Beth Kanter, Beth’s Blog Making Sense of and Success  With Social Media for Nonprofits http://www.flickr.com/photos/nelsva/
Workshop Goal An introduction social media concepts, strategies, examples, and tools for nonprofits http://www.flickr.com/...
Beth Kanter: Offline Photo by Steve Goodman
http://beth.typepad.com Profiles & Presence Content in many places   RSS Powered Fundraising Sharing photos, bookmarks, vi...
Results from Workshop  Pre-Assessment Questions
Benefits Value Cost Results Effectiveness Capacity Adoption Audience Techniques Communications Tools
http://socialmedia-success.wikispaces.com
Reflection Form Note Form
Two Minute Poll Read Blogs (work) Write a Blog Social Network YouTube Twitter http://www.flickr.com/photos/raincitystudios/
<ul><li>What we’re going to cover … </li></ul><ul><li>Social Media – Yes or No? </li></ul><ul><li>Benefits/Value of Social...
What is social media?
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care abo...
Powered by the tools ….
Does life cycle of an organization impact the effective use of social media for mission-based work?
Should you encourage all nonprofits to jump into the waters of social media?
Stop, don’t drink (yet)…
 
 
<ul><li>Are there more important organizational issues to address? </li></ul><ul><li>Are there more efficient ways to reac...
What is the most effective way to educate the board on social media?
Why should we pay attention?
 
Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp
How people are getting info to make decisions With my friends
 
 
 
 
 
 
 
Why Important <ul><li>The  Trust  factor </li></ul><ul><li>Socializing online to get information to make decisions </li></...
What are the benefits of using social media for nonprofits? What is the return on investment?
The ROI of Blogging There’s a lot intangible that are difficult to measure too …
 
 
Impact on Google Results
Increased and more efficient inquiries for service
Over $215,000 raised ….
Intangible Benefits
Subjective
Less Credible
Usually Behaviorally Oriented
Enhance expertise and writing
 
“ Your blog has made a tremendous difference in my work at my nonprofit .” “ You've really been a huge help. Thank you for...
Is my blog worth the investment?
What works? What doesn’t work when it comes to integrating social media strategies?  Cute Dog Theory
 
 
 
 
What are the patterns of success?
Assess Audience Online Social Activities
 
 
Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they...
 
Discuss/set objectives first
Not a monologue
Listening
Conversation
Even difficult ones …
The audience wants a voice
 
 
Transparency
 
Source:  Alan Levine – CogDog Blog Web 1.0
Web 2.0
Staff Roles
“ I was a Facebook junkie before I was hired!”
 
 
 
Mixing Social Media with Communications and  Fundraising Strategies afrochild_0
 
 
“ Over 14,000 profile views in 3 weeks.  500 NEW signups to our email list from MySpace”
Define a box Define a Box
 
 
 
 
 
Start small, reiterate over and over
The best advice from Wendy Harmon, Red Cross Blogger
<ul><li>A project that won’t take much time and relates to org goals.  </li></ul><ul><li>Write down your successes.  </li>...
It takes time
5-10 hours per week 10-15 hours per week 20+ hours per week How many hours per week does it take to do Social Media? 5-10 ...
Tactics, Tools, Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 5hr 10hr ...
You get out what you put in … You have to invest 3-6 months before you see results Einstein’s Theory of Social Media Relat...
Success Patterns Assess Audience Objectives  Policy and Education Staff Roles Experiment Time investment
What tool to use for which purpose?
How To Think About Tools Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 5hr 1...
Listening is knowing what is being said online about your organization and your field.
Listening Tools
 
 
A homeless  person isn’t  someone  you pass on  your way  into a fancy  restaurant
Twitter Search
Do you think Twitter is Pointless?
<ul><ul><li>“ We follow conversations about strokes. Reading a long string of comments is very insightful. We share this &...
There are two ways to consume information on the web
http://www.flickr.com/photos/smudie / RSS Reader
 
Read blogs …. Where to find nonprofit blogs to read?
http://nonprofit.alltop.com/
Fill out the form <ul><li>FIVE STARTER STEPS </li></ul><ul><li>Set up a Google Alert </li></ul><ul><li>Start using an RSS ...
Participate http://www.flickr.com/photos/vox /
http://www.flickr.com/photos/brettlider/ Get bloggers to  write about your organization
“ Pittsburgh arts organizations have begun  inviting local bloggers to events who then blog the Invitation and spread it v...
Set up A Twitter Account
 
That’s dumbest thing I’ve ever seen …
Find a few good people to follow ….
http://twitterpacks.pbwiki.com/Twitter-Pack-by-Topic#NonProfitPack Psst .. I put a short list on the wiki
Your Toes Into Twitter for 10 Minutes Each Morning …. Dip Your Toes Into Twitter Ten Minutes Every Morning!
Crowd Source Your Research
 
Just in time support
 
Engage your audience
Don’t Be A Narcissist On Twitter
Sharing your story social media style …
What color is your  organization’s blog? Adapted from Nina Simon:  Museum 2.0 Blog Personality Blog Specialized Content Ag...
Institutional
Aggregates Content
Aggregates Content
Specialized Content
Personality
Personality
It’s more than a site to print photos
Watercooler conversations facilitated by sharing objects .. 1) I share my pics ->   -> with you --->   -->You share your p...
 
Social Features
 
 
Groups: Engage and educate
 
 
 
 
Insert  screen capture of interview with Carie
 
 
 
Generating Buzz
 
Results 7,600+ unique visitors in a single hour  More than 35,000 unique visitors  in one day (best ever)
Digg Effect
Twitter for generating buzz …
 
Not Just Blasting Out A Message
 
Social network Community Building & Social Networking
What’s your goal? Knowledge Sharing Support Organizing Advocacy Fundraising Taking Action
 
Okay, which social networking site?
Where’s our target audience? -Ask them (surveys) -Field research  -Analyze demographics of site <ul><li>What social networ...
 
What are the options for a presence?
Individual Profile
 
 
 
 
What’s the workflow?
Friendship Content Outreach Workflow
Establish a routine and stick to it
 
Thank you …
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  • http://www.flickr.com/photos/nelsva/1509825/
  • College of Consultants Presentation - Kellogg Action Lab

    1. 1. Beth Kanter, Beth’s Blog Making Sense of and Success With Social Media for Nonprofits http://www.flickr.com/photos/nelsva/
    2. 2. Workshop Goal An introduction social media concepts, strategies, examples, and tools for nonprofits http://www.flickr.com/photos/zeyneparkok/
    3. 3. Beth Kanter: Offline Photo by Steve Goodman
    4. 4. http://beth.typepad.com Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
    5. 5. Results from Workshop Pre-Assessment Questions
    6. 6. Benefits Value Cost Results Effectiveness Capacity Adoption Audience Techniques Communications Tools
    7. 7. http://socialmedia-success.wikispaces.com
    8. 8. Reflection Form Note Form
    9. 9. Two Minute Poll Read Blogs (work) Write a Blog Social Network YouTube Twitter http://www.flickr.com/photos/raincitystudios/
    10. 10. <ul><li>What we’re going to cover … </li></ul><ul><li>Social Media – Yes or No? </li></ul><ul><li>Benefits/Value of Social Media </li></ul><ul><li>Patterns of Success </li></ul><ul><li>Examples, Tactics, and Tools </li></ul>
    11. 11. What is social media?
    12. 12. Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
    13. 13. Powered by the tools ….
    14. 14. Does life cycle of an organization impact the effective use of social media for mission-based work?
    15. 15. Should you encourage all nonprofits to jump into the waters of social media?
    16. 16. Stop, don’t drink (yet)…
    17. 19. <ul><li>Are there more important organizational issues to address? </li></ul><ul><li>Are there more efficient ways to reach same outcomes? </li></ul><ul><li>Does the organization’s audience use social media? </li></ul><ul><li>Is the organization getting seduced by Shiny Object Syndrome? </li></ul>
    18. 20. What is the most effective way to educate the board on social media?
    19. 21. Why should we pay attention?
    20. 23. Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp
    21. 24. How people are getting info to make decisions With my friends
    22. 32. Why Important <ul><li>The Trust factor </li></ul><ul><li>Socializing online to get information to make decisions </li></ul><ul><li>Rapid Word of Mouth </li></ul><ul><li>Digital Natives </li></ul>
    23. 33. What are the benefits of using social media for nonprofits? What is the return on investment?
    24. 34. The ROI of Blogging There’s a lot intangible that are difficult to measure too …
    25. 37. Impact on Google Results
    26. 38. Increased and more efficient inquiries for service
    27. 39. Over $215,000 raised ….
    28. 40. Intangible Benefits
    29. 41. Subjective
    30. 42. Less Credible
    31. 43. Usually Behaviorally Oriented
    32. 44. Enhance expertise and writing
    33. 46. “ Your blog has made a tremendous difference in my work at my nonprofit .” “ You've really been a huge help. Thank you for taking the time to help us newbies along. I especially appreciate both the quality and the personal nature of your posts and learning tools.&quot;   - Nonprofit Readers
    34. 47. Is my blog worth the investment?
    35. 48. What works? What doesn’t work when it comes to integrating social media strategies? Cute Dog Theory
    36. 53. What are the patterns of success?
    37. 54. Assess Audience Online Social Activities
    38. 57. Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want? But first you need to do some research ….
    39. 59. Discuss/set objectives first
    40. 60. Not a monologue
    41. 61. Listening
    42. 62. Conversation
    43. 63. Even difficult ones …
    44. 64. The audience wants a voice
    45. 67. Transparency
    46. 69. Source: Alan Levine – CogDog Blog Web 1.0
    47. 70. Web 2.0
    48. 71. Staff Roles
    49. 72. “ I was a Facebook junkie before I was hired!”
    50. 76. Mixing Social Media with Communications and Fundraising Strategies afrochild_0
    51. 79. “ Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”
    52. 80. Define a box Define a Box
    53. 86. Start small, reiterate over and over
    54. 87. The best advice from Wendy Harmon, Red Cross Blogger
