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Getting Started:Social Media for Nonprofits

Getting Started:Social Media for Nonprofits



This guide will walk you through how to get started and why to get started with the popular social media networks, including Facebook, Twitter, Pintrest, and monitoring tool, Hootsuite.

This guide will walk you through how to get started and why to get started with the popular social media networks, including Facebook, Twitter, Pintrest, and monitoring tool, Hootsuite.



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  • http://blog.hubspot.com/blog/tabid/6307/bid/29027/11-Ways-to-Totally-Screw-Up-Your-Inbound-Marketing.aspx
  • http://socialtimes.com/employees-are-happier-when-accessing-social-media-at-work-infographic_b84052
  • You can see the names we have claimed in the social space above. Connect with us online, friend and follow us. We will follow you back.We do have LinkedIn profile however, because we don’t have a distinct email domain e.g. sagenonprofit.com we can't create a Company Page for our business unit. Instead we have created a group. Go to groups and search on “Sage Nonprofit”Leverage our efforts as your own… RT @SageNonprofit to increase awareness, create new links, comments etc., link to our blog posts, participate in discussions in our LinkedIn group.
  • Read the headline for the two partners above, do you hear a difference in how they are presenting themselves? If you are a nonprofit, who would you want to work with?Your profile is your introduction. Recommendations:Make your description client focused. Your profile summary is the thing that’s looked at more than any other and you can always change it. Try new descriptions.It will be looked at by potential clients who you meet and then who check you out online afterwards. It will be looked at by potential referrers who offer to connect you with prospects.

Getting Started:Social Media for Nonprofits Getting Started:Social Media for Nonprofits Presentation Transcript

