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Social Media SuccessWHAT I LEARNED ABOUT
SOCIAL MEDIA FROM A COLD BLOODED TWEETER
Today’s WorkshopStrategy
– Why Use Social Media? (And Why Maybe You Shouldn’t)– What’s Working So We Can Steal It Quickly
Technology– How do we implement all the great ideas we just stole?– Tips for doing it right
Break-out Groups
Close with Collaboration
Leave today knowing what your main goal for social media is and have the confidence to implement it.
Nonprofit Donation Appeal
Call to Congress
Grew Housefile by 3,000 names by offering
safety kit
Source: MDG Blog, mdgadvertising.com
Two Bottom Lines:
1. Impact matters
2. Use social media to grow your housefile
Technology
Source: MDG Blog, mdgadvertising.com
Source: MDG Blog, mdgadvertising.com
Trust Logos “Matter”
Tips for “Doing it Right”
More Tips for “Doing it Right”
Don’t Write About Politics
“Drafting”
Being first doesn’t matter
Write 25 headlines for every post or article
Focus on Facebook, not Twitter (Twitter is fun, but real traffic exists on Facebook)
Only write about what 1,000,000 would care about
Break out Groups
Mapping Worksheet
Business Goal Insights Metrics Actions
Brand Health
SentimentHow people feel about your brandFrequently shared topicsWords & qualities associated with your organization
Sentiment over timeSource of positive, negative, and neutral sentimentsHighest performing terms and topicsTop keywordsTop shared, liked, RT’ed
How to trackCrisis planC-Suite ReportingUse results agency-wide
Marketing (Exposure)Promote your brand and/or programsDeepening existing relationshipsAccess point for new relationships
Top keywordsSharesLikesNew SubscribersGoogle AnalyticsReferrals from social media to website
Include social media in all marketing programsMake adjustments based on social media feedback or KPIs
Feedback & Collaboration
Learn what inspires and motivates your social media audiences.Be transparentEngage in dialogue versus pushing your agenda
Survey responsesLikesCommentsSharesNew Subscribers
Regularly test key topicsUse data and insights collected in overall communication planMeasure supporter social media engagement
CommunityOffer a place for sharing and support among your supporters
New SubscribersPostsCommentsShares and RT’sLikes
Monitor for content (especially medical)Look for trendsPromote participation
AdvocacyMobilization via linksPetitionsShow legislative might
Petition signaturesNew email addressesSharesAdvocacy forms completedClicks to Micro-siteReferrals to coalition
Measure campaign as well as long term efficacy
RevenueNew leadsDonationsEvent registrations
Donation conversionsEvent registrationsNew email addresses collected
Convert to long term supportersRun three to four campaigns a yearReplicate effective campaignsLearn from mistakes
Collaboration
Conclusion: Question & Answers
What I Learned About Social Media From a Cold Blooded Tweeterwww.connectednonprofit.com
303-830-1723 www.facebook.com/connectednonprofit
@ConnectedMandy [email protected]
©ConnectedNonprofit | September, 2012
