The document provides insights on how nonprofits can effectively utilize social media, emphasizing it as a platform for conversation rather than a traditional marketing tool. It outlines essential social media strategies, such as being transparent, authentic, and responsive, while also detailing practical implementation tactics. Additionally, it highlights the importance of interactivity and engagement in building a community, along with methods to measure success through key performance indicators.

1. Everything you always wanted to know about social media for nonprofits* *But were afraid to ask

2. What is Social Media

3. g

4. What social media isn’t A microphone A bullhorn A one way street A strategy A channel Facebook Twitter

5. Social media is CONVERSATION g

6. More specifically, social media is new way of INTERACTING and ENGAGING… …with people g

7. The old model of brand marketing g Company Marketing Brand Customers

8. The new model of brand marketing g Company Marketing Brand Customers

9. Who is Social Media

10. Facebook: Not kids stuff! j

11. Twitter: Once you start… j

12. How Social Media Works

13. Social Media Commandments Be Transparent The internet will always find out if you obscure the facts. Be Authentic Social media is about real people talking to each other. Be Valuable Nothing’s worse than uninspired or worthless status updates or links. Make me care. Be Responsive If you ask for advice or action be prepared to act on it. Be Patient and Persistent Sometimes, it’s hard to catch fire. The secret to maintaining a flame is to feed it regularly without smothering it.

14. Be Transparent

15. Be Authentic

16. Be Valuable

17. Be Responsive

18. Be Patient and Persistent

19. How to View Social Media Strategically

20. General Social Media Strategies Listen: research, monitor and track public sentiment Talk: participate in 2-way dialogue Energize: empower, engage supporters to disseminate information on your behalf Support: facilitate ways for public to support itself Embrace: integrate pubic feedback into business process and products (source: Forrester Research) Some tactics will fall into multiple strategies

21. Listen - Comcast

22. Talk – Ford

23. Energize - Coke

24. Support

25. Embrace - Dell

26. How to Implement Social Media Strategy – Part I

27. Listening

28. A rose by any other name… Services usually track Volume of mentions Aggregate tone Keywords Anything that changes over time … is big business.

29. Listening on the cheap – Google Alerts

30. Listening on the cheap - Facebook

31. Listening on the cheap - Twitter

32. Listening on the cheap– Google Reader

33. Track what’s being said over time

34. Talking

35. How not to use Facebook

36. Know the proper format Fan page not a personal profile The devil’s in the details Fill out contact info Link to other social media efforts It’s not about you Speak to your audience Share don’t spam No more than one post a day Be Interactive Give people something to do Be social Fan other fan pages Talk to your customers - Facebook

37. The Facebook Fan Page

38. The devil’s in the details - Photos

39. Be interactive – The Wall

40. Be social - Facebook

41. How not to use Twitter

42. Know how to use it… Not very user friendly Twitter customs The devil’s in the details Fill out the info Custom background Not just a megaphone Be interactive Offer specials Be social Retweeting builds relationships Talk to your customers - Twitter

43. Talk to your customers - Twitter

44. The devil’s in the details – custom background

45. Not just a megaphone

46. Engaging

47. Engage – Fan contests

48. Engage – Fan contests

49. Engage - Facebook

50. Engage - Facebook

51. Engage - Twitter

52. Engage – Custom Applications

53. How to Define Success

54. The holy grail of social media success is finding Hard R.O.I.

55. Like the grail, finding Hard R.O.I. is (likely) impossible. Instead use: KPI Key Performance Indicators

56. Community Health Community size Is your community growing/shrinking What rate is your community growing/shrinking Demographics Location Age Does your community include: Existing constituents Prospective constituents Other target audiences

57. Interactivity What is “Interactivity” Acknowledgment, wave, saying hello Simple and easy actions that require little or no effort You can’t have a community without interactivity Figuratively Literally Can be measured by On your fan page Page views Walls posts On your news feed Impressions Likes Comments

58. Engagement What is “Engagement” A stop-chat, grabbing a cup of coffee, a barn raising A conscious effort to affiliate with, contribute to, or support You don’t want a community without engagement Figuratively Literally Can be measured by On social media Shares Profile pictures In real life Attending events Volunteering Contributions

59. Questions? Greg Ensell 623-328-3490 [email_address] facebook.com/greg.ensell @EightyMGB