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Finish Line Project
1. Friending the Finish Line: Launch Webinar
Social Media Nonprofit Best Practices
Webinar : July 27, 2011
2. Introductions
ď§ Liane Wong
ď§ State Teams/Roll Call
ď§ Beth Kanter
ď§ Spitfire Team
ď§ Momsrising
M i i
ď§ First Focus
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3. Brief Introduction of Project
ď§ Foundation expectations
ď§ Focus on results, not tools
ď§ Learning and measurement
g
ď§ Questions?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
4. Project Approach
ď§ Social Media capacity building in Finish Line support system
ď§ Details in the Launch Packet
ď§ Coach is the first call for help
ď§ Questions?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5. Webinar Agenda
ď§ Q
Quick Demo: Wiki and Facebook Group ( minutes)
p (5 )
ď§ Social Media Nonprofit Best Practices (60 minutes)
ď§ Other questions (10 minutes)
Interactive: Use the chat to ask your questions as we go and share
your experience and ti !
i d tips!
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
6. Quick Demo: Wiki and Facebook Group
ď§ Facebook Group: http://on.fb.me/finish-line-fb
ď§ Water Cooler Conversations, Just in Time Sharing/Questions
g
ď§ Closed Group, Request to Join
ď§ Wiki http://friending-finish-line.wikispaces.com/
ď§ âSee Through Filing Cabinetâ
ď§ Journal and âOver the Shoulder Learningâ
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
7. Best Practices
ď§ Avoid Shiny Object Syndrome
ď§ Social culture
ď§ SMART social objectives
ď§ Measurement
ď§ Ladder f
L dd of engagement
t
ď§ Get Attention, Engage, Convert to Action, Fall in Love
ď§ Content to Serve, Content to Convert
Serve
ď§ Time for learning
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
8. 1: Avoid Shiny Object Syndrome
New tools come and go, but strategy
sustains!
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
9. 1: Have A Strategy For Adopting New Technology
Technology Hype Cycles
Source: Gartner
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
10. 1: No Brand Opportunities Yet, Testing As Individuals
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
11. 1: No Wait .. Google Just Made This Announcement!!
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
12. 1: Avoid Shiny Object Syndrome
Poll: What is your strategy for incorporating new platforms?
Early
Moderate
Wait
W it
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
13. 2: Create A Social Culture: Discuss Issues
Sharing control of branding andÂ
messaging
Dealing with negative comments
Addressing personality versusÂ
organizational voice  (trustingÂ
i ti l i (t ti
employees)
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
14. 2: Social Media Policy: The Rule Book
⢠Encouragement and support ⢠Best practices
⢠Tone
⢠Why policy is needed ⢠Expertise
⢠Cases when it will be used, ⢠Respect
distributed ⢠Quality
⢠Oversight, notifications, andÂ
legal implications
l l l ⢠Additional resources
dd l
⢠Training
⢠Guidelines ⢠Operational Guidelines
⢠Identity and transparency
Identity and transparency ⢠Escalation
⢠Responsibility
⢠ConfidentialityÂ
⢠Judgment and common
Judgment and commonÂ
sense
Examples: http://www.bethkanter.org/trust-control/
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
15. 2: Facebook Specific: Community Guidelines
âGirl Scouts of the USA welcomes interaction, discussion,
interaction discussion
commentary, questions and criticism but ask that comments are
kept relevant and respectful. GSUSA reserves the right to
remove comments or ban anyone who violates these guidelines
guidelines.
Personal attacks, inappropriate language, spamming and
excessive posting will not be tolerated.â
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
16. 2: Advice from Finish Line Grantees
Do you have a social media policy?
27%
Yes
No
Type into Chat: Why valuable? What is your best
tip?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
17. 3: Identify SMART social objectives
Results -ď Communications Strategy
Increase website traffic by 25% by November 1, 2012.
State Senator Smith responds to call to action with a story about her kidsâ health
priorities by November 1 2012
1,
Tactical -ď Tool Specific Metrics
Increase audience connections through Facebook to 1000 by June 1, 2012.
