Using Social Media <br />To Build Your Executive Service Corps<br />
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
What we’re doing today<br /><ul><li>Social media & ESC:What are the connections?
Social media content & building your brand
Engaging your audiences
Measuring your impact</li></ul>(We’ll send the link to this presentation.)<br />Lunch Bunch O’ Social Media<br />Monday, M...
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />If this is your executive service corps…<br />
Is this your service corps on social media?<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
A transition of sorts has been going on…<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />“I like to be hear...
Over 15 million Facebook users are 55+. (A 60% growth rate in the last year.)<br />Lunch Bunch O’ Social Media<br />Monday...
But there’s a spectrum of enthusiasm about the usefulness of social media. <br />Lunch Bunch O’ Social Media<br />Monday, ...
The truth is: Social media is another communications tool.<br />You still need to:<br /><ul><li>Start with your mission.
Consider your audience.
Have some goals.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
What key messages are you trying to convey?What do you want people to do?<br />MESSAGE:   “We’re a strategic resource for ...
Which describes your personal Facebook habits?<br /><ul><li>I haven’t used Facebook at all.
I set up a personal profile but don’t use it.
I log in every now and then.
I’m on Facebook weekly/ daily.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Which describes your ESC’s Facebook presence?<br /><ul><li>We don’t have a Facebook page.
We set up a page but have done little else.
We’re using Facebook but have reached a standstill /don’t know where it’s going.
We’re using Facebook regularly and feel weare effective.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
What’s your feeling about the relevance of social media to ESC?<br /><ul><li>It’s not worth the time or effort for us now.
It’s something we plan to start/keep exploring in a “test” or “pilot” sense.
It’s a relevant piece of our communications plan.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br /><ul><li>Share stories about your impact
Build your brand as the nonprofit expert
Save time connecting with nonprofit trends
Build relationships with current/ potential clients and volunteers</li></li></ul><li>Reaching your audience where they’re ...
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
So how do you get people to like or follow you?<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Your Social Media Strategy includes:<br />KiviLeroux Miller’s 3 G’s <br />Be genuine. Be generous. Be grateful.<br />Sourc...
It also includes:<br />               A personality…your voice. <br />Conversational, while not unprofessional.<br />
Engagement/ Relationship Building on Social Media<br /><ul><li>Show you’re interested and interesting. Find the nuggets in...
Dispel the mystery!Talk about your work, your volunteers, your donors (with permission).
Make it real and make it positive.Have some personality. Drop the jargon. </li></li></ul><li>43% of Facebook users who “un...
“Liking” or following other pages, participating in their conversations, posting on their pages is really important to bui...
Individual social media accounts (vs. organizational accounts) can be big ambassadors for your brand—it’s the power of soc...
3 Ways to Harvest the Power of the Individual <br />Encourage your staff/ volunteers to  actively use their PERSONAL socia...
Professional volunteers can make your ESC more viralwith a new feature on LinkedIn<br />Lunch Bunch O’ Social Media<br />M...
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Social media trouble<br />Confidentiality?   Inappropriateness?  Negative feedback?  Time?<br />
Good Social Media Guidelines<br /><ul><li>Protect your donors & clients
Keep your messages on brand
Encourage participation
Who’s in charge</li></li></ul><li>What do they want from us?<br />Based on a Community Foundation of Sarasota County onlin...
<ul><li>Share stories about your impact.
Build your brand as the nonprofit expert
Save time connecting with nonprofit trends
Build relationships with current/ potential clients and volunteers</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2...
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Nonprofit YouTube Program<br /><ul><li>It’s free & easy to set up.
  You can include clickable links to specific pages     on your website, right from the video                             ...
 You can embed videos on your website without   having to host them there
 Great content to link on blog, YouTube</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
<ul><li>Share stories about your impact.
Build your brand as the nonprofit expert
Save time connecting with nonprofit trends
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Social Media & Your ESC

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The Executive Service Corps Affiliate Network conference in Sarasota, FL explored social media as a way to engage with new and potential clients and volunteers. Presentation given by the Community Foundation of Sarasota County.

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Social Media & Your ESC

  1. 1. Using Social Media <br />To Build Your Executive Service Corps<br />
  2. 2. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  3. 3. What we’re doing today<br /><ul><li>Social media & ESC:What are the connections?
