Thirty thoughts on current social media best practice, trends and challenges for not-for-profit organisations, from discussions between some of the UK's foremost charities at the Social by the Sea conference.
I've uploaded this presentation for aspiring social media practitioners looking for guidance in building their program from scratch.
Use this as a template to create your own process and daily workflow.
Engaging in social media can be a highly effective way for MSPs to boost their market presence, expertise and market share. However, success in social media initiatives is anything but assured; it takes developing a sound strategy and executing on a sustained basis to yield dividends. “Marketing 101 for MSPs: Social Media” provides the background and guidance MSPs can use to build an effective social media strategy, one that yields real business results.
For more information, visit: http://bit.ly/LrBZY5.
I've uploaded this presentation for aspiring social media practitioners looking for guidance in building their program from scratch.
Use this as a template to create your own process and daily workflow.
Engaging in social media can be a highly effective way for MSPs to boost their market presence, expertise and market share. However, success in social media initiatives is anything but assured; it takes developing a sound strategy and executing on a sustained basis to yield dividends. “Marketing 101 for MSPs: Social Media” provides the background and guidance MSPs can use to build an effective social media strategy, one that yields real business results.
For more information, visit: http://bit.ly/LrBZY5.
The Social Dynamics model: how to integrate social media in your companySteven Van Belleghem
This is a research paper in which we describe how companies should integrate social media into their entire company. this paper is based on more than 25 in-depth interviews with senior executives working on the integration of social media.
dooley media is a Cincinnati-based agency whose purpose is to ignite positive word of mouth about clients' brands. We specialize in social media strategy development, execution, measurement and education. Whether you’re just getting started with social media or in need of improvement, dooley media will apply a customized, strategic framework to keep you ahead of the game. Our goal is to take what you already do well and bring it online into shareable platforms that extend the reach and impact of your brand.
How do you use social media not only to market your upcoming event, but also to manage your event as it happens? This white paper walks you through social media and event management procedures and best practices as an event producer as well as an attendee.
“Make things happen”
Parts Creative is an idea & innovation agency that invents and reinvents business concepts and integrated social platforms for companies that wants to connect and activate their brand with people within the popular culture.
Social Media 101 - 2 Steps Before You Sign Up For You Social Media AccountsLouisa Chan 陈毅信
http://SynergyMarketingPro.com/1hoursocialmedia details Social Media 101 for newbies wanting to tap into the different Social Networking Sites for media coverage.
2 mandatory steps to note Before you start your social media plan. More details @ http://www.SyneregyMarketingPro.com
Slides from the Social Media Workshop delivered on behalf of Thornbury Volunteer Centre for community groups in South Gloucestershire on 12th September 2013.
We've entered a new era in nonprofit marketing. If you’ve dipped your toe in the social media waters, do you wonder why you aren’t reaching more people or raising more dollars? If you haven’t yet begun, have you considered what social media marketing might do to help you reach – or not reach -- your goals?
Join Claire Axelrad, J.D., CFRE for a discussion on social media marketing for nonprofits. We will explore why winging it no longer works in 2014 (e.g., putting up a page and sporadically begging for ‘likes’ and ‘follows’) and help you use social media as a tool to boost awareness and investment. Plus, we’ll discuss the resources needed to achieve success and how to measure the return on your engagement.
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Many Cisco partners have indicated they want to learn more about how to leverage social media to generate leads, to listen to customers, interact, and network. But you’ve also told us you aren’t sure where to start. We’re here to help!
In this presentation I make the case for social media and layout a simple "practical, tactical social media" workflow for adding social media to your daily routine...
A talk delivered to Youth to Business, part of AIESEC's International Congress and 65th year celebrations.
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The Social Dynamics model: how to integrate social media in your companySteven Van Belleghem
This is a research paper in which we describe how companies should integrate social media into their entire company. this paper is based on more than 25 in-depth interviews with senior executives working on the integration of social media.
dooley media is a Cincinnati-based agency whose purpose is to ignite positive word of mouth about clients' brands. We specialize in social media strategy development, execution, measurement and education. Whether you’re just getting started with social media or in need of improvement, dooley media will apply a customized, strategic framework to keep you ahead of the game. Our goal is to take what you already do well and bring it online into shareable platforms that extend the reach and impact of your brand.
How do you use social media not only to market your upcoming event, but also to manage your event as it happens? This white paper walks you through social media and event management procedures and best practices as an event producer as well as an attendee.
“Make things happen”
Parts Creative is an idea & innovation agency that invents and reinvents business concepts and integrated social platforms for companies that wants to connect and activate their brand with people within the popular culture.
Social Media 101 - 2 Steps Before You Sign Up For You Social Media AccountsLouisa Chan 陈毅信
http://SynergyMarketingPro.com/1hoursocialmedia details Social Media 101 for newbies wanting to tap into the different Social Networking Sites for media coverage.
2 mandatory steps to note Before you start your social media plan. More details @ http://www.SyneregyMarketingPro.com
Slides from the Social Media Workshop delivered on behalf of Thornbury Volunteer Centre for community groups in South Gloucestershire on 12th September 2013.
We've entered a new era in nonprofit marketing. If you’ve dipped your toe in the social media waters, do you wonder why you aren’t reaching more people or raising more dollars? If you haven’t yet begun, have you considered what social media marketing might do to help you reach – or not reach -- your goals?
Join Claire Axelrad, J.D., CFRE for a discussion on social media marketing for nonprofits. We will explore why winging it no longer works in 2014 (e.g., putting up a page and sporadically begging for ‘likes’ and ‘follows’) and help you use social media as a tool to boost awareness and investment. Plus, we’ll discuss the resources needed to achieve success and how to measure the return on your engagement.
New Social Media Ebook Offers Free Guidance to Cisco PartnersRicardo Llera
Many Cisco partners have indicated they want to learn more about how to leverage social media to generate leads, to listen to customers, interact, and network. But you’ve also told us you aren’t sure where to start. We’re here to help!
In this presentation I make the case for social media and layout a simple "practical, tactical social media" workflow for adding social media to your daily routine...
A talk delivered to Youth to Business, part of AIESEC's International Congress and 65th year celebrations.
What are the challenges and opportunities for Gen Y in creating a better world? How does technological innovation, changing education paradigms and new forms of leadership provide a platform for positive change?
New forms of leadership for a digital worldMax St John
How is the internet shaping business, society and us as individuals? What does that mean for the way we organise ourselves and how we lead? Who are the new leaders in a complex, uncertain and networked world?
I discuss the new networked society, what it means for social business and leadership development, including how harnessing collective intelligence through participatory leadership can help us deal with complex challenges.
The One Hour Digital Transformation ProgrammeMax St John
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Slides from the Social Media for Organisations 1 day workshop.
This was delivered on 20th July 2012 to local infrastructure and support provider organisations at Nottingham CVS.
It is an overview of social media and an introduction to a wide range of social media too
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- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
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Webinar Australia: What you should know about Social Media for corporationsSociety3
“What you should know about
Social Media for corporations”
This introductory webinar gives you a comprehensive insight into Social Media for corporations:
1) Cross functional strategy for business improvements
2) More effective way to compete for mind-, and market share
3) Less expensive way to create a better customer experience
It is a 60 minute compressed presentation of our 2 month leadership class
Social Media in corporations - are you ready?:
What do you know about your customers in the social web?
Do you know what customers say about you and your brand?
Do you know how open your customer base is and therefore how vulnerable you are?
How do you identify and work with key influencer?
Are you ready if your competitors go after your customers in the social web?
Are you able to create a social media strategy?
Do you know how to leverage the social web for your support organization?
Do you have an idea about ROI and effectiveness of social media?
Do you know how to measure improvements and success in the social web?
Did you ever consider involving and leveraging your partners?
Did it occur to you that the social web may be ideal to compete for mindshare?
Do you have enough information to decide whether to ignore or engage?
Agenda/Content:
The Social Web from a corporate point of view
Assessing a company’s social presence
Social media as a cross functional model
Creating a social media strategy
Understanding reporting and analytics tools
Dealing with ROI, budget and resource planning
Developing an execution plan
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This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners.
Target Audience:
- Business professionals on all levels and all department across all industries.
- Social media consultants or consultants entering the social media space.
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1. 30 thoughts from
social not-for-profits
Page 1St30 thoughts from social not-for-profits | October 2011
Max | John, Lead consultant, not-for-profit and public sector | max.stjohn@nixonmcinnes.co.uk | 01273 764023
2. Introduction
Social by the Sea is a one day conference that convenes some of the UK’s
foremost not-for-profits to talk about the current challenges and opportunities
presented by social media.
Digital and social technologies are starting to play a part at nearly every level
of large organisations and this collaborative forum aims to help everyone learn
faster by sharing their problems, ideas and tips on best practice.
For the first event WWF-UK, the RSPCA, Oxfam, Age UK and Marie Curie all
made it down to Brighton for a day of lively discussions and this report aims to
capture 30 ideas, challenges and current trends that came out of those
conversations.
Page 2 | 30 thoughts from social not-for-profits | October 2011
3. Our survey said…
We surveyed all of our attendees, from digital, fundraising, campaigning, press,
brand and programmes teams, across five of the UK’s foremost charities.
We asked them how important social media is for their organisation, how well it has
been adopted and what impact it’s having on the internal culture.
We found that while over half believed that social media is one of the best ways to
increase their charity’s impact, only 25% thought that social had been fully
embraced by the organisation.
However, 55% of respondents thought that social media was changing the culture
of their charity, showing that the impact is being felt despite its wider adoption
taking time.
Conversations over the day showed that social media is now a part of most
people’s day-to-day work but there are still big issues to address – from who ‘owns’
social media to whether team structures and planning processes need to change…
Page 3 | 30 thoughts from social not-for-profits | October 2011
4. 30 Thoughts
Advice & Best
Practice
Page 4 | 30 thoughts from social not-for-profits | October 2011
5. 30 Thoughts
Get the basics right, first. Make
sure that social media is built into all of the
touchpoints (your website, printed collateral,
email) you have with your audience. Don’t just
link, share content – publish Facebook
discussions in your supporter magazine, allow
people to follow you on Twitter without leaving
your website and sign up for your email
newsletters through your Facebook page, for
example.
Page 5 | 30 thoughts from social not-for-profits | October 2011
6. 30 Thoughts
Don’t leave social until last.
Whether you’re redesigning your website or
putting together the comms plan for a campaign,
don’t wait until the last minute to work out how
social media fits in. Make sure social media is part
of the planning process and considered as a two-
way channel, and you might produce a website or
campaign which generates a community of
advocates. Leave it as an add-on and it will end
up as another channel for push messaging.
Page 6 | 30 thoughts from social not-for-profits | October 2011
7. 30 Thoughts
Ask them what they want. Don’t
just assume you know what your supporters want
to hear from you through social spaces – ask
them, using tools like Facebook Questions, or
SurveyMonkey, what they’re most interested in
and how often they want updates. Use this not
just to inform the kind of content that you publish
but how your internal editorial process needs to
work, to minimise the extra effort and to make
sure people will get a respsonse.
Page 7 | 30 thoughts from social not-for-profits | October 2011
8. 30 Thoughts
Be rigorous. If you’re planning a
campaign, it’s essential that social media is
factored into your evaluation, and that you report
on it with the same degree of rigor that you would
apply to your other comms channels. Building
social into your evaluation reports in the right way
demonstrates that it’s a credible part of your
organisation’s work, generates valuable insight
into what works and what doesn’t, and builds
confidence. But, make sure you that you…
Page 8 | 30 thoughts from social not-for-profits | October 2011
9. 30 Thoughts
Think before you measure.
Social media is digital, so that makes it innately
measurable, but measuring everything is time
consuming and not necessarily useful. Don’t just
report on Likes of a page or ReTweets because
you can – think about your objectives and the
metrics that might demonstrate progress towards
achieving them, and if you can’t think of any,
maybe you shouldn’t be measuring it at all.
