SOCIAL MEDIA

Next Steps
The Numbers
 The numbers still justify your decision to utilize social
media tools
 45 million Tweets/day
 400 million active users on Facebook (FB)

 FB’s new ―like‖ tool expected to prompt 1 billion likes in

24 hours
 Platforms gaining popularity
 More of your target audiences now are participating
You have signed up – What’s next?
 As the numbers continue to rise, the opportunities
increase
 Expanding numbers, but more focus available, too
 As people learn to search
 As more geo-location and other tools are offered

 BUT…your time doesn’t increase

 87% of new Twitter users tweet 3x and quit
 Monitoring and updating consistently challenging
 No time to post FB updates?

 Trouble keeping up?

Take Action – go back to start
1. Listen (again)
2. Plan (more carefully)
3. Engage (more thoughtfully and collaboratively
4. Assess
5. Plan
6. Engage
7. Keep listening
Overview
 3 quick case studies today
 Integrating tools
 Simple solution from a larger CF

 Fund raising campaign using social media

 Enhancing what you are doing now

 More thoughtful planning geared to your goals and
calendar
Case Study 1
Orange County Community Foundation

Example of integrating tool use

Using tools collaboratively
 Use tools in a complementary fashion
 To source content
 e.g.,Use Twitter and Google keyword searches to find
content for your Facebook postings
 To promote your content
 Drive traffic from Twitter to your website and to Facebook
 Togain visibility/awareness
 An example…
 Integrating tool use
1.

2.
 Integrating tool use, con’t.

3.
Case Study 2
Grant County Community Foundation

Example of fund raising campaign using social

media
Avoid feeling overwhelmed
Plan first, make it a habit
Before you do anything else
 Know why you are doing it now – write it down!
 What do you hope to accomplish?
 Measurement – see @kdpaine
 Have a plan moving forward—strategy and tactics
 Refer to your core planning docs
 Have a calendar
 Share the duties
 Have fun!
Integrating SM efforts with your
communications plan
 If you have a plan, social
networking should just
complement it
 Same key messages
 Just more channels,
creativity/interaction
 If you don’t have a plan,
your efforts to be
message-focused and
audience-focused can help
you be more strategic
 Following example …
How to Improve YOUR Efforts
Content - Enhancements
Biggest challenges
 Content
 Consistency
 Solve by top-loading your efforts
 Brainstorming backup content ahead of time
 Store your tweets for delivery later
 FutureTweets, su.pr, hootsuite
 Make clear personnel assignments/teams
 LIVE by your calendar
Who will do it and when?
Channel/tool Lead Timing/task Dates due Completed
Facebook Rhonda Post once/week Week 1: Jan 5 done
and monitor Week 2:
responses
Twitter Org Jamal Monitor, Daily – ½ - 1
Post/respond/ hour
Retweet
Twitter CEO Melissa Post/respond/
RT
FourSquare, Courtney Add venue only Jan 1 done
Streetmavens for awareness
Wordpress Week 2: Courtney Bi-weekly/blog
Week 3: Guest Tweet to promote
blog (Courtney leads) blog: Courtney
Week 4: Jayson
YouTube Courtney Bi-weekly: Week 1: Jan 6 done
Monitor Week 3: Jan
subscriptions 20
 Brainstorming Content – begin with key
messages and key words
Who are we What do Who do Where When are things What are others
we do we fund are we happening doing (RTs, etc.)
located

Nonprofit Research Name local deadlines Grantee news

and know types of
nonprofits NPOs,
name
communiti
es
We will be Help Great Serve Community events Colleague news-
here forever donors nonprofits; these other CFs
and community communiti
charitable issues es
orgs do
good
work
Community news
 Seasonal Brainstorming Content
Jan Feb Mar April May June

Seasonal, New year, Valentines Spring Volunteer Summer’s Vacation,

keywords integrity, ―I Day, Love, cleaning, week, coming, summer
resolve,‖ forever, thinking of convener, anticipation camps,
saving caring future, joining , fun grantees,
planning forces community
Week 1 Some Leveraging
foundation other
history; resources to
history of maximize
impact $
Week 2

Week 3

Other

Lead
(DONE)
Sample tactics for growth
 Follow list of 60 CFs from @melaudette and listen
 Begin your own grantees list on Twitter
 Let existing constituents know where you are
(traditional routes, first)
 Give, RT, discuss, give it personality
 Make FB posts interesting, fun to read, multi-media
(Flip Camera); encourage engagement
 Set benchmarks to measure effectiveness and check
them; adjust
Team Blogging
 You can share the work, as long as it is clear who is
writing
 Suggest you have a ―person‖ identified behind the org
 Some CFs are posting on Twitter as the person (CEO), most
as the org
 If you are a person, i.e., yourself, then people feel more
connected to you; hard to have a convo with an entity
 On blogs, many simply identify the poster; gives opportunity
for guest bloggers from outside the org (example: Hetrick)
Case Study 3
The Dallas Foundation

Simple solution for a larger community foundation

The Dallas Foundation
 80 years old; 20 with
staff
 175 M
 300 funds
 12 staff
 Began SM last year
 Only Facebook
 One person manages—
1/2 to one hour/day
 At least one post per
week
Dallas’s protocols for posts
 40% internal news
 Staff changes, grants given
 40% external news
 Dallasevents
 Check Twitter for philanthropy news

 20% interactive
Dallas’s goals and outcomes
 Engage new constituents
 They can easily be searched on FB
 Demonstrate expertise
 Posts, e.g., of their collaborative efforts
 Manage with a lean staff
 They have one appointed person
 Team-think posts

 Open a digital dialogue with the community

 They are tweeting from community events, about board
member honors
Managing the work
 The Dallas Foundation say they post typically one
time per week on Facebook (only—no Twitter)
 They determine what they want to post each week at
their staff meeting
 They monitor daily and respond appropriately
 BothDallas and Victoria talk among themselves to
determine appropriate responses to posts
 The number of posts should depend on the quality
and timeliness of information
 Are you receiving interaction?
Give it away
Goodwill. No, I’m not talking about the store.
Write a weekend post about some charity
groups you have been helping. If you tend not
to help charities you probably should hide in a
corner. Champion the NFP’s you are
representing! This will add some indepth
personality to your profile without getting
completely cheesy.

Kyle Lacy, Indianapolis - @kyleplacy

Author, Twitter Marketing for Dummies

 Interact with businesses in your community and

let them know who you are and what you do!
Thank you!
@melaudette

Melanie Audette (317) 250-9590

melanieaudette@yahoo.com
Next time??

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