This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following: - Benefits of creating a strategy - How a social media strategy supports overall organizational goals - Research needed to before you create your strategy - The major components of a social media strategy - Tying the social media strategy into the website - How a social media strategy supports fundraising

1. What is a Social Media Strategy?
Debra Askanase
December 15, 2010
Use TwiAer Hashtag #npweb
Special Thanks To Our Sponsors

2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
A Proud Sponsor of NonprofitWebinars.com

3. Today’s Speakers
Debra Askanase
FirstGiving
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: Chris Dumas, FirstGiving

4. You have an important cause!
You give people
access to health care
You defend civil rights
You save the earth’s
resources

5. But you need more resources

6. Donors who funders
People and will act
People who care
http://www.flickr.com/photos/66044164@N00/499492688/

7. But you need a plan
http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/

8. Social media influences acGon
(nonprofit)

9. Social media moves business goals

10. Rise of brand affiliation within a
social network

12. The potenGal of social media
Using Social Media to Meet Nonprofit Goals hBp://idealware.org/sm_survey/

13. The potenGal of social media
Using Social Media to Meet Nonprofit Goals hBp://idealware.org/sm_survey/

14. The social media funnel
Move to
Ac9on
Creates
Trust
Social Media
Engage

15. A social media strategy
Focuses social media on GOALS
Deepens engagement
Extends reach
Opens resources
…moves people to action,
smartly

16. A social media
strategy is…
a blueprint for using the right social media tools
to support your charity’s objectives and mission
http://www.flickr.com/photos/asleeponasunbeam/749675726/in/set-72157600704895572/

17. Preparation
Create
Where Can
Prepare
Listening, You Offer
Research, Value?
and Asset
Organiza9on
Define Evalua9on
Goals
This is the
bulk of
your work

18. Define internal goals
✔ Organizational
Goals
✔ Administrative
Goals
✔ Programmatic
or Brand Goals
✔ Long and
Short-Term Goals
http://www.flickr.com/photos/lizettegreco/327377643/in/set-72157594485524662/

19. Sample business goals
Increasing
membership y/y
Offering new programs
Raising 14% of funds online

20. Preparation
Create
Where Can
Prepare
Listening, You Offer
Research, Value?
and Asset
Organiza9on
Define Evalua9on
Goals
This is the
bulk of
your work

21. Listen to conversations
Set up online alerts
http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/

22. Find fans critics, influencers, and
issues
http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/

23. Where are your stakeholders and
competitors hanging out?
http://www.flickr.com/photos/7849372@N04/3582813518/

26. Find best practices
http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/

27. Nonprofit social network benchmarks
Using Social Media to Meet Nonprofit Goals hBp://idealware.org/sm_survey/

30. ARC
Flickr
What’s interesting? Why?
Group

31. Evaluate your own assets
Website Top
Mailing list
Social media followers three
Donors factors
Stakeholders
Staff/Volunteer time
for
Brand sentiment social
Budget media
success

32. Create your social strategy
Create
Metrics
Map
Tac9cs to
Support
Select
Placorms Goals and
add Value

33. Blogging
Micro
RSS Feeds
Blogging
Message Photo
Boards These are Sharing
your tools
Chat
Video
Rooms
Sharing
Social
Networking Podcasts
Widgets
Source: Universal McCann Companies Study on Social Media Trends (March 2008)

34. Every platform is unique!
audience, approach, tactics, goals
http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/

35. Deliver added value on each
platform
http://www.flickr.com/photos/abbeychristine/2186434268/in/set-72157600225080609/

37. Major components of a strategy
Resources
Defining
Placorms and Budget
Campaigns Time
Staff
Ac#vi#es
Goals
Success Metrics Website
Integra9on

38. Overall Strategy
Platforms Website
Tactics Campaigns
Tac9cs ROI

39. Be sure to include ROI
Leading to tangible Tangible: converts
to time and/or
(Money, customers,
clients, volunteers,

40. Your website isn’t just your
URL
It’s your entire Social Web

41. Blog TwiBer
Website
You Tube Facebook
GOALS

42. Bringing it all together on the site

43. Special projects

44. In summary:
1. Understand your goals
2. Where is your audience online
3. Listen to the conversation
4. Competitive analysis (on social media)
5. Evaluate your organization’s assets
Staff, time, website, mailing list, budget
6. Define strategy and ROI
mind mapping, flow charts
7. Choose channels, create value and tactics
8. Prioritize activities along a timeline
9. Be social, strategically!

