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Online Social Networking


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On August 24, 2011, United Way South-Southwest Suburban invited me to present information about online social networking.

I benefit from tremendously and maybe this will help someone also.

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Online Social Networking

  1. 1. Presented by: Kristen @kbbonk on twitter
  2. 2. WHO ARE YOU?Who’s this Kristen gal & why are we listening to her? Marketing and Volunteer Manager @ParkLawnCharity 4+ years working in non-profitWhat’s Park Lawn? Providing services that promote independence, choice and access to community living for people with developmental disabilities since 1955. United Way South – Southwest Suburban? Working to create meaningful and measurable change by investing in income, education and health programs that support the 10-year vision LIVE UNITED 2020.!/unitedwaychi
  3. 3. WHO’S WHO? o Who Are You? oWhere Are You From? (Give a great plug for your nonprofit!) o What TWO words come to mind when you hear“Online Social Networking”?
  4. 4. TODAY’S GOALSPurpose of online social networkingBrainstorm togetherFind an online purpose for every departmentExcite you to go onlineEmail resourceful links to yourself
  6. 6. WHAT IS SOCIAL MEDIA? Content formed by the collaboration of two or more people that takes place on the internet.(Source: Emily Culbertson of Community Media Workshop) A virtual framework consisting of tools which enable users with a common goal or interest to set up communities and exchange information.(Christophe Debruyne on Mashable post describing social media in 140 characters or lest. @chrdebru) Picture from
  7. 7. Traditional Media Social MediaEncyclopedia Britannica E-Newsletter New York Times Facebook Print Newsletter Twitter Wikipedia
  8. 8. “Online Social Media” are NOTdirty words!
  9. 9. FEARS MOVING INTO ONLINE SOCIAL MEDIASenior staff & board mightlose control.Dealing with negativecomments.Addressing personalityversus organizational voice.Fear of failurePerception of wasted timeand resources.Suffering from informationoverload already, this willcause more. Source: Slide 38 on Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”What are other fears?
  10. 10. FIRST: ENJOY YOUR PERSONAL ACCOUNTFacebook, twitterand others aremore thansomeone’sannoying thoughts.Experiment andhave fun. It’sSOCIAL!Hiding posts / appsmakes it moreenjoyable.Set privacysettings.
  11. 11. Why ShouldMy Non-Profit Care?
  12. 12. Cost effective way to engage supporters, volunteers and potential supporters. An opportunity for conversation A great way to reach certain audiencesSource: download:
  13. 13. NON-PROFIT UPDATED MARKETING FUNNEL How do you get people to carefor your charity? This begins and continuesoffline as well as online!Source: McKinsey & CompanySource: Lightbox Collaborative site: Beth Kanter’s blog:
  14. 14. OFFLINE AND ONLINE MUST WORK TOGETHER Tours Website Fundraising Events Facebook Chamber Luncheons & Offline Videos on Youtube BAHNewsletters Stories on blogs Letter AppealsStaff & volunteer events Twitter Online Annual Reports Groups on LinkedIn Meetings
  15. 15. WHERE’S YOUR AUDIENCE? What channels to use out the hundreds available? What would be most worth your while? Photo courtesy of
  16. 16. Listen to what people are saying about your issues.What questions are people asking about your orgonline?What are your competitors doing?Listening tools: Google alerts emailed to you Technoratti for blogs Search Twitter and Facebook Google Analytics Offsite events and fundraisers What do you use?
  17. 17. IF YOU WANT PEOPLE TO CARE, MAKE IT ABOUT THEM….NOT YOU!Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate” slide 29 by Farra Trompeter March 12, 2010Source: Angela Maiers Sept. 29, 2008; twitter-enga.html
  18. 18. MAP OUT A PLAN Goals (broad statement) • Provide information about our orgs issues. Objectives (specific & measurable) Increase followers by 50% by December 1, 2011 Strategy Give quick and thoughtful responses Shout outs to other nonprofits and supporters Tactics Integrate social media across staff and departments by 2012 Create videos highlighting our orgs impact ToolsSource: Photo from m/your-social-media-road-map.htm
  19. 19. ACTIVITY FUN!Discuss with each other yourorganizations goalsHow are you mapping it out?What tools are you using?
  20. 20. WHO? WHAT? WHEN? WHERE? WHY?Who will post online?What will we post to meet our goalsWhen will we post: x hours daily /weekly / monthlyWhere will we post?Why are we posting there?
  21. 21. OK, I’M ONLINE, NOW WHAT?“It’s important to think of these social mediachannels as tools to communicate in a socialmanner rather than the end in and ofitself—in other words, social media is thejourney, not the destination.” (Source: Idealware PDF“Social Media Decision Guide” page 8.)Create an online social media policy. “Guidelines: This section should be one or more pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. ” “Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. ” Photo from Source: template-to-help-start-your-social- media-policy/
  22. 22. WHY ANOTHER POLICY?Control the fears mentioned earlierBe proactive for legal reasonsMedia sources are now quoting tweets and postsConnects with online social media planPolicy examples are available at: your organization have a policy? Whatexamples have you seen and liked?
  23. 23. SEARCH ENGINE OPTIMIZATIONWhat is it? Search Engine Optimization or SEO is optimizing your presence online so when someone searches for your name, you’re top on the list.How do I use it? Search engines like Google, Yahoo and etc. rank your website and presence online based on keywords and originality of content. Long & descriptive headlines are considered more important to search engines. Photo courtesy of:
  24. 24. WHERE’S BASE?Have an effectivewebsite as your base.Make it donor friendly.Revolve around themission and content.Free website ideas?Allow supporters toshare stories.
  25. 25. FEEDBACK TIME!Let’s look at Park Lawn’swebsite and tell me whatyou like and think shouldbe fixed.How can it create more ofa relationship?What are some of yourfavorite websites andwhy?
  26. 26. If you don’t have a resources for videos, but you have a staff of writers, create a blog! A site to provide commentary, stories, or a personal diary. Allowing readers to leave feedback is extremely important to build better relationships and listeningBlog Sauce Image:
  27. 27. WHY BLOG? On average 55% more visitors 97% more links to your website (improves search results) Engage, connect and relateSource: Frank Barry of Blackbaud presentation “Blogging for Nonprofits” page 6 and
  28. 28. ANATOMY OF A BLOG Example blog: Search Nice background image Link to website Links to other social media sites and RSS feedMain Post witheasy to readheadlineCategory tags
  29. 29. I SEE “RSS FEED” A LOT, WHAT IS THAT? Rich Site Summary is a format to deliver and receive ever changing format web content. Click on this icon, enter your email and click “subscribe” Receive it to your email as a handy resourceSource:
  30. 30. WHO CAN BLOG FOR YOU? WHAT TO BLOG ABOUT? ManagementPeople who benefit from your services Volunteers New employees Who else?
  31. 31. LET’S GET SOCIAL WITH:Allows you to set up a profile, and post updates,links, conversations, events, photos, videos,petitions, or even collect donations online.In order to create a page for your nonprofit, youmust have a personal profile or business account.Facebook has more than 750 MILLION users.It’s particularly good at increasing the level offeedback and discussion you have withsupporters, driving traffic to your website, andattracting people to specific events. (Source: Idealware PDF “Social Media Decision Guide” page 5)
  32. 32. LET’S GET SOCIAL WITH:Creating an account is very simple andthen creating a page is even more simple.Expect to spend about 2-4 hours a week tomanage your Facebook(Source: Idealware PDF “Social Media Decision Guide” page 5)Pages vs. Groups Pages – More public; anyone can see posts Groups – More private and must be approved or added by other members.
  35. 35. You’ll be asked to create an account for your business, so follow directions and find nonprofit. You need to validate your account for security reasons. Facebook will send an email to the email address you used to register.Source & images: Justgiving“Charity Guide to Facebook Fan Page”
  36. 36. Brand Your PageClaim your vanity URL a square logo
  37. 37. Claim Your Community PageSearch in Facebook for your organizationSearch fellow co-workers listing of employerClaim your community page Connect check-ins
  38. 38. Complete Your Profile
  39. 39. Vary Your Content
  40. 40. Engage With Your Fans
  41. 41. Insights
  42. 42. ACTIVITY TIME! ☺What do you post on your organization’sFacebook?Do your posts help out your objective andstrategy?What do other organizations post that you like?Discuss!
  43. 43. WHAT’STwitter is a place where people with the sameinterests can provide resources, chat, add photosand more.A post on Twitter is called a “tweet” and must bewithin 140 charactersPeople can choose to follow your tweetsIf they like it they can retweet or quote the tweethighlighting who it’s from writing “RT” in frontor saying another sort of comment.
  44. 44. Basics Tweets in 140 characters @ Replies Direct Messages RT HashtagsSource: Kristin Gast of United Way “Social Networking 101”
  45. 45. Think of it like a radio station“Twitter is particularly good for connecting withlike-minded organizations and the media, askingquestions, and providing very frequent updates.” (Source: Idealware PDF “Social Media Decision Guide” page 5)Expect to spend about 2 hours a week to manageTwitter feed Shoot for 1 tweet, one @reply and one RT per dayResearch who are big influencers Follow them Converse with them Listen to what they’re saying
  46. 46. Brand Your Profile onChoose your username @ParkLawnCharity @AspireUpload a square logoCreate a backgroundComplete your profile
  48. 48. ANOTHER ACTIVITY! ! ☺What would you tweet?Who else in your organization can tweet?How can your tweets help your overall objectiveand strategy?What are other twitter accounts you like?Discuss!
