By Social Agency

Social Media Strategy and Activities PrimerPlanned Parenthood Development Officer Conference

James Young, VP of Products, Social AgencyAugust 3rd, 2010

By Social Agency

Everybody’s an expert right?

Navigating the Waters in the Sea of Social Media

By Social AgencyI’m not, but I’m here to help

• James Young• VP of Products at Social Agency• james@socialagency.com• @iberyoung• Facebook.com/iberyoung• http://www.linkedin.com/in/jamesyoungatx

By Social AgencyWhat is social media?

Online, two-way communications that allows for heightened participation and

engagement

By Social AgencyIt’s all about

TrustSharingListening

Flickr photos by niclindh, samshad473, notsogoodphotography

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Solicitation Channel (From nonprofits with established relationship)

% say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE

84% 87% 89% 82% 76%

77% 77% 79% 74% 77%

65% 76% 69% 60% 51%

47% 69% 60% 38% 17%

42% 51% 42% 39% 34%

23% 38% 25% 16% 13%

Source: Next Generation of American Giving Study www.convio.com/nextgen

By Social AgencyOnline habits by generation

Gen Y70%

49%

25%

16%

49% Mobile phone only

Boomers29% (reg)

60%

17% Texters

47% eNewsletters

55% Bank online

Gen X56%

30%

13%

11%

27% Facebook mobile app

Matures17% (reg)

50%

5% Texters

48% eNewsletters

34% Shop online

Source: Next Generation of American Giving Study www.convio.com/nextgen

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• We’ll discuss how to formulate a social media strategy

• We’ll see how to plan a set of social media activities

By Social AgencySocial Media Strategy

“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” - Sun Tzu

• Your social media strategy will help you identify where you want to go and how you’ll recognize when you arrive there

• We’re going to cover 2 topics• Strategy Formation• Measuring Success

By Social AgencyStrategy Formation

“ABC, easy as 123, simple as do re mi, ABC, 123, baby, you and me girl!” – Jackson 5Except in our case, it’s 123451. Identify your objectives What do you want to achieve?

2. Evaluate your objectives Do you really want to do that?

3. Evaluate your organization Are you ready to do it and be successful?

4. Evaluate your audience Are your constituents ready?

5. Identify your timeline When are you going to start and finish?

By Social AgencyIdentify Your Objectives

What do you want to achieve?

Common Objectives

• Gain a better understanding of what the perception of our organization and mission is amongst our supporters.

• Build awareness for our organization through our most passionate supporters.• Be more responsive to our supporters, on a local or individual level.• Generate a collection of reusable content by empowering supporters to create.• Be more effective at driving current event driven response amongst our followers.• Establish the organization as a thought leader and primary source of information of a given

topic.• Drive more traffic to your website.

Strategy Formation

By Social AgencyEvaluate Your Objectives

Do you really want that?

Your social media objectives have to align with your organization objectives

Or they won’t be perceived as valuable

Strategy Formation

Your social media objectives have to be something you can

measure definitively

Or you won’t know if you succeeded

By Social AgencyEvaluate Your Organization

Are you ready to do it and be successful?

Strategy Formation

Culture is the bottle opener

• Your organization must be ready to lose control of the message, because you already have

• Your organization must be ready to make public mistakes and deal with them

• Your organization must be ready to respond to feedback, both positive and negative

By Social AgencyEvaluate Your Organization

Are you ready to do it and be successful?

Strategy Formation

Capacity is the bottleneck

• You need to have an idea of how much time you need to accomplish your objectives

• Plan to do it alone at the beginning, and the help you receive will feel like a bonus

• Plan to mess it up at the beginning and have to do it again

By Social AgencyEvaluate Your Audience

Are your constituents ready?

Strategy Formation

What is the state of the audience with respect to…

Awareness of, Interest in, Activity with, Advocacy for,

…your organization?

What are the activities your target audience likes to do online?

CreateCritiqueCollectJoinWatch

What are the tools your target audience uses already?

FacebookTwitterFlickrYouTube

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16

Identify Your TimelineWhen are you going to start and finish?

• Take the long view, but have an end in mind• Plan to take stock along the way

By Social AgencyMeasuring Success

“The only man who behaved sensibly was my tailor; he took my measurement anew every time he saw me, while all the rest went on with their old measurements and expected them to fit me.” – George Bernard Shaw

I promote sensible behavior1. Define your metrics Which measurements mean success?2. Establish your baseline Where are you now?3. Set your schedule When are the right moments to

measure?4. Don’t forget feedback What about qualitative data?5. Grab your toolbox Where is my ruler?

By Social AgencyDefine Your Metrics

Which measurements mean success?

Measuring Success

Activity measures the amount of content you are distributing through your social media channels

Engagement measures how appropriate your content was to its intended audience

Reach measures the direct and indirect number of users your campaign is effecting

Content Freshness measures the timing of your content distribution

Twitter # of tweets # of replies # of re-tweets# of bit.ly clicks# of mentions

# of followers Time elapsed from last post

Facebook # of posts # of comments# of likes

# of friends / fans Time elapsed from last post

YouTube # of videos# of responses

# of views# of user ratings# of user comments

# of subscribers Time elapsed from last post

Flickr # of photos# of responses

# of views# of user comments

# of favorites Time elapsed from last post

Blogs # of posts # of page views# of user comments

# of unique visitors Time elapsed from last post

Content FreshnessReachEngagementActivity

By Social AgencyDon’t forget Feedback

What about qualitative data?

Know the why behind the what

• Metrics will show you the trends

• Feedback will tell you why the trends happen

• Mid-stream changes based on feedback can have a positive impact

Measuring Success

By Social AgencyGrab your toolbox

Where is my ruler?

Some free tools

• Website Analytics – Google Analytics (www.google.com/analytics) • Blog Content – Post Rank (www.postrank.com) • Blog Authority – Technorati (www.technorati.com) • Facebook Fan Page Activity – Facebook Analytics • Twitter – Twitter Analyzer (www.twitteranalyzer.com) • Bookmarks – Social Blade (http://SocialBlade.com)• Listening – Google Alerts (www.google.com/alerts) • YouTube – YouTube Statistics and Data • Flickr – Flickr Statistics Measuring Success

By Social AgencySocial Media Activities

• With a strategy in place, it is time to do the social media thing. Like real conversation, there is an art to it.

• We’re going to cover 3 topics• Voice• Tactics & Tools• Integration

“Tactics mean doing what you can with what you have.” – Saul Alinsky

By Social AgencyVoice

“We often refuse to accept an idea merely because the tone of voice in which it has been expressed is unsympathetic to us.” – Friedrich NietzscheYour voice is your most important tool in social media

TrustAuthenticity

+ =

Good Listening

By Social AgencyTactics & Tools

“If the only tool you have is a hammer, you tend to see every problem as a nail.”– Abraham Maslow

Match your objectives to tactics, and tactics to tools

Common Tactics1. Listening2. Sharing Content3. Participating in Conversation

By Social AgencyTactics: Listening

G.I. Joe says knowing is half the battleYour listening breaks down into two parts

Tactics & Tools

Hearing the Conversation

• Set up Google Alerts

• Monitor Twitter for your keywords

• Scout the major social networks

• Set up an RSS Feed

• Use Technorati

• Use a commercial listening tool

Analyzing the Conversation

• Make time to analyze

• Communicate findings frequently

• Watch frequent and extreme contributors

• Monitor mood and tie to your organizations activities

By Social AgencyTactics: Sharing

When you are an authority, your content is an asset and sharing it via social media makes you a valuable friend

Tactics & Tools

Blogs

PodcastsPhotos

Video Social

Articles

Want to get viral?

• Leverage your passionate supporters

• Provide pre-configured messages for each channel that they can copy and paste

• Incorporate easy sharing tools like Share This or Social Twist on your website

• Use your listening skills to discover who is sharing and reach out to them with a thank you

By Social AgencyTactics: Conversing

Tactics & Tools

Be human, be polite, and be present

Tips for being a good conversationalist

• You have to be present to win.

• Take some time to learn the etiquette of the community you want to enter.

• Give a little first before asking for anything.

• Be responsive to people who react to you.

• Forward along content you find interesting, providing ample credit to the creator. No shy robots

By Social AgencyIntegration

“If you're attacking your market from multiple positions and your competition isn't, you have all the advantage and it will show up in your increased success and income.” – Jay Abraham

Social media engagement shouldn’t be an island

By Social AgencyParting Words of Wisdom

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu

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• Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.

• Define objectives

• Set goals

• Benchmarks

• Keyword searches

• RSS feeds

• Tweet plans

• Content templates

• Schedule content

• Collaborate with social media team & subject matter experts

• Engage in the conversation

• Identify and follow key influencers

• Capture user info (Social CRM)

• Use of multiple voices depending on demographic/psychographic targets

• Measure the effectiveness of each message

• Gather metrics by channel, voice, account and campaign

• Revise content strategy: Add, edit, delete scheduled messages according to historical performance

Steps to Running a Social Media Initiative

By Social AgencyThanks and Q&A

• James Young• VP of Products at Social Agency• james@socialagency.com• @iberyoung• Facebook.com/iberyoung• http://www.linkedin.com/in/jamesyoungatx

By Social AgencyBackup

By Social AgencyGeneral Social Networks

They have presences in the major “general” social networks

• Profiles• Pages• Groups• Networks• Applications

By Social AgencyApplications within Social Networks

• Creating support opportunities within these applications

• Spreading the opportunity across the networks of friends

• Providing support to individuals who initiate their own support

By Social AgencySpecialty Social Networks

They have presences in the “specialty” social networks

• Profiles• Actions• Networks• Campaigns

By Social AgencyBuild Your Own Social Networks

They are building their own social networks

• Destination networks• User profiles• Forums• Groups• Media Sharing

By Social AgencyContent Sharing Sites

They are sharing their content and letting others contribute as well

• Videos• Photos• News• Comments• Ratings

By Social AgencyPortable Content Widgets

They are building widgets to spread their content

• Individuals pick them up and place them in their internet spaces

• Visitors can view and interact with the content

• Visitors can get their own widgets

By Social AgencyBlogs, Micro-Blogging & Forums

They are engaging in conversation• Blogs• Forums• Comments• Content Ratings

By Social AgencySyndicated Content

They are making their content portable via RSS

• RSS Feeds

• Feed Management Services

By Social AgencyMaps

They are tying their content to maps

• Events• Campaigns• People

By Social AgencyMobile

They are reaching constituents on their phones

• Text to Give• Text to Call• Text to Learn

By Social AgencyLive Media

They are broadcasting live• Video Streaming• Live Blogging