Presentation given at the 2011 Association of Junior Leagues International, Inc. Annual Conference in Philadelphia, PA.

1. Social Media 201: Advanced Tips & Strategies Susan Chavez #JLAC11

2. Objectives Today we will learn how to: capitalize on your existing League projects and expertise to create engaging content engage with your network to create a real online community in support of your League’s mission and projects identify tools to manage your social networking efforts

3. Reassess What are your goals? What are your expectations? Does your plan need revision? (Have a plan?) Examined your website?

4. Your Website Foundation Home base for information about your League All social media profiles lead back to it First info source about your League to appear in search engine results Does not impose limitations found on social media platforms

5. Your Website Questions to ask: Is it easy to navigate? Is it easy and compelling to read? Content Fonts & text formats Is it regularly updated? Is it easy to connect to your social media channels?

6. Your Website Should have: About Us information Easy access to program descriptions Short and sweet descriptions Button(s) on homepage linking to FB, Twitter, YouTube and/or blog Easy to read fonts, colors, design Compelling images Contact Us information

7. Your Website Bonus points: “Donate Now” button Rating from Charity Navigator or other nonprofit ratings agency Testimonials Links to partner/sponsor sites E-commerce options for cookbook sales

8. Your Website Leverage website, with project information Create continuity across platforms Basic Stats (i.e. who you are, contact info) Messaging Content

9. Creating Community Be open! Post interesting, well-written content Don’t forget visuals (when appropriate) Answer questions Ask questions/show interest in your community Conduct polls/surveys

10. Creating Community Thank and recognize donors Follow partners & sponsors Thank and recognize partners & sponsors Thank your followers Comment on others’ content Recommend/forward their content

11. Creating Community Follow nonprofits or organizations with expertise in issues you are working on Follow your local community News organizations Government Cultural institutions (i.e. museums) Follow sister Leagues!

12. Developing Content Your Junior League in the news Subscription news service Google news search Google alerts New focus area announcement Who, what, when, where, why News/info related to your focus areas Press releases

13. Developing Content Events press releases event reminders post-event wrap up (i.e. photos, sponsor thank-you, fundraising results) League history Interesting historical facts

14. Questions?

15. Facebook Use a fan page Obtain vanity URL Do not fragment your intended audience Utilize appropriate FB applications Customize content Link back to your website Update: min. – 2x / week, max. – 1-2 times / day Allow followers to post comments & content Monitor comments & respond Consider changing landing page

16. Case Study: AJLI

17. Case Study: AJLI

18. Case Study: AJLI

19. Case Study: AJLI

20. Case Study: AJLI

21. Case Study: AJLI

22. Case Study: AJLI How it’s done: Use available, embedded FB applications “Links” to link back to AJLI website “Events” to provide information for upcoming conferences Involver applications Twitter for Pages YouTube for Pages NetworkedBlogs connected FBML application Reproduce & link to existing content

23. Case Study: JL of London

24. Case Study: JL of London

25. Case Study: JL of London

26. Case Study: JL of London

27. Case Study: JL of London

28. Case Study: JL of London How it’s done: Involver applications Twitter for Pages YouTube for Pages FBML Programmes

29. Questions?

30. Twitter Try to keep name length short Post at least 3-5 times a day Keep message brief Limit to key details Limit adjectives Link to multimedia content Include (and shorten) links Ask & thank for retweets

31. Twitter Follow key people/organizations (See slide 9: Creating Community) Monitor keywords Variations of your name Issue-area related keywords Use a Twitter management system Follow JLs

32. Twitter Use Hashtags indicates a trending topic, makes search easier Designated: #[keyword] Use when appropriate Do not overuse Make an effort to use: #FF/#FollowFriday and or #ThankfulThursday

33. Case Study: AJLI

34. Case Study: AJLI How it’s done: Twitter management tool: HootSuite Monitor keywords: “Junior League” “#JuniorLeague” Monitor comments/questions directed to @JuniorLeague Respond and/or provide information Track trending topics use appropriate hashtags

35. Case Study: AJLI

36. Case Study: JL of Des Moines

37. Case Study: JL of Des Moines How it was done: 80th Anniversary Twitter campaign Developed 80th anniversary hashtag: #JLDM80th Historical fact tweets Campaign began in months leading up to anniversary celebration

38. Questions?

39. Blogging Post every 3-4 weeks Consider commenting on other blog posts Reproduce content from other sources (with permission & proper attribution) Feature guest writer Link to new posts on homepage and/or Twitter and/or Facebook Send multiple tweets about new content Consider using Wordpress and/or self-hosting Use visuals

40. Case Study: AJLI

41. Case Study: AJLI How it’s done: Consider what’s in the news & what will be in the news How does The Junior League fit into the story? Research Content development Review & editing Photo search & editing Post

42. Case Study: JL of Calgary

43. Case Study: JL of Calgary How it’s done Content development Newsletter content Articles written Newsletter developed Editorial Post

44. Questions?

45. YouTube Create account on YouTube’s nonprofit channel Include YouTube player on website & FB page Keep it short! 15 minute maximum video time Don’t be afraid of DIY aesthetic

46. Case Study: AJLI

47. Case Study: AJLI JLTV on www.AJLI.org after site redesign Video tab on FB page Content development Use existing videos JL History video Kids in the Kitchen media highlights reel Use of Flip cams for JL member testimonials

48. Questions?

49. Measuring ROI ROI = Return on Investment What does ROI mean for nonprofits? What does it mean for your Junior League?

50. Measuring ROI Website traffic Linking back to your website Average number of “likes”/ “RTs” / comments Increase in inquiries to League HQ Increased success with media coverage/placements Event/fundraiser outcome

51. Measuring ROI Measurement methods Built-in website analytic tool Google Analytics Facebook fan page analytics Twitter Tweetreach Twitter Analyzer Klout

52. What’s Next? Mobilization Mobile sites Browsing on-the-go Mobile applications Geosocial networking Location-based services, i.e. Foursquare, Gowalla, SCVNGR

53. Questions?

54. Thank You! Keep in touch! Find me at: www.SusanChavez.com Connect on:______