Beyond Dabbling: Creating a Social Media Strategy with

Purpose

Holly Ross, Executive Director, NTEN: The Nonprofit Technology Network Suzanne Callahan, Project Manager,

Engaging Dance Audiences

Rebecca Krause-Hardie, Manager, EDA Learning Community

Rachel Bell, Communications Specialist, Dance/USA

Engaging Dance Audiences is generously supported by the Doris Duke Charitable Foundation and the James Irvine Foundation.

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The Art of Technology: Social

Media Strategy

The Art of Technology is made possible by generous funding from the Andrew W. Mellon

Foundation

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Twitter and Facebook Don’t Sell These

These sell tickets

So What’s it Good For?

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Creating ArtCustomer ServiceBuilding Relationships Starting ConversationsThough LeadershipFundraising

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A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

Start with Strategy

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Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Objective

•What do you want to accomplish with social media?

•Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan

http://www.flickr.com/photos/wili/214316968/

Give Your Social Media Objective An IQ Test!

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Give Your Social Media Objective An IQ Test!

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

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Organization Goal: Increase online ticket sales

Social Media Goal: Increase online community actions by 25% on one season.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

1. Who must you reach with your social media efforts to meet your objective? Why this target group?

• Is this a target group identified in your organization’s communications plan?

• What do they know or believe about your organization or issue? What will resonate with them?

• What key points do you want to make with your audience?

Audience

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

AudienceObjective

One Wayemailsearch engineads

SocialListeningConversationConnecting

HomebaseWeb Site

An Integrated Strategy

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California State Parks Foundation

• May 2009• 100 Park Closures

Imminent• 500 Facebook Fans• Mostly Direct Mail

Supports

• New Strategy:• Reach younger

supporters to prepare for a ballot initiative to protect California parks.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Recruit 5,000 new Facebook fans in one month

One Wayemaildirect mailads

SocialFacebookYouTube

HomebaseWeb Site

An Integrated Strategy for CSPF

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Integrated Components• Home Base

Web site redesign to emphasize:

• Petition• Facebook• Donations

One Way“Urgent Grams”

to:• High Dollar

Donors• Other

Members• Prospects

Social• Facebook

Welcome Page

• Fan Videos on YouTube

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Integrated Looks & Message

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Campaign Results

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The Final Tally

• $950,000 Raised• $300,000 Online

• Tough to track specifically to social media• 46% of that came from supporters new to

CSPF• Email list size grew in tandem with Facebook

Fans, suggesting that they are highly related• Ballot initiative campaign is now live

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building & Social Networking

Tim

e a

nd

expert

ise

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Listening

Listening is knowing what is being said online about your organization and your field.

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A Few Listening Tools

Google Alerts: Delivered to your email inbox on specific key words searches.alerts.google.com

RSS: Reader software that will pull in articles, posts and other electronic media that you specify. netvibes.com, reader.google.com and bloglines.com.

Twitter: Use keywords at search.twitter.com to find out what people are saying about certain topics right this very minute.

Paid Social Tracking Services: Will track keywords across multiple social sites and give you robust reporting and management tools. Radian6.com and scoutlabs.com

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

A Listening Organization

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These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

RSS – Google Reader

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These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

1 in 3 People in Boise know what TMP is

Listen With Purpose

• What decisions will you link your listening to?

• What key words will you use?

• How will share or summarize what you learn from listening with others in your organization?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Listening Leads to Participation

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Respond Well

• Who is empowered to respond and in what circumstances?

• How will you address negative comments or perceptions?

• What is the goal of your participation?

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Social Media and Ethics• Honesty: State only what you know to be true - and be clear about

opinion or conjecture vs. fact.• Transparency: Be straightforward about who you are - and who

you’re representing online.• Respect: Respect for yourself, your peers, and even your

adversaries.• Privacy: Treat the intimate details of others as you would your own

personal information.• Relevance: Ensure that the content you’re posting is relevant to the

audience and the venue where it’s being posted.• Responsibility: Take ownership of your online activities, the content

you’ve created, and any missteps you’ve made along the way.

http://www.ruderfinn.com/blogs/ethics/2009/07/ethics-and-social-media.html

Participating is Technique, Not Tools

• Respond If:• They’ve paid you a

compliment• Valid client complaint• If information is

incorrect• If you have something

of value to offer

Don’t Respond If:• Trolls• Competitors• Not you

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Participation is About Reciprocity

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Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building & Social Networking

Tim

e a

nd

expert

ise

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Share Your Story

Sharing your story is giving your supporters the message and media they need to connect with your issue and share with their networks.

