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


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

    1. 1. Presented by:<br />Lisa Kaslyn<br />ProsperCommunications<br />Twitter @Kashen | Facebook Lisa Kaslyn<br />PR 21.0 – Increasing Your Non-Profit’s Exposure Using Social Media<br />
    2. 2. PR 21.0 | It’s all about getting found<br />Social Media and Blogging are Public Relations (PR) Tactics<br />PR Boosts Search Engine Optimization (SEO)<br />SEO Drives Web Traffic<br />More Web Traffic = More Leads = More $upporter$<br />“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<br />
    3. 3. More Visibility through Social Media<br />“The conversation has already started. Isn’t it time for you to speak up?”<br />Social Media is not a flash in the pan<br />2009 growth stats:<br />Facebook grew 228%<br />LinkedIn grew 82% <br />Twitter grew 1,382% <br />YouTube grew 132%<br />You need an integrated social media marketing strategy<br />
    4. 4. Social Media Players<br />Getting visible on social media!<br />Creators<br />Collectors<br />Joiners<br />Niche<br />
    5. 5. Creators<br />Creators are blog hosting sites, social networking and micro-blogging, video and photo sharing sites that enable users to create and share content<br />
    6. 6. Collectors<br />Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources. <br />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.<br />
    7. 7. Joiners<br />Multiple interactions<br />Thru multiple connections<br />Using multiple tools<br />Text<br />Photos<br />Videos<br />
    8. 8. Niche<br />Professional<br />Corporate<br />Non-Profits<br />Alumni<br />Physical Gathering<br />
    9. 9. Non-Profit Social Media Rock Star<br />“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.”<br />- Chris Brogan , co-author, “Trust Agents”<br />and president, New Marketing Labs<br />
    10. 10. Best Practices – Integrated Communications<br />
    11. 11. Connecting to Supporters<br />
    12. 12. 1. Be Personal and Educational <br />People connect to NPOs on Facebook because they are passionate about the cause and want to participate in making change<br />Be careful not to only focus on fundraising. Whenever possible, share updates directly related to the impact of your organization <br />*These charts and more may be accessed on Facebook<br />
    13. 13. 2. Create Content Worth Sharing<br />Empower people to share and spread the word among their Facebook friends by giving them content to interact with and share<br />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.<br />
    14. 14. 3. Join the Conversation<br />Facebook is a culture of conversations—NPOs have a huge opportunity to get immediate feedback on issues <br />Poll your supporters on Facebook with a question now and then in your status update, instead of only posting statements<br />Show you’re listening by making a comment among the supporter posts<br />Don’t discredit an occasional negative comment – view it as an opportunity to start a dialogue and convert new supporters.<br />
    15. 15. 4. Grow Your Connections<br />Promote the Username for your non-profit page everywhere: <br />email lists, advertising, posters, banners, newsletters, etc.<br />Encourage supporters to add a Like Badge to their blog or website to show their connection to your NPO<br />Run Facebook Ads targeted to cause keywords, related organizations, relevant geographies or donors/supporter demographics<br />
    16. 16. 5. Make your site social <br />Like Button: The Like button lets users share pages from your site back to their Facebook profile with one click<br />
    17. 17. Mining for Gold<br />Bradford Goven, Principal<br />Sales Support360◦<br />
    18. 18. <ul><li>LinkedIn: - 55 Million Subscribers- Shine a light on donors- Simple branding – focus on connections
    19. 19. - Have a professional presence on LinkedIn
    20. 20. - Leverage Sales Intelligence
    21. 21. - Have an LinkedIn action plan
    22. 22. - Mine through LinkedIn for A+ prospect-donors</li></ul>Mining for Gold on <br />
    23. 23. 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<br />4. Educate yourself on effective LI search<br />5. Stand out: Be active! Don’t make it a resume rehash<br />6. Answer questions to highlight your expertise<br />7. Accept connections and request connections. <br />8. Talk to people. I mean, really talk!<br />Relationship Map — LinkedIn Name Export<br />
    24. 24. Measure & Analyze<br />Track the number of inbound links, keyword rank over time and compared to competition<br />Measure real business results: number of visitors, leads, and donors from SEO<br />
    25. 25. Social Media Guidelines<br />Internet policies need to cover the use of interactive social websites as well as use of email and access to non-interactive websites <br />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<br />Clearly identify certain activities as gross misconduct<br />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.<br />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<br />Such monitoring is subject to data protection laws and employers also need to be aware of employees’ privacy rights in relation to personal emails. <br />A clear escalation procedure and chain of responsibility can also ensure incidents are well handled by trained staff. <br />Rough Guide to: Social Media and the Law<br /><br />
    26. 26. Social Media Resources<br />Beth’s Blog<br /><br />Soon-to-be-released book: “The Networked Nonprofit”<br />Allison Fine<br /><br />Author of “Momentum”<br />Pro Bono Partnership<br /><br />
    27. 27. Shameless Self-Promotion<br /><br />Prosper Method™<br />Workshops<br />
    28. 28. PR 21.0<br />Thank You!<br />Lisa Kaslyn<br /><br />845-225-7571<br />Twitter @Kashen<br /><br />