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Creating a Social Media Marketing Plan

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Social media planning, step by step questions to ask as a nonprofit organization embarking on a cause, campaign or org social media plan.

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SOCIAL MEDIA MARKETING PLAN Step by Step Solutions for Your Nonprofit Evonne Heyning @Amoration Interactive Producer, TechSoup Global
Evonne Heyning @AMORATION #SMplan
Planning Pages Fill in the gaps to create your social media plan!
#SMPLAN Campaignor organizational plan? Mission & Purpose? What do you want to accomplish? Measurable Goals Call to Action Request Organizational voice and brandAuthority Position? @CMNsocal Getting the Formula Right Social Media Marketing Plan Introduction Step One: CHART THE COURSE
Social Media Plan: Methods,Options, Outlets TransmediaMarketing Elements Video (short)    Documentary Other film/TV   Streaming Media    Events   Games Geocaching   Online Ads    Live Storytelling   Comics    Entertainment Education Print Media    Visual Advertising     Websites    New Channels Twitter   Facebook   LinkedIn   Google+   Groups and ListsOther Web Communities A sample of media channels and places to consider story and campaign integration
#SMplan Timelines: STRATEGY PROGRAM TIMINGDELEGATIONINVOCATION COMMUNITY CAREBEAUTIFUL CLOSINGANALYSIS & WRAPUP STEP ONE: STRATEGY Know your course, deadlines, and work out a plan step by step
WORKSHOP ESSENTIALS Mission, Goals, Vision for sharing your story
Cause, campaign or organizational plan?
What do you want to accomplish?WHY? Mission
Measurable GoalsConnected to SpecificCall to Action Request
Who do you want to participate? How do they participate?
CROWDFUNDING?
DigiTAL STORYTELLING Social stories shared amongst trusted friends
Organizational voice and branding…What is yourAuthority Position?
What is your story?
The Right Formula = Your Secret Sauce
Over 75% of brand LIKES come from advertisements….Are you asking for an endorsement?
Digital Storytelling: Content Production &Distribution Who voices your social sites? What is your story? Who is telling it? With what voice? Outreach: Identify new Potential partners Across many media Outlets & Channels
SHARING remains a deeply passionate activity for engaged audiences to continue conversations
Try something new? Arts? Try Photo Mashups! Theatre? Using Video? Music? Turntable Social Music Sharing! Try labs & socialsites like HitRECord Diaspora Stroome
CONVERSATION
How conversations start….
Hashtags #SMplan Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information and grow diverse conversations
Social MediaPolicy?
Open APIs and Shareable Data? Application Programming Interfaces open Doors to data mashups of valuable information
BUDGETS
THE PERSONAL TOUCH Resource & Staff impact Number of hours needed to succeed Hidden Costs?
Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web Most organizations have almost no budget for social media yet some leverage thousands in support
Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week
Choose where to spend time Plan for Facebook Email Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site Video or photo storytelling from your mobile phone
TIMELINES
#SMplan Timelines: STRATEGY PROGRAM TIMING DELEGATION INVOKE KICKOFF COMMUNITY CARE BEAUTIFUL CLOSING ANALYSIS & WRAPUP Look for a time arc that matches your project/org goals Make sure all deadlines match timelines set by funders and partners Follow up quickly and track data throughout your campaign progress
Questions?
Social Media Marketing Plan:Getting the Formula Right Hosted by Evonne Heyning    @amoration    For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization!

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Creating a Social Media Marketing Plan

  • 1. SOCIAL MEDIA MARKETING PLAN Step by Step Solutions for Your Nonprofit Evonne Heyning @Amoration Interactive Producer, TechSoup Global
  • 3. Planning Pages Fill in the gaps to create your social media plan!
  • 4.
  • 5.
  • 6. #SMPLAN Campaignor organizational plan? Mission & Purpose? What do you want to accomplish? Measurable Goals Call to Action Request Organizational voice and brandAuthority Position? @CMNsocal Getting the Formula Right Social Media Marketing Plan Introduction Step One: CHART THE COURSE
  • 7. Social Media Plan: Methods,Options, Outlets TransmediaMarketing Elements Video (short)    Documentary Other film/TV   Streaming Media    Events   Games Geocaching   Online Ads    Live Storytelling   Comics    Entertainment Education Print Media    Visual Advertising     Websites    New Channels Twitter   Facebook   LinkedIn   Google+   Groups and ListsOther Web Communities A sample of media channels and places to consider story and campaign integration
  • 8.
  • 9. #SMplan Timelines: STRATEGY PROGRAM TIMINGDELEGATIONINVOCATION COMMUNITY CAREBEAUTIFUL CLOSINGANALYSIS & WRAPUP STEP ONE: STRATEGY Know your course, deadlines, and work out a plan step by step
  • 10. WORKSHOP ESSENTIALS Mission, Goals, Vision for sharing your story
  • 11. Cause, campaign or organizational plan?
  • 12.
  • 13. What do you want to accomplish?WHY? Mission
  • 14.
  • 15. Measurable GoalsConnected to SpecificCall to Action Request
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. Who do you want to participate? How do they participate?
  • 23.
  • 24.
  • 26. DigiTAL STORYTELLING Social stories shared amongst trusted friends
  • 27. Organizational voice and branding…What is yourAuthority Position?
  • 28.
  • 29. What is your story?
  • 30.
  • 31. The Right Formula = Your Secret Sauce
  • 32.
  • 33.
  • 34. Over 75% of brand LIKES come from advertisements….Are you asking for an endorsement?
  • 35. Digital Storytelling: Content Production &Distribution Who voices your social sites? What is your story? Who is telling it? With what voice? Outreach: Identify new Potential partners Across many media Outlets & Channels
  • 36. SHARING remains a deeply passionate activity for engaged audiences to continue conversations
  • 37. Try something new? Arts? Try Photo Mashups! Theatre? Using Video? Music? Turntable Social Music Sharing! Try labs & socialsites like HitRECord Diaspora Stroome
  • 40. Hashtags #SMplan Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information and grow diverse conversations
  • 42. Open APIs and Shareable Data? Application Programming Interfaces open Doors to data mashups of valuable information
  • 43.
  • 44.
  • 45.
  • 47. THE PERSONAL TOUCH Resource & Staff impact Number of hours needed to succeed Hidden Costs?
  • 48. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web Most organizations have almost no budget for social media yet some leverage thousands in support
  • 49. Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week
  • 50.
  • 51. Choose where to spend time Plan for Facebook Email Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site Video or photo storytelling from your mobile phone
  • 53. #SMplan Timelines: STRATEGY PROGRAM TIMING DELEGATION INVOKE KICKOFF COMMUNITY CARE BEAUTIFUL CLOSING ANALYSIS & WRAPUP Look for a time arc that matches your project/org goals Make sure all deadlines match timelines set by funders and partners Follow up quickly and track data throughout your campaign progress
  • 54.
  • 55.
  • 57. Social Media Marketing Plan:Getting the Formula Right Hosted by Evonne Heyning    @amoration    For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization!