Telling Your Story through

Social MediaMarcus Goodyear

Senior Editor, The High Calling

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Overview• The challenge of online community• How to structure your team• Case Studies: email and Facebook• Facebook specific tips

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The problem is simple:

TOOMUCHNOISE

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COMMUNITY ORGANIZES CHAOS INTO MEANING.

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What is community?

Local community Community theater

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“Community and collaboration are no longer defined by physical proximity but by common interests.”--Brian Solis

http://www.socialmediarelease.org/2006/11/02/elements-of-the-social-media- release/

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What is community?

comitatus communion

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Real community. Real community?

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• Eye contact• Relevant conversation• Active listening techniques

How do we listen in meat space?

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“…leaving a trail of network-related activity signals to those within and outside of the network that the community is alive...”

Scearce, Diana et al. “Working Wikily 2.0.” March 2009. www.monitorinstitute.com.

Working Wikily

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“Simple gestures matter. Saying a few words back to everyone you can touch in a given hour… visit other people’s sites… Give as much as you can to your loyal community.

Brogan, Chris. Trust Agents. Wiley. 2009.

Trust Agents (2009)

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“Social media is human capital intensive, salaries are the bulk of spending.”

“The Interactive Marketing Metrics You Need.” www.omniture.com

www.omniture.com

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Engage other sites– Leave comments on their articles– Link to and feature them on your site– Share their articles/posts on Facebook, Twitter, etc.– Tag friends and pages on Facebook, Twitter, etc.

Respond to comments– On your site– On other sites– Via email– On Facebook

Spend time engaging at least 1x /weekEmpower volunteers to engage on your behalf

Listening so the network hears

How to Structure a Volunteer Team

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Senior Editor• Managing Editor– Content Team (8)– Photography Team (2)– Engagement Team (8)

Web Coordinator• Development Team (3)• Technical Assistance (1)

Editorial Director

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A few notes

• Money accelerates growth because it can produce energy and enthusiasm.

• This isn’t a formula. • Know your community. Find them online,

listen to them, and meet their needs.• When your selfish goals overlap with the

selfish goals of your community, you will have an opportunity for real growth.

Case Study: Email Campaigns

Trying to turn email newsletter subscribers into new donors.

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Email Stream to Reach out to Email

Subscribers:

1) Opening letter2) Three offers with links3) Closing signature and picture4) Additional link opportunities

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Give Page Provided a Landing Page for Social

Media Subscribers

1) Opening letter2) Three offers with links3) Testimonials 4) Additional link opportunities

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Give Page for accepting actual

donations:

1) Opportunities match offers2) Opportunity to give other3) Donor information4) Comments

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Don’t forget to Thank Your

Donors!

1) Tell them how much you raised.

2) Share the positive comments you received.

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The Results• $5000 Spring matching gift• $11,253 from Spring donors• $27,752 total donations in 2011• $103 average donation• 201 new donors

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Email Campaign Summary

• Three specific offers• Time sensitive element to campaign• Complete the following elements:

1.Email Stream (4 emails) for email subscribers

2.Landing Page for social media donors

3.Give Page that matches the offers

4.Personal Thank You page recording

5.Community Thank You page after campaign

CASE STUDY: Facebook Growth

Turning a Facebook Page into an alternative to email subscriptions.

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Idealware Survey* of 505 Nonprofits

• 40% success converting Facebook fans into donors or volunteers

• 70% significantly increased traffic to their sites.

• 66% increased advocacy (eg. signing petition).• 80% experienced deeper community and felt

that Facebook enhanced their relationships to existing constituents.

*Feb 2011

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“Give people a reason to talk about your stuff and make it easier for that conversation to take place.”

From Word of Mouth Marketing by Andy Sernovitz

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Lifetime Likes: 29,392

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Post Feedback: 2,229

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Monthly Active Users: 21,047

2010 20110

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Visits

2010 20112:09

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Traffic to The High Calling

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How did we do this?

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How did we do this?

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Remember

• You may only have 500 fans, but you have access to 95,000 friends of 500 fans (if your fans have the average number of 190 friends*).

• 31,002 fans of The High Calling have 12.4 million friends.

• 722 fans of Playhouse have 182,000 friends.

*Source: Anatomy of Facebook

Elements of Facebook Engagement

How to share stories that people want to share without treating them

like your minions.

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Facebook

• Enlist 3-5 Social Media volunteers• Create an editorial guide• Set up blog and post consistently• Create stories for others to share via FB• Create 2-3 community post styles• Create a branded wall image• Create a welcome tab• Have specific goals and track key metrics

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Get more comments on FB

1. Keep it short (less than 100 characters)2. Keep it simple (ask questions with one word answers,

yes/no, true/false, fill in the blank, or multiple choice).3. Ask timely questions: Will you be watching the political

debate tonight?4. Ask edgy questions: Do you live near a Nuclear Power Plant?5. Post photos (flickr creative commons).6. Post videos (youtube)7. Ask for tips and advice.8. Post during mornings and evenings9. Reply to engage in deeper conversation.10. Advertise with page post story ads