  • Become a Social MediaExpert in 60 MinutesBridget L. BrandtDirector of Marketing
  • http://about.me/bridgetlbrandt 2
  • Agenda• Goals For Social Media• Why We Do It• How to Be Social• Listening for Leads In Social Media – Linked In – Twitter – Facebook – Pintrest – HootSuite – Links• Real World—Tips, Tricks, & Q/A 3
  • Goals• Build social presence and community network online: increasing brand awareness.• Research and learn more about our donors, potential donors, competitors, influencers, and other thought leaders.• Listen to conversations and identify emerging trends.• Generate positive word of mouth and monitor our reputation.• Engage. Contributing and sparking conversations about your nonprofit, gaining donor confidence.• Drive online audience to relevant, quality content: increasing visitor traffic, generating more leads and increasing donations. 4
  • Why Social Media? New Users YOU Create & Discover Publish Quality Organically Content Online YOU Invite, Share, YOU Measures Engage, Acknowledge ―Users‖ Share Content, YOUR ―Rep‖ Create Content, Create is Reinforced Links Sites get traffic. Awareness Builds, # Users Grows & # Leads Increase 5
  • How To Be Social• Listen – Gain insight into our ―audience‖ customers, competitors, prospects, influencers. – RSS feeds, Google Reader, Google alerts and tools like Hootsuite, Social Mention• Share – Links to content on our blog, website: whitepapers etc. – Events or conferences you are attending and announcements in real time. – Content from training/conference sessions: live tweet content, post something to Facebook, etc. – Videos or pictures of events – presentations, parties, customers, partners, employees etc.• Engage – Make comments, respond to mentions of @yourhandle. Ask questions. Help others connect online. ―DM you should follow …‖• Acknowledge – Publicly recognize, give thanks, call out fans, followers, etc.• Create – Social media may be the engine for our marketing efforts, the fuel that powers it is CONTENT. – Commit to creating content – your own blog posts, tweets etc.• Promote – Any actions that drive to our website, blog or related content even sales, marketing or training events. 6
  • Who uses social networking at work? Employees who access social media at work64% access SM sites are happier and MOREvia their mobile device. productive.35% via their workcomputer.What do they use itfor? - 10% personal - 35% business - 55% both 7
  • Social Framework6:1 Blog Forum Facebook Linked In Slideshare Twitter You TubeListen Daily Daily Daily Daily Daily Daily DailyShare 3/week 1-2/DayEngage 3/week 1-2/DayAcknowledge 3-5/week 1-2/weekPromote 2/week 3/weekCreate 3/week Daily 1 – 2/day 2/week 1/month 4-6/day 1/weekMeasure Social media may be the engine for your marketing efforts, the fuel that powers it is content. 8
  • Nearly 2/3 of US Internet usersBe Consistent with naming regularly use a social network. Source: Hubspot, 12/11• Examples online. – Like us on Facebook – www.facebook.com/SageNonprofit – Join the discussion in our group on LinkedIn. – Find content on www.slideshare.net/SageNonprofit – Follow us on Twitter – www.twitter.com/SageNonprofit – Watch and follow on You Tube - SageNonprofit – Participate in the community forums and visit our blog http://www.SageWords.net. When you begin to build out your own social networks, a best practice is to be consistent with your user names. 9
  • Linked In 10
  • About Linked In• Linked In promotes itself as the world’s largest professional network. You can use it to manage your professional identity, grow your professional network, tap into new insights and opportunities and learn by joining, listening and contributing to the discussions taking place on Linked In Groups.• Before you join groups, be sure your profile is complete. 11
  • Linked In – A Tale of Two Profiles 12
  • Linked In Tips – Your Profile 1. Your profile is your introduction - complete it. 2. Add a headline that Add a communicates what you do vs. Headline your title. Think of keywords colleagues or prospects would use to find you in Linked In. 3. Add Summary & Specialties make them client and industry focused. 4. For each job experience: answer who you help, problems you solve & results achieved. Add Summary & Specialties 5. Use the space ―above the fold‖ to communicate whatever info you want to give to sell yourself or your services. You can list your services, a summary of 13 clients helped, etc.
  • Linked In Tips – Use Status Updates• Just below your name and headline where it says ―Post an Update‖ enter in your status.• Remind your contacts of what you do. Could be as simple as: ―Attending Summit conference this week. See you there!‖• Listen and keep up with contacts. Read status updates to initiate contact. Linked In let’s you know if your contacts have changed jobs or if they are beginning a new adventure.• Comment on status even if it’s as simple as ―Congratulations on your new job with Save the Snails, etc‖ 14
  • Linked In Groups Search 4 Groups Here• Go to the Search bar at the top left of the LI screen, select ―Groups‖ from the drop down and type in your subject of interest. Once in the• Linked In Groups enable you to ―Group‖ page, select ―More‖ to define how you participate in configure your discussions and receive settings. information. You can choose to login and browse topics or you choose to receive a collated email of discussions daily or weekly.• Select the group of interest and then navigate to ―My Settings‖ on the ―More‖ tab. A screen like the one shown will display. 15
  • Twitter 16
