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Social Media for Nonprofits<br />Converting “friends” into true supporters<br />Allison Treppa<br />Director of Marketing ...
About Me<br />Allison Treppa<br />Director of Marketing & Communications<br />Michigan Nonprofit Association <br />atreppa...
Goals for Today<br />Explore trends in social media<br />Examine the tools and generational differences<br />Explore how o...
What’s Different Today?<br />Traditional Media<br />Brand in control 	<br />One way<br />Delivering a message<br />Repeati...
What is Social Media?<br /><ul><li>Definition: “the use of electronic and 				  Internet tools for the purpose of 			  sha...
Relationship building!</li></li></ul><li>Social Media!<br />
Current Tools<br />Social Bookmarking <br />Photo Sharing<br />Podcasting and Video <br />Blogging<br />Feed Reading & Sha...
What’s Effective?<br />Facebook<br />Twitter<br />LinkedIn<br />Flickr<br />You Tube<br />Blogs<br />Great Resource: Beth’...
What’s the Trend?<br />
Waiting is NOT the Answer<br />Waiting for new communication “fads” to settle will not make it happen. <br />There is an i...
What’s Next?<br />Flickr photo from HoriaVarlan<br />
How Do You Prepare?	<br />Don’t be afraid!<br />Know the purpose of the available tools.<br />Utilize popular tools based ...
Beth Kanter’s 8 Principles for Using Social Media<br />Flickr photo by CyboRoZ<br />
Flickr photo by Melolou<br />Listen<br />Engage<br />Relationships with influencers<br />Make it easy to remix and distrib...
What does it mean to listen?<br />Flickr photo by Fe llya<br />
Google Alerts<br />
Google Alertswww.alerts.google.com<br />
What does it mean to engage?<br />Flickr photo by timoni<br />
http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html<br />
Let’s Talk Facebook<br />Flickr photo: laiklosse<br />
Facebook<br />What’s Your Goal? What do you want to share here?<br />Frequency of posting/cross-posting<br />Most popular ...
Facebook Demographics<br />
Facebook (cont’d)<br />
Facebook (cont’d)<br />Significant spike in domain searches for 2009<br />Algeria, Ethiopia, and Uruguay all experienced t...
What’s up with Twitter?<br />Flickr photo by Shovelling Son<br />
Twitter Demographics<br />
Twitter (cont’d)<br />
Twitter (cont’d)<br />Searches for Twitter continue to rise sharply.<br />Increases in Twitter searches are occurring acro...
Redefining a Peer Group<br />The trusted “peer group” is changing to include both “real-life” and online friends, blog wri...
Reality Check<br />Most nonprofits are missing the basics. Start there. <br />Basics include:<br />Website<br />Good email...
This is NOT your only website:<br />
This is also your website:<br />
Getting Linked In<br />Flickr photo by MattiMattila<br />
LinkedIn<br />
LinkedIn (cont’d)<br />
LinkedIn (cont’d)<br />Major increase in searches<br />Much of that increase is due to continued high domain search traffi...
What do you do?<br />Flickr photo from DC Central Kitchen<br />
Photo Sharing<br /><ul><li>Photos can be uploaded to sites like Flickr, tagged, grouped, and shared
Tagging allows photos to be organized by subject matter
Groups allow multiple users to upload photos that share a common theme</li></li></ul><li>Photo Sharing<br />SERVE<br />STR...
Flickr photo from Thomas Hawk<br />
Blogs<br /><ul><li>A blog is a contraction of the term “web log,” meaning an online journal or log comprised of multiple e...
A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can tak...
A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
A blog can also contain a fundraising widget for raising money</li></li></ul><li>Nuts About Southwest Blog<br />Photos/Fli...
Let My People Go!<br />Flickr photo: zinesklavos<br />
What Works for You?<br />Flickr photo: urbanwoodswalker<br />
Additional Resources<br />Shorten URLs<br />Use www.bit.ly to shorten URLs for your tweets and Facebook updates<br />Faceb...
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Social Media for Nonprofits

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Presentation for MARO Employment and Training Association Spring Conference June 2010

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Social Media for Nonprofits

  1. 1. Social Media for Nonprofits<br />Converting “friends” into true supporters<br />Allison Treppa<br />Director of Marketing & Communications<br />Michigan Nonprofit Association<br />www.MNAonline.org<br />
  2. 2. About Me<br />Allison Treppa<br />Director of Marketing & Communications<br />Michigan Nonprofit Association <br />atreppa@MNAonline.org<br />Website: www.MNAonline.org<br />Blog: http://MNAonline.wordpress.com<br />Twitter: @MNAOnline<br />Facebook: www.facebook.com/MNAonline<br />LinkedIn: search for Michigan Nonprofit Association<br />
  3. 3. Goals for Today<br />Explore trends in social media<br />Examine the tools and generational differences<br />Explore how organizations are using social media to increase engagement<br />
  4. 4. What’s Different Today?<br />Traditional Media<br />Brand in control <br />One way<br />Delivering a message<br />Repeating the message<br />Focused on the brand<br />Educating<br />Organization creates content<br />Social Media<br />Audience in control<br />Two way <br />Being a part of a conversation<br />Adapting the message<br />Focused on the audience<br />Influencing, involving<br />User-created content/co-creation<br />Source: Slide 10 from “What’s Next in Media?” by Neil Perkin<br />
  5. 5. What is Social Media?<br /><ul><li>Definition: “the use of electronic and Internet tools for the purpose of sharingand discussing information and experiences with other human beings.”</li></ul> - Ben Parr <br /> http://www.benparr.com/2008/08/its-time-we-defined-social-media-no-more-arguing-heres-the-definition<br /><ul><li>In other words, social media describes the tools people use and the ways people share ideas online.
  6. 6. Relationship building!</li></li></ul><li>Social Media!<br />
  7. 7. Current Tools<br />Social Bookmarking <br />Photo Sharing<br />Podcasting and Video <br />Blogging<br />Feed Reading & Sharing<br />Social Networking<br />
  8. 8. What’s Effective?<br />Facebook<br />Twitter<br />LinkedIn<br />Flickr<br />You Tube<br />Blogs<br />Great Resource: Beth’s Blog:<br />http://beth.typepad.com/<br />
  9. 9. What’s the Trend?<br />
  10. 10. Waiting is NOT the Answer<br />Waiting for new communication “fads” to settle will not make it happen. <br />There is an increasing need to be adaptable and flexible with these tools.<br />Be committed to the tools that advance your mission until they no longer do that.<br />By the time you learn and adapt to one tool, another one emerges. (e.g. MySpace) <br />
  11. 11. What’s Next?<br />Flickr photo from HoriaVarlan<br />
  12. 12. How Do You Prepare? <br />Don’t be afraid!<br />Know the purpose of the available tools.<br />Utilize popular tools based on mission advancement and available staff/volunteer time.<br />Research social media policies and your own employee handbook.<br />80+ nonprofit social media policies http://mashable.com/2009/09/20/social-media-policies/<br />
  13. 13. Beth Kanter’s 8 Principles for Using Social Media<br />Flickr photo by CyboRoZ<br />
  14. 14. Flickr photo by Melolou<br />Listen<br />Engage<br />Relationships with influencers<br />Make it easy to remix and distribute<br />Staff time and expertise<br />The right metrics<br />Small pilots and reiterate<br />Assess organizational culture<br />
  15. 15. What does it mean to listen?<br />Flickr photo by Fe llya<br />
  16. 16. Google Alerts<br />
  17. 17. Google Alertswww.alerts.google.com<br />
  18. 18. What does it mean to engage?<br />Flickr photo by timoni<br />
  19. 19. http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html<br />
  20. 20.
  21. 21.
  22. 22. Let’s Talk Facebook<br />Flickr photo: laiklosse<br />
  23. 23.
  24. 24. Facebook<br />What’s Your Goal? What do you want to share here?<br />Frequency of posting/cross-posting<br />Most popular among adults<br /> Among adult profile owners 73% have a profile on Facebook, 48% have a profile on MySpace and 14% have a LinkedIn profile. <br />
  25. 25. Facebook Demographics<br />
  26. 26. Facebook (cont’d)<br />
  27. 27. Facebook (cont’d)<br />Significant spike in domain searches for 2009<br />Algeria, Ethiopia, and Uruguay all experienced the largest increases.<br />Demographically, there were increases in older users, the 35-45 age group, and the 45-54 age group.<br />Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/<br />
  28. 28.
