SlideShare a Scribd company logo
Engaging new
supporters using
social media
CARAVAN STUDIOS, WE BUILT SAFENIGHT
Welcome! We’re using
Readytalk
 If you lose your Internet
connection: reconnect
using the link emailed
to you.
 If you lose your phone
connection:
dial 1-866-740-1260
Access Code 6339428
 Your phones are muted.
 Use the chat to share
your ideas and ask
questions.
What’s happening today
1. Talk about social media best
practices
2. Share what you and your peers are
thinking and doing
3. Ask questions and tell us what you
need
We’ll share slides and notes from today’s session in the
next SafeNight newsletter.
Director of Community and
Partnerships, Caravan Studios
Original Online Community
Manager, TechSoup
Founder, OCTribe
Social Media Consultant
Susan Tenby
@suzboop
Social media is about
building a community
• It’s not a one-way
channel to talk about
yourself
• Cultivate a
community of
evangelists
• Only engage in
channels you can
manage to moderate
and respond in
Use the NPR Model
“My role is to curate good stories that entertain,
enlighten, and inspire people 365 days a year. My
goal is to earn the right to promote my books,
companies, or causes to them just as NPR earns the
right to run fundraising telethons from time to time.”
– Guy Kawasaki
“Content is king, but
distribution is queen and she
wears the pants.”
- Jonathan Perelman, Buzzfeed
CC Image: https://flic.kr/p/6WsfZx
Giving Tuesday campaign
Crowdfunding Engages All Age
Groups
Online donors
55-64 are the
most generous
crowdfunders.
1%
9%
19%
22%
24%
18%
7%
Unknown
18-34
35-44
45-54
55-64
65-74
75+
Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal
Which Should I Use?
• Which platforms will help me reach org
goals?
• Which platforms are our audiences using?
• Which platforms are our target audiences
using?
• Which platforms can we listen and learn?
• Which platforms will allow us to stand out?
Donor Consideration Touch-Points
• Email used to be the first point of contact.
Now social media is often the first
contact.
• Websites are now secondary, primarily
used to gather information.
Identify hashtags used
in your issue area, and
share high-quality
content using those
hashtags to build
credibility.
Expand your network using
hashtags
HASHTAGS
Use Hashtags to speak to your
community.
#DV
#DOMESTICVIOLENCE
#VAW
others?
Piggyback on Your Colleagues’ or
Competitors’ Hashtags
#LYFTNATION
#UBERX
Using P!NK to
get visibility for
our hashtag
Modify a tweet then add a
parenthetical addition to it
Using P!NK to get visibility for
our hashtag
• Engage with them directly.
• Set a meeting with them.
• Make it easy for them to share
your funding ask
• (pre-fab messages for each
channel)
• Use a tool like Nationbuilder
to find who is following you across
different platforms.
Meet Your Super Fans
• Allows you access to stakeholders and
influencers
• Gives you a reason to ping new networks
• Gives a human voice and face to C-level
staff and those behind the vision
Social Media Changed the Way We
Engage
Identify influencers in your network and in your
issue area by using tools like Little Bird and
Buzzsumo.
Make them share your message
• Follow them.
• Engage with their tweets by replying,
commenting, retweeting, or favoriting.
• Favorite positive tweets from other users by
searching for their handle in native Twitter.
Converting a Tweet into an
advocate
Share their long-form
content:
• Visit their blog,
YouTube, Slideshare,
or find recent news
on them.
• Tweet it out with an
@mention.
Converting a Tweet into an
advocate
Scroll through their
Twitter feed:
• Are they running a
campaign? Give them
a shout out.
• Are they participating
in or hosting tweet
chats? Join them.
Converting a Tweet into an
advocate
Add them to a flattering Twitter list.
Subscribe to their Twitter lists.
Converting a Tweet into an
advocate
If they’re live tweeting,
retweet and engage with
their content in real time.
Converting a Tweet into an
advocate
Once you’ve
gotten their
attention via a
follow-back, send
a DM to get their
email address.
If they are near
you, meet them.
Converting a Tweet into an
advocate
What’s too much?
• Find the line
between
informative and
annoying.
• Too many posts
decrease
engagement.
What’s not enough?
• When it looks
like no one’s
there.
What else makes an effective post?
• @Mention and no more than 3 hashtags.
• Pictures and video get 50% more engagement.
What If I Have Nothing to Say?
Curate
Get It Done with Existing Staff
Make it easy.
• Get your staff on-board with sharing your
org’s mission and call to action on their
social.
• Prefabricate posts.
• Optimize social sharing on the website.
Time Investment
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: 15-30 minutes a week
Listservs: 15 minutes a week
Other Groups: 30 minutes a week
Time Investment
In 5 minutes, you can
• Respond to @mentions
• Respond to DMs
• RT someone
Time Investment
With 20 minutes, you can
• Look for shareable content and curate.
• Reach out to new followers.
• Answer a question and amplify it.
• Find an image – resize and caption
Time Investment
With 40-60 minutes, you can
• Search for 5 new people in your field
to follow.
• Live-tweet an event.
• Find and use 5 new hashtags.
• Join a tweet chat.
Nonprofit Orgs
A Social & Mobile Media Blog for
Nonprofits
• Facebook: 93K fans
• Twitter: 788K followers
• YouTube: 1,328 subscribers
• Pinterest: 20K followers
• LinkedIn: 2,154 followers
• Instagram: 8,782 followers
• Google+: 14K followers
Nonprofit Orgs
@nonprofitorgs
• Offers high-
quality free
content
• RTs influencers
• Maintains good
mix of self-
promotion vs. 3rd
party content
Janet Fouts
@jfouts
Variety of content:
• Curated
• Inspiring
• Field related
• Humor
• Personal
Beth Kanter
@kanter
• Informative
• Gracious
• Has Calls to
Action
• Includes insights
into her thought-
process and
ideas
Send pre-fab shareable
messages
1.Write some good tweets and FB posts
that will encourage people to donate
using the SafeNight app.
2.Put them on a page with a
memorable URL, dropbox (bit.ly link
or on your site)
3.Email your board, fans, friends, ask
them to share messages of your
SafeNight campaign
@SAFENIGHTAPP
SAMPLE TWEET
SAMPLE TWEET
TWITTER LISTS OF OVER 600 NONPROFIT CEOS AND EXECUTIVE
DIRECTORS:
• HTTPS://TWITTER.COM/FARRA/LISTS/SOCIAL-EDS/MEMBERS
• HTTPS://TWITTER.COM/CHRISTUTTLE/LISTS/NPED
SLIDESHARES:
• WWW.SLIDESHARE.NET/SUZBOOP
• WWW.SLIDESHARE.NET/GIRARDINL/DONT-PANIC-HOW-TO-
EMBRACE-EMERGING-SOCIAL-MEDIA-WITH-INFINITE-
MAJESTY-AND-CALM
RECOMMENDED READING:
MOBILE FOR GOOD: A HOW-TO FUNDRAISING GUIDE FOR
NONPROFITS BY HEATHER MANSFIELD
24 MUST-READ FUNDRAISING AND SOCIAL MEDIA REPORTS FOR
NONPROFITS
HTTP://WWW.NPTECHFORGOOD.COM/2015/07/03/FUNDRAISINGREPORT
S/
15 MUST-KNOW FUNDRAISING AND SOCIAL MEDIA STATS
HTTP://WWW.NPTECHFORGOOD.COM/2015/01/25/15-MUST-KNOW-
FUNDRAISING-AND-SOCIAL-MEDIA-STATS/
NONPROFIT TECH FOR GOOD’S SOCIAL MEDIA ARCHIVE
HTTP://WWW.NPTECHFORGOOD.COM/CATEGORY/SOCIAL-MEDIA/
SafeNight was made through a
collaboration between Caravan Studios,
AdvanceNet Labs, JayStack, and
domestic violence service organizations
in California.
SafeNightapp.org
Email us:
SafeNight@caravanstudios.org
Follow us: SafeNight on Twitter:
@SafeNightApp
Social Media Questions?
Email: susan@caravanstudios.org
Tweet @suzboop
Thank you!
Please complete the evaluation that
you’ll see immediately following this
session.
Caravan Studios is a division of
TechSoup Global, a 501(c)3
nonprofit organization.
We make apps to increase the
public good.

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Office hours 08 11 15 - Social Media for your DV org

  • 1. Engaging new supporters using social media CARAVAN STUDIOS, WE BUILT SAFENIGHT
  • 2. Welcome! We’re using Readytalk  If you lose your Internet connection: reconnect using the link emailed to you.  If you lose your phone connection: dial 1-866-740-1260 Access Code 6339428  Your phones are muted.  Use the chat to share your ideas and ask questions.
  • 3. What’s happening today 1. Talk about social media best practices 2. Share what you and your peers are thinking and doing 3. Ask questions and tell us what you need We’ll share slides and notes from today’s session in the next SafeNight newsletter.
  • 4. Director of Community and Partnerships, Caravan Studios Original Online Community Manager, TechSoup Founder, OCTribe Social Media Consultant Susan Tenby @suzboop
  • 5. Social media is about building a community • It’s not a one-way channel to talk about yourself • Cultivate a community of evangelists • Only engage in channels you can manage to moderate and respond in
  • 6. Use the NPR Model “My role is to curate good stories that entertain, enlighten, and inspire people 365 days a year. My goal is to earn the right to promote my books, companies, or causes to them just as NPR earns the right to run fundraising telethons from time to time.” – Guy Kawasaki
  • 7. “Content is king, but distribution is queen and she wears the pants.” - Jonathan Perelman, Buzzfeed CC Image: https://flic.kr/p/6WsfZx
  • 9. Crowdfunding Engages All Age Groups Online donors 55-64 are the most generous crowdfunders. 1% 9% 19% 22% 24% 18% 7% Unknown 18-34 35-44 45-54 55-64 65-74 75+ Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal
  • 10. Which Should I Use? • Which platforms will help me reach org goals? • Which platforms are our audiences using? • Which platforms are our target audiences using? • Which platforms can we listen and learn? • Which platforms will allow us to stand out?
  • 11. Donor Consideration Touch-Points • Email used to be the first point of contact. Now social media is often the first contact. • Websites are now secondary, primarily used to gather information.
  • 12. Identify hashtags used in your issue area, and share high-quality content using those hashtags to build credibility. Expand your network using hashtags
  • 13. HASHTAGS Use Hashtags to speak to your community. #DV #DOMESTICVIOLENCE #VAW others?
  • 14. Piggyback on Your Colleagues’ or Competitors’ Hashtags #LYFTNATION #UBERX
  • 15. Using P!NK to get visibility for our hashtag Modify a tweet then add a parenthetical addition to it Using P!NK to get visibility for our hashtag
  • 16. • Engage with them directly. • Set a meeting with them. • Make it easy for them to share your funding ask • (pre-fab messages for each channel) • Use a tool like Nationbuilder to find who is following you across different platforms. Meet Your Super Fans
  • 17. • Allows you access to stakeholders and influencers • Gives you a reason to ping new networks • Gives a human voice and face to C-level staff and those behind the vision Social Media Changed the Way We Engage
  • 18. Identify influencers in your network and in your issue area by using tools like Little Bird and Buzzsumo. Make them share your message
  • 19. • Follow them. • Engage with their tweets by replying, commenting, retweeting, or favoriting. • Favorite positive tweets from other users by searching for their handle in native Twitter. Converting a Tweet into an advocate
  • 20. Share their long-form content: • Visit their blog, YouTube, Slideshare, or find recent news on them. • Tweet it out with an @mention. Converting a Tweet into an advocate
  • 21. Scroll through their Twitter feed: • Are they running a campaign? Give them a shout out. • Are they participating in or hosting tweet chats? Join them. Converting a Tweet into an advocate
  • 22. Add them to a flattering Twitter list. Subscribe to their Twitter lists. Converting a Tweet into an advocate
  • 23. If they’re live tweeting, retweet and engage with their content in real time. Converting a Tweet into an advocate
  • 24. Once you’ve gotten their attention via a follow-back, send a DM to get their email address. If they are near you, meet them. Converting a Tweet into an advocate
  • 25. What’s too much? • Find the line between informative and annoying. • Too many posts decrease engagement.
  • 26. What’s not enough? • When it looks like no one’s there.
  • 27. What else makes an effective post? • @Mention and no more than 3 hashtags. • Pictures and video get 50% more engagement.
  • 28. What If I Have Nothing to Say?
  • 30.
  • 31. Get It Done with Existing Staff Make it easy. • Get your staff on-board with sharing your org’s mission and call to action on their social. • Prefabricate posts. • Optimize social sharing on the website.
  • 32. Time Investment Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes a week Listservs: 15 minutes a week Other Groups: 30 minutes a week
  • 33. Time Investment In 5 minutes, you can • Respond to @mentions • Respond to DMs • RT someone
  • 34. Time Investment With 20 minutes, you can • Look for shareable content and curate. • Reach out to new followers. • Answer a question and amplify it. • Find an image – resize and caption
  • 35. Time Investment With 40-60 minutes, you can • Search for 5 new people in your field to follow. • Live-tweet an event. • Find and use 5 new hashtags. • Join a tweet chat.
  • 36. Nonprofit Orgs A Social & Mobile Media Blog for Nonprofits • Facebook: 93K fans • Twitter: 788K followers • YouTube: 1,328 subscribers • Pinterest: 20K followers • LinkedIn: 2,154 followers • Instagram: 8,782 followers • Google+: 14K followers
  • 37. Nonprofit Orgs @nonprofitorgs • Offers high- quality free content • RTs influencers • Maintains good mix of self- promotion vs. 3rd party content
  • 38. Janet Fouts @jfouts Variety of content: • Curated • Inspiring • Field related • Humor • Personal
  • 39. Beth Kanter @kanter • Informative • Gracious • Has Calls to Action • Includes insights into her thought- process and ideas
  • 40. Send pre-fab shareable messages 1.Write some good tweets and FB posts that will encourage people to donate using the SafeNight app. 2.Put them on a page with a memorable URL, dropbox (bit.ly link or on your site) 3.Email your board, fans, friends, ask them to share messages of your SafeNight campaign
  • 41.
  • 45. TWITTER LISTS OF OVER 600 NONPROFIT CEOS AND EXECUTIVE DIRECTORS: • HTTPS://TWITTER.COM/FARRA/LISTS/SOCIAL-EDS/MEMBERS • HTTPS://TWITTER.COM/CHRISTUTTLE/LISTS/NPED SLIDESHARES: • WWW.SLIDESHARE.NET/SUZBOOP • WWW.SLIDESHARE.NET/GIRARDINL/DONT-PANIC-HOW-TO- EMBRACE-EMERGING-SOCIAL-MEDIA-WITH-INFINITE- MAJESTY-AND-CALM RECOMMENDED READING: MOBILE FOR GOOD: A HOW-TO FUNDRAISING GUIDE FOR NONPROFITS BY HEATHER MANSFIELD
  • 46. 24 MUST-READ FUNDRAISING AND SOCIAL MEDIA REPORTS FOR NONPROFITS HTTP://WWW.NPTECHFORGOOD.COM/2015/07/03/FUNDRAISINGREPORT S/ 15 MUST-KNOW FUNDRAISING AND SOCIAL MEDIA STATS HTTP://WWW.NPTECHFORGOOD.COM/2015/01/25/15-MUST-KNOW- FUNDRAISING-AND-SOCIAL-MEDIA-STATS/ NONPROFIT TECH FOR GOOD’S SOCIAL MEDIA ARCHIVE HTTP://WWW.NPTECHFORGOOD.COM/CATEGORY/SOCIAL-MEDIA/
  • 47. SafeNight was made through a collaboration between Caravan Studios, AdvanceNet Labs, JayStack, and domestic violence service organizations in California. SafeNightapp.org Email us: SafeNight@caravanstudios.org Follow us: SafeNight on Twitter: @SafeNightApp Social Media Questions? Email: susan@caravanstudios.org Tweet @suzboop
  • 48. Thank you! Please complete the evaluation that you’ll see immediately following this session.
  • 49. Caravan Studios is a division of TechSoup Global, a 501(c)3 nonprofit organization. We make apps to increase the public good.

Editor's Notes

  1. Welcome everyone
  2. Ultimate goal, to have a community of fans that are eager to reshare your asks and will help amplify your posts
  3. Think abt campaign as yr social strategy, not a one-off, not a list building exercise, a lot of follow up. Guy Kawasaki talks about the NPR model, build community and then ask for $. Provide great content and THEN ask for $
  4. Adapt yr content so it fits each channel. Don’t share one-size fits all content, make content easily shareable for your networks and friends. A tweet should not be posted to FB, for ex. Create preshareable content all in one bit.ly.
  5. Giving Tuesday is growing, $45 mil in 2014. Source: http://casefoundation.org/blog/givingtuesday-moves-campaign-tradition/ nearly 700,000 tweets using the #givingtuesday hashtag
  6. New channels will make you stand out– look innovative, for example, WWF did a campaign on snapchat and the NY animal shelter put adoptable dogs on Tinder.
  7. Social media has become the first point of contact. You need to make sure that you have someone listening on at least 2 channels
  8. Image shows map of adjacent hashtags to #NPMC. Tool used is hashtagify.
  9. http://hashtagify.me/ Join tweetchats to find ppl in your community
  10. you are positioning your brand relative to similar brands. Same can be done with nonprofits
  11. She has 28 million followers
  12. If they follow you on slideshare, twitter, facebook, linkedin, And engage with them directly – look at your slideshare downloads! Make a meeting. Find your 100 super fans Is there a tool that can identify who follows you across all platforms? https://www.facebook.com/groups/5153873869/permalink/10153028800478870/?comment_id=10153029533918870&offset=0&total_comments=4&notif_t=group_comment_mention
  13. Be Bold. If they follow you on slideshare, twitter, facebook, linkedin, And engage with them directly Make a meeting. Find your 100 super fans Is there a tool that can identify who follows you across all platforms? https://www.facebook.com/groups/5153873869/permalink/10153028800478870/?comment_id=10153029533918870&offset=0&total_comments=4&notif_t=group_comment_mention
  14. Be diligent about engaging with your influencers over a period of time, so you stay top of mind
  15. Getting an influencer to mention your needs and RT your asks is the most important thing to do. An advocate culd amplify yr msg or donate
  16. Also fave-ing and mentioning and RTing makes them notice you.
  17. Remember to post regularly, and RT others, be generous,. Don’t just post when you want funding.
  18. Find images to post on creative commons, use Canva to make them fit social media channels
  19. Curation tools
  20. Mention caution relying on interns to do it
  21. Use Canva
  22. Include time clock
  23. Nonprofit execs CEOs who tweet well
  24. If you have a board, invite them to share word of SafeNight with their personal and professional networks (potential donors!) Provide messaging to cut and paste so sharing is easy. (Use messaging samples on our site.)
  25. MENTION #DV and @safenightapp and we will amplify your tweets
  26. Broadcast each request using social media and point to www.SafeNightapp.org (@SafeNightapp on Twitter) so supporters can download SafeNight to fund your needs.
  27. What makes this good?