Social media 101 for Nonprofits


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Just the basics...including stats and ideas for engagement.

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  • I am the least cool; not hip social media geek you will meet. Social Media philosophy- building relationships, people still do business with those they know or who are recommended by someone they trust, changed how we communicate, amplify voices, connecting communities; while I am somewhat of a social media geek-- my passion is not in the newest outlet (I don't care if I am an early adopter-- or the slickest campaigns-- it is truly in the power to build relationships-- to give amplify voices-- I am a nonprofit/public policy at heart-- social media quickly became my tool  Listen first
  • How many have twitter? Youtube? Pinterest? Instagram? Others?
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  • 15 million brands have FB pages (businesses and organizations)A lot of noise60 million status updates happen daily on facebookU.S. desktop users spend an average of around 6 hours every month on Facebook; mobile users spent an average of 11 hours. (ComScore, January 2013)23 percent of all time spent on apps in the U.S. is on Facebook – 3 percent on Instagram – which means over a quarter of time spent on apps in the U.S. is with Facebook.2.7 billion likes a day on Facebook.Fastest growing pop segment on facebook: 55 to 65 year old femalesHubspot reports that 70% of business-to-consumer marketers have acquired a customer through Facebook.
  • Daily engagement rates on Twitter decline after the 3rd tweet40% of people on Twitter are passive– they listen, look, but don’t tweetFastest growing demographic on Twitter is in the 55 – 64 year old bracket. It has grown 79% since 2012Video accounts for 69% of mobile data traffic700 YouTube video links are shared on Twitter every minuteEquivalent of100 hours of video is uploaded to YouTube each minute
  • LinkedIn is nearly 3x as effective for lead generation as Twitter and Facebook. 2 new users join LinkedIn every minute.6 million companies have pages on LinkedInWith over 238 million users, LinkedIn is a great site for businesses looking to increase traffic and leads, as well as individuals looking to market their expertise for new career opportunities.9. 43% of US marketers have found a customer through LinkedIn (source: A Sales Guy Consulting)61% of social media users primarily use LinkedIn for professional networking (source: Lab42)60% of LinkedIn users have clicked on an ad on the site (source: Lab42)51% of online business-to-consumer marketers use LinkedIn, compared to 83% for business-to-business (source: Brafton)
  • 27% of online time spent on social media sitesInstagram has gone past the 150 million mark. 60% of users from outside the USThe average iPhone user only spends 45% of her on-device time making voice calls.Games are bigger than any other app category — both for the social web and for mobile devices.Only 18% of traditional TV campaigns generate a positive ROI; 90% of people skip ads via tivo/dvr
  • FourSquare: 33 million users (April 2013)SlideShare: 50 million users (May 2013)Skype: 280 million users (October 2012)
  • Social media is a fundamental change in the way we communicate
  • Think smallListenJoin the conversationAmplify your voiceBuild relationshipBe authentic
  • Who? It is important to know the audience for the project.Stranger, Friend, Customer, Loyal Customer,AdvocateWhat? Each project and each audience for that project requires an unique social media strategy.When? When is your audience online? But also when will you most likely be heard? Insights; trial and errorWhere? On what social media outlet is your target audience? Go mainstream– test othersWhy? Are you starting the conversation?What is the purpose?What is your call to action?How? How will this get done?ToolsTimePlan What is your content?Review/Assess: insights, analytics, etc
  • Twitter is good for short bursts of info– to give and receive newsAccording to the Pew Research Center’s Project for Excellence in Journalism, 39% of Twitter users said most of the news they got on Twitter was material they wouldn't have read elsewhere. Live Tweet from events (interesting ones) Sharing updates like these allow people to feel connected with an actual event ... even if that event's happening halfway around the world.  And you know what? Those followers tuning in to the live feed are most likely the same crowd that's willing to donate to your cause.Tweeting to and about the press!Let your donors know how many mouths their money was able to feed, and it will put into perspective what they were able to accomplish with a quick gesture of kindess. And acknowledging their support, especially on social media where all their friends can see it, makes them feel special!
  • Facebook is the place to tell stories. A great way to engage those who like your Facebook page is by providing them with a place to share their own stories, and comment on yours. On the Make A Wish Foundation Facebook page, for example, there are several pictures, names, and stories of children who have been touched by the foundation's efforts. People are moved by what they read, and express their love by commenting, liking, and sharing various posts. It's this bond with your organization that's critical to establish to drive donations -- and it's why storytelling plays a key role ... because establishing an emotional connection takes time, and context.As a nonprofit, you can also pick the most moving post on your Facebook page and have it featured as "Inspiration of the Week." You can even use Timeline's new pinning feature to expand the visual real estate of the post on your page and draw even more of your fans' eyes there. The Make A Wish Foundation facebook post below is an excellent example of a charity using story-telling to generate donations through hope. And since Facebook pages allow organizations to create donate buttons, there's no reason not to try experimenting with it!
  • A Pinterest study from Shareaholic reported that 21% of users have followed through with a purchase after discovering it on Pinterest -- that might be a social media investment worth investigating for nonprofits trying to drive donations, eh? You can get started by creating pin boards (we have 28 creative pinboard ideas for you here if you're looking for ideas) with images that relate to your cause. For example, Habitat for Humanity pins pictures of volunteers building homes across the globe, as well as fliers for upcoming volunteer opportunities and country-wide movements like National Mandela Week. Or you could mimic their approach of inspiring people -- you know how important it is to feel moved to donate -- through boards like their creative "Quotes."
  • Social media 101 for Nonprofits

    1. 1. Amplifying Voices ● Creating Communities Stacy Nunnally Social Media Basics for Nonprofits
    2. 2. PollEverywhere Link
    3. 3. Why Social Media Matters… Did you know? Social Media 2013 Video
    4. 4. Social Media Matters… Facebook has 1.11 billion active users each month. It has 665 million users each day. If it were a country, it would be the 3rd largest in the world. FB is the single largest repository for user- generated content such as pics, videos, links, and comments. Users share 2.5B pieces of content each day. People spend over 700 billion minutes per month on Facebook. Average user has 130 friends.70% of B2C marketers say they have acquired a customer through Facebook Facebook will account for 13% of worldwide mobile ad revenue in 2013 Fastest growing segment on Facebook? 55 – 65 yeer old females 23% of all time spent on apps in the US is on Facebook
    5. 5. Social Media Matters… Twitter has 500 million users. #2 search engine on the web 50% of tech companies say they have acquired a customer through Twitter. Twitter users send 400 million tweets each day. 1 Billion total users 500 years of YouTube videos are watched on Facebook every day
    6. 6. Social Media Matters… 200 million+ users New functions for company pages 61% of social media users primarily use LinkedIn for professional networking Almost 10% of US marketers have found a customer through LinkedIn 60% of LinkedIn users have clicked on an ad on the site
    7. 7. Social Media Matters…
    8. 8. By the Numbers: Google+: 343 million active users (January 2013) Facebook: 1.1 Billion Monthly users (May 2013) Flickr: 87 million users (March 2013) Instagram: 100 million users (February 2013) LinkedIn: 225 million users (May 2013) MySpace: 32.6 million monthly visitors (May 2013) Pinterest: 48.7 million users (February 2013) Tumblr: 216 million monthly visitors (May 2013) Twitter: 500 million total users (March 2013) Vimeo: 14 million users (December 2012) WordPress: 66 million blogs (May 2013) YouTube: 1 billion users (March 2013)
    9. 9. Source: Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation COMMUNICATIONS MEDIA Space defined by Media Owner Organization in control One way / Delivering a message Repeating the message Organization-focused Entertaining Organization created content SOCIAL MEDIA Space defined by Consumer Consumer in control Two way / Conversational Adapting the message/ beta Consumer-focused / Adding value Influencing, involving User created content / Co-creation Traditional Communication vs. Social Media
    10. 10. Social Media Policy
    11. 11. Social Media Strategy
    12. 12. Social Media Strategy
    13. 13. Each personal interaction between a company and a customer or between you and a member of your community presents an opportunity to gain an advocate for your brand Social Media Matters…
    14. 14. IDEAS: Twitter Tweet to/ about press Tweet live from events Ask for $; Show ROI
    15. 15. IDEAS: Facebook Tell a story. Use humor Ask questions; use incentives
    16. 16. IDEAS: Social Media Advocates Ask advocates to share an important message Recruit volunteers to share social media messages
    17. 17. IDEAS: Facebook Engagement Surveys, polls, online voting Incentives for answering questions “Like” as a call to action
    18. 18. IDEAS: Pinterest Source: Hubspot Create boards and pin pics of volunteers, videos, etc.
    19. 19. IDEAS: Creative Fundraising “Sponsored likes” KickStarter
    20. 20. GaggleAMP
    21. 21. Constant Contact
    22. 22. Tools and Resources
    23. 23. Amplifying Voices ● Creating Communities Stacy Nunnally Social Media Basics for Nonprofits