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Social Media for Nonprofits


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Presentation for MARO Employment and Training Association Spring Conference June 2010

Presentation for MARO Employment and Training Association Spring Conference June 2010

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  • This is not going away!Tools will change, the act of social networking will not
  • Some Things Won’t Change: -listening -telling your story -speed of communicationThe Tools will likely change: -photo sharing (flickr) -video sharing (You Tube) -Social Networks (MySpace, Facebook, LinkedIn)
  • The popularity and affordability of smart phones increases the need for tools to be mobile. The ease of sharing things on multiple platforms (e.g Twitter feeding Facebook) will continue to rise. Communication tools that are:MobileEasily Integrate/Cross PlatformsHuman Resource Policies/Guidelines
  • MNA does not use all of these tools, it’s just not possible.
  • Beth’s overview… Those hours are per week folks! In december Demetrio will be back to talk about the rest of these boxes, or we can chat about some of the others but the focus of the discussion right now is just on the first box to the left.Who’s on what? Notice that there is overlap. Interesting facts that nonprofits are leaders in many of these.
  • The Facebook Insights ToolTotal Fans / Unsubscribers: Total number of fans over time, overlaid with the total number of fans who have chosen to hide your posts in their News Feed (unsubscribers). New / Removed Fans: The number of people who have become a new fan of your Page or stopped being a fan of your Page. Page Views: Total number of times a Page was viewed per day. Media Consumption: Total photo views, audio plays, and video plays for the content you have uploaded to your Page. Unsubscribes / Re-subscribes: The total number of times fans unsubscribed from your Page, and the total number of times fans re-subscribed to your Page.Ultimately – YOU determine what’s successful
  • Not Popular with Teens While teens are bigger users of almost all other online applications, Twitter is an exception. 8% of internet users ages 12‐17 use Twitter. This makes Twitter as common among teens as visiting a virtual world, and far less common than sending or receiving text messages as 66% of teens do, or going online for news and political information, done by 62% of online teens. Older teens are more likely to use Twitter than their younger counterparts; 10% of online teens ages 14‐17 do so, compared with 5% of those ages 12‐13. High school age girls are particularly likely to use Twitter. Thirteen percent of online girls ages 14‐17 use Twitter, compared with 7% of boys that age. Using different wording, we find that 19% of adult internet users use Twitter or similar services to post short status updates and view the updates of others online. Young adults lead the way when it comes to using Twitter or status updating. One‐third of online 18‐29 year olds post or read status updates.
  • “The basics are what most organizations are missing. Obsessing about this is far more effective than managing the latest fad.” I didn’t say that, but I agree with it 100%. Marketing maven Seth Godin said it during a May 2008 online chat about nonprofit marketing hosted by the Chronicle of Philanthropy.Your online strategy will be a lot easier to create if you have the basics covered.
  • What people want is access, ultimately. They want to find information in under 1 minuteLet them access their own hopes and dreams.Give them the technological tools and digital information to tell their friends in the way that they want to.Give them a sneak peek into the future, a backstage glimpe, or anything to keep them interested.
  • Transcript

    • 1. Social Media for Nonprofits
      Converting “friends” into true supporters
      Allison Treppa
      Director of Marketing & Communications
      Michigan Nonprofit Association
    • 2. About Me
      Allison Treppa
      Director of Marketing & Communications
      Michigan Nonprofit Association
      Twitter: @MNAOnline
      LinkedIn: search for Michigan Nonprofit Association
    • 3. Goals for Today
      Explore trends in social media
      Examine the tools and generational differences
      Explore how organizations are using social media to increase engagement
    • 4. What’s Different Today?
      Traditional Media
      Brand in control
      One way
      Delivering a message
      Repeating the message
      Focused on the brand
      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
    • 5. 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
      • In other words, social media describes the tools people use and the ways people share ideas online.
      • 6. Relationship building!
    • Social Media!
    • 7. Current Tools
      Social Bookmarking
      Photo Sharing
      Podcasting and Video
      Feed Reading & Sharing
      Social Networking
    • 8. What’s Effective?
      You Tube
      Great Resource: Beth’s Blog:
    • 9. What’s the Trend?
    • 10. 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)
    • 11. What’s Next?
      Flickr photo from HoriaVarlan
    • 12. 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
    • 13. Beth Kanter’s 8 Principles for Using Social Media
      Flickr photo by CyboRoZ
    • 14. Flickr photo by Melolou
      Relationships with influencers
      Make it easy to remix and distribute
      Staff time and expertise
      The right metrics
      Small pilots and reiterate
      Assess organizational culture
    • 15. What does it mean to listen?
      Flickr photo by Fe llya
    • 16. Google Alerts
    • 17. Google
    • 18. What does it mean to engage?
      Flickr photo by timoni
    • 19.
    • 20.
    • 21.
    • 22. Let’s Talk Facebook
      Flickr photo: laiklosse
    • 23.
    • 24. 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.
    • 25. Facebook Demographics
    • 26. Facebook (cont’d)
    • 27. 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:
    • 28.
    • 29. What’s up with Twitter?
      Flickr photo by Shovelling Son
    • 30.
    • 31.
    • 32.
    • 33.
    • 34. Twitter Demographics
    • 35. Twitter (cont’d)
    • 36. 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:
    • 37. 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
    • 38. Reality Check
      Most nonprofits are missing the basics. Start there.
      Basics include:
      Good email marketing
      Telling good stories
      Saying thank you
      Becoming a trusted source for others
      Then move onto:
      Other social media
      Flickr photo: andrewcoulterenright
    • 39. This is NOT your only website:
    • 40. This is also your website:
    • 41.
    • 42. Getting Linked In
      Flickr photo by MattiMattila
    • 43.
    • 44. LinkedIn
    • 45. LinkedIn (cont’d)
    • 46. 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
      Source: Ignite Social Media:
    • 47. What do you do?
      Flickr photo from DC Central Kitchen
    • 48. Photo Sharing
      • Photos can be uploaded to sites like Flickr, tagged, grouped, and shared
      • 49. Tagging allows photos to be organized by subject matter
      • 50. Groups allow multiple users to upload photos that share a common theme
    • Photo Sharing
    • 51. Flickr photo from Thomas Hawk
    • 52. Blogs
      • A blog is a contraction of the term “web log,” meaning an online journal or log comprised of multiple entries posted by the user. The entries are generally displayed in reverse chronological order
      • 53. A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
      • 54. A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
      • 55. A blog can also contain a fundraising widget for raising money
    • Nuts About Southwest Blog
      News Feed
    • 56. Let My People Go!
      Flickr photo: zinesklavos
    • 57. What Works for You?
      Flickr photo: urbanwoodswalker
    • 58. Additional Resources
      Shorten URLs
      Use to shorten URLs for your tweets and Facebook updates
      Facebook Metrics
      Beth’s Blog
      Flickr photo: nigelmaine
    • 59. Great Book
      Great Website
    • 60. A Great Resource for Basic Videos:
    • 61. Thank You!