MyCharityConnects Vancouver - Back to Basics: Developing a Social Media Strategy for Your Org.


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You’ve dipped your toes into social media: you’ve got a Facebook page, Twitter feed, YouTube channel, and CEO blog set up.

But now what?

Back up.

Social media is about free and open conversations online but your organization still needs to have a plan of action. Take a hold of your communications plan and start afresh.

This workshop is for organizations that dipped (or maybe dove headfirst) into social media, but are now wondering what the next steps are and how they can make their social media investment more focused and worthwhile.

Attendees Will Walk Away With:
- Knowledge of how social media is changing the way nonprofits operate and what it means to be a networked nonprofit
- Tips on how to determine which social networks your organization’s key audiences are using and how to create a social media strategy
- Information on receiving buy-in from staff, management, and boards

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MyCharityConnects Vancouver - Back to Basics: Developing a Social Media Strategy for Your Org.

  1. 1. Back to Basics: Developing a Social MediaStrategy for Your Organization April 18, 2012Generously supported by PwC Canada:
  2. 2. What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. CanadaHelps is giving made simple.
  3. 3. PricewaterhouseCoopers LLP 3
  4. 4. About PwC •PwC provides industry focused assurance, advisory and tax services for public, private and government clients in four areas: • Corporate Accountability • Risk management • Structuring and mergers and acquisitions • Performance and process improvement •Part of a global network of firms – 154,000 people in 153 countries •PwC service areas include our multi-disciplinary Not for Profit and Sustainable Business Solutions PracticesPricewaterhouseCoopers LLP 4
  5. 5. PwC Canada Foundation PwC established a charitable Foundation in 2004. Its mission is to help build and empower community leadership by helping employees sharing their time, expertise and resources.PricewaterhouseCoopers LLP 5
  6. 6. PwC community impacts The total number of volunteer hours donated by PwC employees during work hours over the past seven years. 90,000PricewaterhouseCoopers LLP 6
  7. 7. How PwC looks at the work of our sector Thought Leadership Publication: Capacity Building: Investing in not-for-profit effectiveness Read more about the initiative: Twitter: @CSRjames James Temple Director, Corporate Responsibility, PwCPricewaterhouseCoopers LLP
  8. 8. Who are you?
  9. 9. Basic Social Media Strategy
  10. 10. It’s time to get deliberate about our use of social media
  11. 11. The #1 factor fordetermining successon social media:having a strategy.
  12. 12. • Canada leads the world in online engagement• Focus on video: Canadians love YouTube
  14. 14. Strong GoodCOMMUNITY CONTENT Supported by: • Structured PLANNING • Social CULTURE • Willingness to MEASURE & LEARN • ACTIONS
  15. 15. AgendaBe Social Planning Community ContentMeasure & Learn
  16. 16. Source: Beth Kanter,
  17. 17. BE SOCIAL
  18. 18. Letting Go • Control • YOUR attachment to the organization • Doing what “we’ve always done”Opening Up • To meaningful involvement from donors, clients, volunteers, public etc…
  19. 19. YourYour CAUSE INSTITUTION
  20. 20. Source: The Networked Nonprofit by Allison Fine and Beth Kanter
  21. 21.  8pm July 6thStory posted 5am July6th
  22. 22. Where Do You Fit?
  23. 23. • How is your organization embracing the social culture shift?• What barriers do you face? Culture Shift
  24. 24. Tips for Getting Buy-In• Sign people up for tools to reduce fear (Twitter, Google Reader, alerts etc…)• Seek out example organizations and show their success• Search for your organization & show the conversation’s already happening
  25. 25. Bust Myths• Bust myths: – 73% of donors gave online in 2010 – Baby boomers are the biggest cohort of online donors in Canada – More than 17 million Canadians use Facebook – Per capita, Canadians watch more YouTube videos than any other country
  26. 26. Think Social• Conversation, not promotion• Show personality• Be quick• Add value
  27. 27. Always Be Listening• Google alerts• Follow example brands and nonprofits• Google Reader, Twitter, e-newsletters
  28. 28. Plug In to Networks• Join and participate in conversations happening online
  29. 29. Social By Design (not by accident) • Put people at the heart of your campaign design
  30. 30. PLANNING
  31. 31. How your organization uses social media • Marketing and publicity • Fundraising, donor engagement and retention • Connecting with others around your cause • Building relationship and online community • Collaboration and collective action • Sharing expertise on our issues • Movement building and social change
  32. 32. • Gain exposure • Engagement • Influence • Action • Create lasting impact • Offer supportSet Goals From Don Bartholomew:
  33. 33. EXAMPLE #1 Collaboration and collective action around an unfair piece of legislationGOALS • Connect with like-minded organizations to coordinate actions • Energize an online community to take action
  34. 34. Pick the Right Tools• Which tools best support your goals?• Where’s your audience?• What capacity do you have?
  35. 35. EXAMPLE #2 Share expertise on our cause within our local community.GOALS • Use our blog to position ourselves as the go-to source for local media on our issue • Lead conversations with other local organizations about key issues relating to our mission.
  36. 36. Tools You Can UseTHE BIG FOUR:• Facebook, Twitter, LinkedIn, YouTubeOTHERS TO EXPLORE:• Blogs, Google+, Tumblr, Foursquare, Pinterest, Instagram (now owned by Facebook)
  37. 37. Fish Where the Fish Are• 25% of all time online is spent on Facebook• Survey supporters about the tools they use
  38. 38. Define Roles• Determine the right people for executing social media• Train accordingly
  39. 39. Draft your Social Media Guidelines • Responsibility • Transparency • Copyright • Proprietary Information
  40. 40. Social Media Guidelines • Privacy and personal information • Respect • Good judgement • Productivity • Personal use of social media
  41. 41. COMMUNITY
  42. 42. Role of Community Manager• Understand & advocate for the community• Listen & engage• Problem solve & prevent crises• First point-of-contact• Lead the community to action
  43. 43. Characteristics of a Good Community Manager• Have a personality• Be passionate about the cause• Care about the community• Leadership• Don’t try to control• Be prepared
  44. 44. Have a Vision for Success• Strong online communities have a clear rallying cry and committed members• What would your ideal online community look like?• What actions would they take?
  45. 45. • Who are they? (Middle-aged men, young mothers, teens from Parkdale etc…)• Motivations• Other communities & online activities Know Your Community
  46. 46. Source: Beth Kanter,
  47. 47. Nurture All Community Members Happy Spreaders Donors Evangelists InstigatorsBystanders Engaging, Regular Reasons to Resources & Ongoing interesting communication give tools support content Links to easily Peer-to-peer Recognition Thanks and share content fundraising praise! Good stories Creative ideas Stories about they can the impact of spread their giving Opportunities to engage offline
  48. 48. • Statement of purpose for the community• Community rules around respect• Moderation and deletion of comments• Privacy statement• How you will use the posts (i.e. marketing material, fundraising etc…)• Prohibited posts Terms of Use
  49. 49. Think Multi-Channel• Engage on other media• Collect contact information when possible• Provide offline opportunities when possible
  50. 50. Look Outside• Find your ideal community on other networks• Join the ongoing conversation• Mobilize fundraising campaign with existing network
  51. 51. CONTENT
  52. 52. Know Your Audience• Define your key audiences• Describe them – Get specific – What do they do? – What do they care about? – What moves them to action?• What do we want them to do?
  53. 53. Messaging that Gets Remembered • Simple • Unexpected • Concrete • Credible • Emotional • Stories
  54. 54. More Principles of Social Content• Short• Personal• Shareable• Easy calls to action
  55. 55. STORIES!• Stories often make the best content, but charities are really bad at telling them
  56. 56. Tim Horton’s
  57. 57. • Remember the number ONE • Focus on HOPE, HUMOUR, SURPRISE, EMPATHY [less on fear, anger, hurt] • Appeal to IDENTITY (from Made to Stick)PRINCIPLES OF GOOD STORYTELLING
  58. 58. Other Good Social Content• Resources, useful information, educational… but make it stick• Events/urgencies• Controversies, thought-provokers• Reviews• Questions, conversation-starters
  59. 59. Stats & Data • Use with caution • Make them concrete • Make them relevant • Focus on one stat at a time
  60. 60. The rule of thirds
  61. 61. • Re-use existing content, ADAPTED TO SOCIAL PLATFORMS• Use content across platforms Recycle Content
  62. 62. Content for Fundraising• Stories about impact• Peer-to-peer campaigns• Clear, concrete calls to action
  63. 63. MEASURE & LEARN
  64. 64. STEP 1: Set Clear Objectives• Review your goals• Set measurable objectives that will allow you to achieve your goals
  65. 65. Smart Objectives • Specific • Measurable • Actionable • Realistic • Time-specific
  66. 66. EXAMPLE #2 Share expertise on our cause within our local community.GOALS • Use our blog to position ourselves as the go-to source for local media on our issue • Lead conversations with other local organizations about key issues relating to our mission.
  67. 67. Smart Objectives• Increase blog subscribers by 50% over the next 12 months• 30% of blog posts contain active discussion in the comments about the issues raised – more than 3 comments• Increase website traffic from blog by 100% over next 12 months• Increase media calls related to blog topics by 25% over the next two years.
  68. 68. STEP 2: Select Metrics
  69. 69. Social Media Data• Subscribers/ Unsubscribes• Followers/ Unfollows• Comments/ Unique commenters• Favourites• Video/photo views• Retweets• Likes• Page/post views• # of posts
  70. 70. Social Media Data• Most popular posts• Conversations• Feedback• Repeat supporters• Comments• Recommendations• Click-throughs• Donations• Sign-ups
  71. 71. Your Measurement Tools• Google Analytics• Google Alerts• Twitter search• Facebook Insights• Blog statistics• Hootsuite• & other link trackers (• Surveys
  72. 72. Spreadsheets!
  73. 73. STEP 3: Learn & Take Action!
  74. 74. Take Action• Listen, learn, and adapt.• Which posts generate conversation and sharing? Which don’t?
  75. 75. Try an Experiment! • Try a time-limited experiment on one of the tools • Reflect on what worked and what didn’t
  76. 76. Strong GoodCOMMUNITY CONTENT Supported by: • Structured PLANNING • Social CULTURE • Willingness to MEASURE & LEARN • ACTIONS
  78. 78. www.mycharityconnects.orgfree online resources Information about technology and social media Webinars Past webinar slides Learning opportunities Events across the country
  79. 79. MyCharityConnects Conference 2012 JUNE 12 – 13 | Allstream Centre, Toronto Collaborate to build a stronger sector. Innovate to solve complex problems. Celebrate our work and the difference we’re making.• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.• Registration opens in February
  80. 80. 2012 MyCharityConnects Webinars us for these FREE online information sessions that cover topics relating to online technology,social media and fundraising. Registration is open to employees, volunteers, and board members ofCanadian charities and nonprofits.April 25 - Essential Twitter Tips for Your CharityMay 9 - Preparing for a Website RedesignMay 23 - Editorial Calendar Essentials: Organize &Plan Your Online CommunicationsJune 27 - Elements of a Great YouTube Video
  81. 81. 2012 MyCharityConnects Workshops CanadaHelps often conducts workshops on the topics of online fundraising and social media in communities across Canada. Registration is open to employees, volunteers, and board members of Canadian charities and nonprofits.Rationalizing Social Media: Strategy and Cost-Benfit Analysis ofFundraising through Social Media• April 19 – Victoria, BC (generously supported by PwC; presented in collaboration with United Way of Greater Victoria)Back to Basics: Developing a Social Media Strategy for Your Organization• April 19 – Victoria, BC (generously supported by PwC; presented in collaboration with United Way of Greater Victoria)• April 26 – Barrie, ON (presented in collaboration with Barrie Public Library)
  82. 82. for more great resources…
  83. 83. PricewaterhouseCoopers LLP
  84. 84. Questions? THANK YOU! Generously supported by PwC Canada: