This document summarizes a panel discussion on strategic social media advice for foundations. The panel included representatives from five foundations and was moderated by Roxanne Joffe of The Patterson Foundation. The panelists discussed their foundations' experiences with social media and provided guidance on topics like strategy, leadership, training, crisis communication, measuring return on investment, and audience engagement.
How to spread your brand through the internet and social media? A detailed presentation given to market about Spread's Social Media Marketing packages, where we help clients build a strong social media presence to generate leads and increase traffic to their website. Mouneet Mehta, CEO at Spread has created this Presentation. Mouneet has more than 16 years of experience in the field of design and internet related marketing.
A Toolkit for Balance: Women Business LeadersMagnifyGood
Roxanne Joffe is the founder and integrative strategist at MagnifyGood, a social sector communications consultancy. Roxanne speaks across the country about leadership, entrepreneurship and strategic communications.
How to spread your brand through the internet and social media? A detailed presentation given to market about Spread's Social Media Marketing packages, where we help clients build a strong social media presence to generate leads and increase traffic to their website. Mouneet Mehta, CEO at Spread has created this Presentation. Mouneet has more than 16 years of experience in the field of design and internet related marketing.
A Toolkit for Balance: Women Business LeadersMagnifyGood
Roxanne Joffe is the founder and integrative strategist at MagnifyGood, a social sector communications consultancy. Roxanne speaks across the country about leadership, entrepreneurship and strategic communications.
I had the pleasure to introduce this workshop and play host to three panelists, Emily Dieringer, Sara Mader and Annie Allen, each from a different Wisconsin Co. Public Health Dept. We've posted all our materials and resources at http://technologyinprevention.wikispaces.com/wspc2011
Driving Education and National Awareness for Mental Health.
Social Soup was challenged to create a community driven
campaign that focused on a genuine way for people to spread
mental health awareness and drive conversation without
falling into tokenism.
Social Media for Social Change: The Community Summit 2014, Keenan WellarLiveWorkPlay
The Community Summit
June 18, Wenatchee, Washington
Keenan Wellar
LiveWorkPlay.ca (Ottawa, Canada)
Social Media for Social Change
Can agencies supporting inclusion for people with intellectual disabilities magnify their message and impact by contributing to and learning from engagement in social media networks?
As people with intellectual disabilities continue on their journey toward full inclusion in their communities, agencies must adapt their communications strategies to appeal and engage a wider audience.
LiveWorkPlay, one of the smallest (by budget) agencies in an urban community of 1,000,000 has utilized social media as a critical component in a broader communications strategy.
Harnessing the Noise: Turning Social Media Buzz Into Outreach StrategyJeremy Fern
Ok, so you already know the critical role social media plays for your higher ed institution. Chances are you’re using it to communicate with your many constituencies (prospects, students, staff, faculty, community members, donors, and more). So what’s the next level of utilizing social media? This presentation teaches you how to turn your social media buzz into opportunity. You will learn how to use social media to listen, analyze, align, and ultimately craft an integrated marketing and media plan that ties directly to your institution’s mission and strategic priorities.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
10 Steps to a Successful Nonprofit Social Media StrategyJulia Campbell
DESCRIPTION: Social media success is something that nonprofits are finally beginning to see as a vital piece of the marketing and fundraising puzzle. However, just setting up a Facebook page or a Twitter account isn’t enough. You need to know why you are on social media, who you are trying to reach, and what you are planning to say. Planning and creating a strategy is vital if you want to succeed on social media and stop spinning your wheels. In this presentation, Julia will take you through the 10 necessary steps you need to create a viable social media strategy for your nonprofit. In this workshop, Julia will review specific tactics and examples from nonprofits small and large who are finding success using social media to drive engagement and awareness of their organizations – and even raise money!
Young Lions Czechia
Creative Competitions & Unique Training Programme
MEDIA | DIGITAL | PR | PRINT | MARKETING
The young professionals go head-to-head and compete against the clock to be crowned the Young Lions champions.
