Social Media and Your Organization Dahna Goldstein, Jocelyn Harmon and Evan Parker

Agenda Introductions What is social media? So what and who cares Tools U can use Is it right for your organization? Case study: The Nature Conservancy Getting started with social media Questions

Introductions

What is social media?

So what and who cares

Tools U can use

Is it right for your organization?

Case study: The Nature Conservancy

Getting started with social media

Questions

A story

What is social media?

Social media are: Internet-based tools to share information, learn and connect with others. Examples include, blogs, Facebook, Linkedin & MySpace, YouTube, Flickr, Twitter and podcasts.

Internet-based tools to share information, learn and connect with others.

Examples include, blogs, Facebook, Linkedin & MySpace, YouTube, Flickr, Twitter and podcasts.

Different from mass media Social media Ubiquitous FREE Easy to cut and paste and share Social Mass media Inaccessible to most Expensive Short shelf life unless re-purposed via social media 1-way

Social media

Ubiquitous

FREE

Easy to cut and paste and share

Social

Mass media

Inaccessible to most

Expensive

Short shelf life unless re-purposed via social media

1-way

So what and who cares?

Social media is mainstream! According to Forrester, 75 percent of Internet users participate in some form of social media, up from 56 percent in 2007. Women 75% Men 73% 18 – 29 year olds 87% 50 – 64 year olds 72% HI = $75,000 + 94% HI = $30,000 or less 57% Source: Pew Internet and American Life Project

According to Forrester, 75 percent of Internet users participate in some form of social media, up from 56 percent in 2007.

Women 75%

Men 73%

18 – 29 year olds 87%

50 – 64 year olds 72%

HI = $75,000 + 94%

HI = $30,000 or less 57%

Source: Pew Internet and American Life Project

Top 9 sites on the Internet Google Yahoo YouTube Live Facebook Msn.com Wikipedia Blogger MySpace Source: Alexa.com

Google

Yahoo

YouTube

Live

Facebook

Msn.com

Wikipedia

Blogger

MySpace

Source: Alexa.com

Most important It’s where people are Getting news - 70% Watching video - 56% Looking for info on Wikipedia - 47% Reading blogs - 32% (57 million people) Rating products, services or people – 32% Source: Pew Internet and American Life Project

It’s where people are

Getting news - 70%

Watching video - 56%

Looking for info on Wikipedia - 47%

Reading blogs - 32% (57 million people)

Rating products, services or people – 32%

Source: Pew Internet and American Life Project

A caveat…

Don’t forget about Search and email These are the 2 activities that folks to most online. Read email 91% Use a search engine 89% Source: Pew Internet & American Life Project

These are the 2 activities that folks to most online.

Read email 91%

Use a search engine 89%

Source: Pew Internet & American Life Project

Tools U can use

Blogs Communicate quickly Put a real face on your organization. Get found in Search Build, organize and share content – educate .

Communicate quickly

Put a real face on your organization.

Get found in Search

Build, organize and share content – educate .

Social Networking Sites Build an audience, i.e. find new stakeholders Increase brand awareness - educate Ask your supporters to support you

Build an audience, i.e. find new stakeholders

Increase brand awareness - educate

Ask your supporters to support you

Video Show vs. tell your story – educate. Break up the monotony. Remember: YouTube is the 3 rd most trafficked site on the Net

Show vs. tell your story – educate.

Break up the monotony.

Remember: YouTube is the 3 rd most trafficked site on the Net

Twitter See what people are talking about right now Drive traffic to other sites. Educate. Reach people you can’t reach anywhere else.

See what people are talking about right now

Drive traffic to other sites.

Educate.

Reach people you can’t reach anywhere else.

OK, but what can social media do for my organization?

Social media can: Be a powerful way to engage your constituents Help you find/ engage new constituents Provide new ways for constituents to engage with you and spread the word about your cause Enable low cost, high touch communication with your donors, members and advocates

Be a powerful way to engage your constituents

Help you find/ engage new constituents

Provide new ways for constituents to engage with you and spread the word about your cause

Enable low cost, high touch communication with your donors, members and advocates

Is it right for my organization?

Before jumping in, assess Your constituents Your organization Your goals

Your constituents

Your organization

Your goals

Your constituents Who are they? How are you engaging them? How often do they come to your website, donate, act? What social media are they using? What do you want them to do? Act Donate Share/spread news, actions, etc.

Who are they?

How are you engaging them?

How often do they come to your website, donate, act?

What social media are they using?

What do you want them to do?

Act

Donate

Share/spread news, actions, etc.

Your organization Do you have a newsletter? Do you have an email newsletter? How often do you sent it out? Is a different group of people receiving the email version? Is the content the same? Do you have a website?

Do you have a newsletter?

Do you have an email newsletter?

How often do you sent it out?

Is a different group of people receiving the email version?

Is the content the same?

Do you have a website?

Your organization, continued How often do you update your website? Who does it? Is communicating with constituents in someone’s job description? Whose? Do you have a marketing/communications plan and strategy?

How often do you update your website?

Who does it?

Is communicating with constituents in someone’s job description?

Whose?

Do you have a marketing/communications plan and strategy?

Your goals Are they aligned with your mission? Is social media the best way to get you where you want to go?

Are they aligned with your mission?

Is social media the best way to get you where you want to go?

Some hard truths about social media If you build it, they won’t necessarily come. It takes time and dedicated resources to build a social program. You won’t raise a lot of money in this space.

If you build it, they won’t necessarily come.

It takes time and dedicated resources to build a social program.

You won’t raise a lot of money in this space.

Some hard truths about social media Doing it well requires: Strategy Plan Measurement Willingness to learn from mistakes Clear goals Alignment across the organization

Doing it well requires:

Strategy

Plan

Measurement

Willingness to learn from mistakes

Clear goals

Alignment across the organization

Some hard truths about social media Social is a means to an end not an end in itself It’s a balancing act – you have to do it but at the right price

Social is a means to

an end not an end in itself

It’s a balancing act – you have to do it but

at the right price

Case Study The Nature Conservancy

Getting Started Set up Google Alerts and start listening to what people are already saying about you. Do a Google blog search on key terms. Search Technorati and Alltop to find the influential bloggers in your industry. Follow other nonprofits on Twitter to see what they are talking about. Set up a personal page on Facebook and start connecting with friends/family.

Set up Google Alerts and start listening to what people are already saying about you.

Do a Google blog search on key terms.

Search Technorati and Alltop to find the influential bloggers in your industry.

Follow other nonprofits on Twitter to see what they are talking about.

Set up a personal page on Facebook and start connecting with friends/family.

Getting Started Set up a personal page on Linkedin and start connecting with colleagues Get FREE training through the Case Foundation. Visit Gear Up for Giving at http://www.casefoundation.org/social-media-tutorials Do a social networking data append to determine where your constituents “live” online.

Set up a personal page on Linkedin and start connecting with colleagues

Get FREE training through the Case Foundation. Visit Gear Up for Giving at http://www.casefoundation.org/social-media-tutorials

Do a social networking data append to determine where your constituents “live” online.

Questions? Dahna Goldstein [email_address] Evan Parker [email_address] Jocelyn Harmon [email_address]

Dahna Goldstein

[email_address]

Evan Parker

[email_address]

Jocelyn Harmon

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