The document outlines a social media communications strategy for the non-profit organization ADMPS for the years 2010-2011, highlighting the importance of social media in building awareness, engaging with supporters, and raising funds. It discusses specific goals and measurable objectives for social media engagement, as well as examples of successful case studies from other organizations like the Brooklyn Museum and Homeless Nation. The strategy emphasizes the need to adapt to changing donor demographics and utilize various social media tools to foster relationships and provide value to followers.

1. SOCIAL MEDIA COMMUNICATIONS STRATEGY 2010-2011

2. 1.What is social media and what does it have to do with a
non-profit like ADMSP?
2.Isn’t it only for those targeting Generation Y?
3.What goals should ADMSP be pursuing with social
media?
4.How do we decide what tools to use?
5.How do we most effectively utilize social media tools?
- Case 1. Brooklyn Museum
- Case 2. Homeless Nation
- Case 3. Austin Tweet-Up Blood Drive
6.What metrics should we use to measure the outcome?

3. What is social media and what does it have to do with a non-profit like ADMSP?
The model for 100 years has been pre3y simple: Target wealthy people or founda:ons or corpora:ons,
interrupt them with unan:cipated, impersonal, irrelevant messages they don't want to get, delivered over
and over and over again un:l they give you money or help...That model worked really well for a long
:me...It's important to understand there's nothing wrong with this, because the ends do jus:fy the
means. The problem is that that's not working so well any more.¹
‐ Seth Godin
At its most basic sense, social media is a shi1 in
how people discover, read and share news,
informa7on and content. ²
Examples of social media tools are blogs, social
networking sites (Facebook, Myspace, Ning),
video sharing websites (YouTube), podcasts,
bookmarking sites (de.licio.us), etc.

4. Isn’t it only for those targeting Generation Y?
Don’t think that social media will come in handy for dealing only with Genera:on Y and younger‐minded
supporters.
Have you ever heard of the “Wired Wealthy”? This is a new classifica:on of donors that emerged aPer a
study of online habits of the high dollar donors done by Convio.
hy”:
The “Wired Wealt
• mean age is 51 The survey, conducted by Convio with more than
a year
• donate $11,000 3 , 0 0 0 d o n o r s f r o m 2 3 m a j o r n o n p r o fi t
is $4,500
• median giP size organiza:ons, defined that 51% of the donors
an $100k,
• 57% make more th prefer online giving, but feel nonprofit websites
0k per year
27% above $20 lack inspira7on, connec7on, and opportunity for
be
• 52% use YouTu ebook
deeper engagement. ³
• 23% use MySpace/Fac
ATTENTION!!! While we definitely want to engage
• 12% use Flickr with “wired wealthy,” no ma3er who our non‐
Wealthy (March 200
8)
Convio, the Wired
profit's major donors are now, we should start
building the rela:onship with the next genera:on
of donors today. Think beyond dona:ons, though!
(see next page)

5. What goals should ADMSP be pursuing with social media?
ADMSP defines the objec7ves it is going to pursue as follows:
1. Build awareness: tell people what ADMSP is about,
what it does, and why it is important.
2. Be accessible: allow our fans to find us where they are.
3. Gather informa7on: listen to what people say about ADMSP.
4. Search for talent: network to bring the best of the best into ADMSP.
5. Collaborate: engage in conversa:on with other non‐profits, share
experiences and give each other valuable advice.
6. Raise dona7ons: We won’t raise lots of money because it’s first about
building rela:onships!

6. What goals should ADMSP be pursuing with social media?

11. “ADMSP IS FOR
EVERYONE.”
‐ Marlene Saile,
President and CEO of ADMSP

12. “ADMSP’s Mission: Make
10,000,000 people aware that
ADMSP exists online by our
opening date of 11/15/2011”

13. “Great! So how do we do that?

14. TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE?
THE THREE “O’S”...
• Output: Physical products
– Blog post, news release, e-mail, etc.
• Outtake: What a target audience takes away
– Messages, perceptions, understandings
• Outcome: Quantifiable changes in attitudes,
behaviors, or opinions
– change in the number of downloads, requests,
responses

15. TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE?
THE THREE “O’S”...
• Output: Physical products
– Blog post, news release, e-mail, etc.
• Outtake: What a target audience takes
away
– Messages, perceptions, understandings
• Outcome: Quantifiable changes in
attitudes, behaviors, or opinions
– change in the number of downloads,
requests, responses

16. Writing measurable objectives
To be measurable, objectives MUST include:
1. A specific desire, communication or
behavioral effect;
2. A designated target audience among
whom the effect is to be achieved;
3. The expected level of attainment; and
4. The timeframe in which those attainments
are to occur.

17. Measurable
Objectives
• Output: To create a Facebook fan page and have 15% of
online public join within 6 months.
• Outtake: To increase positive mentions that include key
message in key industry blogs by 15% within six months.
• Outcome: To increase number of people that are aware of
ADMSP sales by 20% within 3 months.

