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SOCIAL MEDIA PLANNING
November 18, 2010
SOCIAL MEDIA: WHAT’S DIFFERENT?
Traditional Media
Social Media
Traditional Media (Web 1.0 )
vs. Social Media (Web 2.0)
• Traditional media was about publishing.
• Social media is about networks and community.
Many
Few Many
Many
Social media isn’t a strategy
• Social media is a tool for accomplishing your
goals
• Start with the question “what are my
goals?” NOT “I want to build a social media
presence”
Social Media Tools
Digg
• Social news website
• People vote on news articles
Twitter
• Micro blogging service,
• 140 character limit
Second Life
• Online virtual world
• Explore using avatar
YouTube
• Video sharing website
• Free to upload and share
Flickr
• Photo sharing website
• Can comment on photos
Facebook
• Social networking website
• Suite of features
Delicious
• Social bookmarking service
• Let’s you find similar websites
WordPress
• Free blogging service
• Expansion features with fee
IS YOUR ORGANIZATION READY?
Is Your Board on Board?
Has senior management and Board members come
onside with investing in social media … not because
of the hype, but because they understand the stats
and the future of communications?
Social Media Policies
Help to:
• Set expectations
• Educate staff and volunteers
• Protect your brand
• Avoid legal liability
• Clarify the reasons you use social
media
The Changing Nature of
Communications
• Things happen
much quicker,
easier, faster
• You WANT people
to talk about your
organization
• There’s only so
much control
Capacity Issues
• Do you have the
internal skills, expertise
and time internally to
use social media
effectively
• Poll your staff and
volunteers: you might
have an expert blogger
in your midst!
Keep Expectations Realistic
• Success takes time and effort
• Not a magic bullet of new revenue
MARKETING & COMMUNICATIONS
PLANNING FUNDAMENTALS
Desired Outcomes
• What are your current marketing, fundraising or
programming goals?
• What desired outcomes do you wish to achieve?
• Can social media tools be used to accomplish
these?
Goals
• Marketing and publicity
• Fundraising, donor
engagement and retention
• Connecting with others
around your cause
• Building relationship and
online community
• Collaboration and collective
action
• Sharing expertise on our
issues
• Movement building and social
change
Examples
• Goal: Attract young professionals as
volunteers and grow their engagement in our
organization.
– Social media tools are likely to help with this goal
• Goal: Build stronger, personal relationships
with our older annual donor base and talk to
them about estate planning
– Social media will likely not be helpful
Target Audience
• Who do you want to reach and engage?
• Be as specific as possible:
– Where do they live?
– What do they do?
– How are they currently using social media?
Objectives
Specific
Measurable
Actionable
Realistic
Timed
*Term first used by George T. Doran
Integrate
• With your current marketing &
communications plans
• Tie into other online and offline marketing,
fundraising and social media initiatives
f t
Sample Plan
GOAL: To broaden the base of supporters between the ages of 18-22 to the
organization.
OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the
fiscal year.
STRATEGY: Leverage our connections to the local colleges and universities through our
Board Member, Joe Stiles – President, Learning College.
Audience Tool(s) Tactic Message(s) Timeline Resources
College and
university
students in
our town.
1. Facebook Initiate an
incentive
campaign to
solicit “fans”.
We help 1 in
3 people in
our town.
Help us help
more. Tell a
friend.
Sept – April SWAG for
incentives
SOCIAL MEDIA PLANNING
Types of Social Media Audiences
• Inactives. As suspected, these are the people who aren’t engaged
in any of these social technologies.
• Spectators. These are people who read online information, list to
podcasts, and watch videos but do not participate.
• Joiners. These are people who have a profile on different social
networking sites and visit them with some regularity.
• Collectors. These are people who read lots of information and may
vote or tag pages or photos.
• Critics. These are people who post reviews online, comment on
blogs, or contribute in other ways to existing content.
• Creators. These are people who publish on the web (blog, website,
video, podcasts).
Forrester Research
Become the Audience
Inactive
Spectators
Joiners
Collectors
Critics
Creators
STEP 1: RESEARCH
Be a Spectator
• Research the tools
• Observe, read and watch
• Learn the language, customs and etiquette
• Get ideas about what works and what doesn’t
Join & Use Your Ears
• Set up accounts
• Join groups
• Follow people
• Play in the sandbox
What are people saying about your organization?
Organizations like yours?
Homework: Set up a Google Alert OR do a Twitter
Search
Learn From Others
• See how other organizations started and see
what they have done
• Ask others about their successes and
disappointments
Flickr + Facebook
STEP 2: CHOOSE A TOOL
Which One?
