Extending the Reach and Influence of Nonprofits with Social Media


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Event Details
Are you managing social media as part of your nonprofit’s marketing mix? Then this workshop is for you! In this case-study style workshop you will learn:

How to think about content for use in social media

Where to source content including internal and external stakeholders

What tool and approaches can be used to distribute and amplify your social media impact

How to analyze the results of message amplification effects

Hosted By: United Way Worldwide & GaggleAMP

1:00PM - Registration and networking

1:30PM - Identifying & Creating Nonprofit Content and Content Strategy

Chris Abraham - Director, Social Media at Unison Agency

2:00PM - Content Case Study - United Way’s Social Content Strategy

Jason Bethke - Manager, Online Engagement & Marketing at United Way Worldwide

2:45PM - Social Media Distribution Case Study -

Activating United Way’s Network to Augment, Amplify and Align the Online Brand Experience

Brian Cox - Director of Online Engagement at United Way Worldwide

Glenn Gaudet - President & Founder , GaggleAMP

3:30PM - Tool Discussion with Q&A

Presenter Bios:

Chris Abraham - Director, Social Media at Unison Agency

is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response. A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, Web strategy consultant and advisor to the industries’ leading companies.

Jason Bethke - Manager, Online Engagement & Marketing at United Way Worldwide

Brian Cox - Director of Online Engagement at United Way Worldwide

As Director of Online Engagement, Brian Cox oversees the digital group at United Way Worldwide, and serves as the primary digital marketer and brand manager online. In this role he is responsible for United Way's strategy and innovation online and in social space.

Glenn Gaudet - President, GaggleAMP

Glenn brings over 20 years of comprehensive experience in both strategic and product marketing for technology and media companies ranging from startup to $1 Billion in sales. He has delivered results in and pioneered new techniques in marketing technology. He is also the author of Connection, Community & Conversation: Making Social Media Work for Business.

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Extending the Reach and Influence of Nonprofits with Social Media

