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SOCIAL MEDIA
CAPACITY BUILDING Step by Step Solutions for Your Nonprofit Organization
Susan Tenby @Suzboop
Online Community & Social Media Director
TechSoup Global
Social Media Conversation in Community
Susan Tenby
Online
Community/Social
Media Director,
TechSoup Global
susan@techsoup.org
@suzboop
Susantenby.com
We are working toward a time when every nonprofit and social benefit
organization on the planet has the technology resources and knowledge
they need to operate at their full potential
TechSoup Global has established an
extensive partner network in 32 countries
Australia
Belgium
Botswana
Brazil
Bulgaria
Canada
Chile
Croatia
France
Germany
Hong Kong
Hungary
India
Ireland
Japan
Kenya
Luxembourg
Macau
Mexico
Netherlands
New Zealand
Poland
Romania
Russia
Slovakia
Slovenia
South Africa
Spain
Taiwan
United
Kingdom
United States
Double-click to enter title
Double-click to enter text Communicating
across social
media channels for
the TechSoup
Global online
networks
Online Community and Social Media Team
CAPACITY BUILDING Begins with creating a map of social engagement
Cause, campaign
or organizational
plan?
Florida
Housing
Campaign or organizational plan?
Mission & Purpose?
What do you want to accomplish?
Measurable Goals
Call to Action Request
Organizational voice and brand Authority Position?
Step One:
CHART THE COURSE:
Determine which
Channels are right for you – and right for
your audiences to receive you
WHY Social
Media? _______________
2- Way Conversation
Keeps you current
Keeps you as Authority
Feedback Loop
Spread word abt you
COMMUNITY
Measurable Goals
Connected to Specific outcomes
Call to Action Request
What do you want to
accomplish?
What is your call to action?
What do you want by having &
monitoring your social media presence?
• Drive traffic to your website?
• Increase your org’s thought
leadership?
• Generate partnerships?
• Donations?
• Buzz?
• Volunteers?
Pick one or two
goals:
Stay Focused!
SOCIAL ESSENTIALS Mission, Goals, Vision for sharing your story
• Minimal Outreach and Community: Facebook & Twitter
• Minimal Listening: Google Alert & Twilert
• Minimal Tracking: Hootsuite & Insights
Social Media
Planning:
Methods,
Options,
Outlets
Storytelling Channels & Elements
Video (short)
Documentary
Other film/TV
Streaming Media
Events
Games
Checkins- Geocaching
Online Ads
Print Media
Visual Advertising
Websites
Google+
Groups and Lists
Other Web Communities
A sample of media
channels and places to consider story and campaign integration
The Right Formula = Your Secret Sauce
Managing your internal voices
Listening to your external voices
Who do you
want to participate? How do they participate?
At a minimum...
When setting up your networks, make sure you include the
following:
1) Photo and/or logo
2) Links back to your website
3) Content about you or your organization
DIGITAL STORYTELLING
Social stories shared amongst trusted friends
http://tiny.cc/tsdigs
Organizational voice and
branding…
What is your
Authority Position?
Digital
Storytelling:
Content
Production &
Distribution Outreach:
Identify new
Potential partners
Across many media
Outlets & Channels
What is your story?
Who is telling it?
With what voice?
Find your peeps through
hashtags and Twellow
Don’t Tweet Like CHER.
• Don’t tweet like Cher
• Don’t make up
#uselesshashtags
• Don’t spam via DM
• Don’t call yourself a
rockstar or guru
• Don’t put an emoticon
or exclamation mark
after every tweet
• Don’t be self-referential
in all your tweets
• Track click-thru using
Bit.ly & do what works
ENGINEER
SHARING!
CONVERSATION
Hashtags
#NPtech
Research and find tags from many communities related to your field
Participate in conversations that help you engage new
audiences and strengthen your authority positions
Use tags to organize
Information and grow diverse conversations
Social: What to do & what NOT to do
• DO find a third party listening dashboard tool
that you like such as NetVibes or Google
Reader for RSS/alerts • DO subscribe to Alerts about relevant topics
• Don’t delete or Ignore negative feedback,
address it
• Don’t use your friends and followers for their networks
• DO tag Strategically, redundantly across many
channels
• Don’t only broadcast about your org, share stories & respond
• Don’t be a control freak: guide conversations
• Don’t just expect someone will run your SM
channels, designate someone! • DO track your progress using social analytics
tools that help you track success
Amplify, but speak the right local language
• Don’t use other people’s pages as a platform for your spam
• Don’t Auto Feed your Status updates to Facebook
• Don’t use Selective Tweets
• Do take a little time, show you care
• Do take advantage of features of the channel such as crosstagging to groups, people and places at once with links
• Do find your niche community & stay focused on that topic
LISTENING
A few good
dashboards
Hootsuite Pros:
• Good for listening, include tags, common misspellings, lists/groups
• Allows us to follow multiple streams across many social media sites,
creating specialized campaign and search tabs for various projects, events
and organizations
• Paid version gives downloadable reports for ROI information
Cons:
• Free version won’t allow for multiple accounts or multiple users
CoTweet Pros: FREE
• Schedule & assign Tweets ahead of time PR releases & allows
teams to manage accounts
• CoTweet & Hootsuire allow us to see who responded, when & so
we can figure out how to follow up to each request
Cons: Not as easy to use as a listening interface
Use Delicious to serendipitously search for your peeps
• Look for others using a tag you choose
• Find what else those people bookmarked
• Find other relevant tags
• Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)
• Share your resources via social media
• If you’re listening, you can learn new tags on twitter & search other
networks too
INTEGRATION
Create your own special sauce
• Figure out what your needs are, use a combination of tools
• Don’t forget about mobile tweeting (Tweetdeck for multiple accounts,
channels mobile interface)
• Many mobile clients have pic uploader installed in the app (Peep)
• Figure out a workflow that isn’t confusing to avoid Freudian tweets
• When you don’t have anything to say: Curate, ReTweet, reply to
conversations using hashtags and Share widely
• Think more about RETWEETS & amplification than followers
Social Media Policy?
Don’t bother writing your own. There are
TONS out there!
See:
http://npsocialmedia101.wikispaces.com/
http://www.scoop.it/t/social-media-
policies-in-the-work-place
Be Redundant: Amplify
Your Events & Message
• Remember your audience is
in more than one community
• Think about these channels
as communities, speak their
language, use the local
media
• Broadcast your events via
livestreaming & Twitter
• Follow all your events with
wrap-ups & broadcast the
Slideshare link
• Have regular events and be
consistent about how you
share them
• Enlist volunteers to live-tweet
/ blog
SHARING is a deeply passionate
activity for engaged audiences to
continue conversations
+
SHARING is an act of conversion
Curate, Point to others, Save bookmarks & Share
• Don’t ever be afraid of
having nothing to say:
you can always Curate!
• Use Delicious to save
bookmarks and share
them
• Use Scoop.It to help you
find topical, relevant,
reusable content
• Share it and content from
others
• When in doubt, ReTweet
and be generous with
@replies
CROWDFUNDING?
BENCHMARKS & SUCCESS Aim for realistic goals as you grow your social presence
Know your
goals and
communicate
the steps
Timelines:
VISION
STRATEGY
PROGRAM TIMING
DELEGATION
INVOCATION
COMMUNITY CARE
CEREMONIOUS CLOSING
ANALYSIS & WRAPUP
STEP TWO:
STRATEGY
Know your course, deadlines, and work out a plan step by
step
EXAMPLE OF
CAMPAIGN
TIMELINE
• Reminder to promote all this week from TS and personal accounts.
•
• Here’s a trackable bit.ly to use: http://bit.ly/tstext2give
•
• Marketing timeline September 19 Promo blog post synopsis due to Patrick by Michael September 21 Promo blog post due in blog tool by Susan Chavez September 22 By the Cup (9/27) text due by Michael September 26 Content spotlight on homepage goes live Week of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by Michael September 29 By the Cup (10/4) text due by Michael October 3 Targeted outreach and DMs to friendly tweeters and content experts
#Text2Give
tweetchat
Nonprofits rely
on multitasking
teams working
10 hours a week
or more on
posting,
listening,
analysis and
conversation on
the social web
Most
organizations
have almost no
budget for
social media
yet some
leverage
thousands in
support thru
volunteers
Timing and Investment Needed
Blogs: 1-4 hours per post
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: 15-30 minutes, weekly
Listservs: 30 minutes weekly
Other Groups: 30 minutes weekly
Photo Uploads: 15 minutes weekly
Videos: 2-4 hours a week
Curation: 1 hour a week
Total Average Social Media Time:
90 minutes per day
11 hours per week
3 minutes: Check for Twitter chatter about yr organization
and sub-sector.
2 minutes: Scan Google News and Blogs Alerts for
important articles and mentions.
3 minutes: Filter and flag relevant sector-related
LinkedIn group and Quora questions.
2 minutes: Log in to Facebook to scan your wall and
comments.
If you have 5 extra minutes, chime into a listserv to keep yr
presence there!
MINIMUM Time it will take: 10 minutes a day
Questions?
Contact Me.. Really!
http://susantenby.com/ @suzboop
@techsoup
@npsl
www.techsoup.org
susan@techsoup.org
http://www.slideshare.net/suzboop
http://www.delicious.com/suzboop
http://npsocialmedia101.wikispaces.com/
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