Introduction to Social Media for Nonprofits

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Another remix of WeAreMedia material for nonprofits considering social media

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Introduction to Social Media for Nonprofits

  1. 1. Introduction to <br />Social Media<br />A presentation for <br />CT Association of Nonprofits<br />FIO Partners, LLC<br />October, 2 2009<br />
  2. 2. Topics for Today’s Session<br />To define social media<br />To identify how social media fits into the strategic management of a nonprofit<br />To define a process for determining how your organization would like to engage with social media <br />
  3. 3. Conceptual Framework - NPO Strategic Management<br />Board of Directors<br />Task #2<br />Design or re-design the core<br />Task #3<br />Create or adjust supports and safeguards<br />Executive Leadership<br />Relational <br />Strategy<br />Programmatic<br />Strategy<br />Financial Management<br />Task #1<br />Align leadership on vision, mission, values, elements of strategic management<br />Information Management<br />Systems Participation<br />Fund<br />Development<br />Marketing/<br />Public Relations<br />Program Goals<br />Strategies<br />Tactics<br />Outcomes<br />Human Resources<br />Risk Management<br />Physical Plant<br />Organizational Climate<br />Leadership<br />Quality <br />Assurance<br />Organizational <br />Learning<br />Core<br />Safeguards and Support<br />Task #4<br />Enact ways to improve the organization<br />Organization Improvements<br />All four tasks take place with continuous input<br /> and interaction with the organization’s environment.<br />Source: FIO Partners, LLC<br />
  4. 4. Why Social Media? <br />Source: Flickr, Liquid Lucidity&apos;s <br />
  5. 5. BASED ON A PRESENTATION BY LEE WHITE<br />Social Media is…<br />
  6. 6. Blogs<br />Social <br />Networks<br />Wikis<br />RSS<br />Podcasts<br />
  7. 7. Well…<br />sort of.<br />
  8. 8. Social Media<br />REALLY <br />is…<br />
  9. 9. a CONVERSATION…<br />
  10. 10. That is powered by…<br />
  11. 11. Blogs<br />Social <br />Networks<br />Wikis<br />RSS<br />Podcasts<br />
  12. 12. It is a conversation between…<br />
  13. 13. Clients…<br />Government…<br />Staff…<br />Funders…<br />Donors…<br />Board Members…<br />Thought Leaders…<br />Peer Nonprofits…<br />
  14. 14. …People!<br />
  15. 15. And guess what?<br />The social media <br />conversation is…<br />
  16. 16. Not Organized<br />
  17. 17. Not Controlled <br />
  18. 18. And not on message.<br />
  19. 19. The conversation is… <br />
  20. 20. Vibrant<br />
  21. 21. Emergent<br />
  22. 22. Compelling<br />
  23. 23. Fun!!!<br />
  24. 24. and full of insight…<br />
  25. 25. …if we choose<br />to join.<br />
  26. 26. To join the conversation, <br />we need to be…<br />
  27. 27. Present<br />
  28. 28. Dedicated<br />
  29. 29. Patient<br />
  30. 30. We begin by listening.<br />
  31. 31. If we listen,<br />we will learn.<br />
  32. 32. But why do we need to listen before we join the conversation?<br />
  33. 33. From the Clue Train Manifesto:<br /><ul><li>Conversations among human beings sound human. They are conducted in a human voice.
