3. #socialNGO
Details
• Jill will lead Q & A at the end of the call.
• Tag your tweets with #socialNGO
• We’re recording this shin dig.
• We’ll send an email follow up to everyone with
the recording & slides.
7. #socialNGO
Agenda
• How to make the most with limited time &
resources
• How to balance calls to action with education
content
• How to integrate social into existing strategies
• Questions & Answers
9. #socialNGO
First, consider the audience
Different networks, different lens. From your customer’s
perspective:
• Foursquare is where I discover my surroundings.
• Instagram is where I see beauty.
• Pinterest is where I plan & dream.
• Tumblr is where I’m entertained & inspired.
• Twitter is where I get my news.
• Facebook is where I connect.
Your
Brand
10. #socialNGO
Where should you meet your
fans?
Ask these five questions:
• Is my target market active on this network?
• Do I have content to share that will resonate?
• Can I join this network and stay true to my brand?
• Will joining this network have an impact on my business?
• How will my brand’s identity appear on each network?
Niche networks are increasingly popular.
But popularity does not justify
investment.
13. #socialNGO
EdgeRank is an algorithm designed to show you the
content you like when you want to see it.
How is EdgeRank calculated?
AFFINITY x WEIGHT x TIME DECAY =
EDGERANK
14. #socialNGO
EdgeRank is an algorithm designed to show you the
content you like when you want to see it.
How is EdgeRank calculated?
AFFINITY x WEIGHT x TIME DECAY =
EDGERANK
Edgerank drastically impacts your
reach.
You must meet your fans in the News
Feed.
15. #socialNGO
Surfacing content in the News
Feed
• Screen shot of zoomed in
photo – camel’s face --- 60
people respond with the face
of the camel –
• 25% of audience on FB – it
works! It’s not rocket science.
16. #socialNGO
Promoted Posts
• Opportunity to get
content in front of
right audience
• Follows Twitter’s
promoted tweets
platform model
http://ar.gy/promotedposts
18. #socialNGO
Defending your properties
Challenge Solution
“Can you link to my
online newsletter?”
Choose the best story in it and link to it, with a
call to action or question.
“Will you post this to the
main Facebook page?
You have more fans.”
Say, “Post it to your page first, and once it gets
traction, we’ll post it and cite your page.“
Win/win.
“Can you appeal for
more donations again?”
Determine how social media integrates with the
Development team; set expectations in
advance
Internal Challenges
19. #socialNGO
Defending your properties
Challenge Solution
Misinformation posted
on page
Clarify, but don’t censor unless it breaks code
of conduct
PR crisis Enact escalation path, crisis communications
plan
Obscenities, attacks,
etc.
Rely heavily on Facebook’s Terms of Service;
set filters and alerts on # and search terms
External Challenges
20. #socialNGO
Defending your properties
Challenge Solution
Misinformation posted
on page
Clarify, but don’t censor unless it breaks code
of conduct
PR crisis Enact escalation path, crisis communications
plan
Obscenities, attacks,
etc.
Rely heavily on Facebook’s Terms of Service;
set filters and alerts on # and search terms
External Challenges
Social properties have become the new
homepage. Defend them as such.
36. #socialNGO
Can you answer these?
• Why are you posting?
• What are your short & long term goals?
• What content are you sharing?
• How do your social goals map to your
overall marketing & PR goals?
• How can you measure success?
37. #socialNGO
Defining success in social
media
Measurement Facebook Twitter
Applause Rate Lifetime engaged
users
Clicks per url or
post
Conversation
Rate
People Talking
About This &
Virality
@Replies,
Mentions
Amplification
Rate
Weekly Total
Reach
RTs
ROI Donations ($) Donations ($)
GlobalGiving’s Social Media Metrics
Need help understanding FB insights? http://ar.gy/FB101
38. #socialNGO
Alternative social metrics
• Clicks per post
• Which content resonates?
• Does time of day impact engagement?
• Clicks per follower
• Is performance increasing or decreasing?
• Is engagement better on @handle1 or @handle2?
• Which channel performs best?
• How do you stack up to your peer organizations?
• http://ar.gy/ClicksPerFollower
39. #socialNGO
Alternative social metrics
• Clicks per post
• Which content resonates?
• Does time of day impact engagement?
• Clicks per follower
• Is performance increasing or decreasing?
• Is engagement better on @handle1 or @handle2?
• Which channel performs best?
• How do you stack up to your peer organizations?
• http://ar.gy/ClicksPerFollower
Define success. Set benchmarks.
Iterate, iterate, iterate.
TechSoup Global is working toward a time when every nonprofit and NGO on the planet has the technology resources and knowledge they need to operate at their full potential.
