Social Media 101    Tips and tools for using social media to        build support for your mission                        ...
About                                           Your                                        Presenters                    ...
JEFF ABRAMOVITZ         • President/founder-2Degrees           Media Strategies         • 20 yrs as CPA/Finance/Acctg     ...
JEFF ACHEN         • Interactive Media Strategist         • Work includes:              • GiveMN              • Minnesota ...
JAY KELLY            • Marketing and Communications              Manager            • Work includes:                 • Fra...
JAMIE SCHUMACHER         • Executive Director - West Bank           Business Association & the           Northeast CDC    ...
SOCIAL MEDIA STRATEGY                  - OVERVIEW -               • Keys to a Successful Social Media Strategy            ...
KEYS TO A SUCCESSFUL             SOCIAL MEDIA STRATEGY          • Who are you "social            marketing" to and what   ...
KEYS TO A SUCCESSFUL              SOCIAL MEDIA STRATEGY          • Whats your voice?          • 3 Questions (audience/tone...
KEYS TO A SUCCESSFUL             SOCIAL MEDIA STRATEGY           • What will be your KEY tools             (there are many...
KEYS TO A SUCCESSFUL                SOCIAL MEDIA STRATEGY                 Determine Toolbox NeededThursday, December 15, 2...
KEYS TO A SUCCESSFUL                SOCIAL MEDIA STRATEGY               • Develop a Best Practices Social                 ...
BEST PRACTICES DOCUMENT                                                   Best Practices Document                         ...
STRATEGIES DOCUMENT                                This is your guiding document. Here                                 you...
CONTENT IS KING               Determine the content your organization is               currently producing, how that conte...
ENGAGEMENT IS DESIRED               Whatever you put out for content must be               done so with the purpose of eng...
WHERE DO I GET GREAT CONTENT?         • Team designated to meet re. content creation & curation         • Invite staff to ...
TOP TOOLS            • Social Networking:            • Monitoring tools               • Facebook               • LinkedIn ...
THE CRUX                              How can utilizing Social Media                                  help your mission?Th...
We’ve Heard About The Benefits...    - Transparency            - Getting feedback    - Engaging volunteers     - Communicat...
But what’s the right way to share                             your story?Thursday, December 15, 2011
Sharing your story                              generally speaking, it should be...             - Relevant                ...
To make your story share-able                              specifically, it should be...            Properly formatted!    ...
SOCIAL MEDIA & CAUSE MARKETING         Cause Marketing: “A type of marketing involving the        cooperative efforts of a...
Statistics source: 2010 Cone Cause Evolution Study http://www.coneinc.com/files/2010-Cone-Cause-Evolution-Study.pdfThursday...
SOCIAL MEDIA & CAUSE MARKETING    • Get the word out/engage people     (Increase follows, likes, etc., allow them to check...
SOCIAL MEDIA & CAUSE MARKETING    Examples of cause marketing    • In Response to Disaster          North Minneapolis (US ...
THE REALITY                              – MAKING IT WORK –    Resources – making social media useful for you    •The Soci...
THE REALITY                          – MAKING IT WORK –    Measurement – understanding if its worthwhile    •Tying measure...
ANY QUESTIONS?                                 Let’s get started!Thursday, December 15, 2011
Jeff Abramovitz                                  Jeff Achen                               Contact Information:            ...
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Social Media 101

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Tips and tools for using social media to build support for your mission. Presented for the Center for Nonprofit Success, December 15, 2011. Minneapolis , MN. Presenters: Jeff Abramovitz, Jeff Achen, Jay Kelly, and Jamie Schumacher.

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Social Media 101

  1. 1. Social Media 101 Tips and tools for using social media to build support for your mission Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie SchumacherThursday, December 15, 2011
  2. 2. About Your Presenters Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie SchumacherThursday, December 15, 2011
  3. 3. JEFF ABRAMOVITZ • President/founder-2Degrees Media Strategies • 20 yrs as CPA/Finance/Acctg Exec • 6+ Yrs with International Ministry • Clients include: • Courageous • Raising a Modern Day Knight • Authors • Small BusinessesThursday, December 15, 2011
  4. 4. JEFF ACHEN • Interactive Media Strategist • Work includes: • GiveMN • Minnesota Philanthropy Partners • The Saint Paul FoundationThursday, December 15, 2011
  5. 5. JAY KELLY • Marketing and Communications Manager • Work includes: • Fraser • Little Brothers - Friends of the Elderly • Lutheran Social Service of MN • SixtyFootSpiderThursday, December 15, 2011
  6. 6. JAMIE SCHUMACHER • Executive Director - West Bank Business Association & the Northeast CDC • Founder - Altered Esthetics • 15 yrs in internet marketing, and strategic planning • Work includes: • Blandin Foundation • Bicycle Theory • Transitional Organizations • Small BusinessesThursday, December 15, 2011
  7. 7. SOCIAL MEDIA STRATEGY - OVERVIEW - • Keys to a Successful Social Media Strategy • Basic Tools • Best Practices • The Crux • Cause Marketing • Measuring SuccessThursday, December 15, 2011
  8. 8. KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY • Who are you "social marketing" to and what problems do they have that you can help solve?Thursday, December 15, 2011
  9. 9. KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY • Whats your voice? • 3 Questions (audience/tone/ Who)Thursday, December 15, 2011
  10. 10. KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY • What will be your KEY tools (there are many social networking tools to focus on) • Where your audience is • Best suits your personnel and organizational brand • Most effectively monitorThursday, December 15, 2011
  11. 11. KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY Determine Toolbox NeededThursday, December 15, 2011
  12. 12. KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY • Develop a Best Practices Social Media Strategies document • Create great content • M & M (monitor and measure)Thursday, December 15, 2011
  13. 13. BEST PRACTICES DOCUMENT Best Practices Document What is the purpose of Social Media - what Goals (used for measurement/ will be measured (followers, clicks, metrics) purchases, views, etc.) Who will be responsible for posting; Who Is Responsible Define roles by person/dept How frequently will we post within each of the When will we post social network apps; during the day and number of times per day/week Keywords, searches, alerts, response What will we monitor requirements Type of post (stats, questions, promotions, fun/humor) and mix of posts (mix of types What will we post during day/week); by channel and list of keywords to be used Determine what will not be allowed Donts through Social Media This document will be living and breathing Adjust regularly in that it should be reviewed regularly and adjusted as neededThursday, December 15, 2011
  14. 14. STRATEGIES DOCUMENT This is your guiding document. Here you will lay out the purpose of your social media plan, why you are engaging and what you are trying to accomplish. For instance, this document will lay out the purpose/goals, the tools, the general desired outcome (increase donations, acquire new people to our cause, etc.) and the time frame for this to beThursday, December 15, 2011
  15. 15. CONTENT IS KING Determine the content your organization is currently producing, how that content can be used within each of the predetermined Social Networking channels and who is responsible for producing any new materialThursday, December 15, 2011
  16. 16. ENGAGEMENT IS DESIRED Whatever you put out for content must be done so with the purpose of engaging your guests in some way. Whether its in getting them to respond, read, or react, every post should be done with meaning and purpose.Thursday, December 15, 2011
  17. 17. WHERE DO I GET GREAT CONTENT? • Team designated to meet re. content creation & curation • Invite staff to provide insights, blog content, questions, etc. • Read what the "best" are doing • Read what others in "your space are putting out • Share other content that you attribute and comment about • Make small content out of big (like books, long videos) and make big content out of small (like a blog post of gathered comments, etc.)Thursday, December 15, 2011
  18. 18. TOP TOOLS • Social Networking: • Monitoring tools • Facebook • LinkedIn • Video Streaming • Google + • Podasting • Webinars • Blogging and Micro-Blogging • Location based tools • Informational Blogs • Picture sharing • Interest Blogs • Expertise Blogs • Dont forget: • Website optimization • Micro-blogging--Twitter • Emails • Newsletters • Mobile Optimization • Direct Mail campaignsThursday, December 15, 2011
  19. 19. THE CRUX How can utilizing Social Media help your mission?Thursday, December 15, 2011
  20. 20. We’ve Heard About The Benefits... - Transparency - Getting feedback - Engaging volunteers - Communication - Connecting with new people - Sharing your story!Thursday, December 15, 2011
  21. 21. But what’s the right way to share your story?Thursday, December 15, 2011
  22. 22. Sharing your story generally speaking, it should be... - Relevant - Human - Honest / Authentic - Mission focused - Engaging - Consistent - share-able!Thursday, December 15, 2011
  23. 23. To make your story share-able specifically, it should be... Properly formatted! for example: - Twitter: 140 characters - Facebook: with a featured image and a description - SEO-Ready - With sharing links and capability - In sync with your mission or culturally relevant...Thursday, December 15, 2011
  24. 24. SOCIAL MEDIA & CAUSE MARKETING Cause Marketing: “A type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit.” Social media brings peer-to-peer sharing and the power of word of mouth to the equation.Thursday, December 15, 2011
  25. 25. Statistics source: 2010 Cone Cause Evolution Study http://www.coneinc.com/files/2010-Cone-Cause-Evolution-Study.pdfThursday, December 15, 2011
  26. 26. SOCIAL MEDIA & CAUSE MARKETING • Get the word out/engage people (Increase follows, likes, etc., allow them to check-in) • Increase Interaction (QR codes, coupons, specials, promotions, group coupons) • Tell your story in a meaningful way (Use “social math” to scale the problem for individuals) • Programmatic changes, not one-time campaigns (Tie the sale of product to a charity, Pepsi Refresh)Thursday, December 15, 2011
  27. 27. SOCIAL MEDIA & CAUSE MARKETING Examples of cause marketing • In Response to Disaster North Minneapolis (US Bank, Wells Fargo, TCF) Somalia (Mosaic) • During Campaigns Create a promotion (coupons, discounts, etc.) Offer a matching grant Find sponsors for the physical fundraising eventThursday, December 15, 2011
  28. 28. THE REALITY – MAKING IT WORK – Resources – making social media useful for you •The Social Media Magic Bullet fallacy •Limited time, limited resources •Define success, start smallThursday, December 15, 2011
  29. 29. THE REALITY – MAKING IT WORK – Measurement – understanding if its worthwhile •Tying measurement back to organizational objectives •Site analytics; picking what’s important •Your analytics; building a spreadsheetThursday, December 15, 2011
  30. 30. ANY QUESTIONS? Let’s get started!Thursday, December 15, 2011
  31. 31. Jeff Abramovitz Jeff Achen Contact Information: Contact Information: Website: www.2degreesmedia.com Website: www.givemn.org Email: jeff@2degreesmedia.com Email: Jeff@givemn.org Facebook: Jeffabram and 2DegreesMedia Twitter: @JeffAchen, @givemn, @mnpartnerstweet Twitter: @jeffabram and @2DegreesMedia Cell: 501/766-0522 Jay Kelly Jamie Schumacher Contact Information: Contact Information: Website: www.fraser.org www.jamie-schumacher.com Email: jayk@fraser.org @purenoumena purenoumena@gmail.comThursday, December 15, 2011

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