alliance 2017 - social media 101 for nonprofits

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#ALLIANCE2017 #SOCIALMEDIA101

Social Media 101 for Nonprofits

# A L L I A N C E 2 0 1 7

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YOUR PRESENTERCAIT ABERNETHYMARKETING COORDINATORJOINED SPARKROCK JANUARY 2016

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34 COUNTRIES NIBS HUGE FOODIE

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AGENDA

INTRODUCTION THE SOCIALLANDSCAPE

SOCIAL MEDIACAPITAL

F INANCIAL &NON-F INANCIAL

OUTCOMES

PITFALLSTO AVOID

POPQUIZ

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POP QUIZ

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#ALLIANCE2017#SOCIALMEDIA101

@SparkrockInc@Cait_Abernethy

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THE SOCIAL LANDSCAPE

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ISN’T JUST ABOUT SHARING STUFF ABOUT…SOCIAL MEDIA

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THIS GUY’S ANTICS

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HER LATEST SELFIE

or

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A LOT OF PEOPLE USE SOCIAL MEDIA TO TALK ABOUT OTHER THINGS LIKE…

THE REALITY IS

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12THIS

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THIS

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THIS

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AND THIS.

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YOU KNOW, STUFF THATREALLY MATTERS.

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MONTHLY ACTIVE USERS ON FACEBOOK

1.79 BILLION

MONTHLY ACTIVE USERS ON TWITTER317 MILLION

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SOCIAL MEDIA CAPITAL

INPUTS OUTPUTS(Organization’s social

media activities)

IMMEDIATE OUTCOMES(Develop social

media-based social resources)

INTERMEDIATE OUTCOMES

(Convert social media capital into cultural,

financial, human, intellectual, or

reputational capital)

STRATEGIC OUTCOMES

(Ex. Policy change, donations,

accountability)

Resources(Time,

money)Audience Strategy

Social media capital

Other forms of capital

Organizational outcomes

Social media connections &

messages

Implement Communication

Plan

Resource Acquisition

CommunicationCapital

conversionResource

expenditure

Direct expenditure of SMC

1 2 3 4 5

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media activities)

INPUTS

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INPUTS

&

RESOURCES

TARGETED STRATEGY

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“I heard it was free!”

“Actually, it’s not.”

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INPUTS

&

RESOURCES

TARGETED STRATEGY

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CHARA ODHNER , CHARITY: WATER

Social media is designed for two-way conversation, and

that’s when it is most powerful.“ ”

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OUTPUTS(Organization’s social

media activities)

PEOPLEOBJECTIVESSTRATEGIESTECHNOLOGIES

WHO ARE YOU TRYING TO ENGAGE?

WHAT ARE YOU TRYING TO ACHIEVE?

WHAT WILL IT LOOK LIKE WHEN YOU’RE DONE?

WHAT ARE THE TOOLS YOU PLAN TO USE?

CRAFTING YOUR STRATEGY

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media activities)

PEOPLE WHO ARE YOU TRYING TO ENGAGE?

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media activities)

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media activities)

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media activities)

Loose Targeting Targeted by Persona Increased by

$400 $400 0%

4,932 impressions 22,801 impressions 460%

40 clicks 61 clicks 66%

LINKEDIN PAID ADS

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media activities)

PEOPLEOBJECTIVES



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media activities)

PEOPLEOBJECTIVESSTRATEGIES




Thought Leader? Curator? Convener / Community Builder?

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media activities)

PEOPLEOBJECTIVESSTRATEGIESTECHNOLOGIES




WHAT ARE THE TOOLS YOU PLAN TO USE?

