How can boards use social media tools effectively to support the mission of the nonprofits they serve? This webinar, tailored especially for board members, introduces key strategies and tools to ensure maximum ROI for your organization. Nonprofits are making more and better use of Social Media, both as a formal part of communications plans and as something staff members are using less officially to share information and mobilize their contacts. This webinar is geared at helping boards to understand social media and the role it can (and sometimes can’t) play in moving your organization’s mission forward, so you’ll know how to support staff in getting the time and resources they need to use the tools effectively. Who is this webinar for? - Anyone currently on the board of an NGO and unsure about how the organization should be using Social Media (or improving on current Social Media use) - Anyone within an organization who needs more buy-in from board members to support use of Social Media as a tool within the organization You’ll learn: - How to use the most popular social media tools, i.e. Facebook, Twitter, LinkedIn, blogs, etc. – and their particular strengths - How to create a strategy and set up measures of success to assess Return on Investment for social media engagement - How much time & resources the average organization should be devoting to Social Media - How to create a Social Media policy that works for your organization

1. Understanding Social
Media for Board
Members
Lauren Bacon + Emira Mears

2. Q&A
Twitter: #raisedeyebrow

3. Q&A
Type question here
Twitter: #raisedeyebrow

4. Your Hosts:
Emira Mears Lauren Bacon
Partner Partner
Raised Eyebrow Web Studio Raised Eyebrow Web Studio
Twitter: @emiramears Twitter: @laurenbacon
Twitter: #raisedeyebrow

5. Social Media for Boards:
1. What is Social Media? Overview & Tools
2. How to Create a Strategy for Social Media Success
3. Measuring Impact and Return on Investment
4. Drafting a Policy and Mitigating Risk
Twitter: #raisedeyebrow

6. Quick Poll
Are you currently a member of a board?
• Yes
• No
• Not currently, but I have been/am about to be
Twitter: #raisedeyebrow

7. Quick Poll #2
How do you currently engage in Social Media?
• Not at all
• Some personal use
• Some personal and some professional use
• Quite active
Twitter: #raisedeyebrow

8. Social Media 101:
Overview and Tools
Image credit: James Brauer on Flickr. Twitter: #raisedeyebrow

9. Social Media 101:
What Do We Mean by Social?
• Old way = One-way
• Traditional media & communications were all about
broadcasting, top-down, “experts.”
Twitter: #raisedeyebrow

10. Web 1.0 vs Web 2.0
COMMUNICATIONS
MEDIA SOCIAL MEDIA
Space defined by Media Owner Space defined by Consumer
Brand in control Consumer in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the consumer / Adding value
Entertaining Influencing, involving
Company created content User created content / Co-creation
Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com

11. Social Media 101:
How does the Social Web work?
Open/Interactive
Technology
Platforms
People
Twitter: #raisedeyebrow

12. Social Media 101:
It is also about the outcome...
• Vast networks of people & data
• Communities
• User- and provider-generated content
mashed up together
• A dynamic, rapidly changing, fluid online
world that both maps to and ignores real-
world boundaries
Twitter: #raisedeyebrow

13. Tool Overview:
What’s Out There?
• Facebook
• Delicious
• Twitter
• MySpace
• Google +
• Email Newsletters
• YouTube/Vimeo/etc.
• Blogs
• LinkedIn
• Foursquare
Twitter: #raisedeyebrow

14. Tool Overview:
Facebook
• Mimics people’s real life
networks • Targeted/low cost ads
• More than 800 million • More women than men
active users
• Broad age ranges
• 50% of users login
• Can share different
daily
types of content easily:
• Strong networks - photos, text, video, etc.
average 130 friends
Twitter: #raisedeyebrow

15. Tool Overview:
Twitter
• Networks are much
more broad • Very expensive ads
• Lower barrier to • Short text format for
connection sharing - often about
• Smaller user base (225 linking off to content
million) • Easy to retweet/share
• Average user tends to messages
be younger
Twitter: #raisedeyebrow

