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On August 24th, United Way South-Southwest Suburban Metropolitan Chicago invited me to present to non-profit management about online social networking. I LOVED using www.slideshare.net throughout the entire process and hope this helps someone else as much as it helped me.
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Social Media Networking
For Non-Profits
Presented by: Kristen Bonk
[email protected] @kbbonk on twitter
WHO ARE YOU? Who’s this Kristen gal & why are we listening to her?
Marketing and Volunteer Manager @ParkLawnCharity 4+ years working in non-profit
What’s Park Lawn? Providing services that promote independence, choice and
access to community living for people with developmental disabilities since 1955.
www.parklawn.com www.Facebook.com/ParkLawnCharity www.twitter.com/ParkLawnCharity www.youtube.com/ParkLawnAssociation
And United Way South – Southwest Suburban? Working to create meaningful and measurable change by investing
in income, education and health programs that support the 10-year vision LIVE UNITED 2020.
http://www.uw-mc.org/southland/ http://www.facebook.com/unitedwaychicago http://twitter.com/#!/unitedwaychi http://www.youtube.com/user/unitedwaychicago http://feeds.feedburner.com/unitedwaychicago
WHO’S WHO?
o Who Are You?
oWhere Are You From?
(Give a great plug for your nonprofit!)
o What TWO words come to mind when you hear
“Online Social Networking”?
TODAY’S GOALS Purpose of online social networking Brainstorm together Find an online purpose for every department Excite you to go online Email resourceful links to yourself
ONLINE SOCIAL MEDIA IS ABOUT REACHING AND CONNECTING
WITH PEOPLE!
WHAT IS SOCIAL MEDIA?
Content formed by the collaboration of two or more people that takes place on the internet.
(Source: Emily Culbertson of Community Media Workshop)
A virtual framework consisting of tools which enable users with a common goal or interest to set up communities and exchange information.
(Christophe Debruyne on Mashable post describing social media in 140 characters or lest. @chrdebru)
Picture from www.cibcommunications.co.uk/images/uploads/pdfs/What-is-Social-Media-.jpg
Traditional Media
Encyclopedia Britannica
New York Times
Print Newsletter
Social Media
E-Newsletter
Wikipedia
“Online Social
Media”are NOT
dirty words!
FEARS MOVING INTO ONLINE SOCIAL MEDIA
Senior staff & board might lose control.
Dealing with negative comments.
Addressing personality versus organizational voice.
Fear of failure Perception of wasted time
and resources. Suffering from information
overload already, this will cause more.
What are other fears?
Source: Slide 38 on Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”
FIRST: ENJOY YOUR PERSONAL ACCOUNT
Facebook, twitter and others are more than someone’s annoying thoughts.
Experiment and have fun. It’s SOCIAL!
Hiding posts / apps makes it more enjoyable.
Set privacy settings.
Why Should
My Non-Profit
Care?
Cost effective way to engage supporters, volunteers and potential supporters.
An opportunity for conversation A great way to reach certain audiences
Source: Idealware.org download: http://www.idealware.org/sites/idealware.org/files/SocialMediaReportV8.pdf
NON-PROFIT UPDATED MARKETING FUNNEL
Source: McKinsey & Company Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter/ Source: Beth Kanter’s blog: www.bethkanter.org
How do you get people to care for your
charity?
This begins and continues
offline as well as online!
OFFLINE AND ONLINE MUST WORK TOGETHER
Offline
Online
Fundraising Events
Chamber Luncheons & BAH
Newsletters
Letter Appeals
Staff & volunteer events
Annual Reports
Website
Meetings
Videos on Youtube
Tours
Stories on blogs
Groups on LinkedIn
WHERE’S YOUR AUDIENCE?
What channels to use out the hundreds available?
What would be most worth your while?
Photo courtesy of http://www.socialmediamagicuniversity.com/
Listen to what people are saying about your issues. What questions are people asking about your org
online? What are your competitors doing? Listening tools:
Google alerts emailed to you Technoratti for blogs Search Twitter and Facebook Google Analytics Offsite events and fundraisers What do you use?
