MyCharityConnects Toronto - Back to Basics: Developing a Social Media Strategy for Your Organization


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Social media is about free and open conversations online but your organization still needs to have a plan of action. Take hold of your communications plan and start afresh. This 2.5 hour 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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  • Thanks Direct Energy
  • PositionOrganizationSocial media tools you use
  • Basic, as in an adaptable framework but many tips for those who’ve used the tools for a while. Can offer insight to people on the whole spectrum of awareness with the tools themselves.Less about tools, more about strategy to support use
  • Many of us, CH included, jumped on board without a plan… and I think that’s okay, but we do have to take it to the next level. - More structure, planning and thought into why the heck we’re all doing this
  • Average of 45 hours per month onlineFacebook = growth in hours, but at point of saturation. Twitter, LinkedIn and Tumblr are all growing networksVideo is growing
  • The assumption I’ve made in pulling this information together is that everyone in this room has very limited (if any) budget for sm, and very limited (if any) time for social mediaYou’ve seen some value, but aren’t sure yet what that translates to
  • Success on social media isn’t just about knowing how to use the tools, it’s about having a culture at your organization that allows you to be successful with them. Sm is never about just another communications channel added on to the others you’ve already used. It represents a larger cultural shift (who knows which came first sm or culture) around engagement and people’s expectations of their interactions with your causeDemand for transparency, real connection
  • Social orgs are about letting go and opening up
  • Cause is often framed as your mission and vision- Organizations that remain laser-focused on the cause, on their mission and vision, fare much better in a social space than organizations that focus on their institution
  • How many have heard about Networked Nonprofit?Beth Kanter & Allison Fine wrote a book about the ways in smis bringing about or signalling a shift in the ways that nonprofits operate. It’s an interesting book – and I know that not all of us are going to change over night – I do recommend it, thoughRelationships, simplicity, open governance,
  • Here’s more about what they mean by networked nonprofit
  • One way to tell if the organization is social/networked or not is to look at how they behave during a communications crisisThis could be Scouts Canada, Komen Foundation in the US recently- This has nothing to do with the quality of the organization or the work that they do, this has to do with how they act when the spotlight is turned on them
  • ObstaclesBuy in at Board, CEO/ED levelTips for othersWho uses social media at your organization?Social culture
  • 4 – no one cares what you had for lunch.More competencies for this new world order include:
  • - One of the ways that social media is changing all of our jobs (the way that email changed everyone’s jobs years ago) is that we now need to understand the ways that our work is connected to other organizations, other people – it’s socializing our work. One of the key competencies in this new work reality is the ability, willingness to listen to others in our ecosystem
  • You can’t expect to know about how to manage an online network if you’re not a part of any. There are networks out there that are relevant to your cause… join them, and participate in the conversationBlogs, nptech
  • Bring social media into the planning and execution of programs and campaigns
  • One thing most of us don’t do much of around sm is planningPlanning = essential to ongoing successw/o it, we can’t really understand how sm supports our MISSION, cause
  • Example of do we communicate with our clients via social media, or should I take the client who’s contacted me via Twitter and move that conversation offline to the right person internally to respond to their questions. Clearly outline the reasons that your organization engages in social media toolsHelps employees decide what information to post and which tools to useProviding your employees with clear guidance on the ways your organization usesEdmonton, Calgary = most important slide
  • How can social media support your organization’s overall goals?
  • Write down a goal
  • Select a goal that supports your mission and your overall goals for using the tools
  • Survey your desired audience to see which tools their usingDon’t have to be on all the tools, choose the right onesCh = twitterBlogFB???
  • HRSDC storyWho knows your messaging, comfortable talking to people about your messageTrain for knowledge about the toolsThink about backups/emergencies
  • Set your social media guidelines
  • Lee, independent video game fundraising through KickstarterWhat do they already have? An engaged community online of people interested in what they’re doing. If you don’t have an nurture your online community, you can’t expect to turn to it when needed and have success engaging people to take action… often the missing piece that people don’t talk aboutIT TAKES TIME to nurture community. Can’t sign up for tools, start asking for $$
  • - You have a new job, congratulationsThis is often a shift in perspective… used to being outward communication person, not community engagement person
  • Be prepared with answers to common questions, and what you might do if there’s an attack or crisis online
  • This will relate to the goals you have established for your social media presence. If you’re wanting to raise funds and awareness, you want a community of people committed to your cause, willing to share your information with their networks.If instead you’re trying to support a community dealing with a particular illness, you’ll want a community of
  • don’t go after everybody, you’ll never get everybody on board
  • Understand your communityNot everyone’s going to be a donor or upThat’s okKnow who they are, especially those at the top of this list.
