Presented at the 2010 Association of Junior Leagues International, Inc. Fall Leadership Conference in Portland, OR.

1. Social Networking 201
Advanced tips and strategies
AJLI Fall Leadership Conference
September 23-25 • Portland, OR
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

2. Objectives
Today we will learn how to:
• capitalize on your existing League projects and
expertise to create engaging content
• engage with your network to create a real online
community in support of your League’s mission and
projects
• identify tools to manage your social networking
efforts
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

3. Reassess
• What are your goals?
• What are your expectations?
• Does your plan need revision? (Have a plan?)
• Examined your website?
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

4. Your Website
• Foundation
• Home base for information about your League
- All social media profiles lead back to it
• First info source about you to appear in search
engine results
• Does not impose limitations found on social media
platforms
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

5. Your Website
Questions to ask:
• Is it easy to navigate?
• Is it easy and compelling to read?
• Content
• Fonts & text formats
• Is it regularly updated?
• Is it easy to connect to your social media channels?
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

6. Your Website
Should have:
• About Us information
• Easy access to program descriptions
• Short and sweet descriptions
• Widget(s) on homepage linking to FB, Twitter,
YouTube and/or blog
• Easy to read fonts, colors, design
• Compelling images
• Contact Us information
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

7. Your Website
Bonus points:
• “Donate Now” button
• Rating from Charity Navigator or BBB
• Testimonials
• Links to partner/sponsor sites
• E-commerce options for cookbook sales
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

8. Your Website
Leverage website, with project information:
• Create continuity across platforms
• Basic Stats (i.e. who you are, contact info)
• Messaging
• Content
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

9. Creating a community
• Be open!
• Post interesting, well-written content
• Don’t forget visuals (when appropriate)
• Answer questions
• Ask questions/show interest in your community
• Conduct polls/surveys
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

10. Creating a community
• Thank and recognize donors
• Follow partners & sponsors
• Thank and recognize partners & sponsors
• Thank your followers
• Comment on their content
• Recommend/forward their content
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

11. Creating a community
• Follow nonprofits or organizations with expertise in
issues you are working on
• Follow your local community
• News organizations
• Government
• Follow sister Junior Leagues!
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

12. Developing Content
• League in the news
• Subscription news service
• Google news search
• Google alerts
• New focus area announcement
• Who, what, when, where, why
• News/info related to your focus areas
• Press releases
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

13. Developing Content
• Events
• press releases
• event reminders
• post-event wrap (i.e. photos, sponsor thank-you,
results)
• League history
• Interesting historical facts
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

14. Facebook
• Use a fan page
• Obtain vanity URL
• Do not fragment your intended audience
• Utilize appropriate FB applications
• Customize content use FBML
• Consider changing landing page
• Link back to your website
• Update at least 2-3 times/week; at most 1-2 times/day
• Allow followers to post comments & content
• Monitor comments & respond
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

15. Case Study: AJLI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

16. Case Study: AJLI
How it’s done:
• Use available, FB created applications
• “Videos” for YouTube videos
• “Links” to link back to AJLI website
• FBML application
• Reproduce & link to existing content
- Blog (What We’re Thinking)
• Involver
• Twitter
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

17. Twitter
• Try to keep name length short
• Post at least 3-5 times a day
• Keep message brief
• Limit to key details
• Limit adjectives
• Include (and shorten) links
• Link to multimedia content
• Ask & thank for retweets
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

18. Twitter
• Follow key people/organizations
• (See slide 9: Building a Community)
• Monitor keywords
• Variations of your name
• Issue-area related keywords
• Use a Twitter management system
• Follow JLs
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

19. Twitter
• Use Hashtags
• indicates a trending topic, makes search easier
- Designated: #[keyword]
• Use when appropriate
- Do not overuse
• Make an effort to use: #FF/#FollowFriday
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

20. Case Study: AJLI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

21. Case Study: AJLI
How it’s done:
• Twitter management tool: HootSuite
• Monitor keywords:
- “Junior League”
- “#JuniorLeague”
• Monitor comments/questions directed to
@JuniorLeague
- Respond promptly; provide appropriate information
• Track trending topics
- use appropriate hashtags
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

22. Case Study: AJLI
FALL LEADERSHIP CONFERENCE !
September 23-25, 2010 • Portland, OR

23. Blogging
• Post every 3-4 weeks
• Consider commenting on other blog posts
• Reproduce content from other sources (with
permission & proper attribution)
• Feature guest writer
• Link to new posts on homepage and/or Twitter and/
or Facebook
• Send multiple tweets about new content
• Consider using Wordpress or self-hosting
• Use visuals
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

24. Case Study: AJLI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

25. Case Study: AJLI
How it’s done:
• Consider what’s in the news & what will be in the
news
• How does The Junior League fit into the story?
• Research
• Content development
• Review & editing
• Photo search & editing
• Post
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

26. YouTube
• Create account on YouTube’s nonprofit channel
• Include YouTube player on website & FB page
• Keep it short!
• 15 minute maximum video time
• Don’t be afraid of DIY aesthetic
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

27. Case Study: AJLI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

28. Case Study: AJLI
• JLTV on www.AJLI.org after site redesign
• Video tab on FB page
• Content development
• Use existing videos
- JL History video
- Kids in the Kitchen media highlights reel
• Use of Flip cams for JL member testimonials
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

29. Measuring ROI
• ROI = Return on Investment
• What does ROI mean for nonprofits?
• What does it mean for your League?
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

30. Measuring ROI
• Website traffic
• Linking back to your website
• Average number of “likes”/ “RTs” / comments
• Increase in inquiries to League HQ
• Increased success with media coverage/
placements
• Event/fundraiser outcome
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

31. Measuring ROI
Measurement methods
• Built-in website analytic tool
• Google Analytics
• Facebook fan page analytics
• Twitter
• Tweetreach
• Twitter Analyzer
• Klout
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

32. Measuring ROI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

33. Measuring ROI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

34. Measuring ROI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

35. Measuring ROI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

36. Measuring ROI
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

37. What’s Next?
• Mobile sites
• Browsing on-the-go
• Geo-social networking
• i.e. Foursquare, Gowalla, MyTown
• Mobile applications
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

38. Any Questions?
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR