Tips and tools for using social media to build
support for your mission: An overview
Prepared for: Center For Non Profit Success
Presenters: Rabiya Jilani
CEO Lumenica, LLC
Copyright © 2009. Lumenica LLc

Disclaimer
There is no cookie
cutter method of having
a successful social
marketing strategy
Our objective is to share
our experiences and
give you some food for
thought
Copyright © 2009. Lumenica LLc

Before you embark on a Social Media
Campaign
What is your goal?
Fundraising
Awareness
Influence Change
New Clients
New Partnerships
Media Exposure
Sponsors
Web Traffic
Monitor industry
Other Copyright © 2009. Lumenica LLc

Focus on Social Media Tools
Social Media comes in different forms:
Blogging Video Sharing
Micro Blogging Live Casting
Social Networking Audio/Music Sharing
Events Product Reviews
Wikis Business Reviews
Social Bookmarking Community Q&A
Social News Virtual Worlds
Photo Sharing Game Sharing
Copyright © 2009. Lumenica LLc

Remember: The dynamics and
demographics of each network are
different
You don’t have to be everywhere!
Copyright © 2009. Lumenica LLc

Listening
Reinvent/Improve Broadcast
Build Community Respond
Copyright © 2009. Lumenica LLc

What is Facebook?
• Communicate
• Seek Information
• Play with
applications
• Control Content
• Build Relationships
• Express themselves
• Share information
Copyright © 2009. Lumenica LLc

Facebook
Personal Business
Copyright © 2009. Lumenica LLc

Facebook
Personal Business
Friends Coworkers Customers Suppliers
Family Classmates Partners Stakeholder
Copyright © 2009. Lumenica LLc

Copyright © 2009. Lumenica LLc

Copyright © 2009. Lumenica LLc

Business Profile
Copyright © 2009. Lumenica LLc

Copyright © 2009. Lumenica LLc

© 2009 Business Incubation Center at CBP

Facebook Ads
• Reach over 2 million
active users
• Attach social action
• Create a demand
Copyright © 2009. Lumenica LLc

Identify your Keyword
Identify Target
ad goal Targeting
Make your
Use a strong
Keep it simple product stand
call to action
out
Keep the user
Use an Image experience in Evaluate!
mind
© 2009 Business Incubation Center at CBP

Facebook Causes
• A facebook application
• Spread awareness
• Discuss issues
• Call for action/petitions
• Fundraising
Copyright © 2009. Lumenica LLc

Facebook Page Insights
Copyright © 2009. Lumenica LLc

Facebook Page Insights
Copyright © 2009. Lumenica LLc

Facebook Page Insights
Copyright © 2009. Lumenica LLc

Facebook Page Insights
Copyright © 2009. Lumenica LLc

Goals for using Facebook
• Get Found
• Connect and Engage
• Create a Community
• Promote Content
Copyright © 2009. Lumenica LLc

What is Linkedin?
• Business Oriented
Social Network
• Job Seeking,
Connection
building tool
• Use Applications
Copyright © 2009. Lumenica LLc

What is linkedin?

Applications
Copyright © 2009. Lumenica LLc

Company Profiles
Allows companies to create profiles on Linkedin.
*Company/Nonprofit Name
*Email Domain(s)
* Website URL
* Description
* Industry
* # of employees
* Type
* Country
Copyright © 2009. Lumenica LLc

Company
info
Related
Companies
Company
Description
Company
Employees
Recent
Promos
Key Stats
© 2009 Business Incubation Center at CBP

Linked in Group-
A good idea:
Sign up for a group
Listen
Participate
create
Copyright © 2009. Lumenica LLc

Linked in Events
• Go to: http://events.linkedin.com/
• Fill out relevant information
© 2009 Business Incubation Center at CBP

Sample Event
Copyright © 2009. Lumenica LLc

What is Twitter?
• Founded in 2006
• Micro-blogging service that
allows you to send and
receive messages called
tweets
• Tweets are text based
• Limited to 140 characters
Copyright © 2009. Lumenica LLc

How to use twitter
• Use it to share what’s going on with your non
profit
• Email blast/Press release
• Build Relationships
• Hold competitions
Copyright © 2009. Lumenica LLc

How to use twitter
• Connect with media
• Connect with other non profits
• Create focus groups
• Works with other Social Media
Platforms
Copyright © 2009. Lumenica LLc

Twit Pay
• Twitpay is a simple way to send payments via
Twitter. Twitpay’s ReTweet Suite is for
compelling campaigns over twitter
Copyright © 2009. Lumenica LLc

Things to remember
Be a resource
Conduct a survey/study
Offer Value
Understand the lingo
Each Network uses different language and tactics-
learn the tactics
Promote others
Quality vs Quantity
Be thankful
Copyright © 2009. Lumenica LLc

Things to remember
Promote others
If you want people to promote you and your cause,
you have to promote others.
This is the only way to find a dedicated group of
ambassadors for your non profit
Quality vs Quantity
If you have a small but dedicated group of followers,
its better than having a large group of followers that
don’t promote you
Be thankful-Mind your manners ALWAYS
Copyright © 2009. Lumenica LLc

Things to remember
Post Videos, Pictures, blog updates
People love to click on links
Share
Ideas, thoughts, articles, insights. People want to
hear from you
Keep your followers/fans engaged
Play giveaways/contests
Use surveys or polls to show their opinions matter
Copyright © 2009. Lumenica LLc

Things to remember
The three most important things:
BE REAL
Talk like people, not press releases
Follow the experts and constantly
learn and evolve
Copyright © 2009. Lumenica LLc

Useful Social Media Networks for non
profits
Copyright © 2009. Lumenica LLc

REMEMBER: Cross Promote
Copyright © 2009. Lumenica LLc

Final Thought:
Social Media is long term
It takes effort
If you want ambassadors, you have
to trust them and endorse them
Copyright © 2009. Lumenica LLc

Questions?
Contacting Rabiya
Email: rabiyaj@lumenica.com
www.facebook.com/rabiyaj
http://www.linkedin.com/in/rabiya
http://www.twitter.com/bizincubation
http://www.slideshare.net/rabiyaj
© 2009 Business Incubation Center at CBP