Increase comments with fans on F
I t ith f Facebook t 3 comments per post by June 30,
b k to t tb J 30
2012
Capacity -ď Content, People, Time, Adoption, Learning, Research
p y , p , , p , g,
Integrate social media across organization staff and departments, by engaging our
Policy Director such that she sets social media goals by October, 2011, and reaches
those goals by June, 2012
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
18. 3: SMART Social Objectives for Childrenâs Health
Type into the Chat: What is your organizationâs
organization s
SMART social objective?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
19. 3: Measurement
Flickr photo by tomschenkenberg
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
20. 3: Use Benchmarks To Measure in Context
Median number of Fans:
385
Comments Per Post:
Less than 1
Monthly Posts:
Average 2 per week
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
21. 3: Use Valid Metrics Grid
ATTENTION ENGAGEMENT ACTION
MESSAGES
CHANNELS
Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile
TACTICS
INFLUENCERS Metric Metric Metric
Reach Engagement Action
TARGETÂ
Metric Metric Metric
AUDIENCE
Reach Engagement
g g Action
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
23. 3: Use Valid Metrics Grid: Facebook Examples
ATTENTION ENGAGEMENT ACTION
MESSAGES
CHANNELS
Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile
TACTICS
INFLUENCERS
TARGET Number of Fans Comments Per Post Conversions
Traffic Referral Shared Stories Donations
AUDIENCE Feedback %
Impressions Signatures
Phone Calls
Saved Time
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
24. 4. Attention in An Age of Media Overload
Traditional
SocialÂ
Tradigital
Media
Owned
Source: Steve Rubel
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
25. 4: How Momsrising Gains Attention
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
26. 5: Ladder of Love on Facebook
Attention
Engagement
Action
LoveÂ
Love
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
27. 5: Get Attention
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
28. 5: Engagement
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
29. 5: Convert to Action
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
30. 5: Convert to Action
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
31. 5: Fall in Love
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
32. 5: Attention: Custom Landing Page
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
33. 5: Attention: Promote Facebook on Other Channels
âSee what weâre talking about and join
the conversationâ
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
34. 5. Attention: Promote Facebook on Other Channels
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
35. 5: Attention: Promote Facebook on Other Channels
Type into the chat: What creative ways are you promoting your
Facebook Page offline?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
36. 5: Getting Attention: Facebook Ads
ď§ âLikeâ our Facebook Page
ď§ Promote events
ď§ Promote online petitions
ď§ Other
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
37. 6: Engagement: Be Enchanting
Become an expert at starting conversations
Ask different kinds of questions
Always be commenting
Run online âchatsâ or engagement events
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
38. 6: Whatâs the secret engagement? Ask Questions
Question Brainstorm Tool
SpecificÂ
Yes or No
TimelyÂ
EdgyÂ
PhotoÂ
True or False
Direct
Preference
Fun
Events
Experience
Humanistic
Tips
Mad Lib
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
39. Beethoven Festival Fan Page
Specific What is your favorite Beethoven Symphony?
Yes or No Is Beethovenâs Fifth Symphony your favorite?
Timely Today is Beethovenâs Birthday!  How are you celebrating?
Edgy Do you think music in the schools should be cut from public school budgets?
Photo What do you think of Beethovenâs family portrait?
True or False True or False:  Beethoven was completely deaf when we wrote the 9th
Sy p o y
Symphony
Direct Why do you think people love or hate classical music?
Preference Do you like early or late Beethoven?
Fun If you were stuck on a deserted island with one Beethoven CD to listen to âŚ.
If you were stuck on a deserted island with one Beethoven CD to listen to
Events Who is attending our AllâBeethoven Piano Music concert?
Experience What was your favorite moment from our AllâBeethoven Piano Music concertÂ
last night?
last night?
Humanistic Have you seen someone fall  asleep at a classical music concert?
Tips What is your favorite restaurant for before concert dining?
Mad Lib
d b If Beethovenâs (fill in the name of piece) was on the concert program, IÂ
f h â (f ll h f ) h
would not miss it for the world.
40. 6: Chat Exercise
Chat Exercise: Think about your organization s
organizationâs
communications goals around Childrenâs Healthcare. .
What are some questions you can ask your audience on
Facebook t engage them and encourage them to share
F b k to th d th t h
their stories?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
41. 6: Identify and Empower the Fans that Love You!
Track
Recognize
Survey
Evaluate
Proposal/Tools
P l/T l
Engage andÂ
Amplify
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
42. 7: Content to Serve, Content To Convert
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
43. Content As Food Preparation: The Shopping List and
Pantry
For Facebook (and Twitter), What
can be chopped into small pieces?
45. What did they like most? Repeat, Tweak, and Test Again
46. 7: Content To Convert: Custom Content Tabs
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
47. 7: Content To Convert: Custom Content Tabs
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
48. 7: Content To Convert: A/B Testing to Track Conversions
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
49. 8: Time for Learning
âMetrics Mondayây
âJoyful Funeralsâ
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
50. Best Practices
ď§ Avoid Shiny Object Syndrome
ď§ Social culture
ď§ SMART social objectives
ď§ Measurement
ď§ Ladder f
L dd of engagement
t
ď§ Get Attention, Enchant, Convert to Action, Fall in Love
ď§ Content to Serve, Content to Convert
Serve
ď§ Time for learning
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
51. Questions
Questions? Type them into the chat
Chat Exercise: What is one idea that you can put into practice to
improve your organizationâs use of Facebook?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES