The document discusses how non-profits can use social media to turn "lemons into lemonade" during economic recessions. It notes that while recessions may shrink the number of major donors, social media gives non-profits access to large numbers of potential smaller donors. The document provides an overview of tools like Twitter, Facebook, YouTube and Flickr and how to use them effectively. It also provides examples of how hospitals and non-profits have successfully used social media.

1. Non-Profits,
The Recession, & Social Media:
Turning Lemons into Lemonade
Linda Ziskind / Z2 Consulting

2. But first,
a little background
Linda Ziskind / Z2 Consulting

3. “A powerful global conversation has begun.
Through the Internet, people are discovering
and inventing new ways to share relevant
knowledge with blinding speed. As a direct
result, markets are getting smarter—and
getting smarter faster than most companies.”
The Cluetrain Manifesto
By Rick Levine, Christopher Locke,
Doc Searls and David Weinberger
Published 1999
Linda Ziskind / Z2 Consulting

4. The Cluetrain Manifesto: 95 Theses
(3 to remember)
1. Markets are conversations.
6. The Internet is enabling conversations among
human beings that were simply not possible in the
era of mass media.
9. These networked conversations are enabling
powerful new forms of social organization and
knowledge exchange to emerge.
www.cluetrain.com
Linda Ziskind / Z2 Consulting

5. From the invention of the printing
press in the mid-1400s to our
current digital landscape, media
channels have always flowed one-to-
one, or one-to-many.h
increase in expressive capability in
human history.”
Linda Ziskind / Z2 Consulting

6. UNTIL NOW
Linda Ziskind / Z2 Consulting

7. “The moment we’re living through is
the largest increase in expressive
capability in human history.”
Clay Shirky
Author, Consultant, Professor at NYU
Linda Ziskind / Z2 Consulting

8. ONE-TO-ONE
HAS BECOME
MANY-TO-MANY
Linda Ziskind / Z2 Consulting

9. Anything that happens anywhere in the world where someone has access to the
Internet and a computer, a digital camera, or a cell phone, can not only be
instantaneously globally disseminated, it will grab attention, instigate
conversation, and generate a community of interested participants.
John Dkar/AP Television
The Epoch Times
Linda Ziskind / Z2 Consulting

10. “Media is less and less about
crafting a single message to be
consumed by individuals. It’s
more and more often a way of
creating an environment for
convening and supporting
groups.”
Clay Shirky
Linda Ziskind / Z2 Consulting

11. The Long Tail
“….In other words, the potential aggregate size of the many
small markets in goods that don't individually sell well
enough for traditional retail and broadcast distribution may
someday rival that of the existing large market in goods that
do cross that economic bar.”
Chris Anderson, Editor-in-Chief, Wired Magazine / Author, The Long Tail
Linda Ziskind / Z2 Consulting

12. Lemons to Lemonade
Non-Profit Donor Impact
1st Tier Donors
2nd Tier Donors
While the weak economy may have shrunk the number of first
tier donors, new technology tools have given non-profits
access to a potentially very large natural constituency and
community of lower tier supporters, unconstrained by
geography, time-zone, or traditional reach obstacles.
Linda Ziskind / Z2 Consulting

13. Four Useful Social Media Tools
Twitter Facebook
micro-blogging Community
YouTube Flickr
Video Photo-sharing
Linda Ziskind / Z2 Consulting

14. 10 WAYS TO HELP
YOU SUCCESSFULLY
INCORPORATE TWITTER
INTO YOUR SOCIAL MEDIA
ACTIVITIES
Linda Ziskind / Z2 Consulting

15. 1. Build Community:
Look for people to follow and add to your community. Search
relevant keywords. When you find appropriate people to
`
follow, see who they’re following and follow those people as
well.
*List included in presentation addendum
Linda Ziskind / Z2 Consulting

16. 2. Listen:
Pay attention to what your followers Tweet. Follow their
links and look for the hashtags* that they use. Search for
what the Tittersphere is saying about your organization.
Search for conversations about your market or business
interests.
* Hashtag is a designated keyword that is preceded
by a hash marke (#) which indicates a topic of
discussion and makes it searchable. E.g.
#socialmedia Linda Ziskind / Z2 Consulting

17. 2. Listen:
Linda Ziskind / Z2 Consulting

18. 3. Be Transparent:
Don’t hide who you are. People want to know that they’re
speak to real people in a human conversation. If you’re
tweeting for an organization, be sure to identify
yourself.
Linda Ziskind / Z2 Consulting

19. 3. Be Transparent:
Linda Ziskind / Z2 Consulting

20. 4. Don’t Advertise or Market:
Social media isn’t a broadcast medium and your followers
aren’t your audience. Marketing happens on Twitter, but it
happens as an organic outcome of open and honest
conversation.
Linda Ziskind / Z2 Consulting

21. 5. Develop Guidelines for Conversation:
Consistency in brand communication is critical, even in
casual conversation. Create messaging guidelines so that
when you, or anyone in your organization, Tweets about
your brand, it will always be on-message.
Linda Ziskind / Z2 Consulting

22. 6. On-line Criticism is an Opportunity:
When organizations are criticized privately, they don’t have the
chance to respond, remedy, and retain loyalty. Social media takes
your customers’ conversations public, giving you the opportunity
to engage in that conversation and avert PR issues.
Linda Ziskind / Z2 Consulting

23. 7. Engage:
It’s great to re-tweet and post interesting links and
messages. But if you don’t converse with your followers,
you’re not forming relationships.
Linda Ziskind / Z2 Consulting

24. 7. Engage:
Linda Ziskind / Z2 Consulting

25. 8. Create Community:
Your organization has a natural constituency of people who
believe in your mission. Organize this support into a
community where people can share thoughts and information
with your organization and with each other. This gives
them a stronger connection to you.
Linda Ziskind / Z2 Consulting

26. 9. Follow Technical Developments:
Twitter third party apps that improve the efficiency and
functionality of Twitter are being launched all the time.
From collecting online donations, to graphing your Twitter
stats, these apps can help you manage your account and
become a more effective Tweeter.*
*List included in presentation addendum
Linda Ziskind / Z2 Consulting

27. 10. Have Fun:
They don’t call it “Social” Media for nothing. Unlike the
conference or board room, Twitter is a place to reveal a bit of
who you are and show a human side. It will help your followers
form a relationship with you, and it will make your Twitter
experience that much more enjoyable.
Linda Ziskind / Z2 Consulting

28. Linda Ziskind / Z2 Consulting

29. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

30. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

31. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

32. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

33. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

34. Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting

35. Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting

36. Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting

37. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

38. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

39. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

40. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

41. How Social Media is
Different from
Traditional
Marketing
Linda Ziskind / Z2 Consulting

42. Social Media is different from all other business and organization
communication models. It requires a dramatic shift in thinking.
 Social Media is not a spectator sport. It is
designed around participation.
 Participation leads to conversation.
 Conversation leads to community.
 Communities lead to collaboration.
 Collaboration leads to collective intelligence.
 Collective intelligence shapes and changes
social media.
Linda Ziskind / Z2 Consulting

43. How Social Media is
The Same as
Traditional
Marketing
Linda Ziskind / Z2 Consulting

44. Social Media requires the same strategic objectives discovery and
branding identity work as traditional media.
 Clearly define your organization’s brand
• Identify and understand your communication
objectives
 Identify your target audience and craft
messaging guidelines
 Ensure that all staff are trained and
knowledgeable about social media as well as
about your organizations communication goals
Linda Ziskind / Z2 Consulting

45. Addendum
3rd Party Twitter Tools:
Desktop Twitter Platforms:
Helps organize your Twitter experience by allowing you to segment the people you follow into groups. They also allow you
manage multiple Twitter accounts (e.g., personal & business) without having to log-in and out, or use two browsers. Depending
on the platform, you can also perform other tasks, such as pre-write Tweets and schedule them to be delivered at a later time,
see the long version of shortened URLs
• www.cotweet.com
• www.brizzly.com
• www.hootsuite.com
Share photos or files on Twitter:
Photo apps allow you to upload photos from your phone-camera to Twitter, as well as from your desktop. File-sharing apps
allow you to upload and share files on Twitter, either privately to one person or publicly.
• www.twitpic.com
• www.flick.to.twit.com
• www.filetwt.com
• www.filesocial.com
Linda Ziskind / Z2 Consulting

46. Addendum
3rd Party Twitter Tools:
Note: to shorten URLs for use in Tweets, try www.bitly.com, www.budurl.com, or www.is.gd There are others as well. Try to use one that will also give you stats on
who clicked on the link.
Monitor and Track keywords and brands:
These tools track keywords and mentions across the entire “Twitterverse”. Some even allow you to track mentions acorss RSS
feeds.
• www.monitter.com
• http://search.twitter.com
• www.twazzup.com
• www.convomonitor.com
• http://hastags.org
Measurement & ROI:
There are many tools that measure various things, such as influence, social capital, reach, ranking, etc. These are a few to try
out:
• www.twitteranalyzer.com (comprehensive daily stats for your reach, subjects, hashtags, mentions, follwers, and much more. )
• www.twollow.com (tracks keywords/company mentions in tweets)
• www.tweetsentiments.com (sentiment analysis for users or keywords)
Linda Ziskind / Z2 Consulting

47. Addendum
Additional links and reading recommendations:
Links:
www.smartbrief.com/socialmedia (free daily briefing newsletter on social media)
http://bit.ly/7AzD9u (Case study on how Avaya used social media to land a $250,000 sale.)
http://mashable.com/guidebook/twitter/ (a great resource for all of the basics on Twitter as well as advice on growing your
influence.)
http://bit.ly/91JGeS (Tips on setting up a non-profit Facebook page)
Books:
Here Comes Everyone - Clay Shirky (an absolute must-read, bible of a book. If you only read one book about social marketing/
community, this is the one)
The Cluetrain Manifesto – 10th Anniversary Edition – Rick Levine, Christopher Locke, Doc Searls, David Weinberger (10 years
ago very few people paid attention to the amazingly prescient observations of these five men. Today, everything they posited
has become the defacto way of business. And the hardcover version is currently only $6.60 on Amazon.)
Socialnomics – Erik Qualman (How social media platforms like Facebook & Twitter are fundamentally changing the way both
consumers and businesses behave and restructuring the traditional rules of influence and economics.)
Trust Agents – Chris Brogan & Julien Smith (How people use online tools to build networks of influence)
Linda Ziskind / Z2 Consulting