Using social media as an engagement tool
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Using social media as an engagement tool



July 13 presentation to the Niagara Fundraisers Network.

July 13 presentation to the Niagara Fundraisers Network.



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    Using social media as an engagement tool Using social media as an engagement tool Presentation Transcript

    • Using social media as an engagement tool
      Presented by Jocelyn Titoneto the Niagara Fundraisers NetworkJuly 13, 2011
    • I’m not an expert...
      Share key takeaways from CASE social media conference and own professional experience.
      I welcome any comments, suggestions and discussions during my presentation.
    • What is social media?
    • What is social media?
      Wikipedia: The use of web-based and mobile technologies to turn communication into interactive dialogue. ... Allows the creation and exchange of user-generated content.
    • Why is social media important?
    • Why is social media important?
    • Why is social media important?
      It’s fast, easy, and [in most cases] FREE for you to create and share content.
      Enhances traditional communication media like email, advertising, newsletters, annual reports, earned media, etc.
      Allows you to connect with new constituents
      Provides a venue for feedback via comments, ratings, etc.
    • Why is social media important?
      Brock Alumni Relations examples –
      solicited Annual Fund gifts
    • Why is social media important?
      Brock Alumni Relations examples –
      generated quotes from alumni for publications
    • Why is social media important?
      Brock Alumni Relations examples –
      Recruit volunteers
    • Why is social media important?
      Brock Alumni Relations examples –
      New ideas
    • Why is social media important?
      Brock Alumni Relations examples –
      Increase attendance at events
    • Why is social media important?
      Brock Alumni Relations examples –
      Identifying what we are doing right or wrong
    • Why is social media important?
      Brock Alumni Relations examples –
      made alumni more aware of Brock news and events
    • It`s all about engagement
      Donors who are more engaged – who feel they know more – give more.
      Set some goals
      Engage donors, volunteers, clients
      Enhance brand image
      Increase awareness
      Solicit donations??
    • Social media tools
      Others I will not talk about today:
      Geosocial technologies like Foursquare, SCVNGR
    • Facebook
    • Facebook
      Facebook is a social networking service and website launched in February 2004, allowing users to expand their personal network.
      Users may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile.
      Additionally, users may join common-interest user groups and fan pages.
    • Facebook
      Facebook has more than 600 million active users, with 17 million users residing in Canada.
      If Facebook were a country, it would rank behind China and India as the third largest country by population, beating out the United States’ 312 million.
    • Fan page vs group
      Fan page
      Administrators appear as organization when posting
      Indexed by external search engines
      Ability to host applications
      Can only control who can join based on age and location
      Targeted posts
      Provides analytical data
      Vanity url
      Administrators appear as themselves when posting
      Groups offer more control over who gets to participate, settings, and approvals
      Membership capped at 5,000 members
      Members can share documents, chat with group members
    • How to engage people on Facebook
      Post photos and videos and encourage people to tag themselves
    • How to engage people on Facebook
      Ask questions, polls, trivia
      In preparation for a Brock alumni curling event, played curling trivia on a Friday afternoon.
      7 questions generated 31 comments
    • How to engage people on Facebook
      Link to news articles related to your organization or articles your organization has written
    • How to engage people on Facebook
      Recognize holidays
    • How to engage people on Facebook
      Create and use Facebook events
    • How to engage people on Facebook
      Highlight donor and client stories
    • How to engage people on Facebook
      Run Facebook only contests and initiatives
    • Twitter
    • Twitter
      Twitter is a popular instant messaging system that lets a person send brief text messages up to 140 characters in length to a list of followers.
    • Twitter
      Launched in 2006, Twitter was designed as a social network to keep friends and colleagues informed throughout the day. However, it has became widely used for commercial and political purposes to keep customers, voters and fans up-to-date as well as to encourage feedback.
    • Twitter
      Twitter is estimated to have 200 million users, generating 65 million tweets a day and handling over 800,000 search queries per day.
    • How to engage people on Twitter
      Promote the use of hash tags (#) in conversation, i.e. #volunteer, #mentoring, #bbbs, #donate, #BrockGrad
      Create a hashtag for events, i.e. #runforthecure, #BrockDays
    • How to engage people on Twitter
      Link to content on your website
      Use, or other url shortening program to shorten urls
    • How to engage people on Twitter
      Create a twitter list and ask people if they want to join and/or follow it. i.e. Big Brothers Big Sisters Mentors, Brock Alumni Tweeters, Parents of children with autism!/CharityVillage/canadian-nonprofits!/brockalumni/brock-alumni-tweeters
    • How to engage people on Twitter
      Try to find as many constituents as possible online and follow them (with hopes that they will follow you back)
      Try searching key words in Twitter, like your org name as well as searching for constituents’ names
    • How to engage people on Twitter
      Retweet and respond to content posted by your followers (and people who are not your followers)
    • How to engage people on Twitter
      Similar to FB, ask questions, trivia, post photos
      Ask an expert series
    • PR and Twitter
      Find out who’s writing about what
      Does your org have anything to say about it? Anything to add to the conversation?
      Follow local and national media
    • PR and Twitter
      Get the organization out there by retweeting, replying to tweets and posting comments to media’s blogs
      Target influencers to retweetyour content
    • YouTube
    • YouTube
      YouTube has 490 million unique users who view an estimated 92 billion page views each month.
      Encourage volunteers and staff members to videotape events and post to YouTube
    • YouTube
      Create your own YouTube Channel
    • YouTube
