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Social media planning, step by step questions to ask as a nonprofit organization embarking on a cause, campaign or org social media plan.
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SOCIAL MEDIA MARKETING PLANStep by Step Solutions for Your Nonprofit
Evonne Heyning @AmorationInteractive Producer, TechSoup Global
Evonne Heyning
@AMORATION
#SMplan
PLANNING PAGESFill in the gaps to create your social media plan!
#SMPLAN
Campaign or organizational plan?
Mission & Purpose?
What do you want to accomplish?
Measurable Goals
Call to Action Request
Organizational voice and brand
Authority Position?
@CMNsocal
Getting the Formula Right
Social Media Marketing Plan Introduction
Step One:CHART THE COURSE
Social Media Plan: Methods,Options, Outlets
Transmedia Marketing Elements
Video (short) Documentary Other film/TV
Streaming Media Events Games
Geocaching Online Ads
Live Storytelling Comics
Entertainment Education Print Media
Visual Advertising Websites
New Channels Twitter
Facebook LinkedIn Google+
Groups and ListsOther Web Communities
A sample of media channels and places to consider story and campaign integration
#SMplan
Timelines:
STRATEGY
PROGRAM TIMING
DELEGATION
INVOCATION
COMMUNITY CARE
BEAUTIFUL CLOSING
ANALYSIS & WRAPUP
STEP ONE:STRATEGY
Know your course, deadlines, and work out a plan step by step
WORKSHOP ESSENTIALSMission, Goals, Vision for sharing your story
Cause, campaign or organizational
plan?
What do you want to accomplish?
WHY?
Mission
Measurable Goals Connected to Specific
Call to Action Request
Who do you want to participate?
How do they participate?
CROWDFUNDING?
DIGITAL STORYTELLINGSocial stories shared amongst trusted friends
Organizational voice and branding…
What is your Authority Position?
WHAT IS YOUR STORY?
The Right Formula = Your Secret Sauce
Over 75% of brand LIKES come from advertisements….
Are you asking for an endorsement?
Digital Storytelling: Content Production &Distribution
Outreach:Identify newPotential partnersAcross many media Outlets & Channels
What is your story?
Who is telling it?
With what voice?
Who voicesyour social
sites?
SHARING remains a deeply passionate activity for engaged
audiences to continue conversations
Try something new?Arts?Try PhotoMashups!
Theatre?Using Video?
Music?TurntableSocialMusicSharing!
Try labs& social sites like HitRECordDiasporaStroome
CONVERSATION
How conversations start….
Hashtags #SMplanResearch and find
tags from many communities related to your field
Participate in conversations that help you engage new audiences and strengthen your authority positions
Use tags to organizeInformation and grow diverse conversations
Social Media Policy?
Open APIs and Shareable Data?
Application Programming Interfaces open Doors to data mashups of valuable information
BUDGETS
THE PERSONAL TOUCH
Resource & Staff impact
Number of hours needed to succeed
HiddenCosts?
Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web
Most organizations have almost no budget for social media yet some leverage thousands in support
Timing and Investment Needed
Blogs: 1-4 hours per post
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: 15-30 minutes, weekly
Listservs: 30 minutes weekly
Other Groups: 30 minutes weekly
Photo Uploads: 15 minutes weekly
Videos: 2-4 hours a week
Curation: 1 hour a week
Total Average Social Media Time:
90 minutes per day
11 hours per week
Choose where to spend time
Plan for
Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site
Video or photo storytelling from your mobile phone
TIMELINES
#SMplanTimelines:
STRATEGY
PROGRAM TIMING
DELEGATION
INVOKE KICKOFF
COMMUNITY CARE
BEAUTIFUL CLOSING
ANALYSIS & WRAPUP
Look for a time arc that matches your project/org goals
Make sure all deadlines match timelines set by funders and partners
Follow up quickly and track data throughout your campaign progress
Questions?
Social Media Marketing Plan:Getting the Formula Right
Hosted by Evonne Heyning @amoration For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization!
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