JD Lasica presented on creating impact with a powerful social media strategy. Some of the key points discussed were: 1. Lay the groundwork by defining goals, values, audiences and gaining management support before implementing tactics. 2. Use meaningful metrics to measure success and evaluate efforts. 3. Develop production processes like an editorial calendar to maintain momentum. 4. Engage supporters by telling stories through various media and involving the community. 5. Integrate social media into other channels and measure effectiveness of the overall strategy.

1. Create Impact with a
Powerhouse Social Strategy
PRESENTED BY JD LASICA
Founder, Socialbrite.org | jd@socialbrite.org
09/16/11 Footer 1
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2. What we’ll cover today
1. Lay the groundwork
2. Meaningful metrics
3. Production processes
4. Create content, tell stories
5. Use your community
6. Integrate your efforts
Q&A, summary, hugs, tearful goodbyes
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3. Relax!
Flickr photo “relaxation,
the maldivian way” by
notsogoodphotography
http://socialbrite.org/bbcon
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4. Today’s hashtag
Creative Commons
photo on Flickr
by Prakhar
Tweet this preso! Hashtag:
#bbconstrategy
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5. Christmas in October!
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6. RESOURCES
Sharing Center
http://socialbrite.org/sharing-center
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7. 1 . L AY T H E G R O U N D W O R K
Big picture reality check
Before we talk tools, technology or campaigns, do a
self-assessment with your team.
Why are you doing this?
What core values drive your
organization?
What change would you like
to see in the world?
Is there clarity about what your
organization is trying to achieve?
Why should people care?
Do you have an idea worth spreading?
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8. Before you plunge in ...
Do you have a social media policy or guidelines?
Do you have a Strategic Plan in place?
Have you researched your audiences/community?
Have you identified your social media team members
and are they properly trained?
Do you have buy-in from top management?
Have you built an ongoing program before you turn to a
campaign?
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9. Have you defined a theme?
Boil down your cause to a strong, single phrase
Vittana:
Help anyone go to college
Alter Eco:
Support fair trade
ActBlue:
Elect progressive candidates
DonorsChoose:
Support public classrooms in need
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10. Create a strategy document
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11. Elements of Strategic Plan
360 assessment of social
media capabilities
Spell out goals
Identify online community
Proposed use of social tools
& platforms
Recommendations on
expanded capabilities
Lay out metrics program
Competitive/peer analysis
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12. Create a listening post
Deeper dive—monitoring:
socialbrite.org/bbcon
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13. 2. MEANINGFUL METRICS
Before you start, measure!
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14. ‘Data is better than gut’
Gather, analyze, act
Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
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15. Set goals, map metrics
Goals Metrics to measure
Grow email list of supporters # newsletter, RSS subscribers
Increase comments on blog avg. # comments/post
Increase website visibility increase in traffic or linkback #s
Increase positive mentions mentions in blogs & social
of organization or cause networks
Have visitors stick around stick rate, bounce rate
Make our content more viral # of shares
Get people to take action # of petition signatures
Get people to attend event # of registrants, year over year
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16. CASE STUDY
Bread for World’s SM goals
bread.org
1. Expand and strengthen
Bread’s advocacy work for
poor and hungry people
2. Expand our membership
3. Better communicate with
existing members and target
audiences
4. Strengthen our relationships
with our members
5. Fulfill our mission to end
hunger here and abroad
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17. Google Analytics
Who loves ya, baby? See which Twitter users drive most traffic
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18. Google Keyword tool
https://adwords.google.com/o/Targeting/Explorer
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19. Keep track of key referrers
Write down keywords driving traffic & attention
Deeper dive—metrics: socialbrite.org/bbcon
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20. 3. PRODUCTION PROCESSES
Create an Events Calendar
Key off both internal events & community events
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21. Facebook s live events
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22. EdgeRank & News Feed
Facebook rewards content & conversation, punishes inactivity
http://bit.ly/edgerank-checker
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23. Create an Editorial Calendar
Map out a weekly or monthly game plan
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24. 4 . C R E AT E C O N T E N T, T E L L S T O R I E S
Tap into human condition
Lascaux, France, 17,000 years ago
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25. Create a content strategy
Awareness > Influence > Action > Impact
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26. Use personal storytelling
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
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27. Create lightweight media
Photofilm/digital storytelling is easy way to do it
Room to Read: Winner of TechSoup Storytelling Challenge
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28. Who will engage supporters?
