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Social Media for NonProfits 2012


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Don't get left behind - understand how social media can help your nonprofit organization.

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Social Media for NonProfits 2012

  1. 1. Social Media For Nonprofits:Don’t Get Left Behind April 19, 2012 Eileen O’Brien @eileenobrien
  2. 2. What is Social Media?• “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” Groundswell by Charlene Li & Josh Bernoff
  3. 3. Social Media is a Tactic• Social media is not a strategy but a tactic• Start with an objective, create a strategy and determine the best tactics• Integrate into your overall marketing objectives• Key to marketing is telling a compelling story  Social media can enable this
  4. 4. Is Your Target Audience Using SM? Source:
  5. 5. How Is Your Target Using SM? Source:
  6. 6. How Do You Start?• Recruit the people within your organization who are passionate about social media• Use it in your own life and become comfortable with the technology• Be selective: start small and build
  7. 7. Monitor Social Media• Pay attention to what is being said about your organization  Free Google alerts  Take it private• Don’t delegate to intern• Have a crisis communications plan  Be prepared to act quickly using same media  Be nimble
  8. 8. Learn from Planned Parenthood• Komen used SM as another platform for corporate announcements• PP used SM to engage in continued dialogue with stakeholders starting well before the crisis• Komen’s messaging was inconsistent, changed course and tone Source: Lessons from the Komen Controversy,
  9. 9. Listen• Listening may give you insights which will lead the strategy• Learn what’s important to your audience  Can you fill a need? How can you add value?• Check out what the competition is doing• Pay attention• Social media has been compared to a cocktail party
  10. 10. Add Value
  11. 11. Be Thoughtful• Many social media tools are free, but they require resources to create content and keep them updated• You can damage your reputation by starting and then abandoning social media projects• Squat on your name  Image courtesy of Striatic on Flickr
  12. 12. How Do You Find The Time?• Integrate into what you are currently doing  Bring a video to an interview and post a teaser on YouTube• Make a conscious decision: the time spent on social media may mean giving something else up Image courtesy of D. Sharon Pruitt on Flickr
  13. 13. Use Your Time Wisely• Measurement is essential  Determine up front how you will measure success• Did you meet your objective?  More volunteers  Heightened awareness  Donations  Increased event participation  Generated PR  Education on issues Image courtesy of Jonny Goldstein on Flickr
  14. 14. Make It Shareworthy• Most effective online organizing programs whether fundraising or advocacy is to make each of your appeals part of a campaign• People give to funds that generate an emotional response, tell your story• Articulate in simple terms what you are trying to do• Make it urgent, have a deadline• Make it EASY
  15. 15. 100 Uniforms in 100 Hours
  16. 16. Twitter
  17. 17. What’s Twitter?• 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• Asks: What’s happening?• Per Pew, 13% of American adults who use the internet are Twitter users Image courtesy of Robert Scoble on Flickr
  18. 18. What’s Twitter? Use free tools: Tweetdeck or HootSuite
  19. 19. Types of Accounts• Organization  100% branded content, don’t follow people or interact  Can be managed by a team, low risk of going off message  Using interactive tool to push out information, not establishing relationships Source: Beth’s Blog: How Nonprofits Can Use Social Media
  20. 20. Types of Accounts• Organization With Personality  Employee(s) who tweet are identified & interact with followers  Makes it personal, builds relationships  May be difficult to scale, succession can be an issue if person becomes so associated with brand leaves, also risk of going off message Source: Beth’s Blog: How Nonprofits Can Use Social Media
  21. 21. Who To Follow• Thought leaders and cause enthusiasts  For social media & nonprofits: @kanter, @ntenhross, @beautifulthangs, @SocialBttrfly, @peterdeitz• Search on your topics of interest  Look at who others follow• Take your time
  22. 22. How To Get Followers• Quality over quantity• When you follow someone send them a tweet explaining why you are following them• Search on your area of interest and then answer questions or respond  “Seek out people you can help and do it!” Wil Reynolds• Add yourself to “yellow pages”  
  23. 23. How To Get Followers• Engage with your followers, thank them for support, give them ways to get involved• Utilize hashtages (#word)• Weekly Chats  Take part in existing ones or host a Tweetchat Image courtesy of Christopher Carfi on Flickr
  24. 24. Check Out TwitCause
  25. 25. YouTube
  26. 26. YouTube• Second largest volume of searches• In December 2011  85% of the total U.S. Internet audience views online video  182 million U.S. Internet users viewed 43.5 billion videosSource: comScore Image courtesy of Karl Jonsson on Flickr
  27. 27. YouTube• 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• YouTube program for nonprofits• YouTube Video Volunteers  Can find someone who is willing to use their equipment and skills to help a nonprofit make a video
  28. 28. YouTube Channels• Free to set up a YouTube channel• Centralized place for all videos, can be branded & users can subscribe• Can turn off comments or use it as another way to connect
  29. 29. How Do You Get Views?• People have short attention spans, so capture attention in first 30 second  Keep the whole video short  Have a call to action at the end  Shoot for a computer screen• Ask for user-generated content• Tell serial stories which engage viewers & keep them coming back• React to current events• Use endorsements• Tag & title your videos with relevant keywords
  30. 30. How Do You Get Subscribers?• Subscribe to the YouTube channels of other nonprofits, they may do the same• Ask people to subscribe• Share links for your videos with supporters so they can help get the word out  Make the embed code available so people can post the video on their sites Image courtesy of Todd Huffman on Flickr
  31. 31. Facebook
  32. 32. Facebook• Nonprofits can create customized pages• Claim vanity URL • Engage with fans  Comment on their wall posts & help people connect with others• Show people how to connect beyond Facebook  Email sign up or drive to website
  33. 33. Facebook Page• Non-Profits on Facebook
  34. 34. Facebook Stats• 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  Facebook gives you locale breakdown and demographic information Image courtesy of Sasha Wolff on Flickr
  35. 35. How to Get Fans• Promote via other marketing channels• Encourage fans to suggest to their friends become fans• Run promotion or contest• Give fans what they want  Be active and add content  70% of all actions on social networks are related to viewing pictures or viewing other peoples profiles Source: Understanding Users of Social Networks
  36. 36. Blogs
  37. 37. It’s All About Content• Excellent for search• Enables thought leadership• Syndicate content• Recommend WordPress• If too time intensive, consider:  Guest blogging  Combining forces  Comment on other blogs
  38. 38. Google+
  39. 39. Google’s New Social Network• 100M adopters versus Facebook 1 Billion• Needs content, engagement with fans• Being used for search results
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  41. 41. Share Presentations • Free account, post and tag presentations • Access this presentation on
  42. 42. Summary
  43. 43. Market Social Media• Integrate the social tactics into the entire marketing strategy• Promote social media tactics via all marketing such as: direct mail, email signature, newsletters, announce at events• Leverage your content across various places  Put video on YouTube  Embed it into a blog post  Promote blog post via Twitter, Facebook and LinkedIn  Link to the blog post in an enewsletter
  44. 44. Golden Rules• Social media is all about being human, so have personality• Never say anything you wouldn’t say in front of your mother• It’s all about building relationships• Treat others with respect• Be generous• Add value Image courtesy of Jason on Flickr
  45. 45. Resources•• Groundswell  Examples of award winning non-profits• Beth Kantar  Beth’s Blog: How nonprofits can use social media• Pew Internet & American Life Project• Netsquared• Momentum: Igniting Social Change in the Connected Age by AllisonFine
  46. 46. Questions? Thanks! @EileenOBrien