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Communicating in a Social World

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This is a presentation I recently gave in Tulsa, OK, to a wonderful group of non-profit leaders who are looking to get started in or further their knowledge of social media as a way to advance their ...

This is a presentation I recently gave in Tulsa, OK, to a wonderful group of non-profit leaders who are looking to get started in or further their knowledge of social media as a way to advance their missions.

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Communicating in a Social World Presentation Transcript

  • 1. COMMUNICATING IN A SOCIAL WORLD Charles and Lynn Schusterman Family Foundation
  • 2. WHO AM I? Roben Kantor Communications & Program Associate Charles and Lynn Schusterman Family Foundation • Responsible for advancing CLSFF’s efforts to strengthen Jewish identity and community through strategic communications, thought leadership, traditional and social media, grant management, special projects and other activities • Previously worked for a firm creating content for websites and digital branding campaigns • Native of Chicago, moved to DC just over a year ago Where You Can Find Me: •rkantor@schusterman.org •Website: www.schusterman.org •Facebook: www.facebook.com/schustermanfamilyfoundation •Twitter: @schustermanfoun Charles and Lynn Schusterman Family Foundation
  • 3. WHO ARE YOU? In 30 seconds or less, tell us your: •Name •Title •Organization •One question you hope to get answered today Charles and Lynn Schusterman Family Foundation
  • 4. OUR AGENDA TODAY  Overview of Social Media  What is it?  Who uses It?  What do you NEED to know?  Social Tools  Types, Uses, Interactions  Strategies for success in Social Media  10 Commandments of Social Media  Q&A Charles and Lynn Schusterman Family Foundation
  • 5. overview of social media Charles and Lynn Schusterman Family Foundation
  • 6. WHAT IS SOCIAL MEDIA? People using tools, like blogs and videos, and sites, like Facebook and Twitter, to share content and have conversations online. Source: Social Media for Non Profits, Primalmedia Online media, like texts, photos, messages or video, that starts conversations, encourages people to pass it on to others, and finds ways to travel on its own. Source: IdealWare The Nonprofit Social Media Decision Guide Social Media is a game-changer: it has changed the model of communication from monologue to dialogue Charles and Lynn Schusterman Family Foundation
  • 7. WHAT IS SOCIAL MEDIA? Put more simply … These conversations are powered by: •Blogs •Micro Blogs •Online Chat “Social Media is •RSS •Widgets •Social Networks people having •Social Bookmarks •Message Boards conversations •Podcasts •Video sharing sites online” •Photo sharing sites •Virtual Worlds •Wikis (… just to name a few) Source: “What the F**k is Social Media,” Marta Kagan Charles and Lynn Schusterman Family Foundation
  • 8. WHO USES IT? A lot of people! 79% of U.S. adults use the internet 78% of U.S. adult Internet users use it on an average day 47% of online adults use a social networking site Older users embracing new networking tools Your audience is online and increasingly using social media. They will expect you to have an online presence as well. Source: Pew Research Center’s Internet & American Life Project Charles and Lynn Schusterman Family Foundation
  • 9. WHO USES IT? …But everyone uses it differently! Groundswell Creators growth plateaued Joiners grew the most of any group It is important to understand how YOUR audience uses it. Source: Forrester Research, Inc. Charles and Lynn Schusterman Family Foundation
  • 10. WHAT YOU NEED TO KNOW 1. Social media is not a fad  Social networking sites are expected to increase their market penetration of all online users to 52% by 2013  It will overtake traditional media as a PR tool in next 2 years (Source: StevensGouldPincus) Core tenet of marketing: if your audience is using a particular communication method, it might benefit you to use it as well Charles and Lynn Schusterman Family Foundation
  • 11. WHAT YOU NEED TO KNOW 2. Many nonprofits are getting in the game  97% use some form of social media (University of Massachusetts Dartmouth Center for Marketing Research)  More than half saw an increase in website traffic, substantive feedback or new volunteers (The Nonprofit Social Media Decision Guide)  #1 benefit of social media marketing: eyeballs Effective way to engage current supporters and reach new ones Charles and Lynn Schusterman Family Foundation
