Presentation Social Media With A Purpose


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Amanda Eyer of atLarge and Susie Bowie of the Community Foundation of Sarasota County's Nonprofit Resource Center host a basic session on social media for Sarasota & Manatee County nonprofits.

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  • The Children’s Aid Society provides comprehensive support for children in need, from birth to young adulthood, and for their families, to fill the gaps between what children have and what they need to thrive
  • 60% quit after the first month….
  • Presentation Social Media With A Purpose

    1. 1. social media with a purpose Amanda Eyer [email_address] Susie Bowie [email_address]
    2. 2. your name. your organization. your role at work. what are you doing here? intros
    3. 4. This approach to social media doesn’t work anymore.
    4. 5. What we’re doing today <ul><li>Overview of social media </li></ul><ul><li>Social media etiquette </li></ul><ul><li>Nonprofit social media strategy </li></ul><ul><li>Fundraising using social media </li></ul><ul><li>Basics of Facebook, Twitter, YouTube and blogging </li></ul><ul><li>Nonprofits using social media effectively </li></ul><ul><li>Measuring your results </li></ul>
    5. 6. What is social media? Let’s start at the beginning.
    6. 7. This guy represents the traditional online communication… He’s a talker. He talks. And he talks.… It’s all about him. BORING.
    7. 8. These two represent Web 2.0…or social media. Amy talks. Beth talks. They BOTH communicate … It’s all about an exchange. A CONVERSATION.
    8. 9. 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.
    9. 10. 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.
    10. 11. Why it’s perfect for nonprofits <ul><li>The tools are free. </li></ul><ul><li>It’s pretty easy to get started. Anyone can. </li></ul><ul><li>It provides a way to reach new audiences. </li></ul><ul><li>It provides a new way to connect with existing audiences, more informally. </li></ul><ul><ul><ul><ul><ul><li>Some have raised money using it. </li></ul></ul></ul></ul></ul><ul><li>It’s a great way to drive web traffic. </li></ul>
    11. 12. Why it’s perfect for nonprofits Building relationships is what you do.
    12. 13. Guess what? You can also listen to your audiences.
    13. 14. Aren’t there dangers? <ul><li>“ People can say bad stuff about us.” </li></ul><ul><li>“ You’re just doing it because everyone else is doing it.” . </li></ul><ul><li>“ Oh, wow, look at the time!” </li></ul>
    14. 15. <ul><li>Look at 3 things: </li></ul><ul><li>Tone. Totally negative, neutral, seem like they could be talked to? </li></ul><ul><li>Influence. How many followers, friends, subscribers do they have? </li></ul><ul><li>Frequency. Is this a standalone argument / complaint or does there seem to be a trend brewing? </li></ul><ul><li>-Carie Lewis, Humane Society of United States </li></ul>So what if people DO say bad things about your organization?
    15. 16. Social Media Etiquette <ul><li>Viral is good…and really bad. “Delete” doesn’t always work once it’s out there. </li></ul><ul><li>Would you want your mom to read it? </li></ul><ul><li>Resist the urge to be mean. And inappropriate. </li></ul><ul><li>Think before you post. </li></ul>
    16. 17. Personal vs. professional <ul><li>Totally separate profiles </li></ul><ul><li>Personal profile with some work </li></ul><ul><li>Personal profile with mostly work </li></ul><ul><li>Check out Kivi Miller’s blog post & slide share. Compares 3 nonprofit approaches. (See reference bookmark.) </li></ul>
    17. 18.
    18. 19. Before You Start <ul><li>Do you belong in social media? </li></ul><ul><li>Do you have the resources to keep it going? </li></ul><ul><li>What do you hope to accomplish? </li></ul>
    19. 20. Before You Start <ul><li>How will you track your progress? </li></ul><ul><li>How will this fit with your overall marketing plan? </li></ul><ul><li>Who is your Social Media Czar? </li></ul><ul><ul><li>SM Czar trains employees/volunteers, sets guidelines, monitors progress </li></ul></ul>
    20. 21. What Happens After the “Click” <ul><li>What is your engagement plan? </li></ul><ul><ul><li>Web site / newsletter </li></ul></ul><ul><li>Follow Up </li></ul><ul><ul><li>Online donors & registered volunteers </li></ul></ul><ul><li>Re-engagement plan? </li></ul><ul><ul><li>Updated content, calls to action </li></ul></ul>
    21. 22. Creating Your SM Strategy <ul><li>Mission </li></ul><ul><li>Brand </li></ul><ul><li>Messaging </li></ul><ul><li>Audience Needs </li></ul><ul><li>Unique Value Proposition </li></ul><ul><li>Communications plan </li></ul>
    22. 23. Tracking Progress <ul><li>What is a fan worth to you? </li></ul><ul><li>How many followers do you want? </li></ul><ul><li>How can you integrate conversion paths? </li></ul><ul><li>What would you pay to become an influencer? </li></ul>
    23. 24. Seven Deadly Sins David Griner Luckie & Company
    24. 25. 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.
