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Social media & strategy for nonprofits: Spirit & Place
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Social media & strategy for nonprofits: Spirit & Place


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Social media training slideshow for partner organizations participating in Spirit & Place Festival, 2011 "The Body" …

Social media training slideshow for partner organizations participating in Spirit & Place Festival, 2011 "The Body"

Strategy and best practices for nonprofits

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  • Identify your communication & engagement goals.Listen – find out where your audience is and what they’re already saying.Identify appropriate staff and intended voice.Get your feet wet – set a pilot period and re-assess at the pilot’s end.Implement strategy with concrete goals in mind.Measure, measure, measure.
  • Identify your communication & engagement goals.Listen – find out where your audience is and what they’re already saying.Identify appropriate staff and intended voice.Combine goals, staff and voice selections, and information from listening to pick strategy.Implement strategy with concrete measures in mind.Measure for success, alter plans if need be.
  • Health Net – could demonstrate posting content that is most relevant to your audience (not just about you) OR how to drive people to your blog OR how to always use photos in blogs…
  • Good practices – use of dynamic content, @-signing to get posted on others’ walls (and allowing people to do so) – posting content that gets feedback
  • The value of contests to promote events AND build dialogue; the value of being open to others posting content – especially visual content (which gets higher rankings); engagement doesn’t always mean promoting – it means sharing content that is related to your mission, but will provoke responses form your audience
  • The value of cultivating a community – lots of not-yous posting on your page means that you’re truly engaging; importance of questions as a tool to drive engagement; being truly curious about your audience
  • Twitter good stuff – getting RTs and RT-ing, @-signing people who are supporters or participants in Green Indy’s activities; giving shout-outs to people doing good related work – evidence of success is in the number of followers
  • Transcript

