foundation center
TRANSCRIPT
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Key steps to mobilize your supporters
Using your social networks to create impact
JD Lasica Founder, Socialbrite.org [email protected]
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What we’ll cover todaySocial media ecosystem
Lay the groundwork
Fun with metrics!
Production processes
Capture stories
Use your community
Integrate your efforts
Q&A
Summary, hugs, tearful goodbyes
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http://socialbrite.org/fc(all sites in this talk have been tagged for later retrieval)
Flickr photo “relaxation, the maldivian way” by notsogoodphotography
Relax!
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Tweet this preso! Hashtags: #sffc #nonprofit
Creative Commons photo on Flickrby Prakhar
Today’s hashtag
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Christmas in July!
Share them at http://socialbrite.org/fc
CHARITY HOW TO
10 FREE METRICS TOOLSFOR ACTIONABLE ANALYTICS
The Social Page Evaluator by Vitrue
looks at your post quality and the number of people who have liked your Facebook Pages. It shows your effectiveness on Facebook vs. your potential. What makes this killer is that you can adjust your earned media value using a slider.
Social Page Evaluator
Download this flyer: http://bit.ly/metricstools Created by Socialbrite.org
Google Analytics Google Analytics should be the No. 1 metrics tool in your arsenal. You get super-rich insights into your website traffic and marketing effec-tiveness — for free. Create better-targeted ads, track sales and conversions, measure your site engagement goals, track Web-enabled phones and mobile apps and much more.
Feedburner Now owned by Google, Feedburner is the easiest way to roll your own feed. It’ll tell you how many people have subscribed to your blog or site. Dig deeper and you’ll find your Feed Stats Dashboard, revealing average subscrib-ers, reach, popular feed items and more. Pro Plan at $9/month is geared to nonprofits.
TwitalyzerThere are a wealth of Twitter metrics tools, but the one we like best is Twitalyzer, which works for any Twitter account and gives you informa-tion about your impact score (percentile score) and the type of influencer you are, among other things.
PostRankPostRank provides detailed information on Tweets, stumbles, Diggs and FriendFeed all in one place. It’s suited to blogs and websites with a lot of content. Under its free plan, you can Track and compare your sites and your competition — up to five sites in all — to get the full picture of your social engagement.
Bet you haven’t heard of SEMRush. Plunk your blog or website url into the search field atop the page and SEMRush will show you the keywords you rank for, what your com-petitors rank for, what Google AdWords you might want to buy and more.
SEMRushWoopra is a Web analytics tool that pro-vides real-time data about how your users behave. You can see where a visitor came from, her location, the actions she per-forms and where she goes. We prefer Bronze ($4.95/mo.) over the free version.
Woopra
Klout Klout offers a daily summary of your organiza-tion’s or team members’ social media influence, with a ranking that factors in reach and impact on Twitter (metrics such as retweets, follower counts, list memberships), Facebook and LinkedIn. More than 750 partners use Klout data, including Hootsuite and CoTweet.
EdgeRank Checker EdgeRank Checker steps you through the process of determining how effective your Facebook Page is in reaching your followers. No download necessary. The higher your EdgeRank score, the more likely it is to be visible on a fan's Top News feed.
Facebook InsightsFacebook Insights resembles Google Analyt-ics in many ways. As a Page admin, your dash-board gives you access to a trove of data: daily active users, monthly active users, daily new likes, daily interactions such as comments, geographic location of your visitors, external referrals, internal link traffic and more.
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Glossary for new terms
http://socialbrite.org/glossary
Social media:Any online technology or practice that lets us share
(content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.
”“
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Socialbrite Sharing Center
http://socialbrite.org/sharing-center
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• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube,
Vimeo, Viddler)• Widgets• Photo sharing (Flickr,
Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
Types of social media T H E E C O S Y S T E M
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77% US adults are frequent social media users.*
141 million active blogs (vs. 12,000 in 2000); almost 1 million blog posts created per day; over 346 million people globally read blogs
6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter)
Flickr: 35 million people, 5 billion-plus photos
Twitter: 300,000 new users per day
YouTube: 2 billion videos streamed per day
Text messages per day: 4.5 billion (vs. 400,000 in 2000)
Whenever someone opens a computer, 60% of time it’s for social reasons.
*source: Nielsen Online, spring 2010
Dizzying growth
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73% of US Internet users are on Facebook
Facebook: The social network
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Before we talk tools, technology or campaigns, do a self-assessment with your team.
Why are you doing this?
What core values drive your organization?
What change would you like to see in the world?
Is there clarity about what your organization is trying to achieve?
Why should people care?
Do you have an idea worth spreading?
Big picture reality check L A Y T H E G R O U N D W O R K
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Before you plunge in ...
Do you have a social media policy or guidelines?
Do you have a Strategic Plan in place?
Have you researched your audience/community?
Have you identified your social media team members and are they properly trained?
Do you have buy-in from top management
Do you know how to build evergreen programs before campaigns?
http://socialbrite.org/fc for policies, best practices
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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
Have you defined a clear theme?
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Begin with a strategy document
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Strategic Plan elements
360 assessment of social media capabilities
Spell out goals
Identify online community
Proposed use of social tools & platforms
Recommendations on expanded capabilities
Lay out metrics program
Competitive/peer analysis
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Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this.
Supplement with a social media dashboard.
Engage before the Ask
Deeper dive—monitoring: socialbrite.org/fc
Create a listening post
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Deeper dive—monitoring: socialbrite.org/fc
Free & low-cost monitoring
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Before you start, measure! F U N W I T H M E T R I C S
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‘Data is better than gut’Gather, analyze, act
Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
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Goals
Grow email list of supporters
Increase comments on blog
Increase website visibility
Increase positive mentions of organization or cause
Have visitors stick around
Make our content more viral
Get people to take action
Get people to attend event
Metrics to measure
# newsletter, RSS subscribers
avg. # comments/post
increase in traffic or linkback #s
mentions in blogs & social networks
stick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
Deeper dive—metrics: socialbrite.org/fc
Set goals, map metrics
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1. Expand and strengthen Bread’s advocacy work for poor and hungry people
2. Expand our membership
3. 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
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Who loves ya, baby? See which Twitter users drive most traffic
Google Analytics
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Facebook Insights
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https://adwords.google.com/select/KeywordToolExternal
Google Keyword tool
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Key off of events in your community
Create an Events Calendar C R E A T E P R O D U C T I O N P R O C E S S E S
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Facebook ♡s live events
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Map out a weekly or monthly game plan
Create an Editorial Calendar
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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
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Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
Use personal storytelling L A U N C H & T E L L S T O R I E S
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Build up a following organically
Conversation follows content
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Don’t look now but you’re a content creator!
Deeper dive—media: socialbrite.org/fc
Create lightweight media
Room to Read: Winner of TechSoup Storytelling Challenge
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Open your blog to guest posts
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Where will you engage with supporters?
Your blog
Community site (WiserEarth)
Social hub (Change.org)
Contest site
Deeper dive—community: socialbrite.org/fc
Create a conversation hub
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Conversation, not marketing
Give your content a social life
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Your FB news feed? Bad newsFacebook rewards conversation, punishes ‘bullhorn updates’
http://bit.ly/edgerank-checker
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JD’s 60-30-10 Twitter rule
60% retweets, pointing to value, sharing other voices
30% responding, connecting
10% promoting, announcing
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Make sure your site is conversation-enabled!
Lower the barriers to people talking about your cause by using third-party authentication services.
Left: SpokenWord.org with multiple log-in options.
Top: The new Facebook Comments on HowStuffWorks.com.
Enable friction-free conversations
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At left, widget found at: http://journchat.info
Find relevant hashtags through Twitter Search or tagdef.com
Join (but don’t spam) conversation threads
Start your own hashtag
Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media
Use hashtags to join conversations
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350.org
Involve the communityC A S E S T U D Y
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livestrong.org
Deep engagementC A S E S T U D Y
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Find your champions!
Find the big kahunas in your sector by using your listening post. Then, influence the influencers.
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.
Connect with other social media influencers through their blogs and other networks.
Deeper dive—monitoring & community: socialbrite.org/fc
U S E Y O U R C O M M U N I T Y
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Generate an Attention Wave to socialize your campaign
Use social love handles!
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Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
Meet up in the real world
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Don’t be like this guy!
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting!
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WordPress & its plug-insOpen Office, Google docsDrupal, Joomla
Free content! Free resources!
Free services!
Free photos Free videos (eg, TED talks)Free music & audio
Socialbrite.org/sharing-centerCreativecommons.orgTechsoup
Free expertise!
BarCampPodCampWordCampSocial Media ClubFree software & platforms!
Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits
The awesome power of free
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Creativecommons.org
• Rich source of free commercial & noncommercial images
• Flickr: 160 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
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Be opportunistic: Take advantage of email signups on Facebook
Social media can feed your list I N T E G R A T E Y O U R E F F O R T S
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Oxfam’s Welcome Page on FB
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Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
Is your strategy aligned?thehopeinstitute.us
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Social media dashboardsHootsuite
Tweetdeck
Threadsy
Cotweet
Spredfast
Netvibes
http://bit.ly/smdash
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Google docs
Google groups
Private group on Facebook
Project management (SharePoint, Huddle.net)
Skype
Others?
Collaboration tools
http://bit.ly/teamcollab
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exchanges.causes.com
Causes now supports projectsB O N U S T O O L S
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give2gether.com
Fundraising: Going social
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Metrics on network effect
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Final thoughtsBegin with a plan, not with the tools.
Nice & easy does it. Be patient.
Get aligned & integrated, attack the silos.
Make email, events & social media work together.
Build internal & external relationships. Understand & manage your organization’s capacity.
Go deep, not wide.
Make it super-easy for others to use your content.
Don’t forget to listen and to measure!
Evaluate, iterate, relaunch. Be flexible & nimble.
Don’t do all the heavy lifting. :~)
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Free tutorials on the best way to use Facebook, Twitter & blogs
24 online fundraising sites
Top cause organizations
Free reports
Free photo, music, video directories
Collaboration tools
Geolocation tools
How to use mobile strategically
Tons more. All free & shareable.
What you’ll find at socialbrite.org/fc
Resources & tools
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Biggest resource: Your supporters
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JD Lasica, founderSocialbrite: Social tools for social changeemail: [email protected]: @jdlasica @socialbrite
Thank you!
http://socialbrite.org/fc