Transcript of "Vireo Research - Non Profits and Social Media"
Social Media Workshop for !Non-Proﬁt OrganizationsUnited Way of Simcoe County: Community Capacity Building Workshop Series June 6, 2013
We’re a Full-‐Service Research and Strategic Consultancy. We understand social communicaHon for social change.
We all know the world of communicaHons has changed. The conversaHons we have are NOT diﬀerent. It’s HOW we share and WHO we talk to that is. It’s a social world.
We ﬁnd soluHons for a world driven by SOCIAL COMMUNICATION. What is Social Communica0on? It’s the way we interact, engage and share our lives with others. It’s the way we converse with our community about the things we care about.
The reality… Non-‐proﬁts are joining and leading conversaHons that maWer to their donors, volunteers and community partners. What’s your social dialogue?
The goal… IdenHfy the most powerful approach to building a relaHonship with the people that maWer to you. What kind of rela6onship do you want with your network?
The mission… Empower non-‐proﬁts to conﬁdently make decisions while navigaHng this social world. What’s your social path?
Vireo Research wants you to gain a deeper understanding of HOW your community converses with you and others. WHAT do they want to hear and WHERE does your cause ﬁt into the conversaHon? Knowing this is true empowerment.
Our Goal Today? We want you to walk away feeling inspired, informed, and armed with informaHon to start, or conHnue, your social media journey.
YOUNG ADULT’S FORMATIVE YEARS WERE ENJOYED WITH THESE… 1990 1999 2000 2005 2010
OVER TEN YEARS OF SOCIAL MEDIA Maturing quickly… 2000 2006 2012 Grow to 3 million in three months. User base peaks in 2008 2002 MySpace launches Facebook launches 2004 Blogging network, content sharing site launches Begins storing and retrieving videos TwiWer launches Apple Releases the ﬁrst iPhone 2008 Most Used social network 200 million users Tumblr. Photo Blogging Site launches 2010 iPad launches Internet users: 1.97 Billion, 30% of world’s populaHon
The way we interact with social media has fundamentally changed the way we interact as a society. It’s not whether or not we do social media. It’s all about HOW.
DocumenHng life CreaHng their own brand It’s their space.
3 MM 1.3MM 113K 88,700 19,000 1 MM ConnecHng to organizaHons
92MM 74MM 66MM 44MM 45MM 34MM ConnecHng to brands
Right now…there are more people creaHng more media. Shaping the message. ExpecHng a two-‐way dialogue.
That’s why it is more important than ever to understand your audience.
CANADIANS 23MM people in Canada are online, that’s nearly 70% of the country 60% of Online Canadians are using social media 86% of Canadians using Social Media are on Facebook 85% of Canadian Non-‐Proﬁts have at least one social media proﬁle.
CANADIANS 86% 65% 40% 37% 24% 18-‐34 yrs 35-‐54 yrs 55+ yrs Females Males Ac0ve on Social Networks AcHvely Using Social Media Visit Daily
CANADIANS 19% 35% 35% 50% 2010 2011 Social Media Visits Year Over Year Everyday At Least Once a Week
NON-‐PROFITS AND SOCIAL NETWORKS When a friend posts about a non-‐proﬁt on a social site… Take Hme to learn more about a charity the friend has posted about 68% Ask a friend about the cause 58% Would donate 39% Will re-‐post the donaHon request 34% CONFIDENTIAL – DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION 24
But not every donor or volunteer is the same. Especially with social media.
Social Technographics classiﬁes people according to how they use social technologies. THE SOCIAL TECHNOGRAPHICS LADDER Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly.
Creators make the social content consumed by others. They write blogs or upload video, music, or text. THE SOCIAL TECHNOGRAPHICS LADDER Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly.
Conversa0onalists voice their opinions to other consumers and businesses using vehicles like TwiWer. THE SOCIAL TECHNOGRAPHICS LADDER Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly.
Cri0cs respond to content from others. They post reviews, comment on blogs, parHcipate in forums, and edit wiki arHcles. THE SOCIAL TECHNOGRAPHICS LADDER Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly.
Collectors organize content for themselves or others using RSS feeds, tags, and voHng sites like Reddit and Pinterest THE SOCIAL TECHNOGRAPHICS LADDER Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly.
Joiners connect in social networks like MySpace and Facebook THE SOCIAL TECHNOGRAPHICS LADDER Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly.
Spectators consume social content including blogs, user-‐generated video, podcasts, forums, or reviews THE SOCIAL TECHNOGRAPHICS LADDER Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly.
Inac0ves neither create nor consume social content of any kind Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly. THE SOCIAL TECHNOGRAPHICS LADDER
This is the social media ecosystem. By understanding where your target falls within the ladder you can determine which sorts of strategies make sense to reach those customers. Groups include people parHcipaHng in at least one of the acHviHes monthly except ConversaHonalists who parHcipate in at least one of the included acHviHes at least weekly. THE SOCIAL TECHNOGRAPHICS LADDER
A LADDER FOR EACH TOPIC People can move up and down the ladder based on their various interests.
“We have only one agenda: to improve the lives of children.” “To claim a brighter future for girls in the developing world.”
You have tools at your ﬁngerHps and a purpose to stand up for. Your Mission and your values. Let’s do the math.
Mission, Vision, Values + Facebook, TwiWer, YouTube, LinkedIn = Closer to your goals
What does this all mean? What can my organizaHon do, right now?
5 CONSIDERATIONS FOR SOCIAL MEDIA 1. What is your online personality? 2. What do you want to talk about? Plan it out. 3. Make it easy for people to connect with you. 4. Prepare to lose (some) control 5. Plan to investment for the future
5 CONSIDERATIONS FOR YOUR ORGANIZATION 1. Make it a Team Eﬀort. 2. Pick your plamorms and the right content for each. 3. Bring those on board that already support you. 4. Get Personal. Reveal ‘yourself’. 5. Let your mission be your guiding light. Focus on achievable. CONFIDENTIAL – DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION 61
WHAT CONTENT ALIGNS WITH YOUR MISSION, AND PERSONALITY? • Plan a monthly content calendar. And explore areas just outside your area of experHse, keep it relevant. • Who will you talk about? – Volunteering excellence – Announcements/events/Volunteer Call outs – Community Leaders, local, naHonal and global – Donors, achievements in the community – Fundraising achievements or goals • Post good stuﬀ, the edgier and more interesHng the beWer. Do NOT simply plugging your organizaHon. • Be focused, but ﬂexible. Pay aWenHon to what people are responding to. CONFIDENTIAL – DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION 62
HOW WILL YOU MEASURE SUCCESS? • Key Performance Indicators • AnalyHcs • Fundraising Goals CONFIDENTIAL – DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION 63
PREPARE TO LOSE (SOME) CONTROL • Be respecmul. Remember you’re in ‘their’ space. • Embrace trial and error. Your fans will reveal what they like and what they will share. • Comments may be sensiHve. Use this as an opportunity to ‘sou transiHon’ people to your services. Have all info available. • Comments may be negaHve, and groups tend to take care of the haters. Respecmully respond, indicaHng this is not tolerated. • Respond in a Hmely manner. Even if it’s simply to say “we’re looking into it”. CONFIDENTIAL – DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION 64
PERSONALITY AUDIENCE(S) What is your online personality? What do you want it to be? How would you like to be described by friends? Donors? Clients? Volunteers? Employees? IdenHfy & describe them. How does your organizaHon impact their life? Why is it meaningful to them? What has your organizaHon set out to achieve? What is your vision for the future? What is the one thing you want people to know about you? MISSION Current informaHon needs across your organizaHon. What needs to happen to make social media a success in your organizaHon? What policies need to be in place? How do you think social media can make a posiHve impact? KPIS YOUR ACTION STEPS
Vireo Research Workshop: Social Media for Non-‐Proﬁts www.vireoresearch.com
SOCIAL MEDIA CHEAT SHEET Facebook Flickr Foursquare Google + Instagram What? Large Social Network for creaHng personal and business proﬁles or pages. An online space for photo (and video) management and sharing. A website, connected with an app for smart phones, which helps put “you on the map”. Social network for creaHng personal and business proﬁles (similar to Facebook). A fun way to share photos with friends and followers. Able to connect with Facebook and TwiWer. Simply snap a photo using your phone, apply a ﬁlter to change the look, and share. Why? ConnecHng en-‐masse to the community, with content, events, photos, and videos. Generate interest in your organizaHon through powerful images and storytelling. People can “check-‐in” to your locaHon, and recommend it to their social network in real Hme. ConnecHng to a large community, with content, events, photos, and videos. Show oﬀ your organizaHon’s daily life through snapshots. Commitment? Low-‐Medium Low-‐Medium Low Low-‐Medium Low
