Dont Just Do It, Do It Well! Process and Management of Social Media Efforts

Ash Shepherd's presentation at the 2012 Social Media for Nonprofits Conference in Seattle, Washington.

For this conference presentations are in the format of 25 min TEDx style presentations with a tight focus on practical tips for application by nonprofit organizations.

1. Don’t Just Do it, Do It Well Process and Management of Social Media Efforts
2. Getting Started About Us • Design and Technology Partners to Nonprofits • The Partnership At Drugfree.org, Tribeca Film Institute, Dress For Success, iEARN, Mouse INC., MLT, ... • Visual Branding, Print Solutions, Web Solutions • We are a small studio with a powerful team that does big work • Smart interactive design marries graphic excellence with technology savvy in strategic collaboration
3. Setting The Context What we will be focusing on • Processes for implementing social media efforts • Tools related to managing your efforts Knowing your context • What is your biggest struggle for the “doing” part • Who else in involved in your efforts (staff, volunteers, etc)
4. Getting Started Road Map • Challenge 1: Working with Volunteers • Challenge 2: Working Across Teams • Challenge 3: Creating Engaging Content • Challenge 4: Too Many Tools • If Your Learn Nothing Else
5. Challenge 1: Working with Volunteers Adding more then just warm bodies to your efforts
6. Challenge 1: Working with Volunteers Good Reasons To Use As Volunteer • Want to share ownership in your efforts • Familiar with and even like social media • Like interacting and building community • Enjoy creating/curating content Poor Reasons To Use As Volunteer • Have free time • Are younger than you • Are “good” with computers • Have a lot of “Friends”
7. Challenge 1: Working with Volunteers What They Need To manage the conversation for you they need to know Tone Story Message Voice
8. Challenge 1: Working with Volunteers What you don’t provide they have to fill in “We care about _____ and need you to help us _____.”
9. Challenge 1: Working with Volunteers idealware.org/reports/nonprofit-social-media-policy-workbook Tips • Have a basic strategy to share • Base-level social media policy • Keep it about the organization, not the individual Tricks • Internal social media press release • Weekly update from volunteer • “Storyboard” your campaign
10. Challenge 1: Working with Volunteers Storyboard Initial Story Challenge or Issue Action To Take End Results Follow -Up What’s Your Story Line? Image source:http://bakerdesignstudio.net
11. Challenge 2: Working Across Teams Making more mean better...not just more
12. Challenge 2: Working Across Teams Why Teams Exist • Large organizations: More then one person to support • Small organization: Can’t dedicate a single person • Maximizing multiple people’s potential to contribute Why So Challenging • Undefined roles • Keeping track of what everyone is doing • Keeping efforts/channels coordinated
13. Challenge 2: Working Across Teams Tips • Make use of tools • Setup the framework, don’t manage the details • Build in opportunities for individuals to shine/contribute Tricks • Shared distribution tools (Hootsuite, Buffer App, etc) • Make use of Internal Listening Boards • Segment for monitoring (Google Analytics Campaigns)
14. Challenge 2: Working Across Teams Evernote • Notes, To Dos, Images, Web clips • Organize in a variety of ways • Sync across devices/platforms • Collaborate with others evernote.com & bufferapp.com Buffer App • Set schedule for distribution • Review the queue • Single platform for multiple channels
15. Challenge 2: Working Across Teams Google Analytics Campaigns • Campaign Name (End of Year Ask, Volunteer Recruitment) • Source (Department or Program) • Medium (Newsletter, Social, Email) www.google.com/analytics/ http://dogood.org/?utm_source=ProgramTeam&utm_medium=social&utm_campaign=YearEndAsk Add to the end of urls
16. Challenge 3: Creating Engaging Content Conversation starters, not just noise
17. Challenge 3: Creating Engaging Content Why It Matters • Community is hungry for it • Can’t spend energy/resource on things that don’t work • This is your chance to rise above the noise Why So Challenging • You have to actually pay attention • You have to define what “engagement” looks like • Lots of factors can influence
18. Challenge 3: Creating Engaging Content Tips • Be clear about what your are doing • Know how you will track before you get started • Be sure to track engagement, not just numbers Tricks • Make strategies connect across platforms • Use the “gut check” • Let your community share in the creation (Co-Creation)
19. Challenge 3: Creating Engaging Content Facebook Examples • Number of comments/shares/likes • Talking About This vs Viral Reach • Engaged Users
20. Challenge 3: Creating Engaging Content http://www.sightline.org/ Co-Creation Example | Sightline Institute
21. Challenge 3: Creating Engaging Content http://www.sightline.org/ Co-Creation Example | Sightline Institute • Called for photos Blog Post Facebook Post
22. Challenge 3: Creating Engaging Content http://www.sightline.org/ Co-Creation Example | Sightline Institute • Called for photos • Used photos in blog post
23. Challenge 3: Creating Engaging Content http://www.sightline.org/ Co-Creation Example | Sightline Institute • Called for photos • Used photos in blog post • Gave credit & follow-up On Blog Post and email to those who left comments
24. Challenge 3: Creating Engaging Content http://www.sightline.org/ Co-Creation Example | Sightline Institute • Called for photos • Used photos in blog post • Gave credit & follow-up • Did it again
25. Challenge 4: Too Many Tools Technology should be working for you, not the other way around
26. Challenge 4: Too Many Tools Why It Matters • Inefficient = less impact = less likely to keep doing • Easy to chase shinny new tools • Your communities might be spread out, so you need to be Why So Challenging • Not one tool to “rule them all” • Feels like researching/learning is time away from doing • Tools change at a pace that is hard to keep up
27. Challenge 4: Too Many Tools Tips • Use tools that support specific needs • Ask others what they use and why • Look for tools that coordinate across devices/platforms Tricks • Automate reports where possible • Leverage that age old technology of the RSS feed • Utilize tools that specialize in connecting other tools
28. Challenge 4: Too Many Tools If This Then That (IFTTT) ifttt.com
29. Challenge 4: Too Many Tools If This Then That (IFTTT) • 51 Available Channels • Personal Recipes • Shared/Public Recipes • Works with APIs • Platform seeing a lot of growth ifttt.com
30. Challenge 4: Too Many Tools If This Then That (IFTTT) | Example Recipes ifttt.com
31. If you learn one thing today Wrapping It All Up
32. Wrapping It All Up The Key To Doing It Well • The work is challenging but doesn’t have to be hard • Well thought out execution trumps latest tool • Mange the plan and process and the people will be fine • Establish good habits, then add more to the mix
33. Wrapping It All Up Hold Yourself Accountable • Chose at least one thing new you will try this week • A lot of resources out there, ask for help • Be creative about how technology can be applied • Make technology work for you, not the other way around
34. Ash Shepherd Strategy & Process ash@mod-lab.com | @NPTech_Ash www.mod-lab.com