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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 …

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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Transcript

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