Begin with a Winning Strategy - CharityHowTo.com · 2016-02-07 · Begin with a Winning Strategy...
Transcript of Begin with a Winning Strategy - CharityHowTo.com · 2016-02-07 · Begin with a Winning Strategy...
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JD Lasica Socialbrite.org [email protected]
Begin with a Winning Strategy
The webinar will begin at2 minutes past the hour
5 Powerhouse Steps to Social Media Success for Your Nonprofit
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Who is this guy anyway?
• Chief cat herder, Socialbrite.org
• Spoken at the United Nations, Harvard, Stanford, MIT, Cannes Film Fest in Paris, Milan, Chile and Seoul
• Named one of the Top 40 Silicon Valley Influencers, one of the Top 100 Social Media Influencers and one of Top 100 Media Bloggers.
• More than 19,000 followers on Twitter at @jdlasica
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What we’ll cover today
Our 5-step program!
1. Create a plan
2. Meaningful metrics
3. Calendars & content
4. Use your community
5. Integrate your efforts
Q&A, summary, hugs, tearful goodbyes
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Download your Strategy Toolkit
CHARITY HOW TO
10 FREE METRICS TOOLS
FOR ACTIONABLE ANALYTICS
The Social Page Evaluator by Vitrue
looks at your post quality and the number
of people who have liked your Facebook
Pages. It shows your effectiveness on
Facebook vs. your potential. What makes
this killer is that you can adjust your
earned media value using a slider.
Social Page Evaluator
Download this flyer: http://bit.ly/metricstools Created by Socialbrite.org
Google Analytics
Google Analytics should be the No. 1 metrics
tool in your arsenal. You get super-rich insights
into your website traffic and marketing effec-
tiveness — for free. Create better-targeted ads,
track sales and conversions, measure your site
engagement goals, track Web-enabled phones
and mobile apps and much more.
Feedburner Now owned by Google, Feedburner is the
easiest way to roll your own feed. It’ll tell you
how many people have subscribed to your blog
or site. Dig deeper and you’ll find your Feed
Stats Dashboard, revealing average subscrib-
ers, reach, popular feed items and more. Pro
Plan at $9/month is geared to nonprofits.
TwitalyzerThere are a wealth of Twitter metrics tools, but
the one we like best is Twitalyzer, which works
for any Twitter account and gives you informa-
tion about your impact score (percentile score)
and the type of influencer you are, among other
things.
PostRankPostRank provides detailed information on
Tweets, stumbles, Diggs and FriendFeed all in
one place. It’s suited to blogs and websites
with a lot of content. Under its free plan, you
can Track and compare your sites and your
competition — up to five sites in all — to get
the full picture of your social engagement.
Bet you haven’t heard of SEMRush. Plunk
your blog or website url into the search field
atop the page and SEMRush will show you
the keywords you rank for, what your com-
petitors rank for, what Google AdWords you
might want to buy and more.
SEMRush
Woopra is a Web analytics tool that pro-
vides real-time data about how your users
behave. You can see where a visitor came
from, her location, the actions she per-
forms and where she goes. We prefer
Bronze ($4.95/mo.) over the free version.
Woopra
Klout Klout offers a daily summary of your organiza-
tion’s or team members’ social media influence,
with a ranking that factors in reach and impact
on Twitter (metrics such as retweets, follower
counts, list memberships), Facebook and
LinkedIn. More than 750 partners use Klout
data, including Hootsuite and CoTweet.
EdgeRank Checker
EdgeRank Checker steps you through the
process of determining how effective your
Facebook Page is in reaching your followers.
No download necessary. The higher your
EdgeRank score, the more likely it is to be
visible on a fan's Top News feed.
Facebook Insights
Facebook Insights resembles Google Analyt-
ics in many ways. As a Page admin, your dash-
board gives you access to a trove of data: daily
active users, monthly active users, daily new
likes, daily interactions such as comments,
geographic location of your visitors, external
referrals, internal link traffic and more.
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Create an Action Plan
Twin Cities Habitat for HumanityStrategic Social Media Action Plan
1 . B E G I N W I T H A P L A N
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Strategy before tactics or toolsMission Goals TacticsWhy What How Org strategy doc Dept. goals &
strategiesDept. game plans& processes
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Boil down your cause to a strong single sentence
Vittana:Help anyone go to college
Alter Eco:Support fair trade
ActBlue: Elect progressive candidates
DonorsChoose: Support public classrooms in need
Your strategy begins with a phrase
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Before we talk tools, technology or campaigns, do a self-assessment with your team.
Why are we doing this?
What core values drive our organization?
What change would we like to see in the world?
Is there clarity about what organization we’re trying to achieve?
Why should people care?
Do we have an idea worth spreading?
Big picture reality check 5 0 , 0 0 0 - F O O T V I E W
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1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Expand your membership4. Reach new constituents or supporters5. Build a community of champions6. Recruit volunteers7. Get people to take real-world actions8. Enhance existing communications programs 9. Involve the community in decision-making10.Advance your organization’s mission in other ways
How can you use social media? B U S I N E S S G O A L S
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Before you plunge in ...
1. Social media is a marathon, not a sprint 2. Do you have buy-in from top management? 3. Is social media stuck in your marketing dept. silo?4. Do you have a social media policy or guidelines?5. Have you identified and trained your team members?6. Are you listening to your constituents & community?7. Have you built a program before you turn to a campaign?8. Do you have your Social Media Action Plan in place?
