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Creating Compelling Content for Nonprofits

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Social media and all its noise has made it even more imperative that nonprofits, foundations and others improving the world create compelling content. This presentation shows teaches you what makes social media different, how to find & speak to your audiences. It also includes time saving techniques, like content curation and getting more people to share your stories.
This was presented at Seattle University's Service in Action Seminar.

Published in: Marketing
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Creating Compelling Content for Nonprofits

  1. 1. COMPELLING CONTENT HOW NONPROFITS CAN TELL STORIES THAT DRIVE ACTIONS #SocMedSU @ZANARAMA
  2. 2. AGENDA What’s different about social media Create great content Sharing your content All slides will be available for download
  3. 3. WE ALL LEARN TOGETHER
  4. 4. WHO’S IN THE ROOM?
  5. 5. DEFINITION Broad definition of social media as networks, technology & tools that allow us to connect with others and share information.
  6. 6. A DIFFERENT BEAST Flickr: sofa
  7. 7. WHAT’S POSSIBLE
  8. 8. WHAT’S POSSIBLE
  9. 9. NOW EVERYONE IS A journalist A TV star A venture capitalist
  10. 10. EVERYONE IS A CAUSE
  11. 11. IT’S TIME TO UP YOUR GAME
  12. 12. social media’s unique capabilities UNDERSTAND THE NEW TOOLS
  13. 13. WHERE WE’VE BEEN
  14. 14. WHERE WE’VE BEEN
  15. 15. WHERE WE’RE GOING
  16. 16. BROADCASTER
  17. 17. BROADCASTER
  18. 18. BROADCASTER
  19. 19. BROADCASTER
  20. 20. LISTENING Image: wwworks
  21. 21. LISTENING
  22. 22. LISTENING
  23. 23. LISTENING
  24. 24. @Zanarama #SocMedSU Quick Tip Share pictures on Twitter. They draw the eye better than text & few people are doing it.
  25. 25. NEW WAYS OF WORKING Image: Flickr koalazymonkey
  26. 26. NEW WAYS OF WORKING
  27. 27. NEW WAYS OF WORKING
  28. 28. NEW WAYS OF WORKING
  29. 29. HOW DO YOU BECOME MORE HULK?
  30. 30. BE HUMAN
  31. 31. STRATEGY BEFORE GADGETRY
  32. 32. YOU’RE NEVER DONE
  33. 33. Be heard & create change CREATING GREAT CONTENT
  34. 34. What should we say on social media?
  35. 35. Can you compete with this noise?
  36. 36. YOUR SOCIAL MEDIA GOALS
  37. 37. Be seen as a thought leader in your issue area ID & mobilize new people for your cause Crowdsource, or get feedback, on ideas What are your goals? YOUR SOCIAL MEDIA GOALS
  38. 38. KNOW YOUR AUDIENCE Flickr:libertinus
  39. 39. What problem can my nonprofit solve for them?
  40. 40. WORKSHEET TIME
  41. 41. Where do their interests and your mission connect?
  42. 42. HERE’S THE DEAL Your mission Rest of life Work Family What your supporters think about What you think about Your mission Rest of life
  43. 43. CONTENT ON-RAMPS GRIST
  44. 44. FOUNDATION FOR EARLY LEARNING
  45. 45. @Zanarama #SocMedSU Quick Tip If you want people to talk about you, talk about them.
  46. 46. 15 minutes & back for creating content BREAK Flickr:mrmac09
  47. 47. AVOID THE PRESS RELEASE Your mission statement
  48. 48. AVOID THE PRESS RELEASE Ending hunger in Western Washington
  49. 49. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition
  50. 50. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition Food Waste
  51. 51. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition Food WasteGardening
  52. 52. AVOID THE PRESS RELEASE Ending hunger in Western Washington Nutrition Food WasteGardening Farm Bill
  53. 53. WORKSHEET TIME
  54. 54. Your audience & what they want Your issues & goals Awesome content! MATCH AUDIENCE & MESSAGE
  55. 55. Entertain Educate Surprise (or shock) YOUR CONTENT MANTRA
  56. 56. ENTERTAIN
  57. 57. TOOL TIME Find out what is entertaining everyone on the Internet. Radurls.com
  58. 58. EDUCATE
  59. 59. EDUCATE
  60. 60. SURPRISE OR SHOCK !
  61. 61. SURPRISE OR SHOCK !
  62. 62. TRIFECTA!
  63. 63. TIMELY
  64. 64. CONTENT CURATION
