Social Media Strengthens Nonprofit PR

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    Social Media Strengthens Nonprofit PR - Presentation Transcript

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