crawl, walk, run to social media success

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Emily Davis, MNM Emily Davis Consulting

October 6, 2014

CRAWL, WALK, RUN TO SOCIAL MEDIA SUCCESS

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TURN ON YOUR TECH

#nptech #nonprofit

#socialmedia

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A LITTLE ABOUT ME…

#nptech #nonprofit

#socialmedia

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A LITTLE ABOUT YOU…

30 seconds or less

Name & Title

1 Question for Today 1 Social

Media Buzz Word

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#socialmedia

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UNDERSTANDING SOCIAL NETWORKS

“Organizations don’t have to create… social networks; they exist all

around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by

building relationships within them to engage and activate them for

their organizations’ efforts.” (Fine and Kanter, 2010)

#nptech #nonprofit

#socialmedia

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#socialmedia

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WHAT STINKS ABOUT SOCIAL MEDIA

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#socialmedia

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WHAT ROCKS ABOUT SOCIAL MEDIA

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#socialmedia

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SOCIAL MEDIA LIFECYCLE

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#socialmedia

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CHARACTERISTICS AREAS OF IMPROVEMENT

FIRST STEPS

•  Not using social

media consistently

•  Resistant to change

•  Struggle with

control

•  Need basic marketing

plan (i.e. branding,

print materials, online

outreach, etc.)

•  Leadership-driven

change in culture to

adopt online

engagement

1.  Develop communications

strategy (audience, goals

& objectives, etc.)

2.  Listen & develop online

presences

3.  Leadership initiated

discussion about

engagement

#nptech #nonprofit

#socialmedia

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CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS

•  Using 1 or more social

media platforms, but

not consistently

•  Online presence

connected to marketing

goals

•  Learn & use best practices

•  Focus on 1 – 2 social media

platforms

•  Need to link to campaign,

program(s), objective(s)

•  Need to link goals, objectives,

and activities

•  Need to identify audiences

•  Collect data for measurement

1.  Low-risk pilot program to

demonstrate ROI

2.  Build implementation

capacity internally

3.  Create/revise social

media policy

4.  Integrate and document

measurement data

#nptech #nonprofit

#socialmedia

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CHARACTERISTICS AREAS OF IMPROVEMENT

FIRST STEPS

•  Strategic use of multiple social

media tools

•  Part time or full time staff for

digital communications

•  Board using social media in

governance

•  Social media usage integrated

throughout org

•  Has developed relationships &

technology integration

•  Need more sophisticated measurement tools

•  Find ways to increase involvement from staff across the organization

1.  Social media staff trains & coaches other org staff

2.  Research more sophisticated measurement data, tools, and processes

3.  Evaluate, revise strategies

4.  Share success stories with other orgs

#nptech #nonprofit

#socialmedia

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CHARACTERISTICS

•  Embracing culture of learning

•  Use social media data to help the leadership guide decisions

•  Demonstrate clear and compelling results

•  Networked with other organizations showing similar success

•  Internalized social media communication best practices including:

o  Strategy

o  Implementation

o  Integration

o  Evaluation

#nptech #nonprofit

#socialmedia

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10 TIPS FOR USING SOCIAL MEDIA

6. Philanthropy’s next generation

7. It ain’t free

8. Not everyone “Diggs” social media

9. Selling social media

10. Have a plan

1. Social media is A tool not THE tool

2. Social media is a plant

3. Add value

4. Two way street

5. Prospecting, cultivation, stewardship #nptech

#nonprofit #socialmedia

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COMMUNICATIONS EVOLUTION

Traditionalists

Postal Mail Phone calls

Boomers

Television Facebook Email

Generation X

Websites E-newsletters Email

Millenials (Gen Y)

Social Media Websites Mobile

Generation Z

???

Adapt or die!

Every generation

teaches us new technology

#nptech #nonprofit

#socialmedia

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“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.”

- Ted Hart and Michael Johnston in Fundraising on the Internet #nptech

#nonprofit #socialmedia

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WHAT SEEDS HAVE YOU PLANTED?

•  Up-to-date database

•  Specific, targeted outreach

•  Phone calls •  In person meetings •  Website

•  E-newsletter •  Social media

postings •  Matching gifts •  Challenge grants •  Policies

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ADD VALUE

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TWO WAY STREET

•  Be ready to respond

•  Don’t wait to comment

•  Offer ideas •  Ask questions

•  Welcome feedback

•  Celebrate successes

•  Educate and share impact

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#socialmedia

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SOCIAL MEDIA POLICIES

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EXTERNAL POLICY

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INTERNAL POLICY

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RELATIONSHIPS DON’T CHANGE

•  Cultivate, steward, & solicit

•  Recognize •  Multi-channel

communications

•  Meet one-on-one •  Develop

ambassadors •  Stewardship rather

than solicitation

•  Effective database

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#socialmedia

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LADDER OF ENGAGEMENT

Awareness about service or giving

Interest in learning about service or giving

Desire to buy service from org or donate

Action when service purchased or donation is made

#nptech #nonprofit

#socialmedia

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SOCIAL MEDIA LADDER OF ENGAGEMENT

Happy bystanders (Listen)

Spreaders (Share)

Clients (Money)

Evangelists (Ask)

Instigators (Create)

*© 2010 Beth Kanter

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#socialmedia

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#socialmedia

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THE NEXT GENERATION

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#socialmedia

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IT AIN’T FREE

“Many nonprofits (particularly the smaller ones) lack the resources

to communicate effectively. The Internet offers the opportunity to cost-effectively build a

community of supporters.”

- ePhilanthropyFoundation.org #nptech

#nonprofit #socialmedia

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NOT EVERYONE “DIGGS” SOCIAL MEDIA

#nptech #nonprofit

#socialmedia

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INVESTING IN SOCIAL MEDIA

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HAVE A PLAN

Set  Purpose(s)   Goals  &  Objectives   Tools  &  Strategies  

Implementation  

Evaluation  

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#socialmedia

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THE PLANNING PROCESS

Discovery

Environmental scan Strategy sessions Target audiences Channel identification Topic areas

Documentation

Best practices Start small & slow Calendar dashboard Measurement strategies

Implementation

Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed

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#socialmedia

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PLEASE DON’T

•  Smother with asks •  Ignore stakeholder input •  Make it hard to

participate •  Stray from being unique •  Talk all about yourself

#nptech #nonprofit

#socialmedia

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5 THINGS YOU CAN DO TODAY

① Make a plan ② Watch other orgs ③ Attend trainings &

ask for support ④  Invite

participation ⑤ Support new

ideas #nptech

#nonprofit #socialmedia

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ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a

foundation. ü Listen and learn! #nptech

#nonprofit #socialmedia

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HAVE A GIGGLE

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#nptech #nonprofit

#socialmedia

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#nptech #nonprofit

#socialmedia