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 ...

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 Presentation Transcript

  • 1. The Nonprofit Social Media Recipe
    5 Juicy Ingredients for Success
  • 2. We’re talkin’ strategytoday.
    Today you’ll get an e-mail with a link to this presentation.
  • 3. What makes a successful cooking project?
    • Space to work. (time, advocates & stuff in place)
    • 4. A recipe. (your strategy, complete with target audience, goals, tactics)
    • 5. Raw material. (the right mix of content)
    • 6. A taste tester. (measurement)
    • 7. Seasoning here and there. (staying current)
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 8. 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”
  • 9. Picture this:
    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.
  • 10. Which describes your personal Facebook habits?
    • I haven’t used Facebook at all.
    • 11. I set up a personal profile but don’t use it.
    • 12. I log in every now and then.
    • 13. I’m on Facebook weekly/ daily.
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 14. Which describes your nonprofit’s Facebook presence?
    • We don’t have a Facebook page.
    • 15. We set up a page but have done little else.
    • 16. We’re using Facebook but have reached a standstill /don’t know where it’s going.
    • 17. We’re using Facebook regularly and feel weare effective.
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 18. What’s your feeling about the relevance of social media to your nonprofit?
    • It’s not worth the time or effort for us now.
    • 19. It’s something we plan to start/keep exploring in a “test” or “pilot” sense.
    • 20. It’s a relevant piece of our communications plan.
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 21. Social media opportunities for nonprofits are many.
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 22. Perceptions of Online Involvement
    Somewhat/ Strongly Agree
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
    65%
    60%
    58%
    53%
    Source: Georgetown University Study, Center for Social Impact Communication & Ogilvy Public Relations Worldwide, May 2011
  • 23. The opportunities…
    • Building awareness about your mission & its impact in the community
    • 24. Getting info on trends, preferences, your competition, national orgs with similar missions
    • 25. Building relationships with existing volunteers/ donors/ members/ funders/ sponsors and reaching out to new ones
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 26. The first juicy “ingredient”:
    1. The space to work.
    • The time to dedicate.
    • 27. The right influencers.
    • 28. 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?
  • 29. On your social media team...
    • Program staff to feed you good stories.
    • 30. Social media power users to help spread the word.
    • 31. Partner organizations to “like” your page and tag your page in related posts
    • 32. 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.
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 33. Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 34. Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 35. Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 36. 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.
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 37. Do you (or your staff) actively use PERSONAL social media accounts to increase awareness of/ engagement about your cause?
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 38. Trouble in the kitchen
    What are you worried about?
    Confidentiality? Employee Inappropriateness? Negative feedback? Time?
  • 39. Good Social Media Guidelines
    • Protect your donors & clients
    • 40. Keep your messages on brand
    • 41. Encourage participation
  • Social Media Policy Winners
    • Kodak
    • 42. Red Cross
    Confidentiality, who’s in charge, appropriateness, encouragementNOT censorship
  • 43. The second juicy “ingredient”:
    2. A recipe.
    This is your strategy, including:
    • Audience
    • 44. Goals
    • 45. Tools
    • 46. Tactics
  • Know thy audience
  • 47.
  • 48. Pick the right tools.
  • 49. You need a page, not a personal profile.
    • Administrator(s)
    • 50. Analytics
    • 51. Causes Application
    • 52. Badges for Web
  • 53.
  • 54.
  • 55.
  • 56.
  • 57. Who You Want to Follow:
    • Foundations
    • 58. Philanthropic, nonprofit and local media
    • 59. Other local nonprofits
    • 60. National nonprofits carrying out your mission
    • 61. GuideStar, CharityNavigator, etc.
  • 62. What a blog can do for you:
    • Bring people to your website & increase your SEO
    • 63. Establish your “street creds”
    • 64. Showcase your work frequently
    • 65. Spotlight star donors, community partners & dollars at work
  • What it takes:
    • Dedicated writer(s) or a schedule of guest writers
    • 66. Constant attention to driving readers there
  • What good SM goals look like:
    • Create an online community for our Boomer volunteers
    • 67. 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.
    • 68. Recruit volunteers active on Facebook to post on their personal profiles after each engagement.
    • 69. 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
    • 70. On-mission/brand
    • 71. Value-added
    • 43% of Facebook users who “unlike” a brand do so because of too much push marketing. - ExactTarget.com
    • 72. “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?
  • 73. 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.
  • 74.
  • 75.
  • 76. It’s not just about what you post...
    ….It’s about what others say.
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 77. 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.
    • 78. Dispel the mystery!Talk about your work, your staff, your donors (with permission).
    • 79. 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.
  • 80. It’s most successful for raising money when you have photos, stories and the need is…
    • Immediate (time limited)
    • 81. Well-defined
    • 82. Supported by a network of people you can count on online
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 83.
  • 84. Look out for new donors!
    • 98% of high net worth donors volunteer
    • 85. Donors want more input where they give
    • 86. Spouses and children (young or grown) are involved in philanthropic decisions
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 87. Lunch Bunch O’ Social Media
    Monday, May 2, 2011
    Share their stories.
  • 88. Lunch Bunch O’ Social Media
    Monday, May 2, 2011
    Focus on specific examples of how they can help.
  • 89. The fourth juicy “ingredient”:
    4. A taste tester.
    This is your measurement:
    • Numbers
    • 90. Engagement
    • 91. Goals realized
  • You know you’re successful when…
    • Your target audiencegrows.Fans/ followers
    • 92. Fans are engaged.“Likes”, “comments”, clicks, posting on your wall, tagging
    • 93. Goals are met. (increased awareness, for ex.)Feedback, anecdotes or direct observations/ outcomes
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 94. Measurement Tools: By the Numbers
    • Facebook Insights
    • 95. Hootsuite/ TweetDeck
    • 96. Google Analytics
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 97. Facebook Insights
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 98. Facebook Insights
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 99. Hootsuite
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 100. Hootsuite
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 101. Increasing your numbers…
    • E-mail/ FB campaigns with top influencers
    • 102. Like & follow others
    • 103. Donations per “like”
    Lunch Bunch O’ Social Media
    Monday, May 2, 2011
  • 104. 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.
    Lunch Bunch O’ Social Media
    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.
  • 105. 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.
    • 106. Recruit volunteers active on Facebook to post on their personal profiles after each engagement.
    • 107. 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
    • 108. 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
  • 109. 5 Facebook Seasonings
    The Nonprofit Facebook Guy
    Mashable
    Facebook Pages
    Causes
    Other local/ national nonprofits
  • 110. Get creative & enjoy it!
    • Space to work.
    • 111. A recipe.
    • 112. Raw material.
    • 113. A taste tester.
    • 114. Don’t forget the seasoning.
  • Thank you.
    susie@cfsarasota.org