1. Social Media: Tips and tools for using
social media to support your mission
July 10, 2014
Jeremy Willinger,
Director of Communications, RAVSAK
Bradley Jobling,
Social Media Manager, Columbia University Department of Surgery

2. Today’s Agenda
1: Making a case for social media
2: New Developments on Established Sites and How to Use Them
3: Creating a SMART Campaign
4: Integrating Social Media with Other Efforts
5: Developing a Social Media Marketing Plan
6: Measuring Success
7: Parting Notes

3. 1: Making the Case for
Social Media
Key Lesson
How to calculate
estimated ROI on social
media efforts

4. Uses of Social Media
Branding
Building Relationships
Improving Business Processes
Fundraising/Selling (when appropriate)
Saving Advertising Funds

5. Content Types
Blogs (Articles)
Videos
Photos
Audio (Podcasts)
Webinars (Videos)

6. Social Network
Types
Networks: Facebook Google+, Twitter
News Services: Digg, Reddit, Alltop
Geolocation Sites: FourSquare, Facebook
Check Ins
Communities: Meetup, PatientsLikeMe
Review Sites: TripAdvisor, Yelp, Vitals

7. ROI
ROI = (Gain from Investment –
Cost of Investment) / Cost of
Investment

8. Calculating ROI
Establish Baseline for Key Performance
Indicator
Marketing Activity Timeline
KPI Timeline
Look for Patterns
Prove Relationships

9. Key Performance
Indicators
Sales Leads
Email Signups
Donations
Sales
Event Registrations
Downloads
Phone Calls
Solved Support Issues

10. Untraditional ROI
Traffic
Online Conversations
References to Company
Number of Fans/Followers
Engagement

11. ROI Calculation
Exercise

12. 2: New Developments
An overview of the
latest developments on
Facebook, Twitter,
LinkedIn, Flickr,
Foursquare, and
Google+ and how to
use these in your
outreach and marketing
efforts.

13. Latest Developments
on Facebook
• Newsfeed update
• How the newsfeed algorithm has changed and what that means for non-profit organizations
• New insights and analytic tools
• Using the new Facebook analytics to better understand your posts, reach and engagement
• Measuring offline conversions
• Making an impact on a commonly used platform
• Using the new Facebook design to better make an impact with your audience
• Engaging your audience to solicit responses
• How to better craft content to increase your engagement

14. Using Facebook
Obtain a Custom URL
Make Posts Short with 800X800 graphics
Post 3 to 4 Times a Week
Mix Graphics and Text
Like Other Organizations Pages
Use Events
Use Private or Secret Groups

15. Facebook Content
Photos
Funny or Entertaining Content
Heartwarming Stories
Discounts
Videos
Lists, Tips and How To’s
Educational Material

16. Latest Developments
on Twitter
• New design and its impact
• How to maximize the new design for your non-profit
• Focus on images
• You can now tag up to 10 friends in images on Twitter. What that means for you.
• Promoted accounts to mobile timelines
• Mobile users see more promoted accounts. How can you take advantage?
• Tailored audiences to advertisers
• Are you using Twitter advertising? Understanding how this can benefit your organization.

17. Using Twitter
Use Short Words
Punctuation Matters
Don’t Broadcast
Don’t Abbreviate
Use Hashtags
Don’t Always Include
Links
Talk to Everyone
Use Call Outs
Share Known Links
Have a Follower
Strategy
Have a Hashtag
Strategy
Have a Content
Strategy
Organize Twitter
Chats

18. Twitter Content
Timely Information
Discounts
Contests
Questions
Customer Service
Headline News
Conversations
Twitter Chats
Humorous Stories
Pictures
Graphics
Quotes
(quick/abbreviated)

19. Latest Developments
on LinkedIn
• Showcase page for companies
• Targeted pages for targeted audiences
• LinkedIn polls within groups discontinued
• How does this affect your activity and engagement?
• Posting jobs on LinkedIn: Worth it?
• Should your organization take advantage of this service?

