Social media is about free and open conversations online but your organization still needs to have a plan of action. Take hold of your communications plan and start afresh. This 2.5 hour workshop is for organizations that dipped (or maybe dove headfirst) into social media, but are now wondering what the next steps are and how they can make their social media investment more focused and worthwhile.
Attendees Will Walk Away With:
- Knowledge of how social media is changing the way nonprofits operate and what it means to be a networked nonprofit
- Tips on how to determine which social networks your organization's key audiences are using and how to create a social media strategy
- Information on receiving buy-in from staff, management, and boards
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
MyCharityConnects Toronto - Back to Basics: Developing a Social Media Strategy for Your Organization
1. Back to Basics: Developing a Social Media
Strategy for Your Organization
March 7, 2012
2. What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
CanadaHelps is giving made simple.
13. Letting Go
• Control
• YOUR attachment to
the organization
• Doing what “we’ve
always done”
Opening Up
• To meaningful
involvement from
donors, clients, volunt
eers, public etc…
21. • How is your organization embracing
the social culture shift?
• What barriers do you face?
Culture Shift
22. Tips for Getting Buy-In
• Sign people up for tools to reduce fear
(Twitter, Google Reader, alerts etc…)
• Seek out example organizations and show
their success
• Search for your organization & show the
conversation’s already happening
23. Bust Myths
• Bust myths:
– 73% of donors gave online last year
– Baby boomers are the biggest cohort of online donors
in Canada
– More than 17 million Canadians use Facebook
– Per capita, Canadians watch more YouTube videos
than any other country
29. How your organization uses social media
• 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
30. • Gain exposure
• Engagement
• Influence
• Action
• Create lasting
impact
• Offer support
Set Goals
From Don Bartholomew: http://metricsman.wordpress.com/
31. EXAMPLE #1
Collaboration and collective action around an
unfair piece of legislation
GOALS
• Connect with like-minded organizations to
coordinate actions
• Energize an online community to take action
32. EXAMPLE #2
Share expertise on our cause within our local
community.
GOALS
• Use our blog to position ourselves as the go-to
source for local media on our issue
• Lead conversations with other local organizations
about key issues relating to our mission.
34. Pick the Right Tools
• Which tools best support your goals?
• Where’s your audience?
• What capacity do you have?
35. Tools You Can Use
THE BIG FOUR:
• Facebook, Twitter, LinkedI
n, YouTube
OTHERS TO EXPLORE:
• Blogs, Google+, Tumblr, Fo
ursquare, Pinterest, Instag
ram
36. Fish Where the
Fish Are
• 25% of all time
online is spent
on Facebook
• Survey
supporters about
the tools they
use
41. Role of Community
Manager
• Understand & advocate
for the community
• Listen & engage
• Problem solve & prevent
crises
• First point-of-contact
• Lead the community to
action
42. Characteristics of a
Good Community
Manager
• Have a personality
• Be passionate about
the cause
• Care about the
community
• Leadership
• Don’t try to control
• Be prepared
43. Have a Vision for Success
• Strong online communities have a clear rallying cry and
committed members
• What would your ideal online community look like?
• What actions would they take?
44. • Who are they? (Middle-aged men, young
mothers, teens from Parkdale etc…)
• Motivations
• Other communities & online activites
Know Your Community
46. Nurture All Community Members
Happy
Spreaders Donors Evangelists Instigators
Bystanders
Regular Engaging, inter Reasons to Resources & Ongoing
communication esting content give tools support
Links to easily Peer-to-peer Recognition
Thanks and
share content fundraising
praise!
Good stories Creative ideas
Stories about
they can
the impact of
spread
their giving
Opportunities
to engage
offline
47. • Statement of purpose for
the community
• Community rules around
respect
• Moderation and deletion
of comments
• Privacy statement
• How you will use the
posts (i.e. marketing
material, fundraising
etc…)
• Prohibited posts
Terms of Use
48. Think Multi-Channel
• Engage on other media
• Collect contact information when possible
• Provide offline opportunities when possible
49. Look Outside
• Find your ideal community on other networks
• Join the ongoing conversation
• Mobilize fundraising campaign with existing
network
51. Know Your Audience
• Define your key audiences
• Describe them
– Get specific
– What do they do?
– What do they care about?
– What moves them to action?
• What do we want them to do?
56. • Remember the number ONE
• Focus on
HOPE, HUMOUR, SURPRISE, EMPATHY [less on
fear, anger, hurt]
• Appeal to IDENTY (from Made to Stick)
PRINCIPLES OF GOOD STORYTELLING
57.
58. Other Good Social Content
• Resources, useful information, educational… but
make it stick
• Events/urgencies
• Controversies, thought-provokers
• Reviews
• Questions, conversation-starters
59. Stats & Data
• Make them concrete
• Make them relevant
• Focus on one stat at a
time
67. EXAMPLE #2
Share expertise on our cause within our local
community.
GOALS
• Use our blog to position ourselves as the go-to
source for local media on our issue
• Lead conversations with other local organizations
about key issues relating to our mission.
68. Smart Objectives
• Increase blog subscribers by
50% over the next 12 months
• 30% of blog posts contain
active discussion in the
comments about the issues
raised – more than 3
comments
• Increase website traffic from
blog by 100% over next 12
months
• Increase media calls related to
blog topics by 25% over the
next two years.
71. Social Media Data
• Subscribers/ Unsubscribes
• Followers/ Unfollows
• Comments/ Unique commenters
• Favourites
• Video/photo views
• Retweets
• Likes
• Page/post views
• # of posts
72. Social Media Data
• Most popular posts
• Conversations
• Feedback
• Repeat supporters
• Comments
• Recommendations
• Click-throughs
• Donations
• Sign-ups
73. Your Measurement Tools
• Google Analytics
• Google Alerts
• Twitter search
• Facebook Insights
• Blog statistics
• Hootsuite
• Bit.ly & other link
trackers
• Surveys
84. Weekly To-Dos
• Planning for the week
• Writing/creating posts
• Recording data
• Update your networks
85. Editorial Calendar
Week Theme/Campaign/ Tools Notes
Message
October 31 Smart Giving FB, Twitter, Email, Giving at Halloween
Blog
Charity Gift Cards Email, FB Corporate Gifts
Theme/Campaign 31 1 2 3 4
Smart Giving: Halloween E FB, T B T
Charity Gift Cards: Corporate E FB
91. MyCharityConnects Conference 2012
JUNE 12 – 13 | Allstream Centre, Toronto
Collaborate to build a stronger sector.
Innovate to solve complex problems.
Celebrate our work and the difference we’re making.
• Join non-profits from across Canada and social media
experts for the premier social media and online
fundraising learning opportunity of the year.
• Registration opens in February
www.mycharityconnects.org/conference
92. Upcoming Webinars
www.mycharityconnects.org
• March 14 - Essential Facebook Tips for Your Charity
• March 28 - Being Social Inside and Out: Fostering a
Culture of Sharing and Collaboration
• April 11 - The Rules Around Tools
• April 25 - Essential Twitter Tips for Your Charity
• May 9 - Preparing for a Website Redesign
• May 23 - Editorial Calendar Essentials: Organize and
Plan Your Online Communications
Basic, as in an adaptable framework but many tips for those who’ve used the tools for a while. Can offer insight to people on the whole spectrum of awareness with the tools themselves.Less about tools, more about strategy to support use
Many of us, CH included, jumped on board without a plan… and I think that’s okay, but we do have to take it to the next level. - More structure, planning and thought into why the heck we’re all doing this
Average of 45 hours per month onlineFacebook = growth in hours, but at point of saturation. Twitter, LinkedIn and Tumblr are all growing networksVideo is growing
The assumption I’ve made in pulling this information together is that everyone in this room has very limited (if any) budget for sm, and very limited (if any) time for social mediaYou’ve seen some value, but aren’t sure yet what that translates to
Success on social media isn’t just about knowing how to use the tools, it’s about having a culture at your organization that allows you to be successful with them. Sm is never about just another communications channel added on to the others you’ve already used. It represents a larger cultural shift (who knows which came first sm or culture) around engagement and people’s expectations of their interactions with your causeDemand for transparency, real connection
Social orgs are about letting go and opening up
Cause is often framed as your mission and vision- Organizations that remain laser-focused on the cause, on their mission and vision, fare much better in a social space than organizations that focus on their institution
How many have heard about Networked Nonprofit?Beth Kanter & Allison Fine wrote a book about the ways in smis bringing about or signalling a shift in the ways that nonprofits operate. It’s an interesting book – and I know that not all of us are going to change over night – I do recommend it, thoughRelationships, simplicity, open governance,
Here’s more about what they mean by networked nonprofit
One way to tell if the organization is social/networked or not is to look at how they behave during a communications crisisThis could be Scouts Canada, Komen Foundation in the US recently- This has nothing to do with the quality of the organization or the work that they do, this has to do with how they act when the spotlight is turned on them
ObstaclesBuy in at Board, CEO/ED levelTips for othersWho uses social media at your organization?Social culture
4 – no one cares what you had for lunch.More competencies for this new world order include:
- One of the ways that social media is changing all of our jobs (the way that email changed everyone’s jobs years ago) is that we now need to understand the ways that our work is connected to other organizations, other people – it’s socializing our work. One of the key competencies in this new work reality is the ability, willingness to listen to others in our ecosystem
You can’t expect to know about how to manage an online network if you’re not a part of any. There are networks out there that are relevant to your cause… join them, and participate in the conversationBlogs, nptech
Bring social media into the planning and execution of programs and campaigns
One thing most of us don’t do much of around sm is planningPlanning = essential to ongoing successw/o it, we can’t really understand how sm supports our MISSION, cause
Example of do we communicate with our clients via social media, or should I take the client who’s contacted me via Twitter and move that conversation offline to the right person internally to respond to their questions. Clearly outline the reasons that your organization engages in social media toolsHelps employees decide what information to post and which tools to useProviding your employees with clear guidance on the ways your organization usesEdmonton, Calgary = most important slide
How can social media support your organization’s overall goals?
