Philanthropy 2.0 - HCCC Roundtable [2011-04-14]

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Slides from the 13th Annual Roundtable Meeting of Health Charities Coalition of Canada.

Owen Charters
CEO, CanadaHelps

Are you wondering how to get started with or take advantage of social media game for your organization? Are you struggling to find out what you need to know before diving in with the sharks that swim in the social media waters? Owen will cover social media fundamentals and strategies for charities and nonprofits. He'll tell you things to look out for, things to do and not to do, where to get started, and how to gain the confidence to dive in. Half of the session will be dedicated to questions, answers, and useful examples.

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Philanthropy 2.0 - HCCC Roundtable [2011-04-14]

  1. 1. Philanthropy 2.0 April 14, 2011
  2. 2. “The donoris bothering me…”
  3. 3. facts & figuresCONNECTED CANADIANS
  4. 4. Canadians log an average of more than 2,500 minutes online a month (~42 hours).Source: comScore, 2010
  5. 5. Most Common Online Activities: • Email • Downloading movies • Watching television • Searching for health information • Making purchasesSource: Statistics Canada, 2010
  6. 6. British Columbia and Alberta have Province % of Population Online the most people Newfoundland & Labrador 69 Prince Edward Island 77 online, with 85% of Nova Scotia 76 the population, New Brunswick Quebec 73 77 followed closely by Ontario 81 Manitoba 77 Ontario, where Saskatchewan 79 Alberta 85 81% of people use British Columbia 85 the Internet.Source: Statistics Canada, 2010
  7. 7. Most Connected Canadian Cities:• Calgary – 89%• Saskatoon – 89%• Edmonton – 86%• Ottawa-Gatineau – 86%• Vancouver – 86%• Victoria – 86% Source: Statistics Canada, 2010
  8. 8. Canada has more than , and is neck and neck with India for 9th and 10th on the list of the countries with the most Facebook accounts. Canada’s penetration rate of about of thepopulation, or of the online population, is still one of the most significant on Facebook. Source: comScore, 2010
  9. 9. 21 million Canadians visit YouTube each monthCanadians watch an average of147 videos each month 18 – 24 year olds watch an average of 244videos monthly(~18.25 hours) Source: comScore, 2010
  10. 10. • In 2010, the number of Twitter accounts in Canada increased by 75 per cent and the number of daily tweets more than doubled• Trendrr reports that Canadian female Twitter users are more active than male Twitter users• Hootsuite Media saw 250 per cent growth in usage among its Canadian users in 2010• About 5.5 per cent of its daily traffic (55,000 tweets) comes from Canadian users Sources: comScore, 2010 | Hootsuite Media, 2010 | Trend
  11. 11. 1.0 versus 2.0WHAT DOES THIS MEAN FORPHILANTHROPY?
  12. 12. Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0) Few Many Many Many• Traditional media was about publishing• Social media is about networks and community
  13. 13. PHILANTHROPY 1.0 PHILANTHROPY 2.0 Altruism Enlightened self-interest Focus on problems Focus on solutions Delivering services Delivering impact Single donors Community of believers Donations-driven Sustainable revenue streams Top-down Bottom-up Power of the few Voices of many Source: Sean Stannard-Stockton, 2009
  14. 14. Social media provides an architecture forparticipation, not just a new channel for more of the same.
  15. 15. FacebookTwitterYouTubeBlogsTHE TOOLS
  16. 16. The Rule of 3• Use the “Rule of Three” when posting content: • 1/3 “me” • 1/3 “you” • 1/3 “them”
  17. 17. What Does What? Tool UsesSocial Networking • Expanding supporter base• Facebook • Another channel for calls to• Twitter actionMedia Sharing • Enhance visual storytelling• YouTube • Add authenticity to your• Flickr organizationBlogs • News outlet – the “new”• Blogger newsletter• WordPress • Highlighting donors and partners
  18. 18. Blogs Can Help You…• Deepen relationship with supporters• More effectively enable content for the sharing web• Establish partnerships with other organizations and influencers• Refresh your passion
  19. 19. WHAT TO DO FIRST• Decide what to blog about • Particular Events/Projects • Behind-the-scenes • Volunteers • Client stories • Commentary on issues affecting your organization• Research what blogging platform fits your needs (Google sites, Wordpress, Blogger)• Choose A Name• Customize your blog• Create a blogging schedule
  20. 20. NOW YOU’RE READY TO• Read other blogs and link to them• Comment on blogs that interest you• Be open about the feedback you receive• Invite a guest post• Feed your blog content to your Facebook page• Grow your readership using social media and word of mouth
  21. 21. Facebook Can Help You… • Build a Presence • Connect with your audience • Share your story • Participate in real-time conversations quickly and easily • Promote programs and events • Gain new supporters
