social media: from strategy to tactics
DESCRIPTION
The first in our Tech Assessment Program for nonprofits, this hands-on workshop focused on moving from strategy-creation to learning social media tactics.TRANSCRIPT
Social Media: From Strategy to Tactics
Overview of the Morning
9:30am 9:45am 10:30am 11:00am 11:20am 11:45am
Gathering, Intros, and Brainstorming So what’s a social media strategy, anyways? Break time! Tactics for Facebook Breakout Groups: Facebook/Twitter deep dives Evaluations and Final Discussion
Introductions
Name Organization
Thinking about social media makes me ____________
OR
My nonprofit uses social media because ____________
Brainstorming
What are your questions about Social Media? Terms you would like explained? Social Networks you don’t understand? Something you would like to learn today?
Expectations Management
“Our limitations and success will be based, most often, on your own expectations for ourselves. What the mind dwells upon, the body acts upon.” Denise Waitly
Photo by KayVee.INC
Re-Define Success
It's about the Quality, not the Quantity
100 fans who aren't engaged
10 fans who take action
Vs
Build Relationships
Remember “Social” comes before “Media” for a reason • Don’t connect only when you need something • Be deliberate about creating relationships • Respond when others reach out
Social Media Reflects Mission
Offline goals should = Online goals
Possible Focuses
Storytelling • personalized • strong focus on creating good content (pictures, blog posts,
videos, etc) • day-in-the-life
Information Hubs • trusted source for info about specific topics • connected to similar orgs
Community Building • emphasis on call to action • focused on building relationships with individuals
Storytelling Nonprofits
Information Hub Nonprofits
Community Building Nonprofits
SMART Goals = Foundation
S - Specific M - Measurable A - Aligned R - Realistic T - Timely
SMART Goals = Foundation
S - Specific Bad Example = My nonprofit will use social media. Better Example = My nonprofit will create a Facebook page. M - Measurable A - Aligned R - Realistic T - Timely
SMART Goals = Foundation
S - Specific M - Measurable Bad Example - My nonprofit will get better at using Facebook Better Example - My nonprofit will gain 20 fans A - Aligned R - Realistic T - Timely
SMART Goals = Foundation
S - Specific M - Measurable A - Aligned Bad Example: My nonprofit will join Facebook to gain fans. Better Example: My nonprofit will find 5 new volunteers through Facebook. R - Realistic T - Timely
SMART Goals = Foundation
S - Specific M - Measurable A - Aligned R - Realistic Bad Example - My nonprofit will increase online donations by 500%. Better Example - My nonprofit will increase online donations by 10%. T - Timely
SMART Goals = Foundation
S - Specific M - Measurable A - Aligned R - Realistic T - Timely Bad Example - My nonprofit will find new donors on Facebook. Better Example - In 6 months, my nonprofit will gain 2 new volunteers through Facebook.
Practice
Work to create a SMART goal for your nonprofit • Start small • Add actual dates • Link back to nonprofit’s mission • What’s your social media focus?
Top Five Facebook Tactics 1. Create a fully functional page
Profile Picture
About Section
Milestones
Cover Photo
Top Five Facebook Tactics
2. Ask questions / Elicit feedback
Top Five Facebook Tactics
3. Pictures speak louder than words
Top Five Facebook Tactics
4. Be Responsive • Customer
Service matters • People love
recognition
Top Five Facebook Tactics 5. Don't be afraid to re-share interesting content
Content Creator
Where Seattle Tilth Saw it
Stats on Seattle Tilth’s specific post
Top Five Twitter Tactics
1. Fully brand your presence
Top Five Twitter Tactics
2. Be human
Top Five Twitter Tactics
3. Build relationships, but don't be spammy
Top Five Twitter Tactics
4. Be re-tweetable
Top Five Twitter Tactics
5. Listen and Engage
Any questions?
Is that it?!
photo by http://www.flickr.com/photos/plasticrevolver/164351244/