SLSAE - Social Media Strategy - Wrap-up 06-15-10


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  • This is a great place to find staffers and volunteers - who cares about your cause more than your supporters? Also, volunteer needs sometimes arise suddenly - Twitter is a great medium to reach out in real-time for a real-time need. A great example of this is in disaster communications.
  • Grab RSS from search results and put it in a reader or dashboard Another great way to find people who care about your cause Helps you monitor your brand, join conversation, etc. Create a saved search on your twitter homepage
  • Hashtags make it easy to search and organize results around a specific topic. A good one to check out if you haven't yet is #nptech. It is a catch-all term for information related both to nonprofits and technology. You can either search directly in various platforms, or go to NPTech.Info to see aggregate results for Tweets, Blogs, Flickr photos, delicious tags, etc. One of the most unique and successful use of hashtags that I've seen is the #nwf tag. Other popular hashtags or "memes" as you may hear them called include #charitytuesday, #woofwednesday, and #followfriday. This is a shoutout in the Twitterverse - you recommend specific people or organizations to follow by simply putting their Twitter handles and tagging the tweet with a hashtag.
  • On 12 February 2009, 200+ international cities hosted a Twestival (Twitter + festival) to bring Twitter communities together to raise money for charity: water. The Twestival raised $250,000+ and brought worldwide public awareness to the global water crisis. There are global and local events - the next global Twestival will be held on Thursday 25 March 2010.
  • Twitpic is trackable, and you can bring your supports up close and personal with your cause. It also integrates with clients, like Tweetdeck. It also enables users to make comments and tag photos so they can be aggregated. You can also use 12 seconds.
  • A way to promote your event - gets it on their calendar. An event page allows you to do RSVP - pre-network - upload photos/videos/links. Gives you ability to notify Fanbase and segement by demographics. The event has its own wall.
  • Add discussions tab and it basically acts like a forum where you can start a discussion to engage your fans. Soliciting feedback, crowdsourcing, asking for stories that may be more in-depth than comments. If you do it on your wall, it shows up on everyone's feeds. It would be too noisy. Let's fans start discussions too.
  • Premium branding capabilities and increased uploading capacity The option to drive fundraising through a Google Checkout "Donate" button Listing on the Nonprofit channels and the Nonprofit videos pages Ability to add a Call-to-action overlay on your videos to drive campaigns Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause.
  • Make sure you have links to your channels on a prominent place on your homepage, your footers, contact page, community page. Include it in campaigns communications, emails, newsletters, cross-promote in Facebook, Twitter, email auto-sigs.
  • SLSAE - Social Media Strategy - Wrap-up 06-15-10

    1. 1. <ul><li>Social Media </li></ul>Wrap-up & Questions
    2. 2. <ul><li>Progress? ! </li></ul>
    3. 7. <ul><li>“ If you adhere to business practices from just 5 years ago, the world has already passed you by and lapped you a few times.” </li></ul><ul><li>– Mike Michalowicz </li></ul>
    4. 8. These are your tools Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Hybrid Events Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008)
    5. 9. Effective Roles of Digital (Social) Media <ul><li>Listen </li></ul><ul><li>Engage </li></ul><ul><li>Influence </li></ul>
    6. 10. Engaging/Influencing: Tweetups/Twestivals
    7. 11. GOALS Member Engagement
    8. 12. GOALS
    9. 13. Twestival TM <ul><li>Branded global Twitter-generated festivals </li></ul><ul><li>2009 – 202 cities … raised $250,000 for clean water through Charity: Water </li></ul><ul><li>2009 – 130 cities raised $450,000 for 135 charities via Twestival TM Local </li></ul><ul><li>2010 – 14,117 people raised $460,700 for Concern Worldwide’s education projects </li></ul>
    10. 14. Tweetsgiving 2009 Screen shot courtesy of @amyrsward
    11. 15. <ul><li>Social Media </li></ul>Questions
    12. 16. My bias … <ul><li>Experience </li></ul><ul><li>= </li></ul><ul><li>Expectations </li></ul>
    13. 17. ESPN innovates with I-Pad <ul><li>If more companies would stop overthinking things and start having fun, we're pretty confident that we'd see more innovation, more discovery and less waiting for the next big thing. </li></ul><ul><li>Experience = Expectation </li></ul>associations
    14. 18. <ul><li>How do you measure effectiveness? </li></ul><ul><ul><li>ROI / analytics </li></ul></ul><ul><ul><li>Do you have members or fans? </li></ul></ul><ul><ul><ul><li>Average fan spends extra $71.84 than non fan </li></ul></ul></ul><ul><ul><ul><li>Fan 41% more likely to recommend than non fan </li></ul></ul></ul>Unanswered Questions
    15. 19. What is a FB Fan Worth?