List staffers’ skills
Who’s good at photography?
Video?
Writing?
Facebook or Twitter?
Create a Blog Squad
Open your blog to guest posts,
partner with community orgs
Find free content
Deeper dive—media: socialbrite.org/bbcon
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29. Create a conversation hub
Where will you engage with supporters?
Your blog Community site (WiserEarth)
Facebook Social hub (Change.org)
Twitter Contest site
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30. Enable friction-free conversations
Make sure your site is conversation-enabled!
Use third-party authentication services.
Left: SpokenWord.org with multiple log-in options.
Top: The new Facebook Comments on
HowStuffWorks.com.
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31. CASE STUDY
Make your cause tangible
http://charitywater.org/projects/map/
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32. 5. USE YOUR COMMUNITY
Build community, not eyeballs
here’s an amazing
difference between building
an audience and building a
community. An audience
will watch you fall on a
sword. A community will fall
on a sword for you.
— Chris Brogan
Author, “Trust Agents”
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33. Don’t do all the heavy lifting!
Creative Commons
photo on Flickr by
Jason Means
Don’t be like this guy!
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34. CASE STUDIES
Involve your supporters
350.org livestrong.org
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35. Find your champions!
Find the big kahunas in your sector by using your listening
post. Then, influence the influencers. Post on their blogs &
retweet.
Establish a rapport and only then reach out to try to convert
them into evangelists & ambassadors for your cause.
Scope out Twitter Lists that intersect with your organization
or social cause.
Useful tools: Klout, SocialMention, Google Analytics.
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36. Use social love handles!
Generate an Attention Wave
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37. CASE STUDY
Greenpeace & Nestlé
Greenpeace’s brilliant purchase of Google AdWords
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38. Don’t overlook mobile
Upcoming Goodwill app
97% of subscribers read text message within 4 minutes
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39. Is your site mobile-ready?
WPtouch Pro for mobile phones, Onswipe for iPad
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40. Awesome power of free
Free content! Free resources!
Free photos Socialbrite.org/sharing-center
Free videos (eg, TED talks) Creativecommons.org
Free music & audio Techsoup
Free services! Free expertise!
Google Grants BarCamp
YouTube for Nonprofits PodCamp
Google Earth for Nonprofits WordCamp
Social Media
Free software & platforms! Club
WordPress & its plug-ins
Open Office, Google docs
Drupal, Joomla 40
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41. 160 million free photos
flickr.com/creativecommons
• Rich source of free
commercial &
noncommercial images
• Flickr: 160 million
Attribution, Noncommercial,
No Derivatives &
ShareAlike licenses
• Use them for your blog,
website, email or print
newsletter, presentations,
etc.
• Don’t just take. Share!
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42. 6 . I N T E G R AT E Y O U R E F F O R T S
Social media can feed your list
Be opportunistic: Take advantage of email signups on Facebook
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43. Is your strategy aligned?
thehopeinstitute.us
Moving from tactics to strategy: Direct mail, events marketing
& social media working as an integrated ecosystem
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44. SOCIAL MEDIA DASHBOARDS
Pace yourself—don’t stress!
Hootsuite Cotweet
Tweetdeck Spredfast
Threadsy Netvibes
http://bit.ly/smdash
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45. Collaboration tools
Google docs
Google groups
Private group on Facebook
Project management
(SharePoint, Huddle.net)
Skype
Others?
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46. 3 key takeways
Begin with an Aligned Strategy,
not with the tools.
Measure, measure, measure!
Evaluate, iterate, relaunch.
Be nimble.
Use your community — your
biggest resource: your supporters!
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47. Don’t settle for status quo
If you do not change
direction, you may
end up where you
are heading.
— Lao Tse
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48. Thank you!
JD Lasica, founder
Socialbrite.org
email: jd@socialbrite.org
Twitter: @jdlasica
@socialbrite
http://socialbrite.org/bbcon
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