Social Media Strategy

STRATEGY�social media

Chris Huebner �Nonprofit Branding�

The internet is littered with amazingly awful

examples of failed social media campaigns �

THE NEEDS OF A NONPROFIT

FINANCIAL�ADVOCACY �

Social media can increase the

ability to reach larger audiences �

Social media provides new ways to:�Share, collaborate and mobilize collective action�

(Greenberg  and  MacAulay,  2009)  

(Wang,  Yu  and  Wei,  p.  199,  2012)  

“Social media facilitate education and information because they feature multitudes of friends or peers who act as socialization agents and provide vast product information and evaluations quickly”�

Highly-targeted: Direct messaging to interested individuals �

Word-of-mouth from peers and authenticity in communication from organization increases trust and perceived reliability by stakeholders �

(Henning-­‐Thurau  et  al.,  2004;  Gilpin,  2009)  

ALTRUISM: Social media offers the ability to publicly recognize the action of supporters and volunteers �

The Marketing Funnel AWARENESS�

INTEREST�

EVALUATION  

TRIAL  

ADOPTION  

SOCIAL MEDIA �

THIS FUNNEL�shrinks

AWARENESS�

RESEARCH�

PURCHASE �

AWARENESS�

RESEARCH�

PURCHASE �

(SEARCH) � (DISCOVER) �

AWARENESS�

RESEARCH�

PURCHASE �

(SEARCH) � (DISCOVER) �

(RESEARCH) (ASK OTHERS) � (SEE WHAT OTHERS ARE DOING) �

AWARENESS�

RESEARCH�

PURCHASE �

(SEARCH) � (DISCOVER) �

(RESEARCH) (ASK OTHERS) � (SEE WHAT OTHERS ARE DOING) �

(CO-CREATE) �

(ADVOCATE) �

STRATEGY�

Is a plan for obtaining a goal based on research with the benefit of social media tools.�

Is a plan for obtaining a goal based on research with the benefit of social media tools.�

Is a plan for obtaining a goal based on research with the benefit of social media tools.�

Is a plan for obtaining a goal based on research with the benefit of social media tools.�

Is a plan for obtaining a goal based on research with the benefit of social media tools.�

RESEARCH�

STRATEGY�

ORGANIZATION’S GOAL�

ORGANIZATION’S GOAL�

SPECIFIC �MEASURABLE �ACTIONABLE �REALISTIC �TIMELY �

RESEARCH�

ThinkwithGoogle

Google Trends �

PEW �

Social Listening �

Mindtalk.com

Online Communities �

QUANTCAST�

We use research to gain insight into the barriers and motivations of our target

audience.��

These insights should spark the creative �

STRATEGY�

RESEARCH�

STRATEGY�

BUSINESS GOAL�

“We have become saturated with one-way advertising” �

Mark Pollard, Big Spaceship�

Make it personal, customizable or give the ability to create something new. �

ONE: �

Make it about them�

TWO:�

Spur Debate �THREE:�

Create an incentive �

FOUR:�

NOW WHAT?�

What  media  channels  are  they  using?    

PHASE  1   PHASE  2   PHASE  3  

MEDIA   MEDIA   MEDIA  

Adopted  from  Julian  Cole  hPp://www.slideshare.net/juliancole    

COMMUNICATIONS FRAMEWORK�

WHAT I DID �

RESEARCH�

STRATEGY�

BUSINESS GOAL�

RESEARCH�

STRATEGY�

BUSINESS GOAL�Increase sales by ____ percent �Increase social media engagement by ______ �

Conducted social listening research on Van’s social media platforms �

Leverage the customization and remix culture exhibited by Van’s consumers to create the worlds largest customized Vans collection�

What  media  channels  are  they  using?    

PHASE  1   PHASE  2   PHASE  3  

MEDIA   MEDIA   MEDIA  

Adopted  from  Julian  Cole  hPp://www.slideshare.net/juliancole    

COMMUNICATIONS FRAMEWORK�

THANK YOU! �

THANK YOU! �QUESTIONS? �