Social media gets a lot of buzz these days. And as the number of social platforms and tools continues to grow, so does the perplexity. Real results from social media require leadership commitment, investment of resources, and an integrated communications strategy. In this fast-paced workshop, you’ll learn from actual case studies of nonprofits that have successfully harnessed the power social media and how to measure your organization's return on investment (ROI). Key Takeaways: - Trends and opportunities in online behavior - How nonprofits can leverage mobile and geolocation for cause awareness - Best practices in social sharing and Search Engine Optimization (SEO) - Key metrics, tools, and tips to measure and track your social media success - How to develop a strategic framework for listening, planning, and implementing a social media strategy ABOUT THE PRESENTER: Rosie Branstetter, Principal, fiveseed Rosie has led innovative strategic communications initiatives across numerous industries for more than 10 years. In 2009, she founded fiveseed, a strategic communications agency with global reach built on the philosophy of creating positive change for clients and our community. Her background includes tenure as a consultant with an advertising agency specializing in higher education, where she was responsible for account management, marketing strategy, brand development and positioning, and market research for top institutions across the U.S. Today Rosie develops and manages integrated marketing campaigns for forward‐thinking companies, nonprofits, and government agencies. And as a recognized expert in strategic marketing, she facilitates workshops and is a frequent guest speaker on topics of branding, social media, and international marketing. Rosie serves as a board member with the Colorado Chapter of the American Marketing Association, Rotary Club of Five Points Cultural District, and the Denver Young Non‐profit Professionals Network; and is actively involved in the Business Marketing Association, Frontier Asset Building, T4T Colorado, and Denver Public Schools (Goodwill Industries).

1. THE NEXT LEVEL OF ENGAGEMENT:
ADVANCED SOCIAL MEDIA
STRATEGIES FOR NONPROFITS
Presented By:
Rosie Branstetter
Principal
© 2011 fiveseed, llc. All rights reserved.

2. A full-service strategic communications agency with global
reach founded on the principle of creating positive change for
our clients and our community.
1. Research
2. Branding
3. Strategy
4. Creative
5. Implementation
© 2011 fiveseed, llc. All rights reserved.

3. JOIN THE CONVERSATION
‣ #nonprofitSM
‣ @fiveseed
© 2011 fiveseed, llc. All rights reserved.

4. AGENDA FOR TODAY
‣ Introductions
‣ Trends in online behavior
‣ Break
‣ Case studies
‣ Activity packet
‣ Break
‣ Best Practices

5. © 2011 fiveseed, llc. All rights reserved.

6. WORLD INTERNET STATISTICS
‣ 1.9 billion people online
‣ Represents a penetration of
only 28%
‣ 1.5 billion visits to social
networking sites each day
‣ 30% access the Web via mobile
* Source: Internet World Stats, June 2010; Universal McCann, 2010
© 2011 fiveseed, llc. All rights reserved.

7. INTERNET PENETRATION
BY MARKET (16- to 54-year-olds)
* Source: Universal McCann, 2010
© 2011 fiveseed, llc. All rights reserved.

8. INTERNET PENETRATION
BY MARKET (16- to 54-year-olds)
77% N. America
Oceania/Australia
61% Europe
58% Latin America/Caribbean
Penetration Rate
35% Middle East
Asia
30% Africa
22%
11% World, Avg.
29%
0% 25% 50% 75% 100%
* Source: Internet World Stats, June 2010
© 2011 fiveseed, llc. All rights reserved.

9. WHAT IS SOCIAL MEDIA?
‣ Web 2.0, New Media
‣ A fusion of technology and sociology
‣ User-Generated Content (UGC)
‣ Conversation (many-to-many)
‣ Community, collaboration, participatory
‣ The end of control
© 2011 fiveseed, llc. All rights reserved.

10. WHAT DOES IT LOOK LIKE?

11. JUST A NEW WAY TO
COMMUNICATE
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12. WHY DOES IT MATTER?

13. WHY DOES IT MATTER?
‣ Everyone has a voice
‣ Immediacy
‣ Trust...“a person like me” vs. “the expert” vs. “authority”
‣ Proliferation, viral
‣ Web presence = reputation management
‣ Brand advocacy
‣ SEO
‣ Insights!
© 2011 fiveseed, llc. All rights reserved.

