Introduction to Social Media for Nonprofits

Introduction to
Social Media
A presentation for
CT Association of Nonprofits
FIO Partners, LLC
October, 2 2009

Topics for Today’s Session
To define social media
To identify how social media fits into the strategic management of a nonprofit
To define a process for determining how your organization would like to engage with social media

Conceptual Framework - NPO Strategic Management
Board of Directors
Task #2
Design or re-design the core
Task #3
Create or adjust supports and safeguards
Executive Leadership
Relational
Strategy
Programmatic
Strategy
Financial Management
Task #1
Align leadership on vision, mission, values, elements of strategic management
Information Management
Systems Participation
Fund
Development
Marketing/
Public Relations
Program Goals
Strategies
Tactics
Outcomes
Human Resources
Risk Management
Physical Plant
Organizational Climate
Leadership
Quality
Assurance
Organizational
Learning
Core
Safeguards and Support
Task #4
Enact ways to improve the organization
Organization Improvements
All four tasks take place with continuous input
and interaction with the organization’s environment.
Source: FIO Partners, LLC

Why Social Media?
Source: Flickr, Liquid Lucidity's

BASED ON A PRESENTATION BY LEE WHITE
Social Media is…

Blogs
Social
Networks
Wikis
RSS
Podcasts

Well…
sort of.

Social Media
REALLY
is…

a CONVERSATION…

That is powered by…

Blogs
Social
Networks
Wikis
RSS
Podcasts

It is a conversation between…

Clients…
Government…
Staff…
Funders…
Donors…
Board Members…
Thought Leaders…
Peer Nonprofits…

…People!

And guess what?
The social media
conversation is…

Not Organized

Not Controlled

And not on message.

The conversation is…

Vibrant

Emergent

Compelling

Fun!!!

and full of insight…

…if we choose
to join.

To join the conversation,
we need to be…

Present

Dedicated

Patient

We begin by listening.

If we listen,
we will learn.

But why do we need to listen before we join the conversation?

From the Clue Train Manifesto:

Conversations among human beings sound human. They are conducted in a human voice.
The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

From the Clue Train Manifesto:
You must talk to the people with whom you hope to create relationships.
If you want us to talk to you, tell us something. Make it something interesting for a change.
We have better tools, more new ideas, no rules to slow us down.
The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

Social
Media is…

…a brand new way of creating
relationships,
knowledge,
change…
not just a passing fad.

Why is it important for you to consider
joining the conversation?

The conversation is happening…with or without you.

April 2008 Study
17000 – globally, only requirement was to log onto internet 1x per day
73% of active online users have read a blog
45% have started their own blog
39% subscribe to an RSS feeds
57% have joined a social network
55% have uploaded photos
83% have watched video clips

What are some other reasons?

Board of Directors
Task #2
Task #3
Relational
Strategy
Programmatic
Strategy
Task #1
Fund
Development
Marketing/
Public Relations
Program Goals
Strategies
Tactics
Outcomes
Human Resources
Risk Management
Physical Plant
Leadership
Quality
Assurance
Organizational
Learning
Core
Task #4
NPO Strategic Management & Social Media
Source: FIO Partners, LLC

How do we develop a plan?POST

P is People
O is Objectives
S is Strategy
T is Technology

Source: Forrester

People
Source: Beth Kanter, from 10/08 Share Our Strength presentation

Who are your people?What are they ready for?
Source: Forrester, Groundswell

Who are YOUR people?
Find them….
And then listen….

Objective: What do you want to accomplish?
Increase Revenue from New Donors? By how much?
Engage New Clients for Programs? Referrals from Website – how many?
Build Awareness of your Cause? New inquiries? Mentions of organization across internet?
PICK ONE OBJECTIVE TO START WITH…
MUST BE ABLE TO MEASURE
a specific measurable result expected within a particular time period

Objective: Decide what you want to accomplish!
Board of Directors
Task #2
Task #3
Relational
Strategy
Programmatic
Strategy
Task #1
Fund
Development
Marketing/
Public Relations
Program Goals
Strategies
Tactics
Outcomes
Human Resources
Risk Management
Physical Plant
Leadership
Quality
Assurance
Organizational
Learning
Core
Task #4

Social Media Tracking
Source: Danielle Brigada, NWF

Types of Metrics
Source: Beth Kanter, PostRank

Strategy: Plan for how relationships with people will change
Supporters to help carry messages to other supporters?
Volunteers to be more engaged in your organization?
How will the stakeholder interface change and/or be improved upon?

Strategy: Plan for how relationships with people will change
Listening
Participating
Sharing Your Story Social Media Style
Generating Buzz
Social Networking For Action And Fundraising

Technology: Decide which social technologies to use to support strategies
SEE LIST OF TOOLS for….
Listening
Participating
Sharing Your Story Social Media Style
Generating Buzz
Social Networking For Action And Fundraising

T: What is the most appropriate tool?
Blogs
Wikis
Social
Networks
RSS
Podcasts

Community Building & Social Networking
Share
Content
Generate Buzz
Listen
Participate
5hr
10hr
15hr
20hr
Less Time
More time
Source: Beth Kanter & Nina Simon
YIKES!

How does this fit in to our current online efforts?
Source: Beth Kanter

POST: Components of a Plan

P is People
O is Objectives
S is Strategy
T is Technology

Source: Groundswell

Wrap-Up

Social Media and Why It Matters
Link Your Objective to the Management of Your Organization
Have a Plan
Experiment!

Connect with me!
FIO Partners Blog: www.fiopartners.typepad.com
Facebook: Anne Yurasek
LinkedIn: Anne Yurasek
Twitter: @annefio
Email: anne@fiopartners.com

Photo Credits
http://www.flickr.com/photos/nickerson/54599684/sizes/m/
http://www.flickr.com/photos/smartbrother/44226712/
http://www.flickr.com/photos/apophysis_rocks/376467264/
http://www.flickr.com/photos/missrogue/619781610/
http://www.flickr.com/photos/decrepit-telephone/280291545/
http://www.flickr.com/photos/stephareno/478105646/
http://www.flickr.com/photos/practicalowl/433659667/
http://www.flickr.com/photos/brokenpixels/108547742/
http://www.flickr.com/photos/kalisah/63911359/
http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/
http://www.flickr.com/photos/theamarand/2883056321/sizes/m/
http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/
Photo by :Lee White
SOCIAL MEDIA - Presentation by :Lee White

Best Practice Example – Small Organization

Best Practice Example –Large National Organization
NWF inspires Americans to:

Confront Global Warming
Protect and Restore Wildlife Habitat
Connect with Nature

Best Practice Example –Large National Organization
Mixx
Twitter
Facebook
Change.org
MySpace

Results

Tools You Can Use

Facebook: Getting Started
Create your Profile

Find your People!

Collaborative Tools: Pages

Applications
Photos
Events
Discussion
The “Wall”

Collaborative Tools: Groups

Discussion Board
Links
Photos
The “Wall”

Collaborative Tools: Comparison

Getting Started
…the popular micro-blogging site that publishes online messages with a maximum of 140 characters….

Getting Started
Develop your Twitter Identity
Name
Image
Profile
Background

Example: @annefio

How to Follow
Start following…the right people…
Influencers and Industry Experts
Common Interests
Clients
How do I find them?
Directories and lists
Twitter Search - http://search.twitter.com
http://twitterpacks.pbworks.com
http://twibes.com
Hashtags
#diet, #nutrition, #wellness

How to Follow

Twitter Language
A “tweet”
@ replies
Retweet – RT
Direct Message – DM