Page 9 | 30 thoughts from social not-for-profits | October 2011
10. 30 Thoughts
Crises don’t wait for sign-off.
Mandatory sign-off periods and multiple approvals
don’t work for social media. Time and again it’s
been shown that sticking to the old rules mean
that a reputational crisis could be in full swing
before the copy for a response has been finalised.
Rethink the processes, ask hard questions about
attitudes to risk, and make sure you can react fast
enough to mitigate against potential negative
situations becoming full-blown reputational crises.
Page 10 | 30 thoughts from social not-for-profits | October 2011
11. 30 Thoughts
Don’t lose sight of what works.
We shouldn’t get carried away and prioritise
social media over some of the tried and tested
things that deliver. Testing and innovating always
carries a degree of risk, so we need to manage
that risk in a way that doesn’t compromise our
ability to do what people support us for. Underpin
your plans with what you’re confident will work for
your intended audience and build the new stuff on
top of that.
Page 11 | 30 thoughts from social not-for-profits | October 2011
12. 30 Thoughts
Protect your space. Everyone wants
to talk to your Facebook fans – from Fundraising
and Campaigns to your corporate partners. Think
very carefully about the mix of messages and
their timing, or risk presenting a very confusing
experience and engaging with only a small
number of people, in a shallow way. Think about
how you can integrate your messaging or
whether you need to segment your audiences
into new communities.
Page 12 | 30 thoughts from social not-for-profits | October 2011
13. 30 Thoughts
Conversation vs education.
Prompting and maintaining conversations is a lot
more time intensive than simply educating
audiences, but if you carry on doing what you’ve
always done, you’ll always get the same results
(while everyone else moves on). Make sure you
strike the right balance between the push
messaging that the organisation might be used
to, and the thing that social media is best used for
– asking, listening and discussing.
Page 13 | 30 thoughts from social not-for-profits | October 2011
14. 30 Thoughts
Don’t make an app for that.
Innovating for the sake of it is not necessarily
good. The important thing is to find the right
solution to the problem, not simply the most
innovative. Focus on the problem, the people and
think about your strategy, before you start
thinking about the tools or technologies you might
use. This doesn’t mean people shouldn’t be
allowed the time or space to try new things for fun
– serendipity can be powerful.
Page 14 | 30 thoughts from social not-for-profits | October 2011
15. 30 Thoughts
Appoint a curator. Empower and
encourage anybody to create content for your
social media spaces, but manage this through
shared tools like a Google spreadsheet or an
internal wiki – but give the power to publish to
someone who knows and cares about your
community. Let them decide what goes up, and
when, and how it’s framed with your Facebook
fans or Twitter followers.
Page 15 | 30 thoughts from social not-for-profits | October 2011
16. 30 Thoughts
Education can be organic.
There’s a lot of learning to be done around social
media, depending on who you are and what you
do within an organisation. Formal training and
social media drop-ins can be really effective but
sometimes just identifying a few enthusiastic
people within your organisation – and
empowering them to help their colleagues ‘get it’
a bit more can be a low-intensity way of
encouraging a change in skills and attitude.
Page 16 | 30 thoughts from social not-for-profits | October 2011
18. 30 Thoughts
Innovation is not invention.
Doing things differently doesn’t need to involve
technology. Making social media work for our
organisations or campaigns can be about
changing the way we think about how
communications are planned, or setting up new
forums for conversations around social media.
Celebrate innovation in all its forms, call it out and
encourage others – don’t exclude people by
making it sound like they have to invent robots.
Page 18 | 30 thoughts from social not-for-profits | October 2011
19. 30 Thoughts
Twitter is your new customer
service channel. Your audience will use
Twitter to ask you questions, regardless of
whether you’d like them to call your 0800 number,
and expect a fast response. Supporter care/
customer service processes and teams need to
know how to use the tools, how to talk to people
and when there’s a question that needs their
attention – the same way they do email or phone.
