Ritu Sharma & Darian Heyman - An Introduction to Online Strategy

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Social Media for Nonprofits

This document provides an overview of online strategy and social media for non-profits. It discusses why social media is important for marketing, fundraising, advocacy and recruiting. It then outlines a strategy for identifying audiences, recruiting followers on Facebook and Twitter, engaging with followers by asking questions and tying posts to events, activating supporters by creating superfans and identifying influencers. The document also discusses creating an integrated marketing plan across multiple social media platforms, using an editorial calendar to schedule posts, and measuring performance using tools like Facebook Insights, Google Analytics and Rowfeeder to optimize the strategy. Resources for non-profits using social media are provided at the end.

An Introduction to
Online Strategy
RituSharma
Darian Rodriguez Heyman
@ritusharma1
@Dheyman
#sm4np

Today’s Agenda
•Why Social Media?
•A Quick How-To
•HelpfulResources
•Q&A/Ask the Experts

Social media For
Social Good?

Why Social Media?
•Follow Your Audience
•Low barrier To Entry
•“Everyone is Smarter Than
Anyone”
•Potential to Turn Donors Into
Fundraisers

Why Social Media?
• MARKETING
• FUNDRAISING
• ADVOCACY
• STAFF & VOLUNTEER
RECRUITMENT

What Not To Do

Listen

Social Media Marketing
Strategy

IDENTIFY RECRUIT ENGAGE ACTIVATE

IDENTIFY

Identify Your Audience
•History & Experience
•Facebook Insights
•Google Analytics
•RowFeeder.com/reports

RECRUIT

Recruit: Facebook
Facebook.com/nonprofits
•Invite People
•Post & Tag Photos
& Videos
•Create Events
•Facebook Ads

Recruit: Twitter
•Follow Others
•Low Hanging Fruit
•Post Regularly
•RTOften & Liberally
•# & @s
•Participate In #ff

ENGAGE

ENGAGE:
Ask Questions

ENGAGE:
Timing is Everything
•Morning: 8 – 9AM
•Lunch: 12 – 1PM
•End of Day: 4:30 – 6PM
•Night: 9:30 – 11PM

ENGAGE:
Become a Curator
Think
50/50

ENGAGE:
Recognize & Respond

ENGAGE:
Tie In Live Events

ACTIVATE

ACTIVATE:
Create Superfans

ACTIVATE:
Identify Key Influencers &
Donors
•Rowfeeder
•Facebook Fan Page
Analytics Report
•Twitter Follower
Analytics Report

ACTIVATE:
Identify Key Influencers &
Donors
•Celebrate Key Allies:
Donors, Volunteers,
& Milestones
•Blogs, Highlights& Posts

ACTIVATE:
Committees & Captains

ACTIVATE:
ShareThis Widgets

Create an Integrated
Marketing Plan
• FACEBOOK
• TWITTER
SOCIAL
PARTNERS MEDIA • LINKEDIN
• YOUTUBE
PR EMAIL
• BLOG
• TUMBLR
DIRECT
SEO • FLICKR
MAIL
• INSTAGRAM
PHONE

Create an
Editorial Calendar

Create an
Editorial Calendar
•By Date& Time
•Focus/Content
•Media (Photos, Video)
•Author
•Platform

Use Scheduling Tools

Facebook Scheduling

Schedule icon

Measure & Optimize

Measurement Basics
Strategy

Optimize Execute

Analyze Measure

Map Metrics to Goals
Goals Metrics to Measure
Gain Supporters # Newsletter
Subscribers/Donors
Increase Interaction Avg. # Comments / Post

Increase Visibility Increase in Traffic/linkbacks

Visitors Retention Bounce Rate

Inspire Action # of Petition Signatures
Event Attendance # of Registrants

Measurement Tools
• Facebook Insights
• Google Analytics
• Metric.ly
• Rowfeeder.com/freebies
• Crowdbooster.com (Twitter)
• Hootsuite (Links)

RESOURCE REVIEW
•www.facebook.com/nonprofit
s
•www.google.com/nonprofits
•www.TechSoup.org
•www.bethkanter.org

RESOURCE REVIEW
•www.socialbrite.org
•www.nten.org

Dhanyawad!
Ritu@SM4NP.org
@RituSharma1
Darian@SM4NP.org
@dheyman

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The document discusses how organizations often get distracted by new social media tools without having clear goals or strategies. It recommends organizations ask who they want to connect with, what goals they want to accomplish, and what actions they want members to take. The document also presents a P.O.S.T. framework to help define People, Objectives, Strategy, and Technology for social media efforts. It includes several case studies showing how organizations have effectively used social media.