16. Tool Overview:
Google+
• Still early days
• Similar to Facebook, but with different structure
• 50 million users in record time (compared to other
social networks)
• Uses circles and combines some of the features of
Twitter/Facebook in terms of mapping to real world
relationships
Twitter: #raisedeyebrow

17. Tool Overview:
YouTube/Vimeo
• Video only
• Integrates with other social networks like Facebook
• Great option for hosting video as they absorb
bandwidth needs and includes sharing tools
Twitter: #raisedeyebrow

18. Tool Overview:
LinkedIn
• Professional social
networking
• Maps (mostly) to real-
• More authoritative/less
world connections
casual
• Establishing authority/
• Group discussions
specialization
• Less opportunity for
viral campaigns/sharing
Twitter: #raisedeyebrow

19. Tool Overview:
Delicious
• Social bookmarking
• Smaller section of users (3% of web users)
• Great for link/resource sharing
• Others are Reddit, Digg, StumbleUpon, etc.
Twitter: #raisedeyebrow

20. Tool Overview:
MySpace
• 14% of users (but waning)
• Users tend to be younger
• Used by a lot of bands/entertainment industry
• Casual & anonymous
Twitter: #raisedeyebrow

21. Tool Overview:
Email newsletters
• More Web1.0 (broadcasting)
• Tools can make it more Social (ShareThis, etc)
• Good for list building
• Great support when integrated with other social
media - with your website, Facebook, etc.
Twitter: #raisedeyebrow

22. Tool Overview:
Blogs
• Powerful storytelling
• May or may not include comments
• Great for SEO
• Way to create/build content archive
• Integrate with other social media - link to blog post,
ShareThis widgets, etc.
• Can set up RSS feed
Twitter: #raisedeyebrow

23. Tool Overview:
FourSquare
• Bridging gap between offline and online
• Still small user base (less than 1 million)
• Encourages competition/game-like
• Great for brick and mortar orgs/businesses to target
customers
Twitter: #raisedeyebrow

24. Creating a Strategy:
A Roadmap for Success
Image credit: Owl Say on Flickr. Twitter: #raisedeyebrow

25. Creating A Strategy:
Remember Strategy Before Tools?
• What outcomes to you want?
• Who do you want to reach?
• What is your key message?
• Where can you have the most impact?
Twitter: #raisedeyebrow

26. Creating A Strategy:
The Ladder of Engagement
Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
Twitter: #raisedeyebrow

27. Creating A Strategy:
80/20 Rule
• You can generally get to 80% of a good Social
Media presence with relatively little effort (20%)
• Setting up a Facebook page
• Create a Twitter account, etc.
• The rest of the work is what will get you to the
top and comes in having a strategy/generating
content/managing a community
Twitter: #raisedeyebrow

28. Creating A Strategy:
The 90-9-1 Rule
• 1% of people will create content
• 9% of people will share content
• 90% will simply observe
Twitter: #raisedeyebrow

29. Creating A Strategy:
Listen & Participate
• It’s not just about broadcasting
anymore
• Find the insiders who care, listen and
engage
• Don’t just build it and expect that
“they” will come
Twitter: #raisedeyebrow

30. Creating A Strategy:
Engage & Coordinate Internally
• There’s a danger that Social Media can
be left for the communications team to
manage alone. Be sure to engage:
• Development/Fundraising
• Organizing/Member outreach
• Volunteers
Twitter: #raisedeyebrow

31. Creating A Strategy:
Create a Content Calendar
• Helps take the “chore” out of Social
Media
• Creates a strong framework - ad hoc
events will fill in the gaps
• Helps coordinate between different
environments
Twitter: #raisedeyebrow

32. Creating A Strategy:
Resource Your Team
• The set-up cost to most of these tools is $0
• However, demands on staff time can be quite heavy.
Make sure you aren’t setting staff up for failure.
Account for time for:
• Creating content
• Listening & Participating
• Measuring success
Twitter: #raisedeyebrow

33. Creating A Strategy:
Resource Your Team
• Measure impact of different tools
• Don’t be afraid to limit your involvement to tools
that work for your organization
• Set expectations that match the time you’re
willing to give them and listen to what they are
asking for
Twitter: #raisedeyebrow

