finish line project
TRANSCRIPT
Friending the Finish Line: Launch WebinarFriending the Finish Line: Launch Webinar Social Media Nonprofit Best Practices
Webinar : July 27, 2011
Introductions
Liane Wong
State Teams/Roll Call
Beth Kanter
Spitfire Team
M i i Momsrising
First Focus
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Brief Introduction of Project
Foundation expectationsFoundation expectations
Focus on results, not tools
Learning and measurementg
Questions?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Project Approach
Social Media capacity building in Finish Line support system
Details in the Launch Packet
Coach is the first call for help
Questions?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Webinar Agenda
Quick Demo: Wiki and Facebook Group (5 minutes)Q p ( )
Social Media Nonprofit Best Practices (60 minutes)
Other questions (10 minutes)
Interactive: Use the chat to ask your questions as we go and share i d ti !your experience and tips!
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Quick Demo: Wiki and Facebook Group
Facebook Group: http://on.fb.me/finish-line-fb
Water Cooler Conversations, Just in Time Sharing/Questionsg
Closed Group, Request to Join
Wiki http://friending-finish-line.wikispaces.com/
“See Through Filing Cabinet”
Journal and “Over the Shoulder Learning”
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Best Practices
Avoid Shiny Object Syndrome
Social culture
SMART social objectives
Measurement
L dd f t Ladder of engagement
Get Attention, Engage, Convert to Action, Fall in Love
Content to Serve Content to Convert Content to Serve, Content to Convert
Time for learning
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
1: Avoid Shiny Object Syndrome
New tools come and go, but strategy sustains!
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
sustains!
1: Have A Strategy For Adopting New Technology
Technology Hype Cycles
Source: Gartner
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Source: Gartner
1: No Brand Opportunities Yet, Testing As Individuals
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
1: No Wait .. Google Just Made This Announcement!!
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
1: Avoid Shiny Object Syndrome
Poll: What is your strategy for incorporating new platforms?
Early
Moderate
W itWait
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
2: Create A Social Culture: Discuss Issues
Sharing control of branding and messaging
Dealing with negative comments
Addressing personality versus i ti l i (t tiorganizational voice (trusting
employees)
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
2: Social Media Policy: The Rule Book
• Encouragement and support
• Why policy is needed
• Best practices• Tone• Expertise
• Cases when it will be used, distributed• Oversight, notifications, and l l l
• Respect• Quality
dd llegal implications
• Guidelines• Identity and transparency
• Additional resources• Training• Operational Guidelines• Escalation• Identity and transparency
• Responsibility• Confidentiality • Judgment and common
• Escalation
Judgment and common sense
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Examples: http://www.bethkanter.org/trust-control/
2: Facebook Specific: Community Guidelines
“Girl Scouts of the USA welcomes interaction discussion“Girl Scouts of the USA welcomes interaction, discussion, commentary, questions and criticism but ask that comments are
kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelinesremove comments or ban anyone who violates these guidelines.
Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.”
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
2: Advice from Finish Line Grantees
Do you have a social media policy?
Yes
No
27%
No
Type into Chat: Why valuable? What is your best tip?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3: Identify SMART social objectives
Results - Communications Strategy Increase website traffic by 25% by November 1, 2012.State Senator Smith responds to call to action with a story about her kids’ health priorities by November 1 2012priorities by November 1, 2012
Tactical - Tool Specific MetricsIncrease audience connections through Facebook to 1000 by June 1, 2012.I t ith f F b k t 3 t t b J 30Increase comments with fans on Facebook to 3 comments per post by June 30, 2012
Capacity - Content, People, Time, Adoption, Learning, Researchp y , p , , p , g,Integrate social media across organization staff and departments, by engaging our Policy Director such that she sets social media goals by October, 2011, and reaches those goals by June, 2012
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3: SMART Social Objectives for Children’s Health
Type into the Chat: What is your organization’sType into the Chat: What is your organization s SMART social objective?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3: Measurement
Flickr photo by tomschenkenberg
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3: Use Benchmarks To Measure in Context
Median number of Fans: 385385
Comments Per Post: Less than 1
Monthly Posts:Monthly Posts: Average 2 per week
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3: Use Valid Metrics Grid
ATTENTION ENGAGEMENT ACTION
MESSAGESMESSAGESCHANNELSTACTICS
Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile
INFLUENCERS MetricReach
MetricEngagement
MetricAction
TARGET AUDIENCE
MetricReach
Engagement
MetricEngagement
Action
MetricActionReach g gEngagement Action
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3: Use Valid Metrics Grid: Facebook Example
ATTENTION ENGAGEMENT ACTIONATTENTION ENGAGEMENT ACTION
MESSAGESMESSAGESCHANNELSTACTICS
Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile
INFLUENCERS Healthcare reporters and regional newspapers “like” the page
Pediatricians comment on the page
Pediatrician shares post on their
Governor sites one of the physicians in their state of state address
Hear about a story idea from a shared connection
own page State Lawmaker uses story from our FB page in her constituent newsletter
TARGETTARGET AUDIENCE
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
3: Use Valid Metrics Grid: Facebook Examples
ATTENTION ENGAGEMENT ACTION
MESSAGESMESSAGESCHANNELSTACTICS
Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile
INFLUENCERS
TARGET AUDIENCE
Number of FansTraffic ReferralImpressions
Comments Per PostShared StoriesFeedback %
ConversionsDonationsSignaturesPhone CallsSaved Time
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
4. Attention in An Age of Media Overload
TraditionalTraditional
TradigitalSocial MediaMedia
Owned
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Source: Steve Rubel
4: How Momsrising Gains Attention
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Ladder of Love on Facebook
AttentionAttention
Engagement
Action
LoveLove
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Get Attention
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Engagement
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Convert to Action
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Convert to Action
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Fall in Love
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Attention: Custom Landing Page
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Attention: Promote Facebook on Other Channels
“See what we’re talking about and join the conversation”
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5. Attention: Promote Facebook on Other Channels
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
5: Attention: Promote Facebook on Other Channels
Type into the chat: What creative ways are you promoting your
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Facebook Page offline?
5: Getting Attention: Facebook Ads
“Like” our Facebook Page
Promote events Promote events
Promote online petitions
Other
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
6: Engagement: Be Enchanting
Become an expert at starting conversationsBecome an expert at starting conversationsAsk different kinds of questionsAlways be commenting Run online “chats” or engagement events
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
6: What’s the secret engagement? Ask Questions
Question Brainstorm Tool
Specific Yes or NoTimely Edgy Photo True or False
DirectDirectPreferenceFunEventsEventsExperience
HumanisticTips
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
TipsMad Lib
Beethoven Festival Fan PageSpecific What is your favorite Beethoven Symphony?
Yes or No Is Beethoven’s Fifth Symphony your favorite?
Timely Today is Beethoven’s Birthday! How are you celebrating?
Edgy Do you think music in the schools should be cut from public school budgets?
Photo What do you think of Beethoven’s family portrait?
True or False True or False: Beethoven was completely deaf when we wrote the 9th
SymphonySy p o yDirect Why do you think people love or hate classical music?
Preference Do you like early or late Beethoven?
Fun If you were stuck on a deserted island with one Beethoven CD to listen toFun If you were stuck on a deserted island with one Beethoven CD to listen to ….
Events Who is attending our All‐Beethoven Piano Music concert?
Experience What was your favorite moment from our All‐Beethoven Piano Music concert last night?last night?
Humanistic Have you seen someone fall asleep at a classical music concert?
Tips What is your favorite restaurant for before concert dining?
d b f h ’ (f ll h f ) hMad Lib If Beethoven’s (fill in the name of piece) was on the concert program, I would not miss it for the world.
6: Chat Exercise
Chat Exercise: Think about your organization’sChat Exercise: Think about your organization s communications goals around Children’s Healthcare. . What are some questions you can ask your audience on F b k t th d th t hFacebook to engage them and encourage them to share their stories?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
6: Identify and Empower the Fans that Love You!
TrackRecognizeSurveyEvaluateP l/T lProposal/ToolsEngage and AmplifyAmplify
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
7: Content to Serve, Content To Convert
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Content As Food Preparation: The Shopping List and Pantry
For Facebook (and Twitter), WhatFor Facebook (and Twitter), What can be chopped into small pieces?
Spreadsheet: Who is Posting What, Where, WhenRecycle, Repurpose, Reimagine
What did they like most? Repeat, Tweak, and Test Again
7: Content To Convert: Custom Content Tabs
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
7: Content To Convert: Custom Content Tabs
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
7: Content To Convert: A/B Testing to Track Conversions
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
8: Time for Learning
“Metrics Monday”y“Joyful Funerals”
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Best Practices
Avoid Shiny Object Syndrome
Social culture
SMART social objectives
Measurement
L dd f t Ladder of engagement
Get Attention, Enchant, Convert to Action, Fall in Love
Content to Serve Content to Convert Content to Serve, Content to Convert
Time for learning
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Questions
Questions? Type them into the chat
Chat Exercise: What is one idea that you can put into practice to improve your organization’s use of Facebook?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES