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  • Integrated with marketing planIntegrated into donor strategyEngagingCompelling
  • Given that 82 percent of nonprofits indicated that they considered their commercial, social networking efforts as being valuable, it is a surprise that more do not operate an integrated social media strategy. Combining several social media resources as part of a single online presence is important, as it allows nonprofits to reach a wider audience and through different interactive mediums. The National Wildlife Federation (NWF) provides a perfect example of how this should be done through the launch of many successful campaigns on the back of their social media prowess.
  • With its own dedicated audiovisual channel on YouTube and a Twitter voice that includes input from staff members and volunteers, the NWF has created a multi-faceted social media presence that uses both imagery and the written word to good effect. The organization’s Facebook page has also been used to launch initiatives and increase user awareness, most notably through the ‘Green Hour‘ campaign that was conducted between 2010 and 2011. Again combining breathtaking photographic imagery and genuine input from volunteers, the initiative sought to encourage children to indulge in outdoor activities and to develop an awareness of their natural environment.
  • With its own dedicated audiovisual channel on YouTube and a Twitter voice that includes input from staff members and volunteers, the NWF has created a multi-faceted social media presence that uses both imagery and the written word to good effect. The organization’s Facebook page has also been used to launch initiatives and increase user awareness, most notably through the ‘Green Hour‘ campaign that was conducted between 2010 and 2011. Again combining breathtaking photographic imagery and genuine input from volunteers, the initiative sought to encourage children to indulge in outdoor activities and to develop an awareness of their natural environment.
  • Realistic commitment:TimePersonnelBudgetValueWhat you want to get outAwarenessMembersVolunteersProject goalsDonorsSales
  • Businesses will take a step forward from simply looking at company mentions, debatable “sentiments”, and arguable influencer scores, and instead move toward combining all disparate social data to form a marketing intelligence that drives future marketing campaigns.
  • Take a minute to evaluate your brand assets
  • Let’s talk competitors and comparable organizations
  • we’ll find businesses paying close attention to their existing community members. An increased emphasis will be placed on building an engaged community as opposed to simply amassing numbers. This means community managers must energize their community members as well as engage members for a variety of things like product development, market research, and special product discounts, to name a few.Community building and management is all about people, content, and consistency.
  • Automation should be engaging – ask a question, be edgyAmerica on the move: look at the number of calls for engagement, calls to action and language used – just on their site.!/DCGoodwill?sk=wall
  • Google your organization – what comes up?
  • Create engaging content and environments, develop trust, then move people to action. Create a social media strategy that incorporates “programming” online engagement, offers co-creation opportunities, and creates spaces for online fans to discuss what is important to them.
  • Instead, what we’ll see in 2012 is a more structured approach by businesses to create content that focuses on provides unique value to readers resulting in higher engagement levels with their community members. We’ll see a more holistic approach from businesses with content, whether it’s videos, how-to content pieces, or other types of content.
  • Make content hyper-specific and hyper-targeted. Requires knowing your audience. more integrated campaigns combining social media with local offers involving mobile devices. Essentially, socially advocated mobile content has the potential to boost brand loyalty, and this can boost engagement/conversion among nearby constituents/customers
  • Let’s talk competitors and comparable organizations
  • LISTEN – THE most important step there is.Call to action – TELL people what you want them to do. Ask for their insight, opinion, stories. Share things they post/tell/talk about.
  • LISTEN – THE most important step there is.Call to action – TELL people what you want them to do. Ask for their insight, opinion, stories. Share things they post/tell/talk about.
  • This tends to be where people want to start. This is where it gets overwhelming. It is not as overwhelming though as it seems if you have a plan in place.Monitor = listen/measureBlog = thought leadership, engagementFacebook = social, informal, recruiting, blog traffic, event promotion, media sharing (video/photo), ask questions, post insightsTwitter = listening, engagement, learningLinkedIn = engagement, networking, thought leadershipYouTube = sharing stories, generating buzz
  • As William Paterson works to engage donors and alumni, they layer social media techniques, intersecting multiple departments, to maximize every possible opportunity and connection for a "touch" or gift. Their dedicated use of social media has helped them:“We are finding creative ways to use social media—not with the sole intention of bringing in money—but to create a buzz about us and help reconnect the University with alumni and friends. We are hopeful that this will support our engagement activities, which will ultimately help us reach our fundraising goals.” - Lynn Lazar, Director of Prospect and Research Management, William Paterson University"We found a need to develop programs for alumni engagement to get their feet back in the door on University grounds" says Lazar. "So, we began to design programs that appealed to their interests, such as jazz or classical music concerts, art exhibits, or educational lectures. This has helped us customize our interactions with constituents and bring focus to special events and outreach. Social media is a useful tool in the process—we use it to identify, track and promote alumni interests. For example, we'll pose a question on Facebook about a jazz artist that is coming to the University and those that respond are then noted in our database and invited to the event."
