alliance 2017 - social media 101 for nonprofits
Post on 14-Feb-2017
22 Views
Preview:
TRANSCRIPT
1
#ALLIANCE2017 #SOCIALMEDIA101
Social Media 101 for Nonprofits
# A L L I A N C E 2 0 1 7
2
#ALLIANCE2017 #SOCIALMEDIA101
YOUR PRESENTERCAIT ABERNETHYMARKETING COORDINATORJOINED SPARKROCK JANUARY 2016
3
#ALLIANCE2017 #SOCIALMEDIA101
34 COUNTRIES NIBS HUGE FOODIE
4
#ALLIANCE2017 #SOCIALMEDIA101
AGENDA
INTRODUCTION THE SOCIALLANDSCAPE
SOCIAL MEDIACAPITAL
F INANCIAL &NON-F INANCIAL
OUTCOMES
PITFALLSTO AVOID
POPQUIZ
5
#ALLIANCE2017 #SOCIALMEDIA101
POP QUIZ
6
#ALLIANCE2017 #SOCIALMEDIA101
#ALLIANCE2017#SOCIALMEDIA101
@SparkrockInc@Cait_Abernethy
7
#ALLIANCE2017 #SOCIALMEDIA101
THE SOCIAL LANDSCAPE
8
#ALLIANCE2017 #SOCIALMEDIA101
ISN’T JUST ABOUT SHARING STUFF ABOUT…SOCIAL MEDIA
9
#ALLIANCE2017 #SOCIALMEDIA101
THIS GUY’S ANTICS
10
#ALLIANCE2017 #SOCIALMEDIA101
HER LATEST SELFIE
or
11
#ALLIANCE2017 #SOCIALMEDIA101
A LOT OF PEOPLE USE SOCIAL MEDIA TO TALK ABOUT OTHER THINGS LIKE…
THE REALITY IS
12
#ALLIANCE2017 #SOCIALMEDIA101
12THIS
13
#ALLIANCE2017 #SOCIALMEDIA101
13
THIS
14
#ALLIANCE2017 #SOCIALMEDIA101
14
THIS
15
#ALLIANCE2017 #SOCIALMEDIA101
15
AND THIS.
16
#ALLIANCE2017 #SOCIALMEDIA101
YOU KNOW, STUFF THATREALLY MATTERS.
17
#ALLIANCE2017 #SOCIALMEDIA101
MONTHLY ACTIVE USERS ON FACEBOOK
1.79 BILLION
MONTHLY ACTIVE USERS ON TWITTER317 MILLION
18
#ALLIANCE2017 #SOCIALMEDIA101
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
19
#ALLIANCE2017 #SOCIALMEDIA101
INPUTS OUTPUTS(Organization’s social
media activities)
INPUTS
20
#ALLIANCE2017 #SOCIALMEDIA101
INPUTS
&
RESOURCES
TARGETED STRATEGY
21
#ALLIANCE2017 #SOCIALMEDIA101
“I heard it was free!”
“Actually, it’s not.”
22
#ALLIANCE2017 #SOCIALMEDIA101
INPUTS
&
RESOURCES
TARGETED STRATEGY
23
#ALLIANCE2017 #SOCIALMEDIA101
CHARA ODHNER , CHARITY: WATER
Social media is designed for two-way conversation, and
that’s when it is most powerful.“ ”
24
#ALLIANCE2017 #SOCIALMEDIA101
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
25
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS(Organization’s social
media activities)
PEOPLE WHO ARE YOU TRYING TO ENGAGE?
26
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS(Organization’s social
media activities)
27
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS(Organization’s social
media activities)
28
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS(Organization’s social
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
29
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS(Organization’s social
media activities)
PEOPLEOBJECTIVES
WHO ARE YOU TRYING TO ENGAGE?
WHAT ARE YOU TRYING TO ACHIEVE?
30
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS(Organization’s social
media activities)
PEOPLEOBJECTIVESSTRATEGIES
WHO ARE YOU TRYING TO ENGAGE?
WHAT ARE YOU TRYING TO ACHIEVE?
WHAT WILL IT LOOK LIKE WHEN YOU’RE DONE?
Thought Leader? Curator? Convener / Community Builder?
31
#ALLIANCE2017 #SOCIALMEDIA101
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?