34. Creating A Strategy:
Be Adaptable
• Iterative growth works well in the Social
World
• Test, measure, refine, rework
• Don’t be afraid to make a mistake - own
up to it
Twitter: #raisedeyebrow

35. Measuring Success:
What is Your Return on Investment?
Image credit: Purple Car on Flickr. Twitter: #raisedeyebrow

36. Measuring Success:
Return on Investment
• What matters to you:
• What outcomes do you want to achieve?
• Who do you want to reach?
• What do you want them to do?
• Measure often
• Don’t get overwhelmed in stats
Twitter: #raisedeyebrow

37. Measuring Success:
Numbers vs. Stories
• Metrics should be a combination of the
two
• # of followers
• # of petition signatories
• Increase in donations
• Stories of engagement & impact
Twitter: #raisedeyebrow

38. Measuring Success:
Numbers vs. Stories
Twitter: #raisedeyebrow

39. Measuring Success:
Measuring Tools
• Twitter clients: Hootsuite, Tweetdeck etc. let you measure #
of followers, retweets, open rates etc.
• Saved Twitter searches
• Ask your community - on donation forms, member forms, etc.
• Newsletter stats
• Google Analytics
• Use goals to track where traffic from different tools goes
on the web
Twitter: #raisedeyebrow

40. Measuring Success:
Lies, Damn Lies, Statistics
• Find the balance between measuring success/impact and
switching gears while also allowing adequate time to test the
waters
• Don’t forget to track the stories/qualitative impacts
• Measure other internal #s:
• # of hours of staff time
• Reduction in mail out costs
• Ability to leverage external events quickly & have impact
Twitter: #raisedeyebrow

41. Drafting a Policy:
Mitigating Risk
Image credit: Rionda on Flickr. Twitter: #raisedeyebrow

42. Drafting A Policy:
Mitigating Risk
• Fear: Total loss of control
• Reality: It’s happening anyway
Twitter: #raisedeyebrow

43. Drafting A Policy:
Staff Resource Drain
• Fear 1: Staff will waste time
online
• Fear 2: Staff will misrepresent us
• Reality: It’s happening anyway
Twitter: #raisedeyebrow

44. Drafting A Policy:
What Can You Do?
• Be pro-active: draft a policy and set
out guidelines
• How you want the organization represented
• What will be shared when
• Same policies of harassment, etc. apply online
• Respect privacy
Twitter: #raisedeyebrow

45. Drafting A Policy:
Personal vs. Professional
• Discuss privacy & personal boundaries
• You can’t control what staff do personally
online
• You can help them set boundaries between
personal and professional through dialogue
and education about tools
Twitter: #raisedeyebrow

46. Drafting A Policy:
Being Human is OK
Twitter: #raisedeyebrow

47. Drafting A Policy:
Transparent & Collaborative
• Be open and engaged with staff when
drafting a policy
• Ask for feedback and discuss intentions
• Overall, don’t be too prescriptive as it will
stifle authenticity - think of it as a
guideline
Twitter: #raisedeyebrow

48. Conclusion:
Strategy + Tools = Success
• Understand the Tools
• Have a plan
• Measure success
• Mitigate risk
Twitter: #raisedeyebrow

49. Need more help?
Raised Eyebrow offers:
• Online Communications • Usability Consulting
Strategy Consulting
• Email Newsletter design,
• Information Architecture and development and management
Interaction Design
• Accessibility and Search
• Website Design & Engine Optimization
Development Consulting
• Web 2.0 and Social Media • Custom workshops for your
Consulting organization
www.raisedeyebrow.com
Twitter: #raisedeyebrow

50. Questions?
Please use the “raise
hand” feature, or type
a question into the
Q&A box.
Twitter: #raisedeyebrow

51. Questions?
Please use the “raise
hand” feature, or type
a question into the
Q&A box.
Type question here
Twitter: #raisedeyebrow

52. Thank you.
Lauren Bacon Emira Mears
@laurenbacon @emiramears
raisedeyebrow.com
Twitter: #raisedeyebrow