Making sense of social media: What non-profit organizations need to know about friends, fans and followersPresented by:Jacob GeorgeManager of Corporate Marketing & CommunicationsThe City of Calgary twitter.com/jacobgeorgeLinkedin: Jacob GeorgePresented to:Persons with Developmental DisabilitiesBoard Annual Governance ForumEdmonton, 8 Oct 2009

Social Media OverviewOnline technologies and practices people use to share knowledge and opinionsShift from broadcast model of communications to many-to-many model, rooted in conversationsConnect information in a collaborative manner

Types of social mediaCommunications (two-way conversation)Blogs & MicroblogsDiscussion ForumsSocial NetworksMedia Sharing = Images & VideosCollaborative Content SharingWikisSocial bookmarkingSocial Media MonitoringTracking & Measuring

Blogs & Microblogs

Discussion Forums

Social Networks

Wikis

Social bookmarking

Tracking & Measuring

How can I use social media?FundraisingProgram promotionPublic educationRecruiting employeesRecruiting volunteersCollaboration / sharing between members of a group or agencyCollaboration / discussion between agenciesProfessional networking among nonprofit professionalsResources for parents / caregivers / persons with disabilities

Fundraising

1. Fundraising - Blog

1. Fundraising - Blog Compelling images & videos Links to other social media elements Money + blood http://blog.redcross.org/

Compelling images & videos

Links to other social media elements

Money + blood

1. Fundraising - Blog Latest news Compelling images, videos http://blog.redcross.org/

Latest news

Compelling images, videos

1. Fundraising – Microblogs (Twitter)http://twitter.com/nonprofitorgs

1. Fundraising – Microblogs (Twitter)TwitterGet attention to an issue or web page quicklyPromote your fundraising need and link to the spot to donate or find more informationhttp://twitter.com/Salvationarmyok

Get attention to an issue or web page quickly

Promote your fundraising need and link to the spot to donate or find more information

1. Fundraising – Blogs & Microblogs (Twitter)Partner with third party blogs / websitesCompany pays $ 5.00 to the charity when you re-tweet the messageMake it easy & impulsive for people to donate

Partner with third party blogs / websites

Company pays $ 5.00 to the charity when you re-tweet the message

Make it easy & impulsive for people to donate

1. Fundraising – Media Sharing (YouTube)YouTubeVideos spread the message Viewers can comment and share on other social mediums (auto tweet & Facebook post)Links: http://www.youtube.com/watch?v=MAjOwLFlduY&feature=PlayList&p=77D03AD1A10A8D2F&index=0&playnext=1

Videos spread the message

Viewers can comment and share on other social mediums (auto tweet & Facebook post)

1. Fundraising – Social Networks (Facebook)

1. Fundraising – Social Networks (Facebook)

1. Fundraising – Social Change Networks (change.org)Create a nonprofitprofileSet up specific fundraising initiativesBe part of a CauseRaise funds through donations to the Causehttp://www.change.org/

Create a nonprofitprofile

Set up specific fundraising initiatives

Be part of a Cause

Raise funds through donations to the Cause

1. Fundraising – Social Change Networks (SocialVibe)www.socialvibe.com/How a charity becomes a partner:Email partners@socialvibe.com

2. Program promotion – Blogs & Media Sharing (YouTube, Vimeo)Same objectives, different channelsAdd social media buttons and script for your readers to add the links on their social media pages

Same objectives, different channels

Add social media buttons and script for your readers to add the links on their social media pages

2. Program promotion – Media Sharing (Flickr)Use visuals to tell the storyEasy set upUse “tags” (key words) to promote

Use visuals to tell the story

Easy set up

Use “tags” (key words) to promote

2. Program promotion – Microblogs (Twitter)http://twitter.com/cancersociety

2. Program promotion – Social Networks (Facebook)Create an advertisement:Create a Facebook page Use “Ads Manager” to create and track advertisementsTarget audience by location, age, gender, etc.Pay per thousand impressions (CPM) or per click on ad (CPC)Drive clicks to your website or Facebook page, cause or event

Create a Facebook page

Use “Ads Manager” to create and track advertisements

Target audience by location, age, gender, etc.

Pay per thousand impressions (CPM) or per click on ad (CPC)

Drive clicks to your website or Facebook page, cause or event

Blogs 3. Public education – Blogs The Leukemia & Lymphoma Society uses a blog format on its homepage to keep the look and feel currentEnable opportunities to sign up for RSS or Social Bookmarkinghttp://www.leukemia-lymphoma.org/hm_lls

The Leukemia & Lymphoma Society uses a blog format on its homepage to keep the look and feel current

Enable opportunities to sign up for RSS or Social Bookmarking

3. Public education – Microblogs (Twitter)http://twitter.com/cancersociety

3. Public education – Social Networks (Facebook)

Facebook5. Recruiting employees – Social Networks (Facebook)Advertise on your organization’s pagePurchase advertisementsTarget your communityLinks: http://www.facebook.com/

Advertise on your organization’s page

Purchase advertisements

Target your community

5. Recruiting employees – Social Networks (LinkedIn)LinkedInTargeted – target ads to certain users based on industry, seniority, etc. (process is similar to Facebook ads)Visible – appear in job searches and on user profilesLinks: http://www.linkedin.com/

