How Nonprofits Can Effectively Use Social Media


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Get an overview of social media marketing and three popular tactics: Twitter, YouTube and Facebook. Learn how some nonprofit organizations have used these tools successfully with limited resources. Get practical advice on how to leverage existing content and the importance of an overall social media strategy.

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  • Pew Internet & American Life Project is a nonpartisan, nonprofit "fact tank" that provides information on the issues and trends shaping America. They are a wonderful resource for data and statistics and recommend checking out their website. If you look at this table, it makes sense that age is the biggest predictor of social media use. I highlighted in red some of the social media activities.
  • Forrester has a great tool on their site that allows you to put in demographic information on your target audience and it gives you the percentages in each of these categories. Once you identify how your audience is using social media tools it can help you figure out the best approach.
  • You can think of it as an instant message that goes out to lots of people. It can be mundane but it can also be a powerful tool to share information and build relationships.
  • Joined in June 2007 and first used for California Wildfires in October 2007, lets them push important info out to people in the immediate aftermath of a disaster such as shelters, evacuation info and distribution sites. Most popular and most retweeted features of @RedCross has been preparedness tips.
  • Safe and Well account allows people to check in via web or cell phone. A very valuable service that is in keeping with the mission of the Red Cross.
  • Legal Aide Society
  • Great way to leverage existing videos, take full advantage of them & ensure they are seen by as many people as possible
  • Alex’s Lemonade Stand, started this channel in October 2007 and their video describing the organization has received 40,329 views. The channel has 28 videos and 349 subscribers.
  • Great way to promote website content, drive to your site. Email is still a HUGE way people like to be communicated with
  • Started fall 2008, their goal was to connect with existing supports and gain new supporters. They measure the fans and followers and the number who come to the website, sign up for events. Learned that the more you give to people and recognize them for their efforts the more people want to stay with you and give to you. Trying to give back to our followers, honoring and thanking people.
  • They have 34K fans and you can see by the activity that they have an engaged fan base. They post 1-2 a day (as opposed to Twitter which is much more frequent) and they typically post 1 photo which people then comment on and give a thumbs up to. Objective of their latest campaign is to increase national awareness: so they are having a contest asking people to send in photos wearing Alex’s Lemonade gear, target is to get people from all 50 states, will put together a video of the photos and thank people
  • How Nonprofits Can Effectively Use Social Media

    1. 1. <ul><li>How Nonprofits </li></ul><ul><li>Can Effectively Use </li></ul><ul><li>Social Media </li></ul><ul><li>Sponsored by Womens Way & </li></ul><ul><li>Philadelphia Young Nonprofit Leaders </li></ul><ul><li>Eileen O’Brien </li></ul><ul><li>@eileenobrien </li></ul>
    2. 2. <ul><li>“ A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” </li></ul><ul><li>Groundswell by Charlene Li & Josh Bernoff </li></ul>What is Social Media?
    3. 3. <ul><li>Social media is not a strategy but a tactic </li></ul><ul><li>Start with an objective, create a strategy and determine the best tactics </li></ul><ul><li>Your strategy could involve increasing awareness, education, fundraising, deepening an existing relationship, changing perceptions or engaging people to take action </li></ul><ul><ul><ul><li>Social media may be an appropriate tactic </li></ul></ul></ul><ul><li>Key to marketing is telling a compelling story </li></ul><ul><ul><li>Social media can enable this </li></ul></ul>Social Media is a Tactic
    4. 4. Is Your Target Audience Using SM? <ul><li>Source: Pew Internet & American Life Project </li></ul>
    5. 5. How Is Your Audience Using SM? Source: 24% 37% 21% 51% 73% 18% North American Technographics Interactive Marketing Online Survey Q2 2009 Forrester Social Technographics Ladder
    6. 6. <ul><li>Recruit the people within your organization who are passionate about social media </li></ul><ul><li>Use it in your own life and become comfortable with the technology </li></ul>How Do You Start?