Content is King: Easy & Simple Ways to Curate Relevant Content

Content is King: Easy & Simple Ways to Curate Relevant Content

Content is King: Easy & Simple Ways to Curate Relevant Content

Social Media for Nonprofits

Dave Boyce: How to Launch a Successful Social Fundraising Campaign?

Dave Boyce: How to Launch a Successful Social Fundraising Campaign?

Dave Boyce: How to Launch a Successful Social Fundraising Campaign?

Social Media for Nonprofits

James Rooney - An Introduction to New, Powerful & Free Tools

James Rooney - An Introduction to New, Powerful & Free Tools

James Rooney - An Introduction to New, Powerful & Free Tools

Social Media for Nonprofits

Microsoft's Technology for Good program aims to use Microsoft technology to help solve social problems. It focuses on areas like software donations, developing new products for social good, homegrown and other technology solutions, non-profit conferences and education, response capacity building, and engaging communities. The program supported over 62,000 non-profit organizations through software donations last year and develops solutions in partnership with organizations around the world.

Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories

Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories

Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories

Social Media for Nonprofits

The document discusses how nonprofits can leverage social media for fundraising. It provides success stories of organizations that raised funds through social media campaigns. It also outlines social fundraising strategies like personalized outreach, incentives for sharing, and optimizing campaigns based on relevance and reducing friction. Key insights are that social media can grow email lists, engagement begets more engagement, and recruiting others amplifies fundraising success. Overall the document shows how nonprofits can maximize fundraising by integrating thoughtful social media strategies.

It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving

It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving

It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving

Social Media for Nonprofits

It’s almost Thanksgiving and that means people (read: your prospective donors!) are looking back on the year with gratitude and renewed feelings of generosity. If you haven’t had the time to put together a year-end giving campaign, guess what? It’s not too late to pull one off! Kate Rose went over a step-by-step look at the importance of year-end giving, advice for setting the right goal, tips on choosing a theme, and guidance to find ways (through social media) to have a successful fundraising campaign to close out 2015. Watch the webinar recording here: http://socialmedia4nonprofits.org/its-not-too-late-close-out-2015-strong-with-year-end-giving/

Social Media Memes and Visual Storytelling

Social Media Memes and Visual Storytelling

Social Media Memes and Visual Storytelling

Social Media for Nonprofits

Whitney Presley, Senior Director of Digital Communications, American Heart Association (Southwest Affiliate)Twitter Handle: @wpresley Engagement is a major goal for nonprofits, and sharing is a big part of content interaction. How do you develop shareable social media moments both online and off? We’ll take a look at creating social media memes, pictures, and materials, including highlighting free online tools that will help with design and distribution.

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Blurred Lines: Engaging Supporters to Be Donors, Volunteers and Whatever Else...

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James Rooney - An Introduction to New, Powerful & Free Tools

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Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories

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Social Media Memes and Visual Storytelling

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AmEx Partners in Preservation Social Media 3-15-12 Webinar

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Danielle Brigida

This document provides guidance and best practices for non-profits to effectively utilize social media. It discusses the importance of listening to online conversations, building relationships, and providing value to communities. It also emphasizes the need to establish goals for social media use and to select metrics to track performance and measure outcomes. A variety of social media platforms are examined, and tools for gathering analytics and insights are presented. The document stresses that social media requires ongoing learning and adaptation to changing technologies and behaviors.

