Using Social Media/Technology to Increase Access to Services


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Using Social Media/Technology to Increase Access to Services for Boulder County Area Agency on Aging November 2012

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  • Introductions Your name and role/title Experience with social media What brings you to this training? What is one burning question you want answered? Question 1: What are your fears? That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. Question 2: What are benefits to using social media? Donor recruitment, cultivation, & STEWARDSHIP Build relationships Viral recommendations Leverage networks Get feedback Cost effective & green Communicate your cause: Tell your story Bring people to the inner circle Transparency Test ideas It’s where the next gen IS! Question 3: What are drawback to using social media? Loss of control Time investment New communication structure Engagement – internal & external Transparency 11/1/2012 EDA Consulting LLC
  • That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. What are some comments you ’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON ’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting
  • The new technology and information is going to happen whether you are a part of it or not. It ’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn ’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting
  • EDA Consulting LLC 11/1/2012
  • Social media is like an organizational life cycle You adjust to the different stages related to your capacity, to different tools and resource This is a spectrum – where do you find yourself in that spectrum? Know where you are so you can know where to go. 11/1/2012 EDA Consulting LLC
  • EDA Consulting LLC 11/1/2012
  • Plan that links online communications to programs/mission. Select, targeted social media platforms . Skills and commitment to using social media. Organizational investment in the power of social media. Organizational culture that is open to networking. Willingness to listen, learn and adapt to advance organization’s brand online. Measurement and evaluation strategies. Ability to take small steps that will build on themselves. 11/1/2012 EDA Consulting LLC
  • In the US, Facebook gets more traffic than Google There is more activity on social media than on porn sites Year to reach 50 million users: 38 years radio, 13 years TV, internet 4 years, ipod 3 years – Facebook has 200 million users in less than one year If Facebook were a country, it would be the third largest country in the world 80% of companies use social media for recruitment Fastest growing segment of Facebook users are females 55 – 65 YouTube is the second largest search engine in the world Products and services are finding us, we are not searching for them Much of Gen X and Y think email is passe and some colleges aren ’t even distributing email addresses EDA Consulting
  • EDA Consulting LLC 11/1/2012
  • I compare social media to watering a plant.  That is, you cannot simply create a Twitter account, for example, and expect people to follow you.  You need to water that plant - take 20 minutes a day to begin with populating your social media outlets.  What is the message that you want to get out to your stakeholders and the community?  This should be covered in your social media plan.  Watering the social media plan a little every day will help to create a foundation under which you can grow. Creating a calendar for posting often helps. EDA Consulting
  • Despite what many people believe, adding content to social media networks is not only about promoting your organization's events and activities.  Be sure to refer to other resources outside your organization.  For example, let's say I represent an organization that works with animals.  In addition to sharing about our upcoming programs and adoption opportunities, share articles about caring for your pet, current legislation affecting animals, and activities of like-minded organizations.  This demonstrates that you are connected and knowledgeable about more than just your organization, that you seek resources that would be beneficial for the reader to learn. Essentially, you want your organization to become an expert hub for resources.   EDA Consulting
  • One of the best things about social media is that there is potential for dialogue.  A direct mail appeal can't do this in the same way that a blog can.  Share news and opinions, take risks, and be ready for dissent and support. Your organization is trying to enhance engagement and you should be willing to post comments that challenge your opinions.  This is how strong dialogue begins.  You can always respond directly to positive or challenging comments, but allowing that space means you are open to the community. Of course, inappropriate or demeaning language is never acceptable.   First thing you need to do is LISTEN and solicit participation before asking for anything This is a way of building relationships EDA Consulting
  • Using social media is a great way to reach out to the next generation of philanthropists.  Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website.  If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks.  Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network EDA Consulting
  • Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money.  Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started.  I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising. EDA Consulting
  • It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group.  Some people prefer direct mail, but then again direct mail isn't for anyone.  I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources.  Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success. EDA Consulting
  • Build into current plans Have personal experience using it Just like any other fundraising tool Ask knowledgeable staff to partner with staff new to web 2.0 tools Ease fears and build confidence Start slowly: blogging and social networking Everyone can participate EDA Consulting
  • What are your existing plans? Current cultivation and stewardship strategies? EDA Consulting LLC 2012 11/1/2012 EDA Consulting LLC
  • EDA Consulting LLC 11/1/2012
  • EDA Consulting
  • It is important to have some insurance when it comes to social media. Very infrequently have I seen posts, comments, etc. that are inappropriate for the platform, but you want to be prepared.  Be sure to outline the purpose of your social media tools, how to use the tools, what is acceptable, and what will not be tolerated including spam.  Always reserve the right to ask someone not to participate or block them from posting. A good example is a nonprofit network I consult for - it is not appropriate to post information that is related to real estate on a nonprofit-focused network.  Be sure to have action steps clearly outlined in your policy when someone has violated that policy. EDA Consulting
  • Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27 Rinse and repeat EDA Consulting
  • EDA Consulting LLC 11/1/2012
  • EDA Consulting LLC 11/1/2012
  • Use strategy to build from where you are. EDA Consulting
  • Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26% Livestrong: Twitter is their number ONE referring site Sierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs EDA Consulting LLC 2012 11/1/2012 EDA Consulting LLC
  • EDA Consulting LLC 2012 11/1/2012 EDA Consulting LLC
  • EDA Consulting LLC 2012 11/1/2012 EDA Consulting LLC
  • 11/1/2012 EDA Consulting LLC
  • Using Social Media/Technology to Increase Access to Services

    1. 1. Bring out your phones #socialmedia& turn the ringer off. @edaconsulting Using Social Media/Technology to Increase Access to Services
    2. 2. The Power of Social Media11/1/2012
    3. 3. What are your fears?11/1/2012
    4. 4. Cons to Using Social Media • Loss of control • Time investment (training, maintenance ) • New communication structure • Ideas and opinions that are shared may change over time • Getting staff/board investment in new technology • Transparency11/1/2012
    5. 5. • Recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy!11/1/2012
    6. 6. Social Media Lifecycle11/1/2012
    7. 7. Crawl Characteristics Areas of Improvement First Steps Not using social media  Need basic marketing 1. Develop consistently plan (i.e. branding, print communications materials, online strategy (audience, Resistant to change outreach, etc.) goals & objectives, etc.) Struggle with control  Leadership-driven 1. Listen & develop online change in culture to presences adopt online engagement 1. Leadership initiated discussion about engagement 11/1/2012
    8. 8. Walk Characteristics Areas of Improvement First Steps Using 1 or more social  Learn & use best practices 1. Low-risk pilot program media platforms, but not to demonstrate ROI consistently  Focus on 1 – 2 social media platforms 1. Build implementation Online presence capacity internally connected to marketing  Need to link to campaign, goals program(s), objective(s) 1. Create/revise social media policy  Need to link goals, objectives, and activities 1. Integrate and document  Need to identify audiences measurement data  Collect data for measurement 11/1/2012
