wave model: social media strategy for non profits

Creating the WAVESocial Media Plan For Non Profits

Arjan Tupan

The WAVE Model

Together. Free your energies3

The WAVE Model

The 3 W Questions

Finding Your Audience

Use Versatile Tools

Engage Your Audience

You will be creating waves for your organisation. Waves that will help you reach your goals, by identifying them, finding your audience, selecting the tools you will start

using, and engaging with your audience

The 3 W Questions


The W Questions Are A Good Start

What do we want to achieve?

Why do we want to achieve that?

Who can help us achieve our goals?

First of all we should answer the three ‘W’ questions

Together. Free your energies

What Do We Want To Achieve

Get fitter

Raise money for the Nanhi Kali Project

Connect to like minded colleagues

Test our WAVE proposition

Set measurable and achievable goals


10K4N Example

The goals set for 10K4N were simple: get fitter, connect and raise money.The get fit target is personal, but an example is the ability to run the distance of 10

kilometer. Connecting people was another goal, measurable by the number of people joining a network like Yammer, connecting over LinkedIn etcetera. The last goal was

also very measurable. Every dollar more than 0 would have been a good result.


Why do we want to do this?

Find the real driver for using social media

Support the OneTeam spirit by

building ties between

colleagues

Get motivated

for working out

Help a good cause

Build Social Media

practical experience

Let colleagues share and learn from eachother


10K4N Example

Personally, I was out of shape and had a hard time staying motivated for working out. Doing the challenge was a good way of motivating, but also testing the community

building theory we were promoting and building experience with creating a buzz and using different social media tools.


Who Can Help Us Achieve Our Goals?

Target audiences

Know them, study them, connect to them


Your Audience Consists Of People With A Common Goal; Common To Yours

Get fitBuild Social

Media experience

Connect with colleagues


Don’t Be Afraid To Identify People Not In Your Audience – And Ignore Them

Education for girls in India

Erradicate Illiteracy

Make Fresh Water Availble

Discuss The Last Outfit Of Paris Hilton


10K4N Example

The 10K4N Challenge could have been aimed at everybody. But by specifying the audience to Capgemini colleauges I knew already a lot without need for further study. I knew how to address the audience, what the interests are and their level of knowledge

about Naandi. I already had an audience, and I knew that some of them, like me, wanted to stay in shape, and help the Naandi foundation.



Where is your audience located?

Who are their thought leaders?

Who are the most likely Angels?

Which social tools are they using?


10K4N Example

The audience, I knew, was spread on a global scale. Through our intranet, e-mail directory and Yammer I knew exactly where to find them. By probing, I found thought

leaders on the Naandi subject and Angels for the challenge. Of course, there were some tools I tried to use, but yielded almost no result. But, again, it’s better to fail, than

not try; you can always shift to another tool or platform that does work.


Try To Find Yourself First Facebook: 16 groups for Naandi


Try To Find Yourself FirstTwitter: about 30 tweets in 7 days


And Don’t Forget Your Corporate Sponsors

Their employees know you already(And they might be acting already)

There are company groups on facebook and LinkedIn for example

Look for Twitterers tweeting or bloggers blogging about these companies

Find your Angels in their midst

Angels are those who whithout apparent interest help raise money and promote you

Use Versatile Tools


Build A Presence On The Networks Your Audience Is Using Already

Create accounts and

pagesBrand in recognisable

way

Do not be afraid to abandon: if something doesn’t work, stop using it


Build A Communication Plan

Communication PlanTopics

Style/Tone

Frequency

Goal

Text/Video/Sound?

Contributors


10K4N Example

Initially, we had a blog, an internal wiki page, a facebook page, a twitter account and a Yammer group. I also tried to use LinkedIn. The blog and twitter were by far the most active tools, measured by response. I stopped focusing on LinkedIn, gave a little less

attention to facebook and Yammer, but strongly focused on the blog and Twitter.


Don’t Forget: Meeting In Person Is Also A Tool!

Ask directly Discuss at parties

Ask in meetings or conferences

Remind people!

Never miss a chance to ask, discuss or remind people of your cause. For 10K4N there was certainly money raised off line as well!

Engage With Your Audience


Lay The Foundations For New Communities– Match Goals


Start Promoting Your Community


10K4N Example

For the 10K4N Challenge, I used a blog, the intranet, Twitter and the Yammer platform for the initial communication. I personally asked some of the most active people on Yammer and Twitter to help me in the promotion, which they did without exception! Although the period was too short for generating full co creation, the blog had some contributions and

also, some Challengers were very happy to share their creative ways of inviting others and raising money.


From Outside To Angel

It takes on average 9 months to build a fully functioning community, where you have converted outsiders to passive, active or even passionate members


10K4N Example

To get a big following, I send out over 300 personal mails. Inviting people, raising awareness and responding to questions and contributions – and donations. Next, I

made sure that I had at least one new blog post per day, and several tweets.


Engage, and Engage Again,And Again, And Again…

Lead by example

Promote your Communnity

Toolset*

Invite Angels Personally

Goals achieved?

Repeat ad infinitum

* = Your toolset for promoting your community is bottomless: mail, phone, postcards, posters, tv, radio etcetera, etcetera. Whatever is in your reach.


Contact the Author

Arjan Tupan

[email protected]

http://twitter.com/arjantupan

http://www.linkedin.com/in/arjantupan

www.capgemini.com


wave model: social media strategy for non profits

Business

10k4n example

10k4n challenge

social tools

different social media

active people

active tools

wave social media plan

yammer platform