Download - The Social Nonprofit
We’ll begin the show shortly…
#socialNGO
Who’s presenting?
Alison CarlmanUnmarketing ManagerGlobalGiving@GlobalGiving@acarlman
Jill CarlsonInbound Marketing
ManagerArgyle Social
@ArgyleSocial@carlsonjill
Michael DeLongSenior Manager of Online Community & Social Media@TechSoup@michaeldelongsf
#socialNGO
Details
• Jill will lead Q & A at the end of the call.
• Tag your tweets with #socialNGO
• We’re recording this shin dig.
• We’ll send an email follow up to everyone with the recording & slides.
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15 Second Commercial - Jill
Contact us for special nonprofit rates.http://argylesocial.com
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15 Second Commercial - Alison
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15 Second Commercial - Michael
www.techsoupglobal.org
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Agenda
• How to make the most with limited time & resources
• How to balance calls to action with education content
• How to integrate social into existing strategies
• Questions & Answers
Working with limited time & resources
#socialNGO
First, consider the audience
Different networks, different lens. From your customer’s perspective:• Foursquare is where I discover my surroundings.• Instagram is where I see beauty.• Pinterest is where I plan & dream.• Tumblr is where I’m entertained & inspired.• Twitter is where I get my news.• Facebook is where I connect.
Your Bran
d
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Where should you meet your fans?
Ask these five questions:
• Is my target market active on this network?
• Do I have content to share that will resonate?
• Can I join this network and stay true to my brand?
• Will joining this network have an impact on my business?
• How will my brand’s identity appear on each network?
Niche networks are increasingly popular.
But popularity does not justify investment.
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Using Pinterest for Discovery
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Using Pinterest for Discovery
Recognize your finite resources. Replace “in addition to” with
“instead of”.
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EdgeRank is an algorithm designed to show you the content you like when you want to see it.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
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EdgeRank is an algorithm designed to show you the content you like when you want to see it.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
Edgerank drastically impacts your reach.
You must meet your fans in the News Feed.
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Surfacing content in the News Feed
• Screen shot of zoomed in
photo – camel’s face --- 60
people respond with the
face of the camel –
• 25% of audience on FB – it
works! It’s not rocket
science.
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Promoted Posts
• Opportunity to
get content in
front of right
audience
• Follows Twitter’s
promoted
tweets platform
modelhttp://ar.gy/promotedposts
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Cross-posting for partners
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Defending your properties
Challenge Solution
“Can you link to my online newsletter?”
Choose the best story in it and link to it, with a call to action or question.
“Will you post this to the main Facebook page? You have more fans.”
Say, “Post it to your page first, and once it gets traction, we’ll post it and cite your page.“ Win/win.
“Can you appeal for more donations again?”
Determine how social media integrates with the Development team; set expectations in advance
Internal Challenges
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Defending your properties
Challenge Solution
Misinformation posted on page
Clarify, but don’t censor unless it breaks code of conduct
PR crisis Enact escalation path, crisis communications plan
Obscenities, attacks, etc.
Rely heavily on Facebook’s Terms of Service; set filters and alerts on # and search terms
External Challenges
#socialNGO
Defending your properties
Challenge Solution
Misinformation posted on page
Clarify, but don’t censor unless it breaks code of conduct
PR crisis Enact escalation path, crisis communications plan
Obscenities, attacks, etc.
Rely heavily on Facebook’s Terms of Service; set filters and alerts on # and search terms
External Challenges
Social properties have become the new homepage. Defend them as
such.
#socialNGO
Peer-to-peer learning on Facebook
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Peer-to-peer learning
Your fans can act as resources for one another. Connect and empower
them.
Balance calls to action & educational content
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Case Study: Digital Storytelling Challenge (TSDigs)
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Case Study: Digital Storytelling Challenge (TSDigs)
Provide multiple entry points for your audience to participate.
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Case Study: TSDigs
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Case Study: TSDigs
Share the spotlight with other causes.
It’s not a matter of either/or, but both.
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Case Study: TSDigs
Integrating social into your existing strategies
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Case Study: Japan Earthquake Relief
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Messages for Japan: Creation
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Messages for Japan: Delivery
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Messages for Japan: Delivery
Online activity can (and should) extend offline.
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Mainstream media + social collide
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Mainstream media + social collide
Find meaningful ways to showcase your organization’s
stories.
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Can you answer these?
• Why are you posting?
• What are your short & long term
goals?
• What content are you sharing?
• How do your social goals map to
your overall marketing & PR goals?
• How can you measure success?
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Defining success in social media
Measurement Facebook Twitter
Applause Rate Lifetime engaged users
Clicks per url or post
Conversation Rate
People Talking About This & Virality
@Replies, Mentions
Amplification Rate
Weekly Total Reach
RTs
ROI Donations ($) Donations ($)
GlobalGiving’s Social Media Metrics
Need help understanding FB insights? http://ar.gy/FB101
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Alternative social metrics
• Clicks per post• Which content resonates?
• Does time of day impact engagement?
• Clicks per follower• Is performance increasing or decreasing?
• Is engagement better on @handle1 or @handle2?
• Which channel performs best?
• How do you stack up to your peer organizations?
• http://ar.gy/ClicksPerFollower
#socialNGO
Alternative social metrics
• Clicks per post• Which content resonates?
• Does time of day impact engagement?
• Clicks per follower• Is performance increasing or decreasing?
• Is engagement better on @handle1 or @handle2?
• Which channel performs best?
• How do you stack up to your peer organizations?
• http://ar.gy/ClicksPerFollower
Define success. Set benchmarks. Iterate, iterate, iterate.
Q&A
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Q&A
Alison Carlman
@acarlman
Jill Carlson
@carlsonjill
Hashtag your questions with #socialNGOThanks for joining us!
Michael DeLong
@MichaelDeLongSF