Social mediafundamentals


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Social mediafundamentals

  1. 1. Online Building Blocks<br />Adrienne Royer<br />Thursday, February 17, 2010<br />Email<br />Websites<br />Relationships<br />Online Fundraising<br />Social <br />Media<br />
  2. 2. The Silver Bullet<br /> Relationships are the key to successful social media and online programs.<br />
  3. 3. Social Media is a Conversation. <br />Listen<br />Environmental Scanning<br />Media clips<br />Reading email from audiences<br />Google alerts/Social mentions<br />Monitoring conversations on Twitter<br />Promote<br />1-way communication<br /><ul><li>Media relations
  4. 4. Broadcast emails
  5. 5. Newsletters/direct mail
  6. 6. Twitter
  7. 7. Sharing networks like Digg
  8. 8. Events</li></ul>Participate<br />Begin to engage in conversation<br /><ul><li>Facebookpage
  9. 9. Engaging community through email
  10. 10. Linkedin
  11. 11. Twitter (responding to tweets; use Seesmic, Tweetdeck or Hootsuite
  12. 12. Blogger Relations
  13. 13. Online donation program</li></ul>Publish<br />Generating content<br /><ul><li>Facebookupdates; respond to comments; post photos
  14. 14. Blogging
  15. 15. Sharing photos through Facebook or Flickr
  16. 16. Creating & uploading videos on YouTube or Vimeo</li></ul>Publish<br />Fully engaged in conversation<br /><ul><li>Facebookupdates; respond to comments; post photos
  17. 17. Blogging
  18. 18. Sharing photos through Facebook or Flickr
  19. 19. Creating & uploading videos on YouTube or Vimeo
  20. 20. Crowdsourcing programs
  21. 21. Online Ambassadors</li></ul>Concept: Beth<br />
  22. 22. Building Blocks: Website Check<br />Is your website easy to navigate? <br />Hold an informal focus group with friends and family outside of your organization. <br />Create a survey using online tool to get feedback from clients, donors, supporters and staff.<br />What features does your website have?<br />Basic technologies to include: RSS, contact form or email, social media links, easy way to update<br />
  23. 23. Building Blocks: Website Check-up<br />How often is your website updated? <br />Optimal to update at least twice per week<br />How hard is it to update your website? <br />Does it require clearance? What is the turnaround time? Who controls it?<br />Can it be updated on the weekend or at home in case of an emergency?<br />Is your website part of your crisis strategy?<br />Absolutely must re-structure organizations to make website easy to update<br />Smash silos! <br />
  24. 24. Building Blocks: Email Program<br />Email is still the primary driver of online donations.<br />Approximately 40% of online giving is prompted by email blasts<br />Average gift size is $81.33<br />Source: M+R 2010 eNonprofit Benchmarks Study<br />
  25. 25. Building Blocks: Email Program<br />Do you have an email program?<br />Outlook is not an option<br />Invest in a low-cost email blast program: iContact, Constant Contact, Mail Chimp<br />Can run between $10-$100 per month<br />Do you have an email list?<br />Website sign-ups<br />Intake forms<br />Event information<br />Donors<br />Newsletter list<br />Response card in next mailing<br />Sign up on website <br />Do all of your publications/marketing materials include website and email sign up information?<br />
  26. 26. Building Blocks: Online Donations<br />No longer a luxury!<br />Source: The Online Giving Study, 2010, Network for Good<br />
  27. 27. Use Multiple Channels<br />Donations increase when you reach donors through multiple touchpoints.<br />Donors who are contacted via both direct mail and email, can increase donation responses from 30-70%<br />Important to use both traditional and new technologies to maximize fundraising<br />
  28. 28. Solicitation Channel (From charities/nonprofits with established relationship)<br />% say appropriate solicitation channel <br />(rank ordered by very important –blue)<br />Source: Show Me the Money: Reaching Donors Across Generations, Care2<br />
  29. 29. Building Blocks: Blogger Relations<br />Reaching out to bloggers can be more influential than media relations<br />Search to see who is blogging about your organization/issue<br />Google blog search<br />What blogs are prominent in your area?<br />Nonprofit/advocacy blogs, mom blogs, foodie/cooking blogs, local/regional news<br />
  30. 30. Building Blocks: Blogger Relations<br />Have you reached out to these bloggers to provide information?<br />Email and ask if you can put them on media release list<br />Meet 1 on 1 with prominent bloggers<br />Comp bloggers tickets to your event<br />Hold special blogger call with key announcements or events<br />
  31. 31. Building Blocks: Facebook<br />Update fan pages about once a day<br />Post photos, videos and articles that interest your organization or agency<br />Don’t be afraid to engage with supporters<br />Create premiums or promotions for “liking” your page<br />Include social network links on other websites and printed materials<br />
  32. 32. Building Blocks: Twitter<br />Manage Twitter<br />Use a 3rd party application like Seesmic, Tweetdeck or Hootsuite to manage and organize Twitter<br />Search for other nonprofit, hunger or food-related Twitter lists<br />Reach out to reporters via twitter to streamline media relations<br />Aim to update Twitter once or twice per day<br />Include social networking links on other websites and printed material<br />
  33. 33. Strategy: How do you do it all?<br /> Monitor:<br />Set up Google alerts & Social Mentions to monitor web-discussions<br />Search for keywords on Twitter to track daily conversations<br />Evaluate:<br />Track traffic, increased friends & followers, fundraising numbers<br />
  34. 34. Strategy: How do you do it all?<br />Engage:<br />Reach out to bloggers & prominent people on Twitter just as much as traditional media<br />Respond to tweets, email, blog comments and Facebook wall comments & posts<br />Update blogs at least twice a week and Facebook & twitter each day<br />Aim to send weekly or bi-weekly emails & monthly fundraising emails<br />
  35. 35. Strategy: How do you do it all?<br />Evaluate:<br />Track traffic, increased friends & followers, fundraising numbers<br />The web is rich with metrics<br />
  36. 36. Example Strategy <br />Draft press release and get approved<br />Base blog post & Facebook update on release<br />Send tweet with a link to blog post<br />Add a few stories and pictures to turn into a blast email<br />Personalize email and reach out to targeted bloggers & reporters<br />
  37. 37. Resources<br />Google Nonprofits (Grants for YouTube channels and Google ads)<br /><br />Nonprofit Technology Network (<br />TechSoup (<br />Network for Good (<br />Beth Kanter (<br />
  38. 38. Questions? <br />Contact Adrienne Royer at<br /><br /><br /><br />