• We recommend starting with one tool at a time
• Take a look at your goals, audience and
message: what’s the best tool for the job?
What Does What?
Tool Uses
Blogs
• Blogger
• WordPress
• News outlet – the “new” newsletter
• Highlighting donors and partners
Media Sharing
• YouTube
• Flickr
• Enhance visual storytelling
News & Social Bookmarking
• digg
• delicious
• Sharing online resources
• Finding like-minded people and organizations
Social Networking
• Facebook
• Twitter
• Expanding supporter base
• Another channel for calls to action
Still not sure? Try Facebook to start …
A little bit of everything:
• Creation of a webpage on a commonly visited site
• Build a community / “fan” base
• Talk about stuff your organization is doing or involved with
• Post pictures and videos
• Connect from your website to this page
• Ability to test several things at one time
STEP 3: ESTABLISH A PRESENCE
Have a Great Website
• Good usability
• Easy to find information
• Relevant content
• Clear calls to action
Comment
• Start participating in the conversations by
sharing thoughts, comments, links, further
insight, etc.
Collect
• Gather information on your cause and begin
to develop a base of knowledge from which to
speak from.
• Participate by tagging and voting.
STEP 4: BUILD CONTENT & TRUST
Be A Story Teller
• Adapt your story to an online platform:
• Keep it simple
• Easy to remember
• Easy to retell
• Adapt your story to your desired audience
A Compelling Fundraising Event Story
Example: Fundraising event
• Blog: interview an attendee and ask
others to share their experience in
comments
• YouTube: bring your video camera and
ask people to tell you why they came
• Facebook: ask everyone who attended
to share images/stories
A Compelling Fundraising Story
Example: Capital campaign
• Flickr: show people the direct impact they
can have through images
• Twitter: Tweet regular updates on success
and how much support is still needed
• Blog: weekly blog post during campaign
about the impact of your organization
(get various perspectives: Board,
community, volunteer etc…)
Tips
• Don’t just write about your latest fundraising
campaign
• ask your donors to tell their story
• Don’t just publish a news release about
government cutbacks hurting your cause
• give your supporters the tools and platform to
take action and share their passion with others
STEP 5: SHARE & ENGAGE
Build a Following
• Become the expert
• Link everything back to your website
• Offer opportunities to do something
• ASK!
Starting Conversations
• Remember: social media is about engaging
and building community
• Don’t just talk at your supporters
• Think of the conversations you want to start
Provide Opportunities for Action
ALWAYS
Listen, Learn and Adapt
• Get feedback! Ask:
• What is working, what isn’t?
• What else would you like to see?
• Implement changes and keep trying
Use What You Get
• People’s stories are opportunities
for you to talk about the work you
do
• Complaints are an opportunity to
improve what you’re doing
• Members of a page or a following
is a group already interested in
you … what else can they do for
you?
Monitor & Measure
• Number of visits
• Number of unique visitors
• Search engine rank
• Message inclusion
• # of followers/likes
• Article/post readership
• Click-thrus and view-thrus
• Repeat visitors
• Duration of stay
• Subscribe to feeds (RSS)
• Comments/posts ratio
• Change in awareness
• Change in attitudes
• Association with your brand
• Donations
• Tell a friends / Referrals
• Petition signatures
• Surveys filled out
• Visits to the organization
• Reduced number of calls
• Number of event attendees
• Volunteers signing up
• Downloads
• Get used to the tool and the
conversations happening
• Be trustworthy & consistent
• Create distinctive content
that fits with your
organization’s identity and
mission
Build Confidence
Make it Part of Your Day
Make it part of your work routine
– Creating content
– Responding & engaging
Keep the Brand Consistent
• Offline and online branding should be very
similar in appearance
• But don’t copy the copy!
Promote to your Network
• Use other outlets to promote a new initiative
• Leverage your following and promote to
whoever you can
Setup
Create
Confidence
Integrate
Promote
Assess
On To The Next!
Keep Your Ear To The Ground
• Subscribe to a blog, RSS feed or Google Alert
• Attend training opportunities
• What’s next on the horizon?
Have fun!
• Interact with different people
• Make it personal
• These are fun tools!
Your Turn
ABOUT MYCHARITYCONNECTS
MyCharityConnects.org
What is MyCharityConnects?
CanadaHelps' online resource centre for charities – a website dedicated to
connecting charities and nonprofits to the technologies they need to succeed.
