Finish Line Project

Friending the Finish Line: Launch Webinar
Social Media Nonprofit Best Practices
Webinar : July 27, 2011

Introductions

 Liane Wong
 State Teams/Roll Call
 Beth Kanter
 Spitfire Team
 Momsrising
M i i
 First Focus

FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES

Brief Introduction of Project

 Foundation expectations
 Focus on results, not tools
 Learning and measurement
g
 Questions?


Project Approach

 Social Media capacity building in Finish Line support system
 Details in the Launch Packet
 Coach is the first call for help
 Questions?


Webinar Agenda

 Q
Quick Demo: Wiki and Facebook Group ( minutes)
p (5 )
 Social Media Nonprofit Best Practices (60 minutes)
 Other questions (10 minutes)

Interactive: Use the chat to ask your questions as we go and share
your experience and ti !
i d tips!


Quick Demo: Wiki and Facebook Group

 Facebook Group: http://on.fb.me/finish-line-fb
 Water Cooler Conversations, Just in Time Sharing/Questions
g
 Closed Group, Request to Join

 Wiki http://friending-finish-line.wikispaces.com/
 “See Through Filing Cabinet”
 Journal and “Over the Shoulder Learning”


Best Practices

 Avoid Shiny Object Syndrome
 Social culture
 SMART social objectives
 Measurement
 Ladder f
L dd of engagement
t
 Get Attention, Engage, Convert to Action, Fall in Love
 Content to Serve, Content to Convert
Serve
 Time for learning


1: Avoid Shiny Object Syndrome

New tools come and go, but strategy
sustains!


1: Have A Strategy For Adopting New Technology

Technology Hype Cycles

Source: Gartner


1: No Brand Opportunities Yet, Testing As Individuals


1: No Wait .. Google Just Made This Announcement!!


1: Avoid Shiny Object Syndrome

Poll: What is your strategy for incorporating new platforms?

Early
Moderate
Wait
W it


2: Create A Social Culture: Discuss Issues

Sharing control of branding and
messaging
Dealing with negative comments
Addressing personality versus
organizational voice (trusting
i ti l i (t ti
employees)


2: Social Media Policy: The Rule Book

• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications
l l l • Additional resources
dd l
• Training
• Guidelines • Operational Guidelines
• Identity and transparency
Identity and transparency • Escalation
• Responsibility
• Confidentiality
• Judgment and common
Judgment and common
sense

Examples: http://www.bethkanter.org/trust-control/


2: Facebook Specific: Community Guidelines

“Girl Scouts of the USA welcomes interaction, discussion,
interaction discussion
commentary, questions and criticism but ask that comments are
kept relevant and respectful. GSUSA reserves the right to
remove comments or ban anyone who violates these guidelines
guidelines.
Personal attacks, inappropriate language, spamming and
excessive posting will not be tolerated.”


2: Advice from Finish Line Grantees

Do you have a social media policy?

27%
Yes
No

Type into Chat: Why valuable? What is your best
tip?


3: Identify SMART social objectives

Results - Communications Strategy
Increase website traffic by 25% by November 1, 2012.
State Senator Smith responds to call to action with a story about her kids’ health
priorities by November 1 2012
1,

Tactical - Tool Specific Metrics
Increase audience connections through Facebook to 1000 by June 1, 2012.
Increase comments with fans on F
I t ith f Facebook t 3 comments per post by June 30,
b k to t tb J 30
2012

Capacity - Content, People, Time, Adoption, Learning, Research
p y , p , , p , g,
Integrate social media across organization staff and departments, by engaging our
Policy Director such that she sets social media goals by October, 2011, and reaches
those goals by June, 2012


3: SMART Social Objectives for Children’s Health

Type into the Chat: What is your organization’s
organization s
SMART social objective?


