Effective Social Media for Non-Profits


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An overview of using social media for non-profits, presented to Dr. Cynthia King's Communication 464 classes at Cal State Fullerton on Sept. 9, 2009. Includes specific applications and thoughts on using LinkedIn, Facebook and Twitter. Based on a presentation given by Cara Stewart at IABC/OC on Sept. 8, 2009.

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Effective Social Media for Non-Profits

  1. 1. Get Social<br />Effective Social Media for Non-Profits<br />September 9, 2009<br />Theresa Dreike<br />
  2. 2. nonprofit 2.0 a revolution in human interaction & collaboration<br />
  3. 3. discussion threads to spark ideas<br />Why is social media important?<br />What types of social media could you use?<br />How are other nonprofits benefiting?<br />How can you create a social media state of mind?<br />
  4. 4. what the blog? <br />Meet the Web, version 2.0<br />The second generation of Internet-based services and tools that let people collaborate and share information online<br />social networking sites<br />social bookmarking<br />social news sites<br />social media monitoring <br />Water cooler meets the Web<br />technology, social interaction, words, pictures, activities<br />
  5. 5. people don’t like marketers<br />overloaded<br />underwhelmed<br />personalization <br />adaptability<br />individual value <br />
  6. 6. out with the old… in with the new (sorta)<br />What you do now (interrupt)<br />conferences<br />friendraisers<br />fundraisers<br />“brochureware” Web site<br />e-mail blasts<br />print ads<br />radio ads<br />direct mail<br />special events<br />What you can add (permission)<br />blogging<br />seo and sem<br />social media<br />social networking<br />rss<br />tools<br />videos<br />contests<br />campaigns<br />
  7. 7. start a conversation <br />
  8. 8. blogging for the heart of donors<br /> “America’s largest charities are turning to the Internet in an effort to increase awareness of their missions and to help connect with their constituencies. While these organizations are known for their nonprofit status and their fundraising campaigns, they demonstrate an acute awareness of the importance of Web 2.0 strategies in meeting their objectives.” <br />The University of Massachusetts Dartmouth’s Center for Marketing Research<br />
  9. 9. tools + tactics continue the conversation<br />41% online videos<br />34% blogging<br />34% social networking<br />33% podcasting<br />26% message boards<br />13% wikis<br />25% none<br />
  10. 10. create the right atmosphere<br />It’s not marketing’s job<br />Know what is being said about you<br />listening is twice as important as speaking<br />Google Reader<br /> Consistently talk about yourself<br />blogs, podcasts, videoblogs, Twitter, etc. <br />Build a community<br />Ning<br />
  11. 11.
  12. 12. Top Social Networks<br />LinkedIn – Most used for professional engagement<br />Facebook – Seen as a place for “the kids,” however it’s growing into the place for brands <br />Twitter – Fastest growing user base is 35-55 age group<br />
  13. 13. LinkedIn<br />First social network for business<br />Largest user base of any social network<br />Use groups to create conversations with connections<br />Ability to send messages to group<br />Pull in RSS feeds for important news to share<br />Use LinkedIn’s poll feature to ask specific questions for informal market research<br />Answer questions to promote individuals and brands<br />
  14. 14. Facebook<br />Create Fan Pages for brands, companies and non-profits<br />Same functionality as a personal page<br />Set to automatically update a Twitter profile when new info is posted<br />Create Cause Pages for non-profits<br />Ability to raise money through the cause page<br />Promote a specific portion of the non-profit<br />Engage fans in a different more purposeful way<br />
  15. 15. Twitter<br />Twitter uses 140 characters to answer the question “What are you doing?”<br />Twitter handles can be created for brands, companies and individuals<br />Examples: @southwestair, @Printronix, @WHWM2W, @Lauras_House, @MercyHouseLC<br />Use Tweets to promote: events, blog posts, LinkedIn groups, Facebook pages, Facebook causes, etc.<br />One more way to promote and market content created by an organization<br />
  16. 16. Twitter – Ways to Tweet<br />Top Twitter Clients/Apps<br />Mashable – Feb 2009 article<br />Twitstat – Sept. 2009 list<br />Online<br />Twitter.com<br />CoTweet (www.cotweet.com) <br />HootSuite<br />TwitterFox – Plug-in for Firefox<br />Desktop<br />TweetDeck<br />Twhirl (similar to IM)<br />Mobile<br />Twitterberry<br />Tweetie (iPhone)<br />UberTwitter<br />Text message<br />
  17. 17. Social Media Tools<br />Shorten URLs<br />www.tinyurl.com<br />www.bit.ly<br />Digg<br />Twurl<br />Photos<br />TwitPic<br />TwitGoo<br />
  18. 18. Measurement Tools<br />Be creative:<br />Track money raised on Facebook causes<br />Facebook Pages automatically tracks clicks<br />Count ReTweets (RT) on Twitter<br />Count conversations<br />Specific tools:<br />www.bit.ly: not only shortens URLs, also allows tracks click throughs live<br />www.Twitalyzer.com: measures influence, signal, generosity, velocity and clout<br />www.twitscoop.com: measures trends in your Twitter stream<br />
  19. 19. the revolution has begunwhere we’ve seen successes<br />
  20. 20. generate record contributions & awareness<br />Raise funds for Laura’s House <br />Further establish a significant online presence<br />Increase domestic violence awareness <br />Create a self-sustaining means of responsiveness through “pass it along” suggestions<br />
  21. 21. embrace new community & stakeholders<br />Introduce organization beyond its donor base<br />Forge relationships with community partners<br />Inject fun into fun-raising<br />Move marketing into social mediasphere<br />Create champions that engage in other events<br />
  22. 22. let’s connect<br />Contact Me:<br />Theresa Dreike<br />714-862-1112 ext. 205 or theresa.dreike@wundermarx.com<br />Web site:www.wundermarx.com<br />LinkedIn:www.linkedin.com/in/theresadreike<br />Facebook:www.facebook.com/tdreike<br />Twitter:www.twitter.com/prdreamer<br />