Media is global, social,
                                 ubiquitous and cheap.
                                          ...
Agenda

•   Social Media Demystified
•   Realities of Social Media
•   Social Networks Defined
•   Managing Your Mindset
•...
Social Media Demystified
• Until 500 years ago how did people communicate?
From Guttenberg to Google
From Guttenberg to Google
From Guttenberg to Google
From Guttenberg to Google
Source: Eric Costa
Realities of Social Media

• Even contagious messages die
• 10% forward rate would be great
Realities of Social Media

• Reach and Frequency now cheap
• What is the new Challenge?
Social Networking Defined

•   The stops your brand’s message makes
•   Faster, wider, more transparent
•   Fewer barriers...
Manage Your Mindset

• Ready to receive
• Move from broadcast to dialogue
• Collaborate
Manage Your Mindset - Engage

•   Be helpful
•   Share knowledge – “teach, don’t sell”
•   Tell stories
•   Use many chann...
Manage Your Mindset - Engage

• Involve your audience
Networks and Tools
• Social Networking Sites         • Online Conversations
   – Facebook, LinkedIn,            – Blogs
  ...
Who, What, Where: Facebook
Who:
• More than 400 million
  active members
What:
• Interactive way to keep in
  touch with p...
How: Facebook

• Create profile pages for your organization
• Connect to “friends” and “fans”
• Broadcast status (“What’s ...
… And Why: Facebook

• Promotion (esp events)
• Word of Mouth marketing
• Advertising
• Marketplace
• Lift brand search re...
Who, What, Where: LinkedIn
Who:
• 60 million active members
• 150 different industries
What:
• Dominant professional
  net...
How: LinkedIn

•   Create individual profile, organization page
•   Be detailed – public – engaging
•   Find people you kn...
… And Why: LinkedIn

•   Networking
•   Finding vendors, sources, leads
•   Keeping in touch with people in turbulent mark...
Who, What, Where: Twitter
Who:
• Estimate 18 million active
  users by end of 2009
What:
• Microblogging service
• Users s...
How: Twitter

• Create an account – short description,
  link to website, picture/graphic
• Start as a follower
• Broadcas...
… And Why: Twitter

•   Gather information
•   Social listening
•   Cross-promotion
•   Viral/Word of Mouth marketing
•   ...
Many Eggs, Many Baskets
•   Integrate communications
•   Tailor messages for each platform
•   Tailor messages for various...
http://www.refresheverything.com/nvfs
So What is the #1 Social Media Channel?




 Email is the most trusted - So use it wisely!
Benefits of Social Engagement

• Branding, name recognition
• Lift and substitute for traditional advertising and
  commun...
Benefits of Social Engagement

• Find vendors, sources, partners and prospects
• Great recruiting tool.
• Leverage the net...
When you boil it down,
    it’s about listening to your customers,
being helpful by offering your knowledge and
         g...
Where to Start
             STRATEGY

                    +
 COMMITMENT OF RESOURCES

                    =
SCALE OF EFFOR...
www.CreatingResults.com
       Woodbridge, VA – Barrington, RI
           toll-free 888-205-8899
   Experts in marketing t...
Social Media 101 For Nonprofits
Social Media 101 For Nonprofits
Social Media 101 For Nonprofits
Social Media 101 For Nonprofits
Social Media 101 For Nonprofits
Social Media 101 For Nonprofits
Social Media 101 For Nonprofits
Social Media 101 For Nonprofits
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Social Media 101 For Nonprofits

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Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human Services luncheon in Virginia on 3/11/2010.

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Social Media 101 For Nonprofits

  1. 1. Media is global, social, ubiquitous and cheap. - Clay Shirkey Social Networking Social Media Social Engagement C2009 Creating Results, LLC
  2. 2. Agenda • Social Media Demystified • Realities of Social Media • Social Networks Defined • Managing Your Mindset • Networks and Tools • Benefits of Social Engagement • Responsibility • Where to Start
  3. 3. Social Media Demystified • Until 500 years ago how did people communicate?
  4. 4. From Guttenberg to Google
  5. 5. From Guttenberg to Google
  6. 6. From Guttenberg to Google
  7. 7. From Guttenberg to Google
  8. 8. Source: Eric Costa
  9. 9. Realities of Social Media • Even contagious messages die • 10% forward rate would be great
  10. 10. Realities of Social Media • Reach and Frequency now cheap • What is the new Challenge?
  11. 11. Social Networking Defined • The stops your brand’s message makes • Faster, wider, more transparent • Fewer barriers between you and your audience • Less control • Interactive and instant
  12. 12. Manage Your Mindset • Ready to receive • Move from broadcast to dialogue • Collaborate
  13. 13. Manage Your Mindset - Engage • Be helpful • Share knowledge – “teach, don’t sell” • Tell stories • Use many channels
  14. 14. Manage Your Mindset - Engage • Involve your audience
  15. 15. Networks and Tools • Social Networking Sites • Online Conversations – Facebook, LinkedIn, – Blogs Twitter… – Message boards, forums – Niche sites – industry – Comments or passion • Podcasts • Social (Content) Sharing • Wikis – YouTube, Flickr • Blogs – Digg, De.li.cio.us, reddit • Message boards, forums
  16. 16. Who, What, Where: Facebook Who: • More than 400 million active members What: • Interactive way to keep in touch with people you already know • Used by individuals, companies and non-profits • Centered around a profile www.facebook.com
  17. 17. How: Facebook • Create profile pages for your organization • Connect to “friends” and “fans” • Broadcast status (“What’s on your mind?”) – connections comment • Share photos, links, videos • Add applications and interactive elements • Become a Facebook Cause • Accept donations
  18. 18. … And Why: Facebook • Promotion (esp events) • Word of Mouth marketing • Advertising • Marketplace • Lift brand search results, provide another point of visibility • Donations
  19. 19. Who, What, Where: LinkedIn Who: • 60 million active members • 150 different industries What: • Dominant professional networking site www.linkedin.com
  20. 20. How: LinkedIn • Create individual profile, organization page • Be detailed – public – engaging • Find people you know and connect (link) • Share status updates • Share news • Ask and answer questions • Join groups related to industry, job function, more
  21. 21. … And Why: LinkedIn • Networking • Finding vendors, sources, leads • Keeping in touch with people in turbulent market • Posting jobs/hiring – Finding jobs • Expert advice • Gather information • Extend reach of press coverage • Build profile and trust
  22. 22. Who, What, Where: Twitter Who: • Estimate 18 million active users by end of 2009 What: • Microblogging service • Users send text-based updates that are 140 characters or less www.twitter.com
  23. 23. How: Twitter • Create an account – short description, link to website, picture/graphic • Start as a follower • Broadcast status (“What’s happening?”) – updates called “tweets” • Share pics, links; forward others’ tweets (retweet) • Attract and engage followers
  24. 24. … And Why: Twitter • Gather information • Social listening • Cross-promotion • Viral/Word of Mouth marketing • Get quick feedback – very quick! • Crisis communications, customer service • Build trust and credibility • Short sales (esp. restaurants, hospitality, travel)
  25. 25. Many Eggs, Many Baskets • Integrate communications • Tailor messages for each platform • Tailor messages for various audiences • Manage your reputations – Organization – Professional – Personal • Set simple policies to guide social engagement – www.socialmediagovernance.com
  26. 26. http://www.refresheverything.com/nvfs
  27. 27. So What is the #1 Social Media Channel? Email is the most trusted - So use it wisely!
  28. 28. Benefits of Social Engagement • Branding, name recognition • Lift and substitute for traditional advertising and community outreach • Lift search results • Lift web traffic • Improve relationships with users, clients families, donors, volunteers and more • Listen, get feedback
  29. 29. Benefits of Social Engagement • Find vendors, sources, partners and prospects • Great recruiting tool. • Leverage the networks of your users, clients, families, donors and volunteers • Deliver complex messages through many different approaches – But simple messages are still most effective • Inspiration
  30. 30. When you boil it down, it’s about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you. - Amy Mengel
  31. 31. Where to Start STRATEGY + COMMITMENT OF RESOURCES = SCALE OF EFFORT/INVESTMENT todd@creatingresults.com
  32. 32. www.CreatingResults.com Woodbridge, VA – Barrington, RI toll-free 888-205-8899 Experts in marketing to mature consumers

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