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Can you hear me now? Social Media presentation for the NWA Chapter of the Association of Fundraising Professionals 4.20.2011
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Can you hear me now? Social Media presentation for the NWA Chapter of the Association of Fundraising Professionals 4.20.2011


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  • Ladeedah
  • There are tons of tools out there. We’re going to talk to you about the tools we find the most useful. The bonus is – they are FREE!
  • Interoperability - capability of different programs to exchange data via a common set of exchange formats, to read and write the same file formats, and to use the same protocolsAccessibility - degree to which a product, device, service, or environment is available to as many people as possible. Accessibility can be viewed as the "ability to access" and possible benefit of some system or entity. Accessibility is often used to focus on people with disabilities or special needs and their right of access to entities, often through use of assistive technology.Usability - is the ease of use and learnability of a human-made object.
  • What is an RSS feed? (show mine on iPad) Stands for Really Simple Syndication - used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized formatThey benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place. RSS feeds can be read using software called an "RSS reader", "feed reader", or "aggregator", which can be web-based, desktop-based, or mobile-device-based. RSS allows users to avoid manually inspecting all of the websites they are interested in, and instead subscribe to websites such that all new content is pushed onto their browsers when it becomes available
  • Great if when you hover your mouse over those icons they highlight/move or otherwise indicate that this is a LIVE link.HOPE Cancer Resources has their upcoming event – the Heather Ridley Fleeman Battle for Hope – on their home page. Clicking on that image takes you right to the event details and registration page.
  • Just like in the Newspaper, the space “above the fold” (visible on the screen without scrolling down) is prime real estate. The NWA Women’s Shelter, as a crisis organization – WISELY puts their contact information above the fold.
  • You’ve got them on your website. Now what do you want them to DO?!?!Issue a call to action. Then give them the tools to do it.Temporary - We currently have a button for our Mother’s Day Tribute campaign on our front page. Permanent – Under Get Involved – Volunteer, Donate, Sponsor, PartnerThen give them the tools to do it!
  • Tell stories - Good news makes great blog posts! A check presentation, new board members or volunteers, program successes.Post consistently – schedule it! We have a bi-monthly e-blast that goes out to supporters. That content is also published on our blog. You don’t have to create more work for yourself by creating “blog only” content. You send a press release after events, right? Publish those same facts and photos on your blog.Use a catchy title – think “headlines” and attention grabbing. Make your post “scannable” – especially important to those who subscribe via a feed reader. i.e. they may not be viewing the post on your site – but from their reader, which strips down the background colors etc. Use photos, bullet points, and bold text – anything that will grab the reader’s attention.
  • Great example from Hope Cancer Resources. Italics, bold text and colored text all jump out and make this blog “scannable”. Includes a link to a local business.. LINKing to another businesses website is seen as being “friendly” – they will be more likely to then link to you. Inbound links to your site improve your SEO rankings.
  • This last one is going to be the key to why social networking is important for nonprofits in NWA. With so much competition, you need to be out there being seen and being heard. Anything you can do to drive people to your website is KEY.
  • According to The Chronicle of Philanthropy, Charity: Water has the #1 philanthropic Twitter page. Keep in mind #1 and #2 on the list have a personal or partnership connection with Twitter.
  • This is a twitpic from Charity: Water- one of their “Photos of the Day.” How powerful to see this picture. You know what they do and who benefits from it without words.
  • UNICEF is lower down on the list, but I thought it had some very strong branding and use of news stories.
  • You have a limited amount of characters to use, so choose your words wisely.If you only have an account for your organization, don’t write personal opinion. Know you are speaking on behalf of your org. If you do have a personal account, don’t write anything you wouldn’t want your boss or grandmother to read. You represent your company in social networking too.Witty works!Hashtags are trending topics. If you put “#” in front of a word (connected to the word), that can start a trending topic.If you seek ReTweets, keep your Tweet to about 100 characters. Spaces and punctuation count as characters.Always Edit! Make your Tweet valid.
  • 1. Don’t over-tweet. You want to keep followers, not annoy them. Keep your content news-worthy….but not necessarily press-worthy.2. If you follow more people than follow you….by a large percentage….be careful. You may be seen as a spammer! 3. Utilize Direct Messages for smaller or private conversations. This will help in not over-tweeting. Also be vague when tweeting about private social events. The host may not want her business known.
  • GMA- @CharlieSheen and Video linkChris Cuomo- Wisc, gov, 2 uWAC- RT, Twitter Tuesday, short and sweet promo
  • An employee of the American Red Cross tweeted personally on the ARC account. Luckily ARC handled it well and humorously corrected the issue.Always a good idea to use two separate apps for your personal and work accounts.
  • Again, these were taken from The Chronicle of Philanthropy
  • August 2010Boomers also love Facebook far more than other social media sites, with 73% of the group claiming to maintain a Facebook profile, while only 13% have taken a liking to Twitter. We also find it somewhat shocking that only 13% identify themselves as active LinkedIn users. One would think that given their place in the professional world, Boomers would we more active on the professional site.