  49. 49. VIDEO SHARING SITESVideos can be compelling stories or educateNot as social, but it can create socialopportunitiesWhere to get an inexpensive video recorder? Digital cameras Flip Video Smartphone (not as great quality, but it’s available)
  50. 50. VIDEO SHARING SITESOn, you can apply for a non-profitspecific channel Provides clickable asks on top of videos Upload longer videosPeople can subscribe and comment on your videosTime spent on this varies. Could take 1-2 hours to just film it and upload on your channel To edit it and make it look a little more professional takes more time
  51. 51. VIDEO SHARING SITESSome helpful video editing information Windows Movie Maker is free and easy to make a basic video Pinnacle products with prices ranging from $60 - $170 Avid Studio editing software Or edit it directly on Youtube.comSome Youtube Ideas for Nonprofits Reach Out. Partner Up. Keep It Fresh. Spread Your Message. Be Genuine.Source:
  52. 52. VIDEO SHARING SITES What kind of videos to create? Length Educational Put a face to an organization Make your videos findable – SEO! Title Description Tags Brand your channel / page Post a bulletin and alert your friends / subscribers Post on other social media channels(Source: Rich Brooks on marketing-results/)
  53. 53. WHY MATTERS In 1 minute 35 Hours of Videos are Uploaded 15 Billion Videos were streamed in May Source: Neilsen Reports cross-platform-report.html Internet Video Viewing up 35% Compared to traditional TV viewing that increased0.2%Source: Michael Hoffman “Youtube for Nonprofits” page 9& Nielsen / Net Ratings (October 2007) – US Audience.Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results”
  55. 55. VIDEO SHARINGACTIVITY EXTRAVAGANZAWhat videos would your audience be interestedin?What videos would help with your overallcommunications goals and strategy?What other non-profit videos inspire you?Discuss & show other sites online that you like.
  56. 56. WIKI! WIKI! WHAT? “Wiki” is “defined as a generic term which is used to describe a certain kind of collaborative website that can be edited by any user and/or visitor.” * “Often free and allow collaboration, knowledge retention, search and real time centralization of information”** Some organization use private Wiki’s to organize and document internal projects.•Source:•**Source: Julie Spriggs presentation on “Wikis For Nonprofits”
  57. 57. WIKI IN PRIVATE USEImage and Source from Julie Spriggs “Wiki for NonProfits” page 10 and "Intellipedians" US IntelligenceCommunity
  58. 58. WIKI USE•Image and source: Julie Spriggs presentation on“Wikis For Nonprofits” page 15
  59. 59. WIKI USE EXAMPLESProject management - Plan an event with committee Image & Source: Julie Spriggs “Wiki for Nonprofits” page 30
  60. 60. WIKI USE EXAMPLES Intranet- department or board
  61. 61. According to research carried out by search engine marketing firm Spannerworks, social media site Wikipedia appears in Google’s first 20 results for 88% of the top 100 global brands. ** Way to increase Search Engine Optimization Must be accurate and objective statements about your organization.* *Source: Bob Goldfarb Blog:
  62. 62. Example
  63. 63. E-Marketing Use emails to draw support and direct people to site Have a prominent online sign up form on EVERY page with reasons and benefits of joining Viral marketing “Forward to a Friend” &share online Offer incentives Promote e-newsletter on print publicationsSource: Betsy Harmon of Harmon Interactive
  64. 64. E-MarketingEmail must have a good RAP Relevant Anticipated PersonalTest the format Image blocking Reading the email on phoneSource: Betsy Harmon of Harmon Interactive
  65. 65. E-MarketingEmail Marketing Tools Vertical Response Allows nonprofit 501c3 organizations to send up to 10,000 emails per month for FREE! Constant Contact Email Now powered by Emma Mail ChimpConstruct a list, don’t buy one People must be allowed to opt in Also allow them to unsubscribe
  66. 66. QR Codes & QR Code Tags Quick Response Codes A matrix barcode to be ready by smart phones Created by Toyota in 1994 and seesfrequent use in Japan and South Korea Tag Tags are same thing made by Microsoft QR Codes are more often used In June, 14 million people scanned barcodes(Source: comScore Inc.)Source:
  67. 67. QR CODES Lots of apps to scan Make certain apps on different phones can scan Once scanned, it will be a quick response to following: Website Email Sign In Contact Information Note Video What else?
  68. 68. Ripple of Effects Did you accomplisheverything in your strategy? Build a relationship first online and continue offline Might take a while before you see return on investment, but result could be huge! Photo:
  69. 69. RESOURCESAllison Fines Donor’s Forum presentation and notes, book“The Networked Nonprofit” and websitewww.allisonfine.comBeth Kanter’s blog ( and book “TheNetworked Nonprofit” from Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map” Farra Trompeter of Big Duck “Social Media: transforming the way nonprofits communicate” Kristin Gast of United Way “Social Networking 101” Justgiving “Charity Guide to Facebook Fan Page” Michael Hoffman of See3 Communications “Youtube for Nonprofits Frank Barry of Blackbaud presentation “Blogging for Nonprofits” page 6
  70. 70. Idealware “Nonprofit Social Media Decision Guide”, PDF,July 2010, Laura Quinn & Andrea Berry Studio+Family/McKinsey & CompanySource: Lightbox Collaborative site: Maiers Sept. 29, 2008;