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Becoming a Networked Nonprofit: Social Media Planning
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LEVERAGING SOCIAL MEDIA: BECOMING A NETWORKED ARTS NONPROFIT Social Media Planning Webinar 1: May 13, 2011 Track 2: Intermediate Kami Huyse, Beth Kanter and Julie Pippert, Zoetica
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Strategy for arts organizations looking to build a social media strategy.
Transcript of Becoming a Networked Nonprofit: Social Media Planning
LEVERAGING SOCIAL MEDIA: BECOMING A
NETWORKED ARTS NONPROFIT
Social Media PlanningWebinar 1: May 13, 2011
Track 2: Intermediate
Kami Huyse, Beth Kanter and Julie Pippert, Zoetica
Social Media Planning
Steps 1-4: Theater Bay Area
Agenda
1. Objectives2. Audience3. Internal4. Content Integration
Kami HuysePartner, Zoetica
www.KamiHuyse.com@kamichat
Objectives
Process for Planning
GOALS
• People• Objectives• Strategies• Tactics
EVALUATION
Relational Objectives
Interests of Organizatio
n
Interests of Community
Context
Social Environment
From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
Based on Communication Process Model, Wilbur Schramm
SMART Objectives–Specific
–Measurable
–Attainable
–Results-Oriented
–Time Bound
SMART Examples
• Tactical: Build Facebook following to 3,000 by December 31, 2011
• Business: Drive increase in ticket sales of 10% through social media channels by December 2011
• Capacity: Build the number of volunteers spreading the word via social channels by 30 people by December 31, 2011
What to Measure With Objectives
Action
Attitudes
Awareness
Attention
Number of fans in social networksTraffic on your websiteTime spent on your blog
Attitudes
Positive or Negative SentimentSurvey before and afterNumber of RTs or LIKES
ActionsPercentage gain in membershipsNumber of tickets soldCapacity of organization grows: volunteers,
knowledge sharing and efficiency
How SMART Are You?
Develop a broader base of individual donors and build a larger membership base:
1. Initiate a “micro-donation” social media and mobile technology fundraising campaign2. Increase number of online donations received on SGF website by 25% in 20123. Develop an incentive-based fundraising campaign for the 75th Season through
Facebook to leverage the social networks of our “fans” (offering exclusive benefits/deals to influencers who generate donations from their friends/family).
4. Integrate donor acknowledgement and fundraising with mobile app and social media (automatically post donation acknowledgements to SGF’s Facebook page; users can directly send appeals through their address books?)
5. Increase $50-$100 membership base by xx% in 2012
Audience
Segmentation• Members• Donors• Patrons• Students• Detractors• Competitors
Beth Kanter: http://www.flickr.com/photos/cambodia4kidsorg/2296887265/
Segmentation Example
• Segment• Description• Objective
Segment Description Outreach Channel
Objective Tactics
Members Those that pay dues to the organization and/or purchase season tickets
Email Newsletter, Facebook
Increase participation with Facebook connections by 20% during the active season
TBD
Donors Large corporate or individual donors
Email, Phone, Google Group
Increase repeat gifts by 15% this year
TBD
Potential Patrons
People who attend performances or art shows
Twitter, Facebook
Drive increase in ticket sales of 10% through social media channels by December 2011
TBD
Creators24%
Critics37%
Collectors21%
Joiners51%
Spectators73%
Taken From: Forrester Technographics Ladder
Inactives18%
Conversation Map
“Ask not what your [community] can do for you, but what you can do for your [community]”
Internal
Senior Management
Do your HOMEWORK
Build a viable BUSINESS CASE
Manage Risk
From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
0
20
40
60
80
100
120
Online Risk
Neg comments
Message Control
Neglect
Culture
Employees
Firememe
Liability
Intellectual Property
Stock Price
Tort
Social Media Guidelines
• Online Identity and Aliases• Contact Information• Code of Conduct for Outreach• Commenting Guidelines• Linking Policies• Video and Photos• Legal and Union Considerations• Common Sense
10 Principles forOnline Spokespeople
• Be Certified in the Social Media Certification Program.
• Follow our Code of Business Conduct and all other Company policies.
• Be mindful that you are representing the Company.• Fully disclose your affiliation with the Company.• Keep records.• When in doubt, do not post.• Give credit where credit is due and don’t violate
others’ rights.• Be responsible to your work.• Remember that your local posts can have global
significance.• Know that the Internet is permanent.
London Symphony Orchestra
We set down a few ground rules for ourselves and the players who we were going to ask to take part - like 'remember that you are the LSO and everything you say will be viewed as official', 'no swearing or nudity', 'don't drink and tweet' and 'NO MARKETING!!'."
Source: http://arts.typepad.com/audienceworks/2009/11/london-symphony-secrets-from-jo-johnson.html
- Jo Johnson, Digital Marketing Manager, London Symphony Orchestra
Adoption Curve
Building Expertise
Content Integration
Communication Audit
What are your current tools and processes?• Where can social improve?• Where can social supplement?• Where can social borrow?
Integrating ChannelsTraditional Channel Social IntegrationWebsite Front page access, RSS feedsLive Events SCVNGR games, Foursquare dealsEmail Social Graph to signaturePrint Social GraphMedia Opps Mention Social SitesPosters QR Codes and URLsDirect Mail QR Codes on envelopesNewsletter Blog, Facebook and Twitter URLs
Sign up for text messages
Content Idea Starters
Interviews Guides
Little known facts or factoids Live events
White papers broken down News
Relevant and timely statistics Opinions
Guest authors Photos
Top 10 lists Videos
Case studies Gift ideas
Exclusive Promotions and deals Tips or “How to's”
Behind the scenes Education
http://www.flickr.com/photos/wwworks/5292150656/sizes/m/
Questions/Thoughts?
@TheaterBayArea
#artsED
Next Steps
• Julie will contact you with a link to set up your coaching session.
• Fill out sections 1-4 in your Social Media Plan in Google Docs.
• Add your Google Doc Link to the wiki• Where you are stuck, write in questions• Complete your coaching session by June 9th
Upcoming Webinars
• June 10, 1p.m. - Webinar #2: Listening, Scanning, and Measurement Tools and TechniquesDevon Smith
• July 8 =, 1p.m. - Webinar #3: Strategy, Part 1 (Engagement, Participation, and Content Strategy), Geoff Livingston
• August 12, 1p.m. - Webinar #4: Strategy, Part 2 (Influencer Relations and Crowdsourcing), Geoff Livingston
• September 14, 1p.m. - Webinar #5: Finalizing and Presenting Your Plan, Beth Kanter
Kami HuysePartner, Zoetica
www.KamiHuyse.com@kamichat
