This presentation was made to the Hayward NonProfit Alliance on September 15, 2011. The topics covered include Social Media Strategy, communicatio

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
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7. Objective
✤ Review and discuss strategies and approaches for using social
media as a communications tool for non-profit organizations.
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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
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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
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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
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11. Website: Online membership registration and
payment
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12. Website: Links to social networking
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13. Website: Links to iPhone/Android Application
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14. Website: Newsletter Subscription Form
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15. Website: Events Calendar
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16. Electronic Newsletter
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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
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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
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23. LinkedIn
• Discussions
• Announcements
• Updates
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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