This document summarizes a presentation on using social media for nonprofits. It discusses the major social media platforms of Twitter and Facebook, strategies for using them to build a nonprofit's brand and run campaigns, etiquette tips, and the importance of measurement. Key points covered include focusing on relationships on Twitter, posting shareable content regularly on Facebook, thinking of social media like a participatory show, and starting tracking metrics from the beginning.

1. Social Media 101:
Getting Started
October 9, 2013 #Good360

2. Nonprofit Webinar Series
October 30:
Prospect Research: Diving Deeper with Social Data
Featuring Small Act’s Casey Golden
Ongoing Webinars:
•Good360 101
•Good360 Framing Hope Webinar
•Good360 Retail Donation Program Webinar
•Good360 Best Practices in Truckload Donations
Register online at: http://www.giftsinkind.org/Charities/FREE_Webinars
#Good360

3. News & Updates
• New Website – Good360 will unveil an
innovative platform that will help
nonprofits engage with their supporters
to get more product donations.
• Blog – We launched our “Power of Good
Blog” earlier this year. All posts are
shared on social media.
#Good360

4. Twitter:
@Good360
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YouTube Station:
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Facebook:
Facebook.com/
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Connect with Good360
You’ll have access to:
•Good360 news & events
•Nonprofit sector news
•Sharing impact through donor thank you
campaigns
•Exclusive promotions for our Facebook and Twitter
followers
Pinterest:
@Good360
LinkedIn:
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Our social media outlets
#Good360

5. Great Examples from Our Partners
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6. Pinterest Campaigns
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7. Our Speaker
Annie has spent her entire career focused on
nonprofit marketing and communications. In the
past ten years, she's worked for the Evangelical
Lutheran Church in America, KaBOOM!, and now
serves as the Director of Awesomeness for Small Act.
Small Act empowers nonprofits and associations to
nurture key relationships through its social media
software, Thrive and Profile Builder. Founded in 2008
and based in McLean, Va., Small Act proudly helps
The Nature Conservancy, Children's National Medical
Center and over 150 other clients make the most of
their social media investment.
Annie Lynsen
Director of
Awesomeness
Small Act
#Good360

8. Social Media 101
by Annie Lynsen
Tweet about this presentation with the hashtag
#good360

9. What are we
going to cover?
Overview of social media
Platforms: Twitter and Facebook
Strategy
Brand presence vs. campaigns
Etiquette
Measurement
And a whole lotta case studies

10. Key takeaways
You can’t afford to ignore social media.
Social media rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.
Each network has its own strengths
and strategies, and they may not all be
right for your business.
Listen, be nice, and measure everything.

11. It’s not a communication change.
It’s a cultural revolution.

12. It’s not a communication change.
It’s a cultural revolution.

13. It’s not a communication change.
It’s a cultural revolution.
Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION

14. It’s not a communication change.
It’s a cultural revolution.
Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION

15. It’s not a communication change.
It’s a cultural revolution.
Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION

16. It’s not a communication change.
It’s a cultural revolution.
Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION
Facebook users
have uploaded 250
BILLION photos
since launch

17. It’s not a communication change.
It’s a cultural revolution.
Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION
Facebook users
have uploaded 250
BILLION photos
since launch

18. Traditional media vs.
Social media

19. Traditional media vs.
Social media

20. In what ways are nonprofits
using social media?
Brand awareness
Customer service channel
Word-of-mouth campaigns
Building relationships with their
donors/members

21. How can social media be used
(effectively) in marketing?
Get around advertising fatigue &
ineffectiveness
“Humanize” the brand/give the brand
personality
Offer better, on-the-spot customer
service/responses to questions
Find donors/members where they spend
the most time

22. Platforms
Where can you do stuff?

23. Twitter

24. What is Twitter?
Twitter is a website which lets you send
and read messages called tweets.
Tweets are text-based posts of up to
140 characters.
Users “follow,” or subscribe, to various
people’s tweets so they can read their
updates.

25. Why bother?
Twitter has plenty of time for your
organization.
Public tweets often end up at the top of
Google searches.
Do you want to create an account when
times are good, or when a crisis hits?

26. General Twitter strategy:
Relationship cultivation
Relationships ➡ inspiration ➡
expanding your network.
Provide value to the masses, but speak
to individuals as individuals when you
can.
Bottom line: More supporters, more
money.

28. What is Facebook?
Facebook is the world's most popular
social networking website.
Users share “status updates,” pictures,
videos, links, etc.
The updates of your friends (and brands
you follow) appear in your “News Feed.”

29. Why bother?
Huge, highly-engaged audience (1.15
billion, 699 million check daily).
User-friendly, inexpensive advertising
you can target very specifically based
on people’s demographics AND interests.
Can drive tons of traffic to your
website.
Fun fact: 46% of millionaires are on
Facebook, vs. 19% on LinkedIn

30. General Facebook strategy:
Daily, share-able posts
Post a few times a week.
Share links your audience will find
useful.
Use photos a LOT.

31. General Facebook strategy:
Daily, share-able posts
Post a few times a week.
Share links your audience will find
useful.
Use photos a LOT.

32. General Facebook strategy:
Daily, share-able posts
Post a few times a week.
Share links your audience will find
useful.
Use photos a LOT.

33. General Facebook strategy:
Daily, share-able posts
Post a few times a week.
Share links your audience will find
useful.
Use photos a LOT.

34. Other places to consider
sharing
Highly-visually-
driven
Pinterest
Instagram
Location-based
Foursquare
SEO/traffic-building
Google+
Reddit
Video
YouTube
Vimeo
Instagram video
Vine

35. Strategy
Gettin’ it done

36. Questions to ask before
you do anything
What do we want to get out of this?
Who is our audience?
What stories resonate for our audience?
What/who do we need in place to start?

37. How do you get started
building a brand presence?
Listen
Engage
Test
Wash, rinse, repeat

38. Brand- building vs.
campaigns
Brand-building
Fewer short-term but more long-term gains
Establishes a “voice”
Builds trust
Campaigns
Mostly short-term gains, possible long-term
gains
Quick acquisition of followers & buzz

39. Think of it like “The Rocky
Horror Picture Show”
Audience participation is key.

40. Think of it like “The Rocky
Horror Picture Show”
Antici...pation works.

41. Think of it like “The Rocky
Horror Picture Show”
Show your favorite obsession: Strive to
be a thought leader.

42. Think of it like “The Rocky
Horror Picture Show”
“Don’t dream it, be it!” Take risks!

43. Good brands (examples)

44. Good brands (examples)

45. Good brands (examples)

46. Etiquette
Humanize your profile
Be personal
Contribute
Content is king!
Rarely ask others for promotion
Do promote other’s content (12:1 rule)
Keep it relevant

47. Measurement
Start tracking, right from the start:
URL clicks (bit.ly)
Interactions (retweets, comments,
@’s, “likes”)
Followers

48. Measurement
Analyze:
What content are people responding
to?
What times/days am I getting the
most traction?
What conventions seem to get
attention? (length of message, type of
message, platforms, etc.)

49. Measurement
Then:
Replicate your success
Avoid repeating failures
Continue experimenting

50. Wrap up:
Key takeaways
You can’t afford to ignore social media in
your marketing efforts.
Social media rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.
Each network has its own strengths
and strategies, and they may not all be
right for you.
Listen, be nice, and measure everything.

51. Happy question time

52. Thanks!
Find me online:
annie@smallact.com
smallact.com/blog
gplus.to/smallact
@smallact