Create impact with a powerhouse social strategy

09/16/11 Footer

Create Impact with aPowerhouse Social StrategyPRESENTED BY JD LASICA

Founder, Socialbrite.org | jd@socialbrite.org

1

1

What we’ll cover today1. Lay the groundwork

2. Meaningful metrics

3. Production processes

4. Create content, tell stories

5. Use your community

6. Integrate your efforts

Q&A, summary, hugs, tearful goodbyes

2

2

Flickr photo “relaxation, the maldivian way” by notsogoodphotography

Relax!

http://socialbrite.org/bbcon 3

3

Tweet this preso! Hashtag: #bbconstrategy

Creative Commons photo on Flickrby Prakhar

Today’s hashtag

4

4

Christmas in October!

5

5

Sharing Center

http://socialbrite.org/sharing-center6

R E S O U R C E S

6

Before we talk tools, technology or campaigns, do a self-assessment with your team.

Why are you doing this?

What core values drive your organization?

What change would you like to see in the world?

Is there clarity about what your organization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?

Big picture reality check

7

1 . L A Y T H E G R O U N D W O R K

7

Before you plunge in ...

Do you have a social media policy or guidelines?Do you have a Strategic Plan in place?Have you researched your audiences/community?Have you identified your social media team members and are they properly trained?Do you have buy-in from top management?Have you built an ongoing program before you turn to a campaign?

8

8

Boil down your cause to a strong, single phrase

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Have you defined a theme?

9

9

Create a strategy document

10

10

Elements of Strategic Plan360 assessment of social media capabilities

Spell out goals

Identify online community

Proposed use of social tools & platforms

Recommendations on expanded capabilities

Lay out metrics program

Competitive/peer analysis

11

11

Create a listening post

12

Deeper dive—monitoring: socialbrite.org/bbcon

12

Before you start, measure!

13

2 . M E A N I N G F U L M E T R I C S

13

‘Data is better than gut’Gather, analyze, act

Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY) 14

14

Goals

Grow email list of supporters

Increase comments on blog

Increase website visibility

Increase positive mentions of organization or cause

Have visitors stick around

Make our content more viral

Get people to take action

Get people to attend event

Metrics to measure

# newsletter, RSS subscribers

avg. # comments/post

increase in traffic or linkback #s

mentions in blogs & social networks

stick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

Set goals, map metrics

15

15

1. Expand and strengthen Bread’s advocacy work for poor and hungry people

2. Expand our membership3. Better communicate with

existing members and target audiences

4. Strengthen our relationships with our members

5. Fulfill our mission to end hunger here and abroad

bread.org

Bread for World’s SM goals

16

C A S E S T U D Y

16

Who loves ya, baby? See which Twitter users drive most traffic

Google Analytics

17

17

https://adwords.google.com/o/Targeting/Explorer

Google Keyword tool

18

18

Write down keywords driving traffic & attention

Keep track of key referrers

19

Deeper dive—metrics: socialbrite.org/bbcon

19

Create an Events CalendarKey off both internal events & community events

20

3 . P R O D U C T I O N P R O C E S S E S

20

Facebook ♡s live events

21

21

EdgeRank & News Feed

http://bit.ly/edgerank-checker

Facebook rewards content & conversation, punishes inactivity

22

22

Map out a weekly or monthly game plan

Create an Editorial Calendar

23

23

Lascaux, France, 17,000 years ago

Tap into human condition

24

4 . C R E A T E C O N T E N T , T E L L S T O R I E S

24

Create a content strategy

25

Awareness > Influence > Action > Impact

25

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

Use personal storytelling

26

26

Photofilm/digital storytelling is easy way to do it

Create lightweight media

Room to Read: Winner of TechSoup Storytelling Challenge

27

27

Who will engage supporters?List staffers’ skills

Who’s good at photography?

Video?

Writing?

Facebook or Twitter?

Create a Blog Squad

Open your blog to guest posts, partner with community orgs

Find free content

28

Deeper dive—media: socialbrite.org/bbcon

28

Where will you engage with supporters?

Your blogFacebookTwitter

Community site (WiserEarth)Social hub (Change.org)Contest site

Create a conversation hub

29

29

Make sure your site is conversation-enabled!Use third-party authentication services.

Left: SpokenWord.org with multiple log-in options.

Top: The new Facebook Comments on HowStuffWorks.com.

Enable friction-free conversations

30

30

http://charitywater.org/projects/map/

Make your cause tangible

31

C A S E S T U D Y

31

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor, “Trust Agents”

Build community, not eyeballs

32

5 . U S E Y O U R C O M M U N I T Y

32

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting!

33

33

350.org

Involve your supporterslivestrong.org

34

C A S E S T U D I E S

34

Find your champions!

Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.Scope out Twitter Lists that intersect with your organization or social cause.Useful tools: Klout, SocialMention, Google Analytics.

35

35

Generate an Attention Wave

Use social love handles!

36

36

Greenpeace’s brilliant purchase of Google AdWords

C A S E S T U D Y

Greenpeace & Nestlé

37

Don’t overlook mobileUpcoming Goodwill app

38

97% of subscribers read text message within 4 minutes

38

Is your site mobile-ready?WPtouch Pro for mobile phones, Onswipe for iPad

39

39

WordPress & its plug-insOpen Office, Google docsDrupal, Joomla

Free content! Free resources!

Free services!

Free photos Free videos (eg, TED talks)Free music & audio

Socialbrite.org/sharing-centerCreativecommons.orgTechsoup

Free expertise!BarCampPodCampWordCampSocial Media ClubFree software & platforms!

Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits

Awesome power of free

40

40

• Rich source of free commercial & noncommercial images

• Flickr: 160 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses

• Use them for your blog, website, email or print newsletter, presentations, etc.

• Don’t just take. Share!

160 million free photos

41

flickr.com/creativecommons

41

Be opportunistic: Take advantage of email signups on Facebook

Social media can feed your list

42

6 . I N T E G R A T E Y O U R E F F O R T S

42

Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem

Is your strategy aligned?thehopeinstitute.us

43

43

Pace yourself—don’t stress!Hootsuite

Tweetdeck

Threadsy

Cotweet

Spredfast

Netvibes

http://bit.ly/smdash 44

S O C I A L M E D I A D A S H B O A R D S

44

Google docs

Google groups

Private group on Facebook

Project management (SharePoint, Huddle.net)

Skype

Others?

Collaboration tools

45

45

46

3 key takeways

Begin with an Aligned Strategy, not with the tools.

Measure, measure, measure! Evaluate, iterate, relaunch. Be nimble.

Use your community — your biggest resource: your supporters!

46

If you do not change direction, you may end up where you

are heading.

— Lao Tse

Don’t settle for status quo

47

47

JD Lasica, founderSocialbrite.org email: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you!

http://socialbrite.org/bbcon

48

48