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Hands On Social-ogy (AFP Congress)


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Association of Fundraising Professionals G-09 Session. A social media starting guide to help NFP leaders and fundraisers better understand the functionality of key social media platforms.

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Hands On Social-ogy (AFP Congress)

  1. 1. Hands On Social-ogy<br />Embrace it!<br /><br />
  2. 2. Agenda<br />What I think we’ll cover<br />What I hope we cover<br /><br />2<br />
  3. 3. What is Social Media?<br />First and foremost… it’s social.<br />It’s not a “static” thing. <br />It’s community and relationship building.<br />It’s on your laptop, phone, iPad, & anywhere else people access the internet.<br />It is increasingly becoming integrated into every aspect of our lives.<br />It’s also… not going away.<br /><br />3<br />
  4. 4. YOU Are Social Media<br />Every single one of you has the power, as an individual to reach more people than ever before!<br />Traditional Media is increasingly less impactful and your supporter’s personal stories and good word are increasingly more powerful.<br />What can one person with a few online friends do…?<br /><br />4<br />
  5. 5. Empower change<br />Force an organization to do better…<br />1 guy<br />40 followers<br />“Retweetedenmasse”<br />CNN Aired it<br />TTC worked harder to do better<br /><br />5<br />
  6. 6. Stage a Protest<br />One really fed-up guy.<br />One Facebrook group.<br />Hundreds of thousands of Canadians join.<br />60 Cities.<br />Thousands of Canadians.<br />Ongoing events with dedicated, likeminded people.<br /><br />6<br />
  7. 7. Engage Communities<br />Mike & Ikes contest <br />ALS Canada & Volunteer Kinga rallied people to vote daily more than 68,000 times.<br />Cash prize, web presence, happy volunteer <br />Traditional Media Exposure<br /><br /><br />Appearance on CP24 and Rogers Cable TV<br />and more….<br /><br />7<br />
  8. 8. Enhance your events<br /><br />8<br />
  9. 9. GREAT! Where do I start?<br /><br />9<br />
  10. 10. ZOMG – Oh Noes <br />Breathe…<br />You don’t need to know it all.<br />You can’t break the internet.<br />Remember – Social Media isn’t about the media. <br />It’s about the people.<br />And you’re already good at people! (I hope)<br /><br />10<br />
  11. 11. Dew it!<br />There are a few platforms and tools you need to know about.<br />They’re (mostly) easy.<br />They’re free.<br />And you can leverage enormous success if you give it time and approach it strategically.<br />Lets dew it!<br /><br />11<br />
  12. 12. Facebook<br />51% of Canadians are using Facebook… (fewer of us vote)<br />Charities (and most businesses) are HORRIBLE at Facebook<br />What you must learn to do on Facebook<br />Build friend lists<br />Know the difference between groups & pages<br />Place Advertisements (test and retest)<br /><br />Talk with people<br /><br />12<br />
  13. 13. Dinosaurs, Dodo’s and Privacy<br />Privacy is extinct! If you wouldn’t say it to grandma, don’t say it on Facebook. (or Twitter or… well just don’t say it)<br />It doesn’t matter what your privacy settings are – someone, somewhere, knows it’s you… and you should assume that means everyone, everywhere can and/or will learn what you’ve posted.<br />That said friends lists can help you limit what people see and don’t see.<br /><br />13<br />
  14. 14. Friend-lists<br />Allow you to segment and direct what you share on personal profile.<br />It’s polite and enables you to be prolific in sharing, without spamming people’s newsfeed full of irrelevant posts.<br />Not something you can use on “Pages”, but it’s good to know as we become “public” personalities and people view our profiles.<br />Tip: The left margin is your friend.<br /><br />14<br />
  15. 15. Page or Group?<br />Groups are linked to individuals. Pages are organizational individuals.<br />Groups can send emails that arrive in an “inbox”. Pages send “updates” which often go ignored.<br />Pages can use applications & social ads.<br />Groups have more control over who participates… like a private club.<br />No conversion. Choose Wisely.<br /><br />15<br />
  16. 16. Twitter<br />The social network people love to hate!<br />It’s a great place to have a conversation.<br />Not as easy to get started as Facebook.<br /><br />16<br />
  17. 17. Setting Up Twitter in Ten<br />Short name that is easily identified with your brand. <br />Make it clear who “tweets” on the account.<br />Be location specific. Don’t say “worldwide” or “global”. <br />Have a great bio that’s fun, informative & welcoming.<br />Create a custom background: a nice photo works.<br /> sucks. Use a 3rd party app.<br /><br />17<br />
  18. 18. Finding people to Follow<br />Twitter Email link (yahoo, rogers, gmail – not Outlook )<br />Find people & Advanced Search<br />LinkedIn <br />WeFollow, Twello & Listorious<br />Look at who other people follow and follow them.<br />Topic search and respond where appropriate.<br />Most importantly… talk to people – and help them find you.<br /><br />18<br />
  19. 19. TweetDeck<br />There are many 3rd party apps to choose from. I like TweetDeck.<br />Tweetdeck allows you to read and post on multiple platforms, segment lists and filter in real time. <br />Tweetdeck makes Twitter Twemendous<br />Other topics – finding followers,, Twitpic, mobile tweeting & TweetUps.<br />Co Tweet, Thready & Measurement<br /><br />19<br />
  20. 20. Tweet Tips<br />When talking about others “tag” their account using the @ sign. (this is how people follow/find you)<br />If the @ sign is first – it goes just to that individual. It will also be seen by anyone following BOTH accounts.<br />Private messages are Direct Messages. You can only “DM” people following you.<br />Use Hashtags for events & topical posts.<br />#FollowFriday & #CharityTuesday.<br />Don’t auto-follow. <br />Do thank people who follow.<br /><br />20<br />
  21. 21. Twit-iquette<br />Listen, reply, retweet:<br />You wouldn’t go in to strange place and ask everyone to give you something… don’t do it on Twitter.<br />Read before you retweet.<br />Add a comment (where possible), before you post a retweet.<br />Content matters… but so does personality.<br />Be fun. It counts.<br />Links first, phone second (or not at all).<br />Thank people often.<br /><br />21<br />
  22. 22. Other Tools?<br />To Tweet Live – or Co-Tweet?<br />Most Tweets should be done live. However…<br />There are a number of services that allow you to automate. <br />Schedule Tweets sparingly. <br />Use mobile apps to tweet on the run. <br />For iPhone I like TweetAgora<br />For Bb I like UberTwitter<br /><br />Nutshellmail<br /><br />22<br />
  23. 23. LinkedIn<br />If you’re not on LinkedIn – you’re missing opportunities.<br />Professional Development<br />Prospect Research<br />Events<br />Education<br />Advertising?<br /><br />23<br />
  24. 24. LinkedIn Tips<br />Have a great headline<br />Be thorough, but brief.<br />Be cautious of the twitter connection.<br />Two settings you must know about.<br />Take advantage of groups and topic posts.<br />Be professional. <br /><br />24<br />
  25. 25. Building Your Base<br />Be Social: Ask & answer questions.<br />Have conversations. Off topic is great. Be real. Be a person.<br />Cultivate & Steward: Thank people & reciprocate.<br />Create reasons to connect offline with your online people. (phone, advice, events, open house, tweetup, photo’s)<br />Know your audience and plan your interactions based on their motivations and preferences.<br />Make it a routine to look for your donors on social media sites. How many friends to they have?<br />Earn the right to ask.<br /><br />25<br />
  26. 26. Your Next Steps<br />Start searching SM for your existing donors.<br />Watch how they use SM.<br />Ask questions.<br />Start thinking about content that might be adaptable.<br />Listen. Learn. Respond.<br />Have Fun!<br />Get mobile.<br />Follow/friend great people you meet at AFP.<br />Come to the “TweetUp”.<br />Create friend lists & Twitter lists.<br />Set up Tweetdeck.<br />Set aside time to engage.<br /><br />26<br />
  27. 27. Congratulations!<br /><br />27<br />You are now a social media expert<br />