Social media for boards


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How can boards use social media tools effectively to support the mission of the nonprofits they serve? This webinar, tailored especially for board members, introduces key strategies and tools to ensure maximum ROI for your organization.

Nonprofits are making more and better use of Social Media, both as a formal part of communications plans and as something staff members are using less officially to share information and mobilize their contacts. This webinar is geared at helping boards to understand social media and the role it can (and sometimes can’t) play in moving your organization’s mission forward, so you’ll know how to support staff in getting the time and resources they need to use the tools effectively.

Who is this webinar for?

- Anyone currently on the board of an NGO and unsure about how the organization should be using Social Media (or improving on current Social Media use)

- Anyone within an organization who needs more buy-in from board members to support use of Social Media as a tool within the organization

You’ll learn:

- How to use the most popular social media tools, i.e. Facebook, Twitter, LinkedIn, blogs, etc. – and their particular strengths

- How to create a strategy and set up measures of success to assess Return on Investment for social media engagement

- How much time & resources the average organization should be devoting to Social Media

- How to create a Social Media policy that works for your organization

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Social media for boards

  1. 1. Understanding Social Media for Board Members Lauren Bacon + Emira Mears
  2. 2. Q&A Twitter: #raisedeyebrow
  3. 3. Q&AType question here Twitter: #raisedeyebrow
  4. 4. Your Hosts: Emira Mears Lauren Bacon Partner Partner Raised Eyebrow Web Studio Raised Eyebrow Web Studio Twitter: @emiramears Twitter: @laurenbacon Twitter: #raisedeyebrow
  5. 5. Social Media for Boards: 1. What is Social Media? Overview & Tools 2. How to Create a Strategy for Social Media Success 3. Measuring Impact and Return on Investment 4. Drafting a Policy and Mitigating Risk Twitter: #raisedeyebrow
  6. 6. Quick PollAre you currently a member of a board?• Yes• No• Not currently, but I have been/am about to be Twitter: #raisedeyebrow
  7. 7. Quick Poll #2How do you currently engage in Social Media?• Not at all• Some personal use• Some personal and some professional use• Quite active Twitter: #raisedeyebrow
  8. 8. Social Media 101:Overview and Tools Image credit: James Brauer on Flickr. Twitter: #raisedeyebrow
  9. 9. Social Media 101:What Do We Mean by Social?• Old way = One-way• Traditional media & communications were all about broadcasting, top-down, “experts.” Twitter: #raisedeyebrow
  10. 10. Web 1.0 vs Web 2.0 COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creationSource: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good”
  11. 11. Social Media 101:How does the Social Web work? Open/Interactive Technology Platforms People Twitter: #raisedeyebrow
  12. 12. Social Media 101:It is also about the outcome...• Vast networks of people & data• Communities• User- and provider-generated content mashed up together• A dynamic, rapidly changing, fluid online world that both maps to and ignores real- world boundaries Twitter: #raisedeyebrow
  13. 13. Tool Overview:What’s Out There?• Facebook • Delicious• Twitter • MySpace• Google + • Email Newsletters• YouTube/Vimeo/etc. • Blogs• LinkedIn • Foursquare Twitter: #raisedeyebrow
  14. 14. Tool Overview:Facebook• Mimics people’s real life networks • Targeted/low cost ads• More than 800 million • More women than men active users • Broad age ranges• 50% of users login • Can share different daily types of content easily:• Strong networks - photos, text, video, etc. average 130 friends Twitter: #raisedeyebrow
  15. 15. Tool Overview:Twitter• Networks are much more broad • Very expensive ads• Lower barrier to • Short text format for connection sharing - often about• Smaller user base (225 linking off to content million) • Easy to retweet/share• Average user tends to messages be younger Twitter: #raisedeyebrow
