got a goal? get there
DESCRIPTION
Social media and nonprofits - preTRANSCRIPT
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GOT A G
OAL?
GET TH
ERE.
SOC IA
L MED
IA F
OR N
ON
PROF I T
S
Pres
ente
d by
Sara
Croft,
Med
ia S
pecia
list
at B
ohlse
nPR
Hannah
Shan
er, A
ccou
nt
Execu
tive
at B
ohlse
nPR
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WHY SOCIAL MEDIA FOR YOUR NONPROFIT?• People are there
• It’s FREE (with exceptions)
• Can assist you with your current marketing/PR goals
• You can create a personal connection to your mission
• Motivate your audience to achieve your goals
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AGENDA
1. What are your social media goals?
2. Finding your audience
3. Establishing a plan
4. Measurement
5. Time management
6. When enough is enough
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GOALS AND OBJECTIVES
What is your nonprofit’s social media goal?• Reputation management
• Convey a message
• Raise funds/acquire donations
• Professional/personal networking
• Membership
• Volunteers
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FINDING YOUR AUDIENCE
The networks you use should depend on your goal and where your audience is.
What to think about:• Keywords
• General demographics
• Location
• Your competition
• Surveying current audience
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Social Media
PUBLISH
SHARE
DISCUSS
SOCIAL NETWORK
S
MICROBLOG
LIFESTREAM
LIVECAST
VITRUAL WORLDS
SOCIAL GAMES
MMO
LET’S TAKE THIS…
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…AND MAKE IT MANAGEABLE
• Blogs
• Ning communities
• Foursquare
• Yelp
• Eons.com
• Flickr
• Myspace
• Skype
• YouTube
• Vimeo
• Google+
• Wanna learn more? Search Wikipedia for “List of Social Networks”
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RESEARCH TOOLS FOR FINDING YOUR AUDIENCE
Search profiles by keywords• Twitter - Followerwonk.com, Buzzom.com, Listorious.com, “Twitter
Advanced Search”• Facebook – “Posts to public,” groups, pages
Search accounts by location• Twitter - Nearbytweets.com, Twitterlocal.com• Facebook – search profiles by location
Search for your competition
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ESTABLISHING A PLAN
Make sure you look before you leap. Answer these questions to get you started:
• How much time per week can you allot to social media?
• Who will do the work?
• Have you done your research?
• Who is your audience?
• Have you determined your goal?
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CREATING A SCHEDULE OR CONTENT CALENDARActivities per week:
• Blogs
• Tweets
• Measurement
Examples of what to put in your
calendar:
• Events
• Donations or volunteer drives
• Engagement
• Vacations and sick days
Things you can’t plan:
• Trends and current events
• Updates within your organization
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WHAT ORGANIZATIONS BLOG/TWEET/FACEBOOK ABOUT
• Publicly stating positions or perspectives
• Provide insight into internal operations
• Provide personal connection to your mission
• Connect with press/post your press
• Retweet/share others’ tweets to forge alliances and collaborations
• Highlight people served by your programs and those who support your program
• Ask questions to communicate with your audience
• Share information critical to your constituents or service population
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INTERACTION AND ENGAGEMENT
Don’t just allot time for posting tweets and updates. Make sure you leave yourself time for engaging with your audience.
Interaction
• Answering questions, providing customer service
• Engaging with followers
• Responding to positive and negative feedback
Establish priorities
• Compare interaction with your baseline social media efforts - what’s more important to do first?
• Set your response time frame
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BEST PRACTICES
Be Authentic
• Find your voice
• Don’t stretch the truth
Reciprocate
• Share content relatable to your organization that already exists and give credit
• It’s not all about you – be grateful and engage with your community
Measure
• Find out what you are doing right and wrong
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MEASUREMENT
Measuring results is necessary to determine the success of your social media efforts. By analyzing your results, you can determine if you need to spend more or less time on social media.
WHAT to measure:
Twitter• Volume of updates• Followers, following• Mentions/replies• Retweets generated• Click-throughs
• Volume of updates• “Likes” – updates,
page• Comments• Click-throughs• Unsubscribers
Blogs/Websites
• Site views• Pageviews• Bounce rate• Avg time on site• Keywords
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MEASUREMENT TOOLS
Web Analytics
• Google Analytics
Link Analytics
• Hootsuite
• Twitsprout
• Bit.ly
• BUDUrl
Engagement
• Sproutsocial
• Social Mention
• Twilert
• Twitter Counter
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GOOGLE ANALYTICS
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FACEBOOK INSIGHTS
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TIME MANAGEMENT AND SOCIAL MEDIA
It’s very easy for social media to be a time suck.
Things that can help:
Mobile apps
Interns
Scheduling content
Crowdsourcing
Networking
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MOBILE APPS
Platforms
• Facebook – Messenger (New)
• Twitter – Echofon, Twitter for iPhone, Twitterific
• Blogging – Wordpress, Posteorus, Tumblr
• Foursquare
• Ning communities
Measurement and Management
• Tweeb
• Hootsuite
• Tweetdeck
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UTILIZE YOUR CURRENT CROWDS
You won’t know if someone is interested in social media unless you ask.
• Train board members on social media basics
• Build teams across departments
• Utilize volunteers and interns
• Reinforce social media engagement to volunteers/members
• Add social networks to your email signature and marketing materials
• Ask others to share your message
• Participate in local social media events
• Invite your audience to guest blog for you, and offer to guest blog for other related organizations
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SCHEDULING TOOLS
Plan ahead by scheduling tweets and Facebook updates in advance.
Tools:
• Hootsuite
• Tweetdeck
• Timely
• Sprout Social
• Social Oomph
• Future Tweet
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INTERPRETING NUMBERS INTO RESULTS
Engagement:
• Interaction
• Reputation
• Influence
• Loyalty
• Satisfaction
• Sentiment
• Feedback
Return on Investment:
• Website traffic
• Email list signups
• Donations
• Leads
• Volunteers
• Members
Social change:
• Saved the whales
• Disability awareness
• Prevented blindness
• Achieve peace on Earth
• Lowered homeless rate
Beth Kanter: A Networked Nonprofit
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WHEN YOU CAN’T HANDLE IT…
Sara Croft
Media Specialist
@saraelysecroft
Hannah Shaner
Account Executive
@hannahshaner
http://bohlsenpr.com