Social Strategy for Non-Profit Organizations
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A presentation for Delaware SHADE
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Social Strategy for Non-Profit Organizations
- 1. HELLO! • Lifestyle blogger since age 15 • Professional blogger since 2007 • Social Media for AAA since 2009 • Ignite Wilmington 5, Speaker • New Castle County Chamber of Commerce, Speaker & Panelist • Consultant & speaker for non-profit orgs • Career Path of Corporate Social Strategist, Interviewee • Ronald McDonald House of Delaware, Adviser & Volunteer • New Castle County Chamber of Commerce Social Media Advisory Group, Member • Forrester report on Social Media Analysis interviewee • Chatterbox • Culture consumer • Internet addict • People person • Volunteer • Nerd @katidriscoll
- 2. HELLO AGAIN! • Social Media Club Lead (Community Manager): Mid Atlantic and South Jersey • Experience with Online Advertising company in Delaware: Public Relations, Marketing, Social Media Manager • Published works in: SearchEngineLand.com, PPC Hero, Google Analytics book • ‘Night with the Pros’ Panelist University of Delaware PRSSA • Social Butterfly • Coffee Addict • Definition of #SocialMediaProblems @lisaquinn
- 3. • Strategy: • Defining objectives • Allocating resources • Creating conversations • Understanding your audience • Developing your content • Technology • Video • LinkedIn • Geo-Social • Analytics • Reach • Engagement • Q&A
- 5. OBJECTIVE: Decide which way are you going
- 6. Why are you starting?
- 7. RESOURCES: How does social media fit?
- 8. Do I have enough…
- 9. What do you need? Team – Time – TLC
- 10. CONVERSATION: It goes both ways
- 11. Are you talking to yourself?
- 13. CONTENT: Where’s the value?
- 14. Provide variety to your followers and fans
- 15. Best Practice: schedule and frequency
- 16. GOAL: Build Meaningful Relationships
- 17. Technology
- 18. Video- Break from the pack
- 19. STAND OUT! Personal, informative, concise message.
- 20. QUALITY- Audio , Lighting , Editing CONTENT – Length, Uniqueness, Value MARKETING- Social, Website, Research
- 21. • 62 million members in the US alone • 161 million members worldwide • Over 2 Million companies on LinkedIn LINKEDIN • As of March 31, 2012, LinkedIn counts executives from all 2011 Fortune 500 companies as members… • 4.2 billion professionally- oriented searches on the platform in 2011 • As of March 31, 2012, students and recent college graduates are the fastest- growing demographic on LinkedIn (Source: LinkedIn)
- 22. Do a little “Friendraising”
- 24. If you’re only using your personal page to promote your NPO, you are missing some delicious low-hanging fruit.
- 25. USE. YOUR. COMPANY. PAGE.
- 26. GEO-SOCIAL
- 27. Enhance your event experience with foursquare.
- 29. Don’t just create events, watch them.
- 31. How do we extract meaning & value from our numbers?
- 32. Math: ur doin it wrong
- 33. You need to know more about your network because they want to know more about your network.
- 34. Use your data to guide your decisions & strengthen your community bonds.
- 35. wo simple ways to assess your online communities.
- 36. REACH
- 37. REACH >> The Forest View How are people interacting with your content?
- 39. Daily Total Reach Followers + RT & @ Follower Network
- 40. Daily Total Reach Followers + RT & @ Follower Network Unique Visitors
- 41. Daily Total Reach Followers + RT & @ Follower Network Unique Visitors Visitors
- 42. Daily Total Reach Followers + RT & @ Follower Network Unique Visitors Visitors Unique Views
- 43. REACH >> The Tree View
- 44. Who are these people and what do they want?
- 45. ENGAGEMENT
- 46. ENGAGEMENT >> The Forest View How are people interacting with your content?
- 47. Daily Page Consumptions Daily Page Engaged Users
- 48. Daily Page Consumptions Daily Page Engaged Users URL clicks
- 49. Daily Page Consumptions Daily Page Engaged Users URL clicks Engagement
- 50. Daily Page Consumptions Daily Page Engaged Users URL clicks Engagement Trackbacks
- 51. Daily Page Consumptions Daily Page Engaged Users URL clicks Engagement Trackbacks Likes, Comments, Shares, Favorites
- 52. ENGAGEMENT >> The Tree View
- 53. Use negative feedback to help fix your content
- 54. Questions?
