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Recruit, Retain, Recognize: Using Social Media to Manage Volunteers


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This presentation was given at the 2011 Volunteer Administrators Network Conference by NPower NW Community Engagement Coordinator Mandi Moshay.

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Recruit, Retain, Recognize: Using Social Media to Manage Volunteers

  1. 1. Recruit, Retain, Recognize:Using social media to manage volunteersJune 22, 2011<br />
  2. 2. NPower Northwest<br />Vision <br />A thriving community with high performing nonprofits.<br />Mission<br />To strengthen the nonprofit sector by catalyzing innovation and driving adoption of technology solutions.<br />
  3. 3. Who am I?<br />Community Engagement Coordinator @ NPower NW<br />Late adopter of social media<br />Sponge for “social”<br />
  4. 4. What we’ll cover today<br />Social media: what and why<br />Goals and strategies<br />Statistics <br />Effective use<br />Case studies<br />What to watch out for<br />Tools to make it easier<br />Q&A<br />
  5. 5. This PowerPoint deck…<br />Will be made available on our Facebook page later today<br />
  6. 6. What is social media?<br />Working definition:<br />Online communications channels that facilitate interaction and media distribution between people. Allows participation, engagement, and feedback in real time.<br />
  7. 7. Who are you?<br />Personal user of social media?<br />Organization using social media?<br />Responsible for social media?<br />Do you even like social media?<br />
  8. 8. What’s the big deal?<br />Where people spend their time<br />Growing<br />Free (sorta)<br />Add human voice<br />Engagement<br />Drive web traffic<br />Leverage networks<br />Listen<br />Volunteer management<br />
  9. 9. Goals and Strategy<br />
  10. 10. Setting your goals<br />“Look before you tweet”<br />Goal-setting informs tool/content<br />70% of strategy should be done<br />
  11. 11. Busy ≠ Effective<br />
  12. 12. Layers of strategy<br />
  13. 13. Goals and strategies Activity<br />What are your goals* for your organization’s communications?<br />Three overall communications goals<br />Three online communication goals<br />*If you are unsure of your organization’s official goals, just use what you think is most appropriate<br />10 minutes<br />
  14. 14. About your goals…<br />Are they SMART?<br />
  15. 15. Measure, analyze, track results <br />Review stats <br />Facebook: Insights, comments, likes<br />Twitter: Click-throughs, RTs, tweets with your #<br />Blog: Shares and clicks<br />YouTube: Views, likes, shares<br />Third party tools<br />Note what is resonating <br />Track upticks in recruitment<br />
  16. 16. The Numbers<br />
  17. 17. Overall use<br />Widespread adoption among NPs<br />Still growing<br />
  18. 18. Facebook<br />Most widely used<br />Demographics:<br />
  19. 19. Twitter<br />Less widely used<br />Skewed heavily toward young adults<br />Demographics:<br />
  20. 20. Other platforms<br />LinkedIn<br />17% of Americans have a profile<br />30% adoption rate among NPs<br />YouTube<br />48 hrsof video uploaded every second<br />47% of NPs have video on site<br />Blogs<br />As of Feb, over 156M blogs online<br />
  21. 21. Guidelines for Effective Use<br />
  22. 22. General guidelines<br />Goals/strategy determine tool<br />Cross-channel<br />Stick to the plan<br />Approach like a friendship<br />
  23. 23. Remember this quote…<br />“There is no such being as nonprofits or companies - there is only a network of people doing work under the same name with the same goals. Social media belongs to real humans doing a very human activity - connecting with one another over shared interests”<br />-Wendy Harman <br />Social Media Director<br />American Red Cross<br />
  24. 24. Facebook<br />Pages for organizations<br />Private pages for board<br />Post events, photos, video<br />Encourage volunteers to post and <br /> tag photos<br />Promote and thank<br />
  25. 25. Case study: NYC Anti-Violence Project<br />Over 2,600 fans<br />Diverse volunteer opportunities<br />Used to recognize and recruit<br />
  26. 26. Case study: Seattle Works Day<br />Recruited over 1,200 volunteers<br />Promoted across channels<br />Real-time updates from org and <br /> volunteers<br />
  27. 27. Twitter<br />Conversation/listening<br />Search and engage<br />Use # <br />RT/tag volunteers/partners<br />
  28. 28. Case study: American Podiatric Medical Association<br />Over 1,300 followers<br />Utilize a targeted approach<br />
  29. 29. Case study: Seattle Works Day…again<br />Set # ahead of time to create buzz<br />Followed participants<br />RTs to recognize and thank in real time<br />
  30. 30. LinkedIn<br />Many volunteer to network/<br /> resume build<br />Groups appear on member profiles<br />Screen skilled volunteers<br />
  31. 31. Case study: Autism Speaks<br />
  32. 32. YouTube<br />Actual footage of the volunteer <br /> experience<br />Easy to make on the cheap<br />Potential for orientation videos<br />
  33. 33. Case study: Images Cinema<br />Step-by-step training for shift at theater<br />
  34. 34. Blog<br />Storytelling tool<br />Adds human voice<br />Fun tool: Typealyzer<br />Profile volunteers or teams<br />Allow guest posts<br />
  35. 35. Case study: United Way of King County<br />Use blog to profile outstanding volunteers<br />Amy tweeted to her followers/posted on FB<br />
  36. 36. Exercise<br />Write down one thing you are committed to do to move your social media efforts forward within the next week.<br />Share with your neighbor<br />5 minutes<br />
  37. 37. Watch Out For…<br />
  38. 38. Rogue post: American Red Cross<br />
  39. 39. Rogue post: American Red Cross<br />
  40. 40. Rogue post: American Red Cross<br />
  41. 41. Controversial staff posts: Reel Grrls<br />
  42. 42. Controversial staff posts: Reel Grrls<br />
  43. 43. Criticism: United Way Hunger Challenge<br />
  44. 44. Criticism: United Way Hunger Challenge<br />
  45. 45. Tools To Make It Easier<br />
  46. 46. Tools to make it easier<br />Content development<br />Editorial calendar<br />Mix new/recycled content and guest posts<br />Google Alerts<br />RSS aggregator (my fave is Google Reader)<br />Management<br />HootSuite/TweetDeck<br /><ul><li>Monitoring</li></ul>Social Mention<br />Radian6/ScoutLab<br />Twitalyzer<br />
  47. 47. HootSuite – I  you<br />
  48. 48. HootSuite – I  you<br />
  49. 49. Social media resources<br />Social media and #nptech<br />Beth Kanter<br />Mashable<br />NPower <br />NTEN<br />Social Media Club<br />TechSoup<br />NP marketing and communications<br />Claxon Marketing<br />Frogloop<br />Katya’s Nonprofit Marketing Blog<br />Kivi’s Nonprofit Communications Blog<br />MixtapeCommunications<br />
  50. 50. Questions?<br />
  51. 51. Thank you<br />Connect with me:<br />Mandi Moshay<br />Community Engagement Coordinator<br /><br />Twitter:<br />Connect with NPower Northwest:<br />Website/Blog:<br />Facebook:<br />Twitter: @npowernw<br />