How to Match Social Media Strategy with Your Organization’s Goals
Danielle Brigida
National Wildlife Federation#RaganMSFT
@starfocus
#RaganMSFT@starfocus
Reasons We’re Active on Social
Fire = Criticism
Earth = Relationships
Flood = Support
Remember Goals and Objectives
• Research and Learning
• Build Relationships
• Improve Reputation
• Generating Content
• Issue Awareness
• Drive Traffic
• Actions Taken
• Sales/Fundraising
Consider each tool’s capability and combine it with user tendencies.
#RaganMSFT@starfocus
Research Social Media Search Sites
• Blogs– Ice Rocket
– Google Blog Search
– Technorati
• Facebook/Twitter– Search.twitter
– Social Mention
– Mention.net
– Boardreader
– RSS Notifications
Just RSS Your Search Results!RSS = Real Simple Syndication
#RaganMSFT@starfocus
National Wildlife Federation
Forest Justice Campaign
Certified Wildlife Habitat Page
Know Your audiences
Art of Quality Conversations
• Speak Less- Listen More
• Develop Your Sense of Humor
• Know Your Current Events
• Keep Track of Interesting Experiences
• Be a Bearer of Good Tidings
• Keep Comments Short and To the Point
#RaganMSFT@starfocus
• Comment on posts and mentions
• Track mentions
• Send updates to other staff
• Be willing to be engaged and informed by your audience
Act on What You Find
5 Ways Linkedin is Better Than a Rolodex
• Public Contacts
• Understand Your Network
• Search for People
• Aggregate Job Updates
• Stay Connected
Measure the Impact: Collect Qualitative Data
• Set up outreach goals and track their value
• Correct misinformation, Assist with Issues
• Notable mentions and behavior change
• Make note of content created
Take the Time to Learn the Communities
• Listen All the Time
• Be Responsive
• Add Value
• Spark Discussion
• Be Present
• Follow the Passion
• ProvideVisuals, Messagesand an Action
#RaganMSFT@starfocus
Find The Active Users
• Super Influencers are great friends
• Ask them for advice
• Help them and you can learn from it
Rules for Social Content
• Would you share it?
• Photo– Cute or impressive
• Add value– Provide the how, why,
news, or what now
• What do you want people to DO?– Click, like, share,
comment, take action
Twitter Content
• Be useful
– News, facts, relevance
• Clear & concise
• Valuable content
• Interact
– Listen, RT, reply
• Photos
Content Pyramid
SM
Blog Posts
News Articles
Features
Evergreen Content
Formal
Informal Right Now
3 years from now
Success Story: Search Engine Optimization + Content
• Does the Frog Mouthed Turtle Exist?
• 12,600+ Page Views
• #1 Ranking in Google
• 91% of traffic from search
Carefully Use Social Media Advertising
• Youtube
• Stumbleupon
• Care2
Find Communities that Align with Goals
Inspire Americans To Protect Wildlife For Our
Children’s future
PhotographsGetting
OutdoorsWatching for
Wildlife
Google+
Flickr
2013 Photo Contest Results
• 3,000 people entered 32,000 photos
• 10,300 were donated
• Users cast 646,000 votes
• Over 150,000 Page viewsfrom Facebook
Questions?
Danielle Brigida
Sr. Manager of Social StrategyNational Wildlife Federation
@starfocus
[email protected] N, Flickr
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