UNO Social Media LabSocial Media for Nonprofit Beginners – 2016• Engagement Measurement & Management

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Follow: @UNOSML & @JeremyHL

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–Why should nonprofits use social media?– How do you audit and plan social media use?– Twitter Analytics– Facebook Insights– Paid, sponsored and promoted posts (SEO)– Instagram, Snapchat, Pinterest, Linkedin &

others– Dashboards, budgets & ROI– Social Network Analysis (SNA) with NodeXL with

Marc Smith, Connected Action, @marc_smith– Facebook Live, augmented reality & mobile

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– “Why should nonprofits use social media?”• Raise awareness about your

organization, event, project or needs• Increase engagement with the

influencers, stakeholders & the community• Improve customer support or client

service• Change behavior: increase attendance,

find volunteers, spark donations, etc.• Other outcomes?

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–Media sharing is not a new idea.

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– Twitter (2009)

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– Golin, Chicago (2012): “The Bridge” was real-time social listening

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– Thought Leadership

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– “How do you audit and plan social media use?”

1. SWOT Analysis: Who? Where? (Channel) What? (Content/Sentiment) When? (Frequency) Why? (Purpose/KPI) Problem Opportunity? (Quesenberry, 2016, pp. 221-222).

2. Create big idea & plan integration from actionable insights (p. 223).

3. Select social media channels – target, content & culture(p. 223).

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– “How do you audit and plan social media use?”4. Integrate non-marketing social activity –

research, crowdsourcing, brand-evangelists, current customer service team (pp. 223-224).

5. Finalize social media plan: a) overview, b) target audience social media use, c) the campaign objectives, d) audit results & insights, e) overall strategy & big idea, f) social channels and rationale, g) write/design sample content, h) identify metrics by channel, and i) articulate an executive summary (p. 224).

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– “How do you audit and plan social media use?”

1. Situation Statement: What? Why?2. Objectives: SMART (Specific, Measureable,

Attainable, Relevant, and Timely)3. Define the Audience: Demographics4. Strategy: How and why will campaign work?5. Tactics: PR, blogs, networks, tagging, photos6. Timeline: Set boundaries7. Budget: Costs (Luttrell,2015, pp. 213-222).

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– Example: Omaha Jitterbugs Social Media Demographics

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– Twitter: Tweetdeck

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– Twitter Analytics

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– Twitter Analytics

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– Facebook Insights

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– Paid, sponsored and promoted posts

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– Instagram, Snapchat, Pinterest, Linkedin & others

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– Dashboards (Hootsuite), budgets & ROI

Case Study #Milk4Kids - Great American Milk Drive

#Milk4Kids Project Goals

•Raise awareness•Stimulate issue engagement•Raise money

Milk4Kids Saturday, February 21, 2015

#Milk4Kids Event

Traditional and Social Media

Twitter Analytics

Impact

Impact of a one day milk drive

• $1,800.00 raised for direct shipment of milk from Baker’s grocery stores in Omaha to Hunger Collaborative food pantries.

• Resulted in 600 gallons of milk delivered directly to Hunger Collaborative food pantries in March and April of 2015.

• The one day event nearly tripled annual dairy donations of 2014.

Sustained Impact of Milk4Kids

• Led to increased donations from milk suppliers to Food Bank for the Heartland

• Directly resulted in increased milk drives including plans for a statewide Great American Milk Drive next year.

• Skutt Catholic, South High School, and Norris Middle School still work together on hunger initiatives and are planning future collective milk drives in collaboration with Midwest Dairy Council.

• Twitter campaigns are now a planned package of Hunger Collaborative student led food drives.

Value Added

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– Social Network Analysis (SNA) with NodeXL with Marc Smith, Connected Action, @marc_smith

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– Facebook Live, augmented reality & mobile

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– Brand ambassadors, fan engagement & authentic social media