Introduction to Social Media for Nonprofits

Introduction to

Social MediaA presentation for CT Association of

Nonprofits

FIO Partners, LLCOctober, 2 2009

Topics for Today’s Session

• To define social media

• To identify how social media fits into the strategic management of a nonprofit

• To define a process for determining how your organization would like to engage with social media

Conceptual Framework - NPO Strategic Management

Board of DirectorsBoard of Directors

Executive LeadershipExecutive Leadership

Task #1Align leadership on vision, mission, values, elements of strategic management


Quality AssuranceQuality

AssuranceOrganizational

LearningOrganizational

Learning

Task #4Enact ways to improve the organization


Leadership

Core

Safeguards and Support

Organization Improvements

Task #2Design or re-design the core


Relational Strategy

Relational Strategy

ProgrammaticStrategy


Systems Participation

Fund

Development

Marketing/Public Relations


Fund

Development


Program Goals

Strategies

Tactics

Outcomes

Program Goals

Strategies

Tactics

Outcomes

Task #3Create or adjust supports and safeguards


Financial ManagementFinancial Management

Organizational ClimateOrganizational Climate

Physical PlantPhysical Plant

Human ResourcesHuman Resources

Risk ManagementRisk Management

Information ManagementInformation Management

All four tasks take place with continuous input and interaction with the organization’s environment.All four tasks take place with continuous input and interaction with the organization’s environment.

Source: FIO Partners, LLC

Why Social Media?

Source: Flickr, Liquid Lucidity's

http://www.flickr.com/photos/davidrn/

BASED ON A PRESENTATION BY LEE WHITE

Social Media is…

Blogs

Wikis

Podcasts

RSS

Social Networks

Well…

sort of.

Social Media

REALLY is…

a CONVERSATION…

That is powered by…

Blogs

Wikis

Podcasts

RSS

Social Networks

It is a conversation between…

Clients…Staff…

Board Members…

Donors…

Thought Leaders…

Funders…

Peer Nonprofits…

Government…

…People!

And guess what?

The social media conversation is…

Not Organized

Not Controlled

And not on message.

The conversation is…

Vibrant

Emergent

Compelling

Fun!!!

and full of insight…

…if we choose

to join.

To join the conversation,

we need to be…

Present

Dedicated

Patient

We begin by listening.

If we listen,

we will learn.

But why do we need to listen before we

join the conversation?

• Conversations among human beings sound human. They are conducted in a human voice.

• The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

From the Clue Train Manifesto:

The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

• You must talk to the people with whom you hope to create relationships.

• If you want us to talk to you, tell us something. Make it something interesting for a change.

• We have better tools, more new ideas, no rules to slow us down.

The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

From the Clue Train Manifesto:

Social Media is…

…a brand new way of creating

relationships,knowledge,

change…not just a passing fad.

Why is it important for

you to consider

joining the conversation?

The conversation is happening…with or without you.The conversation is happening…with or without you.

April 2008 Study

• 17000 – globally, only requirement was to log onto internet 1x per day

• 73% of active online users have read a blog • 45% have started their own blog • 39% subscribe to an RSS feeds • 57% have joined a social network • 55% have uploaded photos • 83% have watched video clips

What are some other reasons?

NPO Strategic Management & Social Media








Learning



Leadership

Core





Relational Strategy

Relational Strategy




Fund

Development



Fund

Development


Program Goals

Strategies

Tactics

Outcomes

Program Goals

Strategies

Tactics

Outcomes










Source: FIO Partners, LLC

How do we develop a plan?POST

• P is People

• O is Objectives

• S is Strategy

• T is Technology

Source: Forrester

People

Source: Beth Kanter, from 10/08 Share Our Strength presentation

Who are your people?What are they ready for?

Source: Forrester, Groundswell

Who are YOUR people?


Find them….

And then listen….

Objective: What do you want to accomplish?

• Increase Revenue from New Donors? By how much?• Engage New Clients for Programs? Referrals from

Website – how many? • Build Awareness of your Cause? New inquiries?

Mentions of organization across internet?

PICK ONE OBJECTIVE TO START WITH…MUST BE ABLE TO MEASURE

a specific measurable result expected within a particular time period

a specific measurable result expected within a particular time period

Objective: Decide what you want to accomplish!








Learning



Leadership

Core





Relational Strategy

Relational Strategy




Fund

Development



Fund

Development


Program Goals

Strategies

Tactics

Outcomes

Program Goals

Strategies

Tactics

Outcomes










Social Media Tracking

Source: Danielle Brigada, NWF

Types of Metrics

Source: Beth Kanter, PostRank

Strategy: Plan for how relationships with people will change

• Supporters to help carry messages to other supporters?

• Volunteers to be more engaged in your organization?

• How will the stakeholder interface change and/or be improved upon?


Strategy: Plan for how relationships with people will change

• Listening• Participating • Sharing Your Story Social

Media Style• Generating Buzz• Social Networking For

Action And Fundraising

Technology: Decide which social

technologies to use to support strategies

SEE LIST OF TOOLS for….• Listening• Participating• Sharing Your Story Social Media Style• Generating Buzz• Social Networking For Action And Fundraising

BlogsWikis

Podcasts

RSS

Social Networks

T: What is the most appropriate tool?

Listen Participate

Community Building &

Social Networking

Generate Buzz

Less Time More time

5hr 10hr

15hr

20hr

ShareContent

Source: Beth Kanter & Nina Simon

YIKES!

How does this fit in to our current online efforts?

Source: Beth Kanter

POST: Components of a Plan

• P is People

• O is Objectives

• S is Strategy

• T is Technology

Source: Groundswell

Wrap-Up

• Social Media and Why It Matters

• Link Your Objective to the Management of Your Organization

• Have a Plan

• Experiment!

Connect with me!

• FIO Partners Blog: www.fiopartners.typepad.com

• Facebook: Anne Yurasek

• LinkedIn: Anne Yurasek

• Twitter: @annefio

• Email: [email protected]

http://www.fiopartners.typepad.com/

Photo Creditshttp://www.flickr.com/photos/smartbrother/44226712/

http://www.flickr.com/photos/apophysis_rocks/376467264/

http://www.flickr.com/photos/missrogue/619781610/

http://www.flickr.com/photos/decrepit-telephone/280291545/

http://www.flickr.com/photos/stephareno/478105646/

http://www.flickr.com/photos/practicalowl/433659667/

http://www.flickr.com/photos/brokenpixels/108547742/

http://www.flickr.com/photos/kalisah/63911359/

http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/

Photo by :Lee White

SOCIAL MEDIA - Presentation by :Lee White

http://www.flickr.com/photos/theamarand/2883056321/sizes/m/

http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/

http://www.flickr.com/photos/nickerson/54599684/sizes/m/

http://www.flickr.com/photos/smartbrother/44226712/

http://www.flickr.com/photos/apophysis_rocks/376467264/

http://www.flickr.com/photos/missrogue/619781610/

http://www.flickr.com/photos/decrepit-telephone/280291545/

http://www.flickr.com/photos/stephareno/478105646/

http://www.flickr.com/photos/practicalowl/433659667/

http://www.flickr.com/photos/brokenpixels/108547742/

http://www.flickr.com/photos/kalisah/63911359/

http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/

http://www.socialtext.net/ljw

http://www.socialtext.net/ljw

http://www.flickr.com/photos/theamarand/2883056321/sizes/m/

http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/

http://www.flickr.com/photos/nickerson/54599684/sizes/m/

Best Practice Example – Small Organization

Best Practice Example –Large National Organization

NWF inspires Americans to:• Confront Global Warming

• Protect and Restore Wildlife Habitat• Connect with Nature


Twitter

Facebook

Mixx

MySpace

Change.org

Best Practice Example –Large National Organization


Results


Tools You Can Use

Facebook: Getting Started

Create your Profile


Find your People!


Collaborative Tools: Pages

• Applications• Photos• Events• Discussion• The “Wall”


Collaborative Tools: Groups

• Discussion Board

• Links• Photos• The “Wall”

Groups Pages

Applications None Most

Active Outreach

Post to Profile Post to ProfileSend Update to FansAdvertisements

Event Invitations

Invite Members

Invite Fans

Metrics None Comprehensive

Control of Associations

Partial Yes


Collaborative Tools: Comparison

Getting Started

…the popular micro-blogging site that publishes online messages with a maximum of 140

characters….

Getting Started

• Name• Image• Profile • Background

Develop your Twitter Identity

Example: @annefio

How to Follow• Start following…the right

people…– Influencers and Industry Experts– Common Interests– Clients

• How do I find them?– Directories and lists

• Twitter Search - http://search.twitter.com

• http://twitterpacks.pbworks.com• http://twibes.com

– Hashtags• #diet, #nutrition, #wellness

http://search.twitter.com/

http://twitterpacks.pbworks.com/

http://twibes.com/

How to Follow

Twitter Language

• A “tweet” • @ replies• Retweet – RT• Direct Message – DM