TUESDAY. Proactive Communications: The Power of Social Media.

Proactive communications: Harnessing the Power of Social Media

5,000 meters Harnessing the power of social media http://www.flickr.com/photos/82903100@N00/2166415662/ What is social media?

http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/ Social media Is…

A platform for conversation http://www.flickr.com/photos/crystaljingsr/3915516040/in/set-72157622354789320/

http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/ Utilizes the Power of Weak Ties

http://www.flickr.com/photos/crystaljingsr/3915515536/in/set-72157622354789320/ Encourages group conversation

http://www.flickr.com/photos/eelssej_/524781662/ Organic and emergent http://www.flickr.com/photos/crystaljingsr/3915513242/in/set-72157622354789320/

http://www.flickr.com/photos/kalmirage/1904699001/ Includes viral elements

Communication Reviews and Opinions

Popular social media

Brand and communication goals Develop a social media content strategy Integrate with online communication Goal achievement:

The social media funnel

It’s about RELATIONSHIPS, not broadcasting It’s about the conversation and insider views, not broadcasting It’s about sharing information and developing trusted friends, not broadcasting

The potential of social media Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/ The potential of social media

Growing preference for communication via social media http://mashable.com/2009/03/26/social-media-nonprofit-study/

5,000 meters Harnessing the power of social media 1,000 meters Developing a strategy http://www.flickr.com/photos/dieqro/2180994007/sizes/m/in/photostream/

Choose your tools Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008)

Understand the engagement ladder Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

http://www.flickr.com/photos/mmcfotografia/4785181782/sizes/z/in/photostream/ What will create conversation? Create community? Add unique value through content? Empower others and create collaborations? Create a content strategy on each social media platform

Real interactions: personal engagement Value-added content Regular programming Participation entry paths  Conversation starters Open-ended questions Develop engaging practices

Website Mailing list Social media followers Donors Stakeholders Staff/Volunteer time Brand sentiment Budget Evaluate your assets Top three factors for social media success

Social media goals Entrepreneur recruitment and engagement

Recruiting and supporting mentors

General awareness marketing

Special events and campaigns

Online fundraising

5,000 meters Harnessing the power of social media 1,000 meters 500 meters Best practices in action – other organizations

Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters. Twitter Used for recruitment, personal engagement, awareness

What is more personal than the Twitter Kids tweeting?

Hold a Twitter chat

Facebook Fans tend to want to show support publicly, motivation for entertainment. Want community and news. Want to be invited in. Used for recruitment, awareness support, engagement, campaigns and events

Compelling from the introduction

Create opportunities for personal engagement: Q&A

Great for search (Google), personal touch, people want insider insight, entertainment. No boring interviews – think shareable content strategy. YouTube Used for recruitment, awareness, campaigns and events

Linkedin Most active are ages 35- 60. Interested in professional connections, professional learning. Used for knowledge-sharing, support, engagement

5,000 meters Harnessing the power of social media 1,000 meters 500 meters 0 meters YBI on the ground http://www.flickr.com/photos/dieqro/2193709382/sizes/m/in/photostream/

YBI network practices Notes from the field: Israel, Bolivia, Trinidad and Tobago, Scotland, United States, Canada, Argentina

Mentor support

Recruitment and business support

Awareness, recruitment, engagement

Awareness, event promotion

The networked nonprofit Image courtesy of Beth Kanter: http://beth.typepad.com/beths_blog/2009/12/win-a-book-help-us-pick-a-subtitle-for-our-book-the-networked-nonprofit.html

Co-promotes and cross-promotes The entire network benefits from each others’ successes Refers to and supports each other Breaks down walls between the organization and the stakeholder Shares and learns from each other, and the industry The networked nonprofit

The complete picture Define your goals Choose your platforms Create an engagement strategy on each platform Experiment, engage, move people to action Integrate into communication goals How can you network your nonprofit? http://www.flickr.com/photos/jbarahona/56382606/sizes/m/in/photostream/

Thank You! [email_address] @askdebra Buzz: daskanase Slideshare.net/debask

A note about connecting online fundraising with social media… http://www.flickr.com/photos/hikingartist/3431508742/sizes/m/in/photostream/ … it’s all about leveraging online relationships

TUESDAY. Proactive Communications: The Power of Social Media.

by Youth Business International on Oct 26, 2010

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TUESDAY. Proactive Communications: The Power of Social Media. — Presentation Transcript