The Nonprofit Social Media Recipe<br />5 Juicy Ingredients for Success<br />
We’re talkin’ strategytoday.<br />Today you’ll get an e-mail with a link to this presentation.<br />
What makes a successful cooking project?<br /><ul><li>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)</li></ul>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...
Picture this:<br />Over 15 million Facebook users are 55+. (A 60% growth rate in the last year.)<br />Lunch Bunch O’ Socia...
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 nonprofit’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 your nonprofit?<br /><ul><li>It’s not worth the time or effort ...
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 />
Social media opportunities for nonprofits are many.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Perceptions of Online Involvement<br />Somewhat/ Strongly Agree<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<...
The opportunities…<br /><ul><li>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</li></ul>...
The first juicy “ingredient”: <br />1. The space to work.<br /><ul><li>The time to dedicate.
The right influencers.
The right stuff in place before you begin.</li></li></ul><li>Regular posting, monitoring, responding.<br />It’s not a “onc...
On your social media team...<br /><ul><li> 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.</li></li></ul><li>Before you start…<b...
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
Facebook friends (individuals) can be big ambassadors for your brand—it’s the power of social networking.<br />30% were di...
Do you (or your staff) actively use PERSONAL social media accounts to increase awareness of/ engagement about your cause?<...
Trouble in the kitchen<br />What are you worried about?<br />Confidentiality?   Employee Inappropriateness?  Negative feed...
Good Social Media Guidelines<br /><ul><li>Protect your donors & clients
Keep your messages on brand
Encourage participation</li></li></ul><li>Social Media Policy Winners<br /><ul><li>Kodak
Red Cross</li></ul>Confidentiality, who’s in charge, appropriateness, encouragementNOT censorship<br />
The second juicy “ingredient”: <br />2. A recipe.<br />This is your strategy,       including:<br /><ul><li>Audience
Goals
Tools
Tactics</li></li></ul><li>Know thy audience<br />
Pick the right tools.<br />
You need a page, not a personal profile.<br /><ul><li>  Administrator(s)
  Analytics
  Causes Application
  Badges for Web</li></li></ul><li>
Who You Want to Follow:<br /><ul><li>Foundations
Philanthropic, nonprofit and local media
Other local nonprofits
National nonprofits carrying out your mission
GuideStar, CharityNavigator, etc.</li></li></ul><li>
What a blog can do for you:<br /><ul><li>Bring people to your website & increase your SEO
Establish your “street creds”
Showcase your work frequently
Spotlight star donors, community partners & dollars at work</li></li></ul><li>What it takes:<br /><ul><li>Dedicated writer...
Constant attention to driving readers there</li></li></ul><li>What good SM goals look like:<br /><ul><li> Create an online...
 Recruit 10 new volunteers by   December 2011</li></li></ul><li>The tactics to support that:<br /><ul><li> Give 2 key volu...
  Recruit volunteers active on Facebook to post on their personal profiles after each engagement.
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The Nonprofit Social Media Recipe: 5 Juicy Ingredients for Success

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Presented at the Community Foundation of Sarasota County on June 28, 2011, the Nonprofit Social Media Recipe introduces the right space, recipe, raw materials, taste testing and seasoning you need to make a great social media meal for your organization.

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The Nonprofit Social Media Recipe: 5 Juicy Ingredients for Success

  1. 1. The Nonprofit Social Media Recipe<br />5 Juicy Ingredients for Success<br />
  2. 2. We’re talkin’ strategytoday.<br />Today you’ll get an e-mail with a link to this presentation.<br />
  3. 3. What makes a successful cooking project?<br /><ul><li>Space to work. (time, advocates & stuff in place)
  4. 4. A recipe. (your strategy, complete with target audience, goals, tactics)
  5. 5. Raw material. (the right mix of content)
  6. 6. A taste tester. (measurement)
  7. 7. Seasoning here and there. (staying current)</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  8. 8. 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 />
  9. 9. Picture this:<br />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 />
  10. 10. Which describes your personal Facebook habits?<br /><ul><li>I haven’t used Facebook at all.
  11. 11. I set up a personal profile but don’t use it.
  12. 12. I log in every now and then.
  13. 13. I’m on Facebook weekly/ daily.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  14. 14. Which describes your nonprofit’s Facebook presence?<br /><ul><li>We don’t have a Facebook page.
  15. 15. We set up a page but have done little else.
  16. 16. We’re using Facebook but have reached a standstill /don’t know where it’s going.
  17. 17. We’re using Facebook regularly and feel weare effective.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  18. 18. What’s your feeling about the relevance of social media to your nonprofit?<br /><ul><li>It’s not worth the time or effort for us now.
  19. 19. It’s something we plan to start/keep exploring in a “test” or “pilot” sense.
  20. 20. It’s a relevant piece of our communications plan.</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  21. 21. Social media opportunities for nonprofits are many.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  22. 22. Perceptions of Online Involvement<br />Somewhat/ Strongly Agree<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />65%<br />60%<br />58%<br />53%<br />Source: Georgetown University Study, Center for Social Impact Communication & Ogilvy Public Relations Worldwide, May 2011<br />
  23. 23. The opportunities…<br /><ul><li>Building awareness about your mission & its impact in the community
  24. 24. Getting info on trends, preferences, your competition, national orgs with similar missions
  25. 25. Building relationships with existing volunteers/ donors/ members/ funders/ sponsors and reaching out to new ones</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  26. 26. The first juicy “ingredient”: <br />1. The space to work.<br /><ul><li>The time to dedicate.
  27. 27. The right influencers.
  28. 28. The right stuff in place before you begin.</li></li></ul><li>Regular posting, monitoring, responding.<br />It’s not a “once a week” sort of deal.<br />Do you have 20 minutes a day?<br />
  29. 29. On your social media team...<br /><ul><li> Program staff to feed you good stories.
  30. 30. Social media power users to help spread the word.
  31. 31. Partner organizations to “like” your page and tag your page in related posts
  32. 32. A handful of board members, staff or volunteers to keep the conversation going.</li></li></ul><li>Before you start…<br />Reaching your audience where they’re living involves a multi-channel approach.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  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. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  36. 36. Facebook friends (individuals) 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 />
  37. 37. Do you (or your staff) actively use PERSONAL social media accounts to increase awareness of/ engagement about your cause?<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  38. 38. Trouble in the kitchen<br />What are you worried about?<br />Confidentiality? Employee Inappropriateness? Negative feedback? Time?<br />
  39. 39. Good Social Media Guidelines<br /><ul><li>Protect your donors & clients
  40. 40. Keep your messages on brand
  41. 41. Encourage participation</li></li></ul><li>Social Media Policy Winners<br /><ul><li>Kodak
  42. 42. Red Cross</li></ul>Confidentiality, who’s in charge, appropriateness, encouragementNOT censorship<br />
  43. 43. The second juicy “ingredient”: <br />2. A recipe.<br />This is your strategy, including:<br /><ul><li>Audience
  44. 44. Goals
  45. 45. Tools
  46. 46. Tactics</li></li></ul><li>Know thy audience<br />
  47. 47.
  48. 48. Pick the right tools.<br />
  49. 49. You need a page, not a personal profile.<br /><ul><li> Administrator(s)
  50. 50. Analytics
  51. 51. Causes Application
  52. 52. Badges for Web</li></li></ul><li>
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57. Who You Want to Follow:<br /><ul><li>Foundations
  58. 58. Philanthropic, nonprofit and local media
  59. 59. Other local nonprofits
  60. 60. National nonprofits carrying out your mission
  61. 61. GuideStar, CharityNavigator, etc.</li></li></ul><li>
  62. 62. What a blog can do for you:<br /><ul><li>Bring people to your website & increase your SEO
  63. 63. Establish your “street creds”
  64. 64. Showcase your work frequently
  65. 65. Spotlight star donors, community partners & dollars at work</li></li></ul><li>What it takes:<br /><ul><li>Dedicated writer(s) or a schedule of guest writers
  66. 66. Constant attention to driving readers there</li></li></ul><li>What good SM goals look like:<br /><ul><li> Create an online community for our Boomer volunteers
  67. 67. Recruit 10 new volunteers by December 2011</li></li></ul><li>The tactics to support that:<br /><ul><li> 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.
  68. 68. Recruit volunteers active on Facebook to post on their personal profiles after each engagement.
  69. 69. Interview 1 volunteer each month for blog and e-newsletter; share on Facebook</li></li></ul><li>The third juicy “ingredient”: <br />3. Fresh materials.<br />This is your content:<br /><ul><li>Interesting
  70. 70. On-mission/brand
  71. 71. Value-added</li></li></ul><li><ul><li>43% of Facebook users who “unlike” a brand do so because of too much push marketing. - ExactTarget.com
  72. 72. “Cause fatigue” on e-mail marketing and social media is on the rise.</li></li></ul><li>7 Questions to ask about your content:<br />Will anyone care?<br />Will it inspire conversation?<br />Does it add value? <br />Does it tell a story?<br />Is it positive or overly negative/ depressing?<br />Does it involve real people?<br />Does it match your goals?<br />
  73. 73. What to post:<br />Stuff that matches your SM goals.<br />Stories about the people you serve and the people who serve them<br />Links to articles related to your mission<br />Trivia about your staff, volunteers or board<br />Shout outs to your stars, sponsors, partner nonprofits, etc.<br />Specific actions fans can take to help.<br />
  74. 74.
  75. 75.
  76. 76. It’s not just about what you post...<br />….It’s about what others say.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  77. 77. Engagement/ Relationship Building on Social Media<br /><ul><li>Show you’re interested. “Like”/ follow local nonprofit pages, other foundation pages. Comment on their posts.Ask questions. Respond to their comments.
  78. 78. Dispel the mystery!Talk about your work, your staff, your donors (with permission).
  79. 79. Make it real.Have some personality. Drop the jargon. </li></li></ul><li>What about getting donors engaged on Facebook?<br />Focus on building the relationshipon SM, funds will come through other channels.<br />
  80. 80. It’s most successful for raising money when you have photos, stories and the need is…<br /><ul><li>Immediate (time limited)
  81. 81. Well-defined
  82. 82. Supported by a network of people you can count on online</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  83. 83.
  84. 84. Look out for new donors!<br /><ul><li>98% of high net worth donors volunteer
  85. 85. Donors want more input where they give
  86. 86. Spouses and children (young or grown) are involved in philanthropic decisions</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  87. 87. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />Share their stories.<br />
  88. 88. Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />Focus on specific examples of how they can help.<br />
  89. 89. The fourth juicy “ingredient”: <br />4. A taste tester.<br />This is your measurement:<br /><ul><li>Numbers
  90. 90. Engagement
  91. 91. Goals realized</li></li></ul><li>You know you’re successful when…<br /><ul><li>Your target audiencegrows.Fans/ followers
  92. 92. Fans are engaged.“Likes”, “comments”, clicks, posting on your wall, tagging
  93. 93. 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 />
  94. 94. Measurement Tools: By the Numbers<br /><ul><li>Facebook Insights
  95. 95. Hootsuite/ TweetDeck
  96. 96. Google Analytics</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  97. 97. Facebook Insights<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  98. 98. Facebook Insights<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  99. 99. Hootsuite<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  100. 100. Hootsuite<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  101. 101. Increasing your numbers…<br /><ul><li> E-mail/ FB campaigns with top influencers
  102. 102. Like & follow others
  103. 103. Donations per “like”</li></ul>Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />
  104. 104. Survey Monkey is Your Friend.<br />91% of survey respondents said the Community Foundation of Sarasota County’s Facebook page has helped them better understand what we do.<br />Lunch Bunch O’ Social Media<br />Monday, May 2, 2011<br />67% of survey respondents said the Community Foundation of Sarasota County’s Facebook page has helped them better know our staff.<br />
  105. 105. Measurements?<br /><ul><li> 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.
  106. 106. Recruit volunteers active on Facebook to post on their personal profiles after each engagement.
  107. 107. Interview 1 volunteer each month for blog and e-newsletter; share on Facebook</li></li></ul><li>The fifth juicy “ingredient”: <br />5. Seasoning.<br />Staying current/adjusting your recipe:<br /><ul><li>Staying on top of the trends
  108. 108. Watching others</li></li></ul><li>7 Website Seasonings<br />NTEN nten.org<br />John Haydon johnhaydon.com<br />Beth’s Blog bethkanter.org<br />The Agitator theagitator.net<br />Idealwareidealware.com<br />Kivi’s Blog nonprofitmarketingguide.com<br />DIOSA Communications diosacommunications.com<br />
  109. 109. 5 Facebook Seasonings<br />The Nonprofit Facebook Guy<br />Mashable<br />Facebook Pages<br />Causes<br />Other local/ national nonprofits<br />
  110. 110. Get creative & enjoy it!<br /><ul><li>Space to work.
  111. 111. A recipe.
  112. 112. Raw material.
  113. 113. A taste tester.
  114. 114. Don’t forget the seasoning. </li></li></ul><li>Thank you.<br />susie@cfsarasota.org<br />
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