Is social media right for your nonprofit?


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Here's the webcast presentation I gave on May 27, 2012, to participants in the AFAP Partners Workshop. (AFAP is the Australian Foundation for the Peoples of Asia and the Pacific.)

The focus was on how to use social media if you're a nonprofit or small organization with a small budget.

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Is social media right for your nonprofit?

  1. 1. Social media: Is itright for your organization? AFAP Partners Workshop May 27, 2012 JD Lasica Founder,
  2. 2. What we’ll cover today Strategy before tools Twitter tactics Facebook tactics Storytelling Use your community Hugs, tearful goodbyes
  3. 3. One bit of homework! Flickr photo “relaxation, the maldivian way” by notsogoodphotography
  4. 4. Today’s Twitter hashtag Tweet this preso! Hashtag: #afap12 @jdlasica Creative Commons photo on Flickr by Prakhar
  5. 5. 10 color handouts—be happy!
  6. 6. Socialbrite Sharing Center
  7. 7. THE ECOSYSTEMTypes of social media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
  8. 8. L AY T H E G R O U N D W O R KBig picture reality checkBefore we talk tools, technology or campaigns, do aself-assessment with your team.Why are you doing this?What core values drive yourorganization?What change would you liketo see in the world?Is there clarity about what yourorganization is trying to achieve?Why should people care?Do you have an idea worth spreading?
  9. 9. Before you plunge in ... Understand that social media is a series of stages: crawl, walk, run, fly Do you have a social media policy or guidelines? Do you have a Strategic Social Media Plan in place? Are you listening to your constituents & community? Have you built a program before you turn to a campaign? Have you identified and trained your team members?
  10. 10. Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  11. 11. Create a Strategic Plan 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on Action Plan & timeline Lay out metrics program Peer analysis
  12. 12. E S TA B L I S H B U S I N E S S G O A L SHow can you use social media?1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Reach new constituents or supporters4. Build a community of champions5. Recruit volunteers6. Get people to take real-world actions7. Enhance existing communications programs8. Involve the community in decision-making9. Advance your organization’s mission
  13. 13. Map metrics to goalsBusiness goals Things to measure• Grow email list # newsletter subscribers• Online visibility, branding increase in traffic or linkback #s• Increase comments on blog avg. # comments/post• Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks• Have visitors stick around stick rate, bounce rate• Make our content more viral # of shares• Get people to take action # of petition signatures• Get people to attend event # of registrants, year over year
  14. 14. Build community, not eyeballs here’s an amazingdifference between buildingan audience and building a community. An audience will watch you fall on asword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
  15. 15. TWITTER70% Twitter use outside U.S.
  16. 16. TWITTERMake Twitter work for youStaff should be trained on how to use Twitter.Not a broadcasting medium to just distribute press releases oryour headlines.Start by listening & observing.Be yourself, be conversational, losethe marketing jargon.Use it for outreach, soliciting ideas,customer support, to announce events,to recommend articles, to identify experts.#1 traffic driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
  17. 17. The right way to tweet Australian Social Innovation Exchange @AuSIX 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
  18. 18. Use Twitter strategically Search by location
  19. 19. Tweeting about poverty in Sydney
  20. 20. FACEBOOKFacebook: The social network 900 million members worldwide — 57% of global members use it every day 900 600 3002004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  21. 21. Facebook’s Timeline
  22. 22. Secret groups on Facebook
  23. 23. FACEBOOKGet into those news feeds! Article:
  24. 24. S T O RY T E L L I N G : C O N T E N T & C O N V E R S AT I O NThe power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
  25. 25. Your nonprofit is a media outlet Awareness > Influence > Action > Impact
  26. 26. STORYTELLINGTell a personal story Find emotional core, use videos or photos to make us feel
  27. 27. Find your internal storytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts
  28. 28. USE YOUR COMMUNITYDon’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  29. 29. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.
  30. 30. Use social love handles! Generate an Attention Wave for your cause
  31. 31. The awesome power of freeFree content! Free resources! Free photos Free videos (eg, TED talks) Free music & audio TechsoupFree services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social MediaFree software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
  32. 32. Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!
  33. 33. Integrate social into the culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
  34. 34. Key takeaways Begin with an aligned strategy Then use the tools to engage Tell your wonderful stories Use your community — your biggest resource: your supporters!
  35. 35. Don’t settle for the status quoIf you do not change direction, you may end up where you are heading. — Lao Tse
  36. 36. Thank you! JD Lasica, founder Socialbrite: Social media consulting for nonprofits email: Twitter: @jdlasica @socialbrite Tons of resources at