Social Media Planning
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+ Social Media: Sorting Through the Tools Iowa Nonprofit Summit Nov. 15, 2010
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Presented by Joseph Piearson, Iowa Council on Foundations and Rachel Manuel, Iowa Campus Compact at the 2010 Iowa Nonprofit Summit.
Transcript of Social Media Planning
+
Social Media: Sorting Through the Tools
Iowa Nonprofit SummitNov. 15, 2010
+
Welcome to the Iowa Nonprofit Summit 2010
Use the Twitter hashtag #INPOS10
Don’t forget to check in on FourSquare!
+Your Presenters
Joseph Piearson, Program Associate, Iowa Council of Foundations
Rachel Manuel, Executive Director, Iowa Campus Compact
+Expectations for today
Why social media?
The Plan and Follow-up
The Tools
Etiquette
Q&A
+What is Social Media?
“Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”
-Joseph Thornley
+Relevance
Why does this matter to your organization? Frequented sites Changing in the balance of power Collective action Solving social dilemmas Being a reliable source Providing factual information
+Pros and Cons
Pros Increase visibility Engage audiences Provide access to
all generations Direct cost
inexpensive Increased
accessibility Target messages
Cons Staff time Ever changing
+Creating A Plan
+Self-Assessment
Staff time
Experience
How does your existing marketing/communications plan look?
Do you need to develop a social media policy? What other pieces do you need to have in place?
Where are you at?
+Your Message
What do you want to say?
Why are you choosing social media?
What goals are you specifically trying to accomplish?
How does this compliment your larger communications plan?
+Goals: Are They Measurable?
What is the purpose?
How is it measurable?
What does success look like?
Consider These 3 Things
+Goals: Are They Measurable?
“Encourage more youth 16 to 24 to volunteer.”
What is the purpose?We rely heavily on youth volunteers to staff our food pantry.
Example
+Goals: Are They Measurable?
“Encourage more youth 16 to 24 to volunteer.”
How is it measurable?# of youth friending/following organization
Volume or % increase in youth volunteering
Example
+Goals: Are They Measurable?
“Encourage more youth 16 to 24 to volunteer.”
What defines success?20% increase in youth friending/following organization
5% increase in youth volunteers
Example
+Goals: Are They Measurable?Example
Goal What is the purpose?
How is it measurable?
What defines success?
Encourage more youth age 16 to 22 to volunteer
We heavily rely on youth volunteers to staff our food pantry.
•# of youth friending/ following organization
•Volume or % increase in youth volunteering
•20% increase in youth friending or following org
•5% increase in youth volunteers
+Assessing Your Audience
Do you know your audience?
Do you know your audience for this message?
What tools are they using?
What is the field saying?
How do you listen?
Where are they at?
+Assessing Your AudienceWho Are You Targeting?
+Assessing Your AudienceWho Are You Targeting?
+Assessing Your AudienceWho Are You Targeting?
+Listening
LISTEN Know what is being said about your org,
your field, etc Who is taking part? Where is the conversation happening?
Consider What can I contribute? Which media will be most relevant to us? Are there questions I can answer?
+Listening
Ask colleagues
Google Search for keywords Google Alerts
Check out social media sites
Begin reading blogs
RSS Reader
+Listening
+Listening
+Listening
+Defining Your Tools
“It’s far better to use one or two tools well than to use many tools poorly.”
-idealware Nonprofit Social Media Decision Guide
+Defining Your Tools
What are your top three goals?
What are the channels you are considering?
Let’s think about it…
+Defining Your Tools
From The Nonprofit Social Media Decision Guide by idealware
+Defining Your Tools
From The Nonprofit Social Media Decision Guide by idealware
+Policy Internet Usage Guidelines vs. Social Media
Handbook
Individual to your organization
Organizational matrix Simple Spreadsheet Who does what and when
Red Cross -Extensive handbook http://sites.google.com/site/wharman/social-me
dia-strategy-handbook
American Speech-Language-Hearing Association (ASHA)- Less Extensive http://beth.typepad.com/files/asha-social-media
-guidelines.pdf
+Implementation
Put together a Plan
Overview
Goal
Objectives
Strategies
Lay it all out
+ImplementationAssign Roles
+MeasureTracking is essential!
+MeasureTracking is essential!
+MeasureTracking is essential!
+The Breakdown
Youtube
Foursquare
Blogs
Wiki
Skype
Micro-blogging
140 characters
Conversation-respond to others
Post links
Track events/conferences
#Hashtags
Lists
+#INPOS10
+Fail Whale
+Youtube
Upload video
‘Page’ for videos
Nonprofit Program Allows for external links Exclusively offered to NPOs
+Youtube
+FourSquare
Places and Friends
Tips
To-Do
One of the most frequented Web sites
Friends, Groups, Pages
Likes, Comments
Applications
www.checkfacebook.com
Professional Profiles
Company Profile
Connect to your colleagues
Groups
Experience, education, resume, etc.
Recommendations
“Office”
+Blogging
Simple Web site
Post text, photos, links, videos, music
User friendly
Can be used for a variety of purposes News Opinion Updates Links RSS
“Home”
+Blogging
+Wikis
Workspace, shared space
Collaboration
Communities
Privacy settings for select group
+Skype and Talkbox
Free video and voice calls
Send instant messages
Share files
+Skype
+Other sites
DandyID
Flickr
Delicious
Digg
Tumblr
Myspace
Vimeo
Scribd
+Do’s and Don’ts
Do
Use disclaimers
Be transparent
Be accurate
Be consistent
Respect copyright
Respect work commitments
Uphold fundamental principals
Don’t
Reveal confidential information
Spam
Abuse cross-posting
Sockpuppet
Post exclusively about your own activities
+Preparation
Start small
Educate your executives
Right staff/volunteers to help
Make sure your partners understand
Plan for the next step and long term
Read policies on each site you use
+Additional Resources
Beth’s Blog http://beth.typepad.com
Lava Row http://www.Lavarow.com
Inside Facebook http://www.insidefacebook.com
Mashable The Social Media Guide http://www.mashable.com
Case Foundation http://www.casefoundation.org/social-media-tutorials
+Today’s Resources
www.regonline.com/npsummit10 Log in with the information you used to register Materials Include:
idealware Nonprofit Social Media Decision Guide CMO’s Guide to the Social Media Landscape Our Social Media Strategy Overview Are Foundation Leaders Using Social Media? From
Foundation Center
+Find Us
Joseph www.twitter.com/JosephPiearson [email protected] Youth Philanthropy Initiative of Iowa Council of Foundations
on Facebook Iowa Council of Foundations on Twitter
Rachel www.twitter.com/iowarachel [email protected] Iowa Campus Compact on Facebook Iowa Campus Compact on Twitter
