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Social Media 101 For Nonprofits
The document discusses the evolution and impact of social media, highlighting its global, interactive nature and the shift from traditional broadcasting to dialogue and engagement. It provides details on various platforms like Facebook, LinkedIn, and Twitter, emphasizing their unique features, user demographics, and the benefits of social engagement such as brand recognition and improved relationships. The content concludes with strategies for effectively utilizing social media while prioritizing customer listening and knowledge sharing.
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Social Media 101 For Nonprofits
- 1. Media is global,social, ubiquitous and cheap. - Clay Shirkey Social Networking Social Media Social Engagement C2009 Creating Results, LLC
- 2. Agenda • Social Media Demystified • Realities of Social Media • Social Networks Defined • Managing Your Mindset • Networks and Tools • Benefits of Social Engagement • Responsibility • Where to Start
- 3. Social Media Demystified •Until 500 years ago how did people communicate?
- 4. From Guttenberg toGoogle
- 5. From Guttenberg toGoogle
- 6. From Guttenberg toGoogle
- 7. From Guttenberg toGoogle
- 12.
- 13. Realities of SocialMedia • Even contagious messages die • 10% forward rate would be great
- 14. Realities of SocialMedia • Reach and Frequency now cheap • What is the new Challenge?
- 15. Social Networking Defined • The stops your brand’s message makes • Faster, wider, more transparent • Fewer barriers between you and your audience • Less control • Interactive and instant
- 16. Manage Your Mindset •Ready to receive • Move from broadcast to dialogue • Collaborate
- 17. Manage Your Mindset- Engage • Be helpful • Share knowledge – “teach, don’t sell” • Tell stories • Use many channels
- 18. Manage Your Mindset- Engage • Involve your audience
- 20. Networks and Tools •Social Networking Sites • Online Conversations – Facebook, LinkedIn, – Blogs Twitter… – Message boards, forums – Niche sites – industry – Comments or passion • Podcasts • Social (Content) Sharing • Wikis – YouTube, Flickr • Blogs – Digg, De.li.cio.us, reddit • Message boards, forums
- 21. Who, What, Where:Facebook Who: • More than 400 million active members What: • Interactive way to keep in touch with people you already know • Used by individuals, companies and non-profits • Centered around a profile www.facebook.com
- 23. How: Facebook • Createprofile pages for your organization • Connect to “friends” and “fans” • Broadcast status (“What’s on your mind?”) – connections comment • Share photos, links, videos • Add applications and interactive elements • Become a Facebook Cause • Accept donations
- 24. … And Why:Facebook • Promotion (esp events) • Word of Mouth marketing • Advertising • Marketplace • Lift brand search results, provide another point of visibility • Donations
- 25. Who, What, Where:LinkedIn Who: • 60 million active members • 150 different industries What: • Dominant professional networking site www.linkedin.com
- 27. How: LinkedIn • Create individual profile, organization page • Be detailed – public – engaging • Find people you know and connect (link) • Share status updates • Share news • Ask and answer questions • Join groups related to industry, job function, more
- 28. … And Why:LinkedIn • Networking • Finding vendors, sources, leads • Keeping in touch with people in turbulent market • Posting jobs/hiring – Finding jobs • Expert advice • Gather information • Extend reach of press coverage • Build profile and trust
- 29. Who, What, Where:Twitter Who: • Estimate 18 million active users by end of 2009 What: • Microblogging service • Users send text-based updates that are 140 characters or less www.twitter.com
- 31. How: Twitter • Createan account – short description, link to website, picture/graphic • Start as a follower • Broadcast status (“What’s happening?”) – updates called “tweets” • Share pics, links; forward others’ tweets (retweet) • Attract and engage followers
- 32. … And Why:Twitter • Gather information • Social listening • Cross-promotion • Viral/Word of Mouth marketing • Get quick feedback – very quick! • Crisis communications, customer service • Build trust and credibility • Short sales (esp. restaurants, hospitality, travel)
- 33. Many Eggs, ManyBaskets • Integrate communications • Tailor messages for each platform • Tailor messages for various audiences • Manage your reputations – Organization – Professional – Personal • Set simple policies to guide social engagement – www.socialmediagovernance.com
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- 35. So What isthe #1 Social Media Channel? Email is the most trusted - So use it wisely!
- 36. Benefits of SocialEngagement • Branding, name recognition • Lift and substitute for traditional advertising and community outreach • Lift search results • Lift web traffic • Improve relationships with users, clients families, donors, volunteers and more • Listen, get feedback
- 37. Benefits of SocialEngagement • Find vendors, sources, partners and prospects • Great recruiting tool. • Leverage the networks of your users, clients, families, donors and volunteers • Deliver complex messages through many different approaches – But simple messages are still most effective • Inspiration
- 38. When you boilit down, it’s about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you. - Amy Mengel
- 39. Where to Start STRATEGY + COMMITMENT OF RESOURCES = SCALE OF EFFORT/INVESTMENT todd@creatingresults.com
- 40. www.CreatingResults.com Woodbridge, VA – Barrington, RI toll-free 888-205-8899 Experts in marketing to mature consumers