NON-PROFITS NON-PROFITS CAN DOCAN DO
““NEW MEDIA”NEW MEDIA”( i promise )( i promise )
withwith
Christen MarquezChristen Marquezofof
Toby SchusterToby Schusterof of
Participant Media / takepart.orgParticipant Media / takepart.org
Stephanie Stephanie WangWang
of of
Midnight Oil CreativeMidnight Oil Creative
OVERVIEWOVERVIEWPart OnePart One
Planning YourPlanning Your
CommunicationCommunication
StrategiesStrategies
Part TwoPart Two
Making YourMaking Your
New MediaNew Media
SuccessfulSuccessful
Before we start...Before we start...
A Little New MediaA Little New Media
PropagandaPropaganda
Volunteers?Volunteers?
Video TakerVideo Taker
PhotographerPhotographer
Note TakerNote Taker
Finding YourFinding Your
Organization'sOrganization's
VoiceVoice
Question:Question:
What is it you do exactly?What is it you do exactly?
Answer:Answer:
AdvocacyAdvocacy
Collaborative WorkCollaborative Work
Funding for Membership GroupsFunding for Membership Groups
( Mariko, Mark, and David Ryu )( Mariko, Mark, and David Ryu )
BRAIN STORMBRAIN STORM
GET A PERSONALITYGET A PERSONALITY
GAMESHOW GAMESHOW HOSTHOST HIVEHIVESERVICE SERVICE
REPREP
COMMUNITY COMMUNITY BUILDERBUILDER
FRIENDFRIEND
AND ALWAYS BE...AND ALWAYS BE...
AuthenticAuthentic
UniqueUnique
TimelyTimely
RelevantRelevant
Consistent Consistent
KNOW THE ESSENTIALSKNOW THE ESSENTIALS
and How to Move Forwardand How to Move Forward
AdvancedAdvanced
Social Social
MediaMedia
Social Social
MediaMedia
BaseBase
CommunicationCommunication
StrategyStrategy
Apps – Mobile – TextApps – Mobile – Text
Video - PodcastVideo - Podcast
FundraisingFundraising
Facebook – TwitterFacebook – Twitter
Voice (Branding) – WebsiteVoice (Branding) – Website
Email - Analytics Email - Analytics
Blog - MetricsBlog - Metrics
WEBSITE CASE STUDIESWEBSITE CASE STUDIES
First I am going to pick on A3PCON a bitFirst I am going to pick on A3PCON a bit
www.a3pcon.com
Asian Pacific Community FundAsian Pacific Community Fund
www.apcf.org
An example of a easily attainable next WebsiteAn example of a easily attainable next Website
Save the ChildrenSave the Children www.savethechildren.org.uk
Aspiring to Layout GreatnessAspiring to Layout Greatness
Ducks Unlimited Ducks Unlimited
www.ducks.org
Good email communications and moving your Good email communications and moving your audience through the ladder of engagementaudience through the ladder of engagement
LADDER OF ENGAGEMENTLADDER OF ENGAGEMENT
Stage OneStage One
LADDER OF ENGAGEMENTLADDER OF ENGAGEMENT
Stage TwoStage Two
LADDER OF ENGAGEMENTLADDER OF ENGAGEMENT
Stage ThreeStage Three
GOOD WEBSITES MUST HAVEGOOD WEBSITES MUST HAVE
Clear NavigationClear Navigation
Email Sign-UpEmail Sign-Up
Social Media IntegrationSocial Media Integration
Fresh ContentFresh Content
Below the Fold ConsciousnessBelow the Fold Consciousness
Multiple Paths of Access to ContentMultiple Paths of Access to Content
Good Metadata and KeywordsGood Metadata and Keywords
A3PCON WEBSITE PLANNINGA3PCON WEBSITE PLANNING
Making a spider Making a spider graphgraph
BRAIN STORMBRAIN STORM
Graph by Beth Kantor of the Networked Non-profitGraph by Beth Kantor of the Networked Non-profithttp://www.slideshare.net/kanter/how-to-think-like-a-nonprofit-social-media-genius-presentation
CREATE AN ONLINE FOOTPRINTCREATE AN ONLINE FOOTPRINTKeeping in mind future expansionKeeping in mind future expansion
Email List ManagementEmail List Management
ExampleExample
Ducks UnlimitedDucks Unlimited
Eye Catching Email HeadlinesEye Catching Email HeadlinesExample: DocumentorsExample: Documentors
A little more picking on A3PCON A little more picking on A3PCON
GROW A STRONG LISTGROW A STRONG LIST
By being nice, do these things...By being nice, do these things...
Add to the List ConstantlyAdd to the List Constantly
Eye Catching Subject LinesEye Catching Subject Lines
Send Awesome InfoSend Awesome Info
Know Your Open RatesKnow Your Open Rates
Encourage SharingEncourage Sharing
USING ANALYTICSUSING ANALYTICSThe Internet Knows a lot About YouThe Internet Knows a lot About You
and Your Audienceand Your Audience
WHO'S MAKING IT HAPPEN?WHO'S MAKING IT HAPPEN? Staff roles necessary for new media Staff roles necessary for new media
successsuccess
Content ProducersContent Producers
Outreach CoordinatorOutreach Coordinator
Strategy ManagerStrategy Manager
PART 1: PLANNING RECAPPART 1: PLANNING RECAP
Find Your VoiceFind Your Voice
Get A PersonalityGet A Personality
Know theKnow the
EssentialsEssentials
PART 1: PLANNING RECAPPART 1: PLANNING RECAP
Know What Makes Know What Makes
a Good Sitea Good Site
Plan Your LayoutPlan Your Layout
Anticipate Anticipate the Footprint the Footprint
PART 1: PLANNING RECAPPART 1: PLANNING RECAP
Build the Email ListBuild the Email List
Use AnalyticsUse Analytics
Staff YourStaff Your
New Media New Media
RolesRoles
Questions ?Questions ?
