You need a pie
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This document provides guidance on developing an effective social media strategy for nonprofits. It stresses the importance of the assessment phase to [1] understand target audiences and how they receive information before planning outreach. Key steps in assessment include focus groups, surveys, and analyzing existing web and social media analytics. With information gathered, nonprofits can then [2] prioritize goals and tasks in the planning phase based on available resources and what needs changing. Implementation requires assigning roles and timelines to carry out the strategic plan. Ongoing evaluation is also critical to measure success and make refinements. The overall process emphasizes listening to audiences as a foundation for developing relevant and impactful social media outreach.
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You need a pie
- 1. You Need A-PIE Don’t build it one piece at a time… Bozeman Social Media Summit for Nonprofits
- 2. 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.”
- 5. Spreaders: people who are willing to share information about a cause with other people.
- 6. Donors: who contribute financially to a cause
- 7. Evangelists: who reach out to their personal social networks and ask other people to give time and money to the cause.
- 9. Analyze your web, email and social media stats
- 10. Review your advertising and media kits
- 11. Survey and polling data (Pew Internet Research, Harris Interactive, American Life Project, Barna Research
- 12. Monitor online mentions and social media conversations. (keywords) Search yourself.
- 14. 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
- 17. Now, Soon LaterEach move needs a missional piece. Always ask, “why are we doing this?”
- 21. Use core groups
- 22. Toolbox
Editor's Notes
- In our hurry to jump in the pool, we don’t assess the depth, width, currents, our swimming ability. Don’t’ jump in until you know what you’re doing.
- Your plan should be to reach specific groups. Maybe also ask, who are people outside our reach? Do we want to spend resources reaching them?
- Internal is the least important, but they are important. Internal sees communications pieces everyday all day. Remember, some of your stakeholders only hear from you four times or less a year.
- Groundswell or other research defines levels of engagementTheir need: what three questions are on their mind?
- Informal focus groups: Develop a discussion guide of 4-6 questions per hours, up to two hours per sission. Broad questions about experiences like “tell me what happens when” and “what would you do if” will get it going. Make sure you have the issues defined ahead of time.Online surveys—use free tools for this and make sure your questions adress specific information that will inform the decision-making processes. MSU Athletics web site re-do surveyAnalyze stats—does your newsletter company give you stats to look at (# read and opened?) Do you have action calls in your emails and newsletters you can specifically look at?Take a look at response to advertising campaigns and evaluate your present media kit: demographic info about readers and users of website.Survey and polling data: pew internet research, American Life Project, Harris Interactive
- Better understand people: what kinds of questions do they have, what interests them, language they use, places they get info.2. See who’s talking about your issues. Look at what else those people are saying online. Reach out to them with a personal message. Offer information or resources to help them.3. Online, people are constantly posing questions and talking about challenges. Answer questions—become a good source of info.Listening to people real-time is a growing trend. Answer emails quickly, monitor social several times a day.5. OrganizationsMonitor who’s passing on your message and how the message changes when it spreadsBuild personal relationships with your biggest fans and give them what they need to spread the word about you. (great stories, photos, videos, inside scoops on what’s happening with you. Bobcat InsiderGetting your critics on board is the biggest reward on social media G
- Information flow: how do announcements of events get done? How many emails are we sending out each month? What pieces of information are assigned to what pieces of communication? Is there a template for how things get communicated? Branding? Length? Frequency?