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Social Media Strategy for Nonprofits
- 1. Social Media Strategy for Nonprofits Presenter: Cindy Leonard Bayer Center for Nonprofit Management at Robert Morris University
- 2. What’s on Tap? Exercise: Analog Social Networking (10 min.) Presentation: Social media planning and strategy considerations (40 min.) General Q&A (10 min.)
- 6. The “If you build it, they won’t come…” Issue
- 7. 7 The WAVE Model The 3 W Questions Finding Your Audience Use Versatile Tools Engage Your Audience You will be creating waves for your organisation. Waves that will help you reach your goals, by identifying them, finding your audience, selecting the tools you will start using, and engaging with your audience. From a presentation by Arjan Tupan of Capgemini Consulting for Convio
- 9. Listen Participate Share Your Story Generate Buzz Build Community Beth Kanter’s Social Media Strategy Model
- 10. Common Themes
- 11. Who job is it, anyway?
- 14. What about ROI? How do I know if my efforts are worth it?
- 15. Pittsburgh Zoo http://www.pittsburghzoo.org (Facebook, Flickr, RSS, Twitter, YouTube) Pittsburgh Social Venture Partners http://www.psvp.org (blogging, Facebook, LinkedIn, Twitter, YouTube) LOGOS Ministry http://www.thelogosministry.org/ (Facebook Groups, Yahoo Groups, Blogging, Podcasts, Mobile Apps, YouTube)
Editor's Notes
- What’s on Tap? Exercise: Analog Social Networking (10 min.) Presentation: Social media planning and strategy considerations (40 min.) General Q&A (10 min.) BREAK!! (15 min.) Play The Social Media Game (1 hour) Small groups / Help each other draft social media strategies for your NPOs (45 min.)
- Theme or look/feel or concept (visual), content (written, photos, video, etc.) (content), interaction and engagement (social) Social media is a term used to describe the type of media that is based on conversation and interaction between people online. Where media means digital words, sounds & pictures which are typically shared via the internet and the value can be cultural, societal or even financial. Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content"[
- Some interesting growth trends for social networking…
- Some interesting demographical trends… June 3, 2009 7:31 AM PDT Report: Social networking up 83 percent for U.S. http://news.cnet.com/8301-1023_3-10255626-93.html
- Social media are marketing and outreach tools. Period. Don’t do social media for the sake of doing social media. “Because everyone else is doing it” is not sufficient justification for getting involved in social media endeavors. Assess the usefulness of social media as a marketing tool deliberately, thoughtfully, and as part of your organization’s overall marketing strategy. If you don’t have an overall marketing strategy, you might want to back up a step and focus on that first! Social media is a tool, similar to newspaper ads, billboards, television ads, flyers, newsletters, etc. What is different is the possibility of engagement, collaboration, and feedback that you don’t get with traditional marketing tools.
- What do we want to achieve? (Find measurable and achievable goals) Why do we want to achieve that? (Find the real driver for your org using social media) Who can help us achieve our goals? (Target audiences – find them, know them, study them, connect to them) Your Audience Consists Of People With A Common Goal; Common To Yours. Don’t be afraid to identify people NOT in your target audience, and ignore them. Where is your audience located? Who are their thought leaders? What social media tools are they using? Find your Angels - Angels are those who without apparent interest help raise money and promote you Tools Build using tools that your audience is already using Build a communication plan (topics, style/tone, frequency, goal, text/video/sound, contributors) Remember to keep engaging off-line and in-person! Engage audience Try to match their goals. Spread the word about your new community (mass email, angels, send personal messages to ask for help, create content that invites a response)
- Engage again, and again, and again Your toolset for promoting your community is bottomless: mail, phone, postcards, posters, tv, radio etcetera, etcetera. Whatever is in your reach. It takes on average 9 months to build a fully functioning community, where you have converted outsiders to passive, active or even passionate members
- Getting Started Beth Kanter (social media for nonprofits guru) recommends these steps: Listen/Monitor (google search, google alerts, RSS feeds, Twitter) Participate (talk to the community, participate in discussions, comment, etc.) Share Your Story (videos, podcasts, photos, tweets, etc.) Generate Buzz (get other people to talk about your story – twitter, stumbleupon, digg, friendfeed, etc.) Community Building and Social Networking (Facebook, Ning.com, Myspace, etc.)