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OUTPUTS

&SOCIAL MEDIA CONNECTIONS

MESSAGES

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OUTPUTS

SOCIAL MEDIA CONNECTIONS

BECOME FOLLOW-WORTHY

MAXIMISE YOUR VISIBILITY

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BECOME FOLLOW-WORTHY

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1. WORK ON YOUR PROFILE

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2. COMPOSE ENGAGING POSTS

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3. POST OFTENAND AT THE RIGHT

TIMES

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4. USE HASHTAGS

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INCREASE VISIBILITY

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1. DIRECT PEOPLE TO FOLLOW/SHARE

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2. FOLLOW EVERYONE WHO FOLLOWS YOU

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2. FOLLOW OTHERS & THEIR FOLLOWERS

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4. USE LISTS

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OUTPUTS

MESSAGES

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ENGAGE

LISTEN

RESPOND

LEARN

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ALLOCATING TIMEON SOCIAL MEDIA 20%

CREATING & CURATING CONTENT

10%COLLABORATING WITH THE TEAM

10%ANALYZING PAST PERFORMANCE

25%RESEARCHIN

G & PLANNING

35%ENGAGING

WITHYOUR

AUDIENCE

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USE A FREE SOCIAL MANAGEMENT TOOL TO PRE-SCHEDULE TWEETS

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SOCIAL MEDIA CAPITAL


media activities)

IMMEDIATE OUTCOMES(Develop social

media-based social resources)

INTERMEDIATE OUTCOMES

(Convert social media capital into cultural,

financial, human, intellectual, or

reputational capital)

STRATEGIC OUTCOMES

(Ex. Policy change, donations,

accountability)

Resources(Time,

money)Audience Strategy

Social media capital

Other forms of capital

Organizational outcomes

Social media connections &

messages

Implement Communication

Plan

Resource Acquisition

CommunicationCapital

conversionResource

expenditure

Direct expenditure of SMC

1 2 3 4 5

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• CONVERT SOCIAL CAPITAL INTO CULTURAL, HUMAN, INTELLECTUAL, OR REPUTATIONAL CAPITAL• BUILD RELATIONSHIPS W/ STAKEHOLDERS• NET NEW VOLUNTEERS• BUILD ADVOCACY WITH AUDIENCES• INCREASE VISIBILITY INTO YOUR CAUSE• ATTRACT TOP TALENT TO WORK FOR YOU

NON-FINANCIAL OUTCOMES

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• SAVE ON TRADITIONAL MEDIA COSTS (PRINT, BROADCAST, ETC)

• CONVERT SOCIAL CAPITAL TO FINANCIAL CAPITAL• NET NEW DONATIONS• NET NEW MEMBERSHIPS

FINANCIAL OUTCOMES

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ON A MISTY MOUNTAIN TOP…

Meanwhile,

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ZEN KITTYand current problems with nonprofit social

media

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DEAR ZEN KITTY OF SOCIAL MEDIA WISDOM,

I want my organization to use social media, but I want to ensure that we do it right. What are some common pitfalls I must avoid?

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Well, there are 3 you must know…

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NOT TYING SOCIAL MEDIA INTO YOUR NONPROFIT’S CORE OBJECTIVES

PITFALL #1

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Think about it like this:

No General sends out troops without a good reason why.

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So why are we doing this again?

Dunno, the boss just said to get out there and start engaging.

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WRONG.Get concrete with your goals or you’ll waste your staff’s energy, time, and money.

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Our upcoming projects will need a lot of fundraising and support. Can social media help out?

Most likely. We know that most of our target audience is already on social media. We can leverage Twitter and Facebook to drive traffic to the donation page on our website to create a multi-channel campaign.

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MUCH BETTER.• You can focus your resources• You’ll know what tools make the most sense• You’ll know what metrics you need to measure

success

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NOT ESTABLISHING A MEASUREMENT PRACTICE

PITFALL #2

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Track progressGather actionable insightJustify your resources

WHY MEASURE?

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USING 100% PUSH MARKETING

PITFALL #3

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VSPUSH PULL

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10% PUSH90% PULL

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And now, young grasshopper, you are ready for the world of social media.

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TELL YOUR STORY, CREATE YOUR CHANGE:Harnessing the Power of the YouTube for Nonprofits Program

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POP QUIZ

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EVALUATIONSP L E A S E TA K E 5 M I N S T O C O M P L E T E A S E S S I O N E VA L U AT I O N .

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Melissa Alvares

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THANK YOU FOR LISTENING

@ S PA R K R O C K I N CW W W. S PA R K R O C K . C O

M