  1. 1. United Way WorldwideIdentifying & Creating Nonprofit Contentand Content StrategyExtending the Reach and Influence ofNonprofits with Social Media#nonprofitsm
  2. 2. June 4, 20132Chris Abraham is a leading expert in digital: online reputationmanagement (ORM), Internet privacy, social media marketing anddigital PR with a focus on blogger outreach, blogger engagementand Internet crisis response.Email: chris@unisonagency.comTwitter: @chrisabrahamGoogle+: rnnr.us/plusFacebook: facebook.com/chrisabrahamLinkedIn: linkedin.com/in/chrisabrahamBlog: chrisabraham.comMobile: +1 202-352-5051Hashtag: #nonprofitsmChris Abraham#nonprofitsm
  3. 3. June 4, 20133• Your Organization• Your illustrious history• Your noble vision• Your past wins• Your narrative• Your Staff• Empower personal brand development• Your Industry• Industry news and happenings• How do you influence the industry?• How does your industry influence you?Content Strategy#nonprofitsm
  4. 4. June 4, 20134• Your Issue• Stop preaching to the choir• No inside baseball or wonking out• Remediate, remediate, remediate• The News• The news effects us all• How are you part of the news?• How does it effect your nonprofit?• The Influencers• Share the news of others – best way to connect• People always notice retweets, shares, etcContent Strategy#nonprofitsm
  5. 5. June 4, 20135• Social Media• Online Influencers (Facebook, Twitter, LinkedIn, etc)• Twitter Lists (Create Your Own or Discover Public Lists)• Keywords & Hashtags (Hitchhike or Create)• Who do the influencers follow?• Mainstream Media• Mainstream Media Clipping Services (Meltwater News)• Mainstream Media Email Alerts (WaPo, FT, NYT, etc)• Organizations’ & Associations’ Email Lists• Internet Search• Google AlertsSourcing News#nonprofitsm
  6. 6. June 4, 20136• Feeds & Newsreaders• Netvibes• NewsBlur• Feedly• The Old Reader• Reeder• NetNewsWire• Flipboard• (TweetDeck)• Blogs• Alltop, Technorati, Google Search, BlogrollSourcing News#nonprofitsm
  7. 7. June 4, 20137Follow Influencers#nonprofitsm
  8. 8. June 4, 20138Like Facebook Pages#nonprofitsm
  9. 9. June 4, 20139Add Google+ Pages#nonprofitsm
  10. 10. June 4, 201310Twitter Lists#nonprofitsm
  11. 11. June 4, 201311Meltwater News#nonprofitsm
  12. 12. June 4, 201312Google Alerts#nonprofitsm
  13. 13. June 4, 201313Flipboard#nonprofitsm
  14. 14. June 4, 201314Flipboard#nonprofitsm
  15. 15. June 4, 201315Flipboard#nonprofitsm
  16. 16. June 4, 201316Feedly#nonprofitsm
  17. 17. June 4, 201317Feedly#nonprofitsm
  18. 18. June 4, 201318Feedly#nonprofitsm
  19. 19. June 4, 201319Buffer#nonprofitsm
  20. 20. June 4, 201320HootSuite#nonprofitsm
  21. 21. June 4, 201321GaggleAMP#nonprofitsm
  22. 22. June 4, 201322OutsourcingWhen social media isn’t your core competencyOr, let’s be honest, you really hate social media• When you can’t put the time in to do the reading• When you don’t enjoy doing the writing• When you haven’t mastered the art of social mediagrammar, protocol, hash tagging, semantics, timing, orformat• When you’re not yet in tune with the social mediasphereWhen you need to extend and expand the volume, texture,and consistency of your content coverage• Social media is a 24/7/365 commitment#nonprofitsm
  23. 23. June 4, 201323Social Media Maxima#nonprofitsm
  24. 24. June 4, 201324Thank You!If you have any questions at all, you can reach me directly:Email: chris@unisonagency.com Mobile: +1 202-352-5051Twitter: @chrisabrahamGoogle+: rnnr.us/plusFacebook: facebook.com/chrisabrahamLinkedIn: linkedin.com/in/chrisabrahamBlog: chrisabraham.comSocialmedia.biz: socialmedia.biz/author/chrisabrahamBiznology.com: biznology.com/author/chrisabraham/Huffington Post: huffingtonpost.com/chris-abraham/#nonprofitsm
  25. 25. United Way WorldwideContent ManagementA United Way Case Study@JasonBethkeManager, Online EngagementUnited Way Worldwide#nonprofitsm
  26. 26. June 4, 201326Facebook:Information, Donations, External Attendance, Site TrafficTwitter:Specific outreach, Thought leadership, RT’s, TrendsSpecialty Channels?CONTENT IS YOUR CURRENCYWhat’s the value of a “Like?”#nonprofitsm
  27. 27. June 4, 201327Viruses:We’ve all had themYou don’t pay for themEveryone builds immunitiesDon’t make a viral YouTube video –Know that you want to, but wait for the perfect contentViral Marketing#nonprofitsm
  28. 28. Alpha Mom – Tech LadderSegmenting Your Audience
  29. 29. June 4, 201329Develop Personas: Example Alpha MomGaining Audience:Place content vs. push contentYou are who you associate withPost targetingWhat’s trending? When are you posting?Building Conversation:Tweet with your followers & influencersBrand yourself – TONE: Necessary & memorableSegmenting Your Audience#nonprofitsm
  30. 30. June 4, 201330Committed: Be Dependable & BrandedCurated: Theme & ContextCalendar: Time & ContinuityWhat’s the action?Ask to Give vs. Inspire to ContributeContent Management“… Donate toUnited Way today!Donation URL“When we reach out ahand to one…Donation URL#nonprofitsm
  31. 31. United Way’s Content Calendar
  32. 32. Q&A#nonprofitsm
  33. 33. United Way WorldwideOrganization Stakeholders#nonprofitsmGlenn Gaudet @glenngPresident & FounderGaggleAMP
  34. 34. Engaging StakeholdersWho are they?June 4, 2013#nonprofitsm
  35. 35. FansJustin Bieber is #1 on TwitterRetweets .08%Favorites .05%How about your fans?June 4, 2013#nonprofitsm
  36. 36. AdvocatesGround Game MattersSusan G Komen vs. PlannedParenthoodJanuary 2012 CrisisJune 4, 201336 June 4, 2013#nonprofitsm
  37. 37. StaffA nonprofit’s staff andemployees are aconstant reflection ofyour organization tothose they interact with.Their collective reach ispowerful!June 4, 2013#nonprofitsm
  38. 38. ChaptersThe local entities thatrepresent your nonprofit.These represent their ownsocial media presence.June 4, 2013#nonprofitsm
  39. 39. Affinity LevelsHigherAffinityLowerAffinity
  40. 40. Value of SharingJune 4, 2013#nonprofitsm
  41. 41. United Way WorldwideUWW & GaggleAMP#nonprofitsm@JasonBethkeManager, Online EngagementUnited Way WorldwideGlenn Gaudet @glenngPresident & FounderGaggleAMP
  42. 42. June 4, 2013421,200 Local United WaysDrastically Different:AudiencesInitiatives & GoalsBudgets & Capacity (Web IQ)One BrandFocusing On:TrustAwarenessCommunity ImpactBuilding a Cohesive Network Voice#nonprofitsm
  43. 43. June 4, 201343ContentBlogsSocialLearningWeekly VideosImplementationAnalyticsStrategy (Calendar)The Digital SuiteGaggleAMP#nonprofitsm
  44. 44. June 4, 201344Event PromotionOnline – #BigThanksOn Ground – Healing in the HeartlandCampaignBrand BuildingMacro vs. Micro ThemesCustomizationAudience GrowthDrastically Different Web IQGaggleAMP Content Management#nonprofitsm
  45. 45. June 4, 201345Sample Messaging#nonprofitsm
  46. 46. June 4, 201346Analytics
  47. 47. Q&A#nonprofitsm