- 55. @katidriscoll on… • TWITTER • LINKEDIN • SLIDESHARE Kati.Driscoll@gmail.com @lisaquinn on… • TWITTER • LINKEDIN LQuinn41@gmail.com
- 56. IMAGE CREDITS: Ignite W5: http://www.btruono.com/ Chess: http://www.flickr.com/photos/locosphotos/6557225233/ Train Station: http://www.flickr.com/photos/cuttlefish/4387043259/ Cat: http://www.flickr.com/photos/sirmikester/454835782 Puzzle: http://www.flickr.com/photos/bradmontgomery/4363410868 Store front: http://www.flickr.com/photos/mlinksva/6891207528 Frequency: http://www.flickr.com/photos/quinet/7044143025 Building Relationships: http://www.flickr.com/photos/sabrinarivolta/6907918030/ Bike Race: http://www.flickr.com/photos/teamtraveller/3378064211/ IBM Machine: http://www.flickr.com/photos/12567713@N00/2662247465/ Bingo: http://www.flickr.com/photos/danielcornejo/3277535113/ Party: http://www.flickr.com/photos/giesenbauer/4986566185/ Measuring tape: http://www.flickr.com/photos/areta_e/5727742070/ Bad Math: http://www.flickr.com/photos/attercop311/3088780713/ Board: http://www.flickr.com/photos/repvirginiafoxx/4863756538/ Super Glue: http://www.flickr.com/photos/tsaiid/110837043/ Reach: http://www.flickr.com/photos/stuartpilbrow/2887408253/ Engagement: http://www.flickr.com/photos/timoni/452573099/ Friendship: http://www.flickr.com/photos/amandavenner/4939925977/ Seriously, Netflix, give it a rest: http://hyperboleandahalf.blogspot.com/2010/03/stop-it-i-already-have-netflix.html Platform: http://www.flickr.com/photos/andyatzert/6019438175/ Map & compass: http://www.flickr.com/photos/calsidyrose/4925267732/ Forest: http://www.flickr.com/photos/24128734@N06/2295933030/ Tree: http://www.flickr.com/photos/wards/516828716/ There, I fixed it: http://www.flickr.com/photos/herzogbr/2367927558/ Low hanging fruit: http://www.flickr.com/photos/fischler/6181295838/ Binoculars: http://www.flickr.com/photos/compujeramey/5037340040/ Speech Bubbles: http://www.flickr.com/photos/marcwathieu/2945254545/ All platform images courtesy of their respective platforms.
Notas do Editor
- Technology – thinking outside the blue square boxes
- There are a lot of numbers out there. Followers, fans, likes, comments, shares, subscribers, page views, referrer visits. A lot of times people think that they’re missing something because their numbers all show positive growth.
- But the issue is that they’ve got the wrong numbers all together. And for some people, that makes the thought of social media analysis very scary.
- But you can’t be intimidated, because people are going to want to know how you’re doing. How you’re really doing. (This is your board. Your stakeholders. Your volunteers.)
- Your data also helps you reevaluate your Social Media strategy and enhance your bonds with your community (Your donors. Your volunteers. Those you serve.)
- There is actually a lot that you can measure with Social Media but I chose only two: reach – because I feel that it is often the most mis-reported metric and engagement – because it is one of the most important and under-valued metrics.
- The first metric you should be looking at is reach. If you are only looking at your fans/followers/subscribers, you are really missing the larger picture of who is actually viewing your content.
- Via insights > excel > page level
- 126 followers on average
- Page stats
- Web stats either platform provided or another party like GA. Pro tip: whatever you use on your page, use on your blog.
- Video Manager options
- Look at it on a per post basisWhen are you reaching the most people? Day / TimeWhat content types are reaching the most people? People online can be very passive consumers so it’s important to note what your true audience looks like. Maybe you have 6,000 fans but you are only reaching 126 of them because your audience is otherwise occupied when you are posting it. Maybe 7pm is when everyone is online! Experiment!
- Reach is great, but what you really want to understand is engagement. Giving someone only reach is like saying how many people came to a party. That great. What did they do? What did they eat? Did everyone enjoy the cheese plate?
- Above Comments, Likes & Shares
- Above Comments, Likes & SharesAbove Re-tweets and Mentions
- Above Comments, Likes & SharesAbove Re-tweets and MentionsAbove clicks
- Above Comments, Likes & SharesAbove Re-tweets and MentionsAbove clicksAbove comments
- Above Comments, Likes & SharesAbove Re-tweets and MentionsAbove clicksAbove commentsUm, you have to use all of these
- Facebook: Insights gives you a per post metric called virality which I like to useYouTube: look at audience retention. What are the common drop off points?
- REACH – What is no one looking at? ENGAGEMENT - Unlikes / Hides / Dislikes
- Technology – thinking outside the blue square boxes
- LinkedIn operates the world’s largest professional network on the Internet with 161 million members in over 200 countries and territories.
- A woman at one of the non-profits I’ve worked with once mentioned that a large part of her job was FRIENDraising and I love that term because, for better or for worse, that is often something that must be done at an NPO. The easiest way to share information about your organization is by sharing news on your personal profile & working your network.
- …but you don’t want to inundate people or be overly annoying, right? Make sure what you share with your network are important initiatives, upcoming events and the hits. And make sure you are not the only person doing this!
- Even if you don’t have a blog RSS to add to the page. Even if you only have so many followers, this is a great place to post Jobs, Volunteer & Donation Needs, Events, Success stories, etc.And make sure to share from this page so it gets visibility!!! And, again, make sure everyone involved is following and sharing updates. You never know where a potential donor will be looking!
- Next I want to talk about geo-social or geo-location.
- According to Pew research in 2011, 1/10 adults use geosocial or “check in” services. I really like 4sq because of all the opportunities it presents:- Your Location – tip: provide a badgeOther Locations – tip: leave TIPS thanking community partners for supporting your cause or calling attention to items for purchase that are donated to you. Lists – tip: create a list in 4sq of supporter locations.Events – tip: invite people to check in (& maybe include why they are participating), include on your signs.
- I also consider event sites like meetup & yelp a great way to build awareness and, one up, foster a sense of community. Plus, on Meetup / yelp - great to use in lieu of a formal site calendar. If the particular platform that you are using allows you to connect with attendees, this is a great opportunity for you to thank them for their participation and share similar, upcoming events, other volunteer needs, etc.
- If YOU are going to a conference or event monitor conversations about those events on geo-social platforms or on twitter and make the connection.Lisa’s story.Great for the time challenged.