Social Media forNonprofit CEOs  Sarah Durham | Big Duck   Social Media for Nonprofit CEOs                  January 30, 201...
bigducknyc.com
#SM4NP@bigducksarah@bigduck                bigducknyc.com
I write 30 tweets on a Friday, have my E.D.approve them on a Monday, and then sendthem out during the week. Thats okay rig...
Im tired of him dismissing social media as if itis irrelevant, why wont he just embrace it?My CEO thinks that a 21-year ol...
What’s the               SocialTwitter?                 media guru     1       2   3   4      5                           ...
What I hope you will learn today•  What social media are•  How to think about a social media   strategy•  Understand who s...
It’s about reaching andconnecting people                          bigducknyc.com
How does your org approachsocial media?1.  Folly: Social media is fun, but has little value.2.  Fearful: Social media is a...
How does socialmedia fit in?                  bigducknyc.com
bigducknyc.com
Reasons Nonprofits Communicate                          bigducknyc.com
Where are you targetaudiences?                       bigducknyc.com
Online Engagement Priorities                           bigducknyc.com
Connect channels & measure results   http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531 ...
Staffing and makingtime for it                      bigducknyc.com
Qualities of an effective socialmedia manager1.  Has a passion for the cause and for    social media2.  Is friendly, patie...
Qualities of an effective socialmedia manager7.  Is not overly confident about her social    media skills8.  Thinks like a...
bigducknyc.com
bigducknyc.com
bigducknyc.com
http://www.slideshare.net/kanter/leveraging-social-media-becoming-a-networked-arts-organization                           ...
Creating socialmedia guidelines                   bigducknyc.com
Why create a social media policy?                             bigducknyc.com
What’s in a social media policy?1.    Overview of your social media presence2.    High-level guidance3.    Specific guidel...
http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/                                                   ...
Think beforeyou post.WWNT?    Nana Jewel                 bigducknyc.com
http://www.slideshare.net/tammygordon/aarp-social-guidelines2010                                                          ...
http://us.cision.com/resources/white_papers.asp                                                  bigducknyc.com
Tips for successful guidelines•  Strike a friendly tone•  Encourage experimentation & questions•  Try to keep guidelines o...
Involve your staff•  Identify a go-to person for questions•  Conduct surveys/interviews to get   feedback, assess interest...
How other CEOs areusing social media                     bigducknyc.com
http://mashable.com/2011/12/02/social-ceo-infographic/                                                         bigducknyc....
http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html                                                      ...
https://www.facebook.com/WPacelle                                    bigducknyc.com
https://www.facebook.com/humanesociety                                         bigducknyc.com
https://www.facebook.com/humanesociety/posts/300526179986619                                                              ...
Parting tips for CEOs•  Make time for it: Start by listening 15   minutes/day•  Get a mentor: Ask for help•  Experiment: P...
Parting tips for your org•  Map out a strategy: Set goals and find   your community•  Create guidelines: Help your team   ...
Resources            bigducknyc.com
Resources•    Nonprofit Technology Network     www.nten.org•    Nonprofit Social Media Decision Making Guide     http://id...
Articles and Reports•    10 tips to manage professional & personal brand     http://www.bigducknyc.com/blog/•    2011 eNon...
Books•    Social Media for Social Good: Heather Mansfield     http://nonprofitorgs.wordpress.com/book/•    The Networked N...
Blogs•    http://bigducknyc.com/blog•    http://nonprofitorgs.wordpress.com•    http://www.socialbrite.org•    http://www....
Contact Sarah  sarah@bigducknyc.com  twitter.com/bigducksarah  linkedin.com/in/bigducksarah  gplus.to/sarahdurham  slidesh...
Contact Big Duck  bigducknyc.com  bigducknyc.com/blog  facebook.com/bigduck  twitter.com/bigduck                         b...
Upcoming Workshops2/16:   Social Media for Nonprofit CEOS2/28:   Miss Manners3/22:   Multi-Channel Fundraising:        Str...
Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy.                       bigducknyc.com
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Sarah Durham, BigDuck: Social Media for Nonprofit CEOs

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Sarah Durham, Founder, Big Duck
Twitter Handle: @BigDuckSarah

With the rise of social media, many nonprofits are exploring new ways of fundraising, advocating, and conducting outreach online. This workshop will help participants understand how effective multi-channel online communications work, using examples from health industry nonprofits and more. Our emphasis won't be on technical 'how tos', but rather strategies, with particular emphasis on the question of return on investment from the nonprofit CEO's point of view.

