create impact with a social media strategy
TRANSCRIPT
09/16/11 Footer
Create Impact with aSocial Media StrategyPRESENTED BY JD LASICA
Founder, Socialbrite.org | [email protected]
What we’ll cover today
1. Lay the groundwork
2. Meaningful metrics
3. Production processes
4. Create content, tell stories
5. Use your community
Q&A, hugs, tearful goodbyes
Relax!
http://socialbrite.org/bbcon
Creative Commons BY photo on Flickr by Tom@HK
Tweet this preso! Hashtag: #bbpacific(I’m at @jdlasica)
Creative Commons photo on Flickrby Prakhar
Today’s hashtag
Christmas in March!
http://socialbrite.org/bbcon
Socialbrite Sharing Center
http://socialbrite.org/sharing-center
R E S O U R C E S
Before you plunge in ...
• Understand that social media is a series of stages• Do you have buy-in from top management?• Do you have a social media policy or guidelines?• Do you have a Strategic Social Media Plan in place?• Have you defined a clear theme or calls to action?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Have you identified and trained your team members?
1 . L A Y T H E G R O U N D W O R K
Elements of Strategic Plan
8
• 360 assessment of social media capabilities
• Spell out goals• Identify online community• Proposed use of social
tools & platforms• Recommendations on
expanded capabilities• Lay out metrics program• Competitive/peer analysis
1. Expand and strengthen Bread’s advocacy work for poor and hungry people
2. Expand our membership3. Better communicate with
existing members and target audiences
4. Strengthen our relationships with our members
5. Fulfill our mission to end hunger here and abroad
bread.orgBread for World’s SM goals
C A S E S T U D Y
How can you use social media?• Raise public awareness of your mission or cause• Raise funds for a cause or campaign• Reach new constituents & supporters• Build a community of champions• Recruit volunteers• Get people to take real-world actions• Enhance existing communications programs • Involve the community in decision-making• Advance your organization’s mission
E S T A B L I S H G O A L S
Before you start, measure!‘Data is better than gut’: Gather, analyze, act
Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
2 . M E A N I N G F U L M E T R I C S
ACTIONFunnel of love
INSIGHTS
INFORMATION
KPIsWho, how, why
T H E M E T R I C S P R O C E S S
Business goals
• Grow email list
• SEO: Increase online visibility
KPIs to measure
# newsletter subscribers
increase in traffic or linkback #s
Map metrics to goals
avg. # comments/post
mentions or pick-ups in blogs & social networksstick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
• Increase comments on blog
• Increase positive mentions of organization or program
• Have visitors stick around
• Make our content more viral
• Get people to take action
• Get people to attend event
https://adwords.google.com/o/Targeting/Explorer
Why long tail keywords matter G O O G L E K E Y W O R D T O O L
What does your site rank for?Search your own site’s keyword juju on semrush.com & spyfu.com
E X E R C I S E
Set up a metrics program1. Get buy-in at the top2. Identify a Chief Metrics Guru
& give him or her support 3. Interview stakeholders across depts.
to identify key goals & target audiences4. Create internal document that ties these
goals to specific KPIs you can track5. Identify tools to use and begin tracking6. Print out monthly reports, circulate among key execs and
managers. Make this a part of someone’s job. 7. Spend time analyzing the data & drawing conclusions 8. Refine and fine-tune
Two cheat sheetshttp://socialbrite.org/bbcon
H A N D O U T S
Write down keywords & referrers sending traffic your way
Keep track of key referrers
Deeper dive—metrics: socialbrite.org/bbcon
The power of storytelling
Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago
3 . C O N T E N T & P R O C E S S E S
Your nonprofit is a media outlet Awareness > Influence > Action > Impact
C O N V E R S A T I O N F O L L O W S I N T E R E S T I N G C O N T E N T
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
Use personal storytellingC A S E S T U D Y
Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts
Create an Events CalendarKey off both internal events & community events
P R O D U C T I O N P R O C E S S E S
Don’t be like this guy!
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting! 4 . U S E Y O U R C O M M U N I T Y
here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a
sword. A community will fall on a sword for you.
— Chris BroganAuthor, “Trust Agents”
Build community, not eyeballs
Find your champions!
• Find the big kahunas in your sector by using a listening post. Then, influence the influencers. Post on their blogs & retweet.
• Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.
• Scope out Twitter Lists that intersect with your organization or social cause.
• Useful tools: Klout, SocialMention, Google Analytics.
350.org
Involve your supporterslivestrong.org
C A S E S T U D I E S
Generate an Attention Wave
Use social love handles!
The Cove campaign: Text DOLPHIN to 44144
Start & grow a mobile list
• Calls to action• Alerts• Feedback loop• Reaches new constituents
Much more than Text2Give
Text HELPME to 30644
M O B I L E
Is your site mobile-ready?WPtouch Pro for mobile phones, Onswipe for iPad
• WordPress & its plug-ins• Open Office, Google docs• Drupal, Joomla
Free content! Free resources!
Free services!
• flickr.com/creativecommons• Free videos (eg, TED talks)• Free music & audio
• Socialbrite.org/sharing-center• Creativecommons.org• Techsoup
Free expertise!• BarCamp• PodCamp• WordCamp• Social Media
ClubFree software & platforms!
• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits
The awesome power of free
Pace yourself, don’t stress!HootSuite
Tweetdeck Spredfast
Netvibes
http://bit.ly/smdash
ThinkUp
Crowdbooster
S O C I A L M E D I A D A S H B O A R D S
• Begin with an aligned strategy, not with the tools.
• Measure, measure, measure. Evaluate, iterate, relaunch.
• Tell your stories!
• Use your community — your biggest resource: your supporters!
Key takeaways
If you do not change direction, you may end up where you
are heading.
— Lao Tse
Don’t settle for the status quo
