Developing your social media strategy

Presented by: Barb NoadVP and Online Engagement Strategist at

Method Works Consulting

Developing Your Social Media Strategy

Barb NoadVP and Online Engagement Strategist @ Method Works Consulting

Passionate about working with non-profits and

becoming a partner in their success.

@BarbNoad

http://ca.linkedin.com/in/barbnoad

facebook.com/MethodWorks

[email protected]

AGENDADeveloping Your Social Media Strategy

1. Introductions

2. Developing your Social Media Strategy

3. People

4. Objectives

5. Strategies

6. Engagement Pyramid

7. BREAK

8. Workshop

9. Technology

10.Q & A

11.Recommended Reading

12.Wrap Up

Who is currently using Social Media at

their Organization?

The Conversation PrismBy Brian Solis and JESS3

• People

– Who are you targeting?

• Objectives

– What are your goals? What are you trying to achieve?

• Strategies

– How do you want your relationships with your

constituents to change?

• Technology

– What social media tools are you going to use?

The POST Method

Groundswell

People

Past Patients

Friendsand Family

Hospital Staff

Business Leaders

Board Members

VolunteersFoundation Staff

Current Patients

Who are you targeting?

2007 Canada Survey of Giving, Volunteering, and Participating

Why do they donate, volunteer, and participate?

Motivations

• Feeling compassion towards people in need (90%),

• Wanting to help a cause in which they personally believed (86%)

• Wanting to make a contribution to the community (80%)

• having been personally affected or knowing someone personally affected by the cause the organization support (62%).

Barriers

• Could not afford to give larger donation (71%)

• Did not like the way in which requests were made (34%)

• Did not think money would be used efficiently (33%)

Social Media Usage by Age Group

Source: Source: Google Ad Services, April 2010

17%

7%

14%

21%

25%

12%

4%

10%8%

19%

28%

21%

11%

3%3% 4%

16%

28% 28%

17%

4%

36%

8%

12%

16%

20%

6%

2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

12-17 18-24 25-34 35-44 44-54 55-64 65+

Social Media Usage by Age Group

Facebook Twitter LinkedIn MySpace

Social Media Tools are Used Regularly

Source: Social Media Reality Check, CNW Group, April 2009

29%

20%24%

6%

12%

3% 5%

More than once a day

Once a day A few times a week

Once a week A few times a month

Once a month Less often than once a month

At least once a day

49%

Usage is on the Rise Among Users


3%8%

41%

34%

13%

Much less Somewhat less Same Somewhat more Much more

Less - 11%

More - 48%

Facebook and YouTube are

Prominent Among UsersSource: Social Media Reality Check, CNW Group, April 2009

2%

5%

3%

2%

10%

12%

8%

24%

20%

65%

77%

7%

9%

13%

14%

16%

36%

39%

50%

57%

81%

90%

Delicious

Epinions

Digg

Second Life

LinkedIn

Flickr

Twitter

Blogs

MySpace

YouTube

Facebook

Aware of

Used

One-Fifth of Users Produce Content


21%

4%

13%

18%

21%

64%

None of the above

Tell followers where you are and what you're

doing via Twitter

Post pictures on Flickr of some similar service

Produce social media content such as

contributing to or writing a blog

Upload videos to YouTube or a similar

service

Update status or talk to friends via Facebook

Users Access Social Media for Personal

More than Professional LifeSource: Social Media Reality Check, CNW Group, April 2009

16%

31%

41%

45%

47%

54%

77%

Meeting new people

Researching products/service

s

Sharing information

News and information

Topics of personal interest

Entertainment

Keeping in touch

40%

22%

25%

25%

26%

26%

31%

None of the above

Career-related topics of interest

Sharing information

Keeping in touch with colleagues

Networking

Researching products/services

News and information

Personal Life Professional Life

ObjectivesWhat are your goals?

What are you trying to achieve?

Become more efficient using online tools

Integration of marketing channels.

Extend market reach and awareness.

Increase engagement level with target audiences online.

Increase donation revenues, number of donors, and donor value.

StrategiesHow do you want your relationships with your

constituents to change?

• Keep current supporters engaged and steward relationship online.

• Obtain new supporters.

• Continue to tell your story online. Inspire conversations.

• Create buzz around an offline event: before, during, after.

• Recruit Volunteers.

• Identify and build relationships with your biggest supporters and influencers.

ROI: What are your

KPIs?

• For measurement to be effective, it has to align directly with the measurable objectives and strategies you’ve set. – S - specific, significant, stretching

– M - measurable, meaningful, motivational

– A - agreed upon, attainable, achievable, acceptable, action-oriented

– R - realistic, relevant, reasonable, rewarding, results-oriented

– T - time-based, timely, tangible, trackable

The Engagement PyramidAltimeter Group

Curating

Producing

Commenting

Sharing

Watching

Watching

Curating

Producing

Commenting

Sharing

Watching

• What?:Consume content for example visit social networking sites, read blogs/tweets, watch videos, listen to podcasts

• Why?: Seeking social-created content to help with making decisions, learning from peers, or entertainment

Watching

Watching

Sharing

Curating

Producing

Commenting

Sharing

Watching

• What?:

Update status on social sites or twitter,

upload/forward photos, videos, articles,

etc.

• Why?:

Want to share the information they have

with peers, both to support others, and

demonstrate knowledge

Sharing

Sharing

Sharing

Commenting

Curating

Producing

Commenting

Sharing

Watching

• What?:

Respond to others’ content, for e.g.

commenting on YouTube, Facebook, or

replying (@reply ) on Twitter

• Why?:

Actively participate, support, or contribute

ideas/opinions

Commenting

CommentingFacebook commenting

and “Likes” simplified how

users can respond to

other people’s content.

Commenting

Producing

Curating

Producing

Commenting

Sharing

Watching

• What?:

Create and publish their own content in

support of an organization or cause.

• Why?:

Want to tell their own story, be heard, be

recognized

Producing

Producing

33

VP and Online Engagement Strategist @

Method Works Consulting

Producing

34

Producing

35

Curating

Curating

Producing

Commenting

Sharing

Watching

• What?:

Organize online fundraising events or

moderate online communities such as

Facebook fan pages or discussion boards

• Why?:

Invested in the success of a organization,

cause, or community. Want to give back,

or be recognized

Curating

Twestival is the

largest global

grassroots social

media fundraising

initiative to date,

raising over $1.2

million within 14

months for 137

nonprofits. All local

events are

organized 100% by

volunteers and

100% of all ticket

sales and

donations go direct

to projects.

Curating

39

Curating

BREAK TIME!!

Your own sub headlineTemplates

Bow River Historical Society Workshop

The Bow River Historical Society is a fictional organization

created by Method Works Consulting for the illustration

purposes only.

Bow River Historical Society Workshop

Current Strengths

• Strong relationships with local schools, teachers, and libraries as they have a robust education program that remains in high demand.

• Lecture series, launched two years ago, has proven to be very popular amongst their membership.

Current Weaknesses

• As the city has grown the BRHS has experienced a slow decline of the awareness level of their organization within the community.

• Membership and volunteer base is maturing and overall numbers have dwindling over the years.

• Funding from the provincial government has also declined. This can be attributed to less funds being available and an increase in competition for these dollars.

Bow River Historical Society PEOPLE

Students

Local

Businesses

Parents

Teachers

Volunteers

Researchers

Members

Bow River Historical Society OBJECTIVES

Increase awareness of the BRHS within the surrounding community

Increase engagement level with constituents online

Expand on the success of the lecture series.

Recruit Volunteers

Increase membership

FacebookCreate a landing page for new fanbase

FacebookYour Wall

FacebookOpen it up for discussions

FacebookIntegrate your other channels

FacebookOpen it up for user generated content

FacebookInclude a Call to Action

FacebookPromote Events

FacebookPlaces

TwitterCreate a custom background

• Create a custom

Twitter background

that reflects your

organization's

mission and brand.

• Include some

basic contact

information phone,

website url, and

other social media

site urls.

YouTube Channel YouTube Non-Profit Program

http://www.youtube.com/nonprofits?info_lang=ca

Flickr Free Pro Version for Non-Profit Organizations

http://www.flickr.com/good/

MySpace

Don’t Forget to Promote on your Website

Recommended Reading

1. Groundswell by Charlene Li and Josh Bernoff

2. The Networked Non Profit by Beth Kanter and Allison H. Fine

3. UnMarketing by Scott Stratten

Questions?

Thank You!

If you think of a questions minutes after

leaving the event,

just send me a tweet @BarbNoad

or an email

[email protected]