Introduction to Social Media for Nonprofits

Introduction to Social Media A presentation for CT Association of Nonprofits FIO Partners, LLC October, 2 2009

Topics for Today’s Session To define social media To identify how social media fits into the strategic management of a nonprofit To define a process for determining how your organization would like to engage with social media

Conceptual Framework - NPO Strategic Management Board of Directors Task #2 Design or re-design the core Task #3 Create or adjust supports and safeguards Executive Leadership Relational Strategy Programmatic Strategy Financial Management Task #1 Align leadership on vision, mission, values, elements of strategic management Information Management Systems Participation Fund Development Marketing/ Public Relations Program Goals Strategies Tactics Outcomes Human Resources Risk Management Physical Plant Organizational Climate Leadership Quality Assurance Organizational Learning Core Safeguards and Support Task #4 Enact ways to improve the organization Organization Improvements All four tasks take place with continuous input and interaction with the organization’s environment. Source: FIO Partners, LLC

Why Social Media? Source: Flickr, Liquid Lucidity's

BASED ON A PRESENTATION BY LEE WHITE Social Media is…

Blogs Social Networks Wikis RSS Podcasts

It is a conversation between…

Clients… Government… Staff… Funders… Donors… Board Members… Thought Leaders… Peer Nonprofits…

And guess what? The social media conversation is…

To join the conversation, we need to be…

But why do we need to listen before we join the conversation?

From the Clue Train Manifesto: ,[object Object]

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

From the Clue Train Manifesto: You must talk to the people with whom you hope to create relationships. If you want us to talk to you, tell us something. Make it something interesting for a change. We have better tools, more new ideas, no rules to slow us down. The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

…a brand new way of creating relationships, knowledge, change… not just a passing fad.

Why is it important for you to consider joining the conversation?

The conversation is happening…with or without you.

April 2008 Study 17000 – globally, only requirement was to log onto internet 1x per day 73% of active online users have read a blog 45% have started their own blog 39% subscribe to an RSS feeds 57% have joined a social network 55% have uploaded photos 83% have watched video clips

Board of Directors Task #2 Design or re-design the core Task #3 Create or adjust supports and safeguards Executive Leadership Relational Strategy Programmatic Strategy Financial Management Task #1 Align leadership on vision, mission, values, elements of strategic management Information Management Systems Participation Fund Development Marketing/ Public Relations Program Goals Strategies Tactics Outcomes Human Resources Risk Management Physical Plant Organizational Climate Leadership Quality Assurance Organizational Learning Core Safeguards and Support Task #4 Enact ways to improve the organization Organization Improvements NPO Strategic Management & Social Media All four tasks take place with continuous input and interaction with the organization’s environment. Source: FIO Partners, LLC

How do we develop a plan?POST ,[object Object]

T is Technology Source: Forrester

People Source: Beth Kanter, from 10/08 Share Our Strength presentation

Who are your people?What are they ready for? Source: Forrester, Groundswell

Who are YOUR people? Find them…. And then listen…. Source: Forrester, Groundswell

Objective: What do you want to accomplish? Increase Revenue from New Donors? By how much? Engage New Clients for Programs? Referrals from Website – how many? Build Awareness of your Cause? New inquiries? Mentions of organization across internet? PICK ONE OBJECTIVE TO START WITH… MUST BE ABLE TO MEASURE a specific measurable result expected within a particular time period

Objective: Decide what you want to accomplish! Board of Directors Task #2 Design or re-design the core Task #3 Create or adjust supports and safeguards Executive Leadership Relational Strategy Programmatic Strategy Financial Management Task #1 Align leadership on vision, mission, values, elements of strategic management Information Management Systems Participation Fund Development Marketing/ Public Relations Program Goals Strategies Tactics Outcomes Human Resources Risk Management Physical Plant Organizational Climate Leadership Quality Assurance Organizational Learning Core Safeguards and Support Task #4 Enact ways to improve the organization Organization Improvements All four tasks take place with continuous input and interaction with the organization’s environment.

Social Media Tracking Source: Danielle Brigada, NWF

Types of Metrics Source: Beth Kanter, PostRank

Strategy: Plan for how relationships with people will change Supporters to help carry messages to other supporters? Volunteers to be more engaged in your organization? How will the stakeholder interface change and/or be improved upon? Source: Forrester, Groundswell

Strategy: Plan for how relationships with people will change Listening Participating Sharing Your Story Social Media Style Generating Buzz Social Networking For Action And Fundraising

Technology: Decide which social technologies to use to support strategies SEE LIST OF TOOLS for…. Listening Participating Sharing Your Story Social Media Style Generating Buzz Social Networking For Action And Fundraising

T: What is the most appropriate tool? Blogs Wikis Social Networks RSS Podcasts

Community Building & Social Networking Share Content Generate Buzz Listen Participate 5hr 10hr 15hr 20hr Less Time More time Source: Beth Kanter & Nina Simon YIKES!

How does this fit in to our current online efforts? Source: Beth Kanter

POST: Components of a Plan ,[object Object]

T is Technology Source: Groundswell

Link Your Objective to the Management of Your Organization

Photo Credits http://www.flickr.com/photos/nickerson/54599684/sizes/m/ http://www.flickr.com/photos/smartbrother/44226712/ http://www.flickr.com/photos/apophysis_rocks/376467264/ http://www.flickr.com/photos/missrogue/619781610/ http://www.flickr.com/photos/decrepit-telephone/280291545/ http://www.flickr.com/photos/stephareno/478105646/ http://www.flickr.com/photos/practicalowl/433659667/ http://www.flickr.com/photos/brokenpixels/108547742/ http://www.flickr.com/photos/kalisah/63911359/ http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/ http://www.flickr.com/photos/theamarand/2883056321/sizes/m/ http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/ Photo by :Lee White SOCIAL MEDIA - Presentation by :Lee White

Best Practice Example – Small Organization

Best Practice Example –Large National Organization NWF inspires Americans to: ,[object Object]

Protect and Restore Wildlife Habitat

Connect with NatureSource: Danielle Brigada, NWF

Best Practice Example –Large National Organization Mixx Twitter Facebook Change.org MySpace Source: Danielle Brigada, NWF

Results Source: Danielle Brigada, NWF

Introduction to Social Media for Nonprofits

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