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PRESENTATION

SOCIAL MEDIAWHAT IS

AND HOW DO WE USE IT?

IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING

FACEBOOK MESSAGES, TWITTERING, LOOKING

AT PHOTOS ON FLICKR, BOOKMARKING WEB

PAGES ON DELICIOUS, TELLING PEOPLE

WHERE YOU ARE ON BRIGHTKITE, BECOMING

MAYOR OF STARBUCKS ON FOURSQUARE,

READING A BLOG POST, TEACHING THE WEB

WITH HUNCH, OR SHARING YOUR STUMBLES.

Active Facebook presence.

Regularly updated web content.

Current multimedia imagesor video. (YouTube or Flickr)

MINIMUM ENGAGEMENT

Tweet, retweet, and trend.

Check-in on Foursquare.

Topic on Linkedin.

NEXT LEVEL ENGAGEMENT

BUT…Don’t hang your hat

on any one tool.

Your favorite site might goup in flames tomorrow.

Plan first. Then match thetools to meet your goals.

Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789

Discovery

Outcomes

Strategy

Execution

Maintenance

DISCOVERYWHO ARE THEY AND WHAT DO THEY SAY?

RESEARCHAlert

“Organization Name” +City or Region Served

Search Track

MEASURETraffic

Interaction

Donations

Retention

Mentions

Linkbacks

Search Trends

Quality

EVALUATEComparison to outside standards.

What are they saying about us?

Who is connected? Who are they connected to?How are they interacting?

OUTCOMESWHAT ARE WE MEASURING?

Specific

Measurable

Achievable

Realistic

Timely

Outcomes should be S.M.A.R.T.

Outcomes should relate back tothe mission of your organization.

Mission

Vision

Strategic Plan

Tech Plan

Outcomes should relate to time.

Short-term

Mid-term

Long-term

Vision

Outcome examples…

Increase traffic from Facebook

to our website by 5% in 3 months.

Outcome examples…

Receive $500 in online donations

by November 20th.

Outcome examples…

Have Mother’s Day 5K

reposted/retweeted by 6 key

social connectors before event.

Outcomes as a Logic Model…

StaffVolunteersComputers

WebsiteTech Skills

Outside Help

3 meaningful Facebook posts

per week.

Active conversations on

Twitter and LinkedIn.

Increase traffic from Facebook to online donation tool by 5% in 3

months

Receive $500 in online donations by November 30.

Primary form of giving is through online donation

system.

Organization is mentioned positively in

organic online interactions

Inputs Outputs Outcomes Impact

Logic Model Development Guide from W.K. Kellogg Foundationhttp://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-Development-Guide.aspx

STRATEGY

HOW WILL WE DO IT?

EXECUTION

Develop Capabilities

Identify internal champions

Train and support implementers

Stay knowledgeable

Define Activities

Identify resources required

Define phases and timeline

Establish responsibilities

Engage in Conversation

Select the mediums for interaction

Provide relevant content

Engage the influencers

New Media Worksheet at Aids.govhttp://blog.aids.gov/downloads/new-media-strategy-map.pdf

How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Who in our network is influential?

Decision-makersAnd Policies

ImplementerInnovator

OutcomesObjectives

HOW WILL WE KNOW HOW WE ARE DOING?

MAINTENANCE

Number of retweets.

Number of followers.

Number of references.

Quality and frequencyof interactions.

Number of “Likes”.

Number of reposts.

Number of subscribers (FeedBurner)

Number of linkbacks (Bit.ly)

Overall shares on social media sites.

Frequency and quality of comments.

Increased online donations

Increased traffic and conversions

Did We Meet Our Outcomes?

$

Positive Buzz

LinkbacksReposts

Traffic Quality

Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789

Discovery

Outcomes

Strategy

Execution

Maintenance

Cameron KrugerTraining and Technical AssistanceLake Superior Initiative

Twitter: @cckrugerFacebook: facebook.com/cckruger

A FEW MORE THINGSAPPENDIX

Considerations for the use of Social Media tools

Source: Bluma Sussman and Mike Robert at Booz, Allen, and Hamiltonhttp://noteandpoint.com/documents/pdf/socialmediabizdev.pdf

Links to tools mentioned in this presentation

www.notify.me

www.google.com/alerts

www.tweetbeep.com

www.feedburner.com

www.google.com/analytics

www.addictomatic.com

www.twitalyzer.com

www.bit.ly

www.instantconference.com

www.dimdim.com

www.razoo.com

Further reading on the web

Nonprofit Tech 2.0 blog, Heather Mansfieldhttp://nonprofitorgs.wordpress.com

Beth’s Blog, Beth Kanterhttp://www.bethkanter.org

NTEN Nonprofit Technology Networkhttp://www.nten.org

Mashablehttp://www.mashable.com

Tech Soup Learning Centerhttp://www.techsoup.org/learningcenter

SmartBrief on Social Mediahttp://smartblogs.com/socialmedia/