Busy NonProfit CEOs Need Social Llamas
32
SOCIAL MEDIA STRATEGY AND LLAMAS Brooke McMillan Social Llama Consulting
-
Upload
social-llama-consulting -
Category
Social Media
-
view
553 -
download
1
description
Presented at the Annette Strauss Institute for Civic Life at the Moody College of Communications at the University of Texas on 2-8-2014. Social Media Strategy tips for Senior Level Management.
Transcript of Busy NonProfit CEOs Need Social Llamas
SOCIAL MEDIA STRATEGY AND
LLAMASBrooke McMillanSocial Llama Consulting
COMMUNITY MANAGERS AND LLAMAS
What do these two species have in common?
A COMPARISON FOR THE DIGITAL AGEOnline Community Managers
Produces content
Day to day online maintenance
Alerts you when your brand is in danger
Stays on talking points you set
Yell your mission from the “mountain tops”
Are very social beings
Only spit when provoked…by trolls
Llamas
Produces fiber
Day to day yard maintenance
Alerts farmers when livestock is in danger
Can easily learn repetitive tasks
Can carry heavy packs up mountain tops
Very social animals
Only spit when provoked
BUDGETS AND BANDWIDTH
You think we have the money to hire a social media manager?
SKILL SETS
Understands your brand
Understands your constituents
Can give a solid elevator pitch under pressure
Genuinely friendly
Thick skinned
Can take YOUR vision and translate it online
Age is not a skill set!
QUESTIONS TO ASK YOUR TEAMHow do we currently communicate with your base?
What resources can we devote?
Where do our constituents live online?
What do we hope to achieve?
HAVE REALISTIC EXPECTATIONS
WHICH PLATFORM IS BEST?
You don’t need to know them all so stop freaking out.
THINK ABOUT YOUR POTENTIAL CONTENTWhat visuals do you have?
What kind of text do you have?
Do you host events?
Where are your constituents?
What does your llama think?
REMEMBER ROLES
You:
Set the vision
Set the rules of engagement
Set the strategy
Your Llama:
Translates your vision online
Understands the rules of engagement
Executes on the strategy
CRISIS MANAGEMENTWhen done correctly, social media can protect you and elevate you above the noise.
LIVESTRONGCRISIS TIMELINE 2012
October 10: USADA report released
October 15: Foundation 15th Anniversary Weekend
October 17: Lance steps down as Chairman
October 22: Lance stripped of titles
November 4: Lance resigns from board
November 14: Foundation official name change final
LIVESTRONGCRISIS TIMELINE 2013
January 8: Oprah announces interview.
January 14: Lance apologizes to staff. Tapes interview with Oprah.
January 16: Foundation issues statement in advance of interview.
January 17: Part 1 of Lance’s interview with Oprah.
@LIVESTRONG tweets minutes before the showFoundation sends house file email with shareable graphic
January 18: Part 2 of Lance’s interview with Oprah.
WE HAD 6 DAYS TO PREPARE
CHOOSE YOUR PATH NOW
Get everyone on the same page immediately.
I MEAN EVERYONE Program Managers
Public Relations
Communications
Board Members
Human Resources
Front Desk
Interns and Volunteers
Donors
Web Designers
GET TO WORKTalking points ready.Strategy set.Go.
USE SOCIAL TO DISPEL MYTHS
USE SOCIAL TO INFORM
USE SOCIAL TO PROTECT YOUR COMMUNITY
USE SOCIAL TO LISTEN
BE NICE TO YOUR LLAMA
DEVELOP STELLAR CONTENT
Create a content calendar. Stay flexible.Repurpose what you have.
2013
2012
GIVE THEM SOMETHING TO SHARE
ARM YOUR ADVOCATES
BE TRANSPARENT
SHARE GOOD NEWS
DON’T FORGET YOUR LLAMA
Take care of your staff. Check in with them.
REMEMBER ROLES
You:
Set the vision
Set the rules of engagement
Set the strategy
Your Llama:
Translates your vision online
Understands the rules of engagement
Executes on the strategy
BROOKE MCMILLAN
Email:[email protected]
Twitter:@McMillanATX
Facebook:Facebook.com/SocialLlamaConsulting
Blog:SocialLlamaConsulting.Wordpress.Com