  29. 29. What’s up with Twitter?<br />Flickr photo by Shovelling Son<br />
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34. Twitter Demographics<br />
  35. 35. Twitter (cont’d)<br />
  36. 36. Twitter (cont’d)<br />Searches for Twitter continue to rise sharply.<br />Increases in Twitter searches are occurring across the board from the US, to Europe, to Asia, to Africa, and the Middle East.<br />Females now search for Twitter more than males.<br />Significant increase in searchers from 0-17 year olds, and thus, those with less than a high school diploma.<br />An increase in searchers in the income brackets of $25,000 to $74,999<br />Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/<br />
  37. 37. Redefining a Peer Group<br />The trusted “peer group” is changing to include both “real-life” and online friends, blog writers, reviewers, Twitter followers, etc.<br />Blogs and social media have emerged as key trusted and inspirational sources to discover brands and products<br />Flickr photo: maxymedia<br />http://www.marketingcharts.com/interactive/gen-y-women-respond-to-interactive-non-intrusive-campaigns-11337/ <br />
  38. 38. Reality Check<br />Most nonprofits are missing the basics. Start there. <br />Basics include:<br />Website<br />Good email marketing<br />Telling good stories<br />Saying thank you<br />Becoming a trusted source for others<br />Then move onto:<br />Facebook<br />Twitter<br />Other social media<br />Flickr photo: andrewcoulterenright<br />www.nonprofitmarketingguide.com<br />
  39. 39. This is NOT your only website:<br />
  40. 40. This is also your website:<br />
  41. 41.
  42. 42. Getting Linked In<br />Flickr photo by MattiMattila<br />
  43. 43.
  44. 44. LinkedIn<br />
  45. 45. LinkedIn (cont’d)<br />
  46. 46. LinkedIn (cont’d)<br />Major increase in searches<br />Much of that increase is due to continued high domain search traffic in the US and India.<br />Younger, less educated, and less wealthy audiences are increasing in their searches for linkedin.com.<br />Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/<br />
  47. 47. What do you do?<br />Flickr photo from DC Central Kitchen<br />
  48. 48. Photo Sharing<br /><ul><li>Photos can be uploaded to sites like Flickr, tagged, grouped, and shared
  49. 49. Tagging allows photos to be organized by subject matter
  50. 50. Groups allow multiple users to upload photos that share a common theme</li></li></ul><li>Photo Sharing<br />SERVE<br />STRENGTHEN<br />TRANSFORM<br /> COMMUNITIES<br />http://www.flickr.com/MNAOnline <br />
  51. 51. Flickr photo from Thomas Hawk<br />
  52. 52. Blogs<br /><ul><li>A blog is a contraction of the term “web log,” meaning an online journal or log comprised of multiple entries posted by the user. The entries are generally displayed in reverse chronological order
  53. 53. A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
  54. 54. A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
  55. 55. A blog can also contain a fundraising widget for raising money</li></li></ul><li>Nuts About Southwest Blog<br />Photos/Flickr<br />Blog<br />Video/<br />YouTube<br />News Feed<br />Poll<br />http://www.blogsouthwest.com/<br />
  56. 56. Let My People Go!<br />Flickr photo: zinesklavos<br />
  57. 57. What Works for You?<br />Flickr photo: urbanwoodswalker<br />
  58. 58. Additional Resources<br />Shorten URLs<br />Use www.bit.ly to shorten URLs for your tweets and Facebook updates<br />Facebook Metrics<br />Beth’s Blog www.bethkanter.org<br />Flickr photo: nigelmaine<br />
  59. 59. Great Book<br />Great Website<br />www.nonprofitmarketingguide.com<br />
  60. 60. A Great Resource for Basic Videos:<br />SERVE<br />STRENGTHEN<br />TRANSFORM<br /> COMMUNITIES<br />http://www.commoncraft.com <br />
  61. 61. Thank You!<br />

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