14. REACH MAINSTREAM MEDIA
‣ 89% of journalists source stories from blogs
‣ 65% of journalists use Facebook and LinkedIn for research
‣ 52% of journalists use Twitter
‣ Crisis communications
* Source: Cision/GSPM Media Survey 2010

15. IDENTIFY, MEASURE & UNDERSTAND
‣ Brand Awareness
‣ Stakeholder Engagement
‣ Personal Stories
‣ Perceptions
‣ Motivations
‣ Influencers
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16. THE LONG TAIL OF THE WEB
* Source: Chris Anderson, @chr1sa
© 2011 fiveseed, llc. All rights reserved.

17. TOP 10 LANGUAGES ON THE WEB
Japanese
5%
Spanish Portuguese
Chinese 8% 4%
23%
German
4%
Arabic
3%
French
3%
English
27% Russian
3%
Other Korean
18% 2%
* Source: Internet World Stats, 2010
© 2011 fiveseed, llc. All rights reserved.

18. “THINKING ABOUT THE INTERNET, WHICH OF THE
FOLLOWING HAVE YOU EVER DONE?”
Watch video clips online
Visit a friend’s social network profile
Read blogs
Manage a profile on a social network
Create a profile on a social network
Leave a comment on a blog
Upload photos to a photo sharing site
Start my own blog
Upload video clips to a video sharing site
* Source: Universal McCann, 2010
© 2011 fiveseed, llc. All rights reserved.

19. ‣ Exceeds 2 billion views per day
‣ Every minute 35 hours of new video is uploaded
© 2011 fiveseed, llc. All rights reserved.

20. TWITTER...REALLY?!?
‣ Older demographic
‣ Educated
‣ High earners, more affluent
‣ 60% non-U.S. users
‣ Early adopters, movers/shakers
‣ Grew 76% in 2010
‣ Immediate and trackable!
© 2011 fiveseed, llc. All rights reserved.

21. LINKEDIN
‣ 90 million users across 200 countries
‣ Discover communities, partners, and
competitors (Hint: Search by...)
‣ Network with peers
‣ Establish credibility
‣ Carve out your niche
© 2011 fiveseed, llc. All rights reserved.

22. LINKEDIN
* Source: Vincenzo Cosenza, www.vincos.it
© 2011 fiveseed, llc. All rights reserved.

23. IT’S ALL ABOUT FACEBOOK
500 Million
400 Million
February July
2010 2010
* Source: Mashable, @mashable
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24. © 2011 fiveseed, llc. All rights reserved.

25. THE MOBILE REVOLUTION
‣ Critical mass
‣ 5.3 billion mobile subscribers (77%)
‣ “There are more than 200 million active users (40%) currently
accessing Facebook through their mobile devices. People that use
Facebook on their mobile devices are twice as active on Facebook as
non-mobile users.”
‣ Apps and gaming
* Source: MobiThinking; Facebook, January 2011
© 2011 fiveseed, llc. All rights reserved.

26. THE MOBILE REVOLUTION
‣ Half billion using mobile to access the internet. Expected to double
within 5 years as mobile overtakes the PC as the most popular way to
get on the Web
‣ Over 85% of new handsets will be able to access the mobile Web
‣ Mobile search, reading news and sports information, downloading
music and videos, and email and instant messages
‣ In the future? Money transfer; location-based services; m-health and m-
payment will be key drivers
‣ “In the last twelve months, customers around the world have ordered
more than US$1 billion of products from Amazon using a mobile
device," – Jeff Bezos, founder and CEO of Amazon.com
* Source: MobiThinking
© 2011 fiveseed, llc. All rights reserved.

27. THE MOBILE REVOLUTION
‣ American Red Cross raised 7% (more than 32
million) of all funds benefiting the Haiti
earthquake crisis via mobile
‣ Mobile integrates well with other media
‣ Urgency and intimacy
‣ Mobile allows for real-time broadcasts
‣ Show impact and engage volunteers and donors
wherever they are
© 2011 fiveseed, llc. All rights reserved.