  • Don’t ignore anyone in your community. You never know when a bystander will have more time and become an evangelist. - Or more $ and become a donor
  • When you run a social media site, you want to make sure that it’s used for the purpose you intended and that it becomes an enjoyable, safe place for people to visit.
  • Always think about your audience when you’re developing contentUsually, you develop content by thinking about your organization. What goals are you trying to achieveThat’s wrong… think first about your audienceWhen writing/creating a specific piece, aim it at a particular group
  • Simple – core message. Our issues are complex, but we can’t expect people to understand them the way we do. In each communications piece, pick one core concept you want to conveySurpriseTangible, clear plain language. Help people understandWho’s telling the message. Online, ppl are MUCH more likely to trust friends and connections than brandsWho has credibility in your community? Get them on boardEx. Teens? Find a spokesperson they relate to, not a doctor or a teacher
  • This is a tragedy. Our stories could and should change the worldWe are so focused inward, on our own organizations, we can’t see the stories that would move our supporters to actionNo one really cares about how many people attended a literacy program last year vs. 2010 or the details about why a newly approved treatment is important to people fighting cancerYou doThey care about Sam, the 75 year-old grandfather who can read to his grandchildrenThey care about Amanda who is going to her daughter’s graduation
  • - Heart and Stroke
  • Environmental defencecanada video
  • Movie popcorn and bigmacs – 37 grams of saturated fat… so what?Medium popcorn = Equivalent of bacon and egg breakfast, big mac and fries AND a steak dinner with trimmings… combined
  • Add credit to Kyle MacKenzie at farming retreat/ Earth Day Canada
  • Annual reportsVolunteer storiesDonor storiesEditorial pieces
  • - Kiva & gift catalogues work really well- BBBS story
  • One of the most powerful things about online communications/social media is that there’s data to track
  • This sounds easy, but we find it’s one of the harder things for people to doThen you can set objectives related to your goal,Objectives by definition include something that is measurable
  • there’s so much data out there online – which is one of it’s enormous strenghts, but it’s easy to get overwhelmed with information. It’s also easy to start measuring things for the sake of it… even if it doesn’t support our goals as an organization.So, our next step is to select the right metrics or key performance indicatorsSelect one or 2 (but really just one) metric per objective. Don’t go overboard
  • Number of Subscribers – blog, email, e-newsletter – as well as those who unsubscribe (this can tell us a lot more)FollowersFans (FB)The value in these being potential ambassadors for the organization – how do you measure the value on that?
  • Number of Subscribers – blog, email, e-newsletter – as well as those who unsubscribe (this can tell us a lot more)FollowersFans (FB)The value in these being potential ambassadors for the organization – how do you measure the value on that?
  • This is the missed step in measurement. You can’t just measure and create a report and then send it to your ed and that’s done. You measure for a reason – to understand what’s working, what’s not and to take action accordinglyLearning Loops in the networked non-profitQuarterly review
  • Listen learn adaptAre some of your posts generating a lot of links, likes retweets? Is a particular community really active online and promoting you? Does this signal a new strategy you should take?Does something you post regularly never take off – stinks? Stop doing it.
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to postRESOURCES: Google reader subscriptions, email news, emails from staff
  • One way to manage your day to day is Co-tweet, social oomph are others.
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
  • One thing social media does do is add a number of channels to your communications. It’s good to keep track of your communications and reach with an editorial calendarUse regular office programs: spreadsheet or Word… if you want something that’s collaborative, online: Google Documents or SmartSheet
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
  • it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
  • Third annual conferenceJoin non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.After 2 sold-out years, MyCharityConnects is back and better than ever for 2011. Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t.
  • Updated list -
  • MyCharityConnects Toronto - Back to Basics: Developing a Social Media Strategy for Your Organization

    1. 1. Back to Basics: Developing a Social MediaStrategy for Your Organization March 7, 2012
    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. Today’s PresenterKirstin Beardsley Marketing & Communications Manager CanadaHelps
    4. 4. Who are you?
    5. 5. Basic Social Media Strategy
    6. 6. It’s time to get deliberate about our use of social media
    7. 7. • Canada leads the world in online engagement
    9. 9. Strong GoodCOMMUNITY CONTENT Supported by: • Structured PLANNING • Social CULTURE • Willingness to MEASURE & LEARN • ACTIONS
    10. 10. 1 Be Social 2 Planning 3 Community 4 Content 5 Measure & Learn6 To-Dos
    11. 11. Source: Beth Kanter,
    12. 12. BE SOCIAL
    13. 13. Letting Go • Control • YOUR attachment to the organization • Doing what “we’ve always done”Opening Up • To meaningful involvement from donors, clients, volunt eers, public etc…
    14. 14. YourYour CAUSE INSTITUTION
    15. 15. Source: The Networked Nonprofit by Allison Fine and Beth Kanter
    16. 16.  8pm July 6thStory posted 5am July6th
    17. 17. Where Do You Fit?
    18. 18. • How is your organization embracing the social culture shift?• What barriers do you face? Culture Shift
    19. 19. 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
    20. 20. Bust Myths• Bust myths: – 73% of donors gave online last year – 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
    21. 21. Think Social• Conversation, not promotion• Show personality• Be quick• Add value
    22. 22. Always Be Listening• Google alerts• Follow example brands and nonprofits• Google Reader, Twitter, e-newsletters
    23. 23. Plug In to Networks• Join and participate in conversations happening online
    24. 24. Social By Design (not by accident) • Put people at the heart of your campaign design
    25. 25. PLANNING
    26. 26. 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
    27. 27. • Gain exposure • Engagement • Influence • Action • Create lasting impact • Offer supportSet Goals From Don Bartholomew:
    28. 28. 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
    29. 29. 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.
    30. 30. Select a goal for yoursocial media
    31. 31. Pick the Right Tools• Which tools best support your goals?• Where’s your audience?• What capacity do you have?
    32. 32. Tools You Can UseTHE BIG FOUR:• Facebook, Twitter, LinkedI n, YouTubeOTHERS TO EXPLORE:• Blogs, Google+, Tumblr, Fo ursquare, Pinterest, Instag ram
    33. 33. Fish Where the Fish Are• 25% of all time online is spent on Facebook• Survey supporters about the tools they use
    34. 34. Define Roles• Determine the right people for executing social media• Train accordingly
    35. 35. Draft your Social Media Guidelines • Responsibility • Transparency • Copyright • Proprietary Information
    36. 36. Social Media Guidelines • Privacy and personal information • Respect • Good judgement • Productivity • Personal use of social media
    37. 37. COMMUNITY
    38. 38. Role of Community Manager• Understand & advocate for the community• Listen & engage• Problem solve & prevent crises• First point-of-contact• Lead the community to action
    39. 39. 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
    40. 40. 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?
    41. 41. • Who are they? (Middle-aged men, young mothers, teens from Parkdale etc…)• Motivations• Other communities & online activites Know Your Community
    42. 42. Source: Beth Kanter,
    43. 43. Nurture All Community Members Happy Spreaders Donors Evangelists InstigatorsBystanders Regular Engaging, inter Reasons to Resources & Ongoing communication esting content give tools support 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
    44. 44. • 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
    45. 45. Think Multi-Channel• Engage on other media• Collect contact information when possible• Provide offline opportunities when possible
    46. 46. Look Outside• Find your ideal community on other networks• Join the ongoing conversation• Mobilize fundraising campaign with existing network
    47. 47. CONTENT
    48. 48. 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?
    49. 49. Messaging that Gets Remembered • Simple • Unexpected • Concrete • Credible • Emotional • Stories
    50. 50. More Principles of Social Content• Short• Personal• Shareable• Easy calls to action
    51. 51. STORIES!• Stories often make the best content, but charities are really bad at telling them
    52. 52. Tim Horton’s
    53. 53. • Remember the number ONE • Focus on HOPE, HUMOUR, SURPRISE, EMPATHY [less on fear, anger, hurt] • Appeal to IDENTY (from Made to Stick)PRINCIPLES OF GOOD STORYTELLING
    54. 54. Other Good Social Content• Resources, useful information, educational… but make it stick• Events/urgencies• Controversies, thought-provokers• Reviews• Questions, conversation-starters
    55. 55. Stats & Data • Make them concrete • Make them relevant • Focus on one stat at a time
    56. 56. The rule of thirds
    57. 57. • Re-use existing content, ADAP TED TO SOCIAL PLATFORMS• Use content across platforms Recycle Content
    58. 58. Content for Fundraising• Stories about impact• Peer-to-peer campaigns• Clear, concrete calls to action
    59. 59. MEASURE & LEARN
    60. 60. STEP 1: Set Clear Objectives• Review your goals• Set measurable objectives that will allow you to achieve your goals
    61. 61. Smart Objectives • Specific • Measurable • Actionable • Realistic • Time-specfic
    62. 62. 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.
    63. 63. 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.
    64. 64. Define an objectiverelated to your goal
    65. 65. STEP 2: Select Metrics
    66. 66. Social Media Data• Subscribers/ Unsubscribes• Followers/ Unfollows• Comments/ Unique commenters• Favourites• Video/photo views• Retweets• Likes• Page/post views• # of posts
    67. 67. Social Media Data• Most popular posts• Conversations• Feedback• Repeat supporters• Comments• Recommendations• Click-throughs• Donations• Sign-ups
    68. 68. Your Measurement Tools• Google Analytics• Google Alerts• Twitter search• Facebook Insights• Blog statistics• Hootsuite• & other link trackers• Surveys
    69. 69. Spreadsheets!
    70. 70. STEP 3: Learn & Take Action!
    71. 71. Take Action• Listen, learn, and adapt.• Which posts generate conversation and sharing? Which don’t?
    72. 72. Try an Experiment! • Try a time-limited experiment on one of the tools • Reflect on what worked and what didn’t
    73. 73. TO-DOs
    74. 74. Source: Beth Kanter -
    75. 75. • Timing• How much time are people devoting to social media? – Personally and professionally
    76. 76. Daily To-Dos• Scan feeds – Retweet, Like, Comment• Review alerts, mentions, comments & continue the conversation• Post, schedule posts (1/3 rule)• Seek out resources, information for posting
    77. 77. Scheduling
    78. 78. Online Notebooks & Clipping Tools
    79. 79. Weekly To-Dos• Planning for the week• Writing/creating posts• Recording data• Update your networks
    80. 80. Editorial Calendar Week Theme/Campaign/ Tools Notes Message October 31 Smart Giving FB, Twitter, Email, Giving at Halloween Blog Charity Gift Cards Email, FB Corporate Gifts Theme/Campaign 31 1 2 3 4 Smart Giving: Halloween E FB, T B T Charity Gift Cards: Corporate E FB
    81. 81. Monthly To-Dos• Review metrics, KPIs. – Note trends, surprises, strong content etc…• Review editorial calendar & adjust
    82. 82. Quarterly To-Dos• Review your objectives• Key learnings from measurement• Take action
    83. 83. Annual To-Dos• Align your communications goals with your organization’s annual objectives
    85. 85. www.mycharityconnects.orgfree online resources Information about technology and social media Webinars Past webinar slides Learning opportunities Events across the country
    86. 86. 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
    87. 87. Upcoming Webinars• March 14 - Essential Facebook Tips for Your Charity• March 28 - Being Social Inside and Out: Fostering a Culture of Sharing and Collaboration• April 11 - The Rules Around Tools• April 25 - Essential Twitter Tips for Your Charity• May 9 - Preparing for a Website Redesign• May 23 - Editorial Calendar Essentials: Organize and Plan Your Online Communications
    88. 88. for more great resources…
    89. 89. Questions THANK YOU!