Back to basics - for Ryerson class.

1. Social Mania
Our insatiable appetite to connect & communicate.

2. FOUR SCORE AND… OK IT
WAS ACTUALLY 4 YEARS AGO
• I came here and presented to a class to discuss how to get your
organization onboard with social media.
• Now I’m here to talk to you about being strategic, selective and
to manage expectations.
• I’m also going to tell you that Social Media – isn’t all that
different from other forms of marketing/fundraising.

3. What exactly is Social
Media?

4. ZOMG! Oh Noes 
• You have limited time and resources. You
can’t be in all those places and be impactful
and effective.
• Focus is key.
• Social Media isn’t about the media.
• It’s about the people and how they use the
media.
• Determine where your people are and
invest your time & energy in those places.

5. Hi My Name is Laurie
• Do not do this…

6. Social Stewardship
• Engagement channels may or may not be
transaction channels, and vice versa, but both
matter. Social media is a case in point: There is
little evidence that social media is growing as a
transaction channel, that is, people are not
donating on social networks
(i.e., Facebook®, Twitter, or Pinterest) in
significant numbers. On the other hand, there
is growing evidence that social media plays an
important stewardship role.

7. Know how each
platform works
• Social Media is big, big, business.
• Who really sees your Facebook posts?
• Facebook is the default for most
organizations’ social media activity..
• Should it be?
• http://youtu.be/l9ZqXlHl65g

8. Have a plan
• Create a content plan. Consult across the
organization when building the plan.
• Think about your goals and how your social
media can help you achieve those goals. (hint:
get XXX number of followers – is NOT a goal)
• Align content with other things going on in the
world, the community etc.
• Ensure you plan for each channel you use.
• Build and implement systems to measure
results – meaningful results.

9. Be Spontaneous
• Wait wut? You said to plan???
• The plan is meant to help you… not restrict
you.
• Things happen every day that may create
opportunities you didn’t plan for.
• Be informed and flexible enough to take
advantage of those opportunities.
• Also – be aware of news issues that may
negate your plans… i.e. death, crisis etc.

10. Try New Platforms
•
•
•
•
Create your own personal accounts.
Get a feel for it. Enjoy it.
Plan while you listen.
Let people know who you work for and that
you’re new and learning.
• People like to help… let them help you learn.
• Network with other non profits who are using
the platform successfully.

11. Become a Teacher

12. Let’s make a viral campaign!

13. 3 years later….
• An update went online and everyone was
tweeting, sharing and showing it.
• News coverage followed and an award for
SPCA dog of the year.
• If at first you don’t succeed – try try again…
• http://youtu.be/YJkZXh9v_i4

14. ROME WASN’T BUILT IN DAY
Neither was your…
Direct mail program
Major Gifts program
Events program

15. Social Media &
Organizational Structure
Program
Marketing/Comm
Development
Board

16. In Reality
This is life. Accept it!
Drawing by
Dave Gray

17. Help to Build This…
Programs
Board
Development
Marketing/Comm

18. Be Prepared
• Great site & Great Fb page
https://www.facebook.com/sal
vationarmy
• Social Media can bring
forward the good, the bad
and the ugly.
• Your staff need to be able to
address difficult situations
quickly and effectively.

19. Major Gifts Meets
Awesomesauce
•
•
•
•
•
Build relationships
Connect the 6 pixels of separation.
Understand giving motivations.
Engage supporters.
Empower volunteers and advocates so they
will ask and open doors.
• Think moves management and ensure you
are sharing information throughout the
organization.

20. Don’t think social media. Instead think…
BACK TO THE BASICS

21. Engage & Empower
Think Moves Management
• Research
– Listen, learn, understand motivations, identify
areas of interest, understand the platform etc.
• Identify connections
– Find people who know and like you and will
introduce you, share your content & open doors.
• Engage
– Demonstrate an interest in them, have
conversations, learn more etc.
• Empower
– Volunteers, board members, pledge events etc.

22. Break Down the
Silo’s, Politics & Turf Wars
CEO
VP
Manager
Director
Manager
Assistant
Coord

23. New Staffing Models
According to Workopolis, Social
Media Expert jobs will not exist in 10
years. http://bit.ly/1cmx2AM
CIO
Everyone on your staff and all your
supporters and volunteers will be
social media experts (of a sort).
Your job is to coordinate their
messaging, and inspire/motivate them
to engage people online.
Diagram: http://intersci.ss.uci.edu/wiki/images/3/3c/NetworkTopology-FullyConnected.png

24. Your Job is to…
• Take initiative and accept risk – but
understand the importance of focus.
• Be a builder, connector & problem solver.
• Delegate & outsource where possible.
• Facilitate cooperation and communication.
• Enable progress & embrace change.
• Understand that results don’t sit in silo’s.
• Forget 9 – 5… social media never sleeps.
*They are still strategic, professional and performance oriented.*

25. What You Must Do Tomorrow
• Hire the best talent you can afford in every position.
• Accept that everything can change tomorrow & that
what you know today may be irrelevant in a year.
• BAN “That’s not the way we do it” from being used
by anyone in the office.
• Develop systems for:
– Internal information sharing, communications
and creativity.
– Managing and tracking relationships.
– Converging your technology, people and
relationships.

26. Social Media Will Not
• Make your organization’s problems go away
(but it will expose some new ones and inflame
existing ones)
• Or make donations fall from the sky.

27. Social Media Will
• Help you engage and motivate people who
care about what you do.
• Give you an opportunity to directly
communicate with supporters your organization
might normally not hear from.
• Enable you to attract people you may never
have reached before.
• Give you many opportunities for fun & laughter
• Challenge you in new and wonderful ways.

28. Go Forth And…
•
•
•
•
•
•
Tweet it.
Like it.
Share it.
Pin it.
Post it.
But remember…. Wherever your online
adventures take you - you must always
come back to the basics.

29. Social Mania
Engage #1 – Warp factor 8