Why do people Care?
IF YOU WANT PEOPLE TO CARE, MAKE IT ABOUT THEM….NOT YOU!
Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate” slide 29 by Farra Trompeter March 12, 2010
Source: Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-twitter-enga.html
MAP OUT A PLAN Goals (broad statement)
• Provide information about our orgs issues.
Objectives (specific & measurable) Increase followers by 50% by December
1, 2011 Strategy
Give quick and thoughtful responses Shout outs to other nonprofits and
supporters Tactics
Integrate social media across staff and departments by 2012
Create videos highlighting our orgs impact
ToolsPhoto from http://www.smallbusinessmavericks.com/your-social-media-road-map.htm
Source: http://www.bethkanter.org/25-smart/
ACTIVITY FUN! Discuss with each other your
organizations goals
How are you mapping it out?
What tools are you using?
WHO? WHAT? WHEN? WHERE? WHY?
Who will post online? What will we post to meet our
goalsWhen will we post: x hours daily /
weekly / monthlyWhere will we post?Why are we posting there?
OK, I’M ONLINE, NOW WHAT?
“It’s important to think of these social media channels as tools to communicate in a social manner rather than the end in and of itself—in other words, social media is the journey, not the destination.” (Source: Idealware PDF “Social Media Decision Guide” page 8.)
Create an online social media policy.
“Guidelines: This section should be one or more pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. ”
“Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. ”
Source: http://www.bethkanter.org/trust-control/Photo from http://socialfresh.com/a-template-to-help-start-your-social-media-policy/
WHY ANOTHER POLICY? Control the fears mentioned earlier
Be proactive for legal reasons
Media sources are now quoting tweets and posts
Connects with online social media plan
Policy examples are available at: www.wiki.altimetergroup.com www.socialmediagovernance.com/policies www.charityhowto.com/blog/?p=52
Does your organization have a policy? What examples have you seen and liked?
SEARCH ENGINE OPTIMIZATION
What is it? Search Engine Optimization or SEOis optimizing your presence online sowhen someone searches for your name,you’re top on the list.
How do I use it? Search engines like Google, Yahoo andetc. rank your website and presence online based
onkeywords and originality of content. Long & descriptive headlines are considered
more important to search engines.Photo courtesy of: http://www.searchengineoptimizationcompany.ca/
WHERE’S BASE? Have an effective
website as your base.
Make it donor friendly.
Revolve around the mission and content.
Free website ideas?
Allow supporters to share stories.
FEEDBACK TIME! Let’s look at Park Lawn’s
website and tell me what you like and think should be fixed.
How can it create more of a relationship?
What are some of your favorite websites and why?
If you don’t have a resources for videos, but you have a staff of writers, create a blog!
A site to provide commentary, stories, or a personal diary.
Allowing readers to leave feedback is extremely important to build better relationships and listening
Blog Sauce Image: http://sundayafternoonhousewife.com/monday-link-love-blog-boosting-tips/
WHY BLOG?
On average 55% more visitors
97% more links to your website (improves search results)
Engage, connect and relate
Source: Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6 and http://smallbiztrends.com
ANATOMY OF A BLOG
Search
Nice background image
Link to website
Main Post with easy to read headline
Category tags
Links to other social media sites and RSS feed
Example blog: http://dda604.com/page/2/
I SEE “RSS FEED” A LOT, WHAT IS THAT?
Rich Site Summary is a format
to deliver and receive ever changing
format web content.
Click on this icon, enter your email and click “subscribe”
Receive it to your email as a handy resource
Source: http://www.whatisrss.com/
WHO CAN BLOG FOR YOU? WHAT TO BLOG ABOUT?
Management
People who benefit from your services
Volunteers
New employees
Who else?
LET’S GET SOCIAL WITH:
Allows you to set up a profile, and post updates, links, conversations, events, photos, videos, petitions, or even collect donations online.
In order to create a page for your nonprofit, you must have a personal profile or business account.
Facebook has more than 750 MILLION users.
It’s particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events.
(Source: Idealware PDF “Social Media Decision Guide” page 5)
Creating an account is very simple and then creating a page is even more simple.
