what is a social media strategy?

WhatisaSocialMediaStrategy?DebraAskanase

December15,2010

UseTwiAerHashtag#npweb

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Today’sSpeakers

Debra Askanase FirstGiving

Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: Chris Dumas, FirstGiving

You have an important cause!

You give people access to health care

You save the earth’s resources

You defend civil rights

But you need more resources

People who care

http://www.flickr.com/photos/66044164@N00/499492688/

Donors and funders People who will act

But you need a plan

http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/

SocialmediainfluencesacGon

(nonprofit)

Socialmediamovesbusinessgoals

Rise of brand affiliation within a social network

ThepotenGalofsocialmedia

UsingSocialMediatoMeetNonprofitGoalshBp://idealware.org/sm_survey/

UsingSocialMediatoMeetNonprofitGoalshBp://idealware.org/sm_survey/

ThepotenGalofsocialmedia

SocialM

edia

Engage Creates

Trust

Moveto

Ac9on

The social media funnel

A social media strategy

Focuses social media on GOALS

Deepens engagement

…moves people to action, smartly

Extends reach

Opens resources

http://www.flickr.com/photos/asleeponasunbeam/749675726/in/set-72157600704895572/

a blueprint for using the right social media tools to support your charity’s objectives and mission

A social media strategy is…

Organiza9

on

DefineGoals

Prep

are Listening,

Research,andAssetEvalua9on

Thisisthebulkofyourwork

Create

WhereCanYouOfferValue?

Preparation

Define internal goals

✔ Organizational Goals

✔ Administrative Goals

✔ Programmatic or Brand Goals

✔ Long and Short-Term Goals

http://www.flickr.com/photos/lizettegreco/327377643/in/set-72157594485524662/

Sample business goals

Increasing membership y/y

Raising 14% of funds online

Offering new programs

Organiza9

on

DefineGoals

Prep

are Listening,

Research,andAssetEvalua9on

Thisisthebulkofyourwork

Create

WhereCanYouOfferValue?

Preparation

http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/

Listen to conversations Set up online alerts

http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/

Find fans critics, influencers, and issues

Where are your stakeholders and competitors hanging out?

http://www.flickr.com/photos/7849372@N04/3582813518/

http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/

Find best practices

Nonprofitsocialnetworkbenchmarks

UsingSocialMediatoMeetNonprofitGoalshBp://idealware.org/sm_survey/

What’s interesting? Why? ARC Flickr Group

Website Mailing list

Social media followers Donors

Stakeholders Staff/Volunteer time

Brand sentiment Budget

Evaluate your own assets

Top three factors for social media success

Select

PlacormsMap

Tac9cstoSupportGoalsandaddValue

Create

Metrics

Create your social strategy

These are your tools

BloggingMicro

Blogging

PhotoSharing

VideoSharing

PodcastsWidgets

SocialNetworking

ChatRooms

MessageBoards

RSSFeeds

Source:UniversalMcCannCompaniesStudyonSocialMediaTrends(March2008)

Every platform is unique!

audience, approach, tactics, goals http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/

Deliver added value on each platform

http://www.flickr.com/photos/abbeychristine/2186434268/in/set-72157600225080609/

Major components of a strategy

DefiningPlacormsandCampaigns

Ac#vi#esGoalsSuccessMetrics

Resources

BudgetTimeStaff

WebsiteIntegra9on

Tac9cs

Overall Strategy

Platforms Website

Tactics Campaigns

ROI

Be sure to include ROI

Leading to tangible Tangible: converts to time and/or

(Money, customers, clients, volunteers,

activities, etc)

Your website isn’t just your URL

It’s your entire Social Web

Blog TwiBer

YouTube Facebook

Website

GOALS

Bringing it all together on the site

Special projects

In summary:

1.  Understand your goals 2.  Where is your audience online 3.  Listen to the conversation 4.  Competitive analysis (on social media) 5.  Evaluate your organization’s assets

Staff, time, website, mailing list, budget 6.  Define strategy and ROI

mind mapping, flow charts 7.  Choose channels, create value and tactics 8.  Prioritize activities along a timeline 9.  Be social, strategically!

