how nonprofits can effectively use social media
DESCRIPTION
Get an overview of social media marketing and three popular tactics: Twitter, YouTube and Facebook. Learn how some nonprofit organizations have used these tools successfully with limited resources. Get practical advice on how to leverage existing content and the importance of an overall social media strategy.TRANSCRIPT
![Page 1: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/1.jpg)
How Nonprofits
Can Effectively Use
Social MediaSponsored by Womens Way &
Philadelphia Young Nonprofit Leaders
Eileen O’Brien
@eileenobrien
•
![Page 2: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/2.jpg)
• “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”
Groundswell by Charlene Li & Josh Bernoff
What is Social Media?
![Page 3: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/3.jpg)
• Social media is not a strategy but a tactic
• Start with an objective, create a strategy and determine the best tactics
• Your strategy could involve increasing awareness, education, fundraising, deepening an existing relationship, changing perceptions or engaging people to take action Social media may be an appropriate tactic
• Key to marketing is telling a compelling story Social media can enable this
Social Media is a Tactic
![Page 4: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/4.jpg)
Is Your Target Audience Using SM?
Source: Pew Internet & American Life Project
![Page 5: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/5.jpg)
How Is Your Audience Using SM?
Source: http://Forrester.com/Groundswell
24%
37%
21%
51%
73%
18%North American Technographics Interactive Marketing Online Survey Q2 2009
Forrester Social Technographics Ladder
![Page 6: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/6.jpg)
• Recruit the people within your organization who are passionate about social media
• Use it in your own life and become comfortable with the technology
How Do You Start?
![Page 7: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/7.jpg)
• Search for communities, Facebook pages, Twitter accounts, YouTube channels for similar nonprofits
• Listening may give you insights which will lead the strategy
• Learn what’s important to your audience Can you fill a need? How can you add value?
• Social media has been compared to a cocktail party
Listen
![Page 8: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/8.jpg)
Add Value
![Page 9: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/9.jpg)
• Measurement is essential Determine up front how you will measure success
• Did you meet your objective? More volunteers
Heightened awareness
Donations
Increased event participation
Generated PR
Education on issues
Measure
![Page 10: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/10.jpg)
• Integrate the social tactics into the entire marketing strategy
• Promote via direct mail, email signature, newsletters, announce at events Collect cell phone numbers & ask for opt-in for future
Market Social Media
![Page 11: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/11.jpg)
• Social media is all about being human, so have personality
• Never say anything you wouldn’t say in front of your mother
• It’s all about building relationships
• Treat others with respect
• Add value
Golden Rules
![Page 12: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/12.jpg)
![Page 13: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/13.jpg)
• Twitter is a free social networking & micro-blogging service that allows users to send updates or tweets (text-based posts up to 140 characters long) to anyone who opts to receive them
• Asks: What are you doing?
What’s Twitter?
![Page 14: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/14.jpg)
What’s Twitter?
![Page 15: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/15.jpg)
Twitter Users
Source: Pew Internet & American Life Project
![Page 16: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/16.jpg)
• Organization 100% branded content, don’t follow people or interact
Can be managed by a team, low risk of going off message
Using interactive tool to push out information, not establishing relationships
Types of Accounts
Source: Beth’s Blog: How Nonprofits Can Use Social Media
![Page 17: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/17.jpg)
Organization
![Page 18: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/18.jpg)
Organization
![Page 19: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/19.jpg)
• Organization With Personality Employee(s) who tweet are identified & interact with
followers
Makes it personal, builds relationships
May be difficult to scale, succession can be an issue if person becomes so associated with brand leaves, also risk of going off message
Types of Accounts
Source: Beth’s Blog: How Nonprofits Can Use Social Media
![Page 20: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/20.jpg)
Organization with Personality
![Page 21: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/21.jpg)
Organization with Personality
![Page 22: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/22.jpg)
Organization with Personality
![Page 23: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/23.jpg)
• Thought leaders and cause enthusiasts For social media & nonprofits: @kanter, @ntenhross,
@beautifulthangs, @SocialBttrfly, @peterdeitz
• Search on your topics of interest Look at who others follow
• Check out http://whoshouldifollow.com
http://twitterel.com
http://twubble.com
http://nearbytweets.com
• Take your time
Who to Follow
![Page 24: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/24.jpg)
• Quality over quantity
• When you follow someone send them a tweet explaining why you are following them
• Search on your area of interest and then answer questions or respond “Seek out people you can help and do it!” Wil
