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Create impact with a powerhouse social strategy

JD Lasica
JD Lasica

How do you get traction with your social media efforts? Your organization needs to begin with a strategy and a set of business goals. JD Lasica is giving this presentation at Blackbaud's BBCon conference in Washington, DC, on Oct. 4, 2011.

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Create Impact with a
 Powerhouse Social Strategy
 PRESENTED BY JD LASICA

 Founder, Socialbrite.org | jd@socialbrite.org




09/16/11   Footer                     1

                                                 1
What we’ll cover today
1. Lay the groundwork

2. Meaningful metrics

3. Production processes

4. Create content, tell stories

5. Use your community

6. Integrate your efforts

Q&A, summary, hugs, tearful goodbyes


                             2

                                       2
Relax!
                                    Flickr photo “relaxation,
                                    the maldivian way” by
                                    notsogoodphotography




     http://socialbrite.org/bbcon
                  3
                                                                3
Today’s hashtag
                                  Creative Commons
                                  photo on Flickr
                                  by Prakhar




     Tweet this preso! Hashtag:
         #bbconstrategy
                 4
                                                     4
Christmas in October!




             5
                        5
RESOURCES



Sharing Center




    http://socialbrite.org/sharing-center
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Create impact with a powerhouse social strategy

  • 1. Create Impact with a Powerhouse Social Strategy PRESENTED BY JD LASICA Founder, Socialbrite.org | jd@socialbrite.org 09/16/11 Footer 1 1
  • 2. What we’ll cover today 1. Lay the groundwork 2. Meaningful metrics 3. Production processes 4. Create content, tell stories 5. Use your community 6. Integrate your efforts Q&A, summary, hugs, tearful goodbyes 2 2
  • 3. Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography http://socialbrite.org/bbcon 3 3
  • 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #bbconstrategy 4 4
  • 6. RESOURCES Sharing Center http://socialbrite.org/sharing-center 6 6
  • 7. 1 . L AY T H E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading? 7 7
  • 8. Before you plunge in ... Do you have a social media policy or guidelines? Do you have a Strategic Plan in place? Have you researched your audiences/community? Have you identified your social media team members and are they properly trained? Do you have buy-in from top management? Have you built an ongoing program before you turn to a campaign? 8 8
  • 9. Have you defined a theme? Boil down your cause to a strong, single phrase Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need 9 9
  • 10. Create a strategy document 10 10
  • 11. Elements of Strategic Plan 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on expanded capabilities Lay out metrics program Competitive/peer analysis 11 11
  • 12. Create a listening post Deeper dive—monitoring: socialbrite.org/bbcon 12 12
  • 13. 2. MEANINGFUL METRICS Before you start, measure! 13 13
  • 14. ‘Data is better than gut’ Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY) 14 14
  • 15. Set goals, map metrics Goals Metrics to measure Grow email list of supporters # newsletter, RSS subscribers Increase comments on blog avg. # comments/post Increase website visibility increase in traffic or linkback #s Increase positive mentions mentions in blogs & social of organization or cause networks Have visitors stick around stick rate, bounce rate Make our content more viral # of shares Get people to take action # of petition signatures Get people to attend event # of registrants, year over year 15 15
  • 16. CASE STUDY Bread for World’s SM goals bread.org 1. Expand and strengthen Bread’s advocacy work for poor and hungry people 2. Expand our membership 3. Better communicate with existing members and target audiences 4. Strengthen our relationships with our members 5. Fulfill our mission to end hunger here and abroad 16 16
  • 17. Google Analytics Who loves ya, baby? See which Twitter users drive most traffic 17 17
  • 18. Google Keyword tool https://adwords.google.com/o/Targeting/Explorer 18 18
  • 19. Keep track of key referrers Write down keywords driving traffic & attention Deeper dive—metrics: socialbrite.org/bbcon 19 19
  • 20. 3. PRODUCTION PROCESSES Create an Events Calendar Key off both internal events & community events 20 20
  • 21. Facebook s live events 21 21
  • 22. EdgeRank & News Feed Facebook rewards content & conversation, punishes inactivity http://bit.ly/edgerank-checker 22 22
  • 23. Create an Editorial Calendar Map out a weekly or monthly game plan 23 23
  • 24. 4 . C R E AT E C O N T E N T, T E L L S T O R I E S Tap into human condition Lascaux, France, 17,000 years ago 24 24
  • 25. Create a content strategy Awareness > Influence > Action > Impact 25 25
  • 26. Use personal storytelling Find emotional core, use videos or photos to make us feel invisiblepeople.tv 26 26
  • 27. Create lightweight media Photofilm/digital storytelling is easy way to do it Room to Read: Winner of TechSoup Storytelling Challenge 27 27
  • 28. Who will engage supporters? List staffers’ skills Who’s good at photography? Video? Writing? Facebook or Twitter? Create a Blog Squad Open your blog to guest posts, partner with community orgs Find free content Deeper dive—media: socialbrite.org/bbcon 28 28
  • 29. Create a conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub (Change.org) Twitter Contest site 29 29
  • 30. Enable friction-free conversations Make sure your site is conversation-enabled! Use third-party authentication services. Left: SpokenWord.org with multiple log-in options. Top: The new Facebook Comments on HowStuffWorks.com. 30 30
  • 31. CASE STUDY Make your cause tangible http://charitywater.org/projects/map/ 31 31
  • 32. 5. USE YOUR COMMUNITY Build community, not eyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents” 32 32
  • 33. Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy! 33 33
  • 34. CASE STUDIES Involve your supporters 350.org livestrong.org 34 34
  • 35. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Useful tools: Klout, SocialMention, Google Analytics. 35 35
  • 36. Use social love handles! Generate an Attention Wave 36 36
  • 37. CASE STUDY Greenpeace & Nestlé Greenpeace’s brilliant purchase of Google AdWords 37
  • 38. Don’t overlook mobile Upcoming Goodwill app 97% of subscribers read text message within 4 minutes 38 38
  • 39. Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad 39 39
  • 40. Awesome power of free Free content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio Techsoup Free services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social Media Free software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla 40 40
  • 41. 160 million free photos flickr.com/creativecommons • Rich source of free commercial & noncommercial images • Flickr: 160 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share! 41 41
  • 42. 6 . I N T E G R AT E Y O U R E F F O R T S Social media can feed your list Be opportunistic: Take advantage of email signups on Facebook 42 42
  • 43. Is your strategy aligned? thehopeinstitute.us Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem 43 43
  • 44. SOCIAL MEDIA DASHBOARDS Pace yourself—don’t stress! Hootsuite Cotweet Tweetdeck Spredfast Threadsy Netvibes http://bit.ly/smdash 44 44
  • 45. Collaboration tools Google docs Google groups Private group on Facebook Project management (SharePoint, Huddle.net) Skype Others? 45 45
  • 46. 3 key takeways Begin with an Aligned Strategy, not with the tools. Measure, measure, measure! Evaluate, iterate, relaunch. Be nimble. Use your community — your biggest resource: your supporters! 46 46
  • 47. Don’t settle for status quo If you do not change direction, you may end up where you are heading. — Lao Tse 47 47
  • 48. Thank you! JD Lasica, founder Socialbrite.org email: jd@socialbrite.org Twitter: @jdlasica @socialbrite http://socialbrite.org/bbcon 48 48