DB&B Non Profit

How non-profits can use Social Media

Brought to you Dermody Burke and Brown

This is me

This is also me:

This is also me:

Social media presence

• I show you this because all the things I’m going to talk about are things for your non-profit

• But first, there’s a question about personal versus professional

• Facebook profile versus Facebook page. Should I get a Twitter feed?

Social media presence

Social media presence

Personal vs Professional

• My opinion, use these tools personally

• It’s a little different here, so playing with them a little helps

• If you have the slimmest of ideas why someone might use a tool like Twitter, then you’ll be better positioned to use it for your non-profit

What is a social network?

• A social network is a community of people that are tied together by an outcome

• For an individual, the value of a social network is in their community

• For a non-profit, the value is in harnessing the community

• Here’s a sampling of some social networks

Social Networks

What is a social network?

• Were you impressed by all the logos?

• Obviously logos are only part of the story

• Before we dive deeper into these logos, we should think about what’s different here.

TRADITIONAL MEDIA DIGITAL MEDIA

One way, brand speaking Two way / a conversation

Focused on the brand Focused on the consumer

Brand in control Consumer in control

Repeating the message Adapting the message

Entertaining Involving

Brand created content User created content / Co-creation

Space defined by Media Owner Space defined by Consumer

Web 2.0

• The tools of Web 2.0 exist because people like to share

• 2nd Law of Social Networking…people will share twice as much this year as they shared in the previous year

• People use social media sites to share stories in video, on blogs, on Facebook…

Non-profits

• Most (though not all) non-profits have two distinct targets

• People who use services

• People who give – donors

• Traditionally, marketers have used the stories from the first group to convince the second group to give

• Social media can help the first people tell their stories

Social networking for non-profits

#1 Facebook

• Facebook is one of the best known social networks. I’ve stopped adding #’s to this presentation because every time I do it, they’ve doubled in size.

Facebook Page or Cause

• Facebook offers two tools for non-profits. The Cause, and the Facebook page. Pages are a free presence on Facebook for people to engage with a brand.

• Here are some examples of pages:

Facebook

• Pages

Facebook

• The new programming lets you interact in an interesting way with fans

• But first, consider who you want here. Strategically, Facebook can be the tool to let the people you help tell the story

Facebook

• This is a call to action.

• Something that is missing in many non-profit social media examples because unless you put the page up with a goal, you don’t know how to ask people to do what you want them to do.

• So get a goal. Create the Facebook page to let end users tell their stories.

Causes

• You can still add the Causes application to your Page.

• Go here: http://www.facebook.com/causes (and add it)

• One word of caution: adding a cause to a Facebook page might be enough for some people.

• That said, 27 million people have added a cause, so it does create awareness.

Recap

• Who do you want to come to your Facebook?

• What do you want them to do when they get there?

• Figure that out, then tell people via e-mail, website and even on location (what we call in-store)

• In one year, how will you measure success?

Twitter

• Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less

• Twitter is an excellent way to interact with both of your target markets.

Twitter

• If your cause impact’s people’s lives, then it can easily be part of their twitter life.

• Before jumping in and getting a Twitter feed, take a listen at search.twitter.com. It gives you real-time updates of what people are saying about your non-profit.

Twitter

• Use Twitter to update both donors and people who use the services

• But also, Twitter can help search a keyword and promote your Facebook page.

• Take Vera House.

Vera House

So, should Vera House ignore Twitter?

• Sure.

• But, you could also do this:

• Register Twitter.com/end-violence-wny

• Then, synch your Facebook page to Twitter so that every update from there goes to Twitter.

• If you begin to get followers, then consider some of these tools.

Twitter apps

• There’s a Twitter app for:

• Polls

• Events

• Images and videos

Polls

TwtVite.com

To recap

• There are two ways to think of Twitter:

• A way to pull people in. If you search for your brand on Twitter, and don’t see it, you can ignore it.

• A way to get your keywords.

Gottawannaneeda

• We have a client called Bojangles’ (they are for profit)

• Instead of registering Twitter.com/bojangles we registered Twitter.com/gottawannaneeda.

• Because the tag line is Gottawannaneedagettahava Bojangles.

• So it makes people think about what we’re all about instead of just who we are.

Delicious

Delicious

• Social bookmarking is the solution to never having to e-mail a link home.

• It’s also a way to prove smarts. I have this on the bottom of my e-mail signature.

Delicious

Delicious

• But consider how this can work for a client. This can be the dynamically updated what’s new section of a website.

How it’s done

• A somewhat techno-phobic Pete from EMA has a Google alert for Epsom Salt. Google alerts are free, and send him an e-mail (alert) when Epsom Salt is mentioned.

• He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page.

ammado

• ammado is the global online community of people who care. We connect nonprofits, socially responsible companies and engaged individuals dedicated to positive change on a global and local level.

• ammado has a vision to build a community that will change our world.

ammado

ammado

A place to tell stories

A place for people to give

Ammado on Facebook

YouTube

• YouTube is an excellent tool for telling stories

• Every second, 20 minutes of video are uploaded to YouTube

• You can create your own branded channel, then encourage end users to create video and add them to favorites

• Even better, film people on site and let them tell their stories via video

Slideshare.net

Slideshare.net

• This is the YouTube of PowerPoint presentations.

• I know, it sounds ridiculous.

• But if you have PowerPoint presentations, Slideshare can show the sum total of your knowledge.

Slideshare.net

• Slideshare synchs with LinkedIn. So LinkedIn employees can show the sum total of all the knowledge

This presentation is on Slideshare

• http://www.slideshare.net/mrhames

• Because it shows off my knowledge

Wikipedia

Wikipedia

• People sign on. People interact. People police the place, checking updates, etc.

• People take pride in the place. That’s the essence of a an online world. Or network.

• Are you there? Should you be?

• Ever notice how often you search for something that Wikipedia pops up?

Wikipedia

• Wikipedia gets a lot of Search Engine play because of how search engines now work.

• They are based on Links.

• Thus, your Wikipedia entry will most-likely be the first organic link that isn’t your site.

• It’s another way to tell your story.

Wikipedia

• Wikipedia is one of the highest things that pops up in Organic Google Search. It’s the classic “About us”, written by the people.

• BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there.

Google Earth

• Did he just say Google Earth?

• “You want to chance the world. We want to help”

• http://earth.google.com/outreach

Google Earth

Google Earth

Google Earth

• If your story can be told with a map, Google wants to help. Number of Grads with jobs, violence against women in the US

• If there’s a story, it can probably be told on a map

• http://www.techsoup.org/learningcenter/internet/page11657.cfm

LinkedIn

• Is a good way to tell your business story

• To highlight the people who run your organization (sometimes a factor in people giving)

• We use it to highlight our people

Here are some things you can do

• Create a profile and connect to stakeholders

• Pull data from your old free mail accounts. Your old high school buddy could be rich now and looking for someone to give money to.

• Add content (LinkedIn now lets new people upload a resume)

Home Page

Your Professional Brand- Profile Page

• Showcase what you’re working on in your status

• Include a photo of yourself

• Create a personalized public URL

• Include link to the places you have a presence (website, Facebook, etc)

Join groups

Ning

• Ning lets you create and join new social networks for your interests and passions

• In other words: if you have a group of like-minded people all tied up together because of a cause, Ning can be your social network.

Ning

Ning

Ning

Ning

Ning

Ning

Ning

• You could start a soc network for stakeholders

• For end users

• For donors

• For Alumni

Your website

• Ask yourself this:

• What does my website do?

• Are donors going?

• Are the people going?

• Add a free analytics package like Google or Yahoo Analytics. It doesn’t hurt to add them both.

• See what people are looking at, and what they’re not.

Your website

• Then add a Facebook badge. But since you’ll know why people should go to Facebook, you will say it.

• Add your Twitter feed (or simply search Twitter).

• Add your delicious bookmarks.

• Add ammado, Slideshare, start a Ning social network

• You don’t have to use any of the tools I’ve talked about, just let the people you help be the ones that tell the stories that encourage donors to donate.

PeopleDelicious LinkedIn

Outreach

Yahoo Answers

SlideshareNing

ammado Tiwtter

Wikipedia

YouTube

Events

So what now?

• Set goals, that helps creating content. If the goal of the Facebook page is to tell stories, figure out how you’ll encourage stories.

• If you have an objective, in a year, you’ll know if it’s working.

Questions?

• ??

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