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Hayward Non-Profit Alliance
Social Media Communications Strategy
                           September, 15, 2011
                                 Kirk Tramble
Social Media Facts




                                            Source: Social Bakers


2          © 2011 Kirk Tramble Kizata LLC
Social Media Facts
       250 million mobile Facebook
        users




                                                               Source: Social Bakers


    2                         © 2011 Kirk Tramble Kizata LLC
Social Media Facts
       250 million mobile Facebook
        users


       155 million Facebook users
        in US




                                                                Source: Social Bakers


    2                          © 2011 Kirk Tramble Kizata LLC
Social Media Facts
       250 million mobile Facebook
        users


       155 million Facebook users
        in US


       53.4 million LinkedIn users in
        US


                                                                  Source: Social Bakers


    2                            © 2011 Kirk Tramble Kizata LLC
Contents
       Objective
       Strategic Framework
       Tools
       Top 10 Actions
       Best Practices




3                             © 2011 Kizata LLC - kizata.com
Objective
    ✤   Review and discuss strategies and approaches for using social
        media as a communications tool for non-profit organizations.




4                                © 2011 Kizata LLC - kizata.com
Social media are media for social
    interaction, using highly accessible and
    scalable communication techniques. Social
    media is the use of web-based and mobile
    technologies to turn communication into
    interactive dialogue.
    - Wikipedia




5                         © 2011 Kizata LLC
Maximizing Social Media for Communications
       Hub and Spoke Model
       Drive Traffic to the Hub
       Utilize Spokes to engage                    Facebook                     Twitter

        people in different ways:
        ★   Social - Facebook                                       Hub
                                                                  [Website]
        ★   Short Broadcast Messages -
            Twitter                                                                    LinkedIn

        ★   Professional Social Network -           Youtube

            LinkedIn                                                    Flickr
        ★   Photos - Flickr
        ★   Video - YouTube


    6                              © 2011 Kizata LLC - www.kizata.com
Top Social Media Engagement Tools
       Website
       Email and electronic newsletters
       Facebook
       Twitter
       Smartphone App
       LinkedIn Group
       Google / Yahoo Groups
       PayPal for merchant services/online payment collection


    7                             © 2011 Kizata LLC - kizata.com
Website: Online membership registration and
payment




8                     © 2011 Kizata LLC - kizata.com
Website: Links to social networking




9              © 2011 Kizata LLC - kizata.com
Website: Links to iPhone/Android Application




 10                    © 2011 Kizata LLC - kizata.com
Website: Newsletter Subscription Form




11               © 2011 Kizata LLC - kizata.com
Website: Events Calendar




12              © 2011 Kizata LLC - kizata.com
Electronic Newsletter




13               © 2011 Kizata LLC - kizata.com
How is Facebook Organized?




14              © 2011 Kirk Tramble Kizata LLC
What is a Facebook Page?
    Facebook Pages are special
     pages for organizations,
     businesses, celebrities, and
     bands to broadcast
     information to people who
     choose to connect with
     them
    Similar to profiles, but for
     entities.
    You can create and manage
     a Facebook Page for your
     organization from your
     personal account.

    15                              © 2011 Kirk Tramble Kizata LLC
What is a Facebook Place?
    Places is a Facebook feature that
     allows users to see where friends
     are and share their location
    Places allows users to check-in
    Places requires users to have
     mobile access to the Facebook
     application for iPhone, Android,
     Blackberry
    Users create places
    Businesses and organizations
     need to search for and claim
     their Facebook Places


    16                           © 2011 Kirk Tramble Kizata LLC
Facebook



                                        • Events
                                        • Website Search
                                        • Dialog
                                        • Photos
                                        • Discussions




17         © 2011 Kizata LLC - kizata.com
Twitter: @Starbucks

1.5 million   Multiple tweets/
                                 Follows 79,049
followers     day



Hot - New -
Insider       Promotions         Jobs
Information




                              Promote other
              Crowdsourcing - Starbuck
Web links     Design your own Media e.g.
              Frappuccino     Frappuccino.co
                              m




Suggestions   Dialog             Fun



 18                                               © 2011 Kizata LLC
Smartphone App
                                              • Events: Description of events
                                                  with option to RSVP
                                              •   Photos: Photo Albums
                                              •   News: Dartmouth Now
                                              •   About: Description of Club
                                              •   Membership: Online
                                                  Registration
                                              •   Donations: Online Pledges
                                              •   Maps: Google Map of all
                                                  Event Locations
                                              •   Dartmouth Alumni Magazine
                                              •   Athletics:
                                                  Dartmouthsports.com




19               © 2011 Kizata LLC - kizata.com
LinkedIn



                                      • Discussions
                                      • Announcements
                                      • Updates




20         © 2011 Kizata LLC - kizata.com
LinkedIn: Starbucks Coffee Company

                                    31 Employees
49K Followers   16K Employees
                                    in my Network




                                    Posts on
New Hires       Tweets
                                    LinkedIn




                                    Company
Map             Stock Info
                                    Information




Promotion as
                Career Info, Jobs
Best Place To                       Groups
                and Recruiters
Work


 21                                                 © 2011 Kizata LLC
Top 10 Social Media Actions for Non-Profits
 1. Enable Online membership registration
 2. Enable Online Event Registration and Event Tracking
 3. Setup a Facebook Group
 4. Setup a LinkedIn Group
 5. Provide an Online Events Calendar - iCal, Google
 6. Setup a Photo and Video Gallery
 7. Offer a SmartPhone Application
 8. Use Email for Broad Communications
 9. Setup Call to Actions on your website
 10. Maximize Usage of Facebook


22                           © 2011 Kizata LLC - kizata.com
Best Practice for Social Media Communications
              ‣ Post information that links to your website.
              ‣ Post a short abstract of an article on Facebook and link to the full article on
                  your website.
Facebook
              ‣   Use a tool.
              ‣   Manual posts are scored higher than posts from tools such as Hootsuite.
              ‣   When adding content to website - add a status update pointing to new content.

              ‣ Tweet information that links to your website.
              ‣ When adding content to website - tweet a description and link to the new
Twitter           content.
              ‣   Schedule regular tweets.
              ‣   Use a tool.
              ‣ When adding content to website - post a description and link to the new
                  content.
LinkedIn
              ‣   Use group to provide feedback to be used for decision making (Crowd
                  Sourcing).

Newsletters
              ‣ Add social media links to newsletters.
              ‣ For e-Newsletters add short abstract of content and link to detail on website.

 23                                     © 2011 Kizata LLC - www.kizata.com
Contact Information
Kirk Tramble - President, Kizata LLC
     Email: Kirk@kizata.com
Company
     Web: http://www.kizata.com
     Toll Free: (510) 593-5007




 24                            © 2011 Kizata LLC - kizata.com

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Communication strategy for NonProfits Sept 15, 2011

  • 1. Hayward Non-Profit Alliance Social Media Communications Strategy September, 15, 2011 Kirk Tramble
  • 2. Social Media Facts Source: Social Bakers 2 © 2011 Kirk Tramble Kizata LLC
  • 3. Social Media Facts  250 million mobile Facebook users Source: Social Bakers 2 © 2011 Kirk Tramble Kizata LLC
  • 4. Social Media Facts  250 million mobile Facebook users  155 million Facebook users in US Source: Social Bakers 2 © 2011 Kirk Tramble Kizata LLC
  • 5. Social Media Facts  250 million mobile Facebook users  155 million Facebook users in US  53.4 million LinkedIn users in US Source: Social Bakers 2 © 2011 Kirk Tramble Kizata LLC
  • 6. Contents  Objective  Strategic Framework  Tools  Top 10 Actions  Best Practices 3 © 2011 Kizata LLC - kizata.com
  • 7. Objective ✤ Review and discuss strategies and approaches for using social media as a communications tool for non-profit organizations. 4 © 2011 Kizata LLC - kizata.com
  • 8. Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. - Wikipedia 5 © 2011 Kizata LLC
  • 9. Maximizing Social Media for Communications  Hub and Spoke Model  Drive Traffic to the Hub  Utilize Spokes to engage Facebook Twitter people in different ways: ★ Social - Facebook Hub [Website] ★ Short Broadcast Messages - Twitter LinkedIn ★ Professional Social Network - Youtube LinkedIn Flickr ★ Photos - Flickr ★ Video - YouTube 6 © 2011 Kizata LLC - www.kizata.com
  • 10. Top Social Media Engagement Tools  Website  Email and electronic newsletters  Facebook  Twitter  Smartphone App  LinkedIn Group  Google / Yahoo Groups  PayPal for merchant services/online payment collection 7 © 2011 Kizata LLC - kizata.com
  • 11. Website: Online membership registration and payment 8 © 2011 Kizata LLC - kizata.com
  • 12. Website: Links to social networking 9 © 2011 Kizata LLC - kizata.com
  • 13. Website: Links to iPhone/Android Application 10 © 2011 Kizata LLC - kizata.com
  • 14. Website: Newsletter Subscription Form 11 © 2011 Kizata LLC - kizata.com
  • 15. Website: Events Calendar 12 © 2011 Kizata LLC - kizata.com
  • 16. Electronic Newsletter 13 © 2011 Kizata LLC - kizata.com
  • 17. How is Facebook Organized? 14 © 2011 Kirk Tramble Kizata LLC
  • 18. What is a Facebook Page?  Facebook Pages are special pages for organizations, businesses, celebrities, and bands to broadcast information to people who choose to connect with them  Similar to profiles, but for entities.  You can create and manage a Facebook Page for your organization from your personal account. 15 © 2011 Kirk Tramble Kizata LLC
  • 19. What is a Facebook Place?  Places is a Facebook feature that allows users to see where friends are and share their location  Places allows users to check-in  Places requires users to have mobile access to the Facebook application for iPhone, Android, Blackberry  Users create places  Businesses and organizations need to search for and claim their Facebook Places 16 © 2011 Kirk Tramble Kizata LLC
  • 20. Facebook • Events • Website Search • Dialog • Photos • Discussions 17 © 2011 Kizata LLC - kizata.com
  • 21. Twitter: @Starbucks 1.5 million Multiple tweets/ Follows 79,049 followers day Hot - New - Insider Promotions Jobs Information Promote other Crowdsourcing - Starbuck Web links Design your own Media e.g. Frappuccino Frappuccino.co m Suggestions Dialog Fun 18 © 2011 Kizata LLC
  • 22. Smartphone App • Events: Description of events with option to RSVP • Photos: Photo Albums • News: Dartmouth Now • About: Description of Club • Membership: Online Registration • Donations: Online Pledges • Maps: Google Map of all Event Locations • Dartmouth Alumni Magazine • Athletics: Dartmouthsports.com 19 © 2011 Kizata LLC - kizata.com
  • 23. LinkedIn • Discussions • Announcements • Updates 20 © 2011 Kizata LLC - kizata.com
  • 24. LinkedIn: Starbucks Coffee Company 31 Employees 49K Followers 16K Employees in my Network Posts on New Hires Tweets LinkedIn Company Map Stock Info Information Promotion as Career Info, Jobs Best Place To Groups and Recruiters Work 21 © 2011 Kizata LLC
  • 25. Top 10 Social Media Actions for Non-Profits 1. Enable Online membership registration 2. Enable Online Event Registration and Event Tracking 3. Setup a Facebook Group 4. Setup a LinkedIn Group 5. Provide an Online Events Calendar - iCal, Google 6. Setup a Photo and Video Gallery 7. Offer a SmartPhone Application 8. Use Email for Broad Communications 9. Setup Call to Actions on your website 10. Maximize Usage of Facebook 22 © 2011 Kizata LLC - kizata.com
  • 26. Best Practice for Social Media Communications ‣ Post information that links to your website. ‣ Post a short abstract of an article on Facebook and link to the full article on your website. Facebook ‣ Use a tool. ‣ Manual posts are scored higher than posts from tools such as Hootsuite. ‣ When adding content to website - add a status update pointing to new content. ‣ Tweet information that links to your website. ‣ When adding content to website - tweet a description and link to the new Twitter content. ‣ Schedule regular tweets. ‣ Use a tool. ‣ When adding content to website - post a description and link to the new content. LinkedIn ‣ Use group to provide feedback to be used for decision making (Crowd Sourcing). Newsletters ‣ Add social media links to newsletters. ‣ For e-Newsletters add short abstract of content and link to detail on website. 23 © 2011 Kizata LLC - www.kizata.com
  • 27. Contact Information Kirk Tramble - President, Kizata LLC  Email: Kirk@kizata.com Company  Web: http://www.kizata.com  Toll Free: (510) 593-5007 24 © 2011 Kizata LLC - kizata.com

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