Using social media as an engagement tool


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July 13 presentation to the Niagara Fundraisers Network.

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Using social media as an engagement tool

  1. 1. Using social media as an engagement tool<br />Presented by Jocelyn Titoneto the Niagara Fundraisers NetworkJuly 13, 2011<br />
  2. 2. I’m not an expert...<br />Share key takeaways from CASE social media conference and own professional experience.<br />I welcome any comments, suggestions and discussions during my presentation.<br />
  3. 3. What is social media?<br />
  4. 4. What is social media?<br />Wikipedia: The use of web-based and mobile technologies to turn communication into interactive dialogue. ... Allows the creation and exchange of user-generated content.<br />
  5. 5. Why is social media important?<br />
  6. 6. Why is social media important?<br />
  7. 7. Why is social media important?<br />It’s fast, easy, and [in most cases] FREE for you to create and share content.<br />Enhances traditional communication media like email, advertising, newsletters, annual reports, earned media, etc.<br />Allows you to connect with new constituents<br />Provides a venue for feedback via comments, ratings, etc.<br />
  8. 8. Why is social media important?<br />Brock Alumni Relations examples – <br />solicited Annual Fund gifts<br />
  9. 9. Why is social media important?<br />Brock Alumni Relations examples – <br />generated quotes from alumni for publications<br />
  10. 10. Why is social media important?<br />Brock Alumni Relations examples – <br />Recruit volunteers<br />
  11. 11. Why is social media important?<br />Brock Alumni Relations examples – <br />New ideas<br />
  12. 12. Why is social media important?<br />Brock Alumni Relations examples – <br />Increase attendance at events<br />
  13. 13. Why is social media important?<br />Brock Alumni Relations examples – <br />Identifying what we are doing right or wrong<br />
  14. 14. Why is social media important?<br />Brock Alumni Relations examples – <br />made alumni more aware of Brock news and events<br />
  15. 15. It`s all about engagement<br />Donors who are more engaged – who feel they know more – give more. <br />Set some goals<br />Engage donors, volunteers, clients<br />Enhance brand image<br />Increase awareness<br />Solicit donations??<br />
  16. 16. Social media tools<br />Facebook<br />Twitter<br />YouTube<br />Flickr<br />LinkedIn<br />Others I will not talk about today:<br />Blogs<br />Digg<br />StumbleUpon<br />MySpace<br /><br />Geosocial technologies like Foursquare, SCVNGR<br />
  17. 17. Facebook<br />
  18. 18. Facebook<br />Facebook is a social networking service and website launched in February 2004, allowing users to expand their personal network. <br />Users may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. <br />Additionally, users may join common-interest user groups and fan pages.<br />
  19. 19. Facebook<br />Facebook has more than 600 million active users, with 17 million users residing in Canada. <br />If Facebook were a country, it would rank behind China and India as the third largest country by population, beating out the United States’ 312 million.<br />
  20. 20. Fan page vs group<br />Fan page<br />Administrators appear as organization when posting<br />Indexed by external search engines<br />Ability to host applications<br />Can only control who can join based on age and location<br />Targeted posts<br />Provides analytical data<br />Vanity url<br />Groups<br />Administrators appear as themselves when posting<br />Groups offer more control over who gets to participate, settings, and approvals<br />Membership capped at 5,000 members<br />Members can share documents, chat with group members<br />
  21. 21. How to engage people on Facebook<br />Post photos and videos and encourage people to tag themselves<br />
  22. 22. How to engage people on Facebook<br />Ask questions, polls, trivia<br />In preparation for a Brock alumni curling event, played curling trivia on a Friday afternoon. <br />7 questions generated 31 comments<br />
  23. 23. How to engage people on Facebook<br />Link to news articles related to your organization or articles your organization has written<br />
  24. 24. How to engage people on Facebook<br />Recognize holidays<br />
  25. 25. How to engage people on Facebook<br />Create and use Facebook events<br />
  26. 26. How to engage people on Facebook<br />Highlight donor and client stories<br />
  27. 27. How to engage people on Facebook<br />Run Facebook only contests and initiatives<br />
  28. 28. Twitter<br />
  29. 29. Twitter<br />Twitter is a popular instant messaging system that lets a person send brief text messages up to 140 characters in length to a list of followers. <br />
  30. 30. Twitter<br />Launched in 2006, Twitter was designed as a social network to keep friends and colleagues informed throughout the day. However, it has became widely used for commercial and political purposes to keep customers, voters and fans up-to-date as well as to encourage feedback. <br />
  31. 31. Twitter<br />Twitter is estimated to have 200 million users, generating 65 million tweets a day and handling over 800,000 search queries per day. <br />
  32. 32. How to engage people on Twitter<br />Promote the use of hash tags (#) in conversation, i.e. #volunteer, #mentoring, #bbbs, #donate, #BrockGrad<br />Create a hashtag for events, i.e. #runforthecure, #BrockDays<br />
  33. 33. How to engage people on Twitter<br />Link to content on your website<br />Use, or other url shortening program to shorten urls<br />
  34. 34. How to engage people on Twitter<br />Create a twitter list and ask people if they want to join and/or follow it. i.e. Big Brothers Big Sisters Mentors, Brock Alumni Tweeters, Parents of children with autism<br />!/CharityVillage/canadian-nonprofits<br />!/brockalumni/brock-alumni-tweeters <br />
  35. 35. How to engage people on Twitter<br />Try to find as many constituents as possible online and follow them (with hopes that they will follow you back)<br />Try searching key words in Twitter, like your org name as well as searching for constituents’ names<br />
  36. 36. How to engage people on Twitter<br />Retweet and respond to content posted by your followers (and people who are not your followers)<br />
  37. 37. How to engage people on Twitter<br />Similar to FB, ask questions, trivia, post photos<br />Ask an expert series<br />
  38. 38. PR and Twitter<br />Find out who’s writing about what<br />Does your org have anything to say about it? Anything to add to the conversation?<br />Follow local and national media<br />
  39. 39. PR and Twitter<br />Get the organization out there by retweeting, replying to tweets and posting comments to media’s blogs<br />Target influencers to retweetyour content<br />
  40. 40. YouTube<br />
  41. 41. YouTube<br />YouTube has 490 million unique users who view an estimated 92 billion page views each month. <br />Encourage volunteers and staff members to videotape events and post to YouTube<br />
  42. 42. YouTube<br />Create your own YouTube Channel<br />
  43. 43. YouTube<br />Create appeal and thank you videos<br />
  44. 44. More sample videos<br />United Way Toronto<br /><br />World Water Day Video from charity: water <br /><br />United Way St. Catharines Campaign video<br /><br />Brock University Grape Stomp<br /><br />
  45. 45. Flickr<br />
  46. 46. Flickr<br />Post photos from events to Flickr albums<br />Can sort by collection (i.e. Fundraising events, volunteers, Golf tournaments, etc.)<br />
  47. 47. Flickr<br />Email event participants a Flickr photo album a day or two after an event as a thank you <br />Encourage donors, volunteers, clients, to email in photos to add to a Yearbook Flickralbum<br />Cross-promote flickr albums on Twitter, Facebook, website, email, etc.<br />
  48. 48. LinkedIn<br />
  49. 49. LinkedIn<br />LinkedIn reports more than 100 million registered users, spanning more than 200 countries and territories worldwide. <br />Post helpful information people in the group would benefit from and/or enjoy.<br />
  50. 50. LinkedIn<br />Great tool to promote discussion and group conversation.<br />
  51. 51. LinkedIn<br />Example: Alumni Sweethearts and Share your story<br />
  52. 52. LinkedIn<br />Set up subgroups you think your donors, volunteers, other constituents may benefit from and encourage them to join the conversation and network with each other.<br />Cancer survivors<br />Parents of children with autism<br />Bike-a-thon volunteers<br />Leadership giving societies<br />
  53. 53. LinkedIn<br />Organization or company pages<br />Provides a company overview<br />Lists employees and alumni in the organization who are in your LinkedIn Network<br />Potential career section<br />
  54. 54. LinkedIn<br />Group pages<br />Allow more discussion and conversation<br />
  55. 55. LinkedIn - NFN<br />Connect with other members<br />
  56. 56. LinkedIn - NFN<br />Post and comment on discussions<br />
  57. 57. LinkedIn - NFN<br />Post and search for jobs<br />Keeping your resume updated will help LinkedIn narrow down job opportunities for you<br />
  58. 58. LinkedIn - NFN<br />Browse LinkedIn Today – a daily digest of news and links people are sharing on LinkedIn, usually related to your profile and the groups you’re in.<br />
  59. 59. LinkedIn - NFN<br />Join groups related to your industry<br /><br />Niagara Professionals<br />Non profit marketing<br />Social media marketing<br />Social media club Niagara<br />AFP<br />
  60. 60. Social Media Activities<br />Listening<br />Using social media monitoring tools to understand what people are saying about your organizations; to identify key influencers; and identify topics of interest<br />
