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CNE Social Media Strategies

CNE Social Media Strategies

The Spark Mill

May 06, 2016
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  1. SOCIAL MEDIA SERVICES •  Assessments •  Brand Voice •  Social

    Media Plans •  Campaign Strategy and Implementatio n •  Fundraising/ Crowdfunding
  2. OVERVIEW •  Storytelling •  Tools –  Blogs –  Instagram – 

    Infographics –  Twitter and Facebook •  Tactics –  Content Strategy –  Measurement –  Editorial Calendar –  Fundraising •  CASE BREAKS & SPARKS
  3. TIME REQUIRED •  Listening: 5 hours a week •  Participate:

    10 hours •  Generate Buzz: 10-15 hours per week •  Share Your Story: 15-20 per week •  Community Building and Social Networking: # 20 hours plus per week http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html accessed October 2009
  4. What is Your Social Media Personality 1. It’s a Conversation

    –  As a small business or nonprofit on social media you must dance the line between getting involved in local issues and getting too involved. 2. No more than 3 Reasons to Exist 3. Who you are on Social Media Channels should match who you are in life. –  If you are a feisty advocacy organization, your tweets/posts should be feisty and fierce. If you are a conservative and safe org. your messages should follow suit.
  5. YOUR STORY: CHANNELING A CHAMPION •  Your Story •  What

    Helped •  Transformation •  What do others need? •  What is your Call to Action
  6. BLOGS •  Original Part of Web 2.0 •  Shortened form

    of “web log” •  Fast to update, requires little to no html knowledge •  Popular platforms: wordpress and blogspot
  7. What makes a good blog? •  Compelling images and videos

    •  Links to other social media •  Minimum post of 1 per week •  Interactive in creating a community •  Entertain them! •  Calls to Action
  8. MAKE IT SCANNABLE • Lists • Formatting • Headings • Pictures • Blockquotes • White space

    • KISS http://www.problogger.net/archives/2005/08/19/writing-blog-content-make-it-scannable/
  9. MAKE IT SHARABLE • Articles with images get 94% more total

    views. • Entertaining images • Use titles and alternate text • Are you getting pinned? Check! • http://www.pinterest.com/source/ thesparkmill.com/ http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in-your- marketing-infographic/#1tbiURdlIeje1mgg.99
  10. Examples of Good Blogs •  recent •  Links to more

    info •  Links to other social media
  11. Examples of good blogs •  Use Tumblr •  Use photos

    •  Instagram •  Social media links •  Using hashtags
  12. INSTAGRAM •  An instagram is worth 1000 words •  Simple

    tool to create useful stories and to curate content from others
  13. INSTAGRAM VIDEO •  Show Impact •  Tell Stories •  Inspire

    and Demonstrate Positive# Actions •  Teach Something •  Let Your Supporters Shine •  Testimonials •  Thank Supporters •  http://mediacause.org/7-ways-nonprofits-video-instagram/
  14. BEST PRACTICES FOR NONPROFITS 1.  Report live 2.  Regram 3. 

    Add hastags to captions and like the photos of others 4.  Use third party apps –  Statigram – analytics –  Copygram – printing –  Flipagram and Slidagram 5.  One image a day 6.  Understand what makes a good instagram image 7.  Demonstrate impact, statistics in the captions
  15. MAKE VIDEOS •  Use what you have •  Prepare ahead

    of time •  Keep it short •  Choose your words carefully •  Include a call to action •  Choose good music https://www.youtube.com/watch?v=szpN6nn2sMo
  16. IF DIY: BASICS OF GOOD DESIGN 1.  2-3 Fonts 2. 

    3-4 Colors 3.  Clean Alignment 4.  White Space 5.  Specifications •  Formats •  Distributions •  Branding Guidelines
  17. IMPORTANCE OF EXTRAS together marvelo Strateg Retrea Board Organi Market

