Create a Social Media Marketing Plan

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SOCIAL MEDIA MARKETING PLAN Step by Step Solutions for Your Nonprofit Evonne Heyning @Amoration Interactive Producer, TechSoup Global

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How to create a social media marketing plan for nonprofit organizations, steps and questions to consider when starting this process - Evonne Heyning @amoration presenting this for the 501 Nonprofit Tech Club at the Los Angeles Chamber of Commerce, June 2012

Transcript of Create a Social Media Marketing Plan

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SOCIAL MEDIA MARKETING PLANStep by Step Solutions for Your Nonprofit

Evonne Heyning @AmorationInteractive Producer, TechSoup Global

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www.slideshare.net

Evonne Heyning@AMORATION

www.slideshare.net/amoration

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My current “job”: Interactive Producer @TechSoupHost of Nonprofits Live #NPlive, a live talk show with tech experts

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1: GOALS

Campaign or organizational plan?

Mission & Purpose?

What do you want to accomplish?

Measurable Goals

Call to Action Request

Organizational voice and brand

Authority Position?

Getting the Formula Right

Social Media Marketing Planning

Step One:CHART THE COURSE

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Cause, campaign or organizational

plan?

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What do you want to accomplish?

WHY?

Mission

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Social Media Plan: Methods,Options, Outlets

Transmedia Marketing Elements

Video (short)   Documentary Other film/TV  

Streaming Media   Events  Games

Geocaching  Online Ads   

Live Storytelling  Comics   

Entertainment Education Print Media   

Visual Advertising    Websites   

New Channels Twitter  

Facebook  LinkedIn  Google+  

Groups and ListsOther Web Communities

A sample of media channels and places to consider story and campaign integration

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1 Get Strategic on Your Goals

Timelines:

STRATEGY

PROGRAM TIMING

DELEGATION

INVOCATION

COMMUNITY CARE

BEAUTIFUL CLOSING

ANALYSIS & WRAPUP

Know your course, deadlines, and work out a plan step by step

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Measurable Goals Connected to Specific

Call to Action Request

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Who do you want to participate?

 How do they participate?

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CROWDFUNDING?

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Why should we believe you?

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Organizational voice and branding…

What is your Authority Position?

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WHAT IS YOUR STORY?

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The Right Formula = Your Secret Sauce

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Over 75% of brand LIKES come from advertisements….

Are you asking for an endorsement?

What are deeper forms of engagement to offer to your followers?

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Digital Storytelling: Content Production &Distribution

Outreach:Identify newPotential partnersAcross many media Outlets & Channels

What is your story?

Who is telling it?

With what voice?

Who voicesyour social

sites?

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SHARING remains a deeply passionate activity for engaged

audiences to continue conversations

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Try something new?Arts?Try PhotoMashups!

Theatre?Using Video?

Music?TurntableSocialMusicSharing!

Try labs& social sites like HitRECordPinterestQuora

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Hashtags ########Research and find

tags from many communities related to your field

Participate in conversations that help you engage new audiences and strengthen your authority positions

Use tags to organizeInformation and grow diverse conversations

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Open APIs and Shareable Data?

Application Programming Interfaces open Doors to data mashups of valuable information

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THE PERSONAL TOUCH

Resource & Staff impact

Number of hours needed to succeed

HiddenCosts?

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Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web

Most organizations have almost no budget for social media yet some leverage thousands in support

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Timing and Investment Needed

Blogs: 1-4 hours per post

Twitter: 5-30 minutes a day

Facebook: 5-30 minutes a day

LinkedIn: 15-30 minutes, weekly

Listservs: 30 minutes weekly

Other Groups: 30 minutes weekly

Photo Uploads: 15 minutes weekly

Videos: 2-4 hours a week

Curation: 1 hour a week

Total Average Social Media Time:

90 minutes per day

11 hours per week

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Choose where to spend time

Plan for

Facebook

Email

Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site

Video or photo storytelling from your mobile phone

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Timelines:

STRATEGY

PROGRAM TIMING

DELEGATION

INVOKE KICKOFF

COMMUNITY CARE

BEAUTIFUL CLOSING

ANALYSIS & WRAPUP

Look for a time arc that matches your project/org goals

Make sure all deadlines match timelines set by funders and partners

Follow up quickly and track data throughout your campaign progress

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Questions?

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Social Media Marketing withLos Angeles Tech Club

Hosted by Evonne Heyning    @amoration  For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization

http://www.techsoup.org/

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