Presented to the Mohawk Valley Nonprofit Leaders Group. The program gave an overview of what these powerful tools are capable of and their importance in the marketing and communications world.

2. So you have Facebook – now what?
Creating an engaging and interactive website
with Strategy for Social Media, RSS Integration

3. You need a strategy.

4. Without Strategy, All the SM tools in
the world are worthless.

5. Developing your Strategy
A. Who is the target?
B. What is the message?
C. How can we engage?
D. What tools do we use?
E. How do we build a base?
F. Define Success
G. Delegate the Responsibility

6. A. Who is the target?
Different strokes for different folks.
If your target is everyone – think again,
Just like any other media – get
specific to the demographic that can
most effect your organization.
Details – Age range, occupation type,
Location, etc.

7. B. What is the message?
Now that you have defined your target,
what do you want them to know or
do?
Craft clear direct messaging for them, not
for you.

8. C. How can we engage?
The target has the message, how can we
capture their attention and keep it
long term?

9. D. What tools do we use?
Based on the answers from A-C – decide
what SM tools to use or not use to
achieve your goals.

10. E. How do we build a base?
Now that we have the perfect SM
campaign we need to build a base of
users.

11. F. What is success?
Defining success will make success feasible
and possible.

12. G. Define Responsibility
One primary person must maintain
primary responsibility for success.
Subs can contribute but performance and
content is always monitored by the
primary.
Hold accountable and define deliverables
for success.

13. Strategy Defined.

14. REMEMBER
Social Media is about Permission
Marketing – not Interruption
Marketing.
“Permission marketing is the privilege (not the
right) of delivering anticipated, personal and
relevant messages to people who actually
want to get them.”
-Seth Godin, Marketing Guru

15. So, Don’t Burn the Permission
“If you burn the permission no one will pay
attention to your posts which defeats the
purpose. Give value and you shall receive”
-Me

16. Permission marketing is
measurable.
• Your website and the associated tools are
incredibly trackable – use the data to make
adjustments to your campaign.

17. Creating a reasonable
campaign to available
resources
• If you have 1 hour a week to dedicate to
Social Media – Your campaign should look
different then the org that has a part time
person dedicated to the effort.

18. Active SM
Actively telling a story
and engaging in a
conversation with
constituents. Passive SM
Using a blog or other tool
to disseminate
information you are
already creating; News,
PR, Events, etc. and
dispersing it via rss to
other media

19. Basic SM Tools

20. The Benefits of Blogs
• Makes your site
attractive to search
engines
• Allows you to engage
your members with
information that goes
to them.
• Positions you as
authorities in your field

21. Blogs use RSS
Which means Using RSS (Really
Simple Syndication) you can make
your information subscribe-able,
share-able and tap-able by other
social media tools.

22. Connect with FaceBook

23. Facebook is another way to
reach out to your members.
Create constant
opportunities for discussion.
You can tie your news
videos and events to your
Facebook “like” page
Create promotions and fun
reasons to be “liked”

24. Get Viral - YouTube

25. Use YouTube to share
videos with
constituents. Allow
constituents to
comment on videos.
Have your website &
SM tools feature
automatic feeds of the
videos.
The Same goes for
Images ie: Flickr, Yfrog,
etc (our site)

26. Let’s talk business - LinkedIn

27. You can create Groups
in LinkedIn and invite
your members to be a
part of it, which means
your logo on their
LinkedIn Pages. Once
you have a membership
group we can reach out
to the members with
communications.

28. E-newsletters

29. E-Newsletters
Pro-Actively reach out to your
constituents with links that
return them to the website.

30. e-Newsletters & Surveys
• Keeps you in regular contact with membership.
• Permission – people have requested information so
communication is targeted rather than scattershot.
• Even if your open rate is low – they are still getting a
message.
• Create membership buy-in with surveys of
membership on programs, services, etc
• They’re inexpensive – and drive people to your
website.
• Not a replacement for hard newsletter

31. Are you a Twit?

32. Twitter is a way
to keep in regular
contact with your
members and we
can automate it
using the blog.
(tweetlater)
(personal/work)

33. Bad News
It takes a little
time, effort,
consistency and
patience. Good News
Social media can be
Without strategy
used to reach new
These tools are
audiences, build
worthless.
relationships and
establish authority.

34. Important Considerations
• Create a resource for sharing expertise between
members
• Create a method for repeat visits
• Establish yourselves as a hub for your community.
• Don’t fear repeating content.
• Everyone is not on, but eventually most will be.

35. There are more tools and more
to come – your job is to best
strategize which ones to use
and create a site that lets you
grow into new ones.

36. TIPS

37. Promote Your Social Media
If you build it, They most certainly will NOT come – Unless – you tell them to.
• Print ads
• Brochures
• Newsletters
• E-newsletters
• Business cards &
letterhead
• E-mail signatures
• Everything else!

38. You have to invest to get the return
• Recognize Web as a
priority
• Devote staff hours
• Find ways for users to
contribute
• Get creative
• Empower Employee(s)
• Block Time

39. Doing Something Viral
• Viral does not have to
mean national, viral
can mean your town,
your county, your
state, your field.

40. Policy
• http://blog.vibrantcompany.com/

41. Getting buy-in
• Draft a plan and present it.
• Ask for proposals.
• Don’t call it a blog.

42. Typical Process for Launch
• Craft a Strategy
• Designs, Strategy & Outline of Functionality
• Writing and Build out
• Training
• Pre-Launch & Closed Invitation
• Official Launch and Announcement

43. Jump in.

45. Case Study
Suny Delhi

46. Case Study
Coop All Star Village