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Corporate Social Media Summit



Social Media Essentials for Charities & Not-for-profits was a 3 hour workshop delivered at the Corporate Social Media Summit, 2011

Social Media Essentials for Charities & Not-for-profits was a 3 hour workshop delivered at the Corporate Social Media Summit, 2011



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    Corporate Social Media Summit Corporate Social Media Summit Presentation Transcript

    • CorporateSocialMedia Summit
      Social Media Essentials for Charities & NFPs
      With Kate vanderVoort
      Sydney, Australia
    • Social Media is not a silver bullet.
      It is a tool and how you use it will dictate whether you raise funds or increase customer sales.
    • The important facts for NFPs:
      • 96% of Millennials on a social network
      • LinkedIn stats
      • Fastest growing on Facebook is 55-65 year old females
      • YouTube is the 2nd largest search engine in the world
      • What others say about you is far more powerful than what you say about yourself
    • Welcome to the World of Social Media
    • Why Use Social Media?
      • Older methods of fundraising & marketing are becoming less effective
      • People are going online to find what they are looking for – this includes a cause and comparing services
      • Younger and wealthier than an average audience
      • Online gifts are on average higher than offline
      • It is available while you sleep
      • A small budget can create big results
      • Customer and donor loyalty
      • Global audience
    • Potential Benefits for NFPs
      Raise funds
      Crowd funding
      Cause/Awareness Raising – spread your message
      Specific campaign fundraising
      Engage your volunteers, staff and donors
      Feedback to donors and members
      Influencers/donors engage their friends
      Ability to say Thank You in many ways and many times
    • Information on NFPs is becoming more and more available – transparency is key
    • Some Examples
      Raised $10M for a variety of charities
      Collaborative effort of multiple charities in Minnestota
      42,624 people donated in 24 hours
      Raised $650,000 through Twitter for safe drinking water in developing countries
      Now have more than 1M followers on Twitter
      More than 45,000 fans on FB
      Launched February 2011
      More than 150 dreams have been submitted to date with more than 8,000 votes on Facebook
    • 9 Steps to a SuccessfulSocial Media Strategy
      Do your research
      Understand your target market –what other sites, apps, competitions, events or information your target market seeking
      What is the competition doing?
      How are other brands using social media?
    • 9 Steps to a SuccessfulSocial Media Strategy
      Create a social media policy for your organisation
      What is the main focus of your social media? Fundraising, community building, customer service, information distribution
      Who will be responsible for the tone and content?
      Do staff post as people or brand?
      How do you deal with negative feedback/comments?
    • 9 Steps to a SuccessfulSocial Media Strategy
      Choose appropriate platforms & develop a consistent brand across all platforms
      Develop a content and posting strategy – how often? What kind of content?
      Develop an engagement strategy – who will respond and comment on your platforms? Who will go out and comment on others?
    • 9 Steps to a SuccessfulSocial Media Strategy
      Connect with your established donors, members, volunteers and staff. They will lead you to more people like them
      Link your platforms for greater traction
      Monitor the results and report back internally and externally
      Do more of what works and let go what doesn’t – it is all about quality content
    • Some hints to keep you out of trouble
      ‘Build it and they will come’ does not work on social media
      Decide whether the voice is a brand or a personal one
      Don’t self promote on other brands pages, blogs or sites
      Social media must be integrated to be effective
    • This is who I am as defined by who my friends are
    • Why Facebook?
      Ability to donors, members and volunteers into ambassadors
      Fastest growing user is Females aged 55 – 65
      Ability for your donors, members, staff and volunteers to share their favourite cause or company with their friends
      Analytics help to give information about your page and what works with your target demographic
      Facebook advertising is very targetted – advertise to those with the same demographic as your donors
    • Facebook – getting started
      • Consider the best setup for Facebook based on your objectives:Individual, Group, Community, Page or Cause?
    • Facebook – getting started
      Make the look of your Facebook Page consistent with your brand
      Start a following by engaging current members, customers, donors, volunteers and staff
      You need 25 ‘Likes’ on a page before you can customise the url
      The name can be changed up until 100 ‘Likes’
      Customise a welcome/landing page and give people an incentive to click ‘Like’
    • Top Tips for Facebook
      Posts that get engagement rank higher on people’s newsfeeds
      Ask open ended questions
      Use inspirational quotes
      When appropriate comment/share latest news
      Post manually not through a 3rd party provider
      Always include a link or picture
      Always respond where appropriate – the more you engage the higher the EdgeRank.
      You can target your posts to location
    • This is who I am as defined by what I’m doing right now
    • Why Twitter?
      Twitter allows you to share what you are doing within your charity or organisation with the rest of the world
      Short, sharp messages that people can share with others
      Many low cost innovative ways in which Twitter campaigns can be used
      Often when you follow people, they will follow you back – every one loves a good NFP
    • Top Tips for Twitter
      The more you give the more you get – engage with others – don’t just push information out
      Engage with other charities, other causes, bloggers, influencers, donors, supporters, volunteers
      Make your profile really clear and use searchable keywords that will help people find you
