GNLC Social Media for Nonprofits

With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbSocial.com... Author of A Survival Guide to Social Media and Web 2.0 Optimization (found or requested anywhere books are sold) [email_address] @deltina

What we will discuss...
What is social media (The Social Web)
Why you should care...
How you can use the Social Web
Best practices in using social media
Building an optimized foundation in the Social Web
Integrating your Social Web presence
Resources

What is the Social Web (Social Media)?
Online tools and Websites that allow people to:
Share
Interact
Collaborate
Built using similar technologies, so are easily integrated
Most are free ( all the tools mentioned here are)
More than just blogging, Facebook, and Twitter...

What is the Social Web?
Blogs
Social Networking (Facebook, LinkedIn)
Micro-blogging (Twitter)
Media Sharing Communities (Flickr/YouTube)
Social Bookmarking & Crowd-Sourcing (delicious, digg)
Viral widgets and social applications
Social Media Newsrooms
Social calendars and event sites (upcoming, eventbrite)
Social Pages (Netvibes, Squidoo, Hubpages)
Document Sharing (Scribd, Slideshare)

Why the Social Web? ( http://www.internetworldstats.com - September, 2009)

Why the Social Web?
Add these facts (from http://PewInternet.org):
20% of Internet users use Twitter or some other service to share status updates about themselves, or to keep tabs on others
up from 11% three months prior
At 253 million users, that is 28 million (and growing monthly)
46% of Adult Internet users (over 18) use Facebook, LinkedIn, or MySpace
up from 8% in 2005
116 million users
And it becomes obvious that it is the future of the Internet

Why the Social Web?
Internet users have new expectations
The tools may change, but expectations will not
Need an entire (Social) Web presence to succeed
Driving traffic through SEO is not enough, need to increase your reach...

The Rule of Thirds...for your online presence (from Beth Kanter - beth.typepad.com) :
1/3 Web presence
1/3 One-way (email, newsletters, Adwords, etc.)
1/3 Social media

How you can use it...
Advocacy
Awareness
Fundraising
Inspiring action
Influencing change

Best practices...
Know what you want – what are your goals?
Define & listen to your audience (see following slide)
Create a strategy that fits
Build a Social Web presence
Develop procedures for maintaining it...

Best practices... how social media users discuss philanthropy (http://mashable.com/2009/03/26/social-media-nonprofit-study/)

The Rule of Thirds...for content ( from Cision Global Media)
Make 1/3 of your content promotional: what great things are going on with your organization, fundraising, calls to action, etc.
Make 1/3 of your content worth sharing: articles or other relevant content you have discovered that you think others might find interesting
Make 1/3 of your content conversation oriented: converse with others, create a dialogue, increase your “social capital”

Building a Solid Foundation in the Social Web
Create a strategy based on your needs
Prepare and optimize your content
Implement and optimize your tools
Integrate your tools
Evaluate what it working

A Realistic Beginning Strategy
Blog
Facebook presence
LinkedIn profile
Twitter account
Flickr account
YouTube account

Preparing Your Content
Key Terms! Key Terms! Key Terms!
Use Google Keyword Tool to research good key terms (AKA keywords/tags)
Use them in:
Blogs:
In post body, within titles, as categories and tags
Social networking:
In profiles, postings, and status upgrades
Images and Video Clips:
In file names, descriptions, and tags

Preparing Your Content
Prepare & Gather (using key terms):
Short and long Bios
Short and long descriptions of organization
Images and video clips with tags, descriptions, and file names
Other content to use as posts

Implementing and Optimizing Tools: Blogs
What is a Blog?
Chronological and categorized list of entries
A blog is an RSS feed
What is an RSS feed?
RSS=Really Simple Syndication
A “simple” way to subscribe to information
New entries are “fed” to subscribers automatically
Think of it as a steady stream or flow of information...

Options for starting a blog:
Host it yourself (WordPress.org)
Free or nearly free options:
WordPress.com
Typepad.com
Blogger.com

Optimizing your blog:
Remember your key terms
Add your blog to FeedBurner.com
Use a good search engine optimization plugin
Add to many blog directories like Technorati
Make it easy for others to subscribe and share...

Blog Subscription Options (subscribe using email, RSS feed reader, or AddtoAny.com widget...)

