SOCIAL MEDIA

CAPACITY BUILDING Step by Step Solutions for Your Nonprofit Organization

Susan Tenby @Suzboop

Online Community & Social Media Director

TechSoup Global

Social Media Conversation in Community

Susan Tenby

Online

Community/Social

Media Director,

TechSoup Global

susan@techsoup.org

@suzboop

Susantenby.com

We are working toward a time when every nonprofit and social benefit

organization on the planet has the technology resources and knowledge

they need to operate at their full potential

TechSoup Global has established an

extensive partner network in 32 countries

Australia

Belgium

Botswana

Brazil

Bulgaria

Canada

Chile

Croatia

France

Germany

Hong Kong

Hungary

India

Ireland

Japan

Kenya

Luxembourg

Macau

Mexico

Netherlands

New Zealand

Poland

Romania

Russia

Slovakia

Slovenia

South Africa

Spain

Taiwan

United

Kingdom

United States

Double-click to enter title

Double-click to enter text Communicating

across social

media channels for

the TechSoup

Global online

networks

Online Community and Social Media Team

CAPACITY BUILDING Begins with creating a map of social engagement

Cause, campaign

or organizational

plan?

Florida

Housing

Campaign or organizational plan?

Mission & Purpose?

What do you want to accomplish?

Measurable Goals

Call to Action Request

Organizational voice and brand Authority Position?

Step One:

CHART THE COURSE:

Determine which

Channels are right for you – and right for

your audiences to receive you

WHY Social

Media? _______________

2- Way Conversation

Keeps you current

Keeps you as Authority

Feedback Loop

Spread word abt you

COMMUNITY

Measurable Goals

Connected to Specific outcomes

Call to Action Request

What do you want to

accomplish?

What is your call to action?

What do you want by having &

monitoring your social media presence?

• Drive traffic to your website?

• Increase your org’s thought

leadership?

• Generate partnerships?

• Donations?

• Buzz?

• Volunteers?

Pick one or two

goals:

Stay Focused!

SOCIAL ESSENTIALS Mission, Goals, Vision for sharing your story

• Minimal Outreach and Community: Facebook & Twitter

• Minimal Listening: Google Alert & Twilert

• Minimal Tracking: Hootsuite & Insights

Social Media

Planning:

Methods,

Options,

Outlets

Storytelling Channels & Elements

Video (short)

Documentary

Other film/TV

Streaming Media

Events

Games

Checkins- Geocaching

Online Ads

Print Media

Visual Advertising

Websites

Twitter

Facebook

LinkedIn

Google+

Groups and Lists

Other Web Communities

A sample of media

channels and places to consider story and campaign integration

The Right Formula = Your Secret Sauce

Managing your internal voices

Listening to your external voices

Who do you

want to participate? How do they participate?

At a minimum...

When setting up your networks, make sure you include the

following:

1) Photo and/or logo

2) Links back to your website

3) Content about you or your organization

DIGITAL STORYTELLING

Social stories shared amongst trusted friends

http://tiny.cc/tsdigs

Organizational voice and

branding…

What is your

Authority Position?

Digital

Storytelling:

Content

Production &

Distribution Outreach:

Identify new

Potential partners

Across many media

Outlets & Channels

What is your story?

Who is telling it?

With what voice?

Find your peeps through

hashtags and Twellow

Don’t Tweet Like CHER.

• Don’t tweet like Cher

• Don’t make up

#uselesshashtags

• Don’t spam via DM

• Don’t call yourself a

rockstar or guru

• Don’t put an emoticon

or exclamation mark

after every tweet

• Don’t be self-referential

in all your tweets

• Track click-thru using

Bit.ly & do what works

ENGINEER

SHARING!

CONVERSATION

Hashtags

#NPtech

Research and find tags from many communities related to your field

Participate in conversations that help you engage new

audiences and strengthen your authority positions

Use tags to organize

Information and grow diverse conversations

Social: What to do & what NOT to do

• DO find a third party listening dashboard tool

that you like such as NetVibes or Google

Reader for RSS/alerts • DO subscribe to Alerts about relevant topics

• Don’t delete or Ignore negative feedback,

address it

• Don’t use your friends and followers for their networks

• DO tag Strategically, redundantly across many

channels

• Don’t only broadcast about your org, share stories & respond

• Don’t be a control freak: guide conversations

• Don’t just expect someone will run your SM

channels, designate someone! • DO track your progress using social analytics

tools that help you track success

Amplify, but speak the right local language

• Don’t use other people’s pages as a platform for your spam

• Don’t Auto Feed your Status updates to Facebook

• Don’t use Selective Tweets

• Do take a little time, show you care

• Do take advantage of features of the channel such as crosstagging to groups, people and places at once with links

• Do find your niche community & stay focused on that topic

LISTENING

A few good

dashboards

Hootsuite Pros:

