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How to Match Social Media Strategy with Your Organization’s Goals Danielle Brigida National Wildlife Federation #RaganMSFT @starfocus
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Page 1: Incorporating Social Media Into Your Strategy

How to Match Social Media Strategy with Your Organization’s Goals

Danielle Brigida

National Wildlife Federation#RaganMSFT

@starfocus

Page 2: Incorporating Social Media Into Your Strategy

#RaganMSFT@starfocus

Reasons We’re Active on Social

Fire = Criticism

Earth = Relationships

Flood = Support

Page 3: Incorporating Social Media Into Your Strategy

Remember Goals and Objectives

• Research and Learning

• Build Relationships

• Improve Reputation

• Generating Content

• Issue Awareness

• Drive Traffic

• Actions Taken

• Sales/Fundraising

Consider each tool’s capability and combine it with user tendencies.

#RaganMSFT@starfocus

Page 4: Incorporating Social Media Into Your Strategy
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Demographics – Preliminary Research

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Listening with Analytics

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Research Social Media Search Sites

• Blogs– Ice Rocket

– Google Blog Search

– Technorati

• Facebook/Twitter– Search.twitter

– Social Mention

– Mention.net

– Boardreader

– RSS Notifications

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Track Relative News and MentionsFeedly.com

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Notice Content Trends

#RaganMSFT@starfocus

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Tagboard Searches Hashtags

#RaganMSFT@starfocus

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National Wildlife Federation

Forest Justice Campaign

Certified Wildlife Habitat Page

Know Your audiences

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Art of Quality Conversations

• Speak Less- Listen More

• Develop Your Sense of Humor

• Know Your Current Events

• Keep Track of Interesting Experiences

• Be a Bearer of Good Tidings

• Keep Comments Short and To the Point

#RaganMSFT@starfocus

Page 15: Incorporating Social Media Into Your Strategy

Start With Your Community:Know Your Most Active Social Supporters

#RaganMSFT@starfocus

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Manage Social Connections With Lists

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Help Keep Track of Meaningful Interactions

#RaganMSFT@starfocus

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Empower Staff on Social Media to Grow Your Community

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• Comment on posts and mentions

• Track mentions

• Send updates to other staff

• Be willing to be engaged and informed by your audience

Act on What You Find

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5 Ways Linkedin is Better Than a Rolodex

• Public Contacts

• Understand Your Network

• Search for People

• Aggregate Job Updates

• Stay Connected

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Join the Conversation

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Improve Your Reputation from Listening

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Measure the Impact: Collect Qualitative Data

• Set up outreach goals and track their value

• Correct misinformation, Assist with Issues

• Notable mentions and behavior change

• Make note of content created

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Take the Time to Learn the Communities

• Listen All the Time

• Be Responsive

• Add Value

• Spark Discussion

• Be Present

• Follow the Passion

• ProvideVisuals, Messagesand an Action

#RaganMSFT@starfocus

Page 26: Incorporating Social Media Into Your Strategy

Find The Active Users

• Super Influencers are great friends

• Ask them for advice

• Help them and you can learn from it

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Regional and Audience Specific Accounts

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Rules for Social Content

• Would you share it?

• Photo– Cute or impressive

• Add value– Provide the how, why,

news, or what now

• What do you want people to DO?– Click, like, share,

comment, take action

Page 30: Incorporating Social Media Into Your Strategy

Twitter Content

• Be useful

– News, facts, relevance

• Clear & concise

• Valuable content

• Interact

– Listen, RT, reply

• Photos

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Learn from Your Community and Advocates

@klsnature

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Get Members to Collaborate Together

#RaganMSFT@starfocus

Page 33: Incorporating Social Media Into Your Strategy

Combine Online and Offline

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Use Content and Blogging to Give Context to Your Work

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Consider ALL Your Communication Channels

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Bridging Social and Organizational Relationship History

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Experiment with Memes

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Content Pyramid

SM

Blog Posts

News Articles

Features

Evergreen Content

Formal

Informal Right Now

3 years from now

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Expand on existing content

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Success Story: Search Engine Optimization + Content

• Does the Frog Mouthed Turtle Exist?

• 12,600+ Page Views

• #1 Ranking in Google

• 91% of traffic from search

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Page 45: Incorporating Social Media Into Your Strategy

Passionate Supporters Spread the Word

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Carefully Use Social Media Advertising

• Facebook

• Twitter

• Youtube

• Stumbleupon

• Linkedin

• Reddit

• Care2

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Effective Fundraising Isn’t All Online

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Fundraising on Social Media is Often Unreliable

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Bring the FUN to Fundraising

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Consider Crowdfunding –Social Fundraising

*works best when you have dedicated ambassadors

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ExampleNational Wildlife Photo Contest

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Find Communities that Align with Goals

Inspire Americans To Protect Wildlife For Our

Children’s future

PhotographsGetting

OutdoorsWatching for

Wildlife

Instagram

Google+

Facebook

Flickr

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Create Content Intended for Your Audience

#RaganMSFT@starfocus

Page 56: Incorporating Social Media Into Your Strategy

2013 Photo Contest Results

• 3,000 people entered 32,000 photos

• 10,300 were donated

• Users cast 646,000 votes

• Over 150,000 Page viewsfrom Facebook

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Empower Others to Share and Interact

#RaganMSFT@starfocus

Page 58: Incorporating Social Media Into Your Strategy

Think of Where You Can Provide Value

#RaganMSFT@starfocus

Page 59: Incorporating Social Media Into Your Strategy

Well Said.

Page 60: Incorporating Social Media Into Your Strategy

Questions?

Danielle Brigida

Sr. Manager of Social StrategyNational Wildlife Federation

@starfocus

[email protected] N, Flickr