Social Media 101 for Social Nonprofits


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Presentation given on October 23, 2008 to non-profit professionals from social, environmental, educational and health organizations.

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  • Social Media 101 for Social Nonprofits

    1. 1. Social Media 101
    2. 2. Introductions <ul><li>Where are your from? </li></ul><ul><li>What do you do? </li></ul><ul><li>Why are you here? </li></ul><ul><li>What do you want to get out of the workshop? </li></ul><ul><li>What needs to happen this morning for you to consider it successful? </li></ul>
    3. 4. Social media is social. It’s a dialogue not a monologue.
    4. 5. Gen Y connects with people, places and brands online
    5. 6. People connect around shared interests
    6. 7. People travel in packs
    7. 8. Anyone can participate
    8. 9. Who consumes social media?
    9. 10. Consumer Internet Barometer & Forrester Research
    10. 11. Social Technographics Ladder From Groundswell
    11. 13. “ Online social networking is an integral part of many people's lives and a natural extension of our means of communication which the Internet has created. The next growth wave will be expanding and incorporating these networks into our business lives.” Lynn Franco Director of The Conference Board Consumer Research Center
    12. 14. People are talking about you. With or without you.
    13. 15. Social media allows you to connect with your audience and build relationships <ul><li>Marketing in the social world </li></ul><ul><li>When you says it - it’s advertising </li></ul><ul><li>When fans say it - it’s real, genuine and has value. </li></ul><ul><li>People don’t want to be marketed to. </li></ul>
    14. 16. The Gorzka Model
    15. 17. Learn Use what you learn to drive market strategies and outreach Listen and respond to needs in real time Engage in conversations to establish trust and get to know your fans Engage Listen Build Relationships Participate In ways meaningful to your fans that add value to the relationship
    16. 18. Participate Be relevant Be authentic Be real speak in the same conversation and language as your audience <ul><ul><li>When fans finds relevancy and value, they will be engaged </li></ul></ul>
    17. 19. Email and Information Overload
    18. 20. Meet people where they are
    19. 22. Social Networks
    20. 23. Determine the path that’s right for you
    21. 24. Raise Awareness and Generate Interest in what you are doing
    22. 25. Offer an unexpected view
    23. 26. Invite your audience to see things from a new perspective
    24. 27. Create an environment for collaboration
    25. 28. Engage your next generation audience
    26. 29. Identify Barriers
    27. 30. Who’s responsible?
    28. 31. <ul><li>Staff – empower them to share what they are doing with the world. </li></ul><ul><li>Board members – have them share their passion for your organization. </li></ul><ul><li>Volunteers – encourage them to share their experiences and help recruit new ones. </li></ul>Recruit Ambassadors Re-evaluating and re-writing job descriptions may be required
    29. 32. Educate your Leadership
    30. 33. Got Fear?
    31. 34. Storytelling 101
    32. 49. What does Success Look Like?
    33. 50. Opportunities <ul><ul><li>Attract new fans </li></ul></ul><ul><ul><li>Raise Awareness </li></ul></ul><ul><ul><li>Raise money </li></ul></ul><ul><ul><li>Show volunteer appreciation & recruit more </li></ul></ul><ul><ul><li>Develop your next generation audience </li></ul></ul><ul><ul><li>Show greater value to sponsors </li></ul></ul>People are connecting around things they are passionate about. It could be YOU!
    34. 51. Creativity and Innovation
    35. 55. Are you Ready?
    36. 56. Mobilize your fans to tell others about you
    37. 57. <ul><li>Engage your passionate fans! </li></ul>
    38. 58. It’s not just an engagement tool. It’s a measurement tool. It’s about the interaction. Measure ROI with different metrics than traditional marketing.
    39. 59. <ul><li>Actionable insights and listening and research as marketing currency </li></ul><ul><ul><li>Listening-what do people think of you? </li></ul></ul><ul><ul><li>Energizing –WOM-how quickly is the message spreading and who said it? </li></ul></ul><ul><ul><li>Embracing-who’s participating, how, why? </li></ul></ul>Metrics
    40. 60. Relationships Connections Free Love
    41. 64. Julia Gorzka President and Founder Brand Tampa - City Linkage [email_address] (813) 690-2100