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CFSCC Social Media & Facebook Strategy
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Presented by: Beth Kanter & John Kenyon September 19, 2011 Building an Integrated Social Media Strategy
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Transcript of CFSCC Social Media & Facebook Strategy
Presented by: Beth Kanter & John Kenyon
September 19, 2011
Building an Integrated Social Media Strategy
Opening
Effective Online Presence
Social Media Planning
Principles of Using Facebook Effectively
Reflection & Closing
Timing: 9:30am - noon
Welcome, Introductions, SpectraGram 9:30
Online Presence Basics 10:00
Break 11:00
Online Presence & Social Media Plan 11:15
Lunch 12:00
Timing: 12:30pm - 3:00pm
Principles of Using Facebook Effectively I 12:30
Break 1:30
Principles of Using Facebook Effectively II 1:45
Closing & Reflection 2:45
Introductions
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: ch
uck
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: bart
o
SpectraGram
Facebook at topTwitter, YouTube & LinkedIn steady
Percentage of Respondents on: Facebook - 89% Twitter - 57% YouTube - 47% LinkedIn - 30% Flickr - 19% MySpace - 7%
.25/.5 FTE is norm for staffing (86% of orgs)
Latest Datawww.nonprofitsocialnetworksurvey.com
Latest Data
Basic Truths
Email + Website Still #1Need effective, engaging website
TrackingTrack website, email & social media analytics
Social MediaIt’s a conversation, not blasting your messageImportance of 2nd action (website traffic,
volunteer)
Internet Basics
Updated, Easy to Navigate Site
Donor/Member Engagement
Online Action Tools
(Donation, Email, Advocacy, etc.)
Coordination Between Online and Offline
Easy Social Media Sharing
Future: CRM + CMS
Effective Websites
Credibility, Cultivation, Clickability & Content
Pay Attention To Your Audience: “Metrics”
Get Content & Bring Content Online
Write for the Web
ASK for Support, Make it Easy to Help
Improve Interactivity
Four Email Cornerstones
Personal
Personalize messages with data
Targeted
Segment lists and target emails
Integrated
Integrated with web content, direct mail, social media, etc.
Trackable
Seek out and use data about your emails
Online Engagement Coordinated Approach
Coordinated Approach
Content, Conversation, Sharing Content, Driving Traffic
Updates, Calls to Action, Campaigns, Driving Traffic
Content, Conversation, Taking Action (Donate, Register, etc.)
Website
Coordinated Approach
Website/Blog
Enewsletter
Image:
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etw
ire
Content Flow Example - Event
Event
Website
Email/Enewsletter
Facebook/Twitter/etc.
Event RegistrationNow Open
Where, Why
Postcard
Save the date
Registration
Newsletter
Two WeeksOne Week
left
Reminder
Quotes
Comments
Pictures/Videos
Next Event
Newsletter
Registration
Thank You
Conventional Wisdom
Engagement/Fundraising• Directly between org and donor/advocate
Communications• Broadcasting messages - one to many
Messaging• Strictly controlled messaging from org• Content based on org priorities
New Reality
Engagement/Fundraising• Between donors/advocates and their networks
Communications• Conversation - both talking and listening
Messaging• Allowing advocates to speak in their own voice• Content based on data - what stakeholders want
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redvers
Review
Email + Website + Soc Med Integration Engaging the Audience - Conversation
Tracking Activity, Tracking Activity, Tracking Activity
Responding to Data
Try New Things!
Question & Discussion
Social Media/ Technology
Free-for-all
Break
Online Presence Plan
Overview
Listening
Updating
Tracking
Online Goals
A. Organizational Strategic Goals
B. Organizational Operational Goals
C. Function Area Goals
Priorities?
Website
Email/Eblasts
- Group/Fan Club Page
- Personal Page (E.D.’s Page)
- Personal Page (Outreach/Event Mgr Page)
ORG. Blog
Relevant Blogs
Online Event/Update Posting Sites
Flickr/YouTube
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ack
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gra
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Team
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: N
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Team Leader
Potential Team Members:
Staff - MarCom, IT/Accidental Techie, Program
Volunteers
Advisors/Consultant
Board
Responsibilities?
Strategy and Planning, Policy Setting
Website Content - Text + Images
Email/Eblasts Content
Facebook/MySpace/LinkedIN Updates
Twitter Tweets/Searches
Blog Posts/Comments
Comments on Relevant Blogs
Online Event/Update Posting Sites
Listening/Monitoring/Review of Metrics
Reflection
? How is this differentfrom our plans?
? How can we create a learning loop?
? What ideas does this generate for me?
Lunch
Thank You!
All Images: Flickr - Creative Commons Licensewww.bethkanter.org | www.johnkenyon.org
