This document discusses using social media for non-profits. It outlines various social media platforms and how non-profits can leverage them to tell their stories, engage supporters and donors, and spread their message. Key platforms discussed include Facebook, Twitter, YouTube, Wikipedia and LinkedIn. The document emphasizes using these tools to let the people served by the non-profit tell their own stories and impact donors.

1. Social Media for non-profits

2. This is me

3. This is also me:

4. This is also me:

5. Social media presence I show you this because all the things I’m going to talk about are things for your brand. When I say “Your”, there’s a question about personal versus professional Facebook profile versus Facebook page. Should I get a Twitter feed?

6. Social media presence

7. Social media presence

8. Personal vs Professional My opinion, use these tools personally It’s a little different here, so playing with them a little helps 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

9. What is a social network? A social network is a community of people that are tied together by an outcome For an individual, the value of a social network is in their community For a non-profit, the value is in harnessing the community Here’s a sampling of some social networks

10. Social Networks

11. What is a social network? Were you impressed by all the logos? Obviously logos are only part of the story Before we dive deeper into these logos, we should think about what’s different here.

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. Web 2.0 The tools of Web 2.0 exist because people like to share 2 nd Law of Social Networking…people will share twice as much this year as they shared in the previous year People use social media sites to share stories in video, on blogs, on Facebook…

14. Non-profits Most (though not all) non-profits have two distinct targets People who use services People who give – donors Traditionally, marketers have used the stories from the first group to convince the second group to give Social media can help the first people tell their stories

15. Social networking for non-profits

17. #1 Facebook 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.

18. Facebook Page or Cause 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. Here are some examples of pages:

19. Facebook Pages

20. Facebook The new programming lets you interact in an interesting way with fans But first, consider who you want here. Strategically, Facebook can be the tool to let the people you help tell the story

22. Facebook This is a call to action. 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. So get a goal. Create the Facebook page to let end users tell their stories.

23. Causes You can still add the Causes application to your Page. Go here: http://www.facebook.com/causes (and add it) One word of caution: adding a cause to a Facebook page might be enough for some people. That said, 27 million people have added a cause, so it does create awareness.

24. Recap Who do you want to come to your Facebook? What do you want them to do when they get there? Figure that out, then tell people via e-mail, website and even on location (what we call in-store) In one year, how will you measure success?

26. Twitter Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less Twitter is an excellent way to interact with both of your target markets.

27. Twitter If your cause impact’s people’s lives, then it can easily be part of their twitter life. Before jumping in and getting a Twitter feed, take a listen at search.twitter.com. It gives you real-time updates of what people are saying about your non-profit.

28. Twitter Use Twitter to update both donors and people who use the services But also, Twitter can help search a keyword and promote a Facebook page. A non-profit advocating for the end of violence against women could register Twitter.com/end-violence-wny

29. Twitter apps There’s a Twitter app for: Polls Events Images and videos

30. Polls

31. TwtVite.com

32. Scamp

33. To recap There are two ways to think of Twitter: A way to pull people in. If you search for your brand on Twitter, and don’t see it, you can ignore it. A way to get your keywords.

34. Gottawannaneeda We have a client called Bojangles’ (they are for profit) Instead of registering Twitter.com/bojangles we registered Twitter.com/gottawannaneeda. Because the tag line is Gottawannaneedagettahava Bojangles. So it makes people think about what we’re all about instead of just who we are.

35. Delicious

36. Delicious Social bookmarking is the solution to never having to e-mail a link home. It’s also a way to prove smarts. I have this on the bottom of my e-mail signature.

37. Delicious

38. Delicious But consider how this can work for a client. This can be the dynamically updated what’s new section of a website.

43. How it’s done 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. He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page.

45. ammado 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. ammado has a vision to build a community that will change our world.

46. ammado

47. ammado

48. A place to tell stories

49. A place for people to give

50. Ammado on Facebook

52. YouTube YouTube is an excellent tool for telling stories Every second, 20 minutes of video are uploaded to YouTube You can create your own branded channel, then encourage end users to create video and add them to favorites Even better, film people on site and let them tell their stories via video

53. YouTube

54. Wikipedia

55. Wikipedia People sign on. People interact. People police the place, checking updates, etc. People take pride in the place. That’s the essence of a an online world. Or network. Are you there? Should you be? Ever notice how often you search for something that Wikipedia pops up?

56. Wikipedia Wikipedia gets a lot of Search Engine play because of how search engines now work. They are based on Links. Thus, your Wikipedia entry will most-likely be the first organic link that isn’t your site. It’s another way to tell your story.

57. Wikipedia Wikipedia is one of the highest things that pops up in Organic Google Search. It’s the classic “About us”, written by the people. 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.

59. Google Earth Did he just say Google Earth? “ You want to change the world. We want to help” http://earth.google.com/outreach

60. Google Earth

61. Google Earth

62. Google Earth If your story can be told with a map, Google wants to help. Number of Grads with jobs, violence against women in the US If there’s a story, it can probably be told on a map http://www.techsoup.org/learningcenter/internet/page11657.cfm

64. LinkedIn Is a good way to tell your business story To highlight the people who run your organization (sometimes a factor in people giving) We use it to highlight our people

66. Here are some things you can do Create a profile and connect to stakeholders 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. Add content (LinkedIn now lets new people upload a resume)

67. Home Page

68. Your Professional Brand- Profile Page Showcase what you’re working on in your status Include a photo of yourself Create a personalized public URL Include link to the places you have a presence (website, Facebook, etc)

69. Join groups

71. Ning Ning lets you create and join new social networks for your interests and passions 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.

72. Ning

73. Ning

74. Ning

75. Ning

76. Ning

77. Ning

78. Ning You could start a soc network for stakeholders For end users For donors For Alumni

79. Your website Ask yourself this: What does my website do? Are donors going? Are the people going? Add a free analytics package like Google or Yahoo Analytics. It doesn’t hurt to add them both. See what people are looking at, and what they’re not.

80. Your website Then add a Facebook badge. But since you’ll know why people should go to Facebook, you will say it. Add your Twitter feed (or simply search Twitter). Add your delicious bookmarks. Add ammado, Slideshare, start a Ning social network 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.

81. Outreach Yahoo Answers Slideshare Ning ammado Tiwtter Wikipedia YouTube Events People Delicious LinkedIn

82. So what now? Set goals, that helps creating content. If the goal of the Facebook page is to tell stories, figure out how you’ll encourage stories. If you have an objective, in a year, you’ll know if it’s working.

83. Questions? ?? ?