Creating Compelling Content for Nonprofits

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Social media and all its noise has made it even more imperative that nonprofits, foundations and others improving the world create compelling content. This presentation shows teaches you what makes …

Social media and all its noise has made it even more imperative that nonprofits, foundations and others improving the world create compelling content. This presentation shows teaches you what makes social media different, how to find & speak to your audiences. It also includes time saving techniques, like content curation and getting more people to share your stories.
This was presented at Seattle University's Service in Action Seminar.

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  • 1. COMPELLING CONTENT HOW NONPROFITS CAN TELL STORIES THAT DRIVE ACTIONS #SocMedSU @ZANARAMA
  • 2. AGENDA What’s different about social media Create great content Sharing your content All slides will be available for download
  • 3. WE ALL LEARN TOGETHER
  • 4. WHO’S IN THE ROOM?
  • 5. DEFINITION Broad definition of social media as networks, technology & tools that allow us to connect with others and share information.
  • 6. A DIFFERENT BEAST Flickr: sofa
  • 7. WHAT’S POSSIBLE
  • 8. WHAT’S POSSIBLE
  • 9. NOW EVERYONE IS A journalist A TV star A venture capitalist
  • 10. EVERYONE IS A CAUSE
  • 11. IT’S TIME TO UP YOUR GAME
  • 12. social media’s unique capabilities UNDERSTAND THE NEW TOOLS
  • 13. WHERE WE’VE BEEN
  • 14. WHERE WE’VE BEEN
  • 15. WHERE WE’RE GOING
  • 16. BROADCASTER
  • 17. BROADCASTER
  • 18. BROADCASTER
  • 19. BROADCASTER
  • 20. LISTENING Image: wwworks
  • 21. LISTENING
  • 22. LISTENING
  • 23. LISTENING
  • 24. @Zanarama #SocMedSU Quick Tip Share pictures on Twitter. They draw the eye better than text & few people are doing it.
  • 25. NEW WAYS OF WORKING Image: Flickr koalazymonkey
  • 26. NEW WAYS OF WORKING
  • 27. NEW WAYS OF WORKING
  • 28. NEW WAYS OF WORKING
  • 29. HOW DO YOU BECOME MORE HULK?
  • 30. BE HUMAN
  • 31. STRATEGY BEFORE GADGETRY
  • 32. YOU’RE NEVER DONE
  • 33. Be heard & create change CREATING GREAT CONTENT
  • 34. What should we say on social media?
  • 35. Can you compete with this noise?
  • 36. YOUR SOCIAL MEDIA GOALS
  • 37. Be seen as a thought leader in your issue area ID & mobilize new people for your cause Crowdsource, or get feedback, on ideas What are your goals? YOUR SOCIAL MEDIA GOALS
  • 38. KNOW YOUR AUDIENCE Flickr:libertinus
  • 39. What problem can my nonprofit solve for them?
  • 40. WORKSHEET TIME
  • 41. Where do their interests and your mission connect?
  • 42. HERE’S THE DEAL Your mission Rest of life Work Family What your supporters think about What you think about Your mission Rest of life
  • 43. CONTENT ON-RAMPS GRIST
  • 44. FOUNDATION FOR EARLY LEARNING
  • 45. @Zanarama #SocMedSU Quick Tip If you want people to talk about you, talk about them.
  • 46. 15 minutes & back for creating content BREAK Flickr:mrmac09
  • 47. AVOID THE PRESS RELEASE Your mission statement
  • 48. AVOID THE PRESS RELEASE Ending hunger in Western Washington
  • 49. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition
  • 50. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition Food Waste
  • 51. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition Food WasteGardening
  • 52. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition Food WasteGardening Farm Bill
  • 53. WORKSHEET TIME
  • 54. Your audience & what they want Your issues & goals Awesome content! MATCH AUDIENCE & MESSAGE
  • 55. Entertain Educate Surprise (or shock) YOUR CONTENT MANTRA
  • 56. ENTERTAIN
  • 57. TOOL TIME Find out what is entertaining everyone on the Internet. Radurls.com
  • 58. EDUCATE
  • 59. EDUCATE
  • 60. SURPRISE OR SHOCK !
  • 61. SURPRISE OR SHOCK !
