This is Level1 of a 3-part free presentation series that shows mission-based orgs how to reclaim their ethical premium with #donors #volunteers #customers #members #partners & other stakeholders by interacting with them in digital social public. How social media #marketing weakens ethical premium, how to engage very efficiently with volunteer teams, and agile project management for #socialmedia teams. Experiential does NOT involve paid ads or programming, it's human-powered with some tech tools participates learn to use. This series' video trailer overviews each level: https://youtu.be/9D2_jLKXfo0

1. Experiential Social Media and Social Business
Christopher S. Rollyson and Associates
Plan | Learn | Scale | Integrate | Manage
Experiential Social Media
Social Media for Nonprofits &
Social Impact [Basic]
How to Get Real Results

2. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Marketing Toys Game
2
Interstitial
Pop-up
Marketing
automation
Email
marketing
Behavioral
economics
Retargeting
Content
marketing

3. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
We are bombarded by marketing
We have a trust problem
Marketing is lying
3

4. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Content has commoditized...
Meaning has trivialized...
Marketers’ solution is more content
“to break through”
4
Supply and Demand for Content
More Online

5. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
1000s of ads per day, yet
not a kind word in days
5
Supply and Demand for Caring

6. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Experiential creates and scales
authentic, caring interactions
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7. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Getting off the wheel
7

8. Take
governance
seriously
Craft an
agile team
approach
Measure by
trust-based
metrics
Trust people
with your
reputation
Support
outcomes
with content
Make
personas
actionable
Reach out
to big
platforms
Use
workstreams
Design
small,
fun rolesEmpower
experiences
and
outcomes
Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | © Christopher S. Rollyson
Experiential Overview
8
Experiential Social Media
for Nonprofits

9. Take
governance
seriously
Craft an
agile team
approach
Measure by
trust-based
metrics
Trust people
with your
reputation
Support
outcomes
with content
Make
personas
actionable
Reach out
to big
platforms
Use
workstreams
Design
small,
fun rolesEmpower
experiences
and
outcomes
Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | © Christopher S. Rollyson
Experiential Overview/Trad. Social Media
Why traditional social media fails nonprofits
• Social media was coopted by marketers
• It rarely produces measurable business results for firms
• “Best practices” focus on brand and content, not people
• Marketing repels people and increases MIStrust
9

10. Take
governance
seriously
Craft an
agile team
approach
Measure by
trust-based
metrics
Trust people
with your
reputation
Support
outcomes
with content
Make
personas
actionable
Reach out
to big
platforms
Use
workstreams
Design
small,
fun rolesEmpower
experiences
and
outcomes
Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | © Christopher S. Rollyson
Experiential Overview/Changing the Game
Opportunities and pitfalls for nonprofits
• Opportunity: Nonprofits’ “ethical premium” and how to
reclaim it
• Opportunity: Unlocking access by inspiring people
• Opportunity: Many nonprofits are like ecommerce firms
• Pitfall: getting blinded by your mission
• Pitfall: using promotion-oriented social media metrics
10
More Online

11. Take
governance
seriously
Craft an
agile team
approach
Measure by
trust-based
metrics
Trust people
with your
reputation
Support
outcomes
with content
Make
personas
actionable
Reach out
to big
platforms
Use
workstreams
Design
small,
fun rolesEmpower
experiences
and
outcomes
Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | © Christopher S. Rollyson 11
Experiential How-to/Stakeholders
• Stakeholders/SHs are members/donors/volunteers/
beneficiaries/partners...
• Right now, they are talking, in graphic detail, about the
problems/opportunities your service/mission addresses
• Ethnographic research of social media gives you
qualitative and quantitative results
• Steps
–MVP definitions
–Make SHs distinct from each other
–Each has keyword families
–Iterate and test, iterate and test...
–Aim for 2-5 max

