New media for non profits is easy (I promise)

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This is a presentation I gave to board members of a non-profit group in Los Angeles called the Asian Pacific Policy and Planning Council (A3PCON). The presentation is broken into two parts the first is focusing on what A3PCON needs to do to grow a strong communications base while envisioning future growth into new media. The second part of the presentation provided tips on how non-profits or small businesses can use to make your social media more engaging and successful.

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New media for non profits is easy (I promise)

  1. 1. NON-PROFITS CAN DO “ NEW MEDIA” ( i promise )
  2. 2. with Christen Marquez of
  3. 3. <ul><li>Toby Schuster </li></ul><ul><li>of </li></ul><ul><li>Participant Media / takepart.org </li></ul><ul><li>Stephanie Wang </li></ul><ul><li>of </li></ul><ul><li>Midnight Oil Creative </li></ul>
  4. 4. OVERVIEW <ul><li>Part One </li></ul><ul><li>Planning Your </li></ul><ul><li>Communication </li></ul><ul><li>Strategies </li></ul><ul><li>Part Two </li></ul><ul><li>Making Your </li></ul><ul><li>New Media </li></ul><ul><li>Successful </li></ul>
  5. 5. Before we start... A Little New Media Propaganda
  6. 6. Volunteers? Video Taker Photographer Note Taker
  7. 7. <ul><li>Finding Your </li></ul><ul><li>Organization's </li></ul><ul><li>Voice </li></ul>
  8. 8. Question: What is it you do exactly?
  9. 9. Answer: Advocacy Collaborative Work Funding for Membership Groups ( Mariko, Mark, and David Ryu )
  10. 10. BRAIN STORM
  11. 11. GET A PERSONALITY GAMESHOW HOST HIVE SERVICE REP COMMUNITY BUILDER FRIEND
  12. 12. AND ALWAYS BE... Authentic Unique Timely Relevant Consistent
  13. 13. KNOW THE ESSENTIALS and How to Move Forward <ul><li>Advanced </li></ul><ul><li>Social </li></ul><ul><li>Media </li></ul><ul><li>Social </li></ul><ul><li>Media </li></ul><ul><li>Base </li></ul><ul><li>Communication </li></ul><ul><li>Strategy </li></ul><ul><li>Apps – Mobile – Text </li></ul><ul><li>Video - Podcast </li></ul><ul><li>Fundraising </li></ul><ul><li>Facebook – Twitter </li></ul><ul><li>Voice (Branding) – Website </li></ul><ul><li>Email - Analytics </li></ul><ul><li>Blog - Metrics </li></ul>
  14. 14. WEBSITE CASE STUDIES First I am going to pick on A3PCON a bit www.a3pcon.com
  15. 15. Asian Pacific Community Fund www.apcf.org An example of a easily attainable next Website
  16. 16. Save the Children www.savethechildren.org.uk Aspiring to Layout Greatness
  17. 17. Ducks Unlimited www.ducks.org Good email communications and moving your audience through the ladder of engagement
  18. 18. LADDER OF ENGAGEMENT Stage One
  19. 19. LADDER OF ENGAGEMENT Stage Two
  20. 20. LADDER OF ENGAGEMENT Stage Three
  21. 21. GOOD WEBSITES MUST HAVE Clear Navigation Email Sign-Up Social Media Integration Fresh Content Below the Fold Consciousness Multiple Paths of Access to Content Good Metadata and Keywords
  22. 22. A3PCON WEBSITE PLANNING Making a spider graph
  23. 24. BRAIN STORM
  24. 25. CREATE AN ONLINE FOOTPRINT Keeping in mind future expansion Graph by Beth Kantor of the Networked Non-profit http://www.slideshare.net/kanter/how-to-think-like-a-nonprofit-social-media-genius-presentation
  25. 26. Email List Management <ul><li>Example </li></ul><ul><li>Ducks Unlimited </li></ul>
  26. 27. Eye Catching Email Headlines <ul><li>Example: Documentors </li></ul>
  27. 28. A little more picking on A3PCON
  28. 29. GROW A STRONG LIST By being nice, do these things... Add to the List Constantly Eye Catching Subject Lines Send Awesome Info Know Your Open Rates Encourage Sharing
  29. 30. USING ANALYTICS The Internet Knows a lot About You and Your Audience
  30. 31. WHO'S MAKING IT HAPPEN? Staff roles necessary for new media success Content Producers Outreach Coordinator Strategy Manager
  31. 32. PART 1: PLANNING RECAP <ul><li>Find Your Voice </li></ul><ul><li>Get A Personality </li></ul><ul><li>Know the </li></ul><ul><li>Essentials </li></ul>
