Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
Create impact with a social media strategy
1. Create Impact with a
Social Media Strategy
PRESENTED BY JD LASICA
Founder, Socialbrite.org | jd@socialbrite.org
09/16/11 Footer
2. What we’ll cover today
1. Lay the groundwork
2. Meaningful metrics
3. Production processes
4. Create content, tell stories
5. Use your community
Q&A, hugs, tearful goodbyes
3. Relax!
Creative Commons
BY photo on Flickr
by Tom@HK
http://socialbrite.org/bbcon
4. Today’s hashtag
Creative Commons
photo on Flickr
by Prakhar
Tweet this preso! Hashtag: #bbpacific
(I’m at @jdlasica)
7. 1 . L AY T H E G R O U N D W O R K
Before you plunge in ...
• Understand that social media is a series of stages
• Do you have buy-in from top management?
• Do you have a social media policy or guidelines?
• Do you have a Strategic Social Media Plan in place?
• Have you defined a clear theme or calls to action?
• Are you listening to your constituents & community?
• Have you built a program before you turn to a campaign?
• Have you identified and trained your team members?
8. Elements of Strategic Plan
• 360 assessment of social
media capabilities
• Spell out goals
• Identify online community
• Proposed use of social
tools & platforms
• Recommendations on
expanded capabilities
• Lay out metrics program
• Competitive/peer analysis
8
9. CASE STUDY
Bread for World’s SM goals
bread.org
1. Expand and strengthen
Bread’s advocacy work for
poor and hungry people
2. Expand our membership
3. Better communicate with
existing members and target
audiences
4. Strengthen our relationships
with our members
5. Fulfill our mission to end
hunger here and abroad
10. E S TA B L I S H G O A L S
How can you use social media?
• Raise public awareness of your mission or cause
• Raise funds for a cause or campaign
• Reach new constituents & supporters
• Build a community of champions
• Recruit volunteers
• Get people to take real-world actions
• Enhance existing communications programs
• Involve the community in decision-making
• Advance your organization’s mission
11. 2. MEANINGFUL METRICS
Before you start, measure!
‘Data is better than gut’: Gather, analyze, act
Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
12. THE METRICS PROCESS
INFORMATION
INSIGHTS
KPIs
Who, how, why
Funnel ACTION
of love
13. Map metrics to goals
Business goals KPIs to measure
• Grow email list # newsletter subscribers
• SEO: Increase online visibility increase in traffic or linkback #s
• Increase comments on blog avg. # comments/post
• Increase positive mentions of mentions or pick-ups in blogs
organization or program & social networks
• Have visitors stick around stick rate, bounce rate
• Make our content more viral # of shares
• Get people to take action # of petition signatures
• Get people to attend event # of registrants, year over year
14. GOOGLE KEYWORD TOOL
Why long tail keywords matter
https://adwords.google.com/o/Targeting/Explorer
15. EXERCISE
What does your site rank for?
Search your own site’s keyword juju
on semrush.com & spyfu.com
16. Set up a metrics program
1. Get buy-in at the top
2. Identify a Chief Metrics Guru
& give him or her support
3. Interview stakeholders across depts.
to identify key goals & target audiences
4. Create internal document that ties these
goals to specific KPIs you can track
5. Identify tools to use and begin tracking
6. Print out monthly reports, circulate among key execs and
managers. Make this a part of someone’s job.
7. Spend time analyzing the data & drawing conclusions
8. Refine and fine-tune
18. Keep track of key referrers
Write down keywords & referrers sending traffic your way
Deeper dive—metrics: socialbrite.org/bbcon
19. 3. CONTENT & PROCESSES
The power of storytelling
Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago
20. C O N V E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N T
Your nonprofit is a media outlet
Awareness > Influence > Action > Impact
21. CASE STUDY
Use personal storytelling
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
22. Find your internal storytellers
• List staffers’ skills
• Who’s good at photos?
• Video?
• Writing?
• Facebook or Twitter?
• Create a Blog Squad
• Who’s good at campaigns?
• Open your blog to guest posts
24. 4. USE YOUR COMMUNITY
Don’t do all the heavy lifting!
Creative Commons
photo on Flickr by
Jason Means
Don’t be like this guy!
25. Build community, not eyeballs
here’s an amazing
difference between building
an audience and building a
community. An audience
will watch you fall on a
sword. A community will fall
on a sword for you.
— Chris Brogan
Author, “Trust Agents”
26. Find your champions!
• Find the big kahunas in your sector by using a listening post.
Then, influence the influencers. Post on their blogs & retweet.
• Establish a rapport and only then reach out to try to convert
them into evangelists & ambassadors for your cause.
• Scope out Twitter Lists that intersect with your organization
or social cause.
• Useful tools: Klout, SocialMention, Google Analytics.
29. MOBILE
Much more than Text2Give
The Cove campaign: Text DOLPHIN to 44144
Start & grow a mobile list
• Calls to action
• Alerts
• Feedback loop
• Reaches new constituents
Text HELPME
to 30644
30. Is your site mobile-ready?
WPtouch Pro for mobile phones, Onswipe for iPad
31. The awesome power of free
Free content! Free resources!
• flickr.com/creativecommons • Socialbrite.org/sharing-center
• Free videos (eg, TED talks) • Creativecommons.org
• Free music & audio • Techsoup
Free services! Free expertise!
• Google Grants • BarCamp
• YouTube for Nonprofits • PodCamp
• Google Earth for Nonprofits • WordCamp
• Social Media
Free software & platforms! Club
• WordPress & its plug-ins
• Open Office, Google docs
• Drupal, Joomla
32. SOCIAL MEDIA DASHBOARDS
Pace yourself, don’t stress!
HootSuite ThinkUp
Tweetdeck Spredfast
Crowdbooster Netvibes
http://bit.ly/smdash
33. Key takeaways
• Begin with an aligned strategy,
not with the tools.
• Measure, measure, measure.
Evaluate, iterate, relaunch.
• Tell your stories!
• Use your community — your
biggest resource: your supporters!
34. Don’t settle for the status quo
If you do not change
direction, you may
end up where you
are heading.
— Lao Tse
