nonprofit web presence: washington food security
TRANSCRIPT
Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur,Sarah McCaffrey, and Ben Meyer
Content
AuditCalendarDevelopmentAmplificationMeasurementStrategy
Entre 528Content Marketing and Social
Media for ManagersLAZURITE
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
Content Audit
Team Skills and Expertise
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
Sarah McCaffrey
Executive VP, Communications
Strategic oversight, inevitable micromanagement, individual contributions
Blogging, Slideshare, Facebook, Twitter, Instagram
Maggie Halter
Point of Contact, Community
Customer service, managing inquiries, individual contributions
Email, Blogging, Facebook, Twitter
Steve Adams
Subject Matter Expert 1, Operations
Creative oversight, content planning, individual contributions
Blogging, Slideshare, Facebook, Twitter, Instagram
Sat Kaur
SME 2, Operations
Content calendar management, publishing, individual contributions
Blogging, Slideshare, Facebook, Twitter, Instagram
Pritam Das
SME 3, Audio/Visual
Photography, videography, interviews, individual contributions
Blogging, YouTube, Instagram, Facebook, Twitter
Ben Meyer
SME 4, Marketing
Content marketing, social channel oversight, individual contributions
Blogging, YouTube, Instagram, Facebook, Twitter
Editorial Calendar
• Three posts per week• Posts contributed by entire team in rotation• Evergreen posts Monday/Wednesday followed by a “How
to Help” call to action each Friday• All posts published between 9:00 and 10:00 a.m. on
scheduled day
Stock
Flow
Stock
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
Editorial Calendar
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
• Unscheduled, casual contributions to social media pages by entire team
• Links and images to prompt engagement on Facebook, retweets and responses on Twitter
• Cross-posting between accounts
Content Development
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
Content Development
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
• Maintained editorial calendar closely• Blog posts split evenly• Adjustments made as necessary
between team members without altering posting schedule
• Consistent posting schedule for blog visitors
• Flexibility to avoid burnout for new contributors
• Facebook, Twitter, Slideshare, YouTube, Google+
Content Amplification
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
• Owned social channels referred and linked to each other whenever possible
• Consistent use of logo, URLs, and WordPress link in profiles
Content Amplification
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
• For a brand new web presence, amplification relies on inserting the organization into larger conversation
• Interaction with local and regional nonprofits to put their eyes on our efforts
Measurement
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
Difficult to derive insights from short-term project; nature of search means new blogs are almost invisible
• Demographics
• Online time of fans
• Total Reach
Measurement
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
Conclusion
LAZURITE Steve Adams, Pritam Das, Maggie Halter, Satwinder Kaur, Sarah McCaffrey, and Ben Meyer
• Permanently eradicated hunger in King County...
• Room for concerted team effort in amplification strategy
• Self-promotion versus abrasiveness• Momentum and continuity• Consistent voice across channels and
contributors• High quality content• Maturity of the blog, or the amount
of time established, would make the foremost difference
Questions?