Social media for Nonprofits - Presented by Greg Ensell


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Posted with permission of Greg Ensell and Cox Communications.

Presentation for WordCamp Phoenix 2011.

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Social media for Nonprofits - Presented by Greg Ensell

  1. 1. Everything you always wanted to know about social media for nonprofits* *But were afraid to ask
  2. 2. What is Social Media
  3. 3. g
  4. 4. What social media isn’t <ul><li>A microphone </li></ul><ul><li>A bullhorn </li></ul><ul><li>A one way street </li></ul><ul><li>A strategy </li></ul><ul><li>A channel </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
  5. 5. Social media is CONVERSATION g
  6. 6. More specifically, social media is new way of INTERACTING and ENGAGING… …with people g
  7. 7. The old model of brand marketing g Company Marketing Brand Customers
  8. 8. The new model of brand marketing g Company Marketing Brand Customers
  9. 9. Who is Social Media
  10. 10. Facebook: Not kids stuff! j
  11. 11. Twitter: Once you start… j
  12. 12. How Social Media Works
  13. 13. Social Media Commandments <ul><li>Be Transparent </li></ul><ul><ul><li>The internet will always find out if you obscure the facts. </li></ul></ul><ul><li>Be Authentic </li></ul><ul><ul><li>Social media is about real people talking to each other. </li></ul></ul><ul><li>Be Valuable </li></ul><ul><ul><li>Nothing’s worse than uninspired or worthless status updates or links. Make me care. </li></ul></ul><ul><li>Be Responsive </li></ul><ul><ul><li>If you ask for advice or action be prepared to act on it. </li></ul></ul><ul><li>Be Patient and Persistent </li></ul><ul><ul><li>Sometimes, it’s hard to catch fire. The secret to maintaining a flame is to feed it regularly without smothering it. </li></ul></ul>
  14. 14. Be Transparent
  15. 15. Be Authentic
  16. 16. Be Valuable
  17. 17. Be Responsive
  18. 18. Be Patient and Persistent
  19. 19. How to View Social Media Strategically
  20. 20. General Social Media Strategies <ul><li>Listen: research, monitor and track public sentiment </li></ul><ul><li>Talk: participate in 2-way dialogue </li></ul><ul><li>Energize: empower, engage supporters to disseminate information on your behalf </li></ul><ul><li>Support: facilitate ways for public to support itself </li></ul><ul><li>Embrace: integrate pubic feedback into business process and products (source: Forrester Research) </li></ul><ul><li>Some tactics will fall into multiple strategies </li></ul>
  21. 21. Listen - Comcast
  22. 22. Talk – Ford
  23. 23. Energize - Coke
  24. 24. Support
  25. 25. Embrace - Dell
  26. 26. How to Implement Social Media Strategy – Part I
  27. 27. Listening
  28. 28. A rose by any other name… <ul><li>Services usually track </li></ul><ul><li>Volume of mentions </li></ul><ul><li>Aggregate tone </li></ul><ul><li>Keywords </li></ul><ul><li>Anything that changes over time </li></ul>… is big business.
  29. 29. Listening on the cheap – Google Alerts
  30. 30. Listening on the cheap - Facebook
  31. 31. Listening on the cheap - Twitter
  32. 32. Listening on the cheap– Google Reader
  33. 33. Track what’s being said over time
  34. 34. Talking
  35. 35. How not to use Facebook
  36. 36. <ul><li>Know the proper format </li></ul><ul><ul><li>Fan page not a personal profile </li></ul></ul><ul><li>The devil’s in the details </li></ul><ul><ul><li>Fill out contact info </li></ul></ul><ul><ul><li>Link to other social media efforts </li></ul></ul><ul><li>It’s not about you </li></ul><ul><ul><li>Speak to your audience </li></ul></ul><ul><li>Share don’t spam </li></ul><ul><ul><li>No more than one post a day </li></ul></ul><ul><li>Be Interactive </li></ul><ul><ul><li>Give people something to do </li></ul></ul><ul><li>Be social </li></ul><ul><ul><li>Fan other fan pages </li></ul></ul>Talk to your customers - Facebook
  37. 37. The Facebook Fan Page
  38. 38. The devil’s in the details - Photos
  39. 39. Be interactive – The Wall
  40. 40. Be social - Facebook
  41. 41. How not to use Twitter
  42. 42. <ul><li>Know how to use it… </li></ul><ul><ul><li>Not very user friendly </li></ul></ul><ul><ul><li>Twitter customs </li></ul></ul><ul><li>The devil’s in the details </li></ul><ul><ul><li>Fill out the info </li></ul></ul><ul><ul><li>Custom background </li></ul></ul><ul><li>Not just a megaphone </li></ul><ul><li>Be interactive </li></ul><ul><ul><li>Offer specials </li></ul></ul><ul><li>Be social </li></ul><ul><ul><li>Retweeting builds relationships </li></ul></ul>Talk to your customers - Twitter
  43. 43. Talk to your customers - Twitter
  44. 44. The devil’s in the details – custom background
  45. 45. Not just a megaphone
  46. 46. Engaging
  47. 47. Engage – Fan contests
  48. 48. Engage – Fan contests
  49. 49. Engage - Facebook
  50. 50. Engage - Facebook
  51. 51. Engage - Twitter
  52. 52. Engage – Custom Applications
  53. 53. How to Define Success
  54. 54. <ul><li>The holy grail of </li></ul><ul><li>social media </li></ul><ul><li>success is finding </li></ul><ul><li>Hard R.O.I. </li></ul>
  55. 55. <ul><li>Like the grail, finding </li></ul><ul><li>Hard R.O.I. </li></ul><ul><li>is (likely) impossible. </li></ul><ul><li>Instead use: KPI </li></ul><ul><li>Key Performance Indicators </li></ul>
  56. 56. Community Health <ul><li>Community size </li></ul><ul><ul><li>Is your community growing/shrinking </li></ul></ul><ul><ul><li>What rate is your community growing/shrinking </li></ul></ul><ul><li>Demographics </li></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><li>Does your community include: </li></ul><ul><ul><li>Existing constituents </li></ul></ul><ul><ul><li>Prospective constituents </li></ul></ul><ul><ul><li>Other target audiences </li></ul></ul>
  57. 57. Interactivity <ul><li>What is “Interactivity” </li></ul><ul><ul><li>Acknowledgment, wave, saying hello </li></ul></ul><ul><ul><li>Simple and easy actions that require little or no effort </li></ul></ul><ul><li>You can’t have a community without interactivity </li></ul><ul><ul><li>Figuratively </li></ul></ul><ul><ul><li>Literally </li></ul></ul><ul><li>Can be measured by </li></ul><ul><ul><li>On your fan page </li></ul></ul><ul><ul><ul><li>Page views </li></ul></ul></ul><ul><ul><ul><li>Walls posts </li></ul></ul></ul><ul><ul><li>On your news feed </li></ul></ul><ul><ul><ul><li>Impressions </li></ul></ul></ul><ul><ul><ul><li>Likes </li></ul></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul>
  58. 58. Engagement <ul><li>What is “Engagement” </li></ul><ul><ul><li>A stop-chat, grabbing a cup of coffee, a barn raising </li></ul></ul><ul><ul><li>A conscious effort to affiliate with, contribute to, or support </li></ul></ul><ul><li>You don’t want a community without engagement </li></ul><ul><ul><li>Figuratively </li></ul></ul><ul><ul><li>Literally </li></ul></ul><ul><li>Can be measured by </li></ul><ul><ul><li>On social media </li></ul></ul><ul><ul><ul><li>Shares </li></ul></ul></ul><ul><ul><ul><li>Profile pictures </li></ul></ul></ul><ul><ul><li>In real life </li></ul></ul><ul><ul><ul><li>Attending events </li></ul></ul></ul><ul><ul><ul><li>Volunteering </li></ul></ul></ul><ul><ul><ul><li>Contributions </li></ul></ul></ul>
  59. 59. Questions? Greg Ensell 623-328-3490 [email_address] @EightyMGB