Reynolds
• Add yourself to “yellow pages” http://twellow.com
http://wefollow.com
How To Get Followers
![Page 25: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/25.jpg)
• Engage with your followers, thank them for support, give them ways to get involved
• Weekly Chats Take part in existing ones or host a chat
How To Get Followers
![Page 26: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/26.jpg)
Check out TwitCause
![Page 27: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/27.jpg)
• Most effective online organizing programs whether fundraising or advocacy is to make each of your appeals part of a campaign
• People give to funds that generate an emotional response, tell your story
• Articulate in simple terms what you are trying to do
• Make it urgent, have a deadline
• Make it EASY
Targeted Campaigns
![Page 28: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/28.jpg)
Northern Home For Children
![Page 29: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/29.jpg)
100 Uniforms in 100 Hours
![Page 30: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/30.jpg)
100 Uniforms in 100 Hours
![Page 31: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/31.jpg)
YouTube
![Page 32: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/32.jpg)
• Second largest volume of searches
• In September 2009 84.8% of the total U.S. Internet
audience views online video
125.5 million viewers watched nearly 10.3 billion videos on YouTube.com
Source: comScore
YouTube
![Page 33: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/33.jpg)
• YouTube program for nonprofits
• YouTube Video Volunteers Can find someone who is willing to use their
equipment and skills to help a nonprofit make a video
YouTube
![Page 34: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/34.jpg)
Flip Video
• Flip Video Only $199, HD
quality, easy to use
For each Flip Video an eligible nonprofit buys they will donate one
![Page 35: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/35.jpg)
• Free to set up a YouTube channel
• Centralized place for all videos, can be branded & users can subscribe
Alex’s Lemonade Stand
![Page 36: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/36.jpg)
• Can turn off comments or use it as another way to connect
Alex’s Lemonade Stand
![Page 37: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/37.jpg)
• People have short attention spans, so capture attention in first 30 second Keep the whole video short
Have a call to action at the end
Shoot for a computer screen
• Ask for user-generated content
• Tell serial stories which engage viewers & keep them coming back
• React to current events
• Use endorsements
• Tag & title your videos with relevant keywords
How Do You Get Views?
![Page 38: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/38.jpg)
• Subscribe to the YouTube channels of other nonprofits, they may do the same
• Ask people to subscribe
• Share links for your videos with supporters so they can help get the word out Make the embed code available so people can post
the video on their sites
How Do You Get Subscribers?
![Page 39: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/39.jpg)
![Page 40: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/40.jpg)
• 300M members worldwide in Sept
• 120M North America
• Fastest growing group is women over 55 years old
Facebook Users
![Page 41: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/41.jpg)
• Nonprofits can create customized pages
• Claim vanity URL http://www.twitter.com/yournonprofit
• Engage with fans Comment on their wall posts & help people connect
with others
• Show people how to connect beyond Facebook Email sign up or drive to website
![Page 42: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/42.jpg)
• Non-Profits on Facebook
Facebook Page
![Page 43: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/43.jpg)
• Use the data to understand what your fans like, don’t like, what type of content they interact with the most and what they share with their friends Facebook gives you locale breakdown and
demographic information
Facebook Stats
![Page 44: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/44.jpg)
• Promote via other marketing channels
• Encourage fans to suggest to their friends become fans
• Run promotion or contest
• Give fans what they want Be active and add content
70% of all actions on social networks are related to viewing pictures or viewing other people's profiles
Source: Understanding Users of Social Networks
How to Get Fans
![Page 45: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/45.jpg)
Alex’s Lemonade Stand
![Page 46: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/46.jpg)
Alex’s Lemonade Stand
![Page 47: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/47.jpg)
Alex’s Lemonade Stand
![Page 48: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/48.jpg)
Google Sidewiki
![Page 49: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/49.jpg)
• A browser sidebar that enables you to contribute & read information alongside any web page It is available as a feature in Google Toolbar
Google Sidewiki
![Page 50: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/50.jpg)
Google Sidewiki
![Page 51: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/51.jpg)
Resources
![Page 52: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/52.jpg)
• ComcastNewMediaExchange.com
• Groundswell Examples of award winning non-profits
• Beth Kantar Beth’s Blog: How nonprofits can use social media
• Pew Internet & American Life Project
• Netsquared
• Momentum: Igniting Social Change in the Connected Age by AllisonFine
Resources
![Page 53: How Nonprofits Can Effectively Use Social Media](https://reader036.vdocuments.us/reader036/viewer/2022070316/55595655d8b42a98708b48ef/html5/thumbnails/53.jpg)
Thanks!
Questions?