What can I find on MyCharityConnects?
• Free online resources for charities
• Information about technology , Web 1.0, Web 2.0 & social media
• Video demonstrations
• Webinars (online seminars)
• 2009 & 2010 conference materials
UPCOMING WEBINARS
November 24 – Everything Old is New Again: Getting Back to Fundraising
Fundamentals
December 8 – Technology - a Source of Frustration or Creativity for Your
Organization?
www.mycharityconnects.org

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MyCharityConnects Peel - Social Media Planning [2010-11-18]

  • 5. Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0) • Traditional media was about publishing. • Social media is about networks and community. Many Few Many Many
  • 6. Social media isn’t a strategy • Social media is a tool for accomplishing your goals • Start with the question “what are my goals?” NOT “I want to build a social media presence”
  • 7. Social Media Tools Digg • Social news website • People vote on news articles Twitter • Micro blogging service, • 140 character limit Second Life • Online virtual world • Explore using avatar YouTube • Video sharing website • Free to upload and share Flickr • Photo sharing website • Can comment on photos Facebook • Social networking website • Suite of features Delicious • Social bookmarking service • Let’s you find similar websites WordPress • Free blogging service • Expansion features with fee
  • 9. Is Your Board on Board? Has senior management and Board members come onside with investing in social media … not because of the hype, but because they understand the stats and the future of communications?
  • 10. Social Media Policies Help to: • Set expectations • Educate staff and volunteers • Protect your brand • Avoid legal liability • Clarify the reasons you use social media
  • 11. The Changing Nature of Communications • Things happen much quicker, easier, faster • You WANT people to talk about your organization • There’s only so much control
  • 12. Capacity Issues • Do you have the internal skills, expertise and time internally to use social media effectively • Poll your staff and volunteers: you might have an expert blogger in your midst!
  • 13. Keep Expectations Realistic • Success takes time and effort • Not a magic bullet of new revenue
  • 15. Desired Outcomes • What are your current marketing, fundraising or programming goals? • What desired outcomes do you wish to achieve? • Can social media tools be used to accomplish these?
  • 16. Goals • Marketing and publicity • Fundraising, donor engagement and retention • Connecting with others around your cause • Building relationship and online community • Collaboration and collective action • Sharing expertise on our issues • Movement building and social change
  • 17. Examples • Goal: Attract young professionals as volunteers and grow their engagement in our organization. – Social media tools are likely to help with this goal • Goal: Build stronger, personal relationships with our older annual donor base and talk to them about estate planning – Social media will likely not be helpful
  • 18. Target Audience • Who do you want to reach and engage? • Be as specific as possible: – Where do they live? – What do they do? – How are they currently using social media?
  • 20. Integrate • With your current marketing & communications plans • Tie into other online and offline marketing, fundraising and social media initiatives f t
  • 21. Sample Plan GOAL: To broaden the base of supporters between the ages of 18-22 to the organization. OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the fiscal year. STRATEGY: Leverage our connections to the local colleges and universities through our Board Member, Joe Stiles – President, Learning College. Audience Tool(s) Tactic Message(s) Timeline Resources College and university students in our town. 1. Facebook Initiate an incentive campaign to solicit “fans”. We help 1 in 3 people in our town. Help us help more. Tell a friend. Sept – April SWAG for incentives
  • 23. Types of Social Media Audiences • Inactives. As suspected, these are the people who aren’t engaged in any of these social technologies. • Spectators. These are people who read online information, list to podcasts, and watch videos but do not participate. • Joiners. These are people who have a profile on different social networking sites and visit them with some regularity. • Collectors. These are people who read lots of information and may vote or tag pages or photos. • Critics. These are people who post reviews online, comment on blogs, or contribute in other ways to existing content. • Creators. These are people who publish on the web (blog, website, video, podcasts). Forrester Research
  • 26. Be a Spectator • Research the tools • Observe, read and watch • Learn the language, customs and etiquette • Get ideas about what works and what doesn’t
  • 27. Join & Use Your Ears • Set up accounts • Join groups • Follow people • Play in the sandbox What are people saying about your organization? Organizations like yours? Homework: Set up a Google Alert OR do a Twitter Search
  • 28. Learn From Others • See how other organizations started and see what they have done • Ask others about their successes and disappointments Flickr + Facebook
  • 29. STEP 2: CHOOSE A TOOL
  • 30. Which One? • We recommend starting with one tool at a time • Take a look at your goals, audience and message: what’s the best tool for the job?