  22. 22. WHAT TO DO FIRST• Read and “like” www.facebook.com/nonprofits – a resource made by Facebook for nonprofits• Create a Facebook page for your organization at www.facebook.com/page• Familiarize yourself with the native apps: Photos, Videos, Discussion Boards, Notes, Links, Events• Populate your page and make it unique – you can activate when you’re ready!• Develop content for the first couple of months after launch
  23. 23. Integrate & Promote• Add your Facebook link to your: • Website • Email signatures • Email newsletters
  24. 24. Twitter Can Help You… • Listen and monitor conversations • Make new connections quickly and easily • Converse in real-time with supporters • Promote issues related to your cause • Feed your Facebook page
  25. 25. WHAT TO DO FIRST• Set up a personal account and explore the Twitter universe• Get familiar with how other nonprofits are using Twitter by following them• Set up an account for your organization• Customize your page• Find followers• Start tweeting!
  26. 26. Figuring out your Twitter personality Organization with Pure Organization Brand Personality Employee with Pure Personal Account Organization Association
  27. 27. NOW YOU’RE READY TO• Create Twitter lists• Make use of the “Favourites “ feature• Save relevant search terms (i.e. project/event names, names of significant people at your organization, etc.)• Set up a Twitter schedule• Stay organized! Check out some Twitter dashboards to help you keep on top of things• Add Twitter link to your website and integrate with other social media channels
  28. 28. YouTube Can Help You… • Powerfully tell your story • Spread your message in a new way • Establish authenticity and loyalty • Increase referability
  29. 29. WHAT TO DO FIRST• Set up an account for your organization• Customize your profile with your organizational colours, a banner• Upload your existing assets: PSAs, campaign videos, intro videos, video contest entries, interviews• “Favourite” some videos to populate your Channel
  30. 30. Apply for the YouTube Nonprofit Program• www.youtube.com/nonprofits• Premium branding capabilities• Increased uploading capacity
  31. 31. NOW YOU’RE READY TO• Brainstorm ideas for regular new content: video logs, demos, updates from the field, “webisodes”• Remember to build interactivity into your video concepts• Explore YouTube features: Call-to-Action overlay, Linkable annotations• Add link to your website and integrate with other social media channels
  32. 32. GUIDING PRINCIPLES
  33. 33. Be Real• Leave room for personality• Most online communities expect a less formal tone
  34. 34. • Balance self-promotion with listening• Social media is about personal connections• Engage with your fans, followers and supporters It’s a Conversation
  35. 35. Encourage Participation• Encourage your supporters to take action• Provide opportunities to engage online and off
  36. 36. Measure Results • Track the effectiveness of your social media presence • Followers • Conversations • Conversions (volunteers, donations, support) • Remember it’s not all about the numbers – focus on quality vs. quantity
  37. 37. • Personal stories make good content and build personal connections• Thought-provoking content will get shared more often Tell Stories
  38. 38. Let Go!• You can’t control the message on social media tools• Provide good/clear messaging, interesting stories and engage with supporters• Join the conversation
  39. 39. Set Some Boundaries• Develop a set of social media policies for your organization• Focus on effective use of the tools, not controlling online activities• Set clear expectations of employees and volunteers
  40. 40. Integrate• Include social media into your existing fundraising and marketing plans• Consider your online presence (website + social media) as a communications channel
  41. 41. Build aCampaign
  42. 42. ABOUT MYCHARITYCONNECTS
  43. 43. www.mycharityconnects.orgfree online resources Information about technology Video demonstrations More webinars Past webinar recordings & slides Learning opportunities Events across the country
  44. 44. MyCharityConnects Conference 2011 JUNE 6 – 7 | MaRS Centre, Toronto• Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t• A proud partner in Net Change Week• Registration is open! www.mycharityconnects.org/2011Conference
  45. 45. Upcoming Webinars www.mycharityconnects.org/webinars• April 27 – Social Media Done Right: 5 Case Studies• May 11 – Spruce up your E-newsletter• May 25 – 10 Tips to Improve Your Website• June 15 – Getting the Most From your MyCharity Account & Reports• June 29 – Know Your Website: An Intro to Google Analytics
  46. 46. Keep in touch! info@canadahelps.org www.twitter.com/canadahelpswww.slideshare.net/MyCharityConnects www.facebook.com/canadahelps

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