    Sarah Milston to write: sarah@thesparkm to talk: 804.852.6409 to browse: www.thesparkm to visit: 1623 W. Broad Str Sustai The Spark Mill is a c in Richmond, VA. Our between creativity, services are for peop desire change. We leap, and everything i THE SPA together, we can do marvelous things. Strategic Planning Retreats & Training Board & Team Development Organizational Development Marketing & Social Media Sarah Milston to write: [email protected] to talk: 804.852.6409 to browse: www.thesparkmill.com to visit: 1623 W. Broad Street RVA Sustainability & Fundraising The Spark Mill is a consulting practice located in Richmond, VA. Our work occupies the spaces between creativity, strategy and action. Our services are for people and organizations who desire change. We can help you start, stop, leap, and everything in between. THE SPARK MILL BIO, RESUME & SUPPORTING MATERIALS SARAH MILSTON, CFRE, MPA Sarah Milston is the founder of The Spark Mill, a Virginia firm specializing in strategy and implementation work for nonprofits and small businesses. Sarah left 10 years of working with nonprofits in fundraising, marketing, and board development to build a varied and diverse consulting practice motivated by the belief that nonprofits can and do save the world. Along the way she embraced the idea that people, organizations and groups, not just nonprofits have the power and responsibility to save the world. Whether a guide, instigator, or knowledge base, Sarah is passionate about connecting the dots and giving people the right plan and tools to make stuff happen. Committed to the nonprofit sector, Sarah earned her Masters of Public Administration (MPA) from VCU and her Certified Fundraising Executive (CFRE) credentials from CFRE International. For more information visit the website at www.thesparkmill.com/who CONSULTING AND INSTRUCTOR HISTORY Sarah Milston is the Principal Consultant at The Spark Mill, LLC. She formerly was a Senior Consultant at Floricane, LLC and at DSG Consulting as well as the owner of Milston Consulting. Currently, she is an instructor for Nonprofit Learning Point (Richmond), Southside Community Partners (Tri-Cities) and Academy for Nonprofit Excellence (Tidewater) as will begin as an instructor for the Center for Nonprofit Excellence (Charlottesville) in 2014. BREADTH OF SERVICES Please see attached chart to show the breadth of services offered from strategic planning and strategy services to development and marketing and board development and retreats.
  18. SELF AUDIT •  Current State –  What do you look

    like? •  Tools •  Talent •  Budget •  Skills •  Future State –  Needs –  Resources –  Campaigns
  19. •  Coverpage •  Square logo •  Twitter logo •  Online

    News Page •  Own your content SPEND TIME IN THE BEAUTY SALON
  20. USING THE CALENDAR •  Consistency is key – Any schedule is

    fine, but be reliable. •  Proactive, not just reactive – Time sensitive news is great, but plan ahead •  Track deadlines, and stick to them – Assign and reroute if need be
  21. MEASUREMENT – 7 BASIC STEPS •  Define your goals • 

    Define your audiences •  Define your benchmarks •  Define your metrics, get buy in. •  Define your time and costs •  Select your data collection tools •  Collect and analyze your data then turn what you have learned into action. •  Beth Kanter, Measuring the Networked Nonprofit
  22. WHAT IS SUCCESS? •  Visits to website? •  Clicks? • 

    Likes? •  Donations? •  New Donors?
  23. WHAT WENT WRONG •  Did not respond immediately •  Defensive

    stance •  No remorse •  Did not address key # audiences •  Inconsistent message •  Turned off comments on# you tube
  24. BY THE NUMBERS FACEBOOK •  Average 20 negative posts about

    Komen every minute •  Komen’s Facebook page saw a 288 percent increase in negative posts with a 99 percent decrease in “likes” per comment TWITTER •  Anti-Komen to pro-Komen tweets numbered 80 to 1 •  Twitter mentions focused on Komen at a rate of 2 to 1 •  Komen saw a 32,731% increase in Twitter mentions the week after the story broke, averaging 457,301 per day, up from 1,399 in a typical day# (http://cssc.uscannenberg.org/cases/v2/v2art4/)
  25. IN A CRISIS? • Be attentive, be human. • Respond quickly. • Speak

    with a consistent # message. • DO NOT delete negative # comments. • Respond and invite # communication off line.
  26. DO NOW •  Form a Team •  Set up a

    Crisis Protocol •  Create a pool of talented and trained champions •  Do work around worst case scenarios
  27. CRISIS FAQS •  Acknowledgement of the crisis •  Details about

    the occurrence •  Photos or videos, if available •  How the organization found out •  Who was alerted, when, and how •  Specific actions taken in response •  Real or potential effects •  Steps taken to prevent future occurrence •  Contact information for real people at your company (http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how-to-manage-a- social-media-crisis/)
  28. WHY CREATE AND FIND CHAMPIONS 1. The power of a

    # testimonial will outperform # anything you create. 2. Champions can open # doors faster than you can. 3. It isn’t marketing, # its genuine.
  29. RECRUIT INFLUENCERS •  Find Them •  Reach out to them

    •  Give them all the tools they need Source: http://www.bethkanter.org/ambassadors/
  30. WHO MAKES A GOOD CHAMPION? •  Basic communication skills • 

    Enthusiasm for the cause •  Personal connection to the NPO •  Active Facebook profile & basic social media etiquette •  Positive outlook on life •  Willingness to learn •  Time to spend on social media
  31. WHERE ARE THEY? •  Your email newsletter – who is

    clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors
  32. HOW TO GET CONTENT SHARED •  Appeal to people’s motivation

    to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine
  33. TELL A STORY •  The Issue Story – how your

    project solves a larger social issue •  The Local Story – how your project serves your community •  The People you serve – how the people you serve will be transformed •  The behind the scenes – sneak peek •  Innovation story – what you are doing that is unique •  Personal passion story – why your supporter is passionate
  34. See our post? What can you do to help? 1. 

    Click like. 2.  Better yet, comment. 3.  Even better, click the share button! 4.  The best, share this link (www.blahblah.com) on your page and challenge your friends to participate.  
  35. 1.  Test your website http://mattkersley.com/responsive/ 2. E-Newsletter Metrics 3. Donation

    Page Checklist •  Donate Button on Homepage •  1 click from homepage •  Monthly giving option •  Branded Page •  Easy directions
  36. Who are Online Donors •  90% shop online •  78%

    do banking and bill paying online •  Younger, more generous, in a hurry •  Comparing you to netflix and amazon •  Average age is 38-49
  37. Optimize Your Website for Online Giving •  Mobile Optimization • 

    Revamp your About Us page, pictures, bios •  Tell stories, don’t write books •  Your premium spot is your website, above the fold •  Link to GiveRichmond, 990s •  Don’t add other links •  Keep choices simple
  38. BENCHMARKS • For every 1000 visits to web, $612 raised • 7.2%

    of web visitors become donors • Average one time online gift $104 • Average monthly gift, $23 • Average email open rate 15% • Fundraising page completion rate 13% • Average tweets per day 5 • Average facebook posts per day 1.1 • 15-20% of annual donations come during December
  39. Broad View of Fundraising •  World AIDS Day 2011 • 

    400 gifts of only $100 – but unlimited amounts of PR, press, and good will generated.
  40. CROWDFUNDING • Indiegogo • Kickstarter (no guaranteed payout) • Gofundme (no Paypal) • Crowdrise

    Each has different characteristics – pay special attention to the requirements for getting the money raised. http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/
  41. CROWDFUNDING •  Videos are more likely to go viral than

    just photos. –  why videos are more likely to go viral. http://www.ted.com/talks/kevin_allocca_why_videos_go_viral? language=en •  Your ability to tell your story is significantly increased by using video as a medium. –  http://www.ssireview.org/blog/entry/crowdfunding_for_nonprofits •  Using an organized platform gives you more legitimacy. –  Read more about the pluses and minuses of different platforms http://www.shareable.net/blog/how-to-crowdfund-your-campaign- or-non-profit •  Platforms help by creating and housing content that is easily shareable and low impact for donors. They are seamless and easy to use.
  42. Ease of Giving Indiegogo 3%, first giving 3% Go Fund

    Me 5%, wepay 2.9% Pitchin – free, paypal 2.9% ImRaising free, paypal 2.9% Paypal 2.9%
  43. Pennies in Protest 1.Decide you can do it! 2.Choose collaborators

    3.Decide who gets the money 4.Set up a Facebook page 5.Set up collection page 6.Seed the account 7.Write an email 8.Write a press release 9.Spread the word 10.Contact traditional media 11.Other counter-protests 12.Distribute the money 13.Write a thank you note 14.Pay it forward http://www.penniesinprotest.com/ $14,000 in RVA in 5 days
  44. Different Donors •  Donor to Donor – ie. First Giving

    •  Tap into wider range of givers •  What others can do is often better than what you can do
  45. PEOPLE RAISE MONEY •  Essential lessons are still true • 

    Ask for money. •  Say thank you. •  Ask again.
  46. SOCIAL MEDIA CASE STUDIES •  HealthyLove Campaign •  Amnesty International

    •  James House https://www.youtube.com/user/ thejameshousehelps
  47. YOUR EXPERTS AND KEY RESOURCES •  Social media for social

    good – Heather Mansfield •  Beth Kanter’s blog: www.bethkanter.org •  Mashable - http://mashable.com/social-media/ Pew Internet & American Life Project - http://www.pewinternet.org/ •  John Haydon •  Kivi Miller http://www.nonprofitmarketingguide.com/blog/ •  NTEN •  NPENGAGE Magazine