Adding Social Media to Your Marketing Plan
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Sponsored by: A Service Of: Adding Social Media to Your Marketing Plan Emily Davis February 6, 2013
description
Around every corner you turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool for developing your organization’s fundraising and marketing strategies. Social media is an entry point and can be used as part of a larger plan to help you achieve your funding goals. Learn from existing success models about how organizations can raise tens of thousands and even millions of dollars through social media. Social media is here to stay. Taking some time to learn more about the multi-channel use of marketing your organization can have a long-term impact on the knowledge about and success of your mission.
Transcript of Adding Social Media to Your Marketing Plan
Sponsored by: A Service
Of:
Adding Social Media to
Your Marketing Plan
Emily Davis
February 6, 2013
Sponsored by: A Service
Of:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
Sponsored by: A Service
Of:
Affordable collaborative data
management in the cloud.
Sponsored by: A Service
Of:
Today’s Speaker
Emily Davis President
EDA Consulting
Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Hosting:
Sam Frank, Synthesis Partnership
ADDING SOCIAL MEDIA TO YOUR
MARKETING PLANS
Emily Davis, MNM
EDA Consulting LLC
February 6, 2013
• Recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
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WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA
WORK?
• A plan linking efforts to programs & mission
• Selected, targeted social media platforms
• Skills & commitment to using social media
• Organizational investment
• Culture that embraces social media
• Willingness to listen, learn, & adapt
• Measurement & eval strategies
• Ability to take small steps to build from
EDA Consulting LLC 2/6/13
CONS TO USING SOCIAL MEDIA
• Loss of control
• Time investment (training,
maintenance )
• New communication structure
• Ideas and opinions that are
shared may change over time
• Getting staff/board investment
in new technology
• Transparency
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TEN TIPS FOR USING SOCIAL MEDIA
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1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL
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Traditionalists
Postal Mail
Phone calls
Boomers
Television
Generation X
Websites
E-newsletters
Millenials (Gen Y)
Social Media
Websites
Mobile
2. SOCIAL MEDIA IS A PLANT
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3. ADDING VALUE
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4. TWO – WAY STREET
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NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal relationships
Committee and board
involvement
PLANNED GIFTS
Personal relationships &
involvement
Could be anyone!
5. PROSPECTING, CULTIVATION
& STEWARDSHIP
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6. THE NEXT GENERATION
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7. IT AIN’T FREE
“Many nonprofits
(particularly the smaller
ones) lack the
resources to
communicate effectively.
The Internet offers the
opportunity to cost-
effectively build a
community of
supporters.”
-ePhilanthropyFoundation.org
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8. NOT EVERYONE “DIGGS” SOCIAL MEDIA
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9. SELLING SOCIAL MEDIA
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10. HAVE A PLAN
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation
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ELEMENTS OF A SOCIAL
MEDIA PLAN
Purpose
Goals & Objectives
Tools & Implementation
Engagement
Insurance
Measurement
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WHY PLAN?
• Map for activities
• Explain why you are
using social media
• Measurement
• Clear guidelines,
expectations
• Other?
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IDENTIFY
PURPOSE(S)
Learn more about social media
Reach a different demographic
Connect more with a current
demographic
Access other research or
resources
Promote
brand/event/idea/product
Communicate
Share your story
Other?
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GOAL AND
OBJECTIVES
Increase website traffic
Sell more product
Share ideas
Learn about resources in
your field
Promote an event or idea
Develop your brand
Test ideas
Other?
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TOOLS AND IMPLEMENTATION
• Blog – How often will you blog?
– What will you blog about?
– Who will blog?
• Twitter – How often will you
tweet?
– What will you tweet about?
– How will you track?
– Who will you follow?
– Who will tweet?
• Facebook – Profile/Group/Page
– Who will manage?
– Facebook Ads?
– Will you link to Twitter? Ping?
• LinkedIn – Group and subgroups?
– Who will you invite to join?
– Who will be admins?
– How often will you post?
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IMPLEMENTATION Who will manage your social
media?
Who will contribute to your
social media?
Board members
Staff members
Volunteers
Stakeholders
Way to tell your organization’s
story
Ask questions
Solicit dialogue
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SOME INSURANCE Keep it simple, but include:
Purpose of the social media tool or online sharing
Who can use the online tools
What is your org’s purpose in using these tools
Examples of information that should be shared
User guidelines
Consequences for violation(s)
Reconfirm commitment to mission
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EVALUATION EXAMPLES
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Are you listed? (Twibes)
Facebook Ads
Feedburner/ Feedblitz
Record/note how many people:
Become a fan/ Join a group
Send links
Recruit other friends
Promote on their profile, blog, website
Cost: Care2 ROI calculator
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There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
Social media is as much art as it is science.
Social media is always evolving – emerging
technology is always changing as is our learning.
Ten Tips to Using Social Media are a foundation
for any social media.
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PLEASE DON’T
• Be inauthentic
• ONLY ask for money
• Speak at your followers
• Ignore stakeholder input
• Make it hard to participate
• Stray or ignore your plan
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UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all around us
in a variety of forms. Networked
Nonprofits strengthen and expand these
networks by building relationships within
them to engage and activate them for
their organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in
their social networks, which is the key to
growing very big quickly and
inexpensively.” (Fine and Kanter, 2010)
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SOCIAL MEDIA EXAMPLES
• Christopher & Dana
Reeve Foundation
• Sierra Club
• Lance Armstrong
Foundation
• Others?
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PRINT RESOURCES
• Fundraising and the Next Generation
• The Networked Nonprofit
• Measuring the Networked Nonprofit
• Mobilizing Youth 2.0
• The Complete Facebook Guide for Small Nonprofits
• Twitter Jump Start: The Complete Guide for Small Nonprofits
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ONLINE RESOURCES
• Socialbrite.com • IdealWare • Mashable.com • Nonprofit Technology Network (NTEN) • Alltop Nonprofit • Beth Kanter: http://beth.typepad.com/ • Social Media Plan Outline:
www.ideaencore.com • www.delicious.com/coloradononprofithelp
desk • A. Fine Blog • frogloop
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THANK YOU!
Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emilydavisconsulting.com
emilydavisconsulting.com/blog
www.Facebook.com/edanpocons
ulting
Twitter: @edaconsulting
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Of:
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