Effective Social Media for Non-Profits
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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 ...

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 Effective Social Media for Non-Profits Presentation Transcript

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