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You Need A Strategy, Dammit, Not A Twitter Account

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This document provides a summary of a presentation on developing an effective social media strategy for nonprofits. The presentation emphasizes establishing goals, measuring results through key performance indicators, using storytelling and community involvement to create engaging content, and integrating social media efforts with other communications. It provides examples from organizations that have successfully utilized social media to further their missions and advises attendees to focus on building community over growing audiences. The presentation aims to move nonprofits from tactical social media use to developing aligned, results-driven strategies.

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You need a strategy, dammit, not a Twitter account JD Lasica & Carla A. Schlemminger Socialbrite.org team@socialbrite.org April 5, 2012
Today’s hashtag Tweet this preso! Hashtag: #12NTCdammit Creative Commons photo on Flickr by Prakhar handles: @jdlasica & @carlainsf
Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialbrite.org/NTC
What we’ll cover today Look at the landscape 1. Lay the groundwork 2. Meaningful metrics 3. Content: Storytelling & production processes 4. Use your community 5. Integrate your efforts Q&A, hugs, tearful goodbyes
9 color handouts. Be happy! http://socialbrite.org/ntc
RESOURCES Socialbrite Sharing Center http://socialbrite.org/sharing-center
THE ECOSYSTEM Social media a game-changer • Blogs • Social networks • Microblogs (Twitter) • Online video (YouTube, Vimeo, Dailymotion) • Widgets • Photo sharing (Flickr, Photobucket, etc.) • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
Staggering growth • 77% US adults are frequent social media users.* • 150 million active blogs; 1 million blog posts created per day • 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter) • Twitter: 100+ million active users, 250 million tweets per day • Flickr: 35 million people, 4 billion-plus photos • YouTube: 3 billion videos watched per day • 8 trillion text messages sent in 2011 *source: Nielsen Online, spring 2010
Facebook: The social network 850 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
1 . L AY T H E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading?
Before you plunge in ... • Understand that social media is a series of stages: crawl, walk, run, fly • Do you have buy-in from top management? • Do you have a social media policy or guidelines? • Do you have a Strategic Social Media Plan in place? • Have you defined a clear theme or call to action? • Are you listening to your constituents & community? • Have you built a program before you turn to a campaign? • Have you identified and trained your team members?
Have you defined a clear theme? Boil down your mission to a strong phrase or sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
Begin with a strategy document
Elements of a Strategic Plan • 360 assessment of social media capabilities • Spell out goals • Identify online community • Proposed use of social tools & platforms • Recommendations on expanded capabilities • Lay out metrics program • Competitive/peer analysis
CASE STUDY Bread for World’s SM goals bread.org 1. Expand and strengthen Bread’s advocacy work for poor and hungry people 2. Expand our membership 3. Better communicate with existing members and target audiences 4. Strengthen our relationships with our members 5. Fulfill our mission to end hunger here and abroad
E S TA B L I S H G O A L S How can you use social media? • Raise public awareness of your mission or cause • Raise funds for a cause or campaign • Reach new constituents & supporters • Build a community of champions • Recruit volunteers • Get people to take real-world actions • Enhance existing communications programs • Involve the community in decision-making • Advance your organization’s mission
2. MEANINGFUL METRICS Before you start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, why Funnel ACTION of love
Map metrics to goals Business goals KPIs to measure • Grow email list # newsletter subscribers • SEO: Increase online visibility increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
New metrics of engagement Beyond page views "We don't really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our influencers. If they like it, they'll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift
GOOGLE KEYWORD TOOL Why long tail keywords matter https://adwords.google.com/o/Targeting/Explorer
EXERCISE What does your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com
Set up a metrics program 1. Get buy-in at the top 2. Identify a Chief Metrics Guru & give him or her support 3. Interview stakeholders across depts. to identify key goals & target audiences 4. Create internal document that ties these goals to specific KPIs you can track 5. Identify tools to use and begin tracking 6. Print out monthly reports, circulate among key execs and managers. Make this a part of someone’s job. 7. Spend time analyzing the data & drawing conclusions 8. Refine and fine-tune
HANDOUTS Two cheat sheets http://socialbrite.org/ntc
3. CONTENT & PROCESSES The power of storytelling Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago
The power of storytelling Lascaux Grottoes, France, 17,000 years ago
C O N V E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N T Your nonprofit is a media outlet Awareness > Influence > Action > Impact
CASE STUDY Use personal storytelling Find emotional core, use videos or photos to make us feel invisiblepeople.tv
CASE STUDY Create lightweight media Using Animoto at SF Goodwill
Find your internal storytellers • List staffers’ skills • Who’s good at photos? • Video? • Writing? • Facebook or Twitter? • Create a Blog Squad • Who’s good at campaigns? • Open your blog to guest posts
PRODUCTION PROCESSES Create an Events Calendar Key off both internal events & community events
CASE STUDY Facebook ♡s live events
Create an Editorial Calendar Map out a weekly or monthly game plan
4. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
Build community, not eyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
CASE STUDIES Involve your supporters 350.org livestrong.org
Find your champions! • Find the big kahunas in your sector by using a listening post. Then, influence the influencers. Post on their blogs & retweet. • Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. • Scope out Twitter Lists that intersect with your organization or social cause. • Useful tools: Klout, SocialMention, Google Analytics.
Use social love handles! Generate an Attention Wave
Enable friction-free conversations Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org with multiple log-in options.
CASE STUDY Make your cause tangible http://charitywater.org/projects/map/ Average mycharitywater campaigner raises $1,000
Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
Don’t overlook mobile New Goodwill Bay Area app
EXERCISE Create a mobile calling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
CASE STUDIES Much more than Text2Give The Cove campaign: Text DOLPHIN to 44144 Start & grow a mobile list • Calls to action • Alerts • Feedback loop • Reaches new constituents Text HELPME to 30644
Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
The awesome power of free Free content! Free resources! • Free photos • Socialbrite.org/sharing-center • Free videos (eg, TED talks) • Creativecommons.org • Free music & audio • Techsoup Free services! Free expertise! • Google Grants • BarCamp • YouTube for Nonprofits • PodCamp • Google Earth for Nonprofits • WordCamp • Social Media Club Free software & platforms! • WordPress & its plug-ins • Open Office, Google docs • Drupal, Joomla
flickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 210 million licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
5 . I N T E G R AT E Y O U R E F F O R T S Is your strategy aligned? Case study: thehopeinstitute.us Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
Integrate social into the culture • Create teams of participants. • Knock down the silos. • Get people using the tools. Use ‘reverse mentoring.’ • Share monthly metrics reports. Photo on Flickr by lanuiop • Provide evidence of how social media moved the needle. • Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
RESOURCES Productivity tools • Google docs • LibreOffice • Google groups • Private group on Facebook • Project management (Huddle.net, SharePoint) • Skype
SOCIAL MEDIA DASHBOARDS Pace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash
Key takeaways • Begin with an aligned strategy, not with the tools. • Measure, measure, measure. Evaluate, iterate, relaunch. • Tell your stories! • Use your community — your biggest resource: your supporters!
Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
Thank you, let’s talk! http://socialbrite.org/NTC JD Lasica Carla A. Schlemminger jd@socialbrite.org carla@socialbrite.org Twitter: @jdlasica Twitter: @carlainsf
Evaluate this session Each entry has a chance to win an NTEN-engraved iPad! 3 OPTIONS: 1. Text #12NTCdammit to 69866 2. Scan this QR code 3. Go online to nten.org/ ntc/eval

