MS NGO Day 2011 -Kuala Lumpur, Malaysia

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"Growing Your Social Media Strategy for Your Nonprofit" - a presentation by Shai Coggins at the Microsoft NGO Day (Connecting Communities) at Kuala Lumpur, Malaysia - March 2011

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MS NGO Day 2011 -Kuala Lumpur, Malaysia

  1. 1. MS NGO Day Malaysia Kuala Lumpur 10 March 2011 #msngoKL Growing Social Media Strategies for Nonprofits Presentation by Shai Coggins (@shaicoggins) Manager, Communications Connecting Up Australia (@ConnectingUp) http://connectingup.org /
  2. 2. Growing Social Media Strategies for Nonprofits MS NGO Connection Day - Kuala Lumpur - 10 March 2011 by Shai Coggins (@shaicoggins)
  3. 3. Social Media Growth Stages Partly based on Beth Kanter’s Social Media Strategy Blocks ( http://bethkanter.org / | Twitter: @kanter) Sit Crawl Walk Run Fly Where’s your nonprofit at right now?
  4. 4. Growth Stage: SIT <ul><li>Awareness </li></ul><ul><li>Taking Notice </li></ul><ul><li>Acknowledge the Need </li></ul><ul><li>Tentative Attempts </li></ul>
  5. 5. Growth Stage: CRAWL <ul><li>Start 1 - 2 accounts </li></ul><ul><li>Ad hoc updates </li></ul><ul><li>No ownership </li></ul><ul><li>1-2 people organisation awareness </li></ul><ul><li>Broadcasting mode </li></ul>
  6. 6. Growth Stage: WALK <ul><li>Support from top level </li></ul><ul><li>Staffing allocation (part-time/full-time) </li></ul><ul><li>Updates more often, no schedule </li></ul><ul><li>Start @replies, etc </li></ul><ul><li>Creation of original content </li></ul>
  7. 7. Growth Stage: RUN <ul><li>Managed by full-time staff </li></ul><ul><li>Scheduled and planned updates </li></ul><ul><li>Organisation-wide awareness </li></ul><ul><li>Engagement with RTs, hashtags, etc </li></ul><ul><li>Regular original content </li></ul><ul><li>Multimedia use </li></ul><ul><li>Basic analytics </li></ul>
  8. 8. Growth Stage: FLY <ul><li>Organisation-wide use </li></ul><ul><li>Facilitation </li></ul><ul><li>Strong community engagement </li></ul><ul><li>Co-creation of content with community members </li></ul><ul><li>Community ownership </li></ul><ul><li>Effective use of additional tools (analytics, etc) </li></ul>
  9. 9. Social Media Strategy in a Nutshell <ul><li>Plan </li></ul><ul><li>Execute </li></ul><ul><li>Measure & Analyse </li></ul><ul><li>RINSE & REPEAT </li></ul>
  10. 10. From SIT to CRAWL <ul><li>Identify simple goals </li></ul><ul><li>Focus on one tool or platform at a time </li></ul><ul><li>Post relevant updates whenever possible </li></ul><ul><li>General observations </li></ul>Plan Execute Measure & Analyse
  11. 11. From CRAWL to WALK <ul><li>Create goals </li></ul><ul><li>Include plans for engagement </li></ul><ul><li>Identify staff for accountability </li></ul><ul><li>Improve use of tools through engagement </li></ul><ul><li>Create original content </li></ul><ul><li>Streamline work by utilising useful apps or tools like Twinbox (Twitter in Outlook) </li></ul><ul><li>Basic statistics (number of views, comments, etc) </li></ul>Plan Execute Measure & Analyse
  12. 12. From WALK to RUN <ul><li>Allocate full time staff </li></ul><ul><li>Include measurement in planning </li></ul><ul><li>Content calendar creation </li></ul><ul><li>Enhance online profile through the use of more tools </li></ul><ul><li>555+ Guideline (5 about you/original posts, 5 replies, 5 retweets, + welcomes, DMs, thanks, #FFs, etc </li></ul><ul><li>Identify both quantifiable and qualifiable measurement </li></ul>Plan Execute Measure & Analyse
  13. 13. From RUN to FLY <ul><li>Include community and stakeholders </li></ul><ul><li>Social media policy for organisation </li></ul><ul><li>Encourage community-generated content </li></ul><ul><li>Community-driven initiatives </li></ul><ul><li>Organisation-wide use </li></ul><ul><li>Use statistical tools (eg, Social Sprout, HootSuite, Twittalyzer, etc) </li></ul><ul><li>Report writing </li></ul>Plan Execute Measure & Analyse
  14. 14. FLY higher <ul><li>Community sharing inclusion </li></ul><ul><li>Teaching others, encouraging others to use </li></ul><ul><li>Sharing of resources </li></ul><ul><li>Helping others to measure success </li></ul>Plan Execute Measure & Analyse
  15. 15. Terima Kasih! Shai Coggins (@shaicoggins) [email_address]

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