Targeted – target ads to certain users based on industry, seniority, etc. (process is similar to Facebook ads)

Visible – appear in job searches and on user profiles

6. Recruiting volunteers – Social Networks (Facebook)Advertise through your: PageCauseEvent AdsLinks: http://www.facebook.com

Page

Cause

Event

Ads

Facebook6. Recruiting volunteers – Social Networks (Facebook)Links: http://ow.ly/1wVp

6. Recruiting volunteers – Blogs Link directly to “how to get involved” page from your blog Give supporters a range of “getting involved” opportunities to suit their commitment level Make volunteering easy – have an online application ready to be completedLinks: http://www.helpfindmychild.net/volunteer-application

Link directly to “how to get involved” page from your blog

Give supporters a range of “getting involved” opportunities to suit their commitment level

Make volunteering easy – have an online application ready to be completed

4. Collaboration / sharing between members – Social Networks (Facebook)Facebook = communityLinks: http://www.facebook.com

4. Collaboration / sharing between members – Social Networks (LinkedIn)

4. Collaboration / sharing between members – Forums / Online Discussion BoardsSocialVibe– discuss issues and causes, collaborate on increasing awarenessHelp Find My Child – offers a supportive community to share experiences and get advice

SocialVibe– discuss issues and causes, collaborate on increasing awareness

Help Find My Child – offers a supportive community to share experiences and get advice

7. Collaboration / discussion between agencies – Social Networks (Facebook)Collaborate on resources, events and causesFavourite Pages – link to community pages Causes – link to community causesWall – provide information and create discussionLink to your profile on other social media

Collaborate on resources, events and causes

Favourite Pages – link to community pages

Causes – link to community causes

Wall – provide information and create discussion

Link to your profile on other social media

7. Collaboration / discussion between agencies – Blogs BlogsBuild a community of resourcesLink to other bloggers in the nonprofit communityComment on community blogsLinks: http://nonprofits.change.org/

Build a community of resources

Link to other bloggers in the nonprofit community

Comment on community blogs

7. Collaboration / discussion between agencies – Microblogs (Twitter)Follow tweeters in your communityRe-tweet Ability to chat privatelyLinks: http://twitter.com/nonprofitorgs

Follow tweeters in your community

Re-tweet

Ability to chat privately

7. Collaboration / discussion between agencies – Media Sharing (YouTube)YouTubeCreate a web of channelsSubscribe to community channels Share community channelsBecome “friends” with community usersLinks: http://www.youtube.com/nonprofitorgs

Create a web of channels

Subscribe to community channels

Share community channels

Become “friends” with community users

8. Professional networking – Blogs & Collaborative Content Sharing (FriendFeed)Beth Kanter– industry leader giving tips for nonprofits using social mediaRecommend professionals in your fieldUse “FriendFeed” to stay current on what other professionals are saying and doing and to discuss

Beth Kanter– industry leader giving tips for nonprofits using social media

Recommend professionals in your field

Use “FriendFeed” to stay current on what other professionals are saying and doing and to discuss

LinkedIn8. Professional networking – Social Media (LinkedIn)A social networking site for professionalsGrow your network in your fieldJoin groups to connect you with updates related to your field or topic areaPose questions in a topic area and get advice from expertsShare files and collaborate on projectsPost and promote events Links: http://www.linkedin.com/

A social networking site for professionals

Grow your network in your field

Join groups to connect you with updates related to your field or topic area

Pose questions in a topic area and get advice from experts

Share files and collaborate on projects

Post and promote events

9. Resources – Collaborative Content Sharing (Wikis)Wikipedia = Wiki (create, edit and share information)

9. Resources – Collaborative Content Sharing (Wikis)Research toolCommunity/ shared knowledgeDiscussion forumTools to create your own WikiLinks:http://en.wikipedia.org/wiki/Neurodevelopmental_disorder

Research tool

Community/ shared knowledge

Discussion forum

Tools to create your own Wiki

9. Resources – Social Networks (Facebook)Share information, resources and supportLinks: http://www.facebook.com/

Share information, resources and support

9. Resources – Social Networks (Facebook)

Wrap upFundraisingProgram promotionPublic educationCollaboration / sharing between members of a group or agencyRecruiting employeesRecruiting volunteersCollaboration / discussion between agenciesProfessional networking among nonprofit professionalsResources for parents / caregivers / persons with disabilities

Fundraising

Program promotion

Public education

Collaboration / sharing between members of a group or agency

Recruiting employees

Recruiting volunteers

Collaboration / discussion between agencies

Professional networking among nonprofit professionals

Resources for parents / caregivers / persons with disabilities

Before you start…Social media is about two-way conversation. Are you ready?Use it as part of an overall strategy.Be clear of the objectives and look for the right channel.Pick the right channel to reach the right audience.How will you measure success? Will you see tangible results?How much does it cost?How much resource time is needed? How do you make the most of your time?You need to continue the conversation you started. Make it a habit.So, where do you start?How do you tie difference social media efforts together?

Questions?