Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media for Advocacy


Published on

Introduction to social media for nonprofits

Published in: Education
  • Be the first to comment

  • Be the first to like this

Social Media for Advocacy

  1. 1. <ul><li>Social Media & Nonprofits </li></ul><ul><li>The Basics </li></ul><ul><li>Eileen O’Brien </li></ul><ul><li>@eileenobrien </li></ul>
  2. 2. <ul><li>“ A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” </li></ul><ul><li>Groundswell by Charlene Li & Josh Bernoff </li></ul>What is Social Media?
  3. 3. <ul><li>Social media is not a strategy but a tactic </li></ul><ul><li>Start with an objective, create a strategy and determine the best tactics </li></ul><ul><li>Integrate into your overall marketing objectives </li></ul><ul><li>Key to marketing is telling a compelling story </li></ul><ul><ul><li>Social media can enable this </li></ul></ul>Social Media is a Tactic
  4. 4. Is Your Target Audience Using SM? <ul><li>Source: Pew Internet & American Life Project </li></ul>
  5. 5. <ul><li>Recruit the people within your organization who are passionate about social media </li></ul><ul><li>Use it in your own life and become comfortable with the technology </li></ul><ul><li>Be selective: start small and build </li></ul>How Do You Start?
  6. 6. <ul><li>Listening may give you insights which will lead the strategy </li></ul><ul><li>Learn what’s important to your audience </li></ul><ul><ul><li>Can you fill a need? How can you add value? </li></ul></ul><ul><li>Check out what the competition is doing </li></ul><ul><li>Social media has been compared to a cocktail party </li></ul>Listen
  7. 7. Add Value
  8. 8. <ul><li>Many social media tools are free, but they require resources to create content and keep them updated </li></ul><ul><li>You can damage your reputation by starting and then abandoning social media projects </li></ul><ul><li>Try to integrate into what you are currently doing </li></ul><ul><ul><li>Bring a FlipVideo to an interview and post a teaser on YouTube </li></ul></ul><ul><li>Make a conscious decision: the time spent on social media may mean giving something else up </li></ul>Be Thoughtful
  9. 9. Use Your Time Wisely <ul><li>Measurement is essential </li></ul><ul><ul><li>Determine up front how you will measure success </li></ul></ul><ul><li>Did you meet your objective? Is this the best use of your time? </li></ul>Image courtesy of Jonny Goldstein on Flickr
  10. 10. <ul><li>Integrate the social tactics into the entire marketing strategy </li></ul><ul><li>Promote social media tactics via all marketing such as: direct mail, email signature, newsletters, announce at events </li></ul><ul><li>Leverage your content across various places </li></ul><ul><ul><li>Put video on YouTube </li></ul></ul><ul><ul><li>Embed it into a blog post </li></ul></ul><ul><ul><li>Promote blog post via Twitter, Facebook and LinkedIn </li></ul></ul><ul><ul><li>Link to the blog post in an enewsletter </li></ul></ul>Market Social Media
  11. 11. <ul><li>Social media is all about being human, so have personality </li></ul><ul><li>Never say anything you wouldn’t say in front of your mother </li></ul><ul><li>It’s all about building relationships </li></ul><ul><li>Treat others with respect </li></ul><ul><li>Be generous </li></ul><ul><li>Add value </li></ul>Golden Rules Image courtesy of Jason on Flickr
  12. 12. Twitter
  13. 13. <ul><li>A free social networking & micro-blogging service that allows users to send updates or tweets (text-based posts up to 140 characters long) to anyone who opts to receive them </li></ul><ul><li>Asks: What’s happening? </li></ul><ul><li>Per Pew, 8% of American adults who use the internet are Twitter users </li></ul>What’s Twitter? Image courtesy of Robert Scoble on Flickr
  14. 14. What’s Twitter?
  15. 15. <ul><li>Organization </li></ul><ul><ul><li>100% branded content, don’t follow people or interact </li></ul></ul><ul><ul><li>Can be managed by a team, low risk of going off message </li></ul></ul><ul><ul><li>Using interactive tool to push out information, not establishing relationships </li></ul></ul>Types of Accounts <ul><li>Source: Beth’s Blog: How Nonprofits Can Use Social Media </li></ul>
  16. 16. <ul><li>Organization With Personality </li></ul><ul><ul><li>Employee(s) who tweet are identified & interact with followers </li></ul></ul><ul><ul><li>Makes it personal, builds relationships </li></ul></ul><ul><ul><li>May be difficult to scale, succession can be an issue if person becomes so associated with brand leaves, also risk of going off message </li></ul></ul>Types of Accounts <ul><li>Source: Beth’s Blog: How Nonprofits Can Use Social Media </li></ul>
  17. 17. <ul><li>Thought leaders and cause enthusiasts </li></ul><ul><ul><li>For social media & nonprofits: @kanter , @ntenhross , @beautifulthangs , @SocialBttrfly , @peterdeitz </li></ul></ul><ul><li>Search on your topics of interest </li></ul><ul><ul><li>Look at who others follow </li></ul></ul><ul><li>Check out </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Take your time </li></ul>Who to Follow