  32. 33. PART 1: PLANNING RECAP <ul><li>Know What Makes </li></ul><ul><li>a Good Site </li></ul><ul><li>Plan Your Layout </li></ul><ul><li>Anticipate the Footprint </li></ul>
  33. 34. PART 1: PLANNING RECAP <ul><li>Build the Email List </li></ul><ul><li>Use Analytics </li></ul><ul><li>Staff Your </li></ul><ul><li>New Media </li></ul><ul><li>Roles </li></ul>
  34. 35. Questions ?
  35. 36. Lunchtime !
  36. 37. WHAT IS “SOCIAL MEDIA” ANYWAY? What is the difference between new media and traditional media?
  37. 38. BRAIN STORM
  38. 39. MEDIA IS MEDIA Both move messages Traditional Media Graph by Beth Kantor of the Networked Non-profit http://www.slideshare.net/kanter/how-to-think-like-a-nonprofit-social-media-genius-presentation
  39. 40. MEDIA IS MEDIA Graph from the Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age/ar/1 The meaningful difference is that “new” and “social” media offers continuous engagement
  40. 41. NEW AND TRADITIONAL MEDIA ARE INTERCONNECTED Cuentame! Billboard Example http://www.facebook.com/note.php?note_id=420160107610
  41. 42. NEW AND TRADITIONAL MEDIA ARE INTERCONNECTED Remember: New Media Can Lead to Mainstream Coverage Make Friends with Powerful Online Influencers
  42. 43. THE COMMUNICATION SHIFT LOOK............................ What do you like reading and sharing? If you don't know the answer is usually on the Internet. KEEP YOUR EYES OPEN
  43. 44. … AND LISTEN Use surveys especially informal Use analytics
  44. 45. A3PCON SURVEY EXAMPLE
  45. 46. STANDARDS AND PRACTICES Taming the Transparency Beast
  46. 47. READY SET WRITE A Great Blog Post in 30 Minutes or Less
  47. 48. A Good Blog Post Has A Catchy Headline “ Share-ability” Photos / Images 200 – 500 Words Keywords
  48. 49. A Good Blog Has Two to Three New Posts a Week RSS and subscriptions Comments Keywords
  49. 50. GOOD SOCIAL MEDIA VS. BAD Tips for Online Engagement <ul><li>Neglect Your Fans </li></ul><ul><li>100% Self-Promotion </li></ul><ul><li>Sending Out Junk </li></ul><ul><li>Not Listening </li></ul><ul><li>Bland Content </li></ul><ul><li>Unclear Communication </li></ul>
  50. 51. GOOD SOCIAL MEDIA VS. BAD Tips for Online Engagement <ul><li>Be Consistent </li></ul><ul><li>Ask Questions </li></ul><ul><li>Be Opinionated </li></ul><ul><li>Be Controversial </li></ul><ul><li>Respond to Fans </li></ul><ul><li>Reward Fans </li></ul><ul><li>Promote Others </li></ul><ul><li>START CONVERSATION! </li></ul>
  51. 52. PART 2: SUCCESS RECAP <ul><li>Build Loyalty Through </li></ul><ul><li>Constant Interactions </li></ul><ul><li>Use New Media For </li></ul><ul><li>Mainstream Attention </li></ul><ul><li>Look and Listen </li></ul>
  52. 53. PART 2: SUCCESS RECAP <ul><li>Have Standards </li></ul><ul><li>Produce Lots of Content </li></ul><ul><li>Be Engaging </li></ul>
  53. 54. QUESTIONS ?
  54. 55. CREDITS <ul><li>Photos </li></ul><ul><li>1. voice - http://www.flickr.com/photos/_brendan/3461326747/ </li></ul><ul><li>2. skeptic - http://www.flickr.com/photos/gibbons/1083309919/ </li></ul><ul><li>3. mannequins - http://www.flickr.com/photos/lrargerich/3937695076/ </li></ul><ul><li>4. pyramid - http://www.flickr.com/photos/moriza/79089459/ </li></ul><ul><li>5. spider - http://www.flickr.com/photos/33511186@N00/58642708/ </li></ul><ul><li>6. footprint - http://www.flickr.com/photos/kilarin/1533531226/ </li></ul><ul><li>7. diagram - http://www.flickr.com/photos/love4loaded/4844656425/ </li></ul><ul><li>8. Monster - http://www.flickr.com/photos/27620885@N02/2594362917/sizes/o/ </li></ul><ul><li>9. Typing - http://www.flickr.com/photos/regi_a/4519236966/ </li></ul><ul><li>10. Eyes - http://www.flickr.com/photos/dearmax/4349986015/ </li></ul><ul><li>11. Ears http://www.flickr.com/photos/35597202@N02/3367232558/ </li></ul><ul><li>12. Devil - http://www.flickr.com/photos/revjim5000/1973081426/ </li></ul><ul><li>13. Angel - http://www.flickr.com/photos/kylemay/1436123042/ </li></ul>

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