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Building Communities: Increasing Online Engagement and Awareness For the Canadian Association for Community Living March 10 th , 2015

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Building Communities: Increasing Online Engagement and Awareness

For the Canadian Association for Community Living

March 10th, 2015

Hi, we’re from TechSoupCanada

Our mission is to help nonprofits use tech

We make technology more affordable through the Technology Donations Program

Register your charity, nonprofit or library to see which products you’re eligible for: www.TechSoupCanada.ca/Getting_Started

We create and curate tech resources

facebook.com/techsoupcanada

techsoupcanada.ca/blog

meetup.com/toronto-net-tuesday

@techsoupcanada

We are part of a global network

60+ countries served worldwide

$3.9+ billion worth of technology donated

600K+ nonprofits reached

We’re a small nonprofit based in Toronto and a program of the Centre for Social Innovation

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

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

Today’s agenda

Understanding Social MediaWhy is this important?Social media channels (pro’s & con’s)

Social media best practicesInspiring examples from your peersKeys to success

How you can get startedCreating sustainable, social media

strategiesTools & resources

PollWhich social media channels

are you currently using?

Part 1UnderstandingSocial Media

“We already have a website, Why is social media important? ”

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”

“I’m already using social media. Why do I need to understand it?”

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:

Not a broadcast tool

More like a conversation

Social media is …

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

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.

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 guidelinesPrioritize sharing photos

& images over linksKeep your own content &

services to a minimum

Good for: Sharing content, engagementOutreach, raising awareness

of your cause, sharing content

Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com

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 postingsEducation, raising

awarenessEngagement,merchandise

Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com

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, age25-54

General guidelines Be authenticPrioritize

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)

Sharingcontent,

engagement

Sharing content,

engagement

Sharing content,

engagement

Sharing content,

education

Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com

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

Part 2Social media best practices

PollHow active are you on

your social media channels?

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

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

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

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

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

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

[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: https://twitter.com/alex_brooker/ and find out more about the Scope campaign:http://www.scope.org.uk/awkwardHi, 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: https://twitter.com/alex_brooker/status/464361715069886464I'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:http://www.scope.org.uk/awkward http://metro.co.uk/2014/05/08/two-thirds-of-britons-are-uncomfortable-around-disabled-people-its-time-to-end-the-awkward-4720862/

Ask me anything!

Part 3Creating sustainablesocial media plans

PollHow many people manage

your social media accounts?

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:bloomerang.co/resources/downloadables/social-media-strategy-template/

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:idealware.org/reports/nonprofit-social-media-policy-workbook

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:techsoupcanada.ca/community/blog/jane-vs-tierney-social-media-management-tool-intro

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:fenton.com/resources/see-say-feel-do

SEESAYFEEL

DO

Example metrics in action

SEEFB page likes & reachTW followersRSS or email subscriptionsYoutube viewsBit.ly clicks

SAYFB post likes & sharesRetweetsEmail forwardsRepins & board followers

FEELFB shares with messageRetweet with messageCommentsOnline mentions

DODonationsAdvocacy actionsEvent attendanceMembershipVolunteerism

Source: fenton.com/resources/see-say-feel-do

Measurement and evaluation tools

There are lots of free & low cost tools. Use them only if they measure the metrics you want.

Free tools:cyfe.com, bitly.com, mention.com

Questions?