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Online Social Networking
The document outlines strategies for nonprofits to engage effectively in online social media, emphasizing the importance of a collaborative approach to communication and audience interaction. It addresses common fears associated with social media usage and offers practical guidance on implementing strategies, setting objectives, and creating content that resonates with supporters. Additionally, it highlights the significance of optimizing online presence through tools like SEO, email marketing, and video sharing to enhance outreach and build relationships with the community.
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Online Social Networking
- 1. Presented by: Kristen Bonk kbonk@parklawn.com @kbbonk on twitter
- 2. WHO ARE YOU? Who’sthis Kristen gal & why are we listening to her? Marketing and Volunteer Manager @ParkLawnCharity 4+ years working in non-profit What’s Park Lawn? Providing services that promote independence, choice and access to community living for people with developmental disabilities since 1955. www.parklawn.com www.Facebook.com/ParkLawnCharity www.twitter.com/ParkLawnCharity www.youtube.com/ParkLawnAssociation And United Way South – Southwest Suburban? Working to create meaningful and measurable change by investing in income, education and health programs that support the 10-year vision LIVE UNITED 2020. http://www.uw-mc.org/southland/ http://www.facebook.com/unitedwaychicago http://twitter.com/#!/unitedwaychi http://www.youtube.com/user/unitedwaychicago http://feeds.feedburner.com/unitedwaychicago
- 3. WHO’S WHO? o Who Are You? oWhere Are You From? (Give a great plug for your nonprofit!) o What TWO words come to mind when you hear “Online Social Networking”?
- 4. TODAY’S GOALS Purpose ofonline social networking Brainstorm together Find an online purpose for every department Excite you to go online Email resourceful links to yourself
- 5. ONLINE SOCIAL MEDIA ISABOUT REACHING AND CONNECTING WITH PEOPLE!
- 6. WHAT IS SOCIAL MEDIA? Content formed by the collaboration of two or more people that takes place on the internet. (Source: Emily Culbertson of Community Media Workshop) A virtual framework consisting of tools which enable users with a common goal or interest to set up communities and exchange information. (Christophe Debruyne on Mashable post describing social media in 140 characters or lest. @chrdebru) Picture from www.cibcommunications.co.uk/images/uploads/pdfs/What-is-Social-Media-.jpg
- 7. Traditional Media Social Media Encyclopedia Britannica E-Newsletter New York Times Facebook Print Newsletter Twitter Wikipedia
- 8. “Online Social Media” are NOT dirty words!
- 9. FEARS MOVING INTO ONLINE SOCIAL MEDIA Senior staff & board might lose control. Dealing with negative comments. Addressing personality versus organizational voice. Fear of failure Perception of wasted time and resources. Suffering from information overload already, this will cause more. Source: Slide 38 on Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map” What are other fears?
- 10. FIRST: ENJOY YOUR PERSONAL ACCOUNT Facebook, twitter and others are more than someone’s annoying thoughts. Experiment and have fun. It’s SOCIAL! Hiding posts / apps makes it more enjoyable. Set privacy settings.
- 11. Why Should My Non-Profit Care?
- 12. Cost effective wayto engage supporters, volunteers and potential supporters. An opportunity for conversation A great way to reach certain audiences Source: Idealware.org download: http://www.idealware.org/sites/idealware.org/files/SocialMediaReportV8.pdf
- 13. NON-PROFIT UPDATED MARKETING FUNNEL How do you get people to care for your charity? This begins and continues offline as well as online! Source: McKinsey & Company Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter/ Source: Beth Kanter’s blog: www.bethkanter.org
- 14. OFFLINE AND ONLINE MUST WORK TOGETHER Tours Website Fundraising Events Facebook Chamber Luncheons & Offline Videos on Youtube BAH Newsletters Stories on blogs Letter Appeals Staff & volunteer events Twitter Online Annual Reports Groups on LinkedIn Meetings
- 15. WHERE’S YOUR AUDIENCE? What channels to use out the hundreds available? What would be most worth your while? Photo courtesy of http://www.socialmediamagicuniversity.com/
- 16. Listen to whatpeople are saying about your issues. What questions are people asking about your org online? What are your competitors doing? Listening tools: Google alerts emailed to you Technoratti for blogs Search Twitter and Facebook Google Analytics Offsite events and fundraisers What do you use?
