PRSA2-15-12: "Big PR Planning on a Nonprofit Budget: Social Media"

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Presentation for 2-15-12 workshop, Cleveland OH

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  • PRSA2-15-12: "Big PR Planning on a Nonprofit Budget: Social Media"

    1. 1. Smart Social Media Little $, A Bit of Planning & Lots of Time Karen Malone WrightODYSSEY Creative Communications Consulting
    2. 2. There’s been a in how we communicate.
    3. 3. Social =two-way
    4. 4. 3 Rules for Today’s Internet Transparency Consistency Authenticity
    5. 5. Keep in mind...✦ Half of all U.S. adults say they use a networking site. (August 2011)✦ 47% of Internet users ages 50-64 use social networking. So do 26% of Internet users ages 60+.✦ 24 of the 25 largest U.S. newspapers are declining because the news has already reached users in other formats. Source: Pew Research, April 2011 Source: Nielsen
    6. 6. 2011: More people usethe mobile webto socialize (91%)Only 79% of desktopusers do the same.Source: 2011 Mobile Growth Statistics
    7. 7. 2011: More people usethe mobile webto socialize (91%)Only 79% of desktopusers do the same.86% of mobileInternet users usetheir devices whilewatching TVSource: 2011 Mobile Growth Statistics
    8. 8. 2011: More people usethe mobile webto socialize (91%)Only 79% of desktopusers do the same.One-half of all localsearches are performedon mobile devices86% of mobileInternet users usetheir devices whilewatching TVSource: 2011 Mobile Growth Statistics
    9. 9. Before you clickDevelop a social media policy to govern online activities.Applicable to & communicated to all staff.Define boundaries & responsibilities.➡Respect copyrights & fair use.Review with legal counsel. When to do it? NOW.
    10. 10. Review & confirm: Commitment Goals Strategy Metrics Resources
    11. 11. You CAN Measure Results!✓ OUTPUTS: increased conversation & buzz✓OUTCOMES: stronger customer relationships✓DON’T rely on traditional tools to measure non-traditional media
    12. 12. Nonprofits & Social Media 2008 - 2011 16% 3% 161% 2%Nonprofits NPs using NP Facebook NP Twitter using FB LinkedIn & Twitter Likes/Friends followersSource: 2011 Social Network Benchmark Report, nonprofitsocialnetworksurvey.com
    13. 13. Nonprofits & Social Media 2008 - 20112011: 89% of U.S. nonprofits are on Facebook 16% 3% 161% 2%Nonprofits NPs using NP Facebook NP Twitter using FB LinkedIn & Twitter Likes/Friends followersSource: 2011 Social Network Benchmark Report, nonprofitsocialnetworksurvey.com
    14. 14. BAD PRACTICESLazy avatarIcons poorly placed on website, if at allPosting only marketing content (Bor-ing!)No blogNo capacity on website for online giving
    15. 15. BAD PRACTICESNot following on a 1:1 ratioNo “Company” pageNot applying for the Nonprofit ProgramNot uploading slideshows that tell your story Not claiming your “Places” page
    16. 16. 7.5m U.S. users - 15m global
    17. 17. GOOD PRACTICESLet followers know when you’ll behanging out and what the discussion topicwill be.Face-to-face interaction in real time withfree video chat.
    18. 18. June 28, 2011 launch -- Jan. 2012 >90M users
    19. 19. GOOD PRACTICES Special event?Announce it EVERYWHERE.
    20. 20. HELPFUL RESOURCESGoogle.com/nonprofitsLinkedIn.com/nonprofitsYouTube.com/nonprofitsFacebook.com/nonprofitsFoursquare for Nonprofitshttps://foursquare.com/business/brands/usecases/nonprofitsMashable.com Social Media guides
    21. 21. 4 GOOD IDEAS1. Try a listening strategy only (Google Alerts, SocialMention.com)2. Leverage current events tastefully ( 3/25 Mad Men premiere; elections)3. Use Hyperlocal Media (Patch.com )4. Find new advocates & volunteers at Meetup.com
    22. 22. Karen Malone Wright Modern Communication StrategistToday’s slides are available at:www.slideshare.net/KarenMWBLOG: CommunicationsGoddess.net

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