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Social Media for Nonprofit CEOs
 

Social Media for Nonprofit CEOs

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With the rise of social media (e.g. Facebook, Twitter, YouTube, LinkedIn etc.) many nonprofits are exploring new ways of fundraising, advocating, and conducting outreach online. This workshop will ...

With the rise of social media (e.g. Facebook, Twitter, YouTube, LinkedIn etc.) many nonprofits are exploring new ways of fundraising, advocating, and conducting outreach online. This workshop will help participants understand how effective multi-channel online communications work, using examples from health industry nonprofits and more. Our emphasis won't be on technical 'how tos', but rather strategies, with particular emphasis on the question of return on investment from the nonprofit CEO's point of view. We'll also talk about staff capacity, social media policies, the CEO's role in social media, time, and budgeting.

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    Social Media for Nonprofit CEOs Social Media for Nonprofit CEOs Presentation Transcript

    • Social Media forNonprofit CEOs June 15, 2011! Sarah Durham @bigducksarah Click to edit Master text
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    • What we’ll cover today•  Why you’re here•  Data•  Strategy•  Examples•  Management•  Discussion Click to edit Master text
    • What’s the SocialTwitter? media guru 1 2 3 4 5 Click to edit Master text
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    • http://www.youtube.com/watch?v=lFZ0z5Fm-Ng Master text Click to edit
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    • Data Click to edit Master text
    • Who’s where? • 150 million unique U.S. visitors • Slightly more female • Mostly younger, aged 13-34 • 48 million unique U.S. visitors • Slightly more male • College education • Generally older, more educated, and more affluent • 23 million unique U.S. visitors • Peak at the 18-34 age group • Less wealthy than those on Facebook and LinkedIn Click to edit Master text http://bit.ly/ImproveStrategyWithDemographics
    • See links in bigducknyc.com/resources/workshops Click to edit Master text
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    • Source: http://www.flowtown.com Click to edit Master text
    • Source: 2011 eNonprofit Benchmarks Study, http://e-benchmarksstudy.com/, Click to edit Master text
    • Source: http://www.idealware.org/sm_survey/download.php Click to edit Master text
    • Health Trends•  19% of internet users look online for information about pregnancy and childbirth•  40% of online consumers turn to social media for health information.•  61% of people now use the Internet instead of visiting a doctor. Source: Pew; http://www.tlnt.com/2011/02/21/some-social-media-stats-that-even-surprised-us/ Click to edit Master text
    • “Interactive media has the potential torevolutionize the field of public health. Interactivecommunication and knowledge sharing engagesusers and provides the opportunity for relevantand meaningful health information. Using thesenew channels, public health communicators canallow users to personalize health information,participate in two-way conversations on healthtopics, and access credible health information atthe time they are making critical healthdecisions.” Source: CDC Health Marketing – eHealthClick to edit Fact Sheet Marketing Master text
    • PewInternet.org:•  “Searching for health information, an activity that was once the primary domain of older adults, is now the third most popular online activity for all internet users 18 or older.” (2010) Click to edit Master text
    • Strategy Click to edit Master text
    • Reasons NonprofitsCommunicate Click to edit Master text
    • Online Engagement Priorities Click to edit Master text
    • Organization Programs,(The Trevor Project) initiatives, campaigns (“It Gets Better”) Click to edit Master text
    • Brandraising® Click to edit Master text
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    • Positioning Red Cross = disaster relief Click to edit Master text
    • Personality Fighting cruelty to animals Click to edit Master text
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    • Examples Click to edit Master text
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    • http://www.youtube.com/user/googlechrome?v=7skPnJOZYdA&feature=pyv&ad=7411163337&kw=it%20gets%20better Click to edit Master text
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    • Totally Baldacious: Key MessagesTotally BaldaciousShave one for the Team.Why go Totally BaldaciousThe Totally Baldacious Campaign is a fun way to help raiseawareness and funds to help find a cure for blood cancer.Why you should give BaldaciouslyWhen you give Baldaciously, you’re helping to save lives.Your support improves the lives of people with bloodcancer. Click to edit Master text
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    • Management Click to edit Master text
    • Issues•  Who’ll manage social media?•  What policies or tools do we need to make this work?•  How should I budget for it? 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
    • Time AudiencesMoney Goals Click to edit Master text
    • Doing it right:•  Clear positioning and personality•  Defined messaging platform•  Easily updated website•  Cross promote / multi-channel content•  Staff that‘get it’ and contribute•  One person who’s responsible, empowered, respected 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
    • It’s important to… •  Be transparent •  Be responsible •  Be non-partisan •  Be trained •  Be responsive •  Be yourself 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• Wild Apricot Blog: Creating a Social Media Policy for Your Nonprofit http://www.wildapricot.com/blogs/newsblog/archive/2009/01/08/creating-a- social-media-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/brandraising/scorecard 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
    • Discussion© Jeremy Crow Click to edit Master text