BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

LEAD Capstone Application ProjectLEAD Capstone Application Project

By: Justin DossBy: Justin Doss

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

What is BASICS?What is BASICS?

Brothers and Sisters In Christ Serving (BASICS) in Milwaukee, is a Christian organization which provides “ministry outreach leadership and resources” to prepare indigenous leaders to support sustainable community development by integrating spiritual, social and physical aspects into the change process.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Mission Statement: To help build relationships between suburban To help build relationships between suburban

and urban communities and to engage people and urban communities and to engage people in both communities to start working together in both communities to start working together as partners to make a difference in the city. as partners to make a difference in the city. We want to develop leadership skills where We want to develop leadership skills where that is needed in the community to bring that is needed in the community to bring about change with the idea of transforming about change with the idea of transforming lives, neighborhoods and communities lives, neighborhoods and communities through the process of bringing Jesus Christ through the process of bringing Jesus Christ and his love to our city.and his love to our city.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

➲ What is The Captive Project What is The Captive Project

The Captive Project is an evangelical urban outreach

Focused on the youth with the Gospel of Jesus Christ

Creating bridges that link Suburban and Urban Ministries

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Overall Objective of BASICS/Captive Project:

Christians united to transform lives and citiesChristians united to transform lives and cities

Making disciples for ChristMaking disciples for Christ

Preaching the Gospel staring in the high crime communities of Preaching the Gospel staring in the high crime communities of Milwaukee Milwaukee

Building long term effective relationships to multiply the Building long term effective relationships to multiply the

kingdom of God throughout the entire urban community. kingdom of God throughout the entire urban community.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Benefits of a successful Social Media CampaignBenefits of a successful Social Media Campaign

➲ Interested PartnersInterested Partners

➲ Interested InvestorsInterested Investors

➲ Interested VolunteersInterested Volunteers

➲ Saves BASICS MoneySaves BASICS Money

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Why a Social Media Campaign?Why a Social Media Campaign?

Statistics showStatistics show::

51% of wealthy donors prefer online giving51% of wealthy donors prefer online giving 52% use YouTube52% use YouTube 14% use MySpace14% use MySpace 12% use Flickr12% use Flickr 9% use Facebook9% use Facebook

Nonprofit organizations that utilize social media include:Nonprofit organizations that utilize social media include:

American Red CrossAmerican Red CrossThe Humane SocietyThe Humane SocietyAmerican Cancer SocietyAmerican Cancer Society

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

How to Succeed with a Social Media Campaign?How to Succeed with a Social Media Campaign?

What works?What works?

There must be a There must be a clear and achievable goal set clear and achievable goal set beforebefore broadcast broadcast

There must be an There must be an urgency createdurgency created by having a short by having a short deadlinedeadline

We must be able to We must be able to leverage and utilizeleverage and utilize existing networks existing networks

We must make giving We must make giving (donations) easy(donations) easy and clear and clear

We must be able to show We must be able to show our plansour plans for the money for the money

We must We must recognizerecognize our top donors that give our top donors that give

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Main objective:Main objective:

Create awareness:Create awareness:

Prospective VolunteersProspective Volunteers

Potential Partners/InvestorsPotential Partners/Investors

Pass the Torch/Next generationPass the Torch/Next generation

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

StrategyStrategy

Step 1: Establish a Clear Focused VisionStep 1: Establish a Clear Focused Vision

Step 2: Obtain Commitment from ManagementStep 2: Obtain Commitment from Management

Step 3: Perform ResearchStep 3: Perform Research

Step 4: Create and Prioritize GoalsStep 4: Create and Prioritize Goals

Step 5: Create and Design Tactics to Achieve GoalsStep 5: Create and Design Tactics to Achieve Goals

Step 6: Determine the Cost and the BudgetStep 6: Determine the Cost and the Budget

Step 7: Plan and Create ContentStep 7: Plan and Create Content

Step 8: Measure and Monitor ResultsStep 8: Measure and Monitor Results

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteer Recruitment Volunteer Recruitment

Start a Facebook fan page and invite volunteers to “like” it. Start a Facebook fan page and invite volunteers to “like” it. Set up your project as a calendar event on FacebookSet up your project as a calendar event on Facebook Invite volunteers to sign up and to invite their friends as well. Invite volunteers to sign up and to invite their friends as well. Send a personal message to each volunteer that signs Send a personal message to each volunteer that signs Confirm Volunteer attendanceConfirm Volunteer attendance

Create a Twitter account for the project Create a Twitter account for the project Ask volunteers to “follow the accountAsk volunteers to “follow the account Use Twitter to share #volunteer opportunitiesUse Twitter to share #volunteer opportunities Create a video about the project and its importance Create a video about the project and its importance Asks people to get involved and invite othersAsks people to get involved and invite others Share the video through the project’s Facebook/TwitterShare the video through the project’s Facebook/Twitter

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteers RetentionVolunteers Retention

Create a blog to build community around our volunteer projectsCreate a blog to build community around our volunteer projects

Allow Volunteers to share the founding story of the agency or Allow Volunteers to share the founding story of the agency or neighborhood partner; share stories about project impactneighborhood partner; share stories about project impact

Recognize a stellar volunteer by telling their storyRecognize a stellar volunteer by telling their story

Invite volunteers to contribute stories to BASICS blog and their ownInvite volunteers to contribute stories to BASICS blog and their own

Ask Volunteers to reflect on their participation, the difference it Ask Volunteers to reflect on their participation, the difference it makes and why it matters.makes and why it matters.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteer RetentionVolunteer Retention

Post project photos on BASICS FB page for volunteers to Post project photos on BASICS FB page for volunteers to enjoy and share. enjoy and share.

