Social Media For Non Profits: Getting the best out of the web

Social Media for Non Profits: Getting the best out of the web Slides available at: http://www.slideshare.net/channelship

The social buzz

Traditional message (outbound)

Modern message (Inbound)

Monologue Vs Dialogue

3 ways social media is changing the non-profit world By Beth Kanter: http://mashable.com/2009/05/22/non-profit-social-media/

1. Deepening relationships and engagement http://www.shareyourstory.org/

2. Individuals & small groups are self-organising around non-profit causes http://apps.facebook.com/causes/birthdays/new?m=70fd4329

2. Individuals & small groups are self-organizing around non-profit causes

3. Facilitating collaboration and crowdsourcing http://www.wearemedia.org

Is social media relevant?

Old days: just search

Today: Social media matters too Google Facebook Slideshare You Tube Twitter LinkedIn

Implications

In social media you MUST: + + +

Should I consider Social Media?

Where will my audience end up? Your website/blog

Priority: my website But... Where do I start?

First: what do I want to achieve? A website without a goal is like a ship without a rudder

Second: How will you measure success?

Consider these 3 points Organisation goals = website goals

Seacrh Engine Optimisation

What is SEO? Your Website Here

Why SEO? People are searching SEO directs them to your website…

3 keys to successful SEO TECHNICAL CONTENT LINKS

1. Technical SEO Can see …your website?

Technical SEO: example 1

Technical SEO: example 2 Ensure that each of your website’s pages has:  Title  Description  Keywords

Technical SEO: example 3 A Sitemap is a diagram which represents the structure of all the pages within your website. HOME ABOUT NEWS SHOP BLOG MEDIA CONTACT http://www.oxfam.org.uk/sitemap/

2. SEO Content If you publish rich content Search engines will find you

How do search engines read? Most keyword-rich content Least important content

SEO Content: example 1

SEO Content: example 2 Find out what people are searching for…

3. SEO Links Links connect one website to another NOTE: Link QUALITY is more important than QUANTITY

Inbound links http://siteexplorer.search.yahoo.com/

SEO Links: page rank example

Search engines read text You see… see… http://www.searchwho.com/sw5-spider.html

What’s a keyword?

SEO Links: The power of anchor text Incorrect: • Do you need help? Please Click Here Correct: • Talk to us if you need help. http://www.lamakeupacademy.com/los-angeles-usa/index.php

Blogging and video blogging

Quick points… 1. Why is blogging important? 2. How to use a blog 3. Video blogging

Does your organisation need a blog?

6 main reasons for blogging 1. It helps your website go up in search engine rankings 2. It gives your organisation a human voice, a unique personality that builds a community around your cause. 3. You can connect easier with people in social networking sites 4. Spreads the word easier, cheaper and more effectively than mainstream media. 5. Establish your organisation as an authority 6. Expand brand awareness

Quick points… 1. Why is blogging important? 2. How to use a blog? 3. Video blogging

3 keys to success comment read write

READING: Action plan 1. Get an RSS reader (www.google.com/reader) 2. Search for relevant blogs 3. Subscribe to blogs

3 keys to success: write comment read write

WRITING: Action plan 1. Choose a blogging platform and install it in your hosting with your domain. Professional URL Unprofessional URL www.channelship.ie/blog www.channelship.typepad.com

WRITING: Action plan 2. Creating good blog post titles: - Communicate the benefit - Create controversy or debate - Ask a question - Use powerful words: free, easy, stunning…

EXAMPLE: “controversy or debate”

WRITING: Action plan 3. Blog frequency: It depends on strategy - Healthy suggestion: Once a week or more

BONUS: Promote your blog

3 keys to success: Leaving comments comment read write

COMMENTING: Action plan 1. Tips on comments: - Share an example - Disagree - Add a useful link Note: Ideally use your real name not the organisation’s

COMMENTING: Action plan 2. Why leave comments? - What goes around comes around ;-) - Get noticed by other bloggers and blog readers - Lead by example (great opportunity for Irish non-profits)

Quick points… 1. Why is blogging important? 2. How to use a blog? 3. Video blogging

Did you know? …that people remember: 20% of what they hear… 30% of what they see… 70% of what they both hear and see? Source: http://www.eyespot.com/WhyVideo/

Why go video?  Communicate easier: Click  After Google, the second search spot is  Offer a deeper taste to your audience!  Engage with users at a higher level

Video trends 2009 to 2010: 47% growth

Before shooting… Indentify your goals Think about your audience Plan your promotional web video

How to produce video Set your digital camera on video mode & shoot!

