Social Media forNonprofit CEOs  Sarah Durham | Big Duck              #SM4CEOs          September 19, 2012                 ...
bigducknyc.com
Sarah Durham                                    Principal and Founder                                    #SM4CEOs         ...
Why are you here?                    bigducknyc.com
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 rig...
Im tired of him dismissing social media as if itis irrelevant, why wont he just embrace it?My CEO thinks that a 21-year ol...
Social media is a       Social media iswaste of time.          integral to our org.        1       2   3    4        5    ...
What I hope you will learn today• How to think about a social media  strategy• Understand who should staff it and how  muc...
How does socialmedia fit in?                  bigducknyc.com
Reasons Nonprofits Communicate                          bigducknyc.com
Online Engagement Priorities                           bigducknyc.com
http://instagr.am/p/nm695/   bigducknyc.com
Staffing and makingtime for it                      bigducknyc.com
April 2012http://www.nonprofitsocialnetworksurvey.com   bigducknyc.com
http://slidesha.re/Oh7LJp   bigducknyc.com
Qualities of an effective socialmedia manager1. Has a passion for the cause and for   social media2. Is friendly, patient,...
Qualities of an effective socialmedia manager7. Is not overly confident about her social   media skills8. Thinks like a jo...
https://twitter.com/#!/NewYorkCares   bigducknyc.com
https://twitter.com/#!/stevestreicher   bigducknyc.com
https://twitter.com/#!/NewYorkCaresED   bigducknyc.com
Creating socialmedia guidelines                   bigducknyc.com
Let go. •   You never had     complete control over     your message •   The conversation is     happening, with or     wi...
Why create a social media policy?                             bigducknyc.com
What’s in a social media policy?1.   Overview of your social media presence2.   High-level guidance3.   Specific guideline...
http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/   bigducknyc.com
http://www.slideshare.net/tammygordon/aarp-social-guidelines2010   bigducknyc.com
http://us.cision.com/resources/white_papers.asp   bigducknyc.com
Tips for successful guidelines• Strike a friendly tone• Encourage experimentation & questions• Try to keep guidelines open...
Involve your staff• Identify a go-to person for questions• Conduct surveys/interviews to get  feedback, assess interest, e...
How other CEOs areusing social media                     bigducknyc.com
http://mashable.com/2011/12/02/social-ceo-infographic/   bigducknyc.com
“My personal mission for         engaging in social media spaces             is to help spark thoughtful          conversa...
http://storify.com/philanthropy/why-do-you-tweet-as-a-nonprofit-leader   bigducknyc.com
https://www.facebook.com/rinkusen.1232   bigducknyc.com
https://www.facebook.com/arc.org   bigducknyc.com
https://twitter.com/#!/ARC_RinkuSen   bigducknyc.com
http://www.linkedin.com/pub/rinku-sen/7/334/9a3   bigducknyc.com
https://www.facebook.com/NancyGBrinker?sk=wall&filter=1   bigducknyc.com
https://www.facebook.com/NancyGBrinker/posts/324268210949333   bigducknyc.com
https://www.facebook.com/PlannedParenthoodPresident   bigducknyc.com
https://www.facebook.com/PlannedParenthoodPresident/posts/10150503550912202   bigducknyc.com
Parting tips for CEOs• Make time for it: Start by listening 15  minutes/day• Get a mentor: Ask for help• Experiment: Pick ...
Parting tips for organizations• Map out a strategy: Set goals and find  your community• Create guidelines: Help your team ...
Resources            bigducknyc.com
Big Duck Resources• Big Duck website  www.bigducknyc.com• Duck Call blog  www.bigducknyc.com/blog• Duck Pond e-news  www.b...
Resources•   Nonprofit Technology Network    www.nten.org•   Nonprofit Social Media Decision Making Guide    http://idealw...
Articles and Reports•   Social Media for Nonprofit CEOs—How one    Executive Director Manages it    http://www.bigducknyc....
Books•   Social Media for Social Good:Heather Mansfieldhttp://nonprofitorgs.wordpress.com/book/•   The Networked Nonprofit...
Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy.                       bigducknyc.com
Blogs•   http://bigducknyc.com/blog•   http://nonprofitorgs.wordpress.com•   http://www.socialbrite.org•   http://www.beth...
Contact Sarahsarah@bigducknyc.comtwitter.com/bigducksarahlinkedin.com/in/bigducksarah                               bigduc...
Contact Big Duckbigducknyc.combigducknyc.com/blogfacebook.com/bigducktwitter.com/bigduck                       bigducknyc....
Upcoming Workshops9/27: Big Duck webinar—Making your      website easier to read10/24: Bagels at Big Duck: Brandraising,  ...
Thanks!     bigducknyc.com
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Social Media for Nonprofit CEOs

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Social media are every where. Your donors are connecting with you on LinkedIn, your advocates are sharing links about your org on Twitter, your program participants are commenting on your Facebook page, and your staff are posting videos on YouTube--what's an executive director to do? As nonprofits explore new ways of fundraising, advocating, and conducting outreach online, it can be hard to know where to focus and invest your energies. In this high-level webinar, we'll share some strategies you can use to evaluate and manage your organization's approach to social media. We'll also discuss such topics as staff capacity, social media policies, your personal role in social media, and budgeting.

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Social Media for Nonprofit CEOs

  1. 1. Social Media forNonprofit CEOs Sarah Durham | Big Duck #SM4CEOs September 19, 2012 bigducknyc.com
  2. 2. bigducknyc.com
  3. 3. Sarah Durham Principal and Founder #SM4CEOs @BigDuckSarah @bigduckFind today‟s slides and resources: http://bit.ly/SM4CEOs bigducknyc.com
  4. 4. Why are you here? bigducknyc.com
  5. 5. 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
  6. 6. 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
  7. 7. Social media is a Social media iswaste of time. integral to our org. 1 2 3 4 5 bigducknyc.com
  8. 8. What I hope you will learn today• 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
  9. 9. How does socialmedia fit in? bigducknyc.com
  10. 10. Reasons Nonprofits Communicate bigducknyc.com
  11. 11. Online Engagement Priorities bigducknyc.com
  12. 12. http://instagr.am/p/nm695/ bigducknyc.com
  13. 13. Staffing and makingtime for it bigducknyc.com
  14. 14. April 2012http://www.nonprofitsocialnetworksurvey.com bigducknyc.com
  15. 15. http://slidesha.re/Oh7LJp bigducknyc.com
  16. 16. 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
  17. 17. 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
  18. 18. https://twitter.com/#!/NewYorkCares bigducknyc.com
  19. 19. https://twitter.com/#!/stevestreicher bigducknyc.com
  20. 20. https://twitter.com/#!/NewYorkCaresED bigducknyc.com
  21. 21. Creating socialmedia guidelines bigducknyc.com
  22. 22. Let go. • You never had complete control over your message • The conversation is happening, with or without you! • Mistakes will happen bigducknyc.com
  23. 23. Why create a social media policy? bigducknyc.com
  24. 24. 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
  25. 25. http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com
  26. 26. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com
  27. 27. http://us.cision.com/resources/white_papers.asp bigducknyc.com
  28. 28. 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
  29. 29. 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
  30. 30. How other CEOs areusing social media bigducknyc.com
  31. 31. http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com
  32. 32. “My personal mission for engaging in social media spaces is to help spark thoughtful conversation and ignite action. Both will lead to positive change in the world, and I truly believe that is the best possible use for the power of social media.” - Matt Flannery, CEO, Kiva.orghttp://mashable.com/2011/09/20/kiva-matt-flannery-social-media/ bigducknyc.com
  33. 33. http://storify.com/philanthropy/why-do-you-tweet-as-a-nonprofit-leader bigducknyc.com
  34. 34. https://www.facebook.com/rinkusen.1232 bigducknyc.com
  35. 35. https://www.facebook.com/arc.org bigducknyc.com
  36. 36. https://twitter.com/#!/ARC_RinkuSen bigducknyc.com
  37. 37. http://www.linkedin.com/pub/rinku-sen/7/334/9a3 bigducknyc.com
  38. 38. https://www.facebook.com/NancyGBrinker?sk=wall&filter=1 bigducknyc.com
  39. 39. https://www.facebook.com/NancyGBrinker/posts/324268210949333 bigducknyc.com
  40. 40. https://www.facebook.com/PlannedParenthoodPresident bigducknyc.com
  41. 41. https://www.facebook.com/PlannedParenthoodPresident/posts/10150503550912202 bigducknyc.com
  42. 42. 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
  43. 43. Parting tips for organizations• 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
  44. 44. Resources bigducknyc.com
  45. 45. Big Duck Resources• Big Duck website www.bigducknyc.com• Duck Call blog www.bigducknyc.com/blog• Duck Pond e-news www.bigducknyc.com/DuckPondE- news• Today‟s slides http://bit.ly/SM4CEOs bigducknyc.com
  46. 46. Resources• Nonprofit Technology Network www.nten.org• Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media- decision-guide• NPower http://www.npower.org/ bigducknyc.com
  47. 47. Articles and Reports• Social Media for Nonprofit CEOs—How one Executive Director Manages it http://www.bigducknyc.com/blog/• 5 Big Reasons CEOs Should Get Social http://mashable.com/2011/12/02/social-ceo- infographic/• Networking Sites and Our Lives, Pew Internet http://www.pewinternet.org/Reports/2011/Technolo gy-and-social-networks• Nonprofit Social Network Report http://www.nonprofitsocialnetworksurvey.com bigducknyc.com
  48. 48. Books• Social Media for Social Good:Heather Mansfieldhttp://nonprofitorgs.wordpress.com/book/• The Networked Nonprofit: Beth Kanter, Allison Finehttp://www.amzn.com/0470547979• Open Leadership: Charlene Lihttp://www.amzn.com/0470597267• The Social Organization: Anthony Bradley, Mark McDonaldhttp://www.amzn.com/1422172368• Humanize: Jamie Notter, Maddie Granthttp://www.amzn.com/0789741121 bigducknyc.com
  49. 49. Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy. bigducknyc.com
  50. 50. 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
  51. 51. Contact Sarahsarah@bigducknyc.comtwitter.com/bigducksarahlinkedin.com/in/bigducksarah bigducknyc.com
  52. 52. Contact Big Duckbigducknyc.combigducknyc.com/blogfacebook.com/bigducktwitter.com/bigduck bigducknyc.com
  53. 53. Upcoming Workshops9/27: Big Duck webinar—Making your website easier to read10/24: Bagels at Big Duck: Brandraising, Episode II: The Creative Processhttp://www.bigducknyc.com/resources/workshops bigducknyc.com
  54. 54. Thanks! bigducknyc.com

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