- 17. IF YOU WANTPEOPLE TO CARE, MAKE IT ABOUT THEM….NOT YOU! Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate” slide 29 by Farra Trompeter March 12, 2010 Source: Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my- twitter-enga.html
- 18. MAP OUT APLAN Goals (broad statement) • Provide information about our orgs issues. Objectives (specific & measurable) Increase followers by 50% by December 1, 2011 Strategy Give quick and thoughtful responses Shout outs to other nonprofits and supporters Tactics Integrate social media across staff and departments by 2012 Create videos highlighting our orgs impact Tools Source: http://www.bethkanter.org/25-smart/ Photo from http://www.smallbusinessmavericks.co m/your-social-media-road-map.htm
- 19. ACTIVITY FUN! Discuss witheach other your organizations goals How are you mapping it out? What tools are you using?
- 20. WHO? WHAT? WHEN?WHERE? WHY? Who will post online? What will we post to meet our goals When will we post: x hours daily / weekly / monthly Where will we post? Why are we posting there?
- 21. OK, I’M ONLINE, NOW WHAT? “It’s important to think of these social media channels as tools to communicate in a social manner rather than the end in and of itself—in other words, social media is the journey, not the destination.” (Source: Idealware PDF “Social Media Decision Guide” page 8.) Create an online social media policy. “Guidelines: This section should be one or more pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. ” “Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. ” Photo from http://socialfresh.com/a- Source: http://www.bethkanter.org/trust-control/ template-to-help-start-your-social- media-policy/
- 22. WHY ANOTHER POLICY? Controlthe fears mentioned earlier Be proactive for legal reasons Media sources are now quoting tweets and posts Connects with online social media plan Policy examples are available at: www.wiki.altimetergroup.com www.socialmediagovernance.com/policies www.charityhowto.com/blog/?p=52 Does your organization have a policy? What examples have you seen and liked?
- 23. SEARCH ENGINE OPTIMIZATION Whatis it? Search Engine Optimization or SEO is optimizing your presence online so when someone searches for your name, you’re top on the list. How do I use it? Search engines like Google, Yahoo and etc. rank your website and presence online based on keywords and originality of content. Long & descriptive headlines are considered more important to search engines. Photo courtesy of: http://www.searchengineoptimizationcompany.ca/
- 24. WHERE’S BASE? Have aneffective website as your base. Make it donor friendly. Revolve around the mission and content. Free website ideas? Allow supporters to share stories.
- 25. FEEDBACK TIME! Let’s lookat Park Lawn’s website and tell me what you like and think should be fixed. How can it create more of a relationship? What are some of your favorite websites and why?
- 26. If you don’thave a resources for videos, but you have a staff of writers, create a blog! A site to provide commentary, stories, or a personal diary. Allowing readers to leave feedback is extremely important to build better relationships and listening Blog Sauce Image: http://sundayafternoonhousewife.com/monday-link-love-blog-boosting-tips/
- 27. WHY BLOG? On average 55% more visitors 97% more links to your website (improves search results) Engage, connect and relate Source: Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6 and http://smallbiztrends.com
- 28. ANATOMY OF ABLOG Example blog: http://dda604.com/page/2/ Search Nice background image Link to website Links to other social media sites and RSS feed Main Post with easy to read headline Category tags
- 29. I SEE “RSSFEED” A LOT, WHAT IS THAT? Rich Site Summary is a format to deliver and receive ever changing format web content. Click on this icon, enter your email and click “subscribe” Receive it to your email as a handy resource Source: http://www.whatisrss.com/
- 30. WHO CAN BLOGFOR YOU? WHAT TO BLOG ABOUT? Management People who benefit from your services Volunteers New employees Who else?
- 31. LET’S GET SOCIALWITH: Allows you to set up a profile, and post updates, links, conversations, events, photos, videos, petitions, or even collect donations online. In order to create a page for your nonprofit, you must have a personal profile or business account. Facebook has more than 750 MILLION users. It’s particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events. (Source: Idealware PDF “Social Media Decision Guide” page 5)
- 32. LET’S GET SOCIALWITH: Creating an account is very simple and then creating a page is even more simple. Expect to spend about 2-4 hours a week to manage your Facebook (Source: Idealware PDF “Social Media Decision Guide” page 5) Pages vs. Groups Pages – More public; anyone can see posts Groups – More private and must be approved or added by other members.
- 33. HOW TO CREATEA PAGE
- 34. HOW TO CREATEA PAGE
- 35. You’ll be askedto create an account for your business, so follow directions and find nonprofit. You need to validate your account for security reasons. Facebook will send an email to the email address you used to register. Source & images: Justgiving slideshare.net “Charity Guide to Facebook Fan Page”
- 36. Brand Your Page Claimyour vanity URL Facebook.com/username Upload a square logo
- 37. Claim Your Community Page Search in Facebook for your organization Search fellow co-workers listing of employer Claim your community page Connect check-ins
- 38. Complete Your Profile
- 39.
- 40. Engage With Your Fans
- 41.
- 42. ACTIVITY TIME! ☺ What do you post on your organization’s Facebook? Do your posts help out your objective and strategy? What do other organizations post that you like? Discuss!
- 43. WHAT’S Twitter is aplace where people with the same interests can provide resources, chat, add photos and more. A post on Twitter is called a “tweet” and must be within 140 characters People can choose to follow your tweets If they like it they can retweet or quote the tweet highlighting who it’s from writing “RT” in front or saying another sort of comment.
- 44. Basics Tweets in 140 characters @ Replies Direct Messages RT Hashtags Source: Kristin Gast of United Way slideshare.net “Social Networking 101”
- 45. Think of itlike a radio station “Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates.” (Source: Idealware PDF “Social Media Decision Guide” page 5) Expect to spend about 2 hours a week to manage Twitter feed Shoot for 1 tweet, one @reply and one RT per day Research who are big influencers Follow them Converse with them Listen to what they’re saying
- 46. Brand Your Profileon Choose your username @ParkLawnCharity @Aspire Upload a square logo Create a background Complete your profile
- 47. MULTIPLE PEOPLE FROMSAME ORGANIZATIONS ON
- 48. ANOTHER ACTIVITY! !☺ What would you tweet? Who else in your organization can tweet? How can your tweets help your overall objective and strategy? What are other twitter accounts you like? Discuss!
- 49. VIDEO SHARING SITES Videoscan be compelling stories or educate Not as social, but it can create social opportunities Where to get an inexpensive video recorder? Digital cameras Flip Video Smartphone (not as great quality, but it’s available)
- 50. VIDEO SHARING SITES OnYoutube.com, you can apply for a non-profit specific channel Provides clickable asks on top of videos Upload longer videos People can subscribe and comment on your videos Time spent on this varies. Could take 1-2 hours to just film it and upload on your channel To edit it and make it look a little more professional takes more time
- 51. VIDEO SHARING SITES Somehelpful video editing information Windows Movie Maker is free and easy to make a basic video Pinnacle products with prices ranging from $60 - $170 Avid Studio editing software Or edit it directly on Youtube.com Some Youtube Ideas for Nonprofits Reach Out. Partner Up. Keep It Fresh. Spread Your Message. Be Genuine. Source: http://www.youtube.com/t/ngo_tips
- 52. VIDEO SHARING SITES What kind of videos to create? Length Educational Put a face to an organization Make your videos findable – SEO! Title Description Tags Brand your channel / page Post a bulletin and alert your friends / subscribers Post on other social media channels (Source: Rich Brooks on http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube- marketing-results/)
- 53. WHY MATTERS In 1 minute 35 Hours of Videos are Uploaded 15 Billion Videos were streamed in May Source: Neilsen Reports http://www.nielsen.com/us/en/insights/press-room/2011/q1- cross-platform-report.html Internet Video Viewing up 35% Compared to traditional TV viewing that increased0.2% Source: Michael Hoffman slideshare.net “Youtube for Nonprofits” page 9 & Nielsen / Net Ratings (October 2007) – US Audience. Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results” http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/
- 54. VIDEO SHARING SITES EXAMPLES
- 55. VIDEO SHARING ACTIVITY EXTRAVAGANZA Whatvideos would your audience be interested in? What videos would help with your overall communications goals and strategy? What other non-profit videos inspire you? Discuss & show other sites online that you like.
- 56. WIKI! WIKI! WHAT? “Wiki” is “defined as a generic term which is used to describe a certain kind of collaborative website that can be edited by any user and/or visitor.” * “Often free and allow collaboration, knowledge retention, search and real time centralization of information”** Some organization use private Wiki’s to organize and document internal projects. •Source: http://www.mediawiki.org/wiki/Wikipmediawiki •**Source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits”
- 57. WIKI IN PRIVATEUSE Image and Source from Julie Spriggs slideshare.net “Wiki for NonProfits” page 10 and "Intellipedians" US Intelligence Community
- 58. WIKI USE •Image andsource: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits” page 15
- 59. WIKI USE EXAMPLES Projectmanagement - Plan an event with committee Image & Source: Julie Spriggs slideshare.net “Wiki for Nonprofits” page 30
- 60. WIKI USE EXAMPLES Intranet- department or board
- 61. According to researchcarried out by search engine marketing firm Spannerworks, social media site Wikipedia appears in Google’s first 20 results for 88% of the top 100 global brands. ** Way to increase Search Engine Optimization Must be accurate and objective statements about your organization. * *Source: Bob Goldfarb Blog: http://ejewishphilanthropy.com/the-wikipedia-secret/
- 62.
- 63. E-Marketing Use emails to draw support and direct people to site Have a prominent online sign up form on EVERY page with reasons and benefits of joining Viral marketing “Forward to a Friend” & share online Offer incentives Promote e-newsletter on print publications Source: Betsy Harmon of Harmon Interactive
- 64. E-Marketing Email must havea good RAP Relevant Anticipated Personal Test the format Image blocking Reading the email on phone Source: Betsy Harmon of Harmon Interactive
- 65. E-Marketing Email Marketing Tools Vertical Response Allows nonprofit 501c3 organizations to send up to 10,000 emails per month for FREE! Constant Contact Email Now powered by Emma Mail Chimp Construct a list, don’t buy one People must be allowed to opt in Also allow them to unsubscribe
- 66. QR Codes & QR Code Tags Quick Response Codes A matrix barcode to be ready by smart phones Created by Toyota in 1994 and sees frequent use in Japan and South Korea Tag Tags are same thing made by Microsoft QR Codes are more often used In June, 14 million people scanned barcodes (Source: comScore Inc.) Source: http://en.wikipedia.org/wiki/QR_code
- 67. QR CODES Lots of apps to scan Make certain apps on different phones can scan Once scanned, it will be a quick response to following: Website Email Sign In Contact Information Note Video What else?
- 68. Ripple of Effects Did you accomplish everything in your strategy? Build a relationship first online and continue offline Might take a while before you see return on investment, but result could be huge! Photo: www.hightechdad.com
- 69. RESOURCES Allison Fines Donor’sForum presentation and notes, book “The Networked Nonprofit” and website www.allisonfine.com Beth Kanter’s blog (www.bethkanter.org/) and book “The Networked Nonprofit” http://www.smartchart.org/ http://dp.continuousprogress.org/node/22 Presentations from www.slideshare.net Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map” Farra Trompeter of Big Duck “Social Media: transforming the way nonprofits communicate” Kristin Gast of United Way “Social Networking 101” Justgiving “Charity Guide to Facebook Fan Page” Michael Hoffman of See3 Communications “Youtube for Nonprofits Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6
- 70. Idealware “Nonprofit SocialMedia Decision Guide”, PDF, July 2010, Laura Quinn & Andrea Berry http://www.pinnaclesys.com/PublicSite/us/Products/Consumer+Products/Home+Video/ Studio+Family/ McKinsey & Company Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-twitter- enga.html http://dda604.com/page/2/