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Social Media and Your Organization Dahna Goldstein, Jocelyn Harmon and Evan Parker
Agenda <ul><li>Introductions </li></ul><ul><li>What is social media? </li></ul><ul><li>So what and who cares </li></ul><ul...
A story
What is social media?
Social media are: <ul><li>Internet-based tools to  share information,   learn   and   connect with others. </li></ul><ul><...
Different from mass media <ul><li>Social media </li></ul><ul><li>Ubiquitous </li></ul><ul><li>FREE </li></ul><ul><li>Easy ...
So what and who cares?
Social media is mainstream! <ul><li>According to Forrester,  75 percent  of Internet users participate in some form of soc...
Top 9 sites on the Internet <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>YouTube </li></ul><ul><li>Live </li><...
Most important <ul><li>It’s where people are  </li></ul><ul><li>Getting news -  70% </li></ul><ul><li>Watching video -  56...
A caveat…
Don’t forget about Search and email <ul><li>These are the 2 activities that folks to most online. </li></ul><ul><li>Read e...
Tools U can use
Blogs <ul><ul><ul><li>Communicate quickly </li></ul></ul></ul><ul><ul><ul><li>Put a real face on your organization. </li><...
Social Networking Sites <ul><ul><ul><li>Build an audience, i.e. find new stakeholders </li></ul></ul></ul><ul><ul><ul><li>...
Video <ul><li>Show vs. tell your story – educate. </li></ul><ul><li>Break up the monotony. </li></ul><ul><li>Remember: You...
Twitter <ul><li>See what people are talking about right now </li></ul><ul><li>Drive traffic to other sites. </li></ul><ul>...
OK, but what can social media do for my organization?
Social media can: <ul><li>Be a powerful way to  engage  your constituents </li></ul><ul><li>Help you find/ engage  new con...
Is it right for my organization?
Before jumping in, assess <ul><li>Your constituents  </li></ul><ul><li>Your organization  </li></ul><ul><li>Your goals </l...
Your constituents <ul><li>Who are they? </li></ul><ul><li>How are you engaging them? </li></ul><ul><li>How often do they c...
Your organization <ul><li>Do you have a newsletter? </li></ul><ul><li>Do you have an email newsletter? </li></ul><ul><ul><...
Your organization, continued <ul><li>How often do you update your website? </li></ul><ul><ul><li>Who does it? </li></ul></...
Your goals <ul><li>Are they  aligned  with your mission? </li></ul><ul><li>Is social media the best way to get you where y...
Some hard truths about social media <ul><li>If you build it, they won’t necessarily come. </li></ul><ul><li>It takes time ...
Some hard truths about social media <ul><li>Doing it well requires: </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul>...
Some hard truths about social media <ul><li>Social is a means to  </li></ul><ul><li>an end not an end in itself </li></ul>...
Case Study The Nature Conservancy
Getting Started <ul><li>Set up  Google Alerts  and start listening to what people are already saying about you. </li></ul>...
Getting Started <ul><li>Set up a personal page on  Linkedin  and start connecting with colleagues </li></ul><ul><li>Get  F...
Questions? <ul><li>Dahna Goldstein </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Evan Parker </li></ul><ul>...
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Social Media And Your Organization

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Transcript of "Social Media And Your Organization"

  1. 1. Social Media and Your Organization Dahna Goldstein, Jocelyn Harmon and Evan Parker
  2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>What is social media? </li></ul><ul><li>So what and who cares </li></ul><ul><li>Tools U can use </li></ul><ul><li>Is it right for your organization? </li></ul><ul><li>Case study: The Nature Conservancy </li></ul><ul><li>Getting started with social media </li></ul><ul><li>Questions </li></ul>
  3. 3. A story
  4. 4. What is social media?
  5. 5. Social media are: <ul><li>Internet-based tools to share information, learn and connect with others. </li></ul><ul><li>Examples include, blogs, Facebook, Linkedin & MySpace, YouTube, Flickr, Twitter and podcasts. </li></ul>
  6. 6. Different from mass media <ul><li>Social media </li></ul><ul><li>Ubiquitous </li></ul><ul><li>FREE </li></ul><ul><li>Easy to cut and paste and share </li></ul><ul><li>Social </li></ul><ul><li>Mass media </li></ul><ul><li>Inaccessible to most </li></ul><ul><li>Expensive </li></ul><ul><li>Short shelf life unless re-purposed via social media </li></ul><ul><li>1-way </li></ul>
  7. 7. So what and who cares?