L A Y T H E G R O U N D W O R K
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7 elements of a Strategic Plan1. 360-degree assessment of
social media capabilities2. Spell out goals3. Identify online community4. Recommendations on tactics
& expanded capabilities5. Proposed use of social tools
& platforms6. Outline a metrics program7. Competitive/peer analysis
(Alexa, Compete, Quantcast)
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Funnel of love
ACTION
INSIGHTS
INFORMATION
KPIsWho, how, why
2 . M E A N I N G F U L M E T R I C S
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Why measure?Internal purposes:• Inform decision-making about your brand or cause
• Testing messages or products before launch
• Market research into constituents, supporters, volunteers
• Data about supporters’ giving habits
External purposes:
charity: water
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1. Expand and strengthen Bread’s advocacy work for poor and hungry people
2. Expand our membership3. Better communicate with
existing members and target audiences
4. Strengthen our relationships with our members
5. Fulfill our mission to end hunger here and abroad
bread.org
Bread for World’s SM goals
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1. Get legislation/policies passed on family-related issues
2. Increase capacity3. Enhance the movement
through increased membership4. Work with partner
organizations5. Garner attention from media
momsrising.org
Moms Rising’s SM goals
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Business goals
• Grow email list
• Online visibility, branding
Metrics to measure
# newsletter subscribers
increase in traffic or linkback #s
Map metrics back to goals
avg. # comments/post
mentions or pick-ups in blogs & social networksstick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
• Increase comments on blog
• Increase positive mentions of organization or program
• Have visitors stick around
• Make our content more viral
• Get people to take action
• Get people to attend event
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Analytics can tell you which influencers count most
Google Analytics
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Why keywords are keySocialbrite articles that turn up #1 on Google
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Search your nonprofit site’s url on spyfu.com
Is this happening to you?D O Y O U R A N K O N G O O G L E ?
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Start with a Messaging Calendar3 . C A L E N D A R S & C O N T E N T
See Messaging Calendar (part of Toolkit handout)
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Turn it into an Events CalendarKey off both internal events & community events
sfgoodwill.org/community/
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Map out a weekly or monthly game plan
Create an Editorial Calendar
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Make sure big events are supported across your social channels
Plan out your coverage
See Editorial Calendar handout
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Conversation follows interesting content
Start creating new content
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Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
Use personal storytelling
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Ed Givens, 30 years on Skid Row ... ... and today.
100khomes.org from Common Ground
Stories of hope
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Don’t look now but you’re a content creator! Using Animoto
Create lightweight mediaS T O R Y T E L L I N G
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Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts
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Don’t be like this guy!
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting!4 . U S E Y O U R C O M M U N I T Y
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here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a
sword. A community will fall on a sword for you.
— Chris BroganAuthor, “Trust Agents”
Build community, not eyeballs
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Find your champions!
• Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.
• Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.
• Scope out Twitter Lists that intersect with your organization or social cause.
• Useful tools: Klout, Social Mention, Google Analytics.
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Generate an Attention Wave
Use social love handles!
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• WordPress & its plug-ins• Google Drive, Dropbox• Drupal, Joomla
Free content! Free resources!
Free services!
• Free photos • Free videos (eg, TED talks)• Free music & audio
• Socialbrite.org/sharing-center• Creativecommons.org• TechSoup
Free expertise!• BarCamp• PodCamp• WordCamp• Social Media
ClubFree software & platforms!
• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits
The awesome power of free
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Creativecommons.org
• Rich source of free commercial & noncommercial images
• Flickr: 220 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
• Don’t just take. Share!
flickr.com/creativecommons
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350.org
Involve your supporters
Photo on Flickr by 350.org
Never forget: Your goal is to spur real-world action!
C A S E S T U D Y
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Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
Is your strategy aligned?thehopeinstitute.us
5 . I N T E G R A T E Y O U R E F F O R T S
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• Create teams of participants.• Knock down the silos.• Get people using the tools. Use
‘reverse mentoring.’• Share monthly metrics reports.• Provide evidence of how social
media moved the needle.• Shine a light on examples of
employees doing social media well — reward best practices.
Phot
o on
Flic
kr b
y lan
uiop
Convert the skeptics
Integrate social into the culture
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Use what works!HootSuite Dashboard to manage Twitter, Facebook
Buffer Schedule updates on Twitter, Facebook
Spredfast Manage activity, track account metrics
Social Mention Monitoring, real-time search & alerts
Google Drive Collaborate in the cloud
FB secret group Talk among yourselves in private
Klout, Twitalyzer Find influencers
Eventbrite Grow your event audiences
P R O D U C T I V I T Y T O O L S
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Socialbrite Sharing Center
http://socialbrite.org/sharing-center
R E S O U R C E S
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• Begin with an Aligned Strategy, not with the tools.
• Measure, measure, measure! Evaluate, iterate, relaunch.
• Create content & tell your stories.
• Use your community — your biggest resource: your supporters!
Key takeaways
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If you do not change direction, you may end up where you
are heading.
— Lao Tse
Don’t settle for the status quo
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JD Lasica, founderSocialbrite: Social media consulting for nonprofitsemail: [email protected]: @jdlasica @socialbrite
Thank you, let’s talk!
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Don’t overlook mobileNew Goodwill Bay Area app
B O N U S : M O B I L E
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Text 'jdlasica' to 50500
Create your own at http://contxts.com
Create a mobile calling cardM O B I L E E X E R C I S E
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The Cove campaign: Text DOLPHIN to 44144
Start & grow a mobile list
• Calls to action• Alerts• Feedback loop• Reach new constituents
Much more than Text2Give
Text HELPME to 30644
B O N U S : M O B I L E
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