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NONPROFIT SOCIAL MEDIA LEARNING SERIESPart I: Marketing Communications
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The Social Media Learning Series is designed to assist more intermediary and advanced non-profit users. Throughout 2011, NTEN, Blackbaud and Common Knowledge will co-host four sessions developed as combination lecture and interactive workshop sessions. Each session will focus on a particular area of expertise or business use for social media within a non-profit organization.
• Part 1: Marketing and Communications • Part 2: Fundraising (TBD, Chicago, IL)• Part 3: Engagement & Program Delivery (TBD, San Francisco, CA)• Part 4: Technologies & Integration (TBD, New York, NY)
ABOUT THE SOCIAL MEDIA LEARNING SERIES
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IF YOU’RE TWEETING: #smlearning#11ntc
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Jeff PatrickPresident & FounderCommon Knowledge
@commonknow
YOUR HOSTS FOR TODAY'S SESSIONS
Chad NormanInternet Marketing Manager
Blackbaud@chadnorman
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(40 minutes)
• Introductions• Social Media Program Stages• Strategic Alignment• Key Performance Indicators
(40 minutes)
• WORKSHOP: 1-2 Big Ideas• DISCUSSION: 1-2 Big Ideas
(30 minutes)
• Visual Brand Alignment• Listening and Responding• Risk Management
(30 minutes)
• WORKSHOP: Listening & Responding• DISCUSSION: Reputation Management
AGENDA
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YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?
* From Charlene Li and Josh Bernoff's book Groundswell:
Winning in a World Transformed by Social Technologies
P = People: Who?
O = Objectives: Goals?
S = Strategies: Outcomes?
T = Technologies: Tools?
The P.O.S.T. method*
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WHERE ARE YOU ON THE SOCIAL JOURNEY?
STAGE 1
Traditional
Traditional marketing operations consisting of one-way communication.
Pushing content to supporters with little back-and forth chatter.
STAGE 2
Experimental
Dabbling in social media, but efforts are disconnected from organizational goals.
Fractured efforts and silos with no real coordination of activities and measurement.
STAGE 3
Operational
Social activity is more embedded in organizational operations.
Internal policies, dedicated staff, channel alignment, and campaign integration.
STAGE 4
Impactful
Social activity drives real, measureable results at organization.
Tools and systems are in place to allow staff to have perform meaningful engagement with supporters..
As your organization’s social media program matures, it should be moving from a focus on tactics to strategy.
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STRATEGIC ALIGNMENT
Organizational Goals
Marketing Communications Goals
Social Media Goals
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STRATEGIC ALIGNMENT
Create your strategy by aligning social media goals with organizational objectives.
Determine what key performance indicators you will use to measure the outcomes you desire and manage the program.
Finally, choose tactics that can be used to execute the strategy.
Inspired by: SOCIAL MARKETING ANALYTICS: http://bit.ly/gGwtXw
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CommentsDemographicsDownloadsEmail and RSS subscriptionsLikesFavoritesFollowersForward to a friendRatingsRegistrationsReferralsReviewsTime spent on SiteUploadsVotesWidget Installs
KEY PERFORMANCE INDICATORS (KPI)
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Role Description
Research Market research function used to learn about the activities, habits, needs, desires, or opinions of your constituency
Communications/Marketing
Promote your brand, programs, events and mission via direct or referral marketing
Service Delivery Delivery the services offered by your organization via the community site
Emotional Support Members connect and support one another emotionally or spiritually.
Customer Service Members help one another by asking and answering questions about your organization, events, services, programs, thereby reducing the customer service burden on your organization
Fundraising Developing revenue via individual gifts, friendraising,sponsorship, underwriting, advertising, etc.
Advocacy Making change via grassroots activism and legislative advocacy.
