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Building Communities: Increasing Online Engagement and Awareness


Published on

TechSoup Canada presents a webinar for
the Canadian Association for Community Living on
How to build an online community through social media channels, what social media channels are out there, which ones should you be using, how to fit managing social media into your schedule, and tips for creating and curating great content to keep your community engaged.

Published in: Social Media

Building Communities: Increasing Online Engagement and Awareness

  1. 1. Building Communities: Increasing Online Engagement and Awareness For the Canadian Association for Community Living March 10th, 2015
  2. 2. Hi, we’re from TechSoup Canada Our mission is to help nonprofits use tech
  3. 3. We make technology more affordable through the Technology Donations Program Register your charity, nonprofit or library to see which products you’re eligible for:
  4. 4. We create and curate tech resources @techsoupcanada
  5. 5. We are part of a global network 60+ countries served worldwide $3.9+ billion worth of technology donated 600K+ nonprofits reached
  6. 6. We’re a small nonprofit based in Toronto and a program of the Centre for Social Innovation
  7. 7. Your moderators and speakers for today are: Moderator: Neil Wiernik • Online Community and Communications Manager at Canadian Association for Community Living • Answer questions related to: incorporating social media in your programs Speaker: Joyce Hsu • Communications Lead at TechSoup Canada • Keep in touch: @fuuyin Moderator: Yumi Hotta • Communications Coordinator at TechSoup Canada • Answer questions related to: TechSoup Canada & nonprofit technology
  8. 8. Webinar Logistics 1. Close/expand GoToWebinar panel 2. Submit a question/comment via Chat 3. View and select your audio You can hear us, but we can’t hear you! Can’t hear? Try turning up your volume or call in Have a question? Use the Q&A box Recording & slides will be available post-webinar Please fill in the post-webinar survey! 1 3 2
  9. 9. Today’s agenda Understanding Social Media Why is this important? Social media channels (pro’s & con’s) Social media best practices Inspiring examples from your peers Keys to success How you can get started Creating sustainable, social media strategies Tools & resources
  10. 10. Poll Which social media channels are you currently using?
  11. 11. Part 1 Understanding Social Media
  12. 12. “We already have a website, Why is social media important? ”
  13. 13. Donors start their research online 75%of donors use online resources to look for information 39% 41% 51% 54% 71% 74% 87% 3rd party evaluator websites Newspaper websites Video sharing website Email from nonprofit Social networking site Nonprofit website Search Engines Source: Google Think Insights “Non-Profit Path to Donation”
  14. 14. “I’m already using social media. Why do I need to understand it?”
  15. 15. Why are you using social media? Does it align with or extend your mission? What are you achieving on social media that you can’t achieve elsewhere? Why did you choose X channel over Y? Your social media efforts should not be a product of peer pressure. Ask yourself a few guiding questions:
  16. 16. Not a broadcast tool More like a conversation Social media is …
  17. 17. Social media strengths While there have been successful fundraising campaigns on social media, this is rare. In our experience and research, social media is best for: EducationRaising awareness Engagement
  18. 18. Which channel should you use? Education?Raising awareness? Engagement? Consider the advantages and disadvantages, choose what’s most relevant for you and plan to spend 2 hours/week per channel.
  19. 19. The big two Channel: Unique monthly visitors 900 MIL 310 MIL Largest demographic Women, age 18-49 (Canadians are the most active users) Women, age 18-49 General guidelines Prioritize sharing photos & images over links Keep your own content & services to a minimum Good for: Sharing content, engagement Outreach, raising awareness of your cause, sharing content Updated as of Feb 2015. Sources:,,
  20. 20. Runner-ups Channel: Unique monthly visitors 255 MIL 1 BIL 250 MIL Largest demographic Men, age 30-64 Men, age 18-34 Women, age 26-35 General guidelines Post jobs and events to increase your SEO Favour short videos Repin & follow like-minded profiles Good for: Sharing content, job postings Education, raising awareness Engagement, merchandise Updated as of Feb 2015. Sources:,,
  21. 21. Other active, social media channels Channel: Unique monthly visitors 170 MIL 120 MIL 110 MIL 100 MIL 60 MIL Largest demographic Men, age 18-29 Men, age 28-50 Balanced, age 18-29 Women, age 18-49 Women, age 25-54 General guidelines Be authentic Prioritize photos over links Keep posts short (one content at a time) Share at least one image daily Invest in good design Good for: Engagement (known for AMAs) Sharing content, engagement Sharing content, engagement Sharing content, engagement Sharing content, education Updated as of Feb 2015. Sources:,,
  22. 22. Social media & privacy Know what you’re agreeing to: Social media platforms change privacy settings from time to time Canadian Anti-Spam Legislation (CASL): Applies to social media networks as well Data is stored on the cloud: Understand cloud privacy, security and how it affects Canadian nonprofits Not so private: Even if you delete or take back a message on social media, it will be on the Internet in one form or another
  23. 23. Part 2 Social media best practices
  24. 24. Poll How active are you on your social media channels?
  25. 25. Facebook 1. Engaging cover photo 2. Profile picture easily recognizable by potential fans 3. Short & sweet bio with link to website Ideal posts are 40 – 80 characters Use native scheduling tool Prioritize photos over links (& use optimal sizes) Individuals: Weekends, 12-7pm Organizations: Weekdays, 1-4pm 3 1 2
  26. 26. Twitter 1. Visual & engaging cover photo (with optimal size) 2. Recognizable profile picture 3. Branded Twitter handle, >160 character bio with URL (& #hashtag to increase searchability) Ideal tweets are 100 characters Max. two #hashtags 80/20 content rule Individuals: Midweek & weekends, noon & 6pm Organizations: Weekdays, 1-3pm 3 1 2
  27. 27. LinkedIn 1. Recognizable profile picture 2. Include a cover photo 3. Short & sweet bio with links 4. Have every employee, Board member or volunteer on LinkedIn reference you – increase your reach Engage in groups (& be genuine!) Post jobs & events to increase your SEO Share valuable content (including offers) Tuesday-Thursday, 7-9am & 5-6pm 3 1 2 4
  28. 28. YouTube 1. Recognizable profile picture 2. Upload a channel banner 3. Connect your channel to other social media sites Use compelling titles. Arrange keywords first and the branding last Select an impactful trailer video to feature on your channel Create a playlist of at least 4 videos & add it to your channel Sign up for Google for Nonprofits; enables external annotation links and call-to-actions 3 1 2
  29. 29. Instagram 1. Have a compelling cover photo 2. Recognizable profile picture 3. Short & sweet bio with links Share at least one image daily Use Instagram to report live from events & conferences Add hashtags to captions and like photos of others Tuesday-Thursday, 7-9am & 5-6pm 3 1 2
  30. 30. How to get followers and engagement? It’s not all about you. Share other people’s content and participate in discussions Be timely with your responses & be approachable TIP: Lack time? Focus on one channel and deliver consistent content. Be the go-to-resource! Focus on stories and engaging your supporters
  31. 31. [CASE STUDY] Scope’s AMA on Reddit Scope hosted an Ask Me Anything (AMA) on Reddit to shine light on the awkwardness that many people feel about disability. I'm Alex Brooker, probably the 10th most famous disabled person in the UK, ask me anything! ** Update ** Thanks for all your great questions, that's all the time we've got. You can carry on the conversation over on Twitter: and find out more about the Scope campaign: Hi, I'm a presenter and comedian from The Last Leg on Channel 4. I was born with hand and arm disabilities, and I've also got a prosthetic leg. I first appeared on TV in 2012, and at the Paralympics Opening Ceremony I interviewed Boris Johnson and the Prime Minister in front of a TV audience of 11 million people. Proof: I'm currently fronting a campaign by Scope using comedy to shine a light on the awkwardness that many people feel about disability, as over two-thirds of the British public admit that they feel uncomfortable talking to disabled people: britons-are-uncomfortable-around-disabled-people-its-time-to-end-the-awkward- 4720862/ Ask me anything!
  32. 32. Part 3 Creating sustainable social media plans
  33. 33. Poll How many people manage your social media accounts?
  34. 34. Start with a social media strategy What is your goal on social media? How does your goal tie into your mission? What channels will your organization use and who is responsible for managing them? Resource:
  35. 35. Create a social media policy What is your brand persona/how will you portray your organization online? How do you respond to your supporters (positive and negative mentions)? Resource:
  36. 36. Set a schedule How often are you going to tweet, post, pin etc.? When are you going to post them (time & days)? What tool are you going to use to monitor your schedule? Social media management tools:
  37. 37. Measure and evaluate Exposure Engagement Conversion You need to know if your strategies are working (or not!) and adjust accordingly. Social media stats will also help with leadership buy-in and program reports. Example metrics: SEE SAY FEEL DO
  38. 38. Example metrics in action SEEFB page likes & reach TW followers RSS or email subscriptions Youtube views clicks SAYFB post likes & shares Retweets Email forwards Repins & board followers FEELFB shares with message Retweet with message Comments Online mentions DODonations Advocacy actions Event attendance Membership Volunteerism Source:
  39. 39. Measurement and evaluation tools There are lots of free & low cost tools. Use them only if they measure the metrics you want. Free tools:,,
  40. 40. Questions?