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Sarah Durham, BigDuck: Social Media for Nonprofit CEOs

  1. 1. Social Media forNonprofit CEOs Sarah Durham | Big Duck Social Media for Nonprofit CEOs January 30, 2012 bigducknyc.com
  2. 2. bigducknyc.com
  3. 3. #SM4NP@bigducksarah@bigduck bigducknyc.com
  4. 4. I write 30 tweets on a Friday, have my E.D.approve them on a Monday, and then sendthem out during the week. Thats okay right?It takes time to see the results from socialmedia; my boss is upset that money hasntcome pouring in after just one month. bigducknyc.com
  5. 5. Im tired of him dismissing social media as if itis irrelevant, why wont he just embrace it?My CEO thinks that a 21-year old intern is theonly person that can do social media for us.She doesnt see it as a marketing tool or onewe should invest time or money in. bigducknyc.com
  6. 6. What’s the SocialTwitter? media guru 1 2 3 4 5 bigducknyc.com
  7. 7. What I hope you will learn today•  What social media are•  How to think about a social media strategy•  Understand who should staff it and how much time it takes•  Elements of social media guidelines•  How your peers use social media bigducknyc.com
  8. 8. It’s about reaching andconnecting people bigducknyc.com
  9. 9. How does your org approachsocial media?1.  Folly: Social media is fun, but has little value.2.  Fearful: Social media is a threat to productivity, intellectual capital, privacy, etc.3.  Flippant: Social media is about technology, but question its value.4.  Formulating: Social media is valuable and needs to be more organized and strategic.5.  Forging: Social media use should be strong and consistent across the whole organization.6.  Fusing: Social media is an integral part of the organizations work. bigducknyc.com
  10. 10. How does socialmedia fit in? bigducknyc.com
  11. 11. bigducknyc.com
  12. 12. Reasons Nonprofits Communicate bigducknyc.com
  13. 13. Where are you targetaudiences? bigducknyc.com
  14. 14. Online Engagement Priorities bigducknyc.com
  15. 15. Connect channels & measure results http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531 bigducknyc.com
  16. 16. Staffing and makingtime for it bigducknyc.com
  17. 17. Qualities of an effective socialmedia manager1.  Has a passion for the cause and for social media2.  Is friendly, patient, and responsive3.  Is creative and detail-oriented4.  Has experience in online communications5.  Reads blogs about social media and mobile technology6.  Is an early adopterhttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com
  18. 18. Qualities of an effective socialmedia manager7.  Is not overly confident about her social media skills8.  Thinks like a journalist9.  Is mobile10. Is willing to mesh his personal life with his professional life online11. Takes steps to prevent social media burnouthttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com
  19. 19. bigducknyc.com
  20. 20. bigducknyc.com
  21. 21. bigducknyc.com
  22. 22. http://www.slideshare.net/kanter/leveraging-social-media-becoming-a-networked-arts-organization bigducknyc.com
  23. 23. Creating socialmedia guidelines bigducknyc.com
  24. 24. Why create a social media policy? bigducknyc.com
  25. 25. What’s in a social media policy?1.  Overview of your social media presence2.  High-level guidance3.  Specific guidelines4.  Conversation guidelines5.  Personal/professional boundaries6.  Tips and how-tos bigducknyc.com
  26. 26. http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com
  27. 27. Think beforeyou post.WWNT? Nana Jewel bigducknyc.com
  28. 28. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com
  29. 29. http://us.cision.com/resources/white_papers.asp bigducknyc.com
