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Page 1: Social Media Strategy: How to Think About Social Media as Part of an Integrated Market Strategy

Social Media Strategy Recruit, Engage & Activate

Ritu Sharma (@ritusharma1)

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13 Cities. 3 Countries. 10,000 Nonprofits.

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Why Social Media?•Low barrier To Entry•Level Playing Field•Perfect for Peer Asks•“Everyone is Smarter Than Anyone”

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How is Social Media used?

• MARKETING• FUNDRAISING• ADVOCACY• STAFF & VOLUNTEER

RECRUITMENT

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TAKE A STEP BACK… TO MOVE FORWARD

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Listen

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• FACEBOOK• TWITTER• LINKEDIN• YOUTUBE• BLOG• TUMBLR• FLICKR• INSTAGRAM

SOCIAL MEDIA

EMAIL

SEO

PHONE

DIRECT MAIL

PR

PARTNERS

Integrated Marketing Plan

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IDENTIFY RECRUIT ENGAGE ACTIVATE

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IDENTIFY

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•History & Experience•Facebook Insights•Google Analytics•RowFeeder.com/reports

Identify Your Audience

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RECRUIT

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Facebook.com/nonprofits•Invite People •Post Photos & Videos•Create Events•Facebook Ads•fundraising campaigns

Facebook

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•Following Others•Low Hanging Fruit•Post Regularly•RT Often & Liberally•Create a Hashtag•Participate In #ff

Twitter

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Youtube.com/nonprofits•Create Vlogs, PSA’s & appeals•Drive fundraising via google checkout•Create “Call to action” text overlays

Youtube

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Create A Social Media Policy

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Create an Editorial Calendar

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Use Scheduling Tools

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Use Scheduling Tools

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ENGAGE

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ENGAGE: Ask Questions

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ENGAGE: Timing is Everything•Morning: 8 – 9AM•Lunch: 12 – 1PM•End of Day: 4:30 – 6PM•Night: 9:30 – 11PM•Weekends vs. Wednesday

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ENGAGE: Become a Curator

Think 50/50

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ENGAGE: Recognize & Respond

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ENGAGE: Tie In Live Events

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ACTIVATE

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ACTIVATE: Create Superfans

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ACTIVATE: Identify Key

Influencers & Donors

•Engage & Interact With your Top 10%

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ACTIVATE: Identify Key

Influencers & Donors•Celebrate Key Allies: Donors, Volunteers, & Milestones•Myriad Blogs & Posts

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ACTIVATE: Identify Key

Influencers & Donors

•Engage Key Allies in Personal Asks•Contests Work Well

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IDENTIFY RECRUIT ENGAGE ACTIVATE

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•www.facebook.com/nonprofits•www.google.com/nonprofits•www.bethkanter.org•www.nten.org

RESOURCE REVIEW

http://www.facebook.com/nonprofits
http://www.facebook.com/nonprofits
http://www.google.com/nonprofits
http://www.google.com/nonprofits
http://www.bethkanter.org/
http://www.nten.org/
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RESOURCE REVIEW

•www.socialbrite.org•www.MediaBistro.com•www.SocialFresh.com

http://www.socialbrite.org/
http://www.MediaBistro.com/
http://www.SocialFresh.com/
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Thank [email protected] @RituSharma1


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