How to Integrate Social Media into Your Organization


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A presentation delivered at "The Gift of Communications" event hosted by IABC Ottawa and The United Way. More details:

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  • Slides are available online. Questions are welcome during as well as after the presentation. There is no cut-off time for questions! You can contact me in two days or two months from now. I don’t know all the answers. Please jump in and add your experience too.
  • No barriers to entry; get started for free Engaged citizens are on social media SM showcases the human element Causes and events can be easily shared
  • Where do I start? How do I keep it going? How do I know if I’ve been successful?
  • No barriers to entry; get started for free Engaged citizens are on social media SM showcases the human element Causes and events can be easily shared
  • How to Integrate Social Media into Your Organization

    1. 1. Gift ofCommunicationsJulie Harrisoncaffeinecommunications.cacoffeewithjulie.caPress Release on this Event:
    2. 2. Social Media:A Gift for theNon-ProfitOrganization
    3. 3. No re-gifting! How to use your gift:PlanIntegrateAssessExecute
    4. 4. The Foundation.If your foundation hascracks, don’t keepbuilding on it.Make sure foundationaltools are in top workingcondition before startinganything else.Foundational tools*: Website Email Campaigns
    5. 5. You can’t beeverywhere.And neitherare yoursupporters.Define them,then find them.Where to Build?
    6. 6. The Search. Google them Search in socialnetworks Borrow Twitter lists Follow hashtags* Use monitoring tools*
    7. 7. Ready, Set! Where do they spend theirtime online: Facebook orTwitter? LinkedIn Groupsor Google+? What are they talkingabout, passionate about,angry about? How do they definethemselves: otheridentifiers they listed intheir social profiles .. dothey love coffee? Are theyrunners?Listen* …
    8. 8. Remember … Build where yoursupporters spend themost amount of time. Prioritize and developa phased-in approachto building your socialmedia assets.
    9. 9. Remind me, again: Why?Organizational goals for SM could include … 1. Raise public awareness of your cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission
    10. 10. Do they really “like” you? Take your chosen “why’s” and map them tospecific goal and metric.Why Goal MetricRaise publicawareness of yourcauseGreater onlinevisibility, brandingIncrease in traffic orlinkback #sEnhance existingcommunicationsprogramsMake our contentmore viral# of sharesBuild a communityof championsGrow email list # newslettersubscribersGet people to takereal-world actionsGet people to attendevent# of registrants,year over yearcomparison
    11. 11. Plan: Recap! You’ve identified organizational objectives for whyyou want to use social media. You’ve ensured you have a solid foundation. You’ve found your supporters/audience. You’ve listened and monitored how they engagein social media. Based on your monitoring, you’ve prioritizedsocial media channels to focus on. You’ve set goals and identified metrics for howyou’ll know if you’ve been successful.
    12. 12. PlanIntegrateAssessExecute
    13. 13. Now, Spell It Out. The social mediachannels you haveprioritized and why. A realistic resourceallocation. What your goals are. How you will definesuccess. Future goals andphases.
    14. 14. Using your social media channel(s) Think social*: Use the 3-to-1 rule: Share/engage at least three timesmore than you talk about yourself. What does it mean to share/engage? Responding to other people’s tweets with a comment, aresource, an answer to a question Sharing the content of your influencers and supporters Leaving meaningful comments on the blogs of yourinfluencers and supporters Social = building a relationship
    15. 15. What will you talk about?YourCauseFund-raisingRecruit-mentnewresearchheadlinesclientprofilescurrentcampaignsthankyou’s donorprofilesTypesof oppsvolunteerprofilesthankyou’sIdentify Content Buckets
    16. 16. Create an editorial calendar It can be simple Simple is better than sophisticatedbut unmanageable (i.e dust collectors)
    17. 17. Managing the “time suck” Identify your priorities and stick to them. Create an editorial calendar and stick to it. Have pre-written content prepared for days whenyou just have no time to even think of 140characters! Carve out set times of day for SM, stick to them. Use automation tools (carefully) and alerts tocover off the other time periods.
    18. 18. Execute: Recap! You’ve shared your SM plan and stuck toyour priorities. You’ve been social; you’ve builtrelationships with your supporters andinfluencers. You’ve created content buckets andshared content from each bucket. You’ve put systems in place to maintainyour SM asset(s) and manage your time.
    19. 19. PlanIntegrateAssessExecute
    20. 20. Social media as an ingredient
    21. 21. Sample ingredients for an eventFacebookContestPitchingMediaPressReleaseNewsletterFeatureE-mailBlastRadioSpotsEvent
    22. 22. Community Builder of the Year AwardsFacebookContestPitchingMediaPressReleaseNewsletterE-mailBlastRadioSpotsEvent
    23. 23. Integrate: Recap! You’ve considered how social media might beable to add a little extra flavour anytime you’vecreated a campaign or engaged in planning. You’ve recognized that social media works bestwhen it’s a part of something larger. You’veworked hard to ensure it’s not a silo. You’ve consciously avoided using social media asa way to “push” information, and instead foundways to use it as a means to interact with yoursupporters and influencers.
    24. 24. PlanIntegrateAssessExecute
    25. 25. Metrics and data and analytics, oh my! Never-ending amount of data to assess inthe world of digital. Measure*: Progress of your social media assets; and How these assets are performing as aningredient in organizationalinitiatives/campaigns.
    26. 26. Social media assets Measure the progress of your social media assets(i.e. those metrics you set out in your SocialMedia plan, such as SM’s impact on your websitetraffic) Then assess: Are our current social media assets(s) mature andperforming well? If yes, do you have the time/resources to add anotherchannel to the mix? If not, what do you need to do to strengthen them?
    27. 27. Social media performance Measure the performance of your social mediaassets when used as ingredients (i.e. thosemetrics you set out in a campaign plan, such as #of entries to a contest) Then assess: Did this ingredient help us meet our larger objectives? If yes, are there ways we can repeat this success? If not, why not? How can we fine-tune this? Are there tactics our peers and competitors are usingthat we could try in an upcoming campaign?
    28. 28. Assess: Recap! You’ve assessed your progress towardsthe goals you set out in your Social MediaPlan, and now you’re ready to repeat theplanning process for the period ahead. You’ve kept social media top-of-mind asan ingredient for your ongoing campaignsand initiatives and fine-tuned their use inan evergreen manner. Now, look in the mirror and proclaim:I am a social media super star! 
    29. 29. PlanIntegrateAssessExecute
    30. 30. Questions? Shoot!Find me: Twitter: @coffeewithjulie
    31. 31. Thank You!
    32. 32. *Extra, Extra … Please see hardcopy handouts for extrainformation on all topics with an asterix inthis presentation.