  • 79% of US Twitter users are more likely to recommend the brandsAbout Twitter that they follow. Source: Hubspot, 12/11• Twitter is a real-time information sharing network the ultimate in community learning at rapid pace.• Connect to what you find interesting and relevant.• Many use Twitter as a substitute for texting and as another social ―networking‖ channel.• There are plenty of tools to help you manage, create and consume Twitter information. MY personal favorite is HootSuite. 17
  • More than 1/2 of active Twitter users follow companies, brands,Twitter Tips or products on social networks. Source: Hubspot, 12/11• Basic terms you should know – RT – retweet, is acknowledgement – MT – modified tweet (use when you edit text and RT) – Via - use ―via‖ for attribution and multiple acknowledgements – @reply – public conversation – Direct Message (DM) - private conversation• Add value by sharing links to relevant, nonprofit, accounting, etc information.• Content from conferences is a ―value add‖, latest industry information, ―news‖, … 18
  • 39% of B2B companies using Twitter have acquired newTwitter Tips customers from it. Source: Hubspot, 12/11 1. Be consistent with your names. 2. Add a picture! 3. Write a headline communicating what you do, your interests and please include our website www.sagenonprofit.com. 4. Use Hootsuite, Tweetdeck etc. to organize and manage. 5. Start by following and listening. 6. Share and acknowledge. 7. Engage in conversations. 19
  • 6 Reasons to Use Twitter1. Competitive intelligence ―spy‖ on what other Nonprofits are doing.2. Follow, listen and keep up with your donors.3. Increase awareness.4. Discover and follow up with funding opportunities.5. Address service/program shortfalls rapidly6. Generate leads when you post and share relevant content and Twitter, you help to drive traffic to your website/s, increase SEO rankings … 20
  • Framework for Actions - TwitterCreate & Share Promote EventEngage Prospect Listen Acknowledge 21
  • Framework for Actions - Twitter AcknowledgeCreate & EngageListen & Share 22
  • Facebook 23
  • Did you know that 93% of US adult internet users are on Facebook? Unless you only sell to that laggy little 7% of allAbout Facebook internet users, think again! Source: Hubspot, 12/11 • We are pretty certain you know about Facebook. – Yes, there are an awful lot of posts about cats. – It can suck huge amounts of time from your day. – BUT….that’s where your people are! 24
  • Facebook Tips 1. Upload an Eye-Catching Photo Timeline is a very visual format and creating a big, bold eye catching photo can help increase page views. 2. Use a Clearly Branded Profile Picture With Timeline brands cannot get that creative with their profile pictures. Previously brands would place codes, marketing messages and more into the profile picture. Now Facebook recommends simply creating a clear brand picture for the profile photo. 3. All Milestones To Company Pages Adding in key dates can help fans learn about your brand with Timeline. Add key company moments, store openings, events and more with milestones. 4. Pin A Post a Week With Timeline brands can create a ―sticky‖ post that will stay as the top post for up to a week. 5. Arrange Views and Apps Timeline allows pages to arrange photos and custom apps at the top of the page. This can help direct visitors to key locations or photo collections on the page. 6. Manage Your Page With the upgrade to Timeline admins can now manage their page through the Admin Panel. The new panel allows admins to track activity, respond and view real-time Facebook Insights. 25
  • Pintrest 26
  • 27
  • About Pintrest• Pinterest is a Virtual Pinboard.Pinterest lets you organize andshare all the beautiful things youfind on the web. People usepinboards to plan their weddings,decorate their homes, and organizetheir favorite recipes.Best of all, you can browsepinboards created by other people.Browsing pinboards is a fun way todiscover new things and getinspiration from people who shareyour interests. To get started,request an invite. 28
  • Pintrest The good • Informal • Get to know people better by their taste in food, decor and fashion. • 97% of Pinterest’s Facebook fans are women, so good if you are targeting women. • Huge traffic increase due to pins (a Pinterest term for pictures) that were shared from their site. • Very social. • Control your experience based on who you follow. The bad • Understand that everything you share could go viral. • All pins start out being linked to a site or uploaded from a computer. But somewhere along the way many of the links get lost as pins get shared, so it’s not fool-proof. • Simple ―post to Timeline‖ permission button. Clicking that button posts every single pin you click on to Facebook for your friends, family, and colleagues. You’re a considerate friend; so don’t fall for this innocent looking button anywhere online. • Some pictures might not be appropriate for the kiddies. Be careful. 29
  • Hootsuite 30
  • Organize all your social media accounts in one spot. Facebook, LinkedIn,Hootsuite (it’s free!) Twitter, Wordpress, Ping … 31
  • Listen in on the conversations online. Organize multiple streams of info by your @handleHootsuite or #searchterm. Here we are listening to #afpmeet, #nptech and ―fundraising 32
  • Write your message and select the networks to post in by checking the account icon. YouHootsuite can even schedule your tweets in advance. 33
  • More Links & Info• www.linkedin.com• www.facebook.com• www.twitter.com• www.hootsuite.com• www.tweetdeck.com 34
  • Exciting infographics:• When to use social media• How nonprofits are using social media 35
  • Q&AThank-you for joining me today:• My blogs: • http://customerexperience101.blogspot.com • http://donorexperience101.wordpress.com• Twitter: bridgetlbrandt• Email: bridget.brandt@sage.com• Slideshare: http://www.slideshare.net/bridgetlbrandt 36