  • Be willing to try new things – admit failure, learn and move on.
  • There may be several stages leading up to actions – be sure to track those as well.
  • Ultimately, SEO will win because conversions will be higher (and relatively straightforward to measure) on organic search. As a result, more businesses will ensure closer collaboration between their search and social teams.
  • Businesses will also realize that there is more to Facebook than measuring a linear conversion path from a fan to a paid customer. Marketers will be open to measure non-linear path of ROI measurement like creating Facebook-only promos to drive offline traffic. Retailers are a classic example, where lots of buzz and Facebook-only promotions will be done to drive foot traffic into retail stores. Besides large retailers, we’ll see an increasing number of small and medium-sized businesses adopt this strategy.Advertisers will start measuring their Facebook Ads campaigns based on profitability that either helps generate revenues or supports in some kind of cost savings
  • Give your supporters a feeling of making a difference, doing good or sharing something really fantastic
  • Let’s talk about how YOU can use it.
  • From October 2010 to October 2011 Pinterest grew from just 40,000 users to a whopping 3.2 millionBut, not only is Pinterest adding thousands of users each month. Its users are also spending an inordinate amount of time on the siteDrives more referral traffic than Google+, YouTube and LinkedIn - combined
  • Company status updates are a new feature with few established best practices. From personal experience, I recommend updating once or twice a week and trending toward content that supports human resources needs.Engage your executives. Help your executives identify a couple relevant LinkedIn Groups and give them the ongoing task to participate. Also remind them to connect with board members and other influential constituents on LinkedIn.Engage your constituents. LinkedIn recently added the ability for members to insert volunteer roles the same way they list jobs. Not only does this help your volunteers leverage their experiences with you professionally, but it creates awareness of your organization with their peers.
  • If your organization puts out a couple of tweets a day of your own content with nothing more, Twitter is probably not working for you. People want to know that behind the curtain a real person exists who authentically cares about your cause. Don’t assign Twitter to someone in your organization who doesn’t have an interest in using it effectively. The community can feel lack of interest. If you are having an office celebration or having an interesting event, share it with a twit pic. If you are reading interesting news articles around your issue, be the hub of information and share. Don’t be afraid to put out the occasional silly tweet that will make your followers laugh or an inspiring quote that makes people think.
  • Find out what other organizations are working around your cause. When they have appropriate content, RT it. You will soon figure out which organizations will work with you and RT your content to their networks as well. This can help introduce you to a new audience that care about the issues. And don’t forget to partner with other departments in your organization and employees who are pushing out your content. You want them to be enthusiastic free agents as well.
  • Pro ed544 handout

    1. 1. Social Media 101: Tools & Tactics PROED 544 Sara Brueck Nichols October 9, 2012download these slides at:
    2. 2. Page 2 2012: The Landscape• 91% using at least 1 social network• 89% of nonprofits had a Facebook page in 2011 – average of 6,376 members• 86% commit some employee time to social marketingSource: NonprofitSocial
    3. 3. Page 3 2012: The Landscape• 97% will keep staffing allocations the same or increase them over the next 12 months• 52% have no formal budgets for social marketingSource: NonprofitSocial
    4. 4. Page 4 Social Marketing IsIntegrated Engaging Compelling
    5. 5. Integrated
    6. 6. The page has Great content. The goal is topictures, tips, stats, bu Limited interaction. encourage and t it also has a very maintain the largest engaged online library of audience, largely in photos of kidspart to the content that enjoying the outdoors. they are including on the page.
    7. 7. Engaging
    8. 8. The page has high Great content, use of All points lead tolevels of engagement hashtag (#missrep) watching the due to and follower input. documentary, around emotional, relevant which the campaign and timely content. began.
    9. 9. Compelling
    10. 10. Raw Compelling imagery Many outside emotion, graphical with messaging organizations and ways to share content packaged for sharingindividuals passing & messages along messages
    11. 11. Page 12EVALUATION
    12. 12. Page 13 The Basics. Do you?  Have a single avatar/photo you use across all social networks?  Utilize Custom-designed graphics in your profiles where relevant?  Frequently/consistently publish new content?  Link all of your sites together?  Have a subscribe button on your blog & website?Nonprofit Tech 2.0
    13. 13. Page 14 Advanced. Do you?  Get retweeted, repinned, shared, reblogged?  Have an engaged and active support base beyond your own employees?  Have a balance between content development, curation & time invested?  Do you have staff resources trained in & dedicated to engagement marketing?Nonprofit Tech 2.0
    14. 14. Page 15Best in Class• Size Matters. – 30% have < $5MM annual budget• Size Matters – Average ~100k Facebook members (15x overall avg.)• Size Matters – 30% have 2+ staff dedicated to managing resources
    15. 15. Page 16 Best in Class • Consistent use of a visually compelling square avatar across all social networks • Custom-designed Facebook, Twitter and YouTube Channel backgrounds • Consistent publication of fresh content to a blog or website • Their website, e-newsletter, and blog all include links to their social networks • Their blog has an e-mail newsletter subscribe option and a “Donate Now” buttonNonprofit Tech 2.0
    16. 16. Page 17 Best in Class • They consistently get retweeted, repinned, and reblogged and have an active fan base on Facebook and Google+ • They have found the right balance of what kind of content to post on their social networks and how often • They are early adopters and boldly pioneer the Social WebNonprofit Tech 2.0
    17. 17. Where to Start: Strategy
    18. 18. Page 19 Starting Out• Realistic commitment – Time – Personnel – Budget• Value you offer• What you want to get out of engagement – Awareness – Members/Volunteers – Project goals – Donations/Sales
    19. 19. Listening:Make smarter marketing decisions based on social listening
    20. 20. Page 21 Evaluate• Internal assets – Brand – Messaging – Staff time – Donors/Customers – Website – Content management – Budget – Existing campaign(s)
    21. 21. Page 22 Evaluate• Competitive Analysis – Competitors – Comparable organizations• Questions – Why are they doing that? – Why isn’t that working for them? – Great ideas? – What does it tell you about audience & market?
    22. 22. Community Building: Increased emphasis on building anengaged community vs. simply amassing numbers – people, content, consistency
    23. 23. Page 24 Accessibility• Be accessible• Encourage intimacy• Be engaged• Be smart about automation
    24. 24. Page 25 Ease• Make it easy for people to find you – Search engine optimization – Solid URLs – Cross-link all social media platforms – Include link in every communication
    25. 25. Page 26 Segment• Message supporters differently – Who are they? – How do they give? Purchase? – How do they support you? – Where do they engage?
    26. 26. Page 27EngagementCreate Engaging Content & Environments Develop TrustMove people to action
    27. 27. Content:Providing unique value to readers, holistic approach, higher engagement
    28. 28. Social, Local, Mobile: More integrated campaigns combiningsocial media, local engagement and mobile devices
    29. 29. Page 30 Make it a Conversation• Ask a question• Ask an opinion• Solicit input• Solicit contributions/submissions• Ask for participation
    30. 30. Page 31 Topics of Conversation• What will your conversation be about? – What is important to your supporters? – What do your online stakeholders want to discuss? – What can you post that offers value? – How will you engage them? – How will you encourage them to take specific action?
    31. 31. Page 32 Plan: Content• What are you passionate about?• About what are you an expert?• What is being said about you?• Follow: industry trends, competitors, interesting people• Build your online brand by association with other brands• New perspective and fresh content 32
    32. 32. Page 33 Plan: Content• Content must be: • Informative • Engaging • Entertaining• Content must have a social purpose: • Passion • Education • Community • Opinion 33
    33. 33. Inspire v. Tell• Open from 12-5 today , come on out and play!• Were going to talk about why, but wed like to hear from you. Whats keeping your kids from riding bikes or walking to school?• Check out the two new Lync Server 2010 #MSJumpStart videos!• Bring your goggles & vinegar - #travel tips for one of the worlds best festivals: Burning Man #lp• Have you taken any online courses? If so, what was your experience? Would you consider taking free online courses from M.I.T. and Harvard?• 20 places every Calif. kid should see. Thanks readers for input. Couldnt include all suggestions; please add them in the comments.• If you know what HSDPA means without Wikipedia, we may have a job for you! #Intel #Jobs• We did our long run this morning. How many miles are you all clocking this weekend?• this month were in a parisian state of mind—complete with glamorously graphic stripes, red lippie, and, of course, demure ballet flats. See how we put it all together in the latest edition of the style spy… 34
    34. 34. Page 35 Plan: Tools/Tactics• Monitoring• Blog• Facebook• Twitter• LinkedIn• YouTube• Pinterest• Instagram 35
    35. 35. Editorial Calendar
    36. 36. Page 37 Editorial Calendar• Audience• Platforms• Calendar• Content
    37. 37. Page 38 Multi-Channel• Cross-channel promotions – Offline-to-online – Social-to-website – E-mail-to-in-person• Tie-in each element across platforms – Tie-in to hub: website, social platform, physical location
    38. 38. • Create an active online community for the University• Identify new prospect lists through surveys and tracking affinity postings on the Universitys social media pages• Enhance prospect research by uncovering new biographical and contextual information that can help verify a profile and/or ignite new thinking around a cultivation approach and its timing• Encourage situations where alumni and other constituents are motivated to give because they have positive feelings towards the University
    39. 39. • Promote constituent milestones, alumni art exhibits/performances• Facilitate dialogue – post questions and comments• Research staff identified an alumnus whose band had an upcoming performance and they sent a letter congratulating the lead singer on his accomplishments. They then promoted the concert on their Facebook page, encouraging other alumni to attend the show.• The alumnus who was performing proudly posted a copy of the letter hed received from the University on his Facebook page, thanking them for their support.
    40. 40. Page 41 Anticipate• How will you evaluate success?• Who will evaluate it?• How will staff, management and board be kept up to date with efforts?• What will you do when something isn’t working?• What is timeframe? Long-term? Project- based?
    41. 41. Page 42 Measurement• Measure what you need to know – What is the key metric to track? • Building donor/customer base • Volunteer turnout • Workshop enrollment • Shared content/messaging • Donations/purchase
    42. 42. SEO:Strong social media sharing activities will drive SEO results – ensure closercollaboration between search and social
    43. 43. Profitability:Focus on ROI – donations/revenue, cost savings, awareness
    44. 44. Source: ROI of Social Media
    45. 45. Source: ROI of Social Media
    46. 46. Source: ROI of Social Media
    47. 47. Source: ROI of Social Media
    48. 48. Page 49 Test• Test campaigns, communication and messaging• Learn and improve
    49. 49. Page 50 Empower Supporters• Call to action – ask supporters to share• Three Es – Easy – Engaging – Empowering
    50. 50. Page 51 Build a Relationship• Make it easy for recurring action• Be specific in what you want people to do
    51. 51. Page 52Thank & Inspire
    52. 52. 1-Hour Quick Start• Listen – (30 minutes) – What are you and your business passionate about? – Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends• Be Social – (15 minutes) – Comment – Share – Contribute – Measure• Engage – (15 minutes) – Ask for opinions, insight, experiences – Respond to questions, queries and challenges – Produce content, communicate with customers – Offer new perspective
    53. 53. Page 54 Facebook• New Timeline Feature – New cover photo – Sequential timeline of key events and posts including fan comments and ability to edit the content – No default landing pages – Only 4 visible tabs (and one of these has to include photos) – Anchor important posts
    54. 54. Page 55 Facebook• New Timeline Feature, cont. – Admin section including direct messaging and activity log – Posts by others mentioning your brand may appear in your timeline
    55. 55. Page 56 Facebook• What it means: – Need for improved content and interaction – Once a day isn’t enough – Tell your brand’s story • Add milestones, heritage moments, organizational history – Showcase and hide important posts – No more landing page – timeline is dynamic • Regular checks to make sure it is representative
    56. 56. Page 57 Facebook• What it means: – Brand mentions in timeline • May or may not be relevant/positive • Can opt out – Transparent metrics • Everyone can see page’s metrics • Benchmark yourself against others – Revamped admin section – Real time insight
    57. 57. Page 58 Facebook• What it means: – Private messaging to constituents – Pre-moderate all posts – Quality controls – Apps
    58. 58. Page 59 Facebook• Coke – A handwritten letter from the owner of Alpha Drug Co. in Woonsocket, RI, in 1893: "In over 20 years experience of soda fountain management I have not known a beverage to be put upon the market that in point of giving universal satisfaction and extent of sales can compare with Coca Cola..."• Starbucks – Starbucks is focused on showing its a good corporate citizen. For 1988, it notes that full health benefits were offered to eligible full- and part-time employees.• President Obama
    59. 59. Page 60 Facebook• Ford – Nostalgia galore, including images of the first vehicle Ford Motor Co. sold in 1903, a Model A, to Dr. E. Pfennig of Chicago for $850; another from 1913 of the worlds first moving automotive assembly line at Highland Park Plant, Michigan; and Ford s Notice of Listing on the NYSE from 1956• Captain Morgan – Who says a timeline cant be fictional? An 1890 update from Madrid shows a picture of a lavish dinner at a miserly barons home; Captain Morgan says, "The Barons monthly dinner became an unexpectedly awesome event soon after I cracked open a special bottle of my Private Stock."
