the social nonprofit

We’ll begin the show shortly…

#socialNGO

Who’s presenting?

Alison CarlmanUnmarketing ManagerGlobalGiving@GlobalGiving@acarlman

Jill CarlsonInbound Marketing

ManagerArgyle Social

@ArgyleSocial@carlsonjill

Michael DeLongSenior Manager of Online Community & Social Media@TechSoup@michaeldelongsf

#socialNGO

Details

• Jill will lead Q & A at the end of the call.

• Tag your tweets with #socialNGO

• We’re recording this shin dig.

• We’ll send an email follow up to everyone with the recording & slides.

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15 Second Commercial - Jill

Contact us for special nonprofit rates.http://argylesocial.com

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15 Second Commercial - Alison

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15 Second Commercial - Michael

www.techsoupglobal.org

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Agenda

• How to make the most with limited time & resources

• How to balance calls to action with education content

• How to integrate social into existing strategies

• Questions & Answers

Working with limited time & resources

#socialNGO

First, consider the audience

Different networks, different lens. From your customer’s perspective:• Foursquare is where I discover my surroundings.• Instagram is where I see beauty.• Pinterest is where I plan & dream.• Tumblr is where I’m entertained & inspired.• Twitter is where I get my news.• Facebook is where I connect.

Your Bran

d

#socialNGO

Where should you meet your fans?

Ask these five questions:

• Is my target market active on this network?

• Do I have content to share that will resonate?

• Can I join this network and stay true to my brand?

• Will joining this network have an impact on my business?

• How will my brand’s identity appear on each network?

Niche networks are increasingly popular.

But popularity does not justify investment.

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Using Pinterest for Discovery

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Using Pinterest for Discovery

Recognize your finite resources. Replace “in addition to” with

“instead of”.

#socialNGO

EdgeRank is an algorithm designed to show you the content you like when you want to see it.

How is EdgeRank calculated?

AFFINITY x

WEIGHT x TIME DECAY = EDGERANK

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EdgeRank is an algorithm designed to show you the content you like when you want to see it.

How is EdgeRank calculated?

AFFINITY x

WEIGHT x TIME DECAY = EDGERANK

Edgerank drastically impacts your reach.

You must meet your fans in the News Feed.

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Surfacing content in the News Feed

• Screen shot of zoomed in

photo – camel’s face --- 60

people respond with the

face of the camel –

• 25% of audience on FB – it

works! It’s not rocket

science.

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Promoted Posts

• Opportunity to

get content in

front of right

audience

• Follows Twitter’s

promoted

tweets platform

modelhttp://ar.gy/promotedposts

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Cross-posting for partners

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Defending your properties

Challenge Solution

“Can you link to my online newsletter?”

Choose the best story in it and link to it, with a call to action or question.

“Will you post this to the main Facebook page? You have more fans.”

Say, “Post it to your page first, and once it gets traction, we’ll post it and cite your page.“ Win/win.

“Can you appeal for more donations again?”

Determine how social media integrates with the Development team; set expectations in advance

Internal Challenges

#socialNGO

Defending your properties

Challenge Solution

Misinformation posted on page

Clarify, but don’t censor unless it breaks code of conduct

PR crisis Enact escalation path, crisis communications plan

Obscenities, attacks, etc.

Rely heavily on Facebook’s Terms of Service; set filters and alerts on # and search terms

External Challenges

#socialNGO

Defending your properties

Challenge Solution

Misinformation posted on page

Clarify, but don’t censor unless it breaks code of conduct

PR crisis Enact escalation path, crisis communications plan

Obscenities, attacks, etc.

Rely heavily on Facebook’s Terms of Service; set filters and alerts on # and search terms

External Challenges

Social properties have become the new homepage. Defend them as

such.

#socialNGO

Peer-to-peer learning on Facebook

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Peer-to-peer learning

Your fans can act as resources for one another. Connect and empower

them.

Balance calls to action & educational content

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Case Study: Digital Storytelling Challenge (TSDigs)

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Case Study: Digital Storytelling Challenge (TSDigs)

Provide multiple entry points for your audience to participate.

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Case Study: TSDigs

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Case Study: TSDigs

Share the spotlight with other causes.

It’s not a matter of either/or, but both.

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Case Study: TSDigs

Integrating social into your existing strategies

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Case Study: Japan Earthquake Relief

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Messages for Japan: Creation

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Messages for Japan: Delivery

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Messages for Japan: Delivery

Online activity can (and should) extend offline.

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Mainstream media + social collide

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Mainstream media + social collide

Find meaningful ways to showcase your organization’s

stories.

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Can you answer these?

• Why are you posting?

• What are your short & long term

goals?

• What content are you sharing?

• How do your social goals map to

your overall marketing & PR goals?

• How can you measure success?

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Defining success in social media

Measurement Facebook Twitter

Applause Rate Lifetime engaged users

Clicks per url or post

Conversation Rate

People Talking About This & Virality

@Replies, Mentions

Amplification Rate

Weekly Total Reach

RTs

ROI Donations ($) Donations ($)

GlobalGiving’s Social Media Metrics

Need help understanding FB insights? http://ar.gy/FB101

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Alternative social metrics

• Clicks per post• Which content resonates?

• Does time of day impact engagement?

• Clicks per follower• Is performance increasing or decreasing?

• Is engagement better on @handle1 or @handle2?

• Which channel performs best?

• How do you stack up to your peer organizations?

• http://ar.gy/ClicksPerFollower

#socialNGO

Alternative social metrics

• Clicks per post• Which content resonates?

• Does time of day impact engagement?

• Clicks per follower• Is performance increasing or decreasing?

• Is engagement better on @handle1 or @handle2?

• Which channel performs best?

• How do you stack up to your peer organizations?

• http://ar.gy/ClicksPerFollower

Define success. Set benchmarks. Iterate, iterate, iterate.

Q&A

#socialNGO

Q&A

Alison Carlman

@acarlman

Jill Carlson

@carlsonjill

Hashtag your questions with #socialNGOThanks for joining us!

Michael DeLong

@MichaelDeLongSF