MedicalBoardsPlus: sample strategy

Key Concepts

USPs: •  offer subspecialty, residency and exam prep •  oral exam prep and competency skills •  free written exam skills taking course •  national in scope

Value to the core customer: •  saves time •  high quality •  eases physicians’ concern about passing the exams •  helps physicians to pass exams

MedicalBoards Plus Social Media Goals

Primary Goal: Capture and dominate the medical board exam market from resident to recertification throughout their careers

Secondary Goal: Capture residency and written board exam market

Current Social Media Landscape Video: Competitors offer little value – either a lecture or a PPT slides. ABC has a good home page video.

Websites: Competitor sites are outdated, most focus on branding the founder, no social media callouts from home page except on XXX website and XXX.

Blog: Only XXXhas a blog – features the Tip of the Month

Facebook: XXX has a FB Page – nothing interesting Conclusion: MedicalBoards Plus is poised to

attract and retain customers through social media

YouTube Channel

Branded MedicalBoards Plus YouTube Channel: •  Create a branded channel for MedicalBoards Plus fans • Require that only subscribers can submit cases for review

YouTube Show Concept Show: A spin-off of the “Judge Judy” type of show of courtroom cases – live on the spot, if possible. Two videos uploaded weekly: 5 min for case submissions, 5 min for case review and reaction. Video One: •  A doctor presents his case to Dr. ABC for review •  Dr. ABC asks questions, and returns to give his assessment. Video Two: •  Dr. ABC gives his case analysis. •  Quick reaction from initial doctor that submitted the case. •  Ask viewers to write (YT comments) their thoughts on the case.

YouTube Value and Objectives Unique Value:

•  Weekly case review – inside information/test prep •  Entertaining

Develops Loyalty: •  Users can comment in the comments feature •  Subscribers submit their cases to be featured •  “What would you have done? Do you agree?”

Objectives: •  Gain regular channel subscribers and activity for loyalty, and SEO value •  Attract new customers through YouTube videos •  Deepen brand loyalty

YouTube Metrics

Success metrics: •  YouTube rank and visibility of channel and videos •  Number of channel subscribers •  Number of comments on videos (interaction) •  Number of case review submissions •  Inbound visits from YouTube to the website •  Sales conversions

Linkedin

Concept: Create a Linkedin Group for all exam takers (residents, specific specialties) to discuss the test, test prep, and test issues

Create MedicalBoards Plus Company Profile •  Create and complete profile for company •  Highlight programs and special deals regularly

Unique Value: •  Exam-focused information •  Regular updates and relevant information to test-takers •  More descriptive – gives “inside scoop” on the test •  Content you can’t find elsewhere

Develops Loyalty: •  Incredible value breeds loyalty •  Invite readers to submit their tips and experiences

Objectives: •  thought leadership • SEO and also Proactive reputation management

Blog Unique Value and Objectives

Success metrics: •  SEO rank •  Number of inbound links and reposts by others •  Number of subscribers (RSS, email) •  Number of comments from readers/participation •  Sales conversions

Blog Metrics

YouTubeChannel

Linkedin Blog TwiBer

Howo<entopost?

Weeklyupload Discussionitemsatleastweekly,moreo<enisbeBer

Weeklyortwice‐weekly

Justrespond

Howo<entopar9cipateinothergroups?

Commentandrateothervideosweekly,atleast

Everyotherweekorso–ifrelevanttoexper9se

Twotothreecommentsaweekonotherblogs

Asneeded

Goalsinfirst3months

Everyvideoreceivesatleast10comments,50channelsubscribers

250members 100subscribers Respondtoeverymen9on

Social Media Work Schedule

Giving Feels Great! (Twitter NPTechies and NPO consultants to

follow) @amyrsward (netsqaured) @JohnHaydon @HeidiKMassey @Sue_Anne @kanter @AlisonRapping @askManny @mickeygomez @ntenhross (NTEN)

@HildyGottlieb @franswaa @rjleaman @engagejoe @farra @Nedra @JeffHurt @PamelaGrow @joewaters @NPTech_Ash

Created by:

Debra Askanase, Community Engagement Director debra@firstgiving.com Blog: www.communityorganizer20.com Twitter: @askdebra skype: daskanase

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