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Using the Social Web to Build, Engage and Activate the Food Banking Community - #FBLI2013

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Food Bank Leadership Institute 2013 - Using the Social Web to Build, Engage and Activate the Food Banking Community. Presented by: Courtney Pemberton, Business Development Manager, Schipul - The Web …

Food Bank Leadership Institute 2013 - Using the Social Web to Build, Engage and Activate the Food Banking Community. Presented by: Courtney Pemberton, Business Development Manager, Schipul - The Web Marketing Company.

How do we capture and tell stories online that motivate your organization's stakeholders, grow the food banking community, and inspire people to act? This session is intended to provide instruction and spark interactive dialog surrounding impactful storytelling and engagement through social media and other cost effective tools. You will walk away with a better understanding of how to tell your organization's story online, how to capture and utilize rich media, and how to use the social web to maximize support.


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  • How many are currently participating in social media? How many in here have seen direct success from participating in social media? What are some topics that you would like to learn more about today and/or discuss? Be thinking about some stories you would like to share and please feel free to offer your story throughout the presentation. I would love for this session to be more conversational where you can walk away with immediate value.
  • State of the nonprofit social webBuilding your social network Creating engagement across your diverse audience Activating your community Social Tools to build, engage, activate and of course…save you time!
  • No one knows about it!http://visual.ly/2012-it-was-very-good-year-social-giving
  • 90% of people act on social donation posts
  • The internet is how people are communicating. Social media has removed the limitation of simply word-of-mouth and traditional marketing. And with people utilizing social network sites than any other category of site, nonprofits must join this conversation. The conversation is happening whether you are a part of it or not.
  • Even more than most non-profits, food banks deal with immediate pressing needs of their client base.  A decrease in donations has dire and immediate consequences: people go hungry. - University of Washington, How Twitter is Changing Organizations The internet is how people are communicating. Social media has removed the limitation of simply word-of-mouth and traditional marketing. And with people utilizing social network sites than any other category of site, nonprofits must join this conversation. The conversation is happening whether you are a part of it or not.
  • Success in online marketing is all about storytelling. The beautiful thing about you all, is food banking is a fantastic story that has it’s up, it’s downs, its triumphs and its heros. The ones that take it a step further, will find true success…[next slide saying that true success is when you develop relationships out of storytelling]
  • You are already storytelling and building that relationship. Fundraising – screen shots of press releases and news articles (all texts screenshots)
  • It’s just how you are disseminating that message. Today, I would like you to think about your next campaign, newsletter, fundraiser or initiative and see how you can incorporate ways to make them more social with the tools we will discuss today.
  • Which one is more effective? Screen shots of photos, video, social posts etc.
  • So how do you evolve your story from a lot of text to a robust social network where you can communicate in real time the impact you are having towards hunger and food waste?
  • First and foremost, you must LISTEN!
  • Example – Ontario Food Bank, Sensitive to orgs with limited staff. Ontraio Food Bank is incredibly active in listening and using common pracitices like #FF (Follow Friday) takes a positive approach in listening online and ensuring their followers know that they are heard. Ontario Food Bank retweets individuals doing good, highlights local food bank initiatives and educates their followers in real time in order to serve as an ultimate source for food banking in America. @OAFB
  • Let’s look at the power of Twitter search. Ask attendees to search themselves if they have a mobile device or laptop. Bring up Twitter and search “food bank” – you want to be their source of information in a time of need. You should be the answer that they are looking for.
  • Social Mention – www.socialmention.com Google Alerts – www.google.com/alertsFacebook Open Graph Search – www.facebook.com/about/graphsearchPinAlerts – www.pinalerts.com
  • To build your network, you must truly understand what motivates your target audience. What are their needs? What makes them volunteer to deliver food after a major crisis? What do they not know, but should know about food waste? Why should they donate can goods during the holidays? How are they searching online? What is their seasonal behavior? These questions and more are all things that you should consider when creating a social marketing strategy and outreach campaign. Some tools that you can use are:Google Analytics – www.google.com/analyticsSurveys – www.surveymonkey.comFacebook Insights Google Trends – www.google.com/trends
  • These questions and more are all things that you should consider when creating a social marketing strategy and outreach campaign. Some tools that you can use are:Google Analytics – www.google.com/analyticsSurveys – www.surveymonkey.comFacebook Insights Google Trends – www.google.com/trends
  • Your Food Bank’s story is important, so let everyone know about it. Letting people know where you started and where you want to go allows them to see how they fit into the story and what role they will play.
  • Here is one of my favorite examples of a global nonprofit organization, Charity Water, and how they started.
  • Your story must also be consistent. Your social entities should be a direct extension from your website with consistent branding and messaging. This builds trust with your followers.
  • The reason why story and brand consistency is important. Network for good – www.onlinegivingstudy.org/quarterlyindex People are more likely to donate to a branded page vs. a generic page
  • Whether you have already incorporated a social media strategy or are looking to do so, your staff buy-in is crucial to the long term success of your social marketing plan. I realize that many of you have limited staff which is why this is even more important. Most of the time, people that work for a nonprofit organization will wear many hats, you have to make social media become one of those hats.
  • Example – even the Executive Director for Feed Nova Scotia in Canada has an active Twitter – your staff support only strengthens your reach and awareness. Who else has seen success in enabling their staff to participate in their social marketing efforts? Expand on a few Schipul examples (everyone blogs at Schipul, it is not just one person’s job)
  • World Bank example75% of the commercials used hashtags
  • Explain Hastags 101Example – AddThis, bit.ly
  • All about the people – involving them and making them feel they are apart of something truly great
  • Opportunity to create great content, marketing collateral, build relationships, create advocates, grow donor base; Create social objectsMore than half of the organizations in every country identified special event attendees as potential donors – Blackbaud’s 2012 State of the Nonprofit Industry
  • This is a screenshot of one of our nonprofit clients and their traffic during one of their largest fundraisers of the year. Do you have a guess as to what the spikes reflect?
  • 1. Facebook and LinkedIn Event pages 2. Share last years photos via your social network 3. Ask your followers to share their memories from last years event 4. Roll-out fun announcements – sponsors, entertainment 5. Highlight those who benefited from your previous events 4. Communicate the event through your website with consistent event branding
  • Create Event Engagement – 1) ask attendees to like your fan page via iPads to win a prize 2) Create a newsletter sign-up sheet 3) Ask attendees to share their Instagram photos with a #hashtag 4) Create and open Flickr group so attendees can share in real time (add photo of live tweet wall). It doesn’t have to be perfect. Assign specific volunteers and staff (don’t just hope it’s going to happen)
  • 1) Upload photos to Flickr, Facebook, website, etc. to keep the event going 2) Ask attendees their feedback and to share their experience 3) Share your event highlights through video and even Google Plus+! (ex. World Food Programme Google+ hangout) 4) recap and blog 5) remember to say thank you 6) follow up mini event 7) share slides
  • This is a photo that immediately communicatesa feeling. Photos are immediate and they can have immediate impacts
  • There are several different ways that you can post photos socially.
  • Visual impact can also be communicated through video. Let’s take a look at one of my favorite examples - Prayer Answered in the Form of a Dairy Cow – by World Vision
  • Ex. ThinkLA - Website and social visuals had a direct impact on event attendance and membership participation.
  • You can also use visuals to educate your audience. Twitter is a great tool to educate regularly. Website, Blog, News, Statistics, infographics, issue – continuously remind your followers what role you are playing in the community
  • Continuously remind your followers what role you are playing in the community
  • Simply put – create interesting content
  • Compfight – www.compfight.comEye-Fi – www.eye-fiSlideshare – www.slideshare.comFacebook Pages Mobile AppFlickr Groups#hashtags
  • What makes you support something or share a piece of content socially?
  • Ask the participants – How could your audience help in reaching your organizational objectives? Have you asked them lately? Let your donors know how many mouths their money was able to feed, and it will put into perspective what they were able to accomplish with a quick gesture of kindness. The great thing about social media is all of the content does not have to be created by you – get your audience to participate Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33462/7-Creative-Ways-Nonprofits-Can-Use-Social-Media-to-Drive-Donations.aspx#ixzz2KDzKo3qI
  • Set deadlines for giving; Ask for a little; Communicate the impact; Make it easy to share; Be relevant; Share the stories of the people involved
  • Set deadlines for giving; Ask for a little; Communicate the impact; Make it easy to share; Be relevant; Share the stories of the people involved
  • Activating donors, volunteers and staff – Ex. BARC
  • Make your efforts mutually beneficial. Ex. Houston Food Bank – Restaurant Week. Support other nonprofits and businesses in your community.
  • Countries with the highest percentages of nonprofits reporting donor retention rates of over 80% tended to thank their donors within 10 days of receiving a donation
  • Activating the food banking community – Ex. YMCA HoustonFacebook Group, retweet each other (Feeding America), launch regional, national, global campaigns
  • Ex. YMCA Houston – liking other YMCA’s across the country and sharing specific YMCA location newsEx. Feed Nova Scotia retweeting Food Banks Canada in support of their #SayNotoHunger campaignEx. Foodbank Australia creating a video for one of their local foodbanks – Foodbank Goodman – and their 3 million loaves campaign
  • Let’s talk about some ways of how we can/should/will share content with each other. Google+ hangouts, Facebook groups, sign-up for each other’s newsletters, setup Google Alerts, Like each other’s fan pages, twitter pages, flickr photos. Setup a FBLI Flickr group so every food bank can share photos to one central hub
  • Grab your name in the social networksSetup monitoring tools and begin listeningStart following other foodbanks and reposting/supporting their initiativesStart taking photos
  • Transcript

    • 1. #FBLISocialUsing the Social Web to Build, Engage and Activate the Food Banking Community Presented By: Courtney Pemberton Business Development Manager Schipul Technologies, Inc. @cpembyrun H-E-B/GFN Food Bank 2013 Leadership Institute
    • 2. #FBLISocialLet’s Chat H-E-B/GFN Food Bank 2013 Leadership Institute
    • 3. #FBLISocialWhat we will discuss today…1. State of the nonprofit social web2. Building your social network3. Creating engagement across your diverse audience4. Activating your community5. Social Tools to build, engage, activate and of course…save you time! H-E-B/GFN Food Bank 2013 Leadership Institute
    • 4. Consider the facts… #FBLISocialSocial Giving andAwareness israpidly increasing! Network For Good: The Digital Giving Index H-E-B/GFN Food Bank 2013 Leadership Institute
    • 5. Consider the facts… #FBLISocial @MDGadvertising H-E-B/GFN Food Bank 2013 Leadership Institute
    • 6. Social is Global, Since 2000… #FBLISocial 1. Africa – nearly a 3000% increase in internet users over the past decade 2. Asia – the only continent that claims over 1 billion internet users 3. Europe – over 500 million internet users 4. North America – 273,785,413 internet users 5. Latin America – over 250 million internet users 6. Australia – over 24 million internet users http://mashable.com/2013/01/17/social-media-global/ H-E-B/GFN Food Bank 2013 Leadership Institute
    • 7. Real-Time Needs = Real-Time Communication Even more than most non-profits, food banks deal with immediate pressing needs of their client base. A decrease in donations has dire and immediate consequences: people go hungry. - University of Washington, How Twitter is Changing Organizations H-E-B/GFN Food Bank 2013 Leadership Institute
    • 8. #FBLISocialStorytelling in a social world H-E-B/GFN Food Bank 2013 Leadership Institute
    • 9. #FBLISocialIt’s All About Relationships http://www.flickr.com/photos/26304233@N00/3589690234/ H-E-B/GFN Food Bank 2013 Leadership Institute
    • 10. You are already doing it… #FBLISocial1. Mission and Vision2. Fundraising3. Events4. Thanking Donors5. Communicating with other Food Banks6. Taking pictures7. Asking for community participation H-E-B/GFN Food Bank 2013 Leadership Institute
    • 11. How it’s communicated, traditionally… H-E-B/GFN Food Bank 2013 Leadership Institute
    • 12. How it’s communicated, socially… H-E-B/GFN Food Bank 2013 Leadership Institute
    • 13. #FBLISocialBuild in the Social Web H-E-B/GFN Food Bank 2013 Leadership Institute
    • 14. #FBLISocial H-E-B/GFN Food Bank 2013 Leadership Institute
    • 15. How Ontario Food Bank Listens #FBLISocial@OAFB H-E-B/GFN Food Bank 2013 Leadership Institute
    • 16. Twitter Search - Let’s Take a Look H-E-B/GFN Food Bank 2013 Leadership Institute
