Crawl, Walk, Run to Social Media Success


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Crawl, Walk, Run to Social Media Success for CBHC September 2012

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Crawl, Walk, Run to Social Media Success

  1. 1. Walk, Crawl, Run toSocial Media Success @edaconsulting
  2. 2. The Power of Social Media9/30/12
  3. 3. What are your fears?9/30/12
  4. 4. Cons to Using Social Media • Loss of control • Time investment (training, maintenance ) • New communication structure • Ideas and opinions that are shared may change over time • Getting staff/board investment in new technology • Transparency9/30/12
  5. 5. • Recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy!9/30/12
  6. 6. Social Media Lifecycle9/30/12
  7. 7. Crawl Characteristics Areas of Improvement First Steps Not using social media  Need basic marketing 1. Develop consistently plan (i.e. branding, print communications materials, online strategy (audience, Resistant to change outreach, etc.) goals & objectives, etc.) Struggle with control  Leadership-driven change in culture to 1. Listen & develop online adopt online presences engagement 1. Leadership initiated discussion about engagement 9/30/12
  8. 8. Walk Characteristics Areas of Improvement First Steps Using 1 or more  Learn & use best practices 1. Low-risk pilot program social media to demonstrate ROI platforms, but not  Focus on 1 – 2 social consistently media platforms 1. Build implementation capacity internally Online presence  Need to link to campaign, connected to program(s), objective(s) 1. Create/revise social marketing goals media policy  Need to link goals, objectives, and activities 1. Integrate and document  Need to identify audiences measurement data  Collect data for measurement 9/30/12
  9. 9. Run Characteristics Areas of First Steps Improvement Strategic use of multiple  Need more 1. Social media staff social media tools sophisticated trains & coaches other measurement tools org staff Part time of full time staff for digital communications  Find ways to increase 1. Research more more involvement sophisticated Board using social media from staff across the measurement data, in governance organization tools, and processes Social media usage 1. Evaluate, revise integrated throughout org strategies Has developed 1. Share success stories relationships & with other orgs technology integration 9/30/12
  10. 10. Fly Characteristics  Embracing culture of learning  Use social media data to help the leadership guide decisions  Demonstrate clear and compelling results  Networked with other organizations showing similar success  Internalized social media communication best practices including:  Strategy  Implementation  Integration  Evaluation9/30/12
  11. 11. What do you need for great social media work?• A plan linking efforts to • Culture that embraces programs & mission social media• Selected, targeted • Willingness to listen, social media platforms learn, & adapt• Skills & commitment to • Measurement & eval using social media strategies• Organizational • Ability to take small investment steps to build from9/30/12
  13. 13. 1. Social Media is A Tool, Not THE Tool9/30/12
  14. 14. 2. Social Media is a Plant9/30/12
  15. 15. 3. Adding Value9/30/12
  16. 16. 4. Two – Way Street9/30/12
  17. 17. 5. Prospecting, Cultivation & Stewardship9/30/12
  18. 18. 6. The Next Generation9/30/12
  19. 19. 7. It Ain’t Free “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.” -ePhilanthropyFoundation.org9/30/12
  20. 20. 8. Not Everyone “Diggs” Social Media9/30/12
  21. 21. 9. Selling Social Media9/30/12
  22. 22. 10. Have a Plan9/30/12
  23. 23. Questions9/30/12
  24. 24. Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement Elements of a social media plan9/30/12
  25. 25. Why Plan?• Map for activities• Explain why you are using social media• Measurement• Clear guidelines, expectations• Other?9/30/12
  26. 26. Identify Purpose(s) Learn more about social media Reach a different demographic Connect more with a current demographic Access other research or resources Promote brand/event/idea/product Communicate Share your story Other?9/30/12
  27. 27. Goal and Objectives Increase website traffic Sell more product Share ideas Learn about resources in your field Promote an event or idea Develop your brand Test ideas Other?9/30/12
  28. 28. Tools and Implementation• Blog • Facebook – How often will you blog? – Profile/Group/Page – What will you blog about? – Who will manage? – Who will blog? – Facebook Ads?• Twitter – Will you link to Twitter? – How often will you tweet? Ping? – What will you tweet • LinkedIn about? – Group and subgroups? – How will you track? – Who will you invite to join? – Who will you follow? – Who will be admins? – Who will tweet? – How often will you post?9/30/12
  29. 29. Implementation Who will manage your social media? Who will contribute to your social media?  Board members  Staff members  Volunteers  Stakeholders Way to tell your organization’s story Ask questions Solicit dialogue9/30/12
  30. 30. Some Insurance Keep it simple, but include: Purpose of the social media tool or online sharing Who can use the online tools What is your org’s purpose in using these tools Examples of information that should be shared User guidelines Consequences for violation(s) Reconfirm commitment to mission9/30/12
  31. 31. Evaluation Examples Record website hits Track with or tinyurl Use hashtags to track posts Are you listed? (Twibes) Facebook Ads Feedburner/ Feedblitz Record/note how many people:  Become a fan/ Join a group  Send links  Recruit other friends  Promote on their profile, blog, website Cost: Care2 ROI calculator9/30/12
  32. 32.  There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media.9/30/12
  33. 33. Please Don’t• Be inauthentic• ONLY ask for money• Speak at your followers• Ignore stakeholder input• Make it hard to participate• Stray or ignore your plan9/30/12
  34. 34. Understanding Social Networks“Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)9/30/12
  35. 35. Social Media Examples9/30/12
  36. 36. Questions9/30/12
  37. 37. Print Resources• Fundraising and the Next Generation• The Networked Nonprofit• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Mobilizing Youth 2.0• The Complete Facebook Guide for Small Nonprofits• Twitter Jump Start: The Complete Guide for Small Nonprofits9/30/12
  38. 38. Online Resources•• IdealWare•• Nonprofit Technology Network (NTEN)• Alltop Nonprofit• Beth Kanter:• Social Media Plan Outline:• sk• A. Fine Blog• frogloop9/30/12
  39. 39. Questions & Thank You! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 s consulting Twitter: @edaconsulting9/30/12