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Social Media for Nonprofits

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Una presentación de Skylance que aborda el tema de Redes Sociales para organizaciones sin fines de lucro, ONGs, etc.

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Social Media for Nonprofits

  1. 1. s k y l n c epresented by SociaL MeDia for NoNProfitSWHAT THE C-SUITE SHOULD KNOW
  2. 2. “Social media is online media that starts conversations, encourages people to pass it on to others, and finds ways to travel on its own.” -Idealware, The Nonprofit Social Media Decision Guide
  3. 3. isn’t all about sharing stuff about this guy...isn’t all about sharing stuff about this Social media
  4. 4. Really.
  5. 5. Instead, people use social media to talk about other things like...
  6. 6. this.
  7. 7. this.
  8. 8. this.
  9. 9. and this.
  10. 10. You know, stuff that really matters.
  11. 11. According to Silicon Alley Insider...
  12. 12. 600,000,000 119,000,000 total active users on facebook total active users on twitter
  13. 13. “Millennials expect organizations to have the same fluency with social media, the same comfort working beyond the organization’s institutional walls as they do.” -Beth Kanter, Co-author of “The Networked Nonprofit”
  14. 14. “Social Media is an ingredient, not an entrée.” -Jay Baer, Convince & Convert
  15. 15. “Nothing an organization“Nothing an organization does is free.” -Olivier Blanchard, Brandbuilder Marketing
  16. 16. “I heard it was free!” “Actually, it’s not.”
  17. 17. Well, there are Time costs w/ staff: • planning • executing • managing
  18. 18. and... Tech costs: Even some tools have financial fees depending on what you want to do, measure, or analyze.
  19. 19. “Sorry, just being honest.”
  20. 20. depends on the breadth of your goals. The amount of resources you invest into social media
  21. 21. The big question: What is the ROI of social media?
  22. 22. That’s like asking: What is the ROI of social media? email? the telephone?
  23. 23. “So, then... Can social media drive nonprofit revenue?”
  24. 24. First... Let’s see how the for-profit sector used social media.
  25. 25. Dunkin’ Donuts ran a contest via Facebook that generated 130,000+ submissions and 174,000 votes. = increase of offline sales #1
  26. 26. Lenovo reduced call- center activity by 20% by leveraging their online support community. = cost savings +better relationships #2
  27. 27. Dell sold $3 million in products through their Dell Outlet Twitter account. That was in 2009. #3
  28. 28. “What about nonprofits?” “ahem!?”
  29. 29. In 2008, The Save Darfur Coalition used a Facebook page to raise more than $75k from its 1 million members. = increased donations #1
  30. 30. #2 The National Wildlife Federation used blogs and Twitter to promote their new initiative, Greenhour.org. After 8 months, the results? Website views doubled from 8k to 16k Email list doubled from 2.5k to 5k
  31. 31. Two points: • Both FPO and NPO can deal with ROI. • They had clear goals from the beginning.
  32. 32. Organizations will not share the exact same goals... Everyone’s strategies and tactics will differ.
  33. 33. Your adoption of social media should align with your business goals.
  34. 34. Your adoption of social media should align with your mission’s goals.
  35. 35. And a third point: • It doesn’t always have to be about ROI.
  36. 36. Another way of looking at it...
  37. 37. What problem are you trying to solve?
  38. 38. Your activities are like waypoints of the broader mission... Can social media help us along the way?
  39. 39. Non-financial outcomes using social media: • build rapport w/ stakeholders • Net new volunteers • build advocacy with audiences
  40. 40. Financial outcomes using social media: • save on traditional media (print, broadcast, etc.) • net new donations • net new memberships
  41. 41. What technical advantages does social media have over traditional media? • wealth of data • rate of reach • multiplicity of information
  42. 42. “But! if so many nonprofits are using it, what’s the problem?”
  43. 43. Meanwhile, on a misty mountain top...
  44. 44. zen kittyzen kittyzen kittyand current problems with nonprofit social media
  45. 45. Dear Zen Kitty of social media wisdom, I want my organization to use social media, but I want to ensure that we do it right. What are some common pitfalls I must avoid?
  46. 46. “hmmmmmm....”
  47. 47. “There are 3 you must know...”
  48. 48. 1.Not tying social media into your nonprofit’s core objectives.
  49. 49. Experimentation is good! when guided by a solid communications strategy.
  50. 50. No general sends out troops without a good reason why. Think about it like this:
  51. 51. “So, why are we doing this again?” “Dunno, the boss just said get out there and start engagin’.”
  52. 52. Wrong. Get concrete with goals or you’ll waste your staff’s energy, time, and money.
  53. 53. “Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.” “Our coming fundraisers will need lots of support. Can social media help out?”
  54. 54. “Our coming fundraisers will need lots of support. Can social media help out?” “Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.” “Our coming fundraisers will need lots of support. Can social media help out?” “Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.” • You can focus your resources. • You’ll know what tools make sense. • You’ll know what metrics you need to measure success. Much better.
  55. 55. 2.Not establishing a measurement practice.
  56. 56. Why measure?
  57. 57. • track progress
  58. 58. A metric only tells a part of the story.
  59. 59. So many metrics. The secret? Measure what matters.
  60. 60. • track progress • gather actionable insight
  61. 61. actionable insight = better decision-making
  62. 62. • track progress • gather actionable insight • justify your resources
  63. 63. 3.100% push marketing
  64. 64. Aside from “business” functions, social media can humanize and harmonize.
  65. 65. Don’t always talk about yourself.
  66. 66. Social media is still just another channel.
  67. 67. Push vs. Pull
  68. 68. 10% Push 90% Pull
  69. 69. “What do we talk about?” Listen first.
  70. 70. Fastest way to learn how to engage your peeps? See how other nonprofits are doing it.
  71. 71. Thank you! omg,
  72. 72. “Don’t mention it.”
  73. 73. Other issues worth addressing...
  74. 74. pr marketing
  75. 75. pr marketing customer service brand management crisis management
  76. 76. pr marketing customer service brand management crisis management pr marketingmarketing customer service brand management crisis management Social media is a part of your existing communications strategy
  77. 77. riskriskrisk rewardrewardreward vs
  78. 78. Flickr Photo Credits: by eschipul mrdestructicity by the NOAA by Steve Punter by the IFRC by Darkroom Productions by rick by x-ray delta one by Eric Constantineau by Univ of Iowa by will biscuits by Stéfan by Stéfan by Stéfan by Stéfan by milopeng by i eated a cookie by vernhart by halfdos
  79. 79. Movie Screenshot Credits: InfoGFX Credits: Dr. Strangelove. Dir. Stanley Kubrick. With Peter Sellers, George C. Scott Sterling Hayden, Keenan Wynn, Slim Pickens. Hawk Films, 1964. Global Map of Social Networking 2011 by Trendstream.net Twitterverse by Brian Solis and jess3 Social Media Landscape of 2011 by Fred Cavazza
  80. 80. www.skylance.org Skylance leads wayward nonprofits & social enterprises into marketing and operational sustainability. We help them communicate better and execute missions more efficiently. end.

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