VALUABLE THINGS TO DO WITH SOCIAL NETWORKS
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JUNIOR ACHIEVEMENTFACEBOOK EXPRESS
Case Study #1 - Communications/Marketing & Service Delivery
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YOUTH EDUCATION
• Junior Achievement Company Program
- Reaches millions of youth around the world
- Education curriculum for teens
- Teams of ~20 youth form a company
- Meet face-to-face weekly (16 weeks)
- Build the company (sell stock, finances, operations)
- Design, produce, market and deliver a product
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YOUTH EDUCATION
• Facebook Express
- Private community inside Facebook
- Companion electronic portal for the Company Program
- Teams communicate, collaborate, and work together
- Helper electronic tools for all aspects of the curriculum
- Worldwide collaboration between teams
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COMMUNITY AT A GLANCEJunior Achievement - Facebook Access
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FACEBOOK APPLICATION
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CharityJunior Achievement
ProjectFacebook Access | JA Company Program
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Company Dashboard
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Tools Menu
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Interactive Payroll Report
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Interactive Employee Roster
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Member Invite Feature
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COMMUNITY STAYING IN TOUCH - SOCIALLY
• Teams consulting with teams via discussion group
• Adult volunteers advising teams via messaging
• Team management & coordination via text (SMS)
• Web + telephone team meetings
• National & international team competitions
• Completely virtual Company Program teams
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J U V E N I L E D I A B E T E S R E S E A R C H F O U N D AT I O N
TYPE 1 TALK
Case Study #2 – Communications/Marketing & Service Delivery
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JUVENILE DIABETES RESEARCH FOUNDATION - FACEBOOK PAGE
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Juvenile Diabetes Research Foundation Type 1 Talk Campaign
Facebook Application Page
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Facebook Application Page
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HOMEPAGE OF TYPE 1 TALK
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# House Parties: 75 | # Viewers: 300 | # App Likes: 2,336
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A S P C A
2011 $100K CHALLENGE
Case Study #3 – Communications/Marketing & Service Delivery
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CROWD-SOURCING THE SOLUTION
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CONTEST AWARDS
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EDUCATION FOR CONTESTANTS ON PROFESSIONAL COMMUNICATIONS SKILLS & BEST PRACTICES
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• Organizational Goal: Save more animal lives
• Project Role: - Recruit and engage a network of independent shelters across the U.S. to
save more animal lives.- Market ASPCA among professionals and their local community as a national
presence engaged in saving animal lives
• Benefits- Save more animal lives- Build the ASPCA brand among consumers and animal welfare professionals
• Metrics: - # additional animal lives saved, # participating shelters, # online community
members, # votes (commty members), # press hits (all media), # new email subscribers, Facebook fans, Twitter followers, # social interactions
• Motto: “Make the shelters famous to build the ASPCA brand”
ASPCA: GOALS, BENEFITS & METRICS
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Benefit DescriptionBranding Make more people aware of your organization and learn about
WHO you are.
Growth Bring more supporters to your organization.
Education Help more people learn about their situation, your programs and research, and how to get involved.
Connection Help your supporters connect with one another.
Revenue Increase revenue via fundraising, advertising, etc.
Change Engage the community to get active, advocate or vote.
Content Generation of valuable user generated content valuable as reference library and for marketing.
Insights Learn about your audience and their needs.
Recruiting Attract and recruit community members as employees.
BENEFITS OF SOCIALLY-ENABLED COMMUNITIES
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W ORKS HOP : S T RAT E GIC S OCIAL M E DIA P ROJ E CT S
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Social channels often provide the first impression for supporters. Fields to Families’ social channels lack a strong visual brand.
BRAND ALIGNMENT: VISUAL
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BRAND ALIGNMENT: VISUAL
The Foundation for Jewish Camp not only included their logo, but some great photos showing off their mission.
You still get a nice avatar with the logo
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The American Red Cross does a great job if integrating their visual brand into their Facebook page. It’s more than just a logo!
BRAND ALIGNMENT: VISUAL
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The American Red Cross carries their visual brand across their various social channels. Own your visual presence!
BRAND ALIGNMENT: VISUAL
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Everyone’s Saying Something
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TURN THE MEGAPHONE AROUND
Photo via altermark: www.flickr.com/photos/altemark/337248947/
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WHATShould MyNonprofit
Be ListeningFor?
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You should be listening for:•Keywords from your website•Mentions of your organization •Your executive director’s name•Special events you’re running •Causes you support •Campaigns you’re managing
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LISTENING IS THE KEY TO HAPPY SUPPORTERS
“We love our parents so much because they loved us first - that's how brands need to think.”
- Gary Vaynerchuk at SXSW
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• Community Guidelines• Web Site Privacy Policy• Moderator Guidelines• Community Resources• Organizational Policy – Employee Participation in Social Networks
• Moderator Wiki
COMMUNITY MANAGEMENT DOCUMENTS
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Document Audience Purpose
Community Guidelines
Community Members Outline rules for participating in thecommunity in simple language.
Terms of Use Community Members Legal restrictions and conditions formembership.
Website Privacy Policy
All Site Visitors Broader legal , privacy, andparticipation guidance for visitors.
Moderator Guidelines
Moderators Training manual and guidelines formoderators.
Community Resources
Moderators, Community Members
Additional external helpfulresources and services formembers.
Employee Participation Policy
Employees Policy and guidance on employeeparticipation on social media sites.
COMMUNITY MANAGEMENT POLICY DOCUMENTS
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Presents Rules and Guidance for:• Membership (Age, Status, etc.)• User Generated Content – Member Exposure• User Generated Content - Copyright• Reporting Abuse• Culturally Appropriate Conduct• Improper Language• Spamming• Multi-Posting, Bumping and Hijacking
COMMUNITY GUIDELINES
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Legal restrictions and conditions for membership:• Ownership• Purpose• Registration• Ownership of Intellectual Property• User Posting and Correspondence• Your Responsibilities• No Spam• Content Contributed by 3rd Parties• Contests, Sweepstakes and other Promotions• Disclaimer, Limitation of Liability, Indemnification• Etc.
TERMS OF USE
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Training Manual and Guidance for Moderators:• Moderation Guidelines- Identity, Legal, Behavior, Board Etiquette, Smut Standards
• Moderator Roles- Review process for reported content- Media Types and review processes
• Problem User Policy- One-time rate offenders- Typical problem users- One-strike offender users- Minor/Major infractions list- Escalation
MODERATOR GUIDELINES
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Policy for Employees participating in Social Media:• Know and follow CCS policies & Comms guidelines• Protect your privacy; careful what you publish for longterm• Identity yourself• Conversational tone• Use disclaimer for external site posts• Respect copyright and fair use laws• Get approval before quoting partners or clients• Respect the privacy of people with cancer• Don’t provoke others• Correct your own mistakes• Stay within your role; quote approved sources
EMPLOYEE PARTICIPATION POLICY
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1. Select cross-functional team
2. Research best practices
3. Write draft policies & procedures
4. Submit for internal review to pertinent dept’s
5. Revise draft into 1st final policy & procedures
6. Test on Target Community
7. Revise 1st final into 2nd final and release broadly
STEPS TO PREPARE YOUR POLICIES & DOCUMENTS
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Document Audience
Communications Branding guidelines, communicationprocedures, crises management
Marketing Marketing guidelines, processes.
Executive Final review and sign-off.
Legal Identify
Human Resources Construct employee conduct policy
Information Systems Software and technology selection,management and support
Programs/Research SME’s & their role on the site
Community Management Engage as primary owners of thecommunity.
CROSS-FUNCTIONAL TEAM TO DEVELOP POLICY
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W ORKS HOP : S OCIAL M E DIA L IS T E NING AND RE S P ONDING
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Questions?
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Jeff PatrickPresident & FounderCommon Knowledge
@commonknow
THANKS!
Chad NormanInternet Marketing Manager
Blackbaud@chadnorman