  8. 8. Social media is mainstream! <ul><li>According to Forrester, 75 percent of Internet users participate in some form of social media, up from 56 percent in 2007. </li></ul><ul><li>Women 75% </li></ul><ul><li>Men 73% </li></ul><ul><li>18 – 29 year olds 87% </li></ul><ul><li>50 – 64 year olds 72% </li></ul><ul><li>HI = $75,000 + 94% </li></ul><ul><li>HI = $30,000 or less 57% </li></ul><ul><li>Source: Pew Internet and American Life Project </li></ul>
  9. 9. Top 9 sites on the Internet <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>YouTube </li></ul><ul><li>Live </li></ul><ul><li>Facebook </li></ul><ul><li>Msn.com </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger </li></ul><ul><li>MySpace </li></ul><ul><li>Source: Alexa.com </li></ul>
  10. 10. Most important <ul><li>It’s where people are </li></ul><ul><li>Getting news - 70% </li></ul><ul><li>Watching video - 56% </li></ul><ul><li>Looking for info on Wikipedia - 47% </li></ul><ul><li>Reading blogs - 32% (57 million people) </li></ul><ul><li>Rating products, services or people – 32% </li></ul><ul><li>Source: Pew Internet and American Life Project </li></ul>
  11. 11. A caveat…
  12. 12. Don’t forget about Search and email <ul><li>These are the 2 activities that folks to most online. </li></ul><ul><li>Read email 91% </li></ul><ul><li>Use a search engine 89% </li></ul><ul><li>Source: Pew Internet & American Life Project </li></ul>
  13. 13. Tools U can use
  14. 14. Blogs <ul><ul><ul><li>Communicate quickly </li></ul></ul></ul><ul><ul><ul><li>Put a real face on your organization. </li></ul></ul></ul><ul><ul><ul><li>Get found in Search </li></ul></ul></ul><ul><ul><ul><li>Build, organize and share content – educate . </li></ul></ul></ul>
  15. 15. Social Networking Sites <ul><ul><ul><li>Build an audience, i.e. find new stakeholders </li></ul></ul></ul><ul><ul><ul><li>Increase brand awareness - educate </li></ul></ul></ul><ul><ul><ul><li>Ask your supporters to support you </li></ul></ul></ul>
  16. 16. Video <ul><li>Show vs. tell your story – educate. </li></ul><ul><li>Break up the monotony. </li></ul><ul><li>Remember: YouTube is the 3 rd most trafficked site on the Net </li></ul>
  17. 17. Twitter <ul><li>See what people are talking about right now </li></ul><ul><li>Drive traffic to other sites. </li></ul><ul><li>Educate. </li></ul><ul><li>Reach people you can’t reach anywhere else. </li></ul>
  18. 18. OK, but what can social media do for my organization?
  19. 19. Social media can: <ul><li>Be a powerful way to engage your constituents </li></ul><ul><li>Help you find/ engage new constituents </li></ul><ul><li>Provide new ways for constituents to engage with you and spread the word about your cause </li></ul><ul><li>Enable low cost, high touch communication with your donors, members and advocates </li></ul>
  20. 20. Is it right for my organization?
  21. 21. Before jumping in, assess <ul><li>Your constituents </li></ul><ul><li>Your organization </li></ul><ul><li>Your goals </li></ul>
  22. 22. Your constituents <ul><li>Who are they? </li></ul><ul><li>How are you engaging them? </li></ul><ul><li>How often do they come to your website, donate, act? </li></ul><ul><li>What social media are they using? </li></ul><ul><li>What do you want them to do? </li></ul><ul><ul><li>Act </li></ul></ul><ul><ul><li>Donate </li></ul></ul><ul><ul><li>Share/spread news, actions, etc. </li></ul></ul>
  23. 23. Your organization <ul><li>Do you have a newsletter? </li></ul><ul><li>Do you have an email newsletter? </li></ul><ul><ul><li>How often do you sent it out? </li></ul></ul><ul><ul><li>Is a different group of people receiving the email version? </li></ul></ul><ul><ul><ul><li>Is the content the same? </li></ul></ul></ul><ul><li>Do you have a website? </li></ul>
  24. 24. Your organization, continued <ul><li>How often do you update your website? </li></ul><ul><ul><li>Who does it? </li></ul></ul><ul><li>Is communicating with constituents in someone’s job description? </li></ul><ul><ul><li>Whose? </li></ul></ul><ul><li>Do you have a marketing/communications plan and strategy? </li></ul>
  25. 25. Your goals <ul><li>Are they aligned with your mission? </li></ul><ul><li>Is social media the best way to get you where you want to go? </li></ul>
  26. 26. Some hard truths about social media <ul><li>If you build it, they won’t necessarily come. </li></ul><ul><li>It takes time and dedicated resources to build a social program. </li></ul><ul><li>You won’t raise a lot of money in this space. </li></ul>
  27. 27. Some hard truths about social media <ul><li>Doing it well requires: </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Plan </li></ul></ul><ul><ul><li>Measurement </li></ul></ul><ul><ul><li>Willingness to learn from mistakes </li></ul></ul><ul><ul><li>Clear goals </li></ul></ul><ul><ul><li>Alignment across the organization </li></ul></ul>
  28. 28. Some hard truths about social media <ul><li>Social is a means to </li></ul><ul><li>an end not an end in itself </li></ul><ul><li>It’s a balancing act – you have to do it but </li></ul><ul><li>at the right price </li></ul>
  29. 29. Case Study The Nature Conservancy
  30. 30. Getting Started <ul><li>Set up Google Alerts and start listening to what people are already saying about you. </li></ul><ul><li>Do a Google blog search on key terms. </li></ul><ul><li>Search Technorati and Alltop to find the influential bloggers in your industry. </li></ul><ul><li>Follow other nonprofits on Twitter to see what they are talking about. </li></ul><ul><li>Set up a personal page on Facebook and start connecting with friends/family. </li></ul>
  31. 31. Getting Started <ul><li>Set up a personal page on Linkedin and start connecting with colleagues </li></ul><ul><li>Get FREE training through the Case Foundation. Visit Gear Up for Giving at http://www.casefoundation.org/social-media-tutorials </li></ul><ul><li>Do a social networking data append to determine where your constituents “live” online. </li></ul>
  32. 32. Questions? <ul><li>Dahna Goldstein </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Evan Parker </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Jocelyn Harmon </li></ul><ul><ul><li>[email_address] </li></ul></ul>
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