Presentation Social Media With A Purpose

social media with a purpose Amanda Eyer [email_address] Susie Bowie [email_address]

your name. your organization. your role at work. what are you doing here? intros

This approach to social media doesn’t work anymore.

What we’re doing today
Overview of social media
Social media etiquette
Nonprofit social media strategy
Fundraising using social media
Basics of Facebook, Twitter, YouTube and blogging
Nonprofits using social media effectively
Measuring your results

What is social media? Let’s start at the beginning.

This guy represents the traditional online communication… He’s a talker. He talks. And he talks.… It’s all about him. BORING.

These two represent Web 2.0…or social media. Amy talks. Beth talks. They BOTH communicate … It’s all about an exchange. A CONVERSATION.

To summarize, social media is not a billboard for your nonprofit’s announcements. We’re officially begging you to join our cause on Facebook. Now be quiet.

At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology , transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business uses.

Why it’s perfect for nonprofits
The tools are free.
It’s pretty easy to get started. Anyone can.
It provides a way to reach new audiences.
It provides a new way to connect with existing audiences, more informally.
Some have raised money using it.
It’s a great way to drive web traffic.

Why it’s perfect for nonprofits Building relationships is what you do.

Guess what? You can also listen to your audiences.

Aren’t there dangers?
“ People can say bad stuff about us.”
“ You’re just doing it because everyone else is doing it.” .
“ Oh, wow, look at the time!”

Look at 3 things:
Tone. Totally negative, neutral, seem like they could be talked to?
Influence. How many followers, friends, subscribers do they have?
Frequency. Is this a standalone argument / complaint or does there seem to be a trend brewing?
-Carie Lewis, Humane Society of United States
So what if people DO say bad things about your organization?

Social Media Etiquette
Viral is good…and really bad. “Delete” doesn’t always work once it’s out there.
Would you want your mom to read it?
Resist the urge to be mean. And inappropriate.
Think before you post.

Personal vs. professional
Totally separate profiles
Personal profile with some work
Personal profile with mostly work
Check out Kivi Miller’s blog post & slide share. Compares 3 nonprofit approaches. (See reference bookmark.)

Before You Start
Do you belong in social media?
Do you have the resources to keep it going?
What do you hope to accomplish?

Before You Start
How will you track your progress?
How will this fit with your overall marketing plan?
Who is your Social Media Czar?
SM Czar trains employees/volunteers, sets guidelines, monitors progress

What Happens After the “Click”
What is your engagement plan?
Web site / newsletter
Follow Up
Online donors & registered volunteers
Re-engagement plan?
Updated content, calls to action

Creating Your SM Strategy
Mission
Brand
Messaging
Audience Needs
Unique Value Proposition
Communications plan

Tracking Progress
What is a fan worth to you?
How many followers do you want?
How can you integrate conversion paths?
What would you pay to become an influencer?

Seven Deadly Sins David Griner Luckie & Company

Seven Deadly Sins of Social Media 1. Lust: Love your customers, but take it slow. 2. Gluttony: Don’t bite off more than you can chew. 3. Greed: It’s hard to shake hands while you’re reaching for someone’s wallet.

Seven Deadly Sins 4. Sloth: Avoid the temptation to “set it & forget it.” 5. Wrath: There are a lot of people itching for a punch in the nose, you’re not the one to do it. 6. Envy: Don’t be dissuaded by other people “doing it better than you.” 7. Pride: Stay humble, rock star.

American RedCross Guidelines

American RedCross Guidelines “ Social Media handbook meant for all Red Crossers interested in how social media can help us deliver our mission critical services. ...will familiarize you with our national social media philosophy, invite you to find, join, and participate in our national social media presence, and guide you in creating your own local social media presence.”

Do’s
Be transparent
Be accurate
Be considerate
Respect copyright laws

Do’s
Tell us about your blog
Be generous
Be a good blogger
Respect work commitments
Uphold the Fundamental Principles

Dont’s
Use disclaimers
Reveal confidential information

Saintly Advice for SM Broadcasting
Listen & Participate
Set Up Collaborative Tools
Create Social Profiles (Brand Consistency)
Connect on Social Profiles
Integrate Offline Campaigns
Post meaningful relevant content such as how to's, video demonstrations, interviews
Think viral

Web 2.0 Fundraising Cause Announcement from ASPCA - the American Society for the Prevention of Cruelty to Animals Hooray! Thanks to everyone who recruited and to all those who donated! Every $ and bit of awareness helps!!! We finally broke our $3,000 donations goal! Let's see how long it takes us to reach $4,000! Over 35,000 members in this cause.

Q: “… How much mind share will you devote comparatively to each of the following areas over the next 12 months?” 3.94 - major gifts program (48% rated this a "5") 3.88 - direct mail program (37% rated this a "5") 3.84 - website 3.70 - email fundraising 3.18 - foundation fundraising 2.89 - social media presence (12% rated this a "5") 2.04 - telemarketing program (54% rated this a "1"!!) Source: The Agitator ( www.theagitator.net ), September 2009

Source: Nonprofit Social Network Survey Report, April 2009 by Common Knowledge, NTEN, The Port

Follow the Same Rules
DO:
Use your following to cultivate interest in your mission.
Use social media to attract event attendees, volunteers and supporters…then convert them to donors.
Integrate your fundraising with occasional tweets, Facebook posts, YouTube videos, etc. of how to help and the impact of your gifts.
DO NOT:
Estrange your followers/fans with too many asks. They will unfollow you!

5 Things to Ask
What could I do with this that I can’t do with an e-mail campaign or direct mail campaign and the “donate now” link on your web site?
Who is in your social media network that you can recruit to make it viral?
Is the need specific and immediate ?
Are you trying to raise $500 or less ?
Follow up and thank you’s are just as important. How will you do it?

The Tools

Facebook Stats 10/15/09
45 percent of U.S. audience now 26 years old or older
8 percent of users over 45
3 percent (roughly 6 million people), over 55.

Broadcasting Your Message by Medium 10/15/09
Over 300 million users
50% log on in daily
Fastest growing demographic is those 35 years old and older

Facebook Strategy Establish your brand and build relationships before you attempt to build a following. Then, build conversation and events around your brand and its fans. Once you have an established following, provide compelling, frequent updates to keep fans loyal and in-tune.

Page, Profile or Group?
Pages are designed for businesses, celebrities and bands
Pages let you:
Create custom url’s
Download Apps
Access metrics about who is visiting your page.
Send updates and event invitations to fans.
Share page with everyone, even if they don’t have Facebook account.

Page, Profile or Group?

Page Setup

Facebook Fundraising

Facebook Analytics with Insights 10/15/09
Measures interactions such as comments, wall posts, likes, total fans as well as geographic and demographic breakdowns

Blogging Blog = short for “web log” Like an online journal

Blogging Benefits
Quick answers & updates about your cause that don’t “fit” on your website.
Provides content for e-news, print news, etc.
Increase search ranking of your website.
Facilitate conversations & showcase your expertise.

Before you start blogging, figure out...
Your audience. Who will read it & why?
Location. How people will discover it & remember to come back?
Content. Do you have timely, relevant discussion topics in short paragraphs that encourage conversation? Who will write & post content?
Posting schedule. Do you have juicy bits to post often?
Moderation. How you will handle comments?

Attracting a Crowd
Post comments on others’ blogs
Spread your posts through FB, your website, Twitter, e-mail updates
Google Analytics will tell you how many page views, visitors, how long they stay
Include RSS, tag your content

Measuring Your Blogging Success with Analytics
Unique visitors
Unique page views
Length of time on the page
Bounce rate
Comments

A micro blog: Updates in 140 characters or less. Old Q: “What am I doing right now?” New Q: “What do I have to share of value or interest to my supporters and potential supporters?”

Nonprofit Social Network Survey April 2009
43% of those surveyed maintain a presence on Twitter
94% have used it for 12 months or less

Who’s using it that you care about?
Current and potential supporters, volunteers, etc.
Other organizations that share your mission that you can network and share with
Local organizations and potential partners
City and County government
Local and national media
Foundations, grant makers & potential donors

Tweet. The update itself, as in “Read my tweet.” Followers. The people or organizations that receive your updates (they see your tweets on their Twitter accounts.) Following. The people or organizations you receive updates from (you see their updates when logged in to your Twitter account.) “ Re-tweet.” Re-posting something you find useful, including the original poster’s Twitter name. terminology

INTERESTING stats related to your mission, with an action & link.
UPDATES on your work & upcoming events with links.
LINKS to websites & stories that relate to your mission, even if not related to your organization directly.
QUESTIONS of your supporters.
what to post

the scoop on social media

Offer value related to your mission.
Follow others related to you.
Re-Tweet others’ relevant postings.
Reply to thoughts & questions posted by others.
Cross-market on FB, e-news, website, print
building a following

Track referrals on your website using free Google analytics (or another program).
Followers, RTs, Mentions
Surveys of your members, volunteers, event attendees.
measuring effectiveness

#followfriday #charitytuesday special days

Helpful Tools 10/15/09

Broadcasting Your Message by Medium 10/15/09 This is a great resource for posting pictures of venues and destination locations in an alluring fashion. Be sure to take it appropriately and take advantage of the geotargeted capabilities as you select your category tags.

Broadcasting Your Message w/ Flickr 10/15/09

Broadcasting Your Message w/ Flickr

Broadcasting Your Message by Medium 10/15/09 Post videos that will be engaging to viewers. Remember the title has to grab people and the tags you provide should fit the video’s content. Take advantage of the free video hosting and integrate the YouTube embedded video url on your Web site, enewsletters and other social media profiles for higher engagement.

Broadcasting Your Message with YouTube

Broadcasting Your Message by Medium 10/15/09 The value is in your networking, who you connect with and the conversations you spur. Helpful for posting jobs, sharing articles and participating in discussion groups.

Broadcasting Your Message by Medium 10/15/09
3 Ways Nonprofits Can Use LinkedIn
Create a Group under the “Nonprofit” category
Create a Company Page (focus is usually on employment and recruitment…volunteer use?)
Use your personal profile to post network updates about your nonprofit & answer questions in the nonprofit category
Source: Nonprofit Tech 2.0, September 25, 2009

Helpful Tools 10/15/09

We’ve posted awesome resources online. http://delicious.com/NonprofitResourceCenter/Web2.0 http://www.slideshare.net/NRC2635/presentation-social-media-with-a-purpose Amanda Eyer [email_address] Susie Bowie [email_address]

10/15/09 May 21 www.cwcfpra.com

10/15/09

http://blog.slideshare.net	337
http://www.taraluiandrei.ro	243
http://www.slideshare.net	8
http://taraluiandrei.ro	7
http://feeds.feedburner.com	1

Presentation Social Media With A Purpose

by Community Foundation of Sarasota County on Oct 14, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 596

Statistics

Presentation Social Media With A Purpose — Presentation Transcript