T4T Ccreating a Social Media Plan 2.19.13


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Creating a Social Media Plan for Teaming for Technology February 2013

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  • Using social media is a great way to reach out to the next generation of philanthropists.  Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website.  If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks.  Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks.Over 50% of the world’s population is under the age of 3096% of Millenieals belong to a social network
  • Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money.  Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started.  I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising.
  • It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group.  Some people prefer direct mail, but then again direct mail isn't for anyone.  I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources.  Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success.
  • Build into current plansHave personal experience using itJust like any other fundraising toolAsk knowledgeable staff to partner with staff new to web 2.0 toolsEase fears and build confidenceStart slowly: blogging and social networkingEveryone can participate
  • What are your existing plans?Current cultivation and stewardship strategies?
  • Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27Rinse and repeat
  • I like blogging better than e-newsletters…Some people use them for their main websites – can make it as simple or sophisticated as you like.Start with an internal blog before starting one that you share with your donors.Readers are able to comment and share informationUse resources like Feed Burner, Feed Blitz and Google analyticsSome groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this)
  • Every time you post a comment on another blog it links back to yours.I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge.Blogging makes your org more transparent and responsive….new structure!
  • It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011,[6] generating over 300 million tweets and handling over 1.6 billion search queries per day.[3][8][9] It has been described as "the SMS of the Internet."[10]
  • What are you focusing on?What are you doing right now?
  • Twitter isn’t the point, it’s about relationships and people give to peopleBuild your community of supporters firstBe clear about your funding request and its impactBe enthusiastic to create viral recommendationsWho is behind the scenes to bring donors in and take them to the next level? Recognition? One-on-one interactions still count – be sure to meet with people one on oneDon’t over ask and over plan – know that your message could go viral and will be in the hands of othersRecognize your donors and volunteers onlineProvide online status reportsProvide relationships into the future… don’t let your message and fund raising end after your Twitter campaignEvaluate and revise for next campaign
  • People are more likely to donate to a project rather than just general operatingCauses are not just for raising money, but as a portal to direct them to your website.In 2009, the vast majority of nonprofits were not really using CausesWhy are you on Causes? What do you want to accomplish?Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action
  • Use strategy to build from where you are.
  • Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26%Livestrong: Twitter is their number ONE referring siteSierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs
  • T4T Ccreating a Social Media Plan 2.19.13

    1. 1. CREATING A SOCIAL MEDIA PLAN February 19, 2013 Emily Davis, MNM, CGT EDA Consulting LLC
    2. 2. THE POWER OF SOCIAL MEDIA2/19/13 emilydavisconsulting.com 2
    3. 3. 30 Second ChallengeYour name, organization, title/roleOne question you have about using social media for your organization2/19/13 emilydavisconsulting.com 3
    4. 4. WHAT ARE YOUR FEARS?2/19/13 emilydavisconsulting.com 4
    5. 5. 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  Transparency2/19/13 emilydavisconsulting.com 5
    6. 6. Recruitment, cultivatio n, STEWARDSHIP Build relationships Tell your story Bring people into your organization Transparency Get feedback Cost effective & green Quick & easy!2/19/13 emilydavisconsulting.com 6
    7. 7. TEN TIPS FOR USING SOCIAL MEDIA2/19/13 emilydavisconsulting.com 7
    8. 8. 1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL Traditionalists Boomers Postal Mail Phone calls Generation X Television Facebook Millenials (Gen Y) Websites Email E-newsletters Social Media Email Websites Mobile2/19/13 emilydavisconsulting.com 8
    9. 9. 2. SOCIAL MEDIA IS A PLANT2/19/13 emilydavisconsulting.com 9
    10. 10. 3. ADD VALUE2/19/13 emilydavisconsulting.com 10
    11. 11. 4. TWO – WAY STREET2/19/13 emilydavisconsulting.com 11
    12. 12. 5. PROSPECTING, CULTIVATION & STEWARDSHIP NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone!2/19/13 emilydavisconsulting.com 12
    13. 13. 6. THE NEXT GENERATION2/19/13 emilydavisconsulting.com 13
    14. 14. 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.”2/19/13 emilydavisconsulting.com - 14 ePhilanthropyFoundation.
    15. 15. 8. NOT EVERYONE “DIGGS” SOCIAL MEDIA2/19/13 emilydavisconsulting.com 15
    16. 16. 9. SELLING SOCIAL MEDIA2/19/13 emilydavisconsulting.com 16
    17. 17. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation2/19/13 emilydavisconsulting.com 17
    18. 18. QUESTIONS2/19/13 emilydavisconsulting.com 18
    19. 19. Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement ELEMENTS OF A SOCIAL MEDIA PLAN2/19/13 emilydavisconsulting.com 19
    20. 20. WHY PLAN?Map for activitiesExplain why you are using social mediaMeasurementClear guidelines, expectationsOther?2/19/13 emilydavisconsulting.com 20
    21. 21. IDENTIFYPURPOSE(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?2/19/13 emilydavisconsulting.com 21
    22. 22. GOAL ANDOBJECTIVES 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?2/19/13 emilydavisconsulting.com 22
    23. 23. SOCIAL MEDIA TOOLS Blog  Facebook – How often will you blog? – Profile/Group/Page – What will you blog – Who will manage? about? – Facebook Ads? – Who will blog? – Will you link to Twitter? Twitter Ping? – How often will you  LinkedIn tweet? – Group and subgroups? – What will you tweet – Who will you invite to join? about? – Who will be admins? – How will you track? – How often will you post? – Who will you follow? – Who will tweet?2/19/13 emilydavisconsulting.com 23
    24. 24. 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 dialogue2/19/13 emilydavisconsulting.com 24
    25. 25. SOME INSURANCEKeep 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 mission2/19/13 emilydavisconsulting.com 25
    26. 26. EVALUATION EXAMPLESRecord website hitsTrack with Bit.ly 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 calculator2/19/13 emilydavisconsulting.com 26
    27. 27. BLOGGING, TWITTER, FACEBOOK & LINKEDIN2/19/13 emilydavisconsulting.com 27
    28. 28. WHY IS A BLOG USEFUL?  Face & voice to campaigns  Share org news  Build community  Tell your story  Personal connection  Deepen relationships  Share opinions & personalize work  Organizational history online  Internal, organizational communications  Dynamic content2/19/13 emilydavisconsulting.com 28
    29. 29. BLOGGING STATS FOR FUNDRAISERS12 million Americans Spend online 6% blog more than averageOver half of Internet user Americans read blogs Incomes greater than11% blog readers are $75,000 more likely to 55% more visitors purchase online then 97% more links to the average Internet website – drives user traffic & SEO2/19/13 emilydavisconsulting.com 29
    30. 30. BLOG BEST PRACTICES Plan and be consistent Two-way communication Everyone participates Network within the blogging community Let go of some control Promote your blog2/19/13 emilydavisconsulting.com 30 Cross communicate
    31. 31. SAMPLE BLOG TOPICSOrganizational announcementsProgram and organizational successesNews and resources related to organizational mission – ask permission!Volunteer/board/client spotlightsVideos and interviewsCall for support – donations, volunteers, board recruitmentGuest opinions2/19/13 emilydavisconsulting.com 31
    32. 32. WHAT IS TWITTER?MicrobloggingReal time access to infoSuccinct communication (140 characters)BrandingMarketing & outreachEducationOnline communityDonor engagement2/19/13 emilydavisconsulting.com 32
    33. 33. WHY USE TWITTER?4 billion tweets in  Access new audiences first quarter of 2010  Ask and listen to whatViral recs people are talking aboutBuild a network easily  Get adviceRecruit people  Learn from others  Promote your websiteShare links & ideas quickly  Other partner’s website and knowledgeLow-cost  Hone your messagingProvide information for programs and across networks fundraisingEducation2/19/13 emilydavisconsulting.com 33
