Advancing Ideas Through Social Media for Nonprofits
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Advancing Ideas Through Social Media for Nonprofits

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An introduction to social media for nonprofits, and how they can use the many social platforms and tools to advance ideas. Includes real ways organizations are using social media, pros & cons, and ...

An introduction to social media for nonprofits, and how they can use the many social platforms and tools to advance ideas. Includes real ways organizations are using social media, pros & cons, and best practices.

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  • Presentation Prep List:Log into all my SN acctsPre-load all referenced URLs
  • According to your survey responses, almost 20% of you described yourself a 7 out of 10 in personal SM fluency & understanding…
  • Pictured: Videos Photos Blogging Social networking Customer/product reviews/ratings/comments
  • (((Live Question))) Ask the audience if they have ever used SM to crowdsource anything (could be as simple as asking a question & getting an answer). Good Things to Crowdsource: Help with a project Answers to questions Polls/surveys Idea generation Making lists and more!
  • How SM is Like WOM: Social media =conversational marketing Social media is an outlet for public relations, customer service, loyalty building, collaboration, networking… It humanizes businesses and builds credibility Fosters relationships(((Live Question))) Has SM ever influenced you to do something, whether it’s go see a movie, book a recommended hotel, etc.? Show of hands to see how many people have been influenced.
  • Examples shown (from left to right):LinkedIn screenshot = Annie E. Casey Foundation profilehttp://www.linkedin.com/company/37168?trk=tyahFacebook screenshot = National Association of Social Workershttp://www.facebook.com/socialworkersTwitter screenshot = Cato Institute
  • Blogs used (from left to right):Social Work World Blog: http://socialworkworld.blogspot.com/Social Solutions Blog:http://www.socialsolutions.com/blog/UNICEF Field Notes Blog: http://fieldnotes.unicefusa.org/Antisocial Social Worker Blog: http://anti-socialworker.blogspot.com/Susan G. Komen for the Cure Blog: http://blog.komen.org/
  • Just search any video site for “social services” and…
  • Comment sections used (from left to right):Mashable comments from this article: http://mashable.com/2009/05/22/non-profit-social-media/Washington Examiner comments from this article: http://washingtonexaminer.com/politics/2011/06/feds-crack-down-campus-flirting-and-sex-jokes#disqus_threadYouTube comments from this video: http://www.youtube.com/watch?v=3hiDCNM1G50
  • Review examples used:Amazon reviews from this book:http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=days+in+the+lives+of+social+workers&x=0&y=0Charity Navigator’s Top 10 Highly Rated Charities w/ Favorable Reviews list: http://www.charitynavigator.org/index.cfm?bay=topten.detail&listid=118
  • Examples shown (from left to right):Digg screenshot = Business News front pagehttp://digg.com/news/business/media/recentDelicious http://www.delicious.com/Newsvine US News http://www.newsvine.com/us-news
  • Q/A Sites:Quora Yahoo Answers Cha Cha LinkedIn AnswersExamples of Content/Article Sites:eHow Associated ContentHubpages GoogleKnol
  • Examples used (left to right):Topix non-profit forum: http://www.topix.com/forum/business/non-profit-organizationTalk CityCareSpace social care forum: http://www.communitycare.co.uk/carespace/forums/default.aspxTinyChat
  • Examples shown (left to right): Foursquare appFacebook app Google Buzz app Words with Friends (game) Mobile Social Networks Location-based social apps Mobile social games (e.g. Farmville, Words with Friends)
  • Organizations need to learn how to create communities around such ideas (theirs or their advocates’)Before using SM to market their message, they need to understand the why behind what their audience talks about. For example, people don’t just want services; they want to sleep better at night and feel safe. Example: 3 different people could take a design class and that class is a shared experience. But the interesting part is what they all individually do with the knowledge from the class. THIS is what social media can help promote and track.
