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Social Media Presentation Template
1.
1 SOCIAL MEDIA STRATEGY OVERVIEW 2011
HJ Higgins Blog © HJ Higgins, LLC http://hjhiggins.blogspot.com/
2.
2
The Case for Social Media
3.
Why Social Media? 3
Social media usage by nonprofits: How successful are they? Reaching New Supporters Enhancing Rela6on with Supporters 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Anecdotal Measured by Metrics Source: 2010 Idealware and NOI Survey of 750 Nonprofits HJHiggins Blog © HJ Higgins, LLC
4.
Who Is Using
Social Media? 4 Partners and Sponsors on Social Media: Majority of Partners and Sponsors use Facebook, LinkedIn and Twitter X% of Partners use Facebook X% of Sponsors use LinkedIn X% of Partners and Sponsors use Twitter Sponsors on: Partners on: • Facebook: 0000 • LinkedIn: 0000 • LinkedIn: 0000 • YouTube: 0000 • YouTube: 0000 • TwiKer: 0000 • TwiKer: 0000 • Facebook: 0000 HJHiggins Blog © HJ Higgins, LLC
5.
How Are Nonprofits
Using Social Media? 5 Communicating with supporters, members and employees Responding to disasters Launching campaigns: branding, advocacy, issue awareness Integrating donation drives (appeals and sustainers) HJHiggins Blog © HJ Higgins, LLC
6.
6
OrganizaPon X and Social Media
7.
Goals 7
Engage key constituents Increase visibility among key communities to support initiatives Business Development, Media, Influencers, Foundations, etc Support public relations initiatives Thought Leadership Distribution Channel for Key Messages Create One-to-One Dialogue HJHiggins Blog © HJ Higgins, LLC
8.
8
Current Social Media Activities Establishing a ConnecPng with Looking to the Presence Influencers Future Facebook Segment Website IntegraPon LinkedIn Tools and Widgets Segment EvaluaPon Process TwiKer Segment ReporPng Process Jumo YouTube Segment Blog Strategy HJHiggins Blog © HJ Higgins, LLC
9.
Support Initiatives and
Programs 9 Multimedia acknowledgements and greetings delivered through social media channels: Video Unique landing pages eNewsletters and eCards Increased interactions and visibility through: Daily or weekly posts and content sharing Reposting and retweeting content HJHiggins Blog © HJ Higgins, LLC
10.
Sample Tweets/FB Updates 10
Organization X Example 1 Example 2 Example 3 Partners, Sponsors, Affiliates Example 1 Example 2 Example 3 HJHiggins Blog © HJ Higgins, LLC
11.
Social Media Integration 11
Social media functionalities on website. For example: Content sharing Find and invite friends Automatics posts Embeddable widgets Single sign on Audit and update profiles on external sites such as: Industry directories Wikipedia Community listings Business listings (Fortune, BusinessWeek, Wall Street Journal, etc) HJHiggins Blog © HJ Higgins, LLC
12.
Strategies to Grow
Connections 12 Banner ads Integrated communications (eNewsletter, eMail Campaigns, Landing Pages, Direct-Mail Call Outs, QR Codes) Direct asks Customized messages and offers for segments Interactions in the blogosphere Blog 1 Blog 2 Blog 3 HJHiggins Blog © HJ Higgins, LLC
13.
Blog 13
Three Phases: 1 2 3 Research Plan Execute HJHiggins Blog © HJ Higgins, LLC
14.
Blog: Research 14
Pla[orm OpPons PotenPal Guest Scalability and • Built‐in Blog Bloggers Resources • Stand Alone Blog • Blogger list based on • Content Development (Blogger, WordPress, industry, topic, acPvity Process Typepad, etc) • Scheduling and • Hybrid Blog Frequency • Maintenance and Feedback Process HJHiggins Blog © HJ Higgins, LLC
15.
Blog: Plan 15
Editorial Calendar IntegraPon Partnerships • Content Ideas • Website • Guest Bloggers • Bloggers • Pla[orm X • External Links to Posts • Submission and PosPng • Pla[orm X • Blogroll LisPngs Dates • Pla[orm X • Link Exchanges HJHiggins Blog © HJ Higgins, LLC
16.
Blog: Execute 16
Announce Launch Scout Content Maintain & • Media • Content Source 1 Report • Partners • Content Source 2 • Analyze Traffic • Chapters • Content Source 3 • Review Comments • Nonprofit • Content Source 4 • Provide Quarterly OrganizaPons Reports HJHiggins Blog © HJ Higgins, LLC
17.
17
Measuring Performance
18.
Benchmark for Success:
Metrics 18 At least 0000 fans by On average, a Facebook page has 4,596 fans Four percent have more than 10,000 fans At least 0000 followers by At least 000 subscribers by At least 000 followers by Facebook is the only platform with organizational statistics. Other platforms provide individual statistics. Goals are based on the rate in which these numbers grew since benchmark date. HJHiggins Blog © HJ Higgins, LLC
19.
Benchmark for Success:
Awareness 19 Receive Editorial Distribute Messages Follow/Connect with Key Media HJHiggins Blog © HJ Higgins, LLC
20.
20
Looking Forward
21.
Discussion 21
Internal employee engagement Content (posts, comments, tweets, etc) parameters Flow chart/decision tree Resources for success Design capabilities Staff participation and engagement Digital campaign budget HJHiggins Blog © HJ Higgins, LLC
22.
What’s Next? 22
Strategy feedback and approval Staff informaPon session/training by business line Plan parPcipaPon acPviPes Tweet Thursdays Activities Alerts Travel Journal Blog readiness and implementaPon ConPnue to evaluate new tools and sites Content sharing (Digg, StumbleUpon, Del.icio.us, Reddit) Location-based social networking sites Tracking and monitoring tools (SocialOomph, TweetDeck, Hootsuite, Radian6) HJHiggins Blog © HJ Higgins, LLC
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