Expect to spend about 2-4 hours a week to manage your Facebook
(Source: Idealware PDF “Social Media Decision Guide” page 5)
Pages vs. GroupsPages – More public; anyone can see postsGroups – More private and must be
approved or added by other members.
LET’S GET SOCIAL WITH:
HOW TO CREATE A PAGE
HOW TO CREATE A PAGE
You’ll be asked to create an account for your business, so follow directions and find nonprofit.
You need to validate your account for security reasons. Facebook will send an email to the email address you used to register.
Source & images: Justgiving slideshare.net “Charity Guide to Facebook Fan Page”
Brand Your Page Claim your vanity URL
Facebook.com/username
Upload a square logo
Claim Your Community Page
Search in Facebook for your organization
Search fellow co-workers listing of employer
Claim your community page Connect check-ins
Complete Your Profile
Vary Your Content
Engage With Your Fans
Insights
ACTIVITY TIME!
What do you post on your organization’s Facebook?
Do your posts help out your objective and strategy?
What do other organizations post that you like?
Discuss!
WHAT’S
Twitter is a place where people with the same interests can provide resources, chat, add photos and more.
A post on Twitter is called a “tweet” and must be within 140 characters
People can choose to follow your tweets
If they like it they can retweet or quote the tweet highlighting who it’s from writing “RT” in front or saying another sort of comment.
Basics Tweets in 140 characters
@ Replies Direct Messages RT
Hashtags
Source: Kristin Gast of United Way slideshare.net “Social Networking 101”
Think of it like a radio station
“Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates.”
(Source: Idealware PDF “Social Media Decision Guide” page 5)
Expect to spend about 2 hours a week to manage Twitter feed Shoot for 1 tweet, one @reply and one RT per
day
Research who are big influencers Follow them Converse with them Listen to what they’re saying
Brand Your Profile on
Choose your username @ParkLawnCharity @Aspire
Upload a square logo
Create a background Complete your profile
MULTIPLE PEOPLE FROM SAMEORGANIZATIONS ON
ANOTHER ACTIVITY! !
What would you tweet?
Who else in your organization can tweet?
How can your tweets help your overall objective and strategy?
What are other twitter accounts you like?
Discuss!
VIDEO SHARING SITES Videos can be compelling stories or educate
Not as social, but it can create social opportunities
Where to get an inexpensive video recorder? Digital cameras Flip Video Smartphone (not as great quality, but it’s
available)
On Youtube.com, you can apply for a non-profit specific channel Provides clickable asks on top of videos Upload longer videos
People can subscribe and comment on your videos
Time spent on this varies. Could take 1-2 hours to just film it and upload on
your channel To edit it and make it look a little more
professional takes more time
VIDEO SHARING SITES
Some helpful video editing information Windows Movie Maker is free and easy to make a
basic video Pinnacle products with prices ranging from $60 -
$170 Avid Studio editing software Or edit it directly on Youtube.com
Some Youtube Ideas for Nonprofits Reach Out. Partner Up. Keep It Fresh. Spread Your Message. Be Genuine.
Source: http://www.youtube.com/t/ngo_tips
VIDEO SHARING SITES
What kind of videos to create? Length Educational Put a face to an organization
Make your videos findable – SEO! Title Description Tags
Brand your channel / page
Post a bulletin and alert your friends / subscribers
Post on other social media channels(Source: Rich Brooks on
http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/)
VIDEO SHARING SITES
WHY
MATTERS
Source: Michael Hoffman slideshare.net “Youtube for Nonprofits” page 9& Nielsen / Net Ratings (October 2007) – US Audience.Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results” http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/
In 1 minute35 Hours of Videos are Uploaded
15 Billion Videos were streamed in MaySource: Neilsen Reports http://www.nielsen.com/us/en/insights/press-room/2011/q1-cross-platform-report.html
Internet Video Viewing up 35% Compared to traditional TV viewing that increased0.2%
VIDEO SHARING SITESEXAMPLES
What videos would your audience be interested in?
What videos would help with your overall communications goals and strategy?
