JD Lasica Socialbrite.org jd@socialbrite.org

Begin with a Winning Strategy

The webinar will begin at2 minutes past the hour

5 Powerhouse Steps to Social Media Success for Your Nonprofit

Who is this guy anyway?

• Chief cat herder, Socialbrite.org

• Spoken at the United Nations, Harvard, Stanford, MIT, Cannes Film Fest in Paris, Milan, Chile and Seoul

• Named one of the Top 40 Silicon Valley Influencers, one of the Top 100 Social Media Influencers and one of Top 100 Media Bloggers.

• More than 19,000 followers on Twitter at @jdlasica

What we’ll cover today

Our 5-step program!

1. Create a plan

2. Meaningful metrics

3. Calendars & content

4. Use your community

5. Integrate your efforts

Q&A, summary, hugs, tearful goodbyes

Download your Strategy Toolkit

CHARITY HOW TO

10 FREE METRICS TOOLS

FOR ACTIONABLE ANALYTICS

The Social Page Evaluator by Vitrue

looks at your post quality and the number

of people who have liked your Facebook

Pages. It shows your effectiveness on

Facebook vs. your potential. What makes

this killer is that you can adjust your

earned media value using a slider.

Social Page Evaluator

Download this flyer: http://bit.ly/metricstools Created by Socialbrite.org

Google Analytics

Google Analytics should be the No. 1 metrics

tool in your arsenal. You get super-rich insights

into your website traffic and marketing effec-

tiveness — for free. Create better-targeted ads,

track sales and conversions, measure your site

engagement goals, track Web-enabled phones

and mobile apps and much more.

Feedburner Now owned by Google, Feedburner is the

easiest way to roll your own feed. It’ll tell you

how many people have subscribed to your blog

or site. Dig deeper and you’ll find your Feed

Stats Dashboard, revealing average subscrib-

ers, reach, popular feed items and more. Pro

Plan at $9/month is geared to nonprofits.

TwitalyzerThere are a wealth of Twitter metrics tools, but

the one we like best is Twitalyzer, which works

for any Twitter account and gives you informa-

tion about your impact score (percentile score)

and the type of influencer you are, among other

things.

PostRankPostRank provides detailed information on

Tweets, stumbles, Diggs and FriendFeed all in

one place. It’s suited to blogs and websites

with a lot of content. Under its free plan, you

can Track and compare your sites and your

competition — up to five sites in all — to get

the full picture of your social engagement.

Bet you haven’t heard of SEMRush. Plunk

your blog or website url into the search field

atop the page and SEMRush will show you

the keywords you rank for, what your com-

petitors rank for, what Google AdWords you

might want to buy and more.

SEMRush

Woopra is a Web analytics tool that pro-

vides real-time data about how your users

behave. You can see where a visitor came

from, her location, the actions she per-

forms and where she goes. We prefer

Bronze ($4.95/mo.) over the free version.

Woopra

Klout Klout offers a daily summary of your organiza-

tion’s or team members’ social media influence,

with a ranking that factors in reach and impact

on Twitter (metrics such as retweets, follower

counts, list memberships), Facebook and

LinkedIn. More than 750 partners use Klout

data, including Hootsuite and CoTweet.

EdgeRank Checker

EdgeRank Checker steps you through the

process of determining how effective your

Facebook Page is in reaching your followers.

No download necessary. The higher your

EdgeRank score, the more likely it is to be

visible on a fan's Top News feed.

Facebook Insights

Facebook Insights resembles Google Analyt-

ics in many ways. As a Page admin, your dash-

board gives you access to a trove of data: daily

active users, monthly active users, daily new

likes, daily interactions such as comments,

geographic location of your visitors, external

referrals, internal link traffic and more.

Create an Action Plan

Twin Cities Habitat for HumanityStrategic Social Media Action Plan

1 . B E G I N W I T H A P L A N

Strategy before tactics or toolsMission Goals TacticsWhy What How Org strategy doc Dept. goals &

strategiesDept. game plans& processes

Boil down your cause to a strong single sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Your strategy begins with a phrase

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

Why are we doing this?

What core values drive our organization?

What change would we like to see in the world?

Is there clarity about what organization we’re trying to achieve?

Why should people care?

Do we have an idea worth spreading?

Big picture reality check 5 0 , 0 0 0 - F O O T V I E W

1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Expand your membership4. Reach new constituents or supporters5. Build a community of champions6. Recruit volunteers7. Get people to take real-world actions8. Enhance existing communications programs 9. Involve the community in decision-making10.Advance your organization’s mission in other ways

How can you use social media? B U S I N E S S G O A L S

Before you plunge in ...

1. Social media is a marathon, not a sprint 2. Do you have buy-in from top management? 3. Is social media stuck in your marketing dept. silo?4. Do you have a social media policy or guidelines?5. Have you identified and trained your team members?6. Are you listening to your constituents & community?7. Have you built a program before you turn to a campaign?8. Do you have your Social Media Action Plan in place?

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

7 elements of a Strategic Plan1. 360-degree assessment of

social media capabilities2. Spell out goals3. Identify online community4. Recommendations on tactics

& expanded capabilities5. Proposed use of social tools

& platforms6. Outline a metrics program7. Competitive/peer analysis

(Alexa, Compete, Quantcast)

Funnel of love

ACTION

INSIGHTS

INFORMATION

KPIsWho, how, why

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

Why measure?Internal purposes:• Inform decision-making about your brand or cause

• Testing messages or products before launch

• Market research into constituents, supporters, volunteers

• Data about supporters’ giving habits

External purposes:

charity: water

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

1. Get legislation/policies passed on family-related issues

2. Increase capacity3. Enhance the movement

through increased membership4. Work with partner

organizations5. Garner attention from media

momsrising.org

Moms Rising’s SM goals

Business goals

• Grow email list

• Online visibility, branding

Metrics to measure

# newsletter subscribers

increase in traffic or linkback #s

Map metrics back to goals

avg. # comments/post

mentions or pick-ups in blogs & social networksstick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

• Increase comments on blog

• Increase positive mentions of organization or program

• Have visitors stick around

• Make our content more viral

• Get people to take action

• Get people to attend event

Analytics can tell you which influencers count most

Google Analytics

Why keywords are keySocialbrite articles that turn up #1 on Google

Search your nonprofit site’s url on spyfu.com

Is this happening to you?D O Y O U R A N K O N G O O G L E ?

Start with a Messaging Calendar3 . C A L E N D A R S & C O N T E N T

See Messaging Calendar (part of Toolkit handout)

Turn it into an Events CalendarKey off both internal events & community events

sfgoodwill.org/community/

Map out a weekly or monthly game plan

Create an Editorial Calendar

Make sure big events are supported across your social channels

Plan out your coverage

See Editorial Calendar handout

Conversation follows interesting content

Start creating new content

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

invisiblepeople.tv

Use personal storytelling

Ed Givens, 30 years on Skid Row ... ... and today.

100khomes.org from Common Ground

Stories of hope

Don’t look now but you’re a content creator! Using Animoto

Create lightweight mediaS T O R Y T E L L I N G

Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting!4 . U S E Y O U R C O M M U N I T Y

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

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, Social Mention, Google Analytics.

Generate an Attention Wave

Use social love handles!

• WordPress & its plug-ins• Google Drive, Dropbox• Drupal, Joomla

Free content! Free resources!

Free services!

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

• Socialbrite.org/sharing-center• Creativecommons.org• TechSoup

Free expertise!• BarCamp• PodCamp• WordCamp• Social Media

ClubFree software & platforms!

• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits

The awesome power of free

Creativecommons.org

• Rich source of free commercial & noncommercial images

• Flickr: 220 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses

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

• Don’t just take. Share!

flickr.com/creativecommons

350.org

Involve your supporters

Photo on Flickr by 350.org

Never forget: Your goal is to spur real-world action!

C A S E S T U D Y

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

Is your strategy aligned?thehopeinstitute.us

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

• Create teams of participants.• Knock down the silos.• Get people using the tools. Use

‘reverse mentoring.’• Share monthly metrics reports.• Provide evidence of how social

media moved the needle.• Shine a light on examples of

employees doing social media well — reward best practices.

Phot

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Convert the skeptics

Integrate social into the culture

Use what works!HootSuite Dashboard to manage Twitter, Facebook

Buffer Schedule updates on Twitter, Facebook

Spredfast Manage activity, track account metrics

Social Mention Monitoring, real-time search & alerts

Google Drive Collaborate in the cloud

FB secret group Talk among yourselves in private

Klout, Twitalyzer Find influencers

Eventbrite Grow your event audiences

P R O D U C T I V I T Y T O O L S

Socialbrite Sharing Center

http://socialbrite.org/sharing-center

R E S O U R C E S

• Begin with an Aligned Strategy, not with the tools.

• Measure, measure, measure! Evaluate, iterate, relaunch.

• Create content & tell your stories.

• Use your community — your biggest resource: your supporters!

Key takeaways

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

are heading.

— Lao Tse

Don’t settle for the status quo

JD Lasica, founderSocialbrite: Social media consulting for nonprofitsemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you, let’s talk!

Don’t overlook mobileNew Goodwill Bay Area app

B O N U S : M O B I L E

Text 'jdlasica' to 50500

Create your own at http://contxts.com

Create a mobile calling cardM O B I L E E X E R C I S E

The Cove campaign: Text DOLPHIN to 44144

Start & grow a mobile list

• Calls to action• Alerts• Feedback loop• Reach new constituents

Much more than Text2Give

Text HELPME to 30644

B O N U S : M O B I L E

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

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