      Create appeal and thank you videos
    • More sample videos
      United Way Toronto
      World Water Day Video from charity: water
      United Way St. Catharines Campaign video
      Brock University Grape Stomp
    • Flickr
    • Flickr
      Post photos from events to Flickr albums
      Can sort by collection (i.e. Fundraising events, volunteers, Golf tournaments, etc.)
    • Flickr
      Email event participants a Flickr photo album a day or two after an event as a thank you
      Encourage donors, volunteers, clients, to email in photos to add to a Yearbook Flickralbum
      Cross-promote flickr albums on Twitter, Facebook, website, email, etc.
    • LinkedIn
    • LinkedIn
      LinkedIn reports more than 100 million registered users, spanning more than 200 countries and territories worldwide.
      Post helpful information people in the group would benefit from and/or enjoy.
    • LinkedIn
      Great tool to promote discussion and group conversation.
    • LinkedIn
      Example: Alumni Sweethearts and Share your story
    • LinkedIn
      Set up subgroups you think your donors, volunteers, other constituents may benefit from and encourage them to join the conversation and network with each other.
      Cancer survivors
      Parents of children with autism
      Bike-a-thon volunteers
      Leadership giving societies
    • LinkedIn
      Organization or company pages
      Provides a company overview
      Lists employees and alumni in the organization who are in your LinkedIn Network
      Potential career section
    • LinkedIn
      Group pages
      Allow more discussion and conversation
    • LinkedIn - NFN
      Connect with other members
    • LinkedIn - NFN
      Post and comment on discussions
    • LinkedIn - NFN
      Post and search for jobs
      Keeping your resume updated will help LinkedIn narrow down job opportunities for you
    • LinkedIn - NFN
      Browse LinkedIn Today – a daily digest of news and links people are sharing on LinkedIn, usually related to your profile and the groups you’re in.
    • LinkedIn - NFN
      Join groups related to your industry
      Niagara Professionals
      Non profit marketing
      Social media marketing
      Social media club Niagara
    • Social Media Activities
      Using social media monitoring tools to understand what people are saying about your organizations; to identify key influencers; and identify topics of interest
    • Social Media Activities
      Dedicate time to MONITOR social media sites.
      Keep your pulse on what is happening, what people are saying about your organization and be able and ready to respond.
    • Social Media Activities
      What are people talking about?
      Your organization name
      Your executive director name
      Name of an event you run
      Service you provide
    • Social Media Activities
      Free tools
      Social mention
      Twitter search
      Google Alerts
    • Social Media Activities
      Improving constituent satisfaction by answering inquiries and making content more useful and relevant
    • Social Media Activities
      Facilitating discussions on topics to generate awareness and traffic
    • Social Media Activities
      Encouraging constituents to use content for their own benefit
    • Social Media Activities
      Using feedback to evolve your social media space
    • Social Media Activities
      Social media is about engagement, so track the engagement
      What content are people responding to
      Count and read comments on posts
      One step further - track who comments on posts and let fundraisers know
      fans, # followers
    • Measuring Tools - Hootsuite
      Measures links
    • Measuring Tools – Facebook Insights
    • Measuring Tools – Facebook Insights
      Engagement is key – “likes” and comments
      What are people specifically engaged with?
    • Measuring Tools – Facebook Insights
    • Fundraising and social media
      The hope is that engagement and involvement will lead to gift
      Do not constantly ask for money. Generate valuable, interesting content 99% of the time with the occasional ask for a donation
      Try asking the question “who or what inspires you?”. You may find out some of your donors` key areas of interest this way (so you can match them up with a gift opportunity)
    • Fundraising and social media
      Social media is not the next big thing in fundraising. It`s still a very small thing.
      Of course, there are several examples of successful fundraising campaigns using social media.
      They usually involves greater investment in time and money other than simply Facebook, Twitter, YouTube etc.
      Most organizations are seeing little return in fundraising in social media. Next best thing is email.
    • Fundraising and social media
      The actual interaction between people should be the focus for those seeking to cultivate donors.
      Your communication must convey a compelling story and a means for the donor to participate.
    • Three myths about social media and fundraising
      Myth #1: Nonprofits are raising a lot of money from social media
      Myth #2: Social media tools alone drive fundraising
      Myth #3: Social networking outperforms email communications
    • Other tips and tricks
      We cannot control the conversation. We’re like cruise directors – we provide the venue and get everyone excited to participate.
      The earlier we’re in a space, the easier it is to shape the conversation.
      Be transparent and authentic – you’re the face of your organization online.
    • Other tips and tricks
      Be a storyteller. Speak from the heart. Bare your soul.
      Communicate the IMPACT of gifts to the organization and the services you are able to provide as a result.
      Mine Facebook, Twitter, LinkedIn to add information to your donor database
      Don`t be afraid of negative comments
      Consider creating a social media policy or guidelines
    • Other tips and tricks
      Market social media sites outside of space
      “social trends” section on monthly electronic newsletter
      Include social media sites in printed material like brochures, postcards, invitations, advertisements
      Cross promote sites through other social media sites (i.e. promote Twitter on Facebook)
      When asking for contact info, get Twitter handles
    • Key skills for a social media manager
      Social skills
      Adequate writer
      Able to engage people
      Need to have background info on organization they’re working for
      Able to proactive work with others in the org
    • Comments? Questions?
      Jocelyn Titone
      Proposal Writer and Communications Coordinator
      Office of Development and Donor Relations, Brock University
      Phone: 905 688 5550 x3802
      Twitter handle: @jocelyntitone
      Brock alumni social media:
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