Social Media And Your Organization
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Social Media And Your Organization

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Social Media And Your Organization Social Media And Your Organization Presentation Transcript

  • 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
  • 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.
  • 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
  • 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
  • Top 9 sites on the Internet
    • 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
  • 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
  • Tools U can use
  • Blogs
        • 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
  • Video
    • 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.
  • 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
  • Is it right for my organization?
  • Before jumping in, assess
    • 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.
  • 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?
  • 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?
  • Your goals
    • 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.
  • Some hard truths about social media
    • 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
  • 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.
  • 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.
  • Questions?
    • Dahna Goldstein
      • [email_address]
    • Evan Parker
      • [email_address]
    • Jocelyn Harmon
      • [email_address]