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Social media for Nonprofits - Presented by Greg Ensell

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Posted with permission of Greg Ensell and Cox Communications.

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 Social media for Nonprofits - Presented by Greg Ensell Presentation Transcript

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