04/11/2023 Social Media Learning Series 1

NONPROFIT SOCIAL MEDIA LEARNING SERIESPart I: Marketing Communications

04/11/2023 Social Media Learning Series 2

The Social Media Learning Series is designed to assist more intermediary and advanced non-profit users. Throughout 2011, NTEN, Blackbaud and Common Knowledge will co-host four sessions developed as combination lecture and interactive workshop sessions. Each session will focus on a particular area of expertise or business use for social media within a non-profit organization.

• Part 1: Marketing and Communications • Part 2: Fundraising (TBD, Chicago, IL)• Part 3: Engagement & Program Delivery (TBD, San Francisco, CA)• Part 4: Technologies & Integration (TBD, New York, NY)

ABOUT THE SOCIAL MEDIA LEARNING SERIES

04/11/2023 Social Media Learning Series 3

IF YOU’RE TWEETING: #smlearning#11ntc

04/11/2023 Social Media Learning Series 4

Jeff PatrickPresident & FounderCommon Knowledge

@commonknow

YOUR HOSTS FOR TODAY'S SESSIONS

Chad NormanInternet Marketing Manager

Blackbaud@chadnorman

04/11/2023 Social Media Learning Series 5

(40 minutes)

• Introductions• Social Media Program Stages• Strategic Alignment• Key Performance Indicators

(40 minutes)

• WORKSHOP: 1-2 Big Ideas• DISCUSSION: 1-2 Big Ideas

(30 minutes)

• Visual Brand Alignment• Listening and Responding• Risk Management

(30 minutes)

• WORKSHOP: Listening & Responding• DISCUSSION: Reputation Management

AGENDA

04/11/2023 Social Media Learning Series 6

YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?

* From Charlene Li and Josh Bernoff's book Groundswell:

Winning in a World Transformed by Social Technologies

P = People: Who?

O = Objectives: Goals?

S = Strategies: Outcomes?

T = Technologies: Tools?

The P.O.S.T. method*

04/11/2023 Social Media Learning Series 7

WHERE ARE YOU ON THE SOCIAL JOURNEY?

STAGE 1

Traditional

Traditional marketing operations consisting of one-way communication.

Pushing content to supporters with little back-and forth chatter.

STAGE 2

Experimental

Dabbling in social media, but efforts are disconnected from organizational goals.

Fractured efforts and silos with no real coordination of activities and measurement.

STAGE 3

Operational

Social activity is more embedded in organizational operations.

Internal policies, dedicated staff, channel alignment, and campaign integration.

STAGE 4

Impactful

Social activity drives real, measureable results at organization.

Tools and systems are in place to allow staff to have perform meaningful engagement with supporters..

As your organization’s social media program matures, it should be moving from a focus on tactics to strategy.

04/11/2023 Social Media Learning Series 8

STRATEGIC ALIGNMENT

Organizational Goals

Marketing Communications Goals

Social Media Goals

04/11/2023 Social Media Learning Series 9

STRATEGIC ALIGNMENT

Create your strategy by aligning social media goals with organizational objectives.

Determine what key performance indicators you will use to measure the outcomes you desire and manage the program.

Finally, choose tactics that can be used to execute the strategy.

Inspired by: SOCIAL MARKETING ANALYTICS: http://bit.ly/gGwtXw

04/11/2023 Social Media Learning Series 10

CommentsDemographicsDownloadsEmail and RSS subscriptionsLikesFavoritesFollowersForward to a friendRatingsRegistrationsReferralsReviewsTime spent on SiteUploadsVotesWidget Installs

KEY PERFORMANCE INDICATORS (KPI)

04/11/2023 Social Media Learning Series 11

Role Description

Research Market research function used to learn about the activities, habits, needs, desires, or opinions of your constituency

Communications/Marketing

Promote your brand, programs, events and mission via direct or referral marketing

Service Delivery Delivery the services offered by your organization via the community site

Emotional Support Members connect and support one another emotionally or spiritually.

Customer Service Members help one another by asking and answering questions about your organization, events, services, programs, thereby reducing the customer service burden on your organization

Fundraising Developing revenue via individual gifts, friendraising,sponsorship, underwriting, advertising, etc.

Advocacy Making change via grassroots activism and legislative advocacy.

VALUABLE THINGS TO DO WITH SOCIAL NETWORKS

04/11/2023 Social Media Learning Series 12

JUNIOR ACHIEVEMENTFACEBOOK EXPRESS

Case Study #1 - Communications/Marketing & Service Delivery

04/11/2023 Social Media Learning Series 13

YOUTH EDUCATION

• Junior Achievement Company Program

- Reaches millions of youth around the world

- Education curriculum for teens

- Teams of ~20 youth form a company

- Meet face-to-face weekly (16 weeks)

- Build the company (sell stock, finances, operations)

- Design, produce, market and deliver a product

04/11/2023 Social Media Learning Series 14

YOUTH EDUCATION

• Facebook Express

- Private community inside Facebook

- Companion electronic portal for the Company Program

- Teams communicate, collaborate, and work together

- Helper electronic tools for all aspects of the curriculum

- Worldwide collaboration between teams

04/11/2023 Social Media Learning Series 15

COMMUNITY AT A GLANCEJunior Achievement - Facebook Access

04/11/2023 Social Media Learning Series 16

FACEBOOK APPLICATION

04/11/2023 Social Media Learning Series 17

CharityJunior Achievement

ProjectFacebook Access | JA Company Program

04/11/2023 Social Media Learning Series 18

Company Dashboard

04/11/2023 Social Media Learning Series 19

Tools Menu

04/11/2023 Social Media Learning Series 20

Interactive Payroll Report

04/11/2023 Social Media Learning Series 21

Interactive Employee Roster

04/11/2023 Social Media Learning Series 22

Member Invite Feature

04/11/2023 Social Media Learning Series 23

COMMUNITY STAYING IN TOUCH - SOCIALLY

• Teams consulting with teams via discussion group

• Adult volunteers advising teams via messaging

• Team management & coordination via text (SMS)

• Web + telephone team meetings

• National & international team competitions

• Completely virtual Company Program teams

04/11/2023 Social Media Learning Series 24

J U V E N I L E D I A B E T E S R E S E A R C H F O U N D AT I O N

TYPE 1 TALK

Case Study #2 – Communications/Marketing & Service Delivery

04/11/2023 Social Media Learning Series 25

JUVENILE DIABETES RESEARCH FOUNDATION - FACEBOOK PAGE

04/11/2023 Social Media Learning Series 26

Juvenile Diabetes Research Foundation Type 1 Talk Campaign

Facebook Application Page

04/11/2023 Social Media Learning Series 27

Facebook Application Page

04/11/2023 Social Media Learning Series 28

HOMEPAGE OF TYPE 1 TALK

04/11/2023 Social Media Learning Series 29

04/11/2023 Social Media Learning Series 30

04/11/2023 Social Media Learning Series 31

04/11/2023 Social Media Learning Series 32

04/11/2023 Social Media Learning Series 33

# House Parties: 75 | # Viewers: 300 | # App Likes: 2,336

04/11/2023 Social Media Learning Series 34

A S P C A

2011 $100K CHALLENGE

Case Study #3 – Communications/Marketing & Service Delivery

04/11/2023 Social Media Learning Series 35

CROWD-SOURCING THE SOLUTION

04/11/2023 Social Media Learning Series 36

CONTEST AWARDS

04/11/2023 Social Media Learning Series 37

EDUCATION FOR CONTESTANTS ON PROFESSIONAL COMMUNICATIONS SKILLS & BEST PRACTICES

04/11/2023 Social Media Learning Series 38

04/11/2023 Social Media Learning Series 39

04/11/2023 Social Media Learning Series 40

• Organizational Goal: Save more animal lives

• Project Role: - Recruit and engage a network of independent shelters across the U.S. to

save more animal lives.- Market ASPCA among professionals and their local community as a national

presence engaged in saving animal lives

• Benefits- Save more animal lives- Build the ASPCA brand among consumers and animal welfare professionals

• Metrics: - # additional animal lives saved, # participating shelters, # online community

members, # votes (commty members), # press hits (all media), # new email subscribers, Facebook fans, Twitter followers, # social interactions

• Motto: “Make the shelters famous to build the ASPCA brand”

ASPCA: GOALS, BENEFITS & METRICS

04/11/2023 Social Media Learning Series 41

Benefit DescriptionBranding Make more people aware of your organization and learn about

WHO you are.

Growth Bring more supporters to your organization.

Education Help more people learn about their situation, your programs and research, and how to get involved.

Connection Help your supporters connect with one another.

Revenue Increase revenue via fundraising, advertising, etc.

Change Engage the community to get active, advocate or vote.

Content Generation of valuable user generated content valuable as reference library and for marketing.

Insights Learn about your audience and their needs.

Recruiting Attract and recruit community members as employees.

BENEFITS OF SOCIALLY-ENABLED COMMUNITIES

04/11/2023 Social Media Learning Series 42

W ORKS HOP : S T RAT E GIC S OCIAL M E DIA P ROJ E CT S

04/11/2023 Social Media Learning Series 43

Social channels often provide the first impression for supporters. Fields to Families’ social channels lack a strong visual brand.

BRAND ALIGNMENT: VISUAL

04/11/2023 Social Media Learning Series 44

BRAND ALIGNMENT: VISUAL

The Foundation for Jewish Camp not only included their logo, but some great photos showing off their mission.

You still get a nice avatar with the logo

04/11/2023 Social Media Learning Series 45

The American Red Cross does a great job if integrating their visual brand into their Facebook page. It’s more than just a logo!

BRAND ALIGNMENT: VISUAL

04/11/2023 Social Media Learning Series 46

The American Red Cross carries their visual brand across their various social channels. Own your visual presence!

BRAND ALIGNMENT: VISUAL

04/11/2023 Social Media Learning Series 47

Everyone’s Saying Something

04/11/2023 Social Media Learning Series 48

TURN THE MEGAPHONE AROUND

Photo via altermark: www.flickr.com/photos/altemark/337248947/

04/11/2023 Social Media Learning Series 49

WHATShould MyNonprofit

Be ListeningFor?

04/11/2023 Social Media Learning Series 50

You should be listening for:•Keywords from your website•Mentions of your organization •Your executive director’s name•Special events you’re running •Causes you support •Campaigns you’re managing

04/11/2023 Social Media Learning Series 51

LISTENING IS THE KEY TO HAPPY SUPPORTERS

“We love our parents so much because they loved us first - that's how brands need to think.”

- Gary Vaynerchuk at SXSW

04/11/2023 Social Media Learning Series 52

• Community Guidelines• Web Site Privacy Policy• Moderator Guidelines• Community Resources• Organizational Policy – Employee Participation in Social Networks

• Moderator Wiki

COMMUNITY MANAGEMENT DOCUMENTS

04/11/2023 Social Media Learning Series 53

Document Audience Purpose

Community Guidelines

Community Members Outline rules for participating in thecommunity in simple language.

Terms of Use Community Members Legal restrictions and conditions formembership.

Website Privacy Policy

All Site Visitors Broader legal , privacy, andparticipation guidance for visitors.

Moderator Guidelines

Moderators Training manual and guidelines formoderators.

Community Resources

Moderators, Community Members

Additional external helpfulresources and services formembers.

Employee Participation Policy

Employees Policy and guidance on employeeparticipation on social media sites.

COMMUNITY MANAGEMENT POLICY DOCUMENTS

04/11/2023 Social Media Learning Series 54

Presents Rules and Guidance for:• Membership (Age, Status, etc.)• User Generated Content – Member Exposure• User Generated Content - Copyright• Reporting Abuse• Culturally Appropriate Conduct• Improper Language• Spamming• Multi-Posting, Bumping and Hijacking

COMMUNITY GUIDELINES

04/11/2023 Social Media Learning Series 55

Legal restrictions and conditions for membership:• Ownership• Purpose• Registration• Ownership of Intellectual Property• User Posting and Correspondence• Your Responsibilities• No Spam• Content Contributed by 3rd Parties• Contests, Sweepstakes and other Promotions• Disclaimer, Limitation of Liability, Indemnification• Etc.

TERMS OF USE

04/11/2023 Social Media Learning Series 56

Training Manual and Guidance for Moderators:• Moderation Guidelines- Identity, Legal, Behavior, Board Etiquette, Smut Standards

• Moderator Roles- Review process for reported content- Media Types and review processes

• Problem User Policy- One-time rate offenders- Typical problem users- One-strike offender users- Minor/Major infractions list- Escalation

MODERATOR GUIDELINES

04/11/2023 Social Media Learning Series 57

Policy for Employees participating in Social Media:• Know and follow CCS policies & Comms guidelines• Protect your privacy; careful what you publish for longterm• Identity yourself• Conversational tone• Use disclaimer for external site posts• Respect copyright and fair use laws• Get approval before quoting partners or clients• Respect the privacy of people with cancer• Don’t provoke others• Correct your own mistakes• Stay within your role; quote approved sources

EMPLOYEE PARTICIPATION POLICY

04/11/2023 Social Media Learning Series 58

1. Select cross-functional team

2. Research best practices

3. Write draft policies & procedures

4. Submit for internal review to pertinent dept’s

5. Revise draft into 1st final policy & procedures

6. Test on Target Community

7. Revise 1st final into 2nd final and release broadly

STEPS TO PREPARE YOUR POLICIES & DOCUMENTS

04/11/2023 Social Media Learning Series 59

Document Audience

Communications Branding guidelines, communicationprocedures, crises management

Marketing Marketing guidelines, processes.

Executive Final review and sign-off.

Legal Identify

Human Resources Construct employee conduct policy

Information Systems Software and technology selection,management and support

Programs/Research SME’s & their role on the site

Community Management Engage as primary owners of thecommunity.

CROSS-FUNCTIONAL TEAM TO DEVELOP POLICY

04/11/2023 Social Media Learning Series 60

W ORKS HOP : S OCIAL M E DIA L IS T E NING AND RE S P ONDING

04/11/2023 Social Media Learning Series 61

Questions?

04/11/2023 Social Media Learning Series 62

Jeff PatrickPresident & FounderCommon Knowledge

@commonknow

THANKS!

Chad NormanInternet Marketing Manager

Blackbaud@chadnorman