Invite volunteers to post their own on our FB page and Invite volunteers to post their own on our FB page and theirs.theirs.

Engage volunteers between volunteer projects by holding a Engage volunteers between volunteer projects by holding a photo or video contest. photo or video contest.

Ask volunteers to post their best photo or video footage of Ask volunteers to post their best photo or video footage of the project on our BASICS YouTube channel and ask our the project on our BASICS YouTube channel and ask our community of volunteers to vote for the best one.community of volunteers to vote for the best one.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteer RecognitionVolunteer Recognition

Tell a phenomenal volunteer’s story through a blog post.Tell a phenomenal volunteer’s story through a blog post.

Interview your nonprofit partner or a beneficiary of the service project Interview your nonprofit partner or a beneficiary of the service project about why it matters to them and share the video with your volunteers about why it matters to them and share the video with your volunteers online as a thank you message.online as a thank you message.

Post statistics/Make YouTube videos about the impact our volunteers Post statistics/Make YouTube videos about the impact our volunteers are making on BASICS Facebook/Twitter page.are making on BASICS Facebook/Twitter page.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteer RecognitionVolunteer Recognition

Write a note of thanks on a volunteer’s Facebook wall, Write a note of thanks on a volunteer’s Facebook wall, tweet about their successtweet about their success

Invite volunteers to support our social media efforts. Invite volunteers to support our social media efforts. Volunteers can manage all of our social media ideas as part Volunteers can manage all of our social media ideas as part of their volunteer commitment to BASICS.of their volunteer commitment to BASICS.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

➲ Why YouTube?Why YouTube?

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Why YouTube?Why YouTube?

60 hours of video are uploaded every minute, or one hour of video is60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.uploaded to YouTube every second.

Over 4 billion videos are viewed a dayOver 4 billion videos are viewed a day

Over 800 million unique users visit YouTube each monthOver 800 million unique users visit YouTube each month

Over 3 billion hours of video are watched each month on YouTubeOver 3 billion hours of video are watched each month on YouTube

More video is uploaded to YouTube in one month than the 3 major US More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years networks created in 60 years

70% of YouTube traffic comes from outside the US70% of YouTube traffic comes from outside the US

YouTube is localized in 39 countries and across 54 languagesYouTube is localized in 39 countries and across 54 languages

In 2011, YouTube had more than 1 trillion viewsIn 2011, YouTube had more than 1 trillion views

In 2011 there were almost 140 views for every person on EarthIn 2011 there were almost 140 views for every person on Earth

BASICS SOCIAL MEDIA CAMPAIGN GUIDE

➲ Why Twitter?Why Twitter?

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Why Twitter?Why Twitter?

225 million users 225 million users

Generating 65 million tweets a dayGenerating 65 million tweets a day

Over 800,000 search queries per dayOver 800,000 search queries per day

25 billion tweets sent on Twitter in 201125 billion tweets sent on Twitter in 2011

100 million new accounts added on Twitter in 2011100 million new accounts added on Twitter in 2011

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

➲ Why Facebook?Why Facebook?

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Why Facebook?Why Facebook?

1 in every 13 people on Earth is on Facebook1 in every 13 people on Earth is on Facebook

71.2 % of all USA internet users are on Facebook71.2 % of all USA internet users are on Facebook

Average user has at least 130 friendsAverage user has at least 130 friends

People spend over 700 billion minutes/month on FacebookPeople spend over 700 billion minutes/month on Facebook

48% of young Americans say they find out about news via 48% of young Americans say they find out about news via FBFB

48% of 18 to 34 year olds check FB when they wake up48% of 18 to 34 year olds check FB when they wake up

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Listening and EngagingListening and Engaging

Steps for listening and monitoring:Steps for listening and monitoring:

1. Do keyword research with Google's keyword tool1. Do keyword research with Google's keyword tool

2. Choose your listening & monitoring tools2. Choose your listening & monitoring tools

3. Build monthly listening reports that matter to BASICS goals and analyze3. Build monthly listening reports that matter to BASICS goals and analyze

4. Monitor conversation involving services, events, and leaders daily and 4. Monitor conversation involving services, events, and leaders daily and respond to positive and negative mentions.respond to positive and negative mentions.

5. Make organizational changes based off our analysis5. Make organizational changes based off our analysis

6. Repeat monthly, quarterly, and yearly6. Repeat monthly, quarterly, and yearly

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Web content

Writing emails, Blogs,e-books Video Podcasts Applications Widgets Pictures

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Measure our SuccessMeasure our Success

Google AlertsGoogle Alerts allows you to see other places on the web allows you to see other places on the web that picked up your social promotion and delivers the that picked up your social promotion and delivers the information straight to your inbox.information straight to your inbox.

Google AnalyticsGoogle Analytics is a free service offered by Google that is a free service offered by Google that generates detailed statistics about the visitors to a website generates detailed statistics about the visitors to a website makes it possible to identify which tweet or post from your makes it possible to identify which tweet or post from your social outlets generated the most quality clicks to that page?social outlets generated the most quality clicks to that page?

Google Basic TrackingGoogle Basic Tracking allows you to determine the number allows you to determine the number of people clicking on your social media buttons from your of people clicking on your social media buttons from your website during the length of your social campaign.website during the length of your social campaign.

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Celebrate your Success!Celebrate your Success!

BASICS SOCIAL MEDIA CAMPAIGN GUIDEBASICS SOCIAL MEDIA CAMPAIGN GUIDE

Thanks for your time!Thanks for your time!