Yale Alumni Nonprofit Alliance Roundtable

October 22, 2013

One Eyed Acres

Social Media Best Practices for

Nonprofits

@Yale_Nonpro,it  @oneeyedacres  

Today’s Presenters Jordan Ruden is the Founder of One Eyed Acres, which provides media strategy, custom content, and measurable engagement to help businesses and nonprofits grow. Jordan has over 15 years of experience developing media content and strategies for a broad range of companies including Starbucks and Yahoo!, start-up companies like GOOD and nonprofits such as Helping to Heal and the Bill and Melinda Gates Foundation. Follow Jordan on twitter @oneyedacres

Emad Salem is Battery Dance Company’s Deputy Director for International Programs. Since 2011 he has planned cultural diplomacy programming in more than 25 countries on six continents, developed an organization-wide monitoring and evaluation system, and has developed new and innovative programs. Prior to Battery Dance, Emad advised and consulted non-profits on a range of topics including public diplomacy, capacity development, education and curriculum development, and strategic development. Follow Emad on twitter @emadmsalem and @batterydance

Cara Chard is Director of CityGrowers, a nonprofit that connects urban communities with agriculture, food, and environment through farm education at Brooklyn Grange rooftop farms. Cara was hired to lead the organization in early 2012, and has built City Growers from the ground-up. A former NYC public school teacher and avid beekeeper, Cara has been involved in farm education since 2008, previously running the education department at Added Value, a nonprofit at Red Hook Community Farm in Brooklyn. Follow Cara on twitter @CityGrowersNYC

Bradley Fleming is the Farm Manager at Brooklyn Grange, the largest soil-based rooftop farm in the world. He is passionate about using the farm as a tool for education, environmental sustainability, and community-building. Previously he has worked with GrowNYC, New York Common Pantry, and Holton Farms. Follow Brad on twitter @BrooklynGrange

Sarah Tomita is Chair of YANA’s Marketing & Outreach Committee and is honored to have helped organize and moderate today’s esteemed panel of social media and nonprofit strategists. Sarah is passionate about making branding and digital media both accessible and strategic to nonprofits and social enterprises (a.k.a. “looking good, while doing good”) and is always happy to join the dialogue on the latest trends in social media. Follow Sarah on twitter @sarahtomita and @Yale_Nonprofit

What is Social Media and Why Should Nonprofits Care?

The Social Media Landscape

The Social Media Landscape

The Social Media Landscape: Facebook

●  1 billion users

●  Photo-friendly

●  Standalone platform

●  Interact via shares,

likes, comments

Examples of Successful Facebook Posts and Cover Photos

The Social Media Landscape: Twitter

●  250 million users

●  Dialogue & conversation

●  140 characters

●  Interact via RT, @mention,

#hashtag

Examples of Successful Twitter Pages

Who Is Your Digital Media Audience?

Your core audience determines how to craft and distribute your message

•  Who is your audience? o  Where are they? o  How do they use social media? o  Who are your AMPLIFIERS?

•  What do they need to know? •  What do you want them to do?

o  Start with a tiny action o  What is the trigger?

What’s Your Plan?

Define Your Goals

Create a Story Implement

Maintain, Refine and Grow

•  Awareness

•  Fundraising

•  Action around an issue

•  Volunteer activation

•  Define business objectives

and KPI’s

Example “Story”: Looking to create an impact in kids’ lives on the Gold Coast? Then, join us at the 20th Anniversary Gold Coast Arts Center Gala on October 23rd! Support us at this star-studded event! Purchase your tickets now: http://bit.ly/1fWHrER All proceeds benefit the Gold Coast Arts Center, a 501(c)(3) nonprofit dedicated to supporting the arts and culture, and 50% of the ticket price tax-deductible. [image of cute kids making art] [image collage of cute kids and fab gala shot]

EDITORIAL CALENDAR!

Case Study: Battery Dance Company and #DowntownDance Festival

Battery Dance Company had 3 goals with its social media campaign

1.  Increase awareness and attendance of the festival

2.  Increase the visibility of Battery Dance Company’s affiliation with the event as the presenter

3.  Increase the activity on Battery Dance’s Facebook page and drive traffic to it’s web site

Case Study: Battery Dance Company and #DowntownDance Festival

Tell A Story 32 Days of Posts Celebrating

32 Years of the Festival

Amplify Your Message Activate Key Users &

Audience

Promote and Share Logistics, Schedule,

Performers

Case Study: City Growers Utilize amplifiers to build

your audience Put the “social” back in

“social media”

●  Know your audience ●  Identify goals and measures of success ●  Create the right content & context for

each platform ●  Develop a story-based editorial

calendar ●  Review, analyze and adjust based on

engagement performance

If you remember anything from today, remember to:

Appendix - HootSuite

Appendix - Posting Checklist

•  Does it have a clear call to action? Not all posts need to ask a question, but if you do ask one, make sure it’s not over complicated and you’re only asking your audience to do one thing

●  If you’re mentioning another organization, public figure, or company, make sure to ‘tag’ them within the post—hoping that it will land on their page and others will see it

●  Is your tone consistent in all the posts? Find a voice and stick to it. Sometimes with different writers, posts can sound different from each other making the page seem unorganized. All posts should sound friendly and casual, not formal and robotic

●  Is this something you would want to read in your newsfeed?

Appendix - Facebook Storybump

With EdgeRank, Facebook news feeds used to be organized based on freshness. The newest posts would be visible to a user first and would be prioritized over older stories. In short, this often meant that older stories would likely get buried towards the bottom of a user’s news feed.

Story Bumping helps change this, and takes into account all posts a user has seen and pushes unread stories to the top. This means that when users load their news feeds, it will populate stories that are new to each user. Regardless of the time they were posted, even stories that may have been previously missed will be pushed to the top of the news feed.

Facebook stated that in testing, story bumping has already resulted in an increase in interactions (likes, comments and shares) with different stories.

Another change rolled out is related to the way Facebook organizes the news feed, and is based off your last 50 interactions with the site. This new feature is called Last Actor and is another signal that the algorithm will use to prioritize posts in the news feed.

Last actor will review an individual’s most recent Facebook activity, which means that the social network is adding more real-time signaling to help decide what should show it the user’s news feed.

- courtesy of Social Media Today

One Eyed Acres One Eyed Acres enriches the roots of organizations through storytelling & community. We advise and provide media strategy, custom content, and measurable engagement to help businesses and nonprofits grow.

Storytelling •  Video Production •  Infographics •  Blog Creation and Writing •  Social Media

Strategy •  Website Analysis and SEO •  Editorial Development •  Content Strategy •  Audience Analysis

Engagement •  Content Publishing •  Amplification •  Community Activation •  Audience Development

web: www.oneeyedacres.com | phone: 310.463.4719 | email: jordan@oneeyedacres.com