Tactics & planning

1. social media bootcamp
session 2 – tactics & planning
Adriana Diaz & Marissa Wasseluk
Community Media Workshop
adriana@newstips.org -- marissa@newstips.org
Follow on Twitter @npcommunicator
http://www.communitymediaworkshop.org

2. Optimizing Facebook

3. Optimizing Timeline
• Branding
– Custom cover and tabs
• Favoriting
• Bookmarking

4. What you should be
doing on Facebook

5. Facebook
community platform
push & pull

6. 1. Allow more then one administrator
2. Open the space to your fans
3. Create unique experiences for your fans
4. Use Facebook Ads & other tools
5. Introduce and provide context to content
you share
6. Communicate visually

8. What you should be
doing on Twitter

9. 1. Create a personable avatar and profile
2. Use hashtags but make them short
3. Search, Listen & Follow
4. Retweet relevant tweets to your followers
5. Always reply to tweets directed to you
6. Create lists

10. Linkedin
Puts your nonprofit in front of new
donors, volunteers & advocates
Connects corporate donors to your cause
A new and different social channel that
provides new opportunities of
exposure!

11. What you should be
doing on Linkedin

12. Linkedin Best Practice:
• Build your presence
– Create and claim your organization’s page
– Have all employees, board members, and
volunteers link to it in their individual profiles
• Follow and share your company page

13. Your Organizational Page
• Creating your page
– What you’ll need
• A Linkedin Account
• An company-owned e-mail domain
• Your organization logo
• A 4-line organization overview / mission statement
(preferably containing an “ask”)

14. Your Organizational Page
• Creating your page

15. Your Organizational Page

16. Your Organizational Page

17. Your Organizational Page

18. Your Organizational Page
• Optimizing your page
– Take advantage of all social features
• (edit your settings to connect)
• Connect to twitter (#in)
• Show your blog posts
– Keep it as professional and complete as possible
• Logo, description, website link, put yourself in the
correct category

19. It All Comes Back to You!
• Make sure your connections see how you’re
connected to your org and other orgs.
– Add volunteer work & causes!

20. Linkedin Best Practice:
• Treat Linkedin like Facebook (but you
know, with that air of professionalism)
• Have a clear heading and succinct summary

21. What you should be
doing on Pinterest

23. 1. Think Visually
2. Promote more than products. Post
news and tips for a variety.
3. Create at least a few boards that cover
a broad range of interests
4. Add a “Pin it” button to your site
5. Add a contributors button to your board

24. :: Social Media Planning ::

25. Social Media Planning
• audience: what are they ready for? where are they?
what level of engagement are they at?
• objectives: what do you want to do to achieve your
goals? what will be accomplished?
• strategies: what is your approach? what is the
process?
• technology, tools & tactics: what are the best tools
to help you get there?
• outcomes & analysis: what will be measured? what
are the indicators of change or success?

26. Social Media Planning: People
• Develop an analysis of targeted audiences.
• Identify audience use of technology.
• Develop engagement decisions based on
analysis and impact level to define your
objectives.

27. Social Media Planning: Objectives
• Establish your objectives & goals.
• Identify what it is you want to do (to conduct
research, to create market buzz, inform and
sell products, provide support to
customers, develop and improve products and
services)

28. Social Media Planning:
Strategies
• Identify the process (listening for research,
conversing to create market buzz, rally key fans,
nurture a community, include customers to
improve products)
• Identify what it is you want to change if you are
successful with your objectives--impact.
• Identify how you will measure these changes.
• Learn to adapt to changes in the process.

29. Social Media Planning: Technology
&Tactics
• Identify the tools needed to
communicate, engage and measure your
success.
• Identify how the tools will be used.

30. Key Strategies: Nurturing
Investing Tools & Time A Community:
Building authority
Sustainability strategy: Allowing
supporters to help each other
Energizing Supporters strategy: Rallying key
supporters towards an action or cause
tools
Conversing & Buzz strategy: Building relationships by
creating and participating in conversations--direct
engagement
Listening & Monitoring strategy:
Collecting info and insights through conversations
time