Finish Line Project
1 like14,557 views
This document summarizes a webinar about social media best practices for nonprofits. The webinar covered topics like avoiding shiny object syndrome, creating a social media culture and policy, setting SMART social objectives and using valid metrics, gaining attention and engagement on Facebook, using content to serve existing audiences and convert new audiences, and making time for learning. The webinar was interactive and encouraged participants to ask questions in the chat.
Finish Line Project
- 1. Friending the Finish Line: Launch Webinar Social Media Nonprofit Best Practices Webinar : July 27, 2011
- 2. Introductions Liane Wong State Teams/Roll Call Beth Kanter Spitfire Team Momsrising M i i First Focus FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 3. Brief Introduction of Project Foundation expectations Focus on results, not tools Learning and measurement g Questions? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 4. Project Approach Social Media capacity building in Finish Line support system Details in the Launch Packet Coach is the first call for help Questions? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 5. Webinar Agenda Q Quick Demo: Wiki and Facebook Group ( minutes) p (5 ) Social Media Nonprofit Best Practices (60 minutes) Other questions (10 minutes) Interactive: Use the chat to ask your questions as we go and share your experience and ti ! i d tips! FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 6. Quick Demo: Wiki and Facebook Group Facebook Group: http://on.fb.me/finish-line-fb Water Cooler Conversations, Just in Time Sharing/Questions g Closed Group, Request to Join Wiki http://friending-finish-line.wikispaces.com/ “See Through Filing Cabinet” Journal and “Over the Shoulder Learning” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 7. Best Practices Avoid Shiny Object Syndrome Social culture SMART social objectives Measurement Ladder f L dd of engagement t Get Attention, Engage, Convert to Action, Fall in Love Content to Serve, Content to Convert Serve Time for learning FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 8. 1: Avoid Shiny Object Syndrome New tools come and go, but strategy sustains! FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 9. 1: Have A Strategy For Adopting New Technology Technology Hype Cycles Source: Gartner FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 10. 1: No Brand Opportunities Yet, Testing As Individuals FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 11. 1: No Wait .. Google Just Made This Announcement!! FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 12. 1: Avoid Shiny Object Syndrome Poll: What is your strategy for incorporating new platforms? Early Moderate Wait W it FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 13. 2: Create A Social Culture: Discuss Issues Sharing control of branding and messaging Dealing with negative comments Addressing personality versus organizational voice (trusting i ti l i (t ti employees) FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 14. 2: Social Media Policy: The Rule Book • Encouragement and support • Best practices • Tone • Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications l l l • Additional resources dd l • Training • Guidelines • Operational Guidelines • Identity and transparency Identity and transparency • Escalation • Responsibility • Confidentiality • Judgment and common Judgment and common sense Examples: http://www.bethkanter.org/trust-control/ FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 15. 2: Facebook Specific: Community Guidelines “Girl Scouts of the USA welcomes interaction, discussion, interaction discussion commentary, questions and criticism but ask that comments are kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelines guidelines. Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 16. 2: Advice from Finish Line Grantees Do you have a social media policy? 27% Yes No Type into Chat: Why valuable? What is your best tip? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 17. 3: Identify SMART social objectives Results - Communications Strategy Increase website traffic by 25% by November 1, 2012. State Senator Smith responds to call to action with a story about her kids’ health priorities by November 1 2012 1, Tactical - Tool Specific Metrics Increase audience connections through Facebook to 1000 by June 1, 2012. Increase comments with fans on F I t ith f Facebook t 3 comments per post by June 30, b k to t tb J 30 2012 Capacity - Content, People, Time, Adoption, Learning, Research p y , p , , p , g, Integrate social media across organization staff and departments, by engaging our Policy Director such that she sets social media goals by October, 2011, and reaches those goals by June, 2012 FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 18. 3: SMART Social Objectives for Children’s Health Type into the Chat: What is your organization’s organization s SMART social objective? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 19. 3: Measurement Flickr photo by tomschenkenberg FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 20. 3: Use Benchmarks To Measure in Context Median number of Fans: 385 Comments Per Post: Less than 1 Monthly Posts: Average 2 per week FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 21. 3: Use Valid Metrics Grid ATTENTION ENGAGEMENT ACTION MESSAGES CHANNELS Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile TACTICS INFLUENCERS Metric Metric Metric Reach Engagement Action TARGET Metric Metric Metric AUDIENCE Reach Engagement g g Action FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 22. 3: Use Valid Metrics Grid: Facebook Example ATTENTION ENGAGEMENT ACTION MESSAGES Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile CHANNELS TACTICS INFLUENCERS Healthcare reporters and Pediatricians comment on the Governor sites one of the regional newspapers “like” page physicians in their state of the page state address Pediatrician shares post on their Hear about a story idea own page State Lawmaker uses story from a shared connection from our FB page in her constituent newsletter TARGET TARGET AUDIENCE FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 23. 3: Use Valid Metrics Grid: Facebook Examples ATTENTION ENGAGEMENT ACTION MESSAGES CHANNELS Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile TACTICS INFLUENCERS TARGET Number of Fans Comments Per Post Conversions Traffic Referral Shared Stories Donations AUDIENCE Feedback % Impressions Signatures Phone Calls Saved Time FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 24. 4. Attention in An Age of Media Overload Traditional Social Tradigital Media Owned Source: Steve Rubel FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 25. 4: How Momsrising Gains Attention FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 26. 5: Ladder of Love on Facebook Attention Engagement Action Love Love FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 27. 5: Get Attention FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 28. 5: Engagement FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 29. 5: Convert to Action FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 30. 5: Convert to Action FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 31. 5: Fall in Love FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 32. 5: Attention: Custom Landing Page FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 33. 5: Attention: Promote Facebook on Other Channels “See what we’re talking about and join the conversation” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 34. 5. Attention: Promote Facebook on Other Channels FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 35. 5: Attention: Promote Facebook on Other Channels Type into the chat: What creative ways are you promoting your Facebook Page offline? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 36. 5: Getting Attention: Facebook Ads “Like” our Facebook Page Promote events Promote online petitions Other FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 37. 6: Engagement: Be Enchanting Become an expert at starting conversations Ask different kinds of questions Always be commenting Run online “chats” or engagement events FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 38. 6: What’s the secret engagement? Ask Questions Question Brainstorm Tool Specific Yes or No Timely Edgy Photo True or False Direct Preference Fun Events Experience Humanistic Tips Mad Lib FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 39. Beethoven Festival Fan Page Specific What is your favorite Beethoven Symphony? Yes or No Is Beethoven’s Fifth Symphony your favorite? Timely Today is Beethoven’s Birthday! How are you celebrating? Edgy Do you think music in the schools should be cut from public school budgets? Photo What do you think of Beethoven’s family portrait? True or False True or False: Beethoven was completely deaf when we wrote the 9th Sy p o y Symphony Direct Why do you think people love or hate classical music? Preference Do you like early or late Beethoven? Fun If you were stuck on a deserted island with one Beethoven CD to listen to …. If you were stuck on a deserted island with one Beethoven CD to listen to Events Who is attending our All‐Beethoven Piano Music concert? Experience What was your favorite moment from our All‐Beethoven Piano Music concert last night? last night? Humanistic Have you seen someone fall asleep at a classical music concert? Tips What is your favorite restaurant for before concert dining? Mad Lib d b If Beethoven’s (fill in the name of piece) was on the concert program, I f h ’ (f ll h f ) h would not miss it for the world.
- 40. 6: Chat Exercise Chat Exercise: Think about your organization s organization’s communications goals around Children’s Healthcare. . What are some questions you can ask your audience on Facebook t engage them and encourage them to share F b k to th d th t h their stories? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 41. 6: Identify and Empower the Fans that Love You! Track Recognize Survey Evaluate Proposal/Tools P l/T l Engage and Amplify FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 42. 7: Content to Serve, Content To Convert FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 43. Content As Food Preparation: The Shopping List and Pantry For Facebook (and Twitter), What can be chopped into small pieces?
- 44. Spreadsheet: Who is Posting What, Where, When Recycle, Repurpose, Reimagine
- 45. What did they like most? Repeat, Tweak, and Test Again
- 46. 7: Content To Convert: Custom Content Tabs FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 47. 7: Content To Convert: Custom Content Tabs FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 48. 7: Content To Convert: A/B Testing to Track Conversions FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 49. 8: Time for Learning “Metrics Monday”y “Joyful Funerals” FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 50. Best Practices Avoid Shiny Object Syndrome Social culture SMART social objectives Measurement Ladder f L dd of engagement t Get Attention, Enchant, Convert to Action, Fall in Love Content to Serve, Content to Convert Serve Time for learning FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 51. Questions Questions? Type them into the chat Chat Exercise: What is one idea that you can put into practice to improve your organization’s use of Facebook? FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES