Developing a Social Media Plan and Metrics - Girls Inc. Region II Conference 10.14.11


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This presentation was shared during the Girls Inc. Region II Conference on Oct. 14, 2011.

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  • Developing a Social Media Plan and Metrics - Girls Inc. Region II Conference 10.14.11

    1. 1. Developing a Social Media Plan & Metrics<br />Presented by: <br />Gabie Benson, Director of Development <br /> and Public Relations<br />Jennifer Baltz, Branding & Technology <br /> Manager<br />Abri Hochstetler, Public Relations Coordinator<br />
    2. 2. Social Media Use<br />2005 – 5% of all adults were on a social media site <br />
    3. 3. Social Media Use<br />2011 – 65% of all adults use social media sites<br />-Pew Research Center <br />
    4. 4. Quiz Time<br />What social networks are you on? <br />
    5. 5. Social Networks most used by Nonprofits <br />Facebook – 86%<br />Twitter – 56%<br />YouTube – 48%<br />LinkedIn – 33%<br />Flickr – 25%<br />Myspace – 14%<br />
    6. 6. Who’s Online?<br />
    7. 7. Who’s Online?<br />Women 18-29 are social media <br />power users<br />
    8. 8. Who’s Online?<br />No significance in household income, race, education, or environment<br />
    9. 9. Quiz Time<br />Generational Trends<br />Millennials - 83%<br />Gen X - 70%<br />Boomers - 51% <br />Civics- 33%<br />
    10. 10. Who’s Online?<br />Women 55+ are the fastest growing group on Facebook<br />
    11. 11. Part 1: Getting Started<br /> Set your objectives<br /> Identify your audience<br /> Choose your networks<br /> Focus your message <br />
    12. 12. What are three objectives that your affiliate would want to achieve using social media? <br />
    13. 13. Setting Our Objectives<br />Increase brand recognition and organizational transparency<br />Create engagement opportunities<br />Maintain and cultivate relationships<br />Engage new audiences<br />Promote an image of Girls Inc. as tech-savvy, modern, relevant<br />
    14. 14. Identifying Our Audience<br />
    15. 15. Choosing Our Networks<br />Does the site help us meet our objectives?<br />Does the site reach our audience?<br />Is the site secure and can we manage risk?<br />
    16. 16.
    17. 17.
    18. 18.
    19. 19. Focusing Our Message<br />Content is central to your strategy!<br />Website<br />Newsletter<br />Blog<br />
    20. 20. Our Strategy<br />
    21. 21. Activity #1<br />Get started on your plan<br />
    22. 22. Part 2: Managing Social Media<br /> Establishing policies <br /> Dedicating time and staff<br /> Engaging in the conversation<br /> Monitoring activity<br /> Measuring effectiveness<br />
    23. 23. Establishing Policies<br />Staff Social Media Policy<br />Girl Policy<br />Blog Comment Policy<br />
    24. 24. Dedicating Time & Staff<br />Don’t set it and forget it<br />Consider staff resources, time, and voice<br />Calendar planning content<br />Scheduling<br />
    25. 25. Engaging in the Conversation<br />Comment on and retweet posts about our community, sector, and topics of expertise<br />Respond if someone comments TO you or ABOUT you<br />@your staff, volunteers, sponsors, etc.<br />
    26. 26. Monitoring Activity<br /><ul><li>Location-based tools
    27. 27. Twitter advanced search
    28. 28. Words, people, places, sentiment
    29. 29. Nearby Tweets
    30. 30. HootSuite – “add location”
    31. 31. Smart Phones – search with “distance” or “location”</li></li></ul><li>Google Alerts<br /> What is it?<br />Google Alerts are emails sent to you when Google finds new results -- such as web pages, newspaper articles, or blogs -- that match your search term. You can use Google Alerts to monitor anything on the Web. <br />
    32. 32. Why Use It?<br />Find out about what others are saying about you or your services online without having to run your own daily internet searches.<br />Find relevant and timely content to share with your followers.<br />Discover and respond to commentary quickly.<br />
    33. 33. How do I get started? <br />Visit and enter your query <br /> Enter your email address <br />Confirm the alert you have created <br />That's it! Your alert is active, and you'll receive an email whenever Google Alerts finds new results for your search.<br />
    34. 34. Measuring Effectiveness<br />How do you know how you are doing?<br /><ul><li>Google Analytics
    35. 35. HootSuite
    36. 36. Klout
    37. 37. Facebook Insights</li></li></ul><li>Google Analytics<br /> What is it?<br />Google Analytics is a free product that tracks your website and gives detailed statistics about visitors to your website. <br />
    38. 38. Why Use It?<br /> Informed site design improvements <br /> Drive targeted traffic <br /> Track the effectiveness of marketing <br /> Discover what keywords resonate with visitors<br />
    39. 39. How do I get started?<br />Create a Google account or use an existing Google account<br />Visit and “Sign Up Now” <br />Follow instructions to get your personalized tracking code and install in the code of your website<br />
    40. 40. A Few Tips<br />Create custom segments for analyzing traffic from social media and other sites.<br />Look for pages with high traffic but also high bounce rates and add internal links in the page content.<br />Track goal conversions and paths (such as volunteer applications) by segments.<br />Track popular content by segment.<br />Use Google URL builder to track traffic by campaign/link.<br />
    41. 41. Visits to Blog<br />
