cfscc social media & facebook strategy

Presented by: Beth Kanter & John Kenyon

September 19, 2011

Building an Integrated Social Media Strategy

Opening

Effective Online Presence

Social Media Planning

Principles of Using Facebook Effectively

Reflection & Closing

Timing: 9:30am - noon

Welcome, Introductions, SpectraGram 9:30

Online Presence Basics 10:00

Break 11:00

Online Presence & Social Media Plan 11:15

Lunch 12:00

Timing: 12:30pm - 3:00pm

Principles of Using Facebook Effectively I 12:30

Break 1:30

Principles of Using Facebook Effectively II 1:45

Closing & Reflection 2:45

Introductions

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SpectraGram

Facebook at topTwitter, YouTube & LinkedIn steady

Percentage of Respondents on: Facebook - 89% Twitter - 57% YouTube - 47% LinkedIn - 30% Flickr - 19% MySpace - 7%

.25/.5 FTE is norm for staffing (86% of orgs)

Latest Datawww.nonprofitsocialnetworksurvey.com

Latest Data

Basic Truths

Email + Website Still #1Need effective, engaging website

TrackingTrack website, email & social media analytics

Social MediaIt’s a conversation, not blasting your messageImportance of 2nd action (website traffic,

volunteer)

Internet Basics

Updated, Easy to Navigate Site

Donor/Member Engagement

Online Action Tools

(Donation, Email, Advocacy, etc.)

Coordination Between Online and Offline

Easy Social Media Sharing

Future: CRM + CMS

Effective Websites

Credibility, Cultivation, Clickability & Content

Pay Attention To Your Audience: “Metrics”

Get Content & Bring Content Online

Write for the Web

ASK for Support, Make it Easy to Help

Improve Interactivity

Four Email Cornerstones

Personal

Personalize messages with data

Targeted

Segment lists and target emails

Integrated

Integrated with web content, direct mail, social media, etc.

Trackable

Seek out and use data about your emails

Online Engagement Coordinated Approach

Coordinated Approach

Content, Conversation, Sharing Content, Driving Traffic

Updates, Calls to Action, Campaigns, Driving Traffic

Email

Content, Conversation, Taking Action (Donate, Register, etc.)

Website

Coordinated Approach

Website/Blog

Enewsletter

Email

Print

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Content Flow Example - Event

Event

Website

Email/Enewsletter

Facebook/Twitter/etc.

Print

Event RegistrationNow Open

Where, Why

Postcard

Save the date

Registration

Newsletter

Two WeeksOne Week

left

Reminder

Quotes

Comments

Pictures/Videos

Next Event

Newsletter

Registration

Thank You

Conventional Wisdom

Engagement/Fundraising• Directly between org and donor/advocate

Communications• Broadcasting messages - one to many

Messaging• Strictly controlled messaging from org• Content based on org priorities

New Reality

Engagement/Fundraising• Between donors/advocates and their networks

Communications• Conversation - both talking and listening

Messaging• Allowing advocates to speak in their own voice• Content based on data - what stakeholders want

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Review

Email + Website + Soc Med Integration Engaging the Audience - Conversation

Tracking Activity, Tracking Activity, Tracking Activity

Responding to Data

Try New Things!

Question & Discussion

Social Media/ Technology

Free-for-all

Break

Online Presence Plan

Overview

Listening

Updating

Tracking

Online Goals

A. Organizational Strategic Goals

B. Organizational Operational Goals

C. Function Area Goals

Priorities?

Website

Email/Eblasts

Facebook

- Group/Fan Club Page

- Personal Page (E.D.’s Page)

- Personal Page (Outreach/Event Mgr Page)

Twitter

ORG. Blog

Relevant Blogs

Online Event/Update Posting Sites

Flickr/YouTube

Linkedin

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Team

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Team Leader

Potential Team Members:

Staff - MarCom, IT/Accidental Techie, Program

Volunteers

Advisors/Consultant

Board

Responsibilities?

Strategy and Planning, Policy Setting

Website Content - Text + Images

Email/Eblasts Content

Facebook/MySpace/LinkedIN Updates

Twitter Tweets/Searches

Blog Posts/Comments

Comments on Relevant Blogs

Online Event/Update Posting Sites

Listening/Monitoring/Review of Metrics

Reflection

? How is this differentfrom our plans?

? How can we create a learning loop?

? What ideas does this generate for me?

Lunch

Thank You!

All Images: Flickr - Creative Commons Licensewww.bethkanter.org | www.johnkenyon.org