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Social media training for Caribbean Hotel and Tourism Association

Social media training for Caribbean Hotel and Tourism Association

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Social Media on a Shoestring Budget

Social Media on a Shoestring Budget

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Presentation given for Tennessee Association of Museums 2013 Conference in Franklin, TN. Most museums are involved in social media as a part of outreach. But, in this constantly shifting field—and in museums with a small budget—how do you sustain a social media program, and how do you know if the precious staff resources you are investing in your outreach are really working? This session will investigate how "listening" and learning from one's audience on social media, coupled with a few free tools, can provide you with the right information to implement a social media strategy. Measuring your museum’s social media successes will also be discussed through the deployment of simple, free tools, such as Google Analytics and Excel.

2014 ABC Chapter Presidents Presentation - Social Media Best Practices

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PRNEWS Webinar ROI

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This document discusses how to measure the effectiveness of social media efforts by choosing objectives, analyzing online conversations, finding tools to track metrics, and collecting both quantitative and qualitative data. It recommends starting with research on blogs and social networks, setting trackable objectives like increasing followers or fundraising, using analytics from Google, Facebook, and websites to measure metrics like reach and engagement. The key takeaways are to analyze online interactions, connect metrics to objectives, use available tools to track impact, and create reports to share findings.

Measuring and Managing A Social Media Presence

Measuring and Managing A Social Media Presence

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Beth Kanter presented on measuring and managing a social media presence. She discussed developing a strategic plan with objectives and audiences in mind. This plan should include an integrated social media strategy involving content, engagement, and influencer programs across multiple channels. Kanter also provided tips on defining objectives and metrics, creating an editorial calendar, optimizing content for sharing, analyzing results, and using automation and time management strategies for social media. The presentation aimed to provide ideas for participants to improve their own social media strategies.

Workshop: Foundations of a Successful Social Media Strategy

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Erica Campbell Byrum

This 3 hr Social Media workshop was given to the Houston Apartment Association (HAA) on August 6, 2013 by Erica Campbell Byrum, the Director of Social Media for For Rent Media Solutions (ForRent.com) and Homes.com. Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.

Class5

The document discusses social media analytics and tools for measuring engagement on various social media platforms. It provides an overview of key metrics to track on Facebook, Twitter, Google Analytics and other platforms like mentions, shares, followers, reach, demographics, and engagement. Common analytics tools are also presented like Facebook Insights, Twitter analytics, Bitly, Google Analytics, Hootsuite and others for monitoring social conversations, benchmarking performance, and gaining insights. The importance of measurement for improving performance and campaigns is emphasized.

Demystifying Social Media Analytics

Demystifying Social Media Analytics

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Social Media for Social Causes

Social Media for Social Causes

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Caitlin Jeansonne

This document provides guidance on using social media for organizations and causes. It discusses developing a social media strategy, setting goals and finding the target audience. Tips are provided for using social platforms like Facebook and Twitter to promote events and engage supporters. Facebook best practices recommend using rich media in the newsfeed and monitoring engagement. For Twitter, it suggests establishing hashtags and timely updates. Overall, the key is to create shareable content that shows impact and inspires word-of-mouth promotion of the cause.

Social Media for Causes - Presentation to the Hashoo Foundation

Social Media for Causes - Presentation to the Hashoo Foundation

Social Media for Causes - Presentation to the Hashoo Foundation

Tendenci - The Open Source AMS (Association Management Software)

Social Network Prioritization - How to Prioritize Investment in Social Media

Social Network Prioritization - How to Prioritize Investment in Social Media

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The document provides a 5-step strategy for prioritizing social networks for a business. The steps are: 1) assess available time and budget, 2) define goals and key performance indicators, 3) research which social networks best connect with the target audience, 4) create a tiered priority system for social networks, and 5) continuously tweak and optimize the strategy based on measurement of goals. The strategy advises focusing efforts where the highest impact can be made for the business and prioritizing value for customers.

