Non Profit Presentation at Sonoma Grill
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Non Profit Presentation at Sonoma Grill

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This is the presentation I did to non-profits at the Sonoma Grill,

This is the presentation I did to non-profits at the Sonoma Grill,

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  • Hi Matt - I heard you speak with a small business emphasis at a Time Warner Business Class seminar but my real interests in social media are in the non-profit field. I think we can apply some of your suggestions.
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  • Outstanding!!! Thank you for sharing your time and expertise with the WNY Chapter of Association of Fundraising Professionals. The feedback has been very positive. - Lisa Roy
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  • Think about Joes Pizza versus Pizza Hut
  • EMA Facebook page
  • Digg, facebook, delicious, newsvine, stumble, youtube, yahoo bookmarks, fark, technorati, furl, ma.gnolia.
  • Digg, facebook, delicious, newsvine, stumble, youtube, yahoo bookmarks, fark, technorati, furl, ma.gnolia.
  • Digg, facebook, delicious, newsvine, stumble, youtube, yahoo bookmarks, fark, technorati, furl, ma.gnolia.
  • Digg, facebook, delicious, newsvine, stumble, youtube, yahoo bookmarks, fark, technorati, furl, ma.gnolia.


  • 1. Social Media for non-profits
  • 2. This is me
  • 3. This is also me:
  • 4. This is also me:
  • 5. Social media presence
    • I show you this because all the things I’m going to talk about are things for your brand.
    • When I say “Your”, there’s a question about personal versus professional
    • Facebook profile versus Facebook page. Should I get a Twitter feed?
  • 6. Social media presence
  • 7. Social media presence
  • 8. Personal vs Professional
    • My opinion, use these tools personally
    • It’s a little different here, so playing with them a little helps
    • If you have the slimmest of ideas why someone might use a tool like Twitter, then you’ll be better positioned to use it for your non-profit
  • 9. What is a social network?
    • A social network is a community of people that are tied together by an outcome
    • For an individual, the value of a social network is in their community
    • For a non-profit, the value is in harnessing the community
    • Here’s a sampling of some social networks
  • 10. Social Networks
  • 11. What is a social network?
    • Were you impressed by all the logos?
    • Obviously logos are only part of the story
    • Before we dive deeper into these logos, we should think about what’s different here.
  • 12. TRADITIONAL MEDIA DIGITAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
  • 13. Web 2.0
    • The tools of Web 2.0 exist because people like to share
    • 2 nd Law of Social Networking…people will share twice as much this year as they shared in the previous year
    • People use social media sites to share stories in video, on blogs, on Facebook…
  • 14. Non-profits
    • Most (though not all) non-profits have two distinct targets
    • People who use services
    • People who give – donors
    • Traditionally, marketers have used the stories from the first group to convince the second group to give
    • Social media can help the first people tell their stories
  • 15. Social networking for non-profits
  • 16.  
  • 17. #1 Facebook
    • Facebook is one of the best known social networks. I’ve stopped adding #’s to this presentation because every time I do it, they’ve doubled in size.
  • 18. Facebook Page or Cause
    • Facebook offers two tools for non-profits. The Cause, and the Facebook page. Pages are a free presence on Facebook for people to engage with a brand.
    • Here are some examples of pages:
  • 19. Facebook
    • Pages
  • 20. Facebook
    • The new programming lets you interact in an interesting way with fans
    • But first, consider who you want here. Strategically, Facebook can be the tool to let the people you help tell the story
  • 21.  
  • 22. Facebook
    • This is a call to action.
    • Something that is missing in many non-profit social media examples because unless you put the page up with a goal, you don’t know how to ask people to do what you want them to do.
    • So get a goal. Create the Facebook page to let end users tell their stories.
  • 23. Causes
    • You can still add the Causes application to your Page.
    • Go here: (and add it)
    • One word of caution: adding a cause to a Facebook page might be enough for some people.
    • That said, 27 million people have added a cause, so it does create awareness.
  • 24. Recap
    • Who do you want to come to your Facebook?
    • What do you want them to do when they get there?
    • Figure that out, then tell people via e-mail, website and even on location (what we call in-store)
    • In one year, how will you measure success?
  • 25.  
  • 26. Twitter
    • Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less
    • Twitter is an excellent way to interact with both of your target markets.
  • 27. Twitter
    • If your cause impact’s people’s lives, then it can easily be part of their twitter life.
    • Before jumping in and getting a Twitter feed, take a listen at It gives you real-time updates of what people are saying about your non-profit.
  • 28. Twitter
    • Use Twitter to update both donors and people who use the services
    • But also, Twitter can help search a keyword and promote a Facebook page.
    • A non-profit advocating for the end of violence against women could register
  • 29. Twitter apps
    • There’s a Twitter app for:
    • Polls
    • Events
    • Images and videos
  • 30. Polls
  • 31.
  • 32. Scamp
  • 33. To recap
    • There are two ways to think of Twitter:
    • A way to pull people in. If you search for your brand on Twitter, and don’t see it, you can ignore it.
    • A way to get your keywords.
  • 34. Gottawannaneeda
    • We have a client called Bojangles’ (they are for profit)
    • Instead of registering we registered
    • Because the tag line is Gottawannaneedagettahava Bojangles.
    • So it makes people think about what we’re all about instead of just who we are.
  • 35. Delicious
  • 36. Delicious
    • Social bookmarking is the solution to never having to e-mail a link home.
    • It’s also a way to prove smarts. I have this on the bottom of my e-mail signature.
  • 37. Delicious
  • 38. Delicious
    • But consider how this can work for a client. This can be the dynamically updated what’s new section of a website.
  • 39.  
  • 40.  
  • 41.  
  • 42.  
  • 43. How it’s done
    • A somewhat techno-phobic Pete from EMA has a Google alert for Epsom Salt. Google alerts are free, and send him an e-mail (alert) when Epsom Salt is mentioned.
    • He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page.
  • 44.  
  • 45. ammado
    • ammado is the global online community of people who care. We connect nonprofits, socially responsible companies and engaged individuals dedicated to positive change on a global and local level.
    • ammado has a vision to build a community that will change our world.
  • 46. ammado
  • 47. ammado
  • 48. A place to tell stories
  • 49. A place for people to give
  • 50. Ammado on Facebook
  • 51.  
  • 52. YouTube
    • YouTube is an excellent tool for telling stories
    • Every second, 20 minutes of video are uploaded to YouTube
    • You can create your own branded channel, then encourage end users to create video and add them to favorites
    • Even better, film people on site and let them tell their stories via video
  • 53. YouTube
  • 54. Wikipedia
  • 55. Wikipedia
    • People sign on. People interact. People police the place, checking updates, etc.
    • People take pride in the place. That’s the essence of a an online world. Or network.
    • Are you there? Should you be?
    • Ever notice how often you search for something that Wikipedia pops up?
  • 56. Wikipedia
    • Wikipedia gets a lot of Search Engine play because of how search engines now work.
    • They are based on Links.
    • Thus, your Wikipedia entry will most-likely be the first organic link that isn’t your site.
    • It’s another way to tell your story.
  • 57. Wikipedia
    • Wikipedia is one of the highest things that pops up in Organic Google Search. It’s the classic “About us”, written by the people.
    • BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there.
  • 58.  
  • 59. Google Earth
    • Did he just say Google Earth?
    • “ You want to change the world. We want to help”
  • 60. Google Earth
  • 61. Google Earth
  • 62. Google Earth
    • If your story can be told with a map, Google wants to help. Number of Grads with jobs, violence against women in the US
    • If there’s a story, it can probably be told on a map
  • 63.  
  • 64. LinkedIn
    • Is a good way to tell your business story
    • To highlight the people who run your organization (sometimes a factor in people giving)
    • We use it to highlight our people
  • 65.  
  • 66. Here are some things you can do
    • Create a profile and connect to stakeholders
    • Pull data from your old free mail accounts. Your old high school buddy could be rich now and looking for someone to give money to.
    • Add content (LinkedIn now lets new people upload a resume)
  • 67. Home Page
  • 68. Your Professional Brand- Profile Page
    • Showcase what you’re working on in your status
    • Include a photo of yourself
    • Create a personalized public URL
    • Include link to the places you have a presence (website, Facebook, etc)
  • 69. Join groups
  • 70.  
  • 71. Ning
    • Ning lets you create and join new social networks for your interests and passions
    • In other words: if you have a group of like-minded people all tied up together because of a cause, Ning can be your social network.
  • 72. Ning
  • 73. Ning
  • 74. Ning
  • 75. Ning
  • 76. Ning
  • 77. Ning
  • 78. Ning
    • You could start a soc network for stakeholders
    • For end users
    • For donors
    • For Alumni
  • 79. Your website
    • Ask yourself this:
    • What does my website do?
    • Are donors going?
    • Are the people going?
    • Add a free analytics package like Google or Yahoo Analytics. It doesn’t hurt to add them both.
    • See what people are looking at, and what they’re not.
  • 80. Your website
    • Then add a Facebook badge. But since you’ll know why people should go to Facebook, you will say it.
    • Add your Twitter feed (or simply search Twitter).
    • Add your delicious bookmarks.
    • Add ammado, Slideshare, start a Ning social network
    • You don’t have to use any of the tools I’ve talked about, just let the people you help be the ones that tell the stories that encourage donors to donate.
  • 81. Outreach Yahoo Answers Slideshare Ning ammado Tiwtter Wikipedia YouTube Events People Delicious LinkedIn
  • 82. So what now?
    • Set goals, that helps creating content. If the goal of the Facebook page is to tell stories, figure out how you’ll encourage stories.
    • If you have an objective, in a year, you’ll know if it’s working.
  • 83. Questions?
    • ??
    • ?