Page 19 | 30 thoughts from social not-for-profits | October 2011
20. 30 Thoughts
It’s ok to fail… as long as you learn from
it. To innovate we need to try new things, and if
we can’t do that with confidence we’re never
going to make significant progress. Explicitly say
that it’s ok to fail – make it clear that the lessons
learned from failing are valuable in themselves
but make sure that everyone can learn from it.
Have a monthly confession session or a space on
your internal wiki so people can be proud they got
it wrong because they did something totally new.
Page 20 | 30 thoughts from social not-for-profits | October 2011
21. 30 Thoughts
Find your social champions.
Give your supporter networks a greater voice and
a bigger impact by finding who the ‘social
champions’ are – the people who are passionate
about you and confidently, proactively use social
media to talk about you. Scour the country, bring
them in, give them your support, create a toolkit
and provide them with guidance. Harness their
enthusiasm but be careful not to squash it.
Page 21 | 30 thoughts from social not-for-profits | October 2011
22. 30 Thoughts
Start small and iterate. Whether
you’re trying to convince senior management that
you need to invest more time in social media or
get the customer service team answering queries
on Twitter as well as the phone line, it sometimes
feels like you’ve got a lot of work on your plate.
Set your sights on small, achievable goals and
you’ll feel like you’re making progress sooner,
and with a lower risk of failure than if you’re
spending months slogging towards a bigger prize.
Page 22 | 30 thoughts from social not-for-profits | October 2011
23. 30 Thoughts
TV is social, join in. Lots of people
use Twitter while watching TV (the ‘two screen
experience’) to share their thoughts and opinions
with other viewers. Find popular programmes
relevant to you or your campaigns, that have a
lively debate around them and research the
hashtags. Check out any earlier conversation, so
you know what people are talking about and think
about how you might join in.
Page 23 | 30 thoughts from social not-for-profits | October 2011
24. 30 Thoughts
Create a council. Social media steering
groups, user groups or councils – whatever you
call them, they’re becoming more common in
larger not-for-profits. They convene what are
usually disparate teams from across the
organisation to share best practice,
collaboratively solve problems and draw up new
working practices or guidelines where needed.
Anyone should be able to attend and over time
they help build out capability and confidence.
Page 24 | 30 thoughts from social not-for-profits | October 2011
25. 30 Thoughts
Changing behaviour. Behaviour
change is a major part of some campaigns teams’
objectives but can you measure it through social
media? It’s possible to find indicators that
demonstrate changes in attitudes (e.g. uplift in
mentions of specific phrases) or use closed
groups to run post-campaign qualitative research,
but tying long term changes in behaviour
specifically to social media is difficult, so look at
the campaign as a whole.
Page 25 | 30 thoughts from social not-for-profits | October 2011
26. 30 Thoughts
Research can be quick. Qualitative
research can take a long time and cost a lot of
money but it’s vitally important if you’re going to
do anything effective, especially if it’s a social
campaign that you want people to engage with –
find a small group of people to poll at an event
you’re attending, or ask for feedback from your
Facebook fans. Make sure you’re confident that
you’re framing your message in the right way,
and that it’s going to resonate with your audience.
Page 26 | 30 thoughts from social not-for-profits | October 2011
28. 30 Thoughts
What’s our accepted wisdom?
Some metrics that are relied upon for getting
investment are less than watertight (think Barb
ratings and TV) but because social media is
digital, there’s a risk we measure and report on
things because we can, not because they
demonstrate its effectiveness. What do you think
social media is really doing for your organisation?
How could you report on it, confidently, in a way
that gets you more buy-in?
Page 28 | 30 thoughts from social not-for-profits | October 2011
29. 30 Thoughts
Is it the role or the person? If
you actively want people in your organisation to
get out there in social spaces and talk about their
work, you can look for enthusiastic volunteers or
make it part of their job description. Both require
creating guidelines (however light or heavy) and
providing support but adding it into new roles will
also start changing the kind of people you hire
and create a more social-ready organisation. A
mix of the two is probably the optimum choice.
Page 29 | 30 thoughts from social not-for-profits | October 2011
30. 30 Thoughts
Change is coming. Sooner or later,
job roles and team structures within not-for-profits
are going to have to change. Coping with the
immediacy of social media, changing audience
expectations and making the most of the
opportunities that digital tools present means we
need new ways of doing things and teams with a
different mix of skills – campaigners that do
fundraising or digital teams that are customer
services, PR and brand. Start thinking now…
Page 30 | 30 thoughts from social not-for-profits | October 2011
31. 30 Thoughts
Should you ‘segment’? Unlike
email, you can’t selectively publish messages to
specific social media audience segments, but you
can create separate spaces for people who want
different things from you. If you’re not ready to
rethink how to integrate your messaging but want
to engage more effectively with different
audiences, consider creating an issue-specific
Facebook page, for example. But plan for it -
know why you’re doing it and how you’ll sustain it.
Page 31 | 30 thoughts from social not-for-profits | October 2011
32. 30 Thoughts
Who’s on call? Who should be doing out
of hours monitoring of your social spaces and
how? Many charities are employing one of two
models: the external agency that monitors and
reports on conversations with a prioritised digest
of issues; or a rota of nominated staff members
responsible for keeping on top of conversations.
But is this sustainable? Is the ongoing cost
justifiable and do we need to change some staff
members’ core working hours?
Page 32 | 30 thoughts from social not-for-profits | October 2011
33. 30 Thoughts
What’s the R in ROI? Focusing on £
generated as an immediate attributable return for
social media is often a good way to end up with
frustrated stakeholders and stressed out
fundraisers – think about other things that social
is good at doing, that also demonstrate a return –
signups to an email newsletter or capturing
mobile numbers, for example.
Page 33 | 30 thoughts from social not-for-profits | October 2011
34. 30 Thoughts
Who’s the spokesperson now?
Social media means that anyone in your
organisation can be part of its external voice, and
some charities are actively encouraging people to
set up Twitter accounts. As a result, not-for-profits
are organically becoming more transparent and
developing a more representative voice. Just
make sure you give people the support and
guidance they need to get on and do it in a way
that manages risk.
Page 34 | 30 thoughts from social not-for-profits | October 2011
35. 30 Thoughts
Where does social sit? If it is the
sole domain of the digital team, you might retain
quality and consistency but you could create a
severe bottle neck. Let anybody at it and senior
management might be nervously chewing their
finger nails. Look at different models for managing
the organisation’s external voice – can digital act
as the social media support team and help build
capability more widely, with the help of a monthly
drop-in group to help, for instance.
Page 35 | 30 thoughts from social not-for-profits | October 2011
36. 30 Thoughts
Manage your partners. Corporate
partners might be champing at the bit to pay for
space on your Facebook page, but this can end
up being a pretty big turn off for your audience. If
you can get them to pay per mention of their
brand name, or for another supporter action, this
gives you licence to mention them as often as
you need to, in a way that feels appropriate for
your audience (as long as you’ve told them about
it), with a financial return as a result.
Page 36 | 30 thoughts from social not-for-profits | October 2011
37. About NixonMcInnes
NixonMcInnes is a social consultancy that helps FTSE 350 companies,
government and major not-for-profits take advantage of and adapt to
emerging trends in technology, markets and the workplace.
For the past three years we have been recognised by Worldblu on the list
of the most democratic workplaces in the world – living and breathing
the principles of transparency, openness, freedom and participation.
The same principles that are the key to success in social media.
We work in partnerships with our clients – which include WWF-UK, the
RSPCA, Stop Climate Chaos, the Department of Health and the Central
Office of Information.
Page 37 | 30 thoughts from social not-for-profits | October 2011
38. About NixonMcInnes
Follow: twitter.com/nixonmcinnes
Read: nixonmcinnes.co.uk/knowledge
Call: 01273 764010
Visit: bit.ly/NMTowers
Page 38 | 30 thoughts from social not-for-profits | October 2011