Realist's Guide to Social Media for Nonprofits


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Approach to social media strategy for non-profits, including case studies

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Realist's Guide to Social Media for Nonprofits

  1. A Realist’s Guide to Social Strategy for the Non-Profit World 24 February, 2010
  2. Welcome.
  3. I Am a... I Am Not a... • VP/Account Management • Social media “specialist” and Digital Strategy • Brand, marketing, • Technologist communication strategist • Analyst • Researcher and planner • Non-profit “expert” • Social media addict
  4. Social Media Doesn’t Have to Be Super-Complicated • Online applications, platforms, media which aim to facilitate interaction, collaboration, and sharing of content
  5. Easy to publish website that allows anyone to publish their Blogs point of view and usually allows comments. WordPress, Posterous Microblogging Conversation in 140 characters or less Twitter RSS Really Simple Syndication: a tool that brings you updates Google Reader Mini-applications that connect to the Internet and typically Widgets/Gadgets have a specific function Widgetbox Sites that allow you to connect to friends, family and Social Networking colleagues online or meet people with similar interests Facebook, Ning, etc. Text-based, interactive online discussion, either one-on-one # Twitter chats, etc. Chat or group One of the most “tried and true” social technologies; users bbPress Forums post questions/comments, respond to others Podcasts Audio and video files distributed through websites Apple iTunes Sites that allow users to post, view and search videos or Video/Photo Sharing photos YouTube, Flickr, etc. Sites that support multiple contributors with shared Wikis responsibility for creating and maintaining content Twiki
  6. Survey Says...Strategy • How to expand use for more effective awareness- building, events, fundraising • How to integrate social media into overall marketing and fundraising strategy • How to best engage, inform, educate audiences • How to grow networks once established • How to set goals/benchmarks and measure ROI • Social media guidelines/risks/pitfalls
  7. “ Marketers are like kids at Rita’s candy shoppe, gazing at all the pretty opportunities. Most of us are afraid of strategy, because we don’t feel confident “ outlining one unless we’re sure it’s going to work. -Seth Godin
  8. Strategy is the road. It answers how you will engage.
  9. GOAL: 29,029 Feet OBJECTIVES: Reach top of Everest; don’t die STRATEGY: Be as prepared as humanly possible TACTICS: Intense training; best climbing team; right route for weather; use best tools available
  10. Survey Says...Tactics • Community sites, blogs, forums, web chat • LinkedIn, Facebook, Twitter, YouTube, Flickr • Blogger relations • SMS/texting • RSS feeds • Google analytics • File sharing applications • How to manage time investment : )
  11. The Best Advice I Can Give You • Figure out what you are going to DO with social media first, and why. • Then, worry about all of the shiny objects. • The tools will always be changing. Your mission won’t.
  12. Goal: A Solid Planning Foundation • Approach to social media strategy • Examples from the non-profit world • Tool demos/explorations as desired • Group brainstorming/idea sharing session
  13. It’s about raising money. But it’s got to be about more than raising money.
  14. Engagement is the New Awareness
  15. Consider What Your Audience is Doing Online
  16. Best Way to Engage: Be Useful.
  17. Top 10 Tips on Approach • Think about what you can offer your supporters, and how you can facilitate, not how you can “push out messages.” • Speak as humans, not as a company. • There are natural storytellers. Find them, and the best stories your organization can tell. • Find someone really passionate about talking with your supporters. • Create ways for your supporters to actively participate in content creation. Many of the most successful social media efforts are truly grass roots.
  18. Top 10 Tips on Approach • Always be listening. • The more responsive you can be, the better. • Building relationships is a long-term commitment, not just a “campaign.” • Learn by doing. It’s really the only way. • Experiment and don’t be afraid of “failure”. If something doesn’t work, adjust and keep trying or try something else. Because...
  19. Serendipity Happens.
  20. ORGANIZATION: Blood Drive OBJECTIVES: Increase blood donations among teens STRATEGY: Enable donors to encourage friends TOOLS: Facebook event page & discussion threads RESULT: 23% increase over previous blood drive with no other changes to communications
  21. Red Cross 12-Step Program Step 1 Get Social Media Savvy Step 2 Learn Our Philosophy Step 3 Listen Step 4 Engage with National Social Media Step 5 Learn from Chapter Social Media Step 6 Evaluate Organizational Goals Step 7 Create Your Social Media Strategy Step 8 Choose Your Tools Step 9 Let National Know What You’re Up To Step 10 Implement Your Plan Step 11 Measure Your Successes and Challenges Step 12 Send National Your Links and Measurement Data Wendy Harman, American Red Cross
  22. Listening Tools • Google Alerts and Google Reader • Twitter Search • Various Software Subscription Products • Radian 6, Meltwater Buzz, others
  23. The Basic Building Blocks via Chris Brogan • Grow bigger ears • Make a friendly and useful base on your site • Extend into outposts • Integrate into other tools like E-mail marketing
  24. OBJECTIVE: Rally community of supporters STRATEGY: Create a safe place where women can talk online; extend the conversation to where the audience already is TOOLS: Community site first; Facebook cause and 20+ other outposts later RESULT: Increased advocacy; $92,000 in donations during October 2009 Breast Cancer Awareness month attributed to social media; total 2009 donations increased 22% over prior year via Beth’s Blog
  26. “ After all these years in marketing, I’ve finally gotten to sit back and “ watch the numbers roll in. -Kevin Williams, CMO National Breast Cancer Foundation
  27. ORGANIZATION: ASPCA OBJECTIVES: Rally community of supporters STRATEGY: Feed their passion TOOLS: Ning community, Blog, Facebook, Twitter, Flickr RESULT: Engaged Facebook community 268,000 strong via Beth’s Blog
  29. ORGANIZATION: Wildlife Direct, Nairobi, Kenya OBJECTIVES: Raise funds to protect wildlife STRATEGY: Enable donors around the world to communicate directly with the people they are funding TOOLS: Blogs are primary RESULT: Website visits and donations up four-fold; 50 lions saved last year via Beth’s Blog
  30. via Beth’s Blog
  31. ORGANIZATION: American Humane Society OBJECTIVES: Increase engagement and donations STRATEGY: Empower pet lovers to become ambassadors TOOLS: Photo contest; Facebook tool to solicit votes from friends RESULT: 31,000 entries; $377,000 raised Grace Markarian, American Humane Society, via Beth’s Blog
  33. American Humane Society Metrics • # of submissions • # of photo views/voting participants • # of friends/fans/members over time • # of new names added to E-mail file • # and content of blog comments • # of blog subscribers • # of inbound links • # of donations/amount of donations Grace Markarian, American Humane Society, via Beth’s Blog
  34. American Humane Society Lessons • Integrating social media into your campaigns can help build online actions like donations slowly • E-mail marketing remains the #1 success driver • Social media allows HSUS to reach audiences they may not reach through other channels • Must allocate resources to monitor and communicate with this audience to sustain success • Participating in social network sites requires constant willingness to learn Grace Markarian, American Humane Society, via Beth’s Blog
  35. ORGANIZATION: American Red Cross OBJECTIVES: Create an empowered online community of supporters; Maximize donations for Haiti earthquake relief STRATEGY: Connect people to what’s happening on the front lines; Make donating as easy as possible TOOLS: Blogs, Facebook, Twitter, Flickr, Ammado; Text-to-donate RESULT: Text-to-donate yielded $800,000 in first 24 hours; $5 million by day two; $22 million first week; 14% of total
  37. ORGANIZATION: The Girl Effect OBJECTIVES: Raise awareness and funds STRATEGY: Prove to potential supporters that they really can make a difference TOOLS: Video was primary RESULT: 471,000 views on YouTube; 115,000 Facebook Fans
  38. ORGANIZATION: The Girl Effect OBJECTIVES: Raise awareness and funds STRATEGY: Prove to potential supporters that they really can make a difference TOOLS: Video was primary RESULT: 471,000 views on YouTube; 115,000 Facebook Fans
  40. ORGANIZATION: Charity Water OBJECTIVES: Raise awareness and funds STRATEGY: Inspire TOOLS: Website, video, Twitter RESULT: First non-profit to one million Twitter followers
  43. A Beautifully Simple Way of Thinking About It via Hugh MacLeod • Figure out what your gift is, and give it on a regular basis • Make sure it’s received as a real gift, not an advertising message • Figure out what it is that your trail of breadcrumbs leads back to
  44. Group Sessions: Applying to United Way • Part one: What are our goals and objectives? Who are the audiences we are seeking to rally? • Part two: What will our approach/strategy be? What type of content is our “gift”/will be effective? • Part three: Discussion/demo of tools as desired; What listening and conversation tools will we prioritize?
  45. Recommended Resources Ongoing Twitter Chat : #nptech - great way to meet people to learn from/share with on Twitter Allyson Kapin: Non-profits - Time to Get Mobile ***Beth Kanter/Beth’s Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change: tre.html Chris Brogan’s blog: Forrester Research Consumer Technographics Data : KDPaine’s PR Measurement Blog: Mobile Active Nonprofit Tech 2.0: A Social Media Guide for Non-Profits ***We Are Media wiki ***Wendy Harman, American Red Cross: ***Top Three Recommendations
  46. Thank you. twitter: @suespaight 414.224.0212 If you want to keep the conversation going, I will offer to participate in ongoing Twitter chat at: #greatriversSM