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“Social media” refers to the “activities, practices and behavior among communities of people who gather online to share information, knowledge and opinions using conversational media.
Social Media Allows you to: ◦ Discover New Ideas and Trends ◦ Connect with existing and new audiences ◦ Bring attention and traffic to your Club ◦ Build, Craft and Enhance your Club
Facebook – primarily used to connect with friends and share pictures
Twitter – broadcasting short messages to the world and hope they are useful or interesting
Instagram – networking app made for sharing pictures and videos on a smartphone
Youtube – Video – sharing website
Form a Social Media Committee Understand the current social media channels
Choose which ones will best benefit your club
Develop a strategy for promoting your club on social media.
• Social Scrapbook • Games • Social Contests • Groups • Social Causes • Politics and
Endorsements • News and Commentary
Non-profits have pages, not profiles. A profile creates a page and then manages it as an administrator.
Pages can have more than one Administrator.
When a club member “likes” a club page, it creates a relationship between the “profile” and the “page”
When a profile “likes”, “comments” or “shares” a page, it goes on the profile’s timeline
Pros • It’s easy! • Easily share thoughts and ideas • Connect with family and friends
- and make new ones! • Access news and information
easily
Cons • Privacy • Takes time • Always share the good – but
not the bad
Why Facebook is good for Altrusa: • Great way to connect with current and prospective members • Easily share and show what Altrusa is involved in, and inspire
others to join and get involved
Goals: ◦ Encouraging interactivity with potential members ◦ Attract new members and customers to come to
your fundraiser. How to Achieve Goals: ◦ Create engaging content ◦ Recruit “Supporters” ◦ Measure Your Success
Get some great content on your page Use images, videos and infographics to
engage the audience Keep posts short (most people are on their
phones) Think of who the audience will be What will interest them about your club? Posts should tell stories not be marketing
messages
Invite your club members to ‘like’ the Page and share it with their friends
Use your website, newsletter, blog and e-mail updates to promote your page
Engaging updates will entice supporters to recruit for you.
Use Facebook Insights to measure how well your are doing and what can improve on.
Insights give you information on your audience
How they interact with your page Performance of your posts
Research other nonprofits on Facebook, what they are posting, liking, commenting on and sharing?
Which groups are using Facebook to connect with potential members
Set Up Facebook Page
Twitter is a microblogging platform
Discuss any topic in 280 words or less
Twitter is most open of all social media
No friending or connecting like Facebook
Twitter is similar to other Social Media platforms ◦ Tweets can be “liked” ◦ Tweets can be discovered
through #hashtags ◦ Tweets can be retweeted ◦ Others can Respond to your
Tweets
#Hashtags designate conversations on Twitter A hashtag (#) in a tweet indicates a keyword or
theme and is clickable. A hashtag is a theme – like people talking sports Hashtag.org – type in a hashtag and see how
often it appears #Altrusa
#DistrictElevenConf2018 #SoaringInService
#Volunteer
Why Twitter is NOT Recommended for Altrusa: ◦ Facebook more versatile than Twitter ◦ If choosing Twitter, focus on creating tweets that directly
address topics potential new members would be interested in
Pros • Most Open Social Network • Easily Find Relevant Content and
Information via Hashtags • Blizzard of Information • Easily Share News and
Information
Cons • Blizzard of Information • Fast-paced • Limiting • Cyberbullying
Goals: ◦ Encouraging conversation with potential members ◦ Advertise upcoming Altrusa events
How to Achieve Goals: ◦ Follow people who share similar values to Altrusa ◦ Build relationships with potential new members by
liking, commenting and re-tweeting posts
Account set-up – “follow” people or brands on Twitter by finding their Twitter accounts and clicking on the “follow” link
Same structure as Facebook, when they follow you, they see your Tweets
You can ‘share’ Tweets of others You can also Tweet photos or videos making
Twitter very much like Instagram/Facebook
Identify similar nonprofits and reverse engineer what they do
Create a Twitter account Link website to Twitter page Check out https://twitter.com/greenpeace
how they tweet about wildlife and nature and links blogs to political and environmental issues
It’s highly visual! You Can “follow” profiles
and “like” posts Videos and pictures posted
appear on the timeline of your followers
Can search for posts and people via hashtags
Profile Picture Timeline –
Catalogs all your posts
At the top – you can see if you are “following” an account as well as the number of posts of followers.
Bio ◦ Link up your
website in bio
Pros • Highly Visual – eye candy! • Easily find videos and images
via hashtags • Easy to get started • Mobile-only: will attract younger
audience to your club
Cons • Cannot include links to
websites • Posts MUST include visual
element – no text-only posts • Cannot share other user’s
posts like Facebook and Twitter
Why Instagram is Good for Altrusa: • Highly visual – Snapshot into club activities • Easy to share and find people who share similar interests with
Altrusa
Goals: ◦ Showcase benefits/events of Altrusa ◦ Advertise upcoming Altrusa events ◦ Inspire people to join Altrusa
How to Achieve Goals: ◦ Create interesting visual content (cool pictures,
interesting short videos) ◦ Engage with other users that have similar interests
with Altrusa ◦ Find potential new members by searching relevant
hashtags
Use multiple images and short videos to engage audience
Videos should ideally be under 1 minute Think of your target audience ◦ What will interest them about your club?
Posts should tell stories not be marketing messages
Search relevant hashtags (ex: #volunteer) to find people who post about similar things
Like and comment on other’s posts – this opens the door for further conversation and relationship building
Create an Instagram profile Research other nonprofits and what they do
on their Instagram profile Create your own unique hashtag (ex:
#AltrusaAnaheim)
Video-only platform Ability to share videos from YouTube to other
social channels Video as a share/viral promotion tactic:
people love engaging videos!
Pros • Videos are highly engaging • World is moving to video-first
content • Attracts your attention easily
Cons • Harder to produce • Takes a lot of work to
produce quality videos • A lot of time and effort • Equipment • Limiting
Why YouTube is NOT Recommended for Altrusa: • Can easily share videos on Facebook • YouTube is limiting – only can share videos, will be harder to
market upcoming Altrusa events
Are your potential members or customers on YouTube?
Are nonprofits similar to your club on YouTube? If so watch what kinds of videos they are producing?
Identify other nonprofits or businesses on YouTube
Member Recruitment and Engagement have become top priorities for all organizations.
Engagement defines how an individual participates online (how many websites visited, pages viewed and mentioning in social media
Social Media has become and very important part of the membership equation.
Club use Social Media to make announcements creating a monologue
Social Media should be used for a “two-way” dialogue.
To engage online requires followers to utilize content and get the conversation going.
Clubs are followed by members but your followers need to expand to their friends and other interested parties.
Social media through social networks help people connect with others who share similar interests, passions and beliefs
Organizations using specific network strategies that all potential members to participate in conversations are able to socialize online together with their target population
A degree of trust is formed between users within each of these networking sites
90% of online users trust recommendations from other people
Listen to what is being said and learn from the conversations
Richer if club members participate Meaningful exchanges filled with substance
lead to mutual fulfillment
Conversations on Social Media happen quickly
Consumers expect quick responses Liking, commenting, Sharing (Facebook,
Twitter only) is the best way to manage building relationships
Engaging in conversations with your followers is the most critical component of social strategy
Club must be where potential members are Researching what your club members do on
social media is a starting point
Make announcements at your general meetings and all events about your social media outlets
Have your webmaster add social profile gadgets to your website
Add social media links to newsletters, emails and invitations
Add social media account information to brochures, marketing materials, recruitment materials and new member information.
Understand your target audience for potential members and supporters.
Where do these potential members “hang out” on social media and what are their habits.
Start out with your own club – do a quick survey to find out their habits. ◦ What social media channels are used ◦ The content in which they are interested ◦ Time Table they are on social media
Create content not necessarily about your club but about its projects
Share what target audience will find interesting
Social Marketing allows the opportunity to “genuinely connect with people in ways and in places where their attention is focused and impressionable, using human voice.”
