Social Media and Your Organization Jocelyn Harmon Director of Nonprofit Services, Care2
A story
Today’s agenda <ul><li>What is social media? </li></ul><ul><li>So what and who cares? </li></ul><ul><li>How do you do it? ...
What is social media?
What Is Social Media? <ul><li>Social media are Internet-based tools to share information, learn and connect with others.  ...
Different from mass media <ul><li>Mass media </li></ul><ul><li>FREE (sort of) </li></ul><ul><li>Easy to cut, paste and sha...
Who’s online anyway? <ul><li>Less than $30,000/yr –  60% </li></ul><ul><li>$30,000 - $49,999 – 76% </li></ul><ul><li>$50,0...
What are they doing? <ul><li>Send or read e-mail  - 89% </li></ul><ul><li>Use a search engine to find information – 88% </...
Don’t forget about email and search <ul><li>Send or read e-mail  -  89% </li></ul><ul><li>Use a search engine to find info...
So what and who cares?
Social media is mainstream! <ul><li>75%  of Internet users participate in some form of social media, up from 56 percent in...
Holy cow!  Look at the top 11 sites on the Internet <ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </...
So what and who cares? <ul><li>It’s fast. </li></ul><ul><li>It’s global. </li></ul><ul><li>It can help you reach new and y...
What this means for you
How do you do it?
<ul><li>Strategy first.   </li></ul><ul><li>Tools second. </li></ul>
Before diving in, do your homework.
Not all constituents are created equal. Who loves you baby?
Profile your audience <ul><li>Who are your stakeholders? </li></ul><ul><li>Where do they “live” online? </li></ul><ul><li>...
How are your constituents using the Web?
Your Organization <ul><li>What’s your communications capacity? </li></ul><ul><li>Is communicating/doing advocacy in someon...
Your Organization <ul><li>Is your organization online? </li></ul><ul><li>Do you have a website? Is it updated regularly? <...
Tools you can use
<ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Video </li></ul><ul><li>Twitter </li></u...
Websites <ul><li>Your website  should still be the hub  of all your communication activities.  </li></ul><ul><li>Make it e...
Example
Example
Example
Example
Email <ul><li>Your email list is  one of your most valuable assets.  </li></ul><ul><li>Keep it clean and build it. </li></...
Obama for America <ul><li>It's interesting to note that the 20 social networking sites and the campaign's own online commu...
Example
Example
Blogs – Use them to <ul><li>Put a real face on your organization. </li></ul><ul><li>Enable you to  communicate quickly </l...
Example
Example
Video – Use it to <ul><li>Show vs. tell your story </li></ul><ul><li>Remember:  YouTube is  </li></ul><ul><li>The 3rd most...
Twitter – Use it to <ul><li>See  who is talking about your issue right now .  </li></ul><ul><li>Respond and connect. </li>...
Example
Example
Social Networking Sites – Use them to  <ul><li>Build an audience, i.e. find new stakeholders. </li></ul><ul><li>Increase b...
Example
If you build it.  They won’t come!
Don’t forget to syndicate your content.  <ul><li>“ If you don’t like the news…go out and make some of your own.” </li></ul...
Getting started
Getting Started <ul><li>Clean up your website! </li></ul><ul><li>Get your email marketing going! </li></ul><ul><li>Set up ...
Getting Started <ul><li>Start a  personal Facebook page  so you can get a feel for the medium. </li></ul><ul><li>Follow ot...
Learn from the best
Resources for You! <ul><li>Pew Internet and American Life Project </li></ul><ul><li>Alexa.com </li></ul><ul><li>2010 e-Non...
Connect with me! <ul><li>[email_address] </li></ul><ul><li>301-257-8526 </li></ul><ul><li>@jocelynharmon </li></ul>
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Social media and your organization 7.15.10

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  • Great! Can you expand on how to use Search and email (eblasts, etc) to recruit new advocates or promote support for an advocacy issue? Can you show an example, maybe from one of the VHAs ( if you don’t have one I think I can find one of NAMI’s eblasts). What about your webpage? One of the key points that the presentors made in VT is that if you can do nothing else, keep your webpage current and changing to keep visitors coming back to find what is new. For some small agencies, that may be all that they have staff or volunteers to do.
  • Social media and your organization 7.15.10

    1. 1. Social Media and Your Organization Jocelyn Harmon Director of Nonprofit Services, Care2
    2. 2. A story
    3. 3. Today’s agenda <ul><li>What is social media? </li></ul><ul><li>So what and who cares? </li></ul><ul><li>How do you do it? </li></ul><ul><li>Tools you can use. </li></ul><ul><li>Getting started. </li></ul><ul><li>Learn from the best. </li></ul>
    4. 4. What is social media?
