Getting Strategic With Social Media: Approach, Integration and Measurement


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Many organizations are considering social media as a part of their marketing mix and looking for how to strategically approach this new area for their nonprofit’s needs. This presentation discusses how to define the right strategy for your organization, integrate with other marketing efforts, measure social media for ROI and shares examples of nonprofit social media campaigns.

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Getting Strategic With Social Media: Approach, Integration and Measurement

  1. 1. Getting Strategic With Social MediaCombining the Right Approach with Integration and Measurement to Ensure Success Wendy Harman, Red Cross @wharmanJaime-Alexis Fowler, Pathfinder @jaimealexisJordan Viator, Convio @jordanv<br />
  2. 2. What’s Your Social Strategy?<br />
  3. 3. Define Your Goals<br />Improve Customer Service<br />Increase Donors and Donations<br />Mission Impact<br />Mobilize Volunteers<br />
  4. 4. Cornerstones of success<br />Listen<br />Respond<br />Engage<br />Build Community<br />
  5. 5. Achieve Goals in 5 Steps<br />Step 1: Listen<br />
  6. 6. Achieve Goals in 5 Steps<br />Step 2: Learn<br />
  7. 7. Achieve Goals in 5 Steps<br />Step 3: Participate<br />
  8. 8. Achieve Goals in 5 Steps<br />Step 4: Create<br />
  9. 9. Achieve Goals in 5 Steps<br />Step 5: Implement<br />
  10. 10. The right tactics…integrate, integrate, integrate<br />
  11. 11. What works for “them,” may not work for you<br />Once you set your goals, you have to choose the right tactics…<br />
  12. 12. Evaluate what’s worthwhile for you<br />Survey of your housefile?<br />Analyze your metrics<br />Research other success stories<br />
  13. 13. Goal: Increase housefile?<br />Tactic: Choose a mechanism that helps you obtain email addresses <br />
  14. 14. Goal: Increase awareness of issue?<br />Tactic: Increase issue over branding<br />
  15. 15. To integrate or not integrate<br />
  16. 16. Social Media Measurement:Choosing the right metrics & showing ROI<br />Jordan Viator | @jordanv<br /><br />
  17. 17. So many metrics, so little time<br />
  18. 18. Various different metrics exist that can be tracked across multiple platforms<br />Choose meaningful metrics to show awareness, pull-though & effect on events, campaigns<br />Keep in Mind<br />
  19. 19. Before you get started<br />Define goal(s) of activity<br />Increase awareness of XXX issue<br />Raise XXX funds for XXX campaign<br />Get XXX people to take action for XXX<br />Pre-define metrics to track<br />Set up tracking report to easily update <br />Set up tracking tools to monitor in ongoing capacity<br />
  20. 20. Metrics to consider<br />
  21. 21. Create On-Going Report<br />Easy view of growth, impact over time<br />
  22. 22. Tips for Tracking<br />Use tools & apps that make tracking:<br />Easier<br />More efficient<br />Streamlined<br />Gather actionable data<br />Know where you are when you start<br />Be realistic in what you want to track<br />
  23. 23. What type of content is most compelling to community?<br />What helped spike # of followers?<br />Who to reach out to for campaigns?<br />
  24. 24. Toolbox to help you get started<br />
  25. 25. Thank You!<br />