Social Media for Nonprofits

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.
Relationship building!

Social Media!

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

Google Alerts

Google Alertswww.alerts.google.com

What does it mean to engage?
Flickr photo by timoni

http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

Let’s Talk Facebook
Flickr photo: laiklosse

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 Demographics

Facebook (cont’d)

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 Demographics

Twitter (cont’d)

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

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)

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.

What do you do?
Flickr photo from DC Central Kitchen

Photo Sharing
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

Photo Sharing
SERVE
STRENGTHEN
TRANSFORM
COMMUNITIES
http://www.flickr.com/MNAOnline

Flickr photo from Thomas Hawk

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
A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
A blog can also contain a fundraising widget for raising money

Nuts About Southwest Blog
Photos/Flickr
Blog
Video/
YouTube
News Feed
Poll
http://www.blogsouthwest.com/

Let My People Go!
Flickr photo: zinesklavos

What Works for You?
Flickr photo: urbanwoodswalker

Additional Resources
Shorten URLs
Use www.bit.ly to shorten URLs for your tweets and Facebook updates
Facebook Metrics
Beth’s Blog www.bethkanter.org
Flickr photo: nigelmaine

Great Book
Great Website
www.nonprofitmarketingguide.com

A Great Resource for Basic Videos:
SERVE
STRENGTHEN
TRANSFORM
COMMUNITIES
http://www.commoncraft.com

Thank You!

Social Media for Nonprofits

by Michigan Nonprofit Association Online

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Social Media for Nonprofits Presentation Transcript