SlideShare a Scribd company logo
From


Social   to
              Networked
Pre-Reflection


  Why this
  session?
             Tech Savvy
  W.D.Y.W.
             1 (low) to
              5 (high)
WHAT IS
SOCIAL MEDIA
AND HOW DO WE USE IT?
The Revolution




http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING
FACEBOOK MESSAGES, TWITTERING, LOOKING
AT PHOTOS ON FLICKR, BOOKMARKING WEB
PAGES ON DELICIOUS, TELLING PEOPLE
WHERE YOU ARE ON BRIGHTKITE, BECOMING
MAYOR OF STARBUCKS ON FOURSQUARE,
READING A BLOG POST, TEACHING THE WEB
WITH HUNCH, OR SHARING YOUR STUMBLES.
MINIMUM ENGAGEMENT

   Active Facebook presence.



   Regularly updated web content.


         Current multimedia images
         or video. (YouTube or Flickr)
NEXT LEVEL ENGAGEMENT

   Topic on Linkedin.


   Tweet, retweet, and trend.



   Check-in on Foursquare.
BUT…
                 Hat.

       Flames.

            Plan.
How it Works
How it Works
    I use
   Twitter.
 (Avg. 10 Tweets per
         day)
How it Works
            I support
            Charities.
       (Got a black eye raising $50K)
How it Works
               I Tweet my
                 Support
               (Over 1 million served)
How it Works
How it Works
                  OMG Paris Salv Army is
               totally saving lives. U should
                           $ them
How it Works
                  OMG Paris Salv Army is
               totally saving lives. U should
                           $ them



                    Thx Kim. They FB?
How it Works


               Thx Kim. They FB?
How it Works
               Ttlly. Chk it out.




               Thx Kim. They FB?
How it Works
               Ttlly. Chk it out.
How it Works
               Ttlly. Chk it out.




                  Thats hot.
http://www.youtube.com/watch?v=M0-4FOoMJu0
It Takes Time
5 hours/week to start listening
10 hours/week to participate
15 hours/week to create buzz
20 hours/week to build community

3-6 months until you see results
It Takes Resources
Creation         Engagement
Upkeep           Photography
Graphic Design   Reposts
Website Design   Donations
Blog Posts       Crisis Response
Press Releases   Critical Response
Good Copy        Staff Management
DISCOVERY
WHO ARE THEY AND
 WHAT DO THEY SAY?
RESEARCH
Alert   Search                    Track




         “Organization Name” +
          City or Region Served
MEASURE
Traffic       Mentions

Interaction   Linkbacks

Donations     Search Trends

Retention     Quality
EVALUATE
 Comparison to outside standards.

 What are they saying about us?

 Who is connected?
 Who are they connected to?
 How are they interacting?
Set Clear Goals

   What outcomes are
   we trying to achieve?
Outcomes should be S.M.A.R.T.

 Specific
 Measurable
 Achievable
 Realistic
 Timely
Outcomes should relate back to
the mission of your organization.

                  Mission
                  Vision
                  Strategic Plan
                  Tech Plan
Outcomes should relate to time.

 Short-term
 Mid-term
 Long-term
 Vision
Outcome examples…


 Increase traffic from Facebook
 to our website by 5% in 3 months.
Outcome examples…


 Receive $500 in online donations
 by November   20th.
Outcome examples…


 Have Mother’s Day 5K
 reposted/retweeted by 6 key
 social connectors before event.
Outcomes as a Logic Model…
      Inputs            Outputs           Outcomes              Impact


                                                             Primary form of
                                         Increase traffic
                      3 meaningful                          giving is through
                                       from Facebook to
       Staff         Facebook posts                          online donation
                                        online donation
    Volunteers          per week.                                system.
                                         tool by 5% in 3
    Computers
                                             months
     Website             Active                             Organization is
    Tech Skills     conversations on                          mentioned
                                       Receive $500 in
   Outside Help       Twitter and                            positively in
                                       online donations
                       LinkedIn.                            organic online
                                       by November 30.
                                                             interactions




Logic Model Development Guide from W.K. Kellogg Foundation
http://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-
Development-Guide.aspx
Identify an Audience
Identify an Audience
  Clients
Identify an Audience
    Clients


Donors
Identify an Audience
    Clients


Donors



 Volunteers
Identify an Audience
    Clients


Donors



 Volunteers

 Influencers
Select a Tool
Select a Tool
Select a Tool

     Does it meet the mission?

     What do you want?

     How much time?

     How much money?
STRATEGY
       EXECUTION
HOW WILL WE DO IT?
Develop Capabilities


Identify internal champions

           Train and support implementers

                        Stay knowledgeable
Define Activities


Identify resources required

           Define phases and timeline

                        Establish responsibilities
Engage in Conversation

Select the mediums for interaction


           Provide relevant content


                          Engage the influencers




                                New Media Worksheet at Aids.gov
      http://blog.aids.gov/downloads/new-media-strategy-map.pdf
Implementer
                    Innovator




Decision-makers
  And Policies                  How do we get people there?
                                How many posts per day?
                                What info do they want?
                                Do we use events, causes, …?
  Outcomes                      Who in our network is influential?
  Objectives
The Implementer

• Communication skills

• Political savvy

• Balance vision and needs

• Project planning and control

• Ability to influence

• Can develop talent

• Commitment to education

• Vision


                                 46
Start Conversations

     Publish content

     Engage Influencers

     Scratch Backs

     Call to Action
Make it Easy to Share
Evaluate Impact
                      Qu
  $         raffic
                        alit
                             y
           T
 Reposts
                      inkbacks
                     L
           Buzz
P osi tive
Quality
Frequency
Likes
Reposts



            Retweets
            Followers
            References
Subscribers
Linkbacks
Shares
Frequency and Quality
Increased online donations




Increased traffic
and conversions
What’s Next


  Donate?
 There’s an
  App for
   That.
What’s Next


  Donate
   While
 You Play.
What’s Next


 Earn Your
 “Donate”
   Badge
http://socialmedia.policytool.net
Contact the Presenter



Cameron Kruger
cckruger@horizonnps.com
(218) 461-9799

www.horizonnps.com
APPENDIX
A FEW MORE THINGS
Considerations




    Source: Bluma Sussman and Mike Robert at Booz, Allen, and Hamilton
    http://noteandpoint.com/documents/pdf/socialmediabizdev.pdf
Links to Tools
       www.google.com/alerts       www.bit.ly



        www.feedburner.com          www.dimdim.com



        www.google.com/analytics       www.tweetbeep.com




          www.addictomatic.com            www.notify.me



          www.twitalyzer.com         www.razoo.com



     www.instantconference.com
Further Reading
          Nonprofit Tech 2.0 blog, Heather Mansfield
          http://nonprofitorgs.wordpress.com

          Beth’s Blog, Beth Kanter
          http://www.bethkanter.org

          NTEN Nonprofit Technology Network
          http://www.nten.org

          Mashable
          http://www.mashable.com

          Tech Soup Learning Center
          http://www.techsoup.org/learningcenter

          SmartBrief on Social Media
          http://smartblogs.com/socialmedia/

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