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

  • 1. Nonprofits & Social Media
    Presented by:
    Georgette Dumont, Ph.D.
    Sponsored by:
  • 2. 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
  • 3. 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
  • 4. Social Media
  • 5. Social Media
    Inclusive
    Dynamic
    Relationships
    Promoting ideas, attitudes and behaviors.
  • 6. 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
  • 7. The Internet
    • 1990s
    • 8. Mainly one-way communication
    • 9. Ability to control content
    • 10. One-to-many communication
    • 11. 2000s
    • 12. Web 2.0/ Social media
    • 13. One-to-one, one-to-many, many-to-many communication
    • 14. Individuals can broadcast to the world
    • 15. Open participation
    • 16. Decreases costs of communicating
    • 17. 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
  • 18. Benefits of SM – Duval County, FL
  • 19. Social Media
    Social Networking sites
    Facebook
    MySpace
    LinkedIn
    Google+
    Check-in/locators
    Google Places
    Four Square
    Blogs
    Word Press
    Blogger
    Tumblr
    Twitter (micro-blogging)
  • First steps
  • 30. 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
  • 31. 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
  • 32. Listening tools
    Google Alerts
    What’s being said online about
    Your org
    Your cause
    Social Media Groups (discussed soon…)
  • 33. 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!
  • 34. Social Media Alignment
  • 35. Framing Social Media
    Define your goals
    Identify your audience
    Target the message
    SWOT analysis of best tool(s) to use
    Implement
    Measure
    Adjust
  • 36. Finding your Audience
    Listen.. to what they are saying
    Ask… where they go online
    Observe … where they are
  • 37. Social Media Marketing Tools
  • 38. Email
    Target the message
    Keep it short
    Scannable
    Use links!
    End with org’s tag line
  • 39. 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
  • 40. Web site
  • Blogs
    • Easy to use blogging platform
    • 48. Keep followers updated on news
    • 49. Link to interesting topics/sites
    • 50. Helps to work faster
  • 51.
  • 52. 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.
  • 53. LinkedIn
  • 58.
  • 59. Facebook
    • What happens on Facebook, stays on Facebook
    • 60. Good to find similar organizations
    • 61. Strengthen existing relationships & build new ones
    • 62. Easy for people to follow you – posts go into their news feeds
  • 63.
  • 64.
  • 65. MySpace
    • Younger crowd
    • 66. Same basics as Facebook
    • 67. Music oriented
  • Google+
    Newest networking site
    Circles
    More control
    Hangouts
    Nonprofit pages out in the Fall
  • 68.
  • 69.
  • 70.
  • 71. Twitter
    • Answer “what are you doing”
    • 72. 140 character maximum “tweets”
    • 73. Groups
    • 74. Hash tags
  • 75.
  • 76. Google Places
    Add you business
    Location
    Reviews
    Do same on Four Squares
  • 77.
  • 78. YouTube
    • Multi-media platform
    • 79. Upload video
    • 80. Users rate it
    • 81. Comment section
    • 82. Can be linked to FB, MS, Blogs, e-newsletters, etc.
  • 83.
  • 84. Next steps...
  • 85. 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
  • 86. 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
  • 87. 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
  • 88. Questions
  • 89. 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/
  • 90. Thank you!

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