How to produce video Download the videos to your computer

Online video steps Use Windows Movie Maker to edit

Online video steps Upload and insert title, description & tags

Distribute your content

Quick case study http://www.youtube.com/watch?v=c02gIyWcir0

And now… Some Irish online video examples..

www.lookandtaste.com

www.hostelworld.com

Finally… let’s brainstorm! Can you come up with online video ideas?

Next steps 1. Set up a blog or improve your existing one 2. Blogger rule: Read, write and comment 3. Always think about your audience 4. Consider video blogging! 5. Don’t worry if the video is not perfect

Google AdWords: Opportunities for non-profits

What is PPC? Pay Per Click

Where do people click? PPC 20% SEO 70% PPC 10%

Did you know about Google Grants? http://www.google.ie/grants/ Receive a budget of up to €7,000 per month to spend in Google AdWords

Google Grants: Eligibility Eligible nonprofits include, but are not limited to, the following focus areas: • Animal rescue & conservation • Arts • Disaster & relief services • Education • Environment • Health • Science & technology • Voluntarism &community outreach • Youth advocacy & programs Ineligible nonprofits include, but are not limited to the following areas: • Commercial non-profits • Credit-counseling services • Mutual membership benefits (networking, professional, alumni, etc) • Portals and directories http://www.google.ie/grants/

Next steps…  Open an account: adwords.google.com  Visit the AdWords Learning Centre  Remember to measure performance with...

…website analytics Google Analytics is a great tool and it’s free!  Track user activity  Collect crucial data  Discover trends

Coming up... Social media tools for non-profits Connect with Fred on:

Non-profits using social media...

Main non-profits on Twitter

Non-profits in Ireland using Twitter

Main non-profits on Facebook

Non-profits in Ireland using Facebook

Social media planning

Start with the right expectations • Setting up your profile on Facebook and starting to post messages on Twitter will NOT produce results magically • If your website MUST be inviting and provide good content • If you do not regularly update your website or blog, how will your ensure regular and consistent social media messaging? • If you do not have a habit of listening to your community, how will you manage to keep the interest in your message?

How much time does it take? By Beth Kanter: http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

What are your goals? • What do you want to happen by when? – Attract donors? – Attract volunteers - identify super-activists? – Generate visits to your website from Social media? – Gain insights into what your audience needs, wants, or thinks about your cause? • Good starting points: – Dosh Dosh blog: Social Media Marketing Campaigns: How to Set Goals and Define Your Target Market http://www.doshdosh.com/social-media-marketing-campaigns-setting-goals- defining-prospects/ – 12 Tips for Nonprofits On Getting Started With Social Media http://nonprofit.about.com/od/socialmedia/tp/Tipsstartsocialnetworking.htm

What’s your message/value? • Recycling old marketing campaigns in social media does not work • Visit: www.nonprofitmarketingguide.com • KEY: Rethink and change your perspective: Move from… static/ organisation-centric /press-releases – Us – Here's what we are doing – Send us money To audience-centric/ story-telling / creative and fun – Here are results (share), – Here's how it affects you (valuable information worth spreading), – We need your support (raise money or achieve goal together) – Here is what we achieved with your help (Send updates with partial/total achievements)

Return-on-Investment calculator • Frogloop online ROI calculator for Social network campaigns by Justin Perkins Go to: http://www.frogloop.com/social-network-calculator

You don’t need to go with every social networking tool

Establish a daily checklist • Allocating specific time slots is better than constant distraction • Starting points: – Chris Brogan: Define a Social Media System for Yourself http://www.chrisbrogan.com/define-a-social-media-system-for- yourself/ – John Jantsch: My Social Media System http://www.ducttapemarketing.com/blog/2009/01/22/my-social- media-system/

Have weekly and monthly reviews • What have we learned? • What has worked well? • What did not seem to have effect (so far)? • What should we change? • Are we moving toward our targets? • What should we change in our activities and/or our targets?

Twitter

Did you know?  40% of Twitter users regularly apply Twitter as an information hub searching and sharing!  2/3 of users would use Twitter to communicate good or bad information about a brand.  65% of Twitter users are between 25 and 60 years old Source: Brian Solis’ Blog post 04/06/09: http://www.briansolis.com/2009/06/is-twitter-evolving-from-facebook-to.html

Twitter basics

Twitter dashboard

Describe yourself

Choose a good background http://www.twitbacks.com/ http://www.twitterbackgrounds.com/

1. LISTEN Main spots: • search.twitter.com • facebook.com • google.com/blogsearch • technorati.com • Irishblogs.ie • Industry Twitterers

2. Use speed to your advantage • Capitalise on News/Holidays/Community Events • Mobilisation – Internal/external – Notify activists about latest developments/activities • Internal Communications – Have ongoing conversation with members in a decentralised way: http://cotweet.com/ – Use it to bring expertise from members or sympathisers – Use to test out ideas, ask questions or brainstorm about next steps with constituency. • Extra Organisational Activism – Use it to partner with other organizations to spread news

