MS NGO Day Philippines

Davao - Manila 22 & 24 Feb 2011

#msngoDAV | #msngoMNL

Growing Social Media

Strategies for Nonprofits Presentation by

Shai Coggins (@shaicoggins)

Manager, Communications

Connecting Up Australia

(@ConnectingUp)

http://connectingup.org/

MS NGO Connection Day - Davao & Manila - February 2011

Growing Social Media

Strategies for Nonprofits by Shai Coggins (@shaicoggins)

Social Media Growth Stages

Partly based on Beth Kanter’s Social Media Strategy Blocks (http://bethkanter.org/ | Twitter: @kanter)

Sit Crawl Walk

Run Fly

Where’s your nonprofit at right now?

Social Media Strategy in a Nutshell

Plan

Execute

Measure & Analyse

RINSE & REPEAT

Growth Stage:

SIT

•Awareness

•Taking Notice

•Acknowledge the Need

•Tentative Attempts

Growth Stage:

CRAWL

•Start 1 - 2 accounts

•Ad hoc updates

•No ownership

•1-2 people organisation

awareness

•Broadcasting mode

Growth Stage:

WALK

•Support from top level

•Staffing allocation (part-

time/full-time)

•Updates more often, no

schedule

•Start @replies, etc

•Creation of original content

Growth Stage:

RUN •Managed by full-time staff

•Scheduled and planned

updates

•Organisation-wide

awareness

•Engagement with RTs,

hashtags, etc

•Regular original content

•Multimedia use

•Basic analytics

Growth Stage:

FLY •Organisation-wide use

•Facilitation

•Strong community

engagement

•Co-creation of content with

community members

•Community ownership

•Effective use of additional

tools (analytics, etc)

From SIT to CRAWL

•Identify simple

goals •Focus on one tool or

platform at a time

•Post relevant

updates whenever

possible

•General

observations

Plan Execute Measure & Analyse

From CRAWL to WALK

•Create goals

•Include plans for

engagement

• Identify staff for

accountability

•Improve use of tools

through engagement

•Create original

content

•Basic statistics

(number of views,

comments, etc)

Plan Execute Measure & Analyse

From WALK to RUN

•Allocate full time

staff

•Include

measurement in

planning

•Content calendar

creation

•Enhance online

profile through the use

of more tools

•555+ Guideline (5

about you/original

posts, 5 replies, 5

retweets, + welcomes,

DMs, thanks, #FFs,

etc

•Identify both

quantifiable and

qualifiable

measurement

Plan Execute Measure & Analyse

From RUN to FLY

•Include community

and stakeholders

•Social media policy

for organisation

•Encourage

community-generated

content

•Community-driven

initiatives

•Organisation-wide

use

•Use statistical tools

(eg, Social Sprout,

Radian6, Twittalyzer,

etc)

•Report writing

Plan Execute Measure & Analyse

FLY higher

•Community sharing

inclusion •Teaching others,

encouraging others to

use

•Sharing of resources

•Helping others to

measure success

Plan Execute Measure & Analyse

Salamat!

Shai Coggins (@shaicoggins)

sc@connectingup.org