  16. 16. Tool Overview:Google+• Still early days• Similar to Facebook, but with different structure• 50 million users in record time (compared to other social networks)• Uses circles and combines some of the features of Twitter/Facebook in terms of mapping to real world relationships Twitter: #raisedeyebrow
  17. 17. Tool Overview:YouTube/Vimeo• Video only• Integrates with other social networks like Facebook• Great option for hosting video as they absorb bandwidth needs and includes sharing tools Twitter: #raisedeyebrow
  18. 18. Tool Overview:LinkedIn• Professional social networking • Maps (mostly) to real-• More authoritative/less world connections casual • Establishing authority/• Group discussions specialization• Less opportunity for viral campaigns/sharing Twitter: #raisedeyebrow
  19. 19. Tool Overview:Delicious• Social bookmarking• Smaller section of users (3% of web users)• Great for link/resource sharing• Others are Reddit, Digg, StumbleUpon, etc. Twitter: #raisedeyebrow
  20. 20. Tool Overview:MySpace• 14% of users (but waning)• Users tend to be younger• Used by a lot of bands/entertainment industry• Casual & anonymous Twitter: #raisedeyebrow
  21. 21. Tool Overview:Email newsletters• More Web1.0 (broadcasting)• Tools can make it more Social (ShareThis, etc)• Good for list building• Great support when integrated with other social media - with your website, Facebook, etc. Twitter: #raisedeyebrow
  22. 22. Tool Overview:Blogs• Powerful storytelling• May or may not include comments• Great for SEO• Way to create/build content archive• Integrate with other social media - link to blog post, ShareThis widgets, etc.• Can set up RSS feed Twitter: #raisedeyebrow
  23. 23. Tool Overview:FourSquare• Bridging gap between offline and online• Still small user base (less than 1 million)• Encourages competition/game-like• Great for brick and mortar orgs/businesses to target customers Twitter: #raisedeyebrow
  24. 24. Creating a Strategy:A Roadmap for Success Image credit: Owl Say on Flickr. Twitter: #raisedeyebrow
  25. 25. Creating A Strategy:Remember Strategy Before Tools?• What outcomes to you want?• Who do you want to reach?• What is your key message?• Where can you have the most impact? Twitter: #raisedeyebrow
  26. 26. Creating A Strategy:The Ladder of Engagement Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” Twitter: #raisedeyebrow
  27. 27. Creating A Strategy:80/20 Rule• You can generally get to 80% of a good Social Media presence with relatively little effort (20%) • Setting up a Facebook page • Create a Twitter account, etc.• The rest of the work is what will get you to the top and comes in having a strategy/generating content/managing a community Twitter: #raisedeyebrow
  28. 28. Creating A Strategy:The 90-9-1 Rule• 1% of people will create content• 9% of people will share content• 90% will simply observe Twitter: #raisedeyebrow
  29. 29. Creating A Strategy:Listen & Participate• It’s not just about broadcasting anymore• Find the insiders who care, listen and engage• Don’t just build it and expect that “they” will come Twitter: #raisedeyebrow
  30. 30. Creating A Strategy:Engage & Coordinate Internally• There’s a danger that Social Media can be left for the communications team to manage alone. Be sure to engage: • Development/Fundraising • Organizing/Member outreach • Volunteers Twitter: #raisedeyebrow
  31. 31. Creating A Strategy:Create a Content Calendar• Helps take the “chore” out of Social Media• Creates a strong framework - ad hoc events will fill in the gaps• Helps coordinate between different environments Twitter: #raisedeyebrow
  32. 32. Creating A Strategy:Resource Your Team• The set-up cost to most of these tools is $0• However, demands on staff time can be quite heavy. Make sure you aren’t setting staff up for failure. Account for time for: • Creating content • Listening & Participating • Measuring success Twitter: #raisedeyebrow
