alliance 2017 - social media 101 for nonprofits
TRANSCRIPT
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#ALLIANCE2017 #SOCIALMEDIA101
Social Media 101 for Nonprofits
# A L L I A N C E 2 0 1 7
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YOUR PRESENTERCAIT ABERNETHYMARKETING COORDINATORJOINED SPARKROCK JANUARY 2016
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34 COUNTRIES NIBS HUGE FOODIE
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AGENDA
INTRODUCTION THE SOCIALLANDSCAPE
SOCIAL MEDIACAPITAL
F INANCIAL &NON-F INANCIAL
OUTCOMES
PITFALLSTO AVOID
POPQUIZ
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POP QUIZ
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@SparkrockInc@Cait_Abernethy
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THE SOCIAL LANDSCAPE
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ISN’T JUST ABOUT SHARING STUFF ABOUT…SOCIAL MEDIA
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THIS GUY’S ANTICS
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HER LATEST SELFIE
or
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A LOT OF PEOPLE USE SOCIAL MEDIA TO TALK ABOUT OTHER THINGS LIKE…
THE REALITY IS
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12THIS
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THIS
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THIS
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AND THIS.
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YOU KNOW, STUFF THATREALLY MATTERS.
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MONTHLY ACTIVE USERS ON FACEBOOK
1.79 BILLION
MONTHLY ACTIVE USERS ON TWITTER317 MILLION
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SOCIAL MEDIA CAPITAL
INPUTS OUTPUTS(Organization’s social
media activities)
IMMEDIATE OUTCOMES(Develop social
media-based social resources)
INTERMEDIATE OUTCOMES
(Convert social media capital into cultural,
financial, human, intellectual, or
reputational capital)
STRATEGIC OUTCOMES
(Ex. Policy change, donations,
accountability)
Resources(Time,
money)Audience Strategy
Social media capital
Other forms of capital
Organizational outcomes
Social media connections &
messages
Implement Communication
Plan
Resource Acquisition
CommunicationCapital
conversionResource
expenditure
Direct expenditure of SMC
1 2 3 4 5
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INPUTS OUTPUTS(Organization’s social
media activities)
INPUTS
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INPUTS
&
RESOURCES
TARGETED STRATEGY
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“I heard it was free!”
“Actually, it’s not.”
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INPUTS
&
RESOURCES
TARGETED STRATEGY
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CHARA ODHNER , CHARITY: WATER
Social media is designed for two-way conversation, and
that’s when it is most powerful.“ ”
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OUTPUTS(Organization’s social
media activities)
PEOPLEOBJECTIVESSTRATEGIESTECHNOLOGIES
WHO ARE YOU TRYING TO ENGAGE?
WHAT ARE YOU TRYING TO ACHIEVE?
WHAT WILL IT LOOK LIKE WHEN YOU’RE DONE?
WHAT ARE THE TOOLS YOU PLAN TO USE?
CRAFTING YOUR STRATEGY
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OUTPUTS(Organization’s social
media activities)
PEOPLE WHO ARE YOU TRYING TO ENGAGE?
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OUTPUTS(Organization’s social
media activities)
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OUTPUTS(Organization’s social
media activities)
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OUTPUTS(Organization’s social
media activities)
Loose Targeting Targeted by Persona Increased by
$400 $400 0%
4,932 impressions 22,801 impressions 460%
40 clicks 61 clicks 66%
LINKEDIN PAID ADS
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OUTPUTS(Organization’s social
media activities)
PEOPLEOBJECTIVES
WHO ARE YOU TRYING TO ENGAGE?
WHAT ARE YOU TRYING TO ACHIEVE?
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OUTPUTS(Organization’s social
media activities)
PEOPLEOBJECTIVESSTRATEGIES
WHO ARE YOU TRYING TO ENGAGE?
WHAT ARE YOU TRYING TO ACHIEVE?
WHAT WILL IT LOOK LIKE WHEN YOU’RE DONE?
Thought Leader? Curator? Convener / Community Builder?
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OUTPUTS(Organization’s social
media activities)
PEOPLEOBJECTIVESSTRATEGIESTECHNOLOGIES
WHO ARE YOU TRYING TO ENGAGE?
WHAT ARE YOU TRYING TO ACHIEVE?
WHAT WILL IT LOOK LIKE WHEN YOU’RE DONE?
WHAT ARE THE TOOLS YOU PLAN TO USE?
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OUTPUTS
&SOCIAL MEDIA CONNECTIONS
MESSAGES
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OUTPUTS
SOCIAL MEDIA CONNECTIONS
BECOME FOLLOW-WORTHY
MAXIMISE YOUR VISIBILITY
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BECOME FOLLOW-WORTHY
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1. WORK ON YOUR PROFILE
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2. COMPOSE ENGAGING POSTS
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3. POST OFTENAND AT THE RIGHT
TIMES
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4. USE HASHTAGS
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INCREASE VISIBILITY
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1. DIRECT PEOPLE TO FOLLOW/SHARE
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2. FOLLOW EVERYONE WHO FOLLOWS YOU
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2. FOLLOW OTHERS & THEIR FOLLOWERS
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4. USE LISTS
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OUTPUTS
MESSAGES
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ENGAGE
LISTEN
RESPOND
LEARN
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ALLOCATING TIMEON SOCIAL MEDIA 20%
CREATING & CURATING CONTENT
10%COLLABORATING WITH THE TEAM
10%ANALYZING PAST PERFORMANCE
25%RESEARCHIN
G & PLANNING
35%ENGAGING
WITHYOUR
AUDIENCE
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USE A FREE SOCIAL MANAGEMENT TOOL TO PRE-SCHEDULE TWEETS
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SOCIAL MEDIA CAPITAL
INPUTS OUTPUTS(Organization’s social
media activities)
IMMEDIATE OUTCOMES(Develop social
media-based social resources)
INTERMEDIATE OUTCOMES
(Convert social media capital into cultural,
financial, human, intellectual, or
reputational capital)
STRATEGIC OUTCOMES
(Ex. Policy change, donations,
accountability)
Resources(Time,
money)Audience Strategy
Social media capital
Other forms of capital
Organizational outcomes
Social media connections &
messages
Implement Communication
Plan
Resource Acquisition
CommunicationCapital
conversionResource
expenditure
Direct expenditure of SMC
1 2 3 4 5
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• CONVERT SOCIAL CAPITAL INTO CULTURAL, HUMAN, INTELLECTUAL, OR REPUTATIONAL CAPITAL• BUILD RELATIONSHIPS W/ STAKEHOLDERS• NET NEW VOLUNTEERS• BUILD ADVOCACY WITH AUDIENCES• INCREASE VISIBILITY INTO YOUR CAUSE• ATTRACT TOP TALENT TO WORK FOR YOU
NON-FINANCIAL OUTCOMES
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• SAVE ON TRADITIONAL MEDIA COSTS (PRINT, BROADCAST, ETC)
• CONVERT SOCIAL CAPITAL TO FINANCIAL CAPITAL• NET NEW DONATIONS• NET NEW MEMBERSHIPS
FINANCIAL OUTCOMES
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ON A MISTY MOUNTAIN TOP…
Meanwhile,
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ZEN KITTYand current problems with nonprofit social
media
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DEAR ZEN KITTY OF SOCIAL MEDIA WISDOM,
I want my organization to use social media, but I want to ensure that we do it right. What are some common pitfalls I must avoid?
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Well, there are 3 you must know…
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NOT TYING SOCIAL MEDIA INTO YOUR NONPROFIT’S CORE OBJECTIVES
PITFALL #1
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Think about it like this:
No General sends out troops without a good reason why.
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So why are we doing this again?
Dunno, the boss just said to get out there and start engaging.
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WRONG.Get concrete with your goals or you’ll waste your staff’s energy, time, and money.
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Our upcoming projects will need a lot of fundraising and support. Can social media help out?
Most likely. We know that most of our target audience is already on social media. We can leverage Twitter and Facebook to drive traffic to the donation page on our website to create a multi-channel campaign.
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MUCH BETTER.• You can focus your resources• You’ll know what tools make the most sense• You’ll know what metrics you need to measure
success
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NOT ESTABLISHING A MEASUREMENT PRACTICE
PITFALL #2
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Track progressGather actionable insightJustify your resources
WHY MEASURE?
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USING 100% PUSH MARKETING
PITFALL #3
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VSPUSH PULL
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10% PUSH90% PULL
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And now, young grasshopper, you are ready for the world of social media.
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TELL YOUR STORY, CREATE YOUR CHANGE:Harnessing the Power of the YouTube for Nonprofits Program
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POP QUIZ
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EVALUATIONSP L E A S E TA K E 5 M I N S T O C O M P L E T E A S E S S I O N E VA L U AT I O N .
WIN ME!One lucky survey will take home a
Ecobee Smart Wi-Fi Thermostat
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THANK YOU FOR LISTENING
@ S PA R K R O C K I N CW W W. S PA R K R O C K . C O
M