online social networking
DESCRIPTION
On August 24, 2011, United Way South-Southwest Suburban invited me to present information about online social networking. I benefit from www.slideshare.net tremendously and maybe this will help someone also.TRANSCRIPT
WHO ARE YOU?� Who’s this Kristen gal & why are we listening to her?
� Marketing and Volunteer Manager @ParkLawnCharity
� 4+ years working in non-profit
� What’s Park Lawn?
� Providing services that promote independence, choice and access
to community living for people with developmental disabilities
since 1955.
� www.parklawn.com
� www.Facebook.com/ParkLawnCharity� www.Facebook.com/ParkLawnCharity
� www.twitter.com/ParkLawnCharity
� www.youtube.com/ParkLawnAssociation
� And United Way South – Southwest Suburban?
� Working to create meaningful and measurable change by investing in
income, education and health programs that support the 10-year vision
LIVE UNITED 2020.
� http://www.uw-mc.org/southland/
� http://www.facebook.com/unitedwaychicago
� http://twitter.com/#!/unitedwaychi
� http://www.youtube.com/user/unitedwaychicago
� http://feeds.feedburner.com/unitedwaychicago
WHO’SWHO?
oWho Are You?
oWhere Are You From?(Give a great plug for your nonprofit!)(Give a great plug for your nonprofit!)
oWhat TWO words come to mind when you hear
“Online Social Networking”?
TODAY’S GOALS� Purpose of online social networking
� Brainstorm together
� Find an online purpose for every department
� Excite you to go online
Email resourceful links to yourself� Email resourceful links to yourself
ONLINE SOCIALMEDIA
IS ABOUT REACHING AND CONNECTING
WITH PEOPLE!
WHAT IS
SOCIALMEDIA?
� Content formed by the collaboration of two or more people that takes place on the internet.
(Source: Emily Culbertson of Community Media Workshop)
� A virtual framework consisting of tools which enable users with a common goal or interest to set up communities and exchange information.
(Christophe Debruyne on Mashable post describing social media in 140 characters or lest. @chrdebru)
Picture from
www.cibcommunications.co.uk/images/uploads/pdfs/What-is-Social-Media-.jpg
Traditional Media
Encyclopedia Britannica
Social Media
E-NewsletterEncyclopedia Britannica
New York Times
Print Newsletter
E-Newsletter
Wikipedia
“Online
Social
Media”
are NOTare NOT
dirty words!
FEARSMOVING INTO
ONLINE SOCIALMEDIA
� Senior staff & board might lose control.
� Dealing with negative comments.
� Addressing personality versus organizational voice.versus organizational voice.
� Fear of failure
� Perception of wasted time and resources.
� Suffering from information overload already, this will cause more.
� What are other fears?
Source: Slide 38 on Beth Kanter’s presentation
“Creating Your Organizations Social Media
Strategy Map”
FIRST:
ENJOY YOUR PERSONAL ACCOUNT
� Facebook, twitter and others are more than someone’s annoying thoughts.
Experiment and � Experiment and have fun. It’s SOCIAL!
� Hiding posts / apps makes it more enjoyable.
� Set privacy settings.
Why Should
My Non-Profit
Care?
� Cost effective way to engage supporters,
volunteers and potential supporters.
� An opportunity for conversation
� A great way to reach certain audiences
Source: Idealware.org download:
http://www.idealware.org/sites/idealware.org/files/SocialMediaReportV8.pdf
NON-PROFIT
UPDATEDMARKETING FUNNEL
� How do you get
people to care
for your charity?
� This begins
� Source: McKinsey & Company
� Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter/
� Source: Beth Kanter’s blog: www.bethkanter.org
� This begins
and continues
offline as well as
online!
OFFLINE AND ONLINE
MUSTWORK TOGETHER
Offline
Fundraising Events
Chamber Luncheons &
BAH
Website
Videos on Youtube
Tours
Online
Newsletters
Letter Appeals
Staff & volunteer events
Annual Reports
Meetings
Stories on blogs
Groups on LinkedIn
WHERE’S YOUR AUDIENCE?
�What
channels
to use out
the
hundreds
available? available?
�What
would be
most
worth
your
while?
Photo courtesy of http://www.socialmediamagicuniversity.com/
� Listen to what people are saying about your issues.
�What questions are people asking about your org online?
�What are your competitors doing?
� Listening tools:� Listening tools:� Google alerts emailed to you
� Technoratti for blogs
� Search Twitter and Facebook
� Google Analytics
� Offsite events and fundraisers
� What do you use?
IF YOU WANT PEOPLE TO CARE, MAKE IT
ABOUT THEM….NOT YOU!
Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate”
slide 29 by Farra Trompeter March 12, 2010
Source: Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-
twitter-enga.html
MAP OUT A PLAN
� Goals (broad statement) • Provide information about our orgs issues.
� Objectives (specific & measurable)
� Increase followers by 50% by December 1, 2011
� Strategy
� Give quick and thoughtful responses� Give quick and thoughtful responses
� Shout outs to other nonprofits and supporters
� Tactics
� Integrate social media across staff and departments by 2012
� Create videos highlighting our orgs impact
� Tools
Photo from
http://www.smallbusinessmavericks.co
m/your-social-media-road-map.htm
Source: http://www.bethkanter.org/25-smart/
ACTIVITY FUN!
�Discuss with each other your
organizations goals
�How are you mapping it out? �How are you mapping it out?
�What tools are you using?
WHO? WHAT? WHEN? WHERE? WHY?
�Who will post online?
�What will we post to meet our goals
�When will we post: x hours daily /
weekly / monthlyweekly / monthly
�Where will we post?
�Why are we posting there?
OK, I’M ONLINE,
NOW WHAT?� “It’s important to think of these social media channels as tools to communicate in a social manner rather than the end in and of itself—in other words, social media is the journey, not the destination.” (Source: Idealware PDF “Social Media Decision Guide” page 8.)
Create an online social media policy.� Create an online social media policy.
� “Guidelines: This section should be one or more pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. ”
� “Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. ”
Source: http://www.bethkanter.org/trust-control/Photo from http://socialfresh.com/a-
template-to-help-start-your-social-
media-policy/
WHY ANOTHER POLICY?� Control the fears mentioned earlier
� Be proactive for legal reasons
� Media sources are now quoting tweets and posts
� Connects with online social media plan
� Policy examples are available at:
� www.wiki.altimetergroup.com
� www.socialmediagovernance.com/policies
� www.charityhowto.com/blog/?p=52
� Does your organization have a policy? What examples have you seen and liked?
SEARCH ENGINE OPTIMIZATION
�What is it?
� Search Engine Optimization or SEO
is optimizing your presence online so
when someone searches for your name,
you’re top on the list.you’re top on the list.
� How do I use it?
� Search engines like Google, Yahoo and
etc. rank your website and presence online based on
keywords and originality of content.
� Long & descriptive headlines are considered more
important to search engines.
Photo courtesy of:
http://www.searchengineoptimizationcompany.ca/
WHERE’S BASE?
� Have an effective
website as your base.
�Make it donor friendly.
� Revolve around the
mission and content.
� Free website ideas?
� Allow supporters to
share stories.
FEEDBACK TIME! �Let’s look at Park Lawn’s website and tell me what you like and think should be fixed.
�How can it create more of a relationship?
�What are some of your favorite websites and why?
� If you don’t have a resources for videos, but you
have a staff of writers, create a blog!
� A site to provide commentary, stories, or a � A site to provide commentary, stories, or a
personal diary.
� Allowing readers to leave feedback is extremely
important to build better relationships and
listening
Blog Sauce Image: http://sundayafternoonhousewife.com/monday-link-love-blog-boosting-tips/
WHY BLOG?
� On average 55% more visitors
� 97% more links to your website (improves search results)
� Engage, connect and relate
Source: Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6 and
http://smallbiztrends.com
ANATOMY OF A BLOG
Search
Nice background
image
Example blog: http://dda604.com/page/2/
Link to website
Main Post with
easy to read
headline
Category tags
Links to other
social media
sites and RSS
feed
I SEE “RSS FEED” A LOT,
WHAT IS THAT?� Rich Site Summary is a format
to deliver and receive ever changing
format web content.
� Click on this icon, enter your email and
click “subscribe” click “subscribe”
� Receive it to your email as a
handy resource
Source: http://www.whatisrss.com/
WHO CAN BLOG FOR YOU?
WHAT TO BLOG ABOUT?
�Management
�People who benefit from your services
�Volunteers
�New employees
�Who else?
LET’S GET SOCIAL WITH:
� Allows you to set up a profile, and post updates, links, conversations, events, photos, videos, petitions, or even collect donations online.
� In order to create a page for your nonprofit, you � In order to create a page for your nonprofit, you must have a personal profile or business account.
� Facebook has more than 750 MILLION users.
� It’s particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events.
(Source: Idealware PDF “Social Media Decision Guide” page 5)
�Creating an account is very simple and
then creating a page is even more simple.
Expect to spend about 2-4 hours a week to
LET’S GET SOCIAL WITH:
�Expect to spend about 2-4 hours a week to
manage your Facebook(Source: Idealware PDF “Social Media Decision Guide” page 5)
�Pages vs. Groups
� Pages – More public; anyone can see posts
� Groups – More private and must be approved
or added by other members.
HOW TO CREATE A
PAGE
HOW TO CREATE A
PAGE
You’ll be asked to create
an account for your
business, so follow
directions and find
nonprofit.
You need to validate your
account for security reasons.
Facebook will send an email
to the email address you
used to register.
Source & images: Justgiving slideshare.net
“Charity Guide to Facebook Fan Page”
Brand Your Page
� Claim your vanity URL
� Facebook.com/username
� Upload a square logo
Claim Your
Community Page
� Search in Facebook for your organization
� Search fellow co-workers listing of employer
� Claim your community page
� Connect check-ins
Complete Your
Profile
Vary Your Content
Engage With Your
Fans
Insights
ACTIVITY TIME!
☺☺☺☺
�What do you post on your organization’s
Facebook?
� Do your posts help out your objective and
strategy? strategy?
�What do other organizations post that you like?
� Discuss!
WHAT’S
� Twitter is a place where people with the same
interests can provide resources, chat, add photos
and more.
� A post on Twitter is called a “tweet” and must be � A post on Twitter is called a “tweet” and must be
within 140 characters
� People can choose to follow your tweets
� If they like it they can retweet or quote the tweet
highlighting who it’s from writing “RT” in front
or saying another sort of comment.
Basics
� Tweets in 140 characters
@ Replies� @ Replies
� Direct Messages
� RT
� Hashtags
Source: Kristin Gast of United Way slideshare.net “Social Networking 101”
� Think of it like a radio station
� “Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates.”
(Source: Idealware PDF “Social Media Decision Guide” page 5)
� Expect to spend about 2 hours a week to manage Twitter feed
� Shoot for 1 tweet, one @reply and one RT per day
� Research who are big influencers
� Follow them
� Converse with them
� Listen to what they’re saying
Brand Your Profile on
� Choose your username
� @ParkLawnCharity @Aspire
� Upload a square logo
� Create a background
� Complete your profile
MULTIPLE PEOPLE FROM SAME
ORGANIZATIONS ON
ANOTHER ACTIVITY! ! ☺☺☺☺
�What would you tweet?
�Who else in your organization can tweet?
How can your tweets help your overall objective � How can your tweets help your overall objective
and strategy?
�What are other twitter accounts you like?
� Discuss!
VIDEO SHARING SITES
� Videos can be compelling stories or educate
� Not as social, but it can create social
opportunities
�Where to get an inexpensive video recorder?
� Digital cameras
� Flip Video
� Smartphone (not as great quality, but it’s available)
� On Youtube.com, you can apply for a non-profit
specific channel
� Provides clickable asks on top of videos
� Upload longer videos
VIDEO SHARING SITES
� People can subscribe and comment on your videos
� Time spent on this varies.
� Could take 1-2 hours to just film it and upload on
your channel
� To edit it and make it look a little more professional
takes more time
�Some helpful video editing information� Windows Movie Maker is free and easy to make a basic video
� Pinnacle products with prices ranging from $60 -$170
� Avid Studio editing software
VIDEO SHARING SITES
� Avid Studio editing software
� Or edit it directly on Youtube.com
� Some Youtube Ideas for Nonprofits� Reach Out.
� Partner Up.
� Keep It Fresh.
� Spread Your Message.
� Be Genuine.
Source: http://www.youtube.com/t/ngo_tips
� What kind of videos to create? � Length
� Educational
� Put a face to an organization
� Make your videos findable – SEO!Title
VIDEO SHARING SITES
� Title
� Description
� Tags
� Brand your channel / page
� Post a bulletin and alert your friends / subscribers
� Post on other social media channels(Source: Rich Brooks on http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-
marketing-results/)
WHY
MATTERSIn 1 minute35 Hours of Videos are Uploaded
15 Billion Videos were streamed in May
Source: Michael Hoffman slideshare.net “Youtube for Nonprofits” page 9& Nielsen / Net Ratings (October 2007) – US Audience.Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results” http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/
streamed in MaySource: Neilsen Reports http://www.nielsen.com/us/en/insights/press-room/2011/q1-cross-platform-report.html
Internet Video Viewing up 35% Compared to traditional TV viewing that increased0.2%
VIDEO SHARING SITES
EXAMPLES
�What videos would your audience be interested
in?
