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Basic strategies and tactics for nonprofits getting started with social media
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Effective Social Media Strategiesfor Nonprofits
Presented by John Kenyon
Social Media = conversation
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Social Media
Context
Foundation
Principles
Strategy
Starting
Email + Website Still #1• Effective, engaging website • Websites don’t raise money – campaigns do
WEBSITE
Content | Conversation
Transactions (Donate, Register, etc.)
EMAILUpdates | Calls to Action
Campaigns | Driving Traffic
Foundational Elements
Content | Conversation | Sharing | Driving Traffic
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AddThis / ShareThis
Online Engagement Coordinated Approach
Good Data Management
Fresh Website Content
Regular Email Contact
Tracking What Content is Popular
Online PresenceStrengths
Listening
Responding
Thanking
Having a conversation
Sharing links, resources, content
Social MediaStrengths
How do we coordinate our website, email & social media?
How might we do it differently moving forward?
Reflection
Best-of Web Content, Announcements
Single Subject - Alert, Campaign
Conversational, Friendly, Opinions
ENewsletter
Right Content - Right Channel
Tidbits, Facts, Links are King
Professional Related Content
Overview, Subject/Program, Testimonials
Right Content - Right Channel
Build Relationships with Influencers
Connects With, Helps, Encourages Story Sharing
Leveraging a Networked Effect
How do we support influencers?
How social is our organizational culture?
Reflection
Cycle
Image:
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Find people who are passionate about your cause
Strategic Goals
Grow awareness, Grow Email list
Provide tools
Go where people are & tap into user participation
Drive website traffic
Mobile
Mobile Website Version
Emails Mobile Optimized
Start Collecting
Mobile Numbers
Reflection
How could we adjust our strategies?
What ideas does this generate for me?
Getting Started
Pick a social media project that won’t take much time
Write down successes, challenges
Source: www.slideshare.net/kanter
Ask/listen: What worked? What didn’t?
Watch other nonprofits, copy & remix
Rinse, repeat
Source: www.slideshare.net/kanter
Getting Started
Common Concerns
Loss of control over messages
Dealing with negative comments
Addressing personality vs. organizational voice (trust)
Source: www.slideshare.net/kanter
Reflection
How can we get started/restart?
How can I address concerns?
Review
Email + Website + Social Media Integration
Conversation
Small Experiments
Next Time:
Tracking Activity
Responding to Data
Question & Discussion
Ideas for Experiments
Your Experiences
Organizational Capacity
Tools
Metricswww.davidarmano.com
All Images: Flickr - Creative Commons License
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