12. Take
governance
seriously
Craft an
agile team
approach
Measure by
trust-based
metrics
Trust people
with your
reputation
Support
outcomes
with content
Make
personas
actionable
Reach out
to big
platforms
Use
workstreams
Design
small,
fun rolesEmpower
experiences
and
outcomes
Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | © Christopher S. Rollyson 12
Experiential How-to/Outcomes
• Outcomes are what SHs want when they support you
–Your rivals are clueless and self-focused
• Start with a blank slate (no assumptions)
• Study SH interactions to define & iterate outcomes
• Iterate keyword combinations for SHs and outcomes
• Steps
–Create, then combine SH and Outcome keyword families
–Search results identify discrete SH/Outcome combinations
–Test and iterate
–Don’t let the perfect be the enemy of the good

13. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Experiential Notebook/Platform Evaluation
Template
• Which SH/Outcome combinations dominate?
– Test unconstrained, then “Verbatim,” then “Past year”
– Use unconstrained or Past year, then constrain to platform URLs
– Bookmark advanced searches to save and reuse them
• Example: Teens Cook
– child|kids|children|teen obesity "big|packaged food" cook home meal teach
– Web/All: add to search => inurl:pinterest.com or inurl:linkedin.com etc.
– Blogs: add platform URLs to search => wordpress.com, blogger.com,
typepad.com, blogspot.com
– Forums: add to search => inurl:forum|viewthread|showthread|viewtopic|
showtopic|"/topic/" OR use forum names, i.e. inurl:reddit.com
– Twitter: Advanced Search => [Teens Cook example]
• Open platforms most valuable
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14. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Experiential Notebook/Project Plan Template
• Define project and measurable goals (connect to
business strategy)
– Example: grow online donations from 25% of total to 33%, 50%, etc.
• Project plan (timeline, milestones)
– Use meaningful milestones
– The importance of Agile project management
• Interaction plan for the project
– How the team intends to interact to increase trust, affinity, donations
• Resource requirements
– Team roles (each has its own Team Template)
• Measurement and metrics
– How the project overall measures its progress
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15. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Experiential Notebook/Team Template
• Each team member gets a SH/Outcome combination
• Team member toolbox
– Links to advanced searches [forum search, Twitter search, Web search]
– Goals, recommended procedures, metrics
• Team member stages
1.Using searches to get familiar with the SH/Outcome combination
2.Bookmarking interactions
3.Studying forum search results to develop empathy with and knowledge of SHs
4.Sharing content at first [links to relevant interactions] in preferred platform(s)
5.Empowering and interacting
• Interaction strategy—not content strategy
– What kinds of interactions
– Measurement: boost portion of higher-trust interactions
– More trust means conversion
15

16. • Advanced
– The Trust Business
Chain Reaction: How
trust monetizes
– Trusting SHs and
letting go of promo
– Using experiential
landing pages to boost
conversion
– Using social
bookmarking to curate
& republish interaction
– Using platforms
together: ecosystem
planning
• Basic
– Reframe social as
interaction
– Commercial thinking
– How trad. social media
fails nonprofits
– Nonprofit social media
opportunities/pitfalls
– Basic SHs & Outcomes
– Basic platform
evaluation
– Basic project plans
– Basic team templates
• Intermediate
– Interaction, language
of trust & preference
– The power of meaning
for teams and SHs
– Workstreams &
Outcomes
– Using WSs to rank
platforms
– WS mapping to teams
– Segmenting WSs
– Powering events with
experiential
– Metrics: hierarchies of
social actions
Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Experiential Social Media for Nonprofits Series
16
Video intro

17. Experiential Social Media for Nonprofits, Social Impact & Causes [Basic]2018Q1 | SH=stakeholder, WS=workstream
Additional Information
17
• Experiential social media for nonprofits
– Experiential social media for nonprofits home page
– Introduction to experiential social media
– Social Media for Nonprofits & Social Impact video trailer
• About CSRA:
– http://rollyson.net/about-christopher-s-rollyson-and-associates/
– http://linkedin.com/in/csrollyson
– http://about.me/csrollyson
– iphone - chris@rollyson.net
– iphone +1.312.925.1549
CSRA Managing Director
Christopher S. Rollyson