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Social media: Is it
right for your organization?
             AFAP Partners Workshop
             May 27, 2012




             JD Lasica
             Founder, Socialbrite.org
             jd@socialbrite.org
What we’ll cover today
 Strategy before tools
 Twitter tactics

 Facebook tactics
 Storytelling
 Use your community

 Hugs, tearful goodbyes
One bit of homework!
     http://socialbrite.org/afap




                             Flickr photo “relaxation,
                             the maldivian way” by
                             notsogoodphotography
Today’s Twitter hashtag
   Tweet this preso! Hashtag: #afap12
                @jdlasica
                                        Creative Commons
                                        photo on Flickr
                                        by Prakhar
10 color handouts—be happy!
     http://socialbrite.org/afap
Socialbrite Sharing Center
     http://socialbrite.org/sharing-center
THE ECOSYSTEM



Types of social media
  Blogs
  Social networks
  Microblogs (Twitter)
  Online video
  Curation (Pinterest)
  Widgets
  Photo sharing
  Podcasts
  Virtual worlds
  Wikis
  Social bookmarking
  Forums
  Presentation sharing
L AY T H E G R O U N D W O R K



Big picture reality check
Before we talk tools, technology or campaigns, do a
self-assessment with your team.

Why are you doing this?

What core values drive your
organization?

What change would you like
to see in the world?

Is there clarity about what your
organization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?
Before you plunge in ...

 Understand that social media is a series of stages: crawl,
 walk, run, fly

 Do you have a social media policy or guidelines?

 Do you have a Strategic Social Media Plan in place?

 Are you listening to your constituents & community?

 Have you built a program before you turn to a campaign?

 Have you identified and trained your team members?
Have you defined a clear theme?
   Boil down your cause to a strong, single sentence

               Vittana:
               Help anyone go to college

               Alter Eco:
               Support fair trade

               ActBlue:
               Elect progressive candidates

               DonorsChoose:
               Support public classrooms in need
Create a Strategic Plan
 360 assessment of
 social media capabilities
 Spell out goals
 Identify online
 community
 Proposed use of social
 tools & platforms
 Recommendations on
 Action Plan & timeline
 Lay out metrics program
 Peer analysis
E S TA B L I S H B U S I N E S S G O A L S



How can you use social media?
1. Raise public awareness of your mission or cause
2. Raise funds for a cause or campaign
3. Reach new constituents or supporters
4. Build a community of champions
5. Recruit volunteers
6. Get people to take real-world actions
7. Enhance existing communications programs
8. Involve the community in decision-making
9. Advance your organization’s mission
Map metrics to goals
Business goals                    Things to measure
• Grow email list                 # newsletter subscribers

• Online visibility, branding     increase in traffic or linkback #s
• Increase comments on blog       avg. # comments/post

• Increase positive mentions of   mentions or pick-ups in blogs
  organization or program         & social networks
• Have visitors stick around      stick rate, bounce rate

• Make our content more viral     # of shares
• Get people to take action       # of petition signatures
• Get people to attend event      # of registrants, year over year
Build community, not eyeballs

      here’s an amazing
difference between building
an audience and building a
 community. An audience
   will watch you fall on a
sword. A community will fall
     on a sword for you.


     — Chris Brogan
  Author, “Trust Agents”
TWITTER



70% Twitter use outside U.S.
TWITTER


Make Twitter work for you
Staff should be trained on how to use Twitter.
Not a broadcasting medium to just distribute press releases or
your headlines.
Start by listening & observing.
Be yourself, be conversational, lose
the marketing jargon.
Use it for outreach, soliciting ideas,
customer support, to announce events,
to recommend articles, to identify experts.
#1 traffic driver: retweets. Use ‘Please RT’ strategically.
Tweets with a URL are 3x more likely to be retweeted.
Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
The right way to tweet
                               Australian Social Innovation
                                   Exchange @AuSIX
 60% retweets, pointing to
 value, sharing other voices

 30% responding, connecting

 10% promoting, announcing
Use Twitter strategically
         Search by location
Tweeting about poverty in Sydney
FACEBOOK



Facebook: The social network
                900 million members worldwide —
              57% of global members use it every day


                                                                           900




                                                                          600




                                                                         300
2004
       2005
               2006
                      2007
                             2008
                                    2009                             0
                                             2010
                                                      2011
                                                             Today
   Facebook’s global growth rate, 2004-2012, in millions
Facebook’s Timeline
Secret groups on Facebook
        facebook.com/groups
FACEBOOK



Get into those news feeds!
             edgerankchecker.com




    Article: http://bit.ly/edgerank-checker
S T O RY T E L L I N G : C O N T E N T & C O N V E R S AT I O N



The power of storytelling




       Cave drawing, Lascaux, France, 17,000 years ago
Your nonprofit is a media outlet
     Awareness > Influence > Action > Impact
STORYTELLING


Tell a personal story
 Find emotional core, use videos or photos to make us feel




                     invisiblepeople.tv
Find your internal storytellers
  List staffers’ skills
  Who’s good at photos?
  Video?
  Writing?
  Facebook or Twitter?
  Create a Blog Squad
  Who’s good at campaigns?
  Open your blog to guest posts
USE YOUR COMMUNITY



Don’t do all the heavy lifting!
                                 Creative Commons
                                 photo on Flickr by
                                 Jason Means




       Don’t be like this guy!
Find your champions!

 Find the big kahunas in your sector by using your listening
 post. Then, influence the influencers.
 Establish a rapport and only then reach out to try to convert
 them into evangelists & ambassadors for your cause.
 Scope out Twitter Lists that intersect with your organization
 or social cause.
 Connect with other social media influencers through their
 blogs and other networks.
Use social love handles!
    Generate an Attention Wave for your cause
The awesome power of free
Free content!                    Free resources!
   Free photos                      Socialbrite.org/sharing-center
   Free videos (eg, TED talks)      Creativecommons.org
   Free music & audio               Techsoup

Free services!                   Free expertise!
   Google Grants                    BarCamp
   YouTube for Nonprofits            PodCamp
   Google Earth for Nonprofits       WordCamp
                                    Social Media
Free software & platforms!          Club
  WordPress & its plug-ins
  Open Office, Google docs
  Drupal, Joomla
flickr.com/creativecommons
                Creativecommons.org
                  Rich source of free
                  commercial &
                  noncommercial images
                  Flickr: 220+ million
                  licenses
                  Use them for your blog,
                  website, email or print
                  newsletter, presentations,
                  etc.
                  Don’t just take. Share!
Integrate social into the culture
  Create teams of participants.
  Knock down the silos.
  Get people using the tools.
  Use ‘reverse mentoring.’
  Share monthly metrics reports.




                                                          Photo on Flickr by lanuiop
  Provide evidence of how social
  media moved the needle.
  Shine a light on examples of
  employees doing social media
  well — reward best practices.    Convert the skeptics
Key takeaways
 Begin with an aligned strategy

 Then use the tools to engage

 Tell your wonderful stories

 Use your community — your
 biggest resource: your supporters!
Don’t settle for the status quo

If you do not change
  direction, you may
  end up where you
     are heading.


      — Lao Tse
Thank you!
              JD Lasica, founder
              Socialbrite:
              Social media consulting for nonprofits
              email: jd@socialbrite.org
              Twitter: @jdlasica
                       @socialbrite




         Tons of resources at
     http://socialbrite.org/afap

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Is social media right for your nonprofit?

  • 1. Social media: Is it right for your organization? AFAP Partners Workshop May 27, 2012 JD Lasica Founder, Socialbrite.org jd@socialbrite.org
  • 2. What we’ll cover today Strategy before tools Twitter tactics Facebook tactics Storytelling Use your community Hugs, tearful goodbyes
  • 3. One bit of homework! http://socialbrite.org/afap Flickr photo “relaxation, the maldivian way” by notsogoodphotography
  • 4. Today’s Twitter hashtag Tweet this preso! Hashtag: #afap12 @jdlasica Creative Commons photo on Flickr by Prakhar
  • 5. 10 color handouts—be happy! http://socialbrite.org/afap
  • 6. Socialbrite Sharing Center http://socialbrite.org/sharing-center
  • 7. THE ECOSYSTEM Types of social media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
  • 8. L AY T H E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading?
  • 9. Before you plunge in ... Understand that social media is a series of stages: crawl, walk, run, fly Do you have a social media policy or guidelines? Do you have a Strategic Social Media Plan in place? Are you listening to your constituents & community? Have you built a program before you turn to a campaign? Have you identified and trained your team members?
  • 10. Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  • 11. Create a Strategic Plan 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on Action Plan & timeline Lay out metrics program Peer analysis
  • 12. E S TA B L I S H B U S I N E S S G O A L S How can you use social media? 1. Raise public awareness of your mission or cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission
  • 13. Map metrics to goals Business goals Things to measure • Grow email list # newsletter subscribers • Online visibility, branding increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
  • 14. Build community, not eyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
  • 15. TWITTER 70% Twitter use outside U.S.
  • 16. TWITTER Make Twitter work for you Staff should be trained on how to use Twitter. Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing. Be yourself, be conversational, lose the marketing jargon. Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts. #1 traffic driver: retweets. Use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
  • 17. The right way to tweet Australian Social Innovation Exchange @AuSIX 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
  • 18. Use Twitter strategically Search by location
  • 20. FACEBOOK Facebook: The social network 900 million members worldwide — 57% of global members use it every day 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  • 22. Secret groups on Facebook facebook.com/groups
  • 23. FACEBOOK Get into those news feeds! edgerankchecker.com Article: http://bit.ly/edgerank-checker
  • 24. S T O RY T E L L I N G : C O N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
  • 25. Your nonprofit is a media outlet Awareness > Influence > Action > Impact
  • 26. STORYTELLING Tell a personal story Find emotional core, use videos or photos to make us feel invisiblepeople.tv
  • 27. Find your internal storytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts
  • 28. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  • 29. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.
  • 30. Use social love handles! Generate an Attention Wave for your cause
  • 31. The awesome power of free Free content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio Techsoup Free services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social Media Free software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
  • 32. flickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!
  • 33. Integrate social into the culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
  • 34. Key takeaways Begin with an aligned strategy Then use the tools to engage Tell your wonderful stories Use your community — your biggest resource: your supporters!
  • 35. Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
  • 36. Thank you! JD Lasica, founder Socialbrite: Social media consulting for nonprofits email: jd@socialbrite.org Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/afap