    • 17. Tools to Help You Listen #FBLISocial www.socialmention.com www.google.com/alertswww.pinalerts.com www.facebook.com/about/graphsearch H-E-B/GFN Food Bank 2013 Leadership Institute
    • 18. #FBLISocialKnow Your AudienceKnow Their Motivations H-E-B/GFN Food Bank 2013 Leadership Institute
    • 19. Questions you should be asking, and more…Questions [Some] Answers1. What are their needs?2. What does your organization’s impact have on every new follower? www.google.com/analytics3. What is their demographic?4. How do they communicate and receive www.surveymonkey.com information?5. What makes them volunteer?6. How are they searching online? www.polldaddy.com7. Why should they donate to your food bank?8. What is their seasonal donation behavior? www.facebook.com/insights H-E-B/GFN Food Bank 2013 Leadership Institute
    • 20. You Must Tell Your Story #FBLISocial www.foodbanking.org Mission: To alleviate global hunger by collaborating to develop food banks in communities where they are needed around the world and by supporting food banks where they exist.Worldwide more than 850million people do not haveenough to eat. That meansone in eight people aresuffering from hunger. H-E-B/GFN Food Bank 2013 Leadership Institute
    • 21. You Must Tell Your Story #FBLISocial The Story of Charity Water – www.charitywater.org http://www.youtube.com/watch?v=rphhfy4qCfc H-E-B/GFN Food Bank 2013 Leadership Institute
    • 22. Make Your Story Consistent #FBLISocial www.cmhouston.org H-E-B/GFN Food Bank 2013 Leadership Institute
    • 23. Make Your Story Consistent #FBLISocial 1. Generic Giving Page: 20% - 30% smaller average gifts than on branded pages 2. Branded Giving Page: 6x more dollars raised than on generic giving pages www.onlinegivingstudy.org/quarterlyindex H-E-B/GFN Food Bank 2013 Leadership Institute
    • 24. Staff Buy-in #FBLISocialSocial marketing is like great Customer Service, it should be everyone’s job. Don’t let fear stand in the way. H-E-B/GFN Food Bank 2013 Leadership Institute
    • 25. Staff Buy-in #FBLISocial1. Create brand ambassadors Staff Buy-in2. Organizational-wide connection and awareness3. Explain how they can help and why it matters @DianneSwinemar – Executive Director for Feed Nova Scotia4. Encourage participation5. Identify valuable contributors6. Make your staff “the hero” H-E-B/GFN Food Bank 2013 Leadership Institute
    • 26. #FBLISocialTell people how to talk about you #Whatwillittake to end poverty? #Whatwillittake to end hunger #Whatwillittake for everyone to have clean water? H-E-B/GFN Food Bank 2013 Leadership Institute
    • 27. #FBLISocialTell people how to talk about you1. #Hashtags2. Ask questions3. Tell your followers how to share4. Consistent messaging5. Make it easy a. www.addthis.com b. bit.ly H-E-B/GFN Food Bank 2013 Leadership Institute
    • 28. #FBLISocialEngage in the Social Web H-E-B/GFN Food Bank 2013 Leadership Institute
    • 29. #FBLISocialEn-gage [en-geyj] verb 1. to occupy the attention or efforts of (a person or persons); become involved H-E-B/GFN Food Bank 2013 Leadership Institute
    • 30. Engage in Real-Time: Events #FBLISocial @gapingvoid H-E-B/GFN Food Bank 2013 Leadership Institute
    • 31. Before, During and After – It Matters H-E-B/GFN Food Bank 2013 Leadership Institute
    • 32. Susan G. Komen Houston – Race For the Cure www.komen-houston.org H-E-B/GFN Food Bank 2013 Leadership Institute
    • 33. Event Engagement - Before #FBLISocial 1. Create Facebook and LinkedIn event pages 2. Determine a #hashtag for Twitter and Instagram 3. Share last year’s photos, stats, impact, etc. to create excitement 4. Ask your followers to share 5. Strategically roll-out big announcements 6. Highlight who will benefit 7. Use your website as a home base H-E-B/GFN Food Bank 2013 Leadership Institute
