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



Full day training about social media for non profit organisations http://www.channelship.net

Full day training about social media for non profit organisations http://www.channelship.net



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  • [twitter] At Mandate.ie training centre. About to start a full-day on social media for non-profits. Slides available http://bit.ly/8HVLQr [/twitter]
  • [twitter] Great info will be shared today so stand by. All my tweets will be sent directly from my Power Point slides http://bit.ly/52B2Av [/twitter]
  • One way communication. We make all the effort
  • [twitter] Reviewing now the @marchofdimes blog http://shareyourstory.org/ Fantastic example of building a specific community [/twitter]
  • [twitter] Facebook Causes: great app for non profits http://bit.ly/7Yhomf [/twitter]
  • [twitter] Individuals & groups are self-organising: @armano post about “helping daniela’s family” http://bit.ly/90evIu [/twitter]
  • [twitter] Facilitating collaboration and crowd sourcing: http://www.wearemedia.org is a brilliant resource [/twitter]
  • [twitter] Sharing good tips for non-profits’ websites. Some examples: http://bit.ly/5Boeft . Still a lot to be done in this field [/twitter]
  • ANY QUESTIONS OR CONCERNS? Quick question: how often do you refresh the content of your website?
  • [twitter] Now talking about SEO basics: technical, content, links [/twitter]
  • Own searches, do it your self and share examples. See if there are any people searching with typos and use it as example for the “title”
  • [twitter] Yahoo Site Explorer is better than Google detecting the number of in-links to your site http://bit.ly/6b337d [/twitter]
  • Exercise: go to http://www.searchwho.com/sw5-spider.html and look at all the data shown
  • [twitter] Now on blogging and video blogging for non profits. Read: “The Corporate Blogging Book” by @debbieweil http://bit.ly/4rnOfT [/twitter]
  • [twitter] Three basics tips for successful blogging and building your network: comment, read, write [/twitter]
  • Show reader, add a blog subscription
  • [twitter] Online video tip: People remember 20% of what they read, 30% of what they see & 70% of what they hear & see [/twitter]
  • Identify goals of my video! Shoot it!
  • Show how it’s done in You Tube
  • [twitter] Enjoying now @oxfam winning You Tube strategy. Great, inspiring video http://bit.ly/5xaInR [/twitter]
  • [twitter] Just divided the class in groups. Working now on online video ideas for their non-profits... [/twitter]
  • [twitter] Amazed at the number of non-profits that don’t know/never heard about “Google Grants” http://bit.ly/6wzaLL [twitter]
  • [twitter] Examples: some non profits in Ireland using Twitter: @womens_aid @wwnireland @oxfamireland @amnestyirl [/twitter]
  • [twitter] Examples: some non profits in Ireland using Facebook: Alzheimer Society Ireland, Oxfam Ireland, Amnesty Ireland [/twitter]
  • http://www.readwriteweb.com/archives/non-profits_on_facebook_and_myspace.php
  • [twitter] “How much time does social media take?” The experts’ opinion: Beth Kanter @kanter http://bit.ly/7YE5bV [/twitter]
  • http://www.readwriteweb.com/archives/non-profits_on_facebook_and_myspace.php
  • [twitter] Checking out now @ care2frogloop blog post: “Return on Investment calculator” http://bit.ly/8ehzlW Great tool. Thanks Justin! [/twitter]
  • [twitter] Establish your daily checklists. Examples from John @ducttape http://bit.ly/80a51D & @chrisbrogan http://bit.ly/5nWRdI [/twitter]
  • [twitter] Covering some Twitter basics now… [/twitter]
  • Show twitter search
  • [twitter] What do I tweet about? E.g. project status, events (tweet LIVE), find volunteers, share stories, communicate needs… [/twitter]
  • [twitter] Analising the @oxfamireland engaging climate change campaign http://bit.ly/7oMpGT [/twitter]
  • Speak about the message exposure to the x number of followers from retweeters
  • [twitter] Twtpoll.com : Great tool: “How many daily tweets should a non-profit send?” http://twtpoll.com/fewajj [/twitter]
  • [twitter] Twitter fundraising: now looking into @twonate @twollars and @twestival ‘s case study http://bit.ly/5EBSVE [/twitter]
  • [twitter] Online donors’ profiles: Majority are in their 20s & 30s, 75% share their emails, they want public “thanks” [/twitter]
  • Speak about the message exposure to the x number of followers from retweeters
  • [twitter] Great use of #hashtags: @nwf came up with Wild Life Watch. Very engaging http://bit.ly/4vBu1k [/twitter]
  • [twitter] Viewing now Facebook for non profits. Also checking facebook.com/nonprofits [/twitter]
  • [twitter] Great example of an engaging Facebook page with cool photo/video content is @officialpeta http://bit.ly/5w4blo [/twitter]
  • [twitter] Back to Facebook Causes: “How to promote your cause in 6 easy steps” http://bit.ly/6rQppP [/twitter]
  • [twitter] Showing now how Facebook Advertising and insights work [/twitter]
  • [twitter] The fast track to social media for non profits is here: beth.typepad.com/ wildapricot.com/blogs frogloop.com/ wearemedia.org/ [/twitter]
  • [twitter] Another brilliant fundraising tool: “My Charity” http://www.mycharity.ie A platform used by small & big organisations [/twitter]
  • [twitter] Chipin.com is also an easy way to collect money. They also launched a Facebook app! http://bit.ly/4Xus3c [/twitter]
  • [twitter] Want to support causes you care about? Check out @twitcause http://bit.ly/78eM0v [/twitter]
  • [twitter] Why not creating your own and unique social networking platform? Try ning.com and socialgo.com [/twitter]
  • [twitter] On final slide. Coming up: Q&A. Really fun session today!! Remember: Slides available here http://bit.ly/8HVLQr [/twitter]

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

  • 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 crowd sourcing http://www.wearemedia.org
  • Is social media relevant, what about Google?
  • 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
  • Your Website Here What is SEO?
  • People are searching SEO directs them to your website… Why SEO?
  • 3 keys to successful SEO
  • 1. Technical SEO Can see … your website?
  • Technical SEO: example 1
    • Ensure that each of your website’s pages has:
    • Title
    • Description
    • Keywords
    Technical SEO: example 2
  • A Sitemap is a diagram which represents the structure of all the pages within your website. Technical SEO: example 3 http://www.oxfam.org.uk/sitemap/
  • 2. SEO Content If you publish rich content Search engines will find you
  • Most keyword-rich content Least important content How do search engines read?
  • SEO Content: example 1
  • SEO Content: example 2 Find out what people are searching for… https://adwords.google.com/select/KeywordToolExternal
  • 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?
    • Incorrect:
    • • Do you need help? Please Click Here
    Correct: • Talk to us if you need help . SEO Links: The power of anchor text Anchor text tells search engines what the page is about
  • Blogging and video blogging
    • Why is blogging important?
    • How to use a blog
    • Video blogging
    Quick points…
  • Does your organisation need a blog?
  • 6 main reasons for blogging
    • It helps your website go up in search engine rankings
    • It gives your organisation a human voice , a unique personality that builds a community around your cause.
    • You can connect easier with people in social networking sites
    • Spreads the word easier, cheaper and more effectively than mainstream media.
    • Establish your organisation as an authority
    • Expand brand awareness
    • Why is blogging important?
    • How to use a blog?
    • Video blogging
    Quick points…
  • 3 keys to success
  • READING: Action plan
    • Get an RSS reader ( www.google.com/reader )
    • Search for relevant blogs
    • Subscribe to blogs
  • 3 keys to success: write
  • WRITING: Action plan
    • 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
  • COMMENTING: Action plan
    • Tips on comments: - Share an example - Disagree - Add a useful link
  • 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)
    • Why is blogging important?
    • How to use a blog?
    • Video blogging
    Quick points…
    • … 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/
    Did you know?
    • Communicate easier: Click
    • After Google, the second search spot is
    • Offer a deeper taste to your audience!
    • Engage with users at a higher level
    Why go video?
  • 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
    • Set up a blog or improve your existing one
    • Blogger rule : Read, write and comment
    • Always think about your audience
    • Consider video blogging!
    • 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 10% SEO 70% PPC 20%
  • 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
  • Next steps…
    • Open an account: adwords.google.com
    • Visit the AdWords Learning Centre
    • Remember to measure performance with...
    • Google Analytics is a great tool and it’s free!
    • Track user activity
    • Collect crucial data
    • Discover trends
    … website analytics
  • Connect with Fred on: Coming up... Social media tools for non-profits
  • 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
    • 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?
    Start with the right expectations
  • How much time does it take? By Beth Kanter: http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
  • How much time does it take? By Beth Kanter: http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
    • 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 are your goals?
    • 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 )
    What’s your message/value?
    • Frogloop online ROI calculator for Social network campaigns by Justin Perkins
    Return-on-Investment calculator Go to : http://www.frogloop.com/social-network-calculator
  • You don’t need to go with every social networking tool
    • 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/
    Establish a daily checklist
    • 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?
    Have weekly and monthly reviews
  • Twitter
  • Did you know? Source : Brian Solis’ Blog post 04/06/09: http://www.briansolis.com/2009/06/is-twitter-evolving-from-facebook-to.html
    • 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
  • Twitter basics
  • Twitter dashboard
  • Describe yourself
  • Choose a good background http://www.twitbacks.com/ http://www.twitterbackgrounds.com/
  • 8 key strategies Channelship Ltd. Copyright 2009
  • 1. LISTEN
    • Main spots:
    • search.twitter.com
    • facebook.com
    • google.com/blogsearch
    • technorati.com
    • Irishblogs.ie
    • Industry Twitterers
    • 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 organisations to spread news
    2. Use speed to your advantage
  • 3. Engage in conversations
    • Update those following you on projects status
    • Tweet your fundraising and prepare 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
    What do we tweet about?
  • 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/
    • “ 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
    Useful Twitter testimonial
    • You will meet people allover the world that might be interested in your cause
    • You get to hear what people are really thinking about a wide variety of issues.
    • You can follow other fundraisers and get great real-time advice
    • You can promote traffic to your website and even help others raise traffic/moneys
    • If you can figure out how to communicate in 140 characters or less…think how your fundraising writing will improve!
    5. Fundraising
  • Twitter fundraising http://www.twonate.com/
  • Twitter fundraising http://www.twollars.com/
  • Twitter fundraising
    • 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.
    TIP: online donors Heather Mansfied -http://nonprofits.change.org/blog/view/five_things_your_nonprofit_needs_to_know_about_web_20_donors
  • 6. Alerts http://www.google.com/alerts http://tweetbeep.com/
    • 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
    7. Hashtags
  • … Let’s open a Twitter account
  • 7. Hashtags: Get creative!
  • 8. Some Twitter clients http://www.twhirl.org/ http://tweetdeck.com/beta/ http://seesmic.com/ 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: 350 Million users
    • 250 Million ACTIVE users
    • Average user time: 25 Minutes
    • 50% of users return daily
    • 35 years old & above: fastest growing segment
  • 8 key strategies Channelship Ltd. Copyright 2009
  • 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?
  • 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
    • Thank you!
    Connect with Fred on: That’s it…