7/18/2013 Footer 1
SUREFIRE WAYS SOCIAL
MEDIA CAN CREATE
SOCIAL CHANGE
Social Media tips directly from Amy Sample Ward
and...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 2
AMY SAMPLE WARD
CEO, NTEN
ALLYSON KAPIN
Partner, Rad Campaign
@womenw...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 3
SOCIAL CHANGE ANYTIME EVERYWHERE
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 4
SOCIAL MEDIA DIAGRAM
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 5
DON’T BE OLD SCHOOL!
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 6
DON’T BE OLD SCHOOL!
Old School Professional New School Professional
...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 7
The best way to do social media right is to
learn from others mistake...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 8
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 9
AUTOMATED SOCIAL MEDIA UPDATES
=‘S BAD IDEA
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 10
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 11
AUTOMATED SOCIAL MEDIA UPDATES
=‘S BAD IDEA
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 12
DON’T INSULT YOUR FOLLOWERS
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 13
DON’T INSULT YOUR FOLLOWERS
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 14
NEVER MAKE ASSUMPTIONS
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 15
SILENCE IS NOT GOLDEN ON SOCIAL MEDIA
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 16
APOLOGIZE WHEN YOU MESS UP!
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 17
DON’T CHASTISE YOUR COMMUNITY WHEN THEY SPEAK OUT
“We are dismayed a...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 18
GREENPEACEUK TAKES ON NESTLE
Campaign Goal
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 19
GREENPEACEUK TAKES ON NESTLE
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 20
GREENPEACEUK TAKES ON NESTLE
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 21
NESTLE’S INITIAL RESPONSE?
Nestle Forced YouTube to remove video for...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 22
AFTER MORE MULTICHANNEL PRESSURE…
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 23
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 24
SLACTIVISM: GOOD OR BAD?
44K+ views since April 18th.
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 25
Craig Newmark’s #Squirrels4Good
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 26
CREATE A COMMUNICATIONS MAP
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 27
STEP 1: CONTENT
• Program or service updates/changes
• Staff announc...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 28
STEP 2: GOALS
• Increase visibility of the organization
• Increase p...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 29
STEP 3: OUTLETS
• Newsletter or mailing
• Email newsletter
• Twitter...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 30
CONTENT PLANNING TEMPLATE
Get this template! http://bit.ly/DIYtempla...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 31
COMMUNICATIONS MAP
Courtesy of the The Leukemia and Lymphoma Society...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 32
SOCIAL MEDIA HANDBOOK
Personal vs Professional:
• Don’t be afraid of...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 33
SOCIAL MEDIA HANDBOOK
Guidelines to consider:
• Assume personal use ...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 34
SOCIAL MEDIA HANDBOOK
Guidelines to consider:
• Be a good ambassador...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 35
SOCIAL MEDIA HANDBOOK
Guidelines to consider:
• Respect confidential...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 36
SOCIAL MEDIA HANDBOOK
Create your own Social Media Policy:
• http://...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 37
5 SOCIAL MEDIA TIPS
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 38
1. TRY TO CHANGE A NUMBER.
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 39
2. THANK PEOPLE FOR ENGAGING.
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 40
3. LET STAFF HEAR HOW THEIR CONTENT
WORKS OR DOESN’T.
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 41
4. ASK FOR FEEDBACK, AND LISTEN.
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 42
5. IF SOMETHING WORKS, REPEAT IT.
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 43
Order The Book
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 44
Questions? Contact Us!
Allyson Kapin
allyson@radcampaign.com
@womenw...
7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 45
Luminate™ Online helps you understand your online supporters and imp...
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Surefire Ways Social Media Can Create Social Change

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npEXPERTS from around the nonprofit sector have joined forces to bring you battle proven fundraising ideas and marketing tips. For the next few weeks you'll have the opportunity to listen to each of the nonprofit experts live.

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  • Lesson Number X: Don’t Insult Your Followers
  • Speaking of insults…..
  • Here’s an example of what your content map might look like. You’ll see that the goals and the content are listed on the left, and then along the right are all the various outlets. I like to use X, O and blank to denote that x=that content is always posted to that outlet; o=content is posted only if relevant; and blank=content is never posted to that outlet. You can use yes no maybe or any other set of indicators that work for you. Again, I’ve created this template as a public google doc so you can use that link to grab the template and save it to your own computer to use with your team.Before we go ahead with the metrics and tracking, does anyone have any questions?
  • Surefire Ways Social Media Can Create Social Change