  33. 33. Creating A Strategy:Resource Your Team• Measure impact of different tools• Don’t be afraid to limit your involvement to tools that work for your organization• Set expectations that match the time you’re willing to give them and listen to what they are asking for Twitter: #raisedeyebrow
  34. 34. Creating A Strategy:Be Adaptable• Iterative growth works well in the Social World• Test, measure, refine, rework• Don’t be afraid to make a mistake - own up to it Twitter: #raisedeyebrow
  35. 35. Measuring Success:What is Your Return on Investment? Image credit: Purple Car on Flickr. Twitter: #raisedeyebrow
  36. 36. Measuring Success:Return on Investment• What matters to you: • What outcomes do you want to achieve? • Who do you want to reach? • What do you want them to do?• Measure often• Don’t get overwhelmed in stats Twitter: #raisedeyebrow
  37. 37. Measuring Success:Numbers vs. Stories• Metrics should be a combination of the two • # of followers • # of petition signatories • Increase in donations • Stories of engagement & impact Twitter: #raisedeyebrow
  38. 38. Measuring Success:Numbers vs. Stories Twitter: #raisedeyebrow
  39. 39. Measuring Success:Measuring Tools• Twitter clients: Hootsuite, Tweetdeck etc. let you measure # of followers, retweets, open rates etc.• Saved Twitter searches• Ask your community - on donation forms, member forms, etc.• Newsletter stats• Google Analytics • Use goals to track where traffic from different tools goes on the web Twitter: #raisedeyebrow
  40. 40. Measuring Success:Lies, Damn Lies, Statistics• Find the balance between measuring success/impact and switching gears while also allowing adequate time to test the waters• Don’t forget to track the stories/qualitative impacts• Measure other internal #s: • # of hours of staff time • Reduction in mail out costs • Ability to leverage external events quickly & have impact Twitter: #raisedeyebrow
  41. 41. Drafting a Policy:Mitigating Risk Image credit: Rionda on Flickr. Twitter: #raisedeyebrow
  42. 42. Drafting A Policy:Mitigating Risk• Fear: Total loss of control• Reality: It’s happening anyway Twitter: #raisedeyebrow
  43. 43. Drafting A Policy:Staff Resource Drain• Fear 1: Staff will waste time online• Fear 2: Staff will misrepresent us• Reality: It’s happening anyway Twitter: #raisedeyebrow
  44. 44. Drafting A Policy:What Can You Do?• Be pro-active: draft a policy and set out guidelines • How you want the organization represented • What will be shared when • Same policies of harassment, etc. apply online • Respect privacy Twitter: #raisedeyebrow
  45. 45. Drafting A Policy:Personal vs. Professional• Discuss privacy & personal boundaries • You can’t control what staff do personally online • You can help them set boundaries between personal and professional through dialogue and education about tools Twitter: #raisedeyebrow
  46. 46. Drafting A Policy:Being Human is OK Twitter: #raisedeyebrow
  47. 47. Drafting A Policy:Transparent & Collaborative• Be open and engaged with staff when drafting a policy• Ask for feedback and discuss intentions• Overall, don’t be too prescriptive as it will stifle authenticity - think of it as a guideline Twitter: #raisedeyebrow
  48. 48. Conclusion:Strategy + Tools = Success• Understand the Tools• Have a plan• Measure success• Mitigate risk Twitter: #raisedeyebrow
  49. 49. Need more help?Raised Eyebrow offers:• Online Communications • Usability Consulting Strategy Consulting • Email Newsletter design,• Information Architecture and development and management Interaction Design • Accessibility and Search• Website Design & Engine Optimization Development Consulting• Web 2.0 and Social Media • Custom workshops for your Consulting organization Twitter: #raisedeyebrow
  50. 50. Questions?Please use the “raisehand” feature, or typea question into theQ&A box. Twitter: #raisedeyebrow
  51. 51. Questions?Please use the “raisehand” feature, or typea question into theQ&A box. Type question here Twitter: #raisedeyebrow
  52. 52. Thank you.Lauren Bacon Emira Mears@laurenbacon @emiramears Twitter: #raisedeyebrow