social media 201 (focus on facebook)

Social Media 201Increasing the Impact of Facebook and Other ToolsApril 2011

Kevin MartoneTechnology Program Manager

kevin@hgf.orgGrinspoon Institute for Jewish Philanthropy

Ellie Gilbert with Daughter Jensen

Strategy

Determine Your Goals

What Are Your Goals?

Enroll new families Renew families Event participation Connect with PJ families Build Community Answer questions about the program Engage the unaffiliated Enhance Jewish practice/behaviors of PJ Library families Connect/co-promote with partner organizations Donations Other?

Audience?

Donors/Prospects

Existing/PotentialPartner

Organizations

JewishCommunity

Current Families

Potential Families

Goal 1______________

Goal 2______________

Goal 3______________

Blogs_________________________________________________________________

Video Sharing_________________________________________________________________

Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)

Other_________________________________________________________________

Trad. Newsletter/Direct Mail____________________________________________________

Website_________________________________________________________________

Facebook_________________________________________________________________

eNewsletter_________________________________________________________________

Twitter_________________________________________________________________

Other Offline – Events, Calls, Mtgs.____________________________________________________________

Photo Sharing_________________________________________________________________

Facebook – Making it Work

Pages … NOT Groups

Pages» Only official representatives can create/administer» More interactive than Groups

- Can add additional functionality (applications)

Pages … NOT Groups

How to switch…» No automated transfer available» Engaging content on Page

- Give ‘em a reason to sign up» No more posts on Group … EXCEPT

- Periodically post a link on the Group to the Page reminding them to Like the Page. Use Actionable News:

- Did you see the photos from the latest event? Click here, Like our new Page, and view the pictures.

My cousin gets the PJ books in California and their renewal fee is cheaper than ours. Is there a special coupon or something to get their rate?

When is the next PJ Library event?

Are there resources to help me teach my kids the lessons in the PJ books?

My sister has tried unsuccessfully to sign up for PJ multiple times. Who can she call?

My two kids rip open the PJ books each time they arrive!

Yeah PJ!

I love the pictures from the latest PJ reading. Keep posting!

Listen

Invite Conversation

Respond!

“Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take – not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.”

- Jeremiah Owyang of Web-Strategist.com

Email Notifications

Respond! - Customer Service

Respond! - Volunteer Engagement

Radio personality!

Collaboration?

Respond! - Networking

Post Regularly

Use Tools Content Calendar Leverage Content Personal Stories 12:1 Rule

No Super-Human Skills Required

Tools can help make process more efficient Be Strategic 15 Minutes Per Day?

Content Calendar – Manage Communications

Week Days Monday Tuesday Wednesday Thursday Friday Weekend Month January

Week of:Focus: Promote new sign-ups

Legend: Jan. 1Smith Family Profile

Status Tag Event on JCC Pg

FB Posts this wk

Theme: Personal Stories

eNewsletter Jan. 8 JCC Reading Video of Event

FB Posts this wk Keywords:

Facebook - Wall Jan. 15

Send link to sign-up for PJ

FB Posts this wk

Events: Readings at JCC

Facebook - Update Jan. 22

FB Posts this wk

Facebook Collab Month February

Video Week of:Focus: Love the PJ Library!

Blog Feb. 1Promote Feb. Readings

What do you love about PJ Library?

FB Posts this wk

Theme: Love of Books, PJ

Print Newsletter Feb. 8

Status Tag Event on JCC Pg

JCC Reading Video of

EventFB Posts this wk Keywords:

Twitter Feb. 15FB Posts this wk

Events: Readings at JCC

PR Feb. 22 FB Posts this wk

Events Month March Week of: Focus: Passover

Mar. 1FB Posts this wk Theme: Passover

Mar. 8FB Posts this wk Keywords:

Mar. 15FB Posts this wk

Events: Various Passover Events

Mar. 22 FB Posts this wk

Month April

What would your constituents want to read?» Events (PJ and Jewish Community)» News about local parenting/literacy programs» PJ Library book lessons» Videos of PJ Library books» Photos! (events, books, kids getting books, etc.)» Questions» Other?

What to post?

What Else Can You Post?

Stories/Testimonials Holiday messages Recipes Contests Other?

Post 12 things of interest to your constituents for every one post asking them for something.

Asking for something:» Subscribe» Renew» Tell a Friend» Register for an event» Donate

Remove Spam!

Collaboration – Status Tagging

Collaboration – Post as Your Page

Facebook Insights (> 30 users)

Promote Off-line - Set Username

Promote Off-line - Set Username (cont’d)

Promote Off-line - QR Codes

Other Channels - eNewsletters

“We really appreciate all the great info in this last newsletter. I try to find a good variety of classes for my son and your newsletter provided a great summary of classes available at all the local synagogues and temples. In fact, we registered for a class at Shaarey Zedek we wouldn't have otherwise known about. Thanks for all the information!!”

Become a Resources for Your Constituents!

(With ALL Digital Outreach Efforts)

Still More Channels!!