  61. 61. Social Media Activities<br />Listening<br />Dedicate time to MONITOR social media sites. <br />Keep your pulse on what is happening, what people are saying about your organization and be able and ready to respond.<br />
  62. 62. Social Media Activities<br />Listening<br />What are people talking about?<br />Your organization name<br />Your executive director name<br />Name of an event you run<br />Service you provide<br />
  63. 63. Social Media Activities<br />Listening<br />Free tools<br />Social mention<br />Twitter search<br />Google Alerts<br />Technorati<br />
  64. 64. Social Media Activities<br />Responding<br />Improving constituent satisfaction by answering inquiries and making content more useful and relevant<br />
  65. 65. Social Media Activities<br />Engaging<br />Facilitating discussions on topics to generate awareness and traffic<br />
  66. 66. Social Media Activities<br />Networking<br />Encouraging constituents to use content for their own benefit<br />
  67. 67. Social Media Activities<br />Transforming<br />Using feedback to evolve your social media space<br />
  68. 68. Social Media Activities<br />Measuring<br />Social media is about engagement, so track the engagement<br />What content are people responding to<br />Count and read comments on posts<br />One step further - track who comments on posts and let fundraisers know<br />Clicks<br />Likes<br />fans, # followers<br />
  69. 69. Measuring Tools - Hootsuite<br />Measures links<br />
  70. 70. Measuring Tools – Facebook Insights<br />
  71. 71. Measuring Tools – Facebook Insights<br />Engagement is key – “likes” and comments<br />What are people specifically engaged with?<br />
  72. 72. Measuring Tools – Facebook Insights<br />
  73. 73. Fundraising and social media<br />The hope is that engagement and involvement will lead to gift<br />Do not constantly ask for money. Generate valuable, interesting content 99% of the time with the occasional ask for a donation<br />Try asking the question “who or what inspires you?”. You may find out some of your donors` key areas of interest this way (so you can match them up with a gift opportunity)<br />
  74. 74. Fundraising and social media<br />Social media is not the next big thing in fundraising. It`s still a very small thing. <br />Of course, there are several examples of successful fundraising campaigns using social media.<br />They usually involves greater investment in time and money other than simply Facebook, Twitter, YouTube etc.<br />Most organizations are seeing little return in fundraising in social media. Next best thing is email.<br />
  75. 75. Fundraising and social media<br />The actual interaction between people should be the focus for those seeking to cultivate donors. <br />Your communication must convey a compelling story and a means for the donor to participate.<br />
  76. 76. Three myths about social media and fundraising<br />Myth #1: Nonprofits are raising a lot of money from social media<br />Myth #2: Social media tools alone drive fundraising<br />Myth #3: Social networking outperforms email communications<br /><br />
  77. 77. Other tips and tricks<br />We cannot control the conversation. We’re like cruise directors – we provide the venue and get everyone excited to participate.<br />The earlier we’re in a space, the easier it is to shape the conversation.<br />Be transparent and authentic – you’re the face of your organization online.<br />
  78. 78. Other tips and tricks<br />Be a storyteller. Speak from the heart. Bare your soul.<br />Communicate the IMPACT of gifts to the organization and the services you are able to provide as a result.<br />Mine Facebook, Twitter, LinkedIn to add information to your donor database<br />Don`t be afraid of negative comments<br />Consider creating a social media policy or guidelines<br />
  79. 79. Other tips and tricks<br />Market social media sites outside of space<br />“social trends” section on monthly electronic newsletter<br />Include social media sites in printed material like brochures, postcards, invitations, advertisements<br />Cross promote sites through other social media sites (i.e. promote Twitter on Facebook)<br />When asking for contact info, get Twitter handles<br />
  80. 80. Key skills for a social media manager<br />Social skills<br />Adequate writer<br />Able to engage people<br />Need to have background info on organization they’re working for<br />Able to proactive work with others in the org<br />
  81. 81. Comments? Questions?<br />Jocelyn Titone<br />Proposal Writer and Communications Coordinator<br />Office of Development and Donor Relations, Brock University<br />Phone: 905 688 5550 x3802 <br />Email:<br />Twitter handle: @jocelyntitone<br />Brock alumni social media:<br /><br /><br /><br />
  82. 82. Join our LinkedIn Group<br /><br />