THE ECOSYSTEMTypes of social media
Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
Staggering growth77% of online US
adults are frequent social media users.150 million active blogs; 1 million blog posts created per daySocial sites embedded atop trafﬁc rankings: YouTube,Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, YelpTwitter: 100+ million active users, 250 million tweets per dayFlickr: 35 million people, 4 billion-plus photosYouTube: 3 billion videos watched per day8 trillion text messages sent in 2011
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 ...Understand
that social media is a series of stages: crawl,walk, run, ﬂyDo you have buy-in from top management? Cultural shift tosharing & transparency?Do you have a social media policy or guidelines?Do you have a Strategic Social Media Plan in place?Are you listening to your constituents & community?Have you built a program before you turn to a campaign?Have you identiﬁed and trained your team members?
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 Action Plan & timeline Lay out metrics program Peer analysis
E S TA B L
I S H B U S I N E S S G O A L SHow can you use social media?1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Reach new constituents or supporters4. Build a community of champions5. Recruit volunteers6. Get people to take real-world actions7. Enhance existing communications programs8. Involve the community in decision-making9. Advance your organization’s mission
Map metrics to goalsBusiness goals
Things to measure• Grow email list # newsletter subscribers• Online visibility, branding increase in trafﬁc or linkback #s• Increase comments on blog avg. # comments/post• Increase positive mentions of mentions or pick-ups in blogs organization or program & social 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
Best practices for the social
Web Think of social media as a way to talk with your constituents, supporters and stakeholders. Build relationships. Good relationships take time. It’s not all about you. Offer value. Give more than you take. Be a connector. Reciprocate. Follow back. Empower supporters, don’t market to consumers.
Best practices for the social
Web Be authentic and transparent about who you are. Disclose your relationship to the nonproﬁt/products/services you promote. Trust each other. Learn as you go. Make mistakes. Dare to fail. Don’t be defensive — be open to critical feedback. Successful campaigns engender authentic enthusiasm. Social media still comes down to the cause or product. Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated. Remember: Audience is not the same as community.
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”
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 an Ask. Monitoring resources: socialbrite.org/wfn
TWITTERMake Twitter work for youStaff
should be trained on how to use Twitter.Not a broadcasting medium to just distribute press releases oryour headlines.Start by listening & observing.Be yourself, be conversational, losethe marketing jargon.Use it for outreach, soliciting ideas,customer support, to announce events,to recommend articles, to identify experts.#1 trafﬁc driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of trafﬁc to NY Times, Facebook, etc.
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 at: http://journchat.info
FACEBOOKFacebook: The social network 900
million members worldwide — 76% of US Internet users are on Facebook 900 600 3002004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
S T U D Y
W H AT W O R K SInvolve your supporters 350.org livestrong.org
Find 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.
Remove barriers to participation 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 Top: Facebook Comments on HowStuffWorks.com.
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
Integrate social into the culture
Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
Key takeaways Begin with an
aligned strategy, not with the tools. Listen & measure! Evaluate, iterate, relaunch. Tell your wonderful stories Use your community — your biggest resource: your supporters!