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Social Media for Social Good - How Nonprofits Can Engage Supporters

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PResentation from the 2011 Charleston Nonprofit BOOT

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Social Media for Social Good - How Nonprofits Can Engage Supporters

  1. 1. Social media for social good<br />How Nonprofits Can Engage Supporters<br />
  2. 2. Who We Are<br />Holly Fisher<br />Step Ahead, Inc<br />@hollyannfisher<br />Chad Norman<br />Internet Marketing Manager<br />Blackbaud<br />@chadnorman<br />Andrew Muller<br />CWCC, AAI, PRIS<br />Neace Lukens<br />@SpecialtyInsure<br />
  3. 3. #pathcamp<br />If You’re Tweeting:<br />
  4. 4. Why Nonprofits Should Be Using Social Media<br />
  5. 5. Awareness<br />
  6. 6. The Nonprofit Social Media Decision Guide • July 2010 • IdealWare<br />
  7. 7. The Nonprofit Social Media Decision Guide • July 2010 • IdealWare<br />
  8. 8. Reach people where they are<br />
  9. 9. 12% of Facebook users said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page (they’d “be concerned” if it did not), and 43% said a Facebook page might have an impact on their decision.<br /><ul><li>The Nonprofit Social Media Decision Guide • July 2010 • IdealWare</li></li></ul><li>Fundraising <br />
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  11. 11.
  12. 12. Tools for Your Nonprofit<br />
  13. 13. YouTube / Videos<br />
  14. 14. Video<br /><ul><li>175 million U.S. Internet users watched online video in April 2010. -comscore.com
  15. 15. 135.7 million viewers watched 13 billion videos on YouTube in April 2010. -comscore.com
  16. 16. YouTube is the most searched website behind Google</li></li></ul><li>Example: Charleston Parks ConservancyCorrine Jones Park video<br />
  17. 17. <ul><li>7% of Americans use Twitter; 87% are aware of it
  18. 18. 200 million users
  19. 19. 1 billion tweets a week
  20. 20. Made up of influencers & business people ages 25-45
  21. 21. Users are 3x more likely to follow brands on Twitter than other social networking sites</li></li></ul><li>
  22. 22.
  23. 23. Making Twitter Easier:<br /><ul><li>Tweetdeck
  24. 24. Hootsuite
  25. 25. SocialOomph.com</li></li></ul><li><ul><li>60% of the wealthy, as defined by an average income of $287,000 and average net worth of $2.1 million, participate in social networks
  26. 26. Someone who has “Liked” a brand will spend an average of $71.84 more each year on that brand’s products or services than will someone who has not “Liked” it.
  27. 27. Fastest-growing demographics: Men 45-54 and women 55-65.</li></li></ul><li><ul><li>Interaction – engagement
  28. 28. Regular postings
  29. 29. Promotions
  30. 30. Custom tabs
  31. 31. Facebook ads
  32. 32. https://www.facebook.com/nonprofits</li></li></ul><li>
  33. 33. Other Possible Tools<br />
  34. 34. 1 12<br /># of people on the planet using Facebook<br />in<br />
  35. 35. 42<br />% of people in America use Facebook<br />
  36. 36. 35<br />Hours of video uploaded to YouTube every single minute<br />
  37. 37. 16<br />Million people around the world use Twitter<br />
  38. 38. Getting Your Supporters Engaged…<br />Especially this group<br />
  39. 39. Your Social Media Honeypot<br />
  40. 40. Email<br />Getting Your Supporters Engaged…<br />Web<br />Peer to Peer<br />Direct Mail<br />Social Media<br />Telephone<br />Mobile<br />CRM<br />Person to Person<br />Telepathy<br />
  41. 41. Where are you on the social journey?<br />As your organization’s social media program matures, it should be moving from simply trying new things to multi-channel integration. <br />STAGE 1<br />Traditional<br />STAGE 2<br />Experimental<br />STAGE 3<br />Operational<br />STAGE 4<br />Impactful<br />Traditional marketing operations consisting of one-way communication. <br />Pushing content to supporters with little back-and forth chatter.<br />Dabbling in social media, but efforts are disconnected from organizational goals. <br />Fractured efforts and silos with no real coordination of activities and measurement.<br />Social activity is more embedded in organizational operations.<br />Internal policies, dedicated staff, channel alignment, and campaign integration.<br />Social activity drives real, measureable results at organization.<br />Tools and systems are in place to allow staff to have perform meaningful engagement with supporters.<br />.<br />
  42. 42. you’ve got a social media Strategy, right?<br />The P.O.S.T. method*<br />P = People: Who?<br />O = Objectives: Goals?<br />S = Strategies: Outcomes?<br />T = Technologies: Tools?<br />* From Charlene Li and Josh Bernoff's book Groundswell: Winning in a World Transformed by Social Technologies<br />
  43. 43. 1) Connect with your supporters<br />
  44. 44. 1) Connect with your supporters<br />
  45. 45. 2) Make Content Sharable<br />
  46. 46. 3) Display Social Content<br />
  47. 47. 3) Display Social Content<br />
  48. 48. 4) Encourage Social-Enabled comments<br />
  49. 49. 5) Integrate Social Conversations<br />
  50. 50. 6) Help Supporters Take Action<br />
  51. 51. 6) Help Supporters Take Action<br />
  52. 52. 7) Raise More Money<br />
  53. 53. 7) Raise More Money<br />
  54. 54. 8) Pull in Multimedia<br />
  55. 55. 9) Create a Social Hub<br />
  56. 56. 9) Create a Social Hub<br />
  57. 57. 10) Build a Private Community<br />
  58. 58. Want a ton more ideas?<br />Checkout the Social Media Tactics series for nonprofits!<br />www.slideshare.net/chadnorman<br />
  59. 59. Bonus Workshop:Social Media Listening<br />
  60. 60. Your Homework: Social Media Listening<br />VIEW & DOWNLOAD<br />
  61. 61. Top 4 Take Away’s<br />Have a written Social Media Policy in place and understood by every employee<br />Understand What can lead to a lawsuit<br />Copyright, Trademark and Privacy issues<br />Don’t be the “example” or “poster child”<br />Transferring Risk<br />Insurance, 3rd party contracts <br />Remove Subjectivity and Surprises <br />Constantly Evolving Industry<br />
  62. 62. Andrew Muller, CWCC, AAI, PRIS<br />Andrew.muller@neacelukens.com<br />Twitter@Specialtyinsure<br />www.specialtyinsure.blogspot.com <br />843-714-9389 Direct <br />
  63. 63. Questions?<br />
  64. 64. Thank you!<br />Let’s keep the conversation going…<br />Holly Fisher<br />Step Ahead, Inc<br />@hollyannfisher<br />Chad Norman<br />Internet Marketing Manager<br />Blackbaud<br />@chadnorman<br />Andrew Muller<br />CWCC, AAI, PRIS<br />Neace Lukens<br />@SpecialtyInsure<br />

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