1. Don’t Just Do it, Do It Well
Process and Management of Social Media Efforts

2. Getting Started
About Us
• Design and Technology Partners to Nonprofits
• The Partnership At Drugfree.org, Tribeca Film Institute, Dress For Success,
iEARN, Mouse INC., MLT, ...
• Visual Branding, Print Solutions, Web Solutions
• We are a small studio with a powerful team that does
big work
• Smart interactive design marries graphic excellence
with technology savvy in strategic collaboration

3. Setting The Context
What we will be focusing on
• Processes for implementing social media efforts
• Tools related to managing your efforts
Knowing your context
• What is your biggest struggle for the “doing” part
• Who else in involved in your efforts (staff, volunteers,
etc)

4. Getting Started
Road Map
• Challenge 1: Working with Volunteers
• Challenge 2: Working Across Teams
• Challenge 3: Creating Engaging Content
• Challenge 4: Too Many Tools
• If Your Learn Nothing Else

5. Challenge 1: Working with Volunteers
Adding more then just warm bodies to your efforts

6. Challenge 1: Working with Volunteers
Good Reasons To Use As Volunteer
• Want to share ownership in your efforts
• Familiar with and even like social media
• Like interacting and building community
• Enjoy creating/curating content
Poor Reasons To Use As Volunteer
• Have free time
• Are younger than you
• Are “good” with computers
• Have a lot of “Friends”

7. Challenge 1: Working with Volunteers
What They Need
To manage the conversation for you they need to know
Tone Voice
Story Message

8. Challenge 1: Working with Volunteers
“We care about _____ and need you to help us _____.”
What you don’t provide they have to fill in

9. Challenge 1: Working with Volunteers
Tips
• Have a basic strategy to share
• Base-level social media policy
• Keep it about the organization, not the individual
Tricks
• Internal social media press release
• Weekly update from volunteer
• “Storyboard” your campaign
idealware.org/reports/nonprofit-social-media-policy-workbook

10. Challenge 1: Working with Volunteers
Storyboard
Challenge Action To
Initial Story End Results Follow -Up
or Issue Take
What’s Your Story Line?
Image source:http://bakerdesignstudio.net

11. Challenge 2: Working Across Teams
Making more mean better...not just more

12. Challenge 2: Working Across Teams
Why Teams Exist
• Largeorganizations: More then one person to
support
• Small organization: Can’t dedicate a single person
• Maximizing multiple people’s potential to contribute
Why So Challenging
• Undefined roles
• Keeping track of what everyone is doing
• Keeping efforts/channels coordinated

13. Challenge 2: Working Across Teams
Tips
• Make use of tools
• Setup the framework, don’t manage the details
• Build in opportunities for individuals to shine/
contribute
Tricks
• Shared distribution tools (Hootsuite, Buffer App, etc)
• Make use of Internal Listening Boards
• Segmentfor monitoring (Google Analytics
Campaigns)

14. Challenge 2: Working Across Teams
Evernote
• Notes, To Dos, Images, Web clips
• Organize in a variety of ways
• Sync across devices/platforms
• Collaborate with others
Buffer App
• Set schedule for distribution
• Review the queue
• Single platform for multiple channels
evernote.com & bufferapp.com

15. Challenge 2: Working Across Teams
Google Analytics Campaigns
• Campaign Name (End of Year Ask, Volunteer
Recruitment)
• Source (Department or Program)
• Medium (Newsletter, Social, Email)
http://dogood.org/?utm_source=ProgramTeam&utm_medium=social&utm_campaign=YearEndAsk
Add to the end of urls
www.google.com/analytics/

16. Challenge 3: Creating Engaging Content
Conversation starters, not just noise

17. Challenge 3: Creating Engaging Content
Why It Matters
• Community is hungry for it
• Can’t spend energy/resource on things that don’t
work
• This is your chance to rise above the noise
Why So Challenging
• You have to actually pay attention
• You have to define what “engagement” looks like
• Lots of factors can influence

18. Challenge 3: Creating Engaging Content
Tips
• Be clear about what your are doing
• Know how you will track before you get started
• Be sure to track engagement, not just numbers
Tricks
• Make strategies connect across platforms
• Use the “gut check”
• Let your community share in the creation (Co-
Creation)

19. Challenge 3: Creating Engaging Content
Facebook Examples
• Number of comments/shares/likes
• Talking About This vs Viral Reach
• Engaged Users

20. Challenge 3: Creating Engaging Content
Co-Creation Example | Sightline Institute
http://www.sightline.org/

21. Challenge 3: Creating Engaging Content
Co-Creation Example | Sightline Institute
• Called for photos
Blog Post Facebook Post
http://www.sightline.org/

22. Challenge 3: Creating Engaging Content
Co-Creation Example | Sightline Institute
• Called for photos
• Used photos in blog post
http://www.sightline.org/

23. Challenge 3: Creating Engaging Content
Co-Creation Example | Sightline Institute
• Called for photos
• Used photos in blog post
• Gave credit & follow-up
On Blog Post and
email to those who left
comments
http://www.sightline.org/

24. Challenge 3: Creating Engaging Content
Co-Creation Example | Sightline Institute
• Called for photos
• Used photos in blog post
• Gave credit & follow-up
• Did it again
http://www.sightline.org/

25. Challenge 4: Too Many Tools
Technology should be working for you,
not the other way around

26. Challenge 4: Too Many Tools
Why It Matters
• Inefficient = less impact = less likely to keep doing
• Easy to chase shinny new tools
• Your communities might be spread out, so you need
to be
Why So Challenging
• Not one tool to “rule them all”
• Feelslike researching/learning is time away from
doing
• Tools change at a pace that is hard to keep up

27. Challenge 4: Too Many Tools
Tips
• Use tools that support specific needs
• Ask others what they use and why
• Look for tools that coordinate across devices/
platforms
Tricks
• Automate reports where possible
• Leverage that age old technology of the RSS feed
• Utilize tools that specialize in connecting other tools

28. Challenge 4: Too Many Tools
If This Then That (IFTTT)
ifttt.com

29. Challenge 4: Too Many Tools
If This Then That (IFTTT)
• 51 Available Channels
• Personal Recipes
• Shared/Public Recipes
• Works with APIs
• Platform seeing a lot of growth
ifttt.com

30. Challenge 4: Too Many Tools
If This Then That (IFTTT) | Example Recipes
ifttt.com

31. Wrapping It All Up
If you learn one thing today

32. Wrapping It All Up
The Key To Doing It Well
• The work is challenging but doesn’t have to be hard
• Well thought out execution trumps latest tool
• Mange the plan and process and the people will be
fine
• Establish good habits, then add more to the mix

33. Wrapping It All Up
Hold Yourself Accountable
• Chose at least one thing new you will try this week
•A lot of resources out there, ask for help
• Be creative about how technology can be applied
• Make technology work for you, not the other way
around

34. Ash Shepherd
Strategy & Process
ash@mod-lab.com | @NPTech_Ash
www.mod-lab.com