Social Media 201: Advanced Tips & Strategies Susan Chavez #JLAC11
Social Media 201: Advanced Tips and Strategies
Jan 15, 2015
Presentation given at the 2011 Association of Junior Leagues International, Inc. Annual Conference in Philadelphia, PA.
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Transcript
Social Media 201: Advanced Tips & Strategies
Susan Chavez
#JLAC11
Objectives
Today we will learn how to:• capitalize on your existing League projects
and expertise to create engaging content• engage with your network to create a real
online community in support of your League’s mission and projects
• identify tools to manage your social networking efforts
Reassess
• What are your goals?• What are your expectations?• Does your plan need revision? (Have
a plan?)• Examined your website?
Your Website
• Foundation– Home base for information about your League
• All social media profiles lead back to it
• First info source about your League to appear in search engine results
• Does not impose limitations found on social media platforms
Your Website
Questions to ask:• Is it easy to navigate?• Is it easy and compelling to read?
– Content– Fonts & text formats
• Is it regularly updated?• Is it easy to connect to your social media
channels?
Your Website
Should have:• About Us information• Easy access to program descriptions
– Short and sweet descriptions
• Button(s) on homepage linking to FB, Twitter, YouTube and/or blog
• Easy to read fonts, colors, design• Compelling images• Contact Us information
Your Website
Bonus points:• “Donate Now” button• Rating from Charity Navigator or other nonprofit
ratings agency• Testimonials• Links to partner/sponsor sites• E-commerce options for cookbook sales
Your Website
• Leverage website, with project information• Create continuity across platforms
– Basic Stats (i.e. who you are, contact info)– Messaging– Content
Creating Community
• Be open!• Post interesting, well-written content• Don’t forget visuals (when appropriate)• Answer questions• Ask questions/show interest in your
community– Conduct polls/surveys
Creating Community
• Thank and recognize donors• Follow partners & sponsors• Thank and recognize partners & sponsors• Thank your followers• Comment on others’ content• Recommend/forward their content
Creating Community
• Follow nonprofits or organizations with expertise in issues you are working on
• Follow your local community– News organizations– Government – Cultural institutions (i.e. museums)
• Follow sister Leagues!
Developing Content
• Your Junior League in the news– Subscription news service– Google news search– Google alerts
• New focus area announcement– Who, what, when, where, why– News/info related to your focus areas– Press releases
Developing Content
• Events– press releases– event reminders– post-event wrap up (i.e. photos, sponsor thank-you,
fundraising results)
• League history– Interesting historical facts
Questions?
• Use a fan page– Obtain vanity URL– Do not fragment your intended audience
• Utilize appropriate FB applications– Customize content
• Link back to your website• Update: min. – 2x / week, max. – 1-2 times / day • Allow followers to post comments & content
– Monitor comments & respond
• Consider changing landing page
Case Study: AJLI
Case Study: AJLI
Case Study: AJLI
Case Study: AJLI
Case Study: AJLI
Case Study: AJLI
Case Study: AJLI
How it’s done:• Use available, embedded FB applications
– “Links” to link back to AJLI website– “Events” to provide information for upcoming conferences
• Involver applications– Twitter for Pages– YouTube for Pages
• NetworkedBlogs– connected
• FBML application– Reproduce & link to existing content
Case Study: JL of London
Case Study: JL of London
Case Study: JL of London
Case Study: JL of London
Case Study: JL of London
Case Study: JL of London
How it’s done:• Involver applications
– Twitter for Pages– YouTube for Pages
• FBML– Programmes
Questions?
• Try to keep name length short• Post at least 3-5 times a day
– Keep message brief– Limit to key details– Limit adjectives
• Link to multimedia content– Include (and shorten) links
• Ask & thank for retweets
• Follow key people/organizations– (See slide 9: Creating Community)
• Monitor keywords– Variations of your name– Issue-area related keywords
• Use a Twitter management system• Follow JLs
• Use Hashtags– indicates a trending topic, makes search easier
• Designated: #[keyword]
– Use when appropriate• Do not overuse
– Make an effort to use: #FF/#FollowFriday and or #ThankfulThursday
Case Study: AJLI
Case Study: AJLI
How it’s done:• Twitter management tool: HootSuite
– Monitor keywords: • “Junior League”• “#JuniorLeague”
– Monitor comments/questions directed to @JuniorLeague
• Respond and/or provide information
– Track trending topics• use appropriate hashtags
Case Study: AJLI
Case Study: JL of Des Moines
Case Study: JL of Des Moines
How it was done: • 80th Anniversary Twitter campaign
– Developed 80th anniversary hashtag: #JLDM80th
• Historical fact tweets– Campaign began in months leading up to
anniversary celebration
Questions?
Blogging
• Post every 3-4 weeks– Consider commenting on other blog posts– Reproduce content from other sources (with permission &
proper attribution)– Feature guest writer
• Link to new posts on homepage and/or Twitter and/or Facebook– Send multiple tweets about new content
• Consider using Wordpress and/or self-hosting• Use visuals
Case Study: AJLI
Case Study: AJLI
How it’s done:• Consider what’s in the news & what will be in the
news• How does The Junior League fit into the story?• Research• Content development• Review & editing• Photo search & editing• Post
Case Study: JL of Calgary
Case Study: JL of Calgary
How it’s done• Content development
– Newsletter content• Articles written• Newsletter developed• Editorial• Post
Questions?
YouTube
• Create account on YouTube’s nonprofit channel
• Include YouTube player on website & FB page
• Keep it short!– 15 minute maximum video time
• Don’t be afraid of DIY aesthetic
Case Study: AJLI
Case Study: AJLI
• JLTV on www.AJLI.org after site redesign• Video tab on FB page• Content development
– Use existing videos• JL History video• Kids in the Kitchen media highlights reel
– Use of Flip cams for JL member testimonials
Questions?
Measuring ROI
• ROI = Return on Investment
• What does ROI mean for nonprofits? – What does it mean for your Junior League?
Measuring ROI
• Website traffic– Linking back to your website
• Average number of “likes”/ “RTs” / comments
• Increase in inquiries to League HQ• Increased success with media
coverage/placements• Event/fundraiser outcome
Measuring ROI
Measurement methods• Built-in website analytic tool
– Google Analytics
• Facebook fan page analytics• Twitter
– Tweetreach– Twitter Analyzer– Klout
What’s Next?
• Mobilization– Mobile sites
• Browsing on-the-go
– Mobile applications
• Geosocial networking– Location-based services, i.e. Foursquare, Gowalla,
SCVNGR
Questions?
Thank You!
Keep in touch!
Find me at: www.SusanChavez.com
Connect on:______
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