A Nonprofits guide to activating a Social Media Playbook #SM4NP

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

SOCIAL MEDIA PLAYBOOKS

Social Media for Nonprofits August 13, 2013

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

WHAT IS A SOCIAL MEDIA PLAYBOOK?

Twitter

Pinterest Facebook

Google+

Blog


WHY YOU NEED A SOCIAL MEDIA PLAYBOOK

Photo Credit: mizzourah1992, iPad Baby 2 Months Old http://youtu.be/HYXQTTb2RvI

http://youtu.be/HYXQTTb2RvI


WHY YOU NEED A SOCIAL MEDIA PLAYBOOK

Source: http://www.themillennialimpact.com/research-2012

http://www.themillennialimpact.com/research-2012




YOUR SOCIAL MEDIA PLAYBOOK

Essential Elements

• Purpose and Objectives

• Roles and Responsibilities

• Social Media Channels

• How To Be Social

• Content and Engagement


PURPOSE AND OBJECTIVES

Tips

• Determine your playbook’s

purpose - let your reader

know why it’s important.

• Communicate what you

hope to achieve, identify

your objectives.


ROLES AND RESPONSIBILITIES Tips

• Listen first, then decide

who to invite.

• Ask employees, board

members or loyal

volunteers to be a part

of your social efforts.

• Set expectations.

•


CHANNELS AND HOW TO BE SOCIAL

Tips

• Identify the social media

channels you will use.

• Provide suggested content

for sharing.

• Tell them how to “share”

and communicate on

behalf of your cause.


HOW TO BE SOCIAL Listen: Follow and listen to your “audience” donors, volunteers, funders, and other stakeholders. Use

RSS feeds, Google alerts and tools like Hootsuite or Sprout Social.

Share: Links to content on your blog /website . You always want to drive traffic back to your website.

Pictures of your clients, who or what you help, the events you host, your volunteers, sponsors,

inspirational quotes, “advocacy” statistics, infograpahics, headlines, any news, volunteers etc… in real

time.

Engage: Make comments, respond to mentions of @yourhandle. Ask questions. Help others connect

online. “DM you should follow …”

Acknowledge: Publicly recognize, give thanks, call out fans, followers, etc.

Create: The fuel that powers social media is content! Commit to creating content – your own photos, blog

posts, tweets etc.

Promote: Any actions that drive to your website, blog or related content.


EXAMPLE: CONFERENCE PLAYBOOK Actions Timing & Content

Promote & Share event w/ your network.

“Excited to hear @kanter @evanasmith at TX #Nonprofit Summit Sept 8-9!

Engage & Acknowledge “@GreenlightsATX @onestarfdn Great happy hour last night @MeetAtTexas Gabriel's Cafe #Nonprofit”

Share sessions and content, for example >>>>

1st Tweet – id where you are, what session you are in. “In Donor Loyalty w/ @bridgetbrandt 1) loyalty key to successful fundraising #TXNS” 2nd Tweet - “2) loyalty evolves through relationships …#TXNS. ” 3rd Tweet - “3) remember to say thank you … …#TXNS. “

Share relevant news “#nonprofits avoid the lunch crowd, great dining options outside of conf center #TXNS”

Engage conference attendees

@rosettathurman no cupcakes @GreenlightsATX Summit booth this time, we will have cake pops. Please stop by. Good blog post today ^PT One week and counting - getting ready for TX Nonprofit Summit: register here if you haven't already: http://ow.ly/6hUne #TXNS

http://ow.ly/6hUne


EXAMPLE: CONFERENCE PLAYBOOK


SOCIAL MEDIA FRAMEWORK

6:1 Blog FB Twitter LinkedIn G+ Pinterest You Tube

Listen Daily Daily Daily Daily 2/week

2/week Daily

Share 3/week 1-2/day 2/month

Engage 3/week 1-2/day 1/week 1/ week 1/week

Acknowledge 3-5/week 1-2/week

Promote 2/week 3/week 1/month 1/ week 1/week

Create 3/week 1 - 2/day 4-6/day 2/week 2/month 1/month

Measure Monthly Monthly Monthly Monthly Monthly Monthly Monthly

Timing?


Social Media Integration

Donate Button

Join Our Mailing List

Visual Content


GET ORGANIZED


GET ORGANIZED

Tips

• Take advantage of

key dates.

• Coordinate with

others– create

and integrate

your calendar.

• Avoid spamming

your supporters

and donors.


GO TO THE CROWD

Tips • Create a sense of

urgency 30 days not 365 for your campaign.

• Be visual, make it personal – tell why.

• Don’t start at $0 • If you exceed, up your

goal.

http://kck.st/YTGOD8

http://kck.st/YTGOD8


GO TO THE CROWD


RESULTS


Social Media for Nonprofits

QUESTIONS?


REFERENCES & LINKS


REFERENCES

Social Media Playbook References

• How to Create Your Own Social Media Playbook, ReadWriteWeb

• Eloqua Social Media Playbook

Social Media Guidelines

• American Red Cross Social Media Handbook

• National Public Radio (NPR) Ethics Handbook - Social Media

• The University of Texas at Austin, Social Media Guidelines

• Texas Medical Association (TMA) Resource Center Social Media

http://readwrite.com/2012/04/09/how-to-create-your-own-social

http://readwrite.com/2012/04/09/how-to-create-your-own-social

http://www.slideshare.net/Eloqua/eloqua-social-mediaplaybookpublic-4525846



http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units

http://ethics.npr.org/tag/social-media/




http://www.utexas.edu/know/directory/guidelines/

http://www.texmed.org/template.aspx?id=7654

A Nonprofits guide to activating a Social Media Playbook #SM4NP

Education

Transcript of A Nonprofits guide to activating a Social Media Playbook #SM4NP