How to Prioritize Social Networks Your Business Should Invest In

How to Prioritize Social Networks Your Business Should Invest In

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Every marketer and business leader is faced with the challenge of where to prioritize their time and investment. Time is our greatest asset in both business and life. How we spend our time can make or break our business success. When it comes to digital marketing, social media and branding, it is no different. In my 20 years of business and marketing experience I have never heard a marketer exclaim, "I have so much time, resource & budget I don't know what to do with it." Unfortunately, there are far too many "experts" online touting that you must be on every new shiny object and social network. They'll even go so far as to warn you that if you don't start snapping on Snapchat, storytelling on Instagram and delivering live video on Periscope that your business is destined to fail. Let me tell you right now this is 100% false. Register for the full webinar and podcast on this topic at http://www.socialzoomfactor.com/214

10 Ways to Tune Up Your 2012 Social Media for Business with Karen Kefauver

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Smarty Social Media: New Rules of Social Media Marketing

Smarty Social Media: New Rules of Social Media Marketing

Smarty Social Media: New Rules of Social Media Marketing

Jami Beaton Eidsvold

Measuring the Impact of Social Media

Measuring the Impact of Social Media

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CanadaHelps / MyCharityConnects

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Social Media for Nonprofits and Social Good 2014

Social Media for Nonprofits and Social Good 2014

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Resourceful Nonprofit

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AmEx Partners in Preservation Social Media 3-15-12 Webinar

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Promising Techniques Used By Social Media Savvy Funders [Webinar]

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Social Media on a Shoestring Budget

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2014 ABC Chapter Presidents Presentation - Social Media Best Practices

2014 ABC Chapter Presidents Presentation - Social Media Best Practices

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Measuring and Managing A Social Media Presence

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Workshop: Foundations of a Successful Social Media Strategy

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Demystifying Social Media Analytics

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Social Media for Social Causes

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Social Media for Causes - Presentation to the Hashoo Foundation

Social Media for Causes - Presentation to the Hashoo Foundation

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Social Network Prioritization - How to Prioritize Investment in Social Media

Social Network Prioritization - How to Prioritize Investment in Social Media

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How to Prioritize Social Networks Your Business Should Invest In

How to Prioritize Social Networks Your Business Should Invest In

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Community-Driven Programming: Creating a Culture of Community

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Maybe your organization has used texting since we were playing Snake on our phones. Or maybe you’re just now struggling with how to start an SMS program and integrate it with your website, social media, and app strategy. This session with Sam McKelvie will help nonprofits at any level think about innovative ways that SMS can advance their organization’s mission and how to overcome common obstacles to growing a mobile program. We’ll launch in to the best use cases for engaging supporters/donors and review tactics for using SMS to better reach the populations that your organization serves. This interactive session will also give you a chance to develop new ideas for acquiring subscribers and expanding their interaction with your nonprofit.

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Social Media for Nonprofits

This document outlines strategies for getting busy parents and others to take action through grassroots organizing. It discusses the policy priorities of MomsRising.org and barriers to engagement like lack of time. Five key principles for engagement are outlined: be nimble, test ideas, maintain dialogue, open engagement avenues, and have fun. The document then details a "layer cake" approach to organizing that incorporates online and grassroots tactics like technology-enabled advocacy, sharing personal stories, proxy representation at events, on-the-ground actions supported by online engagement, traditional and new media outreach, and rapid response. It emphasizes testing new approaches, collaboration, and keeping engagement creative, respectful of people's time, metrics-driven,

The Power of Social Proof

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Social Media for Nonprofits

Did you know that 8 out of 10 donors say that online reviews influence their giving decision? If you are a great nonprofit waiting to be discovered, build social proof around it by putting it in front of the right early supporters and create marketing campaigns designed to be shareable. Use it to find new supporters and remind existing supporters why they made a smart choice. In the age of the social web, social proof is the new marketing.

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Social Media for Nonprofits

Sending a text message is the easiest way for new supporters to connect with your cause. Nick Allen talked about how to maximize mobile donations and how mobile activist networks run by organizations like the Humane Society and No Kid Hungry are recruiting new supporters. Nick also shared the first US test of a mobile strategy that’s recruited thousands of new monthly donors in the UK by inviting people to send a text message for info, triggering a phone call from the nonprofit.

Fundraise with the King of Content: Video!

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Fundraise with the King of Content: Video!

Social Media for Nonprofits

We’ve all felt the emotional pull of a great video. Videos can convey messages, emotions and impact in seconds. Now, with social media platforms seamlessly integrating video, it’s more important than ever for nonprofits to understand how to leverage this powerful tool. In this very tactical session, Michael Hoffman of See3 Communications shared the best practices for incorporating video into your communications strategy and across social media platforms, with a focus on how it can be used to help make an impact on your year-end fundraising. Watch the recording on our site: http://socialmedia4nonprofits.org/webinars/use-video-to-drive-donations

Cultivating Community: How to Build an Active and Engaged Group

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Social Media for Nonprofits

Cultivating community is a key way to keep a group in engaged around an idea or cause. In this session Regina Walton talked about building and growing community in a group that meets in person around a central idea: technology for social good. You'll learn about SFTech4Good, the largest of the many worldwide Netsquared groups and NTEN 501 Tech Clubs, and how they keep their member count growing, keep events fresh, and the tools they use to effectively communicate with their large and growing group.

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Social Media for Nonprofits

The document provides tips for using Twitter to build a fundraising pipeline. It recommends searching hashtags to find people with similar interests, engaging followers by asking questions and listening, and using Followerwonk to find potential donors. It also suggests setting up Tweet Deck alerts for hashtags and VIPs, creating Twitter lists to group contacts, publicly thanking donors, and setting up Twitter campaigns or battles to drive donations. The overall message is that nonprofits can use Twitter's social features like hashtags, lists, and alerts to engage supporters and donors, provide updates on fundraising progress, and help fill their fundraising pipeline over time.

11 Steps to a Successful Nonprofit Social Media Strategy

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Social Media for Nonprofits

The document outlines 11 steps for a successful social media strategy: 1) Create a committee, 2) Start with people, 3) Define goals, 4) Identify strategies, 5) Choose channels, 6) Create policies, 7) Listen, 8) Create and curate content, 9) Get visual, 10) Work smarter using tools, and 11) Measure and improve. The key aspects are getting the right people involved, defining goals and strategies based on the target audience, choosing appropriate social media channels, creating policies, consistently creating and sharing visual content, and measuring results to improve over time.

The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday

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Stories have the power to spark movements, raise armies of volunteers, and even change the world. But stories with impact don’t just happen—they require intention and heart. So once you have the right story, how can you make the most of it across social media? In this 60 minute webinar with Jereme Bivins of The Rockefeller Foundation and Kimaya Dixit of Hattaway Communications, we explored how to use your organization’s best stories across channels for better outreach, fundraising, and impact reporting.

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Social Media for Nonprofits

Connections matter. Often it is easiest to connect with other people like us, but being able to build relationships across differences and learn from different perspectives is powerful. Discover how to use Twitter chats (or any social platform) to cultivate conversations which amplify your message and increase impact for your constituents. Dorothy Ponton gave this presentation at #SM4NP Silicon Valley.

WWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages

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Social Media for Nonprofits

Do you ever feel like messaging decisions are made in a vacuum at your organization? Some simple testing can make the difference in connecting with your target audience. Learn from Marcia Silva how the Second Harvest Food Bank leveraged a small budget on Facebook Ads to test branding elements, as well as how the data helped them tighten their 2015 childhood hunger messages and improve campaign results.

Hollywood Storytelling for Nonprofit Crowdfunding

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Social Media for Nonprofits

You’ve heard it over and over again: storytelling gets you more donations. It’s actually easier than you think to create a compelling story. Fairy tales, fireside stories, and your favorite Hollywood movies all follow the tried and true storylines every popular story follows. In this session, Rob Wu, CEO of CauseVox, walked through three storylines that you can use for nonprofit fundraising, and to help you understand how to repurpose storylines for your nonprofit at #SM4NP Silicon Valley.

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While content creation is a top priority for most nonprofits, a huge challenge is distribution. When thinking about how to get your amazing content beyond your existing network, consider this: the top 5% of supporters in your CRM, on average, have a reach 200 times greater than your entire email file. These social media influencers not only help extend the reach of your amazing content, but expose more people to your good work. Cheryl Contee, CEO of Fission and Co-Founder of Attentive.ly, explored how to identify your influencers, the best sharable content and how to get them talking about your campaigns at #SM4NP Silicon Valley.

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Any amount of money you spend on marketing should be treated like an investment because every dollar counts. So, how do you raise the relevance of your cause with the budget (even if it’s a small one) you have? On September 9th 2015, Julia McDowell, Vice President of Williams Whittle, joined us for 60-minute webinar to give you an in-depth look at how to mix traditional media and online media, like public service announcements (PSAs) and social, to gain access to powerful media like television and radio on a serious budget.

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Ritu Sharma & Darian Heyman - An Introduction to Online Strategy

1. An Introduction to Online Strategy RituSharma Darian Rodriguez Heyman @ritusharma1 @Dheyman #sm4np

2. Today’s Agenda •Why Social Media? •A Quick How-To •HelpfulResources •Q&A/Ask the Experts

3. Social media For Social Good?

4. Why Social Media? •Follow Your Audience •Low barrier To Entry •“Everyone is Smarter Than Anyone” •Potential to Turn Donors Into Fundraisers

5. Why Social Media? • MARKETING • FUNDRAISING • ADVOCACY • STAFF & VOLUNTEER RECRUITMENT

6. What Not To Do

8. Social Media Marketing Strategy IDENTIFY RECRUIT ENGAGE ACTIVATE

10. Identify Your Audience •History & Experience •Facebook Insights •Google Analytics •RowFeeder.com/reports

12. Recruit: Facebook Facebook.com/nonprofits •Invite People •Post & Tag Photos & Videos •Create Events •Facebook Ads

13. Recruit: Twitter •Follow Others •Low Hanging Fruit •Post Regularly •RTOften & Liberally •# & @s •Participate In #ff

15. ENGAGE: Ask Questions

16. ENGAGE: Timing is Everything •Morning: 8 – 9AM •Lunch: 12 – 1PM •End of Day: 4:30 – 6PM •Night: 9:30 – 11PM

17. ENGAGE: Become a Curator Think 50/50

18. ENGAGE: Recognize & Respond

19. ENGAGE: Tie In Live Events

21. ACTIVATE: Create Superfans

22. ACTIVATE: Identify Key Influencers & Donors •Rowfeeder •Facebook Fan Page Analytics Report •Twitter Follower Analytics Report

23. ACTIVATE: Identify Key Influencers & Donors •Celebrate Key Allies: Donors, Volunteers, & Milestones •Blogs, Highlights& Posts

24. ACTIVATE: Committees & Captains

25. ACTIVATE: ShareThis Widgets

26. Create an Integrated Marketing Plan • FACEBOOK • TWITTER SOCIAL PARTNERS MEDIA • LINKEDIN • YOUTUBE PR EMAIL • BLOG • TUMBLR DIRECT SEO • FLICKR MAIL • INSTAGRAM PHONE

27. Create an Editorial Calendar

28. Create an Editorial Calendar •By Date& Time •Focus/Content •Media (Photos, Video) •Author •Platform

29. Use Scheduling Tools

30. Facebook Scheduling Schedule icon

31. Measure & Optimize

32. Measurement Basics Strategy Optimize Execute Analyze Measure

33. Map Metrics to Goals Goals Metrics to Measure Gain Supporters # Newsletter Subscribers/Donors Increase Interaction Avg. # Comments / Post Increase Visibility Increase in Traffic/linkbacks Visitors Retention Bounce Rate Inspire Action # of Petition Signatures Event Attendance # of Registrants

34. Measurement Tools • Facebook Insights • Google Analytics • Metric.ly • Rowfeeder.com/freebies • Crowdbooster.com (Twitter) • Hootsuite (Links)

35. RESOURCE REVIEW •www.facebook.com/nonprofit s •www.google.com/nonprofits •www.TechSoup.org •www.bethkanter.org

36. RESOURCE REVIEW •www.socialbrite.org •www.nten.org

37. Dhanyawad! Ritu@SM4NP.org @RituSharma1 Darian@SM4NP.org @dheyman