Social Media for Non-Profits - Primer


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Presentation prepared for a local non-profit in Stamford, CT area to encourage their participation in Social Media channels.

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  • Really excited Thank you for the opportunity Social media – topic I am passionate about AGENDA
  • Before we jump to the topic at hand TELL YOU ABOUT MYSELF During the day Social media strategist Researching and analyzing emerging/social media channels and how companies utilize them for communication, collaboration, marketing and market research. Manage several SM channels for PB Teach others how to participate in social media on behalf of PB Involved in Social Media policy and governance model to streamline AT NIGHT I am very active in many of the same social media channels Strong believer best way to take advantage of SM for business and marketing is PARTICIPATE YOURSELF
  • Most recently with Haiti, Iranian election and the US Airways miracle landing on the Hudson we have seen many examples of social media being used for social change. WHY NOW? Social media integrates available technology with human interactions MAKES IT EASY and people share what they care about with the world Transforms people from content consumers into content producers as easily as snapping a picture with your mobile phone . There is even a name for this “ citizen journalism ” Provides tools to not only produce content but to share it with the rest of the world . This viral aspect of Social Media sharing is something traditional media cannot keep up The most important aspect of SM – building communities and empowering each member of the community to be part of something far greater than himself/herself HAITI outreach
  • Major non-profits (have more resources and funding) were the first ones to jump and develop social media channels to be part of this new way of communicating, interacting and engaging. These organizations are learning about best ways to utilize social media for their needs. One best practice that keeps bubbling up to the top is that social media is… well… social in nature you must personalize your brand in these channels by putting human face behind it allow your members to be spokespeople for your organization.
  • Many of you might be skeptical thinking that only large non profits have the money and resources to use social media for their needs? Well, in order to prove otherwise I did a simple google search for CT non-profits and came up with the following organizations in our back yard that are experimenting w/ SM channels
  • STAMFORD YMCA Website is extremely minimalist it includes a logo, make a donation button and images of their summer camp of 2009 and a link to their facebook fan page . What is facebook? FACEBOOK is the fastest growing online social network with over 350 million active users. DO YOU HAVE A FACEBOOK ACCOUNT? Once you have a facebook account you can start connecting or friending other facebook users to share info. and stay in touch. Facebook allows for creation of fan pages or groups . Concept is the same people interested in your organization would become your fans and subscribe to receive messages from you. Why did YMCA choose Facebook instead of working on beefing up their website? Facebook give them a platform to publish content online easily without PhD in web development and their presence on Facebook is free . Their facebook content is not limited to just members of facebook – its available across the internet) Content they share is not only limited to text but they can upload pictures , videos, start discussions POWERFULL SET OF OPTIONS their current website does not provide OR PROVIDES FOR A FEE THROUGH A WEB DEVELOPER
  • Another non profit literacy organization who uses Facebook to keep in touch with their members is Domus right here in Stamford. They maintain their website BUT choose to also maintain a facebook fan page. WHY? It allows them to keep in touch with their members who subscribe to their fan page and every time they add new content to the fan page their fans receive these updates automatically through Facebook feeds . VERY POWERFUL Their members can promote Domus by commenting or writing on their fan page wall or voting or liking their updates which automatically lets their friends know and promotes the organization further.
  • Here is another local youth & family service from Newtown that chose to set up and maintain a facebook fan page and even gave up a portion of their website to showcase their Facebook activity YOU MIGHT BE CONCERNED whether your members use facebook? IS THAT THE CHANNEL YOU SHOULD EXPLORE FACEBOOK is the biggest social network in the world with over 350 million active members your chances are good that your members already utilize the channel HOWEVER, you should do your own research to confirm that facebook is the right channel for you. Might be as simple as asking your members whether they participate
  • When googling local non-profits I found Stamford Museum & Nature Center Uses twitter account to stay in touch with their members and visitors WHAT IS TWITTER - it’s another social network where users share short nuggets of information (limited to 140 characters) and others can receive these updates when they subscribe to follow you on Twitter. Difference between twitter and facebook? Twitter attracts a different audience. The interaction has a much faster pace. You can compare it to a large chat room with many conversations happening at the same time where real time frequent updates is what gets you noticed. While it’s ok to update Facebook once or twice a week you should update twitter at least once a day to make sure your messages do not get lost in the sea of other updates. What is Stamford Museum using twitter for Updating their followers of what’s going on in the center Followers can pass that info. to their followers by re-tweeting the same message you posted (WOM) Have a conversation with your members (all limited to 140 characters)
  • Another example of a non-profit who is using Twitter successfully to drive traffic to their website by providing links to their websites.
  • LinkedIn is a social network focused on professional and business connections with participants from over 200 countries. LinkedIn conversations are more professional and focused on networking and career development. Organizations do not have LinkedIn profiles, but often set up groups to attract interested members. E.g. CT Association of Non-profits can expose you to other professionals in the non-profit area who are sharing information about using SM for non-profits LinkedIn is good for -building contact lists -making connections employment opportunities
  • Finally here is an example of a local nonprofit – Stepping Stone Museum in Norwalk that uses a combination of channels -facebook for keeping in touch with their members -youtube for publicizing their video content -flickr for publicizing their photo content -twitter for distributing current information about their programs Using the concept of “write once publish twice.” Why? The more channels you use to engage the more opportunities you have to find new members, volunteers and donors. It does not mean you have to provide different content to different channels. It’s ok to reuse content.
  • START WITH THE RIGHT EXPECTATIONS Social media is one of the tools in your marketing toolbox Setting up your profile on Facebook and starting to post messages on Twitter will not magically produce results If you don’t regularly update it If you don’t have a habit of listening to your community Social media is not a strategy but a great tactic/tool It will not help you if You have no clear goals Your messaging is weak and me-centric You do not have good organizers to lead the effort You are not persistent
  • There is no silver bullet that will ensure success in social media. Step 1) LISTEN Is your non-profits mentioned in social media, do you already have social media ambassadors talking about you or causes that you are trying to advance? Who are they? What social channels do they use? Time commitment: 1-5hr/week BE THERE, ENGAGE, CONTRIBUTE Set up social media profiles such as Facebook, twitter, flickr, etc. to be able to engage with these ambassadors Timely new content, outreach to influencers time commitment 10hr/week BUILD AUDIENCE be consistent with your efforts. It takes about 3-6 months to develop a community time commitment: 15hrs/week CAPITALIZE See results of your efforts Fundraise, word of mouth content
  • Social Media for Non-Profits - Primer

