Uploaded byBeth Kanter
Workshop Deck
This document summarizes a presentation on effective social media strategy and tactics for nonprofits. It discusses generating buzz through social content, engaging supporters across multiple social media channels, and listening to better understand supporters. Tactics include identifying influencers on social media, tracking metrics like retweets and click-throughs, and creating a safe space to experiment with social media projects. The presentation stresses testing small projects, learning from successes and challenges, and copying strategies from other nonprofits.
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Workshop Deck
- 1. The Dance Floorand The Balcony:Effective Social Media Strategy and Tactics for NonprofitsZabara TangoBeth Kanter, Beth’s BlogIdeation ConferenceApril 5, 2010
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- 3. Stand up, SitDown
- 4. Share PairsPhoto byFranie
- 5. Social Media EffectiveUseFlickr Photo by toby_maloy
- 6. Generate BuzzSocial ContentEngageListenSocialMedia Strategy BlocksMovement Building with Multi-ChannelsSupport Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome
- 7. Social ContentacticachesSocial Media:Tactics and ToolsMovement Building and Multi-ChannelGenerateBuzzListenEngage 10hr 15hr 20hrCrawl ………..……Walk …….…….. Run ……..…………….FlylLess Time
- 8. Share PairsAre youin the crawl, walk, run, or fly stage with your social media?What does that look like?What’s needed to get you to the next stage?Photo by Franie
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- 13. Communications and ProgramAssessmentWho do you want to reach?
- 14. What do youwant to accomplish?
- 15. Where can socialimprove tools and processes?
- 16. Where can socialsupplement these tools and processes?
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- 18. Opportunities to pilotWhatare your planned events and opportunities for the year?
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- 21. Source: Communications NetworkListening Presentation OSI Foundation
- 23. Share PairsWho islistening on social media channels? What are some key words you use to listen?Photo by Franie
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- 26. “It is importantto connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida
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- 35. Share PairsSomething youheard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie
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- 37. The Social Lifeof ContentCrawlFlyWalk Run
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- 46. Don’t Forget MobileContent ….
- 47. Share PairsSomething youheard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie
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- 56. How much timedoes it take to do social media?
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- 59. Human Spectragram: Agree or disagree with:Social media is a waste of timeSocial media can help fundraising results
- 60. Perceptions Loss ofcontrol over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
- 61. Social Media PolicyTemplate Encouragement and support
- 62. Why policyis needed
- 63. Cases whenit will be used, distributed
- 64. Oversight, notifications,and legal implications
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- 66. Identity andtransparency
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- 69. Judgment andcommon sense
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- 79. Policy examplesavailable at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
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Editor's Notes
- #5 http://www.flickr.com/photos/franie/471300085/What is one idea you heard today that really inspired you?What is one thing you want to learn from social media?What is one thing you know already?
- #9 http://www.flickr.com/photos/martinlabar/52155558/
- #14 http://www.flickr.com/photos/ryanobjc/2712391135/
- #15 http://www.flickr.com/photos/yandle/844341197/Layoutall planned communication and marketing events and opportunities for the year
- #16 http://www.flickr.com/photos/franie/471300085/
- #18 This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
- #20 http://www.flickr.com/photos/mkuram/3610488258/
- #28 http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
- #30 http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
- #32 http://www.flickr.com/photos/dramagirl/400738316/
- #33 Content has a social life!
- #44 http://www.flickr.com/photos/dramagirl/400738316/
- #57 The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
- #69 http://www.flickr.com/photos/wwworks/4005631298/
- #78 Scenario A: Groups: 1-2You are a theatre company that celebrates and preserves the art and spirit of American Musical Theatre that has a home season. You want to use social media to create a network of American Musical Theatre enthusiasts around the world who might purchase tickets when they visit your city, purchase recordings or other items online. Scenario B: Groups: 3-4Your arts organization presents Children’s Theatre and Music Concerts. You are moving to a new location in downtown Berkley. You want to use social media as part of your communications plan to promote the new location. One audience segment you want to reach includes moms between the ages of 30 and 45 with children between the ages 4 and 10.Scenario C: Groups: 5-6You are a Jewish Community Center that has an arts program as part of its offerings. You want to reach a younger audience (age 20-30) and use social media as part of your strategy. Your arts program includes performances, lectures, and a contemporary arts program. You also offer youth arts classes in dance, theatre, and other art forms. You have a robust marketing program through traditional channels, but have not started using any social strategies.Scenario D: Groups 7-8You are a contemporary dance company that produces an edgy dance installation performance event inside a well known San Francisco historic building. The performances are repeated during the month of July. You want to use social media to generate buzz before, during, and after the event and sell tickets.