Ritu Sharma & Darian Heyman - An Introduction to Online Strategy

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Ritu Sharma & Darian Heyman - An Introduction to Online Strategy

  1. 1. An Introduction to Online Strategy RituSharmaDarian Rodriguez Heyman @ritusharma1 @Dheyman #sm4np
  2. 2. Today’s Agenda•Why Social Media?•A Quick How-To•HelpfulResources•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 Smarter ThanAnyone”•Potential to Turn Donors IntoFundraisers
  5. 5. Why Social Media?• MARKETING• FUNDRAISING• ADVOCACY• STAFF & VOLUNTEER RECRUITMENT
  6. 6. What Not To Do
  7. 7. Listen
  8. 8. Social Media Marketing 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•RTOften & 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 Key Influencers & Donors•Rowfeeder•Facebook Fan Page Analytics Report•Twitter Follower Analytics Report
  23. 23. ACTIVATE:Identify Key Influencers & 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! Ritu@SM4NP.org @RituSharma1Darian@SM4NP.org @dheyman

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