    • 1. Social Media
      Spirit & Place Festival 2011
    • 2. The Plan
      • Check In & Room Survey
      • 3. How Organizations Use Social Media (whirlwind style)
      • 4. Plus / Delta Reflection
      • 5. Best Practices – ARM
      • 6. Three Social Media Steps – FIG
      • 7. Making It Yours
      • 8. Questions & One Word Whip
    • Check In
      • Name
      • 9. Organization
      • 10. One thing you want from today
    • Vote with Your Feet
      Strongly agree
      kinda sorta
      Strongly disagree
    • 11. Social media is not worth the time
      that staff have to put into it.
    • 12. I have a clear sense of how to define
      success in social media efforts.
    • 13. My organization’s leadership understands and values social media as a tool for our mission.
    • 14. Why Social Media?
      • People are there.
      • 15. It’s FREE! (with exceptions)
      • 16. It’s a good idea – if it aligns with your primary program and communications goals.
      • 17. You can create a personal connection to your mission AND motivate action.
      • 18. It adds more spokes to your outposts.
    • Stuff We all have to do
      If you provided us with your Twitter and Facebook account info, we’ll follow you!
      • Use the S&P logo on all marketing materials, Websites, etc.
      • 19. Make sure to use the whole title, “Spirit & Place Festival”
      • 20. Follow us on Twitter: @spiritandplace
      • 21. “Like” us on Facebook: (or search Spirit & Place) – we’ll like you, too!
      • 22. Spread the word & invite conversation – that’s what Spirit & Place is all about
    • Tweet & Retweet
    • 23. Hashtags
      • Hashtag= The # symbol, used to mark keywords or topics in a Tweet.
      • 24. This year’s hashtag is #thebody
      • 25. Create a hashtag for your event. Encourage tweeters to use it with signage and announcements.
      • 26. Make sure you feed the conversation – at your events and at others.
    • Link to us on Facebook
    • 27. Ask questions, encourage conversation
    • 28. What else can I do?
      • Post content related to the theme: news articles, videos, blog posts, photos
      • 29. Post photos before, during and after the festival
      • 30. Post behind the scenes video of your event
      • 31. Create a contest on Twitter giving away free tickets to your event
    • The best kind of content?
    • 32. Outpost & Home Base Perspective
      Image from
      Inspired by Chris Brogan –
    • 33. Spokes
    • 34. Primary Social Media Tools
      Smaller Indiana, Southeast Works, Musical Family Tree, etc.
      • Other Tools
      Flickr, Youtube, E-newsletters…
    • 38. WHAT Organizations Blog
      • Publicly state positions or perspectives
      • 39. Provide insight into internal operations
      • 40. Highlight people served by your programs and those who support your programs*
      • 41. Highlight and discuss a specific short-term project* (like an S&P event!)
      • 42. Share information critical to your constituents or service population
      *attribution to Beth Kanter
    • 43. Be a guest blogger
      • 44. Be a guest blogger
      • 45. Link your program content to blog topics
      • 46. Include a call to action and make your content engaging & concise
      • 47. Include a photo or video
      • 48. Detailed guidelines available on the partner resources page
    • Publicly State Positions & Perspectives
    • 50. Highlight People Served & Supporters of Your Program
    • 51. Highlight & Discuss Specific, Short-Term Projects
    • 52. Share information critical to you constituents or service population
    • 53. What Organizations Tweet
      • Share information about your organization’s events, services, resources, needs
      • 54. Retweet others’ tweets to forge alliances and collaborations
    • What Organizations Tweet
      • Provide personal connection to mission – pictures, reminding them you exist
      • 55. Connect with press
      • 56. Recognize staff, volunteers, donors, clients, etc.
    • What Org’s Do on Facebook
      • Highlight programs, successes, volunteers, supporters, etc.
      • 57. Connect with like-minded organizations.
      • 58. Publicize and invite people to events.
      • 59. Use built-in applications to communicate and gain donors.
      • 60. Utilize the “Ads” application to hyper-target audience (ZIP code, interest, age, musical taste, etc.) and only pay per click or per impression.
    • What Nonprofits Do on Niche Social Networks
      • Gain access to very specific groups.
      • 61. If you’re active, you can provide a personalized connection to your organization’s mission.
      • 62. A lot the same as Facebook…
      • 63. But you can also focus on local or topical impact of your work.
    • Plus / Delta
      + Δ
    • 64. Best Practices
      • Authenticity
      “Hard times arouse an instinctive desire for authenticity.” – COCO CHANEL
      • Reciprocity
      “What you do not want done to yourself, do not do to others.” – CONFUCIOUS
      • Measurement
      “Not everything that can be counted counts, and not everything that counts can be counted.” – ALBERT EINSTEIN
    • 65. Best Practice: Authenticity
      • Build real relationships
      • 66. Encourage your staff to be themselves in social media – the mission should be personal to them
      • 67. Engage when it’s easy & when it’s hard - always be honest
      • 68. Ask for help when you need it
      • 69. Make it about people (staff, volunteers, clients) – not just about services
      • 70. Know that your message is built by your community – not by your PR plan
    • 71. Best Practice: Reciprocity
      • Be a part of the conversation that already exists – don’t try to force it
      • 72. Celebrate the successes of partner organizations and those with similar missions
      • 73. When you read something great, share it – and attribute it loudly
      • 74. Be grateful, be cool, be kind.
    • 75. Best Practice: Measurement
      There are a wealth of tools to measure impact, but you’ll have to consider WHAT you want to measure…
      • Clicks, Conversations & Mentions; Impressions; Donations; Links; Friends, Fans & Followers
      • 76. Some tools – Google Analytics, Google Alerts, tw-everything, bitly (etc.), HootSuite, Facebook measures, others?
    • 77. Three Steps for Social Media
      1. Frame
      Get as much thinking, hearing, exploring done before you jump into the water
      Align to existing goals and prepare to measure
      2. Initiate
      Get in and do it, but plan to keep doing it.
      Build your audience – get them engaged.
      3. Grow
      Keep planting new ideas
      Refine your practices by checking in with goals & modifying them
    • 78. Framing: Second Helpings
      Goals = Give people insight into the human side of Second Helpings & motivate them to act.
      Listen = Use Google and Google Alerts, Facebook knowledge, and Twitter monitoring to identify potential audiences.
      Staff & Voice = Ben & Nora are early adopters and offer balanced perspectives; Voice will be responsive, interested, positive.
      Strategy picked: Utilize Facebook, Twitter, and Blog to communicate thought leadership and impact in area of hunger. Measurement tools in place, but goals are fuzzy.
    • 79.
    • 80. Initiate & Grow: Spirit & Place
      Goals = Attract new audiences & utilize social media to continue critical community conversations.
      Create (or re-create) online identities that focus on fostering conversation and dialogue AND on sharing information.
      Be social – in the first five months, built interaction with related organizations and thought leaders – sparked conversations and intentionally @-signed as many potential, past and current partners as possible.
      Track everything you can – demonstrated value through retweets, through follower/fan numbers, through (once we could) impressions and – most of all – through conversations that were supported.
    • 81.
    • 82.
    • 83.
    • 84.
    • 85.
    • 86.
    • 87. Your turn
      • What’s one of the core communication or program goals for your Spirit & Place event?
      • 88. How can social media support that goal?
    • Common Concerns
      You can’t control it.
      • True, but you can’t control what people say about you offline, either.
      • 89. But you can be a part of it online – which is an amazing opportunity.
      • 90. Also, moderation and delete buttons are helpful.
      Our donors/core audience/clients aren‘t on there.
      • Um, yes, they are.
      • 91. The fastest growing demographic on Facebook is composed of those 35 & older.
      • 92. People in their 20s will be in their 30s really soon – start cultivating your next generation now.
    • Common Concerns
      Staff will just be playing around on there.
      • Staff should be trained and, as always, should have measurable goals.
      • 93. Staff will have the chance to activate their network to support your organization.
      • 94. Yeah, it is social by nature, but so are traditional communications and development.
      • 95. Why not go where everyone else is?
    • Common Concerns
      There’s no point.
      • 500 million people log in to Facebook monthly and interact with an average of 124 friends.
      • 96. Online donations are growing rapidly for nonprofits. More than $6.7 million were donated JUST via Facebook Causes through October 2010.
      • 97. For a festival that’s all about conversation and engagement, social media is an ideal place to publicize, enrich conversation and explore themes – and for you to connect your organization to new audiences.
    • Smarter People Than Me
      • Beth Kanter:
      • 98. Amy Sample Ward:
      • 99. Katya Andresen:
      • 100. Robert Egger:
      • 101. Michelle Murrain:
    • What is your next step?
      (in 10 seconds)
    • 102. ANY QUESTIONS?
    • 103. Be in Touch!
      Kirsten Eamon-Shine
      • or @keeeksy
      Kate Franzman
      • or @katefranzman
      • 104. Need help? Each organization will be assigned a ‘social media helper’ to answer any questions.