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The Social Media Decision-Maker’s Toolkit
Class #1: Goals, Audiences and Listening
Logistics
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Introduction to Content Management Systems
June 2007
Social Media Decision-Maker’s Toolkit
2
Logistics
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can do it yourself as well.
*6 to
Mute*7 to Un-mute
Wait for the recording to start…
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The Social Media Decision-Maker’s Toolkit
Class #1: Goals, Audiences and Listening
Introductions: Your Trainers
Andrea BerryDirector of
Partnerships and Learning
Idealware
Laura QuinnExecutive Director
Idealware
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Introductions: www.idealware.org
Schedule of Course
Course Schedule
4/5: Goals, Audiences and Listening
4/12: Social Networking Sites
4/19: Photo and Video Sharing, Blogs
4/26: Defining Your Social Media Mix
5/3: Creating a Social Media Culture
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Homework
You will be asked to do about an hour of work outside of the sessions each week to develop your social media strategy
Workbook
Homework will come from Idealware’sNonprofit Social Media Decision Guide
www.idealware.org/reports/no
nprofit-social-media-decision-
guide
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Nonprofit Social Media Decision Guide
http://idealware.org/reports/nonprofit-social-media-decision-guide
What We’ll Cover Today
– Defining Your Goals
– Considering Your Audience
– Listening to What People Are Saying
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What is Social Media?
It’s Online Media…
Words MessagesImages Video
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That Socializes
It starts conversations…
…travels…
…is shared…
….multiplies
It’s a Class of Tools and Techniques
And more!
Online communities
Blogs Social networking sites
Distributed fundraising
Contributed content Viral videos
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How Does it Fit In?
Engagement
Website
Public RelationsSocial NetworkingBuzzworthy Materials
PotentialSupporters
Outreach
Direct MailEmail
Phone CallsSocial Networking
Blogs
CurrentSupporters Your
Organization
As Part of an Overall Communications Strategy
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Start with the Fundamentals
No marketing technique will work without…
A compelling story
And an understanding of
your audience
Clear goals
It’s All About the “Network Effect”
You post
somethingAnd invite friends to
view and engage with
that piece of media
And your friends engage
their friends...who engage
their friends…who engage
their friends…
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Experiment with
Listening
The Social Media Decision Maker’s Toolbox
Define
Target
Audience
Define
Metrics
and
Policies
Decide
on
Tactics
Consider
Consider
Blogs, Photos,
VideosDefine
Goals
Define Your Goals
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The Importance of Goals
The social media tools you should use depend on what you want to accomplish and who you want to reach…
All Strategies Should Start With Goals
Social media can be effective for: Social media is less effective for:
Getting constituents to talk to each other Engaging audiences not familiar or
comfortable with social networking
Getting people to take a particular action Press releases
Gathering constituent feedback Bandwagon-ing (“Everyone else is doing
it”)
Specific promotions (i.e., events,
resources needs, messaging)
Disseminating information about an
issue or topic
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What Specific Results are They Seeing?
Some results were mentioned a lot in our research:
Percentage of those for whom we received case studies
Measurement is Key
If you can’t measure it, it’s impossible to know:
• Is it working?• Is it worth your time?• What you can do to
improve it?
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Are we measuring success towards goals?
Just over half of participants in our new Facebook survey measure at all…
How do measurment and success correlate?
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What Makes a Good Goal?
What is the
Purpose?How is it
Measurable?
What Defines
Success?
Goals, Strategies and Tactics
Thanks to Kathryn Poindexter and the New Organizing Institute
Your Goal: Getting backstage at a Justin Bieber concert.
Strategy 1:Become friends with Justin Bieber’s mom
Tactics:• Join her book club- make interesting insights
• Join her church
• Get your mom to introduce you
Strategy 2:Get Justin to notice you from on stage
Tactics:• Procure front-row tickets
• Coordinate posters and outfits among other
attendees
• Throw something attention-getting onstage
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Potential Social Media Goals
Brainstorm
Define Your Target Audience
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Audience
Who do you want to reach?
Who can you reach?
Start By Understanding Your Constituents
Constituents
Volunteers
Donors
Event Participants
MembersPress
EmailRecipients
Clients
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Who is Using Social Media?
All of your constituents
People you want to reach
People you couldreach with social media
Alumni
Former Donors
Case Managers Clients
Families Event Attendees
Card Holders
Board MembersFriends
Patrons
FoundationsDonors
Contributors
Who Can You Reach?
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What Do They Want to Hear?
Invites to Events
Opportunities toGet Involved
Useful Information
Breaking News
Requests to Participate
How Do You Know What They Want?
Consider a survey, or interviews with constituents.
Nothing replaces getting actual input from a human.
What does she think? Ask her!
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Who Is Your Target Audience?
Brainstorm
Experiment with Listening
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Listening is Important
Listening is knowing
what is being said
online about your
organization and your
field.
Slide Courtsey of Idealware, NPower and NTEN
It’s Often Interesting!
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And A Great First Step
It helps you
understand what your
audience is doing
with social media
Define Your Keywords
Your
organization
nameThe
names of
key staff
members
Phrases
that you’ve
introduced
Program
names
Keywords
for your
cause/
issues
Detractors
or
competition
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Google www.google.com
Google Alerts www.google.com/alerts
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Search the Sites You’re Interested In
Like Twitter, Facebook, YouTube, Flikr…
Monitor Blogs
Technorati or BlogPulse can help
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How on earth could I follow all
that?
Holy cow, that’s a lot of
different places!
Ready For That?
Out-of-the Box Dashboards
Paid services like Radian6, BuzzLogic, and
Neilson Buzzmetrics can help (for a price)
Automatically search a number of sites and sources
addictomatic.com socialmention.com
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Or Create Your Own!
Usually, look for this icon:
Subscribe to the “Feed” for each search...
And pull it all into one place
Use a Feed Reader: iGoogle, Google Reader, Bloglines, or netVibes
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For Example: HSUS
They’re tracking:Their own name including acronyms,
misspellings
Current issues that people are talking about
Detractors and Competition
Prominent people in their org
From:Google Alerts
Twitter Search
Technorati
Blogpulse
Digg
BoardReader
Filtrbox (paid monitoring service)
Should you respond?
Define a set of operating
procedures as to when
you should respond.
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Respond Like a Human
Respond To:
• Compliments
• Valid client complaints
• Incorrect information
• Posts to which you have something of value to add
Don’t Respond To:
• Trolls
• Insults
• Competitors
Slide Courtsey of Idealware, NPower and NTEN
Questions?
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Homework
Complete Worksheets:
# 2 Identifying Your Social Media Goals
# 3 Measuring Your Goals
# 4 Defining Your Audience
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