    1. 1. 7/18/2013 Footer 1 SUREFIRE WAYS SOCIAL MEDIA CAN CREATE SOCIAL CHANGE Social Media tips directly from Amy Sample Ward and Allyson Kapin, authors of the new book Social Change Anytime Everywhere www.bit.ly/npEXPERTS Tweeting? Use #npEXPERTS …
    2. 2. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 2 AMY SAMPLE WARD CEO, NTEN ALLYSON KAPIN Partner, Rad Campaign @womenwhotech@amyrsward
    3. 3. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 3 SOCIAL CHANGE ANYTIME EVERYWHERE
    4. 4. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 4 SOCIAL MEDIA DIAGRAM
    5. 5. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 5 DON’T BE OLD SCHOOL!
    6. 6. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 6 DON’T BE OLD SCHOOL! Old School Professional New School Professional We operate in a closed environment. We don’t share much publicly. We are open and transparent and welcome conversations with our community. Any type of PR is good PR. Bad PR will have negative consequences for our brand and how we are perceived. Shy away from criticism. It will fade away. We must address criticism immediately or it will erupt. If we don’t know the answers to questions – don’t say anything or spin it. Thank people for their question and let them know we are looking into it if we don’t know the answer.
    7. 7. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 7 The best way to do social media right is to learn from others mistakes!
    8. 8. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 8
    9. 9. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 9 AUTOMATED SOCIAL MEDIA UPDATES =‘S BAD IDEA
    10. 10. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 10
    11. 11. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 11 AUTOMATED SOCIAL MEDIA UPDATES =‘S BAD IDEA
    12. 12. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 12 DON’T INSULT YOUR FOLLOWERS
    13. 13. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 13 DON’T INSULT YOUR FOLLOWERS
    14. 14. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 14 NEVER MAKE ASSUMPTIONS
    15. 15. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 15 SILENCE IS NOT GOLDEN ON SOCIAL MEDIA
    16. 16. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 16 APOLOGIZE WHEN YOU MESS UP!
    17. 17. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 17 DON’T CHASTISE YOUR COMMUNITY WHEN THEY SPEAK OUT “We are dismayed and extremely disappointed that actions we have taken to strengthen our granting process have been widely mischaracterized. – Nancy Brinker, Susan G. Komen, Founder
    18. 18. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 18 GREENPEACEUK TAKES ON NESTLE Campaign Goal
    19. 19. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 19 GREENPEACEUK TAKES ON NESTLE
    20. 20. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 20 GREENPEACEUK TAKES ON NESTLE
    21. 21. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 21 NESTLE’S INITIAL RESPONSE? Nestle Forced YouTube to remove video for copyright infringement.
    22. 22. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 22 AFTER MORE MULTICHANNEL PRESSURE…
    23. 23. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 23
    24. 24. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 24 SLACTIVISM: GOOD OR BAD? 44K+ views since April 18th.
    25. 25. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 25 Craig Newmark’s #Squirrels4Good
    26. 26. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 26 CREATE A COMMUNICATIONS MAP
    27. 27. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 27 STEP 1: CONTENT • Program or service updates/changes • Staff announcements • Jobs • Volunteer opportunities • Fundraisers • Upcoming events • Event results/wrap-ups
    28. 28. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 28 STEP 2: GOALS • Increase visibility of the organization • Increase participation • Raise funds • Build leadership • Find sponsors or partners • Recruit volunteers • Build community
    29. 29. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 29 STEP 3: OUTLETS • Newsletter or mailing • Email newsletter • Twitter • Facebook • LinkedIn • Website • Blog
    30. 30. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 30 CONTENT PLANNING TEMPLATE Get this template! http://bit.ly/DIYtemplate
    31. 31. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 31 COMMUNICATIONS MAP Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
    32. 32. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 32 SOCIAL MEDIA HANDBOOK Personal vs Professional: • Don’t be afraid of customer service • Plan for the future • Don’t be afraid to say no to friends • Share knowledge regularly
    33. 33. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 33 SOCIAL MEDIA HANDBOOK Guidelines to consider: • Assume personal use and prepare staff • Focus on things to say, not things they can’t say • Be honest and transparent • Use a disclaimer
    34. 34. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 34 SOCIAL MEDIA HANDBOOK Guidelines to consider: • Be a good ambassador • Engage with the audience and build relationships • Safeguard the organization’s name and content • Give credit when credit is due
    35. 35. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 35 SOCIAL MEDIA HANDBOOK Guidelines to consider: • Respect confidentiality and keep security in mind • Be responsible and use best judgment • Separate opinions from facts • Know that the Internet is permanent
    36. 36. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 36 SOCIAL MEDIA HANDBOOK Create your own Social Media Policy: • http://socialmediagovernance.com/policies.php • http://policytool.net/ • http://www.scribd.com/doc/97831071/Personal-Social-Engagement- Guidelines-2-0
    37. 37. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 37 5 SOCIAL MEDIA TIPS
    38. 38. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 38 1. TRY TO CHANGE A NUMBER.
    39. 39. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 39 2. THANK PEOPLE FOR ENGAGING.
    40. 40. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 40 3. LET STAFF HEAR HOW THEIR CONTENT WORKS OR DOESN’T.
    41. 41. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 41 4. ASK FOR FEEDBACK, AND LISTEN.
    42. 42. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 42 5. IF SOMETHING WORKS, REPEAT IT.
    43. 43. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 43 Order The Book
    44. 44. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 44 Questions? Contact Us! Allyson Kapin allyson@radcampaign.com @womenwhotech @radcampaign Amy Sample Ward amy@nten.org @amyrsward
    45. 45. 7/18/2013 #npEXPERTS | www.SocialChangeAnytime.org 45 Luminate™ Online helps you understand your online supporters and improve online fundraising performance. You'll have everything you need to acquire more constituents, build online fundraising campaigns and nurture sustainable donor relationships. http://bit.ly/LuminateOnline
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