Crawl Walk Run to Social Media Success

/AskEmilyD /emilydavisconsulting

Emily Davis, MNM Emily Davis Consulting

May 6, 2014

CRAWL, WALK, RUN TO SOCIAL MEDIA SUCCESS

#socialmedia

UNDERSTANDING SOCIAL NETWORKS

“Organizations don’t have to create… social networks; they exist all

around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by

building relationships within them to engage and activate them for

their organizations’ efforts.” (Fine and Kanter, 2010)

#socialmedia

/AskEmilyD /emilydavisconsulting #socialmedia

•  Time investment •  New communication

platform •  Always evolving •  Participation in new

technology •  Transparency •  Loss of control

WHAT STINKS ABOUT SOCIAL MEDIA

#socialmedia

WHAT ROCKS ABOUT SOCIAL MEDIA

•  Additional tool •  STEWARDSHIP •  Build relationships •  Tell your story •  Transparency •  Get feedback •  Cost effective & green •  Quick & easy!

#socialmedia

SOCIAL MEDIA LIFECYCLE

#socialmedia

CHARACTERISTICS AREAS OF IMPROVEMENT

FIRST STEPS

•  Not using social media consistently

•  Resistant to change

•  Struggle with control

•  Need basic marketing plan (i.e. branding, print materials, online outreach, etc.)

•  Leadership-driven change in culture to adopt online engagement

1.  Develop communications strategy (audience, goals & objectives, etc.)

2.  Listen & develop

online presences 3.  Leadership initiated

discussion about engagement

#socialmedia

FIRST STEPS

•  Using 1 or more social media platforms, but not consistently

•  Online presence connected to marketing goals

•  Learn & use best practices •  Focus on 1 – 2 social media

platforms •  Need to link to campaign,

program(s), objective(s) •  Need to link goals,

objectives, and activities •  Need to identify audiences •  Collect data for

measurement

1.  Low-risk pilot program to demonstrate ROI

2.  Build implementation

capacity internally 3.  Create/revise social

media policy 4.  Integrate and

document measurement data

#socialmedia

FIRST STEPS

•  Strategic use of multiple social media tools

•  Part time or full time staff

for digital communications •  Board using social media in

governance •  Social media usage

integrated throughout org •  Has developed relationships

& technology integration

•  Need more sophisticated measurement tools

•  Find ways to increase

involvement from staff across the organization

1.  Social media staff trains & coaches other org staff

2.  Research more

sophisticated measurement data, tools, and processes

3.  Evaluate, revise

strategies 4.  Share success stories

with other orgs

#socialmedia

CHARACTERISTICS

•  Embracing culture of learning •  Using social media data to help the leadership guide decisions •  Demonstrating clear and compelling results •  Networking with other organizations showing similar success •  Internalizing social media communication best practices including:

o  Strategy o  Implementation o  Integration o  Evaluation

WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA WORK?

•  A plan linking efforts to programs & mission

•  Selected, targeted social media channels

•  Skills & commitment to using social media

•  Organizational investment

•  Culture that embraces social media

•  Willingness to listen, learn, & adapt

•  Measurement & eval strategies

•  Ability to take small steps to build from

#socialmedia

TEN TIPS FOR USING SOCIAL

“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.”

- Ted Hart and Michael Johnston in Fundraising on the Internet

10 TIPS FOR USING SOCIAL MEDIA

#socialmedia

6. Philanthropy’s next generation

7. It ain’t free

8. Not everyone “Diggs” social media

9. Selling social media

10. Have a plan

1. Social media is A tool not THE tool

2. Social media is a plant

3. Add value

4. Two way street

5. Prospecting, cultivation, stewardship

COMMUNICATIONS EVOLUTION

#socialmedia

Traditionalists

Postal Mail Phone calls

Boomers

Television Facebook Email

Generation X

Websites E-newsletters Email

Millenials (Gen Y)

Social Media Websites Mobile

Generation Z

Adapt or die!

Every generation

teaches us new technology

SOCIAL MEDIA IS A PLANT

#socialmedia

ADD VALUE

#socialmedia

TWO-WAY STREET

#socialmedia

SOCIAL MEDIA POLICIES

#socialmedia

WHY POLICIES?

#socialmedia

•  Insurance •  Not for the majority •  Set boundaries •  Protection for users •  Protect organization •  Professional standards •  Because you just

never know…

EXTERNAL POLICY

#socialmedia

•  Users outside the org •  What is appropriate •  What is inappropriate •  Post publicly & regularly

on website & social media channels

•  Research examples

INTERNAL POLICY

#socialmedia

•  Staff, board & volunteers •  More insurance •  What is in/appropriate •  Set boundaries •  Share at orientation •  Representing the org •  Provide support & ideas •  Research examples

POLICY SAMPLES

•  The Nonprofit Social Media Workbook (IdealWare)

•  The Nonprofit Policy Sampler (BoardSource)

#socialmedia

•  Social Media Governance Policy Database

LADDER OF ENGAGEMENT

#socialmedia

Awareness about service or giving

Interest in learning about service or giving

Desire to buy service from org or donate

Action when service purchased or donation is made

SOCIAL MEDIA LADDER OF ENGAGEMENT

#socialmedia

Happy bystanders (Listen)

Spreaders (Share)

Clients (Money)

Evangelists (Ask)

Instigators (Create)

RELATIONSHIPS DON’T CHANGE

#socialmedia

•  Cultivate, steward, & solicit •  Recognize •  Multi-channel communications •  Meet one-on-one •  Develop ambassadors •  Stewardship rather than

solicitation •  Effective database

NEXT GENERATION

#socialmedia

IT AIN’T FREE

#socialmedia

“Many nonprofits (particularly the smaller ones) lack the resources

to communicate effectively. The Internet offers the opportunity to cost-effectively build a

community of supporters.”

-ePhilanthropyFoundation.org

NOT EVERYONE “DIGGS” SOCIAL MEDIA

#socialmedia

INVESTING IN SOCIAL MEDIA

#socialmedia

WHY SOCIAL MEDIA AT ALL

#socialmedia

•  Position as an expert •  Connect & collaborate •  New resources & ideas •  Outreach & awareness •  Develop brand •  Low cost

HAVE A PLAN

#socialmedia

Set Purpose(s)

Goals & Objectives

Tools & Strategies

Implementation

Evaluation

THE PLANNING PROCESS

#socialmedia

Discovery

Environmental scan Strategy sessions Target audiences Channel identification Topic areas

Documentation

Best practices Start small & slow Calendar dashboard Measurement strategies

Implementation

Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed

PLEASE DON’T

#socialmedia

•  Smother with asks •  Ignore stakeholder input •  Make it hard to

participate •  Stray from being unique •  Talk all about yourself

5 THINGS YOU CAN DO TODAY

#socialmedia

① Make a plan ② Watch other orgs ③ Attend trainings &

ask for support ④  Invite

participation ⑤ Support new

ü Social media is as much art as it is science.

ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a

foundation. ü Listen and learn!

#socialmedia

PRINT RESOURCES

#socialmedia

•  Fundraising and the Next Generation

•  The Networked Nonprofit •  Measuring the Networked

Nonprofit •  The Complete Facebook

Guide for Small Nonprofits

•  Twitter Jump Start: The Complete Guide for Small Nonprofits

ONLINE RESOURCES

#socialmedia

•  Nonprofit Technology Network (NTEN) •  Network for Good •  Socialbrite.com •  IdealWare •  Mashable.com •  Alltop Nonprofit •  Beth’s Blog (Kanter) •  4Good •  John Haydon •  frogloop

Emily Davis, MNM Emily Davis Consulting

(720) 515-0581 emily@emilydavisconsulting.com

emilydavisconsulting.com emilydavisconsulting.com/blog

#socialmedia

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