Social Media 101

Social Media 101Tips and tools for using social media to

build support for your mission

Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie Schumacher

Thursday, December 15, 2011

About Your

Presenters

Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie Schumacher


JEFF ABRAMOVITZ

• President/founder-2Degrees Media Strategies

• 20 yrs as CPA/Finance/Acctg Exec

• 6+ Yrs with International Ministry

• Clients include:

• Courageous

• Raising a Modern Day Knight

• Authors

• Small Businesses


JEFF ACHEN

• Interactive Media Strategist

• Work includes:

• GiveMN

• Minnesota Philanthropy Partners

• The Saint Paul Foundation


JAY KELLY• Marketing and Communications

Manager

• Work includes:

• Fraser

• Little Brothers - Friends of the Elderly

• Lutheran Social Service of MN

• SixtyFootSpider


JAMIE SCHUMACHER• Executive Director - West Bank

Business Association & the Northeast CDC

• Founder - Altered Esthetics

• 15 yrs in internet marketing, and strategic planning

• Work includes:

• Blandin Foundation

• Bicycle Theory

• Transitional Organizations

• Small Businesses


SOCIAL MEDIA STRATEGY - OVERVIEW -

• Keys to a Successful Social Media Strategy

• Basic Tools

• Best Practices

• The Crux

• Cause Marketing

• Measuring Success


KEYS TO A SUCCESSFUL SOCIAL MEDIA STRATEGY

•Who are you "social marketing" to and what problems do they have that you can help solve?



• What's your voice?

• 3 Questions (audience/tone/Who)



• What will be your KEY tools (there are many social networking tools to focus on)

• Where your audience is

• Best suits your personnel and organizational brand

• Most effectively monitor



Determine Toolbox Needed



•Develop a Best Practices Social Media Strategies document

•Create great content

•M & M (monitor and measure)


BEST PRACTICES DOCUMENT

Best Practices DocumentBest Practices Document

Goals (used for measurement/metrics)

Who Is Responsible

When will we post

What will we monitor

What will we post

Don'ts

Adjust regularly

What is the purpose of Social Media - what will be measured (followers, clicks,

purchases, views, etc.)

Who will be responsible for posting; Define roles by person/dept

How frequently will we post within each of the social network apps; during the day and

number of times per day/week

Keywords, searches, alerts, response requirements

Type of post (stats, questions, promotions, fun/humor) and mix of posts (mix of types

during day/week); by channel and list of keywords to be used

Determine what will not be allowed through Social Media

This document will be living and breathing in that it should be reviewed regularly and

adjusted as needed


STRATEGIES DOCUMENTThis is your guiding document. Here you will lay out the purpose of your

social media plan, why you are engaging and what you are trying to accomplish. For instance, this document will lay out the purpose/goals, the tools, the general desired outcome (increase donations, acquire new people to our cause, etc.)

and the time frame for this to be


CONTENT IS KING

Determine the content your organization is currently producing, how that content can be used within each of the predetermined Social Networking channels and who is responsible for producing any new material


ENGAGEMENT IS DESIRED

Whatever you put out for content must be done so with the purpose of engaging your guests in some way. Whether it's in getting them to respond, read, or react, every post should be done with meaning and purpose.


WHERE DO I GET GREAT CONTENT?

• Team designated to meet re. content creation & curation

• Invite staff to provide insights, blog content, questions, etc.

• Read what the "best" are doing

• Read what others in "your space are putting out

• Share other content that you attribute and comment about

• Make small content out of big (like books, long videos) and

make big content out of small (like a blog post of gathered

comments, etc.)


TOP TOOLS• Social Networking:

• Facebook• LinkedIn• Google +

• Blogging and Micro-Blogging• Informational Blogs• Interest Blogs• Expertise Blogs

• Micro-blogging--Twitter

• Mobile Optimization

• Monitoring tools

• Video Streaming• Podasting• Webinars• Location based tools• Picture sharing

• Don't forget:• Website optimization• Emails• Newsletters• Direct Mail campaigns


How can utilizing Social Media

help your mission?

THE CRUX


- Transparency- Engaging volunteers- Connecting with new people

- Getting feedback- Communication

- Sharing your story!

We’ve Heard About The Benefits...


But what’s the right way to share your story?


- Relevant- Honest / Authentic- Engaging- Consistent

- Human- Mission focused

- share-able!

Sharing your storygenerally speaking, it should be...


Properly formatted!

for example:

- Twitter : 140 characters- Facebook: with a featured image and a description- SEO-Ready- With sharing links and capability- In sync with your mission or culturally relevant...

To make your story share-ablespecifically, it should be...


SOCIAL MEDIA & CAUSE MARKETING

Cause Marketing: “A type of marketing involving the cooperative efforts of a "for profit" business and a non-profit

organization for mutual benefit.”

Social media brings peer-to-peer sharing and the power of word of mouth to the equation.


Statistics source: 2010 Cone Cause Evolution Study http://www.coneinc.com/files/2010-Cone-Cause-Evolution-Study.pdf


http://www.coneinc.com/files/2010-Cone-Cause-Evolution-Study.pdf

http://www.coneinc.com/files/2010-Cone-Cause-Evolution-Study.pdf


• Get the word out/engage people (Increase follows, likes, etc., allow them to check-in)

• Increase Interaction (QR codes, coupons, specials, promotions, group coupons)

• Tell your story in a meaningful way (Use “social math” to scale the problem for individuals)

• Programmatic changes, not one-time campaigns (Tie the sale of product to a charity, Pepsi Refresh)



Examples of cause marketing

• In Response to Disaster North Minneapolis (US Bank, Wells Fargo, TCF) Somalia (Mosaic)

• During Campaigns Create a promotion (coupons, discounts, etc.) Offer a matching grant Find sponsors for the physical fundraising event


THE REALITY – MAKING IT WORK –

Resources – making social media useful for you

•The Social Media Magic Bullet fallacy

•Limited time, limited resources

•Define success, start small


THE REALITY – MAKING IT WORK –

Measurement – understanding if its worthwhile

•Tying measurement back to organizational objectives

•Site analytics; picking what’s important

•Your analytics; building a spreadsheet


ANY QUESTIONS?

Let’s get started!


Contact Information:

Website: www.2degreesmedia.com

Email: [email protected]

Facebook: Jeffabram and 2DegreesMedia

Twitter: @jeffabram and @2DegreesMedia

Cell: 501/766-0522

Jeff AbramovitzContact Information:

Website: www.givemn.org


Twitter: @JeffAchen, @givemn, @mnpartnerstweet

Jeff Achen

Contact Information:

Website: www.fraser.org


Jay KellyContact Information:

www.jamie-schumacher.com

@purenoumena

[email protected]

Jamie Schumacher


http://www.2degreesmedia.com


mailto:[email protected]












Social Media 101

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Transcript of Social Media 101