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Social media for small budgets


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Here's the presentation JD Lasica will deliver May 3, 2012, at the Women's Funding Network in Los Angeles, including tips on how to use social media on the cheap for organizations with small budgets.

Social media for small budgets

  1. Social mediafor small budgets! Women, Economics and Peace: 2012 Summit Los Angeles, May 3, 2012 JD Lasica Founder,
  2. What we’ll cover today Big picture stuff Monitoring Twitter tactics Facebook tactics Mobile on the cheap Storytelling Use your community Social fundraising Q&A Hugs, tearful goodbyes
  3. Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography
  4. Today’s Twitter hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #wfn12 I’m @jdlasica
  5. 12 color handouts—be happy!
  6. Socialbrite Sharing Center
  7. Glossary for new terms “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
  8. 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
  9. Staggering growth77% of online US adults are frequent social media users.150 million active blogs; 1 million blog posts created per daySocial sites embedded atop traffic rankings: YouTube,Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, YelpTwitter: 100+ million active users, 250 million tweets per dayFlickr: 35 million people, 4 billion-plus photosYouTube: 3 billion videos watched per day8 trillion text messages sent in 2011
  10. 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?
  11. Before you plunge in ...Understand that social media is a series of stages: crawl,walk, run, flyDo you have buy-in from top management? Cultural shift tosharing & transparency?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?
  12. 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
  13. Begin with a strategy document
  14. Strategic Plan elements 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
  15. 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
  16. 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
  17. Best practices for the social Web Think of social media as a way to talk with your constituents, supporters and stakeholders. Build relationships. Good relationships take time. It’s not all about you. Offer value. Give more than you take. Be a connector. Reciprocate. Follow back. Empower supporters, don’t market to consumers.
  18. Best practices for the social Web Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/products/services you promote. Trust each other. Learn as you go. Make mistakes. Dare to fail. Don’t be defensive — be open to critical feedback. Successful campaigns engender authentic enthusiasm. Social media still comes down to the cause or product. Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated. Remember: Audience is not the same as community.
  19. 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”
  20. Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before an Ask. Monitoring resources:
  21. Free & low-cost monitoring
  22. 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.
  23. JD’s 60-30-10 Twitter rule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
  24. Doing Twitter right Australian Social Innovation Exchange @AuSIX
  25. Use hashtags to join conversations Find relevant hashtags through Twitter Search or Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media At left, widget at:
  26. Prospecting on Twitter
  27. Search by location Twitter Advanced Search
  28. Tweeting about breast cancer in LA
  29. Other ways to search on TwitterSearch operators
  30. Save your Twitter searchesStep 1Step 2
  31. ADVOCACY CASE STUDYSMA: Tweet for a Cure2,912 people have tweeted reaching 1.6 million followers Gwendolyn Strong Foundation:
  32. Leveraging public records
  33. FACEBOOKFacebook: The social network 900 million members worldwide — 76% of US Internet users are on Facebook 900 600 3002004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  34. Facebook’s Timeline
  35. Public figure pages
  36. Give your content a social life Conversation, not marketing
  37. Facebook ♡s live events
  38. EXERCISEGet into those news feeds!Facebook rewards conversation, punishes ‘bullhorn updates’
  39. MOBILEDon’t overlook mobile New Goodwill Bay Area app
  40. EXERCISECreate a mobile calling card Text jdlasica to 50500 Create your own at
  41. Is your site mobile-ready?WPtouch Pro, UppSite for mobile phones, Onswipe for iPad
  42. 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
  43. Your nonprofit is a media outlet Awareness > Influence > Action > Impact
  44. STORYTELLINGTell a personal story Find emotional core, use videos or photos to make us feel
  45. 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
  46. USE YOUR COMMUNITYDon’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  47. Open your blog to guest posts
  48. S T U D Y W H AT W O R K SInvolve your supporters
  49. 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.
  50. Remove barriers to participation Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: Top: Facebook Comments on
  51. Use social love handles! Generate an Attention Wave to socialize your campaign
  52. 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
  53. 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!
  54. CAUSESCauses now supports campaigns Post an Action
  55. Use quizzes
  56. SOCIAL FUNDRAISINGChunk it out give2gether: 1,000 people x $1,500
  57. Metrics on network effect
  58. SOCIAL MEDIA DASHBOARDSPace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Salsa Crowdbooster Netvibes roundup: Spredfast
  59. 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
  60. Key takeaways Begin with an aligned strategy, not with the tools. Listen & measure! Evaluate, iterate, relaunch. Tell your wonderful stories Use your community — your biggest resource: your supporters!
  61. Don’t settle for the status quoIf you do not change direction, you may end up where you are heading. — Lao Tse
  62. Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: Twitter: @jdlasica @socialbrite Tons of resources at