Social Media Strategies Brown Bag Lunch Powerpoint


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Miriam's Kitchen, DC Scores, and Sitar Arts Center presented on their social media messaging strategies and best practices at a DCAYA Brown Bag Lunch.

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  • Case study: please and thank youAsking for in-kind donations – very effectiveShowing appreciation for our volunteers – very effectiveBUTDifficulty communicating advocacyDifficulty raising money among volunteersNeed for balance
  • Case Studies:Proven that photos, videos and links get more eyes than most straight content.BUT they can also hog other people’s feeds (esp on Facebook mobile). DON’T OVER DO IT.
  • Case study: Zucchini story
  • Consider also the “face” of your organization. What is this person’s reputation - what is their personality?
  • Case study: National Review, Rush
  • Someone has to be the bad guy. Don’t be afraid to say no when your content goes into “cute cats” territory.
  • Doing social media badly is arguably worse than not doing it at all.
  • Social Media Strategies Brown Bag Lunch Powerpoint

    1. 1. Facebook, Twitter and Tough Decisions Managing Social Media as part of a Communications Strategy Tom Murphy Miriam’s Kitchen 1
    2. 2. 2,700 Facebook likes, 3,500 Twitter Followers - How did we get here?  “I’d rather be lucky than good.” - Vernon “Lefty” Gomez, Washington Senators  “I’m a great believer in luck, and I find the harder I work the more of it I have.” - Thomas Jefferson 2
    3. 3. First, we got lucky… 3
    4. 4. Then what???        1,000 new followers Media coverage (local and national) Invited on panel discussions Immediate momentum A great story No strategy WE HAD TO GET GOOD! 4
    5. 5. Creating a Strategy  Social Media is a lot like interior decorating…     It looks fun It looks pretty It can make people happy It can improve your value 5
    6. 6. Creating a Strategy  …but it requires a lot of construction work first.      You need a foundation You need structure You need a lot of time You need to plan ahead You need a strategy 6
    7. 7. Creating a Strategy: Determine Your Audiences    Don’t try and reach the world Engagement is more important than size Focus on your organization’s needs:       Donors? Volunteers? Other non-profits? Media? Policymakers? Advocates? 7
    8. 8. Creating a Strategy: Determine Your Assets    What can you add to the social media dialogue? What is it about your mission that people need to understand? What resources do you have to share?    Research, data, articles, blogs? Unique perspective? Photos and video? 8
    9. 9. Creating a Strategy: Do you have messages?   Messaging is fundamental. It will tie together various communications to various audiences. Messaging will force you to be disciplined in your content.  If you can’t make a message fit, consider ditching the post or tweet. 9
    10. 10. Creating a Strategy: Do You Know Your Organization’s Voice?  Social media should be consistent with your organization’s voice. Are you:       Authoritative? Silly? Serious? Provocative? Conservative? Funny? 10
    11. 11. Creating a Strategy: Managing Bad News  Social media absolutely should be a part of any crisis communications plan      Be fast Be responsive Be honest Don’t do any more harm Don’t feed the trolls 11
    12. 12. Creating a Strategy: Do You Have the Time?  Social media needs to be “fed” each day      Monitor feeds Identify trends (or problems) Create content Respond to incoming messages Can eat unexpected amounts of time, resources 12
    13. 13. Lessons Learned  DON’T just hand social media to the youngest staff member.  DO write a social media strategy that integrates with your broader communications strategy.  Caveat: if you ARE the 22 year old or the intern, demand a copy of the communications strategy. You will look smart and strategic. 13
    14. 14. Lessons Learned  DON’T treat social media as a landfill  DO set up parameters for what specific kinds of content you want – and you want your coworkers to send to you.  The Internet has enough cute cat videos. 14
    15. 15. Lessons Learned  DON’T EVER GO DARK.  DO populate your feeds every day.  Take advantage of services like HootSuite, to help you schedule delivery of content ahead of time. 15
    16. 16. Lessons Learned  DON’T be all about “me”  DO make social media a two-way vehicle      Ask questions of your followers Comment on smart or relevant posts – do a search of your organization’s topic area. Find unexpected allies. Respond to likes, retweets and comments. Link to organizations relevant to your post or tweet Engage! 16
    17. 17. Questions? Tom Murphy Director of Communication Miriam’s Kitchen 202-452-8926 ext 235 17
    18. 18. Building Teams, Improving Lives Jake Lloyd Communications Manager @jakelam2116
    19. 19. The DC SCORES Blog Created in October 2009 30% written by other staff members Averages per week: • 2-3 posts • 300 page views • 175 unique visitors
    20. 20. Blog layout
    21. 21. Swiss Army Knife “Shape of the Nation…” “Poetry Slam! video of the month: Kelly Miller Middle School” “12 stories that defined 2012” “Volunteer spotlight: Aaron Plantenberg, Penya Barcelonista”
    22. 22. A marketing tool Highlight corporate partnerships Build on foundation relationships Indelible part of advocacy efforts
    23. 23. Spreading the word
    24. 24. 5 tips for blogging success 1) Create consistent posting schedule, stick to it 2) Keep posts short (300-600 words) 3) Embed videos, include photos in posts #INTEGRATE 4) Varied topics, multiple voices 5) Use analytics, determine what brings in readers
    25. 25. Thank you! Jake Lloyd Communications Manager 202.393.6999 x313 @jakelam2116 @DCSCORES
    26. 26. Sitar Arts Center advances the critical life skills of underserved children and youth and prepares them for achievement in the 21st century through visual, performing, and digital arts education in a nurturing community.
    27. 27. CREATING AN ADVOCACY E-BLAST Presented by Kendall Ladd, Donor Relations Manager Angela Robinson, Marketing and Technology Manager
    28. 28. Stating the Need Summer is a critical time for us to take care of children and youth in the District. Young people of our community faced serious issues over the summer.
    29. 29. Finding Great Sources Americans for the Arts
    30. 30. Finding Great Sources Employment Policies Institute
    31. 31. Designing Your E-Blast • Informative • Readability • Highlighting Key Points • Image Placement
    32. 32. Distributing Your Message
    33. 33. Following Up On Your Advocacy Message Our advocacy messages Each of our board members often start conversations provides specific expertise to govern our community as a well rounded group. with and among our constituents. This gives us a great starting dialogue for future cultivation and fundraising messages. “This is a profound advocacy piece!” “Exceptional, absolutely exceptional! Strong impact/relevance statement; clear call to action. BRAVO!”
    34. 34. 1700 Kalorama Road, Suite 101, Washington, DC 20009 | 202-797-2145 “Celebrating Kids, Arts and Community”