This document summarizes Shai Coggins' presentation on growing social media strategies for nonprofits. It outlines 5 stages of growth for a nonprofit's social media presence from "Sit" to "Crawl" to "Walk" to "Run" to "Fly." For each stage, it provides examples of how a nonprofit's social media plan, execution, and measurement would evolve and become more sophisticated. The goal is to help nonprofits understand where they are currently and how to progress their social media strategy in a step-by-step manner.

1. MS NGO Day Philippines
Davao - Manila
22 & 24 Feb 2011
#msngoDAV | #msngoMNL
Growing Social Media
Strategies for Nonprofits
Presentation by
Shai Coggins (@shaicoggins)
Manager, Communications
Connecting Up Australia
(@ConnectingUp)
http://connectingup.org/

2. Growing Social Media
Strategies for Nonprofits
by Shai Coggins (@shaicoggins)
MS NGO Connection Day - Davao & Manila - February 2011

3. Social Media Growth Stages
Sit Crawl Walk
Run Fly
Where’s your nonprofit at right now?
Partly based on Beth Kanter’s Social Media Strategy Blocks (http://bethkanter.org/ | Twitter: @kanter)

4. Social Media Strategy in a Nutshell
 Plan
 Execute
 Measure & Analyse
 RINSE & REPEAT

5. Growth Stage:
SIT
•Awareness
•Taking Notice
•Acknowledge the Need
•Tentative Attempts

6. Growth Stage:
CRAWL
•Start 1 - 2 accounts
•Ad hoc updates
•No ownership
•1-2 people organisation
awareness
•Broadcasting mode

7. Growth Stage:
WALK
•Support from top level
•Staffing allocation (part-
time/full-time)
•Updates more often, no
schedule
•Start @replies, etc
•Creation of original content

8. Growth Stage:
RUN
•Managed by full-time staff
•Scheduled and planned
updates
•Organisation-wide
awareness
•Engagement with RTs,
hashtags, etc
•Regular original content
•Multimedia use
•Basic analytics

9. Growth Stage:
FLY
•Organisation-wide use
•Facilitation
•Strong community
engagement
•Co-creation of content with
community members
•Community ownership
•Effective use of additional
tools (analytics, etc)

10. From SIT to CRAWL
Plan Execute Measure & Analyse
•Identify simple •Focus on one tool or •General
goals platform at a time observations
•Post relevant
updates whenever
possible

11. From CRAWL to WALK
Plan Execute Measure & Analyse
•Create goals •Improve use of tools •Basic statistics
•Include plans for through engagement (number of views,
engagement •Create original comments, etc)
• Identify staff for content
accountability

12. From WALK to RUN
Plan Execute Measure & Analyse
•Allocate full time •Enhance online •Identify both
staff profile through the use quantifiable and
•Include of more tools qualifiable
measurement in •555+ Guideline (5 measurement
planning about you/original
•Content calendar posts, 5 replies, 5
creation retweets, + welcomes,
DMs, thanks, #FFs,
etc

13. From RUN to FLY
Plan Execute Measure & Analyse
•Include community •Encourage •Use statistical tools
and stakeholders community-generated (eg, Social Sprout,
•Social media policy content Radian6, Twittalyzer,
for organisation •Community-driven etc)
initiatives •Report writing
•Organisation-wide
use

14. FLY higher
Plan Execute Measure & Analyse
•Community sharing •Teaching others, •Helping others to
inclusion encouraging others to measure success
use
•Sharing of resources

15. Salamat!
Shai Coggins (@shaicoggins)
sc@connectingup.org