It takes only 24 hours from a brief to the outcome. Each team has two members from agencies, client organisations or freelancers.
Young Lions develop ambition and the ability to create excellent communications solutions.
We can call them the national championship for brand communication professionals aged 31 or under*.
They provide a unique opportunity to develop creative and personal excellence.
COMPETITIONS
The only platform where young professionals can find out how good they are compared to their peers.
Coveted award closely watched by the whole industry.
Success accelerates career development.
Develop a healthy ambition.
TRAINING PROGRAMME
Powerful learning through experience by working under time pressure.
Provides invaluable group and individual feedback sessions.
Develops competencies in communication, cooperation, problem-solving, decision-making, getting things done, pitching, and presenting.
Enhances ability to create excellent solutions.
www.younglions.cz
How social media has impacted society. One educator's strategy for social media sharing and why everyone should consider social media as part of helping the organizations they love.
I had the pleasure to introduce this workshop and play host to three panelists, Emily Dieringer, Sara Mader and Annie Allen, each from a different Wisconsin Co. Public Health Dept. We've posted all our materials and resources at http://technologyinprevention.wikispaces.com/wspc2011
Driving Education and National Awareness for Mental Health.
Social Soup was challenged to create a community driven
campaign that focused on a genuine way for people to spread
mental health awareness and drive conversation without
falling into tokenism.
Social Media for Social Change: The Community Summit 2014, Keenan WellarLiveWorkPlay
The Community Summit
June 18, Wenatchee, Washington
Keenan Wellar
LiveWorkPlay.ca (Ottawa, Canada)
Social Media for Social Change
Can agencies supporting inclusion for people with intellectual disabilities magnify their message and impact by contributing to and learning from engagement in social media networks?
As people with intellectual disabilities continue on their journey toward full inclusion in their communities, agencies must adapt their communications strategies to appeal and engage a wider audience.
LiveWorkPlay, one of the smallest (by budget) agencies in an urban community of 1,000,000 has utilized social media as a critical component in a broader communications strategy.
Harnessing the Noise: Turning Social Media Buzz Into Outreach StrategyJeremy Fern
Ok, so you already know the critical role social media plays for your higher ed institution. Chances are you’re using it to communicate with your many constituencies (prospects, students, staff, faculty, community members, donors, and more). So what’s the next level of utilizing social media? This presentation teaches you how to turn your social media buzz into opportunity. You will learn how to use social media to listen, analyze, align, and ultimately craft an integrated marketing and media plan that ties directly to your institution’s mission and strategic priorities.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
10 Steps to a Successful Nonprofit Social Media StrategyJulia Campbell
DESCRIPTION: Social media success is something that nonprofits are finally beginning to see as a vital piece of the marketing and fundraising puzzle. However, just setting up a Facebook page or a Twitter account isn’t enough. You need to know why you are on social media, who you are trying to reach, and what you are planning to say. Planning and creating a strategy is vital if you want to succeed on social media and stop spinning your wheels. In this presentation, Julia will take you through the 10 necessary steps you need to create a viable social media strategy for your nonprofit. In this workshop, Julia will review specific tactics and examples from nonprofits small and large who are finding success using social media to drive engagement and awareness of their organizations – and even raise money!
Young Lions Czechia
Creative Competitions & Unique Training Programme
MEDIA | DIGITAL | PR | PRINT | MARKETING
The young professionals go head-to-head and compete against the clock to be crowned the Young Lions champions.
It takes only 24 hours from a brief to the outcome. Each team has two members from agencies, client organisations or freelancers.
Young Lions develop ambition and the ability to create excellent communications solutions.
We can call them the national championship for brand communication professionals aged 31 or under*.
They provide a unique opportunity to develop creative and personal excellence.
COMPETITIONS
The only platform where young professionals can find out how good they are compared to their peers.
Coveted award closely watched by the whole industry.
Success accelerates career development.
Develop a healthy ambition.
