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BASICS SOCIAL MEDIA CAMPAIGN GUIDE




               LEAD Capstone Application Project

               By: Justin Doss
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


 What is BASICS?

Brothers and Sisters In Christ Serving (BASICS) in
Milwaukee, is a Christian organization which provides
“ministry outreach leadership and resources” to
prepare indigenous leaders to support sustainable
community development by integrating spiritual,
social and physical aspects into the change process.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Mission Statement:

To help build relationships between suburban
 and urban communities and to engage people
 in both communities to start working together
 as partners to make a difference in the city.
 We want to develop leadership skills where
 that is needed in the community to bring
 about change with the idea of transforming
 lives, neighborhoods and communities
 through the process of bringing Jesus Christ
 and his love to our city.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

➲   What is The Captive Project

    The Captive Project is an evangelical urban outreach

    Focused on the youth with the Gospel of Jesus Christ

    Creating bridges that link Suburban and Urban Ministries
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Overall Objective of BASICS/Captive Project:

    Christians united to transform lives and cities

    Making disciples for Christ

    Preaching the Gospel staring in the high crime communities of
    Milwaukee

    Building long term effective relationships to multiply the
    kingdom of God throughout the entire urban community.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Benefits of a successful Social Media Campaign

➲   Interested Partners

➲   Interested Investors

➲   Interested Volunteers

➲   Saves BASICS Money
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Why a Social Media Campaign?


Statistics show:

  51% of wealthy donors prefer online giving

  52% use YouTube

  14% use MySpace

  12% use Flickr

  9% use Facebook


Nonprofit organizations that utilize social media include:

American Red Cross
The Humane Society
American Cancer Society
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

How to Succeed with a Social Media Campaign?

What works?

    There must be a clear and achievable goal set before broadcast

    There must be an urgency created by having a short
    deadline

    We must be able to leverage and utilize existing networks

    We must make giving (donations) easy and clear

    We must be able to show our plans for the money

    We must recognize our top donors that give
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


Main objective:

    Create awareness:

V. Prospective volunteers

VII.Potential Partners/Investors

IX. Pass the Torch/Next generation
BASICS SOCIAL MEDIA CAMPAIGN GUIDE




Strategy

    Step 1: Establish a Clear Focused Vision

    Step 2: Obtain Commitment from Management

    Step 3: Perform Research

    Step 4: Create and Prioritize Goals

    Step 5: Create and Design Tactics to Achieve Goals

    Step 6: Determine the Cost and the Budget

    Step 7: Plan and Create Content

    Step 8: Measure and Monitor Results
BASICS SOCIAL MEDIA CAMPAIGN GUIDE
Volunteer Recruitment

    Start a Facebook fan page and invite volunteers to “like” it.

    Set up your project as a calendar event on Facebook

    Invite volunteers to sign up and to invite their friends as well.

    Send a personal message to each volunteer that signs

    Confirm Volunteer attendance



    Create a Twitter account for the project

    Ask volunteers to “follow the account

    Use Twitter to share #volunteer opportunities

    Create a video about the project and its importance

    Asks people to get involved and invite others

    Share the video through the project’s Facebook/Twitter
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteers Retention

    Create a blog to build community around our volunteer projects

    Allow Volunteers to share the founding story of the agency or
    neighborhood partner; share stories about project impact

    Recognize a stellar volunteer by telling their story

    Invite volunteers to contribute stories to BASICS blog and their own

    Ask Volunteers to reflect on their participation, the difference it
    makes and why it matters.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteer Retention

    Post project photos on BASICS FB page for volunteers to
    enjoy and share.

     Invite volunteers to post their own on our FB page and
    theirs.

    Engage volunteers between volunteer projects by holding a
    photo or video contest.

     Ask volunteers to post their best photo or video footage of
    the project on our BASICS YouTube channel and ask our
    community of volunteers to vote for the best one.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Volunteer Recognition

    Tell a phenomenal volunteer’s story through a blog post.



     Interview your nonprofit partner or a beneficiary of the service project
    about why it matters to them and share the video with your volunteers
    online as a thank you message.



    Post statistics/Make YouTube videos about the impact our volunteers
    are making on BASICS Facebook/Twitter page.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


Volunteer Recognition

      Write a note of thanks on a volunteer’s Facebook wall,
    tweet about their success

      Invite volunteers to support our social media efforts.
    Volunteers can manage all of our social media ideas as part
    of their volunteer commitment to BASICS.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE
BASICS SOCIAL MEDIA CAMPAIGN GUIDE
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


➲   Why YouTube?
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


Why YouTube?

      60 hours of video are uploaded every minute, or one hour of video is
    uploaded to YouTube every second.

      Over 4 billion videos are viewed a day

      Over 800 million unique users visit YouTube each month

      Over 3 billion hours of video are watched each month on YouTube

      More video is uploaded to YouTube in one month than the 3 major US
      networks created in 60 years

      70% of YouTube traffic comes from outside the US

      YouTube is localized in 39 countries and across 54 languages

      In 2011, YouTube had more than 1 trillion views

      In 2011 there were almost 140 views for every person on Earth
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

➲   Why Twitter?
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


Why Twitter?

    225 million users

    Generating 65 million tweets a day

    Over 800,000 search queries per day

    25 billion tweets sent on Twitter in 2010

    100 million new accounts added on Twitter in 2010
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

➲   Why Facebook?
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


Why Facebook?

    1 in every 13 people on Earth is on Facebook

    71.2 % of all USA internet users are on Facebook

    Average user has at least 130 friends

    People spend over 700 billion minutes/month on Facebook

    48% of young Americans say they find out about news via
    FB

    48% of 18 to 34 year olds check FB when they wake up
BASICS SOCIAL MEDIA CAMPAIGN GUIDE
Listening and Engaging

Steps for listening and monitoring:

1. Do keyword research with Google's keyword tool

2. Choose your listening & monitoring tools

3. Build monthly listening reports that matter to BASICS goals and analyze

4. Monitor conversation involving services, events, and leaders daily and
    respond to positive and negative mentions.

5. Make organizational changes based off our analysis

6. Repeat monthly, quarterly, and yearly
BASICS SOCIAL MEDIA CAMPAIGN GUIDE

Web content

    Writing emails, Blogs,e-books

    Video

    Podcasts

    Applications

    Widgets

    Pictures
BASICS SOCIAL MEDIA CAMPAIGN GUIDE


    Measure our Success

     Google Alerts allows you to see other places on the web
    that picked up your social promotion and delivers the
    information straight to your inbox.

     Google Analytics is a free service offered by Google that
    generates detailed statistics about the visitors to a website
    makes it possible to identify which tweet or post from your
    social outlets generated the most quality clicks to that page?

      Google Basic Tracking allows you to determine the number
    of people clicking on your social media buttons from your
    website during the length of your social campaign.
BASICS SOCIAL MEDIA CAMPAIGN GUIDE




Celebrate your Success!
BASICS SOCIAL MEDIA CAMPAIGN GUIDE




Thanks for your time!

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Application case for portfolio

