AFAP Partners WorkshopMay 27, 2012

Social media: Is itright for your organization?

JD Lasica Founder, Socialbrite.org jd@socialbrite.org

What we’ll cover todayStrategy before tools

Twitter tactics

Facebook tactics

Storytelling

Use your community

Hugs, tearful goodbyes

http://socialbrite.org/afap

Flickr photo “relaxation, the maldivian way” by notsogoodphotography

One bit of homework!

Tweet this preso! Hashtag: #afap12@jdlasica

Creative Commons photo on Flickrby Prakhar

Today’s Twitter hashtag

http://socialbrite.org/afap

10 color handouts—be happy!

Socialbrite Sharing Centerhttp://socialbrite.org/sharing-center

BlogsSocial networksMicroblogs (Twitter)Online video Curation (Pinterest)WidgetsPhoto sharing PodcastsVirtual worldsWikisSocial bookmarkingForumsPresentation sharing

Types of social media T H E E C O S Y S T E M

Before we talk tools, technology or campaigns, do a self-assessment with your team.

Why are you doing this?

What core values drive your organization?

What change would you like to see in the world?

Is there clarity about what your organization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?

Big picture reality check L A Y T H E G R O U N D W O R K

Before you plunge in ...

Understand that social media is a series of stages: crawl, walk, run, fly

Do you have a social media policy or guidelines?

Do you have a Strategic Social Media Plan in place?

Are you listening to your constituents & community?

Have you built a program before you turn to a campaign?

Have you identified and trained your team members?

Boil down your cause to a strong, single sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Have you defined a clear theme?

Create a Strategic Plan360 assessment of social media capabilities

Spell out goals

Identify online community

Proposed use of social tools & platforms

Recommendations on Action Plan & timeline

Lay out metrics program

Peer analysis

1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Reach new constituents or supporters4. Build a community of champions5. Recruit volunteers6. Get people to take real-world actions7. Enhance existing communications programs 8. Involve the community in decision-making9. Advance your organization’s mission

How can you use social media? E S T A B L I S H B U S I N E S S G O A L S

Business goals

• Grow email list

• Online visibility, branding

Things to measure

# newsletter subscribers

increase in traffic or linkback #s

Map metrics to goals

avg. # comments/post

mentions or pick-ups in blogs & social networksstick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

• Increase comments on blog

• Increase positive mentions of organization or program

• Have visitors stick around

• Make our content more viral

• Get people to take action

• Get people to attend event

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor, “Trust Agents”

Build community, not eyeballs

70% Twitter use outside U.S. T W I T T E R

Staff should be trained on how to use Twitter.Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing.Be yourself, be conversational, lose the marketing jargon.Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts.#1 traffic driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of traffic to NY Times, Facebook, etc.

Make Twitter work for you T W I T T E R

The right way to tweet

60% retweets, pointing to value, sharing other voices

30% responding, connecting

10% promoting, announcing

Australian Social Innovation Exchange @AuSIX

Search by location

Use Twitter strategically

Tweeting about poverty in Sydney

900 million members worldwide — 57% of global members use it every day

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300

600

900

20042005

20062007

20082009

20102011

TodayFacebook’s global growth rate, 2004-2012, in millions

Facebook: The social network F A C E B O O K

Facebook’s Timeline

Secret groups on Facebookfacebook.com/groups

Get into those news feeds!edgerankchecker.com

Article: http://bit.ly/edgerank-checker

F A C E B O O K

S T O R Y T E L L I N G : C O N T E N T & C O N V E R S A T I O N

The power of storytelling

Cave drawing, Lascaux, France, 17,000 years ago

Your nonprofit is a media outlet Awareness > Influence > Action > Impact

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

S T O R Y T E L L I N G

Tell a personal story

Find your internal storytellersList staffers’ skillsWho’s good at photos?Video?Writing?Facebook or Twitter?Create a Blog SquadWho’s good at campaigns?Open your blog to guest posts

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting! U S E Y O U R C O M M U N I T Y

Find your champions!

Find the big kahunas in your sector by using your listening post. Then, influence the influencers.Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.Scope out Twitter Lists that intersect with your organization or social cause.Connect with other social media influencers through their blogs and other networks.

Generate an Attention Wave for your cause

Use social love handles!

WordPress & its plug-insOpen Office, Google docsDrupal, Joomla

Free content! Free resources!

Free services!

Free photos Free videos (eg, TED talks)Free music & audio

Socialbrite.org/sharing-centerCreativecommons.orgTechsoup

Free expertise!BarCampPodCampWordCampSocial Media ClubFree software & platforms!

Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits

The awesome power of free

Creativecommons.orgRich source of free commercial & noncommercial images

Flickr: 220+ million licenses

Use them for your blog, website, email or print newsletter, presentations, etc.

Don’t just take. Share!

flickr.com/creativecommons

Integrate social into the cultureCreate teams of participants.

Knock down the silos.

Get people using the tools. Use ‘reverse mentoring.’

Share monthly metrics reports.

Provide evidence of how social media moved the needle.

Shine a light on examples of employees doing social media well — reward best practices.

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Convert the skeptics

Begin with an aligned strategy

Then use the tools to engage

Tell your wonderful stories

Use your community — your biggest resource: your supporters!

Key takeaways

If you do not change direction, you may end up where you

are heading.

— Lao Tse

Don’t settle for the status quo

JD Lasica, founderSocialbrite: Social media consulting for nonprofitsemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you!

Tons of resources athttp://socialbrite.org/afap