Introduction to Social Media for Nonprofits

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Another remix of WeAreMedia material for nonprofits considering social media

Another remix of WeAreMedia material for nonprofits considering social media

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  • 1. Introduction to
    Social Media
    A presentation for
    CT Association of Nonprofits
    FIO Partners, LLC
    October, 2 2009
  • 2. 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
  • 3. 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
  • 4. Why Social Media?
    Source: Flickr, Liquid Lucidity's
  • 5. BASED ON A PRESENTATION BY LEE WHITE
    Social Media is…
  • 6. Blogs
    Social
    Networks
    Wikis
    RSS
    Podcasts
  • 7. Well…
    sort of.
  • 8. Social Media
    REALLY
    is…
  • 9. a CONVERSATION…
  • 10. That is powered by…
  • 11. Blogs
    Social
    Networks
    Wikis
    RSS
    Podcasts
  • 12. It is a conversation between…
  • 13. Clients…
    Government…
    Staff…
    Funders…
    Donors…
    Board Members…
    Thought Leaders…
    Peer Nonprofits…
  • 14. …People!
  • 15. And guess what?
    The social media
    conversation is…
  • 16. Not Organized
  • 17. Not Controlled
  • 18. And not on message.
  • 19. The conversation is…
  • 20. Vibrant
  • 21. Emergent
  • 22. Compelling
  • 23. Fun!!!
  • 24. and full of insight…
  • 25. …if we choose
    to join.
  • 26. To join the conversation,
    we need to be…
  • 27. Present
  • 28. Dedicated
  • 29. Patient
  • 30. We begin by listening.
  • 31. If we listen,
    we will learn.
  • 32. But why do we need to listen before we join the conversation?
  • 33. From the Clue Train Manifesto:
    • Conversations among human beings sound human. They are conducted in a human voice.
    • 34. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
    • 35. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
    The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  • 36. 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
  • 37. Social
    Media is…
  • 38. …a brand new way of creating
    relationships,
    knowledge,
    change…
    not just a passing fad.
  • 39. Why is it important for you to consider
    joining the conversation?
  • 40. The conversation is happening…with or without you.
  • 41. 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
  • 42. What are some other reasons?
  • 43. 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
    NPO Strategic Management & Social Media
    All four tasks take place with continuous input
    and interaction with the organization’s environment.
    Source: FIO Partners, LLC
  • 44. How do we develop a plan?POST
    Source: Forrester
  • 48. People
    Source: Beth Kanter, from 10/08 Share Our Strength presentation
  • 49. Who are your people?What are they ready for?
    Source: Forrester, Groundswell
  • 50. Who are YOUR people?
    Find them….
    And then listen….
    Source: Forrester, Groundswell
  • 51. 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
  • 52. Objective: Decide what you want to accomplish!
    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.
  • 53. Social Media Tracking
    Source: Danielle Brigada, NWF
  • 54. Types of Metrics
    Source: Beth Kanter, PostRank
  • 55. 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?
    Source: Forrester, Groundswell
  • 56. 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
  • 57. 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
  • 58. T: What is the most appropriate tool?
    Blogs
    Wikis
    Social
    Networks
    RSS
    Podcasts
  • 59. Community Building & Social Networking
    Share
    Content
    Generate Buzz
    Listen
    Participate
    5hr
    10hr
    15hr
    20hr
    Less Time
    More time
    Source: Beth Kanter & Nina Simon
    YIKES!
  • 60. How does this fit in to our current online efforts?
    Source: Beth Kanter
  • 61. POST: Components of a Plan
    Source: Groundswell
  • 65. Wrap-Up
    • Social Media and Why It Matters
    • 66. Link Your Objective to the Management of Your Organization
    • 67. Have a Plan
    • 68. Experiment!
  • Connect with me!
    FIO Partners Blog: www.fiopartners.typepad.com
    Facebook: Anne Yurasek
    LinkedIn: Anne Yurasek
    Twitter: @annefio
    Email: anne@fiopartners.com
  • 69. 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
  • 70. Best Practice Example – Small Organization
  • 71. Best Practice Example –Large National Organization
    NWF inspires Americans to:
    • Confront Global Warming
    • 72. Protect and Restore Wildlife Habitat
    • 73. Connect with Nature
    Source: Danielle Brigada, NWF
  • 74. Best Practice Example –Large National Organization
    Mixx
    Twitter
    Facebook
    Change.org
    MySpace
    Source: Danielle Brigada, NWF
  • 75. Results
    Source: Danielle Brigada, NWF
  • 76. Tools You Can Use
  • 77. Facebook: Getting Started
    Create your Profile
  • 78. Facebook: Getting Started
    Find your People!
  • 79. Facebook: Getting Started
    Collaborative Tools: Pages
  • Facebook: Getting Started
    Collaborative Tools: Groups
  • Facebook: Getting Started
    Collaborative Tools: Comparison
  • 87. Getting Started
    …the popular micro-blogging site that publishes online messages with a maximum of 140 characters….
  • 88. Getting Started
    Develop your Twitter Identity
    Name
    Image
    Profile
    Background
  • 89. Example: @annefio
  • 90. 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
  • 91. How to Follow
  • 92. Twitter Language
    A “tweet”
    @ replies
    Retweet – RT
    Direct Message – DM