The document provides an overview of a multi-channel communications strategy and strategic engagement plan for social media. It includes case studies on effective multi-channel fundraising and outlines the key components of a basic strategic engagement plan for social media, including defining objectives, audience and strategy, and proposing specific tactics across various social media platforms like Twitter, Facebook, YouTube, blogs and RSS feeds. Workflow processes and daily tasks are scheduled to efficiently manage the social media presence.

1. Multi-ChannelCommunications

2. Pursuant Matrix 2

3. Current Communication Strategy

4. Ideal Communication Strategy

5. Cultivation Acquisition (donor) Data Capture Retention Recognition (stewardship) 5

6. Cultivation Acquisition (donor) Data Capture Observation Retention Recognition (stewardship) 6

7. Case Study Pursuant Client in higher education Telemarketing channel consistently showed the highest ROI Used PURL postcard to direct potential donors to a microsite with video message – no ask Provided client with data about who had opened and viewed the main video Client used data to prioritize who was called

8. Case Study 30% lift from previous year telemarketing

9. Case Study Strategic One and Convio collaborated for the study Analysis was done for the SPCA of Texas Compared donor value, average gift and retention rates across online and offline donation channels

10. Case Study Key Findings: Long Term Donor Value - Dual-Channel donors and Offline Only w/eCRM donors demonstrated the first and second highest long-term donor value. Active Donor Retention - Dual-Channel donors demonstrated the highest retention rate, followed by Offline Only w/eCRM Lifetime Donor Value - Offline Only w/ eCRM donors gave more than twice as much (means of $694 vs. $314) as did those who did not receive electronic communication. The Dual-Channel donors had higher lifetime values still ($877). Dual-Channel donors gave as much through offline sources as offline only donors, indicating that the online channel does not cannibalize revenue from direct mail.

11. So What… Concentrate on integrating your current communications and fundraising channels Use observation of activity or response in one channel to inform efforts in other channels Consistent Message in all channels

12. Best Practices for Direct Response Segment your data by: Recency Frequency Monetary

13. Best Practices for Direct Response Return on Investment Demonstrate ROI through specific dollar handles in appeals and with success stories in cultivation pieces

14. Best Practices for Direct Response Strong urgency increases response Personal stories increase response Multiplying the value of each gift increases response Compelling photos/videos increase response

15. Pursuant Matrix 15

16. Social MediaOverview and Strategic Planning

17. Developed by Mikey Ames I Strategic Consultant I Pursuant Group @mikeyames I techhermit.blogspot.com @pursuant I www.pursuantgroup.com

18. Social Media is…

19. not really

20. You Can’t Leverage Social Media! Until “Donor Loyalty” is defined as you being loyal to your donors – the Salvation Army will not use social media in it’s most impactful way.

21. Social Media really is a large, emerging conversation that is…

22. powered by…

23. A Helpful Metaphor Approach #1 annoying, impersonal, forces permission Approach #2 natural, human, authentic, requests permission http://images.dailyradar.com/media/uploads/ballhype/story_large/2009/03/12/nfl_logo.jpg The world’s largest outdoor cocktail party

24. Differences in Tactics BROADCAST Front Office in Control One Way / Delivering a Message Repeating the Message Focused on the Brand Educating Front Office Creates Content SOCIAL MEDIA Fans in Control Two way / Being Part of a Conversation Adapting the Message Focused on the Fans / Adding Value Influencing, Involving User Created Content / Co-creation Source: Slide 10 from "What's Next In Media?" by Neil Perkin

25. Thinking Things Through Objectives Audience Constraints Strategy Tactics

26. Social Media Basic Strategic Engagement Plan Audience, Objectives, Constraints and Strategy Ask Age? Gender? Geography? Socioeconomics? Profile the online behavior of your constituents Forrester’s Consumer Profile Tool Initial Strategic Planning Considerations and Questions Choose a single, measurable objective that is most important. If secondary objective must be met, it remains 2nd. An overall strategy must be informed by your audience, objectives and constraints. Strategies are different than tactics.

27. Social Media Basic Strategic Engagement Plan General Tactical Notes- Google Reader Google Reader-keywords *org name *programs and events *CEO or other notable staff names *peer organization names *URLs of site and blog *industry terms related to mission *Subscribe to key bloggers in your space AVOID GENERAL TERMS. Find New Blogs: Technorati.com Alltop.com Icerocket.com

29. One sentence to explain purpose of twitter presence

31. Like minded organizations /peers

33. Actively seek to reply and retweet others

35. Social Media Basic Strategic Engagement Plan General Tactical Notes- Facebook Profile and Pages In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most. (Being aware you are on public display is a good governor when absent a social media policy) Tutorial to create a custom welcome page for your facebook fan page

37. Links to your sites

38. Full profile of informationOpen Comments Fear of negative comments shouldn’t limit you from positive connections “Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.

39. Social Media Basic Strategic Engagement Plan General Tactical Notes- Update Scheduler - Hootsuite Top Efficiency Tactic Used to schedule updates to multiple locations Feedback and Statistics Measure effectiveness through easy reports

40. Social Media Basic Strategic Engagement Plan General Tactical Notes- Blogs and Comments Use comment management service like Disqus.com Commenting on other blog posts *What did they say well? *Answer Questions *Relay what others say *Ask “what if ?” *Review history and project future Top Priority Tactic Comment early and often on other blog posts that mention your team.

41. Social Media Basic Strategic Engagement Plan Schematic Workflow Visualize Your Workflow

42. Social Media Basic Strategic Engagement Plan Tactical Matrix Make Tactical Decisions While Making Time Estimates

43. Social Media Basic Strategic Engagement Plan Daily Tasks and Time Turn Tactics and Time Into Daily Task Lists

44. Social Media Basic Strategic Engagement Plan Task Order - Tool Tutorials Do The Setup Tasks gmail.com - may need more than one - sign up with name equivalent of “iheartmission@gmail.com” - also get iheartmission2, iheartmission3 - load contact list from csv file (limit to 10,000 contacts per email account) hootsuite.com- signup with primary gmail account - connect personal twitter, team twitter, facebook fan pages, facebook personal profile - feed YouTube RSS to Hootsuite on RSS/Atom tab http://gdata.youtube.com/feeds/api/users/username/uploads -set keyword search columns - video tutorial – Setting up a hootsuite account -video tutorial – Hootsuitehas a $1.99 iphone app Google.com/reader- signup with primary gmail account - import known blog RSS feeds and keyword alert feeds - video tutorial – Using Google Reader

45. Social Media Basic Strategic Engagement Plan Task Order - Tool Tutorials Do The Setup Tasks youtube.com- signup with primary gmail account -setup organization’s YouTube channel with matching username disqus.com- signup with primary gmail account -setup disqusprofile and replace blog comment system Discover New Bloggers alltop.com- become familiar technorati.com- become familiar icerocket.com- become familiar User Names - bring usernames into alignment - http://namechk.com/

46. Social Media Basic Strategic Engagement Plan Tactical Matrix

47. Social Media Basic Strategic Engagement Plan Daily Tasks and Time

48. Would you like someone to walk you through this exercise? Contact Mikey Ames at michael.ames@pursuantagency.com