Mila Araujo emphasizes the importance of utilizing social media for non-profits to enhance engagement, support, and outreach. She critiques the focus on mere metrics like 'likes' and followers, stressing the need to foster active community involvement and meaningful relationships. The document discusses successful strategies and tools for non-profits to effectively market their missions and engage audiences in a rapidly evolving digital landscape.

1. CULTIVATING
ZOMBIES OR
NON-PROFIT
CHALLENGES
COMPETING IN
THE SOCIAL
ACTIVATING MEDIA
WORLD
COMMUNITY PodCamp East
Wilmington,
By Mila Araujo Delaware
Sept. 29 2012
Milaspage.c
om

2. AN INTRODUCTION &
BACKGROUND Twitter: @Milaspage
Blog: Milaspage.com
Bio: Milaaraujo.com
• Mila Araujo is the Director of Personal Insurance for
Ogilvy & Ogilvy Inc. in Westmount, Quebec — a third
generation, family-owned financial services firm with
offices in Toronto and Montreal.
• Producer of 140 Conference
Montreal, 2012
• Writer on Social Business & Strategy on various
blogs, including Social Media Today, 12 Most,
Business 2 Community and her own blog:
Perspectives.
• Social Media Advocate & Speaker

3. INTRO & BACKGROUND CON’T
Dedicated to helping Non-Profits for over 15 years in various capacities: as a volunteer, as a member of Board
of Directors, as well as Director of Public Relations and Event Organizer on several projects on provincial and
national levels. Social media allows for increased support, exposure, and outreach. Helping organizations and
people understand the opportunity in social media for social good a top priority for me.
As a speaker at events, my goal is to provide knowledge and help people understand the current issues,
questions and ideas around social media use, and how to successfully apply and build strategies for business.
Non-profits, for personal growth and development, Customer Service and HR.
Non-Profit Background:
Some of my projects over the years, working with The Coalition of Physicians for Social
Justice included:
Integrated Eating Assistance Program for Seniors (IEAP)
• Board of Directors
• Conference Organizer
• A Project Supported by The Government of Canada to provide companionship and help for seniors suffering
from Malnutrition from registered dieticians, in partnership with local hospitals and clinics across the Province of
Quebec.
Good Samaritan Commission
• Coordinator of Events
• A Summit on Maintaining a Public Health Care System in Quebec
2003 Cross Canada Walk for Health
• Director of Public Relations
• 10,000 children from underprivileged schools, in 10 provinces, with national and local exposure in
all media, including television, news, radio, and Today’s Parent Magazine.

4. 2003: THE CROSS CANADA WALK
FOR HEALTH
BEFORE “SOCIAL MEDIA”
Walk for Health – Short
version video
Youtube Link

5. 2003: THE CROSS CANADA WALK
FOR HEALTH Walk for Health Video
BEFORE “SOCIAL MEDIA” – Full version
The project received
unbelievable
coverage in the
media, in
newspapers, news
stories, television
specials, even a late
night talk show, radio,
and more. Yet when it
was over, where did it
all go? There was no
ability to share and
keep the energy
going! There was just
VHS and audio
tapes!

6. 2003: THE CROSS CANADA WALK
FOR HEALTH
BEFORE “SOCIAL MEDIA”
There were over 500 pictures taken of the event.
Imagine if Facebook had existed, how much content
and energy could have been shared , during and after!

7. PRE- SOCIAL: NON PROFITS HAD TO
USE TRADITIONAL METHODS TO
PROMOTE AND “ENGAGE”
- Websites without sharing capability
- Email
- People were still more comfortable with faxes and VHS Tapes!
The 2003 Walk For Health was tremendously successful.
- News articles appeared in all local television stations where the walks
took place. CBC did a feature story, we were even on a late night talk
show!
- 10,000 kids participated, in schools across the country
- Articles in all major newspapers, Today’s Parent Magazine, and even
television talk shows, and radio shows.
Where did it leave things after all this success?
Imagine if then was now!

8. THE NON-PROFIT THEN AND NOW
AN EVOLUTION ALLOWING INCREASED EFFICIENCY & LOWERED COSTS
Then (Higher Cost, Restrictions) Now (Virtually Free, Unlimited possibility)
If we wanted to share our story/videos we had to order TV, News, Radio all broadcast online, in many
the tapes from the television stations (received only cases live. With Links you can get your
weeks later). If the content was something you wanted to message out instantly – then share via
use for later promotions, you would have to create discs Youtube, Email, Blogs, FB and other social
or VHS tapes and mail them. How many people do you media! Instantly!
think were actually going to take a look?
It was not unusual for corporations to ask you to mail People like the convenience of links, web
them the sponsorship kits. By the time they received sites and embedded media on blogs. You
your kit, it would be tossed on a pile and would require make their lives easier.
much follow up to make sure the right eyes would
actually see it. This ease of accessibility increases your
reach & allows you to tell your story in
creative and enticing ways. Gaining support
We could make scans of documents and put them on
has never been so easy, because your
Web Sites – however, people were not as comfortable
accessibility is instantaneous.
as they are now using this as reference.
You can receive instant feedback when you
Many companies had email regulations which limited the use tools like Constant Contact, or Mail
sizes of files that could be sent via email Chimp (just two examples) that allow you to
see when items are opened, read, clicked
You never knew if anyone saw what you sent. As an through, etc. Valuable insight that allows you
organization, you could be ―in the dark‖ for weeks while to move faster, or send reminders if no
waiting for news or feedback. actions are taken.

9. TIME TO RETHINK
STRATEGY
• Are you in the “then” or the “now”?
• What strategies is your non-profit currently using?
• What do you think about “numbers”?
• How can you tell if a non-profit is being successful online?

10. CULTIVATING
ZOMBIES
The Challenge in the now.
• 78% of the Population is online (NA)
• 66% On Social Networks
Reaching Numbers is good.
Reaching People and getting them involved is better!
Non-Profits are placing too much focus on counting the number of likes and
followers.
Reference Link:
Seduced by the Numbers
Examples Discussed:
• Aviva Community Fund
• French Election

11. CULTIVATING
ZOMBIES
Seduced by the Numbers
The Proof:
The Value of Active Support vs. Crowds of Zombies
Case #1:
The French Election. In the 2012 presidential election,
Nicolas Sarkozy had approx. 40,000 Likes
Francois Hollande had approx. 7,000 Likes
Did the candidate with the most likes win?
It is clear that if the number of likes on Facebook indicated popularity,
acceptance, or true fans, the French election would have surely turned out
differently. Francois Hollande won the election.
What did Sarcozy’s likes really mean?

12. CULTIVATING
ZOMBIES
Case #2:
The Aviva Community Fund Competition – Leucan
15,000 Fans.
Leucan was not able to move the 15000 fans to come up with
the votes necessary to have a chance at the award.
All they needed was a click a day from just a few hundred of
their fans over two weeks
They received only 900 votes!
They lost a chance to provide children with Cancer a summer
camp.
You can watch the video of Stephanie Baron’s 140 Montreal Presentation where she
shared her detailed experience with the above cases.

13. DON’T BET ON How many organizations are
counting numbers of likes as
ZOMBIES! their measure of success?
Due to a lack of understanding of
social media by organizations, far
too many think the measure of
success is the number of likes
and followers. These numbers
can be bought, they do not
indicate a successful strategy or
campaign.
Related articles:
Empowering Non-Profits to Drive Positive Change
via Social Media
A recent study released Sept 24th
2012 by Visceral Business
showed us some interesting
stats.

14. 2012 SOCIAL CHARITY INDEX (UK)
BY VISCERAL BUSINESS
How are Charities Currently Measuring Social
Impact Amongst Users?

15. NON-PROFIT
CHALLENGES
• Resources!
• Lack of “Community” Support
• The Economy
• (Potential) Lack of Technological Skill with New Media
• Lack of Exposure : Who knows about you?
Mindset – Are You Begging or Are You
Marketing?!
• Biggest Challenge : Time

16. GET PEOPLE
INVOLVED!

18. ACTIVATING COMMUNITY
According to the Visceral Business Study, the top 100 charities
have now amassed 3.7 million followers on Twitter between
them, up from two million last year, and on Facebook they have
seven million followers compared to 3.5 million a year ago.
Yet only 9 of the top 100 in the study seem to be using an
―engaging‖ style.
Non Profits must learn to identify their target
audiences and start getting them involved!

19. 2012 SOCIAL CHARITY
INDEX (UK)
WHAT PLATFORMS ARE
CHARITIES USING?

20. ACTIVATING COMMUNITY

21. Find “Influencers” in your social media space to help promote your cause.
• Promoting does not mean “advertising” in Social Media it means
“sharing” and talking.
• People can talk about you, share your posts, write about you. All of this
helps let people know about what you are doing.
• Make sure you in turn are supporting others! Social media is social. It
works two ways. Form alliances, make friends with common interests.
Discussion on Klout, Kred, and influence measurement.
• Kred provides in-depth view of what an “influencer” is doing in the social
space: who and how they are interacting. For non profits, I prefer to look
at Kred’s data, rather than a Klout score. Check out Kred Story for
individuals. Very insightful.
• Klout can indicate who is broadcasting and interacting in the online
space, but it is difficult to see how they are interacting. Use Klout to
identify people who are “active”. Never judge a person or yourself on a
Klout score. It’s a marketing tool, it’s been useful for brands, it’s not a
measure of who you are!
Recommended reading:
Mark Schaefer’s book: Return on Influence.
Also From his blog: “35 Experts Weigh-In: How we create influence on
Facebook” Sept 30, 2012

22. THE NON-PROFIT’S TIME
SAVING
TOOLBOX Use tools to maximize efficiencySomehelp make are:
navigating social media easier.
and
suggestions
Related Article:
10 Tips for Non-Profit
Social Media Success

23. TOOLBOX
• Click to Tweet << try it!
Example: 140MTL.com In this project we used “Click to Tweet” links on the
blog, so that when people clicked on corporate sponsor logos, tweets could
easily be sent on the hashtag mentioning the sponsor with a note of thanks. This
provides public recognition that can also be measured. Make it easy for your
community to share messages you want.
• Facebook Groups – Make a private community to create
more intimate engagement opportunities and relationship
building. This can be for brainstorming, keeping in touch,
and exclusive content sharing for key members of your
communities.
• Google+ : Hang outs create opportunities for new ideas
and broadcast. Don’t forget to share them too!
Video presents a huge opportunity to tell deeper stories.

24. 2012 SOCIAL CHARITY INDEX (UK)

25. SMALL IDEAS CAN BE BIG!
FIND PARTNERS!
Companies are looking for opportunities to create shared value. The days of contacting a
company and asking for a $500 donation, or any lump sum, is not as appealing.
Companies are more and more looking for partnerships. For non-profits this represents a
significant opportunity. Get companies to understand why they should care, and find a
partner, not just a donor. This provides long term support, not just a hand out.

26. USE YOUR ORGANIZATION’S SOCIAL
ACTIVITY AS A SELLING POINT
• Give Sponsors More Value
• Give people a way to show off the good they do!
• Campaigns can be smaller and more frequent.
Small Fundraising Ideas can find BIG partners
• Example of the Aviva Community Fund “Like the Page, we
will donate a dollar to a cause” Not their primary function,
but one way a large company is giving back in small ways
that add up to big dollars, year round. Can you find a local
partner who would be interested in supporting you like
this?

27. AVIVA COMMUNITY
FUND
When you set up a social media presence, your prepare your non-profit to take
advantage of many more opportunities. “Luck is when preparation meets
opportunity”. The Aviva Community Fund is one amazing example. (Related
article with the information discussed here)

28. MAKE PEOPLE FEEL GOOD & CREATE MESSAGES
THAT SPREAD THE FEELING
YOU ARE
CHANGING
THE WORLD

29. FIND WAYS TO
SPOTLIGHT YOUR
FANS &
CONTRIBUTORS
NOT JUST YOUR OWN WORK!
THIS INCLUDES EVERYONE IN
YOUR COMMUNITY FROM FANS,
DONORS, SPONSORS, EMPLOYEES,
AND THE PEOPLE YOU HELP!

30. MAKE EVERY EVENT MEMORABLE AND
SHARABLE
Share the stories of the people who support you, photos are a great way to
acknowledge and make people feel good.
Give companies as much exposure on your social media channels as possible, this
is a selling point. You have something extra to offer, they will feel good and share!
(Photo of Ogilvy & Ogilvy employees supporting a local charity by cooking a meal for the homeless and
donating!)

31. EFFICIENCY & SAVINGS
MONEY Building partnerships, getting the community to
care and take a personal interest in your cause –
to feel invested - will help create sustainable non-
TIME
profits.
Start marketing your advantages, use social
media to reach out, to answer questions, to share
RESOURCES stories and redirect time and resources to efforts
that will keep giving back.
You don’t have to do
all the work by Social Media use and a strategy taking these
yourself! factors into account will help you grow.
Get your community Non-profits have to stop begging and start
involved to tell their marketing and selling the value they offer to their
stories and contribute communities – tell the world why they should
content too! care, and they will.

32. NURTURE YOUR IDEAS AND MOVE FORWARD
Recommended Reading Shining Examples of People Using
Social Media for Social Good:
Beth Kanter @Kanter @EpicChange (Stacey Monk is
Author: Measuring The Networked Nonprofit
Numerous resources on her blog, including a
behind this amazing initiative,
Wiki with excellent Non_profit tools. @Mamalucy runs the school they
built through a social media!)
Marc Pitman @MarcAPitman
An international nonprofit development
consultant and fundraising trainer, Author: of @NoKidHungry
Ask Without Fear!
FundraisingCoach.com, a website dedicated to @AvivaCF AvivaCommunityfund.org
practical ideas for fundraising more effectively.
CC Chapman @CC_Chapman Mark Horvath @HardlyNormal
Co-Author: Content Rules
Absolutely outstanding work with the
Mark W. Schaefer @MarkWSchaefer homeless.
Author: Return on Influence
Chris Brogan @ChrisBrogan AJ Leon @AJLeon
Co-AuthorL: ―The Impact Equation‖
His blog is also an excellent guide to marketing
Read his Manifesto and follow his
success and blogging online. His email work. #Pursuitofeverything
newsletter is also great added value. Anyone
will learn from reading Chris’ blog.

33. It’s time to get involved.
Start one step at a time. Connect with others to help.
Take chances.
Start building your online presence
to engage and activate.
Any Questions?
What About Ideas!
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FROM THE 140 CONFERENCE WHICH I PRODUCED IN MONTREAL IN
MAY 2012, WITH A FOCUS ON COMMUNITY BUILDING AND SOCIAL
BUSINESS.
PLEASE USE THESE AS ADDITIONAL RESOURCES AND CONTACT ME
ANY TIME, I AM ALWAYS HAPPY TO SHARE IDEAS AND CONNECT.
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MY “BIO” SITE HERE.
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