Goals of the workshop: Introduce social media. Pros & Cons. Address common issues with managing, share tips, tools, point out resources.
Terms – Using social media interchangeably with social networks, social networking sites.
There’s tons of social media services out there. Don’t fall prey to ‘shiny new object’ syndrome. Listen to your audience.
Uploading - More than 48 hours of video are uploaded to YouTube every minute. Source: mashable.com ( http://mashable.com/2011/05/25/youtube-6-birthday/ )
Majority use social to stay connected to friends.
Generation used to volunteering, but in a different way.
Box on Home Page lists – Tweets, Following, Followers. Connect – Gives you interactions, reply, mentions Discover – Gives you who to follow, suggestions, etc.
Via Jon N. - Twitter Chats – hashtag and a time - #PRRVACHAT
Looking up hashtag - #foodinsecurity – broad topic or #nonprofit – broad topic in your field or #FoodStamped was a has tag for a movie that the Crisis Ministry was helping to promo Also follow a few people in your field or topic…
Nov 10 FB announcement: 350 million users use FB messaging; More than 4 billion messages and IMs go through FB every day; Messaging has been &quot;growing incredibly quickly&quot; - faster rate than user base. Groups are great for organizing on a personal level and for smaller scale interaction around a cause. Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account, and have a need to exceed Facebook’s 5,000 friend cap. A fan page lets you grow as big as you want, send updates to an unlimited number of people, and keep the focus on the organization without revealing the administrator (unless you want to).
Content ideas Have people share stories, ideas for programs Share photos/videos from events – FB, Flickr, YouTube “ Seasonal” stories – Trends for the New Year, Valentine’s Day Wishes, Stories on Veteran’s Day Contests – Naming contests, caption contests Thank and encourage people – Volunteers, donors Mobile ideas – Camera Photo problems in the community; Best costume at the parade, etc.
Listening -- “Like” other nonprofits (in your space) Facebook pages, read posts,comments.
Source – Wild Apricot for Guides
Google’s answer to Facebook. Relatively new. Use Google+ circles to follow others and listen there.
More than looking for a job… Join appropriate LinkedIn Groups.
Narrow focus – think strategy. Be engaging Engaging means two-way conversation! Be human! Twitter – Twitter is like wading into a stream – don’t try to read/reply to everything – 140 characters – short pithy Facebook – chatty / friendly voice – questions engaging – do reply, do comment, do share links LinkedIn – professional – questions / answers – referrals, guidance Google+ - like FB, questions, sharing, reply, commenting
HubSpot is a great resource. Free Webinars/slidedecks/ebooks on topics. Based on research.
Management tools. Let you schedule tweets, save searches, get analytics.
Even if you are one-person shop, set up a schedule for yourself. Put it on your calendar.
Appropriately – frequency that is right for the channel, timely – current information, quality information. Tell Your Story, Listen to Theirs!
INTRO TO SOCIAL MEDIAFOR NON-PROFITS Workshop for Volunteer Connect March 14, 2012 Colleen Miller
Overview Definition, Types Demographics D A Major Players E NUP G - Twitter FacebookA HE LINE Google+ T LinkedIn Tools, Tips, Techniques Resources
QUICK POLL • What social media networks are you using? • Or which ones would you like to be? • What are your success factors? • Or what would you like your results to be?
SOCIAL MEDIADefinition: Using communications technologies (Web & mobile) to engage in interactive conversations and share information. Social media is not a fad or trend. With increased access to the Web and use of mobile phones and tablets – social media continues to grow. It’s now an ingrained part of how people relate, socialize, volunteer and work together.
KINDS OF SOCIAL MEDIAThere are multiple social media sites, with numerous activities. Blog platforms (Tumblr, WordPress, TypePad) Social bookmarking (StumbleUpon, Reddit, Delicious) Question-and-answer sites (Quora) Forums / Collaboration (Google) Music (Pandora, Spotify, iTunes) Gaming (Zyna) Documents / Content (SlideShare, Scribid) Video (Vimeo, YouTube) Photo – (Flickr, Photobucket) Location – (Foursquare) Social networks – (Facebook, Google+, LinkedIn) Twitter ecosystem – (Twitter, Twitpic)
A SNAPSHOT One Minute on Web: Every 60 seconds in social media, two million videos are viewed on YouTube, 700,000 messages are delivered by way of Facebook, 175,000 tweets are generated, and 2,000 Foursquare check-ins tell the world where we are.* Venture Beat
WHY SOCIAL MEDIA?Changing Society Pew Internet & American Life Project* finds: Fully 65% of adult Internet users now say they use a social networking site like MySpace, Facebook or LinkedIn, up from 61% one year ago. This marks the first time in Pew Internet surveys that 50% of all adults use social networking sites. (Aug. 2011) 14% of users say that connecting around a shared hobby or interest is a major reason they use social media. (Nov. 2011) Internet users over age 50 (especially women) flocking to social media (Aug 2010)*PewInternet.org
WHY SOCIAL MEDIA?Changing Demographics Millenials* Born between 1978-1992. Grown up with MTV, blogs, Facebook & MySpace, texting. Volunteerism required in middle and high school – teen volunteerism doubled between 1989 -2005; college volunteerism increased 20% between 2002 -2005. But different in approaching volunteerism and activism – inconsistent or intermediated.*Source: The Networked Nonprofit, Beth Kanter & Allison H. Fine.
L D OR W E TH G E E R AT CH AN I TT T E RS THT W C HA R AC 40 1
TWITTER TERMS Tweets – Messages You Sent. Following – People You Follow (Subscribe to). Followers – People Who Follow You (Get Your Tweets). Lists – Groups of People on Twitter that You Follow – Could Arrange by Topic. Hashtag – “#” followed by a keyword, such as #nonprofit or #mercercounty. Mentions – someone used your twitter name, eg. @cmiller237 wrote a great article. Retweets or RT – to republish someone’s tweet, uses their twitter name. Reply – uses someone’s twitter name (public). Follow Friday #FF – suggest folks to follow in a topic or good content . DM – Direct Message between people who follow each other.
TWITTER TIPS Profile blurb – use authoritative keywords. Expert approach – tweet more than your own organization. Build audience using #hashtags, RTs, #FF, Lists, @Mentions. Integrate into your website and off-line promotions, communications. Conferences/Events – set up a hashtag, have someone tweet during event or keynote. Photos: Twitpics/Instagram. Paper.li – pulls together a Twitter list into a readable daily blast. Twitter chats
FACEBOOK History Currently has > 800 million users worldwide Individual use (Listening first) Groups, Events Organizational “Fan” page? (Create a page) Use it to communicate with existing volunteers, donors Use it to find new volunteers Use it to support events Build “likes” - Integrate into website, offline materials Use Facebook “Insights” for stats
FACEBOOK Content on FB is about engagement. Update regularly. Not as frequent as Twitter. Ask questions, respond. Share links but add opinions, thoughts. Not just your newsletter re-hashed! Photos, videos add interest. Think brand building – use your logo, colors. Could use FB to offer graphics, banners, quotes. Customize your landing page. (Advanced) Ads – if you have budget, very effective at targeting.
RESOURCESHow to set up a non-profit page*A Beginner’s Guide to Facebook for Non-Profits* In the new profile, use Admin Panel to find out about your Facebook page. “Insights” is where you will find you stats. *Source – Wild Apricot for Guides
QUICK POLL Do you have a Facebook page? How do you or would you use it? Name 3 things that might be added to a Facebook page.
GOOGLE+ Opened its business, org pages in November ’11. Similar to Facebook, with better control of sharing. Use to share content, converse with your followers. Why is Google+ important? Google adding to search (SEO). Circles – Used to manage followers by circles, getting included in influential circles gets you followers. Hangouts – Quick way to do webinars, meetings. http://www.wikihow.com/Use-Google%2B-Hangouts Caveat – Tied into a lot of Google products, tread carefully.
LINKEDIN Largley Professional Networking. Set up a Profile. Join Professional Groups or Set Up a Group: Ask questions. Offer answers. Share news related to your interests. Contact people. Manage and moderate, make it helpful, not spammy.
MANAGING SOCIAL MEDIANarrow focus – Think ROI.Audience Research.52 Small Changes: One Year to a Happier, Healthier You - 1 small change per week.Habits - Examples – Healthy Eating, Exercise, even Brushing Your Teeth.Changing workflow, then it’s established as a habit.
TIMING TWEETS, POSTSHubSpot* Marketing – Research Data Twitter Population on Twitter – 50 % East Coast. Retweets – 2 pm – 5 pm. Late in day & week most Retweets. Click through rates increase with volume – Tweet more! Click through rates better with spacing - But don’t crowd your content. Facebook Sharing increases on the weekend. Blogging Publish on weekend for comments.*Source: http://www.hubspot.com/
HOOTSUITE (EXAMPLE OF SCHEDULING TOOLS)Also TweetDeck, CoTweet, ping.fm
FREQUENCY CHARTSocial Media Staffer A Staffer BTwitter 5 Per Day 10 Per DayFacebook 2 Per Day 1 Per DayGoogle+ 1 Per Day 2 Per DayLinkedIn 2 Per Week 1 WeekEvery organization is different. This is an example schedule. Tomanage your Social Media, trying to be more active on Twitter,less so on FB, Google+ and LinkedIn. Tie workflow into otheractivities, such as Web site or email updates. As you buildfollowers, more activity and commenting is certainly required.
BUILDING AUDIENCES Be timely. Use Social Media tools appropriately. Be human, responsive and have a voice. Use offline/online tools to promote, promote (and sharing tools to your Website, e.g. AddThis). Be judicious about donation requests (donors don’t want to be thought of as ATMs). Connect to other news channels Websites, email blasts, email newsletters. Use your analytics to measure progress. Experiment - it’s OK to be incremental. Start for social/personal and move to professional use.
QUICK POLL What does your management/leadership think of Social Media? How many of you have a President/CEO who blogs, Tweets, Facebooks? How many personally visit social networks daily? Multiple times per day?
YOUTUBEVideo Killed the Radio Star! 1 Billion Views per Day in 2009; 4 Billion Views per Day in 2011. Videos can be effective in telling your story. Production quality is up to you. Short clips are voraciously consumed and perfect for watching a wide variety of content.
QUESTIONS/WRAP UPColleen Millercmiller237.firstname.lastname@example.org@cmiller237 - TwitterSources identified in slidesPhoto Images in this presentation are from Microsoft Free Clip Art.Logos, screen shots are property of social media sites, used for illustration only