Part I of the Nonprofit Social Media Learning Series: Marketing Communication was delivered at the 2011 Nonprofit Technology Conference on March 17th, 2011.

1. Nonprofit Social Media Learning Series Part I: Marketing Communications

2. The Social Media Learning Series is designed to assist more intermediary and advanced non-profit users. Throughout 2011, NTEN, Blackbaud and Common Knowledge will co-host four sessions developed as combination lecture and interactive workshop sessions. Each session will focus on a particular area of expertise or business use for social media within a non-profit organization. Part 1: Marketing and Communications Part 2: Fundraising (TBD, Chicago, IL) Part 3: Engagement & Program Delivery (TBD, San Francisco, CA) Part 4: Technologies & Integration (TBD, New York, NY) About the Social Media Learning Series

3. #smlearning #11ntc If You’re Tweeting:

4. Jeff Patrick President & Founder Common Knowledge @commonknow Your Hosts for today's sessions Chad Norman Internet Marketing Manager Blackbaud @chadnorman

5. (40 minutes) Introductions Social Media Program Stages Strategic Alignment Key Performance Indicators (40 minutes) WORKSHOP: 1-2 Big Ideas DISCUSSION: 1-2 Big Ideas (30 minutes) Visual Brand Alignment Listening and Responding Risk Management (30 minutes) WORKSHOP: Listening & Responding DISCUSSION: Reputation Management Agenda

6. you’ve got a social media Strategy, right? The P.O.S.T. method* P = People: Who? O = Objectives: Goals? S = Strategies: Outcomes? T = Technologies: Tools? * From Charlene Li and Josh Bernoff's book Groundswell: Winning in a World Transformed by Social Technologies

7. Where are you on the social journey? As your organization’s social media program matures, it should be moving from a focus on tactics to strategy. STAGE 1 Traditional STAGE 2 Experimental STAGE 3 Operational STAGE 4 Impactful Traditional marketing operations consisting of one-way communication. Pushing content to supporters with little back-and forth chatter. Dabbling in social media, but efforts are disconnected from organizational goals. Fractured efforts and silos with no real coordination of activities and measurement. Social activity is more embedded in organizational operations. Internal policies, dedicated staff, channel alignment, and campaign integration. Social activity drives real, measureable results at organization. Tools and systems are in place to allow staff to have perform meaningful engagement with supporters. .

8. Strategic Alignment Organizational Goals Marketing Communications Goals Social Media Goals

9. Strategic Alignment Create your strategy by aligning social media goals with organizational objectives. Determine what key performance indicators you will use to measure the outcomes you desire and manage the program. Finally, choose tactics that can be used to execute the strategy. Inspired by: SOCIAL MARKETING ANALYTICS: http://bit.ly/gGwtXw

10. Comments Demographics Downloads Email and RSS subscriptions Likes Favorites Followers Forward to a friend Ratings Registrations Referrals Reviews Time spent on Site Uploads Votes Widget Installs Key performance indicators (kpi)

11. Valuable Things to Do with Social Networks

12. Junior AchievementFacebook express Case Study #1 - Communications/Marketing & Service Delivery

13. Youth Education Junior Achievement Company Program Reaches millions of youth around the world Education curriculum for teens Teams of ~20 youth form a company Meet face-to-face weekly (16 weeks) Build the company (sell stock, finances, operations) Design, produce, market and deliver a product

14. Youth Education Facebook Express Private community inside Facebook Companion electronic portal for the Company Program Teams communicate, collaborate, and work together Helper electronic tools for all aspects of the curriculum Worldwide collaboration between teams

15. Community at a glance Junior Achievement - Facebook Access

16. Facebook Application

17. CharityJunior Achievement ProjectFacebook Access | JA Company Program

18. Company Dashboard

19. Tools Menu

20. Interactive Payroll Report

21. Interactive Employee Roster

22. Member Invite Feature

23. Community Staying in Touch - Socially Teams consulting with teams via discussion group Adult volunteers advising teams via messaging Team management & coordination via text (SMS) Web + telephone team meetings National & international team competitions Completely virtual Company Program teams

24. Juvenile diabetes research foundationType 1 Talk Case Study #2 – Communications/Marketing & Service Delivery

25. Juvenile Diabetes Research Foundation - Facebook Page

26. Juvenile Diabetes Research Foundation Type 1 Talk Campaign Facebook Application Page

27. Facebook Application Page

28. Homepage of Type 1 Talk

33. # House Parties: 75 | # Viewers: 300 | # App Likes: 2,336

34. ASPCA2011 $100K Challenge Case Study #3 – Communications/Marketing & Service Delivery

35. Crowd-sourcing the solution

36. Contest Awards

37. Education for contestants on professional communications skills & best practices

40. Organizational Goal: Save more animal lives Project Role: Recruit and engage a network of independent shelters across the U.S. to save more animal lives. Market ASPCA among professionals and their local community as a national presence engaged in saving animal lives Benefits Save more animal lives Build the ASPCA brand among consumers and animal welfare professionals Metrics: # additional animal lives saved, # participating shelters, # online community members, # votes (commty members), # press hits (all media), # new email subscribers, Facebook fans, Twitter followers, # social interactions Motto: “Make the shelters famous to build the ASPCA brand” ASPCA: Goals, benefits & Metrics

41. Benefits of Socially-Enabled Communities

42. Workshop: Strategic Social Media Projects

43. Social channels often provide the first impression for supporters. Fields to Families’ social channels lack a strong visual brand. Brand Alignment: Visual

44. Brand Alignment: Visual The Foundation for Jewish Camp not only included their logo, but some great photos showing off their mission. You still get a nice avatar with the logo

45. The American Red Cross does a great job if integrating their visual brand into their Facebook page. It’s more than just a logo! Brand Alignment: Visual

46. The American Red Cross carries their visual brand across their various social channels. Own your visual presence! Brand Alignment: Visual

47. Everyone’s Saying Something

48. Turn the Megaphone Around Photo via altermark: www.flickr.com/photos/altemark/337248947/

49. What Should My Nonprofit Be Listening For?

50. You should be listening for: Keywords from your website Mentions of your organization Your executive director’s name Special events you’re running Causes you support Campaigns you’re managing

51. Listening is the key to happy supporters “We love our parents so much because they loved us first - that's how brands need to think.” - Gary Vaynerchuk at SXSW

52. Community Guidelines Web Site Privacy Policy Moderator Guidelines Community Resources Organizational Policy – Employee Participation in Social Networks Moderator Wiki Community Management Documents

53. Community Management Policy Documents

54. Presents Rules and Guidance for: Membership (Age, Status, etc.) User Generated Content – Member Exposure User Generated Content - Copyright Reporting Abuse Culturally Appropriate Conduct Improper Language Spamming Multi-Posting, Bumping and Hijacking Community Guidelines

55. Legal restrictions and conditions for membership: Ownership Purpose Registration Ownership of Intellectual Property User Posting and Correspondence Your Responsibilities No Spam Content Contributed by 3rd Parties Contests, Sweepstakes and other Promotions Disclaimer, Limitation of Liability, Indemnification Etc. Terms of Use

56. Training Manual and Guidance for Moderators: Moderation Guidelines Identity, Legal, Behavior, Board Etiquette, Smut Standards Moderator Roles Review process for reported content Media Types and review processes Problem User Policy One-time rate offenders Typical problem users One-strike offender users Minor/Major infractions list Escalation Moderator Guidelines

57. Policy for Employees participating in Social Media: Know and follow CCS policies & Comms guidelines Protect your privacy; careful what you publish for longterm Identity yourself Conversational tone Use disclaimer for external site posts Respect copyright and fair use laws Get approval before quoting partners or clients Respect the privacy of people with cancer Don’t provoke others Correct your own mistakes Stay within your role; quote approved sources Employee Participation Policy

58. Select cross-functional team Research best practices Write draft policies & procedures Submit for internal review to pertinent dept’s Revise draft into 1st final policy & procedures Test on Target Community Revise 1st final into 2nd final and release broadly Steps to Prepare Your Policies & Documents

59. Cross-Functional Team to Develop Policy

60. Workshop: Social media listening and Responding

61. Questions?

62. Jeff Patrick President & Founder Common Knowledge @commonknow Thanks! Chad Norman Internet Marketing Manager Blackbaud @chadnorman