Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media 201: Advanced Tips and Strategies


Published on

Presentation given at the 2011 Association of Junior Leagues International, Inc. Annual Conference in Philadelphia, PA.

Published in: Technology, Business
  • Be the first to comment

Social Media 201: Advanced Tips and Strategies

  1. 1. Social Media 201: Advanced Tips & Strategies<br />Susan Chavez<br />#JLAC11<br />
  2. 2. Objectives<br />Today we will learn how to:<br />capitalize on your existing League projects and expertise to create engaging content<br />engage with your network to create a real online community in support of your League’s mission and projects<br />identify tools to manage your social networking efforts<br />
  3. 3. Reassess<br />What are your goals?<br />What are your expectations?<br />Does your plan need revision? (Have a plan?)<br />Examined your website?<br />
  4. 4. Your Website<br />Foundation<br />Home base for information about your League<br />All social media profiles lead back to it<br />First info source about your League to appear in search engine results<br />Does not impose limitations found on social media platforms<br />
  5. 5. Your Website<br />Questions to ask:<br />Is it easy to navigate?<br />Is it easy and compelling to read?<br />Content<br />Fonts & text formats<br />Is it regularly updated?<br />Is it easy to connect to your social media channels?<br />
  6. 6. Your Website<br />Should have:<br />About Us information<br />Easy access to program descriptions<br />Short and sweet descriptions<br />Button(s) on homepage linking to FB, Twitter, YouTube and/or blog<br />Easy to read fonts, colors, design<br />Compelling images<br />Contact Us information<br />
  7. 7. Your Website<br />Bonus points:<br />“Donate Now” button<br />Rating from Charity Navigator or other nonprofit ratings agency<br />Testimonials<br />Links to partner/sponsor sites<br />E-commerce options for cookbook sales<br />
  8. 8. Your Website<br />Leverage website, with project information<br />Create continuity across platforms<br />Basic Stats (i.e. who you are, contact info)<br />Messaging<br />Content<br />
  9. 9. Creating Community<br />Be open!<br />Post interesting, well-written content<br />Don’t forget visuals (when appropriate)<br />Answer questions<br />Ask questions/show interest in your community<br />Conduct polls/surveys<br />
  10. 10. Creating Community<br />Thank and recognize donors<br />Follow partners & sponsors<br />Thank and recognize partners & sponsors<br />Thank your followers<br />Comment on others’ content<br />Recommend/forward their content<br />
  11. 11. Creating Community<br />Follow nonprofits or organizations with expertise in issues you are working on<br />Follow your local community<br />News organizations<br />Government<br />Cultural institutions (i.e. museums)<br />Follow sister Leagues!<br />
  12. 12. Developing Content<br />Your Junior League in the news<br />Subscription news service<br />Google news search<br />Google alerts<br />New focus area announcement<br />Who, what, when, where, why<br />News/info related to your focus areas<br />Press releases<br />
  13. 13. Developing Content<br />Events<br />press releases<br />event reminders<br />post-event wrap up (i.e. photos, sponsor thank-you, fundraising results)<br />League history<br />Interesting historical facts<br />
  14. 14. Questions?<br />
  15. 15. Facebook<br />Use a fan page<br />Obtain vanity URL<br />Do not fragment your intended audience<br />Utilize appropriate FB applications<br />Customize content<br />Link back to your website<br />Update: min. – 2x / week, max. – 1-2 times / day <br />Allow followers to post comments & content<br />Monitor comments & respond<br />Consider changing landing page<br />
  16. 16. Case Study: AJLI<br />
  17. 17. Case Study: AJLI<br />
  18. 18. Case Study: AJLI<br />
  19. 19. Case Study: AJLI<br />
  20. 20. Case Study: AJLI<br />
  21. 21. Case Study: AJLI<br />
  22. 22. Case Study: AJLI<br />How it’s done:<br />Use available, embedded FB applications<br />“Links” to link back to AJLI website<br />“Events” to provide information for upcoming conferences<br />Involver applications<br />Twitter for Pages<br />YouTube for Pages<br />NetworkedBlogs<br />connected<br />FBML application<br />Reproduce & link to existing content<br />
  23. 23. Case Study: JL of London<br />
  24. 24. Case Study: JL of London<br />
  25. 25. Case Study: JL of London<br />
  26. 26. Case Study: JL of London<br />
  27. 27. Case Study: JL of London<br />
  28. 28. Case Study: JL of London<br />How it’s done:<br />Involver applications<br />Twitter for Pages<br />YouTube for Pages<br />FBML<br />Programmes<br />
  29. 29. Questions?<br />
  30. 30. Twitter<br />Try to keep name length short<br />Post at least 3-5 times a day<br />Keep message brief<br />Limit to key details<br />Limit adjectives<br />Link to multimedia content<br />Include (and shorten) links<br />Ask & thank for retweets<br />
  31. 31. Twitter<br />Follow key people/organizations<br />(See slide 9: Creating Community)<br />Monitor keywords<br />Variations of your name<br />Issue-area related keywords<br />Use a Twitter management system<br />Follow JLs<br />
  32. 32. Twitter<br />Use Hashtags<br />indicates a trending topic, makes search easier<br />Designated: #[keyword]<br />Use when appropriate<br />Do not overuse<br />Make an effort to use: #FF/#FollowFriday and or #ThankfulThursday<br />
  33. 33. Case Study: AJLI<br />
  34. 34. Case Study: AJLI<br />How it’s done:<br />Twitter management tool: HootSuite<br />Monitor keywords: <br />“Junior League”<br />“#JuniorLeague”<br />Monitor comments/questions directed to @JuniorLeague<br />Respond and/or provide information<br />Track trending topics<br />use appropriate hashtags<br />
  35. 35. Case Study: AJLI<br />
  36. 36. Case Study: JL of Des Moines<br />
  37. 37. Case Study: JL of Des Moines<br />How it was done: <br />80th Anniversary Twitter campaign<br />Developed 80th anniversary hashtag: #JLDM80th<br />Historical fact tweets<br />Campaign began in months leading up to anniversary celebration<br />
  38. 38. Questions?<br />
  39. 39. Blogging<br />Post every 3-4 weeks<br />Consider commenting on other blog posts<br />Reproduce content from other sources (with permission & proper attribution)<br />Feature guest writer<br />Link to new posts on homepage and/or Twitter and/or Facebook<br />Send multiple tweets about new content<br />Consider using Wordpress and/or self-hosting<br />Use visuals<br />
  40. 40. Case Study: AJLI<br />
  41. 41. Case Study: AJLI<br />How it’s done:<br />Consider what’s in the news & what will be in the news<br />How does The Junior League fit into the story?<br />Research<br />Content development<br />Review & editing<br />Photo search & editing<br />Post<br />
  42. 42. Case Study: JL of Calgary<br />
  43. 43. Case Study: JL of Calgary<br />How it’s done<br />Content development<br />Newsletter content<br />Articles written<br />Newsletter developed<br />Editorial<br />Post<br />
  44. 44. Questions?<br />
  45. 45. YouTube<br />Create account on YouTube’s nonprofit channel<br />Include YouTube player on website & FB page<br />Keep it short!<br />15 minute maximum video time<br />Don’t be afraid of DIY aesthetic<br />
  46. 46. Case Study: AJLI<br />
  47. 47. Case Study: AJLI<br />JLTV on after site redesign<br />Video tab on FB page<br />Content development<br />Use existing videos<br />JL History video<br />Kids in the Kitchen media highlights reel<br />Use of Flip cams for JL member testimonials<br />
  48. 48. Questions?<br />
  49. 49. Measuring ROI<br />ROI = Return on Investment<br />What does ROI mean for nonprofits? <br />What does it mean for your Junior League?<br />
  50. 50. Measuring ROI<br />Website traffic<br />Linking back to your website<br />Average number of “likes”/ “RTs” / comments<br />Increase in inquiries to League HQ<br />Increased success with media coverage/placements<br />Event/fundraiser outcome<br />
  51. 51. Measuring ROI<br />Measurement methods<br />Built-in website analytic tool<br />Google Analytics<br />Facebook fan page analytics<br />Twitter<br />Tweetreach<br />Twitter Analyzer<br />Klout<br />
  52. 52. What’s Next?<br />Mobilization<br /> Mobile sites<br />Browsing on-the-go<br />Mobile applications<br />Geosocial networking<br />Location-based services, i.e. Foursquare, Gowalla, SCVNGR<br />
  53. 53. Questions?<br />
  54. 54. Thank You!<br />Keep in touch!<br />Find me at:<br />Connect on:______<br />