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UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction
 

UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction

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These are the slides from the NP and Social Media workshop at the UNF Nonprofit Management Conference, September 23, 2011. This is an introduction to some of the widely used social media platforms. ...

These are the slides from the NP and Social Media workshop at the UNF Nonprofit Management Conference, September 23, 2011. This is an introduction to some of the widely used social media platforms.

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    UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction  UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction Presentation Transcript

    • Nonprofits & Social Media
      Presented by:
      Georgette Dumont, Ph.D.
      Sponsored by:
    • Introductions
      Georgette (Gette) Dumont, Ph.D.
      BA, Communication Studies, RWU
      MPA, BSC
      Ph.D., Political Science, NIU
      Study NPOs’ adoption of internet technologies
      Consultant for nonprofits
      Study social media adoption and use
    • Objectives for today
      Common understanding of Social Media
      Importance of align SM strategy with mission & goals
      Benefit of using a mix of Web 2.0 tools
      Introduction to common social media & social networking sites
      Facebook
      LinkedIn
      Google (+ and places)
      Twitter
      Blogger/Wordpress
    • Social Media
    • Social Media
      Inclusive
      Dynamic
      Relationships
      Promoting ideas, attitudes and behaviors.
    • Social Media (SM)
      Brings traditional media online
      Traditional Media
      ‘New’ Media
      Television
      Newspapers
      Radio
      Mail
      Brochures
      Community groups/associations /word-of-mouth/chatting
      Newsletters
      Online Video
      Online news papers
      Podcasts
      E-mail
      Websites – plus!
      Online social networking communities
      E-newsletters
    • The Internet
      • 1990s
      • Mainly one-way communication
      • Ability to control content
      • One-to-many communication
      • 2000s
      • Web 2.0/ Social media
      • One-to-one, one-to-many, many-to-many communication
      • Individuals can broadcast to the world
      • Open participation
      • Decreases costs of communicating
      • Allowed for social media to flourish
    • Social Media Opportunities
      Establishing the organization online
      Promote events and action
      Find new members interested in your mission
      Align online presence through linking
      Informal outreach tool for relationship building
      Strength preexisting relationships
      Quick feedback
      Donations
    • Benefits of SM – Duval County, FL
    • Social Media
      Social Networking sites
      Facebook
      MySpace
      LinkedIn
      Google+
      Check-in/locators
      Google Places
      Four Square
      Blogs
      Word Press
      Blogger
      Tumblr
      Twitter (micro-blogging)
      • Collaboration
      • Wikipedia/Wikis
      • Social Bookmarking
      • Google Reader
      • Delicious
      • Video/Photo Sharing
      • You Tube (video)
      • Flicker
      • Picasa
      • Virtual Worlds
      • Second Life
    • First steps
    • Utilizing Social Media
      Make a plan and have realistic goals
      Construct a social media policy
      Align social marketing strategy with org’s mission, programs, and goals
      Define your audience – there is no general public
      Where are they online?
      What groups/networks are they involved in?
      Link your social media tools to each other
    • But how do I start?
      Listen… to your board
      Listen… to your volunteers
      Listen… to your members
      Listen… to your donors
      Listen… to your supporters
      Listen… to you advocates
      Listen… to similar organizations
      Listen… to topical current events
      Listen… online
    • Listening tools
      Google Alerts
      What’s being said online about
      Your org
      Your cause
      Social Media Groups (discussed soon…)
    • Social Media Plan
      How can SM help achieve program goals (and ultimately the mission)?
      Involve stakeholders in developing ideas
      Get the Board on board
      Decide how to measure your ROI (Return on Investment)
      Start small – don’t take on too much!
    • Social Media Alignment
    • Framing Social Media
      Define your goals
      Identify your audience
      Target the message
      SWOT analysis of best tool(s) to use
      Implement
      Measure
      Adjust
    • Finding your Audience
      Listen.. to what they are saying
      Ask… where they go online
      Observe … where they are
    • Social Media Marketing Tools
    • Email
      Target the message
      Keep it short
      Scannable
      Use links!
      End with org’s tag line
    • E-newsletter
      Short blubs with a … read more link
      Links to org’s Web site
      Link multi-media
      Use visuals whenever appropriate
      Target audiences –
      may want more than one e-newsletter
    • Web site
      • Not too cluttered
      • Easily to navigate
      • Keep it interesting!
      • Content is key
      • Use multi-media tools
      • Video
      • Audio/Podcasts
      • Mobile Web
    • Blogs
      • Easy to use blogging platform
      • Keep followers updated on news
      • Link to interesting topics/sites
      • Helps to work faster
    • Social Networking
      Can help accomplish goals
      Increasing visibility
      Raise awareness of issues dear to your org.
      Easy way to share information
      Coordinate supporters
      Get ideas and feedback
      Share news/information/videos/ etc.
    • LinkedIn
      • Professional site
      • Personal profiles
      • Organization profiles
      • References
      • Group pages
    • Facebook
      • What happens on Facebook, stays on Facebook
      • Good to find similar organizations
      • Strengthen existing relationships & build new ones
      • Easy for people to follow you – posts go into their news feeds
    • MySpace
      • Younger crowd
      • Same basics as Facebook
      • Music oriented
    • Google+
      Newest networking site
      Circles
      More control
      Hangouts
      Nonprofit pages out in the Fall
    • Twitter
      • Answer “what are you doing”
      • 140 character maximum “tweets”
      • Groups
      • Hash tags
    • Google Places
      Add you business
      Location
      Reviews
      Do same on Four Squares
    • YouTube
      • Multi-media platform
      • Upload video
      • Users rate it
      • Comment section
      • Can be linked to FB, MS, Blogs, e-newsletters, etc.
    • Next steps...
    • Now
      Build your social media presence
      Make sure your supporters know you are out there
      Email signature
      Newsletters
      Web site
      Brochures
      Volunteers
      ‘Friend’ them
      They can be a fan of your cause
      Write about their experiences
    • Next
      Align tools with mission, objectives, and goals
      ID where your stakeholders are
      Build authentic relationships
      Decide best ROI measurements
      Collect data
      Revise and refine
    • Things to remember
      Social media are tools – not products
      Mission/goal/social media alignment is crucial
      Need to interact!!!
      Develop a complimentary mix of tools
      Target your audience
      Consistency in message and promotion
    • Questions
    • Further reading:
      Books
      Social Media for Social Good, 2011
      Managing Technology to Meet Your Mission, 2009
      Social Media Marketing: An Hour a Day, 2009
      Web sites/blogs
      Nonprofit Organizations: http://nonprofitorgs.wordpress.com
      Beth’s Blog: http://www.bethkanter.org/
      Nonprofit Technology Network www.nten.org
      Nonprofit News Online http://news.gilbert.org/
      Tech Soup http://www.techsoup.org/
      Nonprofit Technology News http://www.nptechnews.com/
    • Thank you!