Social Media for Non-profits

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Social Media for Non-profits

  1. 1. Social Media & Nonprofits Rachel Levy & Scott Kaufman March 12, 2009 
  2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>Social Media Defined </li></ul><ul><li>Why is it Important </li></ul><ul><li>How non-profits are using Social Media techniques   </li></ul><ul><li>How to put into practice now </li></ul><ul><li>Social Media platforms examined </li></ul>
  3. 3. Introductions <ul><li>Name </li></ul><ul><li>Organization </li></ul><ul><li>Title / role </li></ul><ul><li>Social Media tools used </li></ul><ul><li>Any specific questions you hope to get an answer to </li></ul>
  4. 4. What is Social Media? <ul><li>Communication platforms used for social interactions.  </li></ul><ul><li>Mostly web sites and internet applications now. </li></ul><ul><li>More cellular phone and text messaging applications are coming. </li></ul>
  5. 5. “ Social” Media <ul><li>Emphasis is on human interaction, not technology or information retrieval. </li></ul><ul><li>Older technologies - online communities, bulletin boards systems, and forums - now considered SM. 1999's Cluetrain Manifesto really kicked off a lot of this thinking. </li></ul><ul><li>SM must be part of your web strategy, online work and marketing systems now.  </li></ul>
  6. 6.
  7. 7. Why is using Social Media important? <ul><li>People are talking about your agency anyway </li></ul><ul><li>People expect more targeted, personal messages </li></ul><ul><li>It’s an effective, lower cost way to market </li></ul><ul><li>Builds stronger loyalty </li></ul><ul><li>Easy to become your own “media” </li></ul><ul><li>Reach niche audiences </li></ul>
  8. 8. As many people are using Social Media as email Source: The Kbuzz
  9. 9. Where to start? Where to focus? <ul><li>An overwhelming set of systems </li></ul><ul><li>Start where the conversations are </li></ul><ul><li>And where the people you need to engage are </li></ul>
  10. 10. Pre-strategy Basics <ul><li>First, examine your website(s): </li></ul><ul><li>Well-designed and architected </li></ul><ul><li>Optimized for ease-of-use and search engines, well-written </li></ul><ul><li>System for fresh content </li></ul><ul><li>PR info , calendars, videos, resources, stories, etc. </li></ul><ul><li>Include social sharing tools – Share This & Add This </li></ul>
  11. 11. <ul><li>The four-step approach to the social strategy </li></ul><ul><ul><ul><li>PEOPLE – Assess your constituent’s social activities </li></ul></ul></ul><ul><ul><ul><li>OBJECTIVES – Decide what you want to accomplish </li></ul></ul></ul><ul><ul><ul><li>STRATEGY – Plan for how relationships with constituents will change </li></ul></ul></ul><ul><ul><ul><li>TECHNOLOGY – Decide which social technologies to use </li></ul></ul></ul>POST Method  , A Strategic Approach Source: Forrester Research P O S T
  12. 12. What are some types of social media tools? <ul><li>Blogging </li></ul><ul><li>Micro-blogging </li></ul><ul><li>Social bookmarking/tagging </li></ul><ul><li>Photo sharing </li></ul><ul><li>Online communities </li></ul><ul><li>Interactive Webinars </li></ul><ul><li>Video sharing </li></ul><ul><li>Event sharing </li></ul><ul><li>Commenting </li></ul><ul><li>Reviews </li></ul><ul><li>Crowd Sourcing/ Wikis </li></ul>
  13. 13. How are non-profits using Social Media? <ul><li>Creating causes on Facebook </li></ul><ul><li>Blogging about what their organization does </li></ul><ul><li>Creating videos </li></ul><ul><li>Leveraging their supporters to raise money </li></ul><ul><li>Creating relationships to find new donors </li></ul><ul><li>Alumni groups </li></ul><ul><li>Promoting events </li></ul>
  14. 14. SOCIAL MEDIA PLATFORMS
  15. 15. Facebook <ul><li>What is Facebook? People connecting with friends and organization </li></ul><ul><li>Various ways to participate: </li></ul><ul><ul><li>Group – Feed a child , CJP/YLD </li></ul></ul><ul><ul><li>Fan page (Public profile) – Philadelphia Orchestra , ICA/Boston </li></ul></ul><ul><ul><li>Cause – PETA , Cancer prevention </li></ul></ul><ul><ul><li>Personal profile </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Application </li></ul></ul>
  16. 16. Facebook, cont. <ul><li>#6 site, 75MM users, 55% women </li></ul><ul><li>45% of Facebook’s US audience is now 26 years old or older. </li></ul><ul><ul><li>fastest growing age group by total users is still 26-34 </li></ul></ul><ul><li>More data: detailed , NYT </li></ul><ul><li>Benefits– Viral, create a community of fans, growing, widespread </li></ul><ul><li>Disadvantages – Not very engaging (fan pages) </li></ul>
