Sponsored by: A Service

Of:

Adding Social Media to

Your Marketing Plan

Emily Davis

February 6, 2013

Sponsored by: A Service

Of:

Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

info@synthesispartnership.com

INTEGRATED PLANNING

Sponsored by: A Service

Of:

Affordable collaborative data

management in the cloud.

Sponsored by: A Service

Of:

Today’s Speaker

Emily Davis President

EDA Consulting

Assisting with chat questions: Jamie Maloney, Nonprofit Webinars

Hosting:

Sam Frank, Synthesis Partnership

ADDING SOCIAL MEDIA TO YOUR

MARKETING PLANS

Emily Davis, MNM

EDA Consulting LLC

February 6, 2013

• Recruitment,

cultivation,

STEWARDSHIP

• Build relationships

• Tell your story

• Bring people into your

organization

• Transparency

• Get feedback

• Cost effective & green

• Quick & easy!

2/6/13 EDA Consulting LLC

WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA

WORK?

• A plan linking efforts to programs & mission

• Selected, targeted social media platforms

• Skills & commitment to using social media

• Organizational investment

• Culture that embraces social media

• Willingness to listen, learn, & adapt

• Measurement & eval strategies

• Ability to take small steps to build from

EDA Consulting LLC 2/6/13

CONS TO USING SOCIAL MEDIA

• Loss of control

• Time investment (training,

maintenance )

• New communication structure

• Ideas and opinions that are

shared may change over time

• Getting staff/board investment

in new technology

• Transparency

2/6/13 EDA Consulting LLC

TEN TIPS FOR USING SOCIAL MEDIA

2/6/13 EDA Consulting LLC

1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL

2/6/13 EDA Consulting LLC

Traditionalists

Postal Mail

Phone calls

Boomers

Television

Facebook

Email

Generation X

Websites

E-newsletters

Email

Millenials (Gen Y)

Social Media

Websites

Mobile

2. SOCIAL MEDIA IS A PLANT

2/6/13 EDA Consulting LLC

3. ADDING VALUE

2/6/13 EDA Consulting LLC

4. TWO – WAY STREET

2/6/13 EDA Consulting LLC

NEW DONORS

direct mail, events

ANNUAL DONORS

Direct appeals, volunteer

involvement

MAJOR DONORS

Personal relationships

Committee and board

involvement

PLANNED GIFTS

Personal relationships &

involvement

Could be anyone!

5. PROSPECTING, CULTIVATION

& STEWARDSHIP

2/6/13 EDA Consulting LLC

6. THE NEXT GENERATION

2/6/13 EDA Consulting LLC

7. IT AIN’T FREE

“Many nonprofits

(particularly the smaller

ones) lack the

resources to

communicate effectively.

The Internet offers the

opportunity to cost-

effectively build a

community of

supporters.”

-ePhilanthropyFoundation.org

2/6/13 EDA Consulting LLC

8. NOT EVERYONE “DIGGS” SOCIAL MEDIA

2/6/13 EDA Consulting LLC

9. SELLING SOCIAL MEDIA

2/6/13 EDA Consulting LLC

10. HAVE A PLAN

Set Purpose(s)

Goals & Objectives

Tools & Strategies

Implementation

Evaluation

2/6/13 EDA Consulting LLC

ELEMENTS OF A SOCIAL

MEDIA PLAN

Purpose

Goals & Objectives

Tools & Implementation

Engagement

Insurance

Measurement

EDA Consulting LLC 2/6/13

WHY PLAN?

• Map for activities

• Explain why you are

using social media

• Measurement

• Clear guidelines,

expectations

• Other?

EDA Consulting LLC 2/6/13

IDENTIFY

PURPOSE(S)

Learn more about social media

Reach a different demographic

Connect more with a current

demographic

Access other research or

resources

Promote

brand/event/idea/product

Communicate

Share your story

Other?

EDA Consulting LLC 2/6/13

GOAL AND

OBJECTIVES

Increase website traffic

Sell more product

Share ideas

Learn about resources in

your field

Promote an event or idea

Develop your brand

Test ideas

Other?