    9. 9. Run Characteristics Areas of First Steps Improvement Strategic use of multiple  Need more 1. Social media staff trains social media tools sophisticated & coaches other org staff measurement tools Part time of full time staff 1. Research more for digital communications  Find ways to increase sophisticated more involvement from measurement data, tools, Board using social media in staff across the and processes governance organization 1. Evaluate, revise strategies Social media usage integrated throughout org 1. Share success stories with other orgs Has developed relationships & technology integration 11/1/2012
    10. 10. Fly Characteristics  Embracing culture of learning  Use social media data to help the leadership guide decisions  Demonstrate clear and compelling results  Networked with other organizations showing similar success  Internalized social media communication best practices including:  Strategy  Implementation  Integration  Evaluation11/1/2012
    11. 11. What do you need for great social media work?• A plan linking efforts to • Culture that embraces programs & mission social media• Selected, targeted social • Willingness to listen, media platforms learn, & adapt• Skills & commitment • Measurement & eval to using social media strategies• Organizational • Ability to take small investment steps to build from11/1/2012
    12. 12. Have a Giggle11/1/2012
    13. 13. TEN TIPS FOR USING SOCIAL MEDIA11/1/2012
    14. 14. 1. Social Media is A Tool, Not THE Tool11/1/2012
    15. 15. 2. Social Media is a Plant11/1/2012
    16. 16. 3. Adding Value11/1/2012
    17. 17. 4. Two – Way Street11/1/2012
    18. 18. 5. Cultivation, Stewardship, Recognition11/1/2012
    19. 19. 6. The Next Generation11/1/2012
    20. 20. 7. It Ain’t Free “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.” -ePhilanthropyFoundation.org11/1/2012
    21. 21. 8. Not Everyone “Diggs” Social Media11/1/2012
    22. 22. 9. Selling Social Media11/1/2012
    23. 23. 10. Have a Plan11/1/2012
    24. 24. Questions11/1/2012
    25. 25. Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement Elements of a social media plan11/1/2012
    26. 26. Why Plan?• Map for activities• Explain why you are using social media• Measurement• Clear guidelines, expectations• Other?11/1/2012
    27. 27. Identify Purpose(s) Learn more about social media Reach a different demographic Connect more with a current demographic Access other research or resources Promote brand/event/idea/product Communicate Share your story Other?11/1/2012
    28. 28. Goal andObjectives Increase website traffic Sell more product Share ideas Learn about resources in your field Promote an event or idea Develop your brand Test ideas Other?11/1/2012
    29. 29. Tools and Implementation• Blog • Facebook – How often will you blog? – Profile/Group/Page – What will you blog about? – Who will manage? – Who will blog? – Facebook Ads?• Twitter – Will you link to Twitter? – How often will you tweet? Ping? – What will you tweet • LinkedIn about? – Group and subgroups? – How will you track? – Who will you invite to join? – Who will you follow? – Who will be admins? – Who will tweet? – How often will you post?11/1/2012
    30. 30. Implementation Who will manage your social media? Who will contribute to your social media?  Board members  Staff members  Volunteers  Stakeholders Way to tell your organization’s story Ask questions Solicit dialogue11/1/2012
    31. 31. Some Insurance Keep it simple, but include: Purpose of the social media tool or online sharing Who can use the online tools What is your org’s purpose in using these tools Examples of information that should be shared User guidelines Consequences for violation(s) Reconfirm commitment to mission11/1/2012
    32. 32. Evaluation Examples Record website hits Track with or tinyurl Use hashtags to track posts Are you listed? (Twibes) Facebook Ads Feedburner/ Feedblitz Record/note how many people:  Become a fan/ Join a group  Send links  Recruit other friends  Promote on their profile, blog, website Cost: Care2 ROI calculator11/1/2012
    33. 33. Please Don’t• Be inauthentic• ONLY ask for something• Speak at your followers• Ignore stakeholder input• Make it hard to participate• Stray or ignore your plan11/1/2012
    34. 34.  There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media.11/1/2012
    35. 35. Understanding Social Networks “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)11/1/2012
    36. 36. Social Media Examples11/1/2012
    37. 37. Questions11/1/2012
    38. 38. Print Resources• Fundraising and the Next Generation• The Networked Nonprofit• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Mobilizing Youth 2.0• The Complete Facebook Guide for Small Nonprofits• Twitter Jump Start: The Complete Guide for Small Nonprofits11/1/2012
    39. 39. Online Resources•• IdealWare•• Nonprofit Technology Network (NTEN)• Alltop Nonprofit• Beth Kanter:• Social Media Plan Outline:• k• A. Fine Blog• frogloop11/1/2012
    40. 40. Thank You! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 onsulting Twitter: @edaconsulting11/1/2012