1. @SteveStreicher
@PriCommWorks 1/28/13

2. *93%
*

3. *3%
*

4. *

5. * Why are you using social media?
* Choosing the best channels
* How other organizations are achieving their
goals
* Conclusions and discussion
*

6. *Increased awareness of your cause
*New & repeat clients, volunteers, donors
*Increased traffic to website
*Fans/likes/comments/mentions/shares/etc
*New email addresses/contacts
*Signatures/actions/advocacy efforts
*How about you?
*

7. *
* Src: http://idealware.org/sites/idealware.org/files/2011SocialMediaDecisionGuideFinal.pdf

8. *

9. *

10. Reach Metrics
* FB Fans
* Number of FB users reached/100 fans
* TW Followers
* TW Re-Tweet Audience
*

11. Driver Metrics
* FB and TW referrals to website
* Conversion Rate on FB and TW referrals to website
Engagement Metrics
* FB Talking About This/Total Fans
* FB Viral Reach vs. Organic Reach for Content
* TW Re-Tweets/1000 Followers
* TW Replies and Mentions/Tweet
*

12. *Pinterest is retaining and engaging users as
much as 2-3 times as efficiently as Twitter
was at a similar time in their history.
*Gmail is used by over 350 million
people. Over 5,000 new businesses and
educational establishments sign up for
Gmail every day. A Gmail account = a G+
Account
*

13. * AARP
* National Wildlife Federation
* Epic Change
*

14. * Problem: lots of members, 55+, but they don‟t
know that the organization has a social media
presence.
* “The biggest challenge for us so far is that we
have so many members, making it difficult to
let them know we are here,” Gordon said.
“That‟s why integrating social media across our
TV ads and the magazine is the biggest area of
growth for us right now.
*

15. * Strategy: integration with traditional media
* Tactics:
* Facebook is central channel due to population
demographics
* Calls to action on TV ads and print media
* Video: „Call Me Maybe‟ parody and iPhone
reporters
* Ads: Tied to associated events like Betty White‟s
birthday
* Experimenting in Tumblr, Instagram and Pinterest
*

16. * Problem: NWF had grown to the point where it
was losing touch with its core audience.
* Our history has been [one of] a very grassroots
organization," Brigida said. "Social media is sort
of getting back to our roots where every
individual who can support something or speak
up can do that."
*

17. * Strategy: create customized experiences for its
stakeholders and allow their voices to shape their
brand
* Tactics:
* Followers can find Facebook pages on particular
subjects like Alaska or interact directly with staff
on the staff Twitter list.
* Every department has its own social network feed
and goes through training.
* Using social networks internally to help coordinate
communication and share important stories
*

18. * Problem: Epic Change was just starting out and
needed a way to share its mission.
* “Since the organization‟s mission relies on
storytelling,” Stacey says, “social media
represented a way for us to share those stories
with the broadest possible audience for the
lowest possible cost.”
*

19. * Strategy: The organization wanted to build
connections in transparent communities, and reach
a broad audience to help raise money quickly.
* Tactics:
* Blog that reflects on their experience as a start-up
which audience wants to know about
* All three staff members use Twitter ONLY to
connect deeply to followers.
* Tweetsgiving asks not just for money but for an
expression of thanks that translates to other media.
*

20. * Everything is social.
* One channel done well is far more effective
than more than one channel done haphazardly.
* A social organization usually means success on
social media.
* Campaigns or content around associated events
or topics have a better chance at success.
*