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
med...
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/i
n/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/391551324...
http://www.flickr.com/photos/kalmirage/1904699001/
Includes viral elements
Communication
Reviews and
Opinions
Popular social media
Brand and
communication
goals
Brand and
communication
goals
Develop a social
media content
strategy
Develop a social
media...
The social media funnel
It’s about RELATIONSHIPS, not
broadcasting
It’s about the conversation and
insider views, not broadcastingIt’s about shari...
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/
GOALS
5,000 meters
Harnessing the power of social media
1,000 meters Developing a
strategy
http://www.flickr.com/photos/dieqro/2...
Choose
your tools
Blogging
Micro
Blogging
Photo
Sharing
Video
Sharing
Podcasts
Widgets
Social
Networking
Chat
Rooms
Messag...
Understand the engagement ladder
Happy Bystanders
Spreaders
Donors
Evangelists
Instigators
The Networked Nonprofit by Alli...
http://www.flickr.com/photos/mmcfotografia/4785181782/sizes/z/in/photostrea
What will create
conversation? Create communit...
Real interactions: personal engagement
Value-added content
Regular programming
Participation entry paths

Conversation ...
Website
Mailing list
Social media followers
Donors
Stakeholders
Staff/Volunteer time
Brand sentiment
Budget
Evaluate your ...
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.
Pus...
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 inv...
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
sharea...
Linkedin
Most active are ages 35- 60.
Interested in professional
connections, professional
learning.
Used for knowledge-sh...
5,000 meters
Harnessing the power of social media
1,000 meters
500 meters
0 meters YBI on the ground
http://www.flickr.com...
YBI network practices
Notes from the field:
Israel, Bolivia, Trinidad and Tobago,
Scotland, United States, Canada, Argenti...
Mentor support
Recruitment and
business 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-...
Co-promotes and cross-promotes
The entire network benefits from each
others’ successes
Refers to and supports each other
B...
The complete picture
Define your goals
Choose your platforms
Create an engagement strategy on each
platform
Experiment, en...
Thank You!
debra@communityorganizer20.com
@askdebra
Buzz: daskanase
Slideshare.net/debask
A note about connecting online
fundraising with social media…
http://www.flickr.com/photos/hikingartist/3431508742/sizes/m...
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
TUESDAY. Proactive Communications: The Power of Social Media.
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TUESDAY. Proactive Communications: The Power of Social Media.

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Leads:
Debra Askanase, Social Media & Communications Specialist, Community Organizaer 2.0.
Steve Metcalfe, Communications Director, YBI.

Published in: Education, Technology, Business
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  • Communication: blogs, microblogging, social networks, events (Meetup), online advocacy (Causes)
    Collaboration: Wikipedia, wikis, social bookmarking
    Multimedia: photo sharing, video sharing, art sharing, livecasting, podcasting
    Entertainment: virtual worlds, online gaming
    Reviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
  • http://www.animatedexplanations.com/Animation.aspx?animation=391(Twitter)
  • Survey report published Feb 2010, results from Nov 2009. Note highest results are from Twitter and the surprise of YouTube.
  • Note the satisfaction with blogs as highest.
  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends
    www.universalmccann.com/Assets/wave_3_20080403093750.pdf
    49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
  • http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  • http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
  • Ghadah Baaqil from Saudi Arabia is the founder of Ghadah Medina Autism Centre in Medina. She was helped by The Centennial Fund and was named YBI Woman Entrepreneur of the Year 2009.
  • http://www.flickr.com/photos/momono/527680136/sizes/m/in/photostream/
  • http://www.youtube.com/youthbusiness#p/u/9/popjNtKklUA
  • Psychographics: IOAV: Interests, activities, opinions, values
    Further info: http://aimgroup.com/clients/2009/07/13/new-study-reveals-social-net-psychographics/
    http://mmx.typepad.com/mmx/psychographics/: Twitter users are more like to consume news (47% of traffic),
  • http://tweetsgiving.epicchange.org/twitterkids/
  • http://mmx.typepad.com/mmx/psychographics/: Facebook users are interested in news (28% of traffic) and community (17%),
    Challenge to create community, easier to create participation.
  • http://www.readwriteweb.com/archives/whats_hot_on_youtube_and_who_is_embedding_those_vi.php
  • http://www.youtube.com/user/charitywater#p/a/u/1/xqiKJXLj6fU
  • PSYBT: 50% mentors and staff, 50% businesses. It is only for funded businesses, not pre-start. Regional managers search for businesses and invite them to join. Gaining momentum. Businesses and mentors are recommending each other on it.
    Mentores YBI America Latina: 128 members: http://www.linkedin.com/groups?viewMembers=&gid=1904634&sik=1284302655174
  • CYBF: a lot of private questions, a lot of added value by reaching entrepreneurs wouldn’t normally reach, most attractive for entrepreneurs (not really to attract mentors), regional managers say “online” is the #1 or #2 referral source for loans.
    YBTT: 50% of attendees to quarterly business club meetings are from FB group. 10% of annual youth symposium (last July) were due to FB – many were new to the org. Loan inquiries from FB, about 10 ppl a week comment on the groiup. They share things that other youth organizations are doing, and the Trinidad Youth Council regularly shares YBTT info on their FB Page.
    Fundacion Emprender: Digital divide. Many businesses don’t have email addresses. (Google groups might be better for them)
  • CYBF: a LOT of private questions on Twitter, loan inquiries. there are a lot of entrepreneurs on Twitter in Canada. How are using social media: try to become a resource for people “the person they can lean on when seeking information, become a personality behind the name.” They don’t broadcast. They are very personable, interpersonal. Want people to know an actual person is using the social media. Push entrepreneurship, not the program.
    Promote local networking events a lot through FB and Twitter.
    Have also recently started webinars: sold out (25) in first webinar.
    G20 live tweeted event: Live-tweeted the event (showed hashtag live on the screen). Had a social media contest and asked questions and gave winner access to the two-day summit. Had 50 people apply, some submitted videos. In 250 words or less, let us know what social media means to you. Four people won and came. Gave hotel to two people. G20 event at 150 people on twitter, after event jumped 250 people, and FB numbers span is double from January.
    YouthBiz America has a twitter account but it is very new.
  • On-site donations
    Regular contact
    Engaged stakeholders
    A good mailing list
    Well-designed campaign
  • TUESDAY. Proactive Communications: The Power of Social Media.

    1. 1. Proactive communications: Harnessing the Power of Social Media
    2. 2. 5,000 meters Harnessing the power of social media http://www.flickr.com/photos/82903100@N00/2166415662/ What is social media?
    3. 3. http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/ Social media Is…
    4. 4. A platform for conversation http://www.flickr.com/photos/crystaljingsr/3915516040/in/set-72157622354789320/
    5. 5. http://www.flickr.com/photos/tierug/3154245590/i n/set-72157611999817541/ Utilizes the Power of Weak Ties
    6. 6. http://www.flickr.com/photos/crystaljingsr/3915515536/in/set-72157622354789320/ Encourages group conversation
    7. 7. http://www.flickr.com/photos/eelssej_/524781662/ Organic and emergent http://www.flickr.com/photos/crystaljingsr/3915513242/in/set-72157622354789320/
    8. 8. http://www.flickr.com/photos/kalmirage/1904699001/ Includes viral elements
    9. 9. Communication Reviews and Opinions
    10. 10. Popular social media
    11. 11. Brand and communication goals Brand and communication goals Develop a social media content strategy Develop a social media content strategy Integrate with online communication Integrate with online communication Goal achievement:
    12. 12. The social media funnel
    13. 13. It’s about RELATIONSHIPS, not broadcasting It’s about the conversation and insider views, not broadcastingIt’s about sharing information and developing trusted friends, not broadcasting
    14. 14. The potential of social media Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
    15. 15. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/ The potential of social media
    16. 16. Growing preference for communication via social media http://mashable.com/2009/03/26/social-media-nonprofit-study/
    17. 17. GOALS
    18. 18. 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/
    19. 19. 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
    20. 20. 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/
    21. 21. http://www.flickr.com/photos/mmcfotografia/4785181782/sizes/z/in/photostrea 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
    22. 22. Real interactions: personal engagement Value-added content Regular programming Participation entry paths  Conversation starters Open-ended questions Develop engaging practices
    23. 23. Website Mailing list Social media followers Donors Stakeholders Staff/Volunteer time Brand sentiment Budget Evaluate your assets Top three factors for social media success
    24. 24. Social media goals Entrepreneur recruitment and engagement
    25. 25. Recruiting and supporting mentors
    26. 26. General awareness marketing
    27. 27. Special events and campaigns
    28. 28. Online fundraising
    29. 29. 5,000 meters Harnessing the power of social media 1,000 meters 500 meters Best practices in action – other organizations
    30. 30. 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
    31. 31. What is more personal than the Twitter Kids tweeting?
    32. 32. Hold a Twitter chat
    33. 33. 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
    34. 34. Compelling from the introduction
    35. 35. Create opportunities for personal engagement: Q&A
    36. 36. 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
    37. 37. Linkedin Most active are ages 35- 60. Interested in professional connections, professional learning. Used for knowledge-sharing, support, engagement
    38. 38. 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/
    39. 39. YBI network practices Notes from the field: Israel, Bolivia, Trinidad and Tobago, Scotland, United States, Canada, Argentina
    40. 40. Mentor support
    41. 41. Recruitment and business support
    42. 42. Recruitment and business support
    43. 43. Awareness, recruitment, engagement
    44. 44. Awareness, event promotion
    45. 45. 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
    46. 46. 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
    47. 47. 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/
    48. 48. Thank You! debra@communityorganizer20.com @askdebra Buzz: daskanase Slideshare.net/debask
    49. 49. 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
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