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Tips and tools for using social media to build support for your mission. Presented for the Center for Nonprofit Success, December 15, 2011. Minneapolis , MN. Presenters: Jeff Abramovitz, Jeff Achen, Jay Kelly, and Jamie Schumacher.
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Social Media 101Tips and tools for using social media to
build support for your mission
Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie Schumacher
Thursday, December 15, 2011
About Your
Presenters
Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie Schumacher
Thursday, December 15, 2011
JEFF ABRAMOVITZ
• President/founder-2Degrees Media Strategies
• 20 yrs as CPA/Finance/Acctg Exec
• 6+ Yrs with International Ministry
• Clients include:
• Courageous
• Raising a Modern Day Knight
• Authors
• Small Businesses
Thursday, December 15, 2011
JEFF ACHEN
• Interactive Media Strategist
• Work includes:
• GiveMN
• Minnesota Philanthropy Partners
• The Saint Paul Foundation
Thursday, December 15, 2011
JAY KELLY• Marketing and Communications
Manager
• Work includes:
• Fraser
• Little Brothers - Friends of the Elderly
• Lutheran Social Service of MN
• SixtyFootSpider
Thursday, December 15, 2011
JAMIE SCHUMACHER• Executive Director - West Bank
Business Association & the Northeast CDC
• Founder - Altered Esthetics
• 15 yrs in internet marketing, and strategic planning
• Work includes:
• Blandin Foundation
• Bicycle Theory
• Transitional Organizations
• Small Businesses
Thursday, December 15, 2011
SOCIAL MEDIA STRATEGY - OVERVIEW -
• Keys to a Successful Social Media Strategy
• Basic Tools
• Best Practices
• The Crux
• Cause Marketing
• Measuring Success
Thursday, December 15, 2011
KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY
•Who are you "social marketing" to and what problems do they have that you can help solve?
Thursday, December 15, 2011
KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY
• What's your voice?
• 3 Questions (audience/tone/Who)
Thursday, December 15, 2011
KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY
• What will be your KEY tools (there are many social networking tools to focus on)
• Where your audience is
• Best suits your personnel and organizational brand
• Most effectively monitor
Thursday, December 15, 2011
KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY
Determine Toolbox Needed
Thursday, December 15, 2011
KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY
•Develop a Best Practices Social Media Strategies document
•Create great content
•M & M (monitor and measure)
Thursday, December 15, 2011
BEST PRACTICES DOCUMENT
Best Practices DocumentBest Practices Document
Goals (used for measurement/metrics)
Who Is Responsible
When will we post
What will we monitor
What will we post
Don'ts
Adjust regularly
What is the purpose of Social Media - what will be measured (followers, clicks,
purchases, views, etc.)
Who will be responsible for posting; Define roles by person/dept
How frequently will we post within each of the social network apps; during the day and
number of times per day/week
Keywords, searches, alerts, response requirements
Type of post (stats, questions, promotions, fun/humor) and mix of posts (mix of types
during day/week); by channel and list of keywords to be used
Determine what will not be allowed through Social Media
This document will be living and breathing in that it should be reviewed regularly and
adjusted as needed
Thursday, December 15, 2011
STRATEGIES DOCUMENTThis is your guiding document. Here you will lay out the purpose of your
social media plan, why you are engaging and what you are trying to accomplish. For instance, this document will lay out the purpose/goals, the tools, the general desired outcome (increase donations, acquire new people to our cause, etc.)
and the time frame for this to be
Thursday, December 15, 2011
CONTENT IS KING
Determine the content your organization is currently producing, how that content can be used within each of the predetermined Social Networking channels and who is responsible for producing any new material
Thursday, December 15, 2011
ENGAGEMENT IS DESIRED
Whatever you put out for content must be done so with the purpose of engaging your guests in some way. Whether it's in getting them to respond, read, or react, every post should be done with meaning and purpose.
Thursday, December 15, 2011
WHERE DO I GET GREAT CONTENT?
• Team designated to meet re. content creation & curation
• Invite staff to provide insights, blog content, questions, etc.
• Read what the "best" are doing
• Read what others in "your space are putting out
• Share other content that you attribute and comment about
• Make small content out of big (like books, long videos) and
make big content out of small (like a blog post of gathered
comments, etc.)
Thursday, December 15, 2011
TOP TOOLS• Social Networking:
• Facebook• LinkedIn• Google +
• Blogging and Micro-Blogging• Informational Blogs• Interest Blogs• Expertise Blogs
• Micro-blogging--Twitter
• Mobile Optimization
• Monitoring tools
• Video Streaming• Podasting• Webinars• Location based tools• Picture sharing
• Don't forget:• Website optimization• Emails• Newsletters• Direct Mail campaigns
Thursday, December 15, 2011
How can utilizing Social Media
help your mission?
THE CRUX
Thursday, December 15, 2011
- Transparency- Engaging volunteers- Connecting with new people
- Getting feedback- Communication
- Sharing your story!
We’ve Heard About The Benefits...
Thursday, December 15, 2011
But what’s the right way to share your story?
Thursday, December 15, 2011
- Relevant- Honest / Authentic- Engaging- Consistent
- Human- Mission focused
- share-able!
Sharing your storygenerally speaking, it should be...
Thursday, December 15, 2011
Properly formatted!
for example:
- Twitter : 140 characters- Facebook: with a featured image and a description- SEO-Ready- With sharing links and capability- In sync with your mission or culturally relevant...
To make your story share-ablespecifically, it should be...
Thursday, December 15, 2011
SOCIAL MEDIA & CAUSE MARKETING
Cause Marketing: “A type of marketing involving the cooperative efforts of a "for profit" business and a non-profit
organization for mutual benefit.”
Social media brings peer-to-peer sharing and the power of word of mouth to the equation.
Thursday, December 15, 2011
Statistics source: 2010 Cone Cause Evolution Study http://www.coneinc.com/files/2010-Cone-Cause-Evolution-Study.pdf
Thursday, December 15, 2011
SOCIAL MEDIA & CAUSE MARKETING
• Get the word out/engage people (Increase follows, likes, etc., allow them to check-in)
• Increase Interaction (QR codes, coupons, specials, promotions, group coupons)
• Tell your story in a meaningful way (Use “social math” to scale the problem for individuals)
• Programmatic changes, not one-time campaigns (Tie the sale of product to a charity, Pepsi Refresh)
Thursday, December 15, 2011
SOCIAL MEDIA & CAUSE MARKETING
Examples of cause marketing
• In Response to Disaster North Minneapolis (US Bank, Wells Fargo, TCF) Somalia (Mosaic)
• During Campaigns Create a promotion (coupons, discounts, etc.) Offer a matching grant Find sponsors for the physical fundraising event
Thursday, December 15, 2011
THE REALITY – MAKING IT WORK –
Resources – making social media useful for you
•The Social Media Magic Bullet fallacy
•Limited time, limited resources
•Define success, start small
Thursday, December 15, 2011
THE REALITY – MAKING IT WORK –
Measurement – understanding if its worthwhile
•Tying measurement back to organizational objectives
•Site analytics; picking what’s important
•Your analytics; building a spreadsheet
Thursday, December 15, 2011
ANY QUESTIONS?
Let’s get started!
Thursday, December 15, 2011
Contact Information:
Website: www.2degreesmedia.com
Email: [email protected]
Facebook: Jeffabram and 2DegreesMedia
Twitter: @jeffabram and @2DegreesMedia
Cell: 501/766-0522
Jeff AbramovitzContact Information:
Website: www.givemn.org
Email: [email protected]
Twitter: @JeffAchen, @givemn, @mnpartnerstweet
Jeff Achen
Contact Information:
Website: www.fraser.org
Email: [email protected]
Jay KellyContact Information:
www.jamie-schumacher.com
@purenoumena
Jamie Schumacher
Thursday, December 15, 2011