AddtoAny Service... subscription Options (once the widget is clicked)

AddtoAny Service... sharing Options (once the widget is clicked)

Subscribing to a Blog via Email (what the subscriber receives)

Subscribing to a Blog via Feed Readers

Make it easy to share every post (using a widget like the “bookmark and “tweet this” widgets below)

Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn)
Represent yourself authentically
Follow submission guidelines
Complete profiles completely
Join or start groups
Use key terms in your profiles
Use applications to enhance your presence
Know the difference between a Facebook Profile and a Facebook Page...

A Facebook Page is for Your Business or Organization

A Facebook Profile is for You

Red Cross Facebook Page

Red Cross Facebook Page (with Causes Application)

An Optimized LinkedIn Profile (entire profile filled out with key terms weaved throughout)

An Optimized LinkedIn Profile (have joined many groups and using applications)

An Optimized LinkedIn Profile

Implementing and Optimizing Tools: Micro-Blogging (Twitter)
As a blogging tool: used for posting short posts or updates
As a social network: used to interact in real-time
Organizations and individuals gain “followers”

Implementing and Optimizing Tools: Micro-Blogging (Twitter)
Keep a consistent message
Use key terms in posts to aid in search
Utilize directories like WeFollow.com
Utilize tools like TweetDeck and HootSuite
“ Tastefully” personalize your Twitter page – Twitbacks.com is a good tool
Use attribution when posting other people's info
Use Twitter lists...

Twitter Profile with branded background

Twitter for nonprofits (with lists)

Twitter for nonprofits (microfunding)

Twitter for nonprofits (other tools)

Implementing and Optimizing Tools: Media Communities (Flickr and YouTube)
Share images on Flickr & Video on YouTube
Use key terms in:
Files names
Descriptions
Tags
Meta information
Landing pages
Create playlists on YouTube even if you don't have video of your own

Dalton Publishing's Flickr Account (key terms in file names, descriptions, and tags)

Yahoo! Search on “bookpeople” (only one image is BookPeople's, the rest are Dalton's – power of optimizing)

Dalton Publishing's YouTube Playlists (none are their videos, but they use the playlists to create galleries)

Integrating Your Social Web Presence
Social Web is an integrated system
Make your tools work together using:
RSS feeds
Widgets & Badges
Applications & Plugins

Integrating with RSS Feeds (click on options/settings on your profile, then import feeds from your other social web accounts)

Integrated Facebook Profile (importing RSS feeds from 2 blogs and Flickr)

Integrating with Widgets & Badges (video gallery widget from YouTube, Flickr badge, upcoming.org widget showing events, and FriendFeed widget)

Integrating with Applications (i.e. Facebook applications on a Facebook page: My Flickr for importing images, YouTube Box for importing video, Social RSS for importing blogs)

Integrating with Applications (Red Cross using the Causes application and YouTube Box)

Integrating with Plugins (showing 2 image galleries using a Flickr plugin for WordPress – so that whenever images are added to Flickr, they show up here, too)

Creating an Integration Plan Want to create a plan that will streamline the following tasks: 1. Distributing our RSS feed 2. Updating our short status updates (including Twitter) 3. Distributing our images 4. Distributing our video clips The goal is to try and only enter content one time and in one place...so we create a map for each...

A Realistic Beginning Strategy (revisited)
Blog
Facebook presence
LinkedIn profile
Twitter account
Flickr account
YouTube account

Integration Map Distributing Blog/RSS feed:

Integration Map Updating status updates and Twitter posts:

Integration Map Distributing Images:

Integration Map Distributing Video:

Evaluate What is Working
Phase out tools that are not working
Integrate & optimize new tools carefully
Keep abreast of new features in existing tools
Only you know what is working best for your organization...
Base success on original goals

Resources
Beth's Blog: How Nonprofits Can Use Social Media To Achieve Mission ( http://beth.typepad.com/ )
Nonprofit Technology Network ( http://www.nten.org/ )
We Are Media ( http://www.wearemedia.org/ )
Social Brite ( http://www.socialbrite.org )
Internet World Stats ( http://www.internet worldstats.com
Pew Internet ( http://www.pewinternet.org )
Mashable.com

Presenter Contact Information:
Deltina Hay
SocialMediaPower.com
PlumbSocial.com (to create and integrate your Social Web presence)
[email_address]
@deltina
Buy the book on Amazon, SocialMediaPower.com, or anywhere books are sold...
400 pages
Fully indexed
Resource CD with fillable forms to help you organize
Five star reviews
Used in universities

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GNLC Social Media for Nonprofits

by Deltina Hay

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GNLC Social Media for Nonprofits Presentation Transcript