Got a goal? Get there.


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Social media and nonprofits - pre

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  • Introduce session - Sara
  • Pretty sure you chose this session because you have at least heard of social media, or you are currently utilizing it and you want to know other tools/tactics for making it better/faster/easierSara
  • - Sara
  • (Examples) or pull from audienceImageShort term vs long term goals, recurring/ongoing – help determine how you will develop or approach your plan- Sara
  • Keywords to search for your company – think broad/think like-minded organizations. Indy Opera  who’s following/talking about the ballet, the Indy Symphonic Choir, the Symphony Orchestra, Dance Kaleidoscope, the IMA, the Phoenix TheaterDemographics – segment your audience. Example: IAAAA/SMP  in addition to finding seniors online, search for children/families of targeted seniors and caretakersWhere is your target audience locatedWho do you currently reach to and how to do do thatWho does your competition speak to – salvation army  who’s talking about goodwill? Around the holidays, engage those talking about Toys for Tots for your Coats for Kids driveSpeak to online surveys (surveymonkey, mailchimp)(EXAMPLES)-Hannah
  • Hannah
  • Before explaining, ask the audience what they are already using, (EXAMPLES)Ning communities –forum/discussions like smaller indiana, usually focused around an overall theme (book blogs) – network for senior citizens (SMP/IAAAA)Myspace isn’t dead – musicians are still using it, use it to find bands for your local events, preview their musicLinkedIN – groups, discussions, HR (finding staff, previewing volunteers)Skype – video chat w/donors, potential volunteers/members that you can’t visit in personYouTube – video, also great for search - Hannah
  • Don’t neglect your competition- Sara
  • Have you done your keyword research- Sara
  • Discuss the difference in platforms and how your audience wants to hear from you so you know when to push out contentSpeak to niche social networks with similar content guidelinesUpdates within org – closings for weather, staff changes(EXAMPLES)-Sara
  • Probably ask questions to audience (if we run short on time)Discuss long-term projects (united way thermometer drive)(EXAMPLES)Blogs are for your more lengthy discussionTwitter is 140 characters Facebook is this-Sara
  • -Sara(EXAMPLES)Do not have to answer all at once; make sure you respond within 24 hours of post – on weekends, answer following Monday. Discuss DM campaigns, ettiquette for asking ppl to do thing for youInviting influencers to spread your message for youEx. Per interactionCustomer service – “people asking what your hours are, what your website is, how they can find you offline”Engaging with followers – “find things that you have in common with your fan base, or potential followers – don’t just follow them, talk to them”Responding to positive/ negative feedback – “thank or RT positive feedback, discuss negative feedback as potential to engage” -lets people know you do respond to feedback so they are more apt to engage with you; take it offline – give them your email/number for taking the conversation off FB/TWResponse time frame – utilize team members, find out how to fit within the plan
  • “don’t stretch the truth”“we don’t suggest airing your dirty laundry over the internet…”If things aren’t 100% positive, you don’t have to pretend-Hannah
  • Who is going to measure? How often do you report? Find a reporting system that is quick and efficient.We’ll provide the toolsIs your content engaging? Is your content just updates about your brand?Blogs – comments could be a indicator of how well your content is reaching your fans-Hannah
  • Screen shots of analytics on different sites – do we need to categorize these How do we measure web analyticsLink analytics – see who is clicking on your linksEngagement – how much feedback are you giving/getting from your audience- Hannah
  • HannahRelate success of your social media by analyzing site visits through google analyticsMakes it easy - emphasizeAll in one placeGraphs!
  • HannahExport it, does it all for your right through facebookCan see your how many likes you are getting, how many people are viewing your posts, what content they like moreAll right there for you, no need to manually write things down
  • Sprout Social – Squealers BBQ – add your twitter, facebook, FB page, linked in and googleanaytlcs accounts- Sara
  • What we will talk aboutSaraAdd photo
  • Sara
  • Tweetdeck – combines your facebook news feed and - Sara
  • (EXAMPLES)SAVI conference – engaged sponsorsSpirit and Place Festival – engage partnersGot too many departments/people and you can’t possibly know everything about everything all the time? Find a staff member in each department and create a social media team (Sara speak to ESC)Ask if anyone is currently utilizing a similar plan (staff, volunteers and interns, boards, etc)Stress importance of training and a policy across the board, no matter who is participatingHannah
  • ScreenshotHow far to schedule things in advance, check-in in case something happens (IN State Fair Example)Hootsuite can email you prior to every scheduled tweet going out Hannah
  • SaraHow the numbers are helping you reach your goal
  • - Sara
  • Got a goal? Get there.

    1. 1. Got a goal? Get there.<br />Social media for nonprofits<br />Presented by<br />Sara Croft, Media Specialist at BohlsenPR<br />Hannah Shaner, Account Executive at BohlsenPR<br />
    2. 2. Why social media for your nonprofit?<br /><ul><li>People are there
    3. 3. It’s FREE (with exceptions)
    4. 4. Can assist you with your current marketing/PR goals
    5. 5. You can create a personal connection to your mission
    6. 6. Motivate your audience to achieve your goals</li></li></ul><li>Agenda<br />What are your social media goals?<br />Finding your audience<br />Establishing a plan<br />Measurement<br />Time management <br />When enough is enough<br />
    7. 7. Goals and Objectives<br />What is your nonprofit’s social media goal?<br /><ul><li>Reputation management
    8. 8. Convey a message
    9. 9. Raise funds/acquire donations
    10. 10. Professional/personal networking
    11. 11. Membership
    12. 12. Volunteers</li></li></ul><li>Finding Your audience<br />The networks you use should depend on your goal and where your audience is.<br />What to think about:<br /><ul><li>Keywords
    13. 13. General demographics
    14. 14. Location
    15. 15. Your competition
    16. 16. Surveying current audience</li></li></ul><li>LET’S TAKE THIS…<br />
    17. 17. …and make it manageable<br /><ul><li>Twitter
    18. 18. Facebook
    19. 19. Blogs
    20. 20. Ning communities
    21. 21. Foursquare
    22. 22. Yelp
    23. 23.
    24. 24. Flickr
    25. 25. Myspace
    26. 26. LinkedIN
    27. 27. Skype
    28. 28. YouTube
    29. 29. Vimeo
    30. 30. Google+
    31. 31. Wanna learn more? Search Wikipedia for “List of Social Networks” </li></li></ul><li>Research Tools for finding your audience<br />Search profiles by keywords<br /><ul><li>Twitter -,,, “Twitter Advanced Search”
    32. 32. Facebook – “Posts to public,” groups, pages</li></ul>Search accounts by location<br /><ul><li>Twitter -,
    33. 33. Facebook – search profiles by location</li></ul>Search for your competition<br />
    34. 34. Establishing a plan<br />Make sure you look before you leap. Answer these questions to get you started:<br /><ul><li>How much time per week can you allot to social media?
    35. 35. Who will do the work?
    36. 36. Have you done your research?
    37. 37. Who is your audience?
    38. 38. Have you determined your goal?</li></li></ul><li>Creating a Schedule or content calendar<br />Activities per week:<br /><ul><li>Blogs
    39. 39. Tweets
    40. 40. Facebook
    41. 41. Measurement</li></ul>Examples of what to put in your calendar:<br /><ul><li>Events
    42. 42. Donations or volunteer drives
    43. 43. Engagement
    44. 44. Vacations and sick days</li></ul>Things you can’t plan:<br /><ul><li>Trends and current events
    45. 45. Updates within your organization</li></li></ul><li>What organizations Blog/Tweet/Facebook about<br /><ul><li>Publicly stating positions or perspectives
    46. 46. Provide insight into internal operations
    47. 47. Provide personal connection to your mission
    48. 48. Connect with press/post your press
    49. 49. Retweet/share others’ tweets to forge alliances and collaborations
    50. 50. Highlight people served by your programs and those who support your program
    51. 51. Ask questions to communicate with your audience
    52. 52. Share information critical to your constituents or service population</li></li></ul><li>Interaction and engagement<br />Don’t just allot time for posting tweets and updates. Make sure you leave yourself time for engaging with your audience.<br />Interaction<br /><ul><li>Answering questions, providing customer service
    53. 53. Engaging with followers
    54. 54. Responding to positive and negative feedback</li></ul>Establish priorities<br /><ul><li>Compare interaction with your baseline social media efforts - what’s more important to do first?
