social media toolkit cw2013

@SteveStreicher

@PriCommWorks 1/28/13

#SocialMediaToolkit

*What % of nonprofits use social media?

*93%

*What % of nonprofits raised

over $10k via Facebook in

2012?

*3%

*What is the most popular place to share

content?

*Our Plan…Maybe.

*Why are you using social media?

*Choosing the best channels

*How other organizations are achieving their goals

*Conclusions and discussion

*Why social media?

*Increased awareness of your cause

*New & repeat clients, volunteers, donors

*Increased traffic to website

*Fans/likes/comments/mentions/shares/etc

*New email addresses/contacts

*Signatures/actions/advocacy efforts

*How about you?

*Are you succeeding?

* Src: http://idealware.org/sites/idealware.org/files/2011SocialMediaDecisionGuideFinal.pdf

*Demographics

*Demographics

*Measure Reach

Reach Metrics

*FB Fans

*Number of FB users reached/100 fans

*TW Followers

*TW Re-Tweet Audience

*Driving Traffic and Engagement

Driver Metrics

*FB and TW referrals to website

*Conversion Rate on FB and TW referrals to website

Engagement Metrics

*FB Talking About This/Total Fans

*FB Viral Reach vs. Organic Reach for Content

*TW Re-Tweets/1000 Followers

*TW Replies and Mentions/Tweet

*The other channels

*Pinterest is retaining and engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in their history.

*Gmail is used by over 350 million people. Over 5,000 new businesses and educational establishments sign up for Gmail every day. A Gmail account = a G+ Account

*Three case studies

*AARP

*National Wildlife Federation

*Epic Change

*AARP

*Problem: lots of members, 55+, but they don’t know that the organization has a social media presence.

*“The biggest challenge for us so far is that we have so many members, making it difficult to let them know we are here,” Gordon said. “That’s why integrating social media across our TV ads and the magazine is the biggest area of growth for us right now.

*AARP

*Strategy: integration with traditional media

*Tactics:

*Facebook is central channel due to population demographics

*Calls to action on TV ads and print media

*Video: ‘Call Me Maybe’ parody and iPhone reporters

*Ads: Tied to associated events like Betty White’s birthday

*Experimenting in Tumblr, Instagram and Pinterest

*National Wildlife Federation

*Problem: NWF had grown to the point where it was losing touch with its core audience.

*Our history has been [one of] a very grassroots organization," Brigida said. "Social media is sort of getting back to our roots where every individual who can support something or speak up can do that."

*National Wildlife Federation

*Strategy: create customized experiences for its stakeholders and allow their voices to shape their brand

*Tactics:

*Followers can find Facebook pages on particular subjects like Alaska or interact directly with staff on the staff Twitter list.

*Every department has its own social network feed and goes through training.

*Using social networks internally to help coordinate communication and share important stories

*Epic Change

*Problem: Epic Change was just starting out and needed a way to share its mission.

*“Since the organization’s mission relies on storytelling,” Stacey says, “social media represented a way for us to share those stories with the broadest possible audience for the lowest possible cost.”

*Epic Change

*Strategy: The organization wanted to build connections in transparent communities, and reach a broad audience to help raise money quickly.

*Tactics:

*Blog that reflects on their experience as a start-up which audience wants to know about

*All three staff members use Twitter ONLY to connect deeply to followers.

*Tweetsgiving asks not just for money but for an expression of thanks that translates to other media.

*What does it mean?

*Everything is social.

*One channel done well is far more effective than more than one channel done haphazardly.

*A social organization usually means success on social media.

*Campaigns or content around associated events or topics have a better chance at success.