3. Engage in conversations

Effective networking CONVERSATION DISTRIBUTION REDISTRIBUTION

What do we tweet about? • Update those following you on projects status • Tweet your fundraising and program events for those that cannot be there (play by play) • Let others know of fundraising needs • Keep grant makers updated with progress • Quickly find volunteers • Find others who would like to get involved with your nonprofit

LINKS: the key to spreading the word No links. No referrals.  Engaging. Link to blog. Easy to share 

Oxfam’s campaign

Spreading the word, getting support on Twitter Message exposed to: 3,550 people

4. Use polls to collect data http://www.twtpoll.com/

Useful Twitter testimonial “I went in thinking Twitter was a free way to push our message out. Big mistake. We learned to listen. We started winning once we let people decide on their own about our services.” Amy Worley, Manager H&R Block’s Twitter programme

5. Fundraising 1. You will meet people allover the world that might be interested in your cause 2. You get to hear what people are really thinking about a wide variety of issues. 3. You can follow other fundraisers and get great real-time advice 4. You can promote traffic to your website and even help others raise traffic/moneys 5. If you can figure out how to communicate in 140 characters or less…think how your fundraising writing will improve!

Twitter fundraising http://www.twonate.com/

Twitter fundraising http://www.tweet4good.org/

Twitter fundraising http://www.twollars.com/

TIP: online donors • Vast majority are in 20’s & 30’s and very comfortable with Web 2.0 giving (widgets & apps) • 75% share their email and appreciate email newsletters • They give in smaller amounts, more often and to many non-profits they find on Facebook & Twitter • They want Public “Thanks” – “Thank You” Wall comments and compliments. Heather Mansfied - http://nonprofits.change.org/blog/view/five_things_your_nonprofit_needs_to_know_about_web_20_donors

6. Alerts http://tweetbeep.com/ http://www.google.com/alerts

7. Hashtags • Way to create or follow a stream on Twitter • Example: #fundraising, #nonprofits • Create Your Own! – Needs to be unique • Follow hashtags – Create a search on tweetdeck – http://search.twitter.com – http://hashtags.org

…Let’s open a Twitter account

7. Hashtags: Get creative!

8. Some Twitter clients http://tweetdeck.com/beta/ http://seesmic.com/ http://www.twhirl.org/ http://twitpic.com/

Next steps…  Open or improve your Twitter account  Follow people that you know and other non profits, engage and pay attention to their conversations  Sharpen your strategy weekly  Connect your tweets with other activities  Focus on good interactions, share content Channelship Ltd. Copyright 2009

Facebook

Did you know?  Biggest Social Network: 250 Million users  200 Million ACTIVE users  Average user time: 25 Minutes  100 Million users return daily  35 years old & above: fastest growing segment

1. Open an account* *Advice: Start with an individual account before creating a page!

Advantages of a Facebook page  Send updates to your “fans” in seconds  Promote your products and services with fun photos & video!  Your FB business page is indexed in Google!!  Avail of traffic/visitor stats (Insights)  Advertise on Facebook!

2. LISTEN Main spots: • Your Facebook page • facebook.com • search.twitter.com • google.com/blogsearch • Irishblogs.ie • Industry Twitterers

3. Find friends and connect with your community http://www.facebook.com/IrishCancerSociety?ref=ts

4. Upload and share photos and videos Good photo and video content are key to facilitate your ambassadors’ job in spreading the word.

5. Promote your events http://www.facebook.com/IrishCancerSociety?ref=ts

6. Promote your blog or newsletters

7. Fundraising: “Causes” http://www.facebook.com/humanesociety?v=wall&viewas=1585312869&ref=search

8. Facebook advertising

Facebook Insights

Next steps…  Open a personal account before a page  Follow people that you know and try to become familiar with the platform.  Check out business pages & learn how are they doing.  Focus on good interactions, share content.  Get familiar with “Causes”

The non-profit toolbox

Important non-profits blogs • Beth's Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/ • Wild Apricot’s non-profts technology blog http://www.wildapricot.com/blogs • Frogloop: Non-profit online marketing blog http://www.frogloop.com/ • We are media: The social media started kit for non-profits http://www.wearemedia.org/

Fundraising

Fundraising http://www.chipin.com/

Interact with more people that “care”

What about your OWN social network?

In summary  Improve your website  Be aware of search engines  Consider Google AdWords  Start blogging as soon as you can!  Carefully select your social networking tools  Always remember to LISTEN  Be patient

That’s it… Thank you! Connect with Fred on:

Social Media For Non Profits: Getting the best out of the web

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Notes on slide 1

2 Favorites & 2 Groups