Social ManiaOur insatiable appetite to connect & communicate.

FOUR SCORE AND… OK IT

WAS ACTUALLY 4 YEARS AGO

• I came here and presented to a class to discuss how to get your

organization onboard with social media.

• Now I’m here to talk to you about being strategic, selective and

to manage expectations.

• I’m also going to tell you that Social Media – isn’t all that

different from other forms of marketing/fundraising.

What exactly is Social

Media?

ZOMG! Oh Noes

• You have limited time and resources. You

can’t be in all those places and be impactful

and effective.

• Focus is key.

• Social Media isn’t about the media.

• It’s about the people and how they use the

media.

• Determine where your people are and

invest your time & energy in those places.

Hi My Name is Laurie

• Do not do this…

Social Stewardship

• Engagement channels may or may not be

transaction channels, and vice versa, but both

matter. Social media is a case in point: There is

little evidence that social media is growing as a

transaction channel, that is, people are not

donating on social networks

(i.e., Facebook®, Twitter, or Pinterest) in

significant numbers. On the other hand, there

is growing evidence that social media plays an

important stewardship role.

Know how each

platform works

• Social Media is big, big, business.

• Who really sees your Facebook posts?

• Facebook is the default for most

organizations’ social media activity..

• Should it be?

• http://youtu.be/l9ZqXlHl65g

Have a plan

• Create a content plan. Consult across the

organization when building the plan.

• Think about your goals and how your social

media can help you achieve those goals. (hint:

get XXX number of followers – is NOT a goal)

• Align content with other things going on in the

world, the community etc.

• Ensure you plan for each channel you use.

• Build and implement systems to measure

results – meaningful results.

Be Spontaneous

• Wait wut? You said to plan???

• The plan is meant to help you… not restrict

you.

• Things happen every day that may create

opportunities you didn’t plan for.

• Be informed and flexible enough to take

advantage of those opportunities.

• Also – be aware of news issues that may

negate your plans… i.e. death, crisis etc.

Try New Platforms

• Create your own personal accounts.

• Get a feel for it. Enjoy it.

• Plan while you listen.

• Let people know who you work for and that

you’re new and learning.

• People like to help… let them help you learn.

• Network with other non profits who are using

the platform successfully.

Become a Teacher

Let’s make a viral campaign!

3 years later….

• An update went online and everyone was

tweeting, sharing and showing it.

• News coverage followed and an award for

SPCA dog of the year.

• If at first you don’t succeed – try try again…

• http://youtu.be/YJkZXh9v_i4

ROME WASN’T BUILT IN DAY

Neither was your…

Direct mail program

Major Gifts program

Events program

Social Media &

Organizational Structure

Board

Marketing/Comm

Program

Development

In RealityThis is life. Accept it!

Drawing by

Dave Gray

Help to Build This…

Programs

Development

Marketing/Comm

Board

Be Prepared

• Great site & Great Fb page

https://www.facebook.com/sal

vationarmy

• Social Media can bring

forward the good, the bad

and the ugly.

• Your staff need to be able to

address difficult situations

quickly and effectively.

Major Gifts Meets

Awesomesauce

• Build relationships

• Connect the 6 pixels of separation.

• Understand giving motivations.

• Engage supporters.

• Empower volunteers and advocates so they

will ask and open doors.

• Think moves management and ensure you

are sharing information throughout the

organization.

BACK TO THE BASICS

Don’t think social media. Instead think…

Engage & EmpowerThink Moves Management

• Research

– Listen, learn, understand motivations, identify

areas of interest, understand the platform etc.

• Identify connections

– Find people who know and like you and will

introduce you, share your content & open doors.

• Engage

– Demonstrate an interest in them, have

conversations, learn more etc.

• Empower

– Volunteers, board members, pledge events etc.

Break Down the

Silo’s, Politics & Turf Wars

CEO

VP

Manager Manager

Assistant

Director

Coord

New Staffing Models

Diagram: http://intersci.ss.uci.edu/wiki/images/3/3c/NetworkTopology-FullyConnected.png

CIO

According to Workopolis, Social Media Expert jobs will not exist in 10 years. http://bit.ly/1cmx2AM

Everyone on your staff and all your supporters and volunteers will be social media experts (of a sort).

Your job is to coordinate their messaging, and inspire/motivate them to engage people online.

Your Job is to…

• Take initiative and accept risk – but

understand the importance of focus.

• Be a builder, connector & problem solver.

• Delegate & outsource where possible.

• Facilitate cooperation and communication.

• Enable progress & embrace change.

• Understand that results don’t sit in silo’s.

• Forget 9 – 5… social media never sleeps.

*They are still strategic, professional and performance oriented.*

What You Must Do Tomorrow

• Hire the best talent you can afford in every position.

• Accept that everything can change tomorrow & that

what you know today may be irrelevant in a year.

• BAN “That’s not the way we do it” from being used

by anyone in the office.

• Develop systems for:

– Internal information sharing, communications

and creativity.

– Managing and tracking relationships.

– Converging your technology, people and

relationships.

Social Media Will Not

• Make your organization’s problems go away

(but it will expose some new ones and inflame

existing ones)

• Or make donations fall from the sky.

Social Media Will

• Help you engage and motivate people who

care about what you do.

• Give you an opportunity to directly

communicate with supporters your organization

might normally not hear from.

• Enable you to attract people you may never

have reached before.

• Give you many opportunities for fun & laughter

• Challenge you in new and wonderful ways.

Go Forth And…

• Tweet it.

• Like it.

• Share it.

• Pin it.

• Post it.

• But remember…. Wherever your online

adventures take you - you must always

come back to the basics.

Social Mania

Engage #1 – Warp factor 8