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The  Footprints of Social Media Planning www.CFSarasota.org
 
 
“ I hear YouTube, Twitter and Facebook are merging to form  a super-social media site:  YouTwitFace.”  −  Conan O'Brien, T...
Question: What’s the common denominator  in steady  media  coverage, loyal  donors , good  community  relations and engage...
Answer: Relationships.
Is social media the right communications tool for every relationship? For every audience? For every need? Is it another to...
<ul><li>What footprints </li></ul><ul><li>are we leaving  today?   </li></ul><ul><li>4 core principles of    social media ...
What is social media?  4 core principles. www.CFSarasota.org
<ul><li>Social media is SOCIAL. </li></ul><ul><li>What are the elements of conversation? </li></ul><ul><li>What bothers yo...
Listen with enormous ears. www.CFSarasota.org
Social media is not a billboard for your nonprofit’s announcements. We’re officially begging  you to donate & come to the ...
2. Social media—like other forms of communication—insists that you ask: “ Where does my audience live  & what do they like...
<ul><li>Current supporters or prospects?  </li></ul><ul><li>Youth? Working? Retired? </li></ul><ul><li>Middle class?  Weal...
3. Like dating, social media involves TIME and TRUST. www.CFSarasota.org
If you’re using  social media, you have to water it or it will die. Value = Water www.CFSarasota.org
4. It’s not if you’re going    to play but when you’re   going to play. www.CFSarasota.org
60% of all donors—online  and offline—did research  online before giving.   Source: Kintera www.CFSarasota.org
 
Television Ad Campaign Website www.refresheverything.com Blog www.refresheverything.com/blog Facebook Page Pepsi- Refresh ...
The Good Side <ul><li>The  tools  are free. </li></ul><ul><li>Easy to use. </li></ul><ul><li>Provides a way to    meet new...
The Evil Side 2. People can say  bad stuff about you. <ul><li>Time  isn’t free. </li></ul>3. No plan, no power. www.CFSara...
<ul><li>1. Managing Time </li></ul><ul><li>Time Management: It’s nothing new.  </li></ul><ul><li>Tips:   -Start small: 20 ...
Nearly  85% of nonprofit  survey respondents committed  at least ¼ of a full time staff member  to maintaining their socia...
2. Managing Reputation  <ul><li>3 Questions </li></ul><ul><li>What are people saying about  your organization? </li></ul><...
<ul><li>Social Media Guidelines </li></ul><ul><li>For you. </li></ul><ul><li>For your fans. </li></ul><ul><li>For your emp...
Dirt Travels Fast.  And the delete key doesn’t work once it’s out there. “ Viral. It’s so…viral.” www.CFSarasota.org
<ul><li>Be honest and truthful. </li></ul><ul><li>Be respectful of timing.    (Does your board know it?) </li></ul><ul><li...
<ul><li>Look at 3 things: </li></ul><ul><li>Tone.    Totally negative, neutral, seem like they could be talked to?   </li>...
At this difficult time, @ Shamu  will not be active. For Twitter updates follow @ SeaWorld_Parks .  http://bit.ly/b0oU3l  ...
 
“… social media is on 24/7  so be prepared and do not be caught  off-guard with No social media strategy… Be  proactive , ...
3. Managing the Plan  A good social media plan has:   -Goals    -Guidelines for content/ frequency of   posting   -An over...
<ul><li>Content is King. </li></ul><ul><li>To be  interesting , you must  be interested .    (It’s not all about you.) </l...
<ul><li>Content is King. </li></ul><ul><li>Use a variety of post types: video, links, photos,    status updates </li></ul>...
Straight from the horse’s mouth. www.CFSarasota.org “ It bothers me when an excellent  nonprofit asks for feedback and  do...
Straight from the horse’s mouth. www.CFSarasota.org “ I want something that  touches me   in some way.  …Then, after I cli...
Straight from the horse’s mouth. www.CFSarasota.org “ Some organizations are SO  serious all the time Facebook is a  de-st...
www.CFSarasota.org
www.CFSarasota.org
<ul><li>“ Value Added” Posts </li></ul><ul><li>Quotes, Tips, & Did You Know’s </li></ul><ul><li>Questions (Informal pollin...
<ul><li>Tone, frequency & oversight. </li></ul><ul><li>Don’t talk like a text book.    Formal = lame= people don’t care.  ...
<ul><li>Example </li></ul><ul><li>Who is Our Audience? </li></ul><ul><li>Future boomer & next generation donors </li></ul>...
<ul><li>Example </li></ul><ul><li>What are our goals? </li></ul><ul><li>Brand ourselves as a friend of nonprofits, causes....
<ul><li>Example </li></ul><ul><li>How does this translate to content? </li></ul><ul><li>Links to advocacy info for the art...
Nonprofit social media isn’t one size fits all. www.CFSarasota.org
<ul><li>2 approaches </li></ul><ul><li>Establish your brand with your nonprofit’s  own Facebook, Twitter, YouTube, Flickr ...
www.CFSarasota.org
Why Facebook? <ul><li>More than 103 million US-based.  </li></ul><ul><li>Average user spends nearly 1 hour on FB daily. </...
Words We Hate to Like  <ul><li>Friend = Someone who elects to receive updates    from your personal  profile </li></ul><ul...
Basic Tips <ul><li>You want a  Page  (for an agency), not a  Profile  (for individuals).  </li></ul><ul><li>Make multiple ...
 
Privacy Settings <ul><li>You can specify ages of users (13+, over 17, etc.).  </li></ul><ul><li>You can prevent people fro...
Suggest to Friends
www.CFSarasota.org
Why Twitter? <ul><li>Great way to  get  information FAST.  </li></ul><ul><li>Free and effective way to access a network of...
 
Basic Tips <ul><li>Create an account name that makes sense &    brand your page.  </li></ul><ul><li>Re-tweet valuable cont...
 
Who should you follow? <ul><li>News media  </li></ul><ul><li>National orgs with your mission focus. </li></ul><ul><li>Loca...
www.CFSarasota.org
Tips <ul><li>Apply for a free nonprofit account & take    advantage of its features.  </li></ul><ul><li>Post short videos—...
Is it actually interesting to people  outside of your organization? Interview with your CEO?   Or interview with a client ...
www.CFSarasota.org
www.CFSarasota.org
Tips <ul><li>Quick answers & updates about your cause   that don’t “fit” on your website. </li></ul><ul><li>Provides conte...
 
 
 
www.CFSarasota.org Raising Money Using Social Media
What About Fundraising  Using Social Media? www.CFSarasota.org <ul><li>Most nonprofits consider Facebook    as the best so...
Cause Announcement  from  ASPCA - the American Society for the Prevention of Cruelty to Animals   “ Hooray! Thanks to ever...
What About Fundraising  Using Social Media? www.CFSarasota.org <ul><li>BUT, do you measure dollars raised from… </li></ul>...
If you insist…[and you can be successful] www.CFSarasota.org <ul><li>Use 3 steps to answer “why now?” </li></ul><ul><li>Cr...
Promoting Your Social Media Presence <ul><li>Link everywhere- badges & tweet streams:    website, e-newsletters,  between ...
Do You Need to Purchase Ads on Facebook? <ul><li>ASK: What’s your goal?    Brandraising?  Friendraising?  Education? </li>...
Measuring  <ul><li>Hootsuite   Excellent tracking & posting of links </li></ul><ul><li>Track referrals to your website    ...
www.CFSarasota.org
www.CFSarasota.org
“ What Specifically Is SM Doing for Us?” <ul><li>Driving traffic to our website/ blog.   More traffic to our blog & events...
Take a Plunge: Next Steps <ul><li>Try just one social media tool.   </li></ul><ul><li>Do you have 20 minutes a day? </li><...
“ Marketing is no longer   about the stuff that you   make, but about the   stories you tell.”   −  Seth Godin www.CFSaras...
We connect  people who   care  with  causes that matter.
Let’s Connect Susie Bowie, Communications Manager [email_address] 941.556.7104 On Twitter: @NonprofitSRQ On Facebook: Comm...
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June 4: Footprints of Social Media Planning

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Learn the basics of planning a successful experience using social media for your nonprofit. Prepared & presented by Susie Bowie, Communications Manager at the Community Foundation of Sarasota County.

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June 4: Footprints of Social Media Planning

  1. 1. The Footprints of Social Media Planning www.CFSarasota.org
  2. 4. “ I hear YouTube, Twitter and Facebook are merging to form a super-social media site: YouTwitFace.” − Conan O'Brien, The Tonight Show www.CFSarasota.org
  3. 5. Question: What’s the common denominator in steady media coverage, loyal donors , good community relations and engagement with clients/ members ? www.CFSarasota.org
  4. 6. Answer: Relationships.
  5. 7. Is social media the right communications tool for every relationship? For every audience? For every need? Is it another tool? No. No. No. Yes, and it’s an important one. www.CFSarasota.org
  6. 8. <ul><li>What footprints </li></ul><ul><li>are we leaving today? </li></ul><ul><li>4 core principles of social media </li></ul><ul><li>What goes in your plan </li></ul><ul><li>Attracting a crowd </li></ul><ul><li>Measuring success </li></ul>www.CFSarasota.org
  7. 9. What is social media? 4 core principles. www.CFSarasota.org
  8. 10. <ul><li>Social media is SOCIAL. </li></ul><ul><li>What are the elements of conversation? </li></ul><ul><li>What bothers you during bad conversations? </li></ul>www.CFSarasota.org
  9. 11. Listen with enormous ears. www.CFSarasota.org
  10. 12. Social media is not a billboard for your nonprofit’s announcements. We’re officially begging you to donate & come to the events we invite you to on Facebook. Not taking to comments at this time.
  11. 13. 2. Social media—like other forms of communication—insists that you ask: “ Where does my audience live & what do they like?” www.CFSarasota.org
  12. 14. <ul><li>Current supporters or prospects? </li></ul><ul><li>Youth? Working? Retired? </li></ul><ul><li>Middle class? Wealthy? </li></ul><ul><li>How do they talk? </li></ul><ul><li>What interests do they have that relate to your mission, values or brand? </li></ul>www.CFSarasota.org
  13. 15. 3. Like dating, social media involves TIME and TRUST. www.CFSarasota.org
  14. 16. If you’re using social media, you have to water it or it will die. Value = Water www.CFSarasota.org
  15. 17. 4. It’s not if you’re going to play but when you’re going to play. www.CFSarasota.org
  16. 18. 60% of all donors—online and offline—did research online before giving. Source: Kintera www.CFSarasota.org
  17. 20. Television Ad Campaign Website www.refresheverything.com Blog www.refresheverything.com/blog Facebook Page Pepsi- Refresh Everything Twitter Hashtag #PepsiRefresh A Well-Integrated, Cross-Linked Campaign
  18. 21. The Good Side <ul><li>The tools are free. </li></ul><ul><li>Easy to use. </li></ul><ul><li>Provides a way to meet new audiences. </li></ul><ul><li>Provides a new way to connect with existing fans. </li></ul><ul><li>Drives traffic to your website. </li></ul><ul><li>Enhances your brand presence. </li></ul>www.CFSarasota.org
  19. 22. The Evil Side 2. People can say bad stuff about you. <ul><li>Time isn’t free. </li></ul>3. No plan, no power. www.CFSarasota.org
  20. 23. <ul><li>1. Managing Time </li></ul><ul><li>Time Management: It’s nothing new. </li></ul><ul><li>Tips: -Start small: 20 mins/ day -Delegate </li></ul><ul><li>-Try several accounts -Establish boundaries/ policies -As you start getting results, consider investing more time. </li></ul>www.CFSarasota.org
  21. 24. Nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource. Source: 2010 Nonprofit Social Network Survey www.CFSarasota.org
  22. 25. 2. Managing Reputation <ul><li>3 Questions </li></ul><ul><li>What are people saying about your organization? </li></ul><ul><li>What’s being said about issues related to your mission? </li></ul><ul><li>Who’s saying it? </li></ul><ul><li>Your biggest talkers are often your own staff and volunteers . </li></ul>
  23. 26. <ul><li>Social Media Guidelines </li></ul><ul><li>For you. </li></ul><ul><li>For your fans. </li></ul><ul><li>For your employees. </li></ul>You need written social media guidelines in your employee handbook. www.CFSarasota.org
