PR 21.0: Increasing your non-profits exposure using social media

Presented by:
Lisa Kaslyn
ProsperCommunications
Twitter @Kashen | Facebook Lisa Kaslyn
PR 21.0 – Increasing Your Non-Profit’s Exposure Using Social Media

PR 21.0 | It’s all about getting found
Social Media and Blogging are Public Relations (PR) Tactics
PR Boosts Search Engine Optimization (SEO)
SEO Drives Web Traffic
More Web Traffic = More Leads = More $upporter$
“The reality is that no organization — either for-profit or non-profit — has control over its image any longer. Any…fundraising nonprofit that thinks otherwise will find out painfully that irrelevance is perhaps the greatest cost of all. ” ~ Chris Bailey

More Visibility through Social Media
“The conversation has already started. Isn’t it time for you to speak up?”
Social Media is not a flash in the pan
2009 growth stats:
Facebook grew 228%
LinkedIn grew 82%
Twitter grew 1,382%
YouTube grew 132%
You need an integrated social media marketing strategy

Social Media Players
Getting visible on social media!
Creators
Collectors
Joiners
Niche

Creators
Creators are blog hosting sites, social networking and micro-blogging, video and photo sharing sites that enable users to create and share content

Collectors
Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources.
Social news sites are different from standard social bookmarking sites by focusing on specific articles and blog posts rather than websites. Because of this, they can be a great source of news, and they also offer the ability to participate in the discussion by leaving comments on popular news items.

Joiners
Multiple interactions
Thru multiple connections
Using multiple tools
Text
Photos
Videos

Niche
Professional
Corporate
Non-Profits
Alumni
Physical Gathering

Non-Profit Social Media Rock Star
“I’d start a storytelling and pictures blog about the causes I was tasked with supporting. No question about it: stories and pictures are powerful contributors to nonprofit experiences.”
- Chris Brogan , co-author, “Trust Agents”
and president, New Marketing Labs

Best Practices – Integrated Communications

Connecting to Supporters

1. Be Personal and Educational
People connect to NPOs on Facebook because they are passionate about the cause and want to participate in making change
Be careful not to only focus on fundraising. Whenever possible, share updates directly related to the impact of your organization
*These charts and more may be accessed on Facebook

2. Create Content Worth Sharing
Empower people to share and spread the word among their Facebook friends by giving them content to interact with and share
Photos, Video and other content can go viral quickly as they attract more “like” and “comment” interactions, which then spread to friends of supporters, attracting new ones.

3. Join the Conversation
Facebook is a culture of conversations—NPOs have a huge opportunity to get immediate feedback on issues
Poll your supporters on Facebook with a question now and then in your status update, instead of only posting statements
Show you’re listening by making a comment among the supporter posts
Don’t discredit an occasional negative comment – view it as an opportunity to start a dialogue and convert new supporters.

4. Grow Your Connections
Promote the Username for your non-profit page everywhere:
email lists, advertising, posters, banners, newsletters, etc.
Encourage supporters to add a Like Badge to their blog or website to show their connection to your NPO
Run Facebook Ads targeted to cause keywords, related organizations, relevant geographies or donors/supporter demographics

5. Make your site social
Like Button: The Like button lets users share pages from your site back to their Facebook profile with one click

Mining for Gold
Bradford Goven, Principal
Sales Support360◦

LinkedIn: - 55 Million Subscribers- Shine a light on donors- Simple branding – focus on connections
- Have a professional presence on LinkedIn
- Leverage Sales Intelligence
- Have an LinkedIn action plan
- Mine through LinkedIn for A+ prospect-donors
Mining for Gold on

Optimizing LinkedIn:1. See the future: connect with your entire donor base 2. Connect to a target market 3. Join groups for those markets and actively participate
4. Educate yourself on effective LI search
5. Stand out: Be active! Don’t make it a resume rehash
6. Answer questions to highlight your expertise
7. Accept connections and request connections.
8. Talk to people. I mean, really talk!
Relationship Map — LinkedIn Name Export

Measure & Analyze
Track the number of inbound links, keyword rank over time and compared to competition
Measure real business results: number of visitors, leads, and donors from SEO

Social Media Guidelines
Internet policies need to cover the use of interactive social websites as well as use of email and access to non-interactive websites
Employees should be aware that they are personally responsible for their online posts and disclosure of confidential or sensitive information about employers should be prohibited
Clearly identify certain activities as gross misconduct
employers can attempt to reduce exposure to claims of unfair dismissal in the rare event that an employee's online behavior requires serious disciplinary action.
Employees also need to be made aware that their online communications while using the employer’s IT system may be monitored by the company to ensure compliance with the policy
Such monitoring is subject to data protection laws and employers also need to be aware of employees’ privacy rights in relation to personal emails.
A clear escalation procedure and chain of responsibility can also ensure incidents are well handled by trained staff.
Rough Guide to: Social Media and the Law
www.nmk.co.uk

Social Media Resources
Beth’s Blog
www.bethkanter.org
Soon-to-be-released book: “The Networked Nonprofit”
Allison Fine
www.allisonfine.com
Author of “Momentum”
Pro Bono Partnership
www.probonopartner.org

Shameless Self-Promotion
www.ProsperComm.com
Prosper Method™
Workshops

PR 21.0
Thank You!
Lisa Kaslyn
lisa@ProsperComm.com
845-225-7571
Twitter @Kashen
www.facebook.com/lisa.kaslyn

PR 21.0: Increasing your non-profits exposure using social media

by Lisa Kaslyn on Jul 29, 2011

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PR 21.0: Increasing your non-profits exposure using social media Presentation Transcript