Becoming a Networked Nonprofit: Social Media Planning
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This document summarizes a webinar for arts nonprofits on leveraging social media. It discusses developing goals and objectives for a social media plan, segmenting audiences, getting internal support, integrating social media with other communications, and creating content. Key steps include doing research, setting SMART objectives to measure attention, attitudes and actions, identifying audience segments, getting buy-in from senior management, establishing social media guidelines, and using an editorial calendar to plan content across channels. The webinar provides examples and recommends next steps to complete a social media plan.
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Becoming a Networked Nonprofit: Social Media Planning
- 1. LEVERAGING SOCIAL MEDIA: BECOMING A NETWORKED ARTS NONPROFIT Social Media PlanningWebinar 1: May 13, 2011 Track 2: Intermediate Kami Huyse, Beth Kanter and Julie Pippert, Zoetica
- 2. Social Media Planning Steps 1-4: Theater Bay Area
- 3. Agenda Objectives Audience Internal Content Integration
- 5. Objectives
- 6. Process for Planning GOALS People Objectives Strategies Tactics EVALUATION
- 7. Social Environment Relational Objectives Context Based on Communication Process Model, Wilbur Schramm From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
- 9. Measurable
- 10. Attainable
- 11. Results-Oriented
- 13. What to Measure With Objectives
- 14. Attention Number of fans in social networks Traffic on your website Time spent on your blog
- 15. Attitudes Positive or Negative Sentiment Survey before and after Number of RTs or LIKES
- 16. Actions Percentage gain in memberships Number of tickets sold Capacity of organization grows: volunteers, knowledge sharing and efficiency
- 17. How SMART Are You?
- 18. Develop a broader base of individual donors and build a larger membership base: Initiate a “micro-donation” social media and mobile technology fundraising campaign Increase number of online donations received on SGF website by 25% in 2012 Develop an incentive-based fundraising campaign for the 75th Season through Facebook to leverage the social networks of our “fans” (offering exclusive benefits/deals to influencers who generate donations from their friends/family). Integrate donor acknowledgement and fundraising with mobile app and social media (automatically post donation acknowledgements to SGF’s Facebook page; users can directly send appeals through their address books?) Increase $50-$100 membership base by xx% in 2012
- 19. Audience
- 20. Segmentation Members Donors Patrons Students Detractors Competitors
- 22. Segmentation Example Segment Description Objective
- 23. Conversation Map Inactives 18% Taken From: Forrester Technographics Ladder
- 24. “Ask not what your [community] can do for you, but what you can do for your [community]”
- 25. Internal
- 27. Do your HOMEWORK Build a viable BUSINESS CASE
- 28. Manage Risk From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
- 29. Social Media Guidelines Online Identity and Aliases Contact Information Code of Conduct for Outreach Commenting Guidelines Linking Policies Video and Photos Legal and Union Considerations Common Sense
- 30. 10 Principles forOnline Spokespeople Be Certified in the Social Media Certification Program. Follow our Code of Business Conduct and all other Company policies. Be mindful that you are representing the Company. Fully disclose your affiliation with the Company. Keep records. When in doubt, do not post. Give credit where credit is due and don’t violate others’ rights. Be responsible to your work. Remember that your local posts can have global significance. Know that the Internet is permanent.
- 31. London Symphony Orchestra We set down a few ground rules for ourselves and the players who we were going to ask to take part - like 'remember that you are the LSO and everything you say will be viewed as official', 'no swearing or nudity', 'don't drink and tweet' and 'NO MARKETING!!'." - Jo Johnson, Digital Marketing Manager, London Symphony Orchestra Source: http://arts.typepad.com/audienceworks/2009/11/london-symphony-secrets-from-jo-johnson.html
- 32. Adoption Curve
- 35. Communication Audit What are your current tools and processes? Where can social improve? Where can social supplement? Where can social borrow?
- 40. Editorial Calendar Google Doc Template: http://ow.ly/4TxX5
- 42. Next Steps Julie will contact you with a link to set up your coaching session. Fill out sections 1-4 in your Social Media Plan in Google Docs. Add your Google Doc Link to the wiki Where you are stuck, write in questions Complete your coaching session by June 9th
- 43. Upcoming Webinars June 10, 1p.m. - Webinar #2: Listening, Scanning, and Measurement Tools and TechniquesDevon Smith July 8 =, 1p.m. - Webinar #3: Strategy, Part 1 (Engagement, Participation, and Content Strategy), Geoff Livingston August 12, 1p.m. - Webinar #4: Strategy, Part 2 (Influencer Relations and Crowdsourcing), Geoff Livingston September 14, 1p.m. - Webinar #5: Finalizing and Presenting Your Plan, Beth Kanter
Editor's Notes
- Official Welcome
- http://www.flickr.com/photos/wwworks/5292150656/sizes/m/I will cover the People and Objectives part of this todayGeoff will cover strategy and tactics, though you might pick some of these up todayDevon will cover measurement and evaluationPOSTPersonas/Segmented CustomersObjectives - SMARTStrategies (Approaches)Tactics and Technology: Web sites, Logos, Taglines, Newsletters, etc.Notice that Tactics come last
- Organization –Culture; Products, Services, Info; Strategy, communication and salesCommunity – Needs and Desires; Time, Money Talent; Attention (Interest, Attitudes and Action)
- Knowing what you want to achieve in your business is the first step of a marketing program. You need to verbalize these as objectives. But not just any objectives. SMART Objectives. SMART objectives allow you to choose the right marketing activities to achieve your business goals.S: Specific, Clearly states what you would like to achieve as a business. M: Measurable, Statement must be measureable, need to add numbers to your aspirations. A: Attainable, Is this an achievable objective? Conversely, is it too easy? Should be a bit of a stretch, but not too much. Does it take into account the realities of the marketplace (see Module 2)?R: Results-Oriented, Should have an business outcome baked in. How many sales do you need to make, how much money must be raised? Etc.T: Timely, What is the timeframe for meeting your objective?
- Capacity is also process and learningWe will have three members of our team comfortable with running our Twitter account by the end of August We will hold two brown-bag training sessions about social media for our team by the end of the year.
- Have someone share their SMART objectives. Call on them if necessary. Get a volunteer in advance.
- https://docs.google.com/document/d/1wf_62ziTW3sqYZV3QrIA9g2uD1Ui57s8RsK4mHi_o_0/edit?hl=en&authkey=CK7y8kw#Used Awareness, Engagement, Activation
- External look, WHO is criticalRelevant platforms, manage expectations
- Where do your audience segment participate online? And who are they? http://www.forrester.com/empowered/tool_consumer.html
- How will the social media plan be reviewed and received by senior management and board?What problems or concerns do you anticipate?Have you
- Then move on to your boss/organization, to prove ROI
- Negative Comments. LIKELY 100Loss of Control Over the Message. LIKELY 80Neglect. LIKELY 50Misunderstanding the Culture of the blogosphere. LIKELY 35Unprepared or Loose-Cannon Employees. POSSIBLE 15Fueling a Firememe of Criticism. POSSIBLE 15Legal Liabilities. UNLIKELY 2Losing the Farm. UNLIKELY 2Negative Impact on Stock Price. UNLIKELY 1 Tort Lawsuits. UNLIKELY 1
- Bureaucratic ProcessesDiscourage Participation
- Remember that this is an itirative process, not a one-time event. You never arrive. Start somewhere and build on it.
- Build knowledge, capacity and acceptance inside your organization. One tactic, brown bag lunches
- Start inside your own house, with what you can controlSWOT Analysis: Strengths, weaknesses, Opportunities, ThreatsWhat are you doing?Why are you doing it?What are the results?