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Multi-Channel Social Media Strategy

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Social Media for Nonprofits
Social Media for Nonprofits

This document discusses how to build an effective multi-channel social media strategy. It emphasizes setting SMART objectives that are specific, measurable, assignable, relevant and timed. The strategy should include assessing goals and capacity, selecting appropriate channels, and generating authentic content that tells an organization's story and impact. Regularly reviewing performance and being nimble are also important for success.

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BUILD AN EFFECTIVE MULTI-CHANNEL SOCIAL MEDIA STRATEGY with STEPHANIE RUDAT
STEPHANIE RUDAT SOCIAL INTRAPRENEUR COO AT OLUVUS NONPROFIT TRAINER & ADVISOR OCCASIONAL BLOGGER LEARNER FOR LIFE www.StephanieRudat.me
WHY DOES THIS MATTER? EXTENSION OF DONOR RELATIONS Cultivation, connection, research and stewardship REGULAR CONTACT Memorable and easily accessible PUBLIC AWARENESS Content is sharable VALUES People generally care and want to help humanity ACCOUNTABILITY Transparency demonstrates integrity FEEDBACK Know your audience
WISE WORDS “Conversation. Social platforms are about conversation. If you're brand is simply pumping out ads, they're not being social. They're just distributing ads on a different platform.” -Erica Hanna Digital Content Director at Curb Crowser
WHAT IS STRATEGY? • Setting objectives • Collecting intelligence • Making informed decisions WHAT DO STRATEGIC PLANS INCLUDE? • Vision and mission • Goals for programs and initiatives • Resources – Time, Human Capital, Money
SMART OBJECTIVES SPECIFIC Target a specific outcome and/or area for improvement MEASURABLE Quantify an indicator of progress with benchmarks ASSIGNABLE Specify who will do it RELEVANT Stay focused on the goal and organizational subject matter TIMED Establish timelines for tasks and measurement
EXAMPLES TACTICAL – Tools & Techniques • Identify 30 top influencers on Twitter to build relationships to help cause awareness in 30 days • Increase Twitter mentions and retweets by 20% in 60 days • Create and distribute 10 campaign graphics across social media channels resulting in 30% greater engagement in 60 days RESULTS – Money & Engagement • Increase recurring donors through Facebook campaign by 25% in 90 days • Increase email signups through social media channels by 250 names in 60 days CAPACITY – Intelligence & Audience • Conduct online survey to determine audience interests and diversify social media presence over 90 days • Invite existing staff, board members, and supporters to share about the organization across all social media platforms More examples: BethKanter.org/25-smart
SOCIAL MEDIA CHANNELS
FRAMEWORK WHY HOW OUTCOME Reach new audiences Be authentic “They care and I trust them.” Hear donor concerns Monitor feedback “My opinions matter!” Make new advocates Ask for help “I want to do even more.” INSPIRE LISTEN ENGAGE
COMPONENTS & STEPS Assess Set goals Measure Select tools & channels Assess internal capacity Assess similar causes Look, feel & tone Generate content Establish schedule
CONTENT TELL YOUR STORY What is the impetus of your organization VALUE STORY Why does this matter to you and beneficiaries IMPACT STORIES How does your organization solve a problem SOCIAL PROOF Evidence of positive impact JOURNEY What is happening and being learned along the way ENROLLMENT How can supporters be involved at varying capacities
MOST IMPORTANTLY… Don’t confuse your plan with your organization’s business or operating plan Listen with an open mind Be inclusive, consistent, and responsive Review and reset benchmarks Be nimble; don’t be afraid to change things up Look at who is doing it well and mimic best practices
SUCCESSES
SUCCESSES
SUCCESSES
FAVORITE RESOURCES Beth Kanter Author, Trainer, Maven www.BethKanter.org Jessica Gottlieb Social Marketing Expert & Blogger www.JessicaGottlieb.com Mari Smith Facebook Pro www.MariSmith.com Debra Askanase Community Organizer www.communityorganizer20.com Socialbakers www.Socialbakers.com Knight Foundation Giving Day Playbook http://givingdayplaybook.org
LET’S BE FRIENDS! I enjoy supporting good people do good things. About me: StephanieRudat.me Facebook: fb.com/Stephanie.J.Rudat Twitter: @srudat YouTube: youtube.com/StephanieRudat LinkedIn: linkedin.com/in/stephanierudat Blog: HuffingtonPost.com/stephanie-rudat Thank you, Stephanie Rudat

