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Create a Social Media Marketing Plan

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Evonne (Evo) Heyning
Evonne (Evo) Heyning

How to create a social media marketing plan for nonprofit organizations, steps and questions to consider when starting this process - Evonne Heyning @amoration presenting this for the 501 Nonprofit Tech Club at the Los Angeles Chamber of Commerce, June 2012

Aperfeiçoamento pessoalNegóciosTecnologia
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SOCIAL MEDIA MARKETING PLAN Step by Step Solutions for Your Nonprofit Evonne Heyning @Amoration Interactive Producer, TechSoup Global
www.slideshare.net www.slideshare.net/amoration
My current “job”: Interactive Producer @TechSoup Host of Nonprofits Live #NPlive, a live talk show with tech experts
Campaign or organizational plan? 1: GOALS Mission & Purpose? What do you want to accomplish? Getting the Formula Measurable Goals Right Social Media Marketing Call to Action Request Planning Organizational voice and brand Step One: CHART THE COURSE Authority Position?
Cause, campaign or organizational plan?
What do you want to accomplish? WHY?
Social Media Transmedia Marketing Elements Plan: Video (short) Methods, Documentary Other film/TV Options, Outle Streaming Media ts Events Games Geocaching Online Ads Live Storytelling Comics Entertainment Education A sample of media Print Media channels and places Visual Advertising to consider story and Websites campaign integration New Channels Twitter Facebook LinkedIn Google+ Groups and Lists Other Web Communities
1 Get Timelines: Strategic on STRATEGY Your Goals PROGRAM TIMING DELEGATION Know your course, deadlines, and work out a plan step by INVOCATION step COMMUNITY CARE BEAUTIFUL CLOSING ANALYSIS & WRAPUP
Measurable Goals Connected to Specific Call to Action Request
Who do you want to participate? How do they participate?
CROWDFUNDING?
Why should we believe you?
Organizational voice and branding… What is your Authority Position?
The Right Formula = Your Secret Sauce
Over 75% of brand LIKES come from advertisements…. Are you asking for an endorsement? What are deeper forms of engagement to offer to your followers?
Digital Storytelling: Content Production & Distribution What is your story? Outreach: Who is telling it? Identify new Potential partners Across many media With what voice? Outlets & Channels
SHARING remains a deeply passionate activity for engaged audiences to continue conversations
Arts? Try something new? Try Photo Mashups! Theatre? Using Video? Music? Turntable Social Music Sharing! Try labs & social sites like HitRECord Pinterest Quora
Hashtags ######## Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information and grow diverse conversations
Open APIs and Shareable Data? Application Programming Interfaces open Doors to data mashups of valuable information
THE PERSONAL TOUCH Resource & Staff impact Number of hours needed to succeed
Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listenin g, analysis and conversation on the social web Most organizations have almost no budget for social media yet some leverage thousands in support
Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week
Choose where to spend time Plan for Facebook Email Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site Video or photo storytelling from your mobile phone
Timelines: STRATEGY Look for a time arc PROGRAM TIMING that matches your project/org goals DELEGATION Make sure all deadlines match INVOKE KICKOFF timelines set by funders and partners COMMUNITY CARE Follow up quickly and track data throughout BEAUTIFUL CLOSING your campaign progress ANALYSIS & WRAPUP
Questions?
Social Media Marketing with Los Angeles Tech Club Hosted by Evonne Heyning @amoration For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization

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Create a Social Media Marketing Plan

  • 1. SOCIAL MEDIA MARKETING PLAN Step by Step Solutions for Your Nonprofit Evonne Heyning @Amoration Interactive Producer, TechSoup Global
  • 3. My current “job”: Interactive Producer @TechSoup Host of Nonprofits Live #NPlive, a live talk show with tech experts
  • 4.
  • 5. Campaign or organizational plan? 1: GOALS Mission & Purpose? What do you want to accomplish? Getting the Formula Measurable Goals Right Social Media Marketing Call to Action Request Planning Organizational voice and brand Step One: CHART THE COURSE Authority Position?
  • 7. What do you want to accomplish? WHY?
  • 8.
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  • 10. Social Media Transmedia Marketing Elements Plan: Video (short) Methods, Documentary Other film/TV Options, Outle Streaming Media ts Events Games Geocaching Online Ads Live Storytelling Comics Entertainment Education A sample of media Print Media channels and places Visual Advertising to consider story and Websites campaign integration New Channels Twitter Facebook LinkedIn Google+ Groups and Lists Other Web Communities
  • 11.
  • 12. 1 Get Timelines: Strategic on STRATEGY Your Goals PROGRAM TIMING DELEGATION Know your course, deadlines, and work out a plan step by INVOCATION step COMMUNITY CARE BEAUTIFUL CLOSING ANALYSIS & WRAPUP
  • 13.
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  • 16. Measurable Goals Connected to Specific Call to Action Request
  • 17.
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  • 22.
  • 23.
  • 24. Who do you want to participate? How do they participate?
  • 25.
  • 26.
  • 28. Why should we believe you?
  • 29. Organizational voice and branding… What is your Authority Position?
  • 30.
  • 31.
  • 32. The Right Formula = Your Secret Sauce
  • 33.
  • 34.
  • 35. Over 75% of brand LIKES come from advertisements…. Are you asking for an endorsement? What are deeper forms of engagement to offer to your followers?
  • 36. Digital Storytelling: Content Production & Distribution What is your story? Outreach: Who is telling it? Identify new Potential partners Across many media With what voice? Outlets & Channels
  • 37. SHARING remains a deeply passionate activity for engaged audiences to continue conversations
  • 38. Arts? Try something new? Try Photo Mashups! Theatre? Using Video? Music? Turntable Social Music Sharing! Try labs & social sites like HitRECord Pinterest Quora
  • 39. Hashtags ######## Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information and grow diverse conversations
  • 40. Open APIs and Shareable Data? Application Programming Interfaces open Doors to data mashups of valuable information
  • 41.
  • 42.
  • 43. THE PERSONAL TOUCH Resource & Staff impact Number of hours needed to succeed
  • 44. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listenin g, analysis and conversation on the social web Most organizations have almost no budget for social media yet some leverage thousands in support
  • 45. Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week
  • 46.
  • 47. Choose where to spend time Plan for Facebook Email Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site Video or photo storytelling from your mobile phone
  • 48. Timelines: STRATEGY Look for a time arc PROGRAM TIMING that matches your project/org goals DELEGATION Make sure all deadlines match INVOKE KICKOFF timelines set by funders and partners COMMUNITY CARE Follow up quickly and track data throughout BEAUTIFUL CLOSING your campaign progress ANALYSIS & WRAPUP
  • 49.
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  • 52. Social Media Marketing with Los Angeles Tech Club Hosted by Evonne Heyning @amoration For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization