Social Media for Nonprofits: What the CSuite Should Know


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Nonprofit leaders of the round table: before engaging on social media, plan smarter and strategically first. Myths and blasphemies, as well as sacred realizations before considering social media in your campaigns.

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Social Media for Nonprofits: What the CSuite Should Know

  1. 1. SociaL MeDia for NoNProfitSWHAT THE C-SUITE SHOULD KNOWpresented by skyl nce
  2. 2. “Social media is online media that starts conversations, encourages people to pass it on to others, and finds ways to travel on its own.” -Idealware, The Nonprofit Social Media Decision Guide
  3. 3. Social mediaisn’t all about sharing stuff about this guy...
  4. 4. Really.
  5. 5. Instead, people use social media to talk about otherthings like...
  6. 6. this.
  7. 7. this.
  8. 8. this.
  9. 9. and this.
  10. 10. You know,stuff that really matters.
  11. 11. According to Silicon Alley Insider...
  12. 12. 600,000,000total active users on facebook119,000,000total active users on twitter
  13. 13. “Millennials expect organizations to have the same fluency with social media, the same comfort working beyond the organization’s institutional walls as they do.” -Beth Kanter, Co-author of “The Networked Nonprofit”
  14. 14. “Social Media is an ingredient, not an entrée.” -Jay Baer, Convince & Convert
  15. 15. “Nothing an organization does is free.” -Olivier Blanchard, Brandbuilder Marketing
  16. 16. “I heard it was free!” “Actually, it’s not.”
  17. 17. Well, there areTime costs w/ staff:• planning• executing• managing
  18. 18. and...Tech costs:Even some tools havefinancial fees dependingon what you want to do,measure, or analyze.
  19. 19. “Sorry, just being honest.”
  20. 20. The amount of resources you invest into social mediadepends on the breadth of your goals.
  21. 21. The big question:What is the ROI of social media?
  22. 22. That’s like asking:What is the ROI of social media? email? the telephone?
  23. 23. “So, then...Can social media drivenonprofit revenue?”
  24. 24. First...Let’s see how the for-profit sector used social media.
  25. 25. #1 Dunkin’ Donuts ran a contest via Facebook that generated 130,000+ submissions and 174,000 votes. = increase of offline sales
  26. 26. #2 Lenovo reduced call- center activity by 20% by leveraging their online support community. = cost savings +better relationships
  27. 27. #3 Dell sold $3 million in products through their Dell Outlet Twitter account. That was in 2009.
  28. 28. “ What about nonprofits?”“ahem!?”
  29. 29. #1 In 2008, The Save Darfur Coalition used a Facebook page to raise more than $75k from its 1 million members. = increased donations
  30. 30. #2 The National Wildlife Federation used blogs and Twitter to promote their new initiative, After 8 months, the results? Website views doubled from 8k to 16k Email list doubled from 2.5k to 5k
  31. 31. Two points:• Both FPO and NPO can deal with ROI.• They had clear goals from the beginning.
  32. 32. Organizations will not share the exact same goals...Everyone’s strategies and tactics will differ.
  33. 33. Your adoption of social mediashould align withyour business goals.
  34. 34. Your adoption of social mediashould align withyour mission’s goals.
  35. 35. And a third point:• It doesn’t always have to be about ROI.
  36. 36. Another way of looking at it...
  37. 37. What problem are you trying to solve?
  38. 38. Your activities are like waypoints of the broadermission...Can social mediahelp us along the way?
  39. 39. Non-financial outcomesusing social media:• build rapport w/ stakeholders• Net new volunteers• build advocacy with audiences
  40. 40. Financial outcomesusing social media:• save on traditional media (print, broadcast, etc.)• net new donations• net new memberships
  41. 41. What technical advantages does social media have overtraditional media?• wealth of data• rate of reach• multiplicity of information
  42. 42. “But!if so many nonprofits are using it, what’s the problem?”
  43. 43. Meanwhile,on a misty mountain top...
  44. 44. zen kitty and current problemswith nonprofit social media
  45. 45. Dear Zen Kitty of social media wisdom,I want my organization to use social media, but Iwant to ensure that we do it right. What are somecommon pitfalls I must avoid?
  46. 46. “hmmmmmm....”
  47. 47. “There are 3 you must know...”
  48. 48. 1.Not tying social media into yournonprofit’s core objectives.
  49. 49. Experimentation is good!when guided by a solid communications strategy.
  50. 50. Think about it like this: No general sends out troops without a good reason why.
  51. 51. “So, why are we doing this again?” “Dunno, the boss just said get out there and start engagin’.”
  52. 52. Wrong.Get concrete with goals or you’ll waste your staff’s energy, time, and money.
  53. 53. “Our coming fundraisers will need lots of support. Can social media help out?” “Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.”
  54. 54. “Our coming fundraisers will need lots of support. Can social media help out?” Much better. • You can focus your resources. • You’ll know what tools make sense. • You’ll know what metrics you need to measure success. “Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.”
  55. 55. 2.Not establishing a measurement practice.
  56. 56. Why measure?
  57. 57. • track progress
  58. 58. A metric only tells a part of the story.
  59. 59. So many metrics. The secret?Measure what matters.
  60. 60. • track progress• gather actionable insight
  61. 61. actionable insight =better decision-making
  62. 62. • track progress• gather actionable insight• justify your resources
  63. 63. 3.100% push marketing
  64. 64. Aside from “business” functions, social media canhumanize and harmonize.
  65. 65. Don’t always talk about yourself.
  66. 66. Social media is stilljust another channel.
  67. 67. Push vs. Pull
  68. 68. 10% Push90% Pull
  69. 69. “What do we talk about?”Listen first.
  70. 70. Fastest way to learn how to engage your peeps?See how other nonprofits aredoing it.
  71. 71. omg,Thank you!
  72. 72. “Don’t mention it.”
  73. 73. Other issues worth addressing...
  74. 74. prmarketing
  75. 75. brand management prcustomer service crisis management marketing
  76. 76. brand management Social media is a part of your existing communications strategy prcustomer service crisis management marketing
  77. 77. riskreward vs
  78. 78. Flickr Photo Credits:by eschipul by the IFRC by Eric Constantineau by Stéfan by i eated a cookiemrdestructicity by Darkroom Productions by Univ of Iowa by Stéfan by vernhartby the NOAA by rick by will biscuits by Stéfan by halfdosby Steve Punter by x-ray delta one by Stéfan by milopeng
  79. 79. Movie Screenshot Credits:Dr. Strangelove. Dir. Stanley Kubrick. With Peter Sellers, George C. ScottSterling Hayden, Keenan Wynn, Slim Pickens. Hawk Films, 1964 .InfoGFX Credits:Global Map of Social Networking 2011 by Trendstream.netTwitterverse by Brian Solis and jess3Social Media Landscape of 2011 by Fred Cavazza
  80. 80. end.www.skylance.orgSkylance leads wayward nonprofits & social enterprises into marketing and operationalsustainability. We help them communicate better and execute missions more efficiently.
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