  • 12. WHAT YOU NEED TO KNOW 3. Social media is not great for direct fundraising  More success with email and RESULTS OF SOCIAL MEDIA offline donation appeals, Drive traffic to website 21% “donate now” button Substantive feedback/discussions 20%  Facebook: channel for which Attract specific new nonprofits report the most constituents (i.e., volunteers, fundraising success members, event attendees, 16% advocates)  By building relationships, Build email list 9% donation request seen as an Attract partners, sales, clients 7% extension of the relationship Attract donations 6% Get press coverage 2% Nonprofits should identify and cultivate online influencers, and leverage the influencer networks during online campaigns Source: The Nonprofit Social Media Decision Guide, Idealware Charles and Lynn Schusterman Family Foundation
  • 13. WHAT YOU NEED TO KNOW 4. Social media is not a goal—it’s a vehicle for achieving goals Objective = end result Target Objective Audience Who are you trying to reach? What measurable goals will you set to engage your audience in Strategies Goals reaching your objective? What strategies will help you achieve your goals? Tactics Tactics = social media, etc. Success depends on how you use social media tools to execute the strategies that will help you achieve your goals. Charles and Lynn Schusterman Family Foundation
  • 14. WHAT YOU NEED TO KNOW 5. There are many different social media tools … … You do NOT have to use them all! Charles and Lynn Schusterman Family Foundation
  • 15. social tools Charles and Lynn Schusterman Family Foundation
  • 16. TOOLS REACH YOU CAN… INTERACTIONS DOWNSIDE TIME/WK Websites •79% of adults •Create/publish •Interactive, sticky •Time, time, use internet dynamic content content w/ multiple time everyday (text, images and entry points •Expensive! •234 million videos) that bring •Showcase expertise •Outdated as websites your org to life •Tell compelling stories soon as 10+ hours •47 million •Establish digital •Feedback/discussions updated added in home base •Integrate social 2009 •Collect donations media Social Networks •500 million+ •Create profile •Feedback/discussions •Staff time active users •Post updates, links •Traffic to website •FB can be •College and conversations, •New volunteers, event complex if not right out of events, photos, attendees familiar with it college videos, petitions •Encouraging action 2-4 hours •Facebook •Collect donations •Building an email list tends to skew •Users can “like” •Leverage networks younger, toward 18-to 24-year olds Microblogs •145 million •Send out stream •Exponentially increase •Similar to registered of short updates, your audience radio: hard to users links to resources, •Connect with like- know who is •Media & requests for help minded orgs and listening and older •People can follow media when 2 hours professionals you •Aski questions •Media-, •Real-time updates tech-savvy Source: Netcraft, Idealware Social Media Charles and Lynn Schusterman Family Foundation Decision Guide; Facebook, Twitter
  • 17. TOOLS REACH YOU CAN… INTERACTIONS DOWNSIDE TIME/WK Blogs •Wordpress: •Post frequent •Showcase expertise, •Not a given you 11.4 million updates about an attract press/clients will get good blogs; 350,000 org from a •Promote/educate return on time posts per day personal on a topic spent, especially •By 2014, blog perspective •Engage people with if you don’t 3-8 hours readers will stories of your work have expertise rise to 150m •Promote resources to showcase Americans on your website (60% of Internet pop) Photo-sharing •55% of •Post and share •Post and share •Access to websites active online photos pictures from an quality photos users have •Use photos event 1 hour to uploaded •Ask supporters to maintain photos post consistent •Post in photo pools stream of in a particular issue photos area •Update less frequently Video-sharing •12.2 billion •Upload and share •Telling compelling •Polished videos websites videos per videos stories and spreading can take days, month on •Display and build messaging weeks, months YouTube community around •Educating people to create Depends (11/09) your videos •Asking supporters to on access •182 videos upload videos to videos per month by •Enhancing appeal average of fundraising Internet user Source: Idealware Social Media Decision Charles and Lynn Schusterman Family Foundation Guide; Universal McCann (4/08); eMarketer
  • 18. Charles and Lynn Schusterman Family Foundation
  • 19. Source: Mzinga Charles and Lynn Schusterman Family Foundation
  • 20. Source: Beth Kanter Charles and Lynn Schusterman Family Foundation
  • 21. MOST POPULAR SOCIAL MEDIA TOOLS Twitter, Blogs, LinkedIn, Facebook most popular among marketers Facebook, Twitter most popular among nonprofits Source: Idealware Social Media Decision Guide, 2010 Source: Social Media Marketing Industry Report, 2009 Charles and Lynn Schusterman Family Foundation
  • 22. the big question for nonprofits when it comes to social media is: what do you want to achieve, with whom and how are you going to get it done? Charles and Lynn Schusterman Family Foundation
  • 23. strategies for success in social media Charles and Lynn Schusterman Family Foundation
  • 24. WEBSITES Give people a reason to visit, stay, return and share 1. Show who you are, your mission and values. 2. Cater to you audience. 3. Ask people to take action. 4. Enable user-generated content where appropriate. 5. Incorporate social media. 6. Show the impact of your work. 7. Make it easy for people to find what they seek. 8. Look Google Analytics Be sure to check out …  One Foundation (www.one.org)  Manna Food Bank (www.mannafoodbank.org)  Focus: HOPE (www.focushope.edu) Charles and Lynn Schusterman Family Foundation
  • 25. Build an audience, leverage networks, drive traffic 1. Limit updates to 1-2 per day. 2. Add Share buttons. 3. Promote, promote, promote. 4. Create a customized Landing Tab. 5. Ask Fans to "Suggest to Friends”. 6. Ask fellow staff, board members and volunteers to comment. 7. Ask questions to spark conversation and activity on your Page. 8. Regularly monitor your Insights on Facebook. 9. Experiment with Facebook Advertising and Facebook Causes. Be sure to check out …  World Wildlife Fund  Oxfam Source: DIOSA Communications Charles and Lynn Schusterman Family Foundation
  • 26. Increase the reach of your message 1. Limit tweets to 5-6 per day. 2. Authenticity before marketing. 3. Reply and retweet. 4. 1:1 ratio to build followers. 5. Use Favorites to organize. 6. Don’t tweet about the weather. 7. Don’t only tweet your own content. 8. Poll your followers. 9. Tweet powerful stats related to mission. 10. Tweet Inspirational quotes and humor. 11. Repeat your most popular tweets. 12. Use #hashtags strategically. 13. Tweet on the go. 14. Monitor your tweet stats. Track Twitter referral URLs. Be sure to check out …  Ashoka  NOH8CAMPAIGN Source: DIOSA Communications Charles and Lynn Schusterman Family Foundation
  • 27. BLOGS Showcase your expertise and start a two-way dialogue 1. Know your audience. 2. Post 2-3 times per week. 3. Leverage other social media tools to distribute content. 4. Engage multiple contributors. 5. Speak human, not corporate or marketing. 6. Show your personality. 7. Moderate comments and comment back. 8. Leverage content that exists but add your take on it. 9. Share stories, photos and videos from the field. 10. Share resources. 11. Improve your search engine results. 12. Monitor comments and stats. Be sure to check out …  ASPCA Blog  Charity:WaterLog Source: Media Bistro, Nonprofit Tech 2.0 Charles and Lynn Schusterman Family Foundation
  • 28. Share compelling stories that build awareness and drive traffic 1. Reserve a YouTube.com URL. 2. Use your organization's logo and brand colors. 3. Add keyword "Tags". 4. Apply to the YouTube Nonprofit Program. 5. Get subscribers by subscribing. 6. Send "Friend Requests" on YouTube. 7. Allow subscribers to post comments. 8. Upload a "Channel Banner" that links to your homepage or "Donate Now" page. 9. Integrate across social media channels. 10. Regularly monitor your Insights on YouTube Be sure to check out …  Witness  The Humane Society Source: DIOSA Communications Charles and Lynn Schusterman Family Foundation
  • 29. Build a community of photos around a message and leverage existing photo content 1. Create collections and sets with your posted images. 2. Encourage viewers to add tags, notes, and comments to pictures. 3. Link to other social media and website 4. Provide an image title and description for every image. 5. Use it as a source of content. 6. Use comment area to drive traffic. Be sure to check out …  Wolf River  March of Dimes Charles and Lynn Schusterman Family Foundation
  • 30. HOW DO YOU MEASURE SUCCESS? 1. Views: How many people are you reaching? (e.g., views on blog or Facebook page) 2. Followers: How many people care what you have to say? (e.g., Twitter followers, Facebook “likes”) 3. Engagement: How many people are getting involved with what you have to say? (e.g., commenting on blog, posting on Facebook page) 4. Conversion: Do your online communications help create real world results? (e.g., volunteers, event attendees, donations) Source: Idealware Social Media Decision Guide; Image Source: mojowebvideo.com Charles and Lynn Schusterman Family Foundation
  • 31. 10 COMMANDMENTS OF SOCIAL MEDIA I. Thou shall listen II. Thou shall get involved III. Thou shall give up control IV. Thou shall know your audience and be transparent V. Thou shall create value VI. Thou shall leverage the network VII. Thou shall start small and think long term VIII. Thou shall create metrics and track results IX. Thou shall integrate your communications X. Thou shall explore social media Image Source: blog.smartsystemsllc.com Charles and Lynn Schusterman Family Foundation
  • 32. any questions? Charles and Lynn Schusterman Family Foundation
  • 33. RESOURCES Websites/Blogs Books Beth’s Blog Groundswell Seth Godin The Networked Nonprofit Chris Brogan We Are Media Idealware’s Social Media Library Reports  Idealware The Nonprofit Social Media Decision Guide  Nonprofit Social Network Survey Report  Justifying Social Marketing Charles and Lynn Schusterman Family Foundation
  • 34. THE END Of this super cool presentation. Image Source: http://willimediablog.com Charles and Lynn Schusterman Family Foundation