Social Media Strengthens Nonprofit Public Relations

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Social Media Strengthens Nonprofit Public Relations

  1. 1. Social Media Strengthens Nonprofit Public Relations Heather Whaling Costa DeVault [email_address] card.ly/heatherwhaling twitter.com/prtini linkedin.com/in/heatherwhaling
  2. 2. Getting Social <ul><li>77% of active Internet users read blogs </li></ul><ul><li>Facebook – 250m users </li></ul><ul><li>10 million Twitter accounts </li></ul><ul><li>Social networking is more popular than e-mail </li></ul><ul><li>Information sharing via Facebook surpasses e-mail </li></ul>
  3. 3. A Perfect Match <ul><li>Nonprofits are in the relationship business </li></ul>Conversations drive conversions Social media strengthens relationships
  4. 4. Don’t Be Fooled <ul><li>Social media isn’t: </li></ul><ul><ul><li>Traditional marketing “digitized” </li></ul></ul><ul><ul><li>Easy donations </li></ul></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>Stand alone </li></ul></ul><ul><li>Social media is: </li></ul><ul><ul><li>Insightful </li></ul></ul><ul><ul><li>Conversational </li></ul></ul><ul><ul><li>Strategic </li></ul></ul><ul><ul><li>Valuable … when done correctly </li></ul></ul>
  5. 5. <ul><li>“ The influx of charities and nonprofits to platforms like Facebook and Twitter could result in noise, congestion, and outright apathy. Spreading awareness of a good cause grows difficult when that good cause starts to seem like spam. If one tweet after another is seeking donations, people might just get fed up.” </li></ul><ul><li>-- Caroline McCarthy, CNET </li></ul>
  6. 6. Getting Started: 5 Easy Steps
  7. 7. Step 1: Measurable Goals <ul><li>Why social media? </li></ul><ul><li>Support overall communication goals: </li></ul><ul><ul><li>Increase volunteers </li></ul></ul><ul><ul><li>Strengthen relationships with donors </li></ul></ul><ul><ul><li>Influence the conversation/debate </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><li>Create S.M.A.R.T. objectives </li></ul>
  8. 8. Step 2: Research & Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>Surveys, polls, focus groups </li></ul></ul><ul><ul><li>What are people saying? </li></ul></ul><ul><ul><li>Where are they saying it? </li></ul></ul><ul><li>Listen, listen, listen </li></ul>“ If you’re always talking, you’re not listening.” – Chris Brogan
  9. 9. Step 3: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create interesting content </li></ul><ul><li>Stay focused on overall strategy </li></ul><ul><li>Cultivate influencers </li></ul><ul><li>Promote others </li></ul><ul><li>Share, share, share </li></ul>“ It’s not how many, it’s how good.” – Peter Shankman
  10. 10. Step 4: Integrate Online & Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication with social media </li></ul><ul><li>Enhance media relations </li></ul><ul><ul><li>Talk to reporters on social networks </li></ul></ul><ul><ul><li>HARO </li></ul></ul><ul><ul><li>Distribute social media releases </li></ul></ul><ul><li>Strengthen volunteer/donor appreciation </li></ul>
  11. 11. Step 5: Measure ROI & ROE <ul><li>Return on Insight = The New ROI </li></ul><ul><li>Return on Engagement </li></ul><ul><ul><li>Twitter followers, retweets and link open-rates </li></ul></ul><ul><ul><li>Blog comments and inbound links </li></ul></ul><ul><ul><li>Web site and blog traffic </li></ul></ul><ul><ul><li>Facebook fans, wall posts and discussion comments </li></ul></ul><ul><ul><li>YouTube ratings or videos embedded on other sites </li></ul></ul><ul><li>Measuring influence requires research </li></ul>
  12. 12. Tools <ul><li>Real-Time Monitoring </li></ul><ul><ul><li>Filtrbox </li></ul></ul><ul><ul><li>Scout Labs </li></ul></ul><ul><ul><li>SM2 </li></ul></ul><ul><li>Link Tracking </li></ul><ul><ul><li>Bit.ly </li></ul></ul><ul><ul><li>Tr.im </li></ul></ul><ul><ul><li>HootSuite </li></ul></ul><ul><li>Trend Monitoring </li></ul><ul><ul><li>Google Trends </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Trendrr </li></ul></ul><ul><ul><li>Tweetbeep </li></ul></ul><ul><ul><li>Twilert </li></ul></ul><ul><li>Survey Tools </li></ul><ul><ul><li>PollDaddy </li></ul></ul><ul><ul><li>SurveyMonkey </li></ul></ul>
  13. 13. Coming Soon … <ul><li>You Go Serve – a volunteer social network </li></ul><ul><li>Activates people, connecting them to organizations based on skills and interests </li></ul><ul><li>Website, Twitter and Facebook </li></ul><ul><li>yougoserveorlando@gmail.com for details and to be included </li></ul>
  14. 14. 3 FAQs <ul><li>Whose responsibility? </li></ul><ul><li>How much time? </li></ul><ul><li>Will people be negative? </li></ul>
  15. 15. Does it really work? Does it really work??
  16. 16. Community Crisis Center <ul><li>Situation: Raise $150,000 or close </li></ul><ul><li>Sarah Evans “donated” her massive online presence to the cause </li></ul><ul><li>Integrated approach: </li></ul><ul><ul><li>E-mail & letter to donors and friends of the Crisis Center </li></ul></ul><ul><ul><li>Online appeal via Twitter, Facebook, Seesmic, PRsarahevans.com, YouTube and CrisisOvernight.org </li></ul></ul>
  17. 17. #CrisisOvernight <ul><li>Result: Raised $160,000+ in 3 weeks </li></ul>
  18. 18. <ul><li>Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate. </li></ul>
  19. 19. Coalition for the Homeless <ul><li>Overall Goals: </li></ul><ul><ul><ul><li>Increase online brand recognition </li></ul></ul></ul><ul><ul><ul><li>Reach a new demographic </li></ul></ul></ul><ul><ul><ul><li>Increase communication and create a dialogue with donors, volunteers, advocates and stakeholders </li></ul></ul></ul><ul><ul><ul><li>Position the Coalition as the authority on homelessness </li></ul></ul></ul><ul><ul><ul><li>Encourage active involvement with the Coalition </li></ul></ul></ul>
  20. 20. Connect with the Coalition <ul><li>5-Step Process: </li></ul><ul><ul><ul><li>Research and listen </li></ul></ul></ul><ul><ul><ul><li>Lay the groundwork </li></ul></ul></ul><ul><ul><ul><li>Create sites and add content </li></ul></ul></ul><ul><ul><ul><li>Maintain ongoing rhythms </li></ul></ul></ul><ul><ul><ul><li>Evaluate success </li></ul></ul></ul>
  21. 21. Connect with the Coalition <ul><li>Troubleshooting issues </li></ul><ul><ul><li>Local focus </li></ul></ul><ul><ul><li>Employee guidelines </li></ul></ul><ul><ul><li>Good, bad and ugly comments </li></ul></ul>
  22. 22. Connect with the Coalition <ul><li>Sample objectives: </li></ul><ul><ul><li>Increase web traffic by 10% </li></ul></ul><ul><ul><li>Be mentioned on outside blog posts as least 12 times/year </li></ul></ul><ul><ul><li>Obtain bulk donations of specific in-kind items at least 3 times/year directly from social media “asks” </li></ul></ul><ul><ul><li>Increase number of Twitter followers by 50 per month </li></ul></ul><ul><ul><li>Garner 1,000 blog views each month </li></ul></ul>
  23. 23. Connect with the Coalition <ul><li>Measuring results </li></ul><ul><ul><li>Web traffic </li></ul></ul><ul><ul><li>Mentions of Coalition on outside blogs </li></ul></ul><ul><ul><li>Social media “Challenge” results </li></ul></ul><ul><ul><li>Number of friends/followers/views </li></ul></ul>
  24. 24. Questions?
  25. 25. Heather Whaling Costa DeVault [email_address] twitter.com/prtini linkedin.com/in/heatherwhaling slideshare.net/heatherwhaling delicious.com/prtini/nonprofits Shari Orr Coalition for the Homeless  [email_address] twitter.com/cfl_homeless centralfloridahomeless.org

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