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Brief session prepared for the planning retreat of the Salvation Army, Texas Division. This session addressed best practices for integrated communication and a strategic planning session around social media.
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Multi-ChannelCommunications
Pursuant Matrix
2
Names(Data Acquisition)
First Gift(Donor
Acquisition)
Second Gift & Beyond(Retention)
Reactivation(Lapsed Donors)
Upgrade Cultivation Stewardship
Direct Mail
Telephone
Web
Social Media
Mobile
Face to face
Volunteers
Events
Other
Current Communication Strategy
Ideal Communication Strategy
Cultivation
RetentionRecognition(stewardship)
DataCapture
5
Acquisition(donor)
Cultivation
RetentionRecognition(stewardship)
Observation
DataCapture
6
Acquisition(donor)
Case Study• Pursuant Client in higher education• Telemarketing channel consistently showed the highest ROI• Used PURL postcard to direct potential donors to a microsite with video
message – no ask• Provided client with data about who had opened and viewed the main
video• Client used data to prioritize who was called
Case Study
30% lift from previous year telemarketing
Case Study
• Strategic One and Convio collaborated for the study
• Analysis was done for the SPCA of Texas• Compared donor value, average gift and
retention rates across online and offline donation channels
Case StudyKey Findings:• Long Term Donor Value - Dual-Channel donors and Offline Only w/eCRM
donors demonstrated the first and second highest long-term donor value.• Active Donor Retention - Dual-Channel donors demonstrated the highest
retention rate, followed by Offline Only w/eCRM• Lifetime Donor Value - Offline Only w/ eCRM donors gave more than
twice as much (means of $694 vs. $314) as did those who did not receive electronic communication. The Dual-Channel donors had higher lifetime values still ($877). Dual-Channel donors gave as much through offline sources as offline only donors, indicating that the online channel does not cannibalize revenue from direct mail.
So What…
• Concentrate on integrating your current communications and fundraising channels
• Use observation of activity or response in one channel to inform efforts in other channels
• Consistent Message in all channels
Best Practices for Direct ResponseSegment your data by:
Recency Frequency Monetary
Best Practices for Direct Response
Demonstrate ROI through specific dollar handles in appeals and with success stories in cultivation pieces
Return on Investment
Best Practices for Direct Response• Strong urgency increases response• Personal stories increase response• Multiplying the value of each gift increases
response• Compelling photos/videos increase response
Pursuant Matrix
15
Names(Data Acquisition)
First Gift(Donor
Acquisition)
Second Gift & Beyond(Retention)
Reactivation(Lapsed Donors)
Upgrade Cultivation Stewardship
Direct Mail
Telephone
Web
Social Media
Mobile
Face to face
Volunteers
Events
Other
Social MediaOverview and
Strategic Planning
Developed by Mikey Ames I Strategic Consultant I Pursuant Group
@mikeyames I techhermit.blogspot.com@pursuant I www.pursuantgroup.com
Social Media is…
not really
You Can’t Leverage Social Media!
Until “Donor Loyalty” is defined as you being loyal to your donors – the Salvation Army will not use social media in it’s most impactful way.
Social Media really is a large, emerging conversation that is…
powered by…
A Helpful Metaphor
The world’s largest outdoor cocktail party
Approach #1
Approach #2
annoying, impersonal,forces permission
natural, human, authentic, requests permission
http://images.dailyradar.com/media/uploads/ballhype/story_large/2009/03/12/nfl_logo.jpg
Differences in Tactics
BROADCASTFront Office in Control
One Way / Delivering a Message
Repeating the Message
Focused on the Brand
Educating
Front Office Creates Content
SOCIAL MEDIAFans in Control
Two way / Being Part of a Conversation
Adapting the Message
Focused on the Fans / Adding Value
Influencing, Involving
User Created Content / Co-creation
Source: Slide 10 from "What's Next In Media?" by Neil Perkin
Thinking Things Through
ObjectivesAudience Constraints
Strategy
Tactics
Audience Description - 40-50 year old, upper-middle class female
Primary Objective - Cultivation, Constituent Engagement
Secondary Objective - Constituent Relations
Known Constraints-
# of staff admins? 1 Daily Time Allotment? 30 min Budget? $0 Existing SM Policies? No policy manual
Summary of Strategy -
1/12th - News Outlet 11/12th - Cultivation and engagementContent discovery and republication, focusing on constituent-centric engagement strategy that attempts to maintain an 12 to 1 ratio of updates that focus on friending and following.Daily effort to friend/follow/engage
Social Media Basic Strategic Engagement Plan
Audience, Objectives, Constraints and Strategy
Ask Age? Gender? Geography? Socioeconomics?Profile the online behavior of your constituents
Forrester’s Consumer Profile Tool
Choose a single, measurable objective that
is most important. If secondary objective must
be met, it remains 2nd.
An overall strategy must be informed by your
audience, objectives and constraints.
Strategies are different than tactics.
Initial Strategic Planning Considerations and Questions
Social Media Basic Strategic Engagement Plan
General Tactical Notes-Google Reader
Google Reader-keywords *org name *programs and events *CEO or other notable staff names*peer organization names*URLs of site and blog *industry terms related to mission*Subscribe to key bloggers in your space AVOID GENERAL TERMS.
Find New Blogs:Technorati.com
Alltop.comIcerocket.com
Social Media Basic Strategic Engagement Plan
General Tactical Notes-Twitter
Reveal More in Bio• One sentence dedicated to overall mission
• One sentence to explain purpose of twitter presence• One sentence to show authenticity of who is behind it
For instance… “We are dedicated to the welfare of orphans. Using
twitter to connect with others who care. You’ll meet a few of us here, but mainly it’s @mikeyames”
Best Practices• Background photo should be as constituent centric as possible
• Actively seek to reply and retweet others• Include home page link in the bio
*Follow back all real people *Block spammers and marketers
Find and follow• Individuals who tweet about mission • Like minded organizations /peers
• Corporate relations/partners
Don’t follow 200 more than who is following you until you reach about 1000
followers
Place personal Twitter handle in “Name Field”
Social Media Basic Strategic Engagement Plan
General Tactical Notes-Gmail
Gmail account to administrate should be friendly moniker like
“iheartmission@gmail“
Load email contacts for future friend finding opportunities
(gmail has 10k contact limit so be prepared to setup more than one account)
Annually, refresh these contact lists with a new export from your data.
Monthly, rotate these through your profiles to find new friends to follow
Social Media Basic Strategic Engagement Plan
General Tactical Notes-Facebook Profile and Pages In facebook, your personal profile is
the way for you to make initial connections and it gives you the
chance to invite friends to fan pages. Privacy is customizable, but
be willing to be open with most.(Being aware you are on public display is a good
governor when absent a social media policy)
Tutorial to create a custom welcome page for your facebook fan page
Social Media Basic Strategic Engagement Plan
General Tactical Notes-YouTube Incorporate Branding
Bio Should Include…• Fan-friendly welcome
• Links to your sites• Full profile of information
Open CommentsFear of negative comments shouldn’t limit you from positive connections
“Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.
Social Media Basic Strategic Engagement Plan
General Tactical Notes-Update Scheduler - Hootsuite
Top Efficiency TacticUsed to schedule updates to
multiple locations
Feedback and StatisticsMeasure effectiveness through
easy reports
Social Media Basic Strategic Engagement Plan
General Tactical Notes-Blogs and Comments
Use comment management service like Disqus.com
Commenting on other blog posts *What did they say well? *Answer Questions *Relay what others say *Ask “what if ?” *Review history and project future
Top Priority TacticComment early and often on other blog posts that mention your team.
Social Media Basic Strategic Engagement Plan
Schematic Workflow
Visualize Your
Workflow
Social Media Basic Strategic Engagement Plan
Tactical MatrixTACTICAL MATRIX - Infrastructure Tactics Listening
TacticsContent
TacticsFriend/Follow
Tactics Engagement Tactics
Overall
SET UP – YouTube channel SET UP - Hootsuite.com SET UP - Gmail account for admin/signups SET UP – Disqus - Comment moderation efficiency
SET UP - GoogleReader - Read/Scan Alert feeds - 10 Minutes M,R
Others Found Content scheduled for daily publish thru Hootsuite - 8 Minutes M,R Cross Promote in specific channels with other channels on rotating basis 3 Minutes W
Find and follow (in FB/Tw) constiuents, using gmail contact list - 10 Minutes every other F
Blog Specific
SET UP - WordPress to HootsuiteSET UP – Add “comments with #” link to front page entries, Add “Blog” nav to homepagesSET UP - WordPress to Disqus
Technorati.com keyword search, blogs fed to Google Reader - 5 Minutes T
Existing Internal Strategy Google alert and Technorati.com discovered blogs fed to Google Reader - 3 Minutes T
Comment on others discovered blog posts- 15 Minutes T
Facebook (Profile)
Specific
Scan recent newsfeed for mission oriented content being shared 3 Minutes F
Reshare any discovered content (attributing it to the friend who you discovered it from) with facebook @reply 2 Minutes F
Scan friend requests and approve all real people, block spammers, ignore others- 1 Minute daily
Engage informally with full awareness of your blended online persona- Unscheduled Daily
Facebook (Pages)
Specific
SET UP - Hootsuite to Northwoods League fan page
Scanning read of wall and discussion board comments- 2 Minutes Daily
Invite recent Profile friends to fan pages, with status update rotate biweekly invite to various fanpages - 5 Minutes every other F
Reply to any comments, questions or discussions- 2 Minutes Daily
Twitter Specific
SET UP - Hootsuite to Northwoods League twitter SET UP - Keyword searches in Hootsuite
SET UP - Keyword searches to Google Reader - Scanning read @replies or Direct messages- 2 Minutes Daily
Scan followers and follow back all real people, block spammers, ignore others- 1 Minute daily
Reply to any @Reply or DM- 2 Minutes Daily RT content, @reply user (and follow user) from keyword hootsuite searches 5 Minutes M,R
YouTube SpecificSET UP - Establish standing request for native video from all internal sources SET UP - YouTube to Hootsuite
Monitor comments on uploaded videos- 5 Minutes W
Upload native videos with full description and tags - 10 Minutes W
Youtube.com keyword search and subscribe to mission oriented content providers- 5 Minutes W
Make Tactical Decisions While Making Time
Estimates
Social Media Basic Strategic Engagement Plan
Daily Tasks and TimeMonday Tuesday Wednesday Thursday Friday
Google Reader
Read/Scan -10 add feeds - 3 comment on blogs - 15
Read/Scan -10
HootsuiteSchedule Updates -8 RT and Follow - 5
Schedule Updates -8 RT and Follow - 5
Facebook Profile
accept friends - 1 accept friends - 1 accept friends - 1 accept friends - 1 friend using gmail – 10 every other weekscan newsfeed/ reshare - 2 accept friends - 1
Facebook Fan Page
read/reply to comments - 4
read/reply to comments - 4
read/reply to comments - 4
read/reply to comments - 4
read/reply comments - 4 invite friends to fan - 5 every other fri
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
friend using gmail – 10 every other weekReply to @ & DM - 4 Follow back -1
YouTube Monitor comments - 5
Upload vids - 10 search/subscribe - 5
Technorati search for feeds - 5
Overview cross promote - 3
33 33 33 33 28
Turn Tactics and Time Into Daily Task Lists
Social Media Basic Strategic Engagement PlanTask Order - Tool Tutorials
gmail.com - may need more than one- sign up with name equivalent of “[email protected]”- also get iheartmission2, iheartmission3- load contact list from csv file (limit to 10,000 contacts per email account)
hootsuite.com - signup with primary gmail account- connect personal twitter, team twitter, facebook fan pages,
facebook personal profile- feed YouTube RSS to Hootsuite on RSS/Atom tab http://gdata.youtube.com/feeds/api/users/username/uploads
-set keyword search columns- video tutorial – Setting up a hootsuite account
-video tutorial – Hootsuite has a $1.99 iphone app
Google.com/reader - signup with primary gmail account- import known blog RSS feeds and keyword alert feeds- video tutorial – Using Google Reader
Do The Setup Tasks
Social Media Basic Strategic Engagement PlanTask Order - Tool Tutorials
youtube.com - signup with primary gmail account-setup organization’s YouTube channel with matching username
disqus.com - signup with primary gmail account-setup disqus profile and replace blog comment system
Discover New Bloggersalltop.com - become familiartechnorati.com - become familiaricerocket.com - become familiar
User Names - bring usernames into alignment - http://namechk.com/
Do The Setup Tasks
Social Media Basic Strategic Engagement Plan
Tactical MatrixTACTICAL MATRIX - Infrastructure Tactics Listening
TacticsContent
TacticsFriend/Follow
Tactics Engagement Tactics
Overall
Blog Specific
Facebook (Profile)
Specific
Facebook (Pages)
Specific
Twitter Specific
YouTube Specific
This work is licensed under a Creative Commons Attribution 3.0US license by Michael Ames, please use and adapt, just give credit.
Social Media Basic Strategic Engagement Plan
Daily Tasks and TimeMonday Tuesday Wednesday Thursday Friday
Google Reader
Hootsuite
Facebook Profile
Facebook Fan Page
YouTube
Technorati
Overview
This work is licensed under a Creative Commons Attribution 3.0US license by Michael Ames, please use and adapt, just give credit.
Would you like someone to walk you through this exercise?Contact Mikey Ames at [email protected]
