Catholic Relief Services CRS and Social Networking NCDC Conference, September 21, 2009
In Lieu of Handouts: <ul><li>Write this down: </li></ul><ul><li>www.slideshare.net/lbdurington </li></ul><ul><li>Or e-mail...
Agenda: <ul><li>What is social networking and why use it? </li></ul><ul><ul><ul><li>Facebook 101 </li></ul></ul></ul><ul><...
<ul><li>Why all the fuss over social networking? </li></ul>
What’s all the fuss about? <ul><li>1. Critical Mass:  most visited websites in the US: </li></ul><ul><ul><li>#3 Facebook <...
What’s all the fuss about? <ul><li>2.  Viral, viral, viral (did I mention “viral”?)   </li></ul><ul><li>3.  Online actions...
<ul><ul><li>6.  Establish relationships with younger donors/supporters (be where they are).  </li></ul></ul><ul><ul><li>7....
Who’s using what? <ul><li>- In your personal life? </li></ul><ul><li>-In your organization? </li></ul>
FACEBOOK 101 <ul><li>Fan Pages, Groups and Causes: An Introduction to : </li></ul>
Facebook 101 <ul><li>The difference between: </li></ul><ul><li>Groups </li></ul><ul><li>Causes </li></ul><ul><li>Fan Pages...
Facebook Causes <ul><li>Cause Advantages: </li></ul><ul><li>Donation Capability </li></ul><ul><li>E-mail Capability </li><...
Facebook Fan Pages <ul><li>Fan Page Advantages: </li></ul><ul><li>News feed for all posts  (post April 2009) </li></ul><ul...
Facebook Fan Page Insights
Terms and Terminology <ul><li>Facebook: </li></ul><ul><li>Supporters are called:  Fan Page = Fan; Cause = Member </li></ul...
TWITTER 101 <ul><li>Tweets, ReTweets,@Replies, and more: </li></ul>
Twitter 101 <ul><li>I don’t get it. </li></ul><ul><li>Only 140 characters? </li></ul><ul><li>Isn’t it all just drivel anyw...
Twitter 101 <ul><li>Twitter’s evolution (thought leaders and opinion; breaking news; trending.) </li></ul><ul><li>Eavesdro...
Terms and Terminology <ul><li>Twitter </li></ul><ul><li>Supporters are called “followers” </li></ul><ul><li>Posts are call...
Terms and Terminology <ul><li>Twitter </li></ul><ul><li>Goals: Get people to Retweet, use your @Twittername when they talk...
And the rest… <ul><li>MySpace:  still big in mid-west; more widely used by Hispanic US pop/bands. </li></ul><ul><li>Linked...
CRS’ SOCIAL NETWORKING STRATEGY <ul><li>Where we are; what we’ve done </li></ul>
CRS’ Social Networking Strategy <ul><li>CRS’ goals of having a presence on social networking sites are: </li></ul><ul><ul>...
The New Rules of Engagement <ul><li>Crawl…Walk…Run: </li></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><l...
Current Stats  (as of 09/20/09) <ul><li>Facebook Fans  – 5,248 members </li></ul><ul><li>Facebook Causes  – 3,738 members,...
A word about niche sites  (Ex: Catholic social networking sites) <ul><li>Numbers are small </li></ul><ul><li>Hard to maint...
Success Stories <ul><li>Backpack Contest   </li></ul><ul><li>And about 70 amazing testimonials from supporters! </li></ul>...
Success Stories <ul><li>Repeat Gifts on Facebook Causes </li></ul><ul><li>Matching Gifts Challenge  </li></ul><ul><li>Coor...
Success Stories <ul><li>Increased traffic to www.crs.org </li></ul>
YouTube
TAKEAWAYS <ul><li>What else can I tell you </li></ul><ul><li>about social networking for nonprofits? </li></ul>
Takeaways… <ul><li>One note of a symphony </li></ul><ul><li>See the forest AND the trees </li></ul><ul><li>Go big or go ho...
CRS social networking sites: <ul><li>Facebook Fan Page:  http://www.facebook.com/pages/Catholic-Relief-Services/2149272954...
Social Networking Resources: <ul><li>Nonprofit Tech 2.0 (Heather Mansfield) Best Practices Series; Webinars   http://nonpr...
Thank you! <ul><li>Laura Durington </li></ul><ul><li>Online Community  Manager </li></ul><ul><li>Catholic Relief Services ...
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CRS Social Networking Presentation Ncdc 09 2009

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If you haven't yet discovered how Facebook, MySpace, Twitter and other social networking sites can further your awareness building and engagement efforts (or if you aren't even sure what social networking is), this session will put you in the know! It will address the fundamentals of social networking and provide you with tools to start networking.

Level: All levels

At the end of this session, you will: Know why social networking is essential for increasing awareness and fostering engagement with your supporters in the hope that they will become donors down the line.