    34. 34. CREATING CONTENT  Ask questions of yourself  Watch what others post about  Ask people what they are interested in  Follow topics  Retweet!  Blog posts  Website content  Pictures2/19/13 emilydavisconsulting.com 34
    35. 35. TWITTER TO DOSTweet 5 – 20 times per day (includes RTs)Identify hashtagsThank those who follow you thru DMSearch for people to followChoose a social media dashboard toolShare info with people beyond your inner circleExplore listsPaper.li2/19/13 emilydavisconsulting.com 35
    36. 36. TWEETRAISINGTwestival: Raised $250,000 for charity: water (2009)Tweetsgiving: $11,000 in 48 hoursTwollarsTweet4GoodChallengesMatching gifts2/19/13 emilydavisconsulting.com 36
    37. 37. 2/19/13 emilydavisconsulting.com 37
    38. 38. FACEBOOK PAGESFans instead of Content shows up on Friends fans’ wallsPage = Business Recommended for profile businesses, npos, celShare – badges, thru ebrities, brands profile wall Purchase ads forApplications (i.e. promotion Twitter) Become a fan of otherEvent creation pages2/19/13 emilydavisconsulting.com 38
    39. 39. FACEBOOK CAUSE46% increase in online giving between 2008 & 2009Nonprofits have raised $26 million Specific calls to action using Causes Project-basedCauses can now campaigns publish to news feeds Peer-to-peerPortal to your website fundraising (birthdays)2/19/13 emilydavisconsulting.com 39
    40. 40. FACEBOOK CAUSEHow to…http://www.youtube.com/watch?v=G mLwBNEqmcghttp://www.fundraising123.org/article/ starting-cause-facebook2/19/13 emilydavisconsulting.com 40
    41. 41. 2/19/13 emilydavisconsulting.com 41
    42. 42. WHY USE LINKEDIN?Groups provide Provide information resources (give across networks and receive) EducationLearn from others Access newBuild a network audiences easily Ask and listen to what people are talkingRecruit people aboutShare links & ideas Promote your mission quickly Hone your messaging Low-cost/ FREE!2/19/13 emilydavisconsulting.com 42
    43. 43. LINKEDIN GROUPSSimilar to FacebookCreate subgroupsCreate discussion topicsShare news linksAsk questionsShare organizational2/19/13 emilydavisconsulting.com 43
    44. 44.  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.2/19/13 emilydavisconsulting.com 44
    45. 45. PLEASE DON’TBe inauthenticONLY askSpeak at your followersIgnore stakeholder inputMake it hard to participateStray from or ignore your plan2/19/13 emilydavisconsulting.com 45
    46. 46. 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.”2/19/13 (Fine and Kanter, 2010) emilydavisconsulting.com 46
    47. 47. SOCIAL MEDIA EXAMPLESChristopher & Dana Livestrong Reeve Foundation FoundationSierra Club Others?2/19/13 emilydavisconsulting.com 47
    48. 48. QUESTIONS2/19/13 emilydavisconsulting.com 48
    49. 49. PRINT RESOURCESFundraising and the Next GenerationThe Networked NonprofitMeasuring 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 Nonprofits2/19/13 emilydavisconsulting.com 49
    50. 50. ONLINE RESOURCESSocialbrite.comIdealWareMashable.comNonprofit Technology Network (NTEN)Alltop NonprofitBeth Kanter: http://beth.typepad.com/Social Media Plan Outline: www.ideaencore.comwww.delicious.com/coloradononprofithelp deskA. Fine Blogfrogloop2/19/13 emilydavisconsulting.com 50
    51. 51. QUESTIONS & THANK YOU! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog www.Facebook.com/edanpocons ulting Twitter: @edaconsulting2/19/13 emilydavisconsulting.com 51