Social Media for Non-Profits

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This is a very rough outline & presentation i gave on social media to a group of non-profit startups... it's pretty sparse at the moment. Need to add pictures, links, better examples & resources. …

This is a very rough outline & presentation i gave on social media to a group of non-profit startups... it's pretty sparse at the moment. Need to add pictures, links, better examples & resources. (work in progress)

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  • 1. Social Media: A Story Told in Words & Picturesby your Friends (or your Enemies)
    Dave McClure, 500 Hats
    sorry: no pictures on this presentation (yet)… “I didn’t have time to write a short letter”
  • 2. Overview
    Audience: Who are you trying to reach?
    Brand: What do you (want to) represent?
    Content: What (words, images, etc) represents you?
    Listening: What is your audience saying about you?
    Channels: How do you reach your audience?
    Evangelists: Who are your biggest fans?
    Metrics: How do you measure success?
  • 3. Audience: The People You Care About
    How do you define your audience?
    ASL: Age, Sex, Location
    Other attributes?
    Narrative story / description
    What behaviors/desires/problems do you wantto talk w/ them about?
    What channels, sites, communities do they participate in?
    How do you collect / communicate with them?
    Member lists
    Email & Telephone
    Offline / Online
  • 4. Brand: Words & Images
    What words and images do you stand for?
    Love, Hate
    Money, Poverty
    Sex, Power, Hope, Death, Sadness, Joy
    What other brands compete for the same words & images?
    Who is King of the Hill?
    Can you dethrone them / compete with them?
    What positioning / differentiation can make you King?
    How can you test / measure for success, impact?
    Qualitative: ask 5-10 random people
    Quantitative: measure using Google AdWords, conversion
  • 5. Content: Tell Your Story, Stupid
    Text (Print, Email, Blogs, Twitter, Facebook)
    Image (Print, Facebook, Flickr)
    Video (YouTube, other)
    Combinations of above are The Story
    Figure out how to Tell your Story…
    … In Compelling Ways
    … To The People You Care About
    … With Regular Frequency
  • 6. Listen: What are people saying about you?
    Searches & Google Alerts
    Blogs, Twitter, etc
    Qualitative Surveys
    Net Promoter Score / Customer Satisfaction
    Regular Listening Program
    Feedback loop to content & process
  • 7. Channels: How to Connect with Your Audience
    In Person, Word-of-Mouth (WoM)
    Print, Mail, Tel, Radio, TV
    Online: Email, Blogs, Search, Social
    Email: lists & newsletters
    Blogs & Search
    Social: Facebook, Twitter
    Images: Flickr, Facebook
    Video: YouTube
    Presentations: SlideShare
    Documents: Scribd
    Digg, Stumbleupon, etc, etc
  • 8. Evangelists: Celebrate Your Super-Fans
    Empower your most influential fans to tell your story
    Promote them & their content, on & off your site
    Discover influencers who already have the attention of your audience (& co-opt them!)
    Create a social media “advisory board” of top geeks & experts who are smart & friendly
    Create a frequent content & communication strategy that incorporates your top evangelists
    Regularly feature the people who (want to) tell your story, and their (most popular) content
  • 9. Metrics: You Get What You Measure
    Lies, Damn Lies, & Metrics
    Qualitative (ask people!) sometimes as helpful as Quantitative (search, web analytics)
    Useful for Direction more than Absolute
    Choose 1-3 things to track that you use to make a decision about content or market (conversion funnel)
    Clicking/Viewing a key piece of content
    Collecting key info like email address or phone #
    Frequency of visits / interaction
    Notable Transactions (sale, donation, etc)
    Referral to other users
  • 10. Social Media Resources(incomplete: i need to add more stuff here… look 4 updates)
    Beth Kanter (blog, slides): social media 4 non-profits
    Jeremiah Owyang, Altimeter Group (blog)
    SMASHsummit on social media (video, slides)
    Don’t forget about email & telephone
    Email Marketing:,
    Telephone: tbd?
    Some Books of Interest (on human psych, not social media):
    Influence, The Psychology of Persuasion (Cialdini)
    The Mating Mind (Miller)
    Understanding Comics (McCloud)