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Social Media Strengthens Nonprofit PR

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I delivered this presentation at the Orlando Florida Public Relations Association Nonprofit Roundtable Discussion. It includes tips, tools and strategies to help nonprofits incorporate social media …

I delivered this presentation at the Orlando Florida Public Relations Association Nonprofit Roundtable Discussion. It includes tips, tools and strategies to help nonprofits incorporate social media into their public relations initiatives.

Published in: Business, Technology

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  • 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
  • 5.
    • “ 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
  • 6. Getting Started: 5 Easy Steps
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 3 FAQs
    • Whose responsibility?
    • How much time?
    • Will people be negative?
  • 15. Does it really work? Does it really work??
  • 16. 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
  • 17. #CrisisOvernight
    • Result: Raised $160,000+ in 3 weeks
  • 18.
    • 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.
  • 19. 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
  • 20. Connect with the Coalition
    • 5-Step Process:
        • Research and listen
        • Lay the groundwork
        • Create sites and add content
        • Maintain ongoing rhythms
        • Evaluate success
  • 21. Connect with the Coalition
    • Troubleshooting issues
      • Local focus
      • Employee guidelines
      • Good, bad and ugly comments
  • 22. 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
  • 23. Connect with the Coalition
    • Measuring results
      • Web traffic
      • Mentions of Coalition on outside blogs
      • Social media “Challenge” results
      • Number of friends/followers/views
  • 24. Questions?
  • 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