture consumer• Internet addict• People person• Volunteer• Nerd @katidriscoll
    2. 2. HELLO AGAIN!• Social Media Club Lead (Community Manager): Mid Atlantic and South Jersey• Experience with Online Advertising company in Delaware: Public Relations, Marketing, Social Media Manager• Published works in:, PPC Hero, Google Analytics book• ‘Night with the Pros’ Panelist University of Delaware PRSSA• Social Butterfly• Coffee Addict• Definition of #SocialMediaProblems @lisaquinn
    3. 3. • Strategy: • Defining objectives • Allocating resources • Creating conversations • Understanding your audience • Developing your content• Technology • Video • LinkedIn • Geo-Social• Analytics • Reach • Engagement• Q&A
    5. 5. OBJECTIVE: Decide which way are you going
    6. 6. Why are you starting?
    7. 7. RESOURCES: How does social media fit?
    8. 8. Do I have enough…
    9. 9. What do you need? Team – Time – TLC
    10. 10. CONVERSATION: It goes both ways
    11. 11. Are you talking to yourself?
    12. 12. Identify Your AUDIENCEAudience
    13. 13. CONTENT: Where’s the value?
    14. 14. Provide variety to your followers and fans
    15. 15. Best Practice: schedule and frequency
    16. 16. GOAL: Build Meaningful Relationships
    17. 17. Technology
    18. 18. Video- Break from the pack
    19. 19. STAND OUT! Personal, informative,concise message.
    20. 20. QUALITY- Audio , Lighting , EditingCONTENT – Length, Uniqueness, ValueMARKETING- Social, Website, Research
    21. 21. • 62 million members in the US alone • 161 million members worldwide • Over 2 Million companies on LinkedInLINKEDIN • As of March 31, 2012, LinkedIn counts executives from all 2011 Fortune 500 companies as members… • 4.2 billion professionally- oriented searches on the platform in 2011 • As of March 31, 2012, students and recent college graduates are the fastest- growing demographic on LinkedIn (Source: LinkedIn)
    22. 22. Do a little “Friendraising”
    23. 23. Without being annoying
    24. 24. If you’re only using your personal page to promote your NPO,you are missing some delicious low-hanging fruit.
    25. 25. USE. YOUR. COMPANY. PAGE.
    26. 26. GEO-SOCIAL
    27. 27. Enhance your event experience with foursquare.
    28. 28. Share your events.
    29. 29. Don’t just create events,watch them.
    30. 30. Social Media Analytics
    31. 31. How do we extract meaning & value from our numbers?
    32. 32. Math: ur doin it wrong
    33. 33. You need to know more about your network because they want to know more about your network.
    34. 34. Use your data to guide your decisions &strengthen your community bonds.
    35. 35. wo simple ways to assess your online communities.
    36. 36. REACH
    37. 37. REACH >> The Forest ViewHow are people interacting with your content?
    38. 38. Daily Total Reach
    39. 39. Daily Total ReachFollowers + RT & @ Follower Network
    40. 40. Daily Total ReachFollowers + RT & @ Follower NetworkUnique Visitors
    41. 41. Daily Total ReachFollowers + RT & @ Follower NetworkUnique VisitorsVisitors
    42. 42. Daily Total ReachFollowers + RT & @ Follower NetworkUnique VisitorsVisitorsUnique Views
    43. 43. REACH >> The Tree View
    44. 44. Who are these people and what do they want?
    45. 45. ENGAGEMENT
    46. 46. ENGAGEMENT >> The Forest ViewHow are people interacting with your content?
    47. 47. Daily Page ConsumptionsDaily Page Engaged Users
    48. 48. Daily Page ConsumptionsDaily Page Engaged UsersURL clicks
    49. 49. Daily Page ConsumptionsDaily Page Engaged UsersURL clicksEngagement
    50. 50. Daily Page ConsumptionsDaily Page Engaged UsersURL clicksEngagementTrackbacks
    51. 51. Daily Page ConsumptionsDaily Page Engaged UsersURL clicksEngagementTrackbacksLikes, Comments, Shares, Favorites
    52. 52. ENGAGEMENT >> The Tree View
    53. 53. Use negative feedbackto help fix your content
    54. 54. Questions?
    55. 55. @katidriscoll on…• TWITTER• LINKEDIN• @lisaquinn on… • TWITTER • LINKEDIN
    56. 56. IMAGE CREDITS:Ignite W5: Station: front: Relationships: Race: Machine: tape: Math: Glue:, Netflix, give it a rest: & compass:, I fixed it: hanging fruit: Bubbles: platform images courtesy of their respective platforms.