Effective Social Media Strategiesfor Nonprofits

Presented by John Kenyon

Social Media = conversation

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Social Media

Context

Foundation

Principles

Strategy

Starting

Email + Website Still #1• Effective, engaging website • Websites don’t raise money – campaigns do

WEBSITE

Content | Conversation

Transactions (Donate, Register, etc.)

EMAILUpdates | Calls to Action

Campaigns | Driving Traffic

Foundational Elements

Content | Conversation | Sharing | Driving Traffic

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AddThis / ShareThis

Online Engagement Coordinated Approach

Good Data Management

Fresh Website Content

Regular Email Contact

Tracking What Content is Popular

Online PresenceStrengths

Listening

Responding

Thanking

Having a conversation

Sharing links, resources, content

Social MediaStrengths

How do we coordinate our website, email & social media?

How might we do it differently moving forward?

Reflection

Email

Best-of Web Content, Announcements

Single Subject - Alert, Campaign

Conversational, Friendly, Opinions

ENewsletter

Right Content - Right Channel

Tidbits, Facts, Links are King

Professional Related Content

Overview, Subject/Program, Testimonials

Right Content - Right Channel

Build Relationships with Influencers

Connects With, Helps, Encourages Story Sharing

Leveraging a Networked Effect

How do we support influencers?

How social is our organizational culture?

Reflection

Cycle

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Find people who are passionate about your cause

Strategic Goals

Grow awareness, Grow Email list

Provide tools

Go where people are & tap into user participation

Drive website traffic

Mobile

Mobile Website Version

Emails Mobile Optimized

Start Collecting

Mobile Numbers

Reflection

How could we adjust our strategies?

What ideas does this generate for me?

Getting Started

Pick a social media project that won’t take much time

Write down successes, challenges

Source: www.slideshare.net/kanter

Ask/listen: What worked? What didn’t?

Watch other nonprofits, copy & remix

Rinse, repeat

Source: www.slideshare.net/kanter

Getting Started

Common Concerns

Loss of control over messages

Dealing with negative comments

Addressing personality vs. organizational voice (trust)

Source: www.slideshare.net/kanter

Reflection

How can we get started/restart?

How can I address concerns?

Review

Email + Website + Social Media Integration

Conversation

Small Experiments

Next Time:

Tracking Activity

Responding to Data

Question & Discussion

Ideas for Experiments

Your Experiences

Organizational Capacity

Tools

Metricswww.davidarmano.com

All Images: Flickr - Creative Commons License