Write down a goal
Select a goal that supports your mission and your overall goals for using the tools
Survey your desired audience to see which tools their usingDon’t have to be on all the tools, choose the right onesCh = twitterBlogFB???
HRSDC storyWho knows your messaging, comfortable talking to people about your messageTrain for knowledge about the toolsThink about backups/emergencies
Set your social media guidelines
Lee, independent video game fundraising through KickstarterWhat do they already have? An engaged community online of people interested in what they’re doing. If you don’t have an nurture your online community, you can’t expect to turn to it when needed and have success engaging people to take action… often the missing piece that people don’t talk aboutIT TAKES TIME to nurture community. Can’t sign up for tools, start asking for $$
- You have a new job, congratulationsThis is often a shift in perspective… used to being outward communication person, not community engagement person
Be prepared with answers to common questions, and what you might do if there’s an attack or crisis online
This will relate to the goals you have established for your social media presence. If you’re wanting to raise funds and awareness, you want a community of people committed to your cause, willing to share your information with their networks.If instead you’re trying to support a community dealing with a particular illness, you’ll want a community of
don’t go after everybody, you’ll never get everybody on board
Understand your communityNot everyone’s going to be a donor or upThat’s okKnow who they are, especially those at the top of this list.
Don’t ignore anyone in your community. You never know when a bystander will have more time and become an evangelist. - Or more $ and become a donor
When you run a social media site, you want to make sure that it’s used for the purpose you intended and that it becomes an enjoyable, safe place for people to visit.
Always think about your audience when you’re developing contentUsually, you develop content by thinking about your organization. What goals are you trying to achieveThat’s wrong… think first about your audienceWhen writing/creating a specific piece, aim it at a particular group
Simple – core message. Our issues are complex, but we can’t expect people to understand them the way we do. In each communications piece, pick one core concept you want to conveySurpriseTangible, clear plain language. Help people understandWho’s telling the message. Online, ppl are MUCH more likely to trust friends and connections than brandsWho has credibility in your community? Get them on boardEx. Teens? Find a spokesperson they relate to, not a doctor or a teacher
This is a tragedy. Our stories could and should change the worldWe are so focused inward, on our own organizations, we can’t see the stories that would move our supporters to actionNo one really cares about how many people attended a literacy program last year vs. 2010 or the details about why a newly approved treatment is important to people fighting cancerYou doThey care about Sam, the 75 year-old grandfather who can read to his grandchildrenThey care about Amanda who is going to her daughter’s graduation
- Heart and Stroke
Environmental defencecanada video
Movie popcorn and bigmacs – 37 grams of saturated fat… so what?Medium popcorn = Equivalent of bacon and egg breakfast, big mac and fries AND a steak dinner with trimmings… combined
Add credit to Kyle MacKenzie at farming retreat/ Earth Day Canada
- Kiva & gift catalogues work really well- BBBS story
One of the most powerful things about online communications/social media is that there’s data to track
CHANGE PICTURE
This sounds easy, but we find it’s one of the harder things for people to doThen you can set objectives related to your goal,Objectives by definition include something that is measurable
there’s so much data out there online – which is one of it’s enormous strenghts, but it’s easy to get overwhelmed with information. It’s also easy to start measuring things for the sake of it… even if it doesn’t support our goals as an organization.So, our next step is to select the right metrics or key performance indicatorsSelect one or 2 (but really just one) metric per objective. Don’t go overboard
Number of Subscribers – blog, email, e-newsletter – as well as those who unsubscribe (this can tell us a lot more)FollowersFans (FB)The value in these being potential ambassadors for the organization – how do you measure the value on that?
Number of Subscribers – blog, email, e-newsletter – as well as those who unsubscribe (this can tell us a lot more)FollowersFans (FB)The value in these being potential ambassadors for the organization – how do you measure the value on that?
UPDATE THIS SPREADSHEET
This is the missed step in measurement. You can’t just measure and create a report and then send it to your ed and that’s done. You measure for a reason – to understand what’s working, what’s not and to take action accordinglyLearning Loops in the networked non-profitQuarterly review
Listen learn adaptAre some of your posts generating a lot of links, likes retweets? Is a particular community really active online and promoting you? Does this signal a new strategy you should take?Does something you post regularly never take off – stinks? Stop doing it.
it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to postRESOURCES: Google reader subscriptions, email news, emails from staff
One way to manage your day to day is Co-tweet, social oomph are others.
it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
One thing social media does do is add a number of channels to your communications. It’s good to keep track of your communications and reach with an editorial calendarUse regular office programs: spreadsheet or Word… if you want something that’s collaborative, online: Google Documents or SmartSheet
it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
it’s better to do this daily for 20 mins than once per week for ½ a dayBe in the conversation – it’s not just about what you’re going to post
Third annual conferenceJoin non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.After 2 sold-out years, MyCharityConnects is back and better than ever for 2011. Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t.
Updated list - http://mycharityconnects.org/webinars/