Presented by: Barb Noad VP and Online Engagement Strategist at Method Works Consulting Developing Your Social Media Strategy
Developing your social media strategy
Aug 20, 2015
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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
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
Source: Social Media Reality Check, CNW Group, April 2009
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
Flickr
Blogs
MySpace
YouTube
Aware of
Used
One-Fifth of Users Produce Content
Source: Social Media Reality Check, CNW Group, April 2009
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
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