SOCIAL MEDIA AND VOLUNTEER RECRUITMENT

VOLUNTEER PROFESSIONALS NETWORK

BILLY KLUTTZ, MPA

ABOUT ME

• New Media Coordinator, Seabury Resources for Aging

• Follow us: @SeaburySays

• Tweet your questions, comments, ideas: #DCVPN

Live-tweeting the 2012 election

WHAT WE’LL COVER TODAY

• Introductions and ice-breaker

• Social media strategies for volunteer recruitment

• Questions

SOCIAL MEDIA JARGONINTRODUCTION GAME

TWEETS WITH EXPANDED CONTENT OR PREVIEWS OF WEBSITES/VIDEO/AUDIO/APP CONTENT

TWITTER CARD-

A VIDEO BLOGVLOG-

ABBREVIATION OF “IN REAL LIFE"

IRL-

“CASHTAG” USED TO TRACK STOCKS ON TWITTER. ALSO, AN ALTERNATIVE HASHTAG (#) USED MORE GENERICALLY IN FINANCIAL TWITTER CONVERSATIONS

$(TWITTER)-

A REPOSTED INSTAGRAM PHOTO FROM A DIFFERENT USER’S ACCOUNT

#REGRAM-

A SERVICE THAT TRANSLATES LONG URLS INTO ABBREVIATED ALTERNATIVES

URL SHORTENER-

THE ACTION OF GIVING AN ARTICLE, POST OR VIDEO ON REDDIT A POSITIVE RATING

UPVOTE-

PROGRAMS USED TO PRODUCE AUTOMATED POSTS ON TWITTER, OR TO AUTOMATICALLY FOLLOW TWITTER USERS/RETWEET KEY PHRASES

TWITTERBOT(S)-

TWITTER SHORTHAND FOR “MODIFIED TWEET.” A RETWEET THAT HAS BEEN CHANGED FROM THE ORIGINAL

MT-

INTERNET SHORTHAND FOR “GRAPHIC INTERCHANGE FORMAT.” A COMPUTER FILE FORMAT FOR THE COMPRESSION AND STORAGE OF DIGITAL VIDEO IMAGES

GIF-

STRATEGIES &BEST PRACTICES

SOCIAL MEDIA & VOLUNTEER RECRUITMENT

(1) Social media is about people, not technology(2) Social media is about relationships

GUIDING PREMISES

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Social media is about relationships. So what?

-Relationships grow-Relationships take time-Relationships are built on

emotional connection-Relationships are mutually

beneficial

GUIDING PREMISES

Social media and volunteer recruitment strategy

(1) Listen(2) Engage(3) Recruit

STRATEGY

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Beyond just demographics, which online communitiesare we interested in reaching:

InterestsValuesInfluencers

STRATEGY: LISTEN

STRATEGY: LISTEN

Action items:-Make your data work for you

Pinterest analytics - Interests featureTwitter analytics - Follower details

STRATEGY: LISTEN

STRATEGY: LISTEN

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STRATEGY: LISTEN

Action items:-Use free analytics-Follow hashtags, join groups, search

keywords, follow thought leaders/influencers

-Ask questions

STRATEGY: LISTEN

Relationship building content is engaging content

STRATEGY: ENGAGE

STRATEGY: ENGAGE

Action items:-Emotional connection-Ask questions: use polls, surveys-Ask for user-generated content-Use organizational hashtags-Humor

STRATEGY: ENGAGE

Best practices:-Visually driven (photos, videos)-Keep copy short-Timing (listen to your audience, data,

analytics)

KEY QUESTIONS: ENGAGE

What will your audience get out of their digital relationship with your organization?

STRATEGY: ENGAGE

Making the ask online:Connect to stories/emotion Clear, concise askMultiple touches

STRATEGY: RECRUIT

Volunteer recruitment via social media requires working with other volunteer recruitment websites, such as VolunteerMatch and Idealist. Best practices:-Use platform selected photos when posting links-Create sense of urgency (and action “click”)-Reposting is your friend-Build your social profile on recruitment websites

STRATEGY: RECRUIT

Recruiting isn’t the end, it’s the beginning…The relationship continues to grow!

STRATEGY: RECRUIT

QUESTIONS & COMMENTS

CLOSING

https://flic.kr/p/dQFCEHhttps://flic.kr/p/69SoD6 https://flic.kr/p/7WXmd1https://flic.kr/p/hgkfJE

IMAGES USED