JD Lasica: Steps to Engage Your Followers


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Whether you want to grow your membership, raise funds, recruit more followers, gather petition signatures, find volunteers for your cause, or connect with your community, this presentation will offer guidance that will help you create impact for years to come. JD will cover the strategies and tactics that motivate supporters and newcomers to action, plus tips on how to successfully use social tools to mobilize members, spread awareness, enlist supporters, raise funds, and drive action.

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JD Lasica: Steps to Engage Your Followers

  1. 1. Engage your supporters& succeedon the Social Web Social Media for Nonprofits JD Lasica Founder, Socialbrite.org jd@socialbrite.org
  2. 2. What we’ll cover today3-step program:1. Get strategic & aligned2. Create great content3. Use your communityQuestions, hugs, tearful goodbyes
  3. 3. Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography http://socialbrite.org/sm4np (all sites in this talk have been tagged for later retrieval)
  4. 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #sm4np
  5. 5. Dizzying growth77% US adults are frequent social media users.*141 million active blogs (vs. 12,000 in 2000); almost 1 million blogposts created per day; over 346 million people globally read blogs6 of top 10 websites in US are social sites (YouTube, Facebook,Wikipedia, Blogger, Craigslist, Twitter)Flickr: 35 million people, 4 billion-plus photosTwitter: 300,000 new users per dayText messages per day: 4.5 billionYouTube: 2 billion videos streamed per day73% of US Internet users are on Facebook *source: Nielsen Online, spring 2010
  6. 6. S T E P 1 : S T R AT E G YGet strategic & aligned CC photo by Bruno. C. on Flickr
  7. 7. Big picture reality checkBefore we talk tools, technology or campaigns, do aself-assessment with your team.Why are you doing this?What core values drive yourorganization?What change would you liketo see in the world?Is there clarity about what yourorganization is trying to achieve?Why should people care?Do you have an idea worth spreading?
  8. 8. Lay the groundwork Do you have a social media policy or guidelines? Do you have a Strategic Plan in place? Have you studied or surveyed your community? Have you identified your social media team members and are they properly trained? Do you have buy-in from top management? Do you know how to build evergreen programs before campaigns? http://socialbrite.org/sm4np for policies, best practices
  9. 9. Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  10. 10. Begin with a strategic planIt could include:360 assessment of socialmedia capabilitiesList of goalsDescription of online communityProposed use of social tools& platformsRecommendations onexpanded capabilitiesSpecifics of metrics programCompetitive/peer analysis It should not include: Shiny object syndrome
  11. 11. Before you start, measure! ‘Data is better than gut.’— George Weiner Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
  12. 12. Set goals, map metricsEstablish goals Metrics to measure Grow email list of supporters # newsletter, RSS subscribers Increase comments on blog avg. # comments/post Increase website visibility increase in traffic or linkback #s Increase positive mentions mentions in blogs & social of organization or cause networks Have visitors stick around stick rate, bounce rate Make our content more viral # of shares Get people to take action # of petition signatures Get people to attend event # of registrants, year over year
  13. 13. Google AnalyticsWho loves ya, baby? See which Twitter users drive most traffic
  14. 14. Google Keyword tool https://adwords.google.com/select/KeywordToolExternal
  15. 15. 10 free metrics tools Deeper dive—metrics: socialbrite.org/sm4np
  16. 16. Create an Events Calendar Key off of events in your community
  17. 17. Get aligned! Creative Commons photo on Flickr by Sebastian Heycke
  18. 18. Social media can feed your list Be opportunistic: Take advantage of email signups on Facebook
  19. 19. Integrate your efforts thehopeinstitute.usMoving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
  20. 20. Social media dashboards Hootsuite CoTweet Tweetdeck Spredfast Threadsy Netvibes http://bit.ly/smdash
  21. 21. EXERCISEDon’t overlook mobile! Mobile calling card: Text jdlasica to 50500 http://contxts.com
  22. 22. It’s more than Text2Give The Cove campaign: Text DOLPHIN to 44144 Start & grow a mobile list Calls to action Alerts Feedback loop Reaches new constituents Ric O’Barry, “The Cove”
  23. 23. Is your site mobile-ready? Low-cost server-side solutions: WPtouch Pro, et al.
  24. 24. S T E P 2 : C R E AT E C O N T E N TUse personal storytelling Find emotional core, use videos or photos to make us feel invisiblepeople.tv
  25. 25. Showcase stories of hopeEd Givens, 30 years on Skid Row ... ... and today. 100khomes.org from Common Ground
  26. 26. Create lightweight media Don’t look now but you’re a content creator! Room to Read: Winner of TechSoup Storytelling Challenge Deeper dive—media: socialbrite.org/sm4np
  27. 27. Evolve your content strategy Build up a following organically Awareness > Influence > Action > Impact
  28. 28. Create an Editorial Calendar Map out a weekly or monthly game plan
  29. 29. Give your content a social life Conversation, not marketing
  30. 30. Your FB news feed? Bad news Facebook rewards content & conversation, punishes inactivity http://bit.ly/edgerank-checker
  31. 31. STEP 3: USE YOUR COMMUNITYCreate a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before the Ask Deeper dive—monitoring: socialbrite.org/sm4np
  32. 32. Free & low-cost monitoring Deeper dive—monitoring: socialbrite.org/sm4np
  33. 33. Create a conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub (Change.org) Twitter Contest site Deeper dive—community: socialbrite.org/sm4np
  34. 34. Enable friction-free conversations Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third- party authentication services.
  35. 35. CASE STUDIESInvolve the community livestrong.org 350.org
  36. 36. CASE STUDYMake your cause tangible http://charitywater.org/projects/map/
  37. 37. Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Tap into the sharing community
  38. 38. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.Deeper dive—monitoring & community: socialbrite.org/sm4np
  39. 39. Use social love handles! Generate an Attention Wave to socialize your campaign
  40. 40. Leverage supporters’ networks give2gether.com & fundly.com
  41. 41. The awesome power of freeFree content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio TechsoupFree services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social MediaFree software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
  42. 42. flickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 160 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
  43. 43. Socialbrite Sharing Center http://socialbrite.org/sharing-center
  44. 44. Build community, not eyeballs here’s an amazingdifference between buildingan audience and building a community. An audience will watch you fall on asword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
  45. 45. Final thoughtsBegin with a plan, not with the tools.Nice & easy does it. Be patient.Don’t forget to listen and to measure!Get aligned & integrated, attack the silos.Make email, events & social media work together.Build internal & external relationships. Understandyour organization’s capacity.Make it super-easy for others to use your content.Evaluate, iterate, relaunch. Be flexible & nimble.Don’t do all the heavy lifting!
  46. 46. Christmas in June! Color handouts! Share them at http://socialbrite.org/sm4np
  47. 47. Resources & tools What you’ll find at socialbrite.org/sm4np Free tutorials on the best way to use Facebook, Twitter & blogs 24 online fundraising sites Top cause organizations Free reports Free photo, music, video directories Collaboration tools Geolocation tools How to use mobile strategically Tons more. All free & shareable.
  48. 48. Biggest resource: Your supporters
  49. 49. Thank you! Questions? JD Lasica, founder Socialbrite: Social tools for social change email: jd@socialbrite.org Twitter: @jdlasica @socialbrite I follow back and respond to all emails