nicolle westlund

The Power of Social
Media
Stories and Strategies from the Sector
jamie millard - @jjmillard
chris oien - @coien
#smpower
During social media
presentations
t ti
you’re
’
like:
lik
This seems easy
easy.
I can totally do this.
D h
Duh.
#smpower
AND THEN YOU GET
BACK
C TO
O THE OFFICE
O C
AND ARE LIKE:
WHICH KEY IS ANY KEY??
Wait what?
Social media
consultants are
annoying.
Wh has
Who
h time
ti
for
f
this?
#smpower
Let’s hear from Real
People
Youth Frontiers
Women’s Foundation
Community Thread
Bush Foundation
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Real Stories
Stories, real organizations
» Social Media Strategies & Goals
» Success
» Evaluation
E l ti
» Best Tactics
» Leadership Buy-in
#smpower
Youth frontiers
nicolle westlund
communications & marketing
@youthfrontiers
g
manager
#smpower
#smpower
@youthfrontiers
YOUTH
FRONTIERS
» Nonprofit,
Nonprofit nonpartisan
» Character education, antibullying social
bullying,
social-emotional
emotional
learning
» 1.2
1 2 million
illi students
t d t and
d
educators in 25 years
#smpower
@youthfrontiers
» Engage students in
a positive online
community
» Provide resources
to develop SEL
» Connect alum to YF
brand
» Build a base of
possible donors
#smpower
@youthfrontiers
strategy
gy
» One to three meaningful
g
posts per day
» Include photos, videos,
links when possible
» Shout outs to school
» Quotes
» Resources
#smpower
@youthfrontiers
success
» From 1,000
1 000 to more than
8,000 likes
» Goal: 12
12,000
000 likes by June
2013
» Success=interactions from
students (likes, comments,
messages)
» Quotes to use in printed
materials
#smpower
@youthfrontiers
tactics
» Ask questions
» Post photos
» Play up Retreat Staff (the
face of YF)
» Reply to comments and
messages
» Holiday posts
#smpower
@youthfrontiers
» Deepen
educators
educators’
connection to
YF
» Provide
resources to
#smpower
@youthfrontiers
Strategy
gy
» Two to four meaningful
g
posts per day
» Include photos, videos,
links when possible
» Shout outs to schools
» Resources
» News around education/SEL
#smpower
@youthfrontiers
success
» From 200 to more than 875
followers
» Retweets: Average
g of 1 – 2 p
per
day
y ,3–5
» Mentions: Retreat days,
per day
» Goal: 2,000 followers by June
2013
#smpower
@youthfrontiers
tactics
» Ask for Retweets
» Thank followers/mentions
» Include
I l d hashtags
h ht
» Keep posts short
» Holiday posts
#smpower
@youthfrontiers
INVOLVEMENT
» Minimal
» Resources, things to
post/tweet
» Requests to post about
events,
t th
thanking
ki
sponsors, etc.
#smpower
@youthfrontiers
Let’s g
get real
» Retreat Staff isn’t
accessible
» Legality of posting photos
of minors
» Facebook fights (wall posts)
» Consistency – replying in a
timely manner
y of q
quality
y
» Quantity
resources
Women’s
W
’ foundation
f
d ti
off
minnesota
nicole cooper
reatha clark king fellow, program coordinator
@womensfndnmn
#smpower
#smpower
@womensfndnmn
@womensfndnmn
#smpower
strategy
gy
@womensfndnmn
» Core audience
~
~
~
~
Current
New
Other philanthropies
Policy makers
» Increase visibility
» Free advertising
» Four grantmaking areas
#smpower
@womensfndnmn
success
» Numbers: Fans
Fans, Likes
Likes,
Comments
» Conversation starters
#smpower
@womensfndnmn
BEST PRACTICES
» Consistency
» Timing
» 60-30-10 rule: Retweets,
responses, new
» Mentions
» Issues
#smpower
@womensfndnmn
INVOLVEMENT
» President and Board Chair
(Limited time, but strategic in
high engagement)
» Staff
#smpower
@womensfndnmn
FIND US
» President and Board Chair (www.wfmn.org)
www wfmn org)
» www.MNGirlsNotForSale.org
» Facebook
» Twitter
» YouTube
COMMUNITY THREAD
valerie jones, executive director, Community
Thread
651@cmtythreadmn
651.439.7434
/
@ 439
t th 7434
d
valerie@communitythreadmn.org
#smpower
#smpower
@cmtythreadmn
Community
y thread
» Our mission is to promote, support,
and
d encourage volunteerism
l t
i
to
t serve
the needs of the community.
» We sustain volunteerism by
connecting people and enriching lives
through six primary programs and
services. (See our Annual Report for
details.)
» We believe every act of service is a
thread that ties people, communities,
and lives together.
» We believe social media has made our
mission driven efforts more effective
and exciting!
#smpower
@cmtythreadmn
Social media
» Joined Facebook:
February 2010
» Started Tweeting:
July/August 2010
» YouTube:
Y T b May
M 2011
» Pinterest: Still thinking!
#smpower
@cmtythreadmn
Social media
» To reach a new audience (and
(
their audiences)
» To expand awareness of our
programs and services
» To model innovation and
creativity in approaching our
mission
» To promote our partners in a
new and meaningful way
» To communicate quickly in
times of crisis
#smpower
@cmtythreadmn
#smpower
@cmtythreadmn
Social media
» Our posts, information, opportunities
are easily
il shared
h
d with
ith others.
th
» We can track how far our messages
go.
» We are becoming and being seen as a
community builder- through us local
businesses, individuals, and partner
nonprofit
p
organizations
g
can all share
each other’s information.
» Posting real stories of real people in
real time helps deepen community
connections.
connections
» Our approach is a philosophy of
generosity.
» All is measured anecdotally right now.
now
Our staff evaluation team is getting
ready to tackle a more formal
evaluation.
#smpower
@cmtythreadmn
#smpower
Social media
@cmtythreadmn
» Staff Communications
Retreat
~
~
~
Taught all staff how to use social media
tools
Brainstormed sample posts, messages,
uses for each program
Staff Communications Retreat
» Start slow
~
Focus on one channel at a time. Build
comfort in using the tool. Celebrate small
p
accomplishments.
» Shared responsibility, but
clear process
~
We all are in charge of agency
communication but have point people for
each social media channel
#smpower
@cmtythreadmn
#smpower
INVOLVEMENT
@cmtythreadmn
» It’s
It s meme that helps
» We can show the board the
impact
p
by
y recounting
g tales
of
~
~
~
New publicity
Inquiries about our use of social media by
other nonprofits in our area
And in the people who are engaging with us
in our work
» It’s an easy tool for board
members to use too
#smpower
@cmtythreadmn
Find us
Valerie Jones
Community Thread
Executive Director
Valerie@communitythreadm
n org
n.org
(651) 439-7434
BUSH FOUNDATION
julie cohen
associate, communications
@
@bushfoundation
#smpower
#smpower
@bushfoundation
SOCIAL MEDIA
PEDESTAL
#smpower
@bushfoundation
#smpower
@bushfoundation
#smpower
@bushfoundation
#smpower
@bushfoundation
#smpower
@bushfoundation
#smpower
@bushfoundation
SPROUT SOCIAL
#smpower
@bushfoundation
Successful tactics
#smpower
@bushfoundation
Successful tactics
#smpower
@bushfoundation
Successful tactics
#smpower
@bushfoundation
Successful tactics
#smpower
@bushfoundation
Successful tactics
#smpower
@bushfoundation
ORGANIZATIONAL
SUPPORT
#smpower
@bushfoundation
ORGANIZATIONAL
SUPPORT
IRL
YOU CAN DO IT.
#smpower
staff
t ff
engagement
sharer
h
tto creator
t
(facebook)
doing twitter lists
right
g
analytics
content curation
integration…movi
integration
movi
ng towards one
goal
#smpower
Staff engagement
g g
#smpower
#smpower
»S
STA
AFF
ENG
E
GAG
GEM
MEN
NT
Amplifier
p
Affect
#smpower
»S
STA
AFF
ENG
E
GAG
GEM
MEN
NT
Chat over lunch
»S
STA
AFF
ENG
E
GAG
GEM
MEN
NT
#smpower
Sample social
messages
#smpower
»S
STA
AFF
ENG
E
GAG
GEM
MEN
NT
Accountability
y
» Offer one-on-one
meetings with staff that
are less comfortable or
need extra accountability.
» Incorporate social media
updates into staff
meetings—keeps the work
top of mind.
mind
Content curation
#smpower
»C
CON
NTE
ENT
T
CUR
C
RAT
TION
N
#smpower
RSS or die
»C
CON
NTE
ENT
T
CUR
C
RAT
TION
N
#smpower
Find New Content
So rces
Sources
»C
CON
NTE
ENT
T
CUR
C
RAT
TION
N
#smpower
Find New Content
So rces
Sources
» Ask fellow staff what they
read
» Ask board
members/volunteers what
they read
» When you click on an
i t
interesting
ti link
li k on
FB/Twitter, are you then
adding
ddi th
the source to
t your
RSS?
»C
CON
NTE
ENT
T
CUR
C
RAT
TION
N
#smpower
Find New Content
Sources
scoop.it!
»C
CON
NTE
ENT
T
CUR
C
RAT
TION
N
#smpower
Find New Content
Sources
trap.it
»C
CON
NTE
ENT
T
CUR
C
RAT
TION
N
#smpower
Find New Content
Sources
Alltop
Twitter lists
#smpower
»T
TWITTE
ER LIS
STS
#smpower
The more specific
the better
»T
TWITTE
ER LIS
STS
#smpower
Types
yp
of lists
» Clients, service users, stakeholders
( i t )
(private)
» People who have engaged with your
org—anyone who has RTed,
mentioned you,
you etc.
etc (private)
» All current staff (public)
» Volunteers, board members, alumni
(public)
» Thought leaders and experts in your
cause space (public)
» Resource sources in y
your cause
space (public)
» Influencers: reporters, celebrities,
power-house social users (private)
» Donors (private)
(
)
» News sources in cause space and
general (private/public)
P t
i ti
( i t )
Analytics
y
#smpower
»A
ANA
ALYT
TIC
CS
#smpower
GOALS IN GOOGLE
ANALYTICS
»A
ANA
ALYT
TIC
CS
#smpower
SOCIAL VALUE
REPORT
»A
ANA
ALYT
TIC
CS
#smpower
URL BUILDER FOR
ADVANCED
CAMPAIGNS
#smpower
»A
ANA
ALYT
TIC
CS
DON’T STOP THERE
integration
g
#smpower
»IN
NTE
EGR
RAT
TION
#smpower
WHY YOUR INTERN
SHOULDN’T TWEET
»IN
NTE
EGR
RAT
TION
#smpower
ALL
COMMUNICATIONS
WORKING AS ONE
Sharer tto creator
Sh
t
(FACEBOOK)
#smpower
»S
SHA
ARE
ER T
TO
CRE
C
EATOR
R
#smpower
FACEBOOK
ALGORITHM
CHANGES
»S
SHA
ARE
ER T
TO
CRE
C
EATOR
R
#smpower
CREATE SHAREWORTHY CONTENT
»S
SHA
ARE
ER T
TO
CRE
C
EATOR
R
#smpower
CREATE SHAREWORTHY CONTENT
»S
SHA
ARE
ER T
TO
CRE
C
EATOR
R
#smpower
NETWORK EFFECT
Thank you!!
jamie millard - @jjmillard
chris oien - @coien
#smpower