Join The Social Media Movement - the Importance, Power and Potential of Social Media for Nonprofit Organizations

Join the Social Media Movement Carie Lewis - Director of Emerging Media - HSUS @humanesociety Jeff Patrick - President & Founder -Common Knowledge @commonknow Jordan Viator - Interactive Communications Manager – Convio @jordanv November 17, 2009 © 2008 Convio, Inc.

What is social media, anyways?
Online, two-way communications that allows for heightened participation and engagement
Or as many organizations see it…

A Brave New World Flickr photo by fredcavazza The possibilities and tools are seemingly endless and grow and change everyday!

Social Media offers…
A fundamental shift in communication
A true feedback loop
A real conversation
Free focus groups for all!
The chance to reach and find new supporters
Ability to illustrate a core understanding of the issues, trends and needs of supporters
A chance for influencers and advocates to evangelize for your cause
Monologue Dialogue

WHAT IS SOCIAL MEDIA ALL ABOUT?

Listening
Before you join the conversation remember:
It’s just as important to listen
as it is to talk and share
Flickr photo by ucbradley

Sharing Flickr photo by martin.canchola

Building Trust Social media helps build trust by allowing your supporters and fans to speak, advocate on your behalf

WHY SHOULD YOU CARE?

Welcome to the (digital) future

You might be surprised to know Flickr photo by beechwood.marketing

Did you hear that?

What’s in the Social Media toolbox?
Blogs
Provides human voice; forum for feedback
Social Networks
Sharing of personal interests; activity feed
Communities
Focused environment; like-minded users
Micro-blogs
Sharing of links, news; collaborative, real-time discussion
Video & Photo sharing
Compelling, powerful multimedia; easy to share, embed; creative ways

Real-world examples
Blogs
Micro-blogs
Social Networks
Video Sharing

Jumping on the bandwagon, the right way
Remember the 3 H’s: Human, Honest, Helpful
Ask other people what they think
Be open to feedback (yes, even the negative)
Sincerity is of the utmost importance
Make it about the people participating, not you
Talk with , not at , people
Treat everyone as an equal
Hone in on key skills of
Patience
Networking
Facilitating
Marketing
Communication

SOCIAL NETWORKING SURVEY
Industry Survey of Nonprofit Use of Social Networking

EMAIL SUBSCRIBER ACQUISITION
Acquisition via Facebook

Acquisition Path External Networks Organization Page FaceBook House List Email /Direct Mail Solicitations “ Acquisition Mechanism”

Sierra Club on Facebook Facebook Page Fans: 37,592 @SierraClub (facebook.com/SierraClub)

Sierra Club on Facebook

Sierra Club Microsite Campaign Micro-site Facebook Wall

Sierra Club Petition Take Action

Sierra Club Petition

TWITTER
Fundraising Campaigns

Case Study: Christmas Future Nonprofit : Christmas Future Campaign : Tweetmas Future Fundraising Goal : $20,000 Actual : $17,535 Time Period : Dec 16 – 25 2008

Case Study: Epic Change Nonprofit : Epic Change Campaign : Tweetsgiving Fundraising Goal : $10,000 Actual : $11,131 372 contributors $29.92 avg gift Time Period : Nov 25 – 27 2008

Case Study: Twestival (’08 & ‘09) Feb 10, 2010 Charity Water / Operation Smile Campaign : Twestival (@twestival) Charity Festival that started on Twitter 1,000 volunteers 202 cities joined 10,000+ attended Actual $$ Raised : $250,000

Case Study: #BeatCancer
24 hours
Twitter, Facebook and Blogging using #BeatCancer
1 penny per message donated
209,771 mentions in 1 day
100 M (est.) overall impressions of the #BeatCancer
Set world record for online impressions
Kicked off at Blog World Expo
Raised over $70,000 Sponsored by Ebay/Paypal, MillerCoors Brewing, GenesisToday
All money donated to non-profit cancer organizations
FB www.BeatCancerEverywhere.com

