Marian city harvest_ june 2012_105

Marian Stier | [email protected] | 917.209.6547

Facilitator: Marian Stier

SOCIAL MEDIA STRATEGY FOR NONPROFIT ORGANIZATIONS

Presented to: City Harvest

Date: June 21, 2012


ABOUT ME

• Social Media Strategy Evaluation and Planning

• Social Media Entrepreneur • Co-founder QWiPS:

adds your spoken voice to the social conversation

• Founder and President WhenYo:pop-up social networks for sharing the buzz and excitement leading up to special events


ABOUT YOU


WHAT WE’LL COVER TODAY

• What

• Why

• How

• Schedule

• Handouts

MOST IMMEDIATELY THINK…

PLATFORM


BUT…

/platform


• Listening• Communicating• Participating• Collaborating

In conversations already happening among people who share your organization’s passions and interests

SOCIAL MEDIA IS


SOCIAL MEDIA IS NOT


THE EARLY DAYS OF BOOKS

http://www.youtube.com/watch?v=pQHX-SjgQvQ


Rule 1:Social media is all about enabling conversationsamong your audience.

RULES OF SOCIAL MEDIA


Rule 2:

Participate in the conversations already happening among people who share your organization’s passions and interests



Rule 3:You can’t control conversations with social media, but you can influence them.



RULES OF SOCIAL MEDIA Rule 4:

When it comes to which social platform to be on, it depends on your goals. Invest in platforms that are tied to your mission, audience and goals.


Know and agree on your organization’s

mission and goals:

REQUIREMENTS FOR SOCIAL MEDIA SUCCESS:


• Advocacy Actions

• Increase Donations

• Event Attendance

• Increase Membership

• Volunteerism


BREAKOUT SESSION #1


BREAK


No one-size-fits-all strategy for social media. No magic bullet.

Step 1: Research: listen, follow and monitor

Step 2: Toe in the Water: create connections by participating

Step 3: Create: your social media plan

Step 4: Implement: your plan and build an online

presence/dialog

4 STEPS TOSUCCESS


Step 1: Research

• get a handle on what conversations are taking place online

• who’s participating

• and the patterns of online behavior in your sector

Listen Follow Monitor

• identify social media sites and blogs in your sector

• monitor what’s being said about your organization, mission and sector

• identify some influencers in your sector to “follow”

• top bloggers

• commentators

4 STEPS TOSUCCESS


Listening Strategies

1. Start by checking out blogs related to your organization’s interests

TIP: visit alltop.com and find blogs under the “nonprofit” listing

TIP: visit Technorati (a search engine for blogs) and do a keyword search to get an an “authority rating” on blogs.

2. Check out sites where people congregate online, like Google Groups, Yahoo Groups, aggregator sites (popurls.com)

4 STEPS TOSUCCESS


Following Strategies

Find and follow people/organizations:

1. Conduct a Twitter search for your keyword or nonprofitand see who you might want to follow

2. Follow people who Tweet about you or your cause

3. Check out WeFollow.com, a user-powered Twitter directory

4 STEPS TOSUCCESS

Monitoring Strategies

1. Set up Google Alerts

• Enter organization’s name, acronym or related keywords

• Google will alert you when any of these appear in online blogs or news feeds

• Track the # of mentions of each key term

• To establish benchmarks for the effectiveness of social media efforts

4 STEPS TOSUCCESS




2. Run a search on Facebook to see:

• Which other nonprofits like you have a presence?• What kind of support are they seeing? (e.g., fans, wall posts, etc.)• What is being discussed?

3. Once you’re following other nonprofits or influencers in your field:

Read their blogs, check out their Facebook pages and Twitter feeds, check out what they’re doing and saying

4 STEPS TOSUCCESS



4. Find your supporters/constituents online

• Ask your supporters and volunteers their preferred social media tools

• How they would like to connect with you online

• Check out non-profit Twitter Chats to see if your constituents are active

4 STEPS TOSUCCESS


Beware of too much monitoringACLU VIDEO OF ORDERING A PIZZA

http://www.youtube.com/watch?v=RNJl9EEcsoE


Step 2: Toe in the Water

Once you’ve spent time listening, following and monitoring you can begin to participate in online conversations. This is an opportunity to:

• build relationships• share• listen• develop your online presence• make a good first impression.