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CRS Social Networking Presentation Ncdc 09 2009

  1. 1. Catholic Relief Services CRS and Social Networking NCDC Conference, September 21, 2009
  2. 2. In Lieu of Handouts: <ul><li>Write this down: </li></ul><ul><li>www.slideshare.net/lbdurington </li></ul><ul><li>Or e-mail me: </li></ul><ul><li>[email_address] </li></ul>
  3. 3. Agenda: <ul><li>What is social networking and why use it? </li></ul><ul><ul><ul><li>Facebook 101 </li></ul></ul></ul><ul><ul><ul><li>Twitter 101 </li></ul></ul></ul><ul><li>An overview of CRS’ Social Networking Strategy </li></ul><ul><li>Success Stories, Experiments, Lessons Learned </li></ul><ul><li>Resources </li></ul>
  4. 4. <ul><li>Why all the fuss over social networking? </li></ul>
  5. 5. What’s all the fuss about? <ul><li>1. Critical Mass: most visited websites in the US: </li></ul><ul><ul><li>#3 Facebook </li></ul></ul><ul><ul><li>#4 YouTube </li></ul></ul><ul><ul><li>#5 MySpace </li></ul></ul><ul><ul><li>#12 Twitter source: alexa.com </li></ul></ul>Facebook has just announced 300 million active daily users. U.S. pop is 305 million!
  6. 6. What’s all the fuss about? <ul><li>2. Viral, viral, viral (did I mention “viral”?)   </li></ul><ul><li>3. Online actions inspire “real world” conversations.  </li></ul><ul><li>4. Users often self-identify as Catholic.  </li></ul><ul><li>5. A new opportunity to tell our story and increase awareness.  </li></ul>
  7. 7. <ul><ul><li>6. Establish relationships with younger donors/supporters (be where they are). </li></ul></ul><ul><ul><li>7. Multi-channel engagement.  </li></ul></ul><ul><ul><li>8. Enhanced/interactive user experience.  </li></ul></ul>What’s all the fuss about?
  8. 8. Who’s using what? <ul><li>- In your personal life? </li></ul><ul><li>-In your organization? </li></ul>
  9. 9. FACEBOOK 101 <ul><li>Fan Pages, Groups and Causes: An Introduction to : </li></ul>
  10. 10. Facebook 101 <ul><li>The difference between: </li></ul><ul><li>Groups </li></ul><ul><li>Causes </li></ul><ul><li>Fan Pages </li></ul>
  11. 11. Facebook Causes <ul><li>Cause Advantages: </li></ul><ul><li>Donation Capability </li></ul><ul><li>E-mail Capability </li></ul><ul><li>Actions in Newsfeed </li></ul><ul><li>View CRS’ Cause Page </li></ul>
  12. 12. Facebook Fan Pages <ul><li>Fan Page Advantages: </li></ul><ul><li>News feed for all posts (post April 2009) </li></ul><ul><li>Better interactivity </li></ul><ul><li>Insights </li></ul><ul><li>View CRS’Fan Page </li></ul>
  13. 13. Facebook Fan Page Insights
  14. 14. Terms and Terminology <ul><li>Facebook: </li></ul><ul><li>Supporters are called: Fan Page = Fan; Cause = Member </li></ul><ul><li>News Feed is lifeline </li></ul><ul><li>Goals: Get people to “Share”, “Comment”, Invite friends, Join Cause, Donate, Create a Donor Match Challenge </li></ul>
  15. 15. TWITTER 101 <ul><li>Tweets, ReTweets,@Replies, and more: </li></ul>
  16. 16. Twitter 101 <ul><li>I don’t get it. </li></ul><ul><li>Only 140 characters? </li></ul><ul><li>Isn’t it all just drivel anyway? </li></ul><ul><li>What’s with all the jargon? </li></ul><ul><li>Yup, I hear you. But… </li></ul>
  17. 17. Twitter 101 <ul><li>Twitter’s evolution (thought leaders and opinion; breaking news; trending.) </li></ul><ul><li>Eavesdropping on entire world (good and bad.) </li></ul><ul><li>Powerful viral force. </li></ul><ul><li>Be transparent; be genuine – or perish. </li></ul><ul><li>Psst…users often self-identify as Catholic. </li></ul><ul><li>Save characters with a url shortener service: Tinyurl, Hootsuite, bit.ly </li></ul>
  18. 18. Terms and Terminology <ul><li>Twitter </li></ul><ul><li>Supporters are called “followers” </li></ul><ul><li>Posts are called “Tweets” </li></ul><ul><li>RT=ReTweet=share; @reply=public message directed at someone; DM is private message </li></ul><ul><li>Hashtags (#)= classification system </li></ul><ul><li>For more, see How To Use Twitter </li></ul>
  19. 19. Terms and Terminology <ul><li>Twitter </li></ul><ul><li>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. </li></ul>
  20. 20. And the rest… <ul><li>MySpace: still big in mid-west; more widely used by Hispanic US pop/bands. </li></ul><ul><li>LinkedIn: Great for HR </li></ul><ul><li>YouTube: Get a nonprofit channel </li></ul>
  21. 21. CRS’ SOCIAL NETWORKING STRATEGY <ul><li>Where we are; what we’ve done </li></ul>
  22. 22. CRS’ Social Networking Strategy <ul><li>CRS’ goals of having a presence on social networking sites are: </li></ul><ul><ul><li>Increase awareness in a new audience of online Catholics </li></ul></ul><ul><ul><li>Use these sites as our own news channel and drive people to our website </li></ul></ul><ul><ul><li>Foster deep levels of engagement </li></ul></ul>
  23. 23. The New Rules of Engagement <ul><li>Crawl…Walk…Run: </li></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Engagement </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul>
  24. 24. Current Stats (as of 09/20/09) <ul><li>Facebook Fans – 5,248 members </li></ul><ul><li>Facebook Causes – 3,738 members, $4,090 donated </li></ul><ul><li>Twitter – 2,234 followers </li></ul><ul><li>YouTube - 127 subscribers </li></ul><ul><li>MySpace – 3,095 members </li></ul>
  25. 25. A word about niche sites (Ex: Catholic social networking sites) <ul><li>Numbers are small </li></ul><ul><li>Hard to maintain too many sites consistently </li></ul><ul><li>Plenty of Catholics in mainstream networks </li></ul><ul><li>We’re keeping an eye on them, to see which ones will have staying power. </li></ul>
  26. 26. Success Stories <ul><li>Backpack Contest </li></ul><ul><li>And about 70 amazing testimonials from supporters! </li></ul>225 new fans in 9 days - 5x the rate we would typically see over the same time
  27. 27. Success Stories <ul><li>Repeat Gifts on Facebook Causes </li></ul><ul><li>Matching Gifts Challenge </li></ul><ul><li>Coordinated Messaging/Cross-promotion </li></ul><ul><li>Twitter Day-in-the-life </li></ul>
  28. 28. Success Stories <ul><li>Increased traffic to www.crs.org </li></ul>
  29. 29. YouTube
  30. 30. TAKEAWAYS <ul><li>What else can I tell you </li></ul><ul><li>about social networking for nonprofits? </li></ul>
  31. 31. Takeaways… <ul><li>One note of a symphony </li></ul><ul><li>See the forest AND the trees </li></ul><ul><li>Go big or go home </li></ul><ul><li>Can’t be everywhere </li></ul><ul><li>Don’t panic </li></ul><ul><li>Be genuine </li></ul><ul><li>Learn the language, but stay true to yourself, and your mission </li></ul>
  32. 32. CRS social networking sites: <ul><li>Facebook Fan Page: http://www.facebook.com/pages/Catholic-Relief-Services/21492729544?ref=ts </li></ul><ul><li>Facebook Causes (Main cause): http://apps.facebook.com/causes/1613?recruiter_id=1465928 </li></ul><ul><li>Twitter: http://twitter.com/catholicrelief </li></ul><ul><li>YouTube: www.youtube.com/catholicrelief </li></ul><ul><li>MySpace: http://www.myspace.com/catholicreliefservices   </li></ul>
  33. 33. Social Networking Resources: <ul><li>Nonprofit Tech 2.0 (Heather Mansfield) Best Practices Series; Webinars http://nonprofitorgs.wordpress.com/ </li></ul><ul><li>Nonprofit Technology Network NTC Conference; Webinars http://www.nten.org/ </li></ul><ul><li>Donor Power Blog (Jeff Brooks, Merkle): http://www.donorpowerblog.com/ </li></ul><ul><li>Chris Brogan, Community and Social Media : http://www.chrisbrogan.com/ </li></ul><ul><li>Beth’s Blog (Beth Kanter) How Nonprofits Can Use Social Media: http://beth.typepad.com/beths_blog/ </li></ul><ul><li>Video, How To Use Twitter: http://www.howcast.com/videos/149055-How-To-Use-Twitter </li></ul><ul><li>HootSuite, Great Twitter tool http://hootsuite.com   </li></ul>
  34. 34. Thank you! <ul><li>Laura Durington </li></ul><ul><li>Online Community Manager </li></ul><ul><li>Catholic Relief Services </li></ul><ul><li>e-mail: [email_address] </li></ul><ul><li>phone: 410-951-7210 </li></ul><ul><li>download slides from: www.slideshare.net/lbdurington </li></ul><ul><li>blog: http://dementedsocial.blogspot.com/ </li></ul>

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