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The Social Media Decision-Maker’s Toolkit

Class #1: Goals, Audiences and Listening

Logistics

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Introduction to Content Management Systems

June 2007

Social Media Decision-Maker’s Toolkit

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Logistics

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The Social Media Decision-Maker’s Toolkit

Class #1: Goals, Audiences and Listening

Introductions: Your Trainers

Andrea BerryDirector of

Partnerships and Learning

Idealware

Laura QuinnExecutive Director

Idealware

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Introductions: www.idealware.org

Schedule of Course

Course Schedule

4/5: Goals, Audiences and Listening

4/12: Social Networking Sites

4/19: Photo and Video Sharing, Blogs

4/26: Defining Your Social Media Mix

5/3: Creating a Social Media Culture

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Homework

You will be asked to do about an hour of work outside of the sessions each week to develop your social media strategy

Workbook

Homework will come from Idealware’sNonprofit Social Media Decision Guide

www.idealware.org/reports/no

nprofit-social-media-decision-

guide

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Nonprofit Social Media Decision Guide

http://idealware.org/reports/nonprofit-social-media-decision-guide

What We’ll Cover Today

– Defining Your Goals

– Considering Your Audience

– Listening to What People Are Saying

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What is Social Media?

It’s Online Media…

Words MessagesImages Video

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That Socializes

It starts conversations…

…travels…

…is shared…

….multiplies

It’s a Class of Tools and Techniques

And more!

Online communities

Blogs Social networking sites

Distributed fundraising

Contributed content Viral videos

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How Does it Fit In?

Engagement

Website

Public RelationsSocial NetworkingBuzzworthy Materials

PotentialSupporters

Outreach

Direct MailEmail

Phone CallsSocial Networking

Blogs

CurrentSupporters Your

Organization

As Part of an Overall Communications Strategy

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Start with the Fundamentals

No marketing technique will work without…

A compelling story

And an understanding of

your audience

Clear goals

It’s All About the “Network Effect”

You post

somethingAnd invite friends to

view and engage with

that piece of media

And your friends engage

their friends...who engage

their friends…who engage

their friends…

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Experiment with

Listening

The Social Media Decision Maker’s Toolbox

Define

Target

Audience

Define

Metrics

and

Policies

Decide

on

Tactics

Consider

Facebook

& Twitter

Consider

Blogs, Photos,

VideosDefine

Goals

Define Your Goals

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The Importance of Goals

The social media tools you should use depend on what you want to accomplish and who you want to reach…

All Strategies Should Start With Goals

Social media can be effective for: Social media is less effective for:

Getting constituents to talk to each other Engaging audiences not familiar or

comfortable with social networking

Getting people to take a particular action Press releases

Gathering constituent feedback Bandwagon-ing (“Everyone else is doing

it”)

Specific promotions (i.e., events,

resources needs, messaging)

Disseminating information about an

issue or topic

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What Specific Results are They Seeing?

Some results were mentioned a lot in our research:

Percentage of those for whom we received case studies

Measurement is Key

If you can’t measure it, it’s impossible to know:

• Is it working?• Is it worth your time?• What you can do to

improve it?

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Are we measuring success towards goals?

Just over half of participants in our new Facebook survey measure at all…

How do measurment and success correlate?

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What Makes a Good Goal?

What is the

Purpose?How is it

Measurable?

What Defines

Success?

Goals, Strategies and Tactics

Thanks to Kathryn Poindexter and the New Organizing Institute

Your Goal: Getting backstage at a Justin Bieber concert.

Strategy 1:Become friends with Justin Bieber’s mom

Tactics:• Join her book club- make interesting insights

• Join her church

• Get your mom to introduce you

Strategy 2:Get Justin to notice you from on stage

Tactics:• Procure front-row tickets

• Coordinate posters and outfits among other

attendees

• Throw something attention-getting onstage

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Potential Social Media Goals

Brainstorm

Define Your Target Audience

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Audience

Who do you want to reach?

Who can you reach?

Start By Understanding Your Constituents

Constituents

Volunteers

Donors

Event Participants

MembersPress

EmailRecipients

Clients

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Who is Using Social Media?

All of your constituents

People you want to reach

People you couldreach with social media

Alumni

Former Donors

Case Managers Clients

Families Event Attendees

Card Holders

Board MembersFriends

Patrons

FoundationsDonors

Contributors

Who Can You Reach?

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What Do They Want to Hear?

Invites to Events

Opportunities toGet Involved

Useful Information

Breaking News

Requests to Participate

How Do You Know What They Want?

Consider a survey, or interviews with constituents.

Nothing replaces getting actual input from a human.

What does she think? Ask her!

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Who Is Your Target Audience?

Brainstorm

Experiment with Listening

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Listening is Important

Listening is knowing

what is being said

online about your

organization and your

field.

Slide Courtsey of Idealware, NPower and NTEN

It’s Often Interesting!

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And A Great First Step

It helps you

understand what your

audience is doing

with social media

Define Your Keywords

Your

organization

nameThe

names of

key staff

members

Phrases

that you’ve

introduced

Program

names

Keywords

for your

cause/

issues

Detractors

or

competition

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Google www.google.com

Google Alerts www.google.com/alerts

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Search the Sites You’re Interested In

Like Twitter, Facebook, YouTube, Flikr…

Monitor Blogs

Technorati or BlogPulse can help

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How on earth could I follow all

that?

Holy cow, that’s a lot of

different places!

Ready For That?

Out-of-the Box Dashboards

Paid services like Radian6, BuzzLogic, and

Neilson Buzzmetrics can help (for a price)

Automatically search a number of sites and sources

addictomatic.com socialmention.com

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Or Create Your Own!

Usually, look for this icon:

Subscribe to the “Feed” for each search...

And pull it all into one place

Use a Feed Reader: iGoogle, Google Reader, Bloglines, or netVibes

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For Example: HSUS

They’re tracking:Their own name including acronyms,

misspellings

Current issues that people are talking about

Detractors and Competition

Prominent people in their org

From:Google Alerts

Twitter Search

Technorati

Blogpulse

Digg

BoardReader

Filtrbox (paid monitoring service)

Should you respond?

Define a set of operating

procedures as to when

you should respond.

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Respond Like a Human

Respond To:

• Compliments

• Valid client complaints

• Incorrect information

• Posts to which you have something of value to add

Don’t Respond To:

• Trolls

• Insults

• Competitors

Slide Courtsey of Idealware, NPower and NTEN

Questions?

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Homework

Complete Worksheets:

# 2 Identifying Your Social Media Goals

# 3 Measuring Your Goals

# 4 Defining Your Audience