More Related Content

You Need A Strategy, Dammit, Not A Twitter Account

  • 1. You need a strategy, dammit, not a Twitter account JD Lasica & Carla A. Schlemminger Socialbrite.org team@socialbrite.org April 5, 2012
  • 2. Today’s hashtag Tweet this preso! Hashtag: #12NTCdammit Creative Commons photo on Flickr by Prakhar handles: @jdlasica & @carlainsf
  • 3. Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialbrite.org/NTC
  • 4. What we’ll cover today Look at the landscape 1. Lay the groundwork 2. Meaningful metrics 3. Content: Storytelling & production processes 4. Use your community 5. Integrate your efforts Q&A, hugs, tearful goodbyes
  • 5. 9 color handouts. Be happy! http://socialbrite.org/ntc
  • 6. RESOURCES Socialbrite Sharing Center http://socialbrite.org/sharing-center
  • 7. THE ECOSYSTEM Social media a game-changer • Blogs • Social networks • Microblogs (Twitter) • Online video (YouTube, Vimeo, Dailymotion) • Widgets • Photo sharing (Flickr, Photobucket, etc.) • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
  • 8. Staggering growth • 77% US adults are frequent social media users.* • 150 million active blogs; 1 million blog posts created per day • 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter) • Twitter: 100+ million active users, 250 million tweets per day • Flickr: 35 million people, 4 billion-plus photos • YouTube: 3 billion videos watched per day • 8 trillion text messages sent in 2011 *source: Nielsen Online, spring 2010
  • 9. Facebook: The social network 850 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  • 10. 1 . L AY T H E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading?
  • 11. Before you plunge in ... • Understand that social media is a series of stages: crawl, walk, run, fly • Do you have buy-in from top management? • Do you have a social media policy or guidelines? • Do you have a Strategic Social Media Plan in place? • Have you dened a clear theme or call to action? • Are you listening to your constituents & community? • Have you built a program before you turn to a campaign? • Have you identied and trained your team members?
  • 12. Have you defined a clear theme? Boil down your mission to a strong phrase or sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  • 13. Begin with a strategy document
  • 14. Elements of a Strategic Plan • 360 assessment of social media capabilities • Spell out goals • Identify online community • Proposed use of social tools & platforms • Recommendations on expanded capabilities • Lay out metrics program • Competitive/peer analysis
  • 15. CASE STUDY Bread for World’s SM goals bread.org 1. Expand and strengthen Bread’s advocacy work for poor and hungry people 2. Expand our membership 3. Better communicate with existing members and target audiences 4. Strengthen our relationships with our members 5. Fulll our mission to end hunger here and abroad
  • 16. E S TA B L I S H G O A L S How can you use social media? • Raise public awareness of your mission or cause • Raise funds for a cause or campaign • Reach new constituents & supporters • Build a community of champions • Recruit volunteers • Get people to take real-world actions • Enhance existing communications programs • Involve the community in decision-making • Advance your organization’s mission
  • 17. 2. MEANINGFUL METRICS Before you start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
  • 18. THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, why Funnel ACTION of love
  • 19. Map metrics to goals Business goals KPIs to measure • Grow email list # newsletter subscribers • SEO: Increase online visibility increase in trafc or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
  • 20. New metrics of engagement Beyond page views "We don't really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our influencers. If they like it, they'll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift
  • 21. GOOGLE KEYWORD TOOL Why long tail keywords matter https://adwords.google.com/o/Targeting/Explorer
  • 22. EXERCISE What does your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com
  • 23. Set up a metrics program 1. Get buy-in at the top 2. Identify a Chief Metrics Guru & give him or her support 3. Interview stakeholders across depts. to identify key goals & target audiences 4. Create internal document that ties these goals to specic KPIs you can track 5. Identify tools to use and begin tracking 6. Print out monthly reports, circulate among key execs and managers. Make this a part of someone’s job. 7. Spend time analyzing the data & drawing conclusions 8. Rene and ne-tune
