Social Media for Nonprofit CEOs

Social Media for Nonprofit CEOsAssociation for Nonproﬁt Professionals  New Jersey Chapter " November 3, 2011" Sarah Durham @bigducksarah Click to edit Master text

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http://www.youtube.com/watch?v=KOYbnbXHR6U Master text Click to edit

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Poll•  Social media is for millennials. Do I really have to do this?•  I’m into it— but how do I get the best return on my investment?•  I don’t know what I don’t know and it scares me Click to edit Master text

Which one are you?•  Folly•  Fearful•  Flippant•  Formulating•  Forging•  Fusing http://blogs.hbr.org/cs/2011/10/the_six_attitudes_leaders_take.html Click to edit Master text

Phototo edit Master textClick by: Nick Dolding

Issues•  Who’ll manage social media?•  What policies or tools do we need to make this work?•  How should I budget for it?•  How do I make sure it’s on strategy and appropriate?•  What do I have to do myself?•  How many channels should we use? Click to edit Master text

Reasons NonprofitsCommunicate Click to edit Master text

Online Engagement Priorities Click to edit Master text

Programs,Organization initiatives, campaigns Click to edit Master text

Brandraising® Click to edit Master text

PositioningThe big differentiating ideayou strive to own in the mindsof your target audiences Click to edit Master text

Positioning Red Cross = disaster relief Click to edit Master text

PersonalityThe overarching feeling youwant people to associate withyour organization Click to edit Master text

Personality Fighting cruelty to animals Click to edit Master text

Use positioning +personality to train socialmedia managers Click to edit Master text

SCO Family of Services—Positioning•  SCO Family of Services is the leading provider of life-changing human services in New York City and Long Island. Click to edit Master text

SCO Family of Services—Personality•  Vital (comprehensive, effective)•  Caring (collaborative, motivating, dedicated)•  Expert (innovative, leading)•  Trusted (responsive, genuine) Click to edit Master text

Do you Facebook?You should. Click to edit Master text

No, you can’t approvetweets in advance Click to edit Master text

Click to edit Master texthttp://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html

It’s important to… •  Be transparent •  Be responsible •  Be non-partisan •  Be trained •  Be responsive •  Be yourself Click to edit Master text

Everyone’s acommunicator Click to edit Master text

Create a social media policy•  Scan sample policies from other orgs •  http://socialmediagovernance.com/policies.php•  Agree on content •  Address concerns, but stay friendly, easy to follow •  Try http://socialmedia.policytool.net/•  Rollout with staff trainings/meetings•  review and update 2x/year Click to edit Master text

http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 Click to edit Master text

Doing it right:•  Clear positioning and personality•  Defined messaging platform•  Easily updated website•  Cross promote/multi-channel content (50/50 rule)•  Staff that ‘get it’ and contribute•  One person who’s responsible, empowered, respected Click to edit Master text

Resources Click to edit Master text

Resources• NTEN: We Are Media http://www.wearemedia.org• Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php• Nonprofit Social Media Benchmarks Study http://www.e-benchmarksstudy.com/socialmedia/• Nonprofit Social Network Survey http://www.nonprofitsocialnetworksurvey.com/download.php• Case Foundation: Social Media Tutorials http://www.casefoundation.org/social-media-tutorials• Harvard Business Review-the Six Attitudes Leaders Take Towards Social Media http://blogs.hbr.org/cs/2011/10/the_six_attitudes_leaders_take.html• Wild Apricot Blog: Creating a Social Media Policy for Your Nonprofit http://www.wildapricot.com/blogs/newsblog/archive/2009/01/08/creating-a-socialmedia-policy-for-your-nonprofit.aspx Click to edit Master text

Resources• Big Duck: Website, eNews, and Duck Call Blog http://www.bigducknyc.com http://www.bigducknyc.com/blog• Pew Internet & American Life Project http://www.pewinternet.org• Beth Kanter’s blog http://www.bethkanter.org/• John Haydon’s blog http://www.johnhaydon.com/• Care2’s blog http://www.frogloop.com Click to edit Master text

Resources•  bigducknyc.com/resources Click to edit Master text

Contact Us bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck Click to edit Master text

Contact Me sarah@bigducknyc.com twitter.com/bigducksarah linkedin.com/in/bigducksarah Click to edit Master text

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Social Media for Nonprofit CEOs

by Sarah Durham on Nov 03, 2011

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Social Media for Nonprofit CEOs — Presentation Transcript