SOCIAL MEDIA &

SOCIAL NETWORKING

T R A I N I N G FO R F

R I E N D S OF T

H E I N Y O || F E B 2 0 1 3

SOCIAL MEDIA & SOCIAL NETWORKING

• Overview & Introduction• Interact with people online through stories, discussions, media• Networking, Media (photo, video, slideshow), Recommendation, Bookmarking,

Fundraising• FOI – August training led to Strategy; not realistic sitting on a shelf

• How do non profits use it?• Engage members• Share stories, participation, events

• Grow membership• Raise Funds• Tell a story• Build campaigns• Build community with like minded people• *More brainstorming later

GOALS DO THE DRIVING

Strategic Plan Priorities and Goals

Other Goals?What d

o we w

ant to ach

ieve?

GOALS FOR SOCIAL MEDIA

Looking at the Big Picture

Friends of the Inyo’s mission is to care for the public lands of the Eastern Sierra. Friends of the Inyo connects people to the wonders of this place by fostering stewardship, exploration and long-term preservation of the incomparable public lands, rivers and wildlife of California’s Eastern Sierra.

Drilling Down 240k: Caring for the Eastern Sierra’s public lands 24k: Preservation, Exploration, Stewardship 2.4k: Get people to donate, come out to an event, write a letter, sign a petition,

come to a public meeting, host an event, share in the discussion

Grow email list of supportersIncrease comments on blogIncrease website visibilityIncrease positive mentions of

organization Have visitors stick aroundMake content more viralGet people to take actionGet people to attend an event

SOCIAL PLATFORM TRAINING

How does this w

ork??FacebookTwitterInstagramYoutubeFlickrand more!

LIONS AND TIGERS AND BEARS, OH MY!Social Media Tools and Inner workings Social Networking & Social Content Tools

Facebook (social networking) Instagram (social photos) Twitter (144 characters, social networking) Flickr (social and professional photos) Zenfolio, Picasa (photos) Youtube (video) Slideshare (slideshows, ppts) Google+ (social networking, social search

engine?!) Tumblr (social blog, general media) Pinterest (social blog, general media, links)

Social Fundraising Tools Crowdrise Razoo Givezooks Care2 Causes

Other Social Networking Tools (Google+, LinkedIn, Pinterest, FourSquare, Social Recommendation {Diggster, Reddit, StumbleUpon}, Social Bookmarking {Bit.ly, del.icio.us, Furl}, *Virality

see http://www.go2web20.net/ for more than you’ll ever want to know!

Evaluation and monitoring (http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/) Trend Monitoring Tools

Social Mention Wildfire Topsy

Metrics Monitoring Tools Built-In (Facebook, Twitter) Google Analytics Klout Edgerank

Email Marketing & Donor Management (part of Development/Fundraising Plan) Constant Contact Convio GiftWorks Raiser’s Edge

Other Web2.0 Tools: http://www.socialbrite.org/sharing-center/tools/web20-tools/

HOW TO CHOOSE IN A DIGITAL AGE?

Who are the current users? Who’s likely to use the network over time? Potential Members, or have influence over potential members? What types of content are those people passionate about and

likely to share? How does content get exposed to other people on that network? Can we create new content to leverage the network? What is the time/resource commitment for staff? Foreseeable ROI?

A FEW NOTES…

Hashtags (v. Keywords) Hashtags are NOT keywords, way to organize & categorize information and posts (Word

Clouds) Trending on Twitter Don’t overuse, clutters Transitioning to an afterthought, additional commentary within post Keywords are similar, but relate more to SEO

Using Facebook’s Voice Realize when you are(not) using Facebook as: Friends of the Inyo v. Personal page You have Administrative Access, realize the responsibility of that Policy & Guidelines for posting | Use your best judgment

*See next slide for Guidelines

GUIDELINES FOR POSTING CONTENTGuidelines for posting (about the people and

place, not the tools); build a community, not an audience

Think of social media as a way to talk with your supporters, partners, colleagues & stakeholders.

Don’t rush in with an “ask.” First, build relationships and a foundation of trust

and collegiality. Be a connector. Reciprocate. Follow back.

Retweet and link to material from outsiders. Don’t think in terms of audiences. You’re building

a community. Conversations can’t be controlled or managed.

But they can be engaged, informed and elevated. Be authentic and transparent about your

connection with your organization. Be personal. Use your own voice rather than an

institutional one. Visuals are key. In blog posts or Facebook

updates, use photos or videos to help tell a story. Trust your fellow team members. Mistakes will be

made. That’s OK. When someone goofs, admit it. It’s not all about you. Give more than you take. When people leave comments or retweet you,

respond, even if it’s just a “thanks.” Don’t be defensive—be open to critical feedback. Successful campaigns stir authentic enthusiasm.

Use social media to amplify the love. Don’t get overwhelmed!

INTEGRATION

Integration Examples – Creating Engagement

E-newsletter (Constant Contact) > Click on cool article > opens to our website > share the cool article via Social Media (Facebook) > friends then click back to our website (raise the issue, profile of the organization, donate now button)

Write a blog on website > Share on Facebook and/or Twitter > Story shows up on Followers friend’s feed > Friend checks out website with big Donate button > Friend subscribes to E-newsletter/Likes FB or Twitter

Create Event on website > Share on Facebook > Shows up on feed > Followers and Followers friends come out to event > distribute JPJs at Event > get things done

*Ladder of Engagement on next slide

METRICS

Remember Goals do the Driving

Use Goals to drive what we track

Are we being effective? How should we change? Adaptive Management!

Utilize targeted goal-oriented campaigns, then measure and track regularly

Identify Audience

Analytics and the Ladder of Engagement

Reach, Engagement, Personal Action, Regional Action

Fun On-Ramps > Stories of People Making Change > Personal Calls to Action > Policy Level Discussion/Calls to Action

Cost and ROI (Can’t figure out ROI if no Goals are set)

Content Analysis (Qualitative) Sentiment, Themes, Messaging

Survey Research (Big Picture, Nat’l Markets) Attitudes, Preferences, Behavior

Analytics (the stuff we measure) Reach, Engagement, Action (personal and regional)

AUDIENCE

WH O

A R E WE T A R G E T I N

G ?

WH O

D O W

E WA N

T T O T A R G E T ?

HTTP://RACK.0.MSHCDN.COM/MEDIA/ZGKYMDEYLZAZLZA5LZEWXZM1XZIZXZE0ML9MAWXL/5C5B31FB

ADAPTIVE MONITORING & MEASUREMENTStep 1: Define your goal(s). What outcomes is this strategy or tactic going to

achieve? What are your measurable objectives?

Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal.

Step 3: Define your investments. What is it really costing you to achieve this outcome?

Step 4: Define your benchmarks. Who or what are you going to compare your results to?

Step 5: Define your metrics. What are the Indicators by which you will judge your progress?

Step 6: Select your data collection tool(s).

Step 7: Analyze your data, turn it into action, measure again.

GOAL > AUDIENCE > COST > BENCHMARK > METRIC > TOOL > INSIGHT/ACTION

ADAPTIVE MONITORING AND MEASUREMENT

An Inbound Marketing Approach (Earn people’s interest first, create a shared pool of discussion, and Engagement Ladder/Funnel) Content Creation | Search Engine Optimization | Social Media (Empowerment of the User) Targeted Landing Pages Clear Call to Action Keywords Engagement online

Get found online Convert visitors and “leads” Analyze and Improve

Branding and Communications (good foundation, now to market the brand) Compelling Offers (what will draw people in?) Test & Experiment

Type, Format, Positioning, Timing

Ask More Questions | Don’t Know So Much

ENGAGEMENT

It’s all about engagement

When we talk about social optimisation (a term I prefer to 'social media') we're really talking about driving engagement and interaction. The goal of any social optimisation strategy is to provide the right tools so that people can engage with your brand / people / products / services onsite and offsite.

Here’s what you want to happen: You want people to make a noise. You want people to store and share things. You want people to love your website. You want people to visit more frequently You want people to refer your [organization] to their friends. You want people to buy into your brand. You want people to buy your products [taking care of the Eastern Sierra].

http://econsultancy.com/us/blog/4887-35-social-media-kpis-to-help-measure-engagement

Alerts (register and response rates / by channel / CTR / post click activity)

Bookmarks (onsite, offsite)CommentsDownloadsEmail subscriptionsFans (become a fan of something / someone)Favourites (add an item to favourites)Feedback (via the site) Followers (follow something / someone)Forward to a friendGroups (create / join / total number of groups / group

activity)Install widget (on a blog page, Facebook, etc)Invite / Refer (a friend)Key page activity (post-activity)Love / Like this (a simpler form of rating something)Messaging (onsite)Personalisation (pages, display, theme)PostsProfile (e.g. update avatar, bio, links, email,

customisation, etc)

Print pageRatingsRegistered users (new / total / active /

dormant / churn)Report spam / abuseReviewsSettingsSocial media sharing / participation (activity on

key social media sites, e.g. Facebook, Twitter, Digg, etc)

Tagging (user-generated metadata)TestimonialsTime spent on key pagesTime spent on site (by source / by entry page)Total contributors (and % active contributors)Uploads (add an item, e.g. articles, links, images,

videos)Views (videos, ads, rich images)Widgets (number of new widgets users /

embedded widgets)Wishlists (save an item to wishlist)

KPIs – What to Measure

Crawl Walk Run Fly

Lacks consistent data collection

Data collection consistent but not

shared

Data from multiple sources

Org Wide KPIs

No reporting or synthesis

Data not linked to results, could be wrong

data

System and structure for data collection

Organizational Dashboard with

different views, sharing

Decisions based on gut Rarely makes decisions to improve

Discussed at staff meetings, decisions

made using it

Data visualization, real-time reporting, formal

reflection process

DATA IS

LIKE FRESH BREAD

Don’t eat s

tale bread

http://www.flickr.com/photos/umpqua/388856350/sizes/l/in/photostream/

Grow traffic to your website or blog

Grow your newsletter list

Motivate people to donate

Move people to take a specific action, like signing a petition

Turn supporters into volunteers

Increase sale of a product or service

Build visibility and authority for your brand or cause

Boost your following on Twitter or Facebook

Spur people to register to attend an event

Reduce operational costs by crowdsourcing tasks

Test the efficacy of one donation button vs. another

Enhance your site’s search engine rankings

Increase the number of blog comments people post

Reduce your site’s bounce rate (and increase stickiness)

GOALS BRAINSTORMING

Grow email list of supporters

Increase comments on blog

Increase website visibility

Increase positive mentions of organization

Have visitors stick around

Make content more viral

Get people to take action

Get people to attend an event

BRAINSTORMING SESH

G OA L S , C O

NT E N

T , A ND I N

T E G R A T I ON

A ND W

H O’ S G O

NN

A D O W

H A T ? !

NEXT UP: BRANDING

http://www.slideshare.net/HubSpot/the-top-10-most-remarkable-marketing-campaigns-

ever