    5. 5. What Is Social Media? <ul><li>Social media are Internet-based tools to share information, learn and connect with others. Social media are SOCIAL! </li></ul><ul><li>They enable user-generated content and feedback. </li></ul><ul><li>Examples include, blogs, Facebook, MySpace, YouTube, Flickr and Twitter. </li></ul>
    6. 6. Different from mass media <ul><li>Mass media </li></ul><ul><li>FREE (sort of) </li></ul><ul><li>Easy to cut, paste and share </li></ul><ul><li>Social </li></ul><ul><li>More democratic </li></ul><ul><li>Social media </li></ul><ul><li>Expensive </li></ul><ul><li>Hard to distribute </li></ul><ul><li>One-way </li></ul><ul><li>Inaccessible to most </li></ul>
    7. 7. Who’s online anyway? <ul><li>Less than $30,000/yr – 60% </li></ul><ul><li>$30,000 - $49,999 – 76% </li></ul><ul><li>$50,000 - $74,999 – 83% </li></ul><ul><li>$75,000 – 94% </li></ul><ul><li>Less than HS – 39% </li></ul><ul><li>High School – 63% </li></ul><ul><li>Some College – 87% </li></ul><ul><li>College + - 94% </li></ul><ul><li>Men - 74 </li></ul><ul><li>Women - 74 </li></ul><ul><li>White, Non-Hispanic – 76 </li></ul><ul><li>Black, Non-Hispanic – 70 </li></ul><ul><li>Hispanic (English-speaking) – 64 </li></ul><ul><li>18 – 29 – 93% </li></ul><ul><li>30 – 49 – 81% </li></ul><ul><li>50 – 64 – 70% </li></ul><ul><li>65+ - 38% </li></ul>
    8. 8. What are they doing? <ul><li>Send or read e-mail - 89% </li></ul><ul><li>Use a search engine to find information – 88% </li></ul><ul><li>Look for information online about a service or product you are thinking of buying* - 81% </li></ul><ul><li>Check the weather – 76% </li></ul><ul><li>Look for health/medical info~ - 75% </li></ul><ul><li>Buy a product - 75% </li></ul><ul><li>Get news – 72% </li></ul><ul><li>Go online just for fun or to pass the time – 72% </li></ul><ul><li>Watch a video on a video-sharing site like YouTube or Google Video – 62% </li></ul><ul><li>Read someone else’s online journal or blog^* - 32% </li></ul><ul><li>Rate a product, service or person using an online rating system – 31% </li></ul><ul><li>Share something online that you created yourself – 30% </li></ul><ul><li>Listen to a live or recorded radio broadcast online, such as a newscast, sporting event, or radio show – 29% </li></ul><ul><li>Categorize or tag online content like a photo, news story or blog post – 28% </li></ul><ul><li>Post comments to an online news group, website, blog or photo site – 26% </li></ul><ul><li>Chat in a chat room or in an online discussion – 22% </li></ul><ul><li>Make a donation to a charity online – 19% </li></ul><ul><li>Use Twitter or other status-updating service – 19% </li></ul><ul><li>Download a podcast so you can listen to it or view it later* - 19% </li></ul><ul><li>Use Twitter or other status-update service – 19% </li></ul>
    9. 9. Don’t forget about email and search <ul><li>Send or read e-mail - 89% </li></ul><ul><li>Use a search engine to find information – 88% </li></ul><ul><li>These are the top-ranked online activities. </li></ul><ul><li>Source: Pew Internet & American Life Project </li></ul>
    10. 10. So what and who cares?
    11. 11. Social media is mainstream! <ul><li>75% of Internet users participate in some form of social media, up from 56 percent in 2007. Source: Forrester </li></ul>
    12. 12. Holy cow! Look at the top 11 sites on the Internet <ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Yahoo! </li></ul><ul><li>Windows Live </li></ul><ul><li>Baidu </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger </li></ul><ul><li>MSN </li></ul><ul><li>QQ </li></ul><ul><li>Twitter </li></ul>Source: Alexa.com 7.15.10
    13. 13. So what and who cares? <ul><li>It’s fast. </li></ul><ul><li>It’s global. </li></ul><ul><li>It can help you reach new and younger advocates. </li></ul><ul><li>It can enable your best supporters to market for you. </li></ul><ul><li>It’s measurable. </li></ul><ul><li>It’s where your audiences are! </li></ul>
    14. 14. What this means for you
    15. 15. How do you do it?
    16. 16. <ul><li>Strategy first. </li></ul><ul><li>Tools second. </li></ul>
    17. 17. Before diving in, do your homework.
    18. 18. Not all constituents are created equal. Who loves you baby?
    19. 19. Profile your audience <ul><li>Who are your stakeholders? </li></ul><ul><li>Where do they “live” online? </li></ul><ul><li>How do they interact with the social web? </li></ul><ul><li>Who are your key influencers? </li></ul><ul><li>How often do they visit our your website? </li></ul><ul><li>What do they do when they get there? </li></ul><ul><li>How else are you currently communicate with them? </li></ul>
    20. 20. How are your constituents using the Web?
