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Leveraging Social Media Within the Nonprofit
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  • 1. leveraging social media within the non-profit CONCEPT EVOLUTION Presented by concept-evolution.com
  • 2. leveraging social media within the non-profit CONCEPT EVOLUTION concept-evolution.com AGENDA Overview Strategy Policy SEO Crisis Conclusion
  • 3. social media aN overview CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
  • 4. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT A CONVERSATION WORTH HAVING
    • The days of force-feeding information to clients, partners, stakeholders and volunteers is over.
    • Engaging in the conversation requires giving up a certain level of control over your message.
    • Show a willingness to reach out to people, don’t worry about being embarrassed.
    • When you do it right, you create a genuine bond with your audience, that equates to long-term loyalty.
  • 5. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT SOCIAL MEDIA PLATFORMS Facebook - close to 500 million users, Youtube - Video sharing service with over 2 Billion views per day. Twitter - Micro-blogging site with nearly 200 million users. Blogs - perhaps the most overlooked Social Media tool. Flickr - Photo-sharing service with social tools.
  • 6. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT SOCIAL MEDIA OPPORTUNITIES FOR NON-PROFITS
    • Reach out to potential volunteers, donors clients and brand evangelists.
    • Mobilize community action on a scalable basis.
    • Encourage interactions between people who believe in & support your cause.
    • Crowd-sourcing opportunities to enhance your brand.
    • Minimal barrier to entry.
  • 7. leveraging social media within the non-profit CONCEPT EVOLUTION concept-evolution.com SOCIAL MEDIA & GORDON HARTMAN FAMILY FOUNDATION How it all began... ...now reaching over 30,000 fans and friends.
  • 8. SOCIAL MEDIA STRATEGY CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
  • 9. leveraging social media within the non-profit CONCEPT EVOLUTION concept-evolution.com DEVELOPING YOUR STRATEGY Identify Your Audience Clarify Your Objectives Develop Your Strategy ChooseYour Tools Measure & Repeat
    • Who - do you want to reach?
    • What - is your desired result?
    • Where - will you connect with your audience?
    • How - well did it work?
    • What - needs to change for better results?
  • 10. leveraging social media within the non-profit CONCEPT EVOLUTION concept-evolution.com MAKE YOUR STRATEGY TANGIBLE
    • Don’t just talk about it, write it down.
    • Create a framework for future reference.
    • Engage people from across the organization in the planning process.
    • Develop a calendar - how often will you make blog posts, upload videos.
    • Delegate responsibilities and define how information will flow to the Social Media team.
  • 11. leveraging social media within the non-profit CONCEPT EVOLUTION concept-evolution.com WHAT WORKS & WHAT DOESN’T
    • Look at what other people in your segment are doing - what’s working for them and what isn’t.
    • Identify needs that may be unique to your audience.
    • Choose the platforms that best meet your needs.
    • If your not sure, start small and grow your presence.
  • 12. leveraging social media within the non-profit CONCEPT EVOLUTION concept-evolution.com DON’T GET OVERWHELMED
    • Social Media has become so popular, new social sites are popping-up daily it seems.
    • What sites are popular with your target audience?
    • What tools can your team effectively manage?
    • Don’t spread yourself too thin or dilute your message.
  • 13. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT DEVELOP A TEAM
    • “ All of us are smarter than one of us” - Bob McCullough, Morgan’s Wonderland.
    • More people = multiple perspectives, more creativity and better decisions.
    • Engage people from across the organization - show them the potential impact on their role.
    • Search out executive level Social Media evangelists.
    • Increase accountability & prevent burnout.
  • 14. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MEASURE SUCCESS
    • How do you measure success?
    • Utilize multiple measurement tools.
    • Measure your peers success.
    • Site traffic.
    • Number of “Likes” or fans.
    • Financial impact.
    • Volume of posts or responses.
    • Audience mentions.
  • 15. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MEASUREMENT TOOLS
    • Google analytics - traffic tracking for your pages - analytics.google.com .
    • Tweet Level - influence analysis tool - tweetlevel.edelman.com .
    • KLOUT - measures Facebook & Twitter influence - klout.com .
    • Twitalyzer - Twitter reach analysis - twitalyzer.com .
    • SocialMention - daily report of brand mentions - socialmention.com.
    • Xinu - search engine & social bookmarking analysis - xinureturns.com
  • 16. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MEASUREMENT TOOLS
    • Google trends - realtime trending topics on Google - google.com/trends .
    • Compete - competitive analysis & keyword research - compete.com.
    • BlogPulse - blog keyword tracking & trend analysis -blogpulse.com.
    • Trendpedia - blog keyword search & trend analysis - trendpedia.com
    • Quarkbase - site and social analysis - quarkbase.com
  • 17. SOCIAL MEDIA POLICY CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
  • 18. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT CREATE A SOCIAL MEDIA POLICY
    • Ensure all Social Media contributors are on the same page.
    • Outline rules of engagement.
    • Address issues that may be unique to your situation.
    • Appropriate usage & conduct.
    • Disclosure of affiliation.
      • Proper use of Trademarks, service-marks and other intellectual properties.
      • Required disclaimers.
  • 19. social media & SEO CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
  • 20. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT LEVERAGE SOCIAL MEDIA IN YOUR S.E.O.
    • Social Media content is being used in search engine result indexing.
    • It’s important to optimize content - Facebook, Twitter, YouTube, blog.
    • Create content distribution and linking opportunities.
    • Word of mouth is still the best search engine.
  • 21. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT YOUTUBE AND S.E.O.
    • Video is a great way to communicate your Social Media Message.
    • Develop a plan for the video:
    • Place keywords everywhere:
    • keyword: Dog Training.
    • Title - How to Train Your Dog
    • Description - http://www.sitename.com/training - Want to learn to train your dog? Check out this video.
    • TAGS - dog , dogs, dog training, how to train your dog, teach your dog tricks, rollover.
  • 22. social media in a crisis CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
  • 23. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT COOKS SOURCE MAGAZINE
    • Magazine in New England.
    • Plagiarized a blog post.
    • Judith Griggs had no plan.
  • 24. LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MR. PEANUT SUPERBOWL PROMO
    • Mr. Peanut
    • $1.00 coupon offer.
    • Mr. Peanut had no plan.
    CONCEPT EVOLUTION concept-evolution.com
  • 25. LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT UNITED BREAKS GUITARS
    • United Airlines
    • Mishandled luggage.
    • United had no plan....but Dave Carroll did!
    • Your audience is savvy and capable of using Social Media as well as (or maybe better than) your organization.
    CONCEPT EVOLUTION concept-evolution.com
  • 26. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT EFFECTIVE SOCIAL MEDIA IN CRISIS
    • Social Media means you give up control of your message to a large degree so a crisis can explode out of control rapidly if you’re unprepared.
    • Have a plan if things go wrong.
    • Establish a chain of command & designated response leader.
    • Be honest about the problem and outline a solution.
    • React quickly and use all the tools available to you.
  • 27. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT CRISIS RESPONSE
    • Create centralized control to ensure timely, accurate information flow.
    • Video can be a compelling tool when dealing with a crisis, put a human face on the problem.
    • Maintain or create a FAQ area on your website to keep your audience updated on the situation.
    • Under promise and over deliver.
    • Mobilize your supporters.
  • 28. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT DIFFICULT AUDIENCE MEMBERS
    • Take the highroad, always be professional.
    • Understand the issue and the desired resolution. Can you resolve the issue or are they just venting?
    • Is the person complaining a professional complainer?
    • Practice dealing with a crisis.
    • Complaining = caring.
  • 29. CONCLUSION CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
  • 30. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT SOCIAL MEDIA...IT’S A PROCESS
    • Social media is liquid...treat it as such.
    • Be willing to try new things,...even if you embarrass yourself.
    • As Social Media continues to evolve it’s imperative to remain a part of the conversation.
    • Plan your strategy, track your progress, review your progress often and adjust as needed.
    • Cross pollinate your information, optimize your content to leverage the impact of Social Media on S.E.O.
  • 31. CONCEPT EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
    • Monitor your brand closely and address issues rapidly when they arise in an honest, transparent manner.
    • Plan for problems and how you’ll address them.
    • Have fun with the process.
    SOCIAL MEDIA...IT’S A PROCESS
  • 32. CONCEPT EVOLUTION For additional information, contact concept-evolution.com All Content Copyright 2010 Concept Evolution, LLC All Trademarks are the exclusive property of their respective owners. digital | branding | strategy