  • Facebook App:Downside is that you can’t hyperlink to people/pages, etc.
  • Just sign in with Facebook Connect, select your time zone, type in what it is you’d like to say, set the calendar and clock to when you’d like to say it, and presto!
  • Respond: You don’t have to respond to every comment, but try to get in the middle of conversations to show you are hearing your supporters or followers. BUT, don’t overdo it or get too personal. Some conversations can be continued outside of FB.
  • Click the Create New List button at the top of the page to create a new list, or type the name of a friend in the left-side search field to add a friend to an existing list. You can also click on an existing friend lists on the left-side of the page, and then click on the Edit List button.If you have more than two friend lists, you can easily add or remove friends from lists by using the drop-down menu that appears next to their names on the "All Friends" tab of the Friends page.
  • The bottom lineGroups are great for organizing on a personal level and for smaller scale interaction around a cause. Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account.
  • Facebook Questions helps you tap into the collective knowledge of the more than 500 million people on Facebook. For example, if you're vacationing in Costa Rica and want to know the best places to surf, you can use Facebook Questions to get answers from nearby surfing enthusiasts. Because questions will also appear to your friends and their friends, you'll receive answers that are more personalized to you.To ask a question to the community, just click the "Ask Question" button at the top of the homepage. You can also ask questions about your friends from their profiles, similarly to how you would post on their Walls.After you ask a question, you have the option of adding a photo or a poll. Want to know what type of flower is growing in your back yard? Take a photo and attach it to the question. Wondering which video game system is better for your 8 year-old cousin: Nintendo Wii or XBox? Make a poll. Keep in mind that all questions and answers posted using the Questions application are public and visible to everyone on the Internet. If you only want to ask a question to your friends or a specific group of people, you can still pose it as a status update on your profile targeted to those people.
  • By utilizing YouTube, you can embed video into your blog.The possibilities are endless!A PSA or montage of your clients/services on your home page – you spent a small fortune to create it. Then showed it one time at an event? Put it to work for you on your homepage! Volunteer orientation video – wouldn’t it be great if volunteers were oriented online and came in ready to work?Video resources for your clients – we recently uploaded a video of a resume building seminar we held. About 10 students attended in person, but now all 100 of our current recipients have access to it! (and every applicant and recipient from now on!) BTW – we uploaded that video last week and we have already had more than 100 upload views. Compelling video illustrating the need on your donation page
  • Ladeedah
  • Transcript

    • 1. Can you Hear me Now?Making the most of Social Media tools
    • 2. Tools of the TradeWordPress (for your website & your blog) Facebook Twitter YouTube
    • 3. WordPress•Open Source software – means it is FREE!•Search Engine friendly•Follows all web standards(interoperability, accessibility, usability)•Plug-ins allow you to do almost anything•Themes allow you to customize your siteto match your
    • 4. Your website should allow users to:1. join your email distribution list2. subscribe to your RSS feed
    • 5. 3. make it easy for your constituents to: “follow you” on Twitter, “friend” you on Facebook, & read your blog
    • 6. 4. Provide contact information on the home page. “Above the fold” if you are a crisis organization.
    • 7. 5. Issue a call to action: (volunteer, donate, sponsor, etc.) Then give them the tools to do it – • volunteer applications • sponsorship packets • “Donate Now” button
    • 8. Why Blog?•Provides current, relevant content to your website(Which is important for SEO purposes)•Engages constituents and keeps them coming back•Illustrates your MISSION in action•Provides an opportunity for people to participate • comments/feedback • Think Web 2.0
    • 9. Blogging Tips•Tell stories•Post consistently (annually doesn’t count!)•Use a catchy title•Make your post “scannable” *Bullet Points *Numbered lists *Pictures *use “Quotes” *Short Paragraphs *Bold Text
    • 10. Blogging Tips . . .continued•Include pictures in ALL posts•Include LINKS in your posts(open in new window)•KISS (500-750 words max)
    • 11. Italics, bold text and colored text all jump out and makethis blog “scannable”. Includes a link to a local business..
    • 12. the Twitter Revolution
    • 13. Tweets
    • 14. WhyTweet?"Theres a mentality shift • Easy Set Uprequired to fully engage withsocial networking andcommunity content sites: • Potential to reach a vastsometimes, you have to letgo audience. . . . If you just need bodiesat a rally, names on a • Ability to engage withpetition or donations in yourcoffers, mobilizing through people in directtraditional means will workgreat. But if you need an conversationactive, educated andeffective movement, • Possibility to garner anorganizing through socialwebs has the potential to audience more open tocreate much more lastingchange." causes than advertisements.
    • 15. • 140 characters to • And the conversations answer the question on get even better when the Twitter home page: you start answering the “What are you doing question “What are you now?” focusing on?”
    • 16. Twitter for Nonprofits• Twitter is an amazing way to engage donors and potential donors.• You get to meet people all over the world that might be interested in your cause.• You get to hear what people are really thinking about a wide variety of issues.• You can follow other fundraisers and get great real- time advice.• You can even promote traffic to your website or those of your friends.
