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Your nonprofit needs a social media strategy

JD Lasica
JD Lasica

Here's the presentation that JD Lasica and Carla Schlemminger of Socialbrite.org are giving at the Nonprofit Technology Conference in San Francisco on April 5, 2012. The focus is on 5 approaches nonprofit organizations can take to strategically advance their missions.

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You need a strategy,
dammit, not a Twitter account



             JD Lasica & Carla A. Schlemminger
             Socialbrite.org
             team@socialbrite.org
             April 5, 2012
Today’s hashtag
Tweet this preso! Hashtag: #12NTCdammit




                                       Creative Commons
                                       photo on Flickr
                                       by Prakhar



     handles: @jdlasica & @carlainsf
Relax!
                               Creative Commons
                               BY photo on Flickr
                               by Tom@HK




         http://socialbrite.org/NTC
What we’ll cover today
Look at the landscape
1. Lay the groundwork
2. Meaningful metrics
3. Content: Storytelling &
   production processes
4. Use your community
5. Integrate your efforts
Q&A, hugs, tearful goodbyes
12 color handouts. Be happy!




      http://socialbrite.org/ntc
RESOURCES



Socialbrite Sharing Center




    http://socialbrite.org/sharing-center

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Your nonprofit needs a social media strategy

  • 1. You need a strategy, dammit, not a Twitter account JD Lasica & Carla A. Schlemminger Socialbrite.org team@socialbrite.org April 5, 2012
  • 2. Today’s hashtag Tweet this preso! Hashtag: #12NTCdammit Creative Commons photo on Flickr by Prakhar handles: @jdlasica & @carlainsf
  • 3. Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialbrite.org/NTC
  • 4. What we’ll cover today Look at the landscape 1. Lay the groundwork 2. Meaningful metrics 3. Content: Storytelling & production processes 4. Use your community 5. Integrate your efforts Q&A, hugs, tearful goodbyes
  • 5. 12 color handouts. Be happy! http://socialbrite.org/ntc
  • 6. RESOURCES Socialbrite Sharing Center http://socialbrite.org/sharing-center
  • 7. THE ECOSYSTEM Social media a game-changer • Blogs • Social networks • Microblogs (Twitter) • Online video (YouTube, Vimeo, Dailymotion) • Widgets • Photo sharing • Pinterest • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
  • 8. Staggering growth • 77% US adults are frequent social media users.* • 150 million active blogs; 1 million blog posts created per day • Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp • Twitter: 100+ million active users, 250 million tweets per day • Flickr: 35 million people, 4 billion-plus photos • YouTube: 3 billion videos watched per day • 8 trillion text messages sent in 2011 *source: Nielsen Online, spring 2010
  • 9. Facebook: The social network 850 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  • 10. 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?
  • 11. Before you plunge in ... • Understand that social media is a series of stages: crawl, walk, run, fly • Do you have buy-in from top management? • 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?
  • 12. Have you defined a clear theme? Boil down your mission to a strong phrase or sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  • 13. Begin with a strategy document
  • 14. Elements of a Strategic Plan • 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 • Competitive/peer analysis
  • 15. E S TA B L I S H B U S I N E S S G O A L S How can you use social media? • Raise public awareness of your mission or cause • Raise funds for a cause or campaign • Reach new constituents or supporters • Build a community of champions • Recruit volunteers • Get people to take real-world actions • Enhance existing communications programs • Involve the community in decision-making • Advance your organization’s mission
  • 16. 2. MEANINGFUL METRICS Before you start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
  • 17. THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, why Funnel ACTION of love
  • 18. Map metrics to goals Business goals Things to measure (KPIs) • 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
  • 19. New metrics of engagement Beyond page views "We don't really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our influencers. If they like it, they'll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift
  • 20. EXERCISE What does your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com
  • 21. HANDS-ON DEMO Why long tail keywords matter Geek out! Search ‘socialbrite.org’ on semrush.com
  • 22. GOOGLE KEYWORD TOOL Find keywords in your sector
  • 23. Set up a metrics program 1. Get buy-in at the top 2. Designate metrics owners internally; perhaps appoint a Chief Metrics Guru & give him or her support 3. Interview stakeholders across depts. to identify key goals & target audiences 4. Create internal document that ties these goals to specific KPIs you can track 5. Identify tools to use and begin tracking 6. Print out weekly or monthly reports, circulate them. 7. Spend time analyzing the data & drawing conclusions 8. Refine and fine-tune
  • 24. HANDOUTS Two cheat sheets http://socialbrite.org/ntc
  • 25. 3. CONTENT & PROCESSES The power of storytelling Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago
  • 26. C O N V E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N T Your nonprofit is a media outlet Awareness > Influence > Action > Impact
  • 27. C A S E S T U D Y: I N V I S I B L E P E O P L E Use personal storytelling Find emotional core, use videos or photos to make us feel invisiblepeople.tv
  • 28. C A S E S T U D Y: S F G O O D W I L L . O R G Create lightweight media Using Animoto at SF Goodwill
  • 29. Find your internal storytellers • List staffers’ skills • Who’s good at photos? • Video? • Writing? • Facebook or Twitter? • Create a Blog Squad • Who’s good at campaigns? • Open your blog to guest posts
  • 30. PRODUCTION PROCESSES Create an Events Calendar Key off both internal events & community events
  • 31. Create an Editorial Calendar Map out a weekly or monthly game plan
  • 32. 4. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  • 33. 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”
  • 34. CASE STUDIES: 350.ORG & LIVESTRONG Involve your supporters 350.org livestrong.org
  • 35. Find your champions! • Find the big kahunas in your sector by using a 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.
  • 36. C A S E S T U D Y: C H A R I T Y WAT E R Make your cause tangible http://charitywater.org/projects/map/ Average mycharitywater campaigner raises $1,000
  • 37. Don’t overlook mobile New Goodwill Bay Area app
  • 38. EXERCISE Create a mobile calling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
  • 39. Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
  • 40. The 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 Club Free software & platforms! • WordPress & its plug-ins • Open Office, Google docs • Drupal, Joomla
  • 41. flickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 220 million CC licenses • Use them for your blog, website, email or print newsletter, presentations, reports, etc. • Just give credit! Photo by John Haydon on Flickr • Don’t just take. Share!
  • 42. 5 . I N T E G R AT E Y O U R E F F O R T S Is your strategy aligned? Case study: thehopeinstitute.us Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
  • 43. 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
  • 44. SOCIAL MEDIA DASHBOARDS Pace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash
  • 45. Key takeaways • Begin with an aligned strategy, not with the tools. • Measure, measure, measure. Evaluate, iterate, relaunch. • Tell your stories! • Use your community — your biggest resource: your supporters!
  • 46. Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
  • 47. Thank you, let’s talk! http://socialbrite.org/NTC JD Lasica Carla A. Schlemminger jd@socialbrite.org carla@socialbrite.org Twitter: @jdlasica Twitter: @carlainsf
  • 48. Evaluate this session Each entry has a chance to win an NTEN-engraved iPad! 3 OPTIONS: 1. Text #12NTCdammit to 69866 2. Scan this QR code 3. Go online to nten.org/ ntc/eval
  • 49. APPENDIX 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
  • 50. C A S E S T U D Y : M E E T U P. C O M Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
  • 51. Use social love handles! Generate an Attention Wave
  • 52. C A S E S T U D Y: S P O K E N W O R D . O R G 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.
  • 53. CASE STUDIES: COVE & DOSOMETHING Much more than Text2Give The Cove campaign: Text DOLPHIN to 44144 Start & grow a mobile list • Calls to action • Alerts • Feedback loop • Reaches new constituents Text HELPME to 30644
  • 54. RESOURCES Productivity tools • Google docs • LibreOffice • Google groups • Private group on Facebook • Project management (Huddle.net, SharePoint) • Skype