  17. 17. Blogs <ul><li>What is a blog? A blog (web + log) is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video. </li></ul><ul><li>Over 150 millions blogs (Technorati.com) </li></ul><ul><li>MUST have RSS ability (also use Pingomatic) </li></ul><ul><li>Benefits – anyone can start a blog, easy to get started, great for SEO, establishes you as expert </li></ul><ul><li>Disadvantages – many blogs, takes effort to keep current, slower impact </li></ul><ul><li>Examples – AARP , March of Dimes , Sunlight Foundation </li></ul>
  18. 18. Blogs, cont. <ul><li>10 ways non-profits can use blogs to… </li></ul><ul><li>Report back from an event or conference </li></ul><ul><li>Involve staff and take advantage of their knowledge </li></ul><ul><li>Involve volunteers and document their work </li></ul><ul><li>Provide resources and information to constituents </li></ul><ul><li>Provide resources and information from constituents </li></ul><ul><li>Give constituents a place to voice their opinion </li></ul><ul><li>Give constituents support </li></ul><ul><li>Create the media coverage constituents want </li></ul><ul><li>Give constituents the power and tools to create change </li></ul><ul><li>Reach potential donors </li></ul>Source: Netsquared.org
  19. 19. Twitter <ul><li>What is Twitter? A micro-blog where people connect with people who have similar interests </li></ul><ul><li>47:53% m/f; 6.1MM users/mo; high growth = 53% month </li></ul><ul><li>Benefits – easy to use, quick bursts of information, robust search, open following, very viral, powerful relationships, “Google Juice” </li></ul><ul><li>Disadvantages – takes time to build relationships </li></ul><ul><li>Examples – The Jimmy Fund , Dana Farber , American Red Cross , Twestival , Well Wishes </li></ul>
  20. 20. INTEGRATED CASE STUDY: Giving Children Hope <ul><li>Giving Children Hope has created a truly integrated social media plan: </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook Cause </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>My Space Group </li></ul></ul><ul><ul><li>My Space profile </li></ul></ul><ul><li>Still new, but results showing using SM is increasing website traffic </li></ul>
  21. 21. Other important Internet Marketing tactics <ul><li>SEO/SEM </li></ul><ul><ul><li>Organic </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><li>Email marketing </li></ul><ul><ul><li>Email can be very effective in engaging people – follow best practices </li></ul></ul><ul><li>Videos on your website and online </li></ul><ul><li>Well-designed website </li></ul><ul><li>Aggregated view using FriendFeed </li></ul>
  22. 22. RESOURCES
  23. 23. Other nonprofit uses <ul><li>Communities – AARP, American red cross </li></ul><ul><li>Other interesting social media uses – 12 for 12K , invisiblepeople.tv , Pixies Place </li></ul><ul><li>Firstgiving – allows supporters to raise money on a page of their own </li></ul>
  24. 24. Resources: People <ul><li>Angela Connor   </li></ul><ul><li>Allison Fine </li></ul><ul><li>Manny Hernandez </li></ul><ul><li>Beth Kanter  | 8 Tips   </li></ul><ul><li>Amy Sample Ward  | Online Community Strategist   </li></ul><ul><li>Charlene Li & Josh Bernoff , authors of Groundswell  - recommended reading; Also: Groundswell’s Social Impact award winners   </li></ul>
  25. 25. Resources: Links <ul><li>Allison Fine on Turning Friends into Supporters </li></ul><ul><li>Using SM for fundraising </li></ul><ul><li>Nonprofit's Guide to SEM </li></ul><ul><li>NetSquared,  and TechSoup </li></ul><ul><li>We Are Media : Social Media Starter Kit for Nonprofits </li></ul><ul><li>CommonCraft - Short videos that explain social media (and other things) </li></ul><ul><li>Slideshare     </li></ul><ul><li>Social Media Today </li></ul><ul><li>List of NFP blogs, Beth Kanter </li></ul><ul><li>List of Twitter applications </li></ul><ul><li>Google SEO guide </li></ul>
  26. 26. More… <ul><li>OrganizersCollaborative.org – Technology for Social Change </li></ul><ul><li>How Charities Can Raise Money With Twitter and Other Social-Networking Tools </li></ul><ul><li>Web 2.0 boosts awareness of Mayo Clinic—for nearly nothing   </li></ul><ul><li>Wordpress – Free, widely used, blog platform </li></ul><ul><li>Site traffic and demographics: quantcast.com </li></ul>
  27. 27. Contact Information <ul><li>Rachel Levy </li></ul><ul><li>Email : [email_address] </li></ul><ul><li>Twitter : @bostonmarketer </li></ul><ul><li>Website : www.rachel-levy.com </li></ul><ul><li>Facebook : http://fan.rachel-levy.com </li></ul><ul><li>Scott Kaufman </li></ul><ul><li>Email : scott@kaufman.pro </li></ul><ul><li>Twitter : @skaufman24 </li></ul>

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