Using your social networksto create impact Key steps to mobilize your supporters JD Lasica Founder, Socialbrite.org email@example.com
What we’ll cover todaySocial media ecosystemLay the groundworkFun with metrics!Production processesCapture storiesUse your communityIntegrate your effortsQ&ASummary, hugs, tearful goodbyes
Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography http://socialbrite.org/fc (all sites in this talk have been tagged for later retrieval)
Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtags: #sffc #nonproﬁt
Christmas in July! CHARITY HOW TO 10 FREE METRICS TOOLS FOR ACTIONABLE ANALYTICS SEMRush Woopra Bet you haven’t heard of SEMRush. Plunk Woopra is a Web analytics tool that pro- your blog or website url into the search ﬁeld vides real-time data about how your users atop the page and SEMRush will show you behave. You can see where a visitor came the keywords you rank for, what your com- from, her location, the actions she per- petitors rank for, what Google AdWords you forms and where she goes. We prefer might want to buy and more. Bronze ($4.95/mo.) over the free version. Klout Social Page Evaluator Klout offers a daily summary of your organiza- The Social Page Evaluator by Vitrue tion’s or team members’ social media inﬂuence, looks at your post quality and the number with a ranking that factors in reach and impact of people who have liked your Facebook on Twitter (metrics such as retweets, follower Pages. It shows your effectiveness on counts, list memberships), Facebook and Facebook vs. your potential. What makes LinkedIn. More than 750 partners use Klout this killer is that you can adjust your data, including Hootsuite and CoTweet. earned media value using a slider. EdgeRank Checker Google Analytics EdgeRank Checker steps you through the Google Analytics should be the No. 1 metrics process of determining how effective your tool in your arsenal. You get super-rich insights Facebook Page is in reaching your followers. into your website trafﬁc and marketing effec- No download necessary. The higher your tiveness — for free. Create better-targeted ads, EdgeRank score, the more likely it is to be track sales and conversions, measure your site visible on a fans Top News feed. engagement goals, track Web-enabled phones and mobile apps and much more. Feedburner Facebook Insights Now owned by Google, Feedburner is the Facebook Insights resembles Google Analyt- easiest way to roll your own feed. It’ll tell you ics in many ways. As a Page admin, your dash- how many people have subscribed to your blog board gives you access to a trove of data: daily or site. Dig deeper and you’ll ﬁnd your Feed active users, monthly active users, daily new Stats Dashboard, revealing average subscrib- likes, daily interactions such as comments, ers, reach, popular feed items and more. Pro geographic location of your visitors, external Plan at $9/month is geared to nonproﬁts. referrals, internal link trafﬁc and more. PostRank Twitalyzer PostRank provides detailed information on There are a wealth of Twitter metrics tools, but Tweets, stumbles, Diggs and FriendFeed all in the one we like best is Twitalyzer, which works one place. It’s suited to blogs and websites for any Twitter account and gives you informa- with a lot of content. Under its free plan, you tion about your impact score (percentile score) can Track and compare your sites and your and the type of inﬂuencer you are, among other competition — up to ﬁve sites in all — to get things. the full picture of your social engagement. Download this ﬂyer: http://bit.ly/metricstools Created by Socialbrite.org Share them at http://socialbrite.org/fc
Glossary for new terms “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ” http://socialbrite.org/glossary
Socialbrite Sharing Center http://socialbrite.org/sharing-center
THE ECOSYSTEMTypes of social media• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube, Vimeo, Viddler)• Widgets• Photo sharing (Flickr, Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
Dizzying growth77% US adults are frequent social media users.*141 million active blogs (vs. 12,000 in 2000); almost 1 million blogposts created per day; over 346 million people globally read blogs6 of top 10 websites in US are social sites (YouTube, Facebook,Wikipedia, Blogger, Craigslist, Twitter)Flickr: 35 million people, 5 billion-plus photosTwitter: 300,000 new users per dayYouTube: 2 billion videos streamed per dayText messages per day: 4.5 billion(vs. 400,000 in 2000)Whenever someone opens a computer, 60% of time it’s for socialreasons. *source: Nielsen Online, spring 2010
Facebook: The social network 73% of US Internet users are on Facebook
L AY T H E G R O U N D W O R KBig picture reality checkBefore we talk tools, technology or campaigns, do aself-assessment with your team.Why are you doing this?What core values drive yourorganization?What change would you liketo see in the world?Is there clarity about what yourorganization is trying to achieve?Why should people care?Do you have an idea worth spreading?
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 audience/community? Have you identiﬁed your social media team members and are they properly trained? Do you have buy-in from top management Do you know how to build evergreen programs before campaigns? http://socialbrite.org/fc for policies, best practices
Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
Strategic Plan elements 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
Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before the Ask Deeper dive—monitoring: socialbrite.org/fc
‘Data is better than gut’ Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
Set goals, map metricsGoals 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 Deeper dive—metrics: socialbrite.org/fc
Bread for World’s SM goals bread.org1. Expand and strengthen Bread’s advocacy work for poor and hungry people2. Expand our membership3. Better communicate with existing members and target audiences4. Strengthen our relationships with our members5. Fulﬁll our mission to end hunger here and abroad
Google AnalyticsWho loves ya, baby? See which Twitter users drive most trafﬁc
Create an Editorial Calendar Map out a weekly or monthly game plan
Build community, not eyeballs here’s an amazingdifference between buildingan audience and building a community. An audience will watch you fall on asword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
LAUNCH & TELL STORIESUse personal storytelling Find emotional core, use videos or photos to make us feel invisiblepeople.tv
Conversation follows content Build up a following organically
Create lightweight media Don’t look now but you’re a content creator! Room to Read: Winner of TechSoup Storytelling Challenge Deeper dive—media: socialbrite.org/fc
Create a conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub (Change.org) Twitter Contest site Deeper dive—community: socialbrite.org/fc
Give your content a social life Conversation, not marketing
Your FB news feed? Bad newsFacebook rewards conversation, punishes ‘bullhorn updates’ http://bit.ly/edgerank-checker
JD’s 60-30-10 Twitter rule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
Enable friction-free conversations Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org with multiple log-in options. Top: The new Facebook Comments on HowStuffWorks.com.
Use hashtags to join conversations Find relevant hashtags through Twitter Search or tagdef.com Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media At left, widget found at: http://journchat.info
USE YOUR COMMUNITYFind your champions! Find the big kahunas in your sector by using your listening post. Then, inﬂuence the inﬂuencers. 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. Connect with other social media inﬂuencers through their blogs and other networks.Deeper dive—monitoring & community: socialbrite.org/fc
Use social love handles! Generate an Attention Wave to socialize your campaign
Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
The awesome power of freeFree content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio TechsoupFree services! Free expertise! Google Grants BarCamp YouTube for Nonproﬁts PodCamp Google Earth for Nonproﬁts WordCamp Social MediaFree software & platforms! Club WordPress & its plug-ins Open Ofﬁce, Google docs Drupal, Joomla
ﬂickr.com/creativecommons Creativecommons.org • 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!
I N T E G R AT E Y O U R E F F O R T SSocial media can feed your list Be opportunistic: Take advantage of email signups on Facebook
Final thoughtsBegin with a plan, not with the tools.Nice & easy does it. Be patient.Get aligned & integrated, attack the silos.Make email, events & social media work together.Build internal & external relationships. Understand& manage your organization’s capacity.Go deep, not wide.Make it super-easy for others to use your content.Don’t forget to listen and to measure!Evaluate, iterate, relaunch. Be ﬂexible & nimble.Don’t do all the heavy lifting. :~)
Resources & tools What you’ll ﬁnd at socialbrite.org/fc Free tutorials on the best way to use Facebook, Twitter & blogs 24 online fundraising sites Top cause organizations Free reports Free photo, music, video directories Collaboration tools Geolocation tools How to use mobile strategically Tons more. All free & shareable.