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Sarah Durham, BigDuck: Social Media for Nonprofit CEOs
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Sarah Durham, BigDuck: Social Media for Nonprofit CEOs

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Sarah Durham, Founder, Big Duck …

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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  • 1. Social Media forNonprofit CEOs Sarah Durham | Big Duck Social Media for Nonprofit CEOs January 30, 2012 bigducknyc.com
  • 2. bigducknyc.com
  • 3. #SM4NP@bigducksarah@bigduck bigducknyc.com
  • 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. 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. What’s the SocialTwitter? media guru 1 2 3 4 5 bigducknyc.com
  • 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. It’s about reaching andconnecting people bigducknyc.com
  • 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. How does socialmedia fit in? bigducknyc.com
  • 11. bigducknyc.com
  • 12. Reasons Nonprofits Communicate bigducknyc.com
  • 13. Where are you targetaudiences? bigducknyc.com
  • 14. Online Engagement Priorities bigducknyc.com
  • 15. Connect channels & measure results http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531 bigducknyc.com
  • 16. Staffing and makingtime for it bigducknyc.com
  • 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. 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. bigducknyc.com
  • 20. bigducknyc.com
  • 21. bigducknyc.com
  • 22. http://www.slideshare.net/kanter/leveraging-social-media-becoming-a-networked-arts-organization bigducknyc.com
  • 23. Creating socialmedia guidelines bigducknyc.com
  • 24. Why create a social media policy? bigducknyc.com
  • 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. http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com
  • 27. Think beforeyou post.WWNT? Nana Jewel bigducknyc.com
  • 28. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com
  • 29. http://us.cision.com/resources/white_papers.asp bigducknyc.com
  • 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. 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. How other CEOs areusing social media bigducknyc.com
  • 33. http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com
  • 34. http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html bigducknyc.com
  • 35. https://www.facebook.com/WPacelle bigducknyc.com
  • 36. https://www.facebook.com/humanesociety bigducknyc.com
  • 37. https://www.facebook.com/humanesociety/posts/300526179986619 bigducknyc.com
  • 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. 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. Resources bigducknyc.com
  • 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. 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. 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. 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. Contact Sarah sarah@bigducknyc.com twitter.com/bigducksarah linkedin.com/in/bigducksarah gplus.to/sarahdurham slideshare.net/bigducksarah bigducknyc.com
  • 46. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
  • 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. Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy. bigducknyc.com
  • 49. bigducknyc.com