  • Warn about the ethics of “borrowing” content from social media Plagiarism is plagiarism, whether unintentional or deliberate
  • Who are Key Influencers? Prominent or popular bloggers Industry gurus or figureheads Celebrities (and Internet celebrities) Popular users/superusers Media contactsGreat Read for those who enjoy research: Duncan Watts/Yahoo Research: Who Says What to Whom on Twitter: http://research.yahoo.com/files/twitter-flow.pdf(((Interactive Exercise: Take a few moments to ask about the audiences’ key influencers. Tell them to write them down. Are these influencers someone you’re connected with but not your main SM person, and if so, then what kind of direct role could you be playing to assist your organization better in reaching a broader audience through SM?)))
  • (((Interactive Exercise: Discuss the Benefits/Ills as it relates to audience/higher philosophies)))
  • FeedingAmerica.org - a domestic hunger relief charity in the U.S.They use SM on multiple fronts to inform & educate people about the state of hunger in the U.S.YouTube: http://www.youtube.com/user/feedingamericaTwitter: http://twitter.com/#!/feedingamerica
  • 1) HandsOn Network “inspires, equips and mobilizes people to change lives through service.” Visitors enter their interest + zip code to find volunteer opportunities.http://handsonnetwork.org/; Also, here is their Twitter:http://twitter.com/#!/HandsOnNetwork2) @getrealinvolved: “We organize turnkey community service projects for students (6th – 12th grade) 1x/month in Tampa, FL.”http://twitter.com/#!/getrealinvolved
  • Within platforms and across.Washington Regional Association of Grantmakers’ Facebook page:http://www.facebook.com/pages/Washington-Regional-Association-of-Grantmakers/98219140619 They introduce members of their association on their Facebook wall.
  • Volunteer 4 Long Island’s Facebook page: http://www.facebook.com/group.php?gid=97247585550&v=wallTouching video from their YouTube page which shows their volunteerism in action: (Accompanying case study: http://www.bloganthropy.org/2009/12/social-media-twitter-recruit-volunteers-charity/)Case Study in Staff Recruitment: Australian Government’s ‘Best Job in the World’ campaignYouTube was the platform for the Australian Government’s ‘Best job in the world’ campaign as a caretaker of islands in the Great Barrier Reef. Applicants were asked to post a video of why they were fit for the job on a dedicated page. They received over 34,000 applications from 201 countries. The website got 8 million visitors and user generated content on YouTube went up to 610 hours. It even scooped the two top awards at the Cannes Lions International Advertising Festival. (Source: http://blog.socialmaximizer.com/youtube-business-use-cases/)
  • Amnesty International’s blog: http://blog.amnestyusa.org/(Direct link to this blog post: http://blog.amnestyusa.org/women/comprehensive-immigration-reform-introduced-just-in-time/)- AI blogs about controversial issues and advances ideas and opinions about human rights
  • NRDC (Natural Resources Defense Council) Twitter:http://twitter.com/#!/nrdc
  • United Way:Uses Twitter (@live_united) to motivate and mobilize volunteers & evangelize their mission using the hashtag #KidsWin. They constantly post pics & videos of their projects in action. http://twitter.com/#!/live_unitedFacebook focused on volunteerismYouTube has same visual branding as TwitterBlog
  • Change.org (http://www.change.org/) = “Start, join and WIN campaigns for social change.” Petition-signing site advocates for causes and encourages others to join the cause.MoveOn.orgRelevant Case Study: The Enough Project used social media to spread the word about conflict minerals.http://www.marcomonadime.com/?p=854
  • Causes: http://www.causes.com/ - A social giving platform that also can be fully integrated into Facebook.Human Development Foundation (HDF) using the Causes platform: http://www.causes.com/causes/14588-human-development-foundation-hdf Visitors can donate money OR time to the cause in form of quick, easy online activities that raise money (“give a minute”).
  • BP’s major Twitter #failwhale during the Gulf oil spill crisisRelevant Case Studies:3 Case Studies in Social Media Crisis Managementhttp://www.imediaconnection.com/content/26378.asp
  • MashableTechCrunchSmartBrief on Social Media Social Media Today Social Media ExaminerJaime’s Picks:CopybloggerReadWriteWebHubSpot
  • Be sure to print 1st screen!

Advancing Ideas Through Social Media for Nonprofits Advancing Ideas Through Social Media for Nonprofits Presentation Transcript

  • Advancing Ideas Through Social Media
    For Nonprofits
    By Hollis ThomasesPresident & CEO, Web Ad.vantage, Inc.
  • What is Social Media?
  • What is Social Media?
    It’s not just about using Facebook…
    Wikipedia defines social media as “internet and mobile-based tools used for sharing information”
    We say: content created by the masses rather than by an industrial complex known as “the media”
    The main activity on social media sites consists of connecting with other like-minded people and/or sharing some form of content…
  • What is Social Media?
    Social Media vs. Social Networking
    Social Media
    Social Networking
    More specific term
    Social Networking is Engagement
    More two-way communication
    Focus is on building relationships and establishing reputations
    Platforms deliver the engagement
    Broad term
    Social Media is a Channel
    More one-way communication
    Focus is on content generation & consumption
    Multiple delivery mechanisms
  • Social Media Users
    Who Uses Social Media?
    Public & Private Sector
    Government
    Citizens
    The Community At Large
  • What is Social Media?
    6
    Social Media Has Its Own Vernacular
    LinkedIn
    Twitter
    Facebook
    Tweets
    Follow vs. Following vs. Friends (“Tweeps”)
    Mentions/@replies
    DMs
    Shortened URL
    Hashtags
    Tweetups
    Network
    Connections
    Recommendation
    Groups
    Likes
    Friends vs. Like(rs)
    Profile vs. Page
    Status Update
    Apps & Games
    Blogging
    YouTube
    Blog vs. Blogging vs. Blog Post
    RSS Feed
    Comments
    Social Bookmarks
    Channel
    Views
    Spotlight Videos
    Promoted Videos
    Featured Videos
  • Let’s see Social Media in action…
  • What is Social Media?
    User Generated Content
  • What is Social Media?
    Crowdsourcing
    Sure, be glad to.
    What do you need?
    What can I do?
    What #ceoelearn project?
    I’m
    available.
    I can help!
  • What is Social Media?
    Social Media ~ Word of Mouth 2.0
    Ratings, Reviews, Recommendations, Opinions, Criticisms
  • Social Media Channels
    11
    Let’s see some examples…
  • Social Media Channels
    12
    Social Networks
  • Social Media Channels
    Blogs
    13
  • Social Media Channels
    Multimedia Hosting/Streaming Sites
    14
  • Social Media Channels
    Comments
    15
  • Social Media Channels
    16
    Reviews
  • Social Media Channels
    17
    Social Bookmarking & Sharing
  • Social Media Channels
    18
    Content & Q/A Sites
  • Social Media Channels
    19
    Forums & Chat
  • Social Media Channels
    20
    Mobile + Social
  • How & Why Ideas Spread
  • How Ideas Spread
    22
    How a Great Idea is Born
    It’s something unique or different
    Address a real need to a real problem
    Understand your audience’s mindset
    Improve upon an existing idea
    Has a clear purpose that won’t be lost in execution
    Tap into people’s passions & dreams
    It’s something realistic & achievable
    Think divergently
  • How Ideas Spread
    News/media outlets
    Original content
    e.g. user generated content
    Content permutations
    Memes
    RSS feeds
    Search and aggregation tools
    23
    Where People Go Online for Information
    Plagiarism
  • How Ideas Spread
    24
    Key Influencers
    Reactions
    Flow of Information
    Re-tweets
    Re-blogs
    Likes
    Thumbs/Votes Up
    Pingbacks
    Comments
    Shares
    Responses
    Forwards
    Flow of Information
  • How Ideas Spread
    25
    What Makes an Idea Spread?
    A few reasons why people pass things on:
    It is helpful or informative information
    People like to feel “in the know” and alert others to what they discover
    People care about the outcome and want to contribute toward that end, by enlisting others
    It’s something people agree with and might have difficulty expressing on their own
    It is beneficial in some way to those who share it
    People feel they’ll appear out-of-touch if they don’t!
  • Social Media Benefits/Ills
    Benefits/Pros
    It’s “free”
    Everyone has ideas they want to express; you just have to tap into them
    Tangible metrics show you what works and what doesn’t
    It’s one-on-one; makes organizations more approachable than through traditional media
    It’s happening whether you’re a part of it or not, so pay attention!
    Strength in numbers; hundreds of millions of people are using it
    Transparency
    Ease of reaching people (new, old, powerful)
    26
  • Social Media Benefits/Ills
    Ills/Cons
    Must overcome learning curves to new, constantly evolving form of communication
    Care & feeding isn’t free
    Loss of productivity; time “wasters”
    Subject to group-think
    Repression of critical thinking/individuality
    Pressure to conform?
    Can lead to the “dumbing down” of ideas
    Disintermediation of human face-to-face contact
    What’s the long-term impact of this on society?
    Potential for pitfalls: very public blunders, technicalproblems, etc.
    27
  • How real organizations are using social media…
  • Uses of Social Media
    Raise Awareness/Branding
  • Uses of Social Media
    Community Service
  • Uses of Social Media
    Build Relationships
  • Uses of Social Media
    Staff/Volunteer Recruitment
  • Uses of Social Media
    Thought Leadership
  • Uses of Social Media
    Change Attitudes
  • Uses of Social Media
    Create Evangelists
  • Uses of Social Media
    Advocacy & Action
  • Uses of Social Media
    Solicit Donations
  • Uses of Social Media
    Manage Crises
    MIA
  • Best Practices
    Establish Goals
    Don’t just put it on “autopilot”
    Don’t expect it to be a one-way street
    Give before you get
    Don’t be overly commercial
    Use tools to help build relationships, manage accounts (efficiency & productivity), and enhance your content…
    Improve your Friends/Followers/Connections’ experience
    Where appropriate, integrate across platforms
    Monitor, LISTEN, and engage
    Common Social Media Best Practices
  • General Social Media Resources
  • Thank You!
    My Book:Twitter Marketing: An Hour a Day
    • Available at Amazon.com, Barnes & Noble, and Borders
    • Book’s website: Why140.com
    • Book hashtag: #TMHAD
    How To Reach Me:
    e. hollis@webadvantage.net
    p. (410) 942-0488
    @hollisthomases
    facebook.com/hollisthomases
    linkedin.com/in/hollisthomases