    1. 1. What can SOCIAL MEDIA do for my non-profit? by Aneta Hall <ul><li>Trends in “Social Media for Social Change” </li></ul><ul><li>Examples of non profits’ usage of Social Media </li></ul><ul><li>Setting expectations </li></ul><ul><li>Getting started </li></ul>AGENDA
    2. 2. BLOG
    3. 3. Social Media for Social Change CITIZEN JOURNALISM - Social Media users are where news happen / help spread information faster than traditional media MICRO-FUNDRAISING Red Cross “Help Haiti” $10 donations through SMS/text messaging raise $18 million. WORD OF MOUTH / VIRAL MESSAGE SPREAD - volume of mentions & global reach of Social Media channels rivals those of traditional media #IranElection : 2 Million tweets, 1 in 4 tweets were re-tweeted
    4. 4. Major Non-profits using Social Media
    5. 5. Can YOU (small non-profit) use Social Media successfully to…? <ul><li>Publicize your causes </li></ul><ul><li>Find new volunteers/donors </li></ul><ul><li>Engage with members </li></ul>
    6. 6.
    7. 7.
    8. 11.
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    10. 13. OK, I am excited… HOW DO I GET STARTED?
    11. 14. Social Media are tools in your marketing toolbox. SOCIAL MEDIA = TOOLS in your marketing toolbox.
    12. 15. How to get started… Step 1: listen Step 2: be there, engage, contribute Step 3: build audience, relationships Step 4: capitalize on your investment
    13. 16. More Info. <ul><li>Beth Kanter’s blog </li></ul><ul><li>CT Association of Non Profits LinkedIn Group </li></ul><ul><li>Jeff Pulver’s book “Read This First: The Executive’s Guide to New Media” available on Amazon </li></ul>