Social Media Networking for  Non Profits
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Social Media Networking for Non Profits

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On August 24th, United Way South-Southwest Suburban Metropolitan Chicago invited me to present to non-profit management about online social networking. ...

On August 24th, United Way South-Southwest Suburban Metropolitan Chicago invited me to present to non-profit management about online social networking.

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Social Media Networking for  Non Profits Social Media Networking for Non Profits Presentation Transcript

  • Social Media
    Networking
    For
    Non-Profits
    Presented by:
    Kristen Bonk
    kbonk@parklawn.com
    @kbbonk on twitter
  • Who Are You?
    Who’s this Kristen gal & why are we listening to her?
    Marketing and Volunteer Manager @ParkLawnCharity
    4+ years working in non-profit
    What’s Park Lawn?
    Providing services that promote independence, choice and access to community living for people with developmental disabilities since 1955.
    www.parklawn.com
    www.Facebook.com/ParkLawnCharity
    www.twitter.com/ParkLawnCharity
    www.youtube.com/ParkLawnAssociation
    And United Way South – Southwest Suburban?
    Working to create meaningful and measurable change by investing in income, education and health programs that support the 10-year vision LIVE UNITED 2020.
    http://www.uw-mc.org/southland/
    http://www.facebook.com/unitedwaychicago
    http://twitter.com/#!/unitedwaychi
    http://www.youtube.com/user/unitedwaychicago
    http://feeds.feedburner.com/unitedwaychicago
  • Who’s Who?
    • Who Are You?
    • Where Are You From?
    (Give a great plug for your nonprofit!)
    • What TWO words
    come to mind when you hear
    “Online Social Networking”?
  • Today’s Goals
    Purpose of online social networking
    Brainstorm together
    Find an online purpose for every department
    Excite you to go online
    Email resourceful links to yourself
  • Online Social Media is about Reaching and ConnectingWith People!
  • What is Social Media?
    • Content formed by the collaboration of two or more people that takes place on the internet.
    (Source: Emily Culbertson of Community Media Workshop)
    • A virtual framework consisting of tools which enable users with a common goal or interest to set up communities and exchange information.
    (Christophe Debruyne on Mashable post describing social media in 140 characters or lest. @chrdebru)
    Picture from
    www.cibcommunications.co.uk/images/uploads/pdfs/What-is-Social-Media-.jpg
  • Traditional Media
    Social Media
    Encyclopedia Britannica
    E-Newsletter
    Facebook
    Twitter
    Wikipedia
    New York Times
    Print Newsletter
  • “Online Social Media”
    are NOT
    dirty words!
  • Fears Moving Into Online Social Media
    • Senior staff & board might lose control.
    • Dealing with negative comments.
    • Addressing personality versus organizational voice.
    • Fear of failure
    • Perception of wasted time and resources.
    • Suffering from information overload already, this will cause more.
    • What are other fears?
    Source: Slide 38 on Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”
  • First: Enjoy Your Personal Account
    • Facebook, twitter and others are more than someone’s annoying thoughts.
    • Experiment and have fun. It’s SOCIAL!
    • Hiding posts / apps makes it more enjoyable.
    • Set privacy settings.
  • Why Should
    My Non-Profit
    Care?
  • Cost effective way to engage supporters, volunteers and potential supporters.
    An opportunity for conversation
    A great way to reach certain audiences
    Source: Idealware.org download: http://www.idealware.org/sites/idealware.org/files/SocialMediaReportV8.pdf
  • Non-Profit Updated Marketing Funnel
    • How do you get people to care for your charity?
    • This begins
    and continues offline as well as online!
    • Source: McKinsey & Company
    • Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter/
    • Source: Beth Kanter’s blog: www.bethkanter.org
  • Offline and Online Must Work Together
    Tours
    Website
    Fundraising Events
    Facebook
    Offline
    Online
    Chamber Luncheons & BAH
    Videos on Youtube
    Newsletters
    Stories on blogs
    Letter Appeals
    Staff & volunteer events
    Twitter
    Groups on LinkedIn
    Annual Reports
    Meetings
  • Where’s Your Audience?
    What channels to use out the hundreds available?
    What would be most worth your while?
    Photo courtesy of http://www.socialmediamagicuniversity.com/
  • Why do people Care?
    • Listen to what people are saying about your issues.
    • What questions are people asking about your org online?
    • What are your competitors doing?
    • Listening tools:
    • Google alerts emailed to you
    • Technoratti for blogs
    • Search Twitter and Facebook
    • Google Analytics
    • Offsite events and fundraisers
    • What do you use?
  • If you want people to care, make it about THEM….NOT YOU!
    Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate” slide 29 by FarraTrompeter March 12, 2010
    Source: Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-twitter-enga.html
  • Map Out a Plan
    • Goals (broad statement)
    • Provide information about our orgs issues.
    • Objectives (specific & measurable)
    • Increase followers by 50% by December 1, 2011
    • Strategy
    • Give quick and thoughtful responses
    • Shout outs to other nonprofits and supporters
    • Tactics
    • Integrate social media across staff and departments by 2012
    • Create videos highlighting our orgs impact
    • Tools
    Source: http://www.bethkanter.org/25-smart/
    Photo from http://www.smallbusinessmavericks.com/your-social-media-road-map.htm
  • Activity Fun!
    Discuss with each other your organizations goals
    How are you mapping it out?
    What tools are you using?
  • Who? What? When? Where? Why?
    Who will post online?
    What will we post to meet our goals
    When will we post: x hours daily / weekly / monthly
    Where will we post?
    Why are we posting there?
  • Ok, I’m online, now what?
    • “It’s important to think of these social media channels as tools to communicate in a social manner rather than the end in and of itself—in other words, social media is the journey, not the destination.” (Source: Idealware PDF “Social Media Decision Guide” page 8.)
    • Create an online social media policy.
    • “Guidelines: This section should be one or more pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. ”  
    • “Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. ”
    Source: http://www.bethkanter.org/trust-control/
    Photo from http://socialfresh.com/a-template-to-help-start-your-social-media-policy/
  • Why Another Policy?
    • Control the fears mentioned earlier
    • Be proactive for legal reasons
    • Media sources are now quoting tweets and posts
    • Connects with online social media plan
    • Policy examples are available at:
    • www.wiki.altimetergroup.com
    • www.socialmediagovernance.com/policies
    • www.charityhowto.com/blog/?p=52
    • Does your organization have a policy? What examples have you seen and liked?
  • Search Engine Optimization
    What is it?
    Search Engine Optimization or SEO
    is optimizing your presence online so
    when someone searches for your name,
    you’re top on the list.
    How do I use it?
    Search engines like Google, Yahoo and
    etc. rank your website and presence online based on
    keywords and originality of content.
    Long & descriptive headlines are considered more important to search engines.
    Photo courtesy of: http://www.searchengineoptimizationcompany.ca/
  • Where’s Base?
    Have an effective website as your base.
    Make it donor friendly.
    Revolve around the mission and content.
    Free website ideas?
    Allow supporters to share stories.
  • Feedback Time!
    • Let’s look at Park Lawn’s website and tell me what you like and think should be fixed.
    • How can it create more of a relationship?
    • What are some of your favorite websites and why?
  • If you don’t have a resources for videos, but you have a staff of writers, create a blog!
    A site to provide commentary, stories, or a personal diary.
    Allowing readers to leave feedback is extremely important to build better relationships and listening
    Blog Sauce Image: http://sundayafternoonhousewife.com/monday-link-love-blog-boosting-tips/
  • Why Blog?
    • On average 55% more visitors
    • 97% more links to your website (improves search results)
    • Engage, connect and relate
    Source: Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6 and http://smallbiztrends.com
  • Anatomy of a Blog
    Example blog: http://dda604.com/page/2/
    Search
    Nice background image
    Link to website
    Links to other social media sites and RSS feed
    Main Post with easy to read headline
    Category tags
  • I see “RSS Feed” A LOT, What is that?
    Rich Site Summary is a format
    to deliver and receive ever changing
    format web content.
    Click on this icon, enter your email and click “subscribe”
    Receive it to your email as a
    handy resource
    Source: http://www.whatisrss.com/
  • Who Can Blog for You? What to Blog About?
    • Management
    • People who benefit from your services
    • Volunteers
    • New employees
    • Who else?
  • Let’s Get Social with:
    • Allows you to set up a profile, and post updates, links, conversations, events, photos, videos, petitions, or even collect donations online.
    • In order to create a page for your nonprofit, you must have a personal profile or business account.
    • Facebook has more than 750 MILLION users.