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Multi-Channel Social Media Strategy

  • 1. BUILD AN EFFECTIVE MULTI-CHANNEL SOCIAL MEDIA STRATEGY with STEPHANIE RUDAT
  • 2. STEPHANIE RUDAT SOCIAL INTRAPRENEUR COO AT OLUVUS NONPROFIT TRAINER & ADVISOR OCCASIONAL BLOGGER LEARNER FOR LIFE www.StephanieRudat.me
  • 3. WHY DOES THIS MATTER? EXTENSION OF DONOR RELATIONS Cultivation, connection, research and stewardship REGULAR CONTACT Memorable and easily accessible PUBLIC AWARENESS Content is sharable VALUES People generally care and want to help humanity ACCOUNTABILITY Transparency demonstrates integrity FEEDBACK Know your audience
  • 4. WISE WORDS “Conversation. Social platforms are about conversation. If you're brand is simply pumping out ads, they're not being social. They're just distributing ads on a different platform.” -Erica Hanna Digital Content Director at Curb Crowser
  • 5. WHAT IS STRATEGY? • Setting objectives • Collecting intelligence • Making informed decisions WHAT DO STRATEGIC PLANS INCLUDE? • Vision and mission • Goals for programs and initiatives • Resources – Time, Human Capital, Money
  • 6. SMART OBJECTIVES SPECIFIC Target a specific outcome and/or area for improvement MEASURABLE Quantify an indicator of progress with benchmarks ASSIGNABLE Specify who will do it RELEVANT Stay focused on the goal and organizational subject matter TIMED Establish timelines for tasks and measurement
  • 7. EXAMPLES TACTICAL – Tools & Techniques • Identify 30 top influencers on Twitter to build relationships to help cause awareness in 30 days • Increase Twitter mentions and retweets by 20% in 60 days • Create and distribute 10 campaign graphics across social media channels resulting in 30% greater engagement in 60 days RESULTS – Money & Engagement • Increase recurring donors through Facebook campaign by 25% in 90 days • Increase email signups through social media channels by 250 names in 60 days CAPACITY – Intelligence & Audience • Conduct online survey to determine audience interests and diversify social media presence over 90 days • Invite existing staff, board members, and supporters to share about the organization across all social media platforms More examples: BethKanter.org/25-smart
  • 9. FRAMEWORK WHY HOW OUTCOME Reach new audiences Be authentic “They care and I trust them.” Hear donor concerns Monitor feedback “My opinions matter!” Make new advocates Ask for help “I want to do even more.” INSPIRE LISTEN ENGAGE
  • 10. COMPONENTS & STEPS Assess Set goals Measure Select tools & channels Assess internal capacity Assess similar causes Look, feel & tone Generate content Establish schedule
  • 11. CONTENT TELL YOUR STORY What is the impetus of your organization VALUE STORY Why does this matter to you and beneficiaries IMPACT STORIES How does your organization solve a problem SOCIAL PROOF Evidence of positive impact JOURNEY What is happening and being learned along the way ENROLLMENT How can supporters be involved at varying capacities
  • 12. MOST IMPORTANTLY… Don’t confuse your plan with your organization’s business or operating plan Listen with an open mind Be inclusive, consistent, and responsive Review and reset benchmarks Be nimble; don’t be afraid to change things up Look at who is doing it well and mimic best practices
  • 16. FAVORITE RESOURCES Beth Kanter Author, Trainer, Maven www.BethKanter.org Jessica Gottlieb Social Marketing Expert & Blogger www.JessicaGottlieb.com Mari Smith Facebook Pro www.MariSmith.com Debra Askanase Community Organizer www.communityorganizer20.com Socialbakers www.Socialbakers.com Knight Foundation Giving Day Playbook http://givingdayplaybook.org
  • 17. LET’S BE FRIENDS! I enjoy supporting good people do good things. About me: StephanieRudat.me Facebook: fb.com/Stephanie.J.Rudat Twitter: @srudat YouTube: youtube.com/StephanieRudat LinkedIn: linkedin.com/in/stephanierudat Blog: HuffingtonPost.com/stephanie-rudat Thank you, Stephanie Rudat

Hinweis der Redaktion

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