An Introduction to Online Strategy

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Social media presents new and exciting opportunities for NGOs to advance their missions, raise much-needed funds, and mobilize huge bases of support, but how exactly can NGO leaders harness its potential? Join us for an interactive look at some of the most powerful and effective tactics and tools for making the move online. Presented by Darian Rodriguez Heyman at the December 5, 2012 Social Media for Nonprofits- New Delhi conference.

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An Introduction to Online Strategy

  1. 1. An Introduction to Online StrategyDarian Rodriguez Heyman @Dheyman #sm4np
  2. 2. Today’s Agenda• Why Social Media?• A Quick How-To• Helpful Resources• Q&A/Ask the Experts
  3. 3. Social media For Social Good?
  4. 4. Why Social Media?• Follow Your Audience• Low barrier To Entry• “Everyone is SmarterThan Anyone”• Potential to TurnDonors Into Fundraisers
  5. 5. Why Social Media?•  MARKETING•  FUNDRAISING•  ADVOCACY•  STAFF & VOLUNTEER RECRUITMENT
  6. 6. What Not To Do
  7. 7. Listen
  8. 8. Social MediaMarketing StrategyIDENTIFY RECRUIT ENGAGE ACTIVATE
  9. 9. IDENTIFY
  10. 10. Identify Your Audience• History & Experience• Facebook Insights• Google Analytics• RowFeeder.com/reports
  11. 11. RECRUIT
  12. 12. Recruit: FacebookFacebook.com/nonprofits• Invite People• Post & Tag Photos& Videos• Create Events• Facebook Ads
  13. 13. Recruit: Twitter• Follow Others• Low Hanging Fruit• Post Regularly• RT Often & Liberally• # & @s• Participate In #ff
  14. 14. ENGAGE
  15. 15. ENGAGE:Ask Questions
  16. 16. ENGAGE: Timing is Everything• Morning: 8 – 9AM• Lunch: 12 – 1PM• End of Day: 4:30 – 6PM• Night: 9:30 – 11PM
  17. 17. ENGAGE: Become a CuratorThink50/50
  18. 18. ENGAGE:Recognize & Respond
  19. 19. ENGAGE:Tie In Live Events
  20. 20. ACTIVATE
  21. 21. ACTIVATE:Create Superfans
  22. 22. ACTIVATE: Identify KeyInfluencers & Donors• Rowfeeder• Facebook Fan Page Analytics Report• Twitter Follower Analytics Report
  23. 23. ACTIVATE: Identify KeyInfluencers & Donors• Celebrate Key Allies:Donors, Volunteers,& Milestones • Blogs, Highlights & Posts
  24. 24. ACTIVATE:Committees & Captains
  25. 25. ACTIVATE:ShareThis Widgets
  26. 26. Create an IntegratedMarketing Plan •  FACEBOOK •  TWITTER SOCIAL   PARTNERS   MEDIA   •  LINKEDIN •  YOUTUBE PR   EMAIL   •  BLOG •  TUMBLR DIRECT   SEO   •  FLICKR MAIL   •  INSTAGRAM PHONE    
  27. 27. Create anEditorial Calendar
  28. 28. Create an Editorial Calendar• By Date & Time • Focus/Content • Media (Photos, Video) • Author • Platform
  29. 29. Use Scheduling Tools
  30. 30. Facebook Scheduling Schedule icon
  31. 31. Measure & Optimize
  32. 32. Measurement Basics Strategy Optimize Execute Analyze Measure
  33. 33. Map Metrics to GoalsGoals Metrics to MeasureGain Supporters # Newsletter Subscribers/DonorsIncrease Interaction Avg. # Comments / PostIncrease Visibility Increase in Traffic/ linkbacksVisitors Retention Bounce RateInspire Action # of Petition SignaturesEvent Attendance # of Registrants
  34. 34. Measurement Tools•  Facebook Insights•  Google Analytics•  Metric.ly•  Rowfeeder.com/freebies•  Crowdbooster.com (Twitter)•  Hootsuite (Links)
  35. 35. RESOURCE REVIEW• www.facebook.com/nonprofits• www.google.com/nonprofits• www.TechSoup.org• www.bethkanter.org
  36. 36. RESOURCE REVIEW• www.socialbrite.org• www.nten.org
  37. 37. Dhanyawad!Darian@SM4NP.org @dheyman

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