Download - Social Media Presentation Template
SOCIAL MEDIA STRATEGY OVERVIEW 2011
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http://hjhiggins.blogspot.com/
TheCaseforSocialMedia2
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Why Social Media?
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80%
90%
ReachingNewSupporters
Source: 2010 Idealware and NOI Survey of 750 Nonprofits
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20%
30%
40%
50%
60%
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EnhancingRela6onwithSupporters
Anecdotal MeasuredbyMetrics
Social media usage by nonprofits: How successful are they?
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Partners and Sponsors on Social Media: Majority of Partners and Sponsors use Facebook, LinkedIn and Twitter
X% of Partners use Facebook
X% of Sponsors use LinkedIn
X% of Partners and Sponsors use Twitter
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Who Is Using Social Media? Partnerson
:
• Facebook:0000• LinkedIn:0000• YouTube:0000• TwiKer:0000
Spon
sorson:
• LinkedIn:0000• YouTube:0000• TwiKer:0000• Facebook:0000
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Communicating with supporters, members and employees
Responding to disasters
Launching campaigns: branding, advocacy, issue awareness
Integrating donation drives (appeals and sustainers)
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How Are Nonprofits Using Social Media?
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OrganizaPonXandSocialMedia6
Engage key constituents
Increase visibility among key communities to support initiatives
Business Development, Media, Influencers, Foundations, etc
Support public relations initiatives
Thought Leadership
Distribution Channel for Key Messages
Create One-to-One Dialogue
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Goals
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EstablishingaPresence
TwiKer
Jumo
YouTube
ConnecPngwithInfluencers
Segment
Segment
Segment
Segment
LookingtotheFuture
WebsiteIntegraPon
ToolsandWidgetsEvaluaPonProcess
ReporPngProcess
BlogStrategy
Current Social Media Activities
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Multimedia acknowledgements and greetings delivered through social media channels:
Video
Unique landing pages
eNewsletters and eCards
Increased interactions and visibility through:
Daily or weekly posts and content sharing
Reposting and retweeting content
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Support Initiatives and Programs
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Organization X Example 1
Example 2
Example 3
Partners, Sponsors, Affiliates Example 1
Example 2
Example 3
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Sample Tweets/FB Updates
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Social media functionalities on website. For example: Content sharing
Find and invite friends
Automatics posts
Embeddable widgets
Single sign on
Audit and update profiles on external sites such as: Industry directories
Wikipedia
Community listings
Business listings (Fortune, BusinessWeek, Wall Street Journal, etc)
Social Media Integration
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Banner ads
Integrated communications (eNewsletter, eMail Campaigns, Landing Pages, Direct-Mail Call Outs, QR Codes)
Direct asks
Customized messages and offers for segments
Interactions in the blogosphere
Blog 1
Blog 2
Blog 3
Strategies to Grow Connections
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Blog
Three Phases:
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Research
2
Plan
3
Execute
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Blog: Research
Pla[ormOpPons• Built‐inBlog• StandAloneBlog(Blogger,WordPress,Typepad,etc)
• HybridBlog
PotenPalGuestBloggers• Bloggerlistbasedonindustry,topic,acPvity
ScalabilityandResources• ContentDevelopmentProcess
• SchedulingandFrequency
• MaintenanceandFeedbackProcess
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Blog: Plan
EditorialCalendar• ContentIdeas• Bloggers• SubmissionandPosPngDates
IntegraPon• Website• Pla[ormX• Pla[ormX• Pla[ormX
Partnerships• GuestBloggers• ExternalLinkstoPosts• BlogrollLisPngs• LinkExchanges
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Blog: Execute
AnnounceLaunch• Media• Partners• Chapters• NonprofitOrganizaPons
ScoutContent• ContentSource1• ContentSource2• ContentSource3• ContentSource4
Maintain&Report• AnalyzeTraffic• ReviewComments• ProvideQuarterlyReports
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MeasuringPerformance17
At least 0000 fans by On average, a Facebook page has 4,596 fans
Four percent have more than 10,000 fans
At least 0000 followers by
At least 000 subscribers by
At least 000 followers by
Facebook is the only platform with organizational statistics. Other platforms provide individual
statistics. Goals are based on the rate in which these numbers grew since benchmark date.
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Benchmark for Success: Metrics
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ReceiveEditorial
DistributeMessages
Follow/Connectwith
KeyMedia
Benchmark for Success: Awareness
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LookingForward20
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Internal employee engagement Content (posts, comments, tweets, etc) parameters
Flow chart/decision tree
Resources for success Design capabilities
Staff participation and engagement
Digital campaign budget
Discussion
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Strategyfeedbackandapproval
StaffinformaPonsession/trainingbybusinessline
PlanparPcipaPonacPviPes Tweet Thursdays
Activities Alerts
Travel Journal
BlogreadinessandimplementaPon
ConPnuetoevaluatenewtoolsandsites Content sharing (Digg, StumbleUpon, Del.icio.us, Reddit)
Location-based social networking sites
Tracking and monitoring tools (SocialOomph, TweetDeck, Hootsuite, Radian6)
What’s Next?
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