Catholic Relief Services CRS and Social Networking NCDC Conference, September 21, 2009

In Lieu of Handouts: Write this down: www.slideshare.net/lbdurington Or e-mail me: [email_address]

Write this down:

www.slideshare.net/lbdurington

Or e-mail me:

[email_address]

Agenda: What is social networking and why use it? Facebook 101 Twitter 101 An overview of CRS’ Social Networking Strategy Success Stories, Experiments, Lessons Learned Resources

What is social networking and why use it?

Facebook 101

Twitter 101

An overview of CRS’ Social Networking Strategy

Success Stories, Experiments, Lessons Learned

Resources

Why all the fuss over social networking?

Why all the fuss over social networking?

What’s all the fuss about? 1. Critical Mass: most visited websites in the US: #3 Facebook #4 YouTube #5 MySpace #12 Twitter source: alexa.com Facebook has just announced 300 million active daily users. U.S. pop is 305 million!

1. Critical Mass: most visited websites in the US:

#3 Facebook

#4 YouTube

#5 MySpace

#12 Twitter source: alexa.com

What’s all the fuss about? 2. Viral, viral, viral (did I mention “viral”?) 3. Online actions inspire “real world” conversations. 4. Users often self-identify as Catholic. 5. A new opportunity to tell our story and increase awareness.

2. Viral, viral, viral (did I mention “viral”?)

3. Online actions inspire “real world” conversations.

4. Users often self-identify as Catholic.

5. A new opportunity to tell our story and increase awareness.

6. Establish relationships with younger donors/supporters (be where they are). 7. Multi-channel engagement. 8. Enhanced/interactive user experience. What’s all the fuss about?

6. Establish relationships with younger donors/supporters (be where they are).

7. Multi-channel engagement.

8. Enhanced/interactive user experience.

Who’s using what? - In your personal life? -In your organization?

- In your personal life?

-In your organization?

FACEBOOK 101 Fan Pages, Groups and Causes: An Introduction to :

Fan Pages, Groups and Causes: An Introduction to :

Facebook 101 The difference between: Groups Causes Fan Pages

The difference between:

Groups

Causes

Fan Pages

Facebook Causes Cause Advantages: Donation Capability E-mail Capability Actions in Newsfeed View CRS’ Cause Page

Cause Advantages:

Donation Capability

E-mail Capability

Actions in Newsfeed

View CRS’ Cause Page

Facebook Fan Pages Fan Page Advantages: News feed for all posts (post April 2009) Better interactivity Insights View CRS’Fan Page

Fan Page Advantages:

News feed for all posts (post April 2009)

Better interactivity

Insights

View CRS’Fan Page

Facebook Fan Page Insights

Terms and Terminology Facebook: Supporters are called: Fan Page = Fan; Cause = Member News Feed is lifeline Goals: Get people to “Share”, “Comment”, Invite friends, Join Cause, Donate, Create a Donor Match Challenge

Facebook:

Supporters are called: Fan Page = Fan; Cause = Member

News Feed is lifeline

Goals: Get people to “Share”, “Comment”, Invite friends, Join Cause, Donate, Create a Donor Match Challenge

TWITTER 101 Tweets, ReTweets,@Replies, and more:

Tweets, ReTweets,@Replies, and more:

Twitter 101 I don’t get it. Only 140 characters? Isn’t it all just drivel anyway? What’s with all the jargon? Yup, I hear you. But…

I don’t get it.

Only 140 characters?

Isn’t it all just drivel anyway?

What’s with all the jargon?

Yup, I hear you. But…

Twitter 101 Twitter’s evolution (thought leaders and opinion; breaking news; trending.) Eavesdropping on entire world (good and bad.) Powerful viral force. Be transparent; be genuine – or perish. Psst…users often self-identify as Catholic. Save characters with a url shortener service: Tinyurl, Hootsuite, bit.ly

Twitter’s evolution (thought leaders and opinion; breaking news; trending.)

Eavesdropping on entire world (good and bad.)

Powerful viral force.

Be transparent; be genuine – or perish.

Psst…users often self-identify as Catholic.

Save characters with a url shortener service: Tinyurl, Hootsuite, bit.ly

Terms and Terminology Twitter Supporters are called “followers” Posts are called “Tweets” RT=ReTweet=share; @reply=public message directed at someone; DM is private message Hashtags (#)= classification system For more, see How To Use Twitter

Twitter

Supporters are called “followers”

Posts are called “Tweets”

RT=ReTweet=share; @reply=public message directed at someone; DM is private message

Hashtags (#)= classification system

For more, see How To Use Twitter

Terms and Terminology Twitter Goals: Get people to Retweet, use your @Twittername when they talk about you or respond to you, create dialog about a #topic, recommend you for #charitytuesday, #followfriday.

Twitter

Goals: Get people to Retweet, use your @Twittername when they talk about you or respond to you, create dialog about a #topic, recommend you for #charitytuesday, #followfriday.

And the rest… MySpace: still big in mid-west; more widely used by Hispanic US pop/bands. LinkedIn: Great for HR YouTube: Get a nonprofit channel

MySpace: still big in mid-west; more widely used by Hispanic US pop/bands.

LinkedIn: Great for HR

YouTube: Get a nonprofit channel

CRS’ SOCIAL NETWORKING STRATEGY Where we are; what we’ve done

Where we are; what we’ve done

CRS’ Social Networking Strategy CRS’ goals of having a presence on social networking sites are: Increase awareness in a new audience of online Catholics Use these sites as our own news channel and drive people to our website Foster deep levels of engagement

CRS’ goals of having a presence on social networking sites are:

Increase awareness in a new audience of online Catholics

Use these sites as our own news channel and drive people to our website

Foster deep levels of engagement

The New Rules of Engagement Crawl…Walk…Run: Awareness Engagement Conversion

Crawl…Walk…Run:

Awareness

Engagement

Conversion

Current Stats (as of 09/20/09) Facebook Fans – 5,248 members Facebook Causes – 3,738 members, $4,090 donated Twitter – 2,234 followers YouTube - 127 subscribers MySpace – 3,095 members

Facebook Fans – 5,248 members

Facebook Causes – 3,738 members, $4,090 donated

Twitter – 2,234 followers

YouTube - 127 subscribers

MySpace – 3,095 members

A word about niche sites (Ex: Catholic social networking sites) Numbers are small Hard to maintain too many sites consistently Plenty of Catholics in mainstream networks We’re keeping an eye on them, to see which ones will have staying power.

Numbers are small

Hard to maintain too many sites consistently

Plenty of Catholics in mainstream networks

We’re keeping an eye on them, to see which ones will have staying power.

Success Stories Backpack Contest And about 70 amazing testimonials from supporters! 225 new fans in 9 days - 5x the rate we would typically see over the same time

Backpack Contest

And about 70 amazing testimonials from supporters!

Success Stories Repeat Gifts on Facebook Causes Matching Gifts Challenge Coordinated Messaging/Cross-promotion Twitter Day-in-the-life

Repeat Gifts on Facebook Causes

Matching Gifts Challenge

Coordinated Messaging/Cross-promotion

Twitter Day-in-the-life

Success Stories Increased traffic to www.crs.org

Increased traffic to www.crs.org

YouTube

TAKEAWAYS What else can I tell you about social networking for nonprofits?

What else can I tell you

about social networking for nonprofits?

Takeaways… One note of a symphony See the forest AND the trees Go big or go home Can’t be everywhere Don’t panic Be genuine Learn the language, but stay true to yourself, and your mission

One note of a symphony

See the forest AND the trees

Go big or go home

Can’t be everywhere

Don’t panic

Be genuine

Learn the language, but stay true to yourself, and your mission

CRS social networking sites: Facebook Fan Page: http://www.facebook.com/pages/Catholic-Relief-Services/21492729544?ref=ts Facebook Causes (Main cause): http://apps.facebook.com/causes/1613?recruiter_id=1465928 Twitter: http://twitter.com/catholicrelief YouTube: www.youtube.com/catholicrelief MySpace: http://www.myspace.com/catholicreliefservices

Facebook Fan Page: http://www.facebook.com/pages/Catholic-Relief-Services/21492729544?ref=ts

Facebook Causes (Main cause): http://apps.facebook.com/causes/1613?recruiter_id=1465928

Twitter: http://twitter.com/catholicrelief

YouTube: www.youtube.com/catholicrelief

MySpace: http://www.myspace.com/catholicreliefservices

Social Networking Resources: Nonprofit Tech 2.0 (Heather Mansfield) Best Practices Series; Webinars http://nonprofitorgs.wordpress.com/ Nonprofit Technology Network NTC Conference; Webinars http://www.nten.org/ Donor Power Blog (Jeff Brooks, Merkle): http://www.donorpowerblog.com/ Chris Brogan, Community and Social Media : http://www.chrisbrogan.com/ Beth’s Blog (Beth Kanter) How Nonprofits Can Use Social Media: http://beth.typepad.com/beths_blog/ Video, How To Use Twitter: http://www.howcast.com/videos/149055-How-To-Use-Twitter HootSuite, Great Twitter tool http://hootsuite.com

Nonprofit Tech 2.0 (Heather Mansfield) Best Practices Series; Webinars http://nonprofitorgs.wordpress.com/

Nonprofit Technology Network NTC Conference; Webinars http://www.nten.org/

Donor Power Blog (Jeff Brooks, Merkle): http://www.donorpowerblog.com/

Chris Brogan, Community and Social Media : http://www.chrisbrogan.com/

Beth’s Blog (Beth Kanter) How Nonprofits Can Use Social Media: http://beth.typepad.com/beths_blog/

Video, How To Use Twitter: http://www.howcast.com/videos/149055-How-To-Use-Twitter

HootSuite, Great Twitter tool http://hootsuite.com

Thank you! Laura Durington Online Community Manager Catholic Relief Services e-mail: [email_address] phone: 410-951-7210 download slides from: www.slideshare.net/lbdurington blog: http://dementedsocial.blogspot.com/

Laura Durington

Online Community Manager

Catholic Relief Services

e-mail: [email_address]

phone: 410-951-7210

download slides from: www.slideshare.net/lbdurington

blog: http://dementedsocial.blogspot.com/