  • 31. What Does What? Tool Uses Blogs • Blogger • WordPress • News outlet – the “new” newsletter • Highlighting donors and partners Media Sharing • YouTube • Flickr • Enhance visual storytelling News & Social Bookmarking • digg • delicious • Sharing online resources • Finding like-minded people and organizations Social Networking • Facebook • Twitter • Expanding supporter base • Another channel for calls to action
  • 32. Still not sure? Try Facebook to start … A little bit of everything: • Creation of a webpage on a commonly visited site • Build a community / “fan” base • Talk about stuff your organization is doing or involved with • Post pictures and videos • Connect from your website to this page • Ability to test several things at one time
  • 33. STEP 3: ESTABLISH A PRESENCE
  • 34. Have a Great Website • Good usability • Easy to find information • Relevant content • Clear calls to action
  • 35. Comment • Start participating in the conversations by sharing thoughts, comments, links, further insight, etc.
  • 36. Collect • Gather information on your cause and begin to develop a base of knowledge from which to speak from. • Participate by tagging and voting.
  • 37. STEP 4: BUILD CONTENT & TRUST
  • 38. Be A Story Teller • Adapt your story to an online platform: • Keep it simple • Easy to remember • Easy to retell • Adapt your story to your desired audience
  • 39. A Compelling Fundraising Event Story Example: Fundraising event • Blog: interview an attendee and ask others to share their experience in comments • YouTube: bring your video camera and ask people to tell you why they came • Facebook: ask everyone who attended to share images/stories
  • 40. A Compelling Fundraising Story Example: Capital campaign • Flickr: show people the direct impact they can have through images • Twitter: Tweet regular updates on success and how much support is still needed • Blog: weekly blog post during campaign about the impact of your organization (get various perspectives: Board, community, volunteer etc…)
  • 41. Tips • Don’t just write about your latest fundraising campaign • ask your donors to tell their story • Don’t just publish a news release about government cutbacks hurting your cause • give your supporters the tools and platform to take action and share their passion with others
  • 42. STEP 5: SHARE & ENGAGE
  • 43. Build a Following • Become the expert • Link everything back to your website • Offer opportunities to do something • ASK!
  • 44. Starting Conversations • Remember: social media is about engaging and building community • Don’t just talk at your supporters • Think of the conversations you want to start
  • 47. Listen, Learn and Adapt • Get feedback! Ask: • What is working, what isn’t? • What else would you like to see? • Implement changes and keep trying
  • 48. Use What You Get • People’s stories are opportunities for you to talk about the work you do • Complaints are an opportunity to improve what you’re doing • Members of a page or a following is a group already interested in you … what else can they do for you?
  • 49. Monitor & Measure • Number of visits • Number of unique visitors • Search engine rank • Message inclusion • # of followers/likes • Article/post readership • Click-thrus and view-thrus • Repeat visitors • Duration of stay • Subscribe to feeds (RSS) • Comments/posts ratio • Change in awareness • Change in attitudes • Association with your brand • Donations • Tell a friends / Referrals • Petition signatures • Surveys filled out • Visits to the organization • Reduced number of calls • Number of event attendees • Volunteers signing up • Downloads
  • 50. • Get used to the tool and the conversations happening • Be trustworthy & consistent • Create distinctive content that fits with your organization’s identity and mission Build Confidence
  • 51. Make it Part of Your Day Make it part of your work routine – Creating content – Responding & engaging
  • 52. Keep the Brand Consistent • Offline and online branding should be very similar in appearance • But don’t copy the copy!
  • 53. Promote to your Network • Use other outlets to promote a new initiative • Leverage your following and promote to whoever you can
  • 55. Keep Your Ear To The Ground • Subscribe to a blog, RSS feed or Google Alert • Attend training opportunities • What’s next on the horizon?
  • 56. Have fun! • Interact with different people • Make it personal • These are fun tools!
  • 59. MyCharityConnects.org What is MyCharityConnects? CanadaHelps' online resource centre for charities – a website dedicated to connecting charities and nonprofits to the technologies they need to succeed. What can I find on MyCharityConnects? • Free online resources for charities • Information about technology , Web 1.0, Web 2.0 & social media • Video demonstrations • Webinars (online seminars) • 2009 & 2010 conference materials
  • 60. UPCOMING WEBINARS November 24 – Everything Old is New Again: Getting Back to Fundraising Fundamentals December 8 – Technology - a Source of Frustration or Creativity for Your Organization? www.mycharityconnects.org