developing a social media plan and metrics - girls inc. region ii conference 10.14.11
DESCRIPTION
This presentation was shared during the Girls Inc. Region II Conference on Oct. 14, 2011.TRANSCRIPT
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Developing a Social Media Plan & Metrics
Presented by:
Gabie Benson, Director of Development
and Public Relations
Jennifer Baltz, Branding & Technology
Manager
Abri Hochstetler, Public Relations Coordinator
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Social Media Use
2005 – 5% of all adults were on a social media site
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Social Media Use
2011 – 65% of all adults use social media sites
-Pew Research Center
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Quiz Time
What social networks are you on?
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Social Networks most used by Nonprofits
Facebook – 86%Twitter – 56%
YouTube – 48%LinkedIn – 33%
Flickr – 25%Myspace – 14%
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Who’s Online?
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Who’s Online?
Women 18-29 are social media power users
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Who’s Online?
No significance in household income, race,
education, or environment
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Quiz Time
• Millennials - 83%• Gen X - 70%• Boomers - 51%• Civics- 33%
Generational Trends
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Who’s Online?
Women 55+ are the fastest growing group on
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Part 1: Getting Started
1. Set your objectives2. Identify your audience3. Choose your networks4. Focus your message
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What are three objectives that your affiliate would
want to achieve using social media?
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Setting Our Objectives
• Increase brand recognition and organizational transparency
• Create engagement opportunities• Maintain and cultivate relationships• Engage new audiences• Promote an image of Girls Inc. as tech-savvy,
modern, relevant
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Identifying Our Audience
Volunteers Non ProfitsDonors Young Alums Media Social Media Influencers
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Choosing Our Networks
• Does the site help us meet our objectives?
• Does the site reach our audience?• Is the site secure and can we manage
risk?
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Focusing Our Message
Content is central to your strategy!
•Website•Newsletter•Blog
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Our Strategy
Content Social Networks Blog/Website
Volunteer
Give
Find a Program
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Get started on your plan
Activity #1
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1. Establishing policies 2. Dedicating time and staff3. Engaging in the conversation4. Monitoring activity
5. Measuring effectiveness
Part 2: Managing Social Media
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Establishing Policies
• Staff Social Media Policy• Girl Policy• Blog Comment Policy
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Dedicating Time & Staff
• Don’t set it and forget it• Consider staff resources, time, and voice• Calendar planning content• Scheduling
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Engaging in the Conversation
• Comment on and retweet posts about our community, sector, and topics of expertise
• Respond if someone comments TO you or ABOUT you
• @your staff, volunteers, sponsors, etc.
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Monitoring Activity
• Location-based tools• Twitter advanced search
• Words, people, places, sentiment• Nearby Tweets• HootSuite – “add location”• Smart Phones – search with “distance”
or “location”
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Google Alerts
What is it?
Google Alerts are emails sent to you when Google finds new results -- such as web pages, newspaper articles, or blogs -- that match your search term. You can use Google Alerts to monitor anything on the Web.
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Why Use It?
• Find out about what others are saying about you or your services online without having to run your own daily internet searches.
• Find relevant and timely content to share with your followers.
• Discover and respond to commentary quickly.
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How do I get started?
1. Visit google.com/alerts and enter your query 2. Enter your email address 3. Confirm the alert you have created
– That's it! Your alert is active, and you'll receive an email whenever Google Alerts finds new results for your search.
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Measuring Effectiveness
How do you know how you are doing?• Google Analytics• HootSuite• Klout• Facebook Insights
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Google Analytics
What is it?
Google Analytics is a free product that tracks your website and gives detailed statistics about visitors to your website.
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Why Use It?
• Informed site design improvements • Drive targeted traffic • Track the effectiveness of marketing • Discover what keywords resonate with
visitors
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How do I get started?
• Create a Google account or use an existing Google account
• Visit http://www.google.com/analytics/ and “Sign Up Now”
• Follow instructions to get your personalized tracking code and install in the code of your website
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A Few Tips
• Create custom segments for analyzing traffic from social media and other sites.
• Look for pages with high traffic but also high bounce rates and add internal links in the page content.
• Track goal conversions and paths (such as volunteer applications) by segments.
• Track popular content by segment.• Use Google URL builder to track traffic by
campaign/link.
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Visits to Blog
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Visitors from Facebook
Visitors from Twitter
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HootSuite
What is it?
HootSuite is a free social media dashboard that tracks multiple networks, allows for scheduled messages, and offers basic analytics.
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Facebook Insights
What is it?
Facebook Insights is an analytics tool that tracks user data and activity as well as interactions with visitors to your Facebook Page.
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1. Integration2. Creating campaigns3. Writing for the web4. Following Girls Inc. branding
standards
Part 3: Best Practices
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Integration
Promote and connect social media in all your communications.
• Website• Newsletter• Thank you notes• Staff email signatures
• Business cards• Annual Report• Solicitations• Onsite
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Integration
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Campaigns
Scholarship Campaign 2010
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Touchstone Awards 2011
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Volunteer Recruitment
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Writing for the Web
• Reader’s attention: 3-4 seconds• Users read 25% slower• Only read 20-28% of page content
• Consider audience – WIIFM • Current, reliable content• Inverted pyramid• Voice, word choice, personal pronouns, etc.
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Branding
• Follow national branding guidelines (available on affiliate central).
• Be consistent across all platforms with wording/keywords, font types, colors, and artwork.
• Brand your Twitter background and Facebook page main photo.
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Two-Minute Drill
Activity #2
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• Touchstone Awards• Volunteer recruitment campaign• Scholarship fundraising campaign• Issue awareness – bullying, body image, STEM, etc. • Summer camp or one-day program• Community event involving your organization
Campaign Topics
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Touchstone Awards• Home page – snippet of info • Upcoming events, org. calendar• Create page just for event• Side bar• Press room – add the press release• Donation page
Website Promotion
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Touchstone Awards• Event preview• Interview with honorees, major guests, CEO, or emcee• Reflections on the theme• Process preparing for this event – an “inside look”• Thank you to sponsors and/or funders• Inspiring women throughout history• Post-event survey
Blog / Newsletter Stories
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Touchstone Awards• Photos
• Staff/volunteers preparing for the event• Past events• Food, decorations, and other sneak-peeks
• Video • Interview with honorees, major guests, CEO, or emcee• What guests can look forward to – preview of event
• Photograph and video the actual event
Photo/Video Opportunities
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• You’re invited! Watch the video of chairwoman Myra Borshoff Cook and our summer camp girls inviting you to attend the 2011 “In Her Own Words Touchstone Awards
• Tickets are going quickly to our annual Touchstone Awards luncheon! Reserve your seat today: (link)
• Women have done remarkable things throughout history. Our staff named a few of these women and explained why they earned an honorary Touchstone Award! (link) Who would you add?
• We're excited to offer our outstanding volunteers a unique opportunity! Celebrate the voices of Indianapolis girls and women at our annual fundraising event, the Touchstone Awards, for a special rate: (link)
• Did you attend the 2011 Touchstone Awards? Tell us what you thought! (survey link)
Facebook Posts
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• Want to hear what our summer camp girls have learned this summer? Come to #Touchstone! Tix available: (link)
• “Confidence means being self-assured, even when facing failure or the unknown.” #Touchstone
• Thank you #NBI and @KrogerCo for supporting the strong, smart, and bold girls of Indianapolis (photo)
• @AndreaWTHR is doing an amazing job at #Touchstone. Look for her and coverage of the event at 5pm @WTHRcom
• Congrats to Billie Dragoo, Marianne Glick, Dr. Beverely Pitts, and Nancy Silvers Rogers! #Touchstone
• Missed our #Touchstone Awards yesterday? Check out the video of our inspiring honorees: (link)
• Tickets/registration, photos, quotes, survey link, RTs, always use #
Twitter Updates
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Your turn!
Two-Minute Drill
Activity #2
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Questions?
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Keeping Up
• Abri’s picks
– Events: IndySM, Professional Groups – Blogs: Katya Andresen, Kivi Leroux-Miller, Beth Kanter– Twitter: @ Girls Inc. affiliates, NewMoonGirls, GirlScouts, GirlUp, PigtailPals,
GirlEmpowerment, girlshealth, BlogHer, AAUW, Women_eNews, CatalystInc, SeeJaneDo, FemaleEquality, girlygeekdom, WomenWhoTech, ForbesWOman
• Jennifer’s picks– Events: NTEN’s Nonprofit Technology Conference– Blogs: Chris Brogan, Copyblogger, Nancy Schwartz
• Gabie’s picks– Events: AFP TechNow *new in 2012– Blogs: Mashable, NonProfit Tech 2.0, ProBlogger Blog– Books: Social Media for Social Good
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Thank You!www.girlsincindy.org
@girlsincindy