Social Media for NonprofitsPresentation Transcript
Social Media for Nonprofits Converting “friends” into true supporters Allison Treppa Director of Marketing & Communications Michigan Nonprofit Association www.MNAonline.org
About Me Allison Treppa Director of Marketing & Communications Michigan Nonprofit Association atreppa@MNAonline.org Website: www.MNAonline.org Blog: http://MNAonline.wordpress.com Twitter: @MNAOnline Facebook: www.facebook.com/MNAonline LinkedIn: search for Michigan Nonprofit Association
Goals for Today Explore trends in social media Examine the tools and generational differences Explore how organizations are using social media to increase engagement
What’s Different Today? Traditional Media Brand in control One way Delivering a message Repeating the message Focused on the brand Educating Organization creates content Social Media Audience in control Two way Being a part of a conversation Adapting the message Focused on the audience Influencing, involving User-created content/co-creation Source: Slide 10 from “What’s Next in Media?” by Neil Perkin
What is Social Media?
Definition: “the use of electronic and Internet tools for the purpose of sharingand discussing information and experiences with other human beings.”
- Ben Parr http://www.benparr.com/2008/08/its-time-we-defined-social-media-no-more-arguing-heres-the-definition
In other words, social media describes the tools people use and the ways people share ideas online.
Current Tools Social Bookmarking Photo Sharing Podcasting and Video Blogging Feed Reading & Sharing Social Networking
What’s Effective? Facebook Twitter LinkedIn Flickr You Tube Blogs Great Resource: Beth’s Blog: http://beth.typepad.com/
What’s the Trend?
Waiting is NOT the Answer Waiting for new communication “fads” to settle will not make it happen. There is an increasing need to be adaptable and flexible with these tools. Be committed to the tools that advance your mission until they no longer do that. By the time you learn and adapt to one tool, another one emerges. (e.g. MySpace)
What’s Next? Flickr photo from HoriaVarlan
How Do You Prepare? Don’t be afraid! Know the purpose of the available tools. Utilize popular tools based on mission advancement and available staff/volunteer time. Research social media policies and your own employee handbook. 80+ nonprofit social media policies http://mashable.com/2009/09/20/social-media-policies/
Beth Kanter’s 8 Principles for Using Social Media Flickr photo by CyboRoZ
Flickr photo by Melolou Listen Engage Relationships with influencers Make it easy to remix and distribute Staff time and expertise The right metrics Small pilots and reiterate Assess organizational culture
What does it mean to listen? Flickr photo by Fe llya
What does it mean to engage? Flickr photo by timoni
Facebook What’s Your Goal? What do you want to share here? Frequency of posting/cross-posting Most popular among adults Among adult profile owners 73% have a profile on Facebook, 48% have a profile on MySpace and 14% have a LinkedIn profile.
Facebook (cont’d) Significant spike in domain searches for 2009 Algeria, Ethiopia, and Uruguay all experienced the largest increases. Demographically, there were increases in older users, the 35-45 age group, and the 45-54 age group. Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
What’s up with Twitter? Flickr photo by Shovelling Son
Twitter (cont’d) Searches for Twitter continue to rise sharply. Increases in Twitter searches are occurring across the board from the US, to Europe, to Asia, to Africa, and the Middle East. Females now search for Twitter more than males. Significant increase in searchers from 0-17 year olds, and thus, those with less than a high school diploma. An increase in searchers in the income brackets of $25,000 to $74,999 Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
Redefining a Peer Group The trusted “peer group” is changing to include both “real-life” and online friends, blog writers, reviewers, Twitter followers, etc. Blogs and social media have emerged as key trusted and inspirational sources to discover brands and products Flickr photo: maxymedia http://www.marketingcharts.com/interactive/gen-y-women-respond-to-interactive-non-intrusive-campaigns-11337/
Reality Check Most nonprofits are missing the basics. Start there. Basics include: Website Good email marketing Telling good stories Saying thank you Becoming a trusted source for others Then move onto: Facebook Twitter Other social media Flickr photo: andrewcoulterenright www.nonprofitmarketingguide.com
This is NOT your only website:
This is also your website:
Getting Linked In Flickr photo by MattiMattila
LinkedIn (cont’d) Major increase in searches Much of that increase is due to continued high domain search traffic in the US and India. Younger, less educated, and less wealthy audiences are increasing in their searches for linkedin.com. Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
What do you do? Flickr photo from DC Central Kitchen
Photos can be uploaded to sites like Flickr, tagged, grouped, and shared
Tagging allows photos to be organized by subject matter
Groups allow multiple users to upload photos that share a common theme