Designing a Social Media Strategy that Works

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Presented by Firefly Partners at the AFB 2013 Brown Bag lunch in Boston, MA

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  • Designing a Social Media Strategy that Works

    1. 1. DESIGNING A SOCIALMEDIA STRATEGY THAT WORKS
    2. 2. About Firefly Partners• Website Design, Development, Strategy & Data Services• All Firefly staff have nonprofit backgrounds• Effective project management processes• Our approach combines high touch & high tech• We’re invested in helping you plan, launch and learn the best practices in online communication and engagement
    3. 3. General Online GlossaryConstituent = Supporter of your organizationHouse File = Audience who has opted into email communicationLanding Page = Special web page promoting your campaignThank You Page = Web page seen after donor makes giftAutoresponder = email message(s) sent to thank donorCustom Share = Images used on social networking sitesPromo Block = Image used to promote your campaign onlineMobile Donation Form = Designed for use on mobile deviceText to Give = Donors can add a small gift to their cell billEmbedded Forms = Forms used ‘inside’ places like FacebookDonate Button = You know what this is! 
    4. 4. The Social Media Universe
    5. 5. Social Media GlossaryOnline Community = Supporters in your social media networksHome Base= Website or anything else you fully controlOutpost= Online places that are controlled by othersLike/Fan/Friend = Actions taken by supportersPost= An article, image or other item published to FacebookShare= A post that is able to be displayed by othersFacebook Ad= Targeted display ad; pay per click or impressionFacebook Timeline/Wall= Page of an individual or organizationTwitter= Microblogging ServiceTweet = Short text or image post (can be retweeted by others)Followers= People who subscribe to get your tweetsPinterest= Visual Bookmarking site
    6. 6. Why Use Social Media?It’s Great For: Creating Awareness Starting & Nurturing Relationships Storytelling Peer to Peer Sharing Reporting on Outcomes Thanking Supporters (Individually or Collectively) Reputation Management Low Investment Actions
    7. 7. Who is Using Social Media? No 1-6 7-12 13-23 2-3 3-4 +4 Presence months months months years years yearsFacebook 2% 7% 14% 29% 33% 11% 5%Twitter 26% 9% 14% 24% 20% 6% 1%YouTube 34% 10% 10% 17% 18% 7% 4%LinkedIn 52% 8% 11% 14% 10% 3% 1%Flickr 68% 5% 4% 8% 10% 4% 2%Google+ 74% 18% 3% 2% 0% 0% 0%Four 91% 0% 0% 10% 2% 2% 3%Square
    8. 8. Supporter Age is MootFrom the Pew Internet Project:As of April 2012, 53% of American adults ages 65 andolder use the internet or email.• Among internet users ages 65 and older, 70% usethe internet on a typical day. (Overall, 82% of all adultinternet users go online on an average day.)• From April 2009 to May 2011, social networking siteuse among internet users ages 65 and older grew150%. As of June 2012: 1 out of 3 older adults usessocial networking sites like Facebook and LinkedIn.
    9. 9. Are We Ready? We have a communication & engagement strategy We’ve experienced success via email & offline We’re in it for the long haul (we have capacity) Executive Leadership is on board We are willing to learn as we go Failure IS an option
    10. 10. Pillars of Readiness
    11. 11. Readiness Spectrum
    12. 12. The Mystery of Social Media ROI Average Cost of a Facebook Like: $3.50 Average Cost of a Twitter Follower: $2.05 Average Value of a Facebook Follower: $161 - $214 Average Value of a Twitter Follower: $2.00 Average Value of A Pinterest Friend: $5.00
    13. 13. Time Investment = Cost
    14. 14. Five Social Media ROI ModelsAmplification Model: Measures the dollar value of socialmedia activity as if it were purchased through means.Social Traffic versus Ads: Compares the cost of website trafficfrom social media to the cost of website traffic from displayadvertising.Visitor Quality: Evaluates the quality of visitors that comefrom social media versus those who come from other means.Facebook Fan Revenue: Estimates the business value fromnew Facebook fans.Social Media to Website: Measures the impact on traffic tobusiness-driving “goal” pages.
    15. 15. Two Awesome ROI Calculators
    16. 16. Social Media NPO Trends Commercial social network use by NPOs is now mainstream ; NPOs are generally optimistic about continued use. Facebook use by NPOs is at saturation levels – average community size continues to grow; Twitter adoption is still growing Investments are largely justified by soft ROI with just a small number of organizations justifying resource allocation tied to revenue returns Facebook fundraising success is enjoyed by a select group Generally, communications and marketing departments ‘own’ social media networks
    17. 17. Who Is Getting It Right?Animal Organization:Best Friends Animal SocietySocial/Cultural Organization:MOMAEnvironmental Organization:Center for Reproductive Rights
    18. 18. Who Is Getting It Right?Health/Disease & Disorder Organization:National Brain Tumor SocietyChildren’s Organization:Home for Little WanderersHumanitarian Organization:Action Against Hunger
    19. 19. Social Media GuidelinesFace Book Twitter• Embed forms and petitions • Share your thoughts and• Use Subscribe Feature opinions• Explore Face Book ads • Offer incentives to act or get• Post consistently and involved • Post consistently and frequent frequently
    20. 20. Planning for Social MediaTypical Face Book & Twitter Components• Plan daily tweet and post content ahead of time•Embed forms in your Facebook pages• Add ‘ask’ language and donation form link to You Tubevideos
    21. 21. Social Media ToolsHootSuiteBufferTwentyFeetSocialMention
    22. 22. Questions?maureen@fireflypartners.com
    23. 23. Thanks!

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