TRAINING PROGRAMME
Powerful learning through experience by working under time pressure.
Provides invaluable group and individual feedback sessions.
Develops competencies in communication, cooperation, problem-solving, decision-making, getting things done, pitching, and presenting.
Enhances ability to create excellent solutions.
www.younglions.cz
How social media has impacted society. One educator's strategy for social media sharing and why everyone should consider social media as part of helping the organizations they love.
2. Roxanne Joffe, The Patterson Foundation – Moderator
@RoxanneJoffe
Roxanne is the communications lead for The Patterson
Foundation. She is the founder and integrative strategist at
MagnifyGood, a firm that accelerates change in the social sector
through strategic communications and partnerships.
#smtalk12 #SECF12
3. Circumstances and
experiences vary
Case studies are guides – not
one size fits all
#smtalk12 #SECF12
Image via BusinssesGrow
6. Brooke Bailey, Sisters of Charity Foundation of South Carolina –
Panelist
@BrookeUSC @SCFSC
Brooke is the Senior Director of Communications for Sisters of
Charity Foundation of South Carolina, which works to address the
needs of the poor and underserved in South Carolina.
Ashley Mills, Council on Foundations – Panelist
@COF_
Ashley is the Director of Communications for the Council on
Foundations in Washington, D.C. The Council is a national nonprofit
association of more than 1,700 grantmaking foundations and
corporations.
#smtalk12 #SECF12
7. Charity Perkins, The Duke Endowment – Panelist
Charity is the Director of Communications for The Duke
Endowment, which works to help people in North Carolina and
South Carolina strengthen families by nurturing
children, enriching minds, promoting health and enriching
spirits.
Melissa Thompson, The Patterson Foundation – Panelist
@melissathomps @magnifygood @ThePattersonFdn
Melissa is the social media lead for The Patterson Foundation and
Director of Social Innovation at MagnifyGood.
#smtalk12 #SECF12
9. Social Media Survey
82.5% 47% use social media at
least once per day
USE SOCIAL MEDIA
of the 17% that never use social media,
60% anticipate using it in the future
70%
feel comfortable or very
0 20 40 60 80 100
comfortablewith Facebook
90%
have used social media to
COMPARED TO
24% advance the mission of their
organization
or program
with Twitter
Intro yourself – say you’ll get to the panel in a couple of minutes
Housekeeping – Tweet using both hashtagsTemperature Check (think of questions to ask)
ObjectivesSpotlight how foundation leaders can strategically use social media to increase awareness, enhance and target messaging and further the goals of their foundations. Showcase how social media channels are increasingly becoming primary communications tools and how foundations can adopt and take advantage of these tools. You will learn key pieces of a social media strategy outline for your organization. Ask what they hope to get out of the panel…
Tree with roots – Communications Strategy Analogy Communications goals = solid foundationSocial Media = vehicle to accomplish goals
Short Bio on Brooke:Brooke Bailey has successfully developed and implemented marketing and public relations strategies for both for profit and nonprofit organizations. She currently leads the communications and marketing efforts of a statewide foundation, and facilitates workshops and individual support on marketing communications and social media tools for nonprofits.