      Utilise the background – make it clean and clear in what you stand for or your call to action
    • Top Tips for Twitter
      Make your avatar clean and clear – it will be small so text is wasted in this space
      Reach out – have conversations, follow others, ask questions, retweet other great tweets
      Make the most of your 140 characters – use url shorteners and #hashtags that motivate your reader to click through to your site
      Use services that allow you to include a picture with your Tweet
      Engage corporate sponsors – but make sure there is a natural fit – if it is forced or contrived it won’t work
    • Community basedsupport
      Hospital based support
      Introducing Redkite: Real needs, professional support
      The “must haves” – practical & grassroots support
      Support & care through the entire cancer journey
      Care and support of the whole family
      Reaching children and families wherever they are in Australia
    • A Twitter Case Study
    • A Local Success Story
      Redkite, Social Media, and TwestivalTweet, Meet, Give
    • Who or What is Twestival?
      • How do you even pronounce it?
      • A Twestival or Twitter-Festival is a single day, global movement using the power of social media to organise offline events that mobilize communities in support of a local cause
      • The opportunity to be part of a local and global event using social media for a good cause
    • When Redkite met Twestival
      • Opportunity in the social media space
      • N2N & Fuel Communications
      • Team engagement
      • Thrilled to be part of this global movement for a good cause
      • Global peer competition and video link up
    • Collaborative Partnerships
      The social media spiders web
      = Brand awareness
      Reaching new Corporate partners
      Australian Rugby Union
      Other Corporate partners
    • Fundraising Opportunity
      • 100% Twestival fundraising to Redkite
      • SOLD OUT event X300 tickets
      • Sponsored prizes for auction
      • Cash donations
      • Funds raised on the night
      • The ask ‘dollar for tweet’ taken up by #welovesalesforce.com
      • Ongoing giving
    • Engagement and Awareness
      • Redkite guest speaker
      • Social media activity on the night
      • Global live video streaming
      • Networking opportunity
      • Ongoing engagement with Redkite
      • Daily Telegraph story
    • Who Was Tweeting?
    • Who Was Tweeting?
    • Who Was Tweeting?
    • This is who I am as defined by what I look like & what I do
    • Why YouTube?
      Use YouTube to create your own customised channel
      You can show off your most effective fundraising efforts and show the benefits of peoples support and donations
      It is the 2nd largest search engine in the world
      People prefer video to text – the shorter the better
      Perfect for user generated content
    • Top Tips for YouTube
      Create customised background
      Build playlists of your favourite videos
      You can now create videos on YouTube without a camera youtube.com/create
      Add annotations to your video to encourage people to subscribe
      Use bulletins to communicate with your subscribers – share your own content or others
      Use video responses when someone asks a question in the comments
    • This is who I am as defined by what I know and want to share
    • Why Blogs?
      • Photo blog, video blog, story blogs
      • Easy to update
      • An online archive of your best features and contributions to society
      • Search engines love blogs
      • Help put a human voice to your charity
      • Plugins that enable all sorts of functionality to share, subscribe, advertise and more
    • Top Tips for Blogging
      Always host on your own site of possible or a hosted site – do not use free sites
      Make sure you have RSS enabled so subscribers are updated and can share
      Make sure your keywords are consistent throughout – title url, & within the actual blog
      Integrate multiple voices to promote your cause
      End your blog posts with a call to action
    • This is who I am as defined by who I know in business
    • Why LinkedIn?
      68% of users are over 35
      74% of users have a degree
      Average income of people on LinkedIn is more than $100,000 per annum
      People update their own details – better than any database
      When someone recommends you on LinkedIn all their connections see it
      You can have a business page on LinkedIn
      You can be introduced to someone through LinkedIn
    • Why LinkedIn?
    • Australia has 1.92 million users on LinkedIn
    • Top Tips for LinkedIn
      Add a LinkedIn ‘Recommend’ button on your website
      Create a special membership group on LinkedIn to encourage discussion and participation or leadership development of you best supporters
      Put your events on LinkedIn
      Use your company profile for banner adds, video and testimonials (recommendations)
    • Measure Your Efforts
      As part of your strategy set measurable objectives
      Use a tool like Google analytics to analyse where your social media is working, how long people stay on your site, what actions they take etc
      Many platforms to measure social media impact
    • Tools
      The online version of a charity wristband. Create an icon that supporters use as their profile picture.
      Share pictures and video through Twitter
      Share audio clips through Twitter & Facebook
      Upload photo & location with each clip
      URL shortener – good for Twitter
      Use to track statistics of click throughs & activity
      See what is being said about you and other topics relevant to you
      Crowd funding widget – requires Paypal account
    • Blogs Worth Reading
    • In Closing
      One person, one connection, one conversation at a time
      Treat all donors as a major donor – those with little money can give their major networks
      You cannot NOT participate. If you don’t create it – people around you will create it for you.
      Blend online and offline – it is all about integration
      Be willing to let go of some control in return for greater reach
      Social media is about long term engagement – not something you dip in and out of
      Engage first – fundraise or sell later
    • Connect
      • www.redkite.org.au
      • www.facebook.com/redkitesupporters
      • Twitter @redkite
      • Linked In