New media for non profits is easy (I promise)

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/