Social Networking 101 Presentation
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Social Networking 101: Social Media Basics presented at the 2010 Association of Junior Leagues International, Inc. Fall Leadership Conference in Portland, OR, September 23-25, 2010
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Social Networking 101 Presentation
- 1. Social Networking 101 Social Media Basics AJLI Fall Leadership Conference September 23-25 • Portland, OR FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 2. Objectives Today we will learn: • why social networking is valuable for nonprofits and Junior Leagues • how you can communicate the value of social networking to your entire League • steps you can take to develop a social media game plan FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 3. Why use social media? • Web 1.0: The old way • You build a website • You decide what you want to share • The public consumes • They reach out to you via a formal channel(s) • Web 2.0: Now • Content with DIY aesthetic • Displaying human side/personality • Cultivating relationships FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 4. Why use social media? Still not convinced? Consider: • 86.2% of nonprofits use at least one social networking platform* • 3 out of 4 internet users use at least one social networking platform • Size of online contributions > mail or telephone contributions** * “Nonpro t Social Network Survey Report” Nonpro t Technology Network. April 2010 ** The Chronicle of Philanthropy. 2010 FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 5. Why use social media? Among nonprofits: • 22% have their own in-house social network • 48.1% are on YouTube • 60% are on Twitter • 86% are on Facebook “Nonpro t Social Network Survey Report” Nonpro t Technology Network. April 2010 FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 6. Why use social media? The Chronicle of Philanthropy. 2010 FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 7. Why use YouTube? • 100 million monthly viewers • Third most visited website after Facebook and Google • Has nearly double the viewership of all three major US networks combined • Average person spends 15 minutes a day viewing content • Is only 5 years old! “Infographic: YouTube Statistics, Facts & Figures.” Digital Buzz Blog. May 19, 2010 FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 8. Why use Twitter? • 1,382% yearly growth rate • About 300,000 new users join everyday • 75+ million users • Approximately 55% of users are female “Infographic: Twitter Statistics, Facts & Figures.” Digital Buzz Blog. May 12, 2010 FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 9. Why use Facebook? • As of May 2010, Facebook had 500 million users… and growing* • Those aged 34+ make up over 28% of users* • Average user has 130 friends** • Average user spends 55 minutes per day on Facebook** * “How Facebook is rede ning privacy.” Time. May 20, 2010 ** “Facebook: Facts and Figures for 2010.” Digital Buzz Blog. March 22, 2010 FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 10. Why Blog? • 133,000,000 blogs* • 77% of internet users read blogs* • Average blog reader reads 77% more online content** • Blog readers spend an average of 6% more than the average internet user** * ”2009 State of the Blogosohere.” Technorati. 2009 ** “Behaviors of the Blogosphere.” ComScore. 2006 FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 11. Why should you use social networking tools? • Alternate means of communication • Junior League members • Public • Potential members • Local nonprofit and business community • Raise League profile • Public • Potential members • Local nonprofit and business community • Media • Increased traffic to your League’s website • Free! FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 12. Getting Everyone on board Two case studies • Junior League of Greater Orlando • Junior League of Saint Paul FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 13. Case Study #1: JL of Greater Orlando Junior League of Greater Orlando looking for dress and accessories donations for prom dress drive, Cinderella’s Closet. Tools used: • Website • Facebook • Twitter FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 14. Case Study #1: JL of Greater Orlando What happened? 1.Set up page on website about Cinderella’s Closet project, including contact information 2.Posted basic details on Facebook, linking back to website 3.Daily tweets with link back to their website 1.Requests to followers to “Please RT” FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 15. FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 16. FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 17. Case Study #1: JL of Greater Orlando What happened next? • AJLI, @JuniorLeague, RTs to its followers • Follower @Vivanista, founded by a JL of San Francisco member, sees RT • @Vivanista follows tweet link back to JLGO website • Reaches out to JLGO via posted contact info to offer donation FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 18. FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 19. Case Study #1: JL of Greater Orlando Lessons learned: • Website: foundation for social media outreach • Use many or all available channels • Post regularly (in this case: daily) • Don’t be afraid to ask for help FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 20. Case Study #2: JL of Saint Paul The Junior League of Saint Paul wants to recruit more members Tools used: • Facebook • YouTube • Blog • Website FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 21. Case Study #2: JL of Saint Paul What happened? 1.Decided to try an alternate method of member recruitment by utilizing social networking tools 2.After bylaw review, implemented changes that allowed social networking to fit within their external communications guidelines 3.Set up a Facebook page, YouTube account and a blog on Blogspot 4.Redesigned website to supplement, highlight and connect to their social media efforts FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 22. FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 23. FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 24. FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 25. FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 26. Case Study #2: JL of Saint Paul What happened next? • Inquiries to join League increased! • Scope of who made inquiries for more info broadened • Larger turnout at recruitment events • Larger Provisional class FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 27. Case Study #2: JL of Saint Paul Lessons learned: • Social media is a game-changer – so start with a clearly articulated game plan • Not all members adapt easily to social media so don’t drop them out of the conversation • Social media demands good content – so use it as an opportunity to upgrade yours • Social media breaks down barriers – so be careful about your messaging • Social media is a ‘conversation’ – so keep it ongoing, topical and meaningful FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 28. Getting Started Assess • what your goals are • how social networking fits into your existing bylaw structure • what changes and/or additions might be required • what’s ok/not ok member behavior • how will social networking fit into your existing web structure/capabilities • what tools to use and when • who will manage and execute social media strategy FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 29. Getting Started Questions to ask: • How are members using social media now? • Do we need to change our external communications policies? • Who controls the process? • Do we need new (and/or better) content? • How do we integrate social media with our website? • How can we leverage our content across social media platforms? • How will we deal with negative comments? FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 30. Possible Goals • Recruiting new members • Increasing donations/finding new donors • Cultivate corporate sponsorships • Forming strategic partnerships with area nonprofits • Increasing attendance at events • Sell cookbook(s) FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 31. Things to consider • Be realistic! • Relationship building • Choose the right person(s) to be voice of League • Tech savvy is not always best • Do not delegate this task to one person! • Board/leadership must be involved • Don’t forget your website! • Content • Synchronize messaging FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 32. Building a Foundation Requirements: • Understanding by all members of value of your brand • Supportive bylaw structure • Social media strategy • Strong website • Strong writing • On-going organization • Be nimble (be prepared for anything!) FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 33. The Brand • Who are you? What is your mission? • The brand belongs to your League • No one person owns it • Board is primarily responsible for overseeing • Each and every member represents the brand • One member’s wrong move reflects upon everyone! • Everyone should learn & be reminded about the importance of the brand FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 34. Website • Easy to navigate • Easy & compelling to read • Supplements & supports alternate communication vehicles • Prominent social networking links • Regularly updated!!! FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 35. YouTube • Post on YouTube nonprofit channel • Do not worry about production value • It’s about content • Post at least once every 3-4 months FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 36. Twitter • Post at least 3-5 times/day • Great means of sending reminders • Meeting/task reminders for members • Event reminders for public • Keep it conversational FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 37. Facebook • Set up a fan page! • Post at least 2-3 times a week; up to 1-2 times a day • Leave Wall open for fan postings • Use fan page applications • Set up Twitter and/or YouTube tabs FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 38. Blogging • Post at least once every 3-4 weeks • Well-written & informative ≠ long • Does not have to be original content • Consider featuring guest writer FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 39. Tying it all together Remember: • Brand • Goals • Communications • Consistency • Remember audience(s) • Be real FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR
- 40. Any Questions? FALL LEADERSHIP CONFERENCE September 23-25, 2010 • Portland, OR