20. Using LinkedIn
Company Pages
Groups
Products and Services
Employees
Business Updates
Jobs

21. LinkedIn Content
Minimize Promotion
Content with Links Doubles Engagement
Start a Discussion by Asking a Question
Post Videos and Graphics
Avoid Hyper-targeting
Don’t Just Stick to Weekdays
Always Include a Clear Call to Action

22. Latest Developments
on Google+
• Is Google+ a worthwhile investment of time?
• That depends.
• Building your following on Google+
• If you choose to sign up, here is why building a network is important.
• Using “Hangouts” to gain connections and set up educational seminars

23. Using Google+
Search Engine Friendly/Promotional
Hangouts/Hangouts on Air
Blog-Like
Circles
YouTube Integration
Obtain Custom URL
Create Longer Posts with Keywords

24. New on Pinterest
• Brief overview on the service
• Should your organization be pinning and/or offering content to pin?
• Isn’t Pinterest just for weddings?
• No, and here is why.
• How to effectively use Pinterest for CERTAIN non-profit organizations
• Making your content visual

25. Using Pinterest
Pins (Photos & Videos)
Boards
Group Boards
Comments
Likes
Gifts
Tagging

26. Pinterest Targets
Clothing Retailers
Interior Designers
Foodies
Landscapers
Travel Professionals
Storytelling Through Images

27. Pinterest Content
History of Organization
Organizational Mission
Tips, How-Tos, DIYs
Books
Television Programs
Places
Gifts
Recipes
(Use Descriptive Filenames for Images)

28. Using Tumblr
• Brief overview on the service
• Microblogging service for short content and pictures
• Blog Management with Tags, Queues, and HTML Editing
• Followers, Likes and Reposts
• What differentiates Tumblr from other platforms
• What to post, and why
• How to effectively use Tumblr for CERTAIN non-profit organizations
• Should you be on Tumblr? That depends…

29. Using YouTube
Video Site
Sharing of Videos
Commenting
Embedding
Subscribing to Videos
Create Playlists

30. YouTube Content
Short Form Snackable Content is the Best (2
to 3 Minutes)
Descriptions is Important for SEO
How Tos, Entertaining Stories, Sneak Peaks,
Interviews, Educational Material,
Live Streaming Programming (Hangouts on
Air)

31. Using Meetup
Groups
Discussion Boards
Email Lists
Calendar
Payment Option with Amazon or PayPal

32. Using Instagram
• Brief overview of the service
• Mobile Photo and Video Sharing Site
• Followers
• In-Tool Editing Options
• Shareable on Facebook, Twitter, Tumblr, Flickr
• Hashtags
• Comments
• For app developers, Instagram has made their API available
(http://instagram.com/developer/#)
• Instagram incorporated video sharing in June 2013, allowing its users to record
and share videos lasting for up to 15 seconds

33. Using Flickr
• New updates:
• Sets vs. albums
• Embedding slideshows
• Yahoo Log-in
• How to effectively use Flickr to promote your non-profit organization
• Photos and their impact
• Adding contacts on Flickr. Important?

34. Using Vine
• Brief overview on the service
• Does your organization benefit from 7 second videos?
• Vine and Twitter
• The relationship between the two services
• Using Vine for your non-profit work
• Examples of successful platform leverage

35. (Not) Using Foursquare
• Why Foursquare is pretty much dead
• What happened?
• Why this is not a big deal
• Pets.com vs. Amazon anyone?
• What should my organization use instead?

36. 3: Creating a SMART
campaign
Key Lesson
Creating a S.M.A.R.T
(specific, measurable,
attainable, realistic and
timely) plan for your
Social Media campaign

37. Creating a S.M.A.R.T plan for your
Social Media campaign
• Part of having a SMART plan is knowing which services will offer you
the most engagement with your audience and where to devote your
time and resources.
• Case studies:
• Non-profit organizations
• For profit companies
• Pitfalls and best practices

38. 4: Integrating Social
Media to Other Efforts
Key Lesson
Integrating your Social
Media efforts into your
existing marketing and
public relations
campaign

39. Integrating your social media plan into
your marketing and PR schedule
• How to effectively integrate social media into your marketing schedule
• How can you use social media to facilitate / increase your PR?
• When to use social media primarily and when to use other channels /
vehicles
• Going beyond the keyboard: leveraging offline action from online
engagement

40. General
Existing Web Site?
Existing Social Media Presence?
Target Market for Social Media?
Demographics
Life Stages
Psychographics/Lifestyle
Affinity/Interest Groups
Geographic Range?

41. Financial
Cost of Content Development
Cost of Technical Support
Paid Social Media Advertising
Work Displacement
Tools/Equipment/Software

42. Objectives
Primary
Key Performance Indicator
Conversions
KPI Averages
KPI Totals
Secondary
Traffic Changes
Engagement
Time on Site
Fans/Followers

43. 1. Listening and
Research
2, Defining
Purpose,
Mission, and
Goals
3. Installing the
Editorial
Calendar,
Defining Roles,
Regulations and
Procedures
4. Reaching Out
Through Social
Media Platforms
and Other
Bloggers
5. Analyzing,
Refining, and
Regrouping
Social
Media
Process

44. Social Media Hub
Your Blog
Commercial,
Industry &
institutional Blog
Aggregators
YouTube,
iTunes & Other
Audio/Video
Sites
Facebook,
Google+,
LinkedIn,
Pinterest &
Other Social
Networks
Twitter & Other
Micro-Blogs
Email & Print
Newsletters
Friend’s Blog
Other Friend’s
Blog

45. 5: Developing a Social
Media Marketing Plan
Key Lesson
Integrating your Social
Media efforts into your
existing marketing and
public relations
campaign

46. What Definition Surgical Associates, Inc.
Mission
Why does the
organization exist
Provide complete medical-surgical care in
one convenient location.
Objective
Specific revenue or
program intent
To provide a platform for news about the
practice which can lead to better customer
service and ultimately more referrals.
KPI (Key
Performance
Indicators)
Most important metrics to
understand how well you
are achieving objective
# of New Patients Referred by Internet,
Increased Customer Satisfaction Rating
Secondary Metrics Numbers
Web Site Views, Traffic Referrals, Top
Content, Shares, Mentions Subscribers, #
of Downloaded Forms, # of Downloaded
Brochures,
Sample Mission

47. Profile
Audience
Content Type
Publishing Schedule
Human Resource Needs
Tools/Software
Competitor Analysis
Web Sites
Blogs
Social Media Pages

48. Standards
Social Media Handles
Social Media Logos
Social Media URLs
Cover Photos Strategy
Company Description for Sites
Common URLs for Sites
Social Media Policies

49. Tools
Dashboard
Calendar/Collaboration Site
Distribution Service
URL Shortening Service
Web Sites Analytics Package
Monitoring Tool

50. Monitoring
Terms
Organization Name
Trademarks
Executives
Public Staff
URLs
Competitors
Industry Keywords
Results
Industry Discussion
Comment Trends
Customer Feedback

51. Social Listening
Pyramid

52. 6: Measuring Success
Key Lesson
How to set up a report
to ensure that social
media efforts are
meeting business
goals.

53. Blog
Number of Viewers
Number of Page Views
Time Spent on Site
No of Pages Viewed
Subscribers
Referrals
Popular Content
Geographic Location
Computer Access
Number of Comments

54. Facebook Insights
Story
Impressions (V,O,P)
Talks
Not a Story
Consumption
Person (Demographics)
Likes/Unlikes
Friends of Fans
Reach (V,O,P)
Impressions
Engagement
Talks
Consumption
Negative Feedback
VOP = Viral, Organic & Paid

55. Twitter Analytics
(External)
Basic
Following
Followers
Retweets
Mentions
Other
Shortened URL Clicks
Klout (0-100)
True Reach
Amplification
Network
Klout (Attributes)
Topics
Influencers
Klout Style
Achievements

56. YouTube Analytics
Demographics
Playback Locations
Total Minutes Watched
Drop Off Rate
Subscribers
Devices
Likes/Dislikes/Favorites
Audience Retention

57. Objectives
Primary
Key Performance Indicator
Conversions
KPI Averages
KPI Totals
Secondary
Traffic Changes
Engagement
Time on Site
Fans/Followers

58. 7: Parting Notes
Key Lesson
Additional aspects to
think about in digital
marketing.

59. Don’t Forget
SEO is still important
Use A/B testing where
possible
Quality is better than
quantity
Everything has a cost
Be Open and
Transparent
Everything is 24/7
Web, Social & Search
Must Work Together
Have a Contingency
Plan
Everything is
Measurable
Everything Changes
Don’t Forget Mobile
Social Games
Email is not Dead
Don’t Be Afraid to Use
Old Fashioned Message
Boards or Chat Rooms

60. Resources
Social Media Today - http://socialmediatoday.com
Occam’s Razor (Avinash Kaushik) -
http://www.kaushik.net/avinash/
Scott Monty – http://www.scottmonty.com
Vay-Ner-Chuk - http://garyvaynerchuk.com/blog/
Google Analytics Blog - http://analytics.blogspot.com
HubSpot - http://blog.hubspot.com