JD Lasica Socialbrite.org jd@socialbrite.org

8 Steps to Social Media Success

Insider Tips, Tricks & Tools for Powerhouse Results

Presenter: The nickel tour• Chief cat herder, Socialbrite.org

• Spoken at the United Nations, Harvard, Stanford, MIT, Milan, Chile Seoul and Cannes Film Fest in Paris

• Named one of the Top 40 Silicon Valley Influencers, one of the Top 100 Social Media Influencers and one of Top 100 Media Bloggers.

• More than 19,000 followers on Twitter at @jdlasica

What we’ll cover today1. Lay the foundation2. Create an Action Plan3. Tie metrics to goals 4. Why keywords are key5. Create calendars6. Create content7. Use your community8. Think about mobileQ&A, hugs, tearful goodbyes

Twitter hashtag: #sm

Download your Strategy Toolkit

Lay the groundwork

• Remember: Social media is a marathon, not a sprint • Do you have buy-in from top management? • Is social media stuck in your marketing dept. silo?• Do you have a social media policy or guidelines?• Have you identified and trained your team members?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Do you have your Social Media Action Plan in place?

1 . F O U N D A T I O N S O F A S U C C E S S F U L P R O G R A M

Social media is an ecosystem D O W N L O A D Y O U R T O O L K I T

Create a Social Media Action Plan

Twin Cities Habitat for HumanityStrategic Social Media Action Plan

2 . B E G I N W I T H A P L A N

Mission & goals inform tacticsMission Goals TacticsWhy What How Org strategy doc Dept. goals &

strategiesDept. game plans& processes

Boil down your cause to a strong single sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Your strategy begins with a phrase

1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Expand your membership4. Reach new constituents or supporters5. Build a community of champions6. Recruit volunteers7. Get people to take real-world actions8. Enhance existing communications programs 9. Involve the community in decision-making10.Advance your organization’s mission in other ways

How can you use social media? B U S I N E S S G O A L S

7 elements of an Action Plan1. 360-degree assessment of

social media capabilities2. Spell out goals3. Identify online community4. Recommendations on tactics

& expanded capabilities5. Proposed use of social tools

& platforms6. Outline a metrics program7. Competitive/peer analysis

(Alexa, Compete, Quantcast)

Funnel of love

ACTION

INSIGHTS

INFORMATION

KPIsWho, how, why

3 . M E A S U R E : T I E M E T R I C S T O G O A L S

Why measure?Internal purposes:• Inform decision-making about your brand or cause

• Testing messages or products before launch

• Market research into constituents, supporters, volunteers

• Data about supporters’ giving habits

External purposes:

charity: water

1. Expand and strengthen Bread’s advocacy work for poor and hungry people

2. Expand our membership3. Better communicate with

existing members and target audiences

4. Strengthen our relationships with our members

5. Fulfill our mission to end hunger here and abroad

bread.org

Bread for World’s SM goals

1. Get legislation/policies passed on family-related issues

2. Increase capacity3. Enhance the movement

through increased membership4. Work with partner

organizations5. Garner attention from media

momsrising.org

Moms Rising’s SM goals

Business goals

• Grow email list

• Online visibility, branding

Metrics to measure

# newsletter subscribers

increase in traffic or linkback #s

Map metrics back to goals

avg. # comments/post

mentions or pick-ups in blogs & social networksstick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

• Increase comments on blog

• Increase positive mentions of organization or program

• Have visitors stick around

• Make our content more viral

• Get people to take action

• Get people to attend event

10 Free Metrics Tools I N Y O U R T O O L K I T

Use what works!

HootSuite Pro Dashboard to manage Twitter, Facebook

Best Twitter tools Twtrland, Twitalyzer, Listorious

Spredfast Manage activity, track account metrics

Social Mention Monitoring, real-time search & alerts

Google Drive Collaborate in the cloud

FB secret group Talk among yourselves in private

Klout, Kred Find influencers

Eventbrite Grow your event audiences

P R O D U C T I V I T Y T O O L S

Google Analytics Free, rich measurement insights

Search for key terms around your cause on Google

Is this happening to you?4 . W H Y K E Y W O R D S A R E K E Y

Enter your url into Spyfu.com

What does your site rank for?H A N D S - O N E X E R C I S E

Search socialbrite.org on SpyfuSocialbrite articles that turn up #1 on Google

H O W D O Y O U C O M P A R E ?

