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Social Media Strategies for Non-Profits

Date post:28-Jan-2015
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Why social media matters for Non-Profits. Includes a guide to social strategy. I peppered in some case studies and examples to take for inspiration as well.
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  • 1. SOCIAL MEDIA FOR NON-PROFITS Dayn Wilberding, Director of Digital Culture : Grady Britton PRESENTED BY FIRST INDEPENDENT BANK Thursday, June 17, 2010

2. CONTENTS UNDER PRESSURE Social Who?Why Social Matters for Non-ProfitsGuide to Social StrategySteal these ideasThursday, June 17, 2010 3. THING 1 RE: SOCIAL MEDIASocial Media ExpertIm not. Thursday, June 17, 2010 4. 100,00friends0 THING 1 RE: SOCIAL MEDIA overni ght! Social Media ExpertIm not. Thursday, June 17, 2010 5. THING 2 RE: SOCIAL MEDIAIts OK to feel overwhelmed.I am. Thursday, June 17, 2010 6. USERS Life cycle of social networksTIME Thursday, June 17, 2010 7. I can has?Thursday, June 17, 2010 8. Social MediaThe Means Social Media Marketing The Method (Social Influence) Thursday, June 17, 2010 9. CONTENTS UNDER PRESSURE Social Who?Why Social Matters for Non-ProfitsGuide to Social StrategySteal these ideasThursday, June 17, 2010 10. WEB 1.0 Thursday, June 17, 2010 11. WEB 2.0-ish Thursday, June 17, 2010 12. WEB 3.14159 Thursday, June 17, 2010 13. JUST HOW BIG IS SOCIAL?Thursday, June 17, 2010 14. BY THE NUMBERSForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 15. BY THE NUMBERS use social51%networksForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 16. BY THE NUMBERS use social read blogs 49%51%networksForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 17. BY THE NUMBERS use social read blogs 49%51% 3/4 networksparticipate in social media in some wayForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 18. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networksparticipate in social media in some wayForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 19. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networksparticipate in social media in some way have watched a 77commercial on PERCENT YouTubeForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 20. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networksparticipate in social media in some way have watched a 51% post 77commercial on PERCENT YouTubeoriginal contentForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 21. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networksparticipate in social media in some way have watched a 51%post 77commercial on out of 100content originalconsumers, PERCENT YouTube posted product reviews73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 22. BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97%participate in social media in some wayhave watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content originalconsumers, YouTube posted product reviews73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 23. BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97%participate in social media in some wayhave watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content originalconsumers, YouTube posted product reviews73 SOCIAL MEDIA IS MAINSTREAMForrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010 24. Thursday, June 17, 2010 25. IMAGE Thursday, June 17, 2010 26. IMAGE IMAGEIMAGEIMAGEIMAGE Thursday, June 17, 2010 27. IMAGEIMAGE IMAGEIMAGE IMAGE IMAGE Thursday, June 17, 2010 28. The playing field has been leveled. IMAGE IMAGEIMAGEIMAGEIMAGEIMAGE Thursday, June 17, 2010 29. CONTENTS UNDER PRESSURE Social Media MarketingWhy Social Matters for Non-ProfitsGuide to Social StrategySteal these ideasThursday, June 17, 2010 30. GUIDE TO SOCIAL STRATEGY LURK : PLAN : PARTICIPATE : MEASURE Thursday, June 17, 2010 31. GUIDE TOSOCIALSTRATEGY LURK 1 ListenDetermine your social audienceEvaluate messaging options Thursday, June 17, 2010 32. LURK:// Listen Thursday, June 17, 2010 33. LURK:// ListenTwitter Search BlogScope Facebook SearchSocial MentionGoogle Blog Search BacktypeTrendrr OmgiliThursday, June 17, 2010 34. LURK:// Determine your social audience? Quantcast.comForrester Social Technographics Tool Thursday, June 17, 2010 35. LURK:// Evaluate messaging options Thursday, June 17, 2010 36. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 37. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 38. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 39. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 40. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 41. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 42. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 43. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 44. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 45. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 46. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 47. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 48. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 49. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 50. LURK:// Evaluate messaging optionsFREE Status UpdatesLinksVideoImagesBroadcast MessagesShares / Likes / RecommendationsEvents Thursday, June 17, 2010 51. GUIDE TOSOCIALSTRATEGY PLAN 2 Develop a voice Editorial schedule Find a champion Forget your expiration dates Have guidelines Define goals Thursday, June 17, 2010 52. PLAN:// Develop a Social Media voiceTrust comes in the form of accessibility and openness.Be a friend. Participate. That will be the bulk of your message. Thursday, June 17, 2010 53. PLAN:// Find a championPersonal interaction trumps stale brand messaging any day. Thursday, June 17, 2010 54. PLAN:// Have guidelines Set rules, but trust people.Have a personality, please. Thursday, June 17, 2010 55. PLAN:// Define goalsThink small. Awareness, share of voice Think relevant.Retweets, shares, reachSentiment, qualitativeSales, promo redemptionThursday, June 17, 2010 56. PLAN:// Editorial Calendar Thursday, June 17, 2010 57. PLAN:// Editorial CalendarMonTueWedThur Fri blog post 6 tweets 2 tweets blog post fav 2 videos on 4 tweets bookmark 1 story bookmark 3 story 4 tweets YouTube bookmark 3 stories share 2 stories on share 1 video on share 2 stories on 10 tweets for Follow share 2 stories on Facebook Facebook Facebook Friday Facebook share 2 videos on Thursday, June 17, 2010 58. PLAN:// Forget your expiration datesSMM is not a toe-dip science.SMM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you. Thursday, June 17, 2010 59. GUIDE TOSOCIALSTRATEGY PARTICIPATE3 Profiles Add value & Answer questions Respect the community Syndication tools Tie into everythingThursday, June 17, 2010 60. PARTICIPATE:// Profiles Thursday, June 17, 2010 61. PARTICIPATE:// Respect the existingcommunity followers fansconnections Thursday, June 17, 2010 62. PARTICIPATE:// Syndication toolsBRAND del.icio.us. . . Thursday, June 17, 2010 63. PARTICIPATE:// Tie into everything Thursday, June 17, 2010 64. GUIDE TOSOCIALSTRATEGY MEASURE4 Measurement tools Which metrics to watch Thursday, June 17, 2010 65. MEASURE:// Measurement tools Thursday, June 17, 2010 66. MEASURE:// Measurement tools Thursday, June 17, 2010 67. MEASURE:// Measurement tools Thursday, June 17, 2010 68. MEASURE:// Which metrics to watch2009 traffic, pageviews, number of followers & fans 2010 reach, share of voice, sentiment Thursday, June 17, 2010 69. MEASURE:// Which metrics to watch PURPOSE METRICS deals & specialsposts, click-throughs, redemptionscustomer serviceconversations, answers, sentimentawareness, leadership fans, followers, retweets, sharesThursday, June 17, 2010 70. MEASURE:// Which metrics to watch PURPOSE METRICS deals & specialsposts, click-throughs, redemptionscustomer serviceconversations, answers, sentimentawareness, leadership fans, followers, retweets, sharesThursday, June 17, 2010 71. CONTENTS UNDER PRESSURE Social Media MarketingWhy Social Matters for Non-ProfitsGuide to Social StrategySteal these ideasThursday, June 17, 2010 72. Thursday, June 17, 2010 73. Thursday, June 17, 2010 74. for #California Oakland Museum of California (@oaklandmuseumca)Contemporary Jewish Museum (@jewseum)San Francisco Museum of Modern Art (@sfmoma)Yerba Buena Center for the Arts (@ybca)Explora

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