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Develop a Social Media Strategy

Farra Trompeter Big Duck

January 14, 2014

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Housekeeping •  Got a question? Chat it in

to “Big Duck” and Michaela will answer

•  Yes—you will get a recording after the webinar

•  Wanna learn more about us? hello@bigducknyc.com

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Farra Trompeter Vice President, Big Duck @farra @bigduck #sm4np

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Social Media Guru

What’s the Twitter?

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What I hope you will learn today •  What social media is •  How social media is relevant to your

nonprofit •  Examples of how other nonprofits are

engaging online •  How you and your organization get

started/go to the next level

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What is social media?

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It’s about reaching and connecting people

http://instagr.am/p/nm695/ | Doug Ray

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Why should nonprofits care?

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Maybe they shouldn’t… Social media is not… •  Free •  A silver bullet for fundraising •  An opportunity to control your message •  An opportunity to tell everyone what you

think •  Inherently appealing and cool to millennials •  An alternative to clear messaging/mission

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That said… Social media is… •  Pretty low cost •  Growing by leaps and bounds •  An opportunity for conversation •  A great way to reach & connect with

some audiences •  A complement to the messages you’re

sharing through other channels

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http://www.mediabistro.com/alltwitter/pew-social-study_b53501

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What are the steps to building a social media strategy?

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http://www.intersectionconsulting.com/

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Goals and audiences BEFORE channels

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http://www.intersectionconsulting.com/

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Steps to a social media strategy 1.  Establish your team 2.  Listen for your content, follow peers 3.  Focus a primary goal 4.  Pick your metrics 5.  Research your community 6.  Communicate one idea to spark passion 7.  Find your voice–and create guidelines 8.  Create a tactical plan

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Who are your people and what do they want from you?

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Find out what your community wants •  Interview them •  Survey your email list •  Conduct informal focus groups •  Ask a question on Facebook •  Look at the data!

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Charlotte Jewish Day School – audience survey, 2012

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Which tools are right? •  Select channels based on WHO you want to

reach, WHAT actions you want them to take, and WHY they would want to do it…

•  Join your staff or board ~ LinkedIn

•  Get more involved w/ cause ~ Facebook

•  Access real-time news ~ Twitter

•  See you in action, get inspired ~ Instagram

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Are you engaging?

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How are nonprofits engaging supporters?

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Making it easy to find and connect

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Educating and engaging community

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Going behind the scenes

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Facilitating conversation

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Making people smile… and think

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Newsjacking

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Taking action

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Raising money

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A few last thoughts…

http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit  

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Parting tips •  Map out a strategy: Set goals and find

your community •  Create guidelines: Help your team

understand how and why •  Allocate time: Start 30-60 min/day •  Experiment: Pick one channel to start

with; and be flexible (things change!) •  Turn it off: It’s okay to have ‘down’ time

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Questions?

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Resources

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Resources •  Nonprofit Social Media Decision Making Guide

http://idealware.org/reports/nonprofit-social-media-decision-guide

•  Nonprofit Social Media Policy Workbookhttp://www.idealware.org/reports/nonprofit-social-media-policy-workbook

•  Social Media Governance Policy Database http://socialmediagovernance.com/policies.php?f=5

•  Social Media Toolkit for Nonprofits http://greenlining.org/publications/2013/art-listening-social-media-toolkit-nonprofits/

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Articles and Reports •  Nonprofit Social Network Benchmark Report

http://www.nonprofitsocialnetworksurvey.com •  Social Media Update (stats)

http://pewinternet.org/Reports/2013/Social-Media-Update.aspx

•  Eight Step Social Media Strategy Infographic http://www.socialmediaexplorer.com/social-media-marketing/8-step-social-media-strategy-infographic/

•  Becoming a Networked Nonprofit http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit

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Books •  Measuring the Networked Nonprofit: Beth Kanter, KD Paine

http://amzn.to/QhRCpy

•  Social Media for Social Good: Heather Mansfield http://nonprofitorgs.wordpress.com/book/

•  Open Leadership: Charlene Li http://www.amzn.com/0470597267

•  The Social Organization: Anthony Bradley, Mark McDonald http://www.amzn.com/1422172368

•  Humanize: Jamie Notter, Maddie Grant http://www.amzn.com/0789741121

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Blogs •  http://bigducknyc.com/blog •  http://www.nptechforgood.com/ •  http://www.socialbrite.org •  http://www.bethkanter.org •  http://www.nten.org/blog •  http://www.frogloop.com •  http://www.johnhaydon.com •  http://idealware.org/blog •  http://www.communityorganizer20.com

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http://www.bigducknyc.com/newsletter

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Big Duck can help! •  Assess your communications (including

social media) and develop a strategy and calendar for deeper engagement

•  Plan, create, and evaluate a multichannel fundraising or outreach campaign

•  Provide as-needed consulting or coaching

hello@bigducknyc.com

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Upcoming Big Duck Trainings 2/6 Surviving the rebranding process 2/11 Getting your donors to fall in love w you 2/18 Brandraising 3/25 Social Media Strategy

http://www.bigducknyc.com/workshops

We’ll also be at the NTEN conference, you?

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Thanks!