The Nonprofit Social Media Recipe: 5 Juicy Ingredients for Success

The Nonprofit Social Media Recipe
5 Juicy Ingredients for Success

We’re talkin’ strategytoday.
Today you’ll get an e-mail with a link to this presentation.

What makes a successful cooking project?
Space to work. (time, advocates & stuff in place)
A recipe. (your strategy, complete with target audience, goals, tactics)
Raw material. (the right mix of content)
A taste tester. (measurement)
Seasoning here and there. (staying current)
Lunch Bunch O’ Social Media
Monday, May 2, 2011

A transition of sorts has been going on…
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”

Picture this:
Over 15 million Facebook users are 55+. (A 60% growth rate in the last year.)
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.

Which describes your personal Facebook habits?
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.
Monday, May 2, 2011

Which describes your nonprofit’s Facebook presence?
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.
Monday, May 2, 2011

What’s your feeling about the relevance of social media to your nonprofit?
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.
Monday, May 2, 2011

Social media opportunities for nonprofits are many.
Monday, May 2, 2011

Perceptions of Online Involvement
Somewhat/ Strongly Agree
Monday, May 2, 2011
65%
60%
58%
53%
Source: Georgetown University Study, Center for Social Impact Communication & Ogilvy Public Relations Worldwide, May 2011

The opportunities…
Building awareness about your mission & its impact in the community
Getting info on trends, preferences, your competition, national orgs with similar missions
Building relationships with existing volunteers/ donors/ members/ funders/ sponsors and reaching out to new ones
Monday, May 2, 2011

The first juicy “ingredient”:
1. The space to work.
The time to dedicate.
The right influencers.
The right stuff in place before you begin.

Regular posting, monitoring, responding.
It’s not a “once a week” sort of deal.
Do you have 20 minutes a day?

On your social media team...
Program staff to feed you good stories.
Social media power users to help spread the word.
Partner organizations to “like” your page and tag your page in related posts
A handful of board members, staff or volunteers to keep the conversation going.

Before you start…
Reaching your audience where they’re living involves a multi-channel approach.
Monday, May 2, 2011

Monday, May 2, 2011

Facebook friends (individuals) 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.
Monday, May 2, 2011

Do you (or your staff) actively use PERSONAL social media accounts to increase awareness of/ engagement about your cause?
Monday, May 2, 2011

Trouble in the kitchen
What are you worried about?
Confidentiality? Employee Inappropriateness? Negative feedback? Time?

Good Social Media Guidelines
Protect your donors & clients
Keep your messages on brand
Encourage participation

Social Media Policy Winners
Kodak
Red Cross
Confidentiality, who’s in charge, appropriateness, encouragementNOT censorship

The second juicy “ingredient”:
2. A recipe.
This is your strategy, including:
Audience
Goals
Tools
Tactics

Know thy audience

Pick the right tools.

You need a page, not a personal profile.
Administrator(s)
Analytics
Causes Application
Badges for Web

Who You Want to Follow:
Foundations
Philanthropic, nonprofit and local media
Other local nonprofits
National nonprofits carrying out your mission
GuideStar, CharityNavigator, etc.

What a blog can do for you:
Bring people to your website & increase your SEO
Establish your “street creds”
Showcase your work frequently
Spotlight star donors, community partners & dollars at work

What it takes:
Dedicated writer(s) or a schedule of guest writers
Constant attention to driving readers there

What good SM goals look like:
Create an online community for our Boomer volunteers
Recruit 10 new volunteers by December 2011

The tactics to support that:
Give 2 key volunteers FLIP cam to record a 3 minute video of their day. Post to YouTube & share in e-newsletter, on website and Facebook.
Recruit volunteers active on Facebook to post on their personal profiles after each engagement.
Interview 1 volunteer each month for blog and e-newsletter; share on Facebook

The third juicy “ingredient”:
3. Fresh materials.
This is your content:
Interesting
On-mission/brand
Value-added

43% of Facebook users who “unlike” a brand do so because of too much push marketing. - ExactTarget.com
“Cause fatigue” on e-mail marketing and social media is on the rise.