EDA Consulting LLC 2/6/13

TOOLS AND IMPLEMENTATION

• Blog – How often will you blog?

– What will you blog about?

– Who will blog?

• Twitter – How often will you

tweet?

– What will you tweet about?

– How will you track?

– Who will you follow?

– Who will tweet?

• Facebook – Profile/Group/Page

– Who will manage?

– Facebook Ads?

– Will you link to Twitter? Ping?

• LinkedIn – Group and subgroups?

– Who will you invite to join?

– Who will be admins?

– How often will you post?

EDA Consulting LLC 2/6/13

IMPLEMENTATION Who will manage your social

media?

Who will contribute to your

social media?

Board members

Staff members

Volunteers

Stakeholders

Way to tell your organization’s

story

Ask questions

Solicit dialogue

EDA Consulting LLC 2/6/13

SOME INSURANCE Keep it simple, but include:

Purpose of the social media tool or online sharing

Who can use the online tools

What is your org’s purpose in using these tools

Examples of information that should be shared

User guidelines

Consequences for violation(s)

Reconfirm commitment to mission

EDA Consulting LLC 2/6/13

EVALUATION EXAMPLES

Record website hits

Track with Bit.ly or tinyurl

Use hashtags to track posts

Are you listed? (Twibes)

Facebook Ads

Feedburner/ Feedblitz

Record/note how many people:

Become a fan/ Join a group

Send links

Recruit other friends

Promote on their profile, blog, website

Cost: Care2 ROI calculator

EDA Consulting LLC 2/6/13

There is NO judgment about where your

organization falls on the spectrum. Social media

is a process!

Social media is as much art as it is science.

Social media is always evolving – emerging

technology is always changing as is our learning.

Ten Tips to Using Social Media are a foundation

for any social media.

EDA Consulting LLC 2/6/13

PLEASE DON’T

• Be inauthentic

• ONLY ask for money

• Speak at your followers

• Ignore stakeholder input

• Make it hard to participate

• Stray or ignore your plan

EDA Consulting LLC 2/6/13

UNDERSTANDING SOCIAL NETWORKS

“Organizations don’t have to create…

social networks; they exist all around us

in a variety of forms. Networked

Nonprofits strengthen and expand these

networks by building relationships within

them to engage and activate them for

their organizations’ efforts. Networked

Nonprofits also know how to identify,

reach, and cultivate the influencers in

their social networks, which is the key to

growing very big quickly and

inexpensively.” (Fine and Kanter, 2010)

2/6/13 EDA Consulting LLC

SOCIAL MEDIA EXAMPLES

• Christopher & Dana

Reeve Foundation

• Sierra Club

• Lance Armstrong

Foundation

• Others?

2/6/13 EDA Consulting LLC

PRINT RESOURCES

• Fundraising and the Next Generation

• The Networked Nonprofit

• Measuring the Networked Nonprofit

• Mobilizing Youth 2.0

• The Complete Facebook Guide for Small Nonprofits

• Twitter Jump Start: The Complete Guide for Small Nonprofits

2/6/13 EDA Consulting LLC

ONLINE RESOURCES

• Socialbrite.com • IdealWare • Mashable.com • Nonprofit Technology Network (NTEN) • Alltop Nonprofit • Beth Kanter: http://beth.typepad.com/ • Social Media Plan Outline:

www.ideaencore.com • www.delicious.com/coloradononprofithelp

desk • A. Fine Blog • frogloop

2/6/13 EDA Consulting LLC

THANK YOU!

Emily Davis, MNM

EDA Consulting LLC

(720) 515-0581

emily@emilydavisconsulting.com

emilydavisconsulting.com

emilydavisconsulting.com/blog

www.Facebook.com/edanpocons

ulting

Twitter: @edaconsulting

2/6/13 EDA Consulting LLC

Sponsored by: A Service

Of:

Find listings for our current season of webinars and register at:

NonprofitWebinars.com