    • 34. Event Engagement - During #FBLISocial 1. Make sure they know how and where to share 2. Ask attendees to participate and “Like” your fan page 3. Newsletter sign-up 4. Encourage attendees to share their photos in real-time via Instagram and Flickr groups 5. Conduct video interviews 6. Live blog – it doesn’t have to be perfect! 7. Live tweet H-E-B/GFN Food Bank 2013 Leadership Institute
    • 35. Event Engagement - After #FBLISocial 1. Immediately upload photos and video 2. Ask attendees for their feedback 3. Roll-out event highlights 4. Recap the event through your blog or website 5. Remember to say Thank You 6. Mini-event follow-up 7. Share slides H-E-B/GFN Food Bank 2013 Leadership Institute
    • 36. Power of a Photo #FBLISocial www.facebook.com/foodbanking - Share A Meal with the World H-E-B/GFN Food Bank 2013 Leadership Institute
    • 37. Power of a Photo #FBLISocial H-E-B/GFN Food Bank 2013 Leadership Institute
    • 38. Engaging Video #FBLISocial “Prayer Answered in the Form of a Dairy Cow” – by World Vision http://www.youtube.com/watch?v=x2cMneXQyV4 H-E-B/GFN Food Bank 2013 Leadership Institute
    • 39. #FBLISocialVisuals Matter to your Bottom Line Social visuals have a direct impact on event attendance and participationwww.thinkla.org H-E-B/GFN Food Bank 2013 Leadership Institute
    • 40. Educate Often #FBLISocial H-E-B/GFN Food Bank 2013 Leadership Institute
    • 41. So, what should you communicate visually?1. How your funds are being used2. Your people – donors, volunteers, staff3. Who benefited and the impact4. Events and fundraisers5. “Thank You” H-E-B/GFN Food Bank 2013 Leadership Institute
    • 42. #FBLISocialCreate Interesting Content H-E-B/GFN Food Bank 2013 Leadership Institute
    • 43. Engagement Tools #FBLISocial1. Schedule your posts a. North Social – www.northsocial.com b. HootSuite – www.hootsuite.com c. Radian 6 – www.radian6.com2. Flickr Groups3. Eye-fi – www.eye.fi4. CompFight – www.compfight.com5. Slideshare – www.slideshare.com6. #Hashtags H-E-B/GFN Food Bank 2013 Leadership Institute
    • 44. #FBLISocialActivate in the Social Web H-E-B/GFN Food Bank 2013 Leadership Institute
    • 45. How can your audience help tell your story? H-E-B/GFN Food Bank 2013 Leadership Institute
    • 46. Individual Participation #FBLISocial Communicate the impactAsk for a little Make it easy to donate and share H-E-B/GFN Food Bank 2013 Leadership Institute
    • 47. Individual Participation #FBLISocial Share stories Be an answerBe relevant H-E-B/GFN Food Bank 2013 Leadership Institute
    • 48. Individual Participation #FBLISocial BARC Animal Shelter – Kyndal’s Volunteer Story http://www.youtube.com/watch?v=62XV1C058wA H-E-B/GFN Food Bank 2013 Leadership Institute
    • 49. Community Participation #FBLISocialwww.houstonfoodbank.org www.houstonrestaurantweeks.org H-E-B/GFN Food Bank 2013 Leadership Institute
    • 50. Remember to say “Thank You” #FBLISocial H-E-B/GFN Food Bank 2013 Leadership Institute
    • 51. #FBLISocial Activate the Food Bank CommunityActivate the Food Bank Community H-E-B/GFN Food Bank 2013 Leadership Institute
    • 52. Support Each Other Socially #FBLISocial @FeedNovaScotia retweeting @foodbankscanada H-E-B/GFN Food Bank 2013 Leadership Institute
    • 53. Connect with Each Other #FBLISocial1. Create a private Facebook Group2. Google+ Hangouts3. Sign-up for each other’s newsletters4. “Like” each other5. Setup a Flickr photo sharing group6. Setup Google Alerts7. Team up for annual campaigns H-E-B/GFN Food Bank 2013 Leadership Institute
    • 54. Facebook Group Example - Schipul H-E-B/GFN Food Bank 2013 Leadership Institute
    • 55. Session Take-aways #FBLISocial1. Grab your name2. Setup monitoring tools3. LISTEN4. Take photos5. Be interesting6. Follow each other H-E-B/GFN Food Bank 2013 Leadership Institute
    • 56. Thank You! #FBLISocialCourtney PembertonBusiness Development Manager281.497.6567 x537cpemberton@schipul.comSchipul – The Web Marketing Companywww.schipul.comBlog.schipul.comTendenciopen source cms for your non-profitwww.tendenci.comBlog.tendenci.com H-E-B/GFN Food Bank 2013 Leadership Institute