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DB&B Non Profit


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This is the presentation that I did for non profits on using social media. If you don't have time, my message is start with a goal. And then work from there.

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DB&B Non Profit

  1. 1. How non-profits can use Social Media Brought to you Dermody Burke and Brown
  2. 2. This is me
  3. 3. This is also me:
  4. 4. This is also me:
  5. 5. Social media presence <ul><li>I show you this because all the things I’m going to talk about are things for your non-profit </li></ul><ul><li>But first, there’s a question about personal versus professional </li></ul><ul><li>Facebook profile versus Facebook page. Should I get a Twitter feed? </li></ul>
  6. 6. Social media presence
  7. 7. Social media presence
  8. 8. Personal vs Professional <ul><li>My opinion, use these tools personally </li></ul><ul><li>It’s a little different here, so playing with them a little helps </li></ul><ul><li>If you have the slimmest of ideas why someone might use a tool like Twitter, then you’ll be better positioned to use it for your non-profit </li></ul>
  9. 9. What is a social network? <ul><li>A social network is a community of people that are tied together by an outcome </li></ul><ul><li>For an individual, the value of a social network is in their community </li></ul><ul><li>For a non-profit, the value is in harnessing the community </li></ul><ul><li>Here’s a sampling of some social networks </li></ul>
  10. 10. Social Networks
  11. 11. What is a social network? <ul><li>Were you impressed by all the logos? </li></ul><ul><li>Obviously logos are only part of the story </li></ul><ul><li>Before we dive deeper into these logos, we should think about what’s different here. </li></ul>
  12. 12. TRADITIONAL MEDIA DIGITAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
  13. 13. Web 2.0 <ul><li>The tools of Web 2.0 exist because people like to share </li></ul><ul><li>2 nd Law of Social Networking…people will share twice as much this year as they shared in the previous year </li></ul><ul><li>People use social media sites to share stories in video, on blogs, on Facebook… </li></ul>
  14. 14. Non-profits <ul><li>Most (though not all) non-profits have two distinct targets </li></ul><ul><li>People who use services </li></ul><ul><li>People who give – donors </li></ul><ul><li>Traditionally, marketers have used the stories from the first group to convince the second group to give </li></ul><ul><li>Social media can help the first people tell their stories </li></ul>
  15. 15. Social networking for non-profits
  16. 17. #1 Facebook <ul><li>Facebook is one of the best known social networks. I’ve stopped adding #’s to this presentation because every time I do it, they’ve doubled in size. </li></ul>
  17. 18. Facebook Page or Cause <ul><li>Facebook offers two tools for non-profits. The Cause, and the Facebook page. Pages are a free presence on Facebook for people to engage with a brand. </li></ul><ul><li>Here are some examples of pages: </li></ul>
  18. 19. Facebook <ul><li>Pages </li></ul>
  19. 20. Facebook <ul><li>The new programming lets you interact in an interesting way with fans </li></ul><ul><li>But first, consider who you want here. Strategically, Facebook can be the tool to let the people you help tell the story </li></ul>
  20. 22. Facebook <ul><li>This is a call to action. </li></ul><ul><li>Something that is missing in many non-profit social media examples because unless you put the page up with a goal, you don’t know how to ask people to do what you want them to do. </li></ul><ul><li>So get a goal. Create the Facebook page to let end users tell their stories. </li></ul>
  21. 23. Causes <ul><li>You can still add the Causes application to your Page. </li></ul><ul><li>Go here: (and add it) </li></ul><ul><li>One word of caution: adding a cause to a Facebook page might be enough for some people. </li></ul><ul><li>That said, 27 million people have added a cause, so it does create awareness. </li></ul>
  22. 24. Recap <ul><li>Who do you want to come to your Facebook? </li></ul><ul><li>What do you want them to do when they get there? </li></ul><ul><li>Figure that out, then tell people via e-mail, website and even on location (what we call in-store) </li></ul><ul><li>In one year, how will you measure success? </li></ul>
  23. 26. Twitter <ul><li>Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less </li></ul><ul><li>Twitter is an excellent way to interact with both of your target markets. </li></ul>
  24. 27. Twitter <ul><li>If your cause impact’s people’s lives, then it can easily be part of their twitter life. </li></ul><ul><li>Before jumping in and getting a Twitter feed, take a listen at It gives you real-time updates of what people are saying about your non-profit. </li></ul>
  25. 28. Twitter <ul><li>Use Twitter to update both donors and people who use the services </li></ul><ul><li>But also, Twitter can help search a keyword and promote your Facebook page. </li></ul><ul><li>Take Vera House. </li></ul>
  26. 29. Vera House
  27. 30. So, should Vera House ignore Twitter? <ul><li>Sure. </li></ul><ul><li>But, you could also do this: </li></ul><ul><li>Register </li></ul><ul><li>Then, synch your Facebook page to Twitter so that every update from there goes to Twitter. </li></ul><ul><li>If you begin to get followers, then consider some of these tools. </li></ul>
  28. 31. Twitter apps <ul><li>There’s a Twitter app for: </li></ul><ul><li>Polls </li></ul><ul><li>Events </li></ul><ul><li>Images and videos </li></ul>
  29. 32. Polls
  30. 33.
  31. 34. To recap <ul><li>There are two ways to think of Twitter: </li></ul><ul><li>A way to pull people in. If you search for your brand on Twitter, and don’t see it, you can ignore it. </li></ul><ul><li>A way to get your keywords. </li></ul>
  32. 35. Gottawannaneeda <ul><li>We have a client called Bojangles’ (they are for profit) </li></ul><ul><li>Instead of registering we registered </li></ul><ul><li>Because the tag line is Gottawannaneedagettahava Bojangles. </li></ul><ul><li>So it makes people think about what we’re all about instead of just who we are. </li></ul>
  33. 36. Delicious
  34. 37. Delicious <ul><li>Social bookmarking is the solution to never having to e-mail a link home. </li></ul><ul><li>It’s also a way to prove smarts. I have this on the bottom of my e-mail signature. </li></ul>
  35. 38. Delicious
  36. 39. Delicious <ul><li>But consider how this can work for a client. This can be the dynamically updated what’s new section of a website. </li></ul>
  37. 44. How it’s done <ul><li>A somewhat techno-phobic Pete from EMA has a Google alert for Epsom Salt. Google alerts are free, and send him an e-mail (alert) when Epsom Salt is mentioned. </li></ul><ul><li>He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page. </li></ul>
  38. 46. ammado <ul><li>ammado is the global online community of people who care. We connect nonprofits, socially responsible companies and engaged individuals dedicated to positive change on a global and local level. </li></ul><ul><li>ammado has a vision to build a community that will change our world. </li></ul>
  39. 47. ammado
  40. 48. ammado
  41. 49. A place to tell stories
  42. 50. A place for people to give
  43. 51. Ammado on Facebook
  44. 53. YouTube <ul><li>YouTube is an excellent tool for telling stories </li></ul><ul><li>Every second, 20 minutes of video are uploaded to YouTube </li></ul><ul><li>You can create your own branded channel, then encourage end users to create video and add them to favorites </li></ul><ul><li>Even better, film people on site and let them tell their stories via video </li></ul>
  45. 54.
  46. 55. <ul><li>This is the YouTube of PowerPoint presentations. </li></ul><ul><li>I know, it sounds ridiculous. </li></ul><ul><li>But if you have PowerPoint presentations, Slideshare can show the sum total of your knowledge. </li></ul>
  47. 56. <ul><li>Slideshare synchs with LinkedIn. So LinkedIn employees can show the sum total of all the knowledge </li></ul>
  48. 58. This presentation is on Slideshare <ul><li> </li></ul><ul><li>Because it shows off my knowledge </li></ul>
  49. 59. Wikipedia
  50. 60. Wikipedia <ul><li>People sign on. People interact. People police the place, checking updates, etc. </li></ul><ul><li>People take pride in the place. That’s the essence of a an online world. Or network. </li></ul><ul><li>Are you there? Should you be? </li></ul><ul><li>Ever notice how often you search for something that Wikipedia pops up? </li></ul>
  51. 61. Wikipedia <ul><li>Wikipedia gets a lot of Search Engine play because of how search engines now work. </li></ul><ul><li>They are based on Links. </li></ul><ul><li>Thus, your Wikipedia entry will most-likely be the first organic link that isn’t your site. </li></ul><ul><li>It’s another way to tell your story. </li></ul>
  52. 62. Wikipedia <ul><li>Wikipedia is one of the highest things that pops up in Organic Google Search. It’s the classic “About us”, written by the people. </li></ul><ul><li>BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there. </li></ul>
  53. 64. Google Earth <ul><li>Did he just say Google Earth? </li></ul><ul><li>“ You want to chance the world. We want to help” </li></ul><ul><li> </li></ul>
  54. 65. Google Earth
  55. 66. Google Earth
  56. 67. Google Earth <ul><li>If your story can be told with a map, Google wants to help. Number of Grads with jobs, violence against women in the US </li></ul><ul><li>If there’s a story, it can probably be told on a map </li></ul><ul><li> </li></ul>
  57. 69. LinkedIn <ul><li>Is a good way to tell your business story </li></ul><ul><li>To highlight the people who run your organization (sometimes a factor in people giving) </li></ul><ul><li>We use it to highlight our people </li></ul>
  58. 71. Here are some things you can do <ul><li>Create a profile and connect to stakeholders </li></ul><ul><li>Pull data from your old free mail accounts. Your old high school buddy could be rich now and looking for someone to give money to. </li></ul><ul><li>Add content (LinkedIn now lets new people upload a resume) </li></ul>
  59. 72. Home Page
  60. 73. Your Professional Brand- Profile Page <ul><li>Showcase what you’re working on in your status </li></ul><ul><li>Include a photo of yourself </li></ul><ul><li>Create a personalized public URL </li></ul><ul><li>Include link to the places you have a presence (website, Facebook, etc) </li></ul>
  61. 74. Join groups
  62. 76. Ning <ul><li>Ning lets you create and join new social networks for your interests and passions </li></ul><ul><li>In other words: if you have a group of like-minded people all tied up together because of a cause, Ning can be your social network. </li></ul>
  63. 77. Ning
  64. 78. Ning
  65. 79. Ning
  66. 80. Ning
  67. 81. Ning
  68. 82. Ning
  69. 83. Ning <ul><li>You could start a soc network for stakeholders </li></ul><ul><li>For end users </li></ul><ul><li>For donors </li></ul><ul><li>For Alumni </li></ul>
  70. 84. Your website <ul><li>Ask yourself this: </li></ul><ul><li>What does my website do? </li></ul><ul><li>Are donors going? </li></ul><ul><li>Are the people going? </li></ul><ul><li>Add a free analytics package like Google or Yahoo Analytics. It doesn’t hurt to add them both. </li></ul><ul><li>See what people are looking at, and what they’re not. </li></ul>
  71. 85. Your website <ul><li>Then add a Facebook badge. But since you’ll know why people should go to Facebook, you will say it. </li></ul><ul><li>Add your Twitter feed (or simply search Twitter). </li></ul><ul><li>Add your delicious bookmarks. </li></ul><ul><li>Add ammado, Slideshare, start a Ning social network </li></ul><ul><li>You don’t have to use any of the tools I’ve talked about, just let the people you help be the ones that tell the stories that encourage donors to donate. </li></ul>
  72. 86. Outreach Yahoo Answers Slideshare Ning ammado Tiwtter Wikipedia YouTube Events People Delicious LinkedIn
  73. 87. So what now? <ul><li>Set goals, that helps creating content. If the goal of the Facebook page is to tell stories, figure out how you’ll encourage stories. </li></ul><ul><li>If you have an objective, in a year, you’ll know if it’s working. </li></ul>
  74. 88. Questions? <ul><li>?? </li></ul><ul><li>? </li></ul>