wave model: social media strategy for non profits
DESCRIPTION
A model for creating WAVEs for your non profit organisation, enabling you to use social media to achieve the goals you've set for your organisation.TRANSCRIPT
Creating the WAVESocial Media Plan For Non Profits
Arjan Tupan
The WAVE Model
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The WAVE Model
The 3 W Questions
Finding Your Audience
Use Versatile Tools
Engage Your Audience
You will be creating waves for your organisation. Waves that will help you reach your goals, by identifying them, finding your audience, selecting the tools you will start
using, and engaging with your audience
The 3 W Questions
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The W Questions Are A Good Start
What do we want to achieve?
Why do we want to achieve that?
Who can help us achieve our goals?
First of all we should answer the three ‘W’ questions
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What Do We Want To Achieve
Get fitter
Raise money for the Nanhi Kali Project
Connect to like minded colleagues
Test our WAVE proposition
Set measurable and achievable goals
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10K4N Example
The goals set for 10K4N were simple: get fitter, connect and raise money.The get fit target is personal, but an example is the ability to run the distance of 10
kilometer. Connecting people was another goal, measurable by the number of people joining a network like Yammer, connecting over LinkedIn etcetera. The last goal was
also very measurable. Every dollar more than 0 would have been a good result.
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Why do we want to do this?
Find the real driver for using social media
Support the OneTeam spirit by
building ties between
colleagues
Get motivated
for working out
Help a good cause
Build Social Media
practical experience
Let colleagues share and learn from eachother
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10K4N Example
Personally, I was out of shape and had a hard time staying motivated for working out. Doing the challenge was a good way of motivating, but also testing the community
building theory we were promoting and building experience with creating a buzz and using different social media tools.
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Who Can Help Us Achieve Our Goals?
Target audiences
Know them, study them, connect to them
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Your Audience Consists Of People With A Common Goal; Common To Yours
Get fitBuild Social
Media experience
Connect with colleagues
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Don’t Be Afraid To Identify People Not In Your Audience – And Ignore Them
Education for girls in India
Erradicate Illiteracy
Make Fresh Water Availble
Discuss The Last Outfit Of Paris Hilton
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10K4N Example
The 10K4N Challenge could have been aimed at everybody. But by specifying the audience to Capgemini colleauges I knew already a lot without need for further study. I knew how to address the audience, what the interests are and their level of knowledge
about Naandi. I already had an audience, and I knew that some of them, like me, wanted to stay in shape, and help the Naandi foundation.
Finding Your Audience
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Finding Your Audience
Where is your audience located?
Who are their thought leaders?
Who are the most likely Angels?
Which social tools are they using?
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10K4N Example
The audience, I knew, was spread on a global scale. Through our intranet, e-mail directory and Yammer I knew exactly where to find them. By probing, I found thought
leaders on the Naandi subject and Angels for the challenge. Of course, there were some tools I tried to use, but yielded almost no result. But, again, it’s better to fail, than
not try; you can always shift to another tool or platform that does work.
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Try To Find Yourself First Facebook: 16 groups for Naandi
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Try To Find Yourself FirstTwitter: about 30 tweets in 7 days
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And Don’t Forget Your Corporate Sponsors
Their employees know you already(And they might be acting already)
There are company groups on facebook and LinkedIn for example
Look for Twitterers tweeting or bloggers blogging about these companies
Find your Angels in their midst
Angels are those who whithout apparent interest help raise money and promote you
Use Versatile Tools
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Build A Presence On The Networks Your Audience Is Using Already
Create accounts and
pagesBrand in recognisable
way
Do not be afraid to abandon: if something doesn’t work, stop using it
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Build A Communication Plan
Communication PlanTopics
Style/Tone
Frequency
Goal
Text/Video/Sound?
Contributors
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10K4N Example
Initially, we had a blog, an internal wiki page, a facebook page, a twitter account and a Yammer group. I also tried to use LinkedIn. The blog and twitter were by far the most active tools, measured by response. I stopped focusing on LinkedIn, gave a little less
attention to facebook and Yammer, but strongly focused on the blog and Twitter.
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Don’t Forget: Meeting In Person Is Also A Tool!
Ask directly Discuss at parties
Ask in meetings or conferences
Remind people!
Never miss a chance to ask, discuss or remind people of your cause. For 10K4N there was certainly money raised off line as well!
Engage With Your Audience
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Lay The Foundations For New Communities– Match Goals
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Start Promoting Your Community
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10K4N Example
For the 10K4N Challenge, I used a blog, the intranet, Twitter and the Yammer platform for the initial communication. I personally asked some of the most active people on Yammer and Twitter to help me in the promotion, which they did without exception! Although the period was too short for generating full co creation, the blog had some contributions and
also, some Challengers were very happy to share their creative ways of inviting others and raising money.
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From Outside To Angel
It takes on average 9 months to build a fully functioning community, where you have converted outsiders to passive, active or even passionate members
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10K4N Example
To get a big following, I send out over 300 personal mails. Inviting people, raising awareness and responding to questions and contributions – and donations. Next, I
made sure that I had at least one new blog post per day, and several tweets.
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Engage, and Engage Again,And Again, And Again…
Lead by example
Promote your Communnity
Toolset*
Invite Angels Personally
Goals achieved?
Repeat ad infinitum
* = Your toolset for promoting your community is bottomless: mail, phone, postcards, posters, tv, radio etcetera, etcetera. Whatever is in your reach.
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Contact the Author
Arjan Tupan
http://twitter.com/arjantupan
http://www.linkedin.com/in/arjantupan
www.capgemini.com
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