45. MedicalBoardsPlus: sample
strategy

46. Key Concepts
USPs:
• offer subspecialty, residency and exam prep
• oral exam prep and competency skills
• free written exam skills taking course
• national in scope
Value to the core customer:
• saves time
• high quality
• eases physicians’ concern about passing the exams
• helps physicians to pass exams

47. MedicalBoards Plus Social Media
Goals
Primary Goal:
Capture and dominate the medical board exam
market from resident to recertification throughout
their careers
Secondary Goal:
Capture residency and written board exam
market

48. Current Social Media Landscape
Video: Competitors offer little value – either a lecture or
a PPT slides. ABC has a good home page video.
Websites: Competitor sites are outdated, most focus on
branding the founder, no social media callouts from
home page except on XXX website and XXX.
Blog: Only XXXhas a blog – features the Tip of the
Month
Facebook: XXX has a FB Page – nothing interesting
Conclusion: MedicalBoards Plus is poised to
attract and retain customers through social media

49. YouTube Channel
Branded MedicalBoards Plus YouTube Channel:
• Create a branded channel for MedicalBoards Plus
fans
• Require that only subscribers can submit cases for
review

50. YouTube Show
Concept Show:
A spin-off of the “Judge Judy” type of show of courtroom
cases – live on the spot, if possible. Two videos
uploaded weekly: 5 min for case submissions, 5 min for
case review and reaction.
Video One:
• A doctor presents his case to Dr. ABC for review
• Dr. ABC asks questions, and returns to give his
assessment.
Video Two:
• Dr. ABC gives his case analysis.
• Quick reaction from initial doctor that submitted the
case.
• Ask viewers to write (YT comments) their thoughts on

51. YouTube Value and Objectives
Unique Value:
• Weekly case review – inside information/test prep
• Entertaining
Develops Loyalty:
• Users can comment in the comments feature
• Subscribers submit their cases to be featured
• “What would you have done? Do you agree?”
Objectives:
• Gain regular channel subscribers and activity for
loyalty, and SEO value
• Attract new customers through YouTube videos
• Deepen brand loyalty

52. YouTube Metrics
Success metrics:
• YouTube rank and visibility of channel and videos
• Number of channel subscribers
• Number of comments on videos (interaction)
• Number of case review submissions
• Inbound visits from YouTube to the website
• Sales conversions

53. Linkedin
Create MedicalBoards Plus Company Profile
• Create and complete profile for company
• Highlight programs and special deals regularly
Concept:
Create a Linkedin Group for all exam takers (residents,
specific specialties) to discuss the test, test prep, and
test issues

54. Blog Unique Value and
Objectives
Unique Value:
• Exam-focused information
• Regular updates and relevant information to test-
takers
• More descriptive – gives “inside scoop” on the test
• Content you can’t find elsewhere
Develops Loyalty:
• Incredible value breeds loyalty
• Invite readers to submit their tips and experiences
Objectives:
• thought leadership
• SEO and also Proactive reputation management

55. Blog Metrics
Success metrics:
• SEO rank
• Number of inbound links and reposts by others
• Number of subscribers (RSS, email)
• Number of comments from readers/participation
• Sales conversions

56. Social Media Work Schedule
YouTube Linkedin Blog Twi
Channel Ber
Weekly upload Discussion items at Weekly or twice‐ Just
How o<en least weekly, more weekly respon
to post? o<en is beBer d
Comment and rate Every other week or Two to three As
How o<en other videos weekly, so –if relevant to comments a week needed
to at least exper9se on other blogs
par9cipate
in other
groups?
Every video receives 250 members 100 subscribers Respon
Goals in first at least 10 d to
3 months comments, 50 every
channel subscribers men9o
n

57. Giving Feels Great!
(Twitter NPTechies and NPO consultants to
follow)
@amyrsward
@HildyGottlieb
(netsqaured)
@franswaa
@JohnHaydon
@rjleaman
@HeidiKMassey
@engagejoe
@Sue_Anne
@farra
@kanter
@Nedra
@AlisonRapping
@JeffHurt
@askManny
@PamelaGrow
@mickeygomez
@joewaters
@ntenhross (NTEN)
@NPTech_Ash

58. Created by:
Debra Askanase, Community Engagement
Director
debra@firstgiving.com
Blog: www.communityorganizer20.com
Twitter: @askdebra
skype: daskanase

59. Find the lisGngs for our current season of webinars
and register at
NonprofitWebinars.com
Chris Dumas
Chris@NonprofitWebinars.com
707‐812‐1234
Special Thanks To Our Sponsors