patricia tynan: social media playbooks: why you need them now

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© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA SOCIAL MEDIA PLAYBOOKS August 13, 2013

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Social media a great tool to amplify your cause. However, it is often one of many responsibilities and an afterthought loosely tacked on to your campaigns. To really expand your reach in social, you need to engage and guide your board, volunteers and employees towards action with a social media playbook.

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Page 1: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

SOCIAL MEDIA PLAYBOOKS

August 13, 2013

Page 2: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

WHAT IS A SOCIAL MEDIA PLAYBOOK?

Twitter

Pinterest Faceboo

k

Google+

Blog

Page 3: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

WHY YOU NEED A SOCIAL MEDIA PLAYBOOK

Photo Credit: mizzourah1992, iPad Baby 2 Months Old http://youtu.be/HYXQTTb2RvI

Page 4: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

WHY YOU NEED A SOCIAL MEDIA PLAYBOOK

Source:  h*p://www.themillennialimpact.com/research-­‐2012  

Page 5: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

YOUR SOCIAL MEDIA PLAYBOOK

Essential Elements

•  Purpose and Objectives

•  Roles and Responsibilities

•  Social Media Channels

•  How To Be Social

•  Content and Engagement

Page 6: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

PURPOSE AND OBJECTIVES

Tips

• Determine your playbook’s purpose - let your reader know why it’s important.

• Communicate what you hope to achieve, identify your objectives.

Page 7: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

ROLES AND RESPONSIBILITIES Tips

•  Listen first, then decide who to invite.

•  Ask employees, board members or loyal volunteers to be a part of your social efforts.

•  Set expectations.

• 

Page 8: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

CHANNELS AND HOW TO BE SOCIAL

Tips

• Identify the social media channels you will use.

• Provide suggested content for sharing.

• Tell them how to “share” and communicate on behalf of your cause.

Page 9: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

HOW TO BE SOCIAL Listen: Follow and listen to your “audience” donors, volunteers, funders, and other stakeholders. Use RSS feeds, Google alerts and tools like Hootsuite or Sprout Social.

Share: Links to content on your blog /website . You always want to drive traffic back to your website. Pictures of your clients, who or what you help, the events you host, your volunteers, sponsors, inspirational quotes, “advocacy” statistics, infograpahics, headlines, any news, volunteers etc… in real time.

Engage: Make comments, respond to mentions of @yourhandle. Ask questions. Help others connect online. “DM you should follow …”

Acknowledge: Publicly recognize, give thanks, call out fans, followers, etc.

Create: The fuel that powers social media is content! Commit to creating content – your own photos, blog posts, tweets etc.

Promote: Any actions that drive to your website, blog or related content.

Page 10: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

EXAMPLE: CONFERENCE PLAYBOOK Actions Timing & Content Promote & Share event w/ your network.

“Excited to hear @kanter @evanasmith at TX #Nonprofit Summit Sept 8-9!

Engage & Acknowledge “@GreenlightsATX @onestarfdn Great happy hour last night @MeetAtTexas Gabriel's Cafe #Nonprofit”

Share sessions and content, for example >>>>

1st Tweet – id where you are, what session you are in. “In Donor Loyalty w/ @bridgetbrandt 1) loyalty key to successful fundraising #TXNS” 2nd Tweet - “2) loyalty evolves through relationships …#TXNS. ” 3rd Tweet - “3) remember to say thank you … …#TXNS. “

Share relevant news “#nonprofits avoid the lunch crowd, great dining options outside of conf center #TXNS”

Engage conference attendees

@rosettathurman no cupcakes @GreenlightsATX Summit booth this time, we will have cake pops. Please stop by. Good blog post today ^PT One week and counting - getting ready for TX Nonprofit Summit: register here if you haven't already: http://ow.ly/6hUne #TXNS

Page 11: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

EXAMPLE: CONFERENCE PLAYBOOK

Page 12: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

SOCIAL MEDIA FRAMEWORK 6:1 Blog FB Twitter LinkedIn G+ Pinterest You Tube Listen Daily Daily Daily Daily 2/week

2/week Daily

Share 3/week 1-2/day 2/month Engage 3/week 1-2/day 1/week 1/ week 1/week Acknowledge 3-5/week 1-2/week Promote 2/week 3/week 1/month 1/ week 1/week Create 3/week 1 - 2/day 4-6/day 2/week 2/month 1/month Measure Monthly Monthly Monthly Monthly Monthly Monthly Monthly

Timing?

Page 13: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

Social Media Integration

Donate Button

Join Our Mailing List

Visual Content

Page 14: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

GET ORGANIZED

Page 15: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

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GET ORGANIZED

Tips •  Take advantage

of key dates. •  Coordinate with

others– create and integrate your calendar.

•  Avoid spamming your supporters and donors.

Page 16: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

BRINGING IT ALL TOGETHER

Page 17: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

GO TO THE CROWD

Tips • Create a sense of urgency 30 days not 365 for your campaign. • Be visual, make it personal – tell why. • Don’t start at $0 • If you exceed, up your goal.

http://kck.st/YTGOD8

Page 18: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

GO TO THE CROWD

Page 19: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

RESULTS

Page 20: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

REFERENCES & LINKS

Page 21: Patricia Tynan: Social Media Playbooks: Why You Need Them Now

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

REFERENCES Social Media Playbook References

•  How to Create Your Own Social Media Playbook, ReadWriteWeb

•  Eloqua Social Media Playbook

Social Media Guidelines

•  American Red Cross Social Media Handbook

•  National Public Radio (NPR) Ethics Handbook - Social Media

•  The University of Texas at Austin, Social Media Guidelines

•  Texas Medical Association (TMA) Resource Center Social Media