32
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS
&SOCIAL MEDIA CONNECTIONS
MESSAGES
33
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS
SOCIAL MEDIA CONNECTIONS
BECOME FOLLOW-WORTHY
MAXIMISE YOUR VISIBILITY
34
#ALLIANCE2017 #SOCIALMEDIA101
BECOME FOLLOW-WORTHY
35
#ALLIANCE2017 #SOCIALMEDIA101
35
1. WORK ON YOUR PROFILE
36
#ALLIANCE2017 #SOCIALMEDIA101
36
2. COMPOSE ENGAGING POSTS
37
#ALLIANCE2017 #SOCIALMEDIA101
37
3. POST OFTENAND AT THE RIGHT
TIMES
38
#ALLIANCE2017 #SOCIALMEDIA101
38
4. USE HASHTAGS
39
#ALLIANCE2017 #SOCIALMEDIA101
39
INCREASE VISIBILITY
40
#ALLIANCE2017 #SOCIALMEDIA101
40
1. DIRECT PEOPLE TO FOLLOW/SHARE
41
#ALLIANCE2017 #SOCIALMEDIA101
41
2. FOLLOW EVERYONE WHO FOLLOWS YOU
42
#ALLIANCE2017 #SOCIALMEDIA101
42
2. FOLLOW OTHERS & THEIR FOLLOWERS
43
#ALLIANCE2017 #SOCIALMEDIA101
4. USE LISTS
44
#ALLIANCE2017 #SOCIALMEDIA101
OUTPUTS
MESSAGES
45
#ALLIANCE2017 #SOCIALMEDIA101
ENGAGE
LISTEN
RESPOND
LEARN
46
#ALLIANCE2017 #SOCIALMEDIA101
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
47
#ALLIANCE2017 #SOCIALMEDIA101
USE A FREE SOCIAL MANAGEMENT TOOL TO PRE-SCHEDULE TWEETS
48
#ALLIANCE2017 #SOCIALMEDIA101
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
49
#ALLIANCE2017 #SOCIALMEDIA101
• 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
50
#ALLIANCE2017 #SOCIALMEDIA101
• SAVE ON TRADITIONAL MEDIA COSTS (PRINT, BROADCAST, ETC)
• CONVERT SOCIAL CAPITAL TO FINANCIAL CAPITAL• NET NEW DONATIONS• NET NEW MEMBERSHIPS
FINANCIAL OUTCOMES
51
#ALLIANCE2017 #SOCIALMEDIA101
ON A MISTY MOUNTAIN TOP…
Meanwhile,
52
#ALLIANCE2017 #SOCIALMEDIA101
ZEN KITTYand current problems with nonprofit social
media
53
#ALLIANCE2017 #SOCIALMEDIA101
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?
54
#ALLIANCE2017 #SOCIALMEDIA101
Well, there are 3 you must know…
55
#ALLIANCE2017 #SOCIALMEDIA101
NOT TYING SOCIAL MEDIA INTO YOUR NONPROFIT’S CORE OBJECTIVES
PITFALL #1
56
#ALLIANCE2017 #SOCIALMEDIA101
Think about it like this:
No General sends out troops without a good reason why.
57
#ALLIANCE2017 #SOCIALMEDIA101
So why are we doing this again?
Dunno, the boss just said to get out there and start engaging.
58
#ALLIANCE2017 #SOCIALMEDIA101
WRONG.Get concrete with your goals or you’ll waste your staff’s energy, time, and money.
59
#ALLIANCE2017 #SOCIALMEDIA101
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.
60
#ALLIANCE2017 #SOCIALMEDIA101
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
61
#ALLIANCE2017 #SOCIALMEDIA101
NOT ESTABLISHING A MEASUREMENT PRACTICE
PITFALL #2
62
#ALLIANCE2017 #SOCIALMEDIA101
Track progressGather actionable insightJustify your resources
WHY MEASURE?
63
#ALLIANCE2017 #SOCIALMEDIA101
USING 100% PUSH MARKETING
PITFALL #3
64
#ALLIANCE2017 #SOCIALMEDIA101
VSPUSH PULL
65
#ALLIANCE2017 #SOCIALMEDIA101
10% PUSH90% PULL
66
#ALLIANCE2017 #SOCIALMEDIA101
And now, young grasshopper, you are ready for the world of social media.
67
#ALLIANCE2017 #SOCIALMEDIA101
TELL YOUR STORY, CREATE YOUR CHANGE:Harnessing the Power of the YouTube for Nonprofits Program
68
#ALLIANCE2017 #SOCIALMEDIA101
POP QUIZ
69
#ALLIANCE2017 #SOCIALMEDIA101
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 .
WIN ME!One lucky survey will take home a
Ecobee Smart Wi-Fi Thermostat
70
#ALLIANCE2017 #SOCIALMEDIA101
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
top related