social media & your esc

Using Social Media To Build Your Executive Service Corps

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Lunch Bunch O’ Social Media

Monday, May 2, 2011

What we’re doing today• Social media & ESC:

What are the connections?• Social media content & building your brand• Engaging your audiences• Measuring your impact

(We’ll send the link to this presentation.)

Lunch Bunch O’ Social Media

Monday, May 2, 2011

If this is your executive service corps…

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Is this your service corps on social media?

Lunch Bunch O’ Social Media

Monday, May 2, 2011

A transition of sorts has been going on…

Receiving information

Participating in information

“I like to be heard/ have input”“Short, frequent updates are all I have time for”“Speak to me in real words”

Lunch Bunch O’ Social Media

Monday, May 2, 201148 hours of YouTube video is uploaded every minute.

Over 15 million Facebook users are 55+. (A 60% growth rate in the last year.)

Active users spend an average of 1 hour a day on Facebook.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

But there’s a spectrum of enthusiasm about the usefulness of social media.

Social media is ridiculous.

Social media is where you should place all of

your cards.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

The truth is: Social media is another communications tool.

You still need to:

• Start with your mission.

• Consider your audience.

• Have some goals.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

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 Media

Monday, May 2, 2011

Which describes your personal Facebook habits?

I haven’t used Facebook at all. I set up a personal profile but don’t use it. I log in every now and then. I’m on Facebook weekly/ daily.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Which describes your ESC’s Facebook presence?

We don’t have a Facebook page. We set up a page but have done little else. We’re using Facebook but have reached a

standstill /don’t know where it’s going. We’re using Facebook regularly and feel we

are effective.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

What’s your feeling about the relevance of social media to ESC?

It’s not worth the time or effort for us now.

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

It’s a relevant piece of our communications plan.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

• Share stories about your impact• Build your brand as the nonprofit expert• Save time connecting with nonprofit trends• Build relationships with current/ potential

clients and volunteers

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Reaching your audience where they’re living involves a multi-channel approach.

Digital Self-Generated

Communication

Website

E-News

ESC Facebook

Page

Personal Facebook Profiles

Twitter

Blog

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Lunch Bunch O’ Social Media

Monday, May 2, 2011

So how do you get people to like or follow you?

Your Social Media Strategy includes:

Kivi Leroux Miller’s 3 G’s Be genuine. Be generous. Be grateful.

Source: NonprofitMarketingGuide.com

It also includes: A personality…your voice.

Conversational, while not unprofessional.

• Show you’re interested and interesting. Find the nuggets in what you do and connect itwith the larger community.

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

• Make it real and make it positive.Have some personality. Drop the jargon.

Engagement/ Relationship Building on Social Media

43% of Facebook users who “unlike” a brand do so because of too much push marketing.

- ExactTarget.com

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

Lunch Bunch O’ Social Media

Monday, May 2, 2011

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 Media

Monday, May 2, 2011

1. Encourage your staff/ volunteers to actively use their PERSONAL social media accounts to increase awareness about ESC.

2. Ask your clients to share their appreciation for your work on their social media accounts with a link to your website.

3. “Check in” on Facebook when you visit an organization if you have a smart phone.

3 Ways to Harvest the Power of the Individual

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Professional volunteers can make your ESC more viral

with a new feature on LinkedIn

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Confidentiality? Inappropriateness? Negative feedback?

Time?

Social media trouble

Good Social Media Guidelines

• Protect your donors & clients

• Keep your messages on brand

• Encourage participation

• Who’s in charge

Lunch Bunch O’ Social Media

Monday, May 2, 2011

What do they want from us?

Sharing nonprofit/ community eventsStories about nonprofits/ donors

Tips for donors/ volunteers

0

20

40

60

80

100 8276

71

5250

43

Based on a Community Foundation of Sarasota County online survey of FB fans

Lunch Bunch O’ Social Media

Monday, May 2, 2011

• Share stories about your impact.• Build your brand as the nonprofit expert• Save time connecting with

nonprofit trends• Build relationships with current/

potential clients and volunteers

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Nonprofit YouTube Program• It’s free & easy to set up.

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

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

• Great content to link on blog, YouTube

Lunch Bunch O’ Social Media

Monday, May 2, 2011

• Share stories about your impact.• Build your brand as the nonprofit expert• Save time connecting with

nonprofit trends• Build relationships with current/

potential clients and volunteers

Lunch Bunch O’ Social Media

Monday, May 2, 2011

What a blog can do for you:• Bring people to your website &

increase your SEO

• Establish your “street creds”

• Showcase your work frequently

• Spotlight star volunteers, community partners & grant dollars at work

What it takes:• Dedicated writer(s) or a

schedule of guest writers

• Constant attention to driving readers there

Don’t forget:You can also comment on blogs of

other partner/ potential partner agencies to raise awareness about your ESCAN

Lunch Bunch O’ Social Media

Monday, May 2, 2011

• Share stories about your impact.• Build your brand as the nonprofit expert• Save time connecting with

nonprofit trends• Build relationships with current/

potential clients and volunteers

“What are you doing right now?”

“Follow your interests.”

“What value can you share OR take away?”

Who You Want to Follow:• Other ESC/ nonprofit consultants/ nonprofit

resource centers

• Philanthropic & local media

• Local nonprofits

• Professional associations

• GuideStar, CharityNavigator, etc.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

• Share stories about your impact.• Build your brand as the nonprofit expert• Save time connecting with

nonprofit trends• Build relationships with current/

potential clients and volunteers

The big question:What about getting your funders engaged on social media?

Focus on building the relationship.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Look out for new donors!

• 98% of high net worth donors volunteer

• Donors want more input where they give

• Capacity building is becomingmore important

Thank funders for their support.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Keep funders in the loop.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Give shout outs to funders when you’re participating in their events.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

You know you’re successful when…• Your target audience grows.

Fans/ followers

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

• Goals are met. (increased awareness, for ex.)Feedback, anecdotes or direct observations/ outcomes

Lunch Bunch O’ Social Media

Monday, May 2, 2011

Quantitative Data Is Part of the Picture• Facebook insights

• Hootsuite

Lunch Bunch O’ Social Media

Monday, May 2, 2011

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 Media

Monday, May 2, 2011

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.”

To wrap up…

What’s ONE thing you can get going on now?

Awesome resources:

NTEN nten.orgJohn Haydon johnhaydon.comBeth’s Blog bethkanter.orgThe Agitator theagitator.netIdealware idealware.com