SOCIAL MEDIA STRATEGIES What s Yours And How Can You Leverage It to Drive Success?

Transcription

1 SOCIAL MEDIA STRATEGIES What s Yours And How Can You Leverage It to Drive Success?

2 Introductions Michael Alderson VP of Marketing and Public Relations, FSA Management Group Andrea Parr Director of Public Relations and Digital Media, FSA Management Group Patrick McCarthy Director of Development & Communications, Beacon Group Morgan Corr Member Services Specialist, ACCSES

3 Agenda The Social Media Landscape Platforms and considerations Social Media Strategies For your brand, culture, industry and advocacy Sample Campaigns and Outcomes Resources from ACCSES Closing and Q & A

4 The Social Media Landscape: Facts 88% of nonprofits say and website still rule 97% of all nonprofits have some social media presence 74% use social media as a megaphone 53% post issue-centric content/thought leadership Staff dedication: 50% have a 0.5 or less FTE (up from 0.25) 25% have a social media policy only 25% just wing it Non-Profit Quarterly/Case Foundation Study, March 2014

5 FOR PROVIDERS: Inform Engage Personalize Localize

6 The Social Media Landscape: Platforms Differentiation Is it unique and identifiable? Authenticity Is it true to its roots? Consistency Is it recognizable across venues? Buy-in Do audiences identify with it? Delivery How is it being disseminated?

7 The Social Media Landscape: Tips Make it Conversational Should/Would and? Make it Visual Use visual.ly Make it Measurable Make it Mobile Make a Plan CVMMP!

8 Great Social Media Plans Define platforms and strategies Define roles/responsibilities/accountability Define editorial content (planned/responsive) Define crisis management scenarios/solutions Define investment Define measures of success Define reporting process

9 As You Plan, Consider Your audience demographics Your tangible/emotional draws Leveraging social media management tools/identical content/scheduled posts The value of reciprocal posts/shares Organic vs. paid reach budgets and outcomes

10 Great Social Media Reports Gain buy-in from constituents Quantify progress in key areas Track progress against quarterly goals Leverage individual reporting resources for presentation in an visual and integrated way Defines responsive ways your efforts evolve

11 Great Social Media Reports Gain buy-in from constituents Quantify progress in key areas Track progress against quarterly goals Leverage individual reporting resources for presentation in an visual and integrated way Defines responsive ways your efforts evolve

12 The Social Media Landscape: Top Platforms for Disability Providers Inform Engage Personalize Localize

13 Facebook for Providers Defines brand personality/culture Is extremely visual Allows personal interaction Allows community integration Allows industry integration Supports advocacy/development goals Offers excellent reporting

14 Twitter for Providers Positions provider as authority Plays well with media/sponsors Encourages self-advocacy Allows rapid-fire response Encourages talking points Encourages first person sound bites Shows trending / industry integration (NDEAM, etc.)

15 YouTube for Providers Delivers emotion very well Personalizes issues: faces, voices Allows broadest range of visuals Integrates easily with websites Archives/categorizes easily

16 Sample Campaigns and Discussion

17 Resources from ACCSES Standardized messaging and talking points Section 14(c) / Executive compensation / Parent op-eds Opportunities for media training Opportunities for social media guidance and support Consulting on investments and human capital Social media resources: strategy, moderation, reports Templates and other media tools All the resources of the What Matters Most campaign

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19 Use Our Social Media Badges

20 Open Discussion Thank you for your attendance Spread the word! Michael Alderson Andrea Parr Lucy Ricketts