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
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
