CRS Social Networking Workshop NCDC 11 2009
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CRS Social Networking Workshop NCDC 11 2009

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Presentation given on 11/10/09 for the NCDC Regional Workshop on Social Networking.

Presentation given on 11/10/09 for the NCDC Regional Workshop on Social Networking.

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CRS Social Networking Workshop NCDC 11 2009 CRS Social Networking Workshop NCDC 11 2009 Presentation Transcript

  • Catholic Relief Services CRS and Social Networking NCDC Workshop, November 10, 2009
  • In Lieu of Handouts:
    • Download the slides:
    • www.slideshare.net/lbdurington
    • Or e-mail me:
    • [email_address]
    • or read my newly launched blog:
    • http://dementedsocial.blogspot.com/
  • 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
    • BREAK
    • How-to…
    • Resources
    • 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!
  • 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. 
      • 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?
  • Who’s using what?
    • - In your personal life?
    • -In your organization?
  • FACEBOOK 101
    • Fan Pages, Groups and Causes: An Introduction to :
  • Facebook 101
    • The difference between:
    • Groups
    • Causes
    • Fan Pages
  • Facebook Causes
    • 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
  • 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
  • TWITTER 101
    • 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…
  • 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
  • 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
  • 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.
  • And the rest…
    • MySpace: still big in mid-west; more widely used by Hispanic US pop/bands.
    • LinkedIn: Great for HR; Major Gift Networking??
    • YouTube: Get a nonprofit channel
  • CRS’ SOCIAL NETWORKING STRATEGY
    • 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
  • The New Rules of Engagement
    • 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
  • 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.
  • 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
  • Success Stories
    • 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
  • YouTube
  • TAKEAWAYS
    • 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
  • 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  
  • Now it’s your turn
    • What to consider: Who should embrace social networking/who shouldn’t
    • How to get started
    • How to promote your page
    • How to get fans
    • What to post/how often
    • CYA stuff
  • Reasons not to start…yet
    • Get your house in order
    • Capacity matters
    • It has to be genuine
  • 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  
  • 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/