PRESENTED BY:

LISA KASLYNPROSPER COMMUNICATIONST W I TT E R @ KA SH E N | FA C E B O O K L I SA KA S LY N

PR 21.0 – Increasing Your Non-Profit’s Exposure Using Social

Media

PR 21.0 | It’s all about getting found

1) Social Media and Blogging are Public Relations (PR) Tactics

2) PR Boosts Search Engine Optimization (SEO)

3) SEO Drives Web Traffic

More Web Traffic = More Leads =

More $upporter$

“The reality is that no organization — either for-profit or non-profit — has control over its image any longer. Any…fundraising nonprofit that

thinks otherwise will find out painfully that irrelevance is perhaps the

greatest cost of all. ” ~ Chris Bailey

More Visibility through Social Media

“The conversation has already started. Isn’t it time for you to speak up?”

Social Media is not a flash in the pan 2009 growth stats:

Facebook grew 228%LinkedIn grew 82% Twitter grew 1,382% YouTube grew 132%

You need an integrated social media marketing strategy

Social Media Players

Creators

Collectors

Joiners

Niche

Getting visible on social

media!

Creators

Creators are blog hosting sites, social networking and micro-blogging, video and photo sharing sites that enable users to create and share content

Collectors

Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources.

Social news sites are different from standard social bookmarking sites by focusing on specific articles and blog posts rather than websites. Because of this, they can be a great source of news, and they also offer the ability to participate in the discussion by leaving comments on popular news items.

Joiners

Multiple interactions

Thru multiple connections

Using multiple tools

Text Photos Videos

Niche

Professional

Corporate

Non-Profits

Alumni

Physical Gathering

Non-Profit Social Media Rock Star

“I’d start a storytelling and pictures blog about the causes I was tasked with supporting. No question about it: stories and pictures are powerful contributors to nonprofit experiences.”

- Chris Brogan , co-author, “Trust Agents”and president, New Marketing Labs

Best Practices – Integrated Communications

CONNECTING TO SUPPORTERS

1. Be Personal and Educational

People connect to NPOs on Facebook because they are passionate about the cause and want to participate in making change

Be careful not to only focus on fundraising. Whenever possible, share updates directly related to the impact of your organization

*These charts and more may be accessed on Facebook

2. Create Content Worth Sharing

Empower people to share and spread the word among their Facebook friends by giving them content to interact with and share

Photos, Video and other content can go viral quickly as they attract more “like” and “comment” interactions, which then spread to friends of supporters, attracting new ones.

3. Join the Conversation

Facebook is a culture of conversations—NPOs have a huge opportunity to get immediate feedback on issues

Poll your supporters on Facebook with a question now and then in your status update, instead of only posting statements

Show you’re listening by making a comment among the supporter posts

Don’t discredit an occasional negative comment – view it as an opportunity to start a dialogue and convert new supporters.

4. Grow Your Connections

Promote the Username for your non-profit page everywhere:

email lists, advertising, posters, banners, newsletters, etc.

Encourage supporters to add a Like Badge to their blog or website to show their connection to your NPO

Run Facebook Ads targeted to cause keywords, related organizations, relevant geographies or donors/supporter demographics

5. Make your site social

Like Button: The Like button lets users share pages from your site back to their Facebook profile with one click

MINING FOR GOLDBRADFORD GOVEN, PRINCIPAL

SALES SUPPORT3 6 0 ◦

Mining for Gold on

•LinkedIn: - 55 Million Subscribers- Shine a light on donors- Simple branding – focus on connections

•- Have a professional presence on LinkedIn

•- Leverage Sales Intelligence

•- Have an LinkedIn action plan

•- Mine through LinkedIn for A+ prospect-donors

•

Relationship Map — LinkedIn Name Export

Optimizing LinkedIn:

1. See the future: connect with your entire donor base

2. Connect to a target market

3. Join groups for those markets and actively participate

4. Educate yourself on effective LI search

5. Stand out: Be active! Don’t make it a resume rehash

6. Answer questions to highlight your expertise

7. Accept connections and request connections.

8. Talk to people. I mean, really talk!

Measure & Analyze

Track the number of inbound links, keyword rank over time and compared to competition

Measure real business results: number of visitors, leads, and donors from SEO

Social Media Guidelines

Internet policies need to cover the use of interactive social websites as well as use of email and access to non-interactive websites

Employees should be aware that they are personally responsible for their online posts and disclosure of confidential or sensitive information about employers should be prohibited

Clearly identify certain activities as gross misconduct employers can attempt to reduce exposure to claims of unfair dismissal in the rare event that

an employee's online behavior requires serious disciplinary action.

Employees also need to be made aware that their online communications while using the employer’s IT system may be monitored by the company to ensure compliance with the policy Such monitoring is subject to data protection laws and employers also need to be aware of

employees’ privacy rights in relation to personal emails.

A clear escalation procedure and chain of responsibility can also ensure incidents are well handled by trained staff.

Rough Guide to: Social Media and the Lawwww.nmk.co.uk

Social Media Resources

Beth’s Blog

www.bethkanter.org

Soon-to-be-released book: “The Networked Nonprofit”

Allison Fine

www.allisonfine.com

Author of “Momentum”

Pro Bono Partnership

www.probonopartner.org

Shameless Self-Promotion

Prosper Method™Workshops

www.ProsperComm.com

PR 21.0

Lisa Kaslynlisa@ProsperComm.com845-225-7571Twitter @Kashenwww.facebook.com/lisa.kaslyn

Thank You!