Lunchtime !Lunchtime !
WHAT IS “SOCIAL MEDIA” ANYWAY?WHAT IS “SOCIAL MEDIA” ANYWAY?
What is the difference between new What is the difference between new media and traditional media?media and traditional media?
BRAIN STORMBRAIN STORM
MEDIA IS MEDIAMEDIA IS MEDIA
Both Both move move
messagesmessagesTraditionalTraditionalMediaMedia
Graph by Beth Kantor of the Networked Non-profitGraph by Beth Kantor of the Networked Non-profithttp://www.slideshare.net/kanter/how-to-think-like-a-nonprofit-social-media-genius-presentation
MEDIA IS MEDIAMEDIA IS MEDIA
Graph from the Harvard Business ReviewGraph from the Harvard Business Reviewhttp://hbr.org/2010/12/branding-in-the-digital-age/ar/1
The meaningful difference is that The meaningful difference is that “new” and “social” media offers “new” and “social” media offers
continuous engagementcontinuous engagement
NEW AND TRADITIONAL MEDIA NEW AND TRADITIONAL MEDIA
ARE INTERCONNECTEDARE INTERCONNECTED
Cuentame! Billboard ExampleCuentame! Billboard Examplehttp://www.facebook.com/note.php?note_id=420160107610http://www.facebook.com/note.php?note_id=420160107610
NEW AND TRADITIONAL MEDIA NEW AND TRADITIONAL MEDIA
ARE INTERCONNECTEDARE INTERCONNECTED
Remember:Remember:
New Media Can Lead toNew Media Can Lead toMainstream CoverageMainstream Coverage
Make Friends with PowerfulMake Friends with PowerfulOnline InfluencersOnline Influencers
What do you like What do you like reading and sharing?reading and sharing?
If you don't know the answer is If you don't know the answer is usually on the Internet.usually on the Internet.
KEEP YOUR EYES OPENKEEP YOUR EYES OPEN
THE COMMUNICATION SHIFTTHE COMMUNICATION SHIFT
LOOK............................LOOK............................
Use surveys especially informalUse surveys especially informal
Use analyticsUse analytics
… … AND LISTENAND LISTEN
A3PCON SURVEY EXAMPLEA3PCON SURVEY EXAMPLE
STANDARDS AND PRACTICESSTANDARDS AND PRACTICES
Taming the Transparency BeastTaming the Transparency Beast
READY SET WRITEREADY SET WRITEA Great Blog Post in 30 Minutes or LessA Great Blog Post in 30 Minutes or Less
A Catchy HeadlineA Catchy Headline
““Share-ability”Share-ability”
Photos / ImagesPhotos / Images
200 – 500 Words200 – 500 Words
KeywordsKeywords
A Good Blog Post HasA Good Blog Post Has
Two to Three New Posts a WeekTwo to Three New Posts a Week
RSS and subscriptionsRSS and subscriptions
CommentsComments
KeywordsKeywords
A Good Blog HasA Good Blog Has
GOOD SOCIAL MEDIA VS. BADGOOD SOCIAL MEDIA VS. BAD
Tips for Online EngagementTips for Online Engagement
Neglect Your FansNeglect Your Fans
100% Self-Promotion100% Self-Promotion
Sending Out JunkSending Out Junk
Not ListeningNot Listening
Bland ContentBland Content
Unclear CommunicationUnclear Communication
GOOD SOCIAL MEDIA VS. BADGOOD SOCIAL MEDIA VS. BAD
Tips for Online EngagementTips for Online Engagement
Be Consistent Be Consistent
Ask QuestionsAsk Questions
Be OpinionatedBe Opinionated
Be ControversialBe Controversial
Respond to FansRespond to Fans
Reward FansReward Fans
Promote OthersPromote Others
START CONVERSATION!START CONVERSATION!
PART 2: SUCCESS RECAPPART 2: SUCCESS RECAP
Build Loyalty Through Build Loyalty Through
Constant InteractionsConstant Interactions
Use New Media ForUse New Media For
Mainstream AttentionMainstream Attention
Look and ListenLook and Listen
PART 2: SUCCESS RECAPPART 2: SUCCESS RECAP
Have StandardsHave Standards
Produce Lots of ContentProduce Lots of Content
Be Engaging Be Engaging
QUESTIONS ?QUESTIONS ?
CREDITSCREDITSPhotos
1. voice - http://www.flickr.com/photos/_brendan/3461326747/
2. skeptic - http://www.flickr.com/photos/gibbons/1083309919/
3. mannequins - http://www.flickr.com/photos/lrargerich/3937695076/
4. pyramid - http://www.flickr.com/photos/moriza/79089459/
5. spider - http://www.flickr.com/photos/33511186@N00/58642708/
6. footprint - http://www.flickr.com/photos/kilarin/1533531226/
7. diagram - http://www.flickr.com/photos/love4loaded/4844656425/
8. Monster - http://www.flickr.com/photos/27620885@N02/2594362917/sizes/o/
9. Typing - http://www.flickr.com/photos/regi_a/4519236966/
10. Eyes - http://www.flickr.com/photos/dearmax/4349986015/
11. Ears http://www.flickr.com/photos/35597202@N02/3367232558/
12. Devil - http://www.flickr.com/photos/revjim5000/1973081426/
13. Angel - http://www.flickr.com/photos/kylemay/1436123042/