  65. 65. WHAT IS CONTENT CURATION? Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information. Beth Kanter Content Curation basically means that – out of all the content you find on the social web – you pass on the most valuable stuff to your network. Michiel Gaasterland
  66. 66. CONTENT CURATION Saves you time Positions your organization as trustworthy source Keeps you up to date
  67. 67. GET CURATING Listen & find content Organize it Share it
  68. 68. LISTEN & FIND Flickr:wwworks
  69. 69. TOOL TIME Create simple to complex listening dashboards with: Netvibes Google alerts Addictomatic
  70. 70. GET ORGANIZED Flickr:marirn
  71. 71. GET ORGANIZED Fodder for blog posts ‘Best of’ email newsletter or post Share to Facebook or Twitter Share with colleagues Flickr:kasaa
  72. 72. TOOL TIME Quickly tag & organize content you find online or anywhere. Evernote
  73. 73. EVERNOTE kulowiectech.blogspot.com
  74. 74. SHARE Flickr:carlos_maya
  75. 75. YOUTUBE - FAVORITES
  76. 76. PAPER.LI
  77. 77. STORIFY.COM
  78. 78. DON’T FORGET You email newsletter Your blog Even print Flickr:jenniwaterloo
  79. 79. WHEN DONE RIGHT
  80. 80. 15 minutes & back for social media policies BREAK Flickr:mrmac09
  81. 81. Expanding your reach while protecting your brand SOCIAL MEDIA POLICIES
  82. 82. A LOGO CAN’T BE AS SOCIAL @zanarama
  83. 83. HOW WE CONNECT NOW @zanarama
  84. 84. @Zanarama #SocMedSU Quick Tip Facebook is an advertising platform for pages. It is a pay to play channel for brands.
  85. 85. BEHIND THE SCENES @zanarama
  86. 86. PERSONALITY OF ORGANIZATION @zanarama
  87. 87. SPEAK TO DIFFERENT AUDIENCES @zanarama
  88. 88. CONTEXT & PERSONAL URGENCY @zanarama
  89. 89. SHOW LEADERSHIP, SUBTLY @zanarama
  90. 90. STARTING AT FOOD LIFELINE @zanarama
  91. 91. WHY CEO’S TWEET @zanarama
  92. 92. BLURRING THE PERSONAL & PROFESSIONAL LINES
  93. 93. OPPORTUNITY “Think about the information you are sharing online and who might be reading it – but not from a place of fear or ‘something bad will happen.’ Also think about opportunities and benefits.” Beth Kanter http://www.bethkanter.org/private-parts/
  94. 94. WON’T HAPPEN BY ACCIDENT Social media policies Training Image Flickr:calsidyrose
  95. 95. “Whether or not I use some kind of disclaimer about my posts being personal opinion, my behavior reflects on my company and its reputation as well as mine. Period. “ Amber Naslund Blogger, Brass Tack Thinking
  96. 96. SOCIAL MEDIA POLICY Flickr:noneck
  97. 97. SOCIAL MEDIA POLICY Organization’s values What do you encourage people to post? What needs approval first? When to alert management flickr: sopues
  98. 98. SOCIAL MEDIA POLICY Flickr:doctor_keats
  99. 99. SOCIAL MEDIA POLICY
  100. 100. SOCIAL MEDIA POLICY
  101. 101. SOCIAL MEDIA POLICY Idealware – Nonprofit Social Media Policy Workbook http://bit.ly/ nposmpolicy
  102. 102. TRAINING Bring your policy to life: Review it with all staff Ongoing conversation as tools evolve Point out who’s doing it well & don’t be afraid to correct staff
  103. 103. TRAINING RESOURCES NTEN Idealware Beth Kanter http://bit.ly/ NPOSMResources Flickr:zzpza
  104. 104. @Zanarama #SocMedSU Quick Tip In a headline creating rut? Go to www.upworthygenerator.com
  105. 105. “IS IT OK IF I TWEET THAT?” Make it a habit Advance notice of things to share Tie back to organization @zanarama
  106. 106. BILL & MELINDA GATES FOUNDATION @zanarama
  107. 107. GETTING PERSONAL “Do you risk losing professional credibility if you tweet about meeting with friends at a bar for happy hour, or does that help provide a human connection point? When does the personal side of social media overwhelm the professional, or vice versa?” Abby Nafziger , AmeriCorps VISTA at NPower
  108. 108. QUESTIONS & COMMENTS
  109. 109. Zan McColloch-Lussier zan@mixtapecommunications.com @zanarama on Twitter Today’s slides at Slideshare.net/MixtapeCo STAY IN TOUCH

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