7 Questions to ask about your content:
Will anyone care?
Will it inspire conversation?
Does it add value?
Does it tell a story?
Is it positive or overly negative/ depressing?
Does it involve real people?
Does it match your goals?

What to post:
Stuff that matches your SM goals.
Stories about the people you serve and the people who serve them
Links to articles related to your mission
Trivia about your staff, volunteers or board
Shout outs to your stars, sponsors, partner nonprofits, etc.
Specific actions fans can take to help.

It’s not just about what you post...
….It’s about what others say.
Monday, May 2, 2011

Engagement/ Relationship Building on Social Media
Show you’re interested. “Like”/ follow local nonprofit pages, other foundation pages. Comment on their posts.Ask questions. Respond to their comments.
Dispel the mystery!Talk about your work, your staff, your donors (with permission).
Make it real.Have some personality. Drop the jargon.

What about getting donors engaged on Facebook?
Focus on building the relationshipon SM, funds will come through other channels.

It’s most successful for raising money when you have photos, stories and the need is…
Immediate (time limited)
Well-defined
Supported by a network of people you can count on online
Monday, May 2, 2011

Look out for new donors!
98% of high net worth donors volunteer
Donors want more input where they give
Spouses and children (young or grown) are involved in philanthropic decisions
Monday, May 2, 2011

Monday, May 2, 2011
Share their stories.

Monday, May 2, 2011
Focus on specific examples of how they can help.

The fourth juicy “ingredient”:
4. A taste tester.
This is your measurement:
Numbers
Engagement
Goals realized

You know you’re successful when…
Your target audiencegrows.Fans/ followers
Fans are engaged.“Likes”, “comments”, clicks, posting on your wall, tagging
Goals are met. (increased awareness, for ex.)Feedback, anecdotes or direct observations/ outcomes
Monday, May 2, 2011

Measurement Tools: By the Numbers
Facebook Insights
Hootsuite/ TweetDeck
Google Analytics
Monday, May 2, 2011

Facebook Insights
Monday, May 2, 2011

Hootsuite
Monday, May 2, 2011

Increasing your numbers…
E-mail/ FB campaigns with top influencers
Like & follow others
Donations per “like”
Monday, May 2, 2011

Survey Monkey is Your Friend.
91% of survey respondents said the Community Foundation of Sarasota County’s Facebook page has helped them better understand what we do.
Monday, May 2, 2011
67% of survey respondents said the Community Foundation of Sarasota County’s Facebook page has helped them better know our staff.

Measurements?
Give 2 key volunteers FLIP cam to record a 3 minute video of their day. Post to YouTube & share in e-newsletter, on website and Facebook.
Recruit volunteers active on Facebook to post on their personal profiles after each engagement.
Interview 1 volunteer each month for blog and e-newsletter; share on Facebook

The fifth juicy “ingredient”:
5. Seasoning.
Staying current/adjusting your recipe:
Staying on top of the trends
Watching others

7 Website Seasonings
NTEN nten.org
John Haydon johnhaydon.com
Beth’s Blog bethkanter.org
The Agitator theagitator.net
Idealwareidealware.com
Kivi’s Blog nonprofitmarketingguide.com
DIOSA Communications diosacommunications.com

5 Facebook Seasonings
The Nonprofit Facebook Guy
Mashable
Facebook Pages
Causes
Other local/ national nonprofits

Get creative & enjoy it!
Space to work.
A recipe.
Raw material.
A taste tester.
Don’t forget the seasoning.

Thank you.
susie@cfsarasota.org

The Nonprofit Social Media Recipe: 5 Juicy Ingredients for Success

by Community Foundation of Sarasota County on Jun 28, 2011

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The Nonprofit Social Media Recipe: 5 Juicy Ingredients for Success — Presentation Transcript