�What videos would help with your overall
communications goals and strategy?
VIDEO SHARING
ACTIVITY EXTRAVAGANZA
communications goals and strategy?
�What other non-profit videos inspire you?
� Discuss & show other sites online that you like.
WIKI! WIKI! WHAT?� “Wiki” is “defined as a generic
term which is used to describe
a certain kind of collaborative
website that can be edited by
any user and/or visitor.” *
� “Often free and allow � “Often free and allow
collaboration, knowledge
retention, search and real time
centralization of information”**
� Some organization use private
Wiki’s to organize and
document internal projects.
•Source: http://www.mediawiki.org/wiki/Wikipmediawiki•**Source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits”
WIKI IN PRIVATE USE
Image and Source from Julie Spriggs slideshare.net “Wiki for NonProfits” page 10 and "Intellipedians" US Intelligence
Community
WIKI USE
•Image and source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits” page 15
WIKI USE EXAMPLESProject management - Plan an event with committee
Image & Source: Julie Spriggs slideshare.net “Wiki for Nonprofits” page 30
WIKI USE EXAMPLESIntranet- department or board
� According to research carried out by search
engine marketing firm Spannerworks, social
media site Wikipedia appears in Google’s first 20
results for 88% of the top 100 global brands. **
�Way to increase Search Engine Optimization
�Must be accurate and objective statements about
your organization.
* *Source: Bob Goldfarb Blog: http://ejewishphilanthropy.com/the-wikipedia-secret/
Example
E-Marketing
� Use emails to draw support and direct people to site
� Have a prominent online sign up form on EVERY
page with reasons and benefits of joining
� Viral marketing “Forward to a Friend” &
share online
� Offer incentives
� Promote e-newsletter on print publications
Source: Betsy Harmon of Harmon Interactive
�Email must have a good RAP
� Relevant
� Anticipated
� Personal
E-Marketing
� Personal
�Test the format
� Image blocking
� Reading the email on phone
Source: Betsy Harmon of Harmon Interactive
�Email Marketing Tools� Vertical Response
� Allows nonprofit 501c3 organizations to send up to 10,000
emails per month for FREE!
� Constant Contact
E-Marketing
� Email Now powered by Emma
� Mail Chimp
�Construct a list, don’t buy one� People must be allowed to opt in
� Also allow them to unsubscribe
QR Codes &
Tags� Quick Response Codes
� A matrix barcode to be ready by
smart phones
� Created by Toyota in 1994 and sees
QR Code
frequent use in Japan and South Korea
� Tags are same thing made by Microsoft
� QR Codes are more often used
� In June, 14 million people scanned barcodes(Source: comScore Inc.)
Source: http://en.wikipedia.org/wiki/QR_code
Tag
QR CODES� Lots of apps to scan
� Make certain apps on
different phones can scan
� Once scanned, it will be a � Once scanned, it will be a
quick response to
following:
� Website
� Email Sign In
� Contact Information
� Note
� Video
� What else?
Ripple of Effects
�Did you accomplish
everything in your strategy?
Build a relationship first online and �Build a relationship first online and
continue offline
�Might take a while before you see
return on investment, but result
could be huge!Photo: www.hightechdad.com
RESOURCES� Allison Fines Donor’s Forum presentation and notes, book “The Networked Nonprofit” and website www.allisonfine.com
� Beth Kanter’s blog (www.bethkanter.org/) and book “The Networked Nonprofit”
� http://www.smartchart.org/
� http://dp.continuousprogress.org/node/22
� Presentations from www.slideshare.net� Presentations from www.slideshare.net
� Beth Kanter’s presentation “Creating Your
Organizations Social Media Strategy Map”
� Farra Trompeter of Big Duck “Social Media: transforming the way nonprofits communicate”
� Kristin Gast of United Way “Social Networking 101”
� Justgiving “Charity Guide to Facebook Fan Page”
� Michael Hoffman of See3 Communications “Youtube for Nonprofits
� Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6
� Idealware “Nonprofit Social Media Decision Guide”, PDF, July 2010, Laura Quinn & Andrea Berry� http://www.pinnaclesys.com/PublicSite/us/Products/Consumer+Products/Home+Video/
Studio+Family/
� McKinsey & Company
� Source: Lightbox Collaborative site:
http://lightboxcollaborative.com/tag/beth-kanterhttp://lightboxcollaborative.com/tag/beth-kanter
� Angela Maiers Sept. 29, 2008;
http://www.angelamaiers.com/2008/09/my-twitter-
enga.html
� http://dda604.com/page/2/