Social Media 101: Online Communication as Stakeholder Engagement

www.ifpeople.net | 678 608 3408 Tirza Hollenhorst | [email_address] Barrett Michael | bmichael@ifpeople.net

Photo: Oneras Source: Flickr

Is this ME?

You are NOT

Your Car Photo: Mr. Beaver Source: Flickr

Social Media is NOT

Social Media is

A Conversation

A Conversation Powered Managed Organized and Connected by ....

What are your goals? We need a blog! Great! What are you going to do with it? Who is going to write it? How are you going to moderate? What outcome are you trying to achieve?

Before you begin, some questions: Are there more important organizational issues to address? Are you falling victim to S.O.S. - shiny object syndrome? Are you open to conversation off-line? Is your website ready?

1. Listen 2. Participate 3. Share Content

Listen: On your website Commenting Voting Rating User Generated Content

Listen: To what people are saying Google Alerts Technorati Google Blog Search

Listen: Google Alerts

Listen: Ask your stakeholders Where do they go? What do they do? Would they like to meet you there? Who do they read? Do they want to hear from you?

Participate: Share your knowledge Respond to posts and questions Participate in related communities Connect to others in your field Document where interesting conversations occur

Blogging
Organizational/E.D.
Internal
Community
Media Sharing
Photo/Flickr
Video/You Tube
Podcast
Knowledge Sharing
Wikis
Social bookmarking
Submission & voting
Event Sharing
Mapping
Aggregation
Social Networking
General Interest
Niche
Mobile
Microblogging

Social Media Tools

Social Networking Sites
Virtual meeting places
Let you connect with supporters around the globe otherwise beyond your reach
Network with likeminded organizations
Raise awareness of causes, request donations, seek volunteers

Social Networking Sites MySpace vs Facebook
MySpace :
Formerly the largest social networking site
Customizable interface, can be cluttered
Attracts teenagers, musicians, artists , etc.
Facebook :
Created for college students
Opened in 2006 to anyone with e-mail address
Now the largest social network with 170 million users
Clean, professional interface
Attracts upwardly mobile, college-educated people
Great site to begin social media integration

Create branded “fan pages”
Keep supporters up-to-date with news feeds, blogs, discussion groups, RSS and other messaging
Engage supporters with video, audio, pictures and applications that give your organization personality
Use the Causes application to solicit donations
Facebook for Nonprofits:

Facebook: Two Case Studies The Good The Bad and the Ugly http://tinyurl.com/dbtbs9 http://tinyurl.com/d2h8bz http://tinyurl.com/d6zcg4

Users add Causes they care about onto their profile page and share them with their friends
Allows people to donate directly to your organization through the application
Facebook takes 4%
Causes Application on Facebook

Facebook reports 60,000 daily users of Causes
$2.5 million raised for 19,445 nonprofits in first year
Nonprofits can work directly with Facebook to create a causes application. Just e-mail partner@causes.com
(techcrunch.com)

Donate to your own Cause
- People less likely to donate if your Cause has $0
(sixdegrees.org)
Make sure your Cause is obviously aligned with your nonprofit
Make sure your application states what you do clearly
Send thank you messages to donors

Niche social networking site specifically for activists
Users can create or join groups devoted to causes
Solicit donations, discuss issues on message boards, publicize your organization’s events
Great for creating and signing petitions
Over 5 million members
Care2

Care2: Petitionsite
Simple way to create online petitions
Supporters do not have to members to sign
This means you can circulate a link to the petition in emails, your website, blogs, etc.
http://www.thepetitionsite.com/

The social network for professionals
14 million members and growing
Create individual and company accounts
Network with professional groups that hold similar values
Participate in discussion forums and gain valuable info about your field
LinkedIn

LinkedIn: Profiles, Discussions, Networking http://tinyurl.com/dcuz7l

Lets you create a social network based around an idea, mission or topic
Incorporates multimedia (like Facebook)
Free service
Great for building off existing brands with strong followings
Works best for global causes that attract and excite many people
Ning

Ning: Two Case Studies http://athenshabitat.ning.com/ http://tudiabetes.com/ Appropriate Use Should’ve Used Facebook

Media Sharing
People watch 100 million
video clips per day
Videos easily embedded
and shared on websites
Has nonprofit/ activism
“ channel”
Offers special incentives for nonprofits like premium branding, increased upload capacity, inclusion of Google
Checkout “Donate” Button
YouTube

YouTube: US Campaign for Burma http://www.youtube.com/user/uscampaignforburma
For YouTube success:
Keep your videos short
Focus on messaging over aesthetics
Update content regularly
Promote videos expressing similar views
Link to your official website
Respond to comments and video posts

Media Sharing
Like YouTube, but with images
People share their interests via photography and leave comments
Easy way to organize and share large volumes of images with supporters or members of your organization
Free upgrades for nonprofits
Source: Flickr Flickr

Flickr: Don’t Just Post Pics. Get Creative. http://www.flickr.com/photos/sneakers4fitkids/sets/72157604468133558/
Encourage supporters and volunteers to share their pictures of events
Tell your organization’s story through images
Launch a campaign
Run a photo contest
http://www.flickr.com/groups/thenatureconservancy/

Media Sharing
Short audio or video installments your supporters can subscribe to on your website
Can be created with low-cost audio/video recording devices
Non profits can use them to interview experts, present voices of supporters, discuss topical issues
Source: VOSibilities Podcasts

Podcasting: How to Be Successful http://humaniststudies.org/podcast/
Keep them short
Outline each installment
Don’t just talk – interview, engage in conversation
One podcast, one topic
Edit to fine-tune message
Include iTunes link for easy subscription

Blogging
Keeping a Blog for Your Nonprofit Can:
Establish you as an expert in your field
Make your operations visible and transparent to increase trust with supporters
Give you valuable, unsolicited opinions
Allow you to tell interesting and compelling stories that humanize your organization

Blogging
Embed images and video to break up text
Read comments and write back
Make your blog an information source – not just about your organization but issues related to your organization
Archive posts by content (not date) so readers can find what interests them
Include an RSS feed so readers can subscribe
Keys to Successful Blogging

Blogging: Two Case Studies http://www.streetsblog.org/ http://www.ceosforcities.org/blog Spot On What Happened?

Microblogging Let’s Tweet http://www.youtube.com/watch?v=ddO9idmax0o

Microblogging
Mobilize supporters in times of urgency (to sign petitions, donate, attend meetings)
Post links to new information like press releases, blogs
or newspaper articles
Start spontaneous conversations with supporters
http://twitter.com/youthservivce
Fundraising
Twitter: Nonprofit Application

Twitter: Believe It or Not, It Works http://tweetsgiving.org
Tweetsgiving used Twitter for fundraising
Raised money for classroom in Tanzania
Raised over $10,000 in 48 hours
Raised profile of nonprofit Epic Change

Knowledge Sharing You aggregate other people’s information and share it online. Works Two Ways: Others aggregate your information and share it online.

Knowledge Sharing
Lets you store, share and discover web bookmarks
Use tags to categorize your links
Access your bookmarks from any computer
Easy exchange of information with friends or likeminded companies
Social Bookmarking with del.icio.us

Knowledge Sharing
Keep track of what supporters and likeminded
organizations find interesting
Build an information exchange network that boosts
credibility and expertise
Placing bookmark button on your sites increases online exposure
How del.icio.us Benefits Nonprofits

Knowledge Sharing
RSS brings your favorite sites to you
Articles, blogs aggregated in an RSS reader
Podcasts, videocasts aggregated in iTunes
Keeps your organization informed without wasting time
Source: www.deskshare.com RSS Feeds

Knowledge Sharing
Choose an RSS aggregator
(Google Reader, Bloglines)
Create an account
Go to your favorite sites and add them by clicking on the icon
New posts and stories appear on your reader page
www.google.com/reader RSS Feeds: How to Make It Come to You

Adding Bookmarks & RSS Buttons
Go to www.addthis.com
Select a button
Choose your platform
Copy html code and paste it on your site

The End Questions?

www.ifpeople.net | 678 608 3408 Tirza Hollenhorst | [email_address] Barrett Michael | bmichael@ifpeople.net

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Social Media 101: Online Communication as Stakeholder Engagement

by ifPeople on Apr 12, 2009

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Social Media 101: Online Communication as Stakeholder Engagement — Presentation Transcript