social media strategy for nonprofits - case study on success in less than 2 weeks

Listen | Learn | Launch

Social Media Strategy for Nonprofits

Success in Less Than 2 Weeks

What is Social Media Anyway?

From Wikipedia, the free encyclopedia: At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

What is Social Media Anyway?

Web 1.0 Web 2.0

What is Social Media Anyway?

Web 2.0Web 1.0 - What Can Happen

What is Social Media Anyway?

Web 2.0Web 1.0

1) Social Ecosystem Map Where are

your stakeholdersgathering to

have conversations

?

1) Social Ecosystem Map Where are

your stakeholdersgathering to

have conversations

?

1. LISTEN

1. Listen

1. Listen

1. Listen

1. Listen

2. LEARN

2. Learn: What do your stakeholders need?

What stakeholder types exist? What are they looking for? Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want to play a role in sustaining

wildlife?

3. LAUNCH

3. Your Social Media Launch Plan

1. Business Goals2. Stakeholder Needs3. Engagement Plan4. Success Metrics

3. Business Goal

Boil it down to one sentence that gets to the core

Increase Brand Awareness , Personalize Your BrandCollaborate with Stakeholders , Gain Insight , Co-create ProductsDecrease Cost of Rehabilitation ServiceOptimize Site, Better Search Results, More TrafficEstablish Yourself as a Thought Leader, Educate StakeholdersIncrease DonationsIncrease Educational Opportunities

3. Stakeholder Needs

What stakeholder types exist? What are they looking for? Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want to help sustain wildlife?

3. Engagement Plan What will you publish?

• Wildlife Release• Wildlife Intake • Education • Events• Donate

Where will you publish? YouTube - video Flickr – photo Facebook – all content types Twitter – automatically fed from Facebook

How often will you publish? weekly Balance content types

• Wildlife Release• Wildlife Intake • Education • Events• Donate

Integrate with traditional channels Website promotes facebook/twitter/flickr/youtube icons Newsletter signature has facebook/twitter/flickr/youtube icons Email signatures have facebook/twitter icons Event presentation mention facebook and twitter for post event photos/question RSS feed from facebook back to website

3. Engagement Plan

Push

Vid

eo

Push Photos

3. Engagement Plan

Push

Vid

eo

Push Photos

CONTENT TOPICS• Wildlife Release• Wildlife Intake • Education • Events• Donate

CONTENT TABS• Wall Posts • Status Updates• Photos• Videos• Notes/Blog• Events• Cause• Discussions

3. Engagement Plan

Push

Vid

eo

Push Photos

CONTENT TOPICS• Wildlife Release• Wildlife Intake • Education • Events• Donate

Automated

CONTENT TABS• Wall Posts • Status Updates• Photos• Videos• Notes/Blog• Events• Cause• Discussions

3. Engagement Plan

Push

Vid

eo

Push Photos

CONTENT TOPICS• Wildlife Release• Wildlife Intake • Education • Events• Donate

Automated

CONTENT TABS• Wall Posts • Wall Status Updates• Photos• Videos• Notes/Blog• Events• Cause• Discussions

Feed facebook conversations with your stakeholders to website to close the loop

3. Engagement Plan

3. Engagement Plan

3. Engagement Plan

3. Engagement Plan

3. Engagement Plan

3. Success Metrics

Unique Visitors New Member Registrations Page Views Retention/Attrition Member Loyalty Member Satisfaction Most Active Members Top Searches Message Posts Conversion Advertising Performance Influencer/Evangelism Identification Member Lifecycle First Time Contributors Content Rating Ratio: Unregistered to Registered Visitors Ratio: Page Views per Post Reputation Changes Ratio: Post per Thread Content Tagging

Comments per Blog Post Ratio: Searches Per Post Podcasts and Video (links, uploads) Member Blog Posts Size of Networks/Buddy Lists Sales Customer service tickets Cost savings for customer service Tech support tickets Cost savings for tech support Product feedback for R&D Product trial downloads Mentions on other sites Ratios of comments per post Forum posts answers Average response time Referrals to community Renewals and upsells Participation in online tools User complaints # of users leaving / deleting accounts Leads provided to partners

Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative metrics.

3. Your Social Media Launch Plan1. Business Goals2. Stakeholder Needs3. Engagement Plan4. Success Metrics

Takeaways

Listen first Be respectful, human, considerate and

passionate What is in it for your stakeholder? If nothing,

don’t bother. Community before donations It is a cocktail party not a lecture Tolerate criticism Encourage personalities Stakeholders congregate around relevance and

value

Do you feel socially fatigued?Bring it back to the basicsListen | Learn | Launch

1. LISTEN

2. LEARN

3. LAUNCH

MAKE OUR CASE HEARDwww.YorkCenterForWildlife.org

THANK YOU!

Fan us on Facebook Center for Wildlife

Follow us on Twitter @sustainwildlife

THANK YOU!

Lauren DeLongwww.InnerCircleCommunities.com

Private | Trusted | Relevant207.752.7298

ldelong@InnerCircleCommunities.com

@communityideas