ms ngo day 2011 -kuala lumpur, malaysia

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MS NGO Day Malaysia Kuala Lumpur 10 March 2011 #msngoKL Growing Social Media Strategies for Nonprofits Presentation by Shai Coggins (@shaicoggins) Manager, Communications Connecting Up Australia (@ConnectingUp) http://connectingup.org /

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"Growing Your Social Media Strategy for Your Nonprofit" - a presentation by Shai Coggins at the Microsoft NGO Day (Connecting Communities) at Kuala Lumpur, Malaysia - March 2011

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Page 1: MS NGO Day 2011 -Kuala Lumpur, Malaysia

MS NGO Day MalaysiaKuala Lumpur

10 March 2011#msngoKL

Growing Social Media Strategies for

Nonprofits Presentation by

Shai Coggins (@shaicoggins)Manager, CommunicationsConnecting Up Australia

(@ConnectingUp)http://connectingup.org/

Page 2: MS NGO Day 2011 -Kuala Lumpur, Malaysia

MS NGO Connection Day - Kuala Lumpur - 10 March 2011

Growing Social Media Strategies for Nonprofits

by Shai Coggins (@shaicoggins)

Page 3: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Social Media Growth Stages

Partly based on Beth Kanter’s Social Media Strategy Blocks (http://bethkanter.org/ | Twitter: @kanter)

SitCraw

lWalk

Run Fly

Where’s your nonprofit at right now?

Page 4: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Growth Stage:

SIT•Awareness•Taking Notice•Acknowledge the Need•Tentative Attempts

Page 5: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Growth Stage:

CRAWL•Start 1 - 2 accounts•Ad hoc updates•No ownership•1-2 people organisation awareness•Broadcasting mode

Page 6: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Growth Stage:

WALK•Support from top level•Staffing allocation (part-time/full-time)•Updates more often, no schedule•Start @replies, etc•Creation of original content

Page 7: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Growth Stage:

RUN•Managed by full-time staff•Scheduled and planned updates•Organisation-wide awareness•Engagement with RTs, hashtags, etc•Regular original content•Multimedia use•Basic analytics

Page 8: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Growth Stage:

FLY•Organisation-wide use•Facilitation •Strong community engagement•Co-creation of content with community members•Community ownership•Effective use of additional tools (analytics, etc)

Page 9: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Social Media Strategy in a Nutshell

Plan

Execute

Measure & Analyse

RINSE & REPEAT

Page 10: MS NGO Day 2011 -Kuala Lumpur, Malaysia

From SIT to CRAWL

•Identify simple goals

•Focus on one tool or platform at a time•Post relevant updates whenever possible

•General observations

Plan Execute Measure & Analyse

Page 11: MS NGO Day 2011 -Kuala Lumpur, Malaysia

From CRAWL to WALK

•Create goals•Include plans for engagement• Identify staff for accountability

•Improve use of tools through engagement•Create original content•Streamline work by utilising useful apps or tools like Twinbox (Twitter in Outlook)

•Basic statistics (number of views, comments, etc)

Plan Execute Measure & Analyse

Page 12: MS NGO Day 2011 -Kuala Lumpur, Malaysia

From WALK to RUN

•Allocate full time staff•Include measurement in planning•Content calendar creation

•Enhance online profile through the use of more tools•555+ Guideline (5 about you/original posts, 5 replies, 5 retweets, + welcomes, DMs, thanks, #FFs, etc

•Identify both quantifiable and qualifiable measurement

Plan Execute Measure & Analyse

Page 13: MS NGO Day 2011 -Kuala Lumpur, Malaysia

From RUN to FLY

•Include community and stakeholders•Social media policy for organisation

•Encourage community-generated content•Community-driven initiatives•Organisation-wide use

•Use statistical tools (eg, Social Sprout, HootSuite, Twittalyzer, etc)•Report writing

Plan Execute Measure & Analyse

Page 14: MS NGO Day 2011 -Kuala Lumpur, Malaysia

FLY higher

•Community sharing inclusion

•Teaching others, encouraging others to use•Sharing of resources

•Helping others to measure success

Plan Execute Measure & Analyse

Page 15: MS NGO Day 2011 -Kuala Lumpur, Malaysia

Terima Kasih!

Shai Coggins (@shaicoggins)[email protected]