HJ Higgins Social media presentation template

1. 1
SOCIAL MEDIA STRATEGY
OVERVIEW
2011
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http://hjhiggins.blogspot.com/

2. 2 The Case for Social Media

3. Why Social Media?
3
Social media usage by nonprofits: How successful are they?
Reaching New Supporters Enhancing Rela6on with Supporters
90% 90%
80% 80%
70% 70%
60% 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Anecdotal Measured by Metrics
Source: 2010 Idealware and NOI Survey of 750 Nonprofits
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4. Who Is Using Social Media?
4
 Partners and Sponsors on Social Media:
 Majority of Partners and Sponsors use Facebook, LinkedIn and Twitter
 X% of Partners use Facebook
 X% of Sponsors use LinkedIn
 X% of Partners and Sponsors use Twitter
Sponsors on:
Partners on:
• Facebook: 0000 • LinkedIn: 0000
• LinkedIn: 0000 • YouTube: 0000
• YouTube: 0000 • TwiKer: 0000
• TwiKer: 0000 • Facebook: 0000
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5. How Are Nonprofits Using Social Media?
5
 Communicating with supporters, members and
employees
 Responding to disasters
 Launching campaigns: branding, advocacy, issue
awareness
 Integrating donation drives (appeals and sustainers)
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6. 6 OrganizaPon X and Social Media

7. Goals
7
 Engage key constituents
 Increase visibility among key communities to support
initiatives
 Business Development, Media, Influencers, Foundations, etc
 Support public relations initiatives
 Thought Leadership
 Distribution Channel for Key Messages
 Create One-to-One Dialogue
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8. 8
Current Social Media Activities
Establishing a ConnecPng with Looking to the
Presence Influencers Future
Facebook Segment Website IntegraPon
LinkedIn Tools and Widgets
Segment
EvaluaPon Process
TwiKer
Segment ReporPng Process
Jumo
YouTube Segment Blog Strategy
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9. Support Initiatives and Programs
9
 Multimedia acknowledgements and greetings delivered
through social media channels:
 Video
 Unique landing pages
 eNewsletters and eCards
 Increased interactions and visibility through:
 Daily or weekly posts and content sharing
 Reposting and retweeting content
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10. Sample Tweets/FB Updates
10
 Organization X
 Example 1
 Example 2
 Example 3
 Partners, Sponsors, Affiliates
 Example 1
 Example 2
 Example 3
HJHiggins Blog © HJ Higgins, LLC

11. Social Media Integration
11
 Social media functionalities on website. For example:
 Content sharing
 Find and invite friends
 Automatics posts
 Embeddable widgets
 Single sign on
 Audit and update profiles on external sites such as:
 Industry directories
 Wikipedia
 Community listings
 Business listings (Fortune, BusinessWeek, Wall Street Journal, etc)
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12. Strategies to Grow Connections
12
 Banner ads
 Integrated communications (eNewsletter, eMail
Campaigns, Landing Pages, Direct-Mail Call Outs, QR
Codes)
 Direct asks
 Customized messages and offers for segments
 Interactions in the blogosphere
 Blog 1
 Blog 2
 Blog 3
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13. Blog
13
Three Phases:
1 2 3
Research Plan Execute
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14. Blog: Research
14
Pla[orm OpPons PotenPal Guest Scalability and
• Built‐in Blog Bloggers Resources
• Stand Alone Blog • Blogger list based on • Content Development
(Blogger, WordPress, industry, topic, acPvity Process
Typepad, etc) • Scheduling and
• Hybrid Blog Frequency
• Maintenance and
Feedback Process
HJHiggins Blog © HJ Higgins, LLC

15. Blog: Plan
15
Editorial Calendar IntegraPon Partnerships
• Content Ideas • Website • Guest Bloggers
• Bloggers • Pla[orm X • External Links to Posts
• Submission and PosPng • Pla[orm X • Blogroll LisPngs
Dates • Pla[orm X • Link Exchanges
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16. Blog: Execute
16
Announce Launch Scout Content Maintain &
• Media • Content Source 1 Report
• Partners • Content Source 2 • Analyze Traffic
• Chapters • Content Source 3 • Review Comments
• Nonprofit • Content Source 4 • Provide Quarterly
OrganizaPons Reports
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17. 17 Measuring Performance

18. Benchmark for Success: Metrics
18
At least 0000 fans by
 On average, a Facebook page has 4,596 fans
 Four percent have more than 10,000 fans
At least 0000 followers by
At least 000 subscribers by
At least 000 followers by
Facebook is the only platform with organizational statistics. Other platforms provide individual
statistics. Goals are based on the rate in which these numbers grew since benchmark date.
HJHiggins Blog © HJ Higgins, LLC

19. Benchmark for Success: Awareness
19
Receive
Editorial
Distribute
Messages
Follow/Connect with
Key Media
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20. 20 Looking Forward

21. Discussion
21
 Internal employee engagement
 Content (posts, comments, tweets, etc) parameters
 Flow chart/decision tree
 Resources for success
 Design capabilities
 Staff participation and engagement
 Digital campaign budget
HJHiggins Blog © HJ Higgins, LLC

22. What’s Next?
22
 Strategy feedback and approval
 Staff informaPon session/training by business line
 Plan parPcipaPon acPviPes
 Tweet Thursdays
 Activities Alerts
 Travel Journal
 Blog readiness and implementaPon
 ConPnue to evaluate new tools and sites
 Content sharing (Digg, StumbleUpon, Del.icio.us, Reddit)
 Location-based social networking sites
 Tracking and monitoring tools (SocialOomph, TweetDeck, Hootsuite, Radian6)
HJHiggins Blog © HJ Higgins, LLC