Nonprofit sm dc_hoos 20111213 exportPresentation Transcript
Social Media for Non-profits: how tonavigate the bumpyroad University of Virginia Alumni Association/ DC Chapter/ December 13, 2011 Andrew Rudin/ Managing Principal, Outside Technologies, Inc./ 703.371.1242/ firstname.lastname@example.org www.xeeme.com/andyrudin
A few things aboutme . . .• BS Commerce, ’79; MS in managementinformation technology ‘05• Certified Social Media Strategist (2010)•20 + years B2B sales experience• Focus on sales strategy & execution• Work with technology companies andassociations
Key Problem to SolveHow to build community, content, engagement and encourage action when things around us are changing very, very quickly.
Debunking Social Media Myths • “There’s no real ROI.” • “It works for some businesses, but it will never work for mine.” • “We can’t control it. It opens up a Pandora’s Box.” • “If we take the wrong chances, we’ll alienate everyone!”
The social media funnel Move to Belief, Creates Trust Engagement Rapport Care,Social Media Transparency Credibility Action
It’s OK to think about “Process” . . . But Don’t Forget the Love!
It’s All Only About Customers
1. Start with goals2. Optimize your Linkedin profile3. Make connections4. Create a dynamic company profile5. Using Linkedin Groups6. Linkedin Answers strategy7. Using Linkedin Events
1. What is your goal?
2. Optimize your profile
Many recommendations! link towebsite!
Optimize: what to do right now1. Make your profile “100% complete”2. Ask yourself “how do I want to be found?”3. Don’t play “hard to get” connection-wise: go for > 100!4. “Give to get” five recommendations, and post the best ones5. Feed your blog, presentations, and other content into yourprofile (through Linkedin applications)
3. Make connections1. Make a request2. Get introduced through a current connection3. LinkedIn Groups4. LinkedIn Inmail
4. Create a great company profile
How to optimize your organization’s profile right now 1. Assign someone to update regularly 2. Identify 10 - 15 common keywords that describe your organization and its interests 3. Set up a company profile 4. Feed blog posts and Tweets to company profile 5. Highlight products/services using Products/Services page
5. Use LinkedIn Groups
Getting the most from LinkedIn Groups1. Join all groups associated with your cause & industry—and engage!2. Comment without promoting yourself – others will connect with you because of this3. Initiate valuable conversations of your own4. Use groups to find potential collaborators, donors, connections5. Establish personal connections with as many group members as possible
6. Use LinkedIn Answers
How to leverage LinkedIn Answers1. Search for great insight2. Become a recognized, active expert3. Stay up-to-date with what’s being asked about4. Find others to collaborate with5. Develop/integrate into your own website content
7. Use LinkedIn Events
Ethics“Oh, that could never be us . . . .”Until . . . "Your judgment gets clouded out inthe field when you are pressured to sell, sell,sell.“ (testimony from Prudential Insurancefraud case)
Opportunities and RisksTrust and Rapport• Build rapport• Build trust• Be credible• Listen and understand• Be transparent (open)Accessibility• Build community (reach)• Be approachable (findable)• Connect with individuals (engagement)Value• Be valuable• Be “low risk”• Advocate, persuade, and enable others to do so• Be current (information flow)• Be clear• Be different• Appeal to ego and emotion
Opportunity/Risk MapRisk/ Opportunity Web Email Twitter Facebook Linked Phone BlogBuild RapportBuild CommunityBe Accessible/ approachableConnect w/IndividualsAppeal to EmotionsBe Transparent & OpenHave Integrity in GovernanceBuild TrustBe CredibleHave Ease of UseBe CurrentBe ClearBe UniqueBe Valuable
Social Media Strategy Models
Seven Social Media Habits of Highly Effective Marketers1. Let your connections know what you are doing2. Let your connections know on what other places and spaces you are active3. Always Tweet or otherwise communicate about everything you post or comment on4. Always use a signature on your posts and comments5. Put your social web connections in your email signature6. Have a touch point with your connections at least once a week one way or the other7. Don’t let your social media sites grow dormant . . .
When You’re Asking for Money, Ask Nicely Do’s: • Remember that people are people, not ‘targets.’ •Highlight the reputation and continuity of your leadership •Teach—don’t sell •Tap into passion. E.g. Ask “if you had $1 million to give away, what would you change or preserve in the world?” •Care about the donor—not just the amount he or she can donate. Don’ts: • Make a confusing sales pitch •Ask for an inappropriate amount •Make an ‘emergency’ appeal, unless it’s a true emergency •Get complacent because you have a large, ongoing donor annuity •Accept ‘no’ as a final answer.