Social Media for Nonprofit CEOs

1,362 views

Published on

With the rise of social media (e.g. Facebook, Twitter, YouTube, LinkedIn etc.) many nonprofits are exploring new ways of fundraising, advocating, and conducting outreach online. This workshop will help participants understand how effective multi-channel online communications work, using examples from health industry nonprofits and more. Our emphasis won't be on technical 'how tos', but rather strategies, with particular emphasis on the question of return on investment from the nonprofit CEO's point of view. We'll also talk about staff capacity, social media policies, the CEO's role in social media, time, and budgeting.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,362
On SlideShare
0
From Embeds
0
Number of Embeds
101
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Social Media for Nonprofit CEOs

  1. 1. Social Media for Nonprofit CEOsAssociation for Nonprofit Professionals
 New Jersey Chapter " November 3, 2011" Sarah Durham @bigducksarah Click to edit Master text
  2. 2. Click to edit Master text
  3. 3. Click to edit Master text
  4. 4. http://www.youtube.com/watch?v=KOYbnbXHR6U Master text Click to edit
  5. 5. Photo by: to editProductions Click Jetta Master text
  6. 6. Poll•  Social media is for millennials. Do I really have to do this?•  I’m into it— but how do I get the best return on my investment?•  I don’t know what I don’t know and it scares me Click to edit Master text
  7. 7. Which one are you?•  Folly•  Fearful•  Flippant•  Formulating•  Forging•  Fusing http://blogs.hbr.org/cs/2011/10/the_six_attitudes_leaders_take.html Click to edit Master text
  8. 8. Phototo edit Master textClick by: Nick Dolding
  9. 9. Issues•  Who’ll manage social media?•  What policies or tools do we need to make this work?•  How should I budget for it?•  How do I make sure it’s on strategy and appropriate?•  What do I have to do myself?•  How many channels should we use? Click to edit Master text
  10. 10. Reasons NonprofitsCommunicate Click to edit Master text
  11. 11. Online Engagement Priorities Click to edit Master text
  12. 12. Programs,Organization initiatives, campaigns Click to edit Master text
  13. 13. Brandraising® Click to edit Master text
  14. 14. Click to edit Master text
  15. 15. PositioningThe big differentiating ideayou strive to own in the mindsof your target audiences Click to edit Master text
  16. 16. Positioning Red Cross = disaster relief Click to edit Master text
  17. 17. PersonalityThe overarching feeling youwant people to associate withyour organization Click to edit Master text
  18. 18. Personality Fighting cruelty to animals Click to edit Master text
  19. 19. Click to edit Master text
  20. 20. Click to edit Master text
  21. 21. Use positioning +personality to train socialmedia managers Click to edit Master text
  22. 22. SCO Family of Services—Positioning•  SCO Family of Services is the leading provider of life-changing human services in New York City and Long Island. Click to edit Master text
  23. 23. SCO Family of Services—Personality•  Vital (comprehensive, effective)•  Caring (collaborative, motivating, dedicated)•  Expert (innovative, leading)•  Trusted (responsive, genuine) Click to edit Master text
  24. 24. Click to edit Master text
  25. 25. Click to edit Master text
  26. 26. Click to edit Master text
  27. 27. Click to edit Master text
  28. 28. Click to edit Master text
  29. 29. Click to edit Master text
  30. 30. Click to edit Master text
  31. 31. Click to edit Master text
  32. 32. Click to edit Master text
  33. 33. Do you Facebook?You should. Click to edit Master text
  34. 34. No, you can’t approvetweets in advance Click to edit Master text
  35. 35. Click to edit Master texthttp://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html
  36. 36. Click to edit Master text
  37. 37. Click to edit Master text
  38. 38. Click to edit Master text
  39. 39. Click to edit Master text
  40. 40. Click to edit Master text
  41. 41. Click to edit Master text
  42. 42. Click to edit Master text
  43. 43. Click to edit Master text
  44. 44. Click to edit Master text
  45. 45. Click to edit Master text
  46. 46. Click to edit Master text
  47. 47. Click to edit Master text
  48. 48. Click to edit Master text
  49. 49. Click to edit Master text
  50. 50. Click to edit Master text
  51. 51. Click to edit Master text
  52. 52. It’s important to… •  Be transparent •  Be responsible •  Be non-partisan •  Be trained •  Be responsive •  Be yourself Click to edit Master text
  53. 53. Everyone’s acommunicator Click to edit Master text
  54. 54. Create a social media policy•  Scan sample policies from other orgs •  http://socialmediagovernance.com/policies.php•  Agree on content •  Address concerns, but stay friendly, easy to follow •  Try http://socialmedia.policytool.net/•  Rollout with staff trainings/meetings•  review and update 2x/year Click to edit Master text
  55. 55. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 Click to edit Master text
  56. 56. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 Click to edit Master text
  57. 57. Doing it right:•  Clear positioning and personality•  Defined messaging platform•  Easily updated website•  Cross promote/multi-channel content (50/50 rule)•  Staff that ‘get it’ and contribute•  One person who’s responsible, empowered, respected Click to edit Master text
  58. 58. Resources Click to edit Master text
  59. 59. Click to edit Master text
  60. 60. Resources• NTEN: We Are Media http://www.wearemedia.org• Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php• Nonprofit Social Media Benchmarks Study http://www.e-benchmarksstudy.com/socialmedia/• Nonprofit Social Network Survey http://www.nonprofitsocialnetworksurvey.com/download.php• Case Foundation: Social Media Tutorials http://www.casefoundation.org/social-media-tutorials• Harvard Business Review-the Six Attitudes Leaders Take Towards Social Media http://blogs.hbr.org/cs/2011/10/the_six_attitudes_leaders_take.html• Wild Apricot Blog: Creating a Social Media Policy for Your Nonprofit http://www.wildapricot.com/blogs/newsblog/archive/2009/01/08/creating-a-social- media-policy-for-your-nonprofit.aspx Click to edit Master text
  61. 61. Resources• Big Duck: Website, eNews, and Duck Call Blog http://www.bigducknyc.com http://www.bigducknyc.com/blog• Pew Internet & American Life Project http://www.pewinternet.org• Beth Kanter’s blog http://www.bethkanter.org/• John Haydon’s blog http://www.johnhaydon.com/• Care2’s blog http://www.frogloop.com Click to edit Master text
  62. 62. Resources•  bigducknyc.com/resources Click to edit Master text
  63. 63. Contact Us bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck Click to edit Master text
  64. 64. Contact Me sarah@bigducknyc.com twitter.com/bigducksarah linkedin.com/in/bigducksarah Click to edit Master text
  65. 65. Thanks!© Jeremy Crow Click to edit Master text

×