Key steps to mobilize your supporters

Using your social networks to create impact

JD Lasica Founder, Socialbrite.org jd@socialbrite.org

What we’ll cover todaySocial media ecosystem

Lay the groundwork

Fun with metrics!

Production processes

Capture stories

Use your community

Integrate your efforts

Q&A

Summary, hugs, tearful goodbyes

http://socialbrite.org/fc(all sites in this talk have been tagged for later retrieval)

Flickr photo “relaxation, the maldivian way” by notsogoodphotography

Relax!

Tweet this preso! Hashtags: #sffc #nonprofit

Creative Commons photo on Flickrby Prakhar

Today’s hashtag

Christmas in July!

Share them at http://socialbrite.org/fc

CHARITY HOW TO

10 FREE METRICS TOOLSFOR ACTIONABLE ANALYTICS

The Social Page Evaluator by Vitrue

looks at your post quality and the number of people who have liked your Facebook Pages. It shows your effectiveness on Facebook vs. your potential. What makes this killer is that you can adjust your earned media value using a slider.

Social Page Evaluator

Download this flyer: http://bit.ly/metricstools Created by Socialbrite.org

Google Analytics Google Analytics should be the No. 1 metrics tool in your arsenal. You get super-rich insights into your website traffic and marketing effec-tiveness — for free. Create better-targeted ads, track sales and conversions, measure your site engagement goals, track Web-enabled phones and mobile apps and much more.

Feedburner Now owned by Google, Feedburner is the easiest way to roll your own feed. It’ll tell you how many people have subscribed to your blog or site. Dig deeper and you’ll find your Feed Stats Dashboard, revealing average subscrib-ers, reach, popular feed items and more. Pro Plan at $9/month is geared to nonprofits.

TwitalyzerThere are a wealth of Twitter metrics tools, but the one we like best is Twitalyzer, which works for any Twitter account and gives you informa-tion about your impact score (percentile score) and the type of influencer you are, among other things.

PostRankPostRank provides detailed information on Tweets, stumbles, Diggs and FriendFeed all in one place. It’s suited to blogs and websites with a lot of content. Under its free plan, you can Track and compare your sites and your competition — up to five sites in all — to get the full picture of your social engagement.

Bet you haven’t heard of SEMRush. Plunk your blog or website url into the search field atop the page and SEMRush will show you the keywords you rank for, what your com-petitors rank for, what Google AdWords you might want to buy and more.

SEMRushWoopra is a Web analytics tool that pro-vides real-time data about how your users behave. You can see where a visitor came from, her location, the actions she per-forms and where she goes. We prefer Bronze ($4.95/mo.) over the free version.

Woopra

Klout Klout offers a daily summary of your organiza-tion’s or team members’ social media influence, with a ranking that factors in reach and impact on Twitter (metrics such as retweets, follower counts, list memberships), Facebook and LinkedIn. More than 750 partners use Klout data, including Hootsuite and CoTweet.

EdgeRank Checker EdgeRank Checker steps you through the process of determining how effective your Facebook Page is in reaching your followers. No download necessary. The higher your EdgeRank score, the more likely it is to be visible on a fan's Top News feed.

Facebook InsightsFacebook Insights resembles Google Analyt-ics in many ways. As a Page admin, your dash-board gives you access to a trove of data: daily active users, monthly active users, daily new likes, daily interactions such as comments, geographic location of your visitors, external referrals, internal link traffic and more.

Glossary for new terms

http://socialbrite.org/glossary

Social media:Any online technology or practice that lets us share

(content, opinions, insights, experiences, media)

and have a conversation about the ideas we care about.

”“

Socialbrite Sharing Center

http://socialbrite.org/sharing-center

• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube,

Vimeo, Viddler)• Widgets• Photo sharing (Flickr,

Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing

Types of social media T H E E C O S Y S T E M

77% US adults are frequent social media users.*

141 million active blogs (vs. 12,000 in 2000); almost 1 million blog posts created per day; over 346 million people globally read blogs

6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter)

Flickr: 35 million people, 5 billion-plus photos

Twitter: 300,000 new users per day

YouTube: 2 billion videos streamed per day

Text messages per day: 4.5 billion (vs. 400,000 in 2000)

Whenever someone opens a computer, 60% of time it’s for social reasons.

*source: Nielsen Online, spring 2010

Dizzying growth

73% of US Internet users are on Facebook

Facebook: The social network

Before we talk tools, technology or campaigns, do a self-assessment with your team.

Why are you doing this?

What core values drive your organization?

What change would you like to see in the world?

Is there clarity about what your organization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?

Big picture reality check L A Y T H E G R O U N D W O R K

Before you plunge in ...

Do you have a social media policy or guidelines?

Do you have a Strategic Plan in place?

Have you researched your audience/community?

Have you identified your social media team members and are they properly trained?

Do you have buy-in from top management

Do you know how to build evergreen programs before campaigns?

http://socialbrite.org/fc for policies, best practices

Boil down your cause to a strong, single sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Have you defined a clear theme?

Begin with a strategy document

Strategic Plan elements

360 assessment of social media capabilities

Spell out goals

Identify online community

Proposed use of social tools & platforms

Recommendations on expanded capabilities

Lay out metrics program

Competitive/peer analysis

Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this.

Supplement with a social media dashboard.

Engage before the Ask

Deeper dive—monitoring: socialbrite.org/fc

Create a listening post

Deeper dive—monitoring: socialbrite.org/fc

Free & low-cost monitoring

Before you start, measure! F U N W I T H M E T R I C S

‘Data is better than gut’Gather, analyze, act

Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)

Goals

Grow email list of supporters

Increase comments on blog

Increase website visibility

Increase positive mentions of organization or cause

Have visitors stick around

Make our content more viral

Get people to take action

Get people to attend event

Metrics to measure

# newsletter, RSS subscribers

avg. # comments/post

increase in traffic or linkback #s

mentions in blogs & social networks

stick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

Deeper dive—metrics: socialbrite.org/fc

Set goals, map metrics

1. Expand and strengthen Bread’s advocacy work for poor and hungry people

2. Expand our membership

3. Better communicate with existing members and target audiences

4. Strengthen our relationships with our members

5. Fulfill our mission to end hunger here and abroad

bread.org

Bread for World’s SM goals

Who loves ya, baby? See which Twitter users drive most traffic

Google Analytics

Facebook Insights

https://adwords.google.com/select/KeywordToolExternal

Google Keyword tool

Key off of events in your community

Create an Events Calendar C R E A T E P R O D U C T I O N P R O C E S S E S

Facebook ♡s live events

Map out a weekly or monthly game plan

Create an Editorial Calendar

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor, “Trust Agents”

Build community, not eyeballs

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

Use personal storytelling L A U N C H & T E L L S T O R I E S

Build up a following organically

Conversation follows content

Don’t look now but you’re a content creator!

Deeper dive—media: socialbrite.org/fc

Create lightweight media

Room to Read: Winner of TechSoup Storytelling Challenge

Open your blog to guest posts

Where will you engage with supporters?

Your blog

Facebook

Twitter

Community site (WiserEarth)

Social hub (Change.org)

Contest site

Deeper dive—community: socialbrite.org/fc

Create a conversation hub

Conversation, not marketing

Give your content a social life

Your FB news feed? Bad newsFacebook rewards conversation, punishes ‘bullhorn updates’

http://bit.ly/edgerank-checker

JD’s 60-30-10 Twitter rule

60% retweets, pointing to value, sharing other voices

30% responding, connecting

10% promoting, announcing

Make sure your site is conversation-enabled!

Lower the barriers to people talking about your cause by using third-party authentication services.

Left: SpokenWord.org with multiple log-in options.

Top: The new Facebook Comments on HowStuffWorks.com.

Enable friction-free conversations

At left, widget found at: http://journchat.info

Find relevant hashtags through Twitter Search or tagdef.com

Join (but don’t spam) conversation threads

Start your own hashtag

Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media

Use hashtags to join conversations

350.org

Involve the communityC A S E S T U D Y

livestrong.org

Deep engagementC A S E S T U D Y

Find your champions!

Find the big kahunas in your sector by using your listening post. Then, influence the influencers.

Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.

Scope out Twitter Lists that intersect with your organization or social cause.

Connect with other social media influencers through their blogs and other networks.

Deeper dive—monitoring & community: socialbrite.org/fc

U S E Y O U R C O M M U N I T Y

Generate an Attention Wave to socialize your campaign

Use social love handles!

Meetups, Tweet-ups, concerts, fund-raisers to deepen ties

Meet up in the real world

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting!

WordPress & its plug-insOpen Office, Google docsDrupal, Joomla

Free content! Free resources!

Free services!

Free photos Free videos (eg, TED talks)Free music & audio

Socialbrite.org/sharing-centerCreativecommons.orgTechsoup

Free expertise!

BarCampPodCampWordCampSocial Media ClubFree software & platforms!

Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits

The awesome power of free

Creativecommons.org

• Rich source of free commercial & noncommercial images

• Flickr: 160 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses

• Use them for your blog, website, email or print newsletter, presentations, etc.

• Don’t just take. Share!

flickr.com/creativecommons

Be opportunistic: Take advantage of email signups on Facebook

Social media can feed your list I N T E G R A T E Y O U R E F F O R T S

Oxfam’s Welcome Page on FB

Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem

Is your strategy aligned?thehopeinstitute.us

Social media dashboardsHootsuite

Tweetdeck

Threadsy

Cotweet

Spredfast

Netvibes

http://bit.ly/smdash

Google docs

Google groups

Private group on Facebook

Project management (SharePoint, Huddle.net)

Skype

Others?

Collaboration tools

http://bit.ly/teamcollab

exchanges.causes.com

Causes now supports projectsB O N U S T O O L S

give2gether.com

Fundraising: Going social

Metrics on network effect

Final thoughtsBegin with a plan, not with the tools.

Nice & easy does it. Be patient.

Get aligned & integrated, attack the silos.

Make email, events & social media work together.

Build internal & external relationships. Understand & manage your organization’s capacity.

Go deep, not wide.

Make it super-easy for others to use your content.

Don’t forget to listen and to measure!

Evaluate, iterate, relaunch. Be flexible & nimble.

Don’t do all the heavy lifting. :~)

Free tutorials on the best way to use Facebook, Twitter & blogs

24 online fundraising sites

Top cause organizations

Free reports

Free photo, music, video directories

Collaboration tools

Geolocation tools

How to use mobile strategically

Tons more. All free & shareable.

What you’ll find at socialbrite.org/fc

Resources & tools

Biggest resource: Your supporters

JD Lasica, founderSocialbrite: Social tools for social changeemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you!

http://socialbrite.org/fc