Pro ed544 handout

Editor's Notes

• #5: Integrated with marketing planIntegrated into donor strategyEngagingCompelling
• #6: Given that 82 percent of nonprofits indicated that they considered their commercial, social networking efforts as being valuable, it is a surprise that more do not operate an integrated social media strategy. Combining several social media resources as part of a single online presence is important, as it allows nonprofits to reach a wider audience and through different interactive mediums. The National Wildlife Federation (NWF) provides a perfect example of how this should be done through the launch of many successful campaigns on the back of their social media prowess.
• #7: With its own dedicated audiovisual channel on YouTube and a Twitter voice that includes input from staff members and volunteers, the NWF has created a multi-faceted social media presence that uses both imagery and the written word to good effect. The organization’s Facebook page has also been used to launch initiatives and increase user awareness, most notably through the ‘Green Hour‘ campaign that was conducted between 2010 and 2011. Again combining breathtaking photographic imagery and genuine input from volunteers, the initiative sought to encourage children to indulge in outdoor activities and to develop an awareness of their natural environment.http://www.revenews.org/maximizing-your-nonprofits-social-media-campaigns-in-2012/
• #10: With its own dedicated audiovisual channel on YouTube and a Twitter voice that includes input from staff members and volunteers, the NWF has created a multi-faceted social media presence that uses both imagery and the written word to good effect. The organization’s Facebook page has also been used to launch initiatives and increase user awareness, most notably through the ‘Green Hour‘ campaign that was conducted between 2010 and 2011. Again combining breathtaking photographic imagery and genuine input from volunteers, the initiative sought to encourage children to indulge in outdoor activities and to develop an awareness of their natural environment.http://www.revenews.org/maximizing-your-nonprofits-social-media-campaigns-in-2012/
• #12: http://www.linkedin.com/company/carehttp://twitter.com/care
• #20: Realistic commitment:TimePersonnelBudgetValueWhat you want to get outAwarenessMembersVolunteersProject goalsDonorsSales
• #21: Businesses will take a step forward from simply looking at company mentions, debatable “sentiments”, and arguable influencer scores, and instead move toward combining all disparate social data to form a marketing intelligence that drives future marketing campaigns.http://searchenginewatch.com/article/2137307/7-Social-Media-SEO-Tactics-Businesses-Will-Adopt-in-2012
• #22: Take a minute to evaluate your brand assets
• #23: Let’s talk competitors and comparable organizations
• #24: we’ll find businesses paying close attention to their existing community members. An increased emphasis will be placed on building an engaged community as opposed to simply amassing numbers. This means community managers must energize their community members as well as engage members for a variety of things like product development, market research, and special product discounts, to name a few.Community building and management is all about people, content, and consistency.
• #25: Automation should be engaging – ask a question, be edgyAmerica on the move: look at the number of calls for engagement, calls to action and language used – just on their site. https://aom3.americaonthemove.org/http://www.dcgoodwill.org/http://www.fashionofgoodwill.org/blog/https://www.facebook.com/DCGoodwill?v=app_4949752878#!/DCGoodwill?sk=wall
• #26: Google your organization – what comes up?
• #28: Create engaging content and environments, develop trust, then move people to action. Create a social media strategy that incorporates “programming” online engagement, offers co-creation opportunities, and creates spaces for online fans to discuss what is important to them.
• #29: Instead, what we’ll see in 2012 is a more structured approach by businesses to create content that focuses on provides unique value to readers resulting in higher engagement levels with their community members. We’ll see a more holistic approach from businesses with content, whether it’s videos, how-to content pieces, or other types of content.
• #30: Make content hyper-specific and hyper-targeted. Requires knowing your audience. more integrated campaigns combining social media with local offers involving mobile devices. Essentially, socially advocated mobile content has the potential to boost brand loyalty, and this can boost engagement/conversion among nearby constituents/customers
• #32: Let’s talk competitors and comparable organizations
• #33: LISTEN – THE most important step there is.Call to action – TELL people what you want them to do. Ask for their insight, opinion, stories. Share things they post/tell/talk about.
• #34: LISTEN – THE most important step there is.Call to action – TELL people what you want them to do. Ask for their insight, opinion, stories. Share things they post/tell/talk about.
• #36: This tends to be where people want to start. This is where it gets overwhelming. It is not as overwhelming though as it seems if you have a plan in place.Monitor = listen/measureBlog = thought leadership, engagementFacebook = social, informal, recruiting, blog traffic, event promotion, media sharing (video/photo), ask questions, post insightsTwitter = listening, engagement, learningLinkedIn = engagement, networking, thought leadershipYouTube = sharing stories, generating buzz
• #37: http://www.stephanieschwab.com/2010/06/11/basics-of-the-social-media-editorial-calendar/
• #38: https://www.mercycorps.org/donate
• #40: As William Paterson works to engage donors and alumni, they layer social media techniques, intersecting multiple departments, to maximize every possible opportunity and connection for a "touch" or gift. Their dedicated use of social media has helped them:“We are finding creative ways to use social media—not with the sole intention of bringing in money—but to create a buzz about us and help reconnect the University with alumni and friends. We are hopeful that this will support our engagement activities, which will ultimately help us reach our fundraising goals.” - Lynn Lazar, Director of Prospect and Research Management, William Paterson University"We found a need to develop programs for alumni engagement to get their feet back in the door on University grounds" says Lazar. "So, we began to design programs that appealed to their interests, such as jazz or classical music concerts, art exhibits, or educational lectures. This has helped us customize our interactions with constituents and bring focus to special events and outreach. Social media is a useful tool in the process—we use it to identify, track and promote alumni interests. For example, we'll pose a question on Facebook about a jazz artist that is coming to the University and those that respond are then noted in our database and invited to the event."
• #42: Be willing to try new things – admit failure, learn and move on.
• #43: There may be several stages leading up to actions – be sure to track those as well.
• #44: Ultimately, SEO will win because conversions will be higher (and relatively straightforward to measure) on organic search. As a result, more businesses will ensure closer collaboration between their search and social teams.
• #45: Businesses will also realize that there is more to Facebook than measuring a linear conversion path from a fan to a paid customer. Marketers will be open to measure non-linear path of ROI measurement like creating Facebook-only promos to drive offline traffic. Retailers are a classic example, where lots of buzz and Facebook-only promotions will be done to drive foot traffic into retail stores. Besides large retailers, we’ll see an increasing number of small and medium-sized businesses adopt this strategy.Advertisers will start measuring their Facebook Ads campaigns based on profitability that either helps generate revenues or supports in some kind of cost savings
• #51: Give your supporters a feeling of making a difference, doing good or sharing something really fantastic
• #52: https://www.mercycorps.org/donate
• #53: http://www.vineleavesliteraryjournal.com/1/post/2011/12/your-talent-is-inspiring-thank-you-for-being-a-part-of-this-wonderful-venture.htmlhttp://www.values.com/inspirational-stories-tv-spots/99-The-Greatesthttp://youtu.be/UfHkLms9USghttp://youtu.be/4oBMKcZA5Dw
• #54: Let’s talk about how YOU can use it.
• #58: http://socialmediatoday.com/emoderation/462023/timeline-facebook-complete-checklist-community-managers
• #59: http://socialmediatoday.com/emoderation/462023/timeline-facebook-complete-checklist-community-managers
• #64: From October 2010 to October 2011 Pinterest grew from just 40,000 users to a whopping 3.2 millionBut, not only is Pinterest adding thousands of users each month. Its users are also spending an inordinate amount of time on the siteDrives more referral traffic than Google+, YouTube and LinkedIn - combined
• #66: http://www.frogloop.com/care2blog/2012/1/13/steal-these-42-creative-pinterest-ideas-for-nonprofits.html
• #67: Company status updates are a new feature with few established best practices. From personal experience, I recommend updating once or twice a week and trending toward content that supports human resources needs.Engage your executives. Help your executives identify a couple relevant LinkedIn Groups and give them the ongoing task to participate. Also remind them to connect with board members and other influential constituents on LinkedIn.Engage your constituents. LinkedIn recently added the ability for members to insert volunteer roles the same way they list jobs. Not only does this help your volunteers leverage their experiences with you professionally, but it creates awareness of your organization with their peers.
• #68: http://www.linkedin.com/company/taprootfoundation
• #69: http://learn.linkedin.com/nonprofits/
• #70: http://www.socialbrite.org/2011/04/08/10-rules-for-how-nonprofits-should-use-twitter/http://philanthropy.com/blogs/social-philanthropy/top-20-nonprofits-by-twitter-followers/27585
• #71: If your organization puts out a couple of tweets a day of your own content with nothing more, Twitter is probably not working for you. People want to know that behind the curtain a real person exists who authentically cares about your cause. Don’t assign Twitter to someone in your organization who doesn’t have an interest in using it effectively. The community can feel lack of interest. If you are having an office celebration or having an interesting event, share it with a twit pic. If you are reading interesting news articles around your issue, be the hub of information and share. Don’t be afraid to put out the occasional silly tweet that will make your followers laugh or an inspiring quote that makes people think.
• #72: Find out what other organizations are working around your cause. When they have appropriate content, RT it. You will soon figure out which organizations will work with you and RT your content to their networks as well. This can help introduce you to a new audience that care about the issues. And don’t forget to partner with other departments in your organization and employees who are pushing out your content. You want them to be enthusiastic free agents as well.
• #75: http://barackobama.tumblr.com/