Social Media Engagement


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This presentation looks at how Nonprofits can use social media. It focuses on Strategy, Content, Pictures, Video and Mobile.

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  • Welcome Thanks to Shuey The title is a little different
  • In USA Today last week Professor talking about Instagram- but applies to everything How do we buy stuff? Recomm from others
  • I will not be discussing websites but it’s important that website is Modern Great landing pages
  • I am a 3 rd generation FR I’ve been FR, CEO, PR, event organizer, grant writer, SM, web content & concept, marketing NOW: SM strategy, teach NPO how to use (in office) Now in hi-tech, consult for NPO Why should person give u their hard earned $$, what can u do for donor (OJ) Professor Shmid, same donor pie, same on SM- they’re all there sort of Better for foundations, same w/ SM- larger reach
  • fundraising campaign- you'll create a strategy of who you want to solicit, how you'll present the campaign, set a donation target and much more. Social media is exactly the same. You invest, donors will. On SM- invest time & effort & reap rewards U know this from FR- or when people tell u to Like a certain page They’re the best- but don’t abuse them!!!
  • Treat everyone equally Forget homeruns You can’t be everything for everyone
  • It’s still in its infancy
  • Erich Marx, director of social and interactive media for Nissan North America But not reckless or stupid Without them onboard, forget it. SM is part of overall PR, FR, marketing strategy Build it and they will come (Red Cross, Obama- invested $26mill, connected, discussed, shared, liked, tweeted, commented. Raised $500mill). Tell your CEO: patience grasshopper! Numbers do not matter!!!!!! If u have lots of followers but no engagement…
  • My biggest pet peeve- based on earlier stats, anyone who says they raised a lot is either a genius or a liar Manhours, budget, NO volunteers (e.g. graphic design)- they’re not there at right hours, if no engagement it’s pointless Ugh 100 involved is always better than large numbers uninvolved. So create content to get people to engage Just because you’re there doesn’t mean money will pour in
  • Via a good scan of the competitive environment, you can see what others are doing online, what platforms they're using, how they're engaging and are people conversing with them. You can get an idea as to what value other nonprofits are offering their followers- if you're not bringing added value to the table, people will not pay attention to you. And because you're competing with so many other organizations, you have to make sure you stand out. For example, if you manage a soup kitchen, you probably know of other soup kitchens in your city operated by other organizations. Go look at their websites- for both design and content, take a look at which social media outlets they're utilizing and see what they're up to. Then use my friend Rabbi Google and find other organizations across your state or province who also operate soup kitchens and learn from them as well. In the past, a lot of this came under the heading of industrial espionage. Today, it's all online and all the info you need can be found by legal means.
  • Let's first look at The Who: We need to identify who you want to engage- supporters, donors, volunteers, important local figures and others who would be interested in what you have to offer and possibly help spread the word. Specifically for Twitter, I have a list you can read about the First 100 a Nonprofit should follow on Twitter. We now know who to engage- but who will do the engaging?! Probably important to know that in advance- many times this becomes a prisoner of budget and manpower. Having worked in small nonprofits and having worn every different hat possible, I feel your pain. However, you are there to engage- and if the person who is in charge does not have the time to dedicate to creating an online community, then your efforts will fall flat and frustrate you. Make sure you don't miss potential inquiries and opportunities.
  • Because quality trumps quantity, the goals you set are important. Ultimately, you want social media to create the highest ROE (Return On Engagement) possible. You engage new people who never heard of you, you build brand awareness, you use it to strengthen and expand prominent programs, you recruit volunteers and down the road- potentially launch a campaign. So setting measurable goals is highly suggested. Additionally, what are the guidelines for the community manager? Guidelines help the manager know what they can and cannot post, how to deal with a crisis and much more. If you saw what happened last week during the presidential debate with a tweet from KitchenAidUSA, you'll know that guidelines are unbelievably critical to your ability to maintain your good name online.
  • The Where- There are about a million different platforms you could be on. Where to be? That depends on where your target audience is. Why be on a platform if you'll have no one to engage? Also, certain platforms are more suited to the type of work you do than others and that can help determine where you should be posting.
