JD Lasica & Carla A. Schlemminger Socialbrite.org team@socialbrite.org April 5, 2012

You need a strategy, dammit, not a Twitter account

Tweet this preso! Hashtag: #12NTCdammit

Creative Commons photo on Flickrby Prakhar

Today’s hashtag

handles: @jdlasica & @carlainsf

Relax!

http://socialbrite.org/NTC

Creative Commons BY photo on Flickr by Tom@HK

What we’ll cover todayLook at the landscape

1. Lay the groundwork

2. Meaningful metrics

3. Content: Storytelling & production processes

4. Use your community

5. Integrate your efforts

Q&A, hugs, tearful goodbyes

12 color handouts. Be happy!

http://socialbrite.org/ntc

Socialbrite Sharing Center

http://socialbrite.org/sharing-center

R E S O U R C E S

• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube,

Vimeo, Dailymotion)• Widgets• Photo sharing • Pinterest• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing

Social media a game-changer T H E E C O S Y S T E M

• 77% US adults are frequent social media users.*

• 150 million active blogs; 1 million blog posts created per day

• Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp

• Twitter: 100+ million active users, 250 million tweets per day

• Flickr: 35 million people, 4 billion-plus photos

• YouTube: 3 billion videos watched per day

• 8 trillion text messages sent in 2011

*source: Nielsen Online, spring 2010

Staggering growth

850 million members worldwide — 76% of US Internet users are on Facebook

Facebook: The social network

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20042005

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TodayFacebook’s global growth rate, 2004-2012, in millions

Before we talk tools, technology or campaigns, do a self-assessment with your team.

Why are you doing this?

What core values drive your organization?

What change would you like to see in the world?

Is there clarity about what your organization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?

Big picture reality check 1 . L A Y T H E G R O U N D W O R K

Before you plunge in ...

• Understand that social media is a series of stages: crawl, walk, run, fly

• Do you have buy-in from top management?• Do you have a social media policy or guidelines?• Do you have a Strategic Social Media Plan in place?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Have you identified and trained your team members?

Boil down your mission to a strong phrase or sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Have you defined a clear theme?

Begin with a strategy document

Elements of a Strategic Plan• 360 assessment of social

media capabilities• Spell out goals• Identify online community• Proposed use of social

tools & platforms• Recommendations on

Action Plan & timeline• Lay out metrics program• Competitive/peer analysis

How can you use social media?• Raise public awareness of your mission or cause• Raise funds for a cause or campaign• Reach new constituents or supporters• Build a community of champions• Recruit volunteers• Get people to take real-world actions• Enhance existing communications programs • Involve the community in decision-making• Advance your organization’s mission

E S T A B L I S H B U S I N E S S G O A L S

Before you start, measure!‘Data is better than gut’: Gather, analyze, act

Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)

2 . M E A N I N G F U L M E T R I C S

ACTIONFunnel of love

INSIGHTS

INFORMATION

KPIsWho, how, why

T H E M E T R I C S P R O C E S S

Business goals

• Grow email list

• Online visibility, branding

Things to measure (KPIs)

# newsletter subscribers

increase in traffic or linkback #s

Map metrics to goals

avg. # comments/post

mentions or pick-ups in blogs & social networksstick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

• Increase comments on blog

• Increase positive mentions of organization or program

• Have visitors stick around

• Make our content more viral

• Get people to take action

• Get people to attend event

"We don't really care about page views as much as we care

about comments. If we get 1,000 video views, that is good.

The comments are a focus group with our influencers. If

they like it, they'll spread it and that helps get us to our

objectives."

- Jake Brewer, PowerShift

Beyond page views

New metrics of engagement

What does your site rank for?Search your own site’s keyword juju on semrush.com & spyfu.com

E X E R C I S E

Geek out! Search ‘socialbrite.org’ on semrush.com

H A N D S - O N D E M O

Why long tail keywords matter

Find keywords in your sector G O O G L E K E Y W O R D T O O L

Set up a metrics program1. Get buy-in at the top2. Designate metrics owners internally;

perhaps appoint a Chief Metrics Guru & give him or her support

3. Interview stakeholders across depts. to identify key goals & target audiences

4. Create internal document that ties these goals to specific KPIs you can track

5. Identify tools to use and begin tracking6. Print out weekly or monthly reports, circulate them. 7. Spend time analyzing the data & drawing conclusions 8. Refine and fine-tune

Two cheat sheetshttp://socialbrite.org/ntc

H A N D O U T S

The power of storytelling

Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago

3 . C O N T E N T & P R O C E S S E S

Your nonprofit is a media outlet Awareness > Influence > Action > Impact

C O N V E R S A T I O N F O L L O W S I N T E R E S T I N G C O N T E N T

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

Use personal storytellingC A S E S T U D Y : I N V I S I B L E P E O P L E

Using Animoto at SF Goodwill

Create lightweight mediaC A S E S T U D Y : S F G O O D W I L L . O R G

Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts

Create an Events CalendarKey off both internal events & community events

P R O D U C T I O N P R O C E S S E S

Map out a weekly or monthly game plan

Create an Editorial Calendar

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting! 4 . U S E Y O U R C O M M U N I T Y

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor, “Trust Agents”

Build community, not eyeballs

350.org

Involve your supporterslivestrong.org

C A S E S T U D I E S : 3 5 0 . O R G & L I V E S T R O N G

Find your champions!