18. Strategy
• What is the approach
to achieving objectives
and reaching the
goal?
• Example: Establish a
Facebook Fan Page to keep
target audiences connected.
THE OUTPUT IS THE
STRATEGY!

19. Tactics
• What activities will be
conducted to carryout
specific objectives?
• What tools will be used?
– Set up the Facebook fan page
– Invite target audience via an e-
mail
– Invite by creating a Facebook
application
– Invite by creating a Facebook Ad
THE ACTIVITIES TURN INTO THE
OUTTAKE!

20. Measurable Plan
• Goal: To increase awareness by 1MM
• Outcome Objective: To increase “eyeballs” by
20% within 3 months
• Strategy 1: Use Facebook to
engage eyeballs
– Tactic 1: Create a Facebook Fan Page
– Tactic 2: Create Facebook App, Ads
• Strategy 2: Use Twitter to engage
blog readers to take our poll at Blogger by
mentioning a limited time iTunes gift certificate.
– Tactic 1: Conversational Tweets mentioning a
“surprise” followed up by
– Tactic 2: Tweets with gift certificate mention
– Measurement: An increase of eyeballs of
25% within 3 months
(Objective not met)

21. “What is in it for
those readers?”

23. “We need to establish ADMSP as a
social brand with:
๏industry knowledge (we are experts
on sculpture installa:ons...on a
park...by the beach...)
๏unique experiences and concepts
๏be “known” for something
๏establish a reason to return!

24. “We need to provide these readers
with:
๏insight
๏sneak peeks
๏ways to contribute to the final design
with ideas
๏a free trip to the opening date
๏a good laugh......... (what else?)

25. “We need to return value to these
readers with:
๏answering ques:ons
๏replying to other blogs
๏share corporate message on linkedIn
๏crea:ng content (presenta:ons of the
project on slideshare, video, podcasts,
photos of us working at our
computers...) what else?

26. “We need to provide these readers with
be3er ways to navigate the website with
tools like:
๏email opt‐in
๏online contact form submission
๏online submission of ideas
๏download of volunteer forms....what
else?

28. “ We need to make ourselves worthy of
their :me (and hopefully their money)
beyond just the park cause!

29. How do we decide what tools to use?
Our objec7ves define our tools:
1. Build awareness and Be more accessible: create profiles on Facebook, MySpace,
LinkedIn, start a blog or join in the conversa:on on Twi3er and twit about our cause.
3. Gather informa7on: run a search on technora:.com or feedster.com to determine which
bloggers are talking about us and our area. For search within Twi3er, use search.twi3er.com
4. Search for talent: create profile on LinkedIn
5. Collaborate: Use Wiki Pages. Follow experts in our field on Twi3er to stay current and share
what you know.
6. Raise dona7ons: set up dona:on pages and collect dona:ons use ChipIn, Fundable,
Squidoo, Firstgiving or Facebook Causes.

30. How do I most effectively utilize social media tools?
Case 1. Brooklyn Museum
The Brooklyn Museum is making good use of a variety of social
media channels. They take communica:ng with their customers
and prospec:ve customers seriously. And they devote the :me,
energy and resources to making this happen.
The Museum has gone far beyond simply managing a Facebook
profile, now it boasts of a new kind of paid membership called “1smans.”
1smans offers crea:ve perks such as a private Twi3er Art Feed
maintained by a revolving group of ar:sts and invita:ons to ooeat
1smans events, like a talk by conservator Lisa Bruno on
animal mummies. Learn more here
There are plenty of free things you can do as well. For example, show the
Museum through your eyes by adding your photos to the Brooklyn Museum
Group on Flickr. If you want, the Museum will broadcast your video on their
website , you might even win a prize. Follow them on Twi3er, read their
blog.
The Brooklyn Museum isn't only connec:ng with yet another social channel,
it's also connec7ng the online social experience with
the real world. Bring your camera. Take your pictures. Post them
along with those of other visitors.⁴
The Museum is everywhere, yet it is always part of the conversa7on
and never an interrup7on.

31. How do we most effectively utilize social media tools?
Case 2. Homeless Na7on
Montreal‐based nonprofit Homeless Na:on uses social media to create
dialogue between Canada's homeless and mainstream society to counter
isola:on and marginaliza:on.
www.homelessna:on.org is an online home for those who have none, here
they can share their experiences, learn about others, look for lost friends. The
site provides e‐mail, blogs, forums and hos:ng for YouTube‐style streaming
video and audio.
Through their outreach, Homeless Na:on makes digital tools accessible for
learning, media and communica:on.
“Reading the blogs, sharing stories, being kept up to date on what’s going on
poli:cally........there are so many wonderful and invaluable things this site
provides,” – Stephanie, member.
“The hallmark of a true web community is when the par7cipants define the
culture beyond the organizers. Reading the hearmelt and respecmul interac:on
between par:cipants in the blogs and comments, you can see that this is truly a
collabora:on between the builders and par:cipants.” ⁵

32. How do we most effectively utilize social media tools?
Case 3. Aus7n TweetUp Blood Drive
In less than one week and before a major na:onal
holiday, members of the Social Media Club, 501 Tech Club,
David J. Neff and Michelle Greer called upon the Aus:n
tech community to help save lives by dona:ng blood.
Taking the conversa:on online, the groups spread the
word via blogs and Facebook. In addi:on, Twi3er became
the communica:on tool of choice. Community members
"re‐tweeted" details of the event mimicking a modern‐
day phone tree. Conversa:ons were then tracked using
the hashtag #atbd.
“It was really neat to combine two things I
The efforts resulted in over 45 blood donors; doubling the really wanted to do – give blood and meet
center's traffic on an average day. Of the 45, several were folks that I’m communica:ng with online,” –
self‐admi3ed first :me donors who felt compelled to Joyce, blood donor.
par:cipate in the cause aPer seeing it on Twi3er.⁶
The key is providing value and
Watch a video made by David Neff here being relevant!

34. Traditional Marketing Funnel

35. Social Network Interference

36. New Marketing Funnel

37. Measurement Best Practices
• Benchmarking
• Objectives
• Return on
Expenditures
• Return on
Investment BORR-ing...but
necessary!

38. Where did we start?
Benchmarking
Had 1,000 Facebook Friends and
added a Fan Page with 0
Where did we end?
Have 3,000 Friends who are also Fans
How much reach does a typical Facebook user have? Reach will be a function of
the number of active Facebook friends. 150 is Dunbar’s Reach Number: a
measure employed by marketers that describes the maximum number of people
an individual can maintain stable social relationships. Therefore, if our 3,000
Friends and Fans update their status feeds x 150 of their friends = generates
450,000 eyeballs.

39. Objectives
• Goal: To increase awareness by 1MM
• Outcome Objective: To increase “eyeballs” by
20% within 3 months
• Strategy 1: Use Facebook to
engage eyeballs
– Tactic 1: Create a Facebook Fan Page
– Tactic 2: Create Facebook App, Ads
• Strategy 2: Use Twitter to engage
blog readers to take our poll at Blogger by
mentioning a limited time iTunes gift certificate.
– Tactic 1: Conversational Tweets mentioning a
“surprise” followed up by
– Tactic 2: Tweets with gift certificate mention
– Measurement: An increase of eyeballs of
25% within 3 months
(Objective not met)

40. ROE
• Measuring Tactical Expenditures:
– Facebook
• Free
– Facebook Ads
• $500/month (3 months = $1,500)
– Twitter
• Free
– Poll at Blogger
• Free
– iTunes gift certificate
• 1000 downloads @ .99 cents ($.99 * 1000 =
$1,000 )
TOTAL: $25,000 eyeballs = $.04 per eyeballs

41. ROI – Plan #2
tu res
di
p en
Ex
Eyeballs 25,000 - $1,000
ROI = 249%
$1,000
Gain from Investment – Cost of Investment
Cost of Investment
And is always expressed in a percentage!

42. What metrics should I use to measure the outcome?
In order to measure the results of our social media involvement, we need to use both qualita:ve and quan:ta:ve
benchmarks. Our objec:ves help determine which metrics are best in each case.
Qualita7ve: Quan7ta7ve:
If our objec:ve was to raise awareness, ask: Measure from benchmarks:
‐ Are we currently part of conversa:ons about the cause?
Number of Facebook fans, Twi3er followers, Digg links,
If our objec:ve was to collaborate with other nonprofits Delicious bookmarks, referrals from social media sites, plus
and experts in the field, ask: exis:ng website traffic, search engine rankings,...
‐ Did we learn anything of value?
Compare metrics before and aPer....
To measure general success, ask:
‐ Were we able to build be3er rela:onships with donors,
volunteers, etc.?

43. Measurement is a puzzle:
1. What do you use to measure; and
2. How do you organize it?

45. Google Analytics

46. Google Analytics

47. Google Analytics

48. Google Analytics

49. Google Analytics

50. Woopra

51. Woopra

52. Woopra

53. Bit.ly

54. Stumbleupon

55. Digg

56. Digg

57. Del.icio.us

58. Redditt

59. Mixx – No Results

60. How Sociable?

61. Addict-o-matic

62. Addict-o-matic

63. Social Mention

64. Social Mention

65. Xinureturns

66. Trendpedia

67. Google Trends – NO RESULTS

68. Omgili – NO RESULTS

69. uberVU – NO RESULTS

70. BackType (Trends not working yet)

71. Technorati – NO RESULTS

72. IceRocket

73. Blog Pulse

74. Google Blog

75. PostRank

76. Wordpress

77. Blogger

78. We grew bigger file cabinets in
10 minutes using

79. Google Reader

80. Google Reader

81. Measurement Tools

82. Excel

83. Email Alerts

84. Email Alerts