Social Media Strategy for Nonprofits
              July 13, 2010




                              Marketing Vision, Deliv...
The Social Media Revolution (2)
Video by Erik Qualman:
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Social Media Strategy Objectives

       monitor customer sentiment
      build a following
      extend existing relat...
Social Media Impact
Across the Organization:

   human resources
   legal
   donor and customer relations /retention
 ...
Social Media Tools
Commercial social networks
Microblogging using
House social networks
Business oriented networking
...
Nonprofits participate in social
media to:
Listen and learn from constituents, donors and
industry experts
Connect and i...
Non-Profit Social Network Statistics
•90% had commercial networks (Facebook,
Twitter) – less than 2 years
•22% had house n...
Social Media Strategy
 Monitoring - Listen and learn
 Gap analysis / market need- Identify
 opportunities to use social ...
Social Media Tactics
Organizational social media tactics may include
   constituent and competitor monitoring
   brand p...
Social Media Guidelines
 Empower employees, volunteer and
  board members to become
  ambassadors of your brand
 Incorpo...
Efficient Content Distribution
                            Substantive Content
                           Expert opinions ...
ROI of Social Media
 ROI depends on what you are trying to
  achieve.
 Results can be measured in visitor traffic,
  con...
Our Approach to Strategy
 Education and benchmarking
 Understand the organizational goals and
  objectives
 Conduct com...
Client Profile:

Set up community site to bridge transition
from old organization to new one, keeping
members informed, c...
Client Profile:
 Developed social media guidelines for 250
  dealers worldwide
 Monitored industry for company, competit...
Client
 Profile:
 Developed 2009-10 social media strategy that
   includes:
  Developed social media guidelines
  Optimi...
 Commenting on Wall Street Journal
     articles drives traffic to blog
    Blogging about industry books draws
     com...
Contact:




                cweber@webermediapartners.com
                         508-303-3604
                 impressi...
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Center For Nonprofit Success Social Media Strategy

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Developing a strategy for social media marketing is an important first step in implementing a social media program for your nonprofit organization.

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Center For Nonprofit Success Social Media Strategy

  1. 1. Social Media Strategy for Nonprofits July 13, 2010 Marketing Vision, Delivered.
  2. 2. The Social Media Revolution (2) Video by Erik Qualman: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  3. 3. Social Media Strategy Objectives  monitor customer sentiment build a following extend existing relationships establish expertise build brand recognition July 12, 2010 Weber Media Partners copyright 2010 3
  4. 4. Social Media Impact Across the Organization:  human resources  legal  donor and customer relations /retention  support  research and development  partner relations  marketing July 12, 2010 Weber Media Partners copyright 2010 4
  5. 5. Social Media Tools Commercial social networks Microblogging using House social networks Business oriented networking vLogging using tools Blogs Forums July 12, 2010 Weber Media Partners copyright 2010 5
  6. 6. Nonprofits participate in social media to: Listen and learn from constituents, donors and industry experts Connect and interact with constituents, donors, board members, partners Promote expertise through content creation Build a following through social communities Distinguish offerings and value July 12, 2010 Weber Media Partners copyright 2010 6
  7. 7. Non-Profit Social Network Statistics •90% had commercial networks (Facebook, Twitter) – less than 2 years •22% had house networks – less than 2 years •92% used for traditional marketing: Brand, website •39% raised funds •Barriers to entry: Expertise, budget Data source: Nonprofitsocialnetworksurvey.com, 1,173 nonprofits surveyed July 12, 2010 Weber Media Partners copyright 7 2010
  8. 8. Social Media Strategy Monitoring - Listen and learn Gap analysis / market need- Identify opportunities to use social media marketing Content strategy – Develop a social media strategy to take advantage of these opportunities Monitor and refine -- what’s working? July 12, 2010 Weber Media Partners copyright 2010 8
  9. 9. Social Media Tactics Organizational social media tactics may include  constituent and competitor monitoring  brand positioning and awareness  employee guidelines, education & training  content creation and distribution  fundraising campaigns  donor relations  service development  internal community development & support July 12, 2010 Weber Media Partners copyright 2010 9
  10. 10. Social Media Guidelines  Empower employees, volunteer and board members to become ambassadors of your brand  Incorporate guidelines into your existing media policy  Serves as a legal, HR and PR tool  Complies with industry regulations  Give guidance and support on using social media tools  Provide basis for monitoring program July 12, 2010 Weber Media Partners copyright 2010 10
  11. 11. Efficient Content Distribution Substantive Content Expert opinions & advice Audio & video interviews Announcements & case studies FAQs and Answers Channels Industry blogs Online versions of print pubs Industry community sites Corporate Blog Automatic Feeds Employees and Stakeholders Company Twitter, Facebook & Facebook & LinkedIn profiles LinkedIn pages July 12, 2010 Weber Media Partners copyright 2010 11
  12. 12. ROI of Social Media  ROI depends on what you are trying to achieve.  Results can be measured in visitor traffic, conversions, community participation levels.  Programs need built in measurable triggers  Some things, like brand awareness, are not measurable  Test and refine programs to deliver measurable results July 12, 2010 Weber Media Partners copyright 2010 12
  13. 13. Our Approach to Strategy  Education and benchmarking  Understand the organizational goals and objectives  Conduct competitive research  Monitor online activity  Gain validation for findings from client  Develop programs to meet organizational goals  Measure, monitor and refine programs July 12, 2010 Weber Media Partners copyright 2010 13
  14. 14. Client Profile: Set up community site to bridge transition from old organization to new one, keeping members informed, creating online dialogue within support groups Set up Facebook page to promote programs Online auction for fundraising July 12, 2010 Weber Media Partners copyright 2010 14
  15. 15. Client Profile:  Developed social media guidelines for 250 dealers worldwide  Monitored industry for company, competitor and subject matter buzz  Developed strategy that included corporate blogging, dealer training and support,  Delivered keynote at annual meeting (2/9/10)  Delivered training to dealers at annual meeting July 12, 2010 Weber Media Partners copyright 2010 15
  16. 16. Client Profile: Developed 2009-10 social media strategy that includes:  Developed social media guidelines  Optimized corporate blog and Facebook page, trained staff in content development  Designed train-the-trainer program to train 2000 sales associates on how to use social media to sell real estate  Delivered training webinars, in person training, and support July 12, 2010 Weber Media Partners copyright 2010 16
  17. 17.  Commenting on Wall Street Journal articles drives traffic to blog  Blogging about industry books draws comments from authors, other experts in the industry  Posts on LinkedIn and Facebook draw interest from prospects and competitors  Tweets on media trends build thought leadership and create brand awareness July 12, 2010 Weber Media Partners copyright 2010 17
  18. 18. Contact: cweber@webermediapartners.com 508-303-3604 impressionsthroughmedia.com webermediapartners.com July 12, 2010 Weber Media Partners copyright 2010 18

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