how to integrate social media into your organization

Gift of Communicati

ons

Julie Harrisoncaffeinecommunications.ca

coffeewithjulie.ca

Press Release on this Event:http://bit.ly/Ze66gB

Social Media:

A Gift for theNon-Profit Organization

No re-gifting! How to use your gift:

Plan

Integrate

Assess

Execute

The Foundation.If your foundation has cracks, don’t keep building on it.

Make sure foundational tools are in top working condition before starting anything else.

Foundational tools*: Website Email Campaigns

You can’t be everywhere.

And neitherare your supporters.

Define them, then find them.

Where to Build?

The Search.

Google them Search in social

networks Borrow Twitter lists Follow hashtags* Use monitoring tools*

Ready, Set!

Where do they spend their time online: Facebook or Twitter? LinkedIn Groups or Google+?

What are they talking about, passionate about, angry about?

How do they define themselves: other identifiers they listed in their social profiles .. do they love coffee? Are they runners?

Listen* …

Remember …

Build where your supporters spend the most amount of time.

Prioritize and develop a phased-in approach to building your social media assets.

Remind me, again: Why?Organizational goals for SM could include … 1. Raise public awareness of your cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission

Do they really “like” you? Take your chosen “why’s” and map them to

specific goal and metric.

Why Goal MetricRaise public awareness of your cause

Greater online visibility, branding

Increase in traffic or linkback #s

Enhance existing communications programs

Make our content more viral

# of shares

Build a community of champions

Grow email list # newsletter subscribers

Get people to take real-world actions

Get people to attend event

# of registrants, year over year comparison

Plan: Recap! You’ve identified organizational objectives for

why you want to use social media. You’ve ensured you have a solid foundation. You’ve found your supporters/audience. You’ve listened and monitored how they engage

in social media. Based on your monitoring, you’ve prioritized

social media channels to focus on. You’ve set goals and identified metrics for how

you’ll know if you’ve been successful.

Plan

Integrate

Assess

Execute

Now, Spell It Out.

The social media channels you have prioritized and why.

A realistic resource allocation.

What your goals are. How you will define

success. Future goals and

phases.

Using your social media channel(s)

Think social*: Use the 3-to-1 rule: Share/engage at least three times

more than you talk about yourself. What does it mean to share/engage?

Responding to other people’s tweets with a comment, a resource, an answer to a question

Sharing the content of your influencers and supporters Leaving meaningful comments on the blogs of your

influencers and supporters Social = building a relationship

What will you talk about?

Your Cause

Fund-raising

Recruit-ment

new research

headlines

client profiles

current campaigns

thank you’s donor

profiles

Types of opps

volunteer profiles

thank you’s

Identify Content Buckets

Create an editorial calendar It can be simple

Simple is better than sophisticated but unmanageable (i.e dust collectors)

Managing the “time suck” Identify your priorities and stick to them. Create an editorial calendar and stick to it. Have pre-written content prepared for days when

you just have no time to even think of 140 characters!

Carve out set times of day for SM, stick to them. Use automation tools (carefully) and alerts to

cover off the other time periods.

Execute: Recap! You’ve shared your SM plan and stuck to

your priorities. You’ve been social; you’ve built

relationships with your supporters and influencers.

You’ve created content buckets and shared content from each bucket.

You’ve put systems in place to maintain your SM asset(s) and manage your time.

Plan

Integrate

Assess

Execute

Social media as an ingredient

Sample ingredients for an event

FacebookContest

PitchingMedia

PressRelease

NewsletterFeature

E-mailBlast

RadioSpots

Event

Community Builder of the Year Awards

FacebookContest

PitchingMedia

PressRelease

Newsletter

E-mailBlast

RadioSpots

Event

Integrate: Recap! You’ve considered how social media might be

able to add a little extra flavour anytime you’ve created a campaign or engaged in planning.

You’ve recognized that social media works best when it’s a part of something larger. You’ve worked hard to ensure it’s not a silo.

You’ve consciously avoided using social media as a way to “push” information, and instead found ways to use it as a means to interact with your supporters and influencers.

Plan

Integrate

Assess

Execute

Metrics and data and analytics, oh my! Never-ending amount of data to assess in

the world of digital.

Measure*: Progress of your social media assets; and How these assets are performing as an

ingredient in organizational initiatives/campaigns.

Social media assets Measure the progress of your social media assets

(i.e. those metrics you set out in your Social Media plan, such as SM’s impact on your website traffic)

Then assess: Are our current social media assets(s) mature and

performing well? If yes, do you have the time/resources to add another

channel to the mix? If not, what do you need to do to strengthen them?

Social media performance Measure the performance of your social media

assets when used as ingredients (i.e. those metrics you set out in a campaign plan, such as # of entries to a contest)

Then assess: Did this ingredient help us meet our larger objectives? If yes, are there ways we can repeat this success? If not, why not? How can we fine-tune this? Are there tactics our peers and competitors are using

that we could try in an upcoming campaign?

Assess: Recap! You’ve assessed your progress towards

the goals you set out in your Social Media Plan, and now you’re ready to repeat the planning process for the period ahead.

You’ve kept social media top-of-mind as an ingredient for your ongoing campaigns and initiatives and fine-tuned their use in an evergreen manner.

Now, look in the mirror and proclaim:I am a social media super star!

Plan

Integrate

Assess

Execute

Questions? Shoot!

Find me: Twitter: @coffeewithjulie Julie.communicate@gmail.com

Thank You!

*Extra, Extra … Please see hardcopy handouts for extra

information on all topics with an asterix in this presentation.