  24. 27. Dirt Travels Fast. And the delete key doesn’t work once it’s out there. “ Viral. It’s so…viral.” www.CFSarasota.org
  25. 28. <ul><li>Be honest and truthful. </li></ul><ul><li>Be respectful of timing. (Does your board know it?) </li></ul><ul><li>Reflect your nonprofit’s values. </li></ul><ul><li>Respect privacy. (Of clients, donors, members, volunteers, staff, confidential “insider” info) </li></ul>It’s mostly common sense. (See Kodak, IBM, Intel SM policies) www.CFSarasota.org
  26. 29. <ul><li>Look at 3 things: </li></ul><ul><li>Tone. Totally negative, neutral, seem like they could be talked to? </li></ul><ul><li>Influence. How many followers, friends, subscribers do they have? </li></ul><ul><li>Frequency. Is this a standalone argument / complaint or does there seem to be a trend brewing? </li></ul><ul><li>-Carrie Lewis, Humane Society of United States </li></ul>So what if people DO say bad things about your business?
  27. 30. At this difficult time, @ Shamu will not be active. For Twitter updates follow @ SeaWorld_Parks . http://bit.ly/b0oU3l SeaWorld: What Happened www.CFSarasota.org Source: Orlando Sentinel
  28. 32. “… social media is on 24/7 so be prepared and do not be caught off-guard with No social media strategy… Be proactive , be transparent and be honest . Your customers will appreciate that more and will become your legs in spreading your news faster if you engage and interact with them in an honest and transparent way….”
  29. 33. 3. Managing the Plan A good social media plan has: -Goals -Guidelines for content/ frequency of posting -An overseer and team members -Policies (Yes, this again!) -Outcomes measurement www.CFSarasota.org
  30. 34. <ul><li>Content is King. </li></ul><ul><li>To be interesting , you must be interested . (It’s not all about you.) </li></ul>www.CFSarasota.org
  31. 35. <ul><li>Content is King. </li></ul><ul><li>Use a variety of post types: video, links, photos, status updates </li></ul><ul><li>Be diverse in your content, but never go off mission, brand. </li></ul>www.CFSarasota.org
  32. 36. Straight from the horse’s mouth. www.CFSarasota.org “ It bothers me when an excellent nonprofit asks for feedback and does not respond . Makes me nuts, and it tells me that at the end of the day they are really just trying to fill the page .&quot;
  33. 37. Straight from the horse’s mouth. www.CFSarasota.org “ I want something that touches me in some way. …Then, after I click - don't inundate me with crap.”
  34. 38. Straight from the horse’s mouth. www.CFSarasota.org “ Some organizations are SO serious all the time Facebook is a de-stressor, social activity .”
  35. 39. www.CFSarasota.org
  36. 40. www.CFSarasota.org
  37. 41. <ul><li>“ Value Added” Posts </li></ul><ul><li>Quotes, Tips, & Did You Know’s </li></ul><ul><li>Questions (Informal polling) </li></ul><ul><li>Fun links to videos & multi-media (yours or not) </li></ul><ul><li>Even if it’s not directly about your nonprofit, keep it relevant to your mission/brand. </li></ul>www.CFSarasota.org
  38. 42. <ul><li>Tone, frequency & oversight. </li></ul><ul><li>Don’t talk like a text book. Formal = lame= people don’t care. </li></ul><ul><li>Overkill is easy to achieve possible. Don’t over-post. </li></ul><ul><li>Don’t disappear off the radar with fleeting appearances. </li></ul><ul><li>One person should oversee SM plan, encouraging others to participate. </li></ul>www.CFSarasota.org
  39. 43. <ul><li>Example </li></ul><ul><li>Who is Our Audience? </li></ul><ul><li>Future boomer & next generation donors </li></ul><ul><li>Nonprofit staff & board that may or may not be existing users of Nonprofit Resource Center </li></ul><ul><li>Community and business leaders. </li></ul><ul><li>Scholarship recipients & applicants </li></ul>www.CFSarasota.org
  40. 44. <ul><li>Example </li></ul><ul><li>What are our goals? </li></ul><ul><li>Brand ourselves as a friend of nonprofits, causes. Caring. Compassionate. Responsive. </li></ul><ul><li>Drive traffic to our website for more information on events, scholarships, grants, etc. </li></ul><ul><li>Provide a national awareness for our Nonprofit Resource Center </li></ul>www.CFSarasota.org
  41. 45. <ul><li>Example </li></ul><ul><li>How does this translate to content? </li></ul><ul><li>Links to advocacy info for the arts & human services. </li></ul><ul><li>Tips/news/best practices for nonprofits. </li></ul><ul><li>Spotlights of nonprofits in our area & their work. </li></ul><ul><li>Research/ questions to show we’re listening. </li></ul><ul><li>Inspirational quotes about community, giving. </li></ul>www.CFSarasota.org
  42. 46. Nonprofit social media isn’t one size fits all. www.CFSarasota.org
  43. 47. <ul><li>2 approaches </li></ul><ul><li>Establish your brand with your nonprofit’s own Facebook, Twitter, YouTube, Flickr accounts/ pages. </li></ul><ul><li>Talk about your nonprofit on your own individual profile. </li></ul>www.CFSarasota.org
  44. 48. www.CFSarasota.org
  45. 49. Why Facebook? <ul><li>More than 103 million US-based. </li></ul><ul><li>Average user spends nearly 1 hour on FB daily. </li></ul><ul><li>Pages have created more than 5.3 billion likes. </li></ul><ul><li>IF your audience is living there. I bet they are. </li></ul>
  46. 50. Words We Hate to Like <ul><li>Friend = Someone who elects to receive updates from your personal profile </li></ul><ul><li>Like = Electing to receive updates from your organization’s Facebook page </li></ul>
  47. 51. Basic Tips <ul><li>You want a Page (for an agency), not a Profile (for individuals). </li></ul><ul><li>Make multiple (trusted) staff or volunteers administrators. Encourage them to use the “Suggest to Friends” when appropriate. </li></ul><ul><li>Create a Facebook badge for your website/blog. </li></ul><ul><li>Stop the insanity! Do not blast invites to events. And use updates (sent to FB message boxes) sparingly. </li></ul>
  48. 53. Privacy Settings <ul><li>You can specify ages of users (13+, over 17, etc.). </li></ul><ul><li>You can prevent people from commenting or posting on your wall. </li></ul><ul><li>Hmmm…..good idea? </li></ul>
  49. 54. Suggest to Friends
  50. 55. www.CFSarasota.org
  51. 56. Why Twitter? <ul><li>Great way to get information FAST. </li></ul><ul><li>Free and effective way to access a network of like-minded colleagues around the country or potential supporters. </li></ul><ul><li>Ultra viral: easy to get others to share your message—3 rd party credibility! </li></ul><ul><li>IF your audience is living there. </li></ul>
  52. 58. Basic Tips <ul><li>Create an account name that makes sense & brand your page. </li></ul><ul><li>Re-tweet valuable content from others. </li></ul><ul><li>Use HootSuite or another tool to automate & track clicks. </li></ul><ul><li>Think research, trends. </li></ul>
  53. 60. Who should you follow? <ul><li>News media </li></ul><ul><li>National orgs with your mission focus. </li></ul><ul><li>Local orgs with similar mission focuses: think partners/ potential partners. </li></ul><ul><li>Your competitors. </li></ul><ul><li>Funders, nonprofit think tanks. </li></ul>
  54. 61. www.CFSarasota.org
  55. 62. Tips <ul><li>Apply for a free nonprofit account & take advantage of its features. </li></ul><ul><li>Post short videos—no more than a few minutes. </li></ul><ul><li>Invest in a FLIP camera. Inexpensive & effective. </li></ul><ul><li>Use your Facebook page, website, Twitter pages to make your videos more viral. </li></ul><ul><li>Make sure there’s an emotional component. </li></ul>www.CFSarasota.org
  56. 63. Is it actually interesting to people outside of your organization? Interview with your CEO? Or interview with a client who has been helped by your agency? Clip of a speech given at a special event? Or several donors saying why they care? www.CFSarasota.org
  57. 64. www.CFSarasota.org
  58. 65. www.CFSarasota.org
  59. 66. Tips <ul><li>Quick answers & updates about your cause that don’t “fit” on your website. </li></ul><ul><li>Provides content for e-news, print news, etc. </li></ul><ul><li>Increase search ranking of your website. </li></ul><ul><li>Facilitate conversations & showcase your expertise. </li></ul>www.CFSarasota.org
  60. 70. www.CFSarasota.org Raising Money Using Social Media
  61. 71. What About Fundraising Using Social Media? www.CFSarasota.org <ul><li>Most nonprofits consider Facebook as the best social networking tool for fundraising </li></ul><ul><li>78% of organizations that fundraise using Facebook raised $1,000 or less in 2009. </li></ul><ul><li>93% use social networks for marketing; 46% for fundraising </li></ul>
  62. 72. Cause Announcement from ASPCA - the American Society for the Prevention of Cruelty to Animals “ Hooray! Thanks to everyone who recruited and to all those who donated! Every $ and bit of awareness helps!!! We finally broke our $3,000 donations goal! Let's see how long it takes us to reach $4,000!” Over 35,000 members in this cause. www.CFSarasota.org
  63. 73. What About Fundraising Using Social Media? www.CFSarasota.org <ul><li>BUT, do you measure dollars raised from… </li></ul><ul><li>a first luncheon with a potential donor? </li></ul><ul><li>a press release? </li></ul><ul><li>a volunteer appreciation luncheon? </li></ul>
  64. 74. If you insist…[and you can be successful] www.CFSarasota.org <ul><li>Use 3 steps to answer “why now?” </li></ul><ul><li>Create a sense of urgency and immediacy. </li></ul><ul><li>Discuss visible results that make people want to take action. </li></ul><ul><li>Set a deadline & a goal. </li></ul><ul><li>Source: Network for Good, 2010 </li></ul>
  65. 75. Promoting Your Social Media Presence <ul><li>Link everywhere- badges & tweet streams: website, e-newsletters, between SM platforms </li></ul><ul><li>Include “become a fan” on all printed material— business cards, newsletters, rack cards, etc. </li></ul><ul><li>Make other (trusted) employees administrators </li></ul><ul><li>Encourage others to visit you with special contests & discounts </li></ul>www.CFSarasota.org
  66. 76. Do You Need to Purchase Ads on Facebook? <ul><li>ASK: What’s your goal? Brandraising? Friendraising? Education? </li></ul><ul><li>1% or less of survey respondents received ANY revenue from social networks. </li></ul>www.CFSarasota.org Source: 2010 Nonprofit Social Network Benchmark Report
  67. 77. Measuring <ul><li>Hootsuite Excellent tracking & posting of links </li></ul><ul><li>Track referrals to your website Google analytics is free. </li></ul><ul><li>Observe activity Comments, Likes, Re-tweets, (+)(-) in Followers, Fans </li></ul><ul><li>Survey your clients, members, customers “How did you hear about us?” and Special discounts </li></ul>www.CFSarasota.org
  68. 78.
  69. 79. www.CFSarasota.org
  70. 80. www.CFSarasota.org
  71. 81. “ What Specifically Is SM Doing for Us?” <ul><li>Driving traffic to our website/ blog. More traffic to our blog & events. +200/month. </li></ul><ul><li>Building our brand. We care about people. We care about nonprofits. </li></ul><ul><li>Providing a new way to connect. Old & new constituents are contacting us w/ questions. </li></ul><ul><li>Excellent, free peer to peer research. Nonprofit, foundation trends. </li></ul>www.CFSarasota.org
  72. 82. Take a Plunge: Next Steps <ul><li>Try just one social media tool. </li></ul><ul><li>Do you have 20 minutes a day? </li></ul><ul><li>Follow others. </li></ul>
  73. 83. “ Marketing is no longer about the stuff that you make, but about the stories you tell.” − Seth Godin www.CFSarasota.org
  74. 84. We connect people who care with causes that matter.
  75. 85. Let’s Connect Susie Bowie, Communications Manager [email_address] 941.556.7104 On Twitter: @NonprofitSRQ On Facebook: Community Foundation of Sarasota County www.CFSarasota.org

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