• Find the big kahunas in your sector by using a listening post. Then, influence the influencers. Post on their blogs & retweet.

• Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.

• Scope out Twitter Lists that intersect with your organization or social cause.

• Useful tools: Klout, SocialMention, Google Analytics.

http://charitywater.org/projects/map/

Average mycharitywater campaigner raises $1,000

Make your cause tangible C A S E S T U D Y : C H A R I T Y W A T E R

Don’t overlook mobileNew Goodwill Bay Area app

Text 'jdlasica' to 50500

Create your own at http://contxts.com

Create a mobile calling card E X E R C I S E

Is your site mobile-ready?WPtouch Pro for mobile phones, Onswipe for iPad

• WordPress & its plug-ins• Open Office, Google docs• Drupal, Joomla

Free content! Free resources!

Free services!

• Free photos • Free videos (eg, TED talks)• Free music & audio

• Socialbrite.org/sharing-center• Creativecommons.org• Techsoup

Free expertise!• BarCamp• PodCamp• WordCamp• Social Media Club

Free software & platforms!

• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits

The awesome power of free

Creativecommons.org• Rich source of free

commercial & noncommercial images

• Flickr: 220 million CC licenses

• Use them for your blog, website, email or print newsletter, presentations, reports, etc.

• Just give credit! Photo by John Haydon on Flickr

• Don’t just take. Share!

flickr.com/creativecommons

Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem

Is your strategy aligned?Case study: thehopeinstitute.us

5 . I N T E G R A T E Y O U R E F F O R T S

Integrate social into the culture• Create teams of participants.

• Knock down the silos.

• Get people using the tools. Use ‘reverse mentoring.’

• Share monthly metrics reports.

• Provide evidence of how social media moved the needle.

• Shine a light on examples of employees doing social media well — reward best practices.

Phot

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uiop

Convert the skeptics

Pace yourself, don’t stress!HootSuite

Tweetdeck Spredfast

Netvibes

http://bit.ly/smdash

ThinkUp

Crowdbooster

S O C I A L M E D I A D A S H B O A R D S

• Begin with an aligned strategy, not with the tools.

• Measure, measure, measure. Evaluate, iterate, relaunch.

• Tell your stories!

• Use your community — your biggest resource: your supporters!

Key takeaways

If you do not change direction, you may end up where you

are heading.

— Lao Tse

Don’t settle for the status quo

Thank you, let’s talk!http://socialbrite.org/NTC

JD Lasicajd@socialbrite.orgTwitter: @jdlasica

Carla A. Schlemmingercarla@socialbrite.orgTwitter: @carlainsf

Evaluate this sessionEach entry has a chance to win

an NTEN-engraved iPad!

1. Text #12NTCdammit to 69866

2. Scan this QR code 3. Go online to nten.org/

ntc/eval

3 OPTIONS:

1. Expand and strengthen Bread’s advocacy work for poor and hungry people

2. Expand our membership3. Better communicate with

existing members and target audiences

4. Strengthen our relationships with our members

5. Fulfill our mission to end hunger here and abroad

bread.orgBread for World’s SM goals

A P P E N D I X

Meetups, Tweet-ups, concerts, fund-raisers to deepen ties

Meet up in the real world C A S E S T U D Y : M E E T U P . C O M

Generate an Attention Wave

Use social love handles!

Make sure your site is conversation-enabled!Lower the barriers to people talking about your cause by using third-party authentication services.

Left: SpokenWord.org with multiple log-in options.

Enable friction-free conversations C A S E S T U D Y : S P O K E N W O R D . O R G

The Cove campaign: Text DOLPHIN to 44144

Start & grow a mobile list

• Calls to action• Alerts• Feedback loop• Reaches new constituents

Much more than Text2Give

Text HELPME to 30644

C A S E S T U D I E S : C O V E & D O S O M E T H I N G

• Google docs

• LibreOffice

• Google groups

• Private group on Facebook

• Project management (Huddle.net, SharePoint)

• Skype

Productivity tools R E S O U R C E S