• Good for listening, include tags, common misspellings, lists/groups

• Allows us to follow multiple streams across many social media sites,

creating specialized campaign and search tabs for various projects, events

and organizations

• Paid version gives downloadable reports for ROI information

Cons:

• Free version won’t allow for multiple accounts or multiple users

CoTweet Pros: FREE

• Schedule & assign Tweets ahead of time PR releases & allows

teams to manage accounts

• CoTweet & Hootsuire allow us to see who responded, when & so

we can figure out how to follow up to each request

Cons: Not as easy to use as a listening interface

Use Delicious to serendipitously search for your peeps

• Look for others using a tag you choose

• Find what else those people bookmarked

• Find other relevant tags

• Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)

• Share your resources via social media

• If you’re listening, you can learn new tags on twitter & search other

networks too

INTEGRATION

Create your own special sauce

• Figure out what your needs are, use a combination of tools

• Don’t forget about mobile tweeting (Tweetdeck for multiple accounts,

channels mobile interface)

• Many mobile clients have pic uploader installed in the app (Peep)

• Figure out a workflow that isn’t confusing to avoid Freudian tweets

• When you don’t have anything to say: Curate, ReTweet, reply to

conversations using hashtags and Share widely

• Think more about RETWEETS & amplification than followers

Social Media Policy?

Don’t bother writing your own. There are

TONS out there!

See:

http://npsocialmedia101.wikispaces.com/

Facebook

http://www.scoop.it/t/social-media-

policies-in-the-work-place

Be Redundant: Amplify

Your Events & Message

• Remember your audience is

in more than one community

• Think about these channels

as communities, speak their

language, use the local

media

• Broadcast your events via

livestreaming & Twitter

• Follow all your events with

wrap-ups & broadcast the

Slideshare link

• Have regular events and be

consistent about how you

share them

• Enlist volunteers to live-tweet

/ blog

SHARING is a deeply passionate

activity for engaged audiences to

continue conversations

+

SHARING is an act of conversion

Curate, Point to others, Save bookmarks & Share

• Don’t ever be afraid of

having nothing to say:

you can always Curate!

• Use Delicious to save

bookmarks and share

them

• Use Scoop.It to help you

find topical, relevant,

reusable content

• Share it and content from

others

• When in doubt, ReTweet

and be generous with

@replies

CROWDFUNDING?

BENCHMARKS & SUCCESS Aim for realistic goals as you grow your social presence

Know your

goals and

communicate

the steps

Timelines:

VISION

STRATEGY

PROGRAM TIMING

DELEGATION

INVOCATION

COMMUNITY CARE

CEREMONIOUS CLOSING

ANALYSIS & WRAPUP

STEP TWO:

STRATEGY

Know your course, deadlines, and work out a plan step by

step

EXAMPLE OF

CAMPAIGN

TIMELINE

• Reminder to promote all this week from TS and personal accounts.

•

• Here’s a trackable bit.ly to use: http://bit.ly/tstext2give

•

• Marketing timeline September 19 Promo blog post synopsis due to Patrick by Michael September 21 Promo blog post due in blog tool by Susan Chavez September 22 By the Cup (9/27) text due by Michael September 26 Content spotlight on homepage goes live Week of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by Michael September 29 By the Cup (10/4) text due by Michael October 3 Targeted outreach and DMs to friendly tweeters and content experts

#Text2Give

tweetchat

Nonprofits rely

on multitasking

teams working

10 hours a week

or more on

posting,

listening,

analysis and

conversation on

the social web

Most

organizations

have almost no

budget for

social media

yet some

leverage

thousands in

support thru

volunteers

Timing and Investment Needed

Blogs: 1-4 hours per post

Twitter: 5-30 minutes a day

Facebook: 5-30 minutes a day

LinkedIn: 15-30 minutes, weekly

Listservs: 30 minutes weekly

Other Groups: 30 minutes weekly

Photo Uploads: 15 minutes weekly

Videos: 2-4 hours a week

Curation: 1 hour a week

Total Average Social Media Time:

90 minutes per day

11 hours per week

3 minutes: Check for Twitter chatter about yr organization

and sub-sector.

2 minutes: Scan Google News and Blogs Alerts for

important articles and mentions.

3 minutes: Filter and flag relevant sector-related

LinkedIn group and Quora questions.

2 minutes: Log in to Facebook to scan your wall and

comments.

If you have 5 extra minutes, chime into a listserv to keep yr

presence there!

MINIMUM Time it will take: 10 minutes a day

Questions?

Contact Me.. Really!

http://susantenby.com/ @suzboop

@techsoup

@npsl

www.techsoup.org

susan@techsoup.org

http://www.slideshare.net/suzboop

http://www.delicious.com/suzboop

http://npsocialmedia101.wikispaces.com/