This document discusses using social media to build an executive service corps (ESC). It provides an overview of how social media can help share stories of impact, build the ESC's brand as experts in the nonprofit field, stay connected to nonprofit trends, and build relationships. Specific social media platforms discussed include Facebook, YouTube, blogs, and LinkedIn. Guidelines are presented for an effective social media strategy and engagement of audiences. Metrics like numbers of fans, followers, and feedback indicate successful use of social media.

1. Using Social Media To Build Your Executive Service Corps

2. Lunch Bunch O’ Social MediaMonday, May 2, 2011

3. What we’re doing todaySocial media & ESC:What are the connections?

4. Social media content & building your brand

5. Engaging your audiences

6. Measuring your impact(We’ll send the link to this presentation.)Lunch Bunch O’ Social MediaMonday, May 2, 2011

7. Lunch Bunch O’ Social MediaMonday, May 2, 2011If this is your executive service corps…

8. Is this your service corps on social media?Lunch Bunch O’ Social MediaMonday, May 2, 2011

9. A transition of sorts has been going on…Lunch Bunch O’ Social MediaMonday, May 2, 2011“I like to be heard/ have input”“Short, frequent updates are all I have time for”“Speak to me in real words”

10. Over 15 million Facebook users are 55+. (A 60% growth rate in the last year.)Lunch Bunch O’ Social MediaMonday, May 2, 2011Active users spend an average of 1 hour a day on Facebook.48 hours of YouTube video is uploaded every minute.

11. But there’s a spectrum of enthusiasm about the usefulness of social media. Lunch Bunch O’ Social MediaMonday, May 2, 2011Social media is ridiculous.Social media is where you should place all of your cards.

12. The truth is: Social media is another communications tool.You still need to:Start with your mission.

13. Consider your audience.

14. Have some goals.Lunch Bunch O’ Social MediaMonday, May 2, 2011

15. What key messages are you trying to convey?What do you want people to do?MESSAGE: “We’re a strategic resource for the nonprofit community.”ACTION: Engage us in a consultation.MESSAGE: “We provide high impact volunteer opportunities.”ACTION: Become a volunteer consultant.Lunch Bunch O’ Social MediaMonday, May 2, 2011

16. Which describes your personal Facebook habits?I haven’t used Facebook at all.

17. I set up a personal profile but don’t use it.

18. I log in every now and then.

19. I’m on Facebook weekly/ daily.Lunch Bunch O’ Social MediaMonday, May 2, 2011

20. Which describes your ESC’s Facebook presence?We don’t have a Facebook page.

21. We set up a page but have done little else.

22. We’re using Facebook but have reached a standstill /don’t know where it’s going.

23. We’re using Facebook regularly and feel weare effective.Lunch Bunch O’ Social MediaMonday, May 2, 2011

25. What’s your feeling about the relevance of social media to ESC?It’s not worth the time or effort for us now.

26. It’s something we plan to start/keep exploring in a “test” or “pilot” sense.

27. It’s a relevant piece of our communications plan.Lunch Bunch O’ Social MediaMonday, May 2, 2011

28. Lunch Bunch O’ Social MediaMonday, May 2, 2011Share stories about your impact

29. Build your brand as the nonprofit expert

30. Save time connecting with nonprofit trends

31. Build relationships with current/ potential clients and volunteersReaching your audience where they’re living involves a multi-channel approach.Lunch Bunch O’ Social MediaMonday, May 2, 2011

33. Lunch Bunch O’ Social MediaMonday, May 2, 2011

34. Lunch Bunch O’ Social MediaMonday, May 2, 2011

35. So how do you get people to like or follow you?Lunch Bunch O’ Social MediaMonday, May 2, 2011

36. Your Social Media Strategy includes:KiviLeroux Miller’s 3 G’s Be genuine. Be generous. Be grateful.Source: NonprofitMarketingGuide.com

37. It also includes: A personality…your voice. Conversational, while not unprofessional.

38. Engagement/ Relationship Building on Social MediaShow you’re interested and interesting. Find the nuggets in what you do and connect itwith the larger community.

39. Dispel the mystery!Talk about your work, your volunteers, your donors (with permission).

40. Make it real and make it positive.Have some personality. Drop the jargon. 43% of Facebook users who “unlike” a brand do so because of too much push marketing. - ExactTarget.com

41. “Liking” or following other pages, participating in their conversations, posting on their pages is really important to built an online community.

44. Individual social media accounts (vs. organizational accounts) can be big ambassadors for your brand—it’s the power of social networking.30% were directed to our Facebook page from another FB friend—the same percentage who connected to the page through e-news. Lunch Bunch O’ Social MediaMonday, May 2, 2011

45. 3 Ways to Harvest the Power of the Individual Encourage your staff/ volunteers to actively use their PERSONAL social media accounts to increase awareness about ESC.Ask your clients to share their appreciation for your work on their social media accounts with a link to your website.“Check in” on Facebook when you visit an organization if you have a smart phone.Lunch Bunch O’ Social MediaMonday, May 2, 2011

46. Professional volunteers can make your ESC more viralwith a new feature on LinkedInLunch Bunch O’ Social MediaMonday, May 2, 2011

47. Lunch Bunch O’ Social MediaMonday, May 2, 2011

48. Social media troubleConfidentiality? Inappropriateness? Negative feedback? Time?

49. Good Social Media GuidelinesProtect your donors & clients

50. Keep your messages on brand

51. Encourage participation

52. Who’s in chargeWhat do they want from us?Based on a Community Foundation of Sarasota County online survey of FB fansLunch Bunch O’ Social MediaMonday, May 2, 2011

53. Share stories about your impact.

54. Build your brand as the nonprofit expert

55. Save time connecting with nonprofit trends

56. Build relationships with current/ potential clients and volunteersLunch Bunch O’ Social MediaMonday, May 2, 2011

58. Lunch Bunch O’ Social MediaMonday, May 2, 2011

59. Nonprofit YouTube ProgramIt’s free & easy to set up.

60. You can include clickable links to specific pages on your website, right from the video (Don’t lose that 15-20%!)

61. You can embed videos on your website without having to host them there

62. Great content to link on blog, YouTubeLunch Bunch O’ Social MediaMonday, May 2, 2011

63. Share stories about your impact.

64. Build your brand as the nonprofit expert

65. Save time connecting with nonprofit trends

66. Build relationships with current/ potential clients and volunteersLunch Bunch O’ Social MediaMonday, May 2, 2011

68. Lunch Bunch O’ Social MediaMonday, May 2, 2011

69. What a blog can do for you:Bring people to your website & increase your SEO

70. Establish your “street creds”

71. Showcase your work frequently

72. Spotlight star volunteers, community partners & grant dollars at workWhat it takes:Dedicated writer(s) or a schedule of guest writers

73. Constant attention to driving readers there

74. Don’t forget:You can also comment on blogs of other partner/ potential partner agencies to raise awareness about your ESCAN

75. Share stories about your impact.

76. Build your brand as the nonprofit expert

77. Save time connecting with nonprofit trends

78. Build relationships with current/ potential clients and volunteersLunch Bunch O’ Social MediaMonday, May 2, 2011

82. Who You Want to Follow:Other ESC/ nonprofit consultants/ nonprofit resource centers

83. Philanthropic & local media

84. Local nonprofits

85. Professional associations

86. GuideStar, CharityNavigator, etc.Share stories about your impact.

87. Build your brand as the nonprofit expert

88. Save time connecting with nonprofit trends

89. Build relationships with current/ potential clients and volunteersLunch Bunch O’ Social MediaMonday, May 2, 2011

93. The big question:What about getting your funders engaged on social media?Focus on building the relationship.

94. Look out for new donors!98% of high net worth donors volunteer

95. Donors want more input where they give

96. Capacity building is becomingmore importantLunch Bunch O’ Social MediaMonday, May 2, 2011

97. Thank funders for their support.

98. Lunch Bunch O’ Social MediaMonday, May 2, 2011Keep funders in the loop.

99. Lunch Bunch O’ Social MediaMonday, May 2, 2011Give shout outs to funders when you’re participating in their events.

100. You know you’re successful when…Your target audiencegrows.Fans/ followers

101. Fans are engaged.“Likes”, “comments”, clicks, posting on your wall, tagging

102. Goals are met. (increased awareness, for ex.)Feedback, anecdotes or direct observations/ outcomes Lunch Bunch O’ Social MediaMonday, May 2, 2011

103. Quantitative Data Is Part of the PictureFacebook insights

104. HootsuiteLunch Bunch O’ Social MediaMonday, May 2, 2011

105. 91% of survey respondents said our FB page has helped them better understand what we do.“The depth and breadth of your reach has become much clearer.”“I feel like there’s a personal connection.”“Understanding all of the different organizations you network with and the people you connect.”Lunch Bunch O’ Social MediaMonday, May 2, 2011

106. 67% of survey respondents said our Facebook page has helped them better know our staff.“Prior to Facebook, most staff members were simply names to me. Since Facebook, they have a voice and a personality.”Lunch Bunch O’ Social MediaMonday, May 2, 2011

107. To wrap up…What’s ONE thing you can get going on now?

108. Awesome resources:NTEN nten.orgJohn Haydon johnhaydon.comBeth’s Blog bethkanter.orgThe Agitator theagitator.netIdealwareidealware.com