On August 24th, United Way South-Southwest Suburban Metropolitan Chicago invited me to present to non-profit management about online social networking. I LOVED using www.slideshare.net throughout the entire process and hope this helps someone else as much as it helped me.

1. Social Media Networking For Non-Profits Presented by: Kristen Bonk kbonk@parklawn.com @kbbonk on twitter

2. 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

5. 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

6. Online Social Media is about Reaching and ConnectingWith People!

8. Traditional Media Social Media Encyclopedia Britannica E-Newsletter Facebook Twitter Wikipedia New York Times Print Newsletter

9. “Online Social Media” are NOT dirty words!

11. Dealing with negative comments.

12. Addressing personality versus organizational voice.

13. Fear of failure

14. Perception of wasted time and resources.

15. Suffering from information overload already, this will cause more.

16. What are other fears?Source: Slide 38 on Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”

18. Experiment and have fun. It’s SOCIAL!

19. Hiding posts / apps makes it more enjoyable.

21. 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

24. Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter/

26. 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/

28. What questions are people asking about your org online?

29. What are your competitors doing?

30. Listening tools:

31. Google alerts emailed to you

32. Technoratti for blogs

33. Search Twitter and Facebook

34. Google Analytics

35. Offsite events and fundraisers

38. Provide information about our orgs issues.

39. Objectives (specific & measurable)

40. Increase followers by 50% by December 1, 2011

41. Strategy

42. Give quick and thoughtful responses

43. Shout outs to other nonprofits and supporters

44. Tactics

45. Integrate social media across staff and departments by 2012

46. Create videos highlighting our orgs impact

47. ToolsSource: http://www.bethkanter.org/25-smart/ Photo from http://www.smallbusinessmavericks.com/your-social-media-road-map.htm

48. Activity Fun! Discuss with each other your organizations goals How are you mapping it out? What tools are you using?

49. 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?

51. Create an online social media policy.

52. “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. ”

53. “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/

55. Be proactive for legal reasons

56. Media sources are now quoting tweets and posts

57. Connects with online social media plan

58. Policy examples are available at:

59. www.wiki.altimetergroup.com

60. www.socialmediagovernance.com/policies

61. www.charityhowto.com/blog/?p=52

63. 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.

65. How can it create more of a relationship?

68. 97% more links to your website (improves search results)

69. Engage, connect and relateSource: Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6 and http://smallbiztrends.com

70. 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

71. 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/

73. People who benefit from your services

74. Volunteers

75. New employees

77. In order to create a page for your nonprofit, you must have a personal profile or business account.

78. Facebook has more than 750 MILLION users.

79. 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)

80. 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:

81. HOW TO CREATE A PAGE

82. HOW TO CREATE A PAGE

83. 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”

84. Brand Your Page Claim your vanity URL Facebook.com/username Upload a square logo

85. Claim Your Community Page Search in Facebook for your organization Search fellow co-workers listing of employer Claim your community page Connect check-ins

86. Complete Your Profile

87. Vary Your Content

88. Engage With Your Fans

89. Insights

90. 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!

91. 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.

92. Basics Tweets in 140 characters @ Replies Direct Messages RT Hashtags Source: Kristin Gast of United Way slideshare.net “Social Networking 101”

93. 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

94. Brand Your Profile on Choose your username @ParkLawnCharity @Aspire Upload a square logo Create a background Complete your profile

95. Multiple People from SameOrganizations on

96. 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!

97. 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)

98. 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

100. Windows Movie Maker is free and easy to make a basic video

101. Pinnacle products with prices ranging from $60 - $170

102. Avid Studio editing software

103. Or edit it directly on Youtube.com

104. Some Youtube Ideas for NonprofitsReach Out. Partner Up. Keep It Fresh. Spread Your Message. Be Genuine. Source: http://www.youtube.com/t/ngo_tips

106. Length

107. Educational

108. Put a face to an organization

109. Make your videos findable – SEO!

110. Title

111. Description

112. Tags

113. Brand your channel / page

114. Post a bulletin and alert your friends / subscribers

115. Post on other social media channels(Source: Rich Brooks on http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/)

116. 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/

117. Video Sharing SitesExamples

118. 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.

120. “Often free and allow collaboration, knowledge retention, search and real time centralization of information”**

121. Some organization use private Wiki’s to organize and document internal projects.

122. Source: http://www.mediawiki.org/wiki/Wikipmediawiki

125. Wiki Use Examples Intranet- department or board

126. 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/

127. Example

128. 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

129. 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

130. 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

131. 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

132. 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?

133. 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

134. 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

136. Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter

137. Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-twitter-enga.html

138. http://dda604.com/page/2/