Top Banner
Social Media For Nonprofits: Don’t Get Left Behind April 19, 2012 Eileen O’Brien @eileenobrien
46

Social Media for NonProfits 2012

May 11, 2015

Download

News & Politics

Eileen OBrien

Don't get left behind - understand how social media can help your nonprofit organization.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Social Media for NonProfits 2012

Social Media For Nonprofits:

Don’t Get Left BehindApril 19, 2012

Eileen O’Brien

@eileenobrien

Page 2: Social Media for NonProfits 2012

• “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: Social Media for NonProfits 2012

• Social media is not a strategy but a tactic

• Start with an objective, create a strategy and determine the best tactics

• Integrate into your overall marketing objectives

• Key to marketing is telling a compelling story Social media can enable this

Social Media is a Tactic

Page 4: Social Media for NonProfits 2012

Is Your Target Audience Using SM?

Source: PewInternet.org

Page 5: Social Media for NonProfits 2012

How Is Your Target Using SM?

Source: PewInternet.org

Page 6: Social Media for NonProfits 2012

• 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

How Do You Start?

Page 7: Social Media for NonProfits 2012

• Pay attention to what is being said about your organization Free Google alerts

Take it private

• Don’t delegate to intern

• Have a crisis communications plan Be prepared to act quickly using same media

Be nimble

Monitor Social Media

Page 8: Social Media for NonProfits 2012

• Komen used SM as another platform for corporate announcements

• PP used SM to engage in continued dialogue with stakeholders starting well before the crisis

• Komen’s messaging was inconsistent, changed course and tone

Learn from Planned Parenthood

Source: Lessons from the Komen Controversy, SocialMediaToday.com

Page 9: Social Media for NonProfits 2012

• 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 the competition is doing

• Pay attention

• Social media has been compared to a cocktail party

Listen

Page 10: Social Media for NonProfits 2012

Add Value

Page 11: Social Media for NonProfits 2012

• 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 Thoughtful

Image courtesy of Striatic on Flickr

Page 12: Social Media for NonProfits 2012

• 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

How Do You Find The Time?

Image courtesy of D. Sharon Pruitt on Flickr

Page 13: Social Media for NonProfits 2012

• 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

Use Your Time Wisely

Image courtesy of Jonny Goldstein on Flickr

Page 14: Social Media for NonProfits 2012

• 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

Make It Shareworthy

Page 15: Social Media for NonProfits 2012

100 Uniforms in 100 Hours

Page 16: Social Media for NonProfits 2012

Twitter

Page 17: Social Media for NonProfits 2012

• 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?

• Per Pew, 13% of American adults who use the internet are Twitter users

What’s Twitter?

Image courtesy of Robert Scoble on Flickr

Page 18: Social Media for NonProfits 2012

What’s Twitter?

Use free tools: Tweetdeck or HootSuite

Page 19: Social Media for NonProfits 2012

• 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 20: Social Media for NonProfits 2012

• 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 21: Social Media for NonProfits 2012

• 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

Who To Follow

Page 22: Social Media for NonProfits 2012

• 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 23: Social Media for NonProfits 2012

• 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

How To Get Followers

Image courtesy of Christopher Carfi on Flickr

Page 24: Social Media for NonProfits 2012

Check Out TwitCause

Page 25: Social Media for NonProfits 2012

YouTube

Page 26: Social Media for NonProfits 2012

YouTube

Image courtesy of Karl Jonsson on Flickr

• Second largest volume of searches

• In December 2011 85% of the total U.S.

Internet audience views online video

182 million U.S. Internet users viewed 43.5 billion videos

Source: comScore

Page 27: Social Media for NonProfits 2012

• 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

Page 28: Social Media for NonProfits 2012

• 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

YouTube Channels

Page 29: Social Media for NonProfits 2012

• 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 30: Social Media for NonProfits 2012

• 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?

Image courtesy of Todd Huffman on Flickr

Page 31: Social Media for NonProfits 2012

Facebook

Page 32: Social Media for NonProfits 2012

• 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

Facebook

Page 33: Social Media for NonProfits 2012

• Non-Profits on Facebook

Facebook Page

Page 34: Social Media for NonProfits 2012

• 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

Image courtesy of Sasha Wolff on Flickr

Page 35: Social Media for NonProfits 2012

• 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 36: Social Media for NonProfits 2012

Blogs

Page 37: Social Media for NonProfits 2012

• Excellent for search

• Enables thought leadership

• Syndicate content

• Recommend WordPress

• If too time intensive, consider: Guest blogging

Combining forces

Comment on other blogs

It’s All About Content

Page 38: Social Media for NonProfits 2012

Google+

Page 39: Social Media for NonProfits 2012

• 100M adopters versus Facebook 1 Billion

• Needs content, engagement with fans

• Being used for search results

Google’s New Social Network

Page 40: Social Media for NonProfits 2012

SlideShare.net

Page 41: Social Media for NonProfits 2012

• Free account, post and tag presentations

• Access this presentation on

http://slideshare.net/eileenobrien

Share Presentations

Page 42: Social Media for NonProfits 2012

Summary

Page 43: Social Media for NonProfits 2012

• 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

Market Social Media

Page 44: Social Media for NonProfits 2012

• 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

Golden Rules

Image courtesy of Jason on Flickr

Page 45: Social Media for NonProfits 2012

• 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 46: Social Media for NonProfits 2012

Thanks!

[email protected]

@EileenOBrien

Questions?