SOCIAL MEDIA CHEAT SHEET LinkedIn Pinterest Reddit Slideshare Stumbleupon What? A social site for your “online resume” and a way to share informaHon, connect and network with other professionals. Users curate “pinboards” and visually share their interests through the collecHon of linked images. A social news and entertainment website where registered users submit content. Submissions are voted "up" or "down” and create ranked content posiHons. An online space to upload and share publically (or privately) PowerPoint presentaHons and/or Word and Adobe PDF documents. A social website that allows the user to discover and organize content that matches their interests. The “easiest way to ﬁnd cool new websites, videos, photos, and images.” Why? ConnecHng to other professionals to share best pracHces and widen professional knowledge. Niche content curaHon for telling your organizaHon’s story. Access to a large and vocal community who can boost awareness or generate interest in speciﬁc events or campaigns. Store large amounts of content for your audience to view at their convenience. Connect to those with similar interests/values through the sharing of content. Enter your website to generate new audience members. Commitment? Low High Medium Medium-‐High Medium
SOCIAL MEDIA CHEAT SHEET Tumblr TwiUer Vine Vimeo YouTube What? A micro-‐blog and social network that allows users to post text, images, videos and share via “re-‐blogging”. Micro-‐blogging service for sending text-‐based posts of 140 characters. A social app, connected with TwiWer, for creaHng 6 second videos. An online space for storing and sharing high-‐quality videos (length unlimited). THE video sharing site for user generated content. Channels, like proﬁles, can be created. Why? Blogging about your organizaHon and cause, allowing others to share your content, and you to share theirs. Driving TwiWer followers to content, mainly broadcasHng news or events. A fun and quirky way to share quick video stories about your company and express your company’s personality . Sharing video stories about your organizaHon. Sharing video stories about your organizaHon. Commitment? High Low-‐Medium Low-‐Medium High High
TWITTER TACTICS YOU CAN DO RIGHT NOW… • Use TwiWerholics.com to connect with the top tweeters in your city • Hashtag: the mechanism used to idenHfy groups or topics, e.g. #Barrie: – Monitor your city’s TwiWer hashtag to idenHfy relevant informaHon – Use your city’s TwiWer hashtag to start, join and organize conversaHons, e.g. #barrie – Promote an event, campaign or movement with twiWer hashtags, e.g. #beatcancer • Try asking for new volunteers via twiWer • Use Twitpic, Instagram or Vine to share a photo or video in your TwiWer feed • Re-‐tweet other organizaHons you admire, or people in the community who are supporHve of your mission • Test tweet language to see which works best with your audience
FACEBOOK TACTICS YOU CAN DO RIGHT NOW… • Add upcoming events to your Facebook Fan page • Ask real life friends to share your page with others • Ask real life friends and any Facebook Fans to upload a video to your page that supports your mission • Start a discussion that will engage your Facebook fans by asking quesHons • Display the rules and policies for your page • Use the Facebook Insights to get acHvity and demographic data • Test types of content to see which works best with your audience
VIDEO CONTENT CURATORS • One challenge organizaHons face is ﬁnding good content to post on their social media channels. YouTube and other large sites can be overwhelming. • There are some great sites that curate video content – they pull popular, funny and/or socially relevant clips together and post it all in one place. • Signing up or checking these sites can help you ﬁnd relevant content for your organizaHon’s social media channels. • Here are four sites we like that you can use to help ﬁnd that content. 1. SHmulant (Website and E-‐newsleWer): hWp://sHmulantonline.ca/ hWp://sHmulantonline.ca/subscribe/newsleWer/ 2. Devour (Website and E-‐newsleWer): hWp://Devour.com/ hWp://Devour.com/subscribe/ 3. TED (Website): hWp://www.ted.com/talks 4. Vidique (Website): hWp://vidque.com/trending 5. Upworthy (Website): www.upworthy.com • Spend about 20 minutes every couple of days and you’ll probably ﬁnd a video that would work on your Facebook page and be interesHng to your followers. • Maybe you’ll ﬁnd a video about your cause with a diﬀerent perspecHve, say from another country, maybe you’ll ﬁnd a great video for an upcoming holiday like Easter, and you can post it and wish your followers a Happy Easter. 78