    • It’s particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events.
    (Source: Idealware PDF “Social Media Decision Guide” page 5)
  • Creating an account is very simple and then creating a page is even more simple.
    Expect to spend about 2-4 hours a week to manage your Facebook
    (Source: Idealware PDF “Social Media Decision Guide” page 5)
    Pages vs. Groups
    Pages – More public; anyone can see posts
    Groups – More private and must be approved or added by other members.
    Let’s Get Social with:
  • HOW TO CREATE A PAGE
  • HOW TO CREATE A PAGE
  • You’ll be asked to create an account for your business, so follow directions and find nonprofit.
    You need to validate your account for security reasons. Facebook will send an email to the email address you used to register.
    Source & images: Justgiving slideshare.net
    “Charity Guide to Facebook Fan Page”
  • Brand Your Page
    Claim your vanity URL
    Facebook.com/username
    Upload a square logo
  • Claim Your Community Page
    Search in Facebook for your organization
    Search fellow co-workers listing of employer
    Claim your community page
    Connect check-ins
  • Complete Your Profile
  • Vary Your Content
  • Engage With Your Fans
  • Insights
  • Activity Time! 
    What do you post on your organization’s Facebook?
    Do your posts help out your objective and strategy?
    What do other organizations post that you like?
    Discuss!
  • What’s
    Twitter is a place where people with the same interests can provide resources, chat, add photos and more.
    A post on Twitter is called a “tweet” and must be within 140 characters
    People can choose to follow your tweets
    If they like it they can retweet or quote the tweet highlighting who it’s from writing “RT” in front or saying another sort of comment.
  • Basics
    Tweets in 140 characters
    @ Replies
    Direct Messages
    RT
    Hashtags
    Source: Kristin Gast of United Way slideshare.net “Social Networking 101”
  • Think of it like a radio station
    “Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates.”
    (Source: Idealware PDF “Social Media Decision Guide” page 5)
    Expect to spend about 2 hours a week to manage Twitter feed
    Shoot for 1 tweet, one @reply and one RT per day
    Research who are big influencers
    Follow them
    Converse with them
    Listen to what they’re saying
  • Brand Your Profile on
    Choose your username
    @ParkLawnCharity @Aspire
    Upload a square logo
    Create a background
    Complete your profile
  • Multiple People from SameOrganizations on
  • Another Activity! ! 
    What would you tweet?
    Who else in your organization can tweet?
    How can your tweets help your overall objective and strategy?
    What are other twitter accounts you like?
    Discuss!
  • Video Sharing Sites
    Videos can be compelling stories or educate
    Not as social, but it can create social opportunities
    Where to get an inexpensive video recorder?
    Digital cameras
    Flip Video
    Smartphone (not as great quality, but it’s available)
  • Video Sharing Sites
    On Youtube.com, you can apply for a non-profit specific channel
    Provides clickable asks on top of videos
    Upload longer videos
    People can subscribe and comment on your videos
    Time spent on this varies.
    Could take 1-2 hours to just film it and upload on your channel
    To edit it and make it look a little more professional takes more time
  • Video Sharing Sites
    • Some helpful video editing information
    • Windows Movie Maker is free and easy to make a basic video
    • Pinnacle products with prices ranging from $60 - $170
    • Avid Studio editing software
    • Or edit it directly on Youtube.com
    • Some Youtube Ideas for Nonprofits
    Reach Out.
    Partner Up.
    Keep It Fresh.
    Spread Your Message.
    Be Genuine.
    Source: http://www.youtube.com/t/ngo_tips
  • Video Sharing Sites
    • What kind of videos to create?
    • Length
    • Educational
    • Put a face to an organization
    • Make your videos findable – SEO!
    • Title
    • Description
    • Tags
    • Brand your channel / page
    • Post a bulletin and alert your friends / subscribers
    • Post on other social media channels
    (Source: Rich Brooks on http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/)
  • Why Matters
    In 1 minute
    Hours of Videos are Uploaded
    15 Billion Videos were streamed in May
    Source: Neilsen Reports http://www.nielsen.com/us/en/insights/press-room/2011/q1-cross-platform-report.html
    Internet Video Viewing up 35%
    Compared to traditional TV viewing that increased0.2%
    Source: Michael Hoffman slideshare.net “Youtube for Nonprofits” page 9
    & Nielsen / Net Ratings (October 2007) – US Audience.
    Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results” http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/
  • Video Sharing SitesExamples
  • VIDEO SHARING ACTIVITY EXTRAVAGANZA
    What videos would your audience be interested in?
    What videos would help with your overall communications goals and strategy?
    What other non-profit videos inspire you?
    Discuss & show other sites online that you like.
  • Wiki! Wiki! What?
    • “Wiki” is “defined as a generic term which is used to describe a certain kind of collaborative website that can be edited by any user and/or visitor.” *
    • “Often free and allow collaboration, knowledge retention, search and real time centralization of information”**
    • Some organization use private Wiki’s to organize and document internal projects.
    • Source: http://www.mediawiki.org/wiki/Wikipmediawiki
    • **Source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits”
  • WIKI IN PRIVATE USE
    Image and Source from Julie Spriggs slideshare.net “Wiki for NonProfits” page 10 and "Intellipedians"  US Intelligence Community
  • Wiki Use
    • Image and source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits” page 15
  • Wiki Use Examples
    Project management - Plan an event with committee
    Image & Source: Julie Spriggs slideshare.net “Wiki for Nonprofits” page 30
  • Wiki Use Examples
    Intranet- department or board
  • According to research carried out by search engine marketing firm Spannerworks, social media site Wikipedia appears in Google’s first 20 results for 88% of the top 100 global brands. **
    Way to increase Search Engine Optimization
    Must be accurate and objective statements about your organization.
    * *Source: Bob Goldfarb Blog: http://ejewishphilanthropy.com/the-wikipedia-secret/
  • Example
  • E-Marketing
    Use emails to draw support and direct people to site
    Have a prominent online sign up form on EVERY page with reasons and benefits of joining
    Viral marketing “Forward to a Friend” &
    share online
    Offer incentives
    Promote e-newsletter on print publications
    Source: Betsy Harmon of Harmon Interactive
  • Email must have a good RAP
    Relevant
    Anticipated
    Personal
    Test the format
    Image blocking
    Reading the email on phone
    Source: Betsy Harmon of Harmon Interactive
    E-Marketing
  • Email Marketing Tools
    Vertical Response
    Allows nonprofit 501c3 organizations to send up to 10,000 emails per month for FREE!
    Constant Contact
    Email Now powered by Emma
    Mail Chimp
    Construct a list, don’t buy one
    People must be allowed to opt in
    Also allow them to unsubscribe
    Source: Betsy Harmon of Harmon Interactive
    E-Marketing
  • QR Codes & Tags
    QR Code
    Quick Response Codes
    A matrix barcode to be ready by
    smart phones
    Created by Toyota in 1994 and sees
    frequent use in Japan and South Korea
    Tags are same thing made by Microsoft
    QR Codes are more often used
    In June, 14 million people scanned barcodes
    (Source: comScore Inc.)
    Tag
    Source: http://en.wikipedia.org/wiki/QR_code
  • QR Codes
    Lots of apps to scan
    Make certain apps on different phones can scan
    Once scanned, it will be a quick response to following:
    Website
    Email Sign In
    Contact Information
    Note
    Video
    What else?
  • Ripple of Effects
    Did you accomplish
    everything in your strategy?
    Build a relationship first online and continue offline
    Might take a while before you see return on investment, but result could be huge!
    Photo: www.hightechdad.com
  • Resources
    Allison Fines Donor’s Forum presentation and notes, book “The Networked Nonprofit” and website www.allisonfine.com
    Beth Kanter’s blog (www.bethkanter.org/) and book “The Networked Nonprofit”
    http://www.smartchart.org/
    http://dp.continuousprogress.org/node/22
    Presentations from www.slideshare.net
    Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”
    FarraTrompeter of Big Duck “Social Media: transforming the way nonprofits communicate”
    Kristin Gast of United Way “Social Networking 101”
    Justgiving “Charity Guide to Facebook Fan Page”
    Michael Hoffman of See3 Communications “Youtube for Nonprofits
    Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6
  • Idealware “Nonprofit Social Media Decision Guide”, PDF, July 2010, Laura Quinn & Andrea Berry
    http://www.pinnaclesys.com/PublicSite/us/Products/Consumer+Products/Home+Video/Studio+Family/
    • McKinsey & Company
    • Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter
    • Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-twitter-enga.html
    • http://dda604.com/page/2/