The Social Media Decision-Maker s Toolkit. Logistics. Logistics. Ask questions! Otherwise I m speaking to a black hole!

Transcription

1 The Social Media Decision-Maker s Toolkit Class #1: Goals, Audiences and Listening Logistics Ask questions! Otherwise I m speaking to a black hole! Use the Raise Hand button Make the slideshow or demo bigger Enter questions into the Chat with Presenter box Logistics I ll doing some wholesale muting and unmuting, but you can do it yourself as well. *7 to Un-mute *6 to Mute 1

2 The Social Media Decision-Maker s Toolkit Class #1: Goals, Audiences and Listening Introductions: Your Trainer Carol Buckheit Founder and Principal, Nonprofit MediaWorks Senior Trainer, Idealware Introductions: 2

3 Schedule of Course Course Schedule 10/19: Goals, Audiences and Listening 10/26: Social Networking Sites 11/2: Photo and Video Sharing, Blogs 11/9: Defining Your Social Media Mix 11/16: Creating a Social Media Culture Homework You will be asked to do about an hour of work outside of the sessions each week to develop your social media strategy Workbook Homework will come from Idealware s Nonprofit Social Media Decision Guide nprofit-social-media-decisionguide 3

4 Office Hours Designated Office Hours: Fridays MT Join us to ask us questions about your specific social media strategy This Friday call code Other Fridays it will be the same number you are on RIGHT NOW! Nonprofit Social Media Decision Guide What We ll Cover Today Defining Your Goals Considering Your Audience Listening to What People Are Saying 4

5 What is Social Media? It s Online Media Words Images Messages Video That Socializes It starts conversations is shared travels.multiplies 5

6 It s a Class of Tools and Techniques Blogs Online communities Social networking sites Distributed fundraising Contributed content Viral videos And more! How Does it Fit In? As Part of an Overall Communications Strategy 6

7 Start with the Fundamentals No marketing technique will work without A compelling story Clear goals And an understanding of your audience It s All About the Network Effect You post something And invite friends to view and engage with that piece of media And your friends engage their friends...who engage their friends who engage their friends The Social Media Decision Maker s Toolbox Define Goals Define Target Audience Consider Facebook & Twitter Experiment with Listening Consider Blogs, Photos, Videos Decide on Tactics Define Metrics and Policies 7

8 Define Your Goals The Importance of Goals The social media tools you should use depend on what you want to accomplish and who you want to reach Some Useful Social Media Goals Boost attendance at performances Attract new volunteers Connect with new major donors Move subscribers to donate Recruit new students for classes 8

9 NOT Useful Social Media Goals Increase awareness Make website more interactive Keep in touch Have a Facebook presence Direct Fundraising Is Hard It probably shouldn t be a core goal What Makes a Good Goal? What is the Purpose? How is it Measurable? What Defines Success? 9

10 Good Goals: An Example Goal What is the purpose? Encourage We rely more youth heavily on age 16 to 22 youth to volunteer volunteers to staff our food pantry How is it measurable? # of youth following or friending the org Volume of or % inc in youth volunteering Volume of or % inc in youth interaction with organization through social media channels What defines success? 20% inc in youth following or friending the organization 5% inc in youth volunteers Goals, Strategies and Tactics Goal: What you want to accomplish Strategies: Your approach Tactics: How you will get there Goals, Strategies and Tactics Explained Your Goal: Getting backstage at a Justin Bieber concert. Strategy 1: Become friends with Justin Bieber s mom Tactics: Join her book club- make interesting insights Get your mom to introduce you Strategy 2: Get Justin to notice you from on stage Tactics: Procure front-row tickets Throw something attention-getting onstage Thanks to Kathryn Poindexter and the New Organizing Institute 10

11 Goals, Strategies and Tactics Applied Your Goal: Raise $1000 for your campaign via Facebook Strategy 1: Advertise your campaign to current fans Tactics: Get set up with a Facebook fundraising tool Post 4 times about campaign Tell compelling stories about constituents via Facebook news feed Strategy 2: Enlist your supporters to fundraise for you Tactics: Get your fans excited about your cause Give them training on how to ask their friends for money via Facebook Have a raffle for those who raise more than $50 Good Goals Encourage Integration Goals help you choose and integrate different tactics Twitter: Promote upcoming events YouTube: Post previously recorded shows/events/talks Facebook: Outreach to new organizations Or blogs, Flickr, LinkedIn or more Measurement is Key If you can t measure it, it s impossible to know: Is it working? Is it worth your time? What you can do to improve it? 11

12 Are we measuring success towards goals? Just over half of participants in our new Facebook survey measure at all How do measurement and success correlate? Brainstorm Potential Social Media Goals 12

13 Define Your Target Audience Audience Who do you want to reach? Who can you reach? Start By Understanding Your Constituents Clients Volunteers Donors Recipients Constituents Event Participants Press Members 13

14 Who is Using Social Media? Who Can You Reach? What Do They Want to Hear? Useful Information Breaking News Opportunities to Get Involved Invites to Events Requests to Participate 14

15 How Do You Know What They Want? Consider a survey, or interviews with constituents. What does she think? Ask her! Nothing replaces getting actual input from a human. Brainstorm Who Is Your Target Audience? Experiment with Listening 15

16 Listening is Important Listening is knowing what is being said online about your organization and your field. Slide Courtsey of Idealware, NPower and NTEN It s Often Interesting! And A Great First Step It helps you understand what your audience is doing with social media 16

17 Define Your Keywords The names of key staff members Phrases that you ve introduced Your organization name Keywords for your cause/ issues Program names Detractors or competition Google Google Alerts 17

18 Search the Sites You re Interested In Like Twitter, Facebook, YouTube, Flikr Monitor Blogs Technorati or BlogPulse can help Ready For That? Holy cow, that s a lot of different places! How on earth could I follow all that? 18

19 Out-of-the Box Dashboards Automatically search a number of sites and sources addictomatic.com socialmention.com Paid services like Radian6, BuzzLogic, and Neilson Buzzmetrics can help (for a price) Or Create Your Own! Subscribe to the Feed for each search... Usually, look for this icon: And pull it all into one place Use a Feed Reader: igoogle, Google Reader, Bloglines, or netvibes 19

20 For Example: HSUS They re tracking: Their own name including acronyms, misspellings Current issues that people are talking about Detractors and Competition Prominent people in their org From: Google Alerts Twitter Search Technorati Blogpulse Digg BoardReader Filtrbox (paid monitoring service) Should you respond? Define a set of operating procedures as to when you should respond. Respond Like a Human Respond To: Compliments Valid client complaints Incorrect information Posts to which you have something of value to add Don t Respond To: Trolls Insults Competitors Slide Courtsey of Idealware, NPower and NTEN 20

21 Questions? Homework Complete Worksheets: # 2 Identifying Your Social Media Goals # 3 Measuring Your Goals # 4 Defining Your Audience 21