Case Study: 140 Smiles Campaign Feb 10, 2010 Nonprofit : Operation Smile Campaign : 140Smiles Fundraising Goal : $33,000 Actual : $22,500 Time Period : May 31 – July 4, 2009

Campaign Tactics Feb 10, 2010
Team-based Fundraising
Automated Viral Distribution
Real-time Results
Celebrity Promotion
Big Account Kickstart
Targeted Audience Appeal

Feb 10, 2010 Donor Recognition

140 Characters for 140 Smiles Campaign Feb 10, 2010 Example Automated Tweet sent Out by Campaign

140 Smiles Donation Form Feb 10, 2010 Do we process the donations on Twitter? No – they are processed through Convio via a custom donation form that is tuned to this campaign: - Team component - Twitter Connect

140 Smiles Donation Interface with Twitter Feb 10, 2010

140 Smiles Donation Interface to Twitter Feb 10, 2010

Feb 10, 2010

Online Fundraising Tools – Events Site
Convio TeamRaiser
5K Walk Event Site
Registrant Page
Registrant Giving Form
Registrant Email Tools
Team Tools
Promotional Tools
Donor Recognition
Gift Thermometer
Offline Giving Options
Phone Support

Facebook Fundraising Tools
Displays on Facebook profile
Org/Event branded
Fundraising focused
Personalized giving results
Personalized donation form link
Tabbed navigation
Progress meter
Profile Badge

Sponsorship Sponsorship $$
Arthritis Foundation
- House Social Network
Rheumatoid Arthritis Patients
ThePort Social Networking Software

Sponsorship Arthritis Foundation MySpace, Facebook & House Network Badge Sponsorship ($$)

Case: Federation for American Immigration Reform FAIR Debate Micro-Site Youth Community Education & Advocacy www.fairdebate.org

Case Study: Sierra Club Sierra Club Climate Change Social Network www.ClimateCrossRods.org

Case Study: Sierra Club Purpose Provide the largest collection of hikes and hikers in the U.S. Messaging Share your favorite places to hike, bike and paddle… Audience 30-55+, hikers (initially) Features Hikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more The unique challenge here is to stimulate enough interest to grow the database of trails which are all contributed by the community

Case Study: Sierra Club Purpose Platform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues Messaging The National Student Chapters of the Sierra Club “Get Engaged” Audience College students Features Profiles, photos, video, blogs, discussion, expert content, local events, and more

Purpose Community of students and student groups supporting Operation Smile with local events and fundraising. 500 clubs across the U.S. Audience Kids, K-8 th , High School, and University Features Profiles, photos, video, blogs, discussion, expert content, services and more Technology Convio + Jive Software (Social Networking) Case Study: Operation Smile

What I’ll talk about
Resources
Strategy
Why monitor social media
What to monitor
Where to monitor
How to monitor
Tools we use
Assessment and response
How to find influencers
Social media policy
Crisis communications
Best. Quote. Ever.

Resources
We started out with 1 person.
Now:
New branch of Online Communications
Department called “Emerging Media”
Director of Emerging Media (project manager)
Emerging Media Manager (online volunteer program)
Emerging Media Specialist (brand monitoring)
Social Media Specialist (Facebook, MySpace)
Internet Marketing Specialist (ads, SEO, analytics)
4 virtual interns
street team
several furry office mascots

Our “Emerging Media” Strategy
Stay on top of latest trends
Research new opportunities
Train staff
Have guidelines
Take an integrated approach
Measure everything!
Showcase successes
LISTEN
Customize alerts
Utilize technology (txt, IM)
Don’t be afraid to fail
Learn from mistakes

No org can afford to ignore what’s being said about them.

Why? … it can happen to you.

Brand Monitoring is not a 9-5 job.
Text messages
“ As it happens” Email alerts
Tweetdeck for iPhone
Weekend “on-call”
Dual monitors!

What to monitor
Your Name
Acronyms
Prominent staff
Current campaigns
Competition
Detractors
Influencers

We monitor all mentions of “HSUS” and “humane society” It takes time to filter through them all but is worth it. Many people refer to us as “the humane society” Many tweets are about local humane societies but also makes for good retweets.

Where to monitor
News sites
Twitter
Blogs
Forums
Digg

How to monitor
Email notifications
Tweetbeep
Google alerts
RSS feeds
Technorati search
Twitter search
Special software
Radian6
Filtrbox
There are many tools ranging from expensive to cheap to free!

What we use iGoogle dashboard built off RSS feeds

Tweetdeck Use Tweetdeck and have it running whenever your computer is on. You can have up to 10 columns. Include your @replies, your brand name, and any other terms you’re monitoring

What if I’m a smaller organization? These same principles can apply People talk (a lot) on a local level. Follow interesting hashtags and memes! Start your own!

At the very least…. Listen first. Find out where your audience is most active already. Then join the conversation. Start with Twitter. Why the focus on Twitter? Twitter is the most real-time account you have of what people are saying about you. You should have Google Alerts and Tweetbeep notifications or an RSS feed from Twitter Search for your brand name.

Ahhh! TMI! Now what?!

Assess and Respond
Identify your detractors and influencers quickly.
Pay attention to two things: tone and influence
Thank and / or re-tweet often
Answer all questions
Take the opportunity to clear up misinformation
Don’t take it personally
Always be respectful but don’t be afraid to show some personality.
Don’t be afraid to use blocking features – common practice
Follow people who mention your brand
Don’t be afraid to respond to people who aren’t following you but you’re monitoring.
BREATHE. Get up and take a walk before you respond.
DNFFT
Track number of mentions, comments, blog posts, and followers over time. The goal is to get more people talking about you!

Our process
We monitor sites in real-time, all day, every day
We evaluate what is necessary to respond to
We develop a response with PR
We deliver the response via the medium it was generated
We monitor the conversation following and continue to engage as necessary
We alert everyone in the daily Communications News meeting

How to find your influencers
Repeat retweeters and Facebook commenters
Blog subscribers
Repeat action takers (email too!)
Leaderboard on
Facebook Causes
Event attendees
Recommendations
from staff / leadership
Build a loyalty program / street team
Turn these people into interns and employees!

Employees can be your best brand advocates.
Have a social media policy so they know what they can
and can’t do. Focus on the CAN.
Bring web-savvy employees
into the process
Incorporate social media into
everyone’s job
Help them understand privacy
settings and learn the tools
Address anonymity and personal
profiles
The time to have a social media policy is NOW.

HSUS Facebook Structure “ Umbrella approach” Facebook Fan Page for businesses, organizations, public figures official HSUS presence – only one Facebook Groups organized by interest each state / campaign can have one Facebook Causes for specific movements each state / campaign can have many Facebook Profile a real person each person has one – but only one

My advice to employees NEVER post something you wouldn’t want on the front page of the New York Times! (Or something you wouldn’t want your mother or boss to see!)

Crisis Communications
If you find yourself in a Twitterstorm
Listen to the what — and to the who.
It's OK to say, "We don't know.“
Address the crowd where it's gathered.
Tone matters.
Explain how you'll address the specific issue
Talk about what you’ll do to prevent it from happening again
Transparency & open communication
Have a company policy – you may think its common sense… it’s not!
It’s not new. Just add social media to it. http://www.facebook.com/home.php#/note.php?note_id=102600213661

Social media can be OVERWHELMING. . “ If you’re working for the weekends, your shit is BROKE. Do what you LOVE!” -@garyvee #sxsw

Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: clewis@humanesociety.org LinkedIn: http://www.linkedin.com/in/carielewis Twitter: @cariegrls Blog: cariegrls.blogspot.com HSUS Networks: humanesociety.org/connect

Don’t forget to visit the Expert Lab! Text CNV126 to 30644 to take a quick survey about this session.

Join The Social Media Movement - the Importance, Power and Potential of Social Media for Nonprofit Organizations

by Jordan Viator on Feb 10, 2010

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Join The Social Media Movement - the Importance, Power and Potential of Social Media for Nonprofit Organizations — Presentation Transcript