    55. 88. <ul><li>A project that won’t take much time and relates to org goals. </li></ul><ul><li>Write down your successes. </li></ul><ul><li>Write down your challenges. </li></ul><ul><li>Ask the people you want to connect with whether they think your outreach and listening is valuable. </li></ul><ul><li>Watch other nonprofits and copy and remix for your next project. </li></ul><ul><li>Rinse, repeat. </li></ul>
    56. 89. It takes time
    57. 90. 5-10 hours per week 10-15 hours per week 20+ hours per week How many hours per week does it take to do Social Media? 5-10 hours per week Listen Participate Spread Buzz Share Content Community Building and Social Networking
    58. 91. Tactics, Tools, Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 5hr 10hr 15hr 20hr Share Content Share Content
    59. 92. You get out what you put in … You have to invest 3-6 months before you see results Einstein’s Theory of Social Media Relativity
    60. 93. Success Patterns Assess Audience Objectives Policy and Education Staff Roles Experiment Time investment
    61. 94. What tool to use for which purpose?
    62. 95. How To Think About Tools Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 5hr 10hr 15hr 20hr Share Content
    63. 96. Listening is knowing what is being said online about your organization and your field.
    64. 97. Listening Tools
    65. 100. A homeless person isn’t someone you pass on your way into a fancy restaurant
    66. 101. Twitter Search
    67. 102. Do you think Twitter is Pointless?
    68. 103. <ul><ul><li>“ We follow conversations about strokes. Reading a long string of comments is very insightful. We share this &quot;trail&quot; back with our staff who oversee caregiver networks. Our staff were can see for themselves how social media is a powerful way of communicating and in being in the right place to provide support and resources to those in need who might come to us. We are working on a plan now.” - American Heart Association </li></ul></ul>
    69. 104. There are two ways to consume information on the web
    70. 105. http://www.flickr.com/photos/smudie / RSS Reader
    71. 107. Read blogs …. Where to find nonprofit blogs to read?
    72. 108. http://nonprofit.alltop.com/
    73. 109. Fill out the form <ul><li>FIVE STARTER STEPS </li></ul><ul><li>Set up a Google Alert </li></ul><ul><li>Start using an RSS Reader </li></ul><ul><li>Find 5 blogs to read </li></ul><ul><li>Sign up for Twitter and follow 5 nonprofit folks </li></ul><ul><li>Twitter 10 minutes a day </li></ul>http://socialmedia-success.wikispaces.com/
    74. 110. Participate http://www.flickr.com/photos/vox /
    75. 111. http://www.flickr.com/photos/brettlider/ Get bloggers to write about your organization
    76. 112. “ Pittsburgh arts organizations have begun inviting local bloggers to events who then blog the Invitation and spread it via Twitter or Facebook” – Liz Perry
    77. 113. Set up A Twitter Account
    78. 115. That’s dumbest thing I’ve ever seen …
    79. 116. Find a few good people to follow ….
    80. 117. http://twitterpacks.pbwiki.com/Twitter-Pack-by-Topic#NonProfitPack Psst .. I put a short list on the wiki
    81. 118. Your Toes Into Twitter for 10 Minutes Each Morning …. Dip Your Toes Into Twitter Ten Minutes Every Morning!
    82. 119. Crowd Source Your Research
    83. 121. Just in time support
    84. 123. Engage your audience
    85. 124. Don’t Be A Narcissist On Twitter
    86. 125. Sharing your story social media style …
    87. 126. What color is your organization’s blog? Adapted from Nina Simon: Museum 2.0 Blog Personality Blog Specialized Content Aggregates Content Institutional Blog
    88. 127. Institutional
    89. 128. Aggregates Content
    90. 129. Aggregates Content
    91. 130. Specialized Content
    92. 131. Personality
    93. 132. Personality
    94. 133. It’s more than a site to print photos
    95. 134. Watercooler conversations facilitated by sharing objects .. 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
    96. 136. Social Features
    97. 139. Groups: Engage and educate
    98. 144. Insert screen capture of interview with Carie
    99. 148. Generating Buzz
    100. 150. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
    101. 151. Digg Effect
    102. 152. Twitter for generating buzz …
    103. 154. Not Just Blasting Out A Message
    104. 156. Social network Community Building & Social Networking
    105. 157. What’s your goal? Knowledge Sharing Support Organizing Advocacy Fundraising Taking Action
    106. 159. Okay, which social networking site?
    107. 160. Where’s our target audience? -Ask them (surveys) -Field research -Analyze demographics of site <ul><li>What social networking site has my audience? </li></ul><ul><li>How do they use technologies? </li></ul><ul><li>What are they talking about? </li></ul><ul><li>Who are they? </li></ul><ul><li>What do they want? </li></ul>
    108. 162. What are the options for a presence?
    109. 163. Individual Profile
    110. 168. What’s the workflow?
    111. 169. Friendship Content Outreach Workflow
    112. 170. Establish a routine and stick to it
    113. 172. Thank you …

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