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leveraging social media within the non-profit CONCEPT   EVOLUTION Presented by concept-evolution.com
leveraging social media within the non-profit CONCEPT   EVOLUTION concept-evolution.com AGENDA Overview Strategy Policy SE...
social media aN overview CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT A CONVERSATION WORTH HAVING <ul><l...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT SOCIAL MEDIA PLATFORMS Facebook - ...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT SOCIAL MEDIA OPPORTUNITIES FOR NON...
leveraging social media within the non-profit CONCEPT   EVOLUTION concept-evolution.com SOCIAL MEDIA & GORDON HARTMAN FAMI...
SOCIAL MEDIA STRATEGY CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
leveraging social media within the non-profit CONCEPT   EVOLUTION concept-evolution.com DEVELOPING YOUR STRATEGY Identify ...
leveraging social media within the non-profit CONCEPT   EVOLUTION concept-evolution.com MAKE YOUR STRATEGY TANGIBLE  <ul><...
leveraging social media within the non-profit CONCEPT   EVOLUTION concept-evolution.com WHAT WORKS & WHAT DOESN’T  <ul><li...
leveraging social media within the non-profit CONCEPT   EVOLUTION concept-evolution.com DON’T GET OVERWHELMED <ul><li>Soci...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT DEVELOP A TEAM <ul><li>“ All of us...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MEASURE SUCCESS <ul><li>How do you...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MEASUREMENT TOOLS <ul><li>Google a...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MEASUREMENT TOOLS <ul><li>Google t...
SOCIAL MEDIA POLICY CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT CREATE A SOCIAL MEDIA POLICY <ul><...
social media & SEO CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT LEVERAGE SOCIAL MEDIA IN YOUR S.E....
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT YOUTUBE AND S.E.O. <ul><li>Video i...
social media in a crisis CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT COOKS SOURCE MAGAZINE <ul><li>Maga...
LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT MR. PEANUT SUPERBOWL PROMO <ul><li>Mr. Peanut </li></ul><ul><li>$1.00 coupon...
LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT UNITED BREAKS GUITARS <ul><li>United Airlines </li></ul><ul><li>Mishandled l...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT EFFECTIVE SOCIAL MEDIA IN CRISIS <...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT CRISIS RESPONSE <ul><li>Create cen...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT DIFFICULT AUDIENCE MEMBERS <ul><li...
CONCLUSION CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT SOCIAL MEDIA...IT’S A PROCESS <ul>...
CONCEPT   EVOLUTION concept-evolution.com LEVERAGING SOCIAL MEDIA WITHIN THE NON-PROFIT <ul><li>Monitor your brand closely...
CONCEPT   EVOLUTION For additional information, contact concept-evolution.com All Content Copyright 2010 Concept Evolution...
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Leveraging Social Media Within the Nonprofit

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Transcript of "Leveraging Social Media Within the Nonprofit"

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

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