    55. 55. Set your response time frame</li></li></ul><li>Best practices<br />Be Authentic<br /><ul><li>Find your voice
    56. 56. Don’t stretch the truth</li></ul>Reciprocate<br /><ul><li>Share content relatable to your organization that already exists and give credit
    57. 57. It’s not all about you – be grateful and engage with your community</li></ul>Measure<br /><ul><li>Find out what you are doing right and wrong</li></li></ul><li>Measurement<br />Measuring results is necessary to determine the success of your social media efforts. By analyzing your results, you can determine if you need to spend more or less time on social media. <br />WHAT to measure: <br />Twitter<br /><ul><li>Volume of updates
    58. 58. Followers, following
    59. 59. Mentions/replies
    60. 60. Retweets generated
    61. 61. Click-throughs</li></ul>Facebook<br /><ul><li>Volume of updates
    62. 62. “Likes” – updates, page
    63. 63. Comments
    64. 64. Click-throughs
    65. 65. Unsubscribers</li></ul>Blogs/Websites<br /><ul><li>Site views
    66. 66. Pageviews
    67. 67. Bounce rate
    68. 68. Avg time on site
    69. 69. Keywords</li></li></ul><li>Measurement tools<br />Web Analytics<br /><ul><li>Google Analytics</li></ul>Link Analytics<br /><ul><li>Hootsuite
    70. 70. Twitsprout
    71. 71.
    72. 72. BUDUrl</li></ul>Engagement<br /><ul><li>Sproutsocial
    73. 73. Social Mention
    74. 74. Twilert
    75. 75. Twitter Counter</li></li></ul><li>Google analytics<br />
    76. 76. Facebook insights<br />
    77. 77.
    78. 78. Time management and social media<br />It’s very easy for social media to be a time suck. <br />Things that can help:<br />Mobile apps<br />Interns<br />Scheduling content<br />Crowdsourcing<br />Networking<br />
    79. 79.
    80. 80. Mobile Apps<br />Platforms<br /><ul><li>Facebook – Messenger (New)
    81. 81. Twitter – Echofon, Twitter for iPhone, Twitterific
    82. 82. Blogging – Wordpress, Posteorus, Tumblr
    83. 83. LinkedIN
    84. 84. Foursquare
    85. 85. Ning communities</li></ul>Measurement and Management<br /><ul><li>Tweeb
    86. 86. Hootsuite
    87. 87. Tweetdeck</li></li></ul><li>Utilize your current crowds<br />You won’t know if someone is interested in social media unless you ask.<br /><ul><li>Train board members on social media basics
    88. 88. Build teams across departments
    89. 89. Utilize volunteers and interns
    90. 90. Reinforce social media engagement to volunteers/members
    91. 91. Add social networks to your email signature and marketing materials
    92. 92. Ask others to share your message
    93. 93. Participate in local social media events
    94. 94. Invite your audience to guest blog for you, and offer to guest blog for other related organizations</li></li></ul><li>Scheduling tools<br />Plan ahead by scheduling tweets and Facebook updates in advance.<br />Tools:<br /><ul><li>Hootsuite
    95. 95. Tweetdeck
    96. 96. Timely
    97. 97. Sprout Social
    98. 98. Social Oomph
    99. 99. Future Tweet </li></li></ul><li>interpreting numbers into results<br />Engagement:<br /><ul><li>Interaction
    100. 100. Reputation
    101. 101. Influence
    102. 102. Loyalty
    103. 103. Satisfaction
    104. 104. Sentiment
    105. 105. Feedback</li></ul>Return on Investment:<br /><ul><li>Website traffic
    106. 106. Email list signups
    107. 107. Donations
    108. 108. Leads
    109. 109. Volunteers
    110. 110. Members</li></ul>Social change:<br /><ul><li>Saved the whales
    111. 111. Disability awareness
    112. 112. Prevented blindness
    113. 113. Achieve peace on Earth
    114. 114. Lowered homeless rate</li></ul>Beth Kanter: A Networked Nonprofit<br />
    115. 115. When you can’t handle it…<br />Sara Croft<br />Media Specialist<br /><br />@saraelysecroft<br />Hannah Shaner<br />Account Executive<br /><br />@hannahshaner<br /><br />