Social Media Strategy by Ms. Shai Coggins

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Social Media Strategy by Ms. Shai Coggins

  1. 1. MS NGO Day Philippines Davao - Manila 22 & 24 Feb 2011 #msngoDAV | #msngoMNL Growing Social MediaStrategies for Nonprofits Presentation by Shai Coggins (@shaicoggins) Manager, Communications Connecting Up Australia (@ConnectingUp) http://connectingup.org/
  2. 2. Growing Social Media Strategies for Nonprofits by Shai Coggins (@shaicoggins)MS NGO Connection Day - Davao & Manila - February 2011
  3. 3. Social Media Growth Stages Sit Crawl Walk Run Fly Where’s your nonprofit at right now?Partly based on Beth Kanter’s Social Media Strategy Blocks (http://bethkanter.org/ | Twitter: @kanter)
  4. 4. Social Media Strategy in a Nutshell Plan Execute Measure & Analyse RINSE & REPEAT
  5. 5. Growth Stage: SIT•Awareness•Taking Notice•Acknowledge the Need•Tentative Attempts
  6. 6. Growth Stage: CRAWL•Start 1 - 2 accounts•Ad hoc updates•No ownership•1-2 people organisationawareness•Broadcasting mode
  7. 7. Growth Stage: WALK•Support from top level•Staffing allocation (part-time/full-time)•Updates more often, noschedule•Start @replies, etc•Creation of original content
  8. 8. Growth Stage: RUN•Managed by full-time staff•Scheduled and plannedupdates•Organisation-wideawareness•Engagement with RTs,hashtags, etc•Regular original content•Multimedia use•Basic analytics
  9. 9. Growth Stage: FLY•Organisation-wide use•Facilitation•Strong communityengagement•Co-creation of content withcommunity members•Community ownership•Effective use of additionaltools (analytics, etc)
  10. 10. From SIT to CRAWL Plan Execute Measure & Analyse•Identify simple •Focus on one tool or •Generalgoals platform at a time observations •Post relevant updates whenever possible
  11. 11. From CRAWL to WALK Plan Execute Measure & Analyse•Create goals •Improve use of tools •Basic statistics•Include plans for through engagement (number of views,engagement •Create original comments, etc)• Identify staff for contentaccountability
  12. 12. From WALK to RUN Plan Execute Measure & Analyse•Allocate full time •Enhance online •Identify bothstaff profile through the use quantifiable and•Include of more tools qualifiablemeasurement in •555+ Guideline (5 measurementplanning about you/original•Content calendar posts, 5 replies, 5creation retweets, + welcomes, DMs, thanks, #FFs, etc
  13. 13. From RUN to FLY Plan Execute Measure & Analyse•Include community •Encourage •Use statistical toolsand stakeholders community-generated (eg, Social Sprout,•Social media policy content Radian6, Twittalyzer,for organisation •Community-driven etc) initiatives •Report writing •Organisation-wide use
  14. 14. FLY higher Plan Execute Measure & Analyse•Community sharing •Teaching others, •Helping others toinclusion encouraging others to measure success use •Sharing of resources
  15. 15. Salamat! Shai Coggins (@shaicoggins) sc@connectingup.org

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