View
705
Download
0
Embed Size (px)
Citation preview
11 Steps to a Successful Social Media Strategy
September 17, 2013Essex County Community
FoundationJulia Campbell, J Campbell Social Marketingwww.jcsocialmarketing.com [email protected]
@JuliaCSocial #SM4NP
What is “Social Media”?“Social media refers to the means of
interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.”
~Wikipedia.org
@JuliaCSocial #SM4NP
Don’t Put the Cart Before the Horsehttp://seminars.idealware.org/eLearning/techpyramid/tec
hnology-pyramid.html
http://seminars.idealware.org/eLearning/techpyramid/technology-pyramid.html
@JuliaCSocial #SM4NP
1. Create a Committee.You cannot do this in
a silo. Won’t work. Who in your
organization (staff, volunteers, clients) likes social media?
Who is creative?Who has their pulse on
the latest news?Who is well-connected?Who is passionate?
@JuliaCSocial #SM4NP
1. Create a Committee.The key is to get a
group of people thinking through a social media lens.
We are all publishers.We are all storytellers.
@JuliaCSocial #SM4NP
1. Create a Committee.What will they do? Brainstorm content. Research blog posts.
Take photos.Keep an eye out for good
stories and news. Be champions online!
Sharing, liking, tweeting.Train and motivate others.
Create Social Media policies.
@JuliaCSocial #SM4NP
2. Start With People.
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
@JuliaCSocial #SM4NP
2. Start With People.What is the desired action?Who is most likely to take this action?What motivates them?Where do you come in? What do they already
know about you?What may drive them to take the action that
you want?Where do they get their information?What else is important to them?Where do they spend their time online?
@JuliaCSocial #SM4NP
3. Define Goals.How will you know success? What can you measure?Increased email sign upsIncreased ticket salesNew volunteer sign-upsIncreased website trafficIncreased online donations
@JuliaCSocial #SM4NP
4. Identify Strategies.When you define what you want to do and who
you want to reach, you can then decide what you will do:
Start a video marketing programSign up for TwitterStart a blogRevamp the websiteStart email marketingGet an online donation page
@JuliaCSocial #SM4NP
5. Choose Channels.Think back to your people
and your goals. Sign up and secure URLs.
facebook.com/nonprofitorgstwitter.com/nonprofitorgs
Save usernames and passwords in a spreadsheet.
Get a square version of your logo for avatars.
@JuliaCSocial #SM4NP
6. Create Policies.Social Media Committee & HR can be in charge of policies.External Policy – No spam, obscenity, etc.
What will get people blocked from the page or the group?
What is encouraged?Internal Social Media Policy & Training
Be smart about training employees on what they should and should not share online.
Empower and educate before punish.Who are the administrators of the page? Who will take charge when this person is on
vacation/out?
@JuliaCSocial #SM4NP
Red Cross response:
#gettngslizzerd was a Trending Topic (meaning it was popular on Twitter)
@JuliaCSocial #SM4NP
Dogfish Head Brewery response:
The Red Cross set up a designated page in connection with Dogfish encouraging people to donate a pint and use the hashtag to spread the word.
@JuliaCSocial #SM4NP
7. Listen.Spend some time on each
channel. Each network has it’s own
culture, etiquette, and language. Listen to what people are saying
– what moves them? What are they sharing and retweeting?
Listen to what other organizations are posting – Is it falling flat? Getting engagement?
Listen and get ideas.
@JuliaCSocial #SM4NP
8. Create & Curate Content.Start a simple Content Calendar for planning,
scheduling and managing publication of content across channels.
Blog postsTwitterFacebookYouTubeEmail NewslettersDirect mail Donor communicationsPress releasesEvents
@JuliaCSocial #SM4NP
What will I post/tweet about? Industry blogs,
newsletters, websites
Google Alerts & New York Times alerts
Competitors Success Stories Inspirational
quotes Reached a goal Want input on
an issue
• Events, anniversaries, celebrations, birthdays
• Email newsletter• Tie current
events to your cause/issue
• Read industry news
• Figure out what’s working for other nonprofits and adapt it!
9. Get Visual.You need a constant stream of compelling
visuals, photos, videos, infographics. Canva.comPicMonkey.comWordSwag appPhotopin.comMorguefile.com
@JuliaCSocial #SM4NP
@JuliaCSocial #SM4NP
10. Work Smarter.Check out Social Media Dashboards &
Scheduling ToolsHootSuite, TweetDeck, Buffer, PostPlanner
@JuliaCSocial #SM4NP
10. Work Smarter.15 minutes in the
morning.15 minutes at lunch.15 minutes in the
evening/afternoon.Remember, people are
used to a response within hours (if not minutes).
Facebook now rewards Page responsiveness!
@JuliaCSocial #SM4NP
11. Measure & Improve.Avoid vanity metrics.Facebook – Instant Post
InsightsTwitter – ReTweets, mentionsWebsite analytics and trafficBlog traffic and commentsEmail newsletter signupsGo back to the Facebook
Ladder.
See what works. Do more of that.
@JuliaCSocial #SM4NP
11a. Celebrate Successes!Acknowledge everyone who helped you get
there.Pat yourself on the back – social media is
hard!
@JuliaCSocial #SM4NP
Questions?Twitter: @JuliaCSocial
Facebook: www.facebook.com/jcsocialmarketing
Email: [email protected]