    42. 42. Visitors from Twitter<br />Visitors from Facebook<br />
    43. 43. HootSuite<br /> What is it?<br />HootSuite is a free social media dashboard that tracks multiple networks, allows for scheduled messages, and offers basic analytics. <br />
    44. 44.
    45. 45. Facebook Insights<br /> What is it?<br />Facebook Insights is an analytics tool that tracks user data and activity as well as interactions with visitors to your Facebook Page. <br />
    46. 46.
    47. 47. Part 3: Best Practices<br /> Integration<br /> Creating campaigns<br /> Writing for the web<br /> Following Girls Inc. branding standards<br />
    48. 48. Integration<br />Promote and connect social media in all your communications.<br /><ul><li>Website
    49. 49. Newsletter
    50. 50. Thank you notes
    51. 51. Staff email signatures
    52. 52. Business cards
    53. 53. Annual Report
    54. 54. Solicitations
    55. 55. Onsite</li></li></ul><li>Integration<br />
    56. 56. Campaigns<br />Scholarship Campaign 2010<br />
    57. 57. Touchstone Awards 2011<br />
    58. 58. Volunteer Recruitment<br />
    59. 59. Writing for the Web<br /><ul><li>Reader’s attention: 3-4 seconds
    60. 60. Users read 25% slower
    61. 61. Only read 20-28% of page content
    62. 62. Consider audience – WIIFM
    63. 63. Current, reliable content
    64. 64. Inverted pyramid
    65. 65. Voice, word choice, personal pronouns, etc.</li></li></ul><li>Branding<br /><ul><li>Follow national branding guidelines (available on affiliate central).
    66. 66. Be consistent across all platforms with wording/keywords, font types, colors, and artwork.
    67. 67. Brand your Twitter background and Facebook page main photo.</li></li></ul><li>Activity #2<br />Two-Minute Drill<br />
    68. 68. Campaign Topics<br /><ul><li>Touchstone Awards
    69. 69. Volunteer recruitment campaign
    70. 70. Scholarship fundraising campaign
    71. 71. Issue awareness – bullying, body image, STEM, etc.
    72. 72. Summer camp or one-day program
    73. 73. Community event involving your organization</li></li></ul><li>Website Promotion<br />Touchstone Awards<br /><ul><li>Home page – snippet of info
    74. 74. Upcoming events, org. calendar
    75. 75. Create page just for event
    76. 76. Side bar
    77. 77. Press room – add the press release
    78. 78. Donation page</li></li></ul><li>Blog / Newsletter Stories<br />Touchstone Awards<br /><ul><li>Event preview
    79. 79. Interview with honorees, major guests, CEO, or emcee
    80. 80. Reflections on the theme
    81. 81. Process preparing for this event – an “inside look”
    82. 82. Thank you to sponsors and/or funders
    83. 83. Inspiring women throughout history
    84. 84. Post-event survey</li></li></ul><li>Photo/Video Opportunities<br />Touchstone Awards<br /><ul><li>Photos</li></ul>Staff/volunteers preparing for the event<br />Past events<br />Food, decorations, and other sneak-peeks<br /><ul><li>Video </li></ul>Interview with honorees, major guests, CEO, or emcee<br />What guests can look forward to – preview of event<br /><ul><li>Photograph and video the actual event</li></li></ul><li>Facebook Posts<br /><ul><li>You’re invited! Watch the video of chairwoman Myra Borshoff Cook and our summer camp girls inviting you to attend the 2011 “In Her Own Words Touchstone Awards
    85. 85. Tickets are going quickly to our annual Touchstone Awards luncheon! Reserve your seat today: (link)
    86. 86. Women have done remarkable things throughout history. Our staff named a few of these women and explained why they earned an honorary Touchstone Award! (link) Who would you add?
    87. 87. We're excited to offer our outstanding volunteers a unique opportunity! Celebrate the voices of Indianapolis girls and women at our annual fundraising event, the Touchstone Awards, for a special rate: (link)
    88. 88. Did you attend the 2011 Touchstone Awards? Tell us what you thought! (survey link)</li></li></ul><li>Twitter Updates<br /><ul><li>Want to hear what our summer camp girls have learned this summer? Come to #Touchstone! Tix available: (link)
    89. 89. “Confidence means being self-assured, even when facing failure or the unknown.” #Touchstone
    90. 90. Thank you #NBI and @KrogerCo for supporting the strong, smart, and bold girls of Indianapolis (photo)
    91. 91. @AndreaWTHR is doing an amazing job at #Touchstone. Look for her and coverage of the event at 5pm @WTHRcom
    92. 92. Congrats to Billie Dragoo, Marianne Glick, Dr. Beverely Pitts, and Nancy Silvers Rogers! #Touchstone
    93. 93. Missed our #Touchstone Awards yesterday? Check out the video of our inspiring honorees: (link)
    94. 94. Tickets/registration, photos, quotes, survey link, RTs, always use #</li></li></ul><li>Activity #2<br />Your turn!<br />Two-Minute Drill<br />
    95. 95. Questions?<br />
    96. 96. Keeping Up<br />Abri’s picks <br />Events: IndySM, Professional Groups<br />Blogs: Katya Andresen, KiviLeroux-Miller, Beth Kanter<br />Twitter: @ Girls Inc. affiliates, NewMoonGirls, GirlScouts, GirlUp, PigtailPals, GirlEmpowerment, girlshealth, BlogHer, AAUW, Women_eNews, CatalystInc, SeeJaneDo, FemaleEquality, girlygeekdom, WomenWhoTech, ForbesWOman<br />Jennifer’s picks<br />Events: NTEN’s Nonprofit Technology Conference<br />Blogs: Chris Brogan, Copyblogger, Nancy Schwartz<br />Gabie’s picks<br />Events: AFP TechNow *new in 2012<br />Blogs: Mashable, NonProfit Tech 2.0, ProBlogger Blog<br />Books: Social Media for Social Good<br />
    97. 97. Thank You! @girlsincindy<br />