Marian city harvest_ june 2012_105

SOCIAL MEDIA STRATEGY FOR
NONPROFIT ORGANIZATIONS

Presented to: City Harvest

Facilitator: Marian Stier

Date: June 21, 2012

Marian Stier | mjs116@aol.com | 917.209.6547

ABOUT ME
• Social Media Strategy Evaluation and
Planning

• Social Media Entrepreneur

• Co-founder QWiPS:
adds your spoken voice to the social conversation

• Founder and President WhenYo:
pop-up social networks for sharing the buzz and
excitement leading up to special events


ABOUT YOU


WHAT WE’LL
COVER TODAY
• What
• Why
• How
• Schedule
• Handouts


MOST IMMEDIATELY
THINK…
PLATFORM

/
platform


SOCIAL MEDIA IS
• Listening
• Communicating
• Participating
• Collaborating

In conversations already happening among people who
share your organization’s passions and interests


SOCIAL MEDIA
IS NOT


THE EARLY DAYS OF BOOKS


RULES
OF SOCIAL MEDIA
Rule 1:
Social media is all
about enabling
conversations
among your audience.


RULES
OF SOCIAL MEDIA
Rule 2:
Participate in the
conversations already
happening among people
who share your
organization’s passions
and interests

RULES
OF SOCIAL MEDIA
Rule 3:
You can’t control
conversations with
social media, but you
can influence them.


RULES
OF SOCIAL MEDIA
Rule 4:
When it comes to which
social platform to be
on, it depends on your
goals. Invest in platforms
that are tied to your
mission, audience and
goals.

REQUIREMENTS FOR
SOCIAL MEDIA SUCCESS:
Know and agree on your organization’s
mission and goals:

• Advocacy Actions
• Increase Donations
• Event Attendance
• Increase Membership
• Volunteerism


BREAKOUT SESSION #1


BREAK


4 STEPS TO
SUCCESS
No one-size-fits-all strategy for social media. No magic bullet.

Step 1: Research: listen, follow and monitor
Step 2: Toe in the Water: create connections by participating
Step 3: Create: your social media plan
Step 4: Implement: your plan and build an online presence/dialog


4 STEPS TO
SUCCESS
Step 1: Research
Listen Follow Monitor
• get a handle on what • identify some • identify social media
conversations are influencers in your sites and blogs in your
taking place online sector to “follow” sector

• who’s participating • top bloggers • monitor what’s being
said about your
• and the patterns of • commentators organization, mission
online behavior in your and sector
sector


4 STEPS TO
SUCCESS
Listening Strategies
1. Start by checking out blogs related to your organization’s interests

TIP: visit alltop.com and find blogs under the “nonprofit” listing

TIP: visit Technorati (a search engine for blogs) and do a keyword
search to get an an “authority rating” on blogs.

2. Check out sites where people congregate online, like
Google Groups, Yahoo Groups, aggregator sites (popurls.com)


4 STEPS TO
SUCCESS
Following Strategies
Find and follow people/organizations:

1. Conduct a Twitter search for your keyword or nonprofit
and see who you might want to follow

2. Follow people who Tweet about you or your cause

3. Check out WeFollow.com, a user-powered Twitter directory


4 STEPS TO
SUCCESS
Monitoring Strategies
1. Set up Google Alerts

• Enter organization’s name, acronym or related keywords

• Google will alert you when any of these appear in online blogs or news feeds

• Track the # of mentions of each key term

• To establish benchmarks for the effectiveness of social media efforts


4 STEPS TO
SUCCESS
2. Run a search on Facebook to see:

• Which other nonprofits like you have a presence?
• What kind of support are they seeing? (e.g., fans, wall posts, etc.)
• What is being discussed?

3. Once you’re following other nonprofits or influencers in your field:
Read their blogs, check out their Facebook pages and Twitter feeds,
check out what they’re doing and saying


4 STEPS TO
SUCCESS
4. Find your supporters/constituents online

• Ask your supporters and volunteers their preferred social media tools

• How they would like to connect with you online

• Check out non-profit Twitter Chats to see if your constituents are active


Beware of too much monitoring
ACLU VIDEO OF ORDERING A PIZZA


4 STEPS TO
SUCCESS
Step 2: Toe in the Water
Once you’ve spent time listening, following and monitoring you can
begin to participate in online conversations. This is an opportunity to:

• build relationships
• share
• listen
• develop your online presence
• make a good first impression.


4 STEPS TO
SUCCESS
Step 2: Toe in the Water
• Comment on the blogs you follow.
• Offer feedback or information that adds value to the post.
• Offer your website URL or a link to something relevant in your posts

• As you monitor your organization’s online presence, respond to any
mentions and “jump in” on conversations to say thanks


Participate


4 STEPS TO
SUCCESS
Step 3: Create a Social Media Plan
a) Identify the most effective social media channels

• You’ve completed Step 1 (Listening) & Step 2 (Participating).

• You’ve determined who your audience is and where they’re
spending time online.

• Now it’s time to pick where you want to have a presence:
- don’t pick channels based on size alone.
- small channel are often more effective depending on your goals

Create a
Presence


4 STEPS TO
SUCCESS
b) Determine your available resources:

• Be realistic in terms of how you’ll resource.
• Social media channels may be free, but to maintain a social media
presence is a time-consuming undertaking.

• Take stock of:
- the size and technical experience of staff and/or volunteers
- time staff and/or volunteers have available for social media
- content available that could be used for social media

4 STEPS TO
SUCCESS
Step 4: Implement your Social Media Plan
TIPS:
How much time will your resource need to accomplish your social media
goals? That depends on your objectives and strategies. What to expect?

5 hours/week to start listening
10 hours/week to participate
10-15 hours/week to generate buzz
20+ hours/week to build community
(At least) 3-6 months until you see results


4 STEPS TO
SUCCESS
c) Align your organization’s goals with your specific social media strategy
If this month’s goal is funding raising then stay focused on fund raising

TIPS:
Don’t Just Broadcast:
• Write blog posts that ask questions and engage the reader to comment…be creative
• Post questions on Facebook to get information and feedback from constituents
• Continue to comment on other blogs to build relationships and your profile
• Post videos or slide shows and ask for questions or comments
• Respond PROMPTLY to all blog comments, forum questions, tweets, Facebook
questions, etc.

Stay
Focused


4 STEPS TO
SUCCESS
d) Decide how you’ll measure success

Examples

Objective #1: increase daily website traffic by 10% in 6 months

Measure #1: determine current daily web traffic as benchmark. Start
tracking daily hits and backlinks (e.g., through Google Analytics) to
gather metrics over 6 month period.


4 STEPS TO
SUCCESS
c) Decide how you’ll measure success

Examples

Objective #2: build community and increase awareness of your
organization, you might want to set specific goals as to the number of
Twitter followers, Facebook friends or group members on Google +.

Measure #2: benchmark current number of supporters on each channel.


4 STEPS TO
SUCCESS
c) Decide how you’ll measure success.

Views: Engagement: Followers:
On a website or blog: • Mentions • Blog subscribers
• page views • Comments • Twitter Followers
• comments • Facebook Follows or Likes • Facebook Fans
• YouTube video views • Retweets
• Flickr photo views • Shares


Measure
Success


4 STEPS TO
SUCCESS
TIPS:
Establish Regular Reviews:

• What have you learned?
• What has worked well?
• What did not seem to have effect (so far)?
• What should you change?
• Are you moving toward our targets?
• What should you adjust activities or targets? 


4 STEPS TO
SUCCESS
Have you also considered:

• Developing a social media policy to ensure effective brand/ image control?

• Identifying who will be responsible for your social media efforts?

• Identified how much time you can devote to each of your channels?


CASE HISTORY
PENCILS OF PROMISE

• GOAL: Raise funds to build schools in
needy areas.

• The founder began in 2008 by backpacking
around the world handing out pencils to
children in need.

• Today Pencils of Promise has over 160,000
Likes on FaceBook and over 140,000
people follow them on Twitter


CASE HISTORY
THE WATER PROJECT

• The Message: "When water
comes…everything changes."

• Mission: Since 2006 The Water Project
has been working to quench the thirst of
the 1 billion people worldwide who no not
have
• access to clean drinking water.

• Social media has allowed them to use
their website to explain HOW they do it.

• Facebook, Twitter and Flickr allow
Marian Stier | mjs116@aol.com | 917.209.6547 to keep up with their project
constituents
and stories.

4 STEPS TO
SUCCESS
You’ve listened, found your constituents online; begun to participate in
conversations; create a plan…

Now you’re ready to go!


SUMMARY
Social media is NOT a magic bullet
It will NOT help if you…
… have no clear goals
… have weak, “me-centric” messaging
… have no staff or volunteers to lead the effort
… are not consistent and persistent

Getting started with social media takes time and patience
Don’t expect to see results too quickly. Social media experts
suggest that you should plan on investing from 3-6 months
before you see real results.


BREAKOUT SESSION #2


Marian city harvest_ june 2012_105

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