T4T Ccreating a Social Media Plan 2.19.13
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Creating a Social Media Plan for Teaming for Technology February 2013
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T4T Ccreating a Social Media Plan 2.19.13
- 1. CREATING A SOCIAL MEDIA PLAN February 19, 2013 Emily Davis, MNM, CGT EDA Consulting LLC
- 2. THE POWER OF SOCIAL MEDIA 2/19/13 emilydavisconsulting.com 2
- 3. 30 Second Challenge Your name, organization, title/role One question you have about using social media for your organization 2/19/13 emilydavisconsulting.com 3
- 4. WHAT ARE YOUR FEARS? 2/19/13 emilydavisconsulting.com 4
- 5. CONS TO USING SOCIAL MEDIA Loss of control Time investment (training, maintenance ) New communication structure Ideas and opinions that are shared may change over time Getting staff/board investment in new technology Transparency 2/19/13 emilydavisconsulting.com 5
- 6. Recruitment, cultivatio n, STEWARDSHIP Build relationships Tell your story Bring people into your organization Transparency Get feedback Cost effective & green Quick & easy! 2/19/13 emilydavisconsulting.com 6
- 7. TEN TIPS FOR USING SOCIAL MEDIA 2/19/13 emilydavisconsulting.com 7
- 8. 1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL Traditionalists Boomers Postal Mail Phone calls Generation X Television Facebook Millenials (Gen Y) Websites Email E-newsletters Social Media Email Websites Mobile 2/19/13 emilydavisconsulting.com 8
- 9. 2. SOCIAL MEDIA IS A PLANT 2/19/13 emilydavisconsulting.com 9
- 10. 3. ADD VALUE 2/19/13 emilydavisconsulting.com 10
- 11. 4. TWO – WAY STREET 2/19/13 emilydavisconsulting.com 11
- 12. 5. PROSPECTING, CULTIVATION & STEWARDSHIP NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone! 2/19/13 emilydavisconsulting.com 12
- 13. 6. THE NEXT GENERATION 2/19/13 emilydavisconsulting.com 13
- 14. 7. IT AIN’T FREE “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.” 2/19/13 emilydavisconsulting.com - 14 ePhilanthropyFoundation.
- 15. 8. NOT EVERYONE “DIGGS” SOCIAL MEDIA 2/19/13 emilydavisconsulting.com 15
- 16. 9. SELLING SOCIAL MEDIA 2/19/13 emilydavisconsulting.com 16
- 17. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation 2/19/13 emilydavisconsulting.com 17
- 18. QUESTIONS 2/19/13 emilydavisconsulting.com 18
- 19. Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement ELEMENTS OF A SOCIAL MEDIA PLAN 2/19/13 emilydavisconsulting.com 19
- 20. WHY PLAN? Map for activities Explain why you are using social media Measurement Clear guidelines, expectations Other? 2/19/13 emilydavisconsulting.com 20
- 21. IDENTIFY PURPOSE(S) Learn more about social media Reach a different demographic Connect more with a current demographic Access other research or resources Promote brand/event/idea/product Communicate Share your story Other? 2/19/13 emilydavisconsulting.com 21
- 22. GOAL AND OBJECTIVES Increase website traffic Sell more product Share ideas Learn about resources in your field Promote an event or idea Develop your brand Test ideas Other? 2/19/13 emilydavisconsulting.com 22
- 23. SOCIAL MEDIA TOOLS Blog Facebook – How often will you blog? – Profile/Group/Page – What will you blog – Who will manage? about? – Facebook Ads? – Who will blog? – Will you link to Twitter? Twitter Ping? – How often will you LinkedIn tweet? – Group and subgroups? – What will you tweet – Who will you invite to join? about? – Who will be admins? – How will you track? – How often will you post? – Who will you follow? – Who will tweet? 2/19/13 emilydavisconsulting.com 23
- 24. IMPLEMENTATION Who will manage your social media? Who will contribute to your social media? Board members Staff members Volunteers Stakeholders Way to tell your organization’s story Ask questions Solicit dialogue 2/19/13 emilydavisconsulting.com 24
- 25. SOME INSURANCE Keep it simple, but include: Purpose of the social media tool or online sharing Who can use the online tools What is your org’s purpose in using these tools Examples of information that should be shared User guidelines Consequences for violation(s) Reconfirm commitment to mission 2/19/13 emilydavisconsulting.com 25
- 26. EVALUATION EXAMPLES Record website hits Track with Bit.ly or tinyurl Use hashtags to track posts Are you listed? (Twibes) Facebook Ads Feedburner/ Feedblitz Record/note how many people: Become a fan/ Join a group Send links Recruit other friends Promote on their profile, blog, website Cost: Care2 ROI calculator 2/19/13 emilydavisconsulting.com 26
