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Social Media 101: For Nonprofits
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Social Media 101: For Nonprofits

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An overview of how nonprofits are using social media on the web and how others can improve their outreach efforts in a web 2.0 world. It's a "101" program, so it focuses on the basics of networks like …

An overview of how nonprofits are using social media on the web and how others can improve their outreach efforts in a web 2.0 world. It's a "101" program, so it focuses on the basics of networks like Facebook, LinkedIn, blogs, Twitter and Flickr.

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  • Kids of social networks
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    • 1.  
    • 2. Web 1.0
      • Webmasters/Groups control sites-- and the message
      • Limited options for action
      • People go to the content
      • Users=passive
    • 3. Web 2.0
      • Users and organizations share ownership of “the message”
      • Unlimited options for action- sharing, commenting, blogging, etc.
      • Content comes to the people
      • Users=
      • Extremely active
    • 4. Why Use Social Media?
      • It’s Free
      • Easy way to connect
      • Get people invested in your brand
      • The best part: YOU are the media
    • 5. … People are Getting Involved:
      • In 2005, 8% of all adults online had a profile on a social network. Today, 35% do.
      • Of Online Community Members:
        • 75% participate in communities related to social causes (up 30% from ‘06)
        • 40% do so at least monthly
      • 21% of members said their involvement with nonprofits has increased
      • Center for the Digital Future, USC Annenberg; Pew Internet & American Life Report, 2009
    • 6. …And other nonprofits are too
      • 86% of nonprofits are on at least one social networking site
      • Facebook is by far the most popular (74%)
      • Most dedicate equivalent of 1/4 to 1/2 a regular employee
    • 7. There’s a lot of social media out there…
    • 8. Today we’ll focus on just a few:
    • 9. Facebook
      • Personal social networking site
      • Over 300 million active users
      • +35 demographic is fastest-growing!
      • Facebook official statistics
    • 10. Groups & Fan Pages
      • User-managed vs. org.-managed
      • Pages-only features: measure traffic, no limits to fan #s and customizable
    • 11. Elements of a Successful Fan Page:
      • Compelling character
      • Encourages interaction
      • Regular content updates
    • 12. Good Practices
      • Provide regular content- including pictures, discussion topics and links to articles from the Internet
      • Invite people to comment and contribute, provide incentives
      • Regular updates to Fans reminds them you’re around
    • 13. Start Facebooking!
      • Set up a personal profile and Fan Page
    • 14. Start Facebooking!
      • Set up a personal profile and Fan Page
      • Invite five people to become a Fan of your site
    • 15. Start Facebooking!
      • Set up a personal profile and Fan Page
      • Invite five people to become a Fan of your site
      • Post a link to an interesting article on your wall
    • 16.
      • Professional social networking site
      • Over 36 million members
      • Average user age is 41, with household income of more than $100,000
      • Source: LinkedIn Demographic Data Jun08
    • 17. Profile and Company Pages
      • Employees, board members and volunteers can connect to the organization
      • Reach out to professionals, potential donors and volunteers through networking tools
    • 18.
      • Issue-focused group
      • Provides regular updates
      • Creates professional community
      Get others involved: Group Pages
    • 19. Good Practices
      • Essential for staff and board members to have profiles
      • You control affiliation- don’t just give it away
      • Issue- or geography-based groups are most popular
    • 20. Start Networking!
      • Create a profile for yourself and your organization
    • 21. Start Networking!
      • Create a profile for yourself and your organization
      • Connect with five people you know professionally
    • 22. Start Networking!
      • Create a profile for yourself and your organization
      • Connect with five people you know professionally
      • Join a professional or interest group
    • 23. Blogs
      • Simple publishing sites that feature posts written by amateurs (usually)
      • Blogger and Wordpress combined have more unique worldwide visitors than any other social networking site
    • 24.
      • True, compelling stories
      • Allows comments
      • Uses user-made content
      • Full of feel-good content from other social media sites
      Telling Your Story
    • 25. Best Practices
      • Voice can be personal and immediate
      • Content targeted at what a specific demographic needs and wants
      • Must be regularly updated, comments moderated
      • Linked to from all other social sites
    • 26. Start Blogging!
      • Sign up for a blog, write a quick post
    • 27. Start Blogging!
      • Sign up for a blog, write a quick post
      • Search for blogs that interest you (Alltop.com or google blog search)
    • 28. Start Blogging!
      • Sign up for a blog, write a quick post
      • Search for blogs that interest you (Alltop.com or google blog search)
      • Comment on at least two posts
    • 29. Twitter
      • “ Micro-blogging” site
      • Very popular amongst communications professionals and journalists
      • In December 2008 4.5 million people visited Twitter - a 753% increase from 2007
      • 70% of users joined in 2008
      • 5-10 thousand new accounts created each day
      • Compete (December 2008), Hubspot State of the Twittersphere (December 2008)
    • 30. How it Works
      • Posts: “Tweets” of up to 140 characters
      • “ Followers” receive messages automatically
      • Often include links
    • 31.
      • Increases their exposure
      • Diverse content
      • Thanks & involves community
      Organizational Tweets
    • 32. Twitter Fundraising
      • Raised +$10,000 in 48 hours
      • Deadline, clear call to action
      • Recognized donors and Tweeters
      • Integrated with other social media (widget)
    • 33. Best Practices
      • Very regular updates- shelf-life of Tweets is 2-5 minutes max.
      • Include shortened links to content
      • Re-tweet (RT) relevant content from other people
      • Remember- it’s about forming relationships
    • 34. Tweeting Tools
      • Third party tools are essential for Twitter
      • Directories- find people in your area
      • Applications- Manage your followers, schedule Tweets
      • Link shortening sites
    • 35. Start Tweeting!
      • Sign up for an account
    • 36. Start Tweeting!
      • Sign up for an account
      • Search for nonprofits and people in your area, follow them
    • 37. Start Tweeting!
      • Sign up for an account
      • Search for nonprofits and people in your area, follow them
      • Start a conversation with five people (use @ symbol to target them)
    • 38. Flickr
      • Media Sharing site- with Photos and some video
      • 64 million users around the world
      • Holds more than 3 billion images
      • 2.5 to 3 million photos uploaded each day
    • 39. Photo Campaigns
      • Oxfam America leverages existing members for content
      • Simple and coordinated
      • Promoted across social media
    • 40. Good Practices
      • Post pictures online from events, etc. as soon as they end
      • Use titles of photos and descriptions to tell a story
      • Post pictures to groups for more exposure
    • 41. Start Sharing!
      • Sign up for an account, upload your most recent batch of photos
    • 42. Start Sharing!
      • Sign up for an account, upload your most recent batch of photos
      • Search for a group in your geographic/impact area, join it
    • 43. Start Sharing!
      • Sign up for an account, upload your most recent batch of photos
      • Search for a group in your geographic/impact area, join it
      • Submit relevant, best photos to a group; link to them online
    • 44. Quick note about
      • Flip Video Camera- Costs Around $100 ($150 for HD)
      • Produces high-quality video that needs very little editing
      • Perfect for web video filmed up close
    • 45. GET STARTED: POST IT!
      • P EOPLE
      • O BJECTIVES
      • S TRATEGY
      • T ECHONOLOY
      • _ SPACE
      • I INTEGRATION
      • T RACKING
      • ! FUN!
    • 46. P OST IT!: People
      • Who are you trying to target?
      • Write down three things your target audience wants.
    • 47. P O ST IT!: Objectives
      • What are you trying to do?
      • What do you want users to do?
      • Write down three goals for your social media campaign
      • (Measurable goals are best)
    • 48. PO S T IT!: Strategy
      • What do you need to produce to attract users?
      • Write down three ideas for content you can post
    • 49. POS T IT!: Technology
      • What tools should you use? How can you connect them?
      • Pick one subject to post about, write how it would work on a blog, Facebook and Twitter.
    • 50. POST I T!: Integration
      • How can you link your social media efforts with one another? OR with what you’re already doing?
      • Write down three things you do already that could be applied to social media.
    • 51. POST I T !: Tracking
      • How will you measure your success (or failure)?
      • Set up a Google Alert or other account
    • 52. POST IT ! : HAVE FUN!
      • Have fun!
    • 53. The bottom line
      • Be honest, be transparent
      • Listening is as important as speaking
        • Set up a Google Alert for your organization
      • Whatever content you produce can be shared- be sure it’s useful to users
      • Don’t be shy- ask questions & connect
    • 54. THANKS!
      • Feel Free to contact me with any questions, concerns or ideas:
      • Email: [email_address]
      • Twitter: miketewing
    • 55. Resources
      • “ Social Media for Social Good,” Ian Schaefer; http://www.slideshare.net/ischafer/social-media-for-social-good-presentation
      • “ Social Media for Nonprofits,” primalmedia; http://www.slideshare.net/PrimalMedia/social-media-non-profits?src=related_normal&rel=239962
      • “ LinkedIn Demographic Data Jun08,” http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation