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Social Media Strategy
Recruit, Engage & Activate
Ritu Sharma (@ritusharma1)
13 Cities. 3 Countries.
10,000 Nonprofits.
3
Why Social Media?
•Low barrier To Entry
•Level Playing Field
•Perfect for Peer Asks
•“Everyone is Smarter Than
Anyone”
7
How is
Social Media used?
8
• MARKETING
• FUNDRAISING
• ADVOCACY
• STAFF & VOLUNTEER
RECRUITMENT
TAKE A STEP BACK…
TO MOVE FORWARD
9
Listen
10
• FACEBOOK
• TWITTER
• LINKEDIN
• YOUTUBE
• BLOG
• TUMBLR
• FLICKR
• INSTAGRAM
11
SOCIAL
MEDIA
EMAIL
SEO
PHONE
DIRECT
MAIL
PR
PARTNERS
Integrated Marketing Plan
12
IDENTIFY RECRUIT ENGAGE ACTIVATE
13
IDENTIFY
•History & Experience
•Facebook Insights
•Google Analytics
•RowFeeder.com/reports
Identify Your Audience
14
15
RECRUIT
Facebook.com/nonprofits
•Invite People
•Post Photos & Videos
•Create Events
•Facebook Ads
•fundraising campaigns
Facebook
16
•Following Others
•Low Hanging Fruit
•Post Regularly
•RT Often & Liberally
•Create a Hashtag
•Participate In #ff
Twitter
17
Youtube.com/nonprofits
•Create Vlogs, PSA’s & appeals
•Drive fundraising via google
checkout
•Create “Call to action” text
overlays
Youtube
18
Create A Social Media
Policy
19
Create an
Editorial Calendar
20
Use Scheduling Tools
Use Scheduling Tools
23
ENGAGE
ENGAGE:
Ask Questions
ENGAGE:
Timing is Everything
•Morning: 8 – 9AM
•Lunch: 12 – 1PM
•End of Day: 4:30 – 6PM
•Night: 9:30 – 11PM
•Weekends vs. Wednesday
ENGAGE:
Become a Curator
Think
50/50
ENGAGE:
Recognize & Respond
ENGAGE:
Tie In Live Events
29
ACTIVATE
ACTIVATE:
Create Superfans
ACTIVATE:
Identify Key Influencers &
Donors
•Engage & Interact With your
Top 10%
ACTIVATE:
Identify Key Influencers &
Donors
•Celebrate Key Allies: Donors,
Volunteers,
& Milestones
•Myriad Blogs & Posts
ACTIVATE:
Identify Key Influencers &
Donors
•Engage Key Allies in
Personal Asks
•Contests Work Well
34
IDENTIFY RECRUIT ENGAGE ACTIVATE
•www.facebook.com/nonprofit
s
•www.google.com/nonprofits
•www.bethkanter.org
•www.nten.org
RESOURCE REVIEW
RESOURCE REVIEW
•www.socialbrite.org
•www.MediaBistro.com
•www.SocialFresh.com
Thank You!
Ritu@SM4NP.org
@RituSharma1

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