JLSD Social Media JLSD Social Media PlanPlan

Jennifer BoydJennifer BoydJanice CollinsJanice CollinsMarcia GravetteMarcia GravetteLiz PhilipsLiz PhilipsEce SatEce SatMiray TepeMiray Tepe

August 26, 2009August 26, 2009

DiscussionDiscussion

RecommendationsRecommendations Top priority: Improve internal communicationTop priority: Improve internal communication Secondary priority: Improve fundraising Secondary priority: Improve fundraising

effortsefforts QuestionsQuestions

Recommendations Recommendations

eBlastsLeagueLines

Website

Links to FB fan page, Twitter Links to FB fan page, Twitter account, Flickr page, blog. account, Flickr page, blog.

PW-protected area for private PW-protected area for private member info (directory)member info (directory)

Monthly Monthly meeting info meeting info and relevant and relevant committee committee

updatesupdates

2x/year 2x/year before before major major events events (see (see

backup backup for ideas)for ideas)

Top priorityTop priority

Improve internal communicationImprove internal communication– Desired outcomes: Desired outcomes:

Reduce turnover among activesReduce turnover among actives Improve active to sustainer conversion rateImprove active to sustainer conversion rate

– Musts:Musts: Integrated plan including current Integrated plan including current

communication methodscommunication methods Must be easy to create, maintain, and sustain Must be easy to create, maintain, and sustain

given all-volunteer staff, limited budgetgiven all-volunteer staff, limited budget

– Social Media Goal:Social Media Goal: Increase member engagement in JLSD via social Increase member engagement in JLSD via social

mediamedia

Increase member engagement Increase member engagement in JLSD via social mediain JLSD via social media

POSTPOST– People: females 25-35 (prov & People: females 25-35 (prov &

active) & 35-80 (sustainers). Likely active) & 35-80 (sustainers). Likely majority are joiners and spectatorsmajority are joiners and spectators

– Obj: EnergizeObj: Energize– Strategies: Building connections via Strategies: Building connections via

communitycommunity– Technologies: (next)Technologies: (next)

TechnologiesTechnologiesIncrease Member EngagementIncrease Member Engagement

Facebook: Sharing, Facebook: Sharing, fun, & eventsfun, & events– Personal member Personal member

pagespages Collect user names Collect user names

on roster for JLSD on roster for JLSD and encourage and encourage members to use members to use Facebook Facebook

Updates and photo Updates and photo sharing/tagging sharing/tagging enable easy, enable easy, authentic authentic connectionsconnections

– Fan page, not groupFan page, not group More features, such More features, such

as better event as better event management management

Other reasons (later)Other reasons (later)

Flickr: Capturing Flickr: Capturing and sharing JLSD and sharing JLSD memoriesmemories– Establish JLSD Flickr Establish JLSD Flickr

groupgroup– Assign hashtags for Assign hashtags for

events and projects events and projects (i.e. islanddivine09, (i.e. islanddivine09, impact, impact, kidsinkitchen, etc)kidsinkitchen, etc)

– Encourage/assign Encourage/assign shutterbug JLSD shutterbug JLSD members to upload members to upload event & project event & project photosphotos

– Why not FB for Why not FB for photos? Most robust photos? Most robust platform, searchable platform, searchable by tagsby tags

TechnologiesTechnologiesIncrease Member EngagementIncrease Member Engagement

Twitter: Instant “on” communicationTwitter: Instant “on” communication– Secure @JrLeagueSD (or similar) to tweet about Secure @JrLeagueSD (or similar) to tweet about

official events, member news, project & other official events, member news, project & other newsworthy updates, as well as AJLI informationnewsworthy updates, as well as AJLI information

– Set schedule and plan ideas of editorial calendar; Set schedule and plan ideas of editorial calendar; use proper hashtagsuse proper hashtags

– Administrator use a client such as Seesmic or Administrator use a client such as Seesmic or Tweetdeck to manage accountTweetdeck to manage account

– Communications team collect Twitter names for Communications team collect Twitter names for directorydirectory

TechnologiesTechnologiesIncrease Member EngagementIncrease Member Engagement

Linked In: Power Linked In: Power NetworkingNetworking– Promote “status badge” to Promote “status badge” to

put on member profiles and put on member profiles and to facilitate networkingto facilitate networking

– Change open option to Change open option to “Request to Join” – Users “Request to Join” – Users must request and be must request and be approvedapproved

– Communications team Communications team collect LinkedIn names for collect LinkedIn names for directorydirectory

– Not intended to be a highly Not intended to be a highly interactive tool for JLSDinteractive tool for JLSD

TechnologiesTechnologiesIncrease Member EngagementIncrease Member Engagement

NOT recommendedNOT recommended

My Space: Demographics wrong, don’t want to My Space: Demographics wrong, don’t want to overwhelmoverwhelm

FB Groups for all committees: too FB Groups for all committees: too overwhelming, reliant on committee heads to overwhelming, reliant on committee heads to updateupdate

Social bookmarking: not relevantSocial bookmarking: not relevant You Tube: not relevant; easy enough to post You Tube: not relevant; easy enough to post

videos on Facebook, JLSD site, blog – Having videos on Facebook, JLSD site, blog – Having another web property to manage not idealanother web property to manage not ideal

Ning: would be a good option for “phase 2” of Ning: would be a good option for “phase 2” of JLSD social media plan; but now, too JLSD social media plan; but now, too overwhelmingoverwhelming

Secondary prioritySecondary priority

Improve fundraising effortsImprove fundraising efforts– Desired outcomes: Desired outcomes:

Promote fundraising events, such as Island Promote fundraising events, such as Island Divine, and their impact, as a means to increase Divine, and their impact, as a means to increase participation and fundraising resultsparticipation and fundraising results

– Musts:Musts: Must be easy to create, maintain, and sustain Must be easy to create, maintain, and sustain

given all-volunteer staff, limited budgetgiven all-volunteer staff, limited budget– Social Media Goal:Social Media Goal:

Promote fundraising events and the programs Promote fundraising events and the programs they benefit via social mediathey benefit via social media

Promote fundraising events Promote fundraising events and the programs they benefit and the programs they benefit via social mediavia social media POSTPOST

– People: Majority of attendees likely to be People: Majority of attendees likely to be members – women 25-35 (prov & active) & members – women 25-35 (prov & active) & 35-80 (sustainers), their guests and 35-80 (sustainers), their guests and general public of both sexes in same age general public of both sexes in same age range. Likely majority are joiners and range. Likely majority are joiners and spectators.spectators.

– Obj: Talk (Stimulate two-way Obj: Talk (Stimulate two-way conversation)conversation)

– Strategy: Inform potential attendees about Strategy: Inform potential attendees about how enjoyable the events are and about how enjoyable the events are and about the programs they benefit.the programs they benefit.

– Technologies: (next)Technologies: (next)

Facebook: Promoting Facebook: Promoting events, programs, and events, programs, and sponsorssponsors– As discussed, change As discussed, change

group to fan pagegroup to fan page– Publicize special events, Publicize special events,

invite attendees and invite attendees and maintain RSVP list on maintain RSVP list on events pageevents page

– Provide links taking Provide links taking people to more people to more information about projects information about projects benefitting from special benefitting from special eventsevents

– Provide links to Provide links to sponsors/donors (part of sponsors/donors (part of sponsor level incentives)sponsor level incentives)

Highlight JLSD sponsors on FB property as part of sponsor level incentives

TechnologiesTechnologiesPromote fundraising events and programsPromote fundraising events and programs

Flickr: Sharing Flickr: Sharing memories and the memories and the spotlightspotlight– Upload event and Upload event and

project photos to Flickr project photos to Flickr page page

– Enable sponsors to Enable sponsors to upload their photos, upload their photos, too, as part of benefit of too, as part of benefit of being associated with being associated with JLSDJLSD

– Use hashtags for events Use hashtags for events and projectsand projects

TechnologiesTechnologiesPromote fundraising events and programsPromote fundraising events and programs

Twitter: Communicate to the worldTwitter: Communicate to the world– Tweet from @JrLeagueSD account to Tweet from @JrLeagueSD account to

publicize upcoming fundraising events, to publicize upcoming fundraising events, to share news about the programs they share news about the programs they benefit, and to publicize sponsors (as part benefit, and to publicize sponsors (as part of sponsor/donor fund development of sponsor/donor fund development program)program)

– Use hashtags for events and projectsUse hashtags for events and projects

TechnologiesTechnologiesPromote fundraising events and programsPromote fundraising events and programs

Blogging: Spreading the news, Blogging: Spreading the news, enhancing the image enhancing the image – Use Posterous as blogging platform with Use Posterous as blogging platform with

RSS-enablement and link from JLSD websiteRSS-enablement and link from JLSD website– Posterous is ideal for multiple contributors; Posterous is ideal for multiple contributors;

simply email text, photos, videos, etc for simply email text, photos, videos, etc for no-fuss postingno-fuss posting

– Establish editorial calendar for posts Establish editorial calendar for posts regarding special events, done by regarding special events, done by appointed JLSD bloggers appointed JLSD bloggers

– Can feed updates to Twitter, Facebook, Can feed updates to Twitter, Facebook, Flickr as appropriateFlickr as appropriate

TechnologiesTechnologiesPromote fundraising events and programsPromote fundraising events and programs

NOT recommendedNOT recommended

My Space: Demographics wrong, don’t My Space: Demographics wrong, don’t want to overwhelmwant to overwhelm

Social bookmarking: Not relevantSocial bookmarking: Not relevant You Tube: Not relevant or necessary; You Tube: Not relevant or necessary;

use Facebook, blog, or websiteuse Facebook, blog, or website Ning: More for “insider” Ning: More for “insider”

communication rather than raising communication rather than raising awareness of special eventsawareness of special events

Question: how will we be able to do it all? Rebalance current communication

responsibilities– Move time-consuming monthly LeagueLines

newsletter to 2x/year– Printed newsletter still important for

“sustainers”– Editorial suggestions:

Spring: Island Divine, Padres tix, summer concerts, Congrats to provisionals, congrats to sustainers-to-be

Fall: Upcoming year highlights, provisional recruitment, Jingle Bell Bash, previous year report – how much $ raised, community impact

Last pieces of advice

Listen first; ideally, survey membership (provisionals, actives, and sustainers) on social media behaviors

Plan a do-able strategy that can be sustained; can be more damaging to start something and not follow though

Plan for future; secure JLSD name on new social media properties to save trouble down the road

Questions