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social media 2012 - Plan for a charity


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A friend from a charity recently asked me to answer four questions that will help them plan their social media strategy 2012.

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social media 2012 - Plan for a charity

  1. 1. Social Media Plan for a charity / non profit 2012 Javier García Journalist Community Manager [email_address] - @jgarciacl
  2. 2. Presentation <ul><li>I am interested in charities that do a good job in social networks. </li></ul><ul><li>Planning is very important and I hope that this presentation will be helpful for your organization </li></ul><ul><li>2012 is a year of economic crisis, and it is very important that charities do not be neglect in Social Media. </li></ul><ul><li>This is a revised version of a presentation uploaded in November 2011. </li></ul>
  3. 3. Considerations about Social Media Plan for a charity <ul><li>Social media needs time  and planning. </li></ul><ul><li>Its a cheaper and more  targeted than traditional media. </li></ul><ul><li>Listening is as important as talking. </li></ul><ul><li>The technical expertise and  available time of the person in charge/ or the volunteers who will participate should influence your planning. </li></ul><ul><li>...So your plan can be realistic, manageable and efficient. </li></ul>
  4. 4. Mission and priorities for social media <ul><li>Mission:   </li></ul><ul><li>Objectives: </li></ul>In order of priorities 1. 2. 3. 4. 5. 6. 7. 8. <ul><li>Products & merchandasing </li></ul><ul><li>News of social programs </li></ul><ul><li>Fundraising campaign </li></ul><ul><li>  Prayer / Quotations </li></ul><ul><li>Events /  news </li></ul><ul><li>News about our partners </li></ul><ul><li>Devotional / Reflexion </li></ul><ul><li>Increase the number of volunteers </li></ul><ul><li>Awareness about our cause </li></ul><ul><li>Increase donations </li></ul>Drag and Drop the appropriate goal to your plan
  5. 5. Introduction: What do you get? <ul><li>With this plan we will achieve: </li></ul><ul><li>Increase Awareness of our organization (new people) </li></ul><ul><li>Increase Awareness about our mission (actual fans) </li></ul><ul><li>Increase Web Traffic </li></ul><ul><li>The above points can help us: </li></ul><ul><li>Increase volunteers </li></ul><ul><li>Increase donations </li></ul><ul><li>Motivating people to action in Social Media </li></ul>
  6. 6. Profile of your main follower <ul><li>Does not exist a tool for understanding the demographic profile of followers. </li></ul><ul><li>% country | </li></ul><ul><li>% language | </li></ul><ul><li>Follow news and brands, not just friends. </li></ul><ul><li>Between 24- 45 years old (a bit older than in Facebook) </li></ul><ul><li>Check Twitter at least twice a day. </li></ul><ul><li>Use Social Media in the morning and evening. </li></ul><ul><li>Have a Facebook account This help us to recognize which content will be interesting to those who tend to engage more </li></ul><ul><li>(Retweet, Reply, move to action) </li></ul>
  7. 7. Profile of our fan on Facebook <ul><li>Who like your page </li></ul><ul><li>...% have 18-24 </li></ul><ul><li>...% have 25-34 </li></ul><ul><li>...% have 35-44 </li></ul><ul><li>...%female </li></ul><ul><li>...%male </li></ul><ul><li>Total. </li></ul><ul><li>… . Country 1 </li></ul><ul><li>… . Country 2 </li></ul><ul><li>What we can do with this information? </li></ul><ul><li>Try to engage more actual fans…or reach new fans? </li></ul><ul><li>Who like your reached </li></ul><ul><li>...% have 18-24 </li></ul><ul><li>...% have 25-34 </li></ul><ul><li>...% have 35-44 </li></ul><ul><li>...%female </li></ul><ul><li>...%male </li></ul><ul><li>Total. </li></ul><ul><li>… . Country 1 </li></ul><ul><li>… . Country 2 </li></ul><ul><li>Talking about your page </li></ul><ul><li>...% have 18-24 </li></ul><ul><li>...% have 25-34 </li></ul><ul><li>...% have 35-44 </li></ul><ul><li>...%female </li></ul><ul><li>...%male </li></ul><ul><li>Total. </li></ul><ul><li>… . Country 1 </li></ul><ul><li>… . Country 2 </li></ul>
  8. 8. Communications SWOT <ul><li>Social media experience of the person in charge. </li></ul><ul><li>Our Mark is very / moderately / poorly known </li></ul>Move them where is appropriate according to the  current situation <ul><li>Many / few staff members share news of us in FB </li></ul><ul><li>High / Low Frequency of Update TW </li></ul><ul><li>Sufficient / poor news update in our website </li></ul>internal external <ul><li>We have many / few people of our country in our TW </li></ul>TW=Twitter / FB=Facebook <ul><li>Several / few journalists and / or  media follow us. </li></ul><ul><li>We use language that is understandable for the people. </li></ul><ul><li>We’ve strengthened/neglected in publications about mission FB TW </li></ul><ul><li>High / Low  activity of charities like us. </li></ul><ul><li>Bad / reliable Internet connection in the office. </li></ul><ul><li>Important websites have links to us  ( google) </li></ul><ul><li>We post in an organized / disorganized way TW FB </li></ul><ul><li>We have high / low influence on TW (see ranking </li></ul><ul><li>Logos of TW FB in our bags  / brochures /banners </li></ul>Increase smartphone / table users in the country <ul><li>We have in TW FB advocates well / poorly trained </li></ul><ul><li>Active Partners / Board. retweet news on FB TW </li></ul><ul><li>We publish in the media often / rarely. </li></ul><ul><li>We have a apps for Iphone / Android </li></ul>S trengths: W eaknesses O pportunities T hreats:
  9. 9. Which social networks. <ul><li>Twitter and Facebook are the fastest growing social media and are among the three most used in the world. </li></ul><ul><li>Then focus in: Youtube / Vimeo, Flickr </li></ul><ul><li>In third priority Slideshare, Foursquare, and others </li></ul><ul><li>All must be addressed according to the capabilities.  </li></ul><ul><li>Having a good handle on Twitter and Facebook is essential. </li></ul>
  10. 10. Content is key in any strategy <ul><li>Create content is vital. </li></ul><ul><ul><li>Get testimonies (email, audio or video). </li></ul></ul><ul><ul><li>Have a good pool of questionsto choose the appropiate for each interview. </li></ul></ul><ul><ul><li>Leader talking about our cause. </li></ul></ul><ul><ul><li>News about your social programs </li></ul></ul><ul><ul><li>News about our parterns </li></ul></ul><ul><ul><li>Key statistics about awarness </li></ul></ul><ul><ul><li>Photos / Wallpaper of your cause. </li></ul></ul>
  11. 11. 2.1  Weekly Checklist. Twitter.  w. 1 w. 2 w. 3 w. 4 Have you sent a tweet between 19 to 22 hours? (scheduled) Have you sent quotations about our cause? Have you sent news of social programs / on the mission? Have you sent #FF on Fridays? (Follow Fridays) Have you repeated a tweet last week? (repeat no more than 30%, 70% should be fresh content) Have you mentioned someone in any of your tweets? Have you responded tweets with mentions with “Thanks&quot;, “Praying“, “congratulations” is sufficient in several cases) Have you retweeted at least one tweet of your friends? Have you included # in your tweets #literacy #poverty #justice #country
  12. 12. Essential Tools <ul><li> : Twitter and Facebook to schedule  reports and have clicks on your links. </li></ul><ul><li> : with a weekly email you know who stopped following and do the same (usually) </li></ul><ul><li> to know how many people you have reached with your last 50 tweets. </li></ul><ul><li>  to measure the growth and the number of tweeting daily. </li></ul>
  13. 13. Monthly metrics / Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Rank. Klout Rank. Peer Ind Avg. news followers Avg.Tweets % grow in FB Active users Clicks web Min. web Click from TW Form. Contact TweetReach
  14. 14. Realistic and challenging goals. <ul><li>It depends on many factors such as: Number of Tweets, type of content, type of cause, but </li></ul><ul><li>The numbers in the “monthly metrics” can help you set goals. </li></ul><ul><li>Goals should include retweets and mentions, not just number of followers / fans. </li></ul><ul><li>Include a move to action (call or email) to register for an event and / or support a campaign. </li></ul><ul><li>Over 30 points in Klout is synonym you are engaging well. If you do the weekly checklist you will have more chance of engagment </li></ul>