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A Few Storytelling Tools

Blogs: A type or part of a website designed for regular commentary and sharing of other online media. Usually focused on a particular topic. Commenting is typical.Blogger.com, Typepad.com and WordPress.com

Videos: Videos appropriate for social media can be produced with cell phones and flip cams now. Posting on a social site makes them shareable. YouTube.com, Vimeo.com, and Livestream.com

Photos: You and your patrons can share photos of your performances with photo sharing sites by assigning the same tag, such as NYCBalletLive to your uploads.Flickr.com and Facebook.com

Podcasts: Audio recordings made available singly, or as a subscription.iTunes.com

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Which YOU are You Going to Be?

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InstitutionalInstitutional AggregatingAggregating

SpecializedSpecializedPersonalityPersonality

Other Story Telling Considerations

• Who will do the work?• With what frequency?• What skills or expertise do you need / have?• Can you remix/reuse content across tools?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building & Social Networking

Tim

e a

nd

expert

ise

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

A Few Buzz Tools

Twitter: Twitter is like the status update part of Facebook. Users share links, photos and the answer to the question, “What are you doing now?”Twitter.com

Facebook: Now the largest social networking site in the world. Facebook fans got Betty White a spot on Saturday Night Live.Facebook.com

Keywords/Tags: No matter what social networking site you or your patrons are using, a good set of keywords will make your content findable and shareable

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Buzz is a Cocktail Party

•Make others feel important•Be smart, witty and funny!•Be relevant•Put your best foot forward

Being awesome is the best way to SEEM awesome

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Preconditions for a Buzz Campaign

Trust

Friends

Reciprocity

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Buzz Considerations

• Are you adding as much value as you are asking for?

• Is it personal?• Who responds?• What are you asking people to do? Remix,

Reuse, forward?

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

GenerateBuzz

Share YourStory

Listen & Participate

Community Building & Social Networking

Tim

e a

nd

expert

ise

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Community engagements is connecting your patrons, volunteers, donors and supporters to each other through your mission.These materials are available under the Creative Commons Attribution-

NonCommercial 3.0 License.

A Few Community Tools

Facebook: The most popular social network in the world provides ample opportunities to find friends and engage them in your mission.Facebook.com

LinkedIn: While LinkedIn skews towards more professional conversations and uses, it may be a great place to cultivate conversation for your organization.LnkedIn.com

Open Source Private Networks: There are lots of open source tools available to create and manage a private social network for your audience.Ning.com and Drupal.com

White Label Social Networks: You can also hire providers to create a private social network for your audience.ThePort.com, Golightly.com, and SocialGo.com

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Create Art with Your Community

Create Art with Your Community

Create Art with Your Community

Community Building Considerations

• What’s the point of this community? Why would people gather here instead of somewhere else?

• Who will maintain the community and act as the voice of the organization?

• How does the community integrate with the web site? Vice versa?

• What’s the engagement strategy? How are you going to get people talking?

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Community Management Happens on a Daily Basis

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Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

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Fail Informatively – Clay Shirky

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Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.

To Fail Informatively, We Must…

• Set SMART goals• Set ourselves up for success by researching

first• Document hard data• Also document qualitative data• REFLECT• And Iterate.

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Social Media Data

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Collect Stories

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Then it’s Time to…

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But You Have to Take the….

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Thank you for your kind attention!

There are just two more items…

Join us for the next webinar…

Talk's Cheap: What Does the Research About Social Media Show?

Wednesday, November 17, 2010, 1-2:30 pm ESTAndrea Berry, Director of Partnerships and Learning, Idealware

Are social media channels working to help nonprofits engage their current audience? Recruit new supporters? Raise money?

Idealware’s Andrea Berry will talk through the results of six months of social media research. She will cover what tools nonprofits are using, how well they think they work, and what specific goals each can help nonprofits accomplish.

Continue this Conversation

For additional dialogue about this topic, visit the EDA Learning Community at http://eda.danceusa.org.

We’ll keep talking on the discussion boards (Communicate tab, Discussions).