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JD Lasica Socialbrite.org [email protected]
8 Steps to Social Media Success
Insider Tips, Tricks & Tools for Powerhouse Results
Presenter: The nickel tour• Chief cat herder, Socialbrite.org
• Spoken at the United Nations, Harvard, Stanford, MIT, Milan, Chile Seoul and Cannes Film Fest in Paris
• Named one of the Top 40 Silicon Valley Influencers, one of the Top 100 Social Media Influencers and one of Top 100 Media Bloggers.
• More than 19,000 followers on Twitter at @jdlasica
What we’ll cover today1. Lay the foundation2. Create an Action Plan3. Tie metrics to goals 4. Why keywords are key5. Create calendars6. Create content7. Use your community8. Think about mobileQ&A, hugs, tearful goodbyes
Twitter hashtag: #sm
Download your Strategy Toolkit
Lay the groundwork
• Remember: Social media is a marathon, not a sprint • Do you have buy-in from top management? • Is social media stuck in your marketing dept. silo?• Do you have a social media policy or guidelines?• Have you identified and trained your team members?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Do you have your Social Media Action Plan in place?
1 . F O U N D A T I O N S O F A S U C C E S S F U L P R O G R A M
Social media is an ecosystem D O W N L O A D Y O U R T O O L K I T
Create a Social Media Action Plan
Twin Cities Habitat for HumanityStrategic Social Media Action Plan
2 . B E G I N W I T H A P L A N
Mission & goals inform tacticsMission Goals TacticsWhy What How Org strategy doc Dept. goals &
strategiesDept. game plans& processes
Boil down your cause to a strong single sentence
Vittana:Help anyone go to college
Alter Eco:Support fair trade
ActBlue: Elect progressive candidates
DonorsChoose: Support public classrooms in need
Your strategy begins with a phrase
1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Expand your membership4. Reach new constituents or supporters5. Build a community of champions6. Recruit volunteers7. Get people to take real-world actions8. Enhance existing communications programs 9. Involve the community in decision-making10.Advance your organization’s mission in other ways
How can you use social media? B U S I N E S S G O A L S
7 elements of an Action Plan1. 360-degree assessment of
social media capabilities2. Spell out goals3. Identify online community4. Recommendations on tactics
& expanded capabilities5. Proposed use of social tools
& platforms6. Outline a metrics program7. Competitive/peer analysis
(Alexa, Compete, Quantcast)
Funnel of love
ACTION
INSIGHTS
INFORMATION
KPIsWho, how, why
3 . M E A S U R E : T I E M E T R I C S T O G O A L S
Why measure?Internal purposes:• Inform decision-making about your brand or cause
• Testing messages or products before launch
• Market research into constituents, supporters, volunteers
• Data about supporters’ giving habits
External purposes:
charity: water
1. Expand and strengthen Bread’s advocacy work for poor and hungry people
2. Expand our membership3. Better communicate with
existing members and target audiences
4. Strengthen our relationships with our members
5. Fulfill our mission to end hunger here and abroad
bread.org
Bread for World’s SM goals
1. Get legislation/policies passed on family-related issues
2. Increase capacity3. Enhance the movement
through increased membership4. Work with partner
organizations5. Garner attention from media
momsrising.org
Moms Rising’s SM goals
Business goals
• Grow email list
• Online visibility, branding
Metrics to measure
# newsletter subscribers
increase in traffic or linkback #s
Map metrics back to goals
avg. # comments/post
mentions or pick-ups in blogs & social networksstick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
• Increase comments on blog
• Increase positive mentions of organization or program
• Have visitors stick around
• Make our content more viral
• Get people to take action
• Get people to attend event
10 Free Metrics Tools I N Y O U R T O O L K I T
Use what works!
HootSuite Pro Dashboard to manage Twitter, Facebook
Best Twitter tools Twtrland, Twitalyzer, Listorious
Spredfast Manage activity, track account metrics
Social Mention Monitoring, real-time search & alerts
Google Drive Collaborate in the cloud
FB secret group Talk among yourselves in private
Klout, Kred Find influencers
Eventbrite Grow your event audiences
P R O D U C T I V I T Y T O O L S
Google Analytics Free, rich measurement insights
Search for key terms around your cause on Google
Is this happening to you?4 . W H Y K E Y W O R D S A R E K E Y
Enter your url into Spyfu.com
What does your site rank for?H A N D S - O N E X E R C I S E
Search socialbrite.org on SpyfuSocialbrite articles that turn up #1 on Google
H O W D O Y O U C O M P A R E ?
Google Keyword ToolW H E R E T O F I N D Y O U R K E Y W O R D S
• The BIG Secret: Create targeted content that’s better than 99% of what’s out there & share it in a genuine way
• Use social media to spread the word• Be strategic in your use of keywords. Create a robust
keyword list. You'd be surprised what draws readers.• Use all variations of your brand, product or service as
keyword terms.• Include problem- and solution-oriented keywords.• Create landing pages that signal what your site is about.
• More SEO tips at: http://bit.ly/npseo
Rise to the top in search G E T M O R E V I S I B I L I T Y F O R Y O U R E F F O R T S
Start with a Messaging Calendar5 . C R E A T E C A L E N D A R S !
See Messaging Calendar (part of Toolkit handout)
Turn it into an Events CalendarKey off both internal events & community events
sfgoodwill.org/community/
Map out a weekly or monthly game plan
Create an Editorial Calendar
Make sure big events are supported across your social channels — see your Editorial Calendar handout
Plan out your coverage
Conversation follows content6 . C R E A T E I N T E R E S T I N G C O N T E N T
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
Use personal storytelling
Don’t look now but you’re a content creator! Using Animoto
Create lightweight media
Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts
Don’t be like this guy!
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting!7 . U S E Y O U R C O M M U N I T Y
here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a
sword. A community will fall on a sword for you.
— Chris BroganAuthor, “Trust Agents”
Build community, not eyeballs
Find your champions!
• Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.
• Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.
• Scope out Twitter Lists that intersect with your organization or social cause.
• Useful tools: Klout, Social Mention, Google Analytics.
Generate an Attention Wave
Use social love handles!
• WordPress & its plug-ins• Google Drive, Dropbox• Drupal, Joomla
Free content! Free resources!
Free services!
• Free photos • Free videos (eg, TED talks)• Free music & audio
• Socialbrite.org/sharing-center• Creativecommons.org• TechSoup
Free expertise!• BarCamp• PodCamp• WordCamp• Social Media
ClubFree software & platforms!
• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits
The awesome power of free
Creativecommons.org
• Rich source of free commercial & noncommercial images
• Flickr: 220 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
• Don’t just take. Share!
flickr.com/creativecommons
350.org
Involve your supporters
Photos on Flickr by 350.org
Never forget: Your goal is to spur real-world action!
C A S E S T U D Y
Don’t overlook mobileNew Goodwill Bay Area app
8 . T H I N K A B O U T M O B I L E
The Cove campaign: Text DOLPHIN to 44144
Start & grow a mobile list
• Calls to action• Alerts• Feedback loop• Reach new constituents
Much more than Text2Give
Text HELPME to 30644
I S A M O B I L E L I S T R I G H T F O R Y O U ?
Text 'jdlasica' to 50500
Create your own at http://contxts.com
Create a mobile calling cardM O B I L E E X E R C I S E
Is your site mobile-ready?WPtouch Pro & UppSite for mobile phones, Onswipe for iPad
• Create teams of participants.• Knock down the silos.• Get people using the tools. Use
‘reverse mentoring.’• Share monthly metrics reports.• Provide evidence of how social
media moved the needle.• Shine a light on examples of
employees doing social media well — reward best practices.
Phot
o on
Flic
kr b
y lan
uiop
Convert the skeptics
Integrate social into the culture W R A P P I N G U P
Socialbrite Sharing Center
http://socialbrite.org/sharing-center
R E S O U R C E S
• Lay the groundwork before plunging in.
• Create a Plan, begin with an aligned strategy, not with the tools.
• Measure, measure, measure!
• Get found online.
• Create content & tell your stories.
• Use your community — your biggest resource: your supporters!
Some key takeaways
If you do not change direction, you may end up where you
are heading.
— Lao Tse
Don’t settle for the status quo
JD Lasica, founderSocialbrite: Social media consulting for nonprofitsemail: [email protected]: @jdlasica @socialbrite
Thank you, let’s talk!