Ways to enhance your social mediaPRSA of Puget Sound‘Connecting for a Cause’ Nonprofit Seminar9/25/2012

Suna GurolLead Web/Social Media ProducerFred Hutchinson Cancer Research Center

Agenda

Conversations Strategy Content planning Content Design SEO Analytics Mobile Promotion Where are journalists Useful links Questions?

Who am I?

Social is the DNA of an organization – the brand

Social helps you tell your story

But what is missing?

Social is all about the conversation

Conversations

Everybody loves me!

Not a monologue Hence the name “social media” and not

“me media” It’s about how people respond to you

and how you make them feel.

You do not control the conversation

How you respond when someone says something nice

And less nice

Customer service

Can now use private messaging as an organization

And even less nice. Need to find a balance when you walk into a hot-button issue.

Strategy

Why have a plan?

You don’t really need one… unless you want to be able to show that your work means something.

Simple strategy Do a baseline comparative

analysis of your peers Identify target audiences

(donors, job seekers, people interested in your mission)

Strategic direction (that’s communicating your mission)

Goals – objectives & tactics to help with the mission

Goals Mission: Goal should tie

directly in to the mission of the organization.

Simple goals: We will post at least four

times a week comment on another blog

two times a month have 2000 subscribers by

end of year aim to have 10 donors or

volunteers as a direct result of the blog

Policy

Content planning

Yearly calendar

Weekly calendar

Gathering information - Attend relevant internal meetings Bi-weekly meetings with

social media team Media planning meeting Groups around the

organization – Development, Community Relations, Media Team, Writer’s monthly meeting

TTD – quarterly meetings with people who do social media

Offer training Make

yourself available for simple social media training and strategizing

Training materials are helpful

Make yourself available and you’ll hear about the social media-worthy info

‘socialmedia@fhcrc.org’ email address Available for design, setup Listserv group Be responsive to internal requests Explain why not running with an idea

(you are the expert)

Be involved outside of your organization Social Media Club Social Media Breakfasts Content Strategy meetup Reference

Smart Brief on Social Media Social Media Examiner Social Media Marketing for Nonprofits LinkedIN groups

Continued education UW Master in Communication in Digital Media Social Media certificate

ContentIt’s all about the content. Really.

Post great content What people want to hear

Success stories Communicating your value

/ beliefs / mission People-oriented stories Human voice – ducks,

photo of airplane, kids Photos Video

Frequency Can post more –

used to be 1-2x day, now 3-5 okay on Facebook

5-10x day Twitter Depends on the industry for YouTube,

Pinterest, LinkedIN.

Facebook Timeline- loves and meh Loves

Images! – cover photos, photos Videos

Meh Links Status updates Questions Pinning to top and highlighting a

post Reposts

Timing of Facebook posts

Promoting content Don’t be scared

to promote good content that might get lost

Twitter tips Do not co-post to both Twitter and Facebook 125 characters: Try to make posts 125 characters,

to encourage comments and retweets Position Your Links: Experiment with putting the

links in the middle of the tweet, rather than at the end.

Clean out useless follows. Follow other peer organizations, partners, news organizations, major companies

Mindfulness: Check on tweets throughout the day. Use hashtags and mentions strategically.

YouTube Nonprofit program

Overlay Design – Can use a image map to add in links Annotations Listed on the Nonprofits videos page:

http://www.youtube.com/activism SEO

Describe your video with words your supporters use, not Board marketing speak

Add in your url in the description – it’s clickable and the first thing people see

Wikipedia Awesome SEO – often 1,2,3 link in

search results Another web presence … for free! Anyone can edit – so needs to be

monitored regularly. Won’t allow for what it sees as

marketing-speech Can be a bit of a morass

Blog Design Have a mission statement Frequency – At least 1x week. Shorter

posts, more topical to news of today. Writers – add more Reporters - Let them know about

your blog. Enhanced content – videos,

slideshow, photos

Pinterest Communications – Create pin boards of

related photos, infographics. Fundraising

Auction items for Events – can add in the $ symbol and the amount

Events general - Create a Pinterest board for every event with images.

Cause marketing – Add a Pinterest button to a Cause marketing product so people can share the photo of the product on their boards.

Others Google hangouts – actually very cool

for meetings Google handouts on air – actually

really cool for online panels, interviews Yelp – Everybody uses it Flickr – Still viable StumbleUpon – new design! MySpace! - new design!

Tales of woe Twitter: CNN

reporter LinkedIN: Change in

title – whoops! Facebook:

Photos to wrong group – haha!

F-bomb on company page – eek!

Design

Facebook Design Change out cover image regularly Design app tabs to match your brand Use your logo and color for profile

picture Add in messaging on cover image… but

no direct ask

Twitter design

Google +

YouTube

SEOIs way important

SEO “Search is the connection between

intent and content”- Bill Barnes, Mediative

SEO is completely tied to social You can’t game the system Important to tie your website to

social Google Penguin update – more

emphasis on how you are doing in social circles than in inbound links

Content is Queen for SEO High quality content is key Ask your readers what they are interested

in from you. Chances are these are things that they are searching on. Check to see what people are

commenting on and retweeting For enewsletters, see what people are

clicking on Do a user survey -- Survey Monkey,

Facebook questions

Analytics

Basic Analytics Which stories are the most liked &

retweeted? What content leads to increased

donations? What social media campaign increased

volunteer sign-ups? What images, pages gets the most

clicks?

Google analytics

Facebook insights Engaged Users – number of people who

have clicked on your post. Reach – the number of people who have

seen your post Talking about this – likes, comments or

shares Virality – the math. Number of people

talking about the post, divided by the number who have seen the post.

Facebook post views (this one is promoted)

Sample analytics report

Mobile

Mobile How many have a mobile device here /

now? (How many have checked Facebook during my presentation so far? Don’t lie.)

Has become the “1st” screen Add social media links to your mobile

website, if/when you have one. For timeliness, use mobile phone to post

to your organizations social channels… but be careful (see aforementioned tales of woe)

Promote social channels

Adding your social icons Email signature Well, obviously all of your websites –

prominent social media buttons, Facebook “like”, Google+1

Cross-promote Enewsletter Email Business cards Intranet or internal communications– all

employees should be following your org

Whither journalists?

What happened in the last five years?

Lots of people lost their jobs, especially in news.

Tighter budgets, more beats with fewer reporters, fewer resources at established papers.

Shorter news cycle, tighter deadlines.

Less is more…

Used to be (who they thought they were)

Now

Where are the reporters? Journalists are all on social! A study in 2011 said that over half

Canadian journalists had been pitched to via social networks.

Be friends / LinkedIN contacts with your journalist contacts

Understand the journalist and the news angle

Read outlets and journals, follow conversations, follow the source

Citizen journalists

Citizen Journali

st

Anyone can be a journalist for good or for worse

Content is

sharable

Potential for viral news

stories

Publish cycle is

fastHard to be first

Useful stuff

A Few Useful references Topsy – good social search Friendfeed – allows you to search for old tweets

(yay) Tweet grader – tells you how influential you are. Sparkwise for analytics - http://sparkwi.se/ Social Media Sizer cheat sheet: for design of

social media channels. http://ijustdid.org/2012/06/social-media-size-cheat-sheet/

Social Media Examiner Smart Brief on Social Media John Haydon Social Media Marketing for

nonprofits Google Alerts

Questions???

Contact meSuna GurolLead Web/Social Media ProducerFred Hutchinson Cancer Research CenterP: 206/667-1112E: sgurol@fhcrc.orgT: @SunaGLN: www.linkedin.com/in/sunagurol W: http://www.sunagurol.com/