    7. 7. <ul><li>Search for communities, Facebook pages, Twitter accounts, YouTube channels for similar nonprofits </li></ul><ul><li>Listening may give you insights which will lead the strategy </li></ul><ul><li>Learn what’s important to your audience </li></ul><ul><ul><li>Can you fill a need? How can you add value? </li></ul></ul><ul><li>Social media has been compared to a cocktail party </li></ul>Listen
    8. 8. Add Value
    9. 9. <ul><li>Measurement is essential </li></ul><ul><ul><li>Determine up front how you will measure success </li></ul></ul><ul><li>Did you meet your objective? </li></ul><ul><ul><li>More volunteers </li></ul></ul><ul><ul><li>Heightened awareness </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Increased event participation </li></ul></ul><ul><ul><li>Generated PR </li></ul></ul><ul><ul><li>Education on issues </li></ul></ul>Measure
    10. 10. <ul><li>Integrate the social tactics into the entire marketing strategy </li></ul><ul><li>Promote via direct mail, email signature, newsletters, announce at events </li></ul><ul><ul><li>Collect cell phone numbers & ask for opt-in for future </li></ul></ul>Market Social Media
    11. 11. <ul><li>Social media is all about being human, so have personality </li></ul><ul><li>Never say anything you wouldn’t say in front of your mother </li></ul><ul><li>It’s all about building relationships </li></ul><ul><li>Treat others with respect </li></ul><ul><li>Add value </li></ul>Golden Rules
    12. 12. Twitter
    13. 13. <ul><li>Twitter is a free social networking & micro-blogging service that allows users to send updates or tweets (text-based posts up to 140 characters long) to anyone who opts to receive them </li></ul><ul><li>Asks: What are you doing? </li></ul>What’s Twitter?
    14. 14. What’s Twitter?
    15. 15. Twitter Users <ul><li>Source: Pew Internet & American Life Project </li></ul>
    16. 16. <ul><li>Organization </li></ul><ul><ul><li>100% branded content, don’t follow people or interact </li></ul></ul><ul><ul><li>Can be managed by a team, low risk of going off message </li></ul></ul><ul><ul><li>Using interactive tool to push out information, not establishing relationships </li></ul></ul>Types of Accounts <ul><li>Source: Beth’s Blog: How Nonprofits Can Use Social Media </li></ul>
    17. 17. Organization
    18. 18. Organization
    19. 19. <ul><li>Organization With Personality </li></ul><ul><ul><li>Employee(s) who tweet are identified & interact with followers </li></ul></ul><ul><ul><li>Makes it personal, builds relationships </li></ul></ul><ul><ul><li>May be difficult to scale, succession can be an issue if person becomes so associated with brand leaves, also risk of going off message </li></ul></ul>Types of Accounts <ul><li>Source: Beth’s Blog: How Nonprofits Can Use Social Media </li></ul>
    20. 20. Organization with Personality
    21. 21. Organization with Personality
    22. 22. Organization with Personality
    23. 23. <ul><li>Thought leaders and cause enthusiasts </li></ul><ul><ul><li>For social media & nonprofits: @kanter , @ntenhross , @beautifulthangs , @SocialBttrfly , @peterdeitz </li></ul></ul><ul><li>Search on your topics of interest </li></ul><ul><ul><li>Look at who others follow </li></ul></ul><ul><li>Check out </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Take your time </li></ul>Who to Follow
    24. 24. <ul><li>Quality over quantity </li></ul><ul><li>When you follow someone send them a tweet explaining why you are following them </li></ul><ul><li>Search on your area of interest and then answer questions or respond </li></ul><ul><ul><li>“ Seek out people you can help and do it!” Wil Reynolds </li></ul></ul><ul><li>Add yourself to “yellow pages” </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>How To Get Followers
    25. 25. <ul><ul><ul><li>Engage with your followers, thank them for support, give them ways to get involved </li></ul></ul></ul><ul><li>Weekly Chats </li></ul><ul><ul><li>Take part in existing ones or host a chat </li></ul></ul>How To Get Followers
    26. 26. Check out TwitCause
    27. 27. <ul><li>Most effective online organizing programs whether fundraising or advocacy is to make each of your appeals part of a campaign </li></ul><ul><li>People give to funds that generate an emotional response, tell your story </li></ul><ul><li>Articulate in simple terms what you are trying to do </li></ul><ul><li>Make it urgent, have a deadline </li></ul><ul><li>Make it EASY </li></ul>Targeted Campaigns
    28. 28. Northern Home For Children
    29. 29. 100 Uniforms in 100 Hours
    30. 30. 100 Uniforms in 100 Hours
    31. 31. YouTube
    32. 32. <ul><li>Second largest volume of searches </li></ul><ul><li>In September 2009 </li></ul><ul><ul><li>84.8% of the total U.S. Internet audience views online video </li></ul></ul><ul><ul><li>125.5 million viewers watched nearly 10.3 billion videos on </li></ul></ul><ul><li>Source: comScore </li></ul>YouTube
    33. 33. <ul><li>YouTube program for nonprofits </li></ul><ul><li>YouTube Video Volunteers </li></ul><ul><ul><li>Can find someone who is willing to use their equipment and skills to help a nonprofit make a video </li></ul></ul>YouTube
    34. 34. Flip Video <ul><li>Flip Video </li></ul><ul><ul><li>Only $199, HD quality, easy to use </li></ul></ul><ul><ul><li>For each Flip Video an eligible nonprofit buys they will donate one </li></ul></ul>
    35. 35. <ul><li>Free to set up a YouTube channel </li></ul><ul><li>Centralized place for all videos, can be branded & users can subscribe </li></ul>Alex’s Lemonade Stand
    36. 36. <ul><li>Can turn off comments or use it as another way to connect </li></ul>Alex’s Lemonade Stand
    37. 37. <ul><li>People have short attention spans, so capture attention in first 30 second </li></ul><ul><ul><li>Keep the whole video short </li></ul></ul><ul><ul><li>Have a call to action at the end </li></ul></ul><ul><ul><li>Shoot for a computer screen </li></ul></ul><ul><li>Ask for user-generated content </li></ul><ul><li>Tell serial stories which engage viewers & keep them coming back </li></ul><ul><li>React to current events </li></ul><ul><li>Use endorsements </li></ul><ul><li>Tag & title your videos with relevant keywords </li></ul>How Do You Get Views?
    38. 38. <ul><li>Subscribe to the YouTube channels of other nonprofits, they may do the same </li></ul><ul><li>Ask people to subscribe </li></ul><ul><li>Share links for your videos with supporters so they can help get the word out </li></ul><ul><ul><li>Make the embed code available so people can post the video on their sites </li></ul></ul>How Do You Get Subscribers?
    39. 39. Facebook
    40. 40. <ul><li>300M members worldwide in Sept </li></ul><ul><li>120M North America </li></ul><ul><li>Fastest growing group is women over 55 years old </li></ul>Facebook Users
    41. 41. <ul><li>Nonprofits can create customized pages </li></ul><ul><li>Claim vanity URL </li></ul><ul><ul><li> </li></ul></ul><ul><li>Engage with fans </li></ul><ul><ul><li>Comment on their wall posts & help people connect with others </li></ul></ul><ul><li>Show people how to connect beyond Facebook </li></ul><ul><ul><li>Email sign up or drive to website </li></ul></ul>Facebook
    42. 42. <ul><li>Non-Profits on Facebook </li></ul>Facebook Page
    43. 43. <ul><li>Use the data to understand what your fans like, don’t like, what type of content they interact with the most and what they share with their friends </li></ul><ul><ul><li>Facebook gives you locale breakdown and demographic information </li></ul></ul>Facebook Stats
    44. 44. <ul><li>Promote via other marketing channels </li></ul><ul><li>Encourage fans to suggest to their friends become fans </li></ul><ul><li>Run promotion or contest </li></ul><ul><li>Give fans what they want </li></ul><ul><ul><li>Be active and add content </li></ul></ul><ul><ul><li>70% of all actions on social networks are related to viewing pictures or viewing other people's profiles </li></ul></ul><ul><li>Source: Understanding Users of Social Networks </li></ul>How to Get Fans
    45. 45. Alex’s Lemonade Stand
    46. 46. Alex’s Lemonade Stand
    47. 47. Alex’s Lemonade Stand
    48. 48. Google Sidewiki
    49. 49. <ul><li>A browser sidebar that enables you to contribute & read information alongside any web page </li></ul><ul><ul><li>It is available as a feature in Google Toolbar </li></ul></ul>Google Sidewiki
    50. 50. Google Sidewiki
    51. 51. Resources
    52. 52. <ul><li> </li></ul><ul><li>Groundswell </li></ul><ul><ul><li>Examples of award winning non-profits </li></ul></ul><ul><li>Beth Kantar </li></ul><ul><ul><li>Beth’s Blog: How nonprofits can use social media </li></ul></ul><ul><li>Pew Internet & American Life Project </li></ul><ul><li>Netsquared </li></ul><ul><li>Momentum: Igniting Social Change in the Connected Age by AllisonFine </li></ul>Resources
    53. 53. <ul><li>Thanks! </li></ul>Questions?