This presentation was shared during the Girls Inc. Region II Conference on Oct. 14, 2011.

1. Developing a Social Media Plan & Metrics Presented by: Gabie Benson, Director of Development and Public Relations Jennifer Baltz, Branding & Technology Manager Abri Hochstetler, Public Relations Coordinator

2. Social Media Use 2005 – 5% of all adults were on a social media site

3. Social Media Use 2011 – 65% of all adults use social media sites -Pew Research Center

4. Quiz Time What social networks are you on?

5. Social Networks most used by Nonprofits Facebook – 86% Twitter – 56% YouTube – 48% LinkedIn – 33% Flickr – 25% Myspace – 14%

6. Who’s Online?

7. Who’s Online? Women 18-29 are social media power users

8. Who’s Online? No significance in household income, race, education, or environment

9. Quiz Time Generational Trends Millennials - 83% Gen X - 70% Boomers - 51% Civics- 33%

10. Who’s Online? Women 55+ are the fastest growing group on Facebook

11. Part 1: Getting Started Set your objectives Identify your audience Choose your networks Focus your message

12. What are three objectives that your affiliate would want to achieve using social media?

13. Setting Our Objectives Increase brand recognition and organizational transparency Create engagement opportunities Maintain and cultivate relationships Engage new audiences Promote an image of Girls Inc. as tech-savvy, modern, relevant

14. Identifying Our Audience

15. Choosing Our Networks Does the site help us meet our objectives? Does the site reach our audience? Is the site secure and can we manage risk?

19. Focusing Our Message Content is central to your strategy! Website Newsletter Blog

20. Our Strategy

21. Activity #1 Get started on your plan

22. Part 2: Managing Social Media Establishing policies Dedicating time and staff Engaging in the conversation Monitoring activity Measuring effectiveness

23. Establishing Policies Staff Social Media Policy Girl Policy Blog Comment Policy

24. Dedicating Time & Staff Don’t set it and forget it Consider staff resources, time, and voice Calendar planning content Scheduling

25. Engaging in the Conversation Comment on and retweet posts about our community, sector, and topics of expertise Respond if someone comments TO you or ABOUT you @your staff, volunteers, sponsors, etc.

27. Twitter advanced search

28. Words, people, places, sentiment

29. Nearby Tweets

30. HootSuite – “add location”

32. Why Use It? Find out about what others are saying about you or your services online without having to run your own daily internet searches. Find relevant and timely content to share with your followers. Discover and respond to commentary quickly.

33. How do I get started? Visit google.com/alerts and enter your query Enter your email address Confirm the alert you have created That's it! Your alert is active, and you'll receive an email whenever Google Alerts finds new results for your search.

35. HootSuite

36. Klout

38. Why Use It? Informed site design improvements Drive targeted traffic Track the effectiveness of marketing Discover what keywords resonate with visitors

39. How do I get started? Create a Google account or use an existing Google account Visit http://www.google.com/analytics/ and “Sign Up Now” Follow instructions to get your personalized tracking code and install in the code of your website

40. A Few Tips Create custom segments for analyzing traffic from social media and other sites. Look for pages with high traffic but also high bounce rates and add internal links in the page content. Track goal conversions and paths (such as volunteer applications) by segments. Track popular content by segment. Use Google URL builder to track traffic by campaign/link.

41. Visits to Blog

42. Visitors from Twitter Visitors from Facebook

43. HootSuite What is it? HootSuite is a free social media dashboard that tracks multiple networks, allows for scheduled messages, and offers basic analytics.

45. Facebook Insights What is it? Facebook Insights is an analytics tool that tracks user data and activity as well as interactions with visitors to your Facebook Page.

47. Part 3: Best Practices Integration Creating campaigns Writing for the web Following Girls Inc. branding standards

49. Newsletter

50. Thank you notes

51. Staff email signatures

52. Business cards

53. Annual Report

54. Solicitations

56. Campaigns Scholarship Campaign 2010

57. Touchstone Awards 2011

58. Volunteer Recruitment

60. Users read 25% slower

61. Only read 20-28% of page content

62. Consider audience – WIIFM

63. Current, reliable content

64. Inverted pyramid

66. Be consistent across all platforms with wording/keywords, font types, colors, and artwork.

69. Volunteer recruitment campaign

70. Scholarship fundraising campaign

71. Issue awareness – bullying, body image, STEM, etc.

72. Summer camp or one-day program

74. Upcoming events, org. calendar

75. Create page just for event

76. Side bar

77. Press room – add the press release

79. Interview with honorees, major guests, CEO, or emcee

80. Reflections on the theme

81. Process preparing for this event – an “inside look”

82. Thank you to sponsors and/or funders

83. Inspiring women throughout history

85. Tickets are going quickly to our annual Touchstone Awards luncheon! Reserve your seat today: (link)

86. Women have done remarkable things throughout history. Our staff named a few of these women and explained why they earned an honorary Touchstone Award! (link) Who would you add?

87. We're excited to offer our outstanding volunteers a unique opportunity! Celebrate the voices of Indianapolis girls and women at our annual fundraising event, the Touchstone Awards, for a special rate: (link)

89. “Confidence means being self-assured, even when facing failure or the unknown.” #Touchstone

90. Thank you #NBI and @KrogerCo for supporting the strong, smart, and bold girls of Indianapolis (photo)

91. @AndreaWTHR is doing an amazing job at #Touchstone. Look for her and coverage of the event at 5pm @WTHRcom

92. Congrats to Billie Dragoo, Marianne Glick, Dr. Beverely Pitts, and Nancy Silvers Rogers! #Touchstone

93. Missed our #Touchstone Awards yesterday? Check out the video of our inspiring honorees: (link)

95. Questions?

96. Keeping Up Abri’s picks Events: IndySM, Professional Groups Blogs: Katya Andresen, KiviLeroux-Miller, Beth Kanter Twitter: @ Girls Inc. affiliates, NewMoonGirls, GirlScouts, GirlUp, PigtailPals, GirlEmpowerment, girlshealth, BlogHer, AAUW, Women_eNews, CatalystInc, SeeJaneDo, FemaleEquality, girlygeekdom, WomenWhoTech, ForbesWOman Jennifer’s picks Events: NTEN’s Nonprofit Technology Conference Blogs: Chris Brogan, Copyblogger, Nancy Schwartz Gabie’s picks Events: AFP TechNow *new in 2012 Blogs: Mashable, NonProfit Tech 2.0, ProBlogger Blog Books: Social Media for Social Good

97. Thank You!www.girlsincindy.org @girlsincindy