Social Strategy for Non-Profit Organizations
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Transcript of Social Strategy for Non-Profit Organizations
HELLO! • Lifestyle blogger since age 15 • Professional blogger since 2007 • Social Media for AAA since 2009 • Ignite Wilmington 5, Speaker • New Castle County Chamber of Commerce, Speaker &
Panelist • Consultant & speaker for non-profit orgs • Career Path of Corporate Social Strategist, Interviewee • Ronald McDonald House of Delaware, Adviser & Volunteer • New Castle County Chamber of Commerce Social Media
Advisory Group, Member • Forrester report on Social Media Analysis interviewee • Chatterbox • Culture consumer • Internet addict • People person • Volunteer • Nerd
@katidriscoll
•Social Media Club Lead (Community
Manager): Mid Atlantic and South Jersey •Experience with Online Advertising company
in Delaware: Public Relations, Marketing, Social Media Manager •Published works in: SearchEngineLand.com,
PPC Hero, Google Analytics book • ‘Night with the Pros’ Panelist University of
Delaware PRSSA •Social Butterfly •Coffee Addict •Definition of #SocialMediaProblems
@lisaquinn
HELLO AGAIN!
• Strategy: • Defining objectives • Allocating resources • Creating conversations
• Understanding your audience • Developing your content
• Technology • Video • LinkedIn • Geo-Social
• Analytics • Reach • Engagement
• Q&A
SOCIAL MEDIA STRATEGY
OBJECTIVE: Decide which way are you going
Why are you starting?
RESOURCES: How does social media fit?
Do I have enough…
What do you need? Team – Time – TLC
CONVERSATION: It goes both ways
Are you talking to yourself?
Audience
Identify Your AUDIENCE
CONTENT: Where’s the value?
Provide variety to your followers and fans
Best Practice: schedule and frequency
GOAL: Build Meaningful Relationships
Technology
Video- Break from the pack
STAND OUT! Personal, informative, concise message.
QUALITY- Audio , Lighting , Editing
CONTENT – Length, Uniqueness, Value
MARKETING- Social, Website, Research
• 62 million members in the US alone
• 161 million members worldwide
• Over 2 Million companies on LinkedIn
• As of March 31, 2012,
LinkedIn counts executives from all 2011 Fortune 500 companies as members…
• 4.2 billion professionally-oriented searches on the platform in 2011
• As of March 31, 2012, students and recent college graduates are the fastest-growing demographic on LinkedIn
(Source: LinkedIn)
Do a little “Friendraising”
Without being annoying
If you’re only using your personal page to promote your NPO,
you are missing some delicious low-hanging fruit.
USE. YOUR. COMPANY. PAGE.
GEO-SOCIAL
Enhance your event experience with foursquare.
Share your events.
Don’t just create events,
watch them.
Social Media Analytics
How do we extract meaning & value from our numbers?
Math: ur doin it wrong
You need to know more about your network because
they want to know more about your network.
Use your data to guide your decisions &
strengthen your community bonds.
Two simple ways to assess your online communities.
REACH
REACH >> The Forest View
How are people interacting with your content?
Daily Total Reach
Daily Total Reach
Followers + RT & @ Follower Network
Daily Total Reach
Followers + RT & @ Follower Network
Unique Visitors
Daily Total Reach
Followers + RT & @ Follower Network
Unique Visitors
Visitors
Daily Total Reach
Followers + RT & @ Follower Network
Unique Visitors
Visitors
Unique Views
REACH >> The Tree View
Who are these people and what do they want?
ENGAGEMENT
ENGAGEMENT >> The Forest View
How are people interacting with your content?
Daily Page Consumptions Daily Page Engaged Users
Daily Page Consumptions Daily Page Engaged Users
URL clicks
Daily Page Consumptions Daily Page Engaged Users
URL clicks
Engagement
Daily Page Consumptions Daily Page Engaged Users
URL clicks
Engagement
Trackbacks
Daily Page Consumptions Daily Page Engaged Users
URL clicks
Engagement
Trackbacks
Likes, Comments, Shares, Favorites
ENGAGEMENT >> The Tree View
Use negative feedback to help fix your content
Questions?
@katidriscoll on… • TWITTER • LINKEDIN • SLIDESHARE [email protected]
@lisaquinn on… • TWITTER • LINKEDIN [email protected]
IMAGE CREDITS: Ignite W5: http://www.btruono.com/ Chess: http://www.flickr.com/photos/locosphotos/6557225233/ Train Station: http://www.flickr.com/photos/cuttlefish/4387043259/ Cat: http://www.flickr.com/photos/sirmikester/454835782 Puzzle: http://www.flickr.com/photos/bradmontgomery/4363410868 Store front: http://www.flickr.com/photos/mlinksva/6891207528 Frequency: http://www.flickr.com/photos/quinet/7044143025 Building Relationships: http://www.flickr.com/photos/sabrinarivolta/6907918030/ Bike Race: http://www.flickr.com/photos/teamtraveller/3378064211/ IBM Machine: http://www.flickr.com/photos/12567713@N00/2662247465/ Bingo: http://www.flickr.com/photos/danielcornejo/3277535113/ Party: http://www.flickr.com/photos/giesenbauer/4986566185/ Measuring tape: http://www.flickr.com/photos/areta_e/5727742070/ Bad Math: http://www.flickr.com/photos/attercop311/3088780713/ Board: http://www.flickr.com/photos/repvirginiafoxx/4863756538/ Super Glue: http://www.flickr.com/photos/tsaiid/110837043/ Reach: http://www.flickr.com/photos/stuartpilbrow/2887408253/ Engagement: http://www.flickr.com/photos/timoni/452573099/ Friendship: http://www.flickr.com/photos/amandavenner/4939925977/ Seriously, Netflix, give it a rest: http://hyperboleandahalf.blogspot.com/2010/03/stop-it-i-already-have-netflix.html Platform: http://www.flickr.com/photos/andyatzert/6019438175/ Map & compass: http://www.flickr.com/photos/calsidyrose/4925267732/ Forest: http://www.flickr.com/photos/24128734@N06/2295933030/ Tree: http://www.flickr.com/photos/wards/516828716/ There, I fixed it: http://www.flickr.com/photos/herzogbr/2367927558/ Low hanging fruit: http://www.flickr.com/photos/fischler/6181295838/ Binoculars: http://www.flickr.com/photos/compujeramey/5037340040/ Speech Bubbles: http://www.flickr.com/photos/marcwathieu/2945254545/ All platform images courtesy of their respective platforms.