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Social Media Deployment    PHFH Communications, Content Development and       Campaign Management Training ProposalDemonst...
Social Media DeploymentAug. 13      Table of Contents      INTRODUCTION:.....................................................
Social Media DeploymentAug. 13                        Is your brand consistent across cyberspace?      Copyright © 2011 Mi...
Social Media DeploymentAug. 13      INTRODUCTION:                      Millenium Consulting Services America            Vi...
Social Media DeploymentAug. 13      SOCIAL NETWORKS INFLUENCE FACTOR                                                      ...
Social Media DeploymentAug. 13      Social Media Communication Tools for Non-Profits      Non-Profits have plenty of cost-...
Social Media DeploymentAug. 13      3. Recruitment - Apart from the money earned through donations, volunteers are the    ...
Social Media DeploymentAug. 13      Social Media Tools of Engagement Basics: CRAWL, WALK, RUN, FLY…      Copyright © 2011 ...
Social Media DeploymentAug. 13      Keys to Social Media Success Review:             1: Social media must be integrated w...
Social Media DeploymentAug. 13      We can no longer think of our web sites as the one stop destination to get the whole  ...
Social Media DeploymentAug. 13             8: Launch small pilots and reiterate using the right metrics to              u...
Social Media DeploymentAug. 13      PHFH Social Media Training Options Proposal:      Phase 1: Successful SMM Campaign Dev...
Social Media DeploymentAug. 13           Train key personnel in the pre-scheduling of applicable Social Media Communicati...
Social Media DeploymentAug. 13      Phase 2: SMM Communications Management & Support      Program Fee: $ 3,500 PHFH Fee: $...
Social Media DeploymentAug. 13      Supportive Social Media Tools & Applications      Blog Development & Integration      ...
Social Media DeploymentAug. 13                       TRAINING AND CONSULTING SERVICE AGREEMENT      This agreement is bein...
Social Media DeploymentAug. 13      CONTACT INFORMATION                                      Wilma Ariza, Managing Partner...
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PHFH Social Media Deployment Proposal

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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.

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PHFH Social Media Deployment Proposal

  1. 1. Social Media Deployment PHFH Communications, Content Development and Campaign Management Training ProposalDemonstrate ROI from successful completion of Social Media StrategiesTraining for Key PHFH personnel such as the ability to continuously raiseawareness of the work Habitat delivers to the local community and thegreat need that continues to exist mobilizing target audiences to action:donate, volunteer, advocate.Wilma Colon Ariza D/B/A Millenium Consulting Services of America8/13/2011 Copyright © 2011 Millenium Consulting Services America. All Rights Reserved.
  2. 2. Social Media DeploymentAug. 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
  3. 3. Social Media DeploymentAug. 13 Is your brand consistent across cyberspace? Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 3
  4. 4. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 4
  5. 5. Social Media DeploymentAug. 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! Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 5
  6. 6. Social Media DeploymentAug. 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)! Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 6
  7. 7. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 7
  8. 8. Social Media DeploymentAug. 13 Social Media Tools of Engagement Basics: CRAWL, WALK, RUN, FLY… Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 8
  9. 9. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 9
  10. 10. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 10
  11. 11. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 11
  12. 12. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 12
  13. 13. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 13
  14. 14. Social Media DeploymentAug. 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. Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 14
  15. 15. Social Media DeploymentAug. 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 Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 15
  16. 16. Social Media DeploymentAug. 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: Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 16
  17. 17. Social Media DeploymentAug. 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 Copyright © 2011 Millenium Consulting Services America. All Rights Reserved. 17

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