Social Media Seminar for Non-Profits


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Social Media Presentation on how Non-profits can use social media to drive traffic, increase awareness about their charitable cause or unique offerings within their local community, and communicate with their volunteers and advocates. Web 2.0 is about listening and interacting with customers in real time. This presentation will help you get started as a non-profit organization and discover best practices for implementing and relying on social media marketing for your charitable cause.

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Social Media Seminar for Non-Profits

  1. 1. ©Fluid Studio, 2009
  2. 2. p 801 295 9820 f 801 951 5815 ww w. fluid-studi o. ne t 1065 South 500 W estBountiful, Utah 84010 ©2009 Fluid Studio
  3. 3. Contact us:philip case801.362.9991philc@fluid-studio.netwww.fluid-studio.nettwitter ©2009 Fluid Studio
  4. 4. Contact us:Text “dyejo” to 50500John Dyecell: 801.631.4736email: johnd@fluid-studio.netweb: www.fluid-studio.netTwitter: @dyejoFree service provided by ©2009 Fluid Studio
  5. 5. Key principles to consider ©2009 Fluid Studio
  6. 6. Social media allows you to . . .• Connect on deeper and more meaningful levels• Focus in on real relationships, not temporary transactions• Provide “value-added” and relevant points of connection• Utilize and leverage communication and public relations opportunities in an integrated and fully-branded manner• Build community ©2009 Fluid Studio
  7. 7. Connect on A non-profits mission and visiondeeper and need to give people a reason tomore believe and participate in the cause.meaningful That connection, when nurtured andlevels sustained, engenders loyalty, creates advocates and ambassadors, and builds relationships that transcend transactions. ©2009 Fluid Studio
  8. 8. Focus in on The Boston Symphony Orchestrareal relation- (including Boston Pops andships, not Tanglewood) sells more thantemporary 600,000 tickets annually.transactions Because the organization is focused on building long-term relationships, there are fewer transactions, and the cost of sales stays low. All communications and information move “stakeholders” closer to the organization; even modest donors are encouraged to see themselves as investors and partners. ©2009 Fluid Studio
  9. 9. Provide Successful nonprofits know"value-added" their constituents; they have to. and relevantpoints of Because people dont have to go to a museum or be a member of connection a conservation group, its been imperative that non-profits understand the rational and emotional drivers of their various constituents—and connect to what those people value. Quantitative/ qualitative research is important, but direct interaction and listening are key. ©2009 Fluid Studio
  10. 10. Provide At Bostons Brigham and Womens"value-added" Hospital, some donors care deeply and relevant about research around particularpoints of diseases, others care about advancing patient care, whereas connection others care about the training of the next generation of physicians. In addition to an overall message, the organization has crafted individual messages that target what each group is passionate about. ©2009 Fluid Studio
  11. 11. Provide"value-added" and relevantpoints of connection ©2009 Fluid Studio
  12. 12. Utilize and The non-profit segment is veryleverage efficient because it has been forcedcommunication to do more with fewer resources.and publicrelationsopportunitiesin an integratedand fully–brandedmanner ©2009 Fluid Studio
  13. 13. Utilize and Leveraging “unpaid”leverage communication channels (e.g.,communication social media, the pride felt byand public ambassador-advocates, mediarelations coverage, etc.) extends the reachopportunities of every communication dollar andin an integrated the brand equity of the cause.and fully–brandedmanner ©2009 Fluid Studio
  14. 14. Build Pre-concert talks and addresses,community lab tours with researchers, intimate dinners, nature walks with sanctuary directors, galas, balls, silent auctions, and other fundraisers all create shared experiences and connections that advance an organization— immediately and into the future. With social media, similar activities can occur in a virtual world that is not restricted by distance or other traditional limiting factors. ©2009 Fluid Studio
  15. 15. How a University Embraced Social Media and Scored Millions in YouTube Views ©2009 Fluid Studio
  16. 16. Carnegie Mellon University Location: Pittsburgh, PA Industry: Higher Education Number of Employees: 4,000 ©2009 Fluid Studio
  17. 17. Carnegie Mellon completed aWeb 2.0-focused web site redesign. ©2009 Fluid Studio
  18. 18. Goal: • Thecampaigns goal was to increase the visibility of Carnegie Mellon online and increase brand awareness among students and alumni. ©2009 Fluid Studio
  19. 19. Tactics: • Securing 10,000 video views for each of the three main RoboU vids • Getting 500 subscribers to the schools YouTube channel within a year of the campaigns launch • Garnering 1,000 Facebook fans (followers of the school on Facebook) within a year of the campaigns launch • Engendering viral forwarding of the campaigns videos and having them picked up by large blog sites ©2009 Fluid Studio
  20. 20. Tactics: The university intended to highlight its professors, alumni, students, and curriculum by launching a series of online videos. It also hoped to connect on a deeper and viral level with its 70,000+ alumni to help build the universitys presence and outreach, offline and online. "We recognized that we needed to engage with our intended audience on their terms," said Marilyn Kail, assistant VP for marketing communications. "Prospective students are cynical about typical hard-sell marketing. They trust their peers. They appreciate entertainment. This is why social media marketing worked so well." ©2009 Fluid Studio
  21. 21. Tactics: The school created a YouTube channel and a Facebook presence as well as released a series of videos on YouTube, Yahoo Video, AOL Video, and Carnegie Mellons site, among others. Carnegie Mellon also released a series of lectures from professors as part of its YouTube channels playlist. ©2009 Fluid Studio
  22. 22. The Results: The Web 2.0 initiatives by CMU continue to increase awareness about the school and its offerings. Within a year of launch, Carnegie Mellons initial goal of 500 YouTube channel subscribers has been surpassed. Carnegie Mellon students continue to "blog forward" the schools online initiatives, and word of the videos has spread virally to more than 290 technology and news blogs, (including Gizmodo, which averages 50 million+ page views a month). ©2009 Fluid Studio
  23. 23. The Results: The initial goal for the three main RoboU vids was 10,000 YouTube video views each. (YouTube views are counted if a video is played in its entirety.) All three videos have surpassed that goal. Carnegie Mellon also released a series of lectures from professors as part of its YouTube channels playlist, titled "Lectures." One of those videos, "Really Achieving Your Childhood Dreams" has had more than 2.2 million views on Carnegies YouTube channel. The 1 hour, 16 minute lecture was given by Dr. Randy Pausch. It was tagged and forwarded as "The Last Lecture," which shares the title of Pauschs book, released in April 2008. ©2009 Fluid Studio
  24. 24. Lessons • In social media, keep your initialLearned: goals modest, because there is no guarantee that an online video, for example, will go viral. That said, make sure you understand what social media measurement tools are available and apply them. • Enabling collaboration among your organizations stakeholders can result in powerful outcomes. Encourage communication and forwarding of content to extend the reach of your message. ©2009 Fluid Studio
  25. 25. Lessons • Messaging needs to be authentic Learned: and engaging; it cannot be ad- speak or otherwise be contrived. • Hope for the unexpected. There was no way to tell that Dr. Pauschs video would become the viral success it became. If that does happen, take full advantage; for example, Carnegie Mellon subsequently adjusted its YouTube channel homepage by placing the successful video front and center. ©2009 Fluid Studio
  26. 26. Non-profits on Twitter ©2009 Fluid Studio
  27. 27. the1010project ©2009 Fluid Studio
  28. 28. the1010project Twitter: @the1010project Website: Mission: “The 1010 Project is a nonprofit organization that provides income-generating grants to indigenous development partners in Kenya and raises awareness in the United States on behalf of the global poor.” ©2009 Fluid Studio
  29. 29. the1010project Denver is a long way from Kenya. The 1010 Project seeks to make that span seem a little bit shorter. On their Twitter account you’ll find info on the ins and outs of working for change in Kenya. They’re really hooked in to social media and some of their staff Twitters on their own. They use Twitter to engage followers on issues of global poverty in general by publicizing advocacy events as well as interesting facts about poverty. ©2009 Fluid Studio
  30. 30. humanesociety ©2009 Fluid Studio
  31. 31. humanesociety Website: Mission: “The Humane Society of the United States is the nation’s largest animal protection organization — backed by 11 million Americans, or one of every 28. For more than a half-century, The HSUS has been fighting for the protection of all animals through advocacy, education, and hands-on programs. Celebrating animals and confronting cruelty.” ©2009 Fluid Studio
  32. 32. humanesociety If there’s a turtle in turmoil, count them in. And if someone’s hassling a hippo, they will stop it. The Humane Society is spreading the word and motivating their constituents to action through Twitter. They engage by asking for feedback and reactions on issues in the media that affect animals. ©2009 Fluid Studio
  33. 33. RedCross ©2009 Fluid Studio
  34. 34. American Website: redcross.orgRed Cross Mission: As part of a worldwide movement that offers neutral humanitarian care to the victims of war, the American Red Cross distinguishes itself by also aiding victims of devastating natural disasters. Over the years, the organization has expanded its services, always with the aim of preventing and relieving suffering. ©2009 Fluid Studio
  35. 35. American Do you know of an unfoldingRed Cross catastrophe or just want to find out about some terrible event happening around the globe that is affecting the lives of millions of people? As the official account for the American Red Cross, @RedCross uses Twitter to warn and interact with people about situations that may require their help. Wherever disaster strikes, @RedCross is there to lend a hand, and they’re Twittering about it to let you know what you can do as well. ©2009 Fluid Studio
  36. 36. AmericanRed Cross ©2009 Fluid Studio
  37. 37. NWF ©2009 Fluid Studio
  38. 38. NWF Website: Mission: “The National Wildlife Federation works to inspire Americans to protect wildlife for our children’s future.” ©2009 Fluid Studio
  39. 39. NWF Not only has The National Wildlife Federation embraced Twitter by tweeting under some of their own brands like @greenhour and @ wildlife_watch, they’ve mobilized the troops to tweet under their own identities to help promote the mission. They also have a Twitter search stream on their website for people to see what other wildlife watchers are tweeting about. ©2009 Fluid Studio
  40. 40. What are some tips for spreading awareness or generating buzz? _______ Compliments of ©2009 Fluid Studio
  41. 41. General Tips • Be a good member of the community: promote others even more than you promote yourself (i.e., "treat others as you would have them treat you"). Linking and promoting others is a nice way to show you care about people. • The creative material or your message should be something that people want to share—newsworthy, controversial, timely, immediately useful, or even humorous. ©2009 Fluid Studio
  42. 42. General Tips • Dont spam: a good rule is to make one post of your own content for every 4-6 posts that link to other sites. • Dont digg/stumble/link/tweet every single piece of your content. Save it for your very best. • Try hard not to send too many self- promotional e-mails or make too many posts of just your own content. Wrap your self-promotion in something of value to others instead. ©2009 Fluid Studio
  43. 43. Twitter Tips • Make your content Twitter-friendly. If you want “re-tweets” of your content, keep that summary to well-under 140–characters. • If you want people to re-tweet your content, append "please RT" to your tweet. • If you retweet, give credit where credit is due by including the source of original tweet. • Build relationships with others on Twitter; respond back to their tweets regularly. ©2009 Fluid Studio
  44. 44. Twitter Tips • Learn more about the interests of your followers by subscribing to their blogs. • DM or @ new followers—recognize/thank them for following you. • Use #hashtags to identify tweets specific to an event or theme. • Think of the 140 character limit as a challenge to be creative. • Are you using your account solely for link- or news-sharing? Consider noting that in your biography on Twitter. ©2009 Fluid Studio
  45. 45. Twitter Tips • Keep your content relevant to the purpose of your account. Be mindful of using direct messages (DMs) when appropriate. • Dont send out tweets just because you feel you must. Focus on quality over quantity, although most experts agree that tweeting 20-26 times/day is optimal. ©2009 Fluid Studio
  46. 46. Digg Tips • Dont just submit your own content: submit stories from all around the web. • Be a good community member and learn by watching people whose posts regularly become "popular" on the homepage. • Spend time building your reputation by digging stories and making intelligent comments. • Respond to "shouts" of stories that you like by digging them and letting the shouter know that you supported them. ©2009 Fluid Studio
  47. 47. Digg Tips • Spend at least 10-15 minutes each day digging stories, making comments, and submitting new content. • Remember that you only have 24 hours to make your post "popular"; any longer than that and the post usually cant become popular anymore. • If you become friends with a powerful digger, occasionally have them post content on your site to Digg rather than doing so yourself. • Check with your IT/IS staff ahead of time to ensure that your site can handle a "Digg Effect" (also known as a "slashdotting")—a giant waves of people all coming to your site at the same time. ©2009 Fluid Studio
  48. 48. StumbleUpon • Make friends; connect to other stumblersTips who have a lot of friends (100+). • Dont spam; stumble lots of other content besides your own site. • Find people interested in your topic and connect to them. • Find niche groups related to your topic and join them. ©2009 Fluid Studio
  49. 49. StumbleUpon • Stumble your friends content andTips occasionally e-mail them, telling that that you did so. • Spend at least 10-15 minutes every day stumbling and reviewing content; make new discoveries. • If you become friends with a powerful stumbler, occasionally have them "discover" content on your site rather than doing so yourself. ©2009 Fluid Studio
  50. 50. ©2009 Fluid Studio
  51. 51. Tweet. Meet. Give. ©2009 Fluid Studio
  52. 52. http://twollars.com ©2009 Fluid Studio
  53. 53. Nonprofit Program Does your organization have a compelling story to tell? Do you want to connect with your supporters, volunteers, and donors but dont have the funds to launch expensive outreach campaigns? YouTube can help. Video is a powerful way to show your organizations impact and needs, and with a designated "Nonprofit" channel on YouTube, you can deliver your message to the worlds largest online video community. ©2009 Fluid Studio
  54. 54. ©2009 Fluid Studio
  55. 55. ©2009 Fluid Studio
  56. 56. ©2009 Fluid Studio
  57. 57. Raising Money For Your Non-profit Through Social Media ©2009 Fluid Studio
  58. 58. Facebook • How many of you know how to raise money for your Non-profit through Facebook? • How many of you have raised money on Facebook or have used "Facebook Causes" before? ©2009 Fluid Studio
  59. 59. Bullseye Gives ©2009 Fluid Studio
  60. 60. Bullseye Gives The retail chain Target already gives 5 percent of its income to charity. During the "Bullseye Gives" campaign, they are allocating those funds­ which — come out to $3 million every week—to charities selected by Facebook users. From a Salvation Army press release: The company [Target] has launched the “Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page. On it, users select one of ten charities they would like to see funds allocated to. Money will then be given out based on percentages (so if 10% of users vote for The Salvation Army, that organization will receive 10% of the total donations). ©2009 Fluid Studio
  61. 61. Bullseye Gives Target’s Facebook Page: "The Salvation Army is excited and grateful to be part of Target’s groundbreaking fundraising idea through Facebook,” said Major George Hood, national community relations secretary for The Salvation Army. “It gives us another great way to engage our donors, friends and partners in a meaningful way during National Salvation Army Week 2009 for the betterment of those we serve.” ©2009 Fluid Studio
  62. 62. Salvation Army Fluid’s work with local Salvation Army Chapter: • Website Development • Local Facebook, LinkedIn, and Twitter presence • Database • Online Fundraising Campaign • Red Kettle Giving paigns/RedKettle?fr_id=1200&pg=entry ©2009 Fluid Studio
  63. 63. Facebook Facebook PagesCauses ©2009 Fluid Studio
  64. 64. Facebook How to raise money throughCauses Facebook Causes ©2009 Fluid Studio
  65. 65. FacebookCauses ©2009 Fluid Studio
  66. 66. Facebook Causes How to raise money through Facebook Causes days/new?m=70fd4329 ©2009 Fluid Studio
  67. 67. ©2009 Fluid Studio
  68. 68. TipJoy:Raising Money Through Twitter Fundraising ©2009 Fluid Studio
  69. 69. Twitter Step 1: Create a dedicated twitter account for your cause. Weve found that people will feelFundraising better about supporting a dedicated account such as "@wellwishes" or "@redkettle" rather than sending it to a personal twitter account. Step 2: Blog about the effort or create a dedicated donation page. Your blog post or page will give people somewhere to go to learn more about your campaign. This is where youll put your tipjoy/twitter widget so people can donate immediately. Use a url shortener like to keep the link small, so that people can easily tweet it. also helps you track the campaign. ©2009 Fluid Studio
  70. 70. Twitter Step 3: Make your custom Twitter Payment widget. This is the widget which makes it allFundraising happen. Put it on the site or post you just made for Step 2. It will look something like this: ©2009 Fluid Studio
  71. 71. Twitter Step 4: Add a goal thermometer. Including a goal thermometer will focus the audience to theFundraising goal, and also showcase the most generous and most recent givers. ©2009 Fluid Studio
  72. 72. Twitter Step 5: Spread the word. Tweet about the campaign, and ask others to retweet it.Fundraising Persistent and repeated calls to action help remind people to participate. ©2009 Fluid Studio
  73. 73. Blogging for your Non-Profit ©2009 Fluid Studio
  74. 74. General Tips for Non-Profit BloggingBlogging * Build awareness * Generate buzz * Keep people informed * Educate general public, local leaders, supporters, donors and volunteers * Reach new supporters, donors and volunteers * Build loyalty * Provide more ways to engage or support * Raise more money * Tell and show donors how funds are used * Demonstrate progress and success of active projects * Organic Keyword Marketing (SEO/SEM) - Courtesy of Frank Barry ©2009 Fluid Studio
  75. 75. Using a "widget" for your nonprofit ©2009 Fluid Studio
  76. 76. Widgets Widgets are like portable websites that operate with the same functionality of the host site but can be embedded into a blog or webpage. This is an optimal tool for lead generation that can bring in clients from diverse demographics. ©2009 Fluid Studio
  77. 77. What does a Big Brothers Big Sisters of Utahwidget look likeand how does itfunction? ©2009 Fluid Studio
  78. 78. What does a United Waywidget look likeand how does itfunction? ©2009 Fluid Studio
  79. 79. What does a National Multiple Sclerosis Societywidget look likeand how does itfunction? ©2009 Fluid Studio
  80. 80. What does a Rhodes Rollswidget look likeand how does itfunction? ©2009 Fluid Studio
  81. 81. What does a Widgets are viral!widget look likeand how does itfunction? ©2009 Fluid Studio
  82. 82. ©2009 Fluid Studio
  83. 83. Community Philanthropy 2.0 survey ©2009 Fluid Studio
  84. 84. Community Philanthropy 2.0 survey ©2009 Fluid Studio
  85. 85. p 801 295 9820 f 801 951 5815 ww w. fluid-studi o. ne t 1065 South 500 W estBountiful, Utah 84010 ©2009 Fluid Studio