Finish Line Project

Friending the Finish Line: Launch WebinarFriending the Finish Line: Launch Webinar Social Media Nonprofit Best Practices

Webinar : July 27, 2011

Introductions

Liane Wong

State Teams/Roll Call

Beth Kanter

Spitfire Team

M i i Momsrising

First Focus

FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES

Brief Introduction of Project

Foundation expectationsFoundation expectations

Focus on results, not tools

Learning and measurementg

Questions?


Project Approach

Social Media capacity building in Finish Line support system

Details in the Launch Packet

Coach is the first call for help

Questions?


Webinar Agenda

Quick Demo: Wiki and Facebook Group (5 minutes)Q p ( )

Social Media Nonprofit Best Practices (60 minutes)

Other questions (10 minutes)

Interactive: Use the chat to ask your questions as we go and share i d ti !your experience and tips!


Quick Demo: Wiki and Facebook Group

Facebook Group: http://on.fb.me/finish-line-fb

Water Cooler Conversations, Just in Time Sharing/Questionsg

Closed Group, Request to Join

Wiki http://friending-finish-line.wikispaces.com/

“See Through Filing Cabinet”

Journal and “Over the Shoulder Learning”


Best Practices

Avoid Shiny Object Syndrome

Social culture

SMART social objectives

Measurement

L dd f t Ladder of engagement

Get Attention, Engage, Convert to Action, Fall in Love

Content to Serve Content to Convert Content to Serve, Content to Convert

Time for learning


1: Avoid Shiny Object Syndrome

New tools come and go, but strategy sustains!


sustains!

1: Have A Strategy For Adopting New Technology

Technology Hype Cycles

Source: Gartner


Source: Gartner

1: No Brand Opportunities Yet, Testing As Individuals


1: No Wait .. Google Just Made This Announcement!!


1: Avoid Shiny Object Syndrome

Poll: What is your strategy for incorporating new platforms?

Early

Moderate

W itWait


2: Create A Social Culture: Discuss Issues

Sharing control of branding and messaging

Dealing with negative comments

Addressing personality versus i ti l i (t tiorganizational voice (trusting

employees)


2: Social Media Policy: The Rule Book

• Encouragement and support

• Why policy is needed

• Best practices• Tone• Expertise

• Cases when it will be used, distributed• Oversight, notifications, and l l l

• Respect• Quality

dd llegal implications

• Guidelines• Identity and transparency

• Additional resources• Training• Operational Guidelines• Escalation• Identity and transparency

• Responsibility• Confidentiality • Judgment and common

• Escalation

Judgment and common sense


Examples: http://www.bethkanter.org/trust-control/

2: Facebook Specific: Community Guidelines

“Girl Scouts of the USA welcomes interaction discussion“Girl Scouts of the USA welcomes interaction, discussion, commentary, questions and criticism but ask that comments are

kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelinesremove comments or ban anyone who violates these guidelines.

Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.”


2: Advice from Finish Line Grantees

Do you have a social media policy?

Yes

No

27%

No

Type into Chat: Why valuable? What is your best tip?


3: Identify SMART social objectives

Results - Communications Strategy Increase website traffic by 25% by November 1, 2012.State Senator Smith responds to call to action with a story about her kids’ health priorities by November 1 2012priorities by November 1, 2012

Tactical - Tool Specific MetricsIncrease audience connections through Facebook to 1000 by June 1, 2012.I t ith f F b k t 3 t t b J 30Increase comments with fans on Facebook to 3 comments per post by June 30, 2012

Capacity - Content, People, Time, Adoption, Learning, Researchp y , p , , p , g,Integrate social media across organization staff and departments, by engaging our Policy Director such that she sets social media goals by October, 2011, and reaches those goals by June, 2012


3: SMART Social Objectives for Children’s Health

Type into the Chat: What is your organization’sType into the Chat: What is your organization s SMART social objective?


3: Measurement

Flickr photo by tomschenkenberg


3: Use Benchmarks To Measure in Context

Median number of Fans: 385385

Comments Per Post: Less than 1

Monthly Posts:Monthly Posts: Average 2 per week


3: Use Valid Metrics Grid

ATTENTION ENGAGEMENT ACTION

MESSAGESMESSAGESCHANNELSTACTICS

Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile

INFLUENCERS MetricReach

MetricEngagement

MetricAction

TARGET AUDIENCE

MetricReach

Engagement

MetricEngagement

Action

MetricActionReach g gEngagement Action


3: Use Valid Metrics Grid: Facebook Example

ATTENTION ENGAGEMENT ACTIONATTENTION ENGAGEMENT ACTION



INFLUENCERS Healthcare reporters and regional newspapers “like” the page

Pediatricians comment on the page

Pediatrician shares post on their

Governor sites one of the physicians in their state of state address

Hear about a story idea from a shared connection

own page State Lawmaker uses story from our FB page in her constituent newsletter

TARGETTARGET AUDIENCE


3: Use Valid Metrics Grid: Facebook Examples

ATTENTION ENGAGEMENT ACTION



INFLUENCERS

TARGET AUDIENCE

Number of FansTraffic ReferralImpressions

Comments Per PostShared StoriesFeedback %

ConversionsDonationsSignaturesPhone CallsSaved Time


4. Attention in An Age of Media Overload

TraditionalTraditional

TradigitalSocial MediaMedia

Owned


Source: Steve Rubel

4: How Momsrising Gains Attention


5: Ladder of Love on Facebook

AttentionAttention

Engagement

Action

LoveLove


5: Get Attention


5: Engagement


5: Convert to Action


5: Convert to Action


5: Fall in Love


5: Attention: Custom Landing Page


5: Attention: Promote Facebook on Other Channels

“See what we’re talking about and join the conversation”


5. Attention: Promote Facebook on Other Channels


5: Attention: Promote Facebook on Other Channels

Type into the chat: What creative ways are you promoting your


Facebook Page offline?

5: Getting Attention: Facebook Ads

“Like” our Facebook Page

Promote events Promote events

Promote online petitions

Other


6: Engagement: Be Enchanting

Become an expert at starting conversationsBecome an expert at starting conversationsAsk different kinds of questionsAlways be commenting Run online “chats” or engagement events


6: What’s the secret engagement? Ask Questions

Question Brainstorm Tool

Specific Yes or NoTimely Edgy Photo True or False

DirectDirectPreferenceFunEventsEventsExperience

HumanisticTips


TipsMad Lib

Beethoven Festival Fan PageSpecific What is your favorite Beethoven Symphony?

Yes or No Is Beethoven’s Fifth Symphony your favorite?

Timely Today is Beethoven’s Birthday! How are you celebrating?

Edgy Do you think music in the schools should be cut from public school budgets?

Photo What do you think of Beethoven’s family portrait?

True or False True or False: Beethoven was completely deaf when we wrote the 9th

SymphonySy p o yDirect Why do you think people love or hate classical music?

Preference Do you like early or late Beethoven?

Fun If you were stuck on a deserted island with one Beethoven CD to listen toFun If you were stuck on a deserted island with one Beethoven CD to listen to ….

Events Who is attending our All‐Beethoven Piano Music concert?

Experience What was your favorite moment from our All‐Beethoven Piano Music concert last night?last night?

Humanistic Have you seen someone fall asleep at a classical music concert?

Tips What is your favorite restaurant for before concert dining?

d b f h ’ (f ll h f ) hMad Lib If Beethoven’s (fill in the name of piece) was on the concert program, I would not miss it for the world.

6: Chat Exercise

Chat Exercise: Think about your organization’sChat Exercise: Think about your organization s communications goals around Children’s Healthcare. . What are some questions you can ask your audience on F b k t th d th t hFacebook to engage them and encourage them to share their stories?


6: Identify and Empower the Fans that Love You!

TrackRecognizeSurveyEvaluateP l/T lProposal/ToolsEngage and AmplifyAmplify


7: Content to Serve, Content To Convert


Content As Food Preparation: The Shopping List and Pantry

For Facebook (and Twitter), WhatFor Facebook (and Twitter), What can be chopped into small pieces?

Spreadsheet: Who is Posting What, Where, WhenRecycle, Repurpose, Reimagine

What did they like most? Repeat, Tweak, and Test Again

7: Content To Convert: Custom Content Tabs


7: Content To Convert: Custom Content Tabs


7: Content To Convert: A/B Testing to Track Conversions


8: Time for Learning

“Metrics Monday”y“Joyful Funerals”


Best Practices

Avoid Shiny Object Syndrome

Social culture

SMART social objectives

Measurement

L dd f t Ladder of engagement

Get Attention, Enchant, Convert to Action, Fall in Love

Content to Serve Content to Convert Content to Serve, Content to Convert

Time for learning


Questions

Questions? Type them into the chat

Chat Exercise: What is one idea that you can put into practice to improve your organization’s use of Facebook?
