MyCharityConnects Peel - Social Media Planning [2010-11-18]


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Social Media Planning – Now that you’ve got your staff and board excited about social media, what’s next? Like most plans, it starts with a strategy, one that's based on a desire to build relationships. What does a social media plan look like? What are the key elements? Where should you dedicate your time and how can you make most of your efforts? This session will present strategies and tactics you can employ, and will touch on how it all ties into the communications plan you’ve already got.

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MyCharityConnects Peel - Social Media Planning [2010-11-18]

  1. 1. SOCIAL MEDIA PLANNING November 18, 2010
  3. 3. Traditional Media
  4. 4. Social Media
  5. 5. Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0) • Traditional media was about publishing. • Social media is about networks and community. Many Few Many Many
  6. 6. Social media isn’t a strategy • Social media is a tool for accomplishing your goals • Start with the question “what are my goals?” NOT “I want to build a social media presence”
  7. 7. Social Media Tools Digg • Social news website • People vote on news articles Twitter • Micro blogging service, • 140 character limit Second Life • Online virtual world • Explore using avatar YouTube • Video sharing website • Free to upload and share Flickr • Photo sharing website • Can comment on photos Facebook • Social networking website • Suite of features Delicious • Social bookmarking service • Let’s you find similar websites WordPress • Free blogging service • Expansion features with fee
  9. 9. Is Your Board on Board? Has senior management and Board members come onside with investing in social media … not because of the hype, but because they understand the stats and the future of communications?
  10. 10. Social Media Policies Help to: • Set expectations • Educate staff and volunteers • Protect your brand • Avoid legal liability • Clarify the reasons you use social media
  11. 11. The Changing Nature of Communications • Things happen much quicker, easier, faster • You WANT people to talk about your organization • There’s only so much control
  12. 12. Capacity Issues • Do you have the internal skills, expertise and time internally to use social media effectively • Poll your staff and volunteers: you might have an expert blogger in your midst!
  13. 13. Keep Expectations Realistic • Success takes time and effort • Not a magic bullet of new revenue
  15. 15. Desired Outcomes • What are your current marketing, fundraising or programming goals? • What desired outcomes do you wish to achieve? • Can social media tools be used to accomplish these?
  16. 16. Goals • 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
  17. 17. Examples • Goal: Attract young professionals as volunteers and grow their engagement in our organization. – Social media tools are likely to help with this goal • Goal: Build stronger, personal relationships with our older annual donor base and talk to them about estate planning – Social media will likely not be helpful
  18. 18. Target Audience • Who do you want to reach and engage? • Be as specific as possible: – Where do they live? – What do they do? – How are they currently using social media?
  19. 19. Objectives Specific Measurable Actionable Realistic Timed *Term first used by George T. Doran
  20. 20. Integrate • With your current marketing & communications plans • Tie into other online and offline marketing, fundraising and social media initiatives f t
  21. 21. Sample Plan GOAL: To broaden the base of supporters between the ages of 18-22 to the organization. OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the fiscal year. STRATEGY: Leverage our connections to the local colleges and universities through our Board Member, Joe Stiles – President, Learning College. Audience Tool(s) Tactic Message(s) Timeline Resources College and university students in our town. 1. Facebook Initiate an incentive campaign to solicit “fans”. We help 1 in 3 people in our town. Help us help more. Tell a friend. Sept – April SWAG for incentives
  23. 23. Types of Social Media Audiences • Inactives. As suspected, these are the people who aren’t engaged in any of these social technologies. • Spectators. These are people who read online information, list to podcasts, and watch videos but do not participate. • Joiners. These are people who have a profile on different social networking sites and visit them with some regularity. • Collectors. These are people who read lots of information and may vote or tag pages or photos. • Critics. These are people who post reviews online, comment on blogs, or contribute in other ways to existing content. • Creators. These are people who publish on the web (blog, website, video, podcasts). Forrester Research
  24. 24. Become the Audience Inactive Spectators Joiners Collectors Critics Creators
  25. 25. STEP 1: RESEARCH
  26. 26. Be a Spectator • Research the tools • Observe, read and watch • Learn the language, customs and etiquette • Get ideas about what works and what doesn’t
  27. 27. Join & Use Your Ears • Set up accounts • Join groups • Follow people • Play in the sandbox What are people saying about your organization? Organizations like yours? Homework: Set up a Google Alert OR do a Twitter Search
  28. 28. Learn From Others • See how other organizations started and see what they have done • Ask others about their successes and disappointments Flickr + Facebook
  29. 29. STEP 2: CHOOSE A TOOL
  30. 30. Which One? • We recommend starting with one tool at a time • Take a look at your goals, audience and message: what’s the best tool for the job?
  31. 31. What Does What? Tool Uses Blogs • Blogger • WordPress • News outlet – the “new” newsletter • Highlighting donors and partners Media Sharing • YouTube • Flickr • Enhance visual storytelling News & Social Bookmarking • digg • delicious • Sharing online resources • Finding like-minded people and organizations Social Networking • Facebook • Twitter • Expanding supporter base • Another channel for calls to action
  32. 32. Still not sure? Try Facebook to start … A little bit of everything: • Creation of a webpage on a commonly visited site • Build a community / “fan” base • Talk about stuff your organization is doing or involved with • Post pictures and videos • Connect from your website to this page • Ability to test several things at one time
  34. 34. Have a Great Website • Good usability • Easy to find information • Relevant content • Clear calls to action
  35. 35. Comment • Start participating in the conversations by sharing thoughts, comments, links, further insight, etc.
  36. 36. Collect • Gather information on your cause and begin to develop a base of knowledge from which to speak from. • Participate by tagging and voting.
  38. 38. Be A Story Teller • Adapt your story to an online platform: • Keep it simple • Easy to remember • Easy to retell • Adapt your story to your desired audience
  39. 39. A Compelling Fundraising Event Story Example: Fundraising event • Blog: interview an attendee and ask others to share their experience in comments • YouTube: bring your video camera and ask people to tell you why they came • Facebook: ask everyone who attended to share images/stories
  40. 40. A Compelling Fundraising Story Example: Capital campaign • Flickr: show people the direct impact they can have through images • Twitter: Tweet regular updates on success and how much support is still needed • Blog: weekly blog post during campaign about the impact of your organization (get various perspectives: Board, community, volunteer etc…)
  41. 41. Tips • Don’t just write about your latest fundraising campaign • ask your donors to tell their story • Don’t just publish a news release about government cutbacks hurting your cause • give your supporters the tools and platform to take action and share their passion with others
  42. 42. STEP 5: SHARE & ENGAGE
  43. 43. Build a Following • Become the expert • Link everything back to your website • Offer opportunities to do something • ASK!
  44. 44. Starting Conversations • Remember: social media is about engaging and building community • Don’t just talk at your supporters • Think of the conversations you want to start
  45. 45. Provide Opportunities for Action
  46. 46. ALWAYS
  47. 47. Listen, Learn and Adapt • Get feedback! Ask: • What is working, what isn’t? • What else would you like to see? • Implement changes and keep trying
  48. 48. Use What You Get • People’s stories are opportunities for you to talk about the work you do • Complaints are an opportunity to improve what you’re doing • Members of a page or a following is a group already interested in you … what else can they do for you?
  49. 49. Monitor & Measure • Number of visits • Number of unique visitors • Search engine rank • Message inclusion • # of followers/likes • Article/post readership • Click-thrus and view-thrus • Repeat visitors • Duration of stay • Subscribe to feeds (RSS) • Comments/posts ratio • Change in awareness • Change in attitudes • Association with your brand • Donations • Tell a friends / Referrals • Petition signatures • Surveys filled out • Visits to the organization • Reduced number of calls • Number of event attendees • Volunteers signing up • Downloads
  50. 50. • Get used to the tool and the conversations happening • Be trustworthy & consistent • Create distinctive content that fits with your organization’s identity and mission Build Confidence
  51. 51. Make it Part of Your Day Make it part of your work routine – Creating content – Responding & engaging
  52. 52. Keep the Brand Consistent • Offline and online branding should be very similar in appearance • But don’t copy the copy!
  53. 53. Promote to your Network • Use other outlets to promote a new initiative • Leverage your following and promote to whoever you can
  54. 54. Setup Create Confidence Integrate Promote Assess On To The Next!
  55. 55. Keep Your Ear To The Ground • Subscribe to a blog, RSS feed or Google Alert • Attend training opportunities • What’s next on the horizon?
  56. 56. Have fun! • Interact with different people • Make it personal • These are fun tools!
  57. 57. Your Turn
  59. 59. What is MyCharityConnects? CanadaHelps' online resource centre for charities – a website dedicated to connecting charities and nonprofits to the technologies they need to succeed. What can I find on MyCharityConnects? • Free online resources for charities • Information about technology , Web 1.0, Web 2.0 & social media • Video demonstrations • Webinars (online seminars) • 2009 & 2010 conference materials
  60. 60. UPCOMING WEBINARS November 24 – Everything Old is New Again: Getting Back to Fundraising Fundamentals December 8 – Technology - a Source of Frustration or Creativity for Your Organization?