  • The When- When should one post? The answer: Whenever your followers are online. A lot of this is through trial and error. I now know for instance that certain tweets should be reserved for 7am EST and 7am PST for maximum exposure. Planning on blogging? You might want to set up a blog calendar to help plan when posts should go out and what the content of those posts should be. However, marketing expert Mark Schaefer reminds us not be so tied to this calendar that you refuse to be timely. If something happens in the news and you can directly tie it to your mission or activities, there's no reason you shouldn't blog about it as soon as possible.
  • The Why- but of course: to fundraise! Ummmm….not really! You are joining social media to help create brand awareness, to start conversations with people, to foster a feeling of community, to engage everyone you possibly can, to build trust….do all those things and then you can begin to turn to your community for assistance. But two words of caution for the CEO's out there and for those of you who will have to get permission from the CEO to start tweeting, blogging and posting status updates: Patience grasshopper! None of this success happens overnight….
  • The How- Here you have to consider: How will you measure success? How does a social media strategy fit into your organization's overall PR, marketing and fundraising efforts? How to get people to your blog? And most important in my eyes: How will you help your online community? You have to bring some kind of value, something special which your followers need or want to be a part of. If all you're doing is broadcasting the wonderful work you are doing, they won't follow you. That's not a condemnation of your efforts- but you have to do for them first! For example, if you run an alumni association, you can have alumni post job openings so that other alumni can apply or even let alumni pass resumes up the chain for others. Another idea might be to help alumni get in touch for business purposes- people looking for a lawyer, consultant, accountant or other can use the network you have created.
  • Curate relevant material on ur site My RSS feed: NPO, social media, marketing, business, tech, mobile, ecommerce, news alerts- google yourself once a month, see when u are mentioned so you can respond Bishvilaych- curate info on healthy living, healthy food, health products; use Pinterest, blog & youtube as well
  • Batting 333- go to hall of fame Hurricane Sandy- besides blogging, check with followers that they’re OK 8) use storytelling as a way to bring people to your blog- people love a good, inspirational story and I'm sure your organization has plenty of em. Especially first person stories which I always find hit home- whether told from the viewpoint of a constituent, donor, volunteer or staff member- a well-told story makes for an excellent read 9) have different bloggers from within the organization- take a look at the Mercy Corps blog and see how many different writers they have had recently. Each comes with their fresh perspective, viewpoint and a different tale. People do get attached to specific bloggers and writers- but diversity allows you to appeal to a much wider audience of readers and thus introduce them to your organization CCW- show expertise (here and on Twitter) with women who have suffered trauma
  • 15 billion page views per month Repost blog Oovootober
  • Edgerank changes- less engagement PICS get most likes, shares and comments Everyone in Israel is on it- 75% On Facebook I feel you can be a bit more of a broadcaster and share your organization's accomplishments with your community- up to a point. Facebook is an excellent platform for asking questions to generate comments, running contests, polls and promotions to encourage engagement. When it comes to your fans, you need to make sure to thank them when they share your posts on their personal pages. You should share posts from your volunteers, staff and donors on your organizational page to add some color and different content Keep it short
  • check this link to see how University of Nevada at Reno engaged current students and alumni. They created a page for an alum who was living at the turn of the 20th century- and people were encouraged to interact with this student. That means that the writing had to be era-sensitive and creative- but what a great way to engage! For Children of the Nations- asked people to send encouraging messages to kids in Africa to stay in school
  • My list of 100 to follow Digital gap Most Israelis not on- Jews cant say anything in 140 characters or less 60-30-10 rule: 60% of what you tweet should be retweets and content that others have tweeted, 30% should be conversations with others and 10% about your organization. Not to worry: as you build a following, that 10% will get retweeted by others allowing their followers to learn about your organization, read your blog posts and more. Content- your field plus show some personality. Have fun!!!!!
  • Create engagement
  • Tweeted lyrics from Peter Gabriel song- so Susan sent me this
  • 175,000,000 users Social media’s ugly stepsister
  • Need to do research on a donor or a corporate partner? Look at the person's profile on LinkedIn Need to connect with someone? Ask to connect and now it's a 1-on-1 conversation Much of social media is showing people you're an expert in a specific field. LinkedIn has Groups on every topic imaginable. You can join those groups, Like and comment on posts and possibly post your own blog posts as well. It's all about the engagement Finally, it excels at lead generation because of its business nature and because it's 1-on-1 and not a "group setting" like Facebook or Twitter The guy from Ogilvy
  • Many people relate better to images than text. In the 140 character world we live in, people don't have time to read. But to look at a picture they always have a second. Heck- look how many pictures are posted in your Facebook feed of babies and kittens. No reason you can't build community around pictures. Remember: Photos in general appeal to emotions, are more intimate & immediate and are very engaging. There's that word again!
  • Let's look at a simple app: Instagram Over 50% of phones in the US are smartphones with picture taking capabilities. There's a reason why Facebook bought these guys for a billion dollars! Instagram isn't just a picture shooting app- you can Like pictures, comment on them and follow other people or organizations. It's another excellent way for nonprofits to engage their audience- via pictures. By the way, pictures can be shared on Facebook, Twitter, Foursquare and more. But definitely make certain pictures exclusive to your Instagram feed for that added value for followers. Since we just discussed strategy, it could be that your target audience loves seeing, sharing and liking pictures. Why not use that to your advantage? Also, Instagram lets you search for keywords or hashtags- use the search engine to find people with similar interests, follow them, engage them and maybe they'll follow you back.
  • Here are some ideas of how you your nonprofit can use Instagram: show people what you're up to- share news via pictures find a theme for your feed and then start sharing. Yes, if you're an animal shelter, cute pictures of puppies and kittens works Slide photograph and post some behind the scenes pictures. For example, take a look at this picture my friend Meg Hoffman, who works for Bay Cove Human Services in Boston, posted to Instagram while she was setting up for a Dinner. That's a chocolate bar put at every place setting- a nice touch! GO BACK A SLIDE Give followers a sneak peek of something you're working on or a giveaway at an upcoming event intro your followers to the employees at work in the office- it's always helpful to put a face to the organization & its activities) show off supplies you use with constituents do you make and sell a product? Show how it's made is the boss/fundraising director flying somewhere? Take a pic at the airport, meeting place and more. Let people know what you're up to! Finally, Instagram has filters so you can change the appearance of a picture. For example, doing a 70s themed event? Filters can help u create pics right out of the 70s- though with the styles back then, not sure you wanna do that. And yes, I'm old enough to remember wearing Buster Brown shoes and brown suits as a kid.
  • Posted to FB on 14 th anniversary of our aliyah I could tag AACI & they could share, say congrats etc THEN ask others if they have their sign & tell them to post!!!
  • So now you can take pictures- but what if you want to group your pictures together under one heading, so people can view each category? Helllllllo Pinterest! Yes, Pinterest is for women- or so the stats say. The overwhelming number of people who use it are women. Guess what folks? I'm a man and I love Pinterest! And contrary to what you may have heard, it's not just for posting pictures of food and clothes- far from it.
  • Pinterest allows users to Post or Pin pictures and add them to Boards that you create. Each Board is a different category and it's visually appealing, easy to use and a fun way to interact with people. Yes folks- people can Like, comment and repin your pictures. Additionally, you can search for keywords or hashtags- another way for you to find people to follow and for people to find you. Like I said, these platforms are all about the engagement.
  • You can run a contest. The famous store Harrod's of London did this- they asked people to Pin pictures of their dream front window display to celebrate the Queen's Diamond Jubilee. The winner was flown to London for the unveiling of the window Share pics/images of who donors are helping with their donations- your constituents Run a food bank? Share favorite recipes from the chef or head cook Give some thought to upcoming holidays such as Halloween & Thanksgiving and how you can use those Kol Haot- put your interactive art on Pinterest
  • If you run an adoption agency, maybe you can post pictures to a Board entitled: Items your newborn needs. My friend Lesley Clay, who works with Hope Cottage in Texas, which provides adoption services, uses Pinterest to showcase many different Boards, including: kids rooms, kid friendly meals, adoption resources, kids styles
  • Finally, there's UNICEF UK which used Pinterest effectively and creatively- we may use Pinterest to post things that we want such as jewelry, the newest tech gadgets or the latest fashionable shoes. They created a Board of a fictional 13 year old girl in Sierra Leone and they pinned pictures of what she would want- water, soap, food and more. Makes you think and react…and possibly donate As Debra Askanese points out in her latest blog post, Pinterest is right now being used for storytelling and engagement, not so much for fundraising. And that's a good thing. Build the community first, the money will come in later.
  • 72 hours of video are uploaded to youtube every minute Over 1 trillion videos were viewed in 2011 No such thing as viral- engaging etc
  • - Show donors what ur doing; say thank u; film annual report Google owns youtube so good for traffic What if you used video to tell 1 story per month through the eyes of a constituent, donor, staff member or volunteer? A personal story hits home - and people would much rather watch than read .
  • Answer questions Engage IDI- ניתוח במאה שניות
  • Homeless campaign in Raleigh Reward for visitors who visit again & again Brooklyn museum of science
  • Social Media Engagement

    1. 1. A Fresh Look At Social Media
    2. 2. A Fresh Look At Social Media Twitter: @fundraisinisfun Blog: Pinterest: LinkedIn: Ephraim Gopin Contact Me: ntact-the-fundraiser/Social Media Strategist & CEO- Chief Engagement Officer
    3. 3. I tell classes that we no longerjust go out to dinner with friends,we take our whole network with us.
    4. 4. A Fresh Look At Social Media• Social Media- General• Social Media strategy• Content• Pictures• Video• Mobile
    5. 5. Top 10 “I Believe” • 2 way street • Too many NPO’s • Collaborate
    6. 6. Top 10 “I Believe”• Strategy• Spend & ye shall receive• Friends bring friends• Cheerleaders
    7. 7. Top 10 “I Believe” • 10 = 10,000 • Ty Cobb • Firemen
    8. 8. Actual Job Posting• If you are enthusiastic, optimistic, creative and have initiative, ______ has a position as fundraiser for you.• ______, a national organization is looking for a fundraiser. The position includes:• · Responsibility for the fundraising system · Finding new sources of funding · Developing partnerships · Writing grant requests and reports · Maintaining an ongoing relationship with donors · Making a yearly income plan · Managing and directing fund raising events · Directing public relations and composing advertising material · Insuring that funding requests reports are submitted on time.• Additional information This is a key position which defines and implements the fundraising strategy of the organization. The position involves working side by side with the CEO The position includes locating fundraising sources in Israel and abroad and working with the commercial sector, the private sector and the government sector including municipalities and foundations.• Requirements - English at mother tongue level (obligatory) - The ability to speak and write at a high level in English and Hebrew - Previous writing experience - Fundraising experience - The ability to work alone and to work as a part of a team - Excellent interpersonal skills - Creativity and entrepreneurship - Marketing skills - Experience in organizing events - The candidate must own a car and be willing to travel all over the country - Preference will be given to someone who is connected to the field of disabilities• This is a half time position which may be extended in the future.
    9. 9. 2012 NPO Social Networking Report • 98% on FB, 74% Twitter, 64% YouTube, 48% LI • 55%- social networking = FR (OY!) • 46% of US millionaires- on FB • 70% of Tweeps- outside US 3% raised over $100,000 on FB BUT 30% between $0-1000
    10. 10. Engagement Till Now… • Thank you letters • Phonecall • Invite to small event/gala dinner • 1 on 1/parlor • Direct Mail • Annual Report
    11. 11. Less Me, More You People who only broadcast soon become
    12. 12. Less Me, More You
    13. 13. Social Media- There’s no such thing• Expert • Sensei• Guru • Diva• Authority • Princess• Ninja • Superstar• Rockstar • Zen Master of SM• Maven • MVP Me: Just another social media user
    14. 14. The 10 Commandments of Engagement • COI/ROE vs ROI • Be creative, fearless • C-Level onboard • Community 1st, monetize later • Quality over quantity
    15. 15. The 10 Commandments of Engagement• SM ≠ FR• SM is NOT free• NO religion, politics, personal attacks, negative comments• 100 > 100,000• Donate button- so what?!
    16. 16. Social Media Strategy
    17. 17. Social Media Strategy- Competition • What platforms • Who to engage • Added value
    18. 18. Social Media Strategy- The Who • Who to engage • Who does the engaging Make sure you’re there- don’t miss an opportunity!
    19. 19. Social Media Strategy- The What • Short & long term goals • Guidelines & crisis management • Quality trumps quantity
    20. 20. Social Media Strategy- The Where • Your audience • Your mission • You DON’T have to be everywhere!
    21. 21. Social Media Strategy- The When • See what works • Blog calendar “Shoot for done, not perfect! Getting a blog post out the door gets 100% results. Unpublished gets 0%” - @johnhaydon
    22. 22. Social Media Strategy- The Why • To fundraise…NOT! • Engage ► trust ► action (thank you @askdebra!) • Patience folks
    23. 23. Social Media Strategy- The How • Measure • The overall strategy • How will you help your community???
    24. 24.
    25. 25. Content- RSS • Curate • Vary • Read & Learn • Alerts
    26. 26. Content- Blog• Guest post• Make it timely- e.g. Komen• Tell a Story• Different contributors• Calendar
    27. 27.
    28. 28. Content- Facebook• Personal ≠ Biz• Pat your shoulder• Create convos• Say thank you!!!
    29. 29. Facebook- Great IdeasVia:
    30. 30. Content- TwitterWhat TO do• Follow local NPOs, media, influencers• Become the expert• 60-30-10• Push out content
    31. 31. Content- Twitter No you didn’t! • Broadcast • Like us on FB • We need $$$ • 4square
    32. 32. Twitter- be creative!
    33. 33. Twitter- Engage!
    34. 34. Oopsie! Failures we can learn fromVia:
    35. 35. Read. Think.
    36. 36. Oopsie! Failures we can learn fromVia:
    37. 37. The Perfect Tweet
    38. 38. Content- LinkedIn Image courtesy:
    39. 39. Content- LinkedIn • Research • Connect • Show expertise • Generate leads The best of SOCIAL media- it’s 1-on-1!
    40. 40. It’s All About The Image
    41. 41. Pictures- Instagram Image courtesy of:
    42. 42. An Instagram Moment Image courtesy of Meg Hoffman (@NonProfit_Meg) from Boston’s Bay Cove Human Services
    43. 43. Pictures- Instagram • Latest news • Sneak peek • Who you are • Supplies & products • Carmen Sandiego
    44. 44.
    45. 45. Pictures- Pinterest Image courtesy of
    46. 46. Pictures- Pinterest
    47. 47. Pictures- Pinterest • Contest • Constituents • Be unique! • Holidays
    48. 48. Pictures- PinterestThanks Leslie White Clay (@LWClay)-
    49. 49. Pictures- Pinterest
    50. 50. Pictures- Pinterest
    51. 51. Pictures- Pinterest
    52. 52. Pictures- Pinterest • Bring/DON’T bring • My first meal • Tiyulim recomm • Craziest lift itemPicture frames should not constrain out of the box thinking
    53. 53.
    54. 54. Video- YouTube, Viewbix • Tell a story • Forget Spielberg • Donors/Advocacy • Shares • Traffic
    55. 55. Video- Tout, Viddy• 15 seconds• ENGAGE!!!• Mobile• Social
    56. 56.
    57. 57. Mobile• EVERYONE is there• Email, Social, Biz• Engage & interact
    58. 58. Mobile- Foursquare • Check in at events • Raise awareness • CI • Link to Twitter etc
    59. 59. A Fresh Look At Social Media Twitter: @fundraisinisfun Blog: Pinterest: LinkedIn: Ephraim Gopin Contact Me: ntact-the-fundraiser/Social Media Strategist & CEO- Chief Engagement Officer
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