1. Social Media Strategy
Roadmap
Michael Bellavia
President, HelpsGood
Social Media for Nonprofits LA
August 14, 2012

2. Who We’ve Helped
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3. What We Hear
• We’ve been doing social media for awhile.
• Well, actually, it was just added to my pile.
• We’re on Facebook. Isn’t that enough?
• It’s hard to create stuff all the time.
• We need to do more with less.
• We need a better handle on how we’re doing.
• How do we get more organized?
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4. You Are Not Alone
• 94% with marketing dept used social media
• 60% of marketers devote a full day to social
• 85% reported an increase in exposure
• 58% using social 3+ years had revenue bump
• 40% want to know how to measure ROI
• Top 10 ?: How do I form a strategy?
Social Media Examiner, Marketing Industry Report 2012 5

5. Areas to Address
• Measurement
• Targeting
• Engagement
• Fundraising
• Activation
• Manage Invested Time and Effort
• Who to Involve
• Strategy, Tactics and Tools
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6. What You Need
• Culture of change
• Executive leadership
• Social media strategy
• Editorial calendar and tactics by platform
• Integrated communication
• Organizational approach
• Culture of change
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7. Social Media Strategy Outline
• Vision, Goals and Objectives
• Audience/People
• Listening Summary
• Content Calendar
• Social Tactical Plan by Channel
• Tools and Platforms
• Metrics
• Infrastructure
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8. Core Beliefs
• Open System
• Shared Actions
• Outcome Focus
• Build and Engage with the Right Communities
• Control Mechanisms
• UX Focus
• Be Human
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9. Vision and Goals
• Vision
– What you hold sacred
• Goals
– Awareness
– Interest
– Action
– Satisfaction
– Advocacy
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10. Objectives – SMART Model
• Specific and clearly stated
• Measurable
• Attainable
• Relevant
• Time-bound
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http://en.wikipedia.org/wiki/SMART_criteria

11. VGOs For @Smokey_Bear
• Prevent Human Caused Wildfires
• Increase Awareness Among 18-34 Year Olds
• Increase FB Likes to 68,000 by His 68th
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12. People
• Geography/Environment
• Demography – age, gender, occupation, etc
• Behaviors – brand loyalty, benefits sought
• Beliefs – Values, lifestyle, norms
Microsegment as much as possible
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13. People
• Smokey Nostalgists
• Recent Converts
• Firefighters
• International friends
• Nonprofits
• Nature Lovers –
Enthusiasts, Environmentalists, Hunters
• Animal Lovers – Bear Lovers
• Illustrators/Photographers
• Haters
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14. Listening
• Summary audit
• Communities by microsegment (internal too)
• Communities by platform
• Conversations – granular level
• Top 5 advocates/allies by platform
• Top 5 influencers by platform
• What motivates them
• Basket of comparables
• Tools
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15. Smokey by Platform
100%
90%
80%
# of messages
70%
51% 51%
60% 61% 58% 60% 65%
66% 66% 68% 66% 69% 67% 65%
60%
50%
2%
40% 3%
2% 16% 3%
8% 5%
30% 2% 12% 3% 2% 2%
22%
17% 10% 11% 21%
20% 12% 17% 11% 15% 18% 19% 16%
25% 21% 7%
10%
15% 15% 15% 18% 16% 16% 4% 6% 5%
11% 12%
7% 5% 7% 7%
0%
Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12
Blogs Boards Facebook Twitter
Date range: May 1 – May 31, 2012 16

16. Smokey Verbatims
“Trees sure help with the photo! I am in the city and all I had to frame it with were the
clouds. Lovely shot!”
Facebook, 5/6/2012
“RT @smokey_bear: Looking up at super moon last night I couldn't help but think of
the super people helping to prevent wildfires. Thanks. ...”
Twitter, 5/6/2012
“RT @SpaceArtAl: NASA @AstroAcaba & Smokey Bear are on their way to
@ISS_NatLab for a 6-month stint. Read about it: http://t.co/rARaaeup”
Twitter, 5/15/2012
“Love you Smokey! We're here in Big Sur and being extra extra careful with fire. “
Facebook, 5/23/2012
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17. Icons – Share of Voice
3,000
2,454
2,500
2,325
2,176
2,000
1,602
1,500
1,280 1,237
1,153
999
1,000 860
687 699 691
500 386 346 360
137 131 139
0
Smokey Bear Gecko Geico Pillsbury Dough Boy Tony the Tiger Alfac Duck Michelin Man
Mar-12 Apr-12 May-12
Date range: March 1 – May 31, 2012 18

18. Content Calendar
• By Date
– Day and time of week
– Holidays – global, campaign, interest related
– Campaign related milestones
• By Microsegment
– Rotation schedule for demo, behavior, beliefs
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19. Content Calendar
• By Content Type
– Text, video, illustration, photo, infographics, etc.
• Within Content Type, eg Text
– Declarative statements
– Open-ended vs. Closed-ended Questions
– Memes
– Length
– Comments/RTs
– Meat and Potatoes vs. Dessert
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20. Content Calendar
• By Channel
– Owned and operated social channels
– Partner and earned channels
– Bought channels
• By Origin
– Internal vs. partners vs. external UGC
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21. Smokey Memes
http://www.adlibbing.org/2012/07/16/you-can-haz-meme/ 22

22. Social Tactical Plan by Channel
Channel Owner Hours/Effort Objectives Segment Tactics Metrics
Facebook
Twitter
LinkedIn
Tumblr
Instagram
Blogs
YouTube
Pinterest
Games
Apps
Printables
Website
Email
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23. Impact on Other Channels
Channel Owner Hours/Effort Objectives Segment Tactics Metrics
TV
Print
Outdoor
Direct
Mail
Events
Industry
Packaging
Partner
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24. Smokey Tactics
• Facebook
– Smokey and Me app
– New cover photo and profile icon
– NASA partnership
• Twitter
– #SmokeyinSpace live tweeting
• Blogs
– Huffington Post
– Social media press release
• Instagram
– Usage launched
• Print campaign
• Donated media
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25. Smokey Tactics
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26. Tools and Platforms
• Listening – BuzzMetrics, Vocus, Radian6
• Publishing – HootSuite, BuddyMedia, Wildfire
• Planning – Google Docs
• Syndication – GaggleAmp, SocialChorus
• Advertising
• Analytics – Sprout Social, SimplyMeasured,
AppData, Twitter Counter, Klout
• Email – Constant Contact, MailChimp, VR
• Custom – app development, BSD, Blackbaud
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27. Metrics/KPIs
• Likes/Follows – Reach
• RTs/Comments – Engagement
• Number of leads
• Leads converted
• Percentage of content derived externally
• Value of revenue from advocates
• Revenue versus campaign spend
• Brand awareness scores
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28. Smokey Birthday Results
• 66,500 by Bday
• Just shy of 68K
• 40% more than
avg monthly inc
• FB app rethink
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29. Infrastructure: Staff
• Staff
– Strategy
– Content Creation and Curation
– Community Management
– Measurement and Analytics – Social and other
– Channel specialists
– External support
• Training Plan
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30. Infrastructure: Policies
• Philosophy
• Access and Use
• Account Management
• Conduct/Language
• Content Guidelines
• Legal
• Security
• Brand Guidelines
• What you won’t touch
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31. Infrastructure: Timeline/Budget
• Target dates
– Realistic and achievable
• Budget
– Staff
– External Agencies
– Tools and Services
– Media
– Research
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32. Social Media Strategy Outline
• Vision, Goals and Objectives
• People
• Listening Audit
• Content Calendar
• Social Tactical Plan
• Tools
• Metrics
• Infrastructure
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33. Thanks!
Michael Bellavia
www.HelpsGood.com
michael@helpsgood.com
@mrbellavia / @helpsgood