- Pinterest strategy for global giving – discovery tool to drive folks back to the website --- to be present in the space where our target demographic is present – we want to be there, part of the conversations and be seen.
- TSDigs – techsoup
-Looking where your audience is –smart, but you have to channel your resources
- “even if our audience is there, do we have the time ot do it right and do it well?” if so, hop in. if not, don’t join.
- It’s better
- Pinterest strategy for global giving – discovery tool to drive folks back to the website --- to be present in the space where our target demographic is present – we want to be there, part of the conversations and be seen.
- TSDigs – techsoup
-Looking where your audience is –smart, but you have to channel your resources
- “even if our audience is there, do we have the time ot do it right and do it well?” if so, hop in. if not, don’t join.
- It’s better
Hey there, formula. An easier way to put it is --
Screen shot of zoomed in photo – camel’s face --- 60 people respond with the face of the camel –
25% of audience on FB – it works! It’s not rocket science.
Hey there, formula. An easier way to put it is --
Pay attention to follows/unfollows
2x a day (less than that)
News to NGOs, tech tips, event news (webinars, partners)
Partners – 42 donor partners (michael to follow up)
Cross-posting(sharing among partners)
Hey there, formula. An easier way to put it is --
Hey there, formula. An easier way to put it is --
TechSoup Digital Storytelling Contest
- tools, skills,
- educational webinars, tweet chats, and live interactive online events
- first teach nonprofits how to distill key messages
- then empowers them to create the stories (flip cams, adobe, etc)
TechSoup Digital Storytelling Contest
- tools, skills,
- educational webinars, tweet chats, and live interactive online events
- first teach nonprofits how to distill key messages
- then empowers them to create the stories (flip cams, adobe, etc)
TechSoup Digital Storytelling Contest
- tools, skills,
- educational webinars, tweet chats, and live interactive online events
- first teach nonprofits how to distill key messages
- then empowers them to create the stories (flip cams, adobe, etc)
TechSoup Digital Storytelling Contest
- tools, skills,
- educational webinars, tweet chats, and live interactive online events
- first teach nonprofits how to distill key messages
- then empowers them to create the stories (flip cams, adobe, etc)
TechSoup Digital Storytelling Contest
- tools, skills,
- educational webinars, tweet chats, and live interactive online events
- first teach nonprofits how to distill key messages
- then empowers them to create the stories (flip cams, adobe, etc)
Image of cranes, Alison folding cranes
Included SMS
Hand-delivered (instagram, fb, storify)
10th largest private relief donor
Image of cranes, Alison folding cranes
Included SMS
Hand-delivered (instagram, fb, storify)
10th largest private relief donor
1.5 unmarketing team --- we don’t do any traditional outreach (no traditional direct mail, etc --- bc our product is online)
Alison lives on the product team.
We see our marketing and ocmmunications as an extension --
A lot of what her job entails is telling the stories about the partner organizations
Michael – we’re a fairly large org. (38 global affiliates) – we have a lot of traditional marketing team) – we are our own team – social media and online community team
We have a dotted line to marketing and content --- How To content
How did They content – we look at the way different nonprofits, libraries, and social benefit orgs further their missions
Our job as community apeople is to tell their stories --- is to tell them in a more capitavting
TechSoup - -- the social medi ais tied to customer service --- we sowrk very clisely with custserv – about how to use the products -
- we’ve build out benchmark numbers – what makes a good post on FB or Twitter (we did the homework) click numbers --- generally they fall into campaigns– we can compare cmapigns to another
- we can track economic value - -donations from social or newsletter signup – also on GA we have reference codes on all of our posts
- we can see engagement from a broad level
- When the Japan earthquake happened, we had built a large enough movement bc our content was time sensitive
-success @ techsoup = engagement, amplifying the messages of the nonprofit sector
- GA, excel, etc. --- traffic to site – how many of our social media efforts drove conversions drove to product donations
- If social media mentions are driving audience behavior to donate, follow –
- Growth --- amplification – qualitatively – growth in qualitative areas – we set our sights on other nodes we’re interested in – Big Data, Open Data. We plan our stratg
***get Alison’s KPIs***
It takes time to create and implement a strategy.
Start with small experiments
-success @ techsoup = engagement, amplifying the messages of the nonprofit sector
- GA, excel, etc. --- traffic to site – how many of our social media efforts drove conversions drove to product donations
- If social media mentions are driving audience behavior to donate, follow –
- Growth --- amplification – qualitatively – growth in qualitative areas – we set our sights on other nodes we’re interested in – Big Data, Open Data. We plan our stratg
***get Alison’s KPIs***
It takes time to create and implement a strategy.
Start with small experiments