28. THE MOBILE REVOLUTION
© 2011 fiveseed, llc. All rights reserved.

29. THE MOBILE REVOLUTION
© 2011 fiveseed, llc. All rights reserved.

30. BREAK
9:45 - 10:00
© 2011 fiveseed, llc. All rights reserved.

31. SERIOUSLY, IT’S ALL ABOUT FB
‣ Facebook tops Google in page views per month (570 billion)
‣ Facebook past Google in time spent
‣ Facebook is now the world’s largest photosharing site
‣ Trending behavior...search engine
‣ Open Graph... everything is “likeable”
‣ Average user has 130 friends and 60 connections to interests
* Source: Cision/GSPM Media Survey 2010, comScore
© 2011 fiveseed, llc. All rights reserved.

32. PROFILES
‣ FOR: Individuals only, per Facebook’s Terms of Service
© 2011 fiveseed, llc. All rights reserved.

33. PAGES
‣ FOR: Individuals, such as authors or celebrities, or for non-
human entities such as products, companies, organizations
and campaigns
© 2011 fiveseed, llc. All rights reserved.

34. PAGES
‣ Linked to your personal profile...
‣ Community vs. Official
‣ Page names cannot be changed after a certain point!
© 2011 fiveseed, llc. All rights reserved.

35. CASE STUDIES: WWF
‣ What works?
• Branded landing page
• Top news algorithim
• Video
• Segmentation
• Don’t automate using RSS
• Use embedded links
• Encourage tagging/mentions
• Let the community respond
• Mobile
© 2011 fiveseed, llc. All rights reserved.

36. CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.

37. CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.

38. CASE STUDY: WWF
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39. CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.

40. CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.

41. CASE STUDY: 350.ORG
‣ What works?
• Sign Up form
• Platform integration
• Local focus
• Feedback
• Wikipedia
© 2011 fiveseed, llc. All rights reserved.

42. CASE STUDY: 350.ORG
© 2011 fiveseed, llc. All rights reserved.

43. CASE STUDY: 350.ORG
© 2011 fiveseed, llc. All rights reserved.

44. CASE STUDY: 350.ORG
© 2011 fiveseed, llc. All rights reserved.

45. CASE STUDY: 350.ORG
© 2011 fiveseed, llc. All rights reserved.

46. CASE STUDY: RED
‣ What works?
• Sharability
• Branded promotions
• Polls
• Store
• Like related pages
© 2011 fiveseed, llc. All rights reserved.

47. CASE STUDY: RED
© 2011 fiveseed, llc. All rights reserved.

48. CASE STUDY: RED
© 2011 fiveseed, llc. All rights reserved.

49. CASE STUDY: RED
© 2011 fiveseed, llc. All rights reserved.

50. READY TO PUT IT INTO ACTION?
© 2011 fiveseed, llc. All rights reserved.

51. SOCIAL MEDIA FRAMEWORK
LEARN PRIORITIZE
LISTEN OBJECTIVES
ESTABLISH
ENGAGE GOVERNANCE
DEFINE
REFINE STRATEGIES
MEASURE
© 2011 fiveseed, llc. All rights reserved.

52. S.M.A.R.T. OBJECTIVES
‣ Specific
‣ Measurable
‣ Actionable
‣ Realistic
‣ Time-Bound
© 2011 fiveseed, llc. All rights reserved.

53. PLATFORM EVALUATION
‣ Step 1: Create a list of potential social media platforms
‣ Step 2: Evaluate based on SWOT
‣ Step 3: Rank by priority for implementation
‣ Step 4: Make a decision to implement
‣ Step 5: Set a launch date
Level of
Platform Priority Implement? Launch Date
Engagement
Example: Facebook High 1 Yes 4/1/11
© 2011 fiveseed, llc. All rights reserved.

54. PLATFORM EVALUATION
‣ SWOT
STRENGTHS WEAKNESSES
• Free • Time required to
• High engagement maintain
• User friendly • Investment needed to
• High influence build awareness
OPPORTUNITIES THREATS
• Increase awareness • Complaints
• Build communities • Security
• Segmentation • Closed community
• Capture personal • Internal policies
stories
© 2011 fiveseed, llc. All rights reserved.

55. STRATEGY BY PLATFORM
‣ Step 1: Identify priority platforms based on evaluation.
‣ Step 2: Outline a strategy by each platform.
‣ Step 3: Determine frequency of updating.
‣ Step 4: Determine metrics for measuring ROI.
‣ Step 5: Establish measurement tool.
Priority Frequency Category Purpose Metric Tool
Platforms
Example: Daily Social Insights, •Number of posts •Hootsuite
Facebook Network advocacy, •Number of active •Facebook
word of contributors Page Insights
mouth, trust •Number of page
building likes
© 2011 fiveseed, llc. All rights reserved.

56. SOCIAL MEDIA PLANNING
‣ Objective
‣ Target Audience
‣ Secondary Audience(s)
‣ Strategies
‣ Budgets
‣ Tactics
© 2011 fiveseed, llc. All rights reserved.

57. CONTENT CALENDAR
‣ Serves as an editorial guide to focus key messages
‣ Establishes weekly themes
‣ Types of posts:
1. Informing
2. Promotional
3. Engagement
© 2011 fiveseed, llc. All rights reserved.

58. MEASUREMENT
LISTENING MEASURING ENGAGING
‣ Discovering ‣ Monitoring, ‣ Active
real-time and analyzing, and dialogue,
relevant tracking those tagging, and
conversations conversations follow-up
© 2011 fiveseed, llc. All rights reserved.

59. MEASUREMENT
‣ Shrink your link
‣ Monitoring tools
© 2011 fiveseed, llc. All rights reserved.

60. MEASUREMENT
‣ Facebook Insights
© 2011 fiveseed, llc. All rights reserved.

61. MEASUREMENT
‣ Hootsuite
© 2011 fiveseed, llc. All rights reserved.

62. BREAK
11:15 - 11:30
© 2011 fiveseed, llc. All rights reserved.

63. BEST PRACTICES
© 2010 fiveseed, llc. All rights reserved.

64. BEST PRACTICES
‣ Social sharing
© 2011 fiveseed, llc. All rights reserved.

65. BEST PRACTICES
‣ Tagging and Hashtags
© 2011 fiveseed, llc. All rights reserved.

66. BEST PRACTICES
‣ Launch the campaign around a “big moment”
‣ Use the “Rule of Thirds” *
(1/3 Web + 1/3 One Way + 1/3 Social)
= Total Online Marketing Resource
‣ Ongoing training and development of a social media policy
* Source: Beth Kanter, @kanter
© 2011 fiveseed, llc. All rights reserved.

67. BEST PRACTICES
‣ Social media policies
• Define: What is meant by “social media”
• Explain: Spell out any information that cannot be shared
(proprietary or damaging information, libelous
information, information with legal implications, etc)
• Identify: Clearly identify the players who will be tasked
with posting and monitoring on behalf of the organization
• Record: Determine how/where logins and passwords will
be stored
• Beware: Policies that are too broad or micromanage
© 2011 fiveseed, llc. All rights reserved.

68. BEST PRACTICES
‣ Blogging: For thought leadership and SEO
‣ Video: For testimonials and SEO
‣ Forums: For community feedback and collaboration
‣ Games, Quizzes, and Polls: For interactivity and fun
‣ People: For actual relationship building
© 2011 fiveseed, llc. All rights reserved.

69. KEYS TO SUCCESS
Do give them an experience!
Don’t use social media as a stand alone strategy
Do listen and observe first
Don’t just post the same content on every channel
Do integrate with offline communications
Don’t use different usernames across platforms
Do encourage feedback and sharing
Don’t ignore the importance of training and policies
Do identify and embrace influencers
Don’t be timid - get out there!
© 2011 fiveseed, llc. All rights reserved.

70. THANK YOU!
© 2011 fiveseed, llc. All rights reserved.