- 27. BLOGGING, TWITTER, FACEBOOK & LINKEDIN 2/19/13 emilydavisconsulting.com 27
- 28. WHY IS A BLOG USEFUL? Face & voice to campaigns Share org news Build community Tell your story Personal connection Deepen relationships Share opinions & personalize work Organizational history online Internal, organizational communications Dynamic content 2/19/13 emilydavisconsulting.com 28
- 29. BLOGGING STATS FOR FUNDRAISERS 12 million Americans Spend online 6% blog more than average Over half of Internet user Americans read blogs Incomes greater than 11% blog readers are $75,000 more likely to 55% more visitors purchase online then 97% more links to the average Internet website – drives user traffic & SEO 2/19/13 emilydavisconsulting.com 29
- 30. BLOG BEST PRACTICES Plan and be consistent Two-way communication Everyone participates Network within the blogging community Let go of some control Promote your blog 2/19/13 emilydavisconsulting.com 30 Cross communicate
- 31. SAMPLE BLOG TOPICS Organizational announcements Program and organizational successes News and resources related to organizational mission – ask permission! Volunteer/board/client spotlights Videos and interviews Call for support – donations, volunteers, board recruitment Guest opinions 2/19/13 emilydavisconsulting.com 31
- 32. WHAT IS TWITTER? Microblogging Real time access to info Succinct communication (140 characters) Branding Marketing & outreach Education Online community Donor engagement 2/19/13 emilydavisconsulting.com 32
- 33. WHY USE TWITTER? 4 billion tweets in Access new audiences first quarter of 2010 Ask and listen to what Viral recs people are talking about Build a network easily Get advice Recruit people Learn from others Promote your website Share links & ideas quickly Other partner’s website and knowledge Low-cost Hone your messaging Provide information for programs and across networks fundraising Education 2/19/13 emilydavisconsulting.com 33
- 34. CREATING CONTENT Ask questions of yourself Watch what others post about Ask people what they are interested in Follow topics Retweet! Blog posts Website content Pictures 2/19/13 emilydavisconsulting.com 34
- 35. TWITTER TO DOS Tweet 5 – 20 times per day (includes RTs) Identify hashtags Thank those who follow you thru DM Search for people to follow Choose a social media dashboard tool Share info with people beyond your inner circle Explore lists Paper.li 2/19/13 emilydavisconsulting.com 35
- 36. TWEETRAISING Twestival: Raised $250,000 for charity: water (2009) Tweetsgiving: $11,000 in 48 hours Twollars Tweet4Good Challenges Matching gifts 2/19/13 emilydavisconsulting.com 36
- 37. 2/19/13 emilydavisconsulting.com 37
- 38. FACEBOOK PAGES Fans instead of Content shows up on Friends fans’ walls Page = Business Recommended for profile businesses, npos, cel Share – badges, thru ebrities, brands profile wall Purchase ads for Applications (i.e. promotion Twitter) Become a fan of other Event creation pages 2/19/13 emilydavisconsulting.com 38
- 39. FACEBOOK CAUSE 46% increase in online giving between 2008 & 2009 Nonprofits have raised $26 million Specific calls to action using Causes Project-based Causes can now campaigns publish to news feeds Peer-to-peer Portal to your website fundraising (birthdays) 2/19/13 emilydavisconsulting.com 39
- 40. FACEBOOK CAUSE How to… http://www.youtube.com/watch?v=G mLwBNEqmcg http://www.fundraising123.org/article/ starting-cause-facebook 2/19/13 emilydavisconsulting.com 40
- 41. 2/19/13 emilydavisconsulting.com 41
- 42. WHY USE LINKEDIN? Groups provide Provide information resources (give across networks and receive) Education Learn from others Access new Build a network audiences easily Ask and listen to what people are talking Recruit people about Share links & ideas Promote your mission quickly Hone your messaging Low-cost/ FREE! 2/19/13 emilydavisconsulting.com 42
- 43. LINKEDIN GROUPS Similar to Facebook Create subgroups Create discussion topics Share news links Ask questions Share organizational 2/19/13 emilydavisconsulting.com 43
- 44. There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media. 2/19/13 emilydavisconsulting.com 44
- 45. PLEASE DON’T Be inauthentic ONLY ask Speak at your followers Ignore stakeholder input Make it hard to participate Stray from or ignore your plan 2/19/13 emilydavisconsulting.com 45
- 46. UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” 2/19/13 (Fine and Kanter, 2010) emilydavisconsulting.com 46
- 47. SOCIAL MEDIA EXAMPLES Christopher & Dana Livestrong Reeve Foundation Foundation Sierra Club Others? 2/19/13 emilydavisconsulting.com 47
- 48. QUESTIONS 2/19/13 emilydavisconsulting.com 48
- 49. PRINT RESOURCES Fundraising and the Next Generation The Networked Nonprofit Measuring the Networked Nonprofit I’m on Facebook, Now What? I’m on LinkedIn, Now What? Mobilizing Youth 2.0 The Complete Facebook Guide for Small Nonprofits Twitter Jump Start: The Complete Guide for Small Nonprofits 2/19/13 emilydavisconsulting.com 49
- 50. ONLINE RESOURCES Socialbrite.com IdealWare Mashable.com Nonprofit Technology Network (NTEN) Alltop Nonprofit Beth Kanter: http://beth.typepad.com/ Social Media Plan Outline: www.ideaencore.com www.delicious.com/coloradononprofithelp desk A. Fine Blog frogloop 2/19/13 emilydavisconsulting.com 50
- 51. QUESTIONS & THANK YOU! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog www.Facebook.com/edanpocons ulting Twitter: @edaconsulting 2/19/13 emilydavisconsulting.com 51
Hinweis der Redaktion
- Using social media is a great way to reach out to the next generation of philanthropists. Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website. If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks. Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks.Over 50% of the world’s population is under the age of 3096% of Millenieals belong to a social network
- Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money. Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started. I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising.
- It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group. Some people prefer direct mail, but then again direct mail isn't for anyone. I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources. Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success.
- Build into current plansHave personal experience using itJust like any other fundraising toolAsk knowledgeable staff to partner with staff new to web 2.0 toolsEase fears and build confidenceStart slowly: blogging and social networkingEveryone can participate
- What are your existing plans?Current cultivation and stewardship strategies?
- Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27Rinse and repeat
- I like blogging better than e-newsletters…Some people use them for their main websites – can make it as simple or sophisticated as you like.Start with an internal blog before starting one that you share with your donors.Readers are able to comment and share informationUse resources like Feed Burner, Feed Blitz and Google analyticsSome groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this)
- Every time you post a comment on another blog it links back to yours.I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge.Blogging makes your org more transparent and responsive….new structure!
- It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011,[6] generating over 300 million tweets and handling over 1.6 billion search queries per day.[3][8][9] It has been described as "the SMS of the Internet."[10]
- What are you focusing on?What are you doing right now?
- Twitter isn’t the point, it’s about relationships and people give to peopleBuild your community of supporters firstBe clear about your funding request and its impactBe enthusiastic to create viral recommendationsWho is behind the scenes to bring donors in and take them to the next level? Recognition? One-on-one interactions still count – be sure to meet with people one on oneDon’t over ask and over plan – know that your message could go viral and will be in the hands of othersRecognize your donors and volunteers onlineProvide online status reportsProvide relationships into the future… don’t let your message and fund raising end after your Twitter campaignEvaluate and revise for next campaign
- People are more likely to donate to a project rather than just general operatingCauses are not just for raising money, but as a portal to direct them to your website.In 2009, the vast majority of nonprofits were not really using CausesWhy are you on Causes? What do you want to accomplish?Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action
- Use strategy to build from where you are.
- Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26%Livestrong: Twitter is their number ONE referring siteSierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs