the next level of engagement: advanced social media strategies for nonprofits

THE NEXT LEVEL OF ENGAGEMENT: ADVANCED SOCIAL MEDIA

STRATEGIES FOR NONPROFITSPresented By:

Rosie BranstetterPrincipal

© 2011 fiveseed, llc. All rights reserved.


A full-service strategic communications agency with global reach founded on the principle of creating positive change for our clients and our community.

1. Research2. Branding3. Strategy4. Creative5. Implementation

JOIN THE CONVERSATION

‣ #nonprofitSM

‣ @fiveseed


AGENDA FOR TODAY‣ Introductions

‣ Trends in online behavior

‣ Break

‣ Case studies

‣ Activity packet

‣ Break

‣ Best Practices

WORLD INTERNET STATISTICS

‣ 1.9 billion people online

‣ Represents a penetration of only 28%

‣ 1.5 billion visits to social networking sites each day

‣ 30% access the Web via mobile

* Source: Internet World Stats, June 2010; Universal McCann, 2010


INTERNET PENETRATION BY MARKET (16- to 54-year-olds)

* Source: Universal McCann, 2010


INTERNET PENETRATION BY MARKET (16- to 54-year-olds)

* Source: Internet World Stats, June 2010


Pene

trat

ion

Rat

e

0% 25% 50% 75% 100%

29%

11%22%

30%35%

58%61%

77% N. AmericaOceania/AustraliaEuropeLatin America/CaribbeanMiddle EastAsiaAfrica

World, Avg.

WHAT IS SOCIAL MEDIA?

‣ Web 2.0, New Media

‣ A fusion of technology and sociology

‣ User-Generated Content (UGC)

‣ Conversation (many-to-many)

‣ Community, collaboration, participatory

‣ The end of control


WHAT DOES IT LOOK LIKE?

JUST A NEW WAY TO COMMUNICATE


WHY DOES IT MATTER?

WHY DOES IT MATTER?‣ Everyone has a voice

‣ Immediacy

‣ Trust...“a person like me” vs. “the expert” vs. “authority”

‣ Proliferation, viral

‣ Web presence = reputation management

‣ Brand advocacy

‣ SEO

‣ Insights!


REACH MAINSTREAM MEDIA

‣ 89% of journalists source stories from blogs

‣ 65% of journalists use Facebook and LinkedIn for research

‣ 52% of journalists use Twitter

‣ Crisis communications

* Source: Cision/GSPM Media Survey 2010

IDENTIFY, MEASURE & UNDERSTAND

‣ Brand Awareness

‣ Stakeholder Engagement

‣ Personal Stories

‣ Perceptions

‣ Motivations

‣ Influencers


THE LONG TAIL OF THE WEB


* Source: Chris Anderson, @chr1sa

TOP 10 LANGUAGES ON THE WEB

* Source: Internet World Stats, 2010

English27%

Chinese23%

Spanish8%

Japanese5%

Portuguese4%

German4%

Arabic3%

French3%

Russian3%

Korean2%

Other18%


“THINKING ABOUT THE INTERNET, WHICH OF THE FOLLOWING HAVE YOU EVER DONE?”

* Source: Universal McCann, 2010


Read blogs

Start my own blog

Leave a comment on a blog

Upload photos to a photo sharing site

Upload video clips to a video sharing site

Watch video clips online

Create a profile on a social network

Manage a profile on a social network

Visit a friend’s social network profile


‣ Exceeds 2 billion views per day

‣ Every minute 35 hours of new video is uploaded

TWITTER...REALLY?!?

‣ Older demographic

‣ Educated

‣ High earners, more affluent

‣ 60% non-U.S. users

‣ Early adopters, movers/shakers

‣ Grew 76% in 2010

‣ Immediate and trackable!


LINKEDIN

‣ 90 million users across 200 countries

‣ Discover communities, partners, and competitors (Hint: Search by...)

‣ Network with peers

‣ Establish credibility

‣ Carve out your niche



LINKEDIN

* Source: Vincenzo Cosenza, www.vincos.it

* Source: Mashable, @mashable

IT’S ALL ABOUT FACEBOOK

February2010

400 Million

July2010

500 Million


THE MOBILE REVOLUTION

‣ Critical mass

‣ 5.3 billion mobile subscribers (77%)

‣ “There are more than 200 million active users (40%) currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.”

‣ Apps and gaming


* Source: MobiThinking; Facebook, January 2011

‣ Half billion using mobile to access the internet. Expected to double within 5 years as mobile overtakes the PC as the most popular way to get on the Web

‣ Over 85% of new handsets will be able to access the mobile Web

‣ Mobile search, reading news and sports information, downloading music and videos, and email and instant messages

‣ In the future? Money transfer; location-based services; m-health and m-payment will be key drivers

‣ “In the last twelve months, customers around the world have ordered more than US$1 billion of products from Amazon using a mobile device," – Jeff Bezos, founder and CEO of Amazon.com


* Source: MobiThinking


‣ American Red Cross raised 7% (more than 32 million) of all funds benefiting the Haiti earthquake crisis via mobile

‣ Mobile integrates well with other media

‣ Urgency and intimacy

‣ Mobile allows for real-time broadcasts

‣ Show impact and engage volunteers and donors wherever they are



BREAK


9:45 - 10:00

SERIOUSLY, IT’S ALL ABOUT FB‣ Facebook tops Google in page views per month (570 billion)‣ Facebook past Google in time spent‣ Facebook is now the world’s largest photosharing site‣ Trending behavior...search engine‣ Open Graph... everything is “likeable”‣ Average user has 130 friends and 60 connections to interests

* Source: Cision/GSPM Media Survey 2010, comScore


PROFILES

‣ FOR: Individuals only, per Facebook’s Terms of Service


PAGES‣ FOR: Individuals, such as authors or celebrities, or for non-

human entities such as products, companies, organizations and campaigns


PAGES‣ Linked to your personal profile...

‣ Community vs. Official

‣ Page names cannot be changed after a certain point!


CASE STUDIES: WWF‣ What works?

• Branded landing page

• Top news algorithim

• Video

• Segmentation

• Don’t automate using RSS

• Use embedded links

• Encourage tagging/mentions

• Let the community respond

• Mobile


CASE STUDY: WWF


CASE STUDY: 350.ORG


‣ What works?

• Sign Up form

• Platform integration

• Local focus

• Feedback

• Wikipedia

CASE STUDY: 350.ORG


CASE STUDY: RED


‣ What works?

• Sharability

• Branded promotions

• Polls

• Store

• Like related pages

CASE STUDY: RED


READY TO PUT IT INTO ACTION?


SOCIAL MEDIA FRAMEWORK

LISTEN

ENGAGE

REFINE MEASURE

DEFINE STRATEGIES

ESTABLISH GOVERNANCE

PRIORITIZE OBJECTIVES

LEARN


S.M.A.R.T. OBJECTIVES

‣ Specific

‣ Measurable

‣ Actionable

‣ Realistic

‣ Time-Bound


PLATFORM EVALUATION‣ Step 1: Create a list of potential social media platforms

‣ Step 2: Evaluate based on SWOT

‣ Step 3: Rank by priority for implementation

‣ Step 4: Make a decision to implement

‣ Step 5: Set a launch date

Platform Level of Engagement Priority Implement? Launch Date

Example: Facebook High 1 Yes 4/1/11


PLATFORM EVALUATION‣ SWOT

STRENGTHS• Free• High engagement• User friendly• High influence

WEAKNESSES• Time required to

maintain• Investment needed to

build awareness

OPPORTUNITIES• Increase awareness• Build communities• Segmentation• Capture personal

stories

THREATS• Complaints• Security• Closed community• Internal policies


STRATEGY BY PLATFORM‣ Step 1: Identify priority platforms based on evaluation.‣ Step 2: Outline a strategy by each platform.‣ Step 3: Determine frequency of updating.‣ Step 4: Determine metrics for measuring ROI.‣ Step 5: Establish measurement tool.

Priority Platforms

Frequency Category Purpose Metric Tool

Example: Facebook

Daily Social Network

Insights, advocacy,

word of mouth, trust

building

•Number of posts•Number of active contributors

•Number of page likes

•Hootsuite•Facebook Page Insights


SOCIAL MEDIA PLANNING

‣ Objective

‣ Target Audience

‣ Secondary Audience(s)

‣ Strategies

‣ Budgets

‣ Tactics


CONTENT CALENDAR

‣ Serves as an editorial guide to focus key messages

‣ Establishes weekly themes

‣ Types of posts:

1. Informing

2. Promotional

3. Engagement


MEASUREMENT

LISTENING MEASURING ENGAGING

‣ Discovering real-time and relevant conversations

‣ Monitoring, analyzing, and tracking those conversations

‣ Active dialogue, tagging, and follow-up


MEASUREMENT‣ Shrink your link

‣ Monitoring tools


MEASUREMENT

‣ Facebook Insights


MEASUREMENT‣ Hootsuite


BREAK


11:15 - 11:30


BEST PRACTICES

BEST PRACTICES‣ Social sharing


BEST PRACTICES‣ Tagging and Hashtags


BEST PRACTICES

‣ Launch the campaign around a “big moment”

‣ Use the “Rule of Thirds” *

(1/3 Web + 1/3 One Way + 1/3 Social)

= Total Online Marketing Resource

‣ Ongoing training and development of a social media policy

* Source: Beth Kanter, @kanter


‣ Social media policies

• Define: What is meant by “social media”

• Explain: Spell out any information that cannot be shared (proprietary or damaging information, libelous information, information with legal implications, etc)

• Identify: Clearly identify the players who will be tasked with posting and monitoring on behalf of the organization

• Record: Determine how/where logins and passwords will be stored

• Beware: Policies that are too broad or micromanage© 2011 fiveseed, llc. All rights reserved.

BEST PRACTICES

‣ Blogging: For thought leadership and SEO

‣ Video: For testimonials and SEO

‣ Forums: For community feedback and collaboration

‣ Games, Quizzes, and Polls: For interactivity and fun

‣ People: For actual relationship building


BEST PRACTICES

KEYS TO SUCCESSgive them an experience!

use social media as a stand alone strategy

listen and observe first

just post the same content on every channel

integrate with offline communications

use different usernames across platforms

encourage feedback and sharing

ignore the importance of training and policies

identify and embrace influencers

be timid - get out there!© 2011 fiveseed, llc. All rights reserved.

Do

Don’t

Do

Don’t

Do

Don’t

Do

Don’t

Do

Don’t

THANK YOU!


the next level of engagement: advanced social media strategies for nonprofits

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