Search for the Erma Bombeck Project on Facebook – Awareness about Kidney disease and
Check out the About Page Check out their Posts They alternate between Quotes from Erma “DID you Know” facts about the disease Information about becoming a donor Information about kidney transplants Information about their organization Medical help – like knowing your family history
Choose one or two projects with upcoming events – say feeding the hungry
Post facts about homelessness Post facts about children going hungry Quotes about feeding the hungry Advertise your project – collecting and
handing out food at the food distribution center in Fullerton
Post where food is being collected Post what kinds of foods are in demand Post pictures of collected food Post pictures of distributing food to
customers Post about how others can help (donations)
Try it with a book drive or other literacy
project. Collect emails or contact information from
any participants
Post statistics regarding the number of homeless and hungry in your community
Our club is handing out food to the hungry in two weeks – this day, place and time
Post about the kind of food that is needed Create food drop off points where people can
donate food to the cause Collect participants emails Ask for volunteers to help sort food Collect emails Ask for volunteers to help distribute food Collect emails
Don’t be intimidated Do Some Research Make a Plan Get Started!!!!
Research and Brainstorming is the key
Never Stop Learning about Social Media
Media – inclusive of publicity, as well as traditonal and social press
Community – inclusive of internal, external, online, employee (members), consumer, personal interactions and other nonprofits
Business (Clubs) – inclusive of investor relations, executives (Board of Directors) and social care (customer service)
Government – inclusive of political, lobbying, public affairs and issues management (local city counsel, county commissioners, etc.
Public Relations professionals work closely with the media to distribute their message to the public
The media is news sources, including online, television, print, radio and electronic media
Public relations professionals must build strong, mutual respectful relationships with journalists.
American Bar Association launched operation enduring lamp
Lawyers to aid those called up for military service
Lots of news coverage let too: Large number of pro bono lawyers signed up
to help with the effort News relates to the services offered to active
military personnel
Built on coordinated use of varied communications techniques
Pitching the right story means knowing ability to spot and capitalize on newsworthy trends
Work with media to place editorials in newspapers, videos, audio, radio, TV, print and social media
Interviews promote websites for their organization
Educate the public
Community Relations holds a pivotal role in the success of public relations
Corporate (Club) Social Responsibility is an integral component of community relations
Companies and Organizations are giving back to the community
Community represents physical and online communities
Campaigns require effort from club public relations to support the online activities
Studies reveal social media monitoring accounts for 70% of core public relations in a company
Social media accounts for 66% of an organization’s public relations
“Community Liaison” helps develop crucial relationships within the community. Promote community initiates and programs Create strategic alliances with the
representatives of the consumer (community members) and public interest groups
Participate in activities sponsored by these partnerships
Meeting with community leaders (school boards, city council, library boards, etc.
Sitting on planning boards Speaking at community board and similar
meetings Attending networking events Perform other needed tasks
Annual corporate wide celebration of volunteers
Worked more than 400 volunteer projects Focus on donating and distributing food to
the hungry and needy Teach nutrition – teach young people healthy
life style eating Planted community gardens Donated to food banks Interact on Facebook about healthy eating
Establish some level of relationship with immediate community
Strive to interact and connect with the public in a positive manner
Perception of the public has huge impact on the club’s reputation and image
Clubs and businesses should be good citizens
Should be included in a club’s strategic plan
Government relations have been the foundation of the public relations industry since ancient Roman and Greek civilizations
Persuasion in public speaking, holding public events and meeting with public officials
Have a public affairs chairperson in club Maintain positive relationships with local
officials
Understand that on the other side of the web, behind that personal computer, there are real people and they can gain insights into the thoughts, views and opinions of these people in real time simply by listening intently, engaging authentically and having fun.
You Will Need ◦ A personal Facebook Account ◦ A Facebook Account for your club Email Address Address Telephone Cover Photo wider than shorter Profile Picture – Club Logo Internet Access
Login to your account or the Club’s Account and go to Pages create your new page
You will be given a few options, including ‘Company’, Organization or Institution’ and ‘Cause or community.’
Select ‘Company, Organization or Institution’ and choose ‘Charity’ from the scroll down menu. Add a name to your page (the naome of your club) and click to ceritfy that you are the official representative of the organisation. Make sure you enter the name correctly as you cannot always change it later.
Once the basics are set up, add a cover photo (851x315 pixels) which should be a branded image that demonstrates what your club does. Engaging cover photos can be effective in encouraging people to ‘like’ your page. Add information about your club in the information section.
The basic skeleton of your Page is now live and Facebook will ask you to ‘Like’ your page. If you do all activity will appear in the News Feeds – save this step for when you are ready for people to view it.
Facebook will ask you to add a Page description, a link to your website and a unique url for your Facebook page. i.e. facebook.com/yourclub
It will then ask you to add a profile picture (recommended size is 180x180 pixels), which should be your club logo.
Finally, you can define a specific audience or you can skip this step
Allows creators of nonprofit fundraisers on Facebook to pledge to match donations to their fundraisers
Creators have ability to pledge to match any amount that fits their budget
There are no fees when using Facebook’s Charitable Tools
Tell your supporters how it works
Go to: https://www.facebook.com/donate/signup
You will have to log into Facebook Your Page must be submitted and approved
for verification Your page must follow the community
standards: go to: https://www.facebook.com/communitystandards/
On your page to the left hand side select > About
Fill in “Find Us’ information Category “Community Organization” Website information (if you have one) Type information in “About” category Categories add> Community Organization
and Nonprofit Organization
Clubs’ official name, address, contact info, tax ID and nonprofit category
President’s name, date of birth and business address
A legible bank statement or the official bank letter dated within the last 3 months – no voided checks.
Choose your profile name – on Twitter you will be @profilename
Name should reflect your club – shorter is better -@altrusaanaheim
Profile picture is essentially like on FB. Recommended image size is 400x400 pixels
Bio – 160 characters to explain what your club does. Include a link to your club’s website or page
Header Image – like FB Cover page 1500x500 pixels Pin a tweet to the top of your account – it shows first
when users access your tweet – such as a tweet promoting your email newsletter
Download Instragram app from the app store Once installed – open it Tap sign up with Email or Phone Number.
You will receive a confirmation code then tap Next
Create a username and password, fill out profile information and tap “Done”
If you are on Facebook, you will be prompted to log in to your Facebook account
iPhone or Windows Phone Go to your profile and tap in the top right. Scroll down and tap Linked Accounts, then
select Facebook. If you haven't already, enter your Facebook login
information. By default, your Instagram account will link to your
personal Facebook Timeline. To link to a Page instead, tap Facebook again, then tap Share to and choose a Page that you manage.
If you've already linked Facebook on your phone or tablet and need to switch accounts, you can unlink your Facebook account from Instagram.
Go to www.youtube.com to get started Click on the “sign in” button in the upper
right corner of the home page Click on the “Create and account” button
under the login form on the login page Fill out the required information In creating a youtube account, you are
creating a gmail account. It will appear YouTube [email protected]
Log into your account Click on their link to YouTube Once on their channel, click the red
“subscribe” button Search Youtube by Keywords to find relevant
Videos and Channels
Login to your google account Go to Youtube by typing
http://www.youtube.com in the browser Go to your Channel List at
http://jmlinks.com/31w Click “create a new channel” On the top right of the screen, click on your
profile picture and then Creator studio
Video Title – Keyword heavy catchy video title Description – Write a keyword-heavy but catchy
video description and include a link to your website
Tags – pick no more than five relevant keyword tags for your video
Public – set view to public (anyone can see), unlisted (only people with the link can view) or private (restricted access)
Custom Thumbnail – Upload a custom video thumbnail which appears in the YouTube search
American Express uses videos and pictures to show what you can do with an American Express card not to sign up for one
Procter & Gamble’s site – beinggirl.com: delivers targeted content to its preteen and teen female audience using colorful and engaging microsite. They learn what it is like to be a girl and are provided with a platform for asking questions of experts on any number of topics including premenstrual syndrome to beauty and their changing bodies