Social Media Overview and Strategy For NGOs


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An overview of Social Media and developing a social media strategy for non profits.

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  • Social networks are where people go to connect with other people. Social media is often the product of those connections: the shared comments, photos, videos that those people create. Social media can exist outside of a “social networking” site like Facebook. Blogs and comments constitute social media, for example, though they do not necessarily exist inside a social network.
  • Social networks are the connections between people. Websites that let people connect with each other. facebook has over 200 million users. It would be the 4 th largest country. 35% of online adults have a social networking profile, and many have more than one (on different networks)‏
  • The “networks” are not always “social networking sites”, though they may exhibit some characteristics of social networking.
  • In may about 70 million people visit facebook each month, same for myspace. 17 million visited twitter in may people trust recommendations from friends more than advertising. top search hits for many consumer products are user generated content, not manufacturer marketing materials. people can post content from anywhere via mobile devises, and reach hundreds, if not thousands of people instantly.
  • without the “connections” social media is really just media. But beyond that there is a shift in tone that opens space up for conversation. I press release probably doesn't generate much “conversation” online, while a blog post, or a short video might garner a multitude of comments. A tweet may be replied to, or forwarded. The barrier to such action is VERY low. The social media sphere is really a no spin zone. Authenticity rules the day. It is important that you are seen as adding value to the network though sharing information. You will be rewarded for it by getting more attention.
  • AS we've seen from the numbers I've already shared, 10s of millions of people use these social sites monthly. Certainly some more than others, but the trend line is going up. Populations of users on facebook are increasing in all agegroups. Twitter has experience astronomical growth. Chances are you have nascent networks in all of these places that are just waiting to be activated. People are blogging, commenting, tweeting, posting comments on facebook, posting videos, and they may already be talking about you, or the issues that are important to your organization. You need to be a part of that conversation. sites like Facebook, and Twitter, are trying to become the go to “social search”. I'd much rather know what my friends say about the news, a product, or an organization than what some cable news talking head, or far off reporter says. So i will search my network, or query my network first.
  • Now we will talk about some different types, or modes of “social media” in more dept
  • people, especially the mainstream media, seem to be all atwitter about twitter these days. You can't turn on CNN without seeing an anchor referring to or reading “tweets”. What exactly is it: short dispatches, limited to 140 characters. Ranging from the mundane, like what a person ate for lunch, to the profound: breaking news about the iranian election, and everything in between. It is a way to quickly and easily share thoughts, information, links to news or videos. Recommendations, questions, and conversation. You really have to get into twitter to fully understand it. Facebook also offers status updates which are very similar, not as constrained and live on your profile on facebook and are shared with all your facebook friends.
  • On Twitter, you can choose you want to follow, it is a one way relationship: you subscribe to them, there is not reciprocity by default, which is different from facebook. People can then choose to follow you back. On both platforms, the conversations that ensue are by default public, on facebook they are threaded, whereas on twitter they are not.
  • I'm sure that many of you often email links to websites to friends and colleagues. Email, is still for many, the killer app, and it works very well for sharing a link with a few friends. Social bookmarking basically shares your “links” or bookmarks with everyone, and in doing so a network effect emerges as sites get bookmarked by many people, tagged and categorized, the resulting database can then be searched, and the results are imbued with more human intelligence. I personally favor delicious, and use it every day for tagging bookmarks. Stumbled upon has a dedicated following as well. Google has a bookmarks tool, and there is also google notes which works with google reader and allows you to share items you find on the web via your google reader shared feed which we will talk about a little more later.
  • This is a list of my bookmarks in delicious tagged with “environment” At that red arrow you can see that 201 people have also tagged
  • Many sites offer a “share this” set of tools, as you can see here, there are links to share the page via a variety of websites and services.
  • Social Media Overview and Strategy For NGOs

    1. 1. Social Media: Overview and Strategies for NGOs Gregory Heller Partner & Strategist CivicActions twitter @gregoryheller
    2. 2. Agenda What is “Social Media” Why it is important to NGOs How to develop a Strategy Measuring Success
    3. 3. What Is It? Social Networks and Social Media are not the same! photo credit: flickr :: muffet flickr :: Andrew Mason
    4. 4. Social Networks Social Networks are the connections people make with one another. Technology empowers this through websites like Facebook, Twitter, Flickr and countless others. photo credit: flickr :: kentbye
    5. 5. Social Media Social media is online content created by people and shared over social networks. photo credit: Library of Congress
    6. 6. The Big Picture  Social media is fundamentally changing the way humans connect and share information and ideas.  It is also YAPS (Yet Another Paradigm Shift) in communications. From a one-to-many mode of communication to a many-to-many mode.  This is unique and unprecedented.
    7. 7. Social Media Is... Connection, Conversation and Contribution through:  Sharing  Participation  Authenticity  Adding Value “"The Conversation Prism" Brian Solis & Jess3”
    8. 8. Why Is It Important  This is the direction internet communication is headed  Your networks are there:  other organizations, donors, board members, etc...  People are talking behind your back!  the conversation is happening with or without you  Increasingly people are searching there
    9. 9. Modes of Social Media Microblogging Social Bookmarking Media Sharing
    10. 10. Microblogging  Frequent Status Updates  Links  sites  news  videos  Breaking News  Rapid  Contemporaneous  Conversation
    11. 11. Microblogging  Short: Constrained length (Twitter 140 characters)  People “follow” you, you “follow” people  Public conversation with other users
    12. 12. Social Bookmarking  People share their bookmarks  Easy to see what's interesting to people  See how other people “Tag” the same pages  (we'll talk about Keyword Research in a minute!) delicious bookmarks & notes (reader)
    13. 13. Social Bookmarking Inside Delicious
    14. 14. One way it happens...  Share This/Service Links on websites
    15. 15. Photo Sharing  Flickr – share photos with friends and strangers  tag photos to be easily findable  add them to “groups”  Post comments, and discussions  license them under Creative Commons  2.5~3 million new photos each day, over 3 billion in total  Facebook – increasingly used for photo sharing  post to “wall” or albums  Tag and Comment  More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook daily.
    16. 16. Video Sharing YouTube – Videos, Video responses, comments, rating, favorites  YouTube is the #2 Search engine in the World  20 hours of video uploaded to YouTube every minute  Others: Vimeo, Revver,  for live streaming
    17. 17. Examples of NGO's Using Social Media
    18. 18. Social Media Strategy example: Photo Petition
    19. 19. Social Media Strategy example: Photo “Contest”
    20. 20. Social Media Strategy example: Using Video to Connect Oxfam used a YouTube video first to introduce their campaign against Starbucks and then to present a “Thank You” from the people Oxfam Supporters helped.
    21. 21. Social Media Strategy example: YouTube Video Campaign
    22. 22. Using Twitter Promotion Invitation, Engagement, Audience Building Petition
    23. 23. Use Multiple Channels
    24. 24. Facebook Fan Page
    25. 25. Facebook Causes
    26. 26. Developing A Strategy Of Your Own.
    27. 27. Developing a Strategy Stop. Look. Listen. Don't rush in without a plan. Photo Credits: flickr ::Peter Kaminski ::law_keven ::law_keven
    28. 28. Stop: Develop A Plan P.O.S.T. Framework (Groundswell, Forrester Research)  People: Identify your audience  Objectives: Identify your objectives  Strategy: Develop a strategy  Technology: Identify the right tools/sites
    29. 29. Look  Conduct Preliminary Research  What are other orgs like yours using/doing  Where is your audience  Who are the important/connected people  What are the keywords
    30. 30. People & Demographics Where is your target audience? What sites do they use? Consult the research:  Pew Internet (  Nielsen Ratings
    31. 31. Listen Developing a Listening Strategy is essential  Where to listen  Google News and Blog search, Technorati, Twitter  How to listen  feed readers (Google reader, Bloglines)  When & how to respond  Comment, Blog post, Tweet, letter to the editor, op-ed
    32. 32. Ready? photo credit: flickr :: Jon Marshall
    33. 33. Listen Listening Strategy Essentials:  Keywords  Listening tools (Google Reader, Twitter search)  Schedule time to listen  Revise searches as necessary!
    34. 34. Keywords... And why they're important:  Search. What your audience searches  Keywords determine relevancy  Relevancy determines findability
    35. 35. Keywords... And how to find them:  Look at “competitors”  Brainstorm with your staff, members, audience  Google Trends (  Ask for help/feedback from others  On Twitter, or Facebook for example  Delicious
    36. 36. Finding Keywords Use Delicious to see tags used by others
    37. 37. Get Connected  Go where your audience is  Facebook  MySpace  LinkedIn  WiserEarth  Ning (many social networks)  Twitter  YouTube  Participate, Engage, Contribute  Build and use social capital. You can't save it.
    38. 38. Get Connected  Make a commitment to “be there”  On Facebook: create a “page” not a group.  Start with everyone in your organization  Grow from there, use blog, website, Twitter  Don't attempt “action” until you have Critical Mass  Take the Long View
    39. 39. Listening Tools: Google Reader
    40. 40. Google Reader Leverage your listening, use Google Reader to share
    41. 41. Listening Tools: Twitter Search Search for Keywords, Look at Trending Topics
    42. 42. Join the conversation  You know who is talking  You know what they are talking about  You know where they are talking  Assign staff resources  Make time in the schedule  Check in to make sure it is happening
    43. 43. Microblogging  Find interesting people/companies and follow them  Post regularly: “What has your attention?”  Links to your blog, but be sure to provide context  Links to other interesting articles, sites, etc...  “re-tweet” interesting/useful posts  reply to the people you follow  don't post many times in a row  Provide value to the people who follow you
    44. 44. Find People To Follow allows Twitter users to “tag” themselves for others to find. makes recommendations
    45. 45. Search & Hash Tags
    46. 46. Blogging & Comments  Find your voice  Establish a schedule  Respond to Comments on your blog  Link to other blogs and sites  Join conversation on existing blogs  Always Add Value!
    47. 47. Adding Value Know your audience, understand what they will find interesting and useful. Give it to them.  Provide unique insight  Share “privileged” information
    48. 48. Measuring Success
    49. 49. Measuring Success  Followers, friends, subscribers  Links, retweets, mentions  Facebook “Insights”  Views, Favorites, Ratings Numbers are useful, but don't tell the whole story
    50. 50. Tools For Measurement  Google Analytics ,,  Facebook Insights  YouTube Insight
    51. 51. Google Analytics Specifically Look at your “Referring Sites” report. Look for specific Social Media sites. Measure their increase correlated with your use of tools.
    52. 52. Twitter Metrics
    53. 53. Twitter Metrics
    54. 54. Twitter Metrics
    55. 55. YouTube Insight Insight shows stats on all of YOUR videos.
    56. 56. YouTube Video Stats
    57. 57. Notes and Resources Visit Our Website: