Non Profit Community Building Using Social Media

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Presentation by Wendy Soucie speaking of how social media can be used by non profits to strategically support their organizational goals, build networks, and support advocacy for their mission.

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Non Profit Community Building Using Social Media

  1. 1. The Case of Non Profits Using Social Media to Build Community UW Superior, April 5, 2011 25 years + experience Certified social media strategist Certified LinkedIn Trainer, Social Media Campaign Manager © Copyright 2009-2010 Wendy Based in the Midwest LLC - All Rights Soucie Consulting with national reach 1 ReservedSunday, March 27, 2011 1
  2. 2. The new reality of the Internet It took television 13 years to reach 50 million users; It took Facebook 2 years to reach 50 million users. © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 2Sunday, March 27, 2011 2
  3. 3. Social Media: • Brand – building awareness local and nationally • Loyalty – improving the public’s knowledge - educating, sharing, expanding the experience for all • Advocacy – building and maintaining support • Extend your reach – generating action to signup • Sponsorship – social capital © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 3Sunday, March 27, 2011 3
  4. 4. More ways to connect to each other Source: HubSpot 4 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 4
  5. 5. 5 Rules for social media • Listen then hear • Grow your network • Contribute • Participate • Be a trust agent • Decide what success looks like It takes time to do all this. © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 5Sunday, March 27, 2011 5
  6. 6. Social Media Strategy Goal – 5000 Members 16,000 ft Strategy – reach out where they are Tools 6Sunday, March 27, 2011 6
  7. 7. You can choose how to start 20 minutes a day - socialminutes.com © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 7Sunday, March 27, 2011 7
  8. 8. Goal Strategy Be realistic – What resources? Get training – Do you know how to be social when you apply the tools? Define success – Can you agree on measurement? Make your team approachable Business Brand Marketing • Clarify • Extend • Tools 8 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 8
  9. 9. Time, tools and tactics Listening Participation Generate Buzz Share Content Social Networking Community building 30 23 15 8 0 Time Source: Beth Kantar 9Sunday, March 27, 2011 9
  10. 10. Consider resources before tools Micro blog Easier adoption for SMB Social Networks Social Bookmarking Video /Photo Sharing Social Directory Search RSS Feeds Blogging / Forums / Content Generation Website as your home base Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office 10Sunday, March 27, 2011 10
  11. 11. Free Listening Tools Technorati Google Alerts Search Google Reader Compete.com Google Analytics TweetDeck Google Keyword Search Search.Twitter.c om Trendrr Addictomatic List of 26 tools http://www.socialmediatoday.com/SMC/155299 http://www.dreamgrow.com/46-free-social-media-monitoring-tools/ 11 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 11
  12. 12. Network • Why a Big Network? – More prospects – More INBOUND calls • Why a Smaller Network? – Control communications – Verify connections Just remember you can’t build a network overnight. 12 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 12
  13. 13. Profiles for social media • Completeness • Where is Home • Content • Context • Applications • Network 13 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 13
  14. 14. Tip: Profile for social media sites Use a headshot of just you (real picture) Complete the profile – picture, bio, link Decide where “home” is. Primary email should be a gmail or yahoo account Use your real and complete name Add under hobbies or interest © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 14Sunday, March 27, 2011 14
  15. 15. Short-term Strategy SEO and Social Media displace SERP Make brand optimization a process Optimize all digital assets Don’t underestimate local search directories © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 15
  16. 16. Tip #1 Stay Visible. • Profile Activity level – 2x/week – 3x/day – 3-5x/day • Blog – 3 times/week – 2 times /week – 1 time/week – If less consider newsletter • Email – 3-5 times before event 16 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 16
  17. 17. Tip: Ways to use social media effectively • Sign up for an account, spend a week listening • Invite people to events, promote an event using various tools, ask them to write about an event they attended • Encourage picture sharing via FB, Flickr, Picassa • Connect with people you meet during event, your customers – find in social places • Invite your customers to connect • Get your pictures and video up on a social media site - tag • Write a review about your recent event – submit to a blog or online publication © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 17Sunday, March 27, 2011 17
  18. 18. Wordle.net 18 © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 18
  19. 19. Cross Pollinate Your Media • Publish and Share – Blogs – Podcasts – Videos – Photos – Presentations – Ebooks – News releases – PDFs – Slideshows – Event Directory listings © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 19
  20. 20. Make Use of Existing Material – Emails > blog posts – Forum posts > blog posts – Blog posts > presentations – Presentations > blogs – Event video > blog post – Interview clients > blog – Interview > podcast – Interview > video – Company info > public reports – Company info > presentations © Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights ReservedSunday, March 27, 2011 20
  21. 21. Event Promotion © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 21Sunday, March 27, 2011 21
  22. 22. Some insight…. • 1.7 M people in Wisconsin are on FB • 332,240 FB users in Madison (more than the population) – 18+ over 90% – 35% 35+ – 15% are over 50+ • 65 M active users © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 22Sunday, March 27, 2011 22
  23. 23. Social Networking - © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 23Sunday, March 27, 2011 23
  24. 24. Blogs © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 24Sunday, March 27, 2011 24
  25. 25. Create a #hashtag for your event © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 25Sunday, March 27, 2011 25
  26. 26. Microblogging - Twitter • Just 11% of users on Twitter are teenagers. © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 26Sunday, March 27, 2011 26
  27. 27. foursquare © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 27Sunday, March 27, 2011 27
  28. 28. Video - YouTube © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 28Sunday, March 27, 2011 28
  29. 29. Pictures - Flickr © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 29Sunday, March 27, 2011 29
  30. 30. Business Networking - © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 30Sunday, March 27, 2011 30
  31. 31. Non-Profits and Social Media: Examples © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 31Sunday, March 27, 2011 31
  32. 32. ProjectGirl.org (NonProfit) • OBJECTIVE: Educate trainers and parents, be trusted, Win grant • STRATEGIES: Build profiles where adults and kids are, share content from kids, entertain and inform, ask for the vote 32Sunday, March 27, 2011 32
  33. 33. ProjectGirl.org - Tactics Email Campaig Email Marketing n Group Page & Profile © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 33Sunday, March 27, 2011 33
  34. 34. ThriveHere.org • OBJECTIVE: Promotion of the region, businesses, the organization and project work. • STRATEGIES: Increase traffic to website, known as an economic driver in region, cross pollination © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 34Sunday, March 27, 2011 34
  35. 35. ThriveHere.org - Tactics Page © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 35Sunday, March 27, 2011 35
  36. 36. Ice Age Trail Alliance • OBJECTIVE: Grow to 5000 members, broaden diversity, extend trail, engage with all partners • STRATEGIES: Listen, create evangelists, show family fun, engage GenY, share the experience © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 36Sunday, March 27, 2011 36
  37. 37. IATA - Tactics New Website! 37Sunday, March 27, 2011 37
  38. 38. Story – Lodi IAT Bridge Dedication • Attended dedication • Took video & pictures • Recorded video interviews of 2 people • Edited & posted to Youtube • Blog post for blogspot • Tweeted video and post • Picked up by Lodi Valley News • Articles in three papers and online by next day • Pictures uploaded to FB & Flickr (taged) • Gathering Waters Conservancy posted link for Youtube video on FB page • #1 for Google Search - IAT videos © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 38Sunday, March 27, 2011 38
  39. 39. But what happens tomorrow? © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 39Sunday, March 27, 2011 39
  40. 40. Socialminutes.com Initiative • Create a spreadsheet with 10-20 of your donors, sponsors or partners • Look for them on LinkedIn, Facebook, Twitter • Connect where you can, watch where you can, see what they are saying and doing. • Check them out every other day • At the end of 2 weeks, do you know them better, have you been able to have more contact than in the past? © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 40Sunday, March 27, 2011 40
  41. 41. Books Resources Rock the World with Your Online Presence by Mike O’Neill Most up to date LinkedIn book www.rocktheworldbook.com Twitter Marketing: An Hour a Day by Hollis Thomas Facebook Marketing: An Hour a Day by Mari Smith Other Books: Groundswell, Trust Agents, Six Pixels of Separation Blogs LinkedIn - http://blog.linkedin.com WSC Blog - http://www.wendysoucie.com Mashable – http://www.mashable.com Social Media Today – http://www.socialmediatoday.com SocialMediaExaminer – http://www.socialmediaexaminer.com Chris Brogan – http://www.chrisbrogan.com All Facebook - http://allfacebook.com Slide Presentations - http://www.slideshare.net/wsoucie YouTube Channel - http://www.youtube.com/user/wendysoucie Social Media Club - http://socialmediaclub.org Social Media Breakfast - http://socialmediabreakfast.com © Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved 41Sunday, March 27, 2011 41
  42. 42. Partnerships | Strategic Alliances | Joint Venture • Wendy Soucie Consulting • Founder/Principal • Social Business Consulting Group (Sobizco) • End Result Marketing • Nurture marketing and research • Social Media Academy • Certified Social Media Consultant • Founding Member, Alumni, Faculty • Black Diamond Consultant • Xeesm – Social CRM • Business Partner – Wisconsin • AdzZoo Campaign Manager • Integrated Alliances Certified Trainer – IA Certified Trainer • Images from IstockPhoto.com & WSC 42Sunday, March 27, 2011 42

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