2. SOCIAL MEDIA & SOCIAL NETWORKING
• Overview & Introduction
• Interact with people online through stories, discussions, media
• Networking, Media (photo, video, slideshow), Recommendation, Bookmarking,
Fundraising
• FOI – August training led to Strategy; not realistic sitting on a shelf
• How do non profits use it?
• Engage members
• Share stories, participation, events
• Grow membership
• Raise Funds
• Tell a story
• Build campaigns
• Build community with like minded people
• *More brainstorming later

3. Strategic Plan Priorities
and Goals
Other Goals?

4. GOALS FOR SOCIAL MEDIA
Looking at the Big Picture
Friends of the Inyo’s mission is to care for the public lands of the Eastern Sierra.
Friends of the Inyo connects people to the wonders of this place by fostering
stewardship, exploration and long-term preservation of the incomparable public
lands, rivers and wildlife of California’s Eastern Sierra.
Drilling Down
 240k: Caring for the Eastern Sierra’s public lands
 24k: Preservation, Exploration, Stewardship
 2.4k: Get people to donate, come out to an event, write a letter, sign a petition,
come to a public meeting, host an event, share in the discussion
Grow email list of supporters
Increase comments on blog
Increase website visibility
Increase positive mentions of
organization
Have visitors stick around
Make content more viral
Get people to take action
Get people to attend an event

5. Facebook
Twitter
Instagram
Youtube
Flickr
and more!

6. LIONS AND TIGERS AND BEARS, OH MY!
Social Media Tools and Inner workings you’ll ever want to know!
 Social Networking & Social Content Tools  Evaluation and monitoring
 Facebook (social networking) (http://www.socialbrite.org/2011/01/11/guide-to-
 Instagram (social photos) free-social-media-monitoring-tools/)
 Twitter (144 characters, social networking)  Trend Monitoring Tools
 Flickr (social and professional photos)  Social Mention
 Zenfolio, Picasa (photos)  Wildfire
 Youtube (video)  Topsy
 Slideshare (slideshows, ppts)  Metrics Monitoring Tools
 Google+ (social networking, social search  Built-In (Facebook, Twitter)
engine?!)  Google Analytics
 Tumblr (social blog, general media)  Klout
 Pinterest (social blog, general media, links)  Edgerank
 Social Fundraising Tools  Email Marketing & Donor Management (part of
 Crowdrise Development/Fundraising Plan)
 Razoo  Constant Contact
 Givezooks  Convio
 Care2  GiftWorks
 Causes  Raiser’s Edge
 Other Social Networking Tools (Google+, LinkedIn,  Other Web2.0 Tools:
Pinterest, FourSquare, Social Recommendation http://www.socialbrite.org/sharing-
{Diggster, Reddit, StumbleUpon}, Social center/tools/web20-tools/
Bookmarking {Bit.ly, del.icio.us, Furl}, *Virality
 see http://www.go2web20.net/ for more than

7. HOW TO CHOOSE IN A DIGITAL AGE?
 Who are the current users?
 Who’s likely to use the network over time?
 Potential Members, or have influence over potential members?
 What types of content are those people passionate about and
likely to share?
 How does content get exposed to other people on that network?
 Can we create new content to leverage the network?
 What is the time/resource commitment for staff?
 Foreseeable ROI?

8. A FEW NOTES…
Hashtags (v. Keywords)
 Hashtags are NOT keywords, way to organize & categorize information and posts
(Word Clouds)
 Trending on Twitter
 Don’t overuse, clutters
 Transitioning to an afterthought, additional commentary within post
 Keywords are similar, but relate more to SEO
Using Facebook’s Voice
 Realize when you are(not) using Facebook as: Friends of the Inyo v. Personal page
 You have Administrative Access, realize the responsibility of that
 Policy & Guidelines for posting | Use your best judgment
 *See next slide for Guidelines

9. GUIDELINES FOR POSTING CONTENT
Guidelines for posting (about the people and place,  Be personal. Use your own voice rather than an
not the tools); build a community, not an institutional one.
audience  Visuals are key. In blog posts or Facebook updates,
 Think of social media as a way to talk with your use photos or videos to help tell a story.
supporters, partners, colleagues & stakeholders.  Trust your fellow team members. Mistakes will be
 Don’t rush in with an “ask.” made. That’s OK. When someone goofs, admit it.
 First, build relationships and a foundation of trust  It’s not all about you. Give more than you take.
and collegiality.  When people leave comments or retweet you,
 Be a connector. Reciprocate. Follow back. Retweet respond, even if it’s just a “thanks.”
and link to material from outsiders.  Don’t be defensive—be open to critical feedback.
 Don’t think in terms of audiences. You’re building a  Successful campaigns stir authentic enthusiasm.
community. Use social media to amplify the love.
 Conversations can’t be controlled or managed. But  Don’t get overwhelmed!
they can be engaged, informed and elevated.
 Be authentic and transparent about your
connection with your organization.