    60. 60. Page 61 Facebook• Nonprofit Examples• Webinars• How To
    61. 61. Page 62 Facebook• Upload a timeline cover – No price, purchase or solicitation information – No contact information – No reference to user interface information – Calls to action• Upload a profile photo• Upload application icons
    62. 62. Page 63 Pinterest• Easy to use• Visually stunning• 4000% growth 2nd half of 2011• A favorite of women 25-44
    63. 63. Page 64 Pinterest• Inspiring• Other social platforms in use• Looking for SEO boost• Create categories that people are looking for• Beautiful images• Pin, repin and making it easy for others to do the same
    64. 64. Page 65 Pinterest• “Curate” not “Converse”• Top Nonprofits• 42 Nonprofit Ideas
    65. 65. Page 66 LinkedIn• Claim your company page• Complete the basic information• Go beyond the basics• Update your company status – Authentic, relevant and short• Engage your executives• Engage your constituents
    66. 66. Page 67 LinkedIn• Specialties – Overview tab – areas of emphasis• Video – Products & services tab – PSA, overall intro• Banner – Up to 3 (products & services tab)• Program descriptions• Connect thought leaders
    67. 67. Page 68 LinkedIn: For You• Complete profile• Add the volunteer & causes section• Connect with colleagues and partners• Collaborate with peers and supporters in LinkedIn Groups• Share status updates
    68. 68. Page 69 Twitter• Follow the real people back• Develop relationships – Response, re-tweets, empowerment – Earn respect – Look for keywords associated with your cause• Interaction – Ask questions, comment back – Host chats
    69. 69. Page 70 Twitter• Acknowledge – Thank people, acknowledge great content/people• Check trending topics – May open you up to new influencers, content, ideas• Be authentic – Limit automation – Be human
    70. 70. Page 71 Twitter• Partnerships are important• Strategize• Be brief – <140 characters to allow for RT – Hashtag (#) key buzzwords• Experiment – Pay attention to what works for others
    71. 71. Page 72 Tumblr• Blogging platform that allows users to post text, images, videos, links, quotes and audio to a short-form blog. Users can follow other users. The service emphasizes ease of use.• Quick, collaborative, mixed-media.• Short, behind-the-scenes style posts are preferred over lengthy editorials.
    72. 72. Page 73 Tumblr• Draw in outsiders• Have personality• Use great visuals• Show off your success• Tell video stories
    73. 73. Page 74Tumblr
    74. 74. Page 75 Instagram• Take a photo, apply a digital filter to it, and then share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services• 100 million users• Use #hashtags to organize submissions• Jason Mraz contest
    75. 75. Page 76 QR Codes• Take offline fundraising online• Create interactive exhibits or ads• Drive action• Direct mail• Events – drive online activity from offline event
    76. 76. Page 77 Appendix• Strategy – – – media/236798/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/LatestNews+ %28Advertising+Age+-+Latest+News%29 –• Facebook: – – – – – – – – – maximize-roi/ –• Pinterest – – – –
    77. 77. Page 78 Appendix• LinkedIn – – – –• Twitter – – media/ –• QR Codes – – –• Mobile – Social Media and Mobile Technology Webinar for Nonprofits• Instagram – –• Tumblr – – –