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Create Impact with a
 Social Media Strategy
 PRESENTED BY JD LASICA

 Founder, Socialbrite.org | jd@socialbrite.org




09/16/11   Footer
What we’ll cover today
1. Lay the groundwork

2. Meaningful metrics

3. Production processes

4. Create content, tell stories

5. Use your community

Q&A, hugs, tearful goodbyes
Relax!
                                    Creative Commons
                                    BY photo on Flickr
                                    by Tom@HK




     http://socialbrite.org/bbcon
Today’s hashtag
                                    Creative Commons
                                    photo on Flickr
                                    by Prakhar




  Tweet this preso! Hashtag: #bbpacific
             (I’m at @jdlasica)
Christmas in March!




      http://socialbrite.org/bbcon
RESOURCES



Socialbrite Sharing Center




    http://socialbrite.org/sharing-center
1 . L AY 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
• 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?
• Have you defined a clear theme or calls to action?
• 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?
Elements of Strategic Plan
• 360 assessment of social
  media capabilities
• Spell out goals
• Identify online community
• Proposed use of social
  tools & platforms
• Recommendations on
  expanded capabilities
• Lay out metrics program
• Competitive/peer analysis

                              8
CASE STUDY


Bread for World’s SM goals
                           bread.org
1. Expand and strengthen
   Bread’s advocacy work for
   poor and hungry people
2. Expand our membership
3. 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
E S TA B L I S H G O A L S



How can you use social media?
• Raise public awareness of your mission or cause
• Raise funds for a cause or campaign
• Reach new constituents & 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
2. MEANINGFUL METRICS



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




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


               INFORMATION




                 INSIGHTS
                  KPIs
              Who, how, why

Funnel           ACTION
of love
Map metrics to goals
Business goals                      KPIs to measure
• Grow email list                   # newsletter subscribers

• SEO: Increase online visibility   increase in traffic or linkback #s
• Increase comments on blog         avg. # comments/post

• Increase positive mentions of     mentions or pick-ups in blogs
  organization or program           & social networks
• Have visitors stick around        stick rate, bounce rate

• Make our content more viral       # of shares
• Get people to take action         # of petition signatures
• Get people to attend event        # of registrants, year over year
GOOGLE KEYWORD TOOL


Why long tail keywords matter
   https://adwords.google.com/o/Targeting/Explorer
EXERCISE



What does your site rank for?
     Search your own site’s keyword juju
      on semrush.com & spyfu.com
Set up a metrics program
1. Get buy-in at the top
2. Identify 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 tracking
6. Print out monthly reports, circulate among key execs and
   managers. Make this a part of someone’s job.
7. Spend time analyzing the data & drawing conclusions
8. Refine and fine-tune
HANDOUTS



Two cheat sheets
     http://socialbrite.org/bbcon
Keep track of key referrers
Write down keywords & referrers sending traffic your way




       Deeper dive—metrics: socialbrite.org/bbcon
3. CONTENT & PROCESSES



The power of storytelling




  Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago
C O N V E R S AT 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




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



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




                  invisiblepeople.tv
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
PRODUCTION PROCESSES



Create an Events Calendar
 Key off both internal events & community events
4. USE YOUR COMMUNITY



Don’t do all the heavy lifting!
                                  Creative Commons
                                  photo on Flickr by
                                  Jason Means




        Don’t be like this guy!
Build community, not eyeballs

      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 Brogan
  Author, “Trust Agents”
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.
CASE STUDIES



Involve your supporters
     350.org                  livestrong.org
Use social love handles!
       Generate an Attention Wave
MOBILE



Much more than Text2Give
  The Cove campaign: Text DOLPHIN to 44144

                       Start & grow a mobile list
                      •   Calls to action
                      •   Alerts
                      •   Feedback loop
                      •   Reaches new constituents




                                         Text HELPME
                                           to 30644
Is your site mobile-ready?
  WPtouch Pro for mobile phones, Onswipe for iPad
The awesome power of free
Free content!                   Free resources!
• flickr.com/creativecommons     • Socialbrite.org/sharing-center
• Free videos (eg, TED talks)   • Creativecommons.org
• Free music & audio            • Techsoup

Free services!                  Free expertise!
• Google Grants                 •   BarCamp
• YouTube for Nonprofits         •   PodCamp
• Google Earth for Nonprofits    •   WordCamp
                                •   Social Media
Free software & platforms!          Club
• WordPress & its plug-ins
• Open Office, Google docs
• Drupal, Joomla
SOCIAL MEDIA DASHBOARDS



Pace yourself, don’t stress!
      HootSuite                   ThinkUp



      Tweetdeck                   Spredfast



      Crowdbooster                Netvibes



           http://bit.ly/smdash
Key takeaways
• 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!
Don’t settle for the status quo

If you do not change
  direction, you may
  end up where you
     are heading.


      — Lao Tse
Thank you, let’s talk!
    http://socialbrite.org/bbcon

          JD Lasica
          jd@socialbrite.org
          Twitter: @jdlasica
                   @socialbrite

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Create impact with a social media strategy

  • 1. Create Impact with a Social Media Strategy PRESENTED BY JD LASICA Founder, Socialbrite.org | jd@socialbrite.org 09/16/11 Footer
  • 2. What we’ll cover today 1. Lay the groundwork 2. Meaningful metrics 3. Production processes 4. Create content, tell stories 5. Use your community Q&A, hugs, tearful goodbyes
  • 3. Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialbrite.org/bbcon
  • 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #bbpacific (I’m at @jdlasica)
  • 5. Christmas in March! http://socialbrite.org/bbcon
  • 6. RESOURCES Socialbrite Sharing Center http://socialbrite.org/sharing-center
  • 7. 1 . L AY 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 • 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? • Have you defined a clear theme or calls to action? • 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?
  • 8. Elements of Strategic Plan • 360 assessment of social media capabilities • Spell out goals • Identify online community • Proposed use of social tools & platforms • Recommendations on expanded capabilities • Lay out metrics program • Competitive/peer analysis 8
  • 9. CASE STUDY Bread for World’s SM goals bread.org 1. Expand and strengthen Bread’s advocacy work for poor and hungry people 2. Expand our membership 3. 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
  • 10. E S TA B L I S H G O A L S How can you use social media? • Raise public awareness of your mission or cause • Raise funds for a cause or campaign • Reach new constituents & 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
  • 11. 2. MEANINGFUL METRICS Before you start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
  • 12. THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, why Funnel ACTION of love
  • 13. Map metrics to goals Business goals KPIs to measure • Grow email list # newsletter subscribers • SEO: Increase online visibility increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
  • 14. GOOGLE KEYWORD TOOL Why long tail keywords matter https://adwords.google.com/o/Targeting/Explorer
  • 15. EXERCISE What does your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com
  • 16. Set up a metrics program 1. Get buy-in at the top 2. Identify 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 tracking 6. Print out monthly reports, circulate among key execs and managers. Make this a part of someone’s job. 7. Spend time analyzing the data & drawing conclusions 8. Refine and fine-tune
  • 17. HANDOUTS Two cheat sheets http://socialbrite.org/bbcon
  • 18. Keep track of key referrers Write down keywords & referrers sending traffic your way Deeper dive—metrics: socialbrite.org/bbcon
  • 19. 3. CONTENT & PROCESSES The power of storytelling Chauvet-Pont-d'Arc cave paintings, France, 30,000 years ago
  • 20. C O N V E R S AT 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 Your nonprofit is a media outlet Awareness > Influence > Action > Impact
  • 21. CASE STUDY Use personal storytelling Find emotional core, use videos or photos to make us feel invisiblepeople.tv
  • 22. 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
  • 23. PRODUCTION PROCESSES Create an Events Calendar Key off both internal events & community events
  • 24. 4. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  • 25. Build community, not eyeballs 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 Brogan Author, “Trust Agents”
  • 26. 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.
  • 27. CASE STUDIES Involve your supporters 350.org livestrong.org
  • 28. Use social love handles! Generate an Attention Wave
  • 29. MOBILE Much more than Text2Give The Cove campaign: Text DOLPHIN to 44144 Start & grow a mobile list • Calls to action • Alerts • Feedback loop • Reaches new constituents Text HELPME to 30644
  • 30. Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
  • 31. The awesome power of free Free content! Free resources! • flickr.com/creativecommons • Socialbrite.org/sharing-center • Free videos (eg, TED talks) • Creativecommons.org • Free music & audio • Techsoup Free services! Free expertise! • Google Grants • BarCamp • YouTube for Nonprofits • PodCamp • Google Earth for Nonprofits • WordCamp • Social Media Free software & platforms! Club • WordPress & its plug-ins • Open Office, Google docs • Drupal, Joomla
  • 32. SOCIAL MEDIA DASHBOARDS Pace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash
  • 33. Key takeaways • 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!
  • 34. Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
  • 35. Thank you, let’s talk! http://socialbrite.org/bbcon JD Lasica jd@socialbrite.org Twitter: @jdlasica @socialbrite