what is a social media strategy?
DESCRIPTION
This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following: - Benefits of creating a strategy - How a social media strategy supports overall organizational goals - Research needed to before you create your strategy - The major components of a social media strategy - Tying the social media strategy into the website - How a social media strategy supports fundraisingTRANSCRIPT
WhatisaSocialMediaStrategy?DebraAskanase
December15,2010
UseTwiAerHashtag#npweb
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Today’sSpeakers
Debra Askanase FirstGiving
Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: Chris Dumas, FirstGiving
You have an important cause!
You give people access to health care
You save the earth’s resources
You defend civil rights
But you need more resources
People who care
http://www.flickr.com/photos/66044164@N00/499492688/
Donors and funders People who will act
But you need a plan
http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/
SocialmediainfluencesacGon
(nonprofit)
Socialmediamovesbusinessgoals
Rise of brand affiliation within a social network
ThepotenGalofsocialmedia
UsingSocialMediatoMeetNonprofitGoalshBp://idealware.org/sm_survey/
UsingSocialMediatoMeetNonprofitGoalshBp://idealware.org/sm_survey/
ThepotenGalofsocialmedia
SocialM
edia
Engage Creates
Trust
Moveto
Ac9on
The social media funnel
A social media strategy
Focuses social media on GOALS
Deepens engagement
…moves people to action, smartly
Extends reach
Opens resources
http://www.flickr.com/photos/asleeponasunbeam/749675726/in/set-72157600704895572/
a blueprint for using the right social media tools to support your charity’s objectives and mission
A social media strategy is…
Organiza9
on
DefineGoals
Prep
are Listening,
Research,andAssetEvalua9on
Thisisthebulkofyourwork
Create
WhereCanYouOfferValue?
Preparation
Define internal goals
✔ Organizational Goals
✔ Administrative Goals
✔ Programmatic or Brand Goals
✔ Long and Short-Term Goals
http://www.flickr.com/photos/lizettegreco/327377643/in/set-72157594485524662/
Sample business goals
Increasing membership y/y
Raising 14% of funds online
Offering new programs
Organiza9
on
DefineGoals
Prep
are Listening,
Research,andAssetEvalua9on
Thisisthebulkofyourwork
Create
WhereCanYouOfferValue?
Preparation
http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/
Listen to conversations Set up online alerts
http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/
Find fans critics, influencers, and issues
Where are your stakeholders and competitors hanging out?
http://www.flickr.com/photos/7849372@N04/3582813518/
http://www.flickr.com/photos/lizettegreco/360932754/in/set-72157594485524662/
Find best practices
Nonprofitsocialnetworkbenchmarks
UsingSocialMediatoMeetNonprofitGoalshBp://idealware.org/sm_survey/
What’s interesting? Why? ARC Flickr Group
Website Mailing list
Social media followers Donors
Stakeholders Staff/Volunteer time
Brand sentiment Budget
Evaluate your own assets
Top three factors for social media success
Select
PlacormsMap
Tac9cstoSupportGoalsandaddValue
Create
Metrics
Create your social strategy
These are your tools
BloggingMicro
Blogging
PhotoSharing
VideoSharing
PodcastsWidgets
SocialNetworking
ChatRooms
MessageBoards
RSSFeeds
Source:UniversalMcCannCompaniesStudyonSocialMediaTrends(March2008)
Every platform is unique!
audience, approach, tactics, goals http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/
Deliver added value on each platform
http://www.flickr.com/photos/abbeychristine/2186434268/in/set-72157600225080609/
Major components of a strategy
DefiningPlacormsandCampaigns
Ac#vi#esGoalsSuccessMetrics
Resources
BudgetTimeStaff
WebsiteIntegra9on
Tac9cs
Overall Strategy
Platforms Website
Tactics Campaigns
ROI
Be sure to include ROI
Leading to tangible Tangible: converts to time and/or
(Money, customers, clients, volunteers,
activities, etc)
Your website isn’t just your URL
It’s your entire Social Web
Blog TwiBer
YouTube Facebook
Website
GOALS
Bringing it all together on the site
Special projects
In summary:
1. Understand your goals 2. Where is your audience online 3. Listen to the conversation 4. Competitive analysis (on social media) 5. Evaluate your organization’s assets
Staff, time, website, mailing list, budget 6. Define strategy and ROI
mind mapping, flow charts 7. Choose channels, create value and tactics 8. Prioritize activities along a timeline 9. Be social, strategically!
MedicalBoardsPlus: sample strategy
Key Concepts
USPs: • offer subspecialty, residency and exam prep • oral exam prep and competency skills • free written exam skills taking course • national in scope
Value to the core customer: • saves time • high quality • eases physicians’ concern about passing the exams • helps physicians to pass exams
MedicalBoards Plus Social Media Goals
Primary Goal: Capture and dominate the medical board exam market from resident to recertification throughout their careers
Secondary Goal: Capture residency and written board exam market
Current Social Media Landscape Video: Competitors offer little value – either a lecture or a PPT slides. ABC has a good home page video.
Websites: Competitor sites are outdated, most focus on branding the founder, no social media callouts from home page except on XXX website and XXX.
Blog: Only XXXhas a blog – features the Tip of the Month
Facebook: XXX has a FB Page – nothing interesting Conclusion: MedicalBoards Plus is poised to
attract and retain customers through social media
YouTube Channel
Branded MedicalBoards Plus YouTube Channel: • Create a branded channel for MedicalBoards Plus fans • Require that only subscribers can submit cases for review
YouTube Show Concept Show: A spin-off of the “Judge Judy” type of show of courtroom cases – live on the spot, if possible. Two videos uploaded weekly: 5 min for case submissions, 5 min for case review and reaction. Video One: • A doctor presents his case to Dr. ABC for review • Dr. ABC asks questions, and returns to give his assessment. Video Two: • Dr. ABC gives his case analysis. • Quick reaction from initial doctor that submitted the case. • Ask viewers to write (YT comments) their thoughts on the case.
YouTube Value and Objectives Unique Value:
• Weekly case review – inside information/test prep • Entertaining
Develops Loyalty: • Users can comment in the comments feature • Subscribers submit their cases to be featured • “What would you have done? Do you agree?”
Objectives: • Gain regular channel subscribers and activity for loyalty, and SEO value • Attract new customers through YouTube videos • Deepen brand loyalty
YouTube Metrics
Success metrics: • YouTube rank and visibility of channel and videos • Number of channel subscribers • Number of comments on videos (interaction) • Number of case review submissions • Inbound visits from YouTube to the website • Sales conversions
Concept: Create a Linkedin Group for all exam takers (residents, specific specialties) to discuss the test, test prep, and test issues
Create MedicalBoards Plus Company Profile • Create and complete profile for company • Highlight programs and special deals regularly
Unique Value: • Exam-focused information • Regular updates and relevant information to test-takers • More descriptive – gives “inside scoop” on the test • Content you can’t find elsewhere
Develops Loyalty: • Incredible value breeds loyalty • Invite readers to submit their tips and experiences
Objectives: • thought leadership • SEO and also Proactive reputation management
Blog Unique Value and Objectives
Success metrics: • SEO rank • Number of inbound links and reposts by others • Number of subscribers (RSS, email) • Number of comments from readers/participation • Sales conversions
Blog Metrics
YouTubeChannel
Linkedin Blog TwiBer
Howo<entopost?
Weeklyupload Discussionitemsatleastweekly,moreo<enisbeBer
Weeklyortwice‐weekly
Justrespond
Howo<entopar9cipateinothergroups?
Commentandrateothervideosweekly,atleast
Everyotherweekorso–ifrelevanttoexper9se
Twotothreecommentsaweekonotherblogs
Asneeded
Goalsinfirst3months
Everyvideoreceivesatleast10comments,50channelsubscribers
250members 100subscribers Respondtoeverymen9on
Social Media Work Schedule
Giving Feels Great! (Twitter NPTechies and NPO consultants to
follow) @amyrsward (netsqaured) @JohnHaydon @HeidiKMassey @Sue_Anne @kanter @AlisonRapping @askManny @mickeygomez @ntenhross (NTEN)
@HildyGottlieb @franswaa @rjleaman @engagejoe @farra @Nedra @JeffHurt @PamelaGrow @joewaters @NPTech_Ash
Created by:
Debra Askanase, Community Engagement Director [email protected] Blog: www.communityorganizer20.com Twitter: @askdebra skype: daskanase
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