Developing a strategy for social media marketing is an important first step in implementing a social media program for your nonprofit organization.

1. Social Media Strategy for Nonprofits
July 13, 2010
Marketing Vision, Delivered.

2. The Social Media Revolution (2)
Video by Erik Qualman:
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

3. Social Media Strategy Objectives
 monitor customer sentiment
build a following
extend existing relationships
establish expertise
build brand recognition
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4. Social Media Impact
Across the Organization:
 human resources
 legal
 donor and customer relations /retention
 support
 research and development
 partner relations
 marketing
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5. Social Media Tools
Commercial social networks
Microblogging using
House social networks
Business oriented networking
vLogging using tools
Blogs
Forums
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6. Nonprofits participate in social
media to:
Listen and learn from constituents, donors and
industry experts
Connect and interact with constituents, donors,
board members, partners
Promote expertise through content creation
Build a following through social communities
Distinguish offerings and value
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7. Non-Profit Social Network Statistics
•90% had commercial networks (Facebook,
Twitter) – less than 2 years
•22% had house networks – less than 2 years
•92% used for traditional marketing: Brand,
website
•39% raised funds
•Barriers to entry: Expertise, budget
Data source: Nonprofitsocialnetworksurvey.com, 1,173 nonprofits surveyed
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2010

8. Social Media Strategy
Monitoring - Listen and learn
Gap analysis / market need- Identify
opportunities to use social media
marketing
Content strategy – Develop a social
media strategy to take advantage of
these opportunities
Monitor and refine -- what’s working?
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9. Social Media Tactics
Organizational social media tactics may include
 constituent and competitor monitoring
 brand positioning and awareness
 employee guidelines, education & training
 content creation and distribution
 fundraising campaigns
 donor relations
 service development
 internal community development & support
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10. Social Media Guidelines
 Empower employees, volunteer and
board members to become
ambassadors of your brand
 Incorporate guidelines into your
existing media policy
 Serves as a legal, HR and PR tool
 Complies with industry regulations
 Give guidance and support on using
social media tools
 Provide basis for monitoring
program
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11. Efficient Content Distribution
Substantive Content
Expert opinions & advice
Audio & video interviews
Announcements & case studies
FAQs and Answers
Channels
Industry blogs Online versions of print pubs Industry community sites
Corporate Blog
Automatic
Feeds
Employees and Stakeholders Company Twitter, Facebook &
Facebook & LinkedIn profiles LinkedIn pages
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12. ROI of Social Media
 ROI depends on what you are trying to
achieve.
 Results can be measured in visitor traffic,
conversions, community participation levels.
 Programs need built in measurable triggers
 Some things, like brand awareness, are not
measurable
 Test and refine programs to deliver
measurable results
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13. Our Approach to Strategy
 Education and benchmarking
 Understand the organizational goals and
objectives
 Conduct competitive research
 Monitor online activity
 Gain validation for findings from client
 Develop programs to meet organizational goals
 Measure, monitor and refine programs
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14. Client Profile:
Set up community site to bridge transition
from old organization to new one, keeping
members informed, creating online dialogue
within support groups
Set up Facebook page to promote
programs
Online auction for fundraising
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15. Client Profile:
 Developed social media guidelines for 250
dealers worldwide
 Monitored industry for company, competitor
and subject matter buzz
 Developed strategy that included corporate
blogging, dealer training and support,
 Delivered keynote at annual meeting (2/9/10)
 Delivered training to dealers at annual
meeting
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16. Client
Profile:
Developed 2009-10 social media strategy that
includes:
 Developed social media guidelines
 Optimized corporate blog and Facebook page,
trained staff in content development
 Designed train-the-trainer program to train 2000
sales associates on how to use social media to sell
real estate
 Delivered training webinars, in person training,
and support
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17.  Commenting on Wall Street Journal
articles drives traffic to blog
 Blogging about industry books draws
comments from authors, other experts in
the industry
 Posts on LinkedIn and Facebook draw
interest from prospects and competitors
 Tweets on media trends build thought
leadership and create brand awareness
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18. Contact:
cweber@webermediapartners.com
508-303-3604
impressionsthroughmedia.com
webermediapartners.com
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