  34. 34. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  35. 35. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. </li></ul>The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000<br />
  36. 36. From the Clue Train Manifesto:<br />You must talk to the people with whom you hope to create relationships. <br />If you want us to talk to you, tell us something. Make it something interesting for a change. <br />We have better tools, more new ideas, no rules to slow us down. <br />The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000<br />
  37. 37. Social <br />Media is…<br />
  38. 38. …a brand new way of creating <br />relationships,<br />knowledge,<br />change…<br />not just a passing fad. <br />
  39. 39. Why is it important for you to consider <br />joining the conversation?<br />
  40. 40. The conversation is happening…with or without you.<br />
  41. 41. April 2008 Study<br />17000 – globally, only requirement was to log onto internet 1x per day<br />73% of active online users have read a blog <br />45% have started their own blog <br />39% subscribe to an RSS feeds <br />57% have joined a social network <br />55% have uploaded photos <br />83% have watched video clips <br />
  42. 42. What are some other reasons?<br />
  43. 43. Board of Directors<br />Task #2<br />Design or re-design the core<br />Task #3<br />Create or adjust supports and safeguards<br />Executive Leadership<br />Relational <br />Strategy<br />Programmatic<br />Strategy<br />Financial Management<br />Task #1<br />Align leadership on vision, mission, values, elements of strategic management<br />Information Management<br />Systems Participation<br />Fund<br />Development<br />Marketing/<br />Public Relations<br />Program Goals<br />Strategies<br />Tactics<br />Outcomes<br />Human Resources<br />Risk Management<br />Physical Plant<br />Organizational Climate<br />Leadership<br />Quality <br />Assurance<br />Organizational <br />Learning<br />Core<br />Safeguards and Support<br />Task #4<br />Enact ways to improve the organization<br />Organization Improvements<br />NPO Strategic Management & Social Media<br />All four tasks take place with continuous input<br /> and interaction with the organization’s environment.<br />Source: FIO Partners, LLC<br />
  44. 44. How do we develop a plan?POST<br /><ul><li>P is People
  45. 45. O is Objectives
  46. 46. S is Strategy
  47. 47. T is Technology </li></ul>Source: Forrester<br />
  48. 48. People<br />Source: Beth Kanter, from 10/08 Share Our Strength presentation <br />
  49. 49. Who are your people?What are they ready for?<br />Source: Forrester, Groundswell<br />
  50. 50. Who are YOUR people?<br />Find them….<br /> And then listen….<br />Source: Forrester, Groundswell<br />
  51. 51. Objective: What do you want to accomplish? <br />Increase Revenue from New Donors? By how much?<br />Engage New Clients for Programs? Referrals from Website – how many? <br />Build Awareness of your Cause? New inquiries? Mentions of organization across internet?<br />PICK ONE OBJECTIVE TO START WITH…<br />MUST BE ABLE TO MEASURE<br />a specific measurable result expected within a particular time period <br />
  52. 52. Objective: Decide what you want to accomplish!<br />Board of Directors<br />Task #2<br />Design or re-design the core<br />Task #3<br />Create or adjust supports and safeguards<br />Executive Leadership<br />Relational <br />Strategy<br />Programmatic<br />Strategy<br />Financial Management<br />Task #1<br />Align leadership on vision, mission, values, elements of strategic management<br />Information Management<br />Systems Participation<br />Fund<br />Development<br />Marketing/<br />Public Relations<br />Program Goals<br />Strategies<br />Tactics<br />Outcomes<br />Human Resources<br />Risk Management<br />Physical Plant<br />Organizational Climate<br />Leadership<br />Quality <br />Assurance<br />Organizational <br />Learning<br />Core<br />Safeguards and Support<br />Task #4<br />Enact ways to improve the organization<br />Organization Improvements<br />All four tasks take place with continuous input<br /> and interaction with the organization’s environment.<br />
  53. 53. Social Media Tracking <br />Source: Danielle Brigada, NWF<br />
  54. 54. Types of Metrics<br />Source: Beth Kanter, PostRank<br />
  55. 55. Strategy: Plan for how relationships with people will change<br />Supporters to help carry messages to other supporters?<br />Volunteers to be more engaged in your organization?<br />How will the stakeholder interface change and/or be improved upon? <br />Source: Forrester, Groundswell<br />
  56. 56. Strategy: Plan for how relationships with people will change<br />Listening<br />Participating <br />Sharing Your Story Social Media Style<br />Generating Buzz<br />Social Networking For Action And Fundraising<br />
  57. 57. Technology: Decide which social technologies to use to support strategies<br />SEE LIST OF TOOLS for….<br />Listening<br />Participating<br />Sharing Your Story Social Media Style<br />Generating Buzz<br />Social Networking For Action And Fundraising<br />
  58. 58. T: What is the most appropriate tool?<br />Blogs<br />Wikis<br />Social <br />Networks<br />RSS<br />Podcasts<br />
  59. 59. Community Building & Social Networking<br />Share<br />Content<br />Generate Buzz<br />Listen<br />Participate<br /> 5hr<br /> 10hr<br /> 15hr<br /> 20hr<br />Less Time<br />More time<br />Source: Beth Kanter & Nina Simon<br />YIKES!<br />
  60. 60. How does this fit in to our current online efforts?<br />Source: Beth Kanter<br />
  61. 61. POST: Components of a Plan<br /><ul><li>P is People
  62. 62. O is Objectives
  63. 63. S is Strategy
  64. 64. T is Technology </li></ul>Source: Groundswell<br />
  65. 65. Wrap-Up<br /><ul><li>Social Media and Why It Matters
  66. 66. Link Your Objective to the Management of Your Organization
  67. 67. Have a Plan
  68. 68. Experiment! </li></li></ul><li>Connect with me!<br />FIO Partners Blog: www.fiopartners.typepad.com<br />Facebook: Anne Yurasek<br />LinkedIn: Anne Yurasek<br />Twitter: @annefio<br />Email: anne@fiopartners.com<br />
  69. 69. Photo Credits<br />http://www.flickr.com/photos/nickerson/54599684/sizes/m/<br />http://www.flickr.com/photos/smartbrother/44226712/<br />http://www.flickr.com/photos/apophysis_rocks/376467264/<br />http://www.flickr.com/photos/missrogue/619781610/<br />http://www.flickr.com/photos/decrepit-telephone/280291545/<br />http://www.flickr.com/photos/stephareno/478105646/<br />http://www.flickr.com/photos/practicalowl/433659667/<br />http://www.flickr.com/photos/brokenpixels/108547742/<br />http://www.flickr.com/photos/kalisah/63911359/<br />http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/<br />http://www.flickr.com/photos/theamarand/2883056321/sizes/m/<br />http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/<br />Photo by :Lee White<br />SOCIAL MEDIA - Presentation by :Lee White<br />
  70. 70. Best Practice Example – Small Organization<br />
  71. 71. Best Practice Example –Large National Organization<br />NWF inspires Americans to:<br /><ul><li> Confront Global Warming
  72. 72. Protect and Restore Wildlife Habitat
  73. 73. Connect with Nature</li></ul>Source: Danielle Brigada, NWF<br />
  74. 74. Best Practice Example –Large National Organization<br />Mixx<br />Twitter<br />Facebook<br />Change.org<br />MySpace<br />Source: Danielle Brigada, NWF<br />
  75. 75. Results<br />Source: Danielle Brigada, NWF<br />
  76. 76. Tools You Can Use<br />
  77. 77. Facebook: Getting Started<br />Create your Profile<br />
  78. 78. Facebook: Getting Started<br />Find your People!<br />
  79. 79. Facebook: Getting Started<br />Collaborative Tools: Pages<br /><ul><li>Applications
  80. 80. Photos
  81. 81. Events
  82. 82. Discussion
  83. 83. The “Wall” </li></li></ul><li>Facebook: Getting Started<br />Collaborative Tools: Groups<br /><ul><li>Discussion Board
  84. 84. Links
  85. 85. Photos
  86. 86. The “Wall” </li></li></ul><li>Facebook: Getting Started<br />Collaborative Tools: Comparison<br />
  87. 87. Getting Started<br />…the popular micro-blogging site that publishes online messages with a maximum of 140 characters….<br />
  88. 88. Getting Started<br />Develop your Twitter Identity<br />Name<br />Image<br />Profile <br />Background<br />
  89. 89. Example: @annefio<br />
  90. 90. How to Follow<br />Start following…the right people…<br />Influencers and Industry Experts<br />Common Interests<br />Clients<br />How do I find them?<br />Directories and lists<br />Twitter Search - http://search.twitter.com<br />http://twitterpacks.pbworks.com<br />http://twibes.com<br />Hashtags<br />#diet, #nutrition, #wellness<br />
  91. 91. How to Follow<br />
  92. 92. Twitter Language<br />A “tweet” <br />@ replies<br />Retweet – RT<br />Direct Message – DM<br />

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