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Using social media as an engagement tool


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July 13 presentation to the Niagara Fundraisers Network.

July 13 presentation to the Niagara Fundraisers Network.

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  • 1. Using social media as an engagement tool
    Presented by Jocelyn Titoneto the Niagara Fundraisers NetworkJuly 13, 2011
  • 2. 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.
  • 3. What is social media?
  • 4. 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.
  • 5. Why is social media important?
  • 6. Why is social media important?
  • 7. 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.
  • 8. Why is social media important?
    Brock Alumni Relations examples –
    solicited Annual Fund gifts
  • 9. Why is social media important?
    Brock Alumni Relations examples –
    generated quotes from alumni for publications
  • 10. Why is social media important?
    Brock Alumni Relations examples –
    Recruit volunteers
  • 11. Why is social media important?
    Brock Alumni Relations examples –
    New ideas
  • 12. Why is social media important?
    Brock Alumni Relations examples –
    Increase attendance at events
  • 13. Why is social media important?
    Brock Alumni Relations examples –
    Identifying what we are doing right or wrong
  • 14. Why is social media important?
    Brock Alumni Relations examples –
    made alumni more aware of Brock news and events
  • 15. 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??
  • 16. Social media tools
    Others I will not talk about today:
    Geosocial technologies like Foursquare, SCVNGR
  • 17. Facebook
  • 18. 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.
  • 19. 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.
  • 20. 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
  • 21. How to engage people on Facebook
    Post photos and videos and encourage people to tag themselves
  • 22. 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
  • 23. How to engage people on Facebook
    Link to news articles related to your organization or articles your organization has written
  • 24. How to engage people on Facebook
    Recognize holidays
  • 25. How to engage people on Facebook
    Create and use Facebook events
  • 26. How to engage people on Facebook
    Highlight donor and client stories
  • 27. How to engage people on Facebook
    Run Facebook only contests and initiatives
  • 28. Twitter
  • 29. 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.
  • 30. 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.
  • 31. Twitter
    Twitter is estimated to have 200 million users, generating 65 million tweets a day and handling over 800,000 search queries per day.
  • 32. 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
  • 33. How to engage people on Twitter
    Link to content on your website
    Use, or other url shortening program to shorten urls
  • 34. 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
  • 35. 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
  • 36. How to engage people on Twitter
    Retweet and respond to content posted by your followers (and people who are not your followers)
  • 37. How to engage people on Twitter
    Similar to FB, ask questions, trivia, post photos
    Ask an expert series
  • 38. 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
  • 39. 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
  • 40. YouTube
  • 41. 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
  • 42. YouTube
    Create your own YouTube Channel
  • 43. YouTube
    Create appeal and thank you videos
  • 44. More sample videos
    United Way Toronto
    World Water Day Video from charity: water
    United Way St. Catharines Campaign video
    Brock University Grape Stomp
  • 45. Flickr
  • 46. Flickr
    Post photos from events to Flickr albums
    Can sort by collection (i.e. Fundraising events, volunteers, Golf tournaments, etc.)
  • 47. 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.
  • 48. LinkedIn
  • 49. 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.
  • 50. LinkedIn
    Great tool to promote discussion and group conversation.
  • 51. LinkedIn
    Example: Alumni Sweethearts and Share your story
  • 52. 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
  • 53. 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
  • 54. LinkedIn
    Group pages
    Allow more discussion and conversation
  • 55. LinkedIn - NFN
    Connect with other members
  • 56. LinkedIn - NFN
    Post and comment on discussions
  • 57. LinkedIn - NFN
    Post and search for jobs
    Keeping your resume updated will help LinkedIn narrow down job opportunities for you
  • 58. 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.
  • 59. LinkedIn - NFN
    Join groups related to your industry
    Niagara Professionals
    Non profit marketing
    Social media marketing
    Social media club Niagara
  • 60. 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
  • 61. 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.
  • 62. Social Media Activities
    What are people talking about?
    Your organization name
    Your executive director name
    Name of an event you run
    Service you provide
  • 63. Social Media Activities
    Free tools
    Social mention
    Twitter search
    Google Alerts
  • 64. Social Media Activities
    Improving constituent satisfaction by answering inquiries and making content more useful and relevant
  • 65. Social Media Activities
    Facilitating discussions on topics to generate awareness and traffic
  • 66. Social Media Activities
    Encouraging constituents to use content for their own benefit
  • 67. Social Media Activities
    Using feedback to evolve your social media space
  • 68. 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
  • 69. Measuring Tools - Hootsuite
    Measures links
  • 70. Measuring Tools – Facebook Insights
  • 71. Measuring Tools – Facebook Insights
    Engagement is key – “likes” and comments
    What are people specifically engaged with?
  • 72. Measuring Tools – Facebook Insights
  • 73. 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)
  • 74. 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.
  • 75. 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.
  • 76. 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
  • 77. 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.
  • 78. 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
  • 79. 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
  • 80. 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
  • 81. 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:
  • 82. Join our LinkedIn Group