4 STEPS TOSUCCESS


• Comment on the blogs you follow. • Offer feedback or information that adds value to the post.• Offer your website URL or a link to something relevant in your posts

• As you monitor your organization’s online presence, respond to any mentions and “jump in” on conversations to say thanks

4 STEPS TOSUCCESSStep 2: Toe in the Water

Participate

a) Identify the most effective social media channels

• You’ve completed Step 1 (Listening) & Step 2 (Participating).

• You’ve determined who your audience is and where they’re spending time online.

• Now it’s time to pick where you want to have a presence:- don’t pick channels based on size alone. - small channel are often more effective depending on your

goals

Step 3: Create a Social Media Plan

4 STEPS TOSUCCESS


Create a Presence

b) Determine your available resources:

• Be realistic in terms of how you’ll resource. • Social media channels may be free, but to maintain a social media

presence is a time-consuming undertaking.

• Take stock of:- the size and technical experience of staff and/or volunteers- time staff and/or volunteers have available for social media- content available that could be used for social media


4 STEPS TOSUCCESS


How much time will your resource need to accomplish your social media goals? That depends on your objectives and strategies. What to expect?

5 hours/week to start listening10 hours/week to participate10-15 hours/week to generate buzz20+ hours/week to build community(At least) 3-6 months until you see results

TIPS:

Step 4: Implement your Social Media Plan

4 STEPS TOSUCCESS

c) Align your organization’s goals with your specific social media strategy

If this month’s goal is funding raising then stay focused on fund raising


4 STEPS TOSUCCESS

Don’t Just Broadcast:

• Write blog posts that ask questions and engage the reader to comment…be creative• Post questions on Facebook to get information and feedback from constituents• Continue to comment on other blogs to build relationships and your profile• Post videos or slide shows and ask for questions or comments• Respond PROMPTLY to all blog comments, forum questions, tweets, Facebook

questions, etc.

TIPS:

Stay Focused


d) Decide how you’ll measure success

Examples

Objective #1: increase daily website traffic by 10% in 6 months

Measure #1: determine current daily web traffic as benchmark. Start tracking daily hits and backlinks (e.g., through Google Analytics) to gather metrics over 6 month period.


4 STEPS TOSUCCESS


c) Decide how you’ll measure success

Examples

Objective #2: build community and increase awareness of your organization, you might want to set specific goals as to the number of Twitter followers, Facebook friends or group members on Google +.

Measure #2: benchmark current number of supporters on each channel.


4 STEPS TOSUCCESS


Followers:• Blog subscribers• Twitter Followers• Facebook Fans

Engagement:• Mentions• Comments• Facebook Follows or Likes• Retweets• Shares

c) Decide how you’ll measure success.

Views: On a website or blog:

• page views• comments• YouTube video views• Flickr photo views


4 STEPS TOSUCCESS


Measure

Success


Establish Regular Reviews:

• What have you learned?• What has worked well?• What did not seem to have effect (so far)?• What should you change?• Are you moving toward our targets?• What should you adjust activities or targets?

TIPS:


4 STEPS TOSUCCESS



Have you also considered:

• Developing a social media policy to ensure effective brand/ image control?

• Identifying who will be responsible for your social media efforts?

• Identified how much time you can devote to each of your channels?

4 STEPS TOSUCCESS


PENCILS OF PROMISE

• GOAL: Raise funds to build schools in needy areas.

• The founder began in 2008 by backpacking around the world handing out pencils to children in need.

• Today Pencils of Promise has over 160,000 Likes on FaceBook and over 140,000 people follow them on Twitter

CASE HISTORY


CASE HISTORYTHE WATER PROJECT

• The Message: "When water comes…everything changes."

• Mission: Since 2006 The Water Project has been working to quench the thirst of the 1 billion people worldwide who no not have

• access to clean drinking water.

• Social media has allowed them to use their website to explain HOW they do it.

• Facebook, Twitter and Flickr allow constituents to keep up with their project and stories.



You’ve listened, found your constituents online; begun to participate in conversations; create a plan…

Now you’re ready to go!

4 STEPS TOSUCCESS


SUMMARYSocial media is NOT a magic bulletIt will NOT help if you…… have no clear goals… have weak, “me-centric” messaging… have no staff or volunteers to lead the effort… are not consistent and persistent

Getting started with social media takes time and patienceDon’t expect to see results too quickly. Social media experts suggest that you should plan on investing from 3-6 months before you see real results.


BREAKOUT SESSION #2

Marian city harvest_ june 2012_105

Technology

Transcript of Marian city harvest_ june 2012_105