  • 1. BASICS SOCIAL MEDIA CAMPAIGN GUIDE LEAD Capstone Application Project By: Justin Doss
  • 2. BASICS SOCIAL MEDIA CAMPAIGN GUIDE What is BASICS? Brothers and Sisters In Christ Serving (BASICS) in Milwaukee, is a Christian organization which provides “ministry outreach leadership and resources” to prepare indigenous leaders to support sustainable community development by integrating spiritual, social and physical aspects into the change process.
  • 3. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Mission Statement: To help build relationships between suburban and urban communities and to engage people in both communities to start working together as partners to make a difference in the city. We want to develop leadership skills where that is needed in the community to bring about change with the idea of transforming lives, neighborhoods and communities through the process of bringing Jesus Christ and his love to our city.
  • 4. BASICS SOCIAL MEDIA CAMPAIGN GUIDE ➲ What is The Captive Project  The Captive Project is an evangelical urban outreach  Focused on the youth with the Gospel of Jesus Christ  Creating bridges that link Suburban and Urban Ministries
  • 5. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Overall Objective of BASICS/Captive Project:  Christians united to transform lives and cities  Making disciples for Christ  Preaching the Gospel staring in the high crime communities of Milwaukee  Building long term effective relationships to multiply the kingdom of God throughout the entire urban community.
  • 6. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Benefits of a successful Social Media Campaign ➲ Interested Partners ➲ Interested Investors ➲ Interested Volunteers ➲ Saves BASICS Money
  • 7. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Why a Social Media Campaign? Statistics show:  51% of wealthy donors prefer online giving  52% use YouTube  14% use MySpace  12% use Flickr  9% use Facebook Nonprofit organizations that utilize social media include: American Red Cross The Humane Society American Cancer Society
  • 8. BASICS SOCIAL MEDIA CAMPAIGN GUIDE How to Succeed with a Social Media Campaign? What works?  There must be a clear and achievable goal set before broadcast  There must be an urgency created by having a short deadline  We must be able to leverage and utilize existing networks  We must make giving (donations) easy and clear  We must be able to show our plans for the money  We must recognize our top donors that give
  • 9. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Main objective:  Create awareness: V. Prospective volunteers VII.Potential Partners/Investors IX. Pass the Torch/Next generation
  • 10. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Strategy  Step 1: Establish a Clear Focused Vision  Step 2: Obtain Commitment from Management  Step 3: Perform Research  Step 4: Create and Prioritize Goals  Step 5: Create and Design Tactics to Achieve Goals  Step 6: Determine the Cost and the Budget  Step 7: Plan and Create Content  Step 8: Measure and Monitor Results
  • 11. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Volunteer Recruitment  Start a Facebook fan page and invite volunteers to “like” it.  Set up your project as a calendar event on Facebook  Invite volunteers to sign up and to invite their friends as well.  Send a personal message to each volunteer that signs  Confirm Volunteer attendance  Create a Twitter account for the project  Ask volunteers to “follow the account  Use Twitter to share #volunteer opportunities  Create a video about the project and its importance  Asks people to get involved and invite others  Share the video through the project’s Facebook/Twitter
  • 12. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Volunteers Retention  Create a blog to build community around our volunteer projects  Allow Volunteers to share the founding story of the agency or neighborhood partner; share stories about project impact  Recognize a stellar volunteer by telling their story  Invite volunteers to contribute stories to BASICS blog and their own  Ask Volunteers to reflect on their participation, the difference it makes and why it matters.
  • 13. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Volunteer Retention  Post project photos on BASICS FB page for volunteers to enjoy and share.  Invite volunteers to post their own on our FB page and theirs.  Engage volunteers between volunteer projects by holding a photo or video contest.  Ask volunteers to post their best photo or video footage of the project on our BASICS YouTube channel and ask our community of volunteers to vote for the best one.
  • 14. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Volunteer Recognition  Tell a phenomenal volunteer’s story through a blog post.  Interview your nonprofit partner or a beneficiary of the service project about why it matters to them and share the video with your volunteers online as a thank you message.  Post statistics/Make YouTube videos about the impact our volunteers are making on BASICS Facebook/Twitter page.
  • 15. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Volunteer Recognition  Write a note of thanks on a volunteer’s Facebook wall, tweet about their success  Invite volunteers to support our social media efforts. Volunteers can manage all of our social media ideas as part of their volunteer commitment to BASICS.
  • 16. BASICS SOCIAL MEDIA CAMPAIGN GUIDE
  • 17. BASICS SOCIAL MEDIA CAMPAIGN GUIDE
  • 18. BASICS SOCIAL MEDIA CAMPAIGN GUIDE ➲ Why YouTube?
  • 19. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Why YouTube?  60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.  Over 4 billion videos are viewed a day  Over 800 million unique users visit YouTube each month  Over 3 billion hours of video are watched each month on YouTube  More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years  70% of YouTube traffic comes from outside the US  YouTube is localized in 39 countries and across 54 languages  In 2011, YouTube had more than 1 trillion views  In 2011 there were almost 140 views for every person on Earth
  • 20. BASICS SOCIAL MEDIA CAMPAIGN GUIDE ➲ Why Twitter?
  • 21. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Why Twitter?  225 million users  Generating 65 million tweets a day  Over 800,000 search queries per day  25 billion tweets sent on Twitter in 2010  100 million new accounts added on Twitter in 2010
  • 22. BASICS SOCIAL MEDIA CAMPAIGN GUIDE ➲ Why Facebook?
  • 23. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Why Facebook?  1 in every 13 people on Earth is on Facebook  71.2 % of all USA internet users are on Facebook  Average user has at least 130 friends  People spend over 700 billion minutes/month on Facebook  48% of young Americans say they find out about news via FB  48% of 18 to 34 year olds check FB when they wake up
  • 24. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Listening and Engaging Steps for listening and monitoring: 1. Do keyword research with Google's keyword tool 2. Choose your listening & monitoring tools 3. Build monthly listening reports that matter to BASICS goals and analyze 4. Monitor conversation involving services, events, and leaders daily and respond to positive and negative mentions. 5. Make organizational changes based off our analysis 6. Repeat monthly, quarterly, and yearly
  • 25. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Web content  Writing emails, Blogs,e-books  Video  Podcasts  Applications  Widgets  Pictures
  • 26. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Measure our Success  Google Alerts allows you to see other places on the web that picked up your social promotion and delivers the information straight to your inbox.  Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website makes it possible to identify which tweet or post from your social outlets generated the most quality clicks to that page?  Google Basic Tracking allows you to determine the number of people clicking on your social media buttons from your website during the length of your social campaign.
  • 27. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Celebrate your Success!
  • 28. BASICS SOCIAL MEDIA CAMPAIGN GUIDE Thanks for your time!