10. INTEGRATION
Integration Examples – Creating Engagement
E-newsletter (Constant Contact) > Click on cool article > opens to our website > share the
cool article via Social Media (Facebook) > friends then click back to our website
(raise the issue, profile of the organization, donate now button)
Write a blog on website > Share on Facebook and/or Twitter > Story shows up on
Followers friend’s feed > Friend checks out website with big Donate button > Friend
subscribes to E-newsletter/Likes FB or Twitter
Create Event on website > Share on Facebook > Shows up on feed > Followers and
Followers friends come out to event > distribute JPJs at Event > get things done
*Ladder of Engagement on next slide

11. METRICS
Remember Goals do the Driving
Use Goals to drive what we track
Are we being effective? How should we change? Adaptive Management!
Utilize targeted goal-oriented campaigns, then measure and track regularly
Identify Audience
Analytics and the Ladder of Engagement
Reach, Engagement, Personal Action, Regional Action
Fun On-Ramps > Stories of People Making Change > Personal Calls to Action > Policy
Level Discussion/Calls to Action
Cost and ROI (Can’t figure out ROI if no Goals are set)
Content Analysis (Qualitative)
 Sentiment, Themes, Messaging
Survey Research (Big Picture, Nat’l Markets)
 Attitudes, Preferences, Behavior
Analytics (the stuff we measure)
 Reach, Engagement, Action (personal and regional)

13. HTTP://RACK.0.MSHCDN.COM/MEDIA/ZGKYMDEY
LZAZLZA5LZEWXZM1XZIZXZE0ML9MAWXL/5C5B3
1FB

14. ADAPTIVE MONITORING & MEASUREMENT
Step 1: Define your goal(s). What outcomes is this strategy or tactic going to
achieve? What are your measurable objectives?
Step 2: Define your audiences. Who are you are trying to reach? How do your
efforts connect with those audiences to achieve the goal.
Step 3: Define your investments. What is it really costing you to achieve this
outcome?
Step 4: Define your benchmarks. Who or what are you going to compare your
results to?
Step 5: Define your metrics. What are the Indicators by which you will judge
your progress?
Step 6: Select your data collection tool(s).
Step 7: Analyze your data, turn it into action, measure again.
GOAL > AUDIENCE > COST > BENCHMARK > METRIC > TOOL > INSIGHT/ACTION

15. ADAPTIVE MONITORING AND MEASUREMENT
An Inbound Marketing Approach (Earn people’s interest first, create a shared pool of discussion,
and Engagement Ladder/Funnel)
 Content Creation | Search Engine Optimization | Social Media (Empowerment of the User)
 Targeted Landing Pages
 Clear Call to Action
 Keywords
 Engagement online
 Get found online
 Convert visitors and “leads”
 Analyze and Improve
 Branding and Communications (good foundation, now to market the brand)
 Compelling Offers (what will draw people in?)
 Test & Experiment
 Type, Format, Positioning, Timing
Ask More Questions | Don’t Know So Much

17. ENGAGEMENT
It’s all about engagement
When we talk about social optimisation (a term I prefer to 'social media') we're really
talking about driving engagement and interaction. The goal of any social
optimisation strategy is to provide the right tools so that people can engage with
your brand / people / products / services onsite and offsite.
Here’s what you want to happen:
 You want people to make a noise.
 You want people to store and share things.
 You want people to love your website.
 You want people to visit more frequently
 You want people to refer your [organization] to their friends.
 You want people to buy into your brand.
 You want people to buy your products [taking care of the Eastern Sierra].
http://econsultancy.com/us/blog/4887-35-social-media-kpis-to-help-measure-engagement

18. KPIs – What to Measure
Alerts (register and response rates / by channel / CTR / Print page
post click activity)
Ratings
Bookmarks (onsite, offsite)
Registered users (new / total / active / dormant /
Comments churn)
Downloads Report spam / abuse
Email subscriptions Reviews
Fans (become a fan of something / someone) Settings
Favourites (add an item to favourites) Social media sharing / participation (activity on key
social media sites, e.g. Facebook, Twitter, Digg,
Feedback (via the site) etc)
Followers (follow something / someone) Tagging (user-generated metadata)
Forward to a friend Testimonials
Groups (create / join / total number of groups / group Time spent on key pages
activity)
Time spent on site (by source / by entry page)
Install widget (on a blog page, Facebook, etc)
Total contributors (and % active contributors)
Invite / Refer (a friend)
Uploads (add an item, e.g. articles, links, images,
Key page activity (post-activity) videos)
Love / Like this (a simpler form of rating something) Views (videos, ads, rich images)
Messaging (onsite) Widgets (number of new widgets users / embedded
Personalisation (pages, display, theme) widgets)
Posts Wishlists (save an item to wishlist)
Profile (e.g. update avatar, bio, links, email, customisation,
etc)

19. Crawl Walk Run Fly
Lacks consistent data Data collection Data from multiple Org Wide KPIs
collection consistent but not sources
shared
No reporting or Data not linked to System and structure for Organizational
synthesis results, could be wrong data collection Dashboard with
data different views, sharing
Decisions based on gut Rarely makes decisions Discussed at staff Data visualization, real-
to improve meetings, decisions time reporting, formal
made using it reflection process

20. http://www.flickr.com/photos/umpqua/388856350/sizes/l/in/photostream/

21. GOALS BRAINSTORMING
Grow traffic to your website or blog Grow email list of supporters
Grow your newsletter list Increase comments on blog
Motivate people to donate
Increase website visibility
Move people to take a specific action, like signing a
petition Increase positive mentions of organization
Turn supporters into volunteers Have visitors stick around
Increase sale of a product or service Make content more viral
Build visibility and authority for your brand or cause Get people to take action
Boost your following on Twitter or Facebook
Get people to attend an event
Spur people to register to attend an event
Reduce operational costs by crowdsourcing tasks
Test the efficacy of one donation button vs. another
Enhance your site’s search engine rankings
Increase the number of blog comments people post
Reduce your site’s bounce rate (and increase
stickiness)

23. NEXT UP: BRANDING
http://www.slideshare.net/HubSpot/the-top-10-most-remarkable-marketing-
campaigns-ever