3: Measurement

Flickr photo by tomschenkenberg


3: Use Benchmarks To Measure in Context

Median number of Fans:
385

Comments Per Post:
Less than 1

Monthly Posts:
Average 2 per week


3: Use Valid Metrics Grid

ATTENTION ENGAGEMENT ACTION

MESSAGES
CHANNELS
Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile
TACTICS

INFLUENCERS Metric Metric Metric
Reach Engagement Action

TARGET
Metric Metric Metric
AUDIENCE
Reach Engagement
g g Action


3: Use Valid Metrics Grid: Facebook Example


MESSAGES
CHANNELS
TACTICS

INFLUENCERS Healthcare reporters and Pediatricians comment on the Governor sites one of the
regional newspapers “like” page physicians in their state of
the page state address
Pediatrician shares post on their
Hear about a story idea own page State Lawmaker uses story
from a shared connection from our FB page in her
constituent newsletter

TARGET
TARGET
AUDIENCE


3: Use Valid Metrics Grid: Facebook Examples

MESSAGES
CHANNELS
TACTICS

INFLUENCERS

TARGET Number of Fans Comments Per Post Conversions
Traffic Referral Shared Stories Donations
AUDIENCE Feedback %
Impressions Signatures
Phone Calls
Saved Time


4. Attention in An Age of Media Overload

Traditional

Social
Tradigital
Media

Owned

Source: Steve Rubel


4: How Momsrising Gains Attention


5: Ladder of Love on Facebook

Attention

Engagement

Action

Love
Love


5: Get Attention


5: Engagement


5: Convert to Action


5: Fall in Love


5: Attention: Custom Landing Page


5: Attention: Promote Facebook on Other Channels

“See what we’re talking about and join
the conversation”


5. Attention: Promote Facebook on Other Channels


5: Attention: Promote Facebook on Other Channels

Type into the chat: What creative ways are you promoting your
Facebook Page offline?


5: Getting Attention: Facebook Ads

 “Like” our Facebook Page
 Promote events
 Promote online petitions
 Other


6: Engagement: Be Enchanting

Become an expert at starting conversations
Ask different kinds of questions
Always be commenting
Run online “chats” or engagement events


6: What’s the secret engagement? Ask Questions

Question Brainstorm Tool

Specific
Yes or No
Timely
Edgy
Photo
True or False

Direct
Preference
Fun
Events
Experience
Humanistic
Tips
Mad Lib

Beethoven Festival Fan Page
Specific What is your favorite Beethoven Symphony?
Yes or No Is Beethoven’s Fifth Symphony your favorite?
Timely Today is Beethoven’s Birthday!  How are you celebrating?
Edgy Do you think music in the schools should be cut from public school budgets?
Photo What do you think of Beethoven’s family portrait?
True or False True or False:  Beethoven was completely deaf when we wrote the 9th
Sy p o y
Symphony
Direct Why do you think people love or hate classical music?
Preference Do you like early or late Beethoven?
Fun If you were stuck on a deserted island with one Beethoven CD to listen to ….
If you were stuck on a deserted island with one Beethoven CD to listen to
Events Who is attending our All‐Beethoven Piano Music concert?
Experience What was your favorite moment from our All‐Beethoven Piano Music concert
last night?
last night?
Humanistic Have you seen someone fall  asleep at a classical music concert?
Tips What is your favorite restaurant for before concert dining?
Mad Lib
d b If Beethoven’s (fill in the name of piece) was on the concert program, I
f h ’ (f ll h f ) h
would not miss it for the world.

6: Chat Exercise

Chat Exercise: Think about your organization s
organization’s
communications goals around Children’s Healthcare. .
What are some questions you can ask your audience on
Facebook t engage them and encourage them to share
F b k to th d th t h
their stories?


6: Identify and Empower the Fans that Love You!

Track
Recognize
Survey
Evaluate
Proposal/Tools
P l/T l
Engage and
Amplify


7: Content to Serve, Content To Convert


Content As Food Preparation: The Shopping List and
Pantry

For Facebook (and Twitter), What
can be chopped into small pieces?

Spreadsheet: Who is Posting What, Where, When
Recycle, Repurpose, Reimagine

What did they like most? Repeat, Tweak, and Test Again

7: Content To Convert: Custom Content Tabs


7: Content To Convert: A/B Testing to Track Conversions


8: Time for Learning

“Metrics Monday”y
“Joyful Funerals”


Best Practices

 Avoid Shiny Object Syndrome
 Social culture
 SMART social objectives
 Measurement
 Ladder f
L dd of engagement
t
 Get Attention, Enchant, Convert to Action, Fall in Love
 Content to Serve, Content to Convert
Serve
 Time for learning


Questions

Questions? Type them into the chat

Chat Exercise: What is one idea that you can put into practice to
improve your organization’s use of Facebook?


Finish Line Project

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (19)

Similaire à Finish Line Project

Similaire à Finish Line Project (20)

Plus de Beth Kanter

Plus de Beth Kanter (20)

Dernier

Dernier (20)

Finish Line Project