    16. 20. <ul><li>How effective is social media in meeting the needs of members of the associations? </li></ul><ul><ul><li>It depends … </li></ul></ul><ul><ul><ul><li>On your members </li></ul></ul></ul><ul><ul><ul><li>On your strategies </li></ul></ul></ul><ul><ul><ul><li>On your implementation </li></ul></ul></ul><ul><ul><li>Start by “playing around” with platforms </li></ul></ul><ul><ul><li>What are your members (or subgroup of members) doing now? Can you afford to let them do it without you? </li></ul></ul>Unanswered Questions
    17. 21. Social Media Influences Actions Action Taken As a Result of Social Media (nonprofit)
    18. 22. <ul><li>How does it pay off for the association with the investment/time made by the association? </li></ul><ul><ul><li>Track what is going on in your space </li></ul></ul><ul><ul><li>Connect & engage with members </li></ul></ul><ul><ul><li>Reach younger generations </li></ul></ul><ul><ul><li>Reduce costs (less printing/postage) </li></ul></ul><ul><ul><li>Reach those not reaching </li></ul></ul>Unanswered Questions
    19. 24. <ul><li>Brandjacked … fake site by fake tree firm </li></ul><ul><li>TweetUp 4 Troops vs Tweetup for Troops </li></ul><ul><li>What to do? </li></ul><ul><li>Reached out via social media </li></ul><ul><ul><li>Blogged about it </li></ul></ul><ul><ul><li>Tweeted the blog </li></ul></ul><ul><ul><li>Retweeted to 600,000+ within 24 hours </li></ul></ul>Defending Your Brand: Brandjacking of T4T
    20. 25. <ul><li>How we integrate it successfully to achieve some goals (membership increases; positive industry representation; service enhancement, etc.) without getting overwhelmed by it or being forced to add staff. </li></ul><ul><ul><li>Focus on strategy </li></ul></ul><ul><ul><li>Decide if you need to drop something </li></ul></ul><ul><ul><li>Perhaps return is worth the added staff? </li></ul></ul>Unanswered Questions
    21. 27. <ul><li>Tactful Tactics.  I've got my opinions, but I'd like to hear yours. </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Don’t spam </li></ul></ul><ul><ul><li>Share </li></ul></ul>Unanswered Questions
    22. 28. Desired Learnings <ul><li>Stimulated mind and some action items. </li></ul><ul><li>How to use social media to achieve professional, personal, social goals effectively and find out what not to do. </li></ul><ul><li>Better understanding of what it takes to use social media wisely. </li></ul><ul><li>Better understanding of the potential value of social media. </li></ul><ul><li>Better sense of what our social media strategy should be. </li></ul><ul><li>How we make social media worth the time we spend on it. </li></ul><ul><li>Better understanding of how and when to use it to advance my association clients </li></ul><ul><li>How to best tie together multiple social media tools to create a coherent message and how to drive traffic back to our association's website. </li></ul>
    23. 29. Lesson for a lifetime … If you want to learn to swim …. Dive in!
    24. 30. <ul><li>Twitter </li></ul>
    25. 31. Twitter Screen
    26. 32. Twitter Terms <ul><li>Tweet </li></ul><ul><li>Re-Tweet (RT) </li></ul><ul><li>Direct Message (DM) </li></ul><ul><li>@ </li></ul><ul><li>Find People </li></ul><ul><li>Search </li></ul><ul><li>Chats </li></ul>
    27. 33. No Profile – No Follow
    28. 34. Profile – May Follow
    29. 35. Getting on Twitter Sign up & Join
    30. 36. Twitter Sign Up
    31. 37. Complete Profile
    32. 38. Add Photo
    33. 39. Follow
    34. 40. Searching Twitter “ Search” – by topic Search – “Find People”
    35. 43. Presenter Social Media Tactics 22 that help nonprofits meet their missions 50 2 3 6 7 13 19 21 24 27 26 29 31 41 46 39 34 49 37 44 17 22 11 5 18 1
    36. 44. 8 SOCIAL MEDIA TACTIC Recruit new staff and volunteers via Twitter.
    37. 45. 9 SOCIAL MEDIA TACTIC Monitor your organization's name on
    38. 46. 12 SOCIAL MEDIA TACTIC Start, join, and organize conversations on Twitter with hashtags (#nwf #nptech #charitytuesday)
    39. 47. 13 SOCIAL MEDIA TACTIC Create a fundraising campaign organized with Twitter.
    40. 48. 19 SOCIAL MEDIA TACTIC Use Twitpic to share photos.
    41. 49. 29 SOCIAL MEDIA TACTIC Add your events to your Facebook fan page.
    42. 50. 32 SOCIAL MEDIA TACTIC Start a discussion that will engage your Facebook fans.
    43. 51. 36 SOCIAL MEDIA TACTIC Use the YouTube Nonprofit Program to raise money or for advocacy.
    44. 52. 48 SOCIAL MEDIA TACTIC Promote your social media channels via websites, emails, footers, etc.