Social Media and VolunteerismIn a Health Care Context<br />March 23rd, 2011<br />Presented by Jessica Reynolds, <br />Dire...
Introduction<br />Introduction<br />Whether managing risk or managing<br />volunteers online, organizations must<br />enga...
Contents<br />In This Presentation<br /><ul><li>Social Media: Operational Imperative
The Basics
Using Social Media
Discussion / Case Studies</li></li></ul><li>Social Media is not a TREND<br />It is an IMPERATIVE<br />
The means by which people are communicating and connectingis changing…<br />Quickly.<br />
<ul><li>Canada ranks 12th overall for internet penetration worldwide
Roughly 84% of Canadians  use the internet</li></ul>Source: Internet Global Rankings, 6S media, StatsCan<br />
What percentage of Canadians use social media?<br />A) <br />0 - 10<br />B) <br />10  -25<br />C) <br />25 - 50<br />D) <b...
Nice guess…<br />62% of Canadians will use Social Networks in 2011<br />
By 2014, that number will grow to  68% or…<br />18.4 MILLION people<br />
Believe it or not:<br />
Believe it or not:<br />Boomers are leading the way<br />
Number of years it took different  technologies to reach 50 million people?<br />Radio: 38<br />TV : 13 <br />Internet:  4...
Facebook added 200 million users in 1 year<br />YouTube now holds >1,000,000,000 videos<br />
What does this mean for your organization?<br />How does this impact volunteer recruitment and management?<br />
Top-down, broadcast <br />style communication<br /> is not enough <br />
Non Profits have <br />a choice to make <br />
Learn to adapt current  communications techniques and tools…<br />
To engage your community, your volunteers and other stakeholders<br />
Where they are<br />
Or be left behind<br />
Discussion and Questions <br />
Social media is not just<br />a set of tools<br />
flash<br />Real Time Search<br />hashtags<br />Click-throughs<br />Fans<br />Podcasts<br />APIs<br />2.0 functionality<br ...
Used to broadcast your message <br />
@THEWORLD I <br />love #Volunteer #Toronto because Volunteering = good<br />Pls RT<br />
But a way to develop<br />your brand<br />But a way to build strong relationships<br />through sharing<br />and finding sh...
Using key social platforms<br />
If Social Media is so great, what’s stopping everyone?<br />
Time, knowledge, ROI, Strategy, faith in and experience of the tools<br />
But primarily?<br />     Misconceptions.<br />
Social Media tools may be new, but the reason we use them is not.<br />The desire for interaction and community is as old ...
Same old game, different packaging.<br />
Social Media allows individuals to connect with other individuals based on shared interests, values, ideas and more.  <br />
Communities are now built in spite of geography, not because of it.<br />
By reaching out and connecting authentically, organizations can connect with and grow their relationships with stakeholder...
Volunteer administrators at all levels have an opportunity to lead in the practice and use of social media.  <br />
Social Media is about relationships…<br />
As is Volunteer Management.<br />
In either case, success depends on navigating complex personal relationships<br />
Same old game, different packaging.<br />
Discussion and Questions <br />
What can social media be used for in a volunteer program?<br />
<ul><li> Recruiting Volunteers
 Event announcements
 Recognition of volunteers
 Promotion of volunteer programs
 To foster engagement
 To further general marketing goals</li></li></ul><li>5 C’s<br /><ul><li>Connect – go where they are
 Communicate – relate online
Collaborate – work with users
Celebrate – recognize contributions
 Champion – empower users and peers</li></li></ul><li>A Social Media Strategy is an Internal marketing plan to guide a soc...
Before you start, answer:<br /><ul><li>Why social media?
Who will do it?
What is our capacity limit?
How do we currently measure our online marketing efforts?</li></li></ul><li>1. Objective / Engagement    Model:<br /><ul><...
How is success defined?
What is the timeline for achievement?</li></li></ul><li>Objective: To recruit volunteers for ____ position <br />Success: ...
2.  Audience:<br /><ul><li>Who do we need to engage?
What are the demographic and psychographic qualities of this group?</li></li></ul><li>Who:  Two adults with ___ skills<br ...
3.  Placement:<br /><ul><li>Where are they?
What are they doing online?</li></li></ul><li>Where and what: Sites and behaviour relevant by demograpic or psychographic ...
4.  Content / Key Message:<br /><ul><li>What are our key messages?
How do we communicatethese?</li></li></ul><li>Key Messages:  Linked to mission, values – driven by need, targeted to audie...
5.  ROI:<br /><ul><li>How will success be measured?</li></ul>	E.g. Funds raised online, visits to website, “likes”, volunt...
Success:  Needs to be tangible and measurable – 20 “likes”, 5% increase in traffic, event RVSPs, Volunteers recruited<br />
Promoting your organization’s volunteer events and program through pictures<br />
Using YouTube to introduce your organization to potential volunteers<br />
Fostering engagement through Twitter<br />
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Social Media and Volunteers in a Health Context

  1. 1. Social Media and VolunteerismIn a Health Care Context<br />March 23rd, 2011<br />Presented by Jessica Reynolds, <br />Director of Communications, Volunteer Toronto<br />
  2. 2. Introduction<br />Introduction<br />Whether managing risk or managing<br />volunteers online, organizations must<br />engage in strategic planning in order to<br />leverage the opportunity social<br />media presents. <br />
  3. 3. Contents<br />In This Presentation<br /><ul><li>Social Media: Operational Imperative
  4. 4. The Basics
  5. 5. Using Social Media
  6. 6. Discussion / Case Studies</li></li></ul><li>Social Media is not a TREND<br />It is an IMPERATIVE<br />
  7. 7. The means by which people are communicating and connectingis changing…<br />Quickly.<br />
  8. 8. <ul><li>Canada ranks 12th overall for internet penetration worldwide
  9. 9. Roughly 84% of Canadians use the internet</li></ul>Source: Internet Global Rankings, 6S media, StatsCan<br />
  10. 10. What percentage of Canadians use social media?<br />A) <br />0 - 10<br />B) <br />10 -25<br />C) <br />25 - 50<br />D) <br />50 - 75<br />E) <br />75 - 100<br />Submit<br />Clear<br />
  11. 11. Nice guess…<br />62% of Canadians will use Social Networks in 2011<br />
  12. 12. By 2014, that number will grow to 68% or…<br />18.4 MILLION people<br />
  13. 13. Believe it or not:<br />
  14. 14. Believe it or not:<br />Boomers are leading the way<br />
  15. 15. Number of years it took different technologies to reach 50 million people?<br />Radio: 38<br />TV : 13 <br />Internet: 4 <br />
  16. 16. Facebook added 200 million users in 1 year<br />YouTube now holds >1,000,000,000 videos<br />
  17. 17. What does this mean for your organization?<br />How does this impact volunteer recruitment and management?<br />
  18. 18. Top-down, broadcast <br />style communication<br /> is not enough <br />
  19. 19. Non Profits have <br />a choice to make <br />
  20. 20. Learn to adapt current communications techniques and tools…<br />
  21. 21. To engage your community, your volunteers and other stakeholders<br />
  22. 22. Where they are<br />
  23. 23. Or be left behind<br />
  24. 24. Discussion and Questions <br />
  25. 25. Social media is not just<br />a set of tools<br />
  26. 26. flash<br />Real Time Search<br />hashtags<br />Click-throughs<br />Fans<br />Podcasts<br />APIs<br />2.0 functionality<br />Posts<br />Admins<br />viral videos<br />handles<br />Likes<br />Keywords<br />Track Backs<br />Sites<br />Subscribers<br />FOLLOWERS<br />Links<br />Feeds<br />apps<br />Photos<br />Wikis<br />Tweets<br />Users<br />Blogs<br />Diggs<br />vlogs<br />Tags<br />Groups<br />Metrics<br />Friends<br />Bookmarks<br />UGC<br />Comments<br />Streaming<br />flags<br />Actions<br />Contacts<br />Unique visitors<br />Retweets<br />
  27. 27. Used to broadcast your message <br />
  28. 28. @THEWORLD I <br />love #Volunteer #Toronto because Volunteering = good<br />Pls RT<br />
  29. 29. But a way to develop<br />your brand<br />But a way to build strong relationships<br />through sharing<br />and finding shared space with strangers <br />
  30. 30. Using key social platforms<br />
  31. 31. If Social Media is so great, what’s stopping everyone?<br />
  32. 32. Time, knowledge, ROI, Strategy, faith in and experience of the tools<br />
  33. 33. But primarily?<br /> Misconceptions.<br />
  34. 34. Social Media tools may be new, but the reason we use them is not.<br />The desire for interaction and community is as old as civilization itself.<br />
  35. 35. Same old game, different packaging.<br />
  36. 36. Social Media allows individuals to connect with other individuals based on shared interests, values, ideas and more. <br />
  37. 37. Communities are now built in spite of geography, not because of it.<br />
  38. 38. By reaching out and connecting authentically, organizations can connect with and grow their relationships with stakeholders, supporters and the general community<br />
  39. 39. Volunteer administrators at all levels have an opportunity to lead in the practice and use of social media. <br />
  40. 40. Social Media is about relationships…<br />
  41. 41. As is Volunteer Management.<br />
  42. 42. In either case, success depends on navigating complex personal relationships<br />
  43. 43. Same old game, different packaging.<br />
  44. 44. Discussion and Questions <br />
  45. 45. What can social media be used for in a volunteer program?<br />
  46. 46. <ul><li> Recruiting Volunteers
  47. 47. Event announcements
  48. 48. Recognition of volunteers
  49. 49. Promotion of volunteer programs
  50. 50. To foster engagement
  51. 51. To further general marketing goals</li></li></ul><li>5 C’s<br /><ul><li>Connect – go where they are
  52. 52. Communicate – relate online
  53. 53. Collaborate – work with users
  54. 54. Celebrate – recognize contributions
  55. 55. Champion – empower users and peers</li></li></ul><li>A Social Media Strategy is an Internal marketing plan to guide a social media campaign in conjunction with other marketing or communications efforts.<br />
  56. 56. Before you start, answer:<br /><ul><li>Why social media?
