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Social media for small budgets
The document outlines effective social media strategies for organizations with limited budgets, focusing on building community, engagement, and storytelling. It emphasizes the importance of having a clear strategy, measuring outcomes, and utilizing various platforms like Twitter and Facebook for outreach. Additionally, it highlights best practices for fostering authentic connections with constituents and leveraging resources to maximize impact.
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Social media for small budgets
- 1. Social media for smallbudgets! Women, Economics and Peace: 2012 Summit Los Angeles, May 3, 2012 JD Lasica Founder, Socialbrite.org jd@socialbrite.org
- 2. What we’ll covertoday Big picture stuff Monitoring Twitter tactics Facebook tactics Mobile on the cheap Storytelling Use your community Social fundraising Q&A Hugs, tearful goodbyes
- 3. Relax! http://socialbrite.org/wfn Flickr photo “relaxation, the maldivian way” by notsogoodphotography
- 4. Today’s Twitter hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #wfn12 I’m @jdlasica
- 5. 12 color handouts—behappy! http://socialbrite.org/wfn
- 6. Socialbrite Sharing Center http://socialbrite.org/sharing-center
- 7. Glossary for newterms http://socialbrite.org/glossary “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
- 8. THE ECOSYSTEM Types ofsocial media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
- 9. Staggering growth 77% ofonline US adults are frequent social media users. 150 million active blogs; 1 million blog posts created per day Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp Twitter: 100+ million active users, 250 million tweets per day Flickr: 35 million people, 4 billion-plus photos YouTube: 3 billion videos watched per day 8 trillion text messages sent in 2011
- 10. L AY TH 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?
- 11. Before you plungein ... Understand that social media is a series of stages: crawl, walk, run, fly Do you have buy-in from top management? Cultural shift to sharing & transparency? Do you have a social media policy or guidelines? Do you have a Strategic Social Media Plan in place? Are you listening to your constituents & community? Have you built a program before you turn to a campaign? Have you identified and trained your team members?
- 12. Have you defineda clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
- 13. Begin with astrategy document
- 14. Strategic Plan elements 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on Action Plan & timeline Lay out metrics program Peer analysis
- 15. E S TAB L I S H B U S I N E S S G O A L S How can you use social media? 1. Raise public awareness of your mission or cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission
- 16. Map metrics togoals Business goals Things to measure • Grow email list # newsletter subscribers • Online visibility, branding increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social 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
- 17. Best practices forthe social Web Think of social media as a way to talk with your constituents, supporters and stakeholders. Build relationships. Good relationships take time. It’s not all about you. Offer value. Give more than you take. Be a connector. Reciprocate. Follow back. Empower supporters, don’t market to consumers.
- 18. Best practices forthe social Web Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/products/services you promote. Trust each other. Learn as you go. Make mistakes. Dare to fail. Don’t be defensive — be open to critical feedback. Successful campaigns engender authentic enthusiasm. Social media still comes down to the cause or product. Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated. Remember: Audience is not the same as community.
- 19. Build community, noteyeballs 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”
- 20. Create a listeningpost Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before an Ask. Monitoring resources: socialbrite.org/wfn
- 21. Free & low-costmonitoring socialbrite.org/wfn
- 22. TWITTER Make Twitter workfor you Staff should be trained on how to use Twitter. Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing. Be yourself, be conversational, lose the marketing jargon. Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts. #1 traffic driver: retweets. Use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
- 23. JD’s 60-30-10 Twitterrule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
- 24. Doing Twitter right Australian Social Innovation Exchange @AuSIX
- 25. Use hashtags tojoin conversations Find relevant hashtags through Twitter Search or tagdef.com Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media At left, widget at: http://journchat.info
- 26. Prospecting on Twitter http://search.twitter.com
- 27. Search by location Twitter Advanced Search
- 28. Tweeting about breastcancer in LA
- 29. Other ways tosearch on Twitter Search operators
- 30. Save your Twittersearches Step 1 Step 2
- 31. ADVOCACY CASE STUDY SMA:Tweet for a Cure 2,912 people have tweeted reaching 1.6 million followers Gwendolyn Strong Foundation: thegsf.org
- 32.
- 33. FACEBOOK Facebook: The socialnetwork 900 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
- 34.
- 35.
- 36. Give your contenta social life Conversation, not marketing
- 37. Facebook ♡s liveevents
- 38. EXERCISE Get into thosenews feeds! Facebook rewards conversation, punishes ‘bullhorn updates’ http://bit.ly/edgerank-checker
- 39. MOBILE Don’t overlook mobile New Goodwill Bay Area app
- 40. EXERCISE Create a mobilecalling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
- 41. Is your sitemobile-ready? WPtouch Pro, UppSite for mobile phones, Onswipe for iPad
- 42. S T ORY T E L L I N G : C O N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
- 43. Your nonprofit isa media outlet Awareness > Influence > Action > Impact
- 44. STORYTELLING Tell a personalstory Find emotional core, use videos or photos to make us feel invisiblepeople.tv
- 45. Find your internalstorytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts
- 46. USE YOUR COMMUNITY Don’tdo all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
- 47. Open your blogto guest posts
- 48. S T UD Y W H AT W O R K S Involve your supporters 350.org livestrong.org
- 49. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. 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. Connect with other social media influencers through their blogs and other networks.
- 50. Remove barriers toparticipation Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org Top: Facebook Comments on HowStuffWorks.com.
- 51. Use social lovehandles! Generate an Attention Wave to socialize your campaign
- 52. The awesome powerof 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
- 53. flickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!
- 54. CAUSES Causes now supportscampaigns Post an Action
- 55.
- 56. SOCIAL FUNDRAISING Chunk itout give2gether: 1,000 people x $1,500
- 57. Metrics on networkeffect
- 58. SOCIAL MEDIA DASHBOARDS Paceyourself, don’t stress! HootSuite ThinkUp Tweetdeck Salsa Crowdbooster Netvibes roundup: Spredfast http://bit.ly/smdash
- 59. Integrate social intothe culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
- 60. Key takeaways Beginwith an aligned strategy, not with the tools. Listen & measure! Evaluate, iterate, relaunch. Tell your wonderful stories Use your community — your biggest resource: your supporters!
- 61. Don’t settle forthe status quo If you do not change direction, you may end up where you are heading. — Lao Tse
- 62. Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: jd@socialbrite.org Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/wfn