  • 62. TRIFECTA!
  • 63. TIMELY
  • 64. CONTENT CURATION
  • 65. WHAT IS CONTENT CURATION? Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information. Beth Kanter Content Curation basically means that – out of all the content you find on the social web – you pass on the most valuable stuff to your network. Michiel Gaasterland
  • 66. CONTENT CURATION Saves you time Positions your organization as trustworthy source Keeps you up to date
  • 67. GET CURATING Listen & find content Organize it Share it
  • 68. LISTEN & FIND Flickr:wwworks
  • 69. TOOL TIME Create simple to complex listening dashboards with: Netvibes Google alerts Addictomatic
  • 70. GET ORGANIZED Flickr:marirn
  • 71. GET ORGANIZED Fodder for blog posts ‘Best of’ email newsletter or post Share to Facebook or Twitter Share with colleagues Flickr:kasaa
  • 72. TOOL TIME Quickly tag & organize content you find online or anywhere. Evernote
  • 73. EVERNOTE kulowiectech.blogspot.com
  • 74. SHARE Flickr:carlos_maya
  • 75. YOUTUBE - FAVORITES
  • 76. PAPER.LI
  • 77. STORIFY.COM
  • 78. DON’T FORGET You email newsletter Your blog Even print Flickr:jenniwaterloo
  • 79. WHEN DONE RIGHT
  • 80. 15 minutes & back for social media policies BREAK Flickr:mrmac09
  • 81. Expanding your reach while protecting your brand SOCIAL MEDIA POLICIES
  • 82. A LOGO CAN’T BE AS SOCIAL @zanarama
  • 83. HOW WE CONNECT NOW @zanarama
  • 84. @Zanarama #SocMedSU Quick Tip Facebook is an advertising platform for pages. It is a pay to play channel for brands.
  • 85. BEHIND THE SCENES @zanarama
  • 86. PERSONALITY OF ORGANIZATION @zanarama
  • 87. SPEAK TO DIFFERENT AUDIENCES @zanarama
  • 88. CONTEXT & PERSONAL URGENCY @zanarama
  • 89. SHOW LEADERSHIP, SUBTLY @zanarama
  • 90. STARTING AT FOOD LIFELINE @zanarama
  • 91. WHY CEO’S TWEET @zanarama
  • 92. BLURRING THE PERSONAL & PROFESSIONAL LINES
  • 93. OPPORTUNITY “Think about the information you are sharing online and who might be reading it – but not from a place of fear or ‘something bad will happen.’ Also think about opportunities and benefits.” Beth Kanter http://www.bethkanter.org/private-parts/
  • 94. WON’T HAPPEN BY ACCIDENT Social media policies Training Image Flickr:calsidyrose
  • 95. “Whether or not I use some kind of disclaimer about my posts being personal opinion, my behavior reflects on my company and its reputation as well as mine. Period. “ Amber Naslund Blogger, Brass Tack Thinking
  • 96. SOCIAL MEDIA POLICY Flickr:noneck
  • 97. SOCIAL MEDIA POLICY Organization’s values What do you encourage people to post? What needs approval first? When to alert management flickr: sopues
  • 98. SOCIAL MEDIA POLICY Flickr:doctor_keats
  • 99. SOCIAL MEDIA POLICY
  • 100. SOCIAL MEDIA POLICY
  • 101. SOCIAL MEDIA POLICY Idealware – Nonprofit Social Media Policy Workbook http://bit.ly/ nposmpolicy
  • 102. TRAINING Bring your policy to life: Review it with all staff Ongoing conversation as tools evolve Point out who’s doing it well & don’t be afraid to correct staff
  • 103. TRAINING RESOURCES NTEN Idealware Beth Kanter http://bit.ly/ NPOSMResources Flickr:zzpza
  • 104. @Zanarama #SocMedSU Quick Tip In a headline creating rut? Go to www.upworthygenerator.com
  • 105. “IS IT OK IF I TWEET THAT?” Make it a habit Advance notice of things to share Tie back to organization @zanarama
  • 106. BILL & MELINDA GATES FOUNDATION @zanarama
  • 107. GETTING PERSONAL “Do you risk losing professional credibility if you tweet about meeting with friends at a bar for happy hour, or does that help provide a human connection point? When does the personal side of social media overwhelm the professional, or vice versa?” Abby Nafziger , AmeriCorps VISTA at NPower
  • 108. QUESTIONS & COMMENTS
  • 109. Zan McColloch-Lussier zan@mixtapecommunications.com @zanarama on Twitter Today’s slides at Slideshare.net/MixtapeCo STAY IN TOUCH