Google Keyword ToolW H E R E T O F I N D Y O U R K E Y W O R D S

• The BIG Secret: Create targeted content that’s better than 99% of what’s out there & share it in a genuine way

• Use social media to spread the word• Be strategic in your use of keywords. Create a robust

keyword list. You'd be surprised what draws readers.• Use all variations of your brand, product or service as

keyword terms.• Include problem- and solution-oriented keywords.• Create landing pages that signal what your site is about.

• More SEO tips at: http://bit.ly/npseo

Rise to the top in search G E T M O R E V I S I B I L I T Y F O R Y O U R E F F O R T S

Start with a Messaging Calendar5 . C R E A T E C A L E N D A R S !

See Messaging Calendar (part of Toolkit handout)

Turn it into an Events CalendarKey off both internal events & community events

sfgoodwill.org/community/

Map out a weekly or monthly game plan

Create an Editorial Calendar

Make sure big events are supported across your social channels — see your Editorial Calendar handout

Plan out your coverage

Conversation follows content6 . C R E A T E I N T E R E S T I N G C O N T E N T

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

Use personal storytelling

Don’t look now but you’re a content creator! Using Animoto

Create lightweight media

Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting!7 . U S E Y O U R C O M M U N I T Y

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor, “Trust Agents”

Build community, not eyeballs

Find your champions!

• Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.

• Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.

• Scope out Twitter Lists that intersect with your organization or social cause.

• Useful tools: Klout, Social Mention, Google Analytics.

Generate an Attention Wave

Use social love handles!

• WordPress & its plug-ins• Google Drive, Dropbox• Drupal, Joomla

Free content! Free resources!

Free services!

• Free photos • Free videos (eg, TED talks)• Free music & audio

• Socialbrite.org/sharing-center• Creativecommons.org• TechSoup

Free expertise!• BarCamp• PodCamp• WordCamp• Social Media

ClubFree software & platforms!

• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits

The awesome power of free

Creativecommons.org

• Rich source of free commercial & noncommercial images

• Flickr: 220 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses

• Use them for your blog, website, email or print newsletter, presentations, etc.

• Don’t just take. Share!

flickr.com/creativecommons

350.org

Involve your supporters

Photos on Flickr by 350.org

Never forget: Your goal is to spur real-world action!

C A S E S T U D Y

Don’t overlook mobileNew Goodwill Bay Area app

8 . T H I N K A B O U T M O B I L E

The Cove campaign: Text DOLPHIN to 44144

Start & grow a mobile list

• Calls to action• Alerts• Feedback loop• Reach new constituents

Much more than Text2Give

Text HELPME to 30644

I S A M O B I L E L I S T R I G H T F O R Y O U ?

Text 'jdlasica' to 50500

Create your own at http://contxts.com

Create a mobile calling cardM O B I L E E X E R C I S E

Is your site mobile-ready?WPtouch Pro & UppSite for mobile phones, Onswipe for iPad

• Create teams of participants.• Knock down the silos.• Get people using the tools. Use

‘reverse mentoring.’• Share monthly metrics reports.• Provide evidence of how social

media moved the needle.• Shine a light on examples of

employees doing social media well — reward best practices.

Phot

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Flic

kr b

y lan

uiop

Convert the skeptics

Integrate social into the culture W R A P P I N G U P

Socialbrite Sharing Center

http://socialbrite.org/sharing-center

R E S O U R C E S

• Lay the groundwork before plunging in.

• Create a Plan, begin with an aligned strategy, not with the tools.

• Measure, measure, measure!

• Get found online.

• Create content & tell your stories.

• Use your community — your biggest resource: your supporters!

Some key takeaways

If you do not change direction, you may end up where you

are heading.

— Lao Tse

Don’t settle for the status quo

JD Lasica, founderSocialbrite: Social media consulting for nonprofitsemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you, let’s talk!