What other non-profit videos inspire you?
Discuss & show other sites online that you like.
VIDEO SHARING ACTIVITY EXTRAVAGANZA
WIKI! WIKI! WHAT? “Wiki” is “defined as a generic
term which is used to describe a certain kind of collaborative website that can be edited by any user and/or visitor.” *
“Often free and allow collaboration, knowledge retention, search and real time centralization of information”**
Some organization use private Wiki’s to organize and document internal projects.
• Source: http://www.mediawiki.org/wiki/Wikipmediawiki • **Source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits”
WIKI IN PRIVATE USE
Image and Source from Julie Spriggs slideshare.net “Wiki for NonProfits” page 10 and "Intellipedians" US Intelligence Community
WIKI USE
• Image and source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits” page 15
WIKI USE EXAMPLESProject management - Plan an event with committee
Image & Source: Julie Spriggs slideshare.net “Wiki for Nonprofits” page 30
WIKI USE EXAMPLESIntranet- department or board
According to research carried out by search engine marketing firm Spannerworks, social media site Wikipedia appears in Google’s first 20 results for 88% of the top 100 global brands. **
Way to increase Search Engine Optimization
Must be accurate and objective statements about your organization.
* *Source: Bob Goldfarb Blog: http://ejewishphilanthropy.com/the-wikipedia-secret/
Example
E-Marketing Use emails to draw support and direct people to
site
Have a prominent online sign up form on EVERY page with reasons and benefits of joining
Viral marketing “Forward to a Friend” & share online
Offer incentives
Promote e-newsletter on print publications
Source: Betsy Harmon of Harmon Interactive
Email must have a good RAPRelevantAnticipatedPersonal
Test the format Image blockingReading the email on phone
Source: Betsy Harmon of Harmon Interactive
E-Marketing
Email Marketing Tools Vertical Response
Allows nonprofit 501c3 organizations to send up to 10,000 emails per month for FREE!
Constant Contact Email Now powered by Emma Mail Chimp
Construct a list, don’t buy one People must be allowed to opt in Also allow them to unsubscribe
Source: Betsy Harmon of Harmon Interactive
E-Marketing
QR Codes & Tags
Quick Response Codes
A matrix barcode to be ready by
smart phones
Created by Toyota in 1994 and sees
frequent use in Japan and South Korea
Tags are same thing made by Microsoft
QR Codes are more often used In June, 14 million people scanned barcodes(Source: comScore Inc.)
Source: http://en.wikipedia.org/wiki/QR_code
Tag
QR Code
QR CODES Lots of apps to scan
Make certain apps on different phones can scan
Once scanned, it will be a quick response to following: Website Email Sign In Contact Information Note Video What else?
Ripple of EffectsDid you accomplisheverything in your strategy?
Build a relationship first online and continue offline
Might take a while before you see return on investment, but result could be huge!
Photo: www.hightechdad.com
RESOURCES Allison Fines Donor’s Forum presentation and notes,
book “The Networked Nonprofit” and website www.allisonfine.com
Beth Kanter’s blog (www.bethkanter.org/) and book “The Networked Nonprofit”
http://www.smartchart.org/ http://dp.continuousprogress.org/node/22 Presentations from www.slideshare.net
Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”
Farra Trompeter of Big Duck “Social Media: transforming the way nonprofits communicate”
Kristin Gast of United Way “Social Networking 101” Justgiving “Charity Guide to Facebook Fan Page” Michael Hoffman of See3 Communications “Youtube
for Nonprofits Frank Barry of Blackbaud slideshare.net
presentation “Blogging for Nonprofits” page 6
Idealware “Nonprofit Social Media Decision Guide”, PDF, July 2010, Laura Quinn & Andrea Berry http://www.pinnaclesys.com/PublicSite/us/Products/Consumer+Products/Home+
Video/Studio+Family/
McKinsey & Company Source: Lightbox Collaborative site: http://
lightboxcollaborative.com/tag/beth-kanter Angela Maiers Sept. 29, 2008; http://
www.angelamaiers.com/2008/09/my-twitter-enga.html http://dda604.com/page/2/
