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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