social media for non-profit organizations
TRANSCRIPT
Social Media For Nonprofits: Don’t Get Left Behind
September 2012
Is Your Target Audience Using SM?
Source: PewInternet.org
How Is Your Target Using SM?
Source: PewInternet.org
How Do You Start? Recruit the people within
your organization who are passionate about social media
Use it in your own life and become comfortable with the technology
Be selective: start small and build
Use the 5 Cs: compelling, concise, consistent, credible to make it contagious
Monitor Social Media Pay attention to what is being said about your
organization
Free Google alerts
Take it private
Don’t delegate to intern
“Like” or follow similar organizations to allow you to share information
Have a crisis communications plan
Be prepared to act quickly using same media
Be nimble
Listen 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?
Check out what other organizations are doing
Pay attention
Social media has been compared to a cocktail party
Be Thoughtful Many social media tools are free,
but they require resources to create content and keep them updated
You can damage your reputation by starting and then abandoning social media projects
Squat on your name
http://namechk.com
Be positive in all things social, especially your responses to negative posts about your organization
Image courtesy of Striatic on Flickr
How Do You Find The Time? Integrate into what you are
currently doing
Bring a video to an interview and post a teaser on YouTube
Make a conscious decision: the time spent on social media may mean giving something else up
Set aside 30 minutes per day to focus on your social media posts
Image courtesy of D. Sharon Pruitt on Flickr
Use Your Time Wisely Measurement is essential
Determine up front how you will measure success
# of fans/followerers, retweets
# of comments per post
Did you meet your objective?
More volunteers
Heightened awareness
Donations
Increased event participation
Generated PR
Education on issuesImage courtesy of Jonny Goldstein on Flickr
Make It Shareworthy 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
What’s Twitter? 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’s happening?
Image courtesy of Robert Scoble on Flickr
Types of Accounts 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
Source: Beth’s Blog: How Nonprofits Can Use Social Media
Types of Accounts 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
Source: Beth’s Blog: How Nonprofits Can Use Social Media
Who To Follow Similar organizations
People and organizations who support the same causes
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
Take your time
How To Get Followers Quality over quantity
When you follow someone send them a tweet explaining why you are following them
Search within 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• Engage with your
followers, thank them for support, give them ways to get involved
Utilize hashtages (#word)
Weekly Chats
Take part in existing ones or host a Tweetchat
Put your details EVERYWHERE: email signature, website, business cards, posters, EVERYTHING
Image courtesy of Christopher Carfi on Flickr
Check Out TwitCause
YouTube
YouTube A keyword-tagged video is 50 times more likely to
appear on the 1st page of a Google search result compared with a traditional web page according to Forrester Research
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 Channels Free to set up a YouTube
channel
Centralized place for all videos, can be branded & users can subscribe
Can turn off comments or use it as another way to connect
How Do You Get Views? 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 Subscribers? 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
Image courtesy of Todd Huffman on Flickr
Facebook Nonprofits can create customized pages
Claim vanity URL
i.e.: http://www.facebook.com/yournonprofit
Engage with fans
Comment on their wall posts & help people connect with others
“Like” (or follow) other organizations’ pages in order to share
Show people how to connect beyond Facebook
Email sign up or drive to website
Facebook Page Non-Profits on Facebook
Facebook Stats Page and Facebook Insights:
measurement tools for page owners
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
Image courtesy of Sasha Wolff on Flickr
How to Get Fans Promote via other marketing channels
Add your Facebook url to your email signature
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
Blogs
It’s All About Content Excellent for search
Enables thought leadership
Syndicate content
Recommend WordPress
If too time intensive, consider:
Guest blogging
Combining forces
Comment on other blogs
Google+
Google’s New Social Network 100M adopters versus Facebook 1 Billion
Needs content, engagement with fans
Being used for search results
SlideShare.net
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Summary
Market Social Media Integrate the social tactics into the entire marketing
strategy
Promote social media tactics via all marketing such as: direct mail, email signature, newsletters, announce at events
Leverage your content across various places
Put video on YouTube
Embed it into a blog post
Promote blog post via Twitter, Facebook and LinkedIn
Link to the blog post in an enewsletter
Golden Rules 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
Be generous
Add value
Image courtesy of Jason on Flickr
Resources Volunteer Sudbury
Volunteer Canada
Groundswell
Examples of award winning non-profits
Beth Kantar
Beth’s Blog: How nonprofits can use social media
Pew Internet & American Life Project
Netsquared
HubSpot blog
Charity Village
Questions?
Thanks!