Social Media 101

Social Media 101
Tips and tools for using social media to
build support for your mission
Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie Schumacher

Thursday, December 15, 2011

About
Your
Presenters
Jeff Abramovitz · Jeff Achen · Jay Kelly · Jamie Schumacher


JEFF ABRAMOVITZ
• President/founder-2Degrees
Media Strategies

• 20 yrs as CPA/Finance/Acctg
Exec

• 6+ Yrs with International
Ministry

• Clients include:

• Courageous

• Raising a Modern Day Knight

• Authors

• Small Businesses


JEFF ACHEN
• Interactive Media Strategist

• Work includes:

• GiveMN

• Minnesota Philanthropy Partners

• The Saint Paul Foundation


JAY KELLY
• Marketing and Communications
Manager

• Work includes:

• Fraser

• Little Brothers - Friends of the
Elderly

• Lutheran Social Service of MN

• SixtyFootSpider


JAMIE SCHUMACHER
• Executive Director - West Bank
Business Association & the
Northeast CDC

• Founder - Altered Esthetics

• 15 yrs in internet marketing,
and strategic planning

• Work includes:

• Blandin Foundation

• Bicycle Theory

• Transitional Organizations

• Small Businesses


SOCIAL MEDIA STRATEGY
- OVERVIEW -
• Keys to a Successful Social Media Strategy

• Basic Tools

• Best Practices

• The Crux

• Cause Marketing

• Measuring Success


KEYS TO A SUCCESSFUL

• Who are you "social
marketing" to and what
problems do they have that
you can help solve?



• What's your voice?

• 3 Questions (audience/tone/
Who)


• What will be your KEY tools
(there are many social
networking tools to focus on)

• Where your audience is

• Best suits your personnel and
organizational brand

• Most effectively monitor



Determine Toolbox Needed



• Develop a Best Practices Social
Media Strategies document

• Create great content

• M & M (monitor and measure)


BEST PRACTICES DOCUMENT
Best Practices Document

What is the purpose of Social Media - what
Goals (used for measurement/
will be measured (followers, clicks,
metrics) purchases, views, etc.)

Who will be responsible for posting;
Who Is Responsible
Deﬁne roles by person/dept
How frequently will we post within each of the
When will we post social network apps; during the day and
number of times per day/week

Keywords, searches, alerts, response
What will we monitor
requirements
Type of post (stats, questions, promotions,
fun/humor) and mix of posts (mix of types
What will we post during day/week); by channel and list of
keywords to be used

Determine what will not be allowed
Don'ts
through Social Media
This document will be living and breathing
Adjust regularly in that it should be reviewed regularly and
adjusted as needed

STRATEGIES DOCUMENT
This is your guiding document. Here
you will lay out the purpose of your
social media plan, why you are engaging
and what you are trying to accomplish.
For instance, this document will lay out
the purpose/goals, the tools, the general
desired outcome (increase donations,
acquire new people to our cause, etc.)
and the time frame for this to be


CONTENT IS KING

Determine the content your organization is
currently producing, how that content can be
used within each of the predetermined Social
Networking channels and who is responsible for
producing any new material


ENGAGEMENT IS DESIRED

Whatever you put out for content must be
done so with the purpose of engaging your
guests in some way. Whether it's in getting
them to respond, read, or react, every post
should be done with meaning and purpose.


WHERE DO I GET GREAT CONTENT?

• Team designated to meet re. content creation & curation
• Invite staff to provide insights, blog content, questions, etc.
• Read what the "best" are doing
• Read what others in "your space are putting out
• Share other content that you attribute and comment about
• Make small content out of big (like books, long videos) and
make big content out of small (like a blog post of gathered
comments, etc.)


TOP TOOLS
• Social Networking: • Monitoring tools
• Facebook
• LinkedIn • Video Streaming
• Google + • Podasting
• Webinars
• Blogging and Micro-Blogging • Location based tools
• Informational Blogs • Picture sharing
• Interest Blogs
• Expertise Blogs • Don't forget:
•
Website optimization
• Micro-blogging--Twitter •
Emails
•
Newsletters
• Mobile Optimization •
Direct Mail campaigns


THE CRUX

How can utilizing Social Media
help your mission?


We’ve Heard About The Beneﬁts...
- Transparency - Getting feedback
- Engaging volunteers - Communication
- Connecting with new
people - Sharing your story!


But what’s the right way to share
your story?


Sharing your story
generally speaking, it should be...

- Relevant - Human
- Honest / Authentic - Mission focused
- Engaging
- Consistent - share-able!


To make your story share-able
speciﬁcally, it should be...
Properly formatted!
for example:

- Twitter: 140 characters
- Facebook: with a featured image and a description
- SEO-Ready
- With sharing links and capability
- In sync with your mission or culturally relevant...


SOCIAL MEDIA & CAUSE MARKETING
Cause Marketing: “A type of marketing involving the
cooperative efforts of a "for profit" business and a non-profit
organization for mutual benefit.”

Social media brings peer-to-peer sharing and the power of
word of mouth to the equation.


Statistics source: 2010 Cone Cause Evolution Study http://www.coneinc.com/ﬁles/2010-Cone-Cause-Evolution-Study.pdf



• Get the word out/engage people

(Increase follows, likes, etc., allow them to check-in)
• Increase Interaction

(QR codes, coupons, specials, promotions, group coupons)
• Tell your story in a meaningful way

(Use “social math” to scale the problem for individuals)
• Programmatic changes, not one-time campaigns

(Tie the sale of product to a charity, Pepsi Refresh)



Examples of cause marketing
• In Response to Disaster

North Minneapolis (US Bank,

Wells Fargo, TCF)

Somalia (Mosaic)

• During Campaigns

Create a promotion (coupons, discounts, etc.)

Offer a matching grant

Find sponsors for the physical fundraising event


THE REALITY
– MAKING IT WORK –
Resources – making social media useful for you

•The Social Media Magic Bullet fallacy

•Limited time, limited resources

•Deﬁne success, start small


THE REALITY
– MAKING IT WORK –
Measurement – understanding if its worthwhile

•Tying measurement back to organizational objectives

•Site analytics; picking what’s important

•Your analytics; building a spreadsheet


ANY QUESTIONS?

Let’s get started!


Jeff Abramovitz Jeff Achen
Contact Information: Contact Information:

Website: www.2degreesmedia.com Website: www.givemn.org

Email: jeff@2degreesmedia.com Email: Jeff@givemn.org

Facebook: Jeffabram and 2DegreesMedia Twitter: @JeffAchen, @givemn, @mnpartnerstweet
Twitter: @jeffabram and @2DegreesMedia

Cell: 501/766-0522

Jay Kelly Jamie Schumacher
Contact Information: Contact Information:

Website: www.fraser.org www.jamie-schumacher.com

Email: jayk@fraser.org @purenoumena

purenoumena@gmail.com


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