Crawl, Walk, Run to Social Media Success

Walk, Crawl, Run to
Social Media Success
@edaconsulting

The Power of Social Media

9/30/12 www.edaconsulting.org

What are your fears?


Cons to Using Social Media
• Loss of control
• Time investment (training,
maintenance )
• New communication structure
• Ideas and opinions that are
shared may change over time
• Getting staff/board investment
in new technology
• Transparency

• Recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!


Social Media Lifecycle


Crawl
Characteristics Areas of Improvement First Steps

 Not using social media  Need basic marketing 1. Develop
consistently plan (i.e. branding, print communications
materials, online strategy (audience,
 Resistant to change outreach, etc.) goals & objectives,
etc.)
 Struggle with control  Leadership-driven
change in culture to 1. Listen & develop online
adopt online presences
engagement
1. Leadership initiated
discussion about
engagement


Walk
Characteristics Areas of Improvement First Steps

 Using 1 or more  Learn & use best practices 1. Low-risk pilot program
social media to demonstrate ROI
platforms, but not  Focus on 1 – 2 social
consistently media platforms 1. Build implementation
capacity internally
 Online presence  Need to link to campaign,
connected to program(s), objective(s) 1. Create/revise social
marketing goals media policy
 Need to link goals,
objectives, and activities 1. Integrate and
document
 Need to identify audiences measurement data

 Collect data for
measurement


Run
Characteristics Areas of First Steps
Improvement
 Strategic use of multiple  Need more 1. Social media staff
social media tools sophisticated trains & coaches other
measurement tools org staff
 Part time of full time staff
for digital communications  Find ways to increase 1. Research more
more involvement sophisticated
 Board using social media from staff across the measurement data,
in governance organization tools, and processes

 Social media usage 1. Evaluate, revise
integrated throughout org strategies

 Has developed 1. Share success stories
relationships & with other orgs
technology integration


Fly
Characteristics

 Embracing culture of learning

 Use social media data to help the leadership guide decisions

 Demonstrate clear and compelling results

 Networked with other organizations showing similar success

 Internalized social media communication best practices including:
 Strategy
 Implementation
 Integration
 Evaluation


What do you need for great
social media work?
• A plan linking efforts to • Culture that embraces
programs & mission social media
• Selected, targeted • Willingness to listen,
social media platforms learn, & adapt
• Skills & commitment to • Measurement & eval
using social media strategies
• Organizational • Ability to take small
investment steps to build from


TEN TIPS FOR USING SOCIAL MEDIA


1. Social Media is A Tool, Not THE Tool


2. Social Media is a Plant


3. Adding Value


4. Two – Way Street


5. Prospecting, Cultivation &
Stewardship


6. The Next Generation


7. It Ain’t Free
“Many nonprofits
(particularly the smaller
ones) lack the resources
to communicate
effectively. The Internet
offers the opportunity to
cost-effectively build a
community of
supporters.”
-ePhilanthropyFoundation.org


8. Not Everyone “Diggs” Social Media


9. Selling Social Media


10. Have a Plan


Questions


Purpose
Goals & Objectives
Tools & Implementation
Engagement
Insurance
Measurement

Elements of a social media
plan


Why Plan?
• Map for activities
• Explain why you are using social media
• Measurement
• Clear guidelines, expectations
• Other?


Identify Purpose(s)
 Learn more about social media
 Reach a different demographic
 Connect more with a current
demographic
 Access other research or
resources
 Promote
brand/event/idea/product
 Communicate
 Share your story
 Other?


Goal and Objectives
 Increase website traffic
 Sell more product
 Share ideas
 Learn about resources in
your field
 Promote an event or idea
 Develop your brand
 Test ideas
 Other?


Tools and Implementation
• Blog • Facebook
– How often will you blog? – Profile/Group/Page
– What will you blog about? – Who will manage?
– Who will blog? – Facebook Ads?
• Twitter – Will you link to Twitter?
– How often will you tweet? Ping?
– What will you tweet • LinkedIn
about? – Group and subgroups?
– How will you track? – Who will you invite to join?
– Who will you follow? – Who will be admins?
– Who will tweet? – How often will you post?


Implementation
 Who will manage your social
media?
 Who will contribute to your social
media?
 Board members
 Staff members
 Volunteers
 Stakeholders
 Way to tell your organization’s
story
 Ask questions
 Solicit dialogue


Some Insurance
 Keep it simple, but include:
 Purpose of the social media
tool or online sharing
 Who can use the online tools
 What is your org’s purpose in
using these tools
 Examples of information that
should be shared
 User guidelines
 Consequences for violation(s)
 Reconfirm commitment to
mission


Evaluation Examples
 Record website hits
 Track with Bit.ly or tinyurl
 Use hashtags to track posts
 Are you listed? (Twibes)
 Facebook Ads
 Feedburner/ Feedblitz
 Record/note how many people:
 Become a fan/ Join a group
 Send links
 Recruit other friends
 Promote on their profile,
blog, website
 Cost: Care2 ROI calculator


 There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
 Social media is as much art as it is science.
 Social media is always evolving – emerging
technology is always changing as is our learning.
 Ten Tips to Using Social Media are a foundation
for any social media.


Please Don’t
• Be inauthentic
• ONLY ask for money
• Speak at your followers
• Ignore stakeholder input
• Make it hard to participate
• Stray or ignore your plan


Understanding Social Networks
“Organizations don’t have to create… social
networks; they exist all around us in a
variety of forms. Networked Nonprofits
strengthen and expand these networks by
building relationships within them to
engage and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in
their social networks, which is the key to
growing very big quickly and
inexpensively.” (Fine and Kanter, 2010)


Social Media Examples


Print Resources
• Fundraising and the Next
Generation
• The Networked Nonprofit
• I’m on Facebook, Now What?
• I’m on LinkedIn, Now What?
• Mobilizing Youth 2.0
• The Complete Facebook Guide
for Small Nonprofits
• Twitter Jump Start: The
Complete Guide for Small
Nonprofits


Online Resources
• Socialbrite.com
• IdealWare
• Mashable.com
• Nonprofit Technology Network (NTEN)
• Alltop Nonprofit
• Beth Kanter: http://beth.typepad.com/
• Social Media Plan Outline:
www.ideaencore.com
• www.delicious.com/coloradononprofithelpde
sk
• A. Fine Blog
• frogloop


Questions & Thank You!
Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@edaconsulting.org
www.edaconsulting.org
www.edaconsulting.org/blog
s
www.Facebook.com/edanpo
consulting
Twitter: @edaconsulting


Crawl, Walk, Run to Social Media Success

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