1 IT’S A CONVERSATION BETWEEN PEOPLE

2 Audiences

3 Donors

4 Volunteers

5 AND THAT CONVERSATION IS…

6 Not Controlled

7 Not Organized

8 Not on Message

9

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11 Relationships

12

13 A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy. Start with Strategy

14 Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement

15 Objective What do you want to accomplish in your campaign? Describe how your objective supports or links to a specific goal from your organization’s strategic plan?

16 Your Social Media Objective An IQ Test!

17 To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office. Your Social Media Objective

18 Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement

19 1.Who must you reach with your social media efforts to meet your objective? Why this target group? 2.Is this a target group identified in your organization’s communications plan? 3.What do they know or believe about your organization or issue? What will resonate with them? 4.What key points do you want to make with your audience? Audience

20 Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement

21 Audience Objectiv e One Way search engine ads Social Listening Conversation Connecting Homebase Web Site An Integrated Strategy

22 California State Parks Foundation May Park Closures Imminent 500 Facebook Fans Mostly Direct Mail Supports New Strategy: Reach younger supporters to prepare for a ballot initiative to protect California parks.

23 Recruit 5,000 new Facebook fans in one month One Way direct mail ads Social Facebook YouTube Homebase Web Site An Integrated Strategy for CSPF

24 Integrated Components Home Base Web site redesign to emphasize: Petition Facebook Donations One Way “Urgent Grams” to: High Dollar Donors Other Members Prospects Social Facebook Welcome Page Fan Videos on YouTube

25 Integrated Looks & Message

26 Campaign Results

27 The Final Tally $950,000 Raised $300,000 Online Tough to track specifically to social media 46% of that came from supporters new to CSPF list size grew in tandem with Facebook Fans, suggesting that they are highly related Ballot initiative campaign is now live

28 Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement

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31 How Did We Segment the Data? 44 groups, 4 sectors: International Environmental Rights Wildlife and Animal Welfare #2012Bench

32 Reading the Charts #2012Bench

33 Open Rates #2012Bench

34 Click-Through Rates #2012Bench

35 Net Sector Growth - List Size #2012Bench

36 Unsubscribe Rates #2012Bench

37 Fundraising Response Rates #2012Bench

38 Average Gift, One-Time vs. Monthly #2012Bench

39 Change in Dollars Raised, One-Time vs. Monthly #2012Bench

40 Monthly Giving as a Percentage of Total Online Revenue #2012Bench

41 Social Media & Text Messaging #2012Bench

42 Total Facebook Fan Page Users #2012Bench

43 Facebook Fan Page Annual Growth Rates #2012Bench

44 Facebook Fan Page Daily Action Rate per 1,000 Users #2012Bench

45 Total Twitter Followers #2012Bench

46 Text Messaging, Growth, and Churn #2012Bench

47 Tactics for Recruiting New Mobile Subscribers #2012Bench

48 Mobile Phones + #2012Bench 46% of adult Americans own a smart phone as of February 2012, 11 points more than May 2011.

49 Mobile Phones + #2012Bench

50 Mobile Phones + #2012Bench

51 Our Top Takeaways? #2012Bench Monthly giving is your friend!

52 Our Top Takeaways? #2012Bench Monthly giving is your friend! has matured

53 Our Top Takeaways? #2012Bench Monthly giving is your friend! has matured Make mobile-friendly and webpages a priority

54 Strategy Step by Step Objectives Audience Integration Tools and Tactics Measurement

55 Fail Informatively – Clay Shirky Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.

56 To Fail Informatively, We Must… Set SMART goals Set ourselves up for success by researching first Document hard data Also document qualitative data REFLECT And Iterate.

57 Social Media Data

58 Collect Stories

59 Our Top Takeaways? #2012Bench Monthly giving is your friend! has matured Make mobile-friendly and webpages a priority It’s time to get seriously multi-channel

60 Benchmarks and You Download the report at Questions? Want to be a part of our research?

61 Flickr: rhitee How you can build on what you’ve learned today...

62 We are the membership organization of nonprofit technology professionals. Our members share the common goal of helping nonprofits use all aspects of technology more effectively. We’re A Community Transforming Technology Into Social Change

63  Free and Discounted Online Sessions (like this one)  Free reports and benchmarks  Connect with peers and experts working on nonprofit technology issues  Stay up-to-date on the tools and strategies that will help you do your job, and help your org achieve its mission! Members of WVDO: Free Introductory Membership and Discounted Renewals! For yourself and everyone on your staff.

64 NTEN: A Community Transforming Technology Into Social Change 3,000 Members (Individuals and Orgs) 11,000+ Individuals represented 50,000+ Community Participants

65 Who Are NTEN Members?

66 Ready to get started? Flickr: eleda_1

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