PHFH Social Media Deployment Proposal

Social Media Deployment
PHFH Communications, Content Development and
Campaign Management Training Proposal

Demonstrate ROI from successful completion of Social Media Strategies
Training for Key PHFH personnel such as the ability to continuously raise
awareness of the work Habitat delivers to the local community and the
great need that continues to exist mobilizing target audiences to action:
donate, volunteer, advocate.

Wilma Colon Ariza D/B/A Millenium Consulting Services of America
8/13/2011

Copyright © 2011 Millenium Consulting Services America. All Rights Reserved.

Aug. 13

Table of Contents

INTRODUCTION:.......................................................................................................................................... 4
SOCIAL NETWORKS INFLUENCE FACTOR..................................................................................................... 5
Social Media Communication Tools for Non-Profits .................................................................................. 6
Social Media Marketing Tools for Non-Profits ............................................................................................ 6
Social Media Tools of Engagement Basics: CRAWL, WALK, RUN, FLY… .................................................. 8
Keys to Social Media Success Review:......................................................................................................... 9
PHFH Social Media Training Options Proposal: ........................................................................................ 12
Phase 1: Successful SMM Campaign Development ............................................................................. 12
Phase 2: SMM Communications Management & Support ................................................................... 14
Supportive Social Media Tools & Applications .......................................................................................... 15
Blog Development & Integration .......................................................................................................... 15
Custom Facebook Landing Page “TAB” ................................................................................................. 15
TRAINING AND CONSULTING SERVICE AGREEMENT................................................................................. 16
CONTACT INFORMATION .......................................................................................................................... 17

Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 2

Aug. 13

Is your brand consistent across cyberspace?


Aug. 13

INTRODUCTION:

Millenium Consulting Services America

Visionary Strategies for Business & Nonprofit Success
Description The goal and end result of all our business consulting and
marketing projects are campaigns that get you, your business
and/or organization in front of everybody that matters to you and
who YOU matter to the most through collaborative partnerships
and associations with a diverse group of professionals.

Mission Helping organizations and entrepreneurs create a culture of
empowered self-directed work teams focused on achieving
corporate performance, productivity, quality and financial goals
by harnessing social media strategies as a public relations,
marketing, fundraising, customer service and target audience
engagement tool.

Services  B2B and B2C best practices for successful Social Media Marketing

 Industry Specific Market Research Analysis and ROI Reports

 Industry Specific Web Based Reputation Management Training

 6 Months Unlimited SMM Support Services Contract for Nonprofits

 Best practices for harnessing SMM Fundraising Opportunities

 Customized Best Practices for SMM Policy and Road Map

 Ghost Writting and Content Development Available

and more through strategic nationwide partnerships.


Aug. 13

SOCIAL NETWORKS INFLUENCE FACTOR
Social networking sites have given non-profits
an incredible portfolio of free tools to use to
boost their public image, raise money and
garner new volunteers. Did I mention they‘re
free?

There are several high-profile non-profits that
are currently leveraging social media
marketing, including the American Red
Cross and the National Wildlife
Federation. The Red Cross has committed
part of their resources into a solid social
networking strategy that has paid off; their
strategy includes platforms like blogging, Facebook, YouTube, Flickr, Twitter,
SocialVibe, LinkedIn and more.

The Red Cross has over 90 videos on its YouTube channel, the National
Wildlife Federation over 75; together they have received over 4 million
views—all FREE!


Aug. 13

Social Media Communication Tools for Non-Profits

Non-Profits have plenty of cost-less tools that they can incorporate into their strategy:

 Blogs (Blogger, Wordpress)
 Pages (on Facebook, Twitter, MySpace, LinkedIn)
 Donation-specific platforms (Causes.com, Crowdrise.com)
 Video and Media sharing platforms (YouTube, VIMEO)
 And more

Incorporating social media into your non-profit‘s portfolio will increase your brand
awareness, create viral content that opens you up to a wider audience, helps you find
more volunteers, helps you to raise money for your campaigns, and to widen your
overall reach.

Social Media Marketing Tools for Non-Profits

1. Sharing Tools - Installing a sharing-based tool like Facebook ‗Like’ or
ShareThis will help your content reach new audiences as social networkers are more
than twice as likely to forward an article, post, photo or video if it is cause-based.

2. Fundraising - The online medium has become the weapon of choice for fundraisers,
and the sheer popularity of online giving has led to some great websites designed
specifically for non-profit fundraising. There is a long-list of fundraising sites but some
of the more popular sites include:

 RT2Give - This Twitter-based fundraising tool is uber effective alongside a
strong Twitter following. Using TwitPay to turn tweets into treasure was a
brilliant idea from RT2Give. The system helped Red Cross’ Haiti campaign
turn texts into dollars, a campaign that raised over $28million in total.