    • 17. Followers - 1,308,128It’s a Good Thing:•Emotional connection•Use of celebrity•Use of external links
    • 18. Followers - 209,690It’s a Good Thing:•Branding•Use of photos•Variety of internal news, international news stories, and images
    • 19. How to Write a BetterTweet: • Think before you tweet. • Own your own account. • Learn to tease. • Watch your grammar. • Be personal. • …but not too personal. • Use #hashtags (or make up your own). • Leave room for re-tweets (RT). • Check your links. • Edit your tweets.
    • 20. “I don’t give a damn for a man that can only spell a word one way.” Mark Twain
    • 21. • Shorten ur wrds. – BRB, OMW, b/c, cre8, DM, EM, IDK, b4, B – But don’t make us decipher code.• Size matters. – 86 “I think.” We know YOU think. – Use “get” instead of “procure” and “use” instead of “utilize.”• Use searchable keywords• Consider pausing between tweets• Watch your ratio of followers and who you follow
    • 22. tweet baby, tweet baby, tweet tweet!
    • 23. When Tweets Go Wrong…
    • 24. Top NPO Twitter Accounts• Charity: Water (@charitywater) 1,308,128• Room to Read (@RoomtoRead) 457,158• ONE (@ONECampaign) 452,002• The Bill & Melinda Gates Foundation (@gatesfoundation) 430,549• (@dosomething) 366,737• (@Water) 365,230• Creative Commons (@creativecommons) 364,809• Kiva (@Kiva) 357,148• Care (@CARE) 350,785• Social Edge (@socialedge) 350,333• The Case Foundation (@CaseFoundation) 338,283• Echoing Green (@echoinggreen) 333,807• Acumen Fund (@acumenfund) 326,138• Ashoka (@AshokaTweets) 322,734• Skoll Foundation (@SkollFoundation) 320,057• Samasource (@Samasource) 314,298• Witness (@witnessorg) 276,553• Unicef (@UNICEF) 209,690• American Red Cross (@RedCross) 208,660• World Wildlife Fund (@WWF) 159,353
    • 25. and so the relationship status is born…
    • 26. “To Like or Not to Like”Status Magic Like Dislike Love Hate LOL OMG Me too!
    • 27. Scheduling Updates• SocialOomph, Sendible, etc.
    • 28. Golden Rules of Facebook• Ask open-ended questions. Two-way convo.• Don’t overshare. – Understand that your community may be interested in different facets of your organization and tailor your posts to those niches.• Have purpose. – Are you recruiting volunteers? Cultivating activists? Stewarding your donors? Connecting with clients?• Don’t over promote. – Write specifically for Facebook- don’t copy/paste.
    • 29. Golden Rules continued…• Don’t just talk about yourself – Highlight what others are doing too that can be relative to your cause.• Mix It Up – Photos, videos, links, quotes, etc.• Tag Photos• RESPOND! – Show you are listening.
    • 30. Fact or Fiction? “You can only have up to 1,000 Friends on your Friend page.”
    • 31. FICTION!• Up to 1,000 friends per list AND• Up to 100 lists. = 100,000 FRIENDS!
    • 32. More about friend lists…• A way to organize your list of friends on Facebook and to target privacy settings. You can also filter your view of each list’s stream of activity separately on the home page. To create and customize your own friend lists, please follow these steps: Go to the Friends page. Clicking the Account drop-down at the top of any page, and then click on "Edit Friends."
    • 33. Friend, Fan Page, Group Key Feature Fan Page Facebook Group •Unlike groups, fan pages are visible to unregistered people and are thus indexed “Ugly” URLs No Yes (important for reputation management, for Hosting a discussion Yes Yes example); •Unlike pages, groups allow to send out “bulk Discussion wall, and discussion forum Yes Yes invite” (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually). Groups Extra applications added Yes No are thus better for viral marketing, meaning that any group member can also send bulk Messaging to all members Yes (via updates) Yes (via PMs) invites to the friends of his. Visitor statistics Yes (“Page insights”) No To conclude: Video and photo public Yes Yes •Pages are generally better for a long-term exchange relationships with your fans, readers or“Related” event creation and customers; invitation Yes No •Groups are generally better for hosting a (quick) active discussion and attracting Promotion with social ads Yes (never tried it) No quick attention.
    • 34. Events
    • 35. Questions? Not Quite!
    • 36. Facebook Questions
    • 37. Look Who’s Asking Questions!
    • 38. Questions?For real this time.
    • 39. By utilizing YouTube, you can embed video into your blog.The possibilities are endless! •A PSA or montage of your clients/services on your home page •Volunteer orientation video •Video resources for your clients •Compelling video illustrating the need on your donation page
    • 40. 7Hills and Cobblestone Project are some of the best inNWA at telling their story using video YouTube, you canembed video into your blog.
    • 41. Sites We Like • • • • • •
    • 42. Contact UsJody Dilday, Executive Anne Jackson, Development Director