In our hurry to jump in the pool, we don’t assess the depth, width, currents, our swimming ability. Don’t’ jump in until you know what you’re doing.
Your plan should be to reach specific groups. Maybe also ask, who are people outside our reach? Do we want to spend resources reaching them?
Internal is the least important, but they are important. Internal sees communications pieces everyday all day. Remember, some of your stakeholders only hear from you four times or less a year.
Groundswell or other research defines levels of engagementTheir need: what three questions are on their mind?
Informal focus groups: Develop a discussion guide of 4-6 questions per hours, up to two hours per sission. Broad questions about experiences like “tell me what happens when” and “what would you do if” will get it going. Make sure you have the issues defined ahead of time.Online surveys—use free tools for this and make sure your questions adress specific information that will inform the decision-making processes. MSU Athletics web site re-do surveyAnalyze stats—does your newsletter company give you stats to look at (# read and opened?) Do you have action calls in your emails and newsletters you can specifically look at?Take a look at response to advertising campaigns and evaluate your present media kit: demographic info about readers and users of website.Survey and polling data: pew internet research, American Life Project, Harris Interactive
Better understand people: what kinds of questions do they have, what interests them, language they use, places they get info.2. See who’s talking about your issues. Look at what else those people are saying online. Reach out to them with a personal message. Offer information or resources to help them.3. Online, people are constantly posing questions and talking about challenges. Answer questions—become a good source of info.Listening to people real-time is a growing trend. Answer emails quickly, monitor social several times a day.5. OrganizationsMonitor who’s passing on your message and how the message changes when it spreadsBuild personal relationships with your biggest fans and give them what they need to spread the word about you. (great stories, photos, videos, inside scoops on what’s happening with you. Bobcat InsiderGetting your critics on board is the biggest reward on social media G
Information flow: how do announcements of events get done? How many emails are we sending out each month? What pieces of information are assigned to what pieces of communication? Is there a template for how things get communicated? Branding? Length? Frequency?
You need a pie
You Need A-PIE<br />Don’t build it one piece at a time…<br />Bozeman Social Media Summit for Nonprofits<br />
Most important step of the process – do NOT skip.<br />(A)ssessment – define & listen<br />Jeffery Hayzlett, former CMO of Kodak: “…a lot of companies really suck at this social media stuff because they don’t get the listening part.”<br />
Minimum time frame: one month + set-up + evaluation<br />Assessment…who do I need to listen to?<br /><ul><li>Define your audiences & where they are getting their information </li></ul>“Creating outreach programs for the general public is a waste of time.”<br /><ul><li>Kivi Miller in The Non-Profit Marketing Guide</li></li></ul><li>Internal<br />Who are we?<br />What are our duties? Strengths?<br />How are we connected?<br />How dowe communicate?<br />Who are my stakeholders? <br />
Beth Kanter’s Ladder of Engagement<br />Who are my stakeholders?<br /><ul><li>Happy Bystanders: Include blog/newsletter readers, friends on Facebook, and personal acquaintances such as coworkers.
Spreaders: people who are willing to share information about a cause with other people.
Evangelists: who reach out to their personal social networks and ask other people to give time and money to the cause.
Instigators: people who create their own content, activities, and events on behalf of the cause. Instigators may even create a new cause or organization to more fully express themselves.</li></li></ul><li>Convene informal focus groups.<br />How do we listen?<br /><ul><li>Conduct online surveys
Survey and polling data (Pew Internet Research, Harris Interactive, American Life Project, Barna Research
Monitor online mentions and social media conversations. (keywords) Search yourself.
Follow specific people and sources online.</li></li></ul><li>1. Better understand the people who matter most<br />What to do with what you learn:<br />2. Start conversations with new supporters<br />3. Answer questions and provide suggestions<br />4. Give good customer service<br />5. Find new partners<br />6. Measure the success of your communications<br />7. Feed your biggest fans<br />8. Increase your own professional knowledge<br />9. Keep tabs on your critics<br />10. Find your niche (can’t market to general public)<br />11. Be relevant, learn the lingo, keep ahead of trends<br />From Kivi Miller’s, Nonprofit Marketing Guide<br />
How much time, money, and resources do we currently have available? How is it being used?<br />What is the current duty roster?<br />What is our current information flow?<br />What is each supposed to accomplish?<br />Get outside help to help evaluate (people or resources)<br />Do our current channels make the grade?<br />Assess state of the union<br />
Urgent: What needs to be changed<br />Basics first (newsletters, website)<br />What is the state of our email database? Address lists? Do we have software/personnel tracking everything?<br />(P)lan- First Prioritize<br /><ul><li>Wish List – What pieces to add and why? Be surgical.
Now, Soon Later</li></ul>Each move needs a missional piece. Always ask, “why are we doing this?”<br />
Goals, implementation steps, evaluation<br />Plan- Put it down on paper(or in a file…)<br /><ul><li>Lines of responsibility
Timelines and budget</li></li></ul><li>Editorial and task calendars<br />(I)mplementation<br /><ul><li>Lines of responsibility
Project Managers and supervisors</li></li></ul><li>Listen, Listen, Document<br />(E)valuate<br /><ul><li>Evaluation Calendar