The document is a presentation aimed at nonprofit CEOs discussing the importance of social media for organizations. It covers data on social media demographics, health trends in online information seeking, and strategies for effective online engagement and communication. Additionally, it outlines best practices for managing social media and includes resources and examples of successful nonprofit campaigns.

1. Social Media for
Nonprofit CEOs
June 15, 2011!
Sarah Durham
@bigducksarah
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4. What we’ll cover today
• Why you’re here
• Data
• Strategy
• Examples
• Management
• Discussion
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5. What’s the Social
Twitter? media guru
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7. http://www.youtube.com/watch?v=lFZ0z5Fm-Ng Master text
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9. Data
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10. Who’s where?
• 150 million unique U.S. visitors
• Slightly more female
• Mostly younger, aged 13-34
• 48 million unique U.S. visitors
• Slightly more male
• College education
• Generally older, more educated, and more affluent
• 23 million unique U.S. visitors
• Peak at the 18-34 age group
• Less wealthy than those on Facebook and LinkedIn
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http://bit.ly/ImproveStrategyWithDemographics

11. See links in bigducknyc.com/resources/workshops
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15. Source: http://www.flowtown.com
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16. Source: 2011 eNonprofit Benchmarks Study, http://e-benchmarksstudy.com/,
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17. Source: http://www.idealware.org/sm_survey/download.php
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18. Health Trends
• 19% of internet users look online for information
about pregnancy and childbirth
• 40% of online consumers turn to social media for
health information.
• 61% of people now use the Internet instead of
visiting a doctor.
Source: Pew; http://www.tlnt.com/2011/02/21/some-social-media-stats-that-even-surprised-us/
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19. “Interactive media has the potential to
revolutionize the field of public health. Interactive
communication and knowledge sharing engages
users and provides the opportunity for relevant
and meaningful health information. Using these
new channels, public health communicators can
allow users to personalize health information,
participate in two-way conversations on health
topics, and access credible health information at
the time they are making critical health
decisions.”
Source: CDC Health Marketing – eHealthClick to edit Fact Sheet
Marketing Master text

20. PewInternet.org:
• “Searching for health information, an activity that
was once the primary domain of older adults, is
now the third most popular online activity for all
internet users 18 or older.” (2010)
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21. Strategy
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22. Reasons Nonprofits
Communicate
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23. Online Engagement Priorities
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24. Organization Programs,
(The Trevor Project) initiatives,
campaigns
(“It Gets Better”)
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25. Brandraising®
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27. Positioning
Red Cross
=
disaster relief
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28. Personality
Fighting
cruelty to
animals
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31. Examples
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42. http://www.youtube.com/user/googlechrome?
v=7skPnJOZYdA&feature=pyv&ad=7411163337&kw=it%20gets%20better
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60. Totally Baldacious: Key Messages
Totally Baldacious
Shave one for the Team.
Why go Totally Baldacious
The Totally Baldacious Campaign is a fun way to help raise
awareness and funds to help find a cure for blood cancer.
Why you should give Baldaciously
When you give Baldaciously, you’re helping to save lives.
Your support improves the lives of people with blood
cancer.
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82. Management
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83. Issues
• Who’ll manage social media?
• What policies or tools do we need to make this
work?
• How should I budget for it?
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http://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html

85. Time
Audiences
Money
Goals
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86. Doing it right:
• Clear positioning and personality
• Defined messaging platform
• Easily updated website
• Cross promote / multi-channel content
• Staff that‘get it’ and contribute
• One person who’s responsible, empowered,
respected
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87. Create a social media policy
• Scan sample policies from other orgs
• http://socialmediagovernance.com/policies.php
• Agree on content
• Address concerns, but stay friendly, easy to follow
• Try http://socialmedia.policytool.net/
• Rollout with staff trainings/meetings
• review and update 2x/year
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88. It’s important to…
• Be transparent
• Be responsible
• Be non-partisan
• Be trained
• Be responsive
• Be yourself
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89. Resources
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90. Resources
• NTEN: We Are Media
http://www.wearemedia.org
• Using Social Media To Meet Nonprofit Goals
http://www.idealware.org/sm_survey/download.php
• Nonprofit Social Media Benchmarks Study
http://www.e-benchmarksstudy.com/socialmedia/
• Nonprofit Social Network Survey
http://www.nonprofitsocialnetworksurvey.com/download.php
• Case Foundation: Social Media Tutorials
http://www.casefoundation.org/social-media-tutorials
• Wild Apricot Blog: Creating a Social Media Policy for Your Nonprofit
http://www.wildapricot.com/blogs/newsblog/archive/2009/01/08/creating-a-
social-media-policy-for-your-nonprofit.aspx
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91. Resources
• Big Duck: Website, eNews, and Duck Call Blog
http://www.bigducknyc.com
http://www.bigducknyc.com/blog
• Pew Internet & American Life Project
http://www.pewinternet.org
• Beth Kanter’s blog
http://www.bethkanter.org/
• John Haydon’s blog
http://www.johnhaydon.com/
• Care2’s blog
http://www.frogloop.com
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92. Resources
• bigducknyc.com/brandraising/scorecard
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93. Contact Us
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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94. Contact Me
sarah@bigducknyc.com
twitter.com/bigducksarah
linkedin.com/in/bigducksarah
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95. Discussion
© Jeremy Crow
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