ms ngo day 2011 -kuala lumpur, malaysia
DESCRIPTION
"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 2011TRANSCRIPT
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/
MS NGO Connection Day - Kuala Lumpur - 10 March 2011
Growing Social Media Strategies for Nonprofits
by Shai Coggins (@shaicoggins)
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?
Growth Stage:
SIT•Awareness•Taking Notice•Acknowledge the Need•Tentative Attempts
Growth Stage:
CRAWL•Start 1 - 2 accounts•Ad hoc updates•No ownership•1-2 people organisation awareness•Broadcasting mode
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
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
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)
Social Media Strategy in a Nutshell
Plan
Execute
Measure & Analyse
RINSE & REPEAT
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
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
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
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
FLY higher
•Community sharing inclusion
•Teaching others, encouraging others to use•Sharing of resources
•Helping others to measure success
Plan Execute Measure & Analyse