  • 24. HANDOUTS Two cheat sheets http://socialbrite.org/ntc
  • 25. 3. CONTENT & PROCESSES The power of storytelling Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago
  • 26. The power of storytelling Lascaux Grottoes, France, 17,000 years ago
  • 27. C O N V E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N T Your nonprofit is a media outlet Awareness > Influence > Action > Impact
  • 28. CASE STUDY Use personal storytelling Find emotional core, use videos or photos to make us feel invisiblepeople.tv
  • 29. CASE STUDY Create lightweight media Using Animoto at SF Goodwill
  • 30. Find your internal storytellers • List staffers’ skills • Who’s good at photos? • Video? • Writing? • Facebook or Twitter? • Create a Blog Squad • Who’s good at campaigns? • Open your blog to guest posts
  • 31. PRODUCTION PROCESSES Create an Events Calendar Key off both internal events & community events
  • 33. Create an Editorial Calendar Map out a weekly or monthly game plan
  • 34. 4. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  • 35. Build community, not eyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
  • 36. CASE STUDIES Involve your supporters 350.org livestrong.org
  • 37. Find your champions! • Find the big kahunas in your sector by using a listening post. Then, influence the influencers. Post on their blogs & retweet. • Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. • Scope out Twitter Lists that intersect with your organization or social cause. • Useful tools: Klout, SocialMention, Google Analytics.
  • 38. Use social love handles! Generate an Attention Wave
  • 39. Enable friction-free conversations Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org with multiple log-in options.
  • 40. CASE STUDY Make your cause tangible http://charitywater.org/projects/map/ Average mycharitywater campaigner raises $1,000
  • 41. Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
  • 42. Don’t overlook mobile New Goodwill Bay Area app
  • 43. EXERCISE Create a mobile calling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
  • 44. CASE STUDIES Much more than Text2Give The Cove campaign: Text DOLPHIN to 44144 Start & grow a mobile list • Calls to action • Alerts • Feedback loop • Reaches new constituents Text HELPME to 30644
  • 45. Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
  • 46. The awesome power of free Free content! Free resources! • Free photos • Socialbrite.org/sharing-center • Free videos (eg, TED talks) • Creativecommons.org • Free music & audio • Techsoup Free services! Free expertise! • Google Grants • BarCamp • YouTube for Nonprots • PodCamp • Google Earth for Nonprots • WordCamp • Social Media Club Free software & platforms! • WordPress & its plug-ins • Open Ofce, Google docs • Drupal, Joomla
  • 47. flickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 210 million licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
  • 48. 5 . I N T E G R AT E Y O U R E F F O R T S Is your strategy aligned? Case study: thehopeinstitute.us Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
  • 49. Integrate social into the culture • Create teams of participants. • Knock down the silos. • Get people using the tools. Use ‘reverse mentoring.’ • Share monthly metrics reports. Photo on Flickr by lanuiop • Provide evidence of how social media moved the needle. • Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
  • 50. RESOURCES Productivity tools • Google docs • LibreOfce • Google groups • Private group on Facebook • Project management (Huddle.net, SharePoint) • Skype
  • 51. SOCIAL MEDIA DASHBOARDS Pace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash
  • 52. Key takeaways • Begin with an aligned strategy, not with the tools. • Measure, measure, measure. Evaluate, iterate, relaunch. • Tell your stories! • Use your community — your biggest resource: your supporters!
  • 53. Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
  • 54. Thank you, let’s talk! http://socialbrite.org/NTC JD Lasica Carla A. Schlemminger jd@socialbrite.org carla@socialbrite.org Twitter: @jdlasica Twitter: @carlainsf
  • 55. Evaluate this session Each entry has a chance to win an NTEN-engraved iPad! 3 OPTIONS: 1. Text #12NTCdammit to 69866 2. Scan this QR code 3. Go online to nten.org/ ntc/eval