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Social Media for Non-Profits

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Kate Brodock

on 23 July 2014

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Transcript of Social Media for Non-Profits

Resources and Reporting
Social Media Basics
Social Media and Non-Profits
Emotional connections are strong
48% of non-profits find SM very valuable
Brand recognition and sharing news
Resources are minimal
Over 50% of non-profits have 1 or fewer staff devoted to SM
Goals are important
67% of non-profits have NO goals, social media strategy or policies documented
Not SM or data-driven culturally
Fewer than half measure SM
Communications priorities
37% spend over 6 hours a week on SM
Email still leads
Think two-way....instead of just broadcast
Three As: Appreciation, Advocacy, Appeals
Audience and Content
Social Media for Non-Profits
Kate Brodock


Social Media Basics
Social Media in Non-Profits
Audience and Content
Goal Setting
Resourcing and Reporting

A few tools
What makes a good report?
Easy to read and understand
Identifies KPIs
Monitors and highlights trends over time
Offers recommendations
Explains causation

What reporting should I do?
This will depend on staffing, time, requirements by management, your level of sophistication, etc.

Shoot for “Good”-level reporting, as you want (need) some level of analysis to identify success/failure.
Social Media Isn't....
Social media isn’t a substitute for your current marketing or business plan….. It’s an enhancement.

Social media isn’t just a set of tools…. It’s new communication channels, new ways of reaching customers, etc.

Social media isn’t a broadcast channels…It’s a two-way relationship.

The "Social" part....
Bi- or Multi-directional

The "Media" part....
Social platforms
Video, photo, audio (rich-media)

“You don’t need a social media strategy, you need a brand strategy that leverages social media. Don’t get off the brand strategy just because there’s a new communication channel; that’s how you lose the plot as a brand. Technology is the tail, not the dog.” - Chris Kirubi, Coca-Cola

Marketing funnel.....
Important social media features
Social media is here....it's here to stay
This is the new reality...
It won’t work unless your audience is there, the way you want them there.

Social users come in a wide variety: Fearful skeptics, cautious testers, realist optimists and transparent evangelists. Even if you can reach the evangelists, can you get them to act?

You've also got to KNOW your audience....
You've got to be real.
You can’t fake authenticity. You need to be personal, transparent, authentic, genuine, immediate, responsive and trustworthy.

“The audience on the social web sees through your BS….those that are genuine, compassionate, honest and humble folks will succeed easily here because those traits are what your customers want from a relationship.” – Jason Fall, Social Media Explorer

It's more than just Twitter and Facebook!
You've got to nurture your relationships.

You need to understand what a “meaningful relationship” really means on these platforms.

Key Organizational Resources
You’ll need to set up your social networks
Each social network will need an admin associated with it
They will also need ongoing maintenance and management
As well as consistent content
You’ll want to consider how your social networks are connected to each other.
And how they’re connected to your website
You’ll have to promote your social networks
Measuring success will be important

Resources Needed...TIME & MONEY
Resource allocation is very important

You get out what you put in to your entire social media plan, as well as your content production plan.
Think about other units in your organization and how you could share resources.
Think about various ways you can create resources – employees, internships, brand ambassadors, volunteers, donors etc.
If you can’t find the resources, rethink your content production plan.
Does your resource allocation include the right people and tools

Daily Activities
Tactical planning and posting
New initiatives
Consulting with others
Policy enforcement

Skill Sets
Impeccable judgment
Trusted by leadership and key voices
Goal-oriented and strategic
Excellent writing skills
Understands the toolkit
Stays on top of the trends
Works well with others

Pick your toolkit based on your resources.
Things to Think about
Management suggestions
Creation of an editorial calendar
Access to the right set of tools – platforms, media types, etc
Content Lead in each unit
Again, is there enough leadership to move things forward?

Other considerations
Seasonal cycle
Cross-platform expertise
Existing policies, or new ones
Crisis Management needs

Goal Setting
Clarify your goals and objectives
Identify your Key Performance Indicators (KPIs)
Understand available tools and services
Provide clear reporting and analysis

Social media measurement is only as valuable as the analysis that follows!

You’ve got to look at the numbers and make sense of them if they’re going to be helpful to you.

What makes for good analysis?
Use a concise set of KPIs
Connecting those KPIs to your goals and their success
Identify what’s working, what needs improvement
Understand why you’re seeing particular actions or outcomes

What makes a good report?
Easy to read and understand
Identifies KPIs
Monitors and highlights trends over time
Offers recommendations
Explains causation

What reporting should I do?
This will depend on staffing, time, requirements by management, your level of sophistication, etc.

Shoot for “Good”-level reporting, as you want (need) some level of analysis to identify success/failure.

Why an Analytics Process
Return on Investment (ROI)
ROI = (Gain-Cost)/Cost

…….In other words, what do you get out from what you put in.

RETURN needs to be defined appropriately in social media.

Your COST is only free if your time is worthless.

You’re measuring how well your tactics, and therefore strategy, are working in achieving your objectives in order to reach your goal.

What is a GOAL?
A high-level, big picture and (realistically) aspirational statement of intent.

What do you want to do?
I want to eat ice cream.

What is an OBJECTIVE?
A specific outcome that is based on when that goal has been achieved.

What, when, by whom?
I need to get ice cream in my stomach before I get grumpy.

What is a STRATEGY?
How you reach your objective, thereby achieving your goal.

I’m going to get peanut butter ice cream at Kimberley’s on my way home.

What is a TACTIC?
A deliverable. An action. To-dos. The visible elements of a plan.

No really, how?
I’m going to end class, run to the ATM and get cash, call my husband and tell him I may be a few minutes late, hop in my car, and get to Kimberley’s.

This is where your KPIs come in.

Your tactics are what you can measure. By identifying an objective that gets you to your goal, you can break that objective down to strategy carried out by tactics that you can get numbers – KPIs – on.

You’ve therefore made a “measurable” objective that can be attached to success or failure while working towards your goals.

KPIs can be:

....they must be connected to your GOALS. That's it!
GOAL: Raise brand awareness in the Central New York region.

OBJECTIVE: Increase engagement with our non-profit by 10% in the next 6 months.

STRATEGY: Create a user-generated photo contest for our followers/fans.

TACTICS: Use Twitter, launch on Tuesday, ask people to submit their best photos using the hashtag #CNYArts, pick the top 5 and use popular vote for winner.

KPIs: Amount of tweets on the hashtag, number of RTs and mentions, (to some extent) number of photos submitted, number of people participating in final vote.

What could this look like for you?

Analysis & Reporting
What are your audiences?
How can you communicate and engage with them?
Content Strategy
Reality = resource constraints......

......But social media won't work without content!

Content Process
1) Create content parameters
2) Develop editorial "calendar"
3) Create/curate/find parameters
4) Measure effectiveness
Understand some of the realities of being in a non-profit
Content is important
Audience is important
Match platforms to your resources
Goal-setting is crucial
Encourage dialogue around social media
Encourage an SM data-driven decision making
Don't forget ALL of your audiences

Online donations still account for fewer than 10% of giving....

....however this number has grown 14% in the last year.
Frictionless Commerce
81% of non-profits are NOT monitoring the SM accounts of donors or volunteers
Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel.

Instead Brand Journalism is the creation of Web content—videos, blog posts, photos, charts, graphs, essays, ebooks, white papers—that deliver value to your marketplace and serve to position your organization as one worthy of doing business with.

Thank you!


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