Social Media: From Strategy to Tactics
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Social Media: From Strategy to Tactics

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The first in our Tech Assessment Program for nonprofits, this hands-on workshop focused on moving from strategy-creation to learning social media tactics.

The first in our Tech Assessment Program for nonprofits, this hands-on workshop focused on moving from strategy-creation to learning social media tactics.

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  • 1. Social Media: FromStrategy to Tactics
  • 2. Overview of the Morning9:30am Gathering, Intros, and Brainstorming9:45am So what’s a social media strategy, anyways?10:30am Break time!11:00am Tactics for Facebook11:20am Breakout Groups: Facebook/Twitter deep dives11:45am Evaluations and Final Discussion
  • 3. IntroductionsNameOrganizationThinking about social media makes me____________ORMy nonprofit uses social media because____________
  • 4. BrainstormingWhat are your questions about SocialMedia?Terms you would like explained?Social Networks you don’t understand?Something you would like to learn today?
  • 5. Expectations Management“Our limitations and success will be based,most often, on your own expectations forourselves. What the mind dwells upon, thebody acts upon.”Denise Waitly Photo by KayVee.INC
  • 6. Re-Define SuccessIts about the Quality, not the Quantity Vs100 fans who 10 fans who takearent engaged action
  • 7. Build RelationshipsRemember “Social” comes before “Media” for a reason • Don’t connect only when you need something • Be deliberate about creating relationships • Respond when others reach out
  • 8. Social Media Reflects MissionOffline goals should = Online goals
  • 9. Possible FocusesStorytelling • personalized • strong focus on creating good content (pictures, blog posts, videos, etc) • day-in-the-lifeInformation Hubs• trusted source for info about specific topics• connected to similar orgsCommunity Building• emphasis on call to action• focused on building relationships with individuals
  • 10. Storytelling Nonprofits
  • 11. Information Hub Nonprofits
  • 12. Community Building Nonprofits
  • 13. SMART Goals = FoundationS - SpecificM - MeasurableA - AlignedR - RealisticT - Timely
  • 14. SMART Goals = FoundationS - SpecificBad Example = My nonprofit will use social media.Better Example = My nonprofit will create aFacebook page.M - MeasurableA - AlignedR - RealisticT - Timely
  • 15. SMART Goals = FoundationS - SpecificM - MeasurableBad Example - My nonprofit will get better atusing FacebookBetter Example - My nonprofit will gain 20 fansA - AlignedR - RealisticT - Timely
  • 16. SMART Goals = FoundationS - SpecificM - MeasurableA - AlignedBad Example: My nonprofit will join Facebook togain fans.Better Example: My nonprofit will find 5 newvolunteers through Facebook.R - RealisticT - Timely
  • 17. SMART Goals = FoundationS - SpecificM - MeasurableA - AlignedR - RealisticBad Example - My nonprofit will increase onlinedonations by 500%.Better Example - My nonprofit will increase onlinedonations by 10%.T - Timely
  • 18. SMART Goals = FoundationS - SpecificM - MeasurableA - AlignedR - RealisticT - TimelyBad Example - My nonprofit will find new donorson Facebook.Better Example - In 6 months, my nonprofit willgain 2 new volunteers through Facebook.
  • 19. PracticeWork to create a SMART goal for your nonprofit• Start small• Add actual dates• Link back to nonprofit’s mission• What’s your social media focus?
  • 20. Break Time Photo by NicoKaiser
  • 21. Top Five Facebook Tactics 1. Create a fully functional pageProfile CoverPicture Photo MilestonesAboutSection
  • 22. Top Five Facebook Tactics2. Ask questions / Elicit feedback
  • 23. Top Five Facebook Tactics3. Pictures speak louder than words
  • 24. Top Five Facebook Tactics4. Be Responsive• Customer Service matters• People love recognition
  • 25. Top Five Facebook Tactics 5. Dont be afraid to re-share interesting content Where Seattle Tilth Saw it Content Creator Stats on Seattle Tilth’s specific post
  • 26. Top Five Twitter Tactics1. Fully brand your presence
  • 27. Top Five Twitter Tactics2. Be human
  • 28. Top Five Twitter Tactics3. Build relationships, but dont be spammy
  • 29. Top Five Twitter Tactics4. Be re-tweetable
  • 30. Top Five Twitter Tactics5. Listen and Engage
  • 31. Any questions? Is that it?! photo by http://www.flickr.com/photos/plasticrevolver/164351244/