MS NGO Day Philippines

Davao - Manila22 & 24 Feb 2011

#msngoDAV | #msngoMNL

Growing Social Media Strategies for

Nonprofits Presentation by

Shai Coggins (@shaicoggins)Manager, CommunicationsConnecting Up Australia

(@ConnectingUp)http://connectingup.org/

MS NGO Connection Day - Davao & Manila - February 2011

Growing Social Media Strategies for Nonprofits

by Shai Coggins (@shaicoggins)

Social Media Growth Stages

Partly based on Beth Kanter’s Social Media Strategy Blocks (http://bethkanter.org/ | Twitter: @kanter)

SitCraw

lWalk

Run Fly

Where’s your nonprofit at right now?

Social Media Strategy in a Nutshell

Plan

Execute

Measure & Analyse

RINSE & REPEAT

Growth Stage:

SIT•Awareness•Taking Notice•Acknowledge the Need•Tentative Attempts

Growth Stage:

CRAWL•Start 1 - 2 accounts•Ad hoc updates•No ownership•1-2 people organisation awareness•Broadcasting mode

Growth Stage:

WALK•Support from top level•Staffing allocation (part-time/full-time)•Updates more often, no schedule•Start @replies, etc•Creation of original content

Growth Stage:

RUN•Managed by full-time staff•Scheduled and planned updates•Organisation-wide awareness•Engagement with RTs, hashtags, etc•Regular original content•Multimedia use•Basic analytics

Growth Stage:

FLY•Organisation-wide use•Facilitation •Strong community engagement•Co-creation of content with community members•Community ownership•Effective use of additional tools (analytics, etc)

From SIT to CRAWL

•Identify simple goals

•Focus on one tool or platform at a time•Post relevant updates whenever possible

•General observations

Plan Execute Measure & Analyse

From CRAWL to WALK

•Create goals•Include plans for engagement• Identify staff for accountability

•Improve use of tools through engagement•Create original content

•Basic statistics (number of views, comments, etc)

Plan Execute Measure & Analyse

From WALK to RUN

•Allocate full time staff•Include measurement in planning•Content calendar creation

•Enhance online profile through the use of more tools•555+ Guideline (5 about you/original posts, 5 replies, 5 retweets, + welcomes, DMs, thanks, #FFs, etc

•Identify both quantifiable and qualifiable measurement

Plan Execute Measure & Analyse

From RUN to FLY

•Include community and stakeholders•Social media policy for organisation

•Encourage community-generated content•Community-driven initiatives•Organisation-wide use

•Use statistical tools (eg, Social Sprout, Radian6, Twittalyzer, etc)•Report writing

Plan Execute Measure & Analyse

FLY higher

•Community sharing inclusion

•Teaching others, encouraging others to use•Sharing of resources

•Helping others to measure success

Plan Execute Measure & Analyse

Salamat!

Shai Coggins (@shaicoggins)sc@connectingup.org