You Need A-PIE Don’t build it one piece at a time… Bozeman Social Media Summit for Nonprofits
Most important step of the process – do NOT skip. (A)ssessment – define & listen Jeffery Hayzlett, former CMO of Kodak: “…a lot of companies really suck at this social media stuff because they don’t get the listening part.”
Minimum time frame: one month + set-up + evaluation Assessment…who do I need to listen to?
Define your audiences & where they are getting their information
“Creating outreach programs for the general public is a waste of time.”
Kivi Miller in The Non-Profit Marketing Guide
Internal Who are we? What are our duties? Strengths? How are we connected? How dowe communicate? Who are my stakeholders?
Beth Kanter’s Ladder of Engagement Who are my stakeholders?
Happy Bystanders: Include blog/newsletter readers, friends on Facebook, and personal acquaintances such as coworkers.
Spreaders: people who are willing to share information about a cause with other people.
Donors: who contribute financially to a cause
Evangelists: who reach out to their personal social networks and ask other people to give time and money to the cause.
Instigators: people who create their own content, activities, and events on behalf of the cause. Instigators may even create a new cause or organization to more fully express themselves.
Convene informal focus groups. How do we listen?
Conduct online surveys
Analyze your web, email and social media stats
Review your advertising and media kits
Survey and polling data (Pew Internet Research, Harris Interactive, American Life Project, Barna Research
Monitor online mentions and social media conversations. (keywords) Search yourself.
Follow specific people and sources online.
1. Better understand the people who matter most What to do with what you learn: 2. Start conversations with new supporters 3. Answer questions and provide suggestions 4. Give good customer service 5. Find new partners 6. Measure the success of your communications 7. Feed your biggest fans 8. Increase your own professional knowledge 9. Keep tabs on your critics 10. Find your niche (can’t market to general public) 11. Be relevant, learn the lingo, keep ahead of trends From Kivi Miller’s, Nonprofit Marketing Guide
How much time, money, and resources do we currently have available? How is it being used? What is the current duty roster? What is our current information flow? What is each supposed to accomplish? Get outside help to help evaluate (people or resources) Do our current channels make the grade? Assess state of the union
Urgent: What needs to be changed Basics first (newsletters, website) What is the state of our email database? Address lists? Do we have software/personnel tracking everything? (P)lan- First Prioritize
Wish List – What pieces to add and why? Be surgical.
Now, Soon Later
Each move needs a missional piece. Always ask, “why are we doing this?”
Goals, implementation steps, evaluation Plan- Put it down on paper(or in a file…)