developing a social media plan and metrics - girls inc. region ii conference 10.14.11

Developing a Social Media Plan & Metrics

Presented by:

Gabie Benson, Director of Development

and Public Relations

Jennifer Baltz, Branding & Technology

Manager

Abri Hochstetler, Public Relations Coordinator

Social Media Use

2005 – 5% of all adults were on a social media site

Social Media Use

2011 – 65% of all adults use social media sites

-Pew Research Center

Quiz Time

What social networks are you on?

Social Networks most used by Nonprofits

Facebook – 86%Twitter – 56%

YouTube – 48%LinkedIn – 33%

Flickr – 25%Myspace – 14%

Who’s Online?

Who’s Online?

Women 18-29 are social media power users

Who’s Online?

No significance in household income, race,

education, or environment

Quiz Time

• Millennials - 83%• Gen X - 70%• Boomers - 51%• Civics- 33%

Generational Trends

Who’s Online?

Women 55+ are the fastest growing group on

Facebook

Part 1: Getting Started

1. Set your objectives2. Identify your audience3. Choose your networks4. Focus your message

What are three objectives that your affiliate would

want to achieve using social media?

Setting Our Objectives

• Increase brand recognition and organizational transparency

• Create engagement opportunities• Maintain and cultivate relationships• Engage new audiences• Promote an image of Girls Inc. as tech-savvy,

modern, relevant

Identifying Our Audience

Volunteers Non ProfitsDonors Young Alums Media Social Media Influencers

Choosing Our Networks

• Does the site help us meet our objectives?

• Does the site reach our audience?• Is the site secure and can we manage

risk?

Focusing Our Message

Content is central to your strategy!

•Website•Newsletter•Blog

Our Strategy

Content Social Networks Blog/Website

Volunteer

Give

Find a Program

Get started on your plan

Activity #1

1. Establishing policies 2. Dedicating time and staff3. Engaging in the conversation4. Monitoring activity

5. Measuring effectiveness

Part 2: Managing Social Media

Establishing Policies

• Staff Social Media Policy• Girl Policy• Blog Comment Policy

Dedicating Time & Staff

• Don’t set it and forget it• Consider staff resources, time, and voice• Calendar planning content• Scheduling

Engaging in the Conversation

• Comment on and retweet posts about our community, sector, and topics of expertise

• Respond if someone comments TO you or ABOUT you

• @your staff, volunteers, sponsors, etc.

Monitoring Activity

• Location-based tools• Twitter advanced search

• Words, people, places, sentiment• Nearby Tweets• HootSuite – “add location”• Smart Phones – search with “distance”

or “location”

Google Alerts

What is it?

Google Alerts are emails sent to you when Google finds new results -- such as web pages, newspaper articles, or blogs -- that match your search term. You can use Google Alerts to monitor anything on the Web.

Why Use It?

• Find out about what others are saying about you or your services online without having to run your own daily internet searches.

• Find relevant and timely content to share with your followers.

• Discover and respond to commentary quickly.

How do I get started?

1. Visit google.com/alerts and enter your query 2. Enter your email address 3. Confirm the alert you have created

– That's it! Your alert is active, and you'll receive an email whenever Google Alerts finds new results for your search.

Measuring Effectiveness

How do you know how you are doing?• Google Analytics• HootSuite• Klout• Facebook Insights

Google Analytics

What is it?

Google Analytics is a free product that tracks your website and gives detailed statistics about visitors to your website.

Why Use It?

• Informed site design improvements • Drive targeted traffic • Track the effectiveness of marketing • Discover what keywords resonate with

visitors

How do I get started?

• Create a Google account or use an existing Google account

• Visit http://www.google.com/analytics/ and “Sign Up Now”

• Follow instructions to get your personalized tracking code and install in the code of your website

A Few Tips

• Create custom segments for analyzing traffic from social media and other sites.

• Look for pages with high traffic but also high bounce rates and add internal links in the page content.

• Track goal conversions and paths (such as volunteer applications) by segments.

• Track popular content by segment.• Use Google URL builder to track traffic by

campaign/link.

Visits to Blog

Visitors from Facebook

Visitors from Twitter

HootSuite

What is it?

HootSuite is a free social media dashboard that tracks multiple networks, allows for scheduled messages, and offers basic analytics.

Facebook Insights

What is it?

Facebook Insights is an analytics tool that tracks user data and activity as well as interactions with visitors to your Facebook Page.

1. Integration2. Creating campaigns3. Writing for the web4. Following Girls Inc. branding

standards

Part 3: Best Practices

Integration

Promote and connect social media in all your communications.

• Website• Newsletter• Thank you notes• Staff email signatures

• Business cards• Annual Report• Solicitations• Onsite

Integration

Campaigns

Scholarship Campaign 2010

Touchstone Awards 2011

Volunteer Recruitment

Writing for the Web

• Reader’s attention: 3-4 seconds• Users read 25% slower• Only read 20-28% of page content

• Consider audience – WIIFM • Current, reliable content• Inverted pyramid• Voice, word choice, personal pronouns, etc.

Branding

• Follow national branding guidelines (available on affiliate central).

• Be consistent across all platforms with wording/keywords, font types, colors, and artwork.

• Brand your Twitter background and Facebook page main photo.

Two-Minute Drill

Activity #2

• Touchstone Awards• Volunteer recruitment campaign• Scholarship fundraising campaign• Issue awareness – bullying, body image, STEM, etc. • Summer camp or one-day program• Community event involving your organization

Campaign Topics

Touchstone Awards• Home page – snippet of info • Upcoming events, org. calendar• Create page just for event• Side bar• Press room – add the press release• Donation page

Website Promotion

Touchstone Awards• Event preview• Interview with honorees, major guests, CEO, or emcee• Reflections on the theme• Process preparing for this event – an “inside look”• Thank you to sponsors and/or funders• Inspiring women throughout history• Post-event survey

Blog / Newsletter Stories

Touchstone Awards• Photos

• Staff/volunteers preparing for the event• Past events• Food, decorations, and other sneak-peeks

• Video • Interview with honorees, major guests, CEO, or emcee• What guests can look forward to – preview of event

• Photograph and video the actual event

Photo/Video Opportunities

• You’re invited! Watch the video of chairwoman Myra Borshoff Cook and our summer camp girls inviting you to attend the 2011 “In Her Own Words Touchstone Awards

• Tickets are going quickly to our annual Touchstone Awards luncheon! Reserve your seat today: (link)

• Women have done remarkable things throughout history. Our staff named a few of these women and explained why they earned an honorary Touchstone Award! (link) Who would you add?

• We're excited to offer our outstanding volunteers a unique opportunity! Celebrate the voices of Indianapolis girls and women at our annual fundraising event, the Touchstone Awards, for a special rate: (link)

• Did you attend the 2011 Touchstone Awards? Tell us what you thought! (survey link)

Facebook Posts

• Want to hear what our summer camp girls have learned this summer? Come to #Touchstone! Tix available: (link)

• “Confidence means being self-assured, even when facing failure or the unknown.” #Touchstone

• Thank you #NBI and @KrogerCo for supporting the strong, smart, and bold girls of Indianapolis (photo)

• @AndreaWTHR is doing an amazing job at #Touchstone. Look for her and coverage of the event at 5pm @WTHRcom

• Congrats to Billie Dragoo, Marianne Glick, Dr. Beverely Pitts, and Nancy Silvers Rogers! #Touchstone

• Missed our #Touchstone Awards yesterday? Check out the video of our inspiring honorees: (link)

• Tickets/registration, photos, quotes, survey link, RTs, always use #

Twitter Updates

Your turn!

Two-Minute Drill

Activity #2

Questions?

Keeping Up

• Abri’s picks

– Events: IndySM, Professional Groups – Blogs: Katya Andresen, Kivi Leroux-Miller, Beth Kanter– Twitter: @ Girls Inc. affiliates, NewMoonGirls, GirlScouts, GirlUp, PigtailPals,

GirlEmpowerment, girlshealth, BlogHer, AAUW, Women_eNews, CatalystInc, SeeJaneDo, FemaleEquality, girlygeekdom, WomenWhoTech, ForbesWOman

• Jennifer’s picks– Events: NTEN’s Nonprofit Technology Conference– Blogs: Chris Brogan, Copyblogger, Nancy Schwartz

• Gabie’s picks– Events: AFP TechNow *new in 2012– Blogs: Mashable, NonProfit Tech 2.0, ProBlogger Blog– Books: Social Media for Social Good

Thank You!www.girlsincindy.org

@girlsincindy