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CRS Social Networking Workshop NCDC 11 2009


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Presentation given on 11/10/09 for the NCDC Regional Workshop on Social Networking.

Published in: Technology
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CRS Social Networking Workshop NCDC 11 2009

  1. 1. Catholic Relief Services CRS and Social Networking NCDC Workshop, November 10, 2009
  2. 2. In Lieu of Handouts: <ul><li>Download the slides: </li></ul><ul><li> </li></ul><ul><li>Or e-mail me: </li></ul><ul><li>[email_address] </li></ul><ul><li>or read my newly launched blog: </li></ul><ul><li> </li></ul>
  3. 3. Agenda: <ul><li>What is social networking and why use it? </li></ul><ul><ul><ul><li>Facebook 101 </li></ul></ul></ul><ul><ul><ul><li>Twitter 101 </li></ul></ul></ul><ul><li>An overview of CRS’ Social Networking Strategy </li></ul><ul><li>Success Stories, Experiments, Lessons Learned </li></ul><ul><li>BREAK </li></ul><ul><li>How-to… </li></ul><ul><li>Resources </li></ul>
  4. 4. <ul><li>Why all the fuss over social networking? </li></ul>
  5. 5. What’s all the fuss about? <ul><li>1. Critical Mass: most visited websites in the US: </li></ul><ul><ul><li>#3 Facebook </li></ul></ul><ul><ul><li>#4 YouTube </li></ul></ul><ul><ul><li>#5 MySpace </li></ul></ul><ul><ul><li>#12 Twitter source: </li></ul></ul>Facebook has just announced 300 million active daily users. U.S. pop is 305 million!
  6. 6. What’s all the fuss about? <ul><li>2. Viral, viral, viral (did I mention “viral”?)   </li></ul><ul><li>3. Online actions inspire “real world” conversations.  </li></ul><ul><li>4. Users often self-identify as Catholic.  </li></ul><ul><li>5. A new opportunity to tell our story and increase awareness.  </li></ul>
  7. 7. <ul><ul><li>6. Establish relationships with younger donors/supporters (be where they are). </li></ul></ul><ul><ul><li>7. Multi-channel engagement.  </li></ul></ul><ul><ul><li>8. Enhanced/interactive user experience.  </li></ul></ul>What’s all the fuss about?
  8. 8. Who’s using what? <ul><li>- In your personal life? </li></ul><ul><li>-In your organization? </li></ul>
  9. 9. FACEBOOK 101 <ul><li>Fan Pages, Groups and Causes: An Introduction to : </li></ul>
  10. 10. Facebook 101 <ul><li>The difference between: </li></ul><ul><li>Groups </li></ul><ul><li>Causes </li></ul><ul><li>Fan Pages </li></ul>
  11. 11. Facebook Causes <ul><li>Cause Advantages: </li></ul><ul><li>Donation Capability </li></ul><ul><li>E-mail Capability </li></ul><ul><li>Actions in Newsfeed </li></ul><ul><li>View CRS’ Cause Page </li></ul>
  12. 12. Facebook Fan Pages <ul><li>Fan Page Advantages: </li></ul><ul><li>News feed for all posts (post April 2009) </li></ul><ul><li>Better interactivity </li></ul><ul><li>Insights </li></ul><ul><li>View CRS’Fan Page </li></ul>
  13. 13. Facebook Fan Page Insights
  14. 14. Terms and Terminology <ul><li>Facebook: </li></ul><ul><li>Supporters are called: Fan Page = Fan; Cause = Member </li></ul><ul><li>News Feed is lifeline </li></ul><ul><li>Goals: Get people to “Share”, “Comment”, Invite friends, Join Cause, Donate, Create a Donor Match Challenge </li></ul>
  15. 15. TWITTER 101 <ul><li>Tweets, ReTweets,@Replies, and more: </li></ul>
  16. 16. Twitter 101 <ul><li>I don’t get it. </li></ul><ul><li>Only 140 characters? </li></ul><ul><li>Isn’t it all just drivel anyway? </li></ul><ul><li>What’s with all the jargon? </li></ul><ul><li>Yup, I hear you. But… </li></ul>
  17. 17. Twitter 101 <ul><li>Twitter’s evolution (thought leaders and opinion; breaking news; trending.) </li></ul><ul><li>Eavesdropping on entire world (good and bad.) </li></ul><ul><li>Powerful viral force. </li></ul><ul><li>Be transparent; be genuine – or perish. </li></ul><ul><li>Psst…users often self-identify as Catholic. </li></ul><ul><li>Save characters with a url shortener service: Tinyurl, Hootsuite, </li></ul>
  18. 18. Terms and Terminology <ul><li>Twitter </li></ul><ul><li>Supporters are called “followers” </li></ul><ul><li>Posts are called “Tweets” </li></ul><ul><li>RT=ReTweet=share; @reply=public message directed at someone; DM is private message </li></ul><ul><li>Hashtags (#)= classification system </li></ul><ul><li>For more, see How To Use Twitter </li></ul>
  19. 19. Terms and Terminology <ul><li>Twitter </li></ul><ul><li>Goals: Get people to Retweet, use your @Twittername when they talk about you or respond to you, create dialog about a #topic, recommend you for #charitytuesday, #followfriday. </li></ul>
  20. 20. And the rest… <ul><li>MySpace: still big in mid-west; more widely used by Hispanic US pop/bands. </li></ul><ul><li>LinkedIn: Great for HR; Major Gift Networking?? </li></ul><ul><li>YouTube: Get a nonprofit channel </li></ul>
  21. 21. CRS’ SOCIAL NETWORKING STRATEGY <ul><li>Where we are; what we’ve done </li></ul>
  22. 22. CRS’ Social Networking Strategy <ul><li>CRS’ goals of having a presence on social networking sites are: </li></ul><ul><ul><li>Increase awareness in a new audience of online Catholics </li></ul></ul><ul><ul><li>Use these sites as our own news channel and drive people to our website </li></ul></ul><ul><ul><li>Foster deep levels of engagement </li></ul></ul>
  23. 23. The New Rules of Engagement <ul><li>Crawl…Walk…Run: </li></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Engagement </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul>
  24. 24. Current Stats (as of 09/20/09) <ul><li>Facebook Fans – 5,248 members </li></ul><ul><li>Facebook Causes – 3,738 members, $4,090 donated </li></ul><ul><li>Twitter – 2,234 followers </li></ul><ul><li>YouTube - 127 subscribers </li></ul><ul><li>MySpace – 3,095 members </li></ul>
  25. 25. A word about niche sites (Ex: Catholic social networking sites) <ul><li>Numbers are small </li></ul><ul><li>Hard to maintain too many sites consistently </li></ul><ul><li>Plenty of Catholics in mainstream networks </li></ul><ul><li>We’re keeping an eye on them, to see which ones will have staying power. </li></ul>
  26. 26. Success Stories <ul><li>Backpack Contest </li></ul><ul><li>And about 70 amazing testimonials from supporters! </li></ul>225 new fans in 9 days - 5x the rate we would typically see over the same time
  27. 27. Success Stories <ul><li>Repeat Gifts on Facebook Causes </li></ul><ul><li>Matching Gifts Challenge </li></ul><ul><li>Coordinated Messaging/Cross-promotion </li></ul><ul><li>Twitter Day-in-the-life </li></ul>
  28. 28. Success Stories <ul><li>Increased traffic to </li></ul>
  29. 29. YouTube
  30. 30. TAKEAWAYS <ul><li>What else can I tell you </li></ul><ul><li>about social networking for nonprofits? </li></ul>
  31. 31. Takeaways… <ul><li>One note of a symphony </li></ul><ul><li>See the forest AND the trees </li></ul><ul><li>Go big or go home </li></ul><ul><li>Can’t be everywhere </li></ul><ul><li>Don’t panic </li></ul><ul><li>Be genuine </li></ul><ul><li>Learn the language, but stay true to yourself, and your mission </li></ul>
  32. 32. CRS social networking sites: <ul><li>Facebook Fan Page: </li></ul><ul><li>Facebook Causes (Main cause): </li></ul><ul><li>Twitter: </li></ul><ul><li>YouTube: </li></ul><ul><li>MySpace:   </li></ul>
  33. 33. Now it’s your turn <ul><li>What to consider: Who should embrace social networking/who shouldn’t </li></ul><ul><li>How to get started </li></ul><ul><li>How to promote your page </li></ul><ul><li>How to get fans </li></ul><ul><li>What to post/how often </li></ul><ul><li>CYA stuff </li></ul>
  34. 34. Reasons not to start…yet <ul><li>Get your house in order </li></ul><ul><li>Capacity matters </li></ul><ul><li>It has to be genuine </li></ul>
  35. 35. Social Networking Resources: <ul><li>Nonprofit Tech 2.0 (Heather Mansfield) Best Practices Series; Webinars </li></ul><ul><li>Nonprofit Technology Network NTC Conference; Webinars </li></ul><ul><li>Donor Power Blog (Jeff Brooks, Merkle): </li></ul><ul><li>Chris Brogan, Community and Social Media : </li></ul><ul><li>Beth’s Blog (Beth Kanter) How Nonprofits Can Use Social Media: </li></ul><ul><li>Video, How To Use Twitter: </li></ul><ul><li>HootSuite, Great Twitter tool   </li></ul>
  36. 36. Thank you! <ul><li>Laura Durington </li></ul><ul><li>Online Community Manager </li></ul><ul><li>Catholic Relief Services </li></ul><ul><li>e-mail: [email_address] </li></ul><ul><li>phone: 410-951-7210 </li></ul><ul><li>download slides from: </li></ul><ul><li>blog: </li></ul>