This document provides an overview of social media strategies and best practices for non-profits. It introduces the OASIS framework for developing a social media plan, which stands for Objectives, Audience, Strategy, Implementation, and Sustainment. Key aspects of the OASIS framework include setting clear objectives, understanding your target audience, choosing aligned tools and strategies, implementing in small pieces, and continuously nurturing and measuring efforts. The document also provides examples of effective non-profit social media use and considerations such as focusing on relationships, starting small, and creating reusable content.

1. Social Technologies
for non-profits and special causes
2012 edition
flickr.com/photos/dm-set

2. Agenda
About SM404
Community
Best Practise Approach
Examples
Key Considerations

3. strategic consulting:
people
process
organization
1999 technology
2006
‘C’ level social media

5. community

6. 2000 1993

7. the the
individual community
CX
you
Community eXperience

8. focus on the
relationships

9. What
What What
you want
they do for
individuals each other them
want to do
You &
CX You
& the
the individual
community
What you are
willing to do

10. most common mistake

11. picking a tool first
flickr.com/photos/schillergarcia

12. Understanding Human Communication, Ninth Edition, Adler/Rodman, 2006

13. The Not-So
Secret Sauce:
OASIS

14. Objectives – determine what you want to achieve first.
Audience – profile your audience.
Strategy – pick a path that fits.
Implementation – select the technologies.
Sustainment – nurture. measure. adjust.

15. Relative Effort By Phase

16. OASIS
The first step is deciding
what you are trying to do:
Raise money? Gain more members? Raise
awareness?
Create a S.M.A.R.T*. Objective (or two)
Make sure your Social Media objective
contributes to at least one organizational
objective
*Specific, Measureable, Attainable, Relevant, Timed

17. let’s try one

18. The internet is populated by individuals who each
have their own capability, behaviours, and desires.
Know who they are.
Know where they are.
flickr.com/photos/tonypeters

20. OASIS
empowered.forrester.com/tool_consumer.html

21. OASIS

22. OASIS

23. OASIS

24. OASIS
flickr.com/photos/briansolis

25. OASIS
choose tools that align with strategy
choose tools that your audience uses

26. OASIS
flickr.com/photos/fncll
the language of tools

27. OASIS
stevebaines.biz
what not to do

28. OASIS
nurture, measure, adjust

29. OASIS
it’s about interaction
flickr.com/photos/polandeze

30. a word about content...

31. trust
trust.edelman.com

32. OASIS
“If you can’t measure it,
you can’t manage it.”
- Peter Drucker

33. OASIS

34. OASIS

35. examples

36. engagement through
curation and promotion

38. awareness

40. call to action

42. promote change

43. advocacy

44. fundraise

45. blog.justgiving.com
march 2012

46. philanthropy.com

48. 2011 Kiva Annual Report

53. flickr.com/photos/watfordgap

54. key consideration

56. fish where the fish are

57. BabyCenter 21st Century Mom 2012: American Media Mom Report
thinkwithgoogle.com/insights

58. related:
Responsive Web Design

59. website
tablet
mobile

60. key consideration

61. create and package
in small pieces for easy
mixing, sharing, consuming
flickr.com/photos/markhillary

62. (YMMV)

63. key consideration

64. learning from cute cats
flickr.com/photos/tharendra
mashable.com/2012/09/25/non-profits-cat-videos

65. key consideration

66. what’s your cause?
mi ne?
nt as
po rta
it a s im
is flickr.com/photos/ertx

67. SaveTeddy.ca online, offline, outside
text TEDDY to 12345
@Teddy
flickr.com/photos/mooseblend
Text

68. Create Once, Reuse Everywhere

69. key consideration

70. start small

71. resources

72. Nonprofit Tech 2.0
nonprofitorgs.wordpress.com
NTEN: Nonprofit Technology Network
nten.org
Beth's Blog: Nonprofits and Social Media
beth.typepad.com/beths_blog
bethkanter.org
Nonprofit Social Media Case Studies
ventureneer.com/big-ideas/social-media/case_studies

73. Let’s Connect
SocialMedia404.com
@JohnSheridan
@SM404
slideshare.net/johnsheridan