- Common Themes Have a plan and specific goals Figure out where your audience is and what tools they are using You must reach out – if you build it, they won’t come (at least not without a push) Content is critical – must be fresh, must be engaging, must be of interest to your audience
- The Big Question: Who is responsible for social media? Overall – marketing, PR function (whomever is doing your regular marketing and PR should be doing social media – it is considered “inbound” marketing rather than “outbound” which is what classic marketing is called.) Social media is ideally done as part of a marketing plan, not as a separate item. Other staff can be assigned as skilled or as needed, but they shouldn’t be the drivers, they should be assisting Not a tech function – other than to maybe help with the setup, configuration, and training for the tools
- Source: http://www.thesocialorganization.com/2008/02/assessing-corpo.html?cid=106269926 Assessing Corporate Readiness for Social Media (applies to NPOs as well) While over 30% of corporate users are using intranets, blogs, wikis, and social networking on a regular basis, corporations themselves are at various stages in their ability to make the most use of social media applications and standard enterprise best practices are still evolving. What are the questions that can help organizations assess their readiness? Here are some - do you have others? Political - Is the CEO is OK with the idea (OK, this is sort of a meatball...but an important one)? - What percentage of managers have a favorable impression of social media tools? - What percentage of employees speak directly, unmoderated, to external audiences? - Does the company have regular open-format discussions with employees? - How often do employees get updates about corporate performance and events? - Can management articulate why community is important to the company? Resources - Are there identified community managers? - Is there one executive responsible for community? - Is there budget for offline community events? - Has the business modeled out community development and its benefits - i.e. is there a community business plan? - Are there resources assigned to proactively engage with people discussing its products and services online? Awareness - Does the company track the number of online mentions for the company, its products, and its executives? - Does the company track the number of positive and negative online mentions? Process - Is there a articulated process for taking ideas from communities and incorporating back into products, services, or processes? - Which corporate functions pro-actively solicit feedback from employees, partners, and customers already? Participation - What percentage of employees participate in corporate activities not directly related to their work responsibilities? - What percentage of employees blog - either personally or professionally? - What percentage of employees are members of a consumer social network?
- Twelve Ways to Sell Social Media to Your Boss Social media tools like blogging, social networks, and social bookmarking are more effective in reaching the millions online than a traditional website. Blogging can act as a way to reduce customer service calls (if there’s helpful how-to information on the blog). Cost of implementing a blog is free or cheap. No more than $100 for a year of hosting. And most software is free. (There are some benefits from professional blogging software, but for most people, free is plenty fine). Social networks are now used frequently by your customers, your prospects, and your competitors. Connect with people, learn their business needs, and respond more simply and flexibly. Social media provides robust tools for listening, ranging in price from free to inexpensive, to reasonably expensive. Even the free tools help an organization find out who’s talking about them, so they can choose to respond. First steps can be simple, like establishing a blogger relations process to go along with your press relations process. You might find bloggers who will want updates on your space, and even this is a good first step. Internally, social media tools can be used to help with status information, training, project collaboration. Most tools like blogs, twitter-clones like identi.ca, etc can be set up internally instead of used on the public web, for more privacy. Building an online social media component to most marketing and PR efforts ensures a better reach for the media created, and potentially better tracking through clicks and other metrics captured online versus in traditional media (like TV, newsprint, magazines, radio). Blogging helps a business differentiate and establish a thought leadership position. Using social network sites helps in customer prospecting, HR background checks, product marketing, and community awareness. Building a social network group (either on someone else’s platform or around your primary site) encourages customer retention (a huge metric for lots of companies). Another way to help is to find other companies or organizations, either in your vertical, or similar, and present information on how they’ve used social media. Chris Brogan, August 3, 2008 blog post http://www.chrisbrogan.com/twelve-ways-to-sell-social-media-to-your-boss/
- Return on Investment (ROI) was created in the 1920s as a financial measure developed by DuPont and used by Alfred Sloan to make General Motors manageable. It is a flow chart that calculates business performance taking into account not only whether the company had a profit, but whether that profit was good enough relative to the assets it took to generate it. Over those 80 years, the chart has been polished, refined and so deeply embedded in business thinking that Wall Street views it as the only legitimate means of measuring business performance. What it also illustrates is that, originally, ROI was a measure of return on the total investment in the entire business. not the ROI of a marketing strategy, program, or tool or any other isolated aspect of an organization. Should we be using an industrial measurement model in a digital age? Many social media strategists and measurement gurus have challenged using a straight financial calculation to determine whether or not an organization should spend money on social media. They are not saying don't use numbers. They are saying that you need to measure value and that it value doesn't necessarily translate into dollars. For nonprofits, this should not be a foreign concept. Here's a sampling: Lewis Green warns not to use the traditional investment financial calculations but instead measure value Jason Falls shares in a post about measuring engagement, "The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable." KD Paine, Queen of Measurement, (interviewed by Jason) shares an important insight "Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation?’” And, as stubborn as it sounds Mr. CEO, you don’t get money out of a conversation." David Armano put the ROI debate in a larger context with his article in BusinessWeek "Listen, Learn, and Adapt" and came up with a phrase, "Return on Insight" When nonprofits look at ROI, the question is not so much about dollars invested, but "Are We Really Making A Difference?." The problem is that nonprofit end up trying to think like social scientists trying to prove causation and like lawyers calculating risk. Isn't best to focus on evaluating results? As Jason Saul notes in a recent guest post, "Most often, the real measurement inquiry is not about effectiveness (what works) or accountability (what doesn't), but about performance (what works best)." He also recommends that you formulate the right questions and use the right measures. In other words, don't measure in inches when you millimeters. To figure out what to measure, nonprofits must engage their stakeholders, research meaningful metrics and experiment with trial and error. He is talking about outcomes based program evaluation, not evaluating your social media strategy. But is there is thread here - measurement should be practical. Marcel LeBrun's post about principles of social media measurement is urging us to think about using measurement to improve social media results. If I could be allowed to propose a first principle of social media measurement for 2009, it would be to apply this motto: “good enough for practical purposes”. It does two things: a) forces the practitioner to start by articulating their business goal & purpose and b) drives the science of measurement toward a practical versus theoretical end. It puts measurement in its proper place as a means to an end, albeit a very important one. All this to say that the ROI of Social Media for nonprofits needs two "I" words - Insight and Implementation (the latter suggested in Twitter conversation by Ari Herzog). Great thoughts, as always. Here are some suggestions for other "I" words for the equation: Initiative: how do people respond to the call to action? To what extent are they engaged and encourage others to participate? To what extent is this measurable? Intelligence: what kind of information is the effort gathering from the public? Surveys/polls and other calls to action can generate a lot of understanding about your audience that Information: maybe the same as above? Perhaps when people provide contact info, that counts as part of the 'I' quotient? Interaction: set benchmarks, break through them. Repeat. Integration: To what extent do people make the initiative something of their own? How many emails do they forward? How many links do you get out of the activity? Intuition: to what extent have you laid down a thesis and have it proven with a new initiative? Or were you way off the mark? Instruction: what are people learning from our efforts? Are we helping to build awareness and make them more alert to 'our cause' that we're promoting?
- Local examples: Pittsburgh Social Venture Partners – http://www.psvp.org (blogging, Facebook, LinkedIn, Twitter, YouTube) LOGOS Ministry - http://www.thelogosministry.org/ (Facebook groups, Yahoo Groups, Blogging, Podcasts, News via phone application, YouTube)