    21. 21. Your Organization <ul><li>What’s your communications capacity? </li></ul><ul><li>Is communicating/doing advocacy in someone’s job description? </li></ul><ul><li>Do you have a marketing/communications plan and strategy? </li></ul><ul><li>What do you want our stakeholders to do – act, donate, share/spread news? </li></ul>
    22. 22. Your Organization <ul><li>Is your organization online? </li></ul><ul><li>Do you have a website? Is it updated regularly? </li></ul><ul><li>Do you have a newsletter? </li></ul><ul><li>Do you have an email newsletter? </li></ul><ul><li>How often do you sent it out? </li></ul><ul><li>How does your organization handle the adoption of new technology? </li></ul>
    23. 23. Tools you can use
    24. 24. <ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Video </li></ul><ul><li>Twitter </li></ul><ul><li>Social networking sites </li></ul>
    25. 25. Websites <ul><li>Your website should still be the hub of all your communication activities. </li></ul><ul><li>Make it easy for people engage with you and keep your content fresh . </li></ul><ul><li>However, also make it easy for them to repurpose your content. </li></ul><ul><li>Remember, you have 1 minute to WOW ! </li></ul>
    26. 26. Example
    27. 27. Example
    28. 28. Example
    29. 29. Example
    30. 30. Email <ul><li>Your email list is one of your most valuable assets. </li></ul><ul><li>Keep it clean and build it. </li></ul><ul><li>Buy a commercial email services platform. Do not use Outlook for blast emails. </li></ul><ul><li>Put an email sign up on every page of your website. </li></ul>
    31. 31. Obama for America <ul><li>It's interesting to note that the 20 social networking sites and the campaign's own online community (MyBo), which powered OFA did not yield a high return on investment in terms of fundraising. </li></ul><ul><li>&quot;From a fundraising perspective, external social networks are not a good use of time. No one has ever really cracked that code.&quot; - Stephen Geer, Director of Email and Online Fundraising, Obama for America Instead, &quot; The real drivers were old school. They were email. And they were web .&quot; - David Plouffe, Campaign Manager, Obama for America </li></ul>
    32. 32. Example
    33. 33. Example
    34. 34. Blogs – Use them to <ul><li>Put a real face on your organization. </li></ul><ul><li>Enable you to communicate quickly </li></ul><ul><li>Get found in Search . </li></ul><ul><li>Build, organize and share content – educate. </li></ul><ul><li>Control the discourse . </li></ul><ul><li>Get PR . </li></ul>
    35. 35. Example
    36. 36. Example
    37. 37. Video – Use it to <ul><li>Show vs. tell your story </li></ul><ul><li>Remember: YouTube is </li></ul><ul><li>The 3rd most trafficked site </li></ul><ul><li>On the Net! </li></ul>
    38. 38. Twitter – Use it to <ul><li>See who is talking about your issue right now . </li></ul><ul><li>Respond and connect. </li></ul><ul><li>Enable people to follow an event, issue or conversation in real time via hash tags. </li></ul><ul><li>Use your twitter feed to drive traffic to your website, blog, petitions. </li></ul>
    39. 39. Example
    40. 40. Example
    41. 41. Social Networking Sites – Use them to <ul><li>Build an audience, i.e. find new stakeholders. </li></ul><ul><li>Increase brand awareness. </li></ul><ul><li>Ask your supporters to support you. </li></ul><ul><li>A caveat: Unless you have their email addresses your fans don’t really belong to you. </li></ul>
    42. 42. Example
    43. 43. If you build it. They won’t come!
    44. 44. Don’t forget to syndicate your content. <ul><li>“ If you don’t like the news…go out and make some of your own.” </li></ul><ul><li>- Wes “Scoop” Nisker </li></ul>
    45. 45. Getting started
    46. 46. Getting Started <ul><li>Clean up your website! </li></ul><ul><li>Get your email marketing going! </li></ul><ul><li>Set up Google Alert and start listening to what people are already saying about you online. </li></ul><ul><li>Do a Google blog search on key terms. 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>
    47. 47. Getting Started <ul><li>Start a personal Facebook page so you can get a feel for the medium. </li></ul><ul><li>Follow other nonprofits on Twitter to see what they are talking about. </li></ul>
    48. 48. Learn from the best
    49. 49. Resources for You! <ul><li>Pew Internet and American Life Project </li></ul><ul><li>Alexa.com </li></ul><ul><li>2010 e-Nonprofit Benchmark Study </li></ul><ul><li>Blackbaud Index of Online Giving </li></ul><ul><li>BethKanter.org </li></ul><ul><li>Frogloop.com </li></ul><ul><li>Care2’s social networking calculator - http://bit.ly/aV5idE </li></ul>
    50. 50. Connect with me! <ul><li>[email_address] </li></ul><ul><li>301-257-8526 </li></ul><ul><li>@jocelynharmon </li></ul>
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