  57. 57. Who will do it?
  58. 58. What is our capacity limit?
  59. 59. How do we currently measure our online marketing efforts?</li></li></ul><li>1. Objective / Engagement Model:<br /><ul><li>What do we want?
  60. 60. How is success defined?
  61. 61. What is the timeline for achievement?</li></li></ul><li>Objective: To recruit volunteers for ____ position <br />Success: Recruiting two volunteers for the position<br />Timeline: One month<br />
  62. 62. 2. Audience:<br /><ul><li>Who do we need to engage?
  63. 63. What are the demographic and psychographic qualities of this group?</li></li></ul><li>Who: Two adults with ___ skills<br />Demographics:<br />Age, sex, gender, ethnocultural group, education level<br />Psychographics:<br />Personal qualities<br />
  64. 64. 3. Placement:<br /><ul><li>Where are they?
  65. 65. What are they doing online?</li></li></ul><li>Where and what: Sites and behaviour relevant by demograpic or psychographic make up<br />
  66. 66.
  67. 67.
  68. 68. 4. Content / Key Message:<br /><ul><li>What are our key messages?
  69. 69. How do we communicatethese?</li></li></ul><li>Key Messages: Linked to mission, values – driven by need, targeted to audience<br />Communicating:<br />Language, collateral e.g. hook delivered by tweet, linked to “ask” webpage<br />
  70. 70. 5. ROI:<br /><ul><li>How will success be measured?</li></ul> E.g. Funds raised online, visits to website, “likes”, volunteers recruited<br />
  71. 71. Success: Needs to be tangible and measurable – 20 “likes”, 5% increase in traffic, event RVSPs, Volunteers recruited<br />
  72. 72. Promoting your organization’s volunteer events and program through pictures<br />
  73. 73. Using YouTube to introduce your organization to potential volunteers<br />
  74. 74. Fostering engagement through Twitter<br />
  75. 75. Utilizing Social Media Volunteers can also be an effective means of online outreach and promotion<br />
  76. 76. But its no panacea.<br />
  77. 77. Ground Rules:<br /><ul><li>Start Small, build up
  78. 78. Research
  79. 79. Don’t post, relate
  80. 80. Be brief and clear
  81. 81. Use language appropriate to the medium
  82. 82. Off-topic doesn’t mean not valuable
  83. 83. Monitor your campaigns
  84. 84. Adjust based on new learning
  85. 85. Always respond promptly</li></li></ul><li>Discussion and Questions <br />
  86. 86. Important to remember: Social Media Strategies fit within a broader communications strategy – they are not standalone.<br />
  87. 87. How do you convince the marketing, communications or fundraising departments to work with you?<br />
  88. 88. Volunteers are key influencers and primary stakeholders in your brand <br />
  89. 89. They are the lowest hanging fruit for promotion, referral and public image<br />
  90. 90. They are also donors, contributing tens or hundreds of thousands of dollars in Full-Time-Equivalent Work<br />
  91. 91. People donate 10 times more money if they have volunteered in the past year, <br />Two-thirds of volunteers said they give money to the same groups to which they donate time.<br />US CharitableGift Study, 2009<br />
  92. 92. Volunteer Departments have an opportunity to create high quality content and interactions rivalling or surpassing that of other departments<br />
  93. 93. Case Study: Sunnybrook Health Science<br />
  94. 94. Discussion and Questions <br />

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