How to Match Social Media Strategy with Your Organization’s Goals

Danielle Brigida

National Wildlife Federation#RaganMSFT

@starfocus

#RaganMSFT@starfocus

Reasons We’re Active on Social

Fire = Criticism

Earth = Relationships

Flood = Support

Remember Goals and Objectives

• Research and Learning

• Build Relationships

• Improve Reputation

• Generating Content

• Issue Awareness

• Drive Traffic

• Actions Taken

• Sales/Fundraising

Consider each tool’s capability and combine it with user tendencies.

#RaganMSFT@starfocus

Demographics – Preliminary Research

Listening with Analytics

Research Social Media Search Sites

• Blogs– Ice Rocket

– Google Blog Search

– Technorati

• Facebook/Twitter– Search.twitter

– Social Mention

– Mention.net

– Boardreader

– RSS Notifications

Just RSS Your Search Results!RSS = Real Simple Syndication

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Track Relative News and MentionsFeedly.com

Notice Content Trends

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Tagboard Searches Hashtags

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National Wildlife Federation

Forest Justice Campaign

Certified Wildlife Habitat Page

Know Your audiences

Art of Quality Conversations

• Speak Less- Listen More

• Develop Your Sense of Humor

• Know Your Current Events

• Keep Track of Interesting Experiences

• Be a Bearer of Good Tidings

• Keep Comments Short and To the Point

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Start With Your Community:Know Your Most Active Social Supporters

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Manage Social Connections With Lists

Help Keep Track of Meaningful Interactions

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Empower Staff on Social Media to Grow Your Community

• Comment on posts and mentions

• Track mentions

• Send updates to other staff

• Be willing to be engaged and informed by your audience

Act on What You Find

5 Ways Linkedin is Better Than a Rolodex

• Public Contacts

• Understand Your Network

• Search for People

• Aggregate Job Updates

• Stay Connected

Join the Conversation

Improve Your Reputation from Listening

Measure the Impact: Collect Qualitative Data

• Set up outreach goals and track their value

• Correct misinformation, Assist with Issues

• Notable mentions and behavior change

• Make note of content created

Take the Time to Learn the Communities

• Listen All the Time

• Be Responsive

• Add Value

• Spark Discussion

• Be Present

• Follow the Passion

• ProvideVisuals, Messagesand an Action

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Find The Active Users

• Super Influencers are great friends

• Ask them for advice

• Help them and you can learn from it

Regional and Audience Specific Accounts

Rules for Social Content

• Would you share it?

• Photo– Cute or impressive

• Add value– Provide the how, why,

news, or what now

• What do you want people to DO?– Click, like, share,

comment, take action

Twitter Content

• Be useful

– News, facts, relevance

• Clear & concise

• Valuable content

• Interact

– Listen, RT, reply

• Photos

Learn from Your Community and Advocates

@klsnature

Get Members to Collaborate Together

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Combine Online and Offline

Use Content and Blogging to Give Context to Your Work

Consider ALL Your Communication Channels

Bridging Social and Organizational Relationship History

Experiment with Memes

Content Pyramid

SM

Blog Posts

News Articles

Features

Evergreen Content

Formal

Informal Right Now

3 years from now

Expand on existing content

Success Story: Search Engine Optimization + Content

• Does the Frog Mouthed Turtle Exist?

• 12,600+ Page Views

• #1 Ranking in Google

• 91% of traffic from search

Passionate Supporters Spread the Word

Carefully Use Social Media Advertising

• Facebook

• Twitter

• Youtube

• Stumbleupon

• Linkedin

• Reddit

• Care2

Effective Fundraising Isn’t All Online

Fundraising on Social Media is Often Unreliable

Bring the FUN to Fundraising

Consider Crowdfunding –Social Fundraising

*works best when you have dedicated ambassadors

ExampleNational Wildlife Photo Contest

Find Communities that Align with Goals

Inspire Americans To Protect Wildlife For Our

Children’s future

PhotographsGetting

OutdoorsWatching for

Wildlife

Instagram

Google+

Facebook

Flickr

Create Content Intended for Your Audience

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2013 Photo Contest Results

• 3,000 people entered 32,000 photos

• 10,300 were donated

• Users cast 646,000 votes

• Over 150,000 Page viewsfrom Facebook

Empower Others to Share and Interact

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Think of Where You Can Provide Value

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Well Said.

Questions?

Danielle Brigida

Sr. Manager of Social StrategyNational Wildlife Federation

@starfocus

brigidad@nwf.orgJudy N, Flickr