Advanced Community Engagement - Nonprofit Social MediaPresentation Transcript
Maximizing Social Media for Nonprofits-Advanced Community Engagement Laura Deaton
First Things First
Social Media is NOT A Strategy Must complement an existing community engagement and outreach strategy. It is one tool in your community engagement toolkit. It can be used strategically, but it isn’t the end …it’s the means.
What’s the end then? Listen and Learn Build Relationships and Brand Awareness Grow Reputation Content Generation and Issues Awareness Increased Website Traffic and Page Rankings Resource Development
Potential Outcomes for SM KNOWLEDGE: Build awareness of programs/services ATTITUDE: Increase first‐person personal stories, testimonials, and public endorsements BEHAVIOR: Increase website click-thrus, event signups, contacts CONDITION: Increase service referrals, event participation, donations
Target Your Audience Who must you reach with SM to meet your objectives? Why? What do you already know about them? Already identified in org’s Marcommplan? How currently targeted? What do they already know or believe about your organization? What resonates? Existing effective collateral? Key points? What do you know about current 1.0 website visitors and SM traffic? Hours of the day? Research and other data?
Think Beyond the Norm Don’t make social media the “job” of the marketing team. Instead incorporate all of your org’s: Best listeners Brand builders Responders Discussion initiators Volunteer/staff recruiters
Carve out specific time. Block your calendar for regular social media time and protect it/guard it with your life.
Listen. Monitoring what stakeholders are saying about your organization. Complaints/dissatisfaction Compliments/testimonials Questions/FAQ Inquiries and Opportunities
Then Learn Keep up-to-date on related issues, local and national news, legislation, and more. Move from brand-centered listening, to competitive listening, to industry-wide listening. Bonus: Use the info you follow as content for sharing on social media.
Link to Outsiders and Allies Who are the knowledge brokers in this community? Who do people already turn to for trusted and valued information? Who are the influential people and organizations in your community that can help you spread your message? Find them and connect with them on social media.
Use SM Tools to Organize
How? Searchingfor key words and phrases. Homing in on the data, conversations, dialogue, and other bits of information. Harnessing conversations and extracting the information that helps you decide how, where, and when to engage with your community.
Building Relationships and Brand
Building Relationships and Brand Awareness Interact with key audiences Other people/orgs in the local community Service recipients Partners Potential referral sources Donors Active real-time engagement
Empower and Involve the Team Ask them to tweet regularly about your org. Mobile workers can download Twitter and Facebook Apps for their phones/Blackberrys Create a policy that encourages Tweeting and posting to your Facebook pages – Give great examples of the kinds of posts that you’d like to see. Day-in-the-life videos.
Not Just for Rank and File… Get your CEO and Board to set the example. Ask your Board members to Tweet or comment on their own Facebook pages about their activities with your organization and link to your stuff. Make it easy by posting Board Member profiles once a month.
Be personal and personable. Regurgitating marketing language or press releases doesn’t work. Be your authentic self.
Put SM Addresses Everywhere You Put your Website Address. Hard copy documents/brochures Business cards New staff orientation packets Email signatures Your website Other SM sites
Post on Weekends Check your stats. Most people get on SM on the weekends when they aren’t at work. Use a tool like Hootsuite, LaterBro, Co-Tweet, Twaitter. 11 choices here: http://clicky.me/schedule (I like Hootsuite)
1 degree Encourage board, staff, vols to use invite functions…
Widen the Net…
Use URL Shorteners They allow you to track click-thrus to see what’s working. Top 5 choices here: http://clicky.me/shorturls
Growing Reputation Serve as information hub for community. Make a strong first impression or change the way people think about your organization. Position as expertsand thought leaders.
Info Hub/Changing Perceptions
Position As Experts
Issues Advocacy Encourage stakeholders to create content Advocate for your organization’s issues Spread the word about advocacy-related events Engagement campaigns
Good Advice + More Identify an “Issue du Jour” Choose Imperfect and Timely Over Perfect and Late Show Relevance Don’t Fake It Thank Remind them of your organization’s mission. Integrate a specific fundraising appeal. http://www.blackbaud.com/files/resources/downloads/WhitePaper_ConnectingOnlineAdvocacyAndFundraising.pdf
Resource Development Spur supporters to donate Recruit and retain volunteers or staff
Volunteer Recruiting Dashboard
Increase Relevant Visitor Traffic and Page Rankings
Increased Relevant Visitor Traffic and Page Rankings Cross-promote and drive traffic to your web site, improve stickiness of site search engine results highlight targeted pages
Publicize on Your Website/Blog http://www.sah.org.uk/how-to-help/follow-us-on-facebook-and-twitter
THE Team-Driven CALENDAR
Annual, Quarterly or Seasonal Start by thinking of “big picture” umbrella events and messaging: What are your goals for the next 6-12 months? What events and campaigns do you already have identified. What are touchstone issues for your organization that can inform messaging?
Monthly Concentrate on you want to achieve each month, including date-specific events that you can use to anchor your messages: What are you discussing/sharing/promoting? What actions do you want your audience to take (particularly ones that are measurable)? What’s happening with your org this month? What’s happening in your industry this month? What’s a hot, current or trending topic this month you can comment on? What holidays can you leverage?
Daily What are you reading? What are you thinking about? What are you doing? What questions can you ask your audience? What’s happening with your organization today? What’s happening in your industry sector today? What’s a hot, current or trending topic you can comment on? What are your friends, fans and followers saying that you can repeat? What are your friends, fans and followers doing that you can acknowledge publicly? What calls-to-action can you announce to attract attention and stimulate conversations and participation? http://gigaom.com/collaboration/25-ways-to-fill-your-social-media-calendar/
The Perfect Twitter Faux Pas
How to Reach Me Laura Deaton, Full Glass Consulting Phone, Fax and Mobile: 888-784-3433 On the Web: http://www.FullGlassConsulting.com On LinkedIn: http://www.linkedin.com/in/lauradeaton Email: firstname.lastname@example.org
FACEBOOK Specific Checkpoints
“Engagement-Friendly Settings” Settings:
Default landing tab: Wall
Default view for wall: Posts by Page and Fans
Auto-Expand Comments: Check
Fans can write on the wall
Allow fans to post photos
Allow fans to post videos
Allow fans to post links
Decide….discussions or not?
A Few Other Tactics Configure your Page's "Settings" to allow more participation. Use your organization's logo as your Page picture. Use Polls to engage your fansand ask questions to engage your audience. Incorporate your Facebook Page into your e-newsletter. Ask your Likers to "Suggest to Friends" on a monthly basis. Integrate Facebook into your online donation "Thank You" web page and e-mail. Ask fellow staff, board members and volunteers to regularly give “Thumbs Ups” and post Comments. Claim your organization's Community Page. Promote your Facebook Page on other Pages via Tagging. Use new admin tools to reach out and “Like” other pages. For more: http://www.diosacommunications.com/facebookbestpractices.htm
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