2. The Numbers
The numbers still justify your decision to utilize social
media tools
45 million Tweets/day
400 million active users on Facebook (FB)
FB’s new ―like‖ tool expected to prompt 1 billion likes in
24 hours
Platforms gaining popularity
More of your target audiences now are participating
3. You have signed up – What’s next?
As the numbers continue to rise, the opportunities
increase
Expanding numbers, but more focus available, too
As people learn to search
As more geo-location and other tools are offered
BUT…your time doesn’t increase
87% of new Twitter users tweet 3x and quit
Monitoring and updating consistently challenging
No time to post FB updates?
Trouble keeping up?
4. Take Action – go back to start
1. Listen (again)
2. Plan (more carefully)
3. Engage (more thoughtfully and collaboratively
4. Assess
5. Plan
6. Engage
7. Keep listening
5. Overview
3 quick case studies today
Integrating tools
Simple solution from a larger CF
Fund raising campaign using social media
Enhancing what you are doing now
More thoughtful planning geared to your goals and
calendar
6. Case Study 1
Orange County Community Foundation
Example of integrating tool use
7. Using tools collaboratively
Use tools in a complementary fashion
To source content
e.g.,Use Twitter and Google keyword searches to find
content for your Facebook postings
To promote your content
Drive traffic from Twitter to your website and to Facebook
Togain visibility/awareness
An example…
12. Before you do anything else
Know why you are doing it now – write it down!
What do you hope to accomplish?
Measurement – see @kdpaine
Have a plan moving forward—strategy and tactics
Refer to your core planning docs
Have a calendar
Share the duties
Have fun!
13. Integrating SM efforts with your
communications plan
If you have a plan, social
networking should just
complement it
Same key messages
Just more channels,
creativity/interaction
If you don’t have a plan,
your efforts to be
message-focused and
audience-focused can help
you be more strategic
Following example …
15. Biggest challenges
Content
Consistency
Solve by top-loading your efforts
Brainstorming backup content ahead of time
Store your tweets for delivery later
FutureTweets, su.pr, hootsuite
Make clear personnel assignments/teams
LIVE by your calendar
16. Who will do it and when?
Channel/tool Lead Timing/task Dates due Completed
Facebook Rhonda Post once/week Week 1: Jan 5 done
and monitor Week 2:
responses
Twitter Org Jamal Monitor, Daily – ½ - 1
Post/respond/ hour
Retweet
Twitter CEO Melissa Post/respond/
RT
FourSquare, Courtney Add venue only Jan 1 done
Streetmavens for awareness
Wordpress Week 2: Courtney Bi-weekly/blog
Week 3: Guest Tweet to promote
blog (Courtney leads) blog: Courtney
Week 4: Jayson
YouTube Courtney Bi-weekly: Week 1: Jan 6 done
Monitor Week 3: Jan
subscriptions 20
17. Brainstorming Content – begin with key
messages and key words
Who are we What do Who do Where When are things What are others
we do we fund are we happening doing (RTs, etc.)
located
Nonprofit Research Name local deadlines Grantee news
and know types of
nonprofits NPOs,
name
communiti
es
We will be Help Great Serve Community events Colleague news-
here forever donors nonprofits; these other CFs
and community communiti
charitable issues es
orgs do
good
work
Community news
18. Seasonal Brainstorming Content
Jan Feb Mar April May June
Seasonal, New year, Valentines Spring Volunteer Summer’s Vacation,
keywords integrity, ―I Day, Love, cleaning, week, coming, summer
resolve,‖ forever, thinking of convener, anticipation camps,
saving caring future, joining , fun grantees,
planning forces community
Week 1 Some Leveraging
foundation other
history; resources to
history of maximize
impact $
Week 2
Week 3
Other
Lead
(DONE)
19. Sample tactics for growth
Follow list of 60 CFs from @melaudette and listen
Begin your own grantees list on Twitter
Let existing constituents know where you are
(traditional routes, first)
Give, RT, discuss, give it personality
Make FB posts interesting, fun to read, multi-media
(Flip Camera); encourage engagement
Set benchmarks to measure effectiveness and check
them; adjust
20. Team Blogging
You can share the work, as long as it is clear who is
writing
Suggest you have a ―person‖ identified behind the org
Some CFs are posting on Twitter as the person (CEO), most
as the org
If you are a person, i.e., yourself, then people feel more
connected to you; hard to have a convo with an entity
On blogs, many simply identify the poster; gives opportunity
for guest bloggers from outside the org (example: Hetrick)
21. Case Study 3
The Dallas Foundation
Simple solution for a larger community foundation
22. The Dallas Foundation
80 years old; 20 with
staff
175 M
300 funds
12 staff
Began SM last year
Only Facebook
One person manages—
1/2 to one hour/day
At least one post per
week
23. Dallas’s protocols for posts
40% internal news
Staff changes, grants given
40% external news
Dallasevents
Check Twitter for philanthropy news
20% interactive
24. Dallas’s goals and outcomes
Engage new constituents
They can easily be searched on FB
Demonstrate expertise
Posts, e.g., of their collaborative efforts
Manage with a lean staff
They have one appointed person
Team-think posts
Open a digital dialogue with the community
They are tweeting from community events, about board
member honors
25. Managing the work
The Dallas Foundation say they post typically one
time per week on Facebook (only—no Twitter)
They determine what they want to post each week at
their staff meeting
They monitor daily and respond appropriately
BothDallas and Victoria talk among themselves to
determine appropriate responses to posts
The number of posts should depend on the quality
and timeliness of information
Are you receiving interaction?
26. Give it away
Goodwill. No, I’m not talking about the store.
Write a weekend post about some charity
groups you have been helping. If you tend not
to help charities you probably should hide in a
corner. Champion the NFP’s you are
representing! This will add some indepth
personality to your profile without getting
completely cheesy.
Kyle Lacy, Indianapolis - @kyleplacy
Author, Twitter Marketing for Dummies
Interact with businesses in your community and
let them know who you are and what you do!