CMUN 352 digital strategy

Social media strategy for your nonprofit

David Kamerer, PhD, APRLoyola University Chicago

Focus on:

Goals of your agencydonations?clicks?visits to web site?email sign ups?other?

Focus on:

Best practice todaySaaSCost savingsModern toolsMeasurement

Digital focus area: Listening

Goal: your NPO will operate with full information about:

Peoples’ opinionsMentionsCompetitorsNPO’s category

Digital focus area: Listening/monitoring

Activity:Google AlertsRSS FeedsNetVibes

Digital focus area: Identity

Activity:Research and recommend

best names for server and digital properties

Whois Searchknowem.com

Digital focus area: The server - content

Activity:Create model contentSite architectureUpdate pagesCreate forms

Digital focus area: The server - analytics

Activity:Install analyticsAnalyze data – create insightsSet goals

http://www.kaushik.net/avinash/2010/11/beginners-guide-web-data-analysis-ten-steps-tips-best-practices.html (steps 1-4, 6)

Digital focus area: Search

Activity:Assess search success

(analytics)Optimize key/top pagesAdwords/scholarship

Digital focus area: Outbound

Activity:Choose/implement online email toolCreate branded templateCreate collector

Digital focus area: Outbound

Activity:Banner adsFacebook adsCoupon sites

Digital focus area: Social media

Activity:Choose/implement tools (Facebook, Twitter, Flickr,

YouTube etc.)Friend acquistition planContent plan

Digital focus area: Social media

Activity:Choose/implement tools (Facebook, Twitter, Flickr,

YouTube etc.)Friend acquistition planContent planEvaluation plan

Digital focus area: Blogs/podcasts

Activity:Choose/implement blog tool on server/off serverSkin/theme blogCreate model content

Digital focus area: Maps/locations

Activity:Register NPO with Google

Places, Yahoo/BingCreate/publish Google MapsClaim locations with

check-in apps

Digital focus area: Donations

Activity:Investigate/choose/implement

donation tools/programsCreate related content