 Crowdrise - Crowdrise’s genius is that they tapped into the excitement of
online gaming, and turned giving into a friendly competition. This platform
leverages the popularity of online gaming and participation trends by assigning
points to donors—points that can be accrued via donations of by spreading the
good word (about good work)!


Aug. 13

3. Recruitment - Apart from the money earned through donations, volunteers are the
greatest resource that a charity can have. There are some great social sites that can help
swell your volunteer numbers, including Facebook and Twitter. The biggest social
networking sites reach the greatest audiences and therefore the greatest amount of
volunteers but other social sites have popped up with a specific focus on volunteering.
Sites like Idealist.org and Volunteer.org can help you find motivated, socially conscious
and talented volunteers.

4. Google Non-Profit Tools (apply for the program here) - Google has gotten
into the game. Which game? Every game—including non-profits. Charities like the
Direct Relief International and the Natural Resources Defense Council have
raised millions of dollars with Google’s AdWords and YouTube non-profit program
and tools. Google’s portfolio of non-profit tools includes:

 Up to $10,000 monthly worth of AdWords clicks (generally used to find more
donors).
 Free or highly discounted Google Apps.

Case studies, educational video placement services, and free or super cheap Google
partner services.

5. Targeted Ad Campaigns - Facebook Ads provided Goodwill with a great way to
create campaigns targeted at specific groups and locations—in fact their Northern
New England chapter garnered almost a thousand fans and a record number of click
through rates, in a very short time.

6. Event Promotion - There are plenty of social networking sites that are hyper local,
which makes them perfect for promoting your next event. Foursquare, Gowalla, and
Facebook Places are all great examples of high-traffic generating social sites.
Eventbrite is another good resource, and this one has the added bonus of built-in
media sharing tools and an easy-to-use interface.

7. Board Members - Most medium to large sized non-profits understand the
importance of having impressive looking board members. Using a professional
networking site like LinkedIn is an awesome strategy to recruit high-profile
professionals in your non-profit‘s vertical. You can also use their LinkedIn profiles and
networks to reach key decision makers, highly educated recruits, and big spenders.


Aug. 13

Social Media Tools of Engagement Basics: CRAWL, WALK, RUN, FLY…


Aug. 13

Keys to Social Media Success Review:

 1: Social media must be integrated with internet communications or
program strategy.

Begin with a communications and program assessment that helps you best determine
where social media brings value, the objective, audience, and budget. Use an excel
spreadsheet to look at events, fundraisers, programs, web site content, performances,
and other activities to socialize.

 2: Use listening techniques to develop a deep understanding of the
audience

Organizations must begin with listening, but an integrated listening channel that
includes social media and traditional marketing channels. I cover a couple techniques
and tools using participants as an example to illustrate that keywords are king. And,
of course, many of the listening tools like Radian 6 or free ones like Social Mention allow
you export your listening streams into excel spreadsheets!

 3: Use conversation starters to engage your target audience.

Examples: San Jose Opera use of #Operaplot Twitter Hashtag

The most important thing for nonprofits is to shift from messaging to conversation
starters based on listening. And of course, you can use a spreadsheet to plan out your
conversation starters!

 4: Identify influencers on social media spaces and cultivate them

I introduce a couple of basic social network analysis concepts and how they apply to an
organization‘s friends, fans, and followers on social media sites. I also mention other
tools like Friend or Follow or NodeXL both of which make influencer analysis more
efficient with the ability to export the data into an excel spreadsheet.

 5: Make sure your content has a social life

This point is about making sure you are thinking about your web site content and social
media outposts in an integrated content strategy. Also, the way people are consuming
content is changing because of social media.


Aug. 13

We can no longer think of our web sites as the one stop destination to get the whole
context. People are more likely to stumble upon content in small chunks via their
friends on social networks. This changes how nonprofits need to think about web
social content strategy and how to make it efficient.

 6: Use social media to close the loop between online and offline action

This is about making sure that your social media is integrated into all marketing
channels and that you have to think in both directions — from offline to online and
online to offline. I give some very industry specific tips that are easy to follow and
implement for everyone.

 7: Allocates enough staff time that has the expertise to implement the
strategy

I start with a crawl-walk-run-walk framework for staffing models for nonprofits. I also
talk about tracking the time because working on social media can give you ADOLAS,
(better known as work related Attention Deficit – oh look a squirrel!) If you track you
time and have specific tasks, you know what you‘re getting for your time investment.
It‘s just one step away from looking at ROI.


Aug. 13

 8: Launch small pilots and reiterate using the right metrics to
understand what is and what isn’t working.

The process of setting key results and collecting key metrics to measure progress is only
half the battle. It is the process using the data to make decisions and getting member
feedback. Each program and campaign staff person reviews their reports in preparation
for a group conversation about what actions to reinforce, how to refine messages, and
other improvements.

 9: Assesses organizational culture and develop strategies to address
issues that may prevent adoption of an effective social media
communications management strategy.

Understand and reinforce that incremental success in social media marketing
campaigns are NOT A FAILURE. Successful organizations do a lot of experiments and
set realistic expectations for success. Many times victories happen in baby steps. We
know from experience that many cause related marketing and advertising campaigns
that incorporate social media lead to incremental successes, small wins or small
improvements which lead to some campaign experiments, actions, or issue
communications that see dramatic results – beyond the organization‘s wildest dreams.
Bottom line? Organizations have to stick with it and consistently review their
MESSAGE.


Aug. 13

PHFH Social Media Training Options Proposal:

Phase 1: Successful SMM Campaign Development

Program Fee: $ 2,500 PHFH Fee $1,250
Project Time Line: 2-3 Weeks
Training Area: Facebook, Twitter and LinkedIn for NonProfits

 Meet with designated PHFH staff members and assess their current knowledge
base of Social Media Communications and Marketing Strategies to achieve PHFH
short and long term objectives and goals for Social Media use.

Evaluate and measure current Social Media uses by designated PHFH staff and create a
model for measuring future successful use SMCC (social media communications
campaigns) at the end of each new project.

 Identify individual staff members function and Social Media goals as an advocate
of PHFH to integrate and develop or update Social Media profiles and/or ―Pages‖
(where applicable).

Ensures that each PHFH Key staff member is mastering appropriate Social Media tools
to effectively implement PHFH communications and marketing goals in all relevant
areas, such as mission, vision and goal awareness, donations and donor engagement,
staff, board and volunteer recruitment etc rather than simply having a soft presence in
various Social Media forums.

 Conduct and audit of all program materials to determine appropriate content
outlines that can be created and added to Social Media Message Calendar.

Identifies specific tasks that can be delegated to various members rather than having
one sole person adding more tasks to their list of daily responsibilities.

Provides an adjustable template that can be used well beyond the end of the project.

Assists in identifying and coordinating best practices to maintain continuous content
production based on organization operations.


Aug. 13

 Train key personnel in the pre-scheduling of applicable Social Media Communications
content to minimize daily task requirements when ―other‖ key content becomes available
(i.e. save the date event announcements, events, photos, videos, reactions to events)

Allows content already developed (flyers, promotional messages, photos, key individual quotes
or calls to action to be posted up 1-2 months in advance with reminders of when these postings
will occur, ensuring that continuous reminders of upcoming events and calls to action take
center stage in PHFH daily SMM communications platform.

 Host both group and one on one training sessions to ensure that all participants fully
understand how to maintain and effective Social Media Campaign across the board.

Will ensure that less than tech savvy managers are not left in behind in the world of Social
Media and can become effective advocates of PHFH mission, vision, goals, programs and
services in the long term. The entire PHFH staff may attend group sessions if necessary and up
to 3 sessions will be conducted at different times to ensure maximum overall attendance and
staff training.

 Create and disperse ―Check Us Out Online‖ information cards to be distributed during
events and made available to everyone that enters PHFH Administrative Offices

Design will be submitted to PHFH for approval. Up to 4 design revisions included. Final proof
dates determines delivery availability of 1500 designed cards to be provided to PHFH.

IMPORTANT NOTICE: Article marketing is a key component of successful
community outreach and social media marketing campaigns. In order to maximize
PHFH Social Media Channels use and relevant content to engage your target audience as
well as drive traffic to your existing website it would be wise to integrate a blog into your
site. Wordpress or Blogger are free and can be easily imported into all internet based
resources: PHFH website, PHFH Facebook, Twitter and LinkedIn profiles.

Utilizing social media applications we can “share” all “social content
interactions” both on your blog and website simultaneously increasing key
opportunities to spread your organizations message across cyberspace.


Aug. 13

Phase 2: SMM Communications Management & Support

Program Fee: $ 3,500 PHFH Fee: $2,250
Project Time Line: 6-8 Weeks
Training Area: All program components of Phase 1 and a designated staff member to
manage, delegate and supervise tasks related to the initial Social Media Campaign
Launch to ensure each department can manage all the details of maintaining a sustained
relevant presence online over a 2 month period.

 Preventing a challenge implementing social media communications strategies if
PHFH department managers and staff feel overwhelmed by the prospect of social
media communications as a marketing, customer service, fundraising and
community outreach tool in addition to their daily tasks, this option will help
each manager identify a prioritized To Do List for SMM Success.

Staff member will manage communications with individuals that expressed interest in
following PHFH departments social media profile/page, gather contact information and
determine what kind of interest they have in PHFH (as a client, supporter, potential
volunteer, donor).

This communications management will serve as a template for PHFH social media
managers to engage new ―fans‖ and contacts appropriately to draw out relevant and
useful information, demonstrating PHFH appreciation for new ―followers‖, further
personalizing and humanizing PHFH to the general public.

 Work with PHFH experts to develop Social Media Communications Content and
prepare for distribution (i.e. How to Volunteer, What $25 can buy, Housing
Advocacy Issues, PHFH Application Process, PHFH Homeowner Interview, etc.)

This provides content that will draw followers to read learn more about PHFH
generating traffic to PHFH website, provided blog capacity is integrated, or traffic to a
PHFH stand alone blog. This module may be useful preparing ready-to-deliver content
for future newsletters and grant reports with social media user stats and decreases
amount of time designated PHFH social media managers utilize creating content.


Aug. 13

Supportive Social Media Tools & Applications

Blog Development & Integration
Misc. Fee: $250 PHFH FREE

A blog can be a stand alone site in cyberspace in addition to your website and social
media profiles, however integrating a ―feed‖ from your blog to your social media profiles
and website allows PHFH to have an easily accessible location for PHFH ―experts‖ to get
create new detailed content per project or campaign that can deploy virally across
cyberspace.

We will help you choose from a Wordpress Theme or Blogger to create an “RSS
feed” of fresh and exciting article marketing content for your existing website and
social media profiles, pages and application tools. We will also teach key PHFH staff
members how to input or transcribe the article submissions by PHFH experts and blog
contributors.

Custom Facebook Landing Page “TAB”
Misc. Fee $250 PHFH Fee $150

Custom ―landing pages‖ are increasingly popular amongst nonprofits and businesses
alike for their versatility and usefulness sharing and gathering important information.

 A custom Facebook Page Tab with a brief overview of PHFH will provide a
unique introduction to the purpose of PHFH Facebook Page that is congruent
with PHFH‘s website design and a ―lead capture‖ tool such as ―Sign up for our
Newsletter‖ or ―Join Our Mailing List‖.
 A second custom Facebook Page Tab in the Spanish language.
 We can integrate a DONATE NOW button into either page or create a third tab
with a pledge request and video of PHFH‘s work in the community. (Videography
not included).

Example: Stevie JoEllie’s Cancer Care Fund Custom Landing Page Tabs
http://www.facebook.com/sjccfthynet


Aug. 13

TRAINING AND CONSULTING SERVICE AGREEMENT

This agreement is being made between Millenium Consulting Services America
and Paterson Habitat for Humanity on __________________________,
to cover consulting services as described below:

As per enclosed Social Media Deployment Training Proposal for:

[ ] Successful SMM Campaign Development = Program Fee $1,250

[ ] SMM Communications Management & Support = Program Fee $2,250

[ ] Blog Development & Integration = FREE with Service Contract

[ ] Custom Facebook Landing Page “TAB” = $150 w/Service Contract

The training and consulting fee for the services described is [$ ____________

per checked box above]. Consultant has been paid a retainer or deposit of 50%

of the total fee with the remaining 50% balance due upon completion of

training and consulting agreement as described per enclosed Social Media Training

Deployment Training proposal.

CONSULTANT ______________________________ DATE _______________

Printed Name: Wilma Ariza Title: Principal, MCSA

CLIENT ___________________________________ DATE _______________

Printed Name: Title:


Aug. 13

CONTACT INFORMATION

Wilma Ariza, Managing Partner
Millenium Consulting Services America LLC
Formerly EverythingWilma Enterprizes
649 McBride Avenue Ste 001
Woodland Park, NJ 07425
Email: mcsa.principal@gmail.com
Mobile Direct: 407.234.1744
REFERENCES & RECOMMENDATIONS LIVE ONLINE

Website: www.milleniumconsultingservices.info

Find ME on Twitter: http://twitter.com/MilleniumWilma

Professional Bio: http://www.linked.in/in/wilmacolonariza

Find ME on Facebook: http://www.facebook.com/wilmacolonariza

New Blog: http://milleniumconsultingservicesamerica.blogspot.com


PHFH Social Media Deployment Proposal

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PHFH Social Media Deployment Proposal