    25. 26. 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.
    26. 27. American RedCross Guidelines
    27. 28. 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.”
    28. 29. American RedCross Guidelines <ul><li>Do’s </li></ul><ul><li>Be transparent </li></ul><ul><li>Be accurate </li></ul><ul><li>Be considerate </li></ul><ul><li>Respect copyright laws </li></ul>
    29. 30. American RedCross Guidelines <ul><li>Do’s </li></ul><ul><li>Tell us about your blog </li></ul><ul><li>Be generous </li></ul><ul><li>Be a good blogger </li></ul><ul><li>Respect work commitments </li></ul><ul><li>Uphold the Fundamental Principles </li></ul>
    30. 31. American RedCross Guidelines <ul><li>Dont’s </li></ul><ul><li>Use disclaimers </li></ul><ul><li>Reveal confidential information </li></ul>
    31. 32. Saintly Advice for SM Broadcasting <ul><li>Listen & Participate </li></ul><ul><li>Set Up Collaborative Tools </li></ul><ul><li>Create Social Profiles (Brand Consistency) </li></ul><ul><li>Connect on Social Profiles </li></ul><ul><li>Integrate Offline Campaigns </li></ul><ul><li>Post meaningful relevant content such as how to's, video demonstrations, interviews </li></ul><ul><li>Think viral </li></ul>
    32. 33. 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.
    33. 34. 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 &quot;5&quot;) 3.88 - direct mail program (37% rated this a &quot;5&quot;) 3.84 - website 3.70 - email fundraising 3.18 - foundation fundraising 2.89 - social media presence (12% rated this a &quot;5&quot;) 2.04 - telemarketing program (54% rated this a &quot;1&quot;!!) Source: The Agitator ( ), September 2009
    34. 35. Source: Nonprofit Social Network Survey Report, April 2009 by Common Knowledge, NTEN, The Port
    35. 36. Follow the Same Rules <ul><li>DO: </li></ul><ul><li>Use your following to cultivate interest in your mission. </li></ul><ul><li>Use social media to attract event attendees, volunteers and supporters…then convert them to donors. </li></ul><ul><li>Integrate your fundraising with occasional tweets, Facebook posts, YouTube videos, etc. of how to help and the impact of your gifts. </li></ul><ul><li>DO NOT: </li></ul><ul><li>Estrange your followers/fans with too many asks. They will unfollow you! </li></ul>
    36. 37. 5 Things to Ask <ul><li>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? </li></ul><ul><li>Who is in your social media network that you can recruit to make it viral? </li></ul><ul><li>Is the need specific and immediate ? </li></ul><ul><li>Are you trying to raise $500 or less ? </li></ul><ul><li>Follow up and thank you’s are just as important. How will you do it? </li></ul>
    37. 38. The Tools
    38. 39. Facebook Stats 10/15/09 <ul><li>45 percent of U.S. audience now 26 years old or older </li></ul><ul><li>8 percent of users over 45 </li></ul><ul><li>3 percent (roughly 6 million people), over 55. </li></ul>
    39. 40. Broadcasting Your Message by Medium 10/15/09 <ul><li>Over 300 million users </li></ul><ul><li>50% log on in daily </li></ul><ul><li>Fastest growing demographic is those 35 years old and older </li></ul>
    40. 41. 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.
    41. 42. Page, Profile or Group? <ul><ul><li>Pages are designed for businesses, celebrities and bands </li></ul></ul><ul><ul><li>Pages let you: </li></ul></ul><ul><ul><ul><li>Create custom url’s </li></ul></ul></ul><ul><ul><ul><li>Download Apps </li></ul></ul></ul><ul><ul><ul><li>Access metrics about who is visiting your page. </li></ul></ul></ul><ul><ul><ul><li>Send updates and event invitations to fans. </li></ul></ul></ul><ul><ul><ul><li>Share page with everyone, even if they don’t have Facebook account. </li></ul></ul></ul>
    42. 43. Page, Profile or Group?
    43. 44. Page Setup
    44. 45. Facebook Fundraising
    45. 46. Facebook Fundraising
    46. 47. Facebook Fundraising
    47. 48. Facebook Analytics with Insights 10/15/09 <ul><li>Measures interactions such as comments, wall posts, likes, total fans as well as geographic and demographic breakdowns </li></ul>
    48. 49. Blogging Blog = short for “web log” Like an online journal
    49. 50. Blogging Benefits <ul><li>Quick answers & updates about your cause that don’t “fit” on your website. </li></ul><ul><li>Provides content for e-news, print news, etc. </li></ul><ul><li>Increase search ranking of your website. </li></ul><ul><li>Facilitate conversations & showcase your expertise. </li></ul>
    50. 51. Before you start blogging, figure out... <ul><li>Your audience. Who will read it & why? </li></ul><ul><li>Location. How people will discover it & remember to come back? </li></ul><ul><li>Content. Do you have timely, relevant discussion topics in short paragraphs that encourage conversation? Who will write & post content? </li></ul><ul><li>Posting schedule. Do you have juicy bits to post often? </li></ul><ul><li>Moderation. How you will handle comments? </li></ul>
    51. 55. Attracting a Crowd <ul><li>Post comments on others’ blogs </li></ul><ul><li>Spread your posts through FB, your website, Twitter, e-mail updates </li></ul><ul><li>Google Analytics will tell you how many page views, visitors, how long they stay </li></ul><ul><li>Include RSS, tag your content </li></ul>
    52. 56. Measuring Your Blogging Success with Analytics <ul><li>Unique visitors </li></ul><ul><li>Unique page views </li></ul><ul><li>Length of time on the page </li></ul><ul><li>Bounce rate </li></ul><ul><li>Comments </li></ul>
    53. 57. 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?”
    54. 58. Nonprofit Social Network Survey April 2009 <ul><li>43% of those surveyed maintain a presence on Twitter </li></ul><ul><li>94% have used it for 12 months or less </li></ul>
    55. 59. <ul><li>Who’s using it that you care about? </li></ul><ul><li>Current and potential supporters, volunteers, etc. </li></ul><ul><li>Other organizations that share your mission that you can network and share with </li></ul><ul><li>Local organizations and potential partners </li></ul><ul><li>City and County government </li></ul><ul><li>Local and national media </li></ul><ul><li>Foundations, grant makers & potential donors </li></ul>
    56. 60. 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
    57. 62. <ul><li>INTERESTING stats related to your mission, with an action & link. </li></ul><ul><li>UPDATES on your work & upcoming events with links. </li></ul><ul><li>LINKS to websites & stories that relate to your mission, even if not related to your organization directly. </li></ul><ul><li>QUESTIONS of your supporters. </li></ul>what to post
    58. 63. the scoop on social media
    59. 64. the scoop on social media
    60. 65. <ul><li>Offer value related to your mission. </li></ul><ul><li>Follow others related to you. </li></ul><ul><li>Re-Tweet others’ relevant postings. </li></ul><ul><li>Reply to thoughts & questions posted by others. </li></ul><ul><li>Cross-market on FB, e-news, website, print </li></ul>building a following
    61. 66. <ul><li>Track referrals on your website using free Google analytics (or another program). </li></ul><ul><li>Followers, RTs, Mentions </li></ul><ul><li>Surveys of your members, volunteers, event attendees. </li></ul>measuring effectiveness
    62. 67. #followfriday #charitytuesday special days
    63. 68. Helpful Tools 10/15/09
    64. 69. 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.
    65. 70. Broadcasting Your Message w/ Flickr 10/15/09
    66. 71. Broadcasting Your Message w/ Flickr
    67. 72. 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.
    68. 73. Broadcasting Your Message with YouTube
    69. 74. 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.
    70. 75. Broadcasting Your Message by Medium 10/15/09 <ul><li>3 Ways Nonprofits Can Use LinkedIn </li></ul><ul><li>Create a Group under the “Nonprofit” category </li></ul><ul><li>Create a Company Page (focus is usually on employment and recruitment…volunteer use?) </li></ul><ul><li>Use your personal profile to post network updates about your nonprofit & answer questions in the nonprofit category </li></ul><ul><li>Source: Nonprofit Tech 2.0, September 25, 2009 </li></ul>
    71. 76. Helpful Tools 10/15/09
    72. 77. Helpful Tools 10/15/09
    73. 78. Helpful Tools 10/15/09
    74. 79. Helpful Tools 10/15/09
    75. 80. Helpful Tools 10/15/09
    76. 81. Helpful Tools 10/15/09
    77. 82. We’ve posted awesome resources online. Amanda Eyer [email_address] Susie Bowie [email_address]
    78. 83. 10/15/09 May 21
    79. 84. 10/15/09