11 steps to a successful nonprofit social media strategy

11 Steps to a Successful Social Media Strategy

September 17, 2013Essex County Community

FoundationJulia Campbell, J Campbell Social Marketingwww.jcsocialmarketing.com [email protected]

http://www.jcsocialmarketing.com/

mailto:[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


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





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?


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.


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.


2. Start With People.

http://forrester.typepad.com/groundswell/2007/12/the-post-method.html


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?


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 #SM4NPhttp://www.johnhaydon.com/2012/11/facebook-ladder-of-engagement/


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


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.


5. Choose Channels.


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?


Crisis Management!An actual tweet accidentally sent via

@RedCross:


Red Cross response:

#gettngslizzerd was a Trending Topic (meaning it was popular on Twitter)


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.


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.


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


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



10. Work Smarter.Check out Social Media Dashboards &

Scheduling ToolsHootSuite, TweetDeck, Buffer, PostPlanner


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!


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.


11a. Celebrate Successes!Acknowledge everyone who helped you get

there.Pat yourself on the back – social media is

hard!


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Questions?Twitter: @JuliaCSocial

Facebook: www.facebook.com/jcsocialmarketing

Email: [email protected]