1. IF YOU FAIL TO PLAN, YOU PLAN TO FAIL: DEVELOPING A SOCIAL MEDIA STRATEGY Archana Sridhar South Asian Philanthropy Project and Hennick Centre for Business and Law

2. What is Social Media? Connection Anything that uses media to connect people with common interests, passions, professions and more Interaction Allows the audience to respond and interact with each other and the organization. Old to the New Changes the old way that information flowed from one source to an audience 2 3. What is Social Media? c/o Seven North Graphics 3 4. Case Studies United Way of Toronto - http://www.unitedwaytoronto.com/ Twitter feed plus updates on front webpage Facebook YouTube and Flickr Share buttons on the front page eCards MS Society of Canada May is MS Awareness Month http://www.mssociety.ca/en/default.htm Twitter Twibbon Facebook badge + donation YouTube MS Research Teleconference Mr. Lube offer May 8th ($5 of every oil change donated) Online advocacy effort4 5. Questions to ask yourself and your colleagues Whats my goal? How often will we need to engage? Who is my audience now? Who do we want to attract? What resources do we have? What buy-in do we need? How does social media fit with our traditional communications plan? Do we feel comfortable losing control of our message to a certain extent? How will we know if were successful? 5 6. Whats our goal? Marketing: Reinforce your brands and claim expertise. Outreach: Forum to recognize and cultivate volunteers, donors, and journalists. Fundraising: Talk about appeals, campaigns, donors, and drive traffic. Community-building: Provide on-line resources and community-building. 6 7. How often will we need to engage? Depends on the platform Consistency Quality 7 8. Audience Who is my audience now? Who do we want to attract? 8 9. Resources What resources do we have? What do we need? Money not much needed Staff and time lots needed; volunteers? Audience Tech support 9 10. What buy-in do we need? Board Staff Constituents 10 11. Organizational context How does social media fit with our traditional communications plan or strategy? Print newsletter Website Media Losing control of the overall message 11 12. How will we know if were successful? See goals above money, volunteers, web traffic, etc. Metrics by platform 12 13. Case Study: Interplast http://interplast.org/ Blog How it started staff and board buy-in Importance of being first-mover media coverage Facebook and Twitter YouTube and Flickr Importance of hiring the right staff person 13 14. Principles Dont feel like you have to do it all pick and choose Start small upward trajectory of growth 14 15. Case Study: The Philanthropist http://www.thephilanthropist.ca/index.php/phil New platform to encourage engagement More like a traditional website or online journal, but added two social media elements Comments RSS Feed How to include comments? Free registration and log-in Comments are moderated Example feature article: http://www.thephilanthropist.ca/index.php/phil/article/view/813 15 16. More Principles Be genuine Be interactive Despite the title of the workshop, dont be afraid to fail! 16 17. Case Study: The South Asian Philanthropy Project Blog Facebook Twitter failure and retry 17 18. Practical Tips Try a focus group or survey Add share buttons to your website Facebook, Twitter, Delicious, Digg Use interns and volunteers Make a written policy What does it mean to stay on message? What can individual employees say and notsay? 18 19. Online guides and resources Beth Kanter http://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html We Are Media http://www.wearemedia.org/ Charity Village http://www.charityvillage.com/cv/archive/acov/acov09/acov0936.asp http://www.charityvillage.com/cv/archive/acov/acov10/acov1015.asp NTEN Nonprofit Technology Network http://www.nten.org/ 19 20. Thank you! Handouts Resources Questionnaire to make a strategy Principles and tips 20