CRS Social Networking Presentation Ncdc 09 2009
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Catholic Relief Services CRS and Social Networking NCDC Conference, September 21, 2009
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If you haven't yet discovered how Facebook, MySpace, Twitter and other social networking sites can further your awareness building and engagement efforts (or if you aren't even sure what social networking is), this session will put you in the know! It will address the fundamentals of social networking and provide you with tools to start networking.Level: All levelsAt the end of this session, you will: Know why social networking is essential for increasing awareness and fostering engagement with your supporters in the hope that they will become donors down the line.
Transcript of CRS Social Networking Presentation Ncdc 09 2009
Catholic Relief ServicesCRS and Social
NetworkingNCDC Conference, September 21,
2009
In Lieu of Handouts:
Write this down:
www.slideshare.net/lbdurington
Or e-mail me:
Agenda:• What is social networking and why use
it?• Facebook 101• Twitter 101
• An overview of CRS’ Social Networking Strategy
• Success Stories, Experiments, Lessons Learned
• Resources
Why all the fuss over social networking?
What’s all the fuss about?
1. Critical Mass: most visited websites in the US:
– #3 Facebook– #4 YouTube– #5 MySpace– #12 Twitter
source: alexa.com
Facebook has just announced 300 million active daily users.
U.S. pop is 305 million!
What’s all the fuss about?
2. Viral, viral, viral (did I mention “viral”?)
3. Online actions inspire “real world” conversations.
4. Users often self-identify as Catholic.
5. A new opportunity to tell our story and increase awareness.
6. Establish relationships with younger donors/supporters (be where they are).
7. Multi-channel engagement. 8. Enhanced/interactive user
experience.
What’s all the fuss about?
Who’s using what?
-In your personal life?-In your organization?
FACEBOOK 101Fan Pages, Groups and Causes: An Introduction to :
Facebook 101
The difference between:• Groups• Causes• Fan Pages
Facebook Causes
Cause Advantages:• Donation Capability• E-mail Capability• Actions in Newsfeed
View CRS’ Cause Page
Facebook Fan Pages
Fan Page Advantages:• News feed for all posts (post April 2009)
• Better interactivity• Insights
View CRS’Fan Page
Facebook Fan Page Insights
Terms and Terminology
Facebook:• Supporters are called:
Fan Page = Fan; Cause = Member• News Feed is lifeline• Goals:
Get people to “Share”, “Comment”, Invite friends, Join Cause, Donate, Create a Donor Match Challenge
TWITTER 101Tweets, ReTweets,@Replies, and more:
Twitter 101
• I don’t get it.• Only 140 characters?• Isn’t it all just drivel anyway?• What’s with all the jargon?
• Yup, I hear you. But…
Twitter 101
• Twitter’s evolution (thought leaders and opinion; breaking news; trending.)
• Eavesdropping on entire world (good and bad.)
• Powerful viral force.• Be transparent; be genuine – or perish.• Psst…users often self-identify as Catholic.• Save characters with a url shortener
service: Tinyurl, Hootsuite, bit.ly
Terms and Terminology
Twitter• Supporters are called “followers”• Posts are called “Tweets”• RT=ReTweet=share; @reply=public
message directed at someone; DM is private message
• Hashtags (#)= classification system
For more, see How To Use Twitter
Terms and Terminology
Twitter• Goals: Get people to Retweet, use
your @Twittername when they talk about you or respond to you, create dialog about a #topic, recommend you for #charitytuesday, #followfriday.
And the rest…
MySpace: still big in mid-west; more widely used by Hispanic US pop/bands.
LinkedIn: Great for HR
YouTube: Get a nonprofit channel
CRS’ SOCIAL NETWORKING STRATEGY
Where we are; what we’ve done
CRS’ Social Networking Strategy
CRS’ goals of having a presence on social networking sites are:
1. Increase awareness in a new audience of online Catholics
2. Use these sites as our own news channel and drive people to our website
3. Foster deep levels of engagement
The New Rules of Engagement
Crawl…Walk…Run:•Awareness•Engagement•Conversion
Current Stats (as of 09/20/09)
• Facebook Fans – 5,248 members• Facebook Causes – 3,738
members, $4,090 donated• Twitter – 2,234 followers• YouTube - 127 subscribers• MySpace – 3,095 members
A word about niche sites (Ex: Catholic social networking sites)
• Numbers are small• Hard to maintain too many sites
consistently• Plenty of Catholics in mainstream
networks
We’re keeping an eye on them, to see which ones will have staying power.
Success StoriesBackpack Contest
And about 70 amazing testimonials from supporters!
225 new fans in 9 days - 5x the rate we would typically see over the same time
Success Stories
• Repeat Gifts on Facebook Causes• Matching Gifts Challenge • Coordinated Messaging/Cross-
promotion• Twitter Day-in-the-life
Success StoriesIncreased traffic to www.crs.org
YouTube
TAKEAWAYS
What else can I tell you about social networking for nonprofits?
Takeaways…
• One note of a symphony• See the forest AND the trees• Go big or go home• Can’t be everywhere• Don’t panic• Be genuine• Learn the language, but stay true
to yourself, and your mission
CRS social networking sites:
• Facebook Fan Page: http://www.facebook.com/pages/Catholic-Relief-Services/21492729544?ref=ts
• Facebook Causes (Main cause): http://apps.facebook.com/causes/1613?recruiter_id=1465928
• Twitter: http://twitter.com/catholicrelief• YouTube:
www.youtube.com/catholicrelief • MySpace:
http://www.myspace.com/catholicreliefservices
Social Networking Resources:
• Nonprofit Tech 2.0 (Heather Mansfield)Best Practices Series; Webinars http://nonprofitorgs.wordpress.com/
• Nonprofit Technology NetworkNTC Conference; Webinars http://www.nten.org/
• Donor Power Blog (Jeff Brooks, Merkle): http://www.donorpowerblog.com/
• Chris Brogan, Community and Social Media: http://www.chrisbrogan.com/
• Beth’s Blog (Beth Kanter) How Nonprofits Can Use Social Media: http://beth.typepad.com/beths_blog/
• Video, How To Use Twitter: http://www.howcast.com/videos/149055-How-To-Use-Twitter
• HootSuite, Great Twitter tool
http://hootsuite.com
Thank you!
Laura DuringtonOnline Community
ManagerCatholic Relief Services
e-mail: [email protected]: 410-951-7210download slides from: www.slideshare.net/lbduringtonblog: http://dementedsocial.blogspot.com/