  4. 4. Social media content & building your brand
  5. 5. Engaging your audiences
  6. 6. Measuring your impact</li></ul>(We’ll send the link to this presentation.)<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  7. 7. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />If this is your executive service corps…<br />
  8. 8. Is this your service corps on social media?<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  9. 9. A transition of sorts has been going on…<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />“I like to be heard/ have input”<br />“Short, frequent updates are all I have time for”<br />“Speak to me in real words”<br />
  10. 10. Over 15 million Facebook users are 55+. (A 60% growth rate in the last year.)<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />Active users spend an average of 1 hour a day on Facebook.<br />48 hours of YouTube video is uploaded <br />every minute.<br />
  11. 11. But there’s a spectrum of enthusiasm about the usefulness of social media. <br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />Social media is ridiculous.<br />Social media is where you should place all of your cards.<br />
  12. 12. The truth is: Social media is another communications tool.<br />You still need to:<br /><ul><li>Start with your mission.
  13. 13. Consider your audience.
  14. 14. Have some goals.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  15. 15. What key messages are you trying to convey?What do you want people to do?<br />MESSAGE: “We’re a strategic resource for the nonprofit community.”ACTION: Engage us in a consultation.<br />MESSAGE: “We provide high impact volunteer opportunities.”ACTION: Become a volunteer consultant.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  16. 16. Which describes your personal Facebook habits?<br /><ul><li>I haven’t used Facebook at all.
  17. 17. I set up a personal profile but don’t use it.
  18. 18. I log in every now and then.
  19. 19. I’m on Facebook weekly/ daily.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  20. 20. Which describes your ESC’s Facebook presence?<br /><ul><li>We don’t have a Facebook page.
  21. 21. We set up a page but have done little else.
  22. 22. We’re using Facebook but have reached a standstill /don’t know where it’s going.
  23. 23. We’re using Facebook regularly and feel weare effective.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  24. 24.
  25. 25. What’s your feeling about the relevance of social media to ESC?<br /><ul><li>It’s not worth the time or effort for us now.
  26. 26. It’s something we plan to start/keep exploring in a “test” or “pilot” sense.
  27. 27. It’s a relevant piece of our communications plan.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  28. 28. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br /><ul><li>Share stories about your impact
  29. 29. Build your brand as the nonprofit expert
  30. 30. Save time connecting with nonprofit trends
  31. 31. Build relationships with current/ potential clients and volunteers</li></li></ul><li>Reaching your audience where they’re living involves a multi-channel approach.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  32. 32.
  33. 33. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  34. 34. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  35. 35. So how do you get people to like or follow you?<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  36. 36. Your Social Media Strategy includes:<br />KiviLeroux Miller’s 3 G’s <br />Be genuine. Be generous. Be grateful.<br />Source: NonprofitMarketingGuide.com<br />
  37. 37. It also includes:<br /> A personality…your voice. <br />Conversational, while not unprofessional.<br />
  38. 38. Engagement/ Relationship Building on Social Media<br /><ul><li>Show you’re interested and interesting. Find the nuggets in what you do and connect itwith the larger community.
  39. 39. Dispel the mystery!Talk about your work, your volunteers, your donors (with permission).
  40. 40. Make it real and make it positive.Have some personality. Drop the jargon. </li></li></ul><li>43% of Facebook users who “unlike” a brand do so because of too much push marketing. - ExactTarget.com<br />
  41. 41. “Liking” or following other pages, participating in their conversations, posting on their pages is really important to built an online community.<br />
  42. 42.
  43. 43.
  44. 44. Individual social media accounts (vs. organizational accounts) can be big ambassadors for your brand—it’s the power of social networking.<br />30% were directed to our Facebook page from another FB friend—the same percentage who connected to the page through e-news. <br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  45. 45. 3 Ways to Harvest the Power of the Individual <br />Encourage your staff/ volunteers to actively use their PERSONAL social media accounts to increase awareness about ESC.<br />Ask your clients to share their appreciation for your work on their social media accounts with a link to your website.<br />“Check in” on Facebook when you visit an organization if you have a smart phone.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  46. 46. Professional volunteers can make your ESC more viralwith a new feature on LinkedIn<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  47. 47. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  48. 48. Social media trouble<br />Confidentiality? Inappropriateness? Negative feedback? Time?<br />
  49. 49. Good Social Media Guidelines<br /><ul><li>Protect your donors & clients
  50. 50. Keep your messages on brand
  51. 51. Encourage participation
  52. 52. Who’s in charge</li></li></ul><li>What do they want from us?<br />Based on a Community Foundation of Sarasota County online survey of FB fans<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  53. 53. <ul><li>Share stories about your impact.
  54. 54. Build your brand as the nonprofit expert
  55. 55. Save time connecting with nonprofit trends
  56. 56. Build relationships with current/ potential clients and volunteers</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  57. 57.
  58. 58. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  59. 59. Nonprofit YouTube Program<br /><ul><li>It’s free & easy to set up.
  60. 60. You can include clickable links to specific pages on your website, right from the video (Don’t lose that 15-20%!)
  61. 61. You can embed videos on your website without having to host them there
  62. 62. Great content to link on blog, YouTube</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  63. 63. <ul><li>Share stories about your impact.
  64. 64. Build your brand as the nonprofit expert
  65. 65. Save time connecting with nonprofit trends
  66. 66. Build relationships with current/ potential clients and volunteers</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  67. 67.
  68. 68. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  69. 69. What a blog can do for you:<br /><ul><li>Bring people to your website & increase your SEO
  70. 70. Establish your “street creds”
  71. 71. Showcase your work frequently
  72. 72. Spotlight star volunteers, community partners & grant dollars at work</li></li></ul><li>What it takes:<br /><ul><li>Dedicated writer(s) or a schedule of guest writers
  73. 73. Constant attention to driving readers there</li></li></ul><li>
  74. 74. Don’t forget:You can also comment on blogs of other partner/ potential partner agencies to raise awareness about your ESCAN<br />
  75. 75. <ul><li>Share stories about your impact.
  76. 76. Build your brand as the nonprofit expert
  77. 77. Save time connecting with nonprofit trends
  78. 78. Build relationships with current/ potential clients and volunteers</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  79. 79.
  80. 80.
  81. 81.
  82. 82. Who You Want to Follow:<br /><ul><li>Other ESC/ nonprofit consultants/ nonprofit resource centers
  83. 83. Philanthropic & local media
  84. 84. Local nonprofits
  85. 85. Professional associations
  86. 86. GuideStar, CharityNavigator, etc.</li></li></ul><li><ul><li>Share stories about your impact.
  87. 87. Build your brand as the nonprofit expert
  88. 88. Save time connecting with nonprofit trends
  89. 89. Build relationships with current/ potential clients and volunteers</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  90. 90.
  91. 91.
  92. 92.
  93. 93. The big question:What about getting your funders engaged on social media?<br />Focus on building the relationship.<br />
  94. 94. Look out for new donors!<br /><ul><li>98% of high net worth donors volunteer
  95. 95. Donors want more input where they give
  96. 96. Capacity building is becomingmore important</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  97. 97. Thank funders for their support.<br />
  98. 98. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />Keep funders in the loop.<br />
  99. 99. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />Give shout outs to funders when you’re participating in their events.<br />
  100. 100. You know you’re successful when…<br /><ul><li>Your target audiencegrows.Fans/ followers
  101. 101. Fans are engaged.“Likes”, “comments”, clicks, posting on your wall, tagging
  102. 102. Goals are met. (increased awareness, for ex.)Feedback, anecdotes or direct observations/ outcomes </li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  103. 103. Quantitative Data Is Part of the Picture<br /><ul><li>Facebook insights
  104. 104. Hootsuite</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  105. 105. 91% of survey respondents said our FB page has helped them better understand what we do.<br />“The depth and breadth of your reach has become much clearer.”<br />“I feel like there’s a personal connection.”<br />“Understanding all of the different organizations you network with and the people you connect.”<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  106. 106. 67% of survey respondents said our Facebook page has helped them better know our staff.<br />“Prior to Facebook, most staff members were simply names to me. Since Facebook, they have a voice and a personality.”<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  107. 107. To wrap up…<br />What’s ONE thing you can get going on now?<br />
  108. 108. Awesome resources:<br />NTEN nten.orgJohn Haydon johnhaydon.comBeth’s Blog bethkanter.orgThe Agitator theagitator.netIdealwareidealware.com<br />
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