  18. 18. <ul><li>Quality over quantity </li></ul><ul><li>When you follow someone send them a tweet explaining why you are following them </li></ul><ul><li>Search on your area of interest and then answer questions or respond </li></ul><ul><ul><li>“ Seek out people you can help and do it!” Wil Reynolds </li></ul></ul><ul><li>Add yourself to “yellow pages” </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>How To Get Followers
  19. 19. <ul><ul><ul><li>Engage with your followers, thank them for support, give them ways to get involved </li></ul></ul></ul><ul><li>Weekly Chats </li></ul><ul><ul><li>Take part in existing ones or host a Tweetchat </li></ul></ul>How To Get Followers Image courtesy of Christopher Carfi on Flickr
  20. 20. Check out TwitCause
  21. 21. <ul><li>Most effective online organizing programs whether fundraising or advocacy is to make each of your appeals part of a campaign </li></ul><ul><li>People give to funds that generate an emotional response, tell your story </li></ul><ul><li>Articulate in simple terms what you are trying to do </li></ul><ul><li>Make it urgent, have a deadline </li></ul><ul><li>Make it EASY </li></ul>Targeted Campaigns
  22. 22. YouTube
  23. 23. YouTube <ul><li>Second largest volume of searches </li></ul><ul><li>In December 2010 </li></ul><ul><ul><li>85% of the total U.S. Internet audience views online video </li></ul></ul><ul><ul><li>172 million U.S. Internet users engaged in nearly 5.2 billion viewing sessions </li></ul></ul><ul><li>Source: comScore </li></ul>Image courtesy of Karl Jonsson on Flickr
  24. 24. <ul><li>A keyword-tagged video is 50 times more likely to appear on the 1st page of a Google search result compared with a traditional web page according to Forrester Research </li></ul><ul><li>YouTube program for nonprofits </li></ul><ul><li>YouTube Video Volunteers </li></ul><ul><ul><li>Can find someone who is willing to use their equipment and skills to help a nonprofit make a video </li></ul></ul>YouTube
  25. 25. Flip Video <ul><li>Flip Video </li></ul><ul><ul><li>Only $150, HD quality, easy to use </li></ul></ul><ul><ul><li>For each Flip Video an eligible nonprofit buys they will donate one </li></ul></ul>
  26. 26. <ul><li>Free to set up a YouTube channel </li></ul><ul><li>Centralized place for all videos, can be branded & users can subscribe </li></ul><ul><li>Can turn off comments or use it as another way to connect </li></ul>YouTube Channels
  27. 27. <ul><li>People have short attention spans, so capture attention in first 30 second </li></ul><ul><ul><li>Keep the whole video short </li></ul></ul><ul><ul><li>Have a call to action at the end </li></ul></ul><ul><ul><li>Shoot for a computer screen </li></ul></ul><ul><li>Ask for user-generated content </li></ul><ul><li>Tell serial stories which engage viewers & keep them coming back </li></ul><ul><li>React to current events </li></ul><ul><li>Use endorsements </li></ul><ul><li>Tag & title your videos with relevant keywords </li></ul>How Do You Get Views?
  28. 28. <ul><li>Subscribe to the YouTube channels of other nonprofits, they may do the same </li></ul><ul><li>Ask people to subscribe </li></ul><ul><li>Share links for your videos with supporters so they can help get the word out </li></ul><ul><ul><li>Make the embed code available so people can post the video on their sites </li></ul></ul>How Do You Get Subscribers? Image courtesy of Todd Huffman on Flickr
  29. 29. Facebook
  30. 30. <ul><li>Nonprofits can create customized pages </li></ul><ul><li>Claim vanity URL </li></ul><ul><ul><li> </li></ul></ul><ul><li>Engage with fans </li></ul><ul><ul><li>Comment on their wall posts & help people connect with others </li></ul></ul><ul><li>Show people how to connect beyond Facebook </li></ul><ul><ul><li>Email sign up or drive to website </li></ul></ul>Facebook
  31. 31. <ul><li>Non-Profits on Facebook </li></ul>Facebook Page
  32. 32. <ul><li>Use the data to understand what your fans like, don’t like, what type of content they interact with the most and what they share with their friends </li></ul><ul><ul><li>Facebook gives you locale breakdown and demographic information </li></ul></ul>Facebook Stats Image courtesy of Sasha Wolff on Flickr
  33. 33. <ul><li>Promote via other marketing channels </li></ul><ul><li>Encourage fans to suggest to their friends become fans </li></ul><ul><li>Run promotion or contest </li></ul><ul><li>Give fans what they want </li></ul><ul><ul><li>Be active and add content </li></ul></ul><ul><ul><li>70% of all actions on social networks are related to viewing pictures or viewing other people's profiles </li></ul></ul><ul><li>Source: Understanding Users of Social Networks </li></ul>How to Get Fans
  34. 34. Resources
  35. 35. <ul><li> </li></ul><ul><li>Groundswell </li></ul><ul><ul><li>Examples of award winning non-profits </li></ul></ul><ul><li>Beth Kantar </li></ul><ul><ul><li>Beth’s Blog: How nonprofits can use social media </li></ul></ul><ul><li>Pew Internet & American Life Project </li></ul><ul><li>Netsquared </li></ul><ul><li>Momentum: Igniting Social Change in the Connected Age by AllisonFine </li></ul>Resources
  36. 36. <ul><li>Thanks! </li></ul>Questions?