Session 2 outline presentation.final

SOCIAL MEDIA

Next Steps

The Numbers

The numbers still justify your decision to utilize social

media tools

45 million Tweets/day

400 million active users on Facebook (FB)

FB’s new ―like‖ tool expected to prompt 1 billion likes in

24 hours

Platforms gaining popularity

More of your target audiences now are participating

You have signed up – What’s next?

As the numbers continue to rise, the opportunities increase

Expanding numbers, but more focus available, too

As people learn to search

As more geo-location and other tools are offered

BUT…your time doesn’t increase

87% of new Twitter users tweet 3x and quit

Monitoring and updating consistently challenging

No time to post FB updates?

Trouble keeping up?

Take Action – go back to start

1. Listen (again)

2. Plan (more carefully)

3. Engage (more thoughtfully and collaboratively

4. Assess

5. Plan

6. Engage

7. Keep listening

Overview

3 quick case studies today

Integrating tools

Simple solution from a larger CF

Fund raising campaign using social media

Enhancing what you are doing now

More thoughtful planning geared to your goals and

calendar

Orange County Community Foundation

Example of integrating tool use

Case Study 1

Using tools collaboratively

Use tools in a complementary fashion

To source content

e.g., Use Twitter and Google keyword searches to find

content for your Facebook postings

To promote your content

Drive traffic from Twitter to your website and to Facebook

To gain visibility/awareness

An example…

Integrating tool use

1.

2.

Integrating tool use, con’t.

3.

Grant County Community Foundation

Example of fund raising campaign using social media

Case Study 2

Plan first, make it a habit

Avoid feeling overwhelmed

Before you do anything else

Know why you are doing it now – write it down!

What do you hope to accomplish?

Measurement – see @kdpaine

Have a plan moving forward—strategy and tactics

Refer to your core planning docs

Have a calendar

Share the duties

Have fun!

Integrating SM efforts with your

communications plan

If you have a plan, social networking should just complement it

Same key messages

Just more channels, creativity/interaction

If you don’t have a plan, your efforts to be message-focused and audience-focused can help you be more strategic

Following example …

Content - Enhancements

How to Improve YOUR Efforts

Biggest challenges

Content

Consistency

Solve by top-loading your efforts

Brainstorming backup content ahead of time

Store your tweets for delivery later

FutureTweets, su.pr, hootsuite

Make clear personnel assignments/teams

LIVE by your calendar

Who will do it and when?Channel/tool Lead Timing/task Dates due Completed

Facebook Rhonda Post once/week

and monitor

responses

Week 1: Jan 5

Week 2:

done

Twitter Org Jamal Monitor,

Post/respond/

Retweet

Daily – ½ - 1

hour

Twitter CEO Melissa Post/respond/

RT

FourSquare,

Streetmavens

Courtney Add venue only

for awareness

Jan 1 done

Wordpress

blog

Week 2: Courtney

Week 3: Guest

(Courtney leads)

Week 4: Jayson

Bi-weekly/blog

Tweet to promote

blog: Courtney

YouTube Courtney Bi-weekly:

Monitor

subscriptions

Week 1: Jan 6

Week 3: Jan

20

done

Brainstorming Content – begin with key

messages and key wordsWho are we What do

we do

Who do

we fund

Where

are we

located

When are things

happening

What are others

doing (RTs, etc.)

Nonprofit Research

and know

nonprofits

Name

types of

NPOs,

name

communiti

es

local deadlines Grantee news

We will be

here forever

Help

donors

and

charitable

orgs do

good

work

Great

nonprofits;

community

issues

Serve

these

communiti

es

Community events Colleague news-

other CFs

Community news

Seasonal Brainstorming ContentJan Feb Mar April May June

Seasonal,

keywords

New year,

integrity, ―I

resolve,‖

saving

Valentines

Day, Love,

forever,

caring

Spring

cleaning,

thinking of

future,

planning

Volunteer

week,

convener,

joining

forces

Summer’s

coming,

anticipation

, fun

Vacation,

summer

camps,

grantees,

community

Week 1 Some

foundation

history;

history of

Leveraging

other

resources to

maximize

impact $

Week 2

Week 3

Other

Lead

(DONE)

Sample tactics for growth

Follow list of 60 CFs from @melaudette and listen

Begin your own grantees list on Twitter

Let existing constituents know where you are (traditional routes, first)

Give, RT, discuss, give it personality

Make FB posts interesting, fun to read, multi-media (Flip Camera); encourage engagement

Set benchmarks to measure effectiveness and check them; adjust

Team Blogging

You can share the work, as long as it is clear who is

writing

Suggest you have a ―person‖ identified behind the org

Some CFs are posting on Twitter as the person (CEO), most

as the org

If you are a person, i.e., yourself, then people feel more

connected to you; hard to have a convo with an entity

On blogs, many simply identify the poster; gives opportunity

for guest bloggers from outside the org (example: Hetrick)

The Dallas Foundation

Simple solution for a larger community foundation

Case Study 3

The Dallas Foundation

80 years old; 20 with staff

175 M

300 funds

12 staff

Began SM last year

Only Facebook

One person manages—1/2 to one hour/day

At least one post per week

Dallas’s protocols for posts

40% internal news

Staff changes, grants given

40% external news

Dallas events

Check Twitter for philanthropy news

20% interactive

Dallas’s goals and outcomes

Engage new constituents

They can easily be searched on FB

Demonstrate expertise

Posts, e.g., of their collaborative efforts

Manage with a lean staff

They have one appointed person

Team-think posts

Open a digital dialogue with the community

They are tweeting from community events, about board member honors

Managing the work

The Dallas Foundation say they post typically one time per week on Facebook (only—no Twitter)

They determine what they want to post each week at their staff meeting

They monitor daily and respond appropriately

Both Dallas and Victoria talk among themselves to determine appropriate responses to posts

The number of posts should depend on the quality and timeliness of information

Are you receiving interaction?

Give it away

Interact with businesses in your community and

let them know who you are and what you do!

Goodwill. No, I’m not talking about the store.

Write a weekend post about some charity

groups you have been helping. If you tend not

to help charities you probably should hide in a

corner. Champion the NFP’s you are

representing! This will add some indepth

personality to your profile without getting

completely cheesy.

Kyle Lacy, Indianapolis - @kyleplacy

Author, Twitter Marketing for Dummies

@melaudette

Melanie Audette (317) 250-9590

melanieaudette@yahoo.com

Thank you!

Next time??

Bebo

Streetmavens

Statusnet

Brightkite

Shoutem

Tubemogul

foursquare.com

Radar

Tumblr

gowalla.com

Ping.fm

Yammer

Hi5

Posterous

Yelp

Jaiku

present.ly

Youare