UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction

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These are the slides from the NP and Social Media workshop at the UNF Nonprofit Management Conference, September 23, 2011. This is an introduction to some of the widely used social media platforms.

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UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction

  1. 1. Nonprofits & Social Media<br />Presented by:<br />Georgette Dumont, Ph.D. <br />Sponsored by:<br />
  2. 2. Introductions<br />Georgette (Gette) Dumont, Ph.D.<br />BA, Communication Studies, RWU<br />MPA, BSC<br />Ph.D., Political Science, NIU<br />Study NPOs’ adoption of internet technologies <br />Consultant for nonprofits<br />Study social media adoption and use<br />
  3. 3. Objectives for today<br />Common understanding of Social Media<br />Importance of align SM strategy with mission & goals<br />Benefit of using a mix of Web 2.0 tools<br />Introduction to common social media & social networking sites<br />Facebook<br />LinkedIn<br />Google (+ and places)<br />Twitter<br />Blogger/Wordpress<br />
  4. 4. Social Media <br />
  5. 5. Social Media<br />Inclusive<br />Dynamic<br />Relationships<br />Promoting ideas, attitudes and behaviors.<br />
  6. 6. Social Media (SM)<br />Brings traditional media online <br />Traditional Media<br />‘New’ Media<br />Television<br />Newspapers<br />Radio<br />Mail<br />Brochures<br />Community groups/associations /word-of-mouth/chatting<br />Newsletters<br />Online Video<br />Online news papers<br />Podcasts<br />E-mail<br />Websites – plus!<br />Online social networking communities<br />E-newsletters<br />
  7. 7. The Internet<br /><ul><li>1990s
  8. 8. Mainly one-way communication
  9. 9. Ability to control content
  10. 10. One-to-many communication
  11. 11. 2000s
  12. 12. Web 2.0/ Social media
  13. 13. One-to-one, one-to-many, many-to-many communication
  14. 14. Individuals can broadcast to the world
  15. 15. Open participation
  16. 16. Decreases costs of communicating
  17. 17. Allowed for social media to flourish</li></li></ul><li>Social Media Opportunities <br />Establishing the organization online<br />Promote events and action<br />Find new members interested in your mission<br />Align online presence through linking<br />Informal outreach tool for relationship building <br />Strength preexisting relationships<br />Quick feedback<br />Donations<br />
  18. 18. Benefits of SM – Duval County, FL<br />
  19. 19. Social Media<br />Social Networking sites<br />Facebook<br />MySpace<br />LinkedIn<br />Google+<br />Check-in/locators<br />Google Places<br />Four Square<br />Blogs<br />Word Press<br />Blogger<br />Tumblr<br />Twitter (micro-blogging)<br /><ul><li>Collaboration
  20. 20. Wikipedia/Wikis
  21. 21. Social Bookmarking
  22. 22. Google Reader
  23. 23. Delicious
  24. 24. Video/Photo Sharing
  25. 25. You Tube (video)
  26. 26. Flicker
  27. 27. Picasa
  28. 28. Virtual Worlds
  29. 29. Second Life</li></li></ul><li>First steps<br />
  30. 30. Utilizing Social Media <br />Make a plan and have realistic goals<br />Construct a social media policy<br />Align social marketing strategy with org’s mission, programs, and goals<br />Define your audience – there is no general public<br />Where are they online?<br />What groups/networks are they involved in?<br />Link your social media tools to each other<br />
  31. 31. But how do I start?<br />Listen… to your board<br />Listen… to your volunteers<br />Listen… to your members <br />Listen… to your donors<br />Listen… to your supporters<br />Listen… to you advocates<br />Listen… to similar organizations<br />Listen… to topical current events<br />Listen… online<br />
  32. 32. Listening tools<br />Google Alerts<br />What’s being said online about<br />Your org<br />Your cause<br />Social Media Groups (discussed soon…)<br />
  33. 33. Social Media Plan <br />How can SM help achieve program goals (and ultimately the mission)?<br />Involve stakeholders in developing ideas<br />Get the Board on board<br />Decide how to measure your ROI (Return on Investment)<br />Start small – don’t take on too much!<br />
  34. 34. Social Media Alignment<br />
  35. 35. Framing Social Media<br />Define your goals<br />Identify your audience<br />Target the message<br />SWOT analysis of best tool(s) to use<br />Implement<br />Measure<br />Adjust<br />
  36. 36. Finding your Audience<br />Listen.. to what they are saying<br />Ask… where they go online<br />Observe … where they are<br />
  37. 37. Social Media Marketing Tools<br />
  38. 38. Email<br />Target the message<br />Keep it short<br />Scannable<br />Use links!<br />End with org’s tag line<br />
  39. 39. E-newsletter<br />Short blubs with a … read more link<br />Links to org’s Web site<br />Link multi-media<br />Use visuals whenever appropriate<br />Target audiences – <br />may want more than one e-newsletter<br />
  40. 40. Web site<br /><ul><li>Not too cluttered
  41. 41. Easily to navigate
  42. 42. Keep it interesting!
  43. 43. Content is key
  44. 44. Use multi-media tools
  45. 45. Video
  46. 46. Audio/Podcasts
  47. 47. Mobile Web</li></li></ul><li>Blogs<br /><ul><li>Easy to use blogging platform
  48. 48. Keep followers updated on news
  49. 49. Link to interesting topics/sites
  50. 50. Helps to work faster</li></li></ul><li>
  51. 51.
  52. 52. Social Networking<br />Can help accomplish goals<br />Increasing visibility<br />Raise awareness of issues dear to your org.<br />Easy way to share information<br />Coordinate supporters<br />Get ideas and feedback<br />Share news/information/videos/ etc.<br />
  53. 53. LinkedIn<br /><ul><li>Professional site
  54. 54. Personal profiles
  55. 55. Organization profiles
  56. 56. References
  57. 57. Group pages</li></li></ul><li>
  58. 58.
  59. 59. Facebook<br /><ul><li>What happens on Facebook, stays on Facebook
  60. 60. Good to find similar organizations
  61. 61. Strengthen existing relationships & build new ones
  62. 62. Easy for people to follow you – posts go into their news feeds </li></li></ul><li>
  63. 63.
  64. 64.
  65. 65. MySpace<br /><ul><li>Younger crowd
  66. 66. Same basics as Facebook
  67. 67. Music oriented </li></li></ul><li>Google+<br />Newest networking site<br />Circles<br />More control<br />Hangouts<br />Nonprofit pages out in the Fall<br />
  68. 68.
  69. 69.
  70. 70.
  71. 71. Twitter<br /><ul><li>Answer “what are you doing”
  72. 72. 140 character maximum “tweets”
  73. 73. Groups
  74. 74. Hash tags</li></li></ul><li>
  75. 75.
  76. 76. Google Places<br />Add you business<br />Location<br />Reviews<br />Do same on Four Squares <br />
  77. 77.
  78. 78. YouTube<br /><ul><li>Multi-media platform
  79. 79. Upload video
  80. 80. Users rate it
  81. 81. Comment section
  82. 82. Can be linked to FB, MS, Blogs, e-newsletters, etc. </li></li></ul><li>
  83. 83.
  84. 84. Next steps...<br />
  85. 85. Now<br />Build your social media presence <br />Make sure your supporters know you are out there<br />Email signature<br />Newsletters<br />Web site<br />Brochures <br />Volunteers<br />‘Friend’ them<br />They can be a fan of your cause<br />Write about their experiences<br />
  86. 86. Next<br />Align tools with mission, objectives, and goals<br />ID where your stakeholders are<br />Build authentic relationships<br />Decide best ROI measurements<br />Collect data<br />Revise and refine<br />
  87. 87. Things to remember<br />Social media are tools – not products<br />Mission/goal/social media alignment is crucial<br />Need to interact!!!<br />Develop a complimentary mix of tools<br />Target your audience<br />Consistency in message and promotion<br />
  88. 88. Questions<br />
  89. 89. Further reading:<br />Books<br />Social Media for Social Good, 2011<br />Managing Technology to Meet Your Mission, 2009<br />Social Media Marketing: An Hour a Day, 2009<br />Web sites/blogs<br />Nonprofit Organizations: http://nonprofitorgs.wordpress.com<br />Beth’s Blog: http://www.bethkanter.org/<br />Nonprofit Technology Network www.nten.org<br />Nonprofit News Online http://news.gilbert.org/<br />Tech Soup http://www.techsoup.org/<br />Nonprofit Technology News http://www.nptechnews.com/<br />
  90. 90. Thank you!<br />

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