Spur |Communications Match images from front of website 10 Step Guide: Developing a Social Media Plan
Social Media is HotEverybody is talking about it • Is it just for kids? • Should we get involved? • Are we missing something if we don’t participate? • Can this work for our organization? We get asked these questions all the time. The answers are No, Yes, Yes and Yes.
Social Media is HotEverybody is talking about it • No, it’s not just for kids • Millions of people from all generations are participating • Yes, you should get involved • Yes, you are missing an amazing opportunity for your organization • Yes, social media will help advance your business goals Let’s get planning …
Step 1Look, Listen, Learn • Observe the lay land • What tools are out there? • What do/don’t you understand about the tools?
Step 1Look, Listen, Learn • How do people interact? • Primarily professional or social? • Does the conversation change by time of day or day of the week? • Do individuals communicate or do brands? • People tend to follow individuals • You need to have a branded presence too
Step 1Look, Listen, Learn • Ask questions • A great way to get information and learn quickly • Lots of people are willing to help and share knowledge
Step 2Define Your Audience • Search for your base • Using multiple channels • Twitter, YouTube, Facebook, etc • Where are your donors? • Where are your prospects? • Where are your advocates? • Where are those you serve? Go find them.
Step 3Develop a Plan • Set a goal or goals • Why are we doing this? • What do we want as a result? • Who will we serve? • What is a victory?
Step 3Develop a Plan • Possible Outcomes • Learn something we didn’t know • Tell our story to new people • People sharing information about us • Gain experience with two-way communication • Create a community of advocates
Step 3Develop a Plan • Develop a strategy • Rationale for how you will meet the goal(s) • Strategies can be long term or short term
Step 3Develop a Plan • Possible Long Term Strategies • Educate the target audience about the cause by identifying, sharing and discussing pertinent online content • Increase traffic of those we serve by injecting ourselves into conversations to provide solutions and mitigate confusion or complaints
Step 3Develop a Plan • Possible Short Term Strategies • Gather information about the benefits a new facility should provide by asking questions and engaging in conversations regarding best/worst practices, people in need, similar services and organizations • Mobilize a constituent base to back/block a piece of legislation by starting a viral conversation
Step 3Develop a Plan • Define your tactics • Tactics are specific actions you will take to execute the strategy • Who? • What? • Where? • When? • Why? • How much?
Step 3Develop a Plan • Possible Tactics • Marketing Coordinator to write and post 3 blog posts per week following the editorial calendar • Marketing Coordinator, Director of Development and Marketing Manager to use Twitter when new blog entries are posted • Twitter feeds link to main Facebook page • Deploy 5 emails to the A, B & C mailing lists over a two-week period • Emails to include a PURL (personalized URL) that drives traffic to landing pages that recruit people to your cause • Include landing page URLs in daily Twitter Tweets
Step 3Develop a Plan • Determine your success metrics • What does success mean to you? • How will you measure and record progress? • Keep it simple (KISS)
Step 3Develop a Plan • Possible Success Metrics • The number of advocates you add over a defined period of time • Change in the engagement level of advocates in that period of time • Increase in number, size, frequency of donations • Time it takes to mobilize X number of advocates regarding an action
Step 4Staff Your Team • Internal • Your biggest cheerleaders and enthusiasts • Not always the higher ups with the titles • External • Get help • Extend your network • Paid participation ensures it gets done • Expertise is invaluable
Step 5Deploy Your Tools • Core Tool – Your Blog • If you don’t have one (or more) you need one, now • Fastest, least expensive means for you to distribute timely information about your organization and its efforts on a regular basis
Step 5Deploy Your Tools • Create an editorial calendar • What will you say and why • What should people do in response • How will your constituents use this information?
Step 5Deploy Your Tools • Search for lists on blog topics (there are lots of them) • Write a Top 10 Reasons post • Interview a thought leader • Highlight an issue related to your cause • Hold a contest • Discuss other blogs
Step 5Deploy Your Tools • Leverage Social Media • Pull people to your cause • Continue conversations • Build trust – the first step in a relationship
Step 5Deploy Your Tools • Creation Tools • YouTube • Flickr • SquiDoo • Use to tell visual stories • Post only relevant material • Link back to your blog and/or website
Step 5Deploy Your Tools • Sharing Tools • Facebook • MySpace • Twitter • LinkedIn • Plaxo • Use to engage with others • Post only relevant material • Be helpful, add value • Link back to your blog and/or website
Step 5Deploy Your Tools • Critiquing Tools • StumbleUpon • Digg • Reddit • Use to bookmark and vote • Mark only relevant materials • Choose material that is helpful and adds value
Step 5Deploy Your Tools • Posts that are outside your blog or website create links • Links provide incoming traffic • Links are used by search engines • Links improve your search rankings • Links infer authority
Step 6Participate and Engage • Execute your editorial calendar • Invite questions and comments • Respond and thank people for their participation • Respect differing opinions • Befriend like-minded individuals and their friends • Walk away from fights — don’t engage
Step 6Participate and Engage • Develop a voice and brand • Be consistent with what you say, how you say it • It’s okay to be human, but you’re not here to be the life of the party • It’s like networking at a cocktail party — some are there to drink, you’re not, be professional • Don’t be a zealot • Advance your cause in a calm, rational manner
Step 6Participate and Engage • Establish a pattern of use • Match your use to that of your constituent base • Divide up the day with your team • Don’t get consumed • Set limits to how much time you will spend each day • Stick to your limits
Step 7Convert and Capture • Convert your visitors and capture prospect data • Give them something that they want • White paper, presentation, guide, T-shirt, membership, etc. • Require they give you contact info in exchange
Step 7Convert and Capture • Use any and all methods to drive traffic to the offer • Email and landing pages • Twitter and landing pages • Links from other sites • Google Adwords and landing pages
Step 8Measure Results • Google Analytics • Tracks blog/website traffic and Adwords campaigns • Adwords campaigns add to your search results • Inexpensive and controllable
Step 8Measure Results • Email and landing page analytics • Track opens, bounces, conversions • Track A/B tests of copy, layouts and images • Track clicks on both graphics and text links
Step 9Integrate Followers • Onboarding • A defined process for welcoming new followers to your organization • Create a plan to touch new followers at defined intervals • Pre-develop the onboarding messages • Execute a multi-touch campaign for each new member • Automate the effort to ensure it happens consistently • Provide planned human contact as well
Step 10Empower Advocates • Creating connections between people is more important than adding people • Facilitate connections and many small groups will form • Each person you add creates opportunities to create many more small groups because there are more links than people
Step 10Empower Advocates • Provide advocates with tools • Online conversation & meeting tools — celebrate progress • Dashboard with downloadable templates for signs, ads, etc. • Online editing capabilities for customization (This empowers ownership) • Make it easier than starting from scratch • Track what is used — make it better • Reward those who participate
Step 10Empower Advocates • Generate activities for groups • Meetups, Tweetups, Twestivals, Fundraisers, a-thons, contests • Use groups to foster friendly competition • Celebrate everyone’s participation • Encourage groups to be creative on their own • Share what they do with others
Step 10Empower Advocates • Solicit funding from your followers • Accept online donations • Ask for and accept small amounts • Thank donors immediately and often • Tell them where their donation went • Tell them what their donation did Then, and only then, can you ask them again.
Now What?What to Expect • Social media done right is harder than it looks • You will probably spend more time and money than you planned • Your ROI will be far greater than you hoped • Your organization’s base will grow exponentially • Your organization will be forever transformed
Spur Communications It’s what we do! SpurCommunications.com - web SPURspectives.com – blog 6900 W. 80th St., Suite 201 Overland Park, KS 66204 Phone: 816.471.7373 x 130 Email: pmiser@SpurCommunications.com