Theme: Strategies vs. Tactics in Social Media[Roxanne] Open with example of Charity’s experience getting The Duke Endowment to get started with social media.[Charity] Why did The Duke Endowment embrace Facebook?Why did The Duke Endowment decide to embrace Facebook?Conducted a survey and found that 47% of our constituents use social media (slide attached)Scanned peer foundationsStarted slow – talked to staff and trustees for a year to show how Facebook could be incorporated as a took in our toolbox and complement overall communications strategies. Facebook created a site for us first based on our Wikipedia page – we didn’t have control over content/messaging or posts. (If we knew which foundations were attending the session, I could see if any had these type of wiki pages.)[Roxanne Question] How is your foundation approaching social media from a strategic point of view?[Brooke]Stay top of mindDrive people to our websitePart of the Foundation’s strategy is to not only communication our work, but the work of our grantees. Engage grantees; ex. Social media question on grant applicationEngaging Other Staff: Report success/impact; maintain calendar for staff events/engagements to promote[Roxanne Question] How do you involve staff in social media strategy and engage them in implementation?[Ashley]We have several examples of evolving protocol for involving staff that I could share,.Can speak to how we advise on tweets and give some examples of using staff to “report” live from closed door events via social media, including the recent White House Philanthropy Summit. [Charity]How do you engage other areas or departments of your organization in social media strategy?Enlisted the help of our new IT director who is a social media guru. Since only a handful of our management team had Facebook pages, he helped to champion the effort and has been working with staff to create personal pages and teach them how to use Facebook (this includes Trustees). We heard loud and clear that staff didn’t want to be responsible for posting on Facebook. Our strategy has been to use an organizational rather than personal voice with the communications department responsible for all postings. This has worked well and taken the onus off of those who don’t want to be involved. When we build a critical mass, we plan to offer “lunch and learns” to help staff understand and use Facebook. We’ve identified some younger program officers who are frequent Facebook users. These “champions” help gather stories and keep us informed of events and news that we can post. Another strategy is to “Like” our grantee organizations that have Facebook pages and to “Friend” colleagues who are using their Facebook pages for work-related posts. We worked with staff to develop this list and identify those with whom we should have an online connection. We alert staff/grantees/Trustees when we post items of interest and then encourage them to repost/Like our stories on their own wall so their personal networks can learn more.[Roxanne Question] Examples of strategic goals you’ve set and results?Melissa: Thought leadership from initiative managers -> great participation rate of regular bloggers
Have Charity walk through The Duke Endowment’s research process prior to using social media
Theme: Leadership[Roxanne Question] How do you educate staff about relevance of social media[Brooke]Discuss in the context of the mission of the organization and how it can help achieve the organization’s goals, rather than the new and cool factor of the tools.Search what is already out there and online about your organizationResearch what your peers are doing? What is effective and who are they reaching?Recommend more than one platform.Provide examples of success stories from organizations using social media. [Roxanne Question] How do you explain the importance of social media to a hesitant or older board?[Charity]Started slow by educating them about the benefits, helped them create their Facebook pages and set privacy settings, and provide updates about our reach and benefits. [Melissa] Our CEO sets a good example by practicing what she wants everyone else to do. Debra tweets from conferences and blogsWe have x number initiative managers – one of goals is to build thought leaders and interact with thought leaders // centered around blogging (you know want to attract – go to playground, have cookies – create real life set up why you have blogs)
Theme: TrainingRoxanne: Ashley I know you took the lead to integrate this into your organization two years ago. Ashley – Shares story[Brooke]Hands-on Workshops for grantees and other South Carolina nonprofitsIndividual TrainingPresentations on social mediaMelissa: Talk about how SM is a natural part of TPF cultureInitiative consultants come on board Expectation from the CEO – (Head of EDC had never done this so excited asked for additional session// Pam too many blogs from her now) One on one time – see GLR slides (encouragement etc.) Online toolbox Media policy
Theme: Crisis Situations and HandlingSocial media policy escalation chart – know who to contact if feel like in sticky situationUse – Nestle exampleUse example about NetHope Mobile money article
Theme: ROI and Metrics[Melissa]Tools for analytics and data collection[Brooke]Website TrafficSocial media activity (e.g. Facebook analytics, retweets, number of views, etc.) Note: SCFSC does not pay for these measurements.Ask. When collecting information we always have a question (whether on a grant application, workshop registration, diversity award nomination, etc.), how did you hear about this? Social media (and specific sites) are answer options. [Charity] We provide a dashboard (attached) to our board and staff that addresses some ways we measure (fans, reach, Facebook driving visitors to our site, etc.) However, we decided at the start not to have a strict formula of measurement -- we’re not in a race for fans, we don’t need to raise money or promote an event. Our goal at this point is to get staff and Trustees more engaged and involved in using Facebook.