Social Media Strategies For Non-ProfitsSocial Media Strategies For Non-Profits

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• According to Wikipedia:– Social media is information content created by people using highly

accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content

– Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

What is Social Media?What is Social Media?

Misconception - Social Media is only used by young people.

Fact: The 35 and older crowd is facebook's

fastest growing demographic. Business owners are more likely to use

social media marketing (90+%) than employees working for a business (81%). (2009 study by Michael A. Stelzner).

People aged 30 to 39 are most likely to be using social media marketing (44.8% spending 10+ hours weekly), followed by 20- to 29-year-olds (40.3% spending 10+ hours weekly) and then 50- to 59- year-olds (38.7% spending 10+hours weekly).

Understanding Social MediaUnderstanding Social Media

Comparison - Social Media is like a business cocktail reception without restraints on time or space.

• Cocktail party advice:– Meet People and start conversations.– Answer questions, help others.– Ask questions, trust others' advice.

• Social Media = Cocktail Party– Become a real member of the community– Add value to the community

Understanding Social MediaUnderstanding Social Media

• Outbound Marketing = Interruption

– Telemarketing – Direct Mail – Email Blasts – TV/Radio ads – Print ads

• Inbound Marketing = Permission – SEO/SEM– Blogging– Social Media– RSS– Free tools/trials

Rethink MarketingRethink Marketing

• Social Media is Word Of Mouth on Steroids– Social Media helps with SEO– Social Media promotes your blog– Social Media is permission centric– The conversation has already started...

What is the best kind of Advertising?What is the best kind of Advertising?““WORD OF MOUTH”WORD OF MOUTH”

• Social Media Reach– In Bakersfield, on Facebook alone, there are over 60,000 active users. Facebook as a

whole has grown over 100% in less than a year and they currently have over 200 million registered users worldwide.

– There are over 107,000 Myspace users in Bakersfield ages 18-65. Our local social networking site bakotopia.com has well over 6,000 registered users.

Social Media ReachSocial Media Reach

These users are what we like to call "influencers". Influencers are active in their networks and will spread the message of anything that they like. Again, word of mouth on steroids.

• A 2009 Study by the Neilson Company tells us:– In the last year alone, time spent on social networking sites has surged

73 percent. – In February, social network usage exceeded Web-based e-mail usage

for the first time in the history of the internet.– Time spent on video sites has shot up almost 2,000 percent over the

same period.

Social Media EngagementSocial Media Engagement

Three Types of Social MediaThree Types of Social Media

• You’ve spent years accumulating content and knowledge, why not put it out there?

– Examples: Previous ads you’ve done, articles that you’ve written, photos you’ve taken, testimonials.

• Olympia steel buildings just uploaded a video to YouTube that they had laying around and accumulated over 13,000 views.

Publish Your ContentPublish Your Content

• One of the best forms of content is a blog.• Google Reader is your friend.

– Use it to set up feeds of content that is relevant to your business and yourself. Take in the content and then you can rewrite it in your own words with your thoughts and optinions. This is when you become a “thought leader”.

•Taking part in you social community.•People love to hear about themselves. Post flattering content about one of your followers and you will be rewarded.

How to I get content?How to I get content?

• Share - Digg.com, StumbleUpon, del.icio.us

– Monitor what’s being shared about you. Promote flattering content.– Promote your content and other content that you find valuable.– Find where your audience hangs out.

• Empower others to share your content!

ShareShare

• Network - Facebook, LinkedIn, Myspace

• Anyone can connect with everyone from anywhere.– Tips - Find your existing connections, Network through groups, Be

helpful, Share interesting content, Make connections. Remember the cocktail party analogy.

NetworkNetwork

• Micro-Blogging is a Publishing Platform.• Share by ReTweeting (RT) content that you like.• Network by following thought leaders and gaining followers.• Connect through @replies or Direct Messages.

Publish, Share, Network all in one…Publish, Share, Network all in one…

The effectThe effect

Trent Reznor of NIN And Twitter Helped Raise over $850,000 for Fan in Need• Eric De La Cruz was in need of a heart transplant.• NIN offered incentives for donations.

Social Media Causes in ActionSocial Media Causes in Action

Other Non-Profits Successful Using Social Media:•American Cancer Society•American Red Cross•Anita Borg Institute for Women and Technology•Appropriate Infrastructure Development Group•Cradles to Crayons Philadelphia•Create the Good•Exploratorium Museum•Greenpeace•The Humane Society of the United States•Livestrong•WWF

Think out loud Connect with Peers Low-cost, on-demand learning Show your human face Feature those you service Respond to events rapidly

Social Media Helps Non-ProfitsSocial Media Helps Non-Profits

• 1) Check Twitter for chatter about your company (2 minutes): Use tools likeTweetDeck or Twitter Search to monitor conversations about your company in real-time. To check once a day, set up an RSS feed for a specific Twitter Search to go straight to your Google Reader. Do this by clicking the little RSS icon after you complete a search. Now, ongoing search results will be sent to your reader.

• 2) Scan Google Alerts (1.5 minutes): Check your Google Alerts for your company name, products, executives or brand terms. To set this up, enter your search terms and select to receive updates as they happen or once daily. Now, when people blog about your products, an alert will be sent to your inbox. You can read the articles and respond right away!

• 3) Check Facebook stats (1 minute): Visit your Company Page's Facebook Insights. This can be found by clicking "more" under the page's main photo. Scan your fans and page views count. If you are a member of a group, check to see if any new discussions started.

• 4) Answer Industry-related LinkedIn questions (3 minutes): Search for questions on LinkedIn that you or members of your company can answer. You can set up an RSS feed for specific question categories to go to your Google Reader as well. When you find a relevant question, respond and include a link to your website.

• 5) Use Google Reader to check Flickr, Delicious, Digg and others (2.5 minutes): Also set up RSS feeds for searches on your company name and industry terms in other social media sites. Similar to monitoring LinkedIn and Twitter, your Reader will serve as a great place to centralize your other searches too!

Monitor EfficientlyMonitor Efficiently

•Be transparent and authentic. Be human.

•A profile pic is worth a thousand tweets

•Leaving a legacy

•Don’t be a social schizo

•Social climbing not the best approach

•It’s not a one-stop shop

•Return on engagement

•Best advice? Don’t take anyone else’s advice

Social Media Dos and Don'tsSocial Media Dos and Don'ts

Plan Of ActionPlan Of Action

1. Publish all of your content in as many places as possible2. Find 3-5 blogs related to your interests or industry

-Comment on one blog per day3. Connect with people you already know on facebook

-Update your status on facebook at least once per day-Add photos once per week

4. Connect with people you know on LinkedIn-Follow the steps to complete your profile

• Content is king– The more relevant content you publish the more trust

you'll gain.• Bring your professional, personality– They want to connect with a person.

• The three E's of social networking:– Entertain, Educate, Engage

• Have fun– If you're having fun your followers will too!

SummarySummary

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