  30. 30. Tips for successful guidelines•  Strike a friendly tone•  Encourage experimentation & questions•  Try to keep guidelines open-ended where possible, rather than restrictive•  Appoint one or two people to manage•  Keep your audiences in mind—what do they expect from you bigducknyc.com
  31. 31. Involve your staff•  Identify a go-to person for questions•  Conduct surveys/interviews to get feedback, assess interest, etc.•  Share draft policy in a staff meeting and invite feedback/questions•  Provide trainings on privacy settings, tools, etc.•  Include in staff orientation bigducknyc.com
  32. 32. How other CEOs areusing social media bigducknyc.com
  33. 33. http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com
  34. 34. http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html bigducknyc.com
  35. 35. https://www.facebook.com/WPacelle bigducknyc.com
  36. 36. https://www.facebook.com/humanesociety bigducknyc.com
  37. 37. https://www.facebook.com/humanesociety/posts/300526179986619 bigducknyc.com
  38. 38. Parting tips for CEOs•  Make time for it: Start by listening 15 minutes/day•  Get a mentor: Ask for help•  Experiment: Pick one channel to start with•  Be yourself: Share your POV and your passion•  Privacy: Check your settings (again)•  Turn it off: It’s okay to have ‘down’ time bigducknyc.com
  39. 39. Parting tips for your org•  Map out a strategy: Set goals and find your community•  Create guidelines: Help your team understand how and why•  Rethink staffing: Put the right people in place•  Allocate time: Start 30-60 min/day•  Use your brand: Let positioning and personality guide content bigducknyc.com
  40. 40. Resources bigducknyc.com
  41. 41. Resources•  Nonprofit Technology Network www.nten.org•  Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media- decision-guide•  Social media policy generator http://socialmedia.policytool.net•  Social Media Governance Policy Database http://socialmediagovernance.com/policies.php bigducknyc.com
  42. 42. Articles and Reports•  10 tips to manage professional & personal brand http://www.bigducknyc.com/blog/•  2011 eNonprofits Benchmarks Study, M+R http://www.e-benchmarksstudy.com/•  Networking Sites and Our Lives, Pew Internet http://www.pewinternet.org/Reports/2011/ Technology-and-social-networks•  5 Big Reasons CEOs Should Get Social http://mashable.com/2011/12/02/social-ceo- infographic/ bigducknyc.com
  43. 43. Books•  Social Media for Social Good: Heather Mansfield http://nonprofitorgs.wordpress.com/book/•  The Networked Nonprofit: Beth Kanter, Allison Fine http://www.amzn.com/0470547979•  Open Leadership: Charlene Li http://www.amzn.com/0470597267•  The Social Organization: Anthony Bradley, Mark McDonald http://www.amzn.com/1422172368•  Humanize: Jamie Notter, Maddie Grant http://www.amzn.com/0789741121 bigducknyc.com
  44. 44. Blogs•  http://bigducknyc.com/blog•  http://nonprofitorgs.wordpress.com•  http://www.socialbrite.org•  http://www.bethkanter.org•  http://www.nten.org/blog•  http://www.frogloop.com•  http://www.johnhaydon.com•  http://amysampleward.org•  http://www.communityorganizer20.com bigducknyc.com
  45. 45. Contact Sarah sarah@bigducknyc.com twitter.com/bigducksarah linkedin.com/in/bigducksarah gplus.to/sarahdurham slideshare.net/bigducksarah bigducknyc.com
  46. 46. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
  47. 47. Upcoming Workshops2/16: Social Media for Nonprofit CEOS2/28: Miss Manners3/22: Multi-Channel Fundraising: Strategies to Engage Donors Through Integrated Campaigns4/25: Developing a Social Media Strategyhttp://www.bigducknyc.com/resources/workshops bigducknyc.com
  48. 48. Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy. bigducknyc.com
  49. 49. bigducknyc.com

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