social media strategy by ms. shai coggins
DESCRIPTION
Hear from Connecting UP Australia howTRANSCRIPT
MS NGO Day Philippines
Davao - Manila 22 & 24 Feb 2011
#msngoDAV | #msngoMNL
Growing Social Media
Strategies for Nonprofits Presentation by
Shai Coggins (@shaicoggins)
Manager, Communications
Connecting Up Australia
(@ConnectingUp)
http://connectingup.org/
MS NGO Connection Day - Davao & Manila - February 2011
Growing Social Media
Strategies for Nonprofits by Shai Coggins (@shaicoggins)
Social Media Growth Stages
Partly based on Beth Kanter’s Social Media Strategy Blocks (http://bethkanter.org/ | Twitter: @kanter)
Sit Crawl Walk
Run Fly
Where’s your nonprofit at right now?
Social Media Strategy in a Nutshell
Plan
Execute
Measure & Analyse
RINSE & REPEAT
Growth Stage:
SIT
•Awareness
•Taking Notice
•Acknowledge the Need
•Tentative Attempts
Growth Stage:
CRAWL
•Start 1 - 2 accounts
•Ad hoc updates
•No ownership
•1-2 people organisation
awareness
•Broadcasting mode
Growth Stage:
WALK
•Support from top level
•Staffing allocation (part-
time/full-time)
•Updates more often, no
schedule
•Start @replies, etc
•Creation of original content
Growth Stage:
RUN •Managed by full-time staff
•Scheduled and planned
updates
•Organisation-wide
awareness
•Engagement with RTs,
hashtags, etc
•Regular original content
•Multimedia use
•Basic analytics
Growth Stage:
FLY •Organisation-wide use
•Facilitation
•Strong community
engagement
•Co-creation of content with
community members
•Community ownership
•Effective use of additional
tools (analytics, etc)
From SIT to CRAWL
•Identify simple
goals •Focus on one tool or
platform at a time
•Post relevant
updates whenever
possible
•General
observations
Plan Execute Measure & Analyse
From CRAWL to WALK
•Create goals
•Include plans for
engagement
• Identify staff for
accountability
•Improve use of tools
through engagement
•Create original
content
•Basic statistics
(number of views,
comments, etc)
Plan Execute Measure & Analyse
From WALK to RUN
•Allocate full time
staff
•Include
measurement in
planning
•Content calendar
creation
•Enhance online
profile through the use
of more tools
•555+ Guideline (5
about you/original
posts, 5 replies, 5
retweets, + welcomes,
DMs, thanks, #FFs,
etc
•Identify both
quantifiable and
qualifiable
measurement
Plan Execute Measure & Analyse
From RUN to FLY
•Include community
and stakeholders
•Social media policy
for organisation
•Encourage
community-generated
content
•Community-driven
initiatives
•Organisation-wide
use
•Use statistical tools
(eg, Social Sprout,
Radian6, Twittalyzer,
etc)
•Report writing
Plan Execute Measure & Analyse
FLY higher
•Community sharing
inclusion •Teaching others,
encouraging others to
use
•Sharing of resources
•Helping others to
measure success
Plan Execute Measure & Analyse