Realist's Guide to Social Media for Nonprofits
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Transcript of Realist's Guide to Social Media for Nonprofits
A Realist’s Guide to Social Strategy for the Non-Profit World
24 February, 2010
Welcome.
I Am a... I Am Not a...
• VP/Account Management and Digital Strategy
• Brand, marketing, communication strategist
• Researcher and planner
• Social media addict
• Social media “specialist”
• Technologist
• Analyst
• Non-profit “expert”
Social Media Doesn’t Have to Be Super-Complicated
• Online applications, platforms, media which aim to facilitate interaction, collaboration, and sharing of content
Blogs Easy to publish website that allows anyone to publish their point of view and usually allows comments. WordPress, Posterous
Microblogging Conversation in 140 characters or less Twitter
RSS Really Simple Syndication: a tool that brings you updates Google Reader
Widgets/Gadgets Mini-applications that connect to the Internet and typically have a specific function Widgetbox
Social Networking Sites that allow you to connect to friends, family and colleagues online or meet people with similar interests Facebook, Ning, etc.
Chat Text-based, interactive online discussion, either one-on-one or group # Twitter chats, etc.
Forums One of the most “tried and true” social technologies; users post questions/comments, respond to others bbPress
Podcasts Audio and video files distributed through websites Apple iTunes
Video/Photo Sharing Sites that allow users to post, view and search videos or photos YouTube, Flickr, etc.
Wikis Sites that support multiple contributors with shared responsibility for creating and maintaining content Twiki
Survey Says...Strategy
• How to expand use for more effective awareness-building, events, fundraising
• How to integrate social media into overall marketing and fundraising strategy
• How to best engage, inform, educate audiences
• How to grow networks once established
• How to set goals/benchmarks and measure ROI
• Social media guidelines/risks/pitfalls
Marketers are like kids at Rita’s candy shoppe, gazing at all the pretty opportunities. Most of us are afraid of strategy, because we don’t feel confident outlining one unless we’re sure it’s going to work.
-Seth Godin
“
“
Strategy is the road. It answers how you will engage.
GOAL: 29,029 Feet
OBJECTIVES: Reach top of Everest; don’t die
STRATEGY: Be as prepared as humanly possible
TACTICS: Intense training; best climbing team; right route for weather; use best tools available
Survey Says...Tactics• Community sites, blogs, forums, web chat
• LinkedIn, Facebook, Twitter, YouTube, Flickr
• Blogger relations
• SMS/texting
• RSS feeds
• Google analytics
• File sharing applications
• How to manage time investment : )
The Best AdviceI Can Give You
• Figure out what you are going to DO with social media first, and why.
• Then, worry about all of the shiny objects.
• The tools will always be changing. Your mission won’t.
Goal: A Solid Planning Foundation
• Approach to social media strategy
• Examples from the non-profit world
• Tool demos/explorations as desired
• Group brainstorming/idea sharing session
It’s about raising money.But it’s got to be about
more than raising money.
Engagement is the New Awareness
Consider What Your Audience is Doing Online
Best Way to Engage: Be Useful.
Top 10 Tips on Approach• Think about what you can offer your supporters, and
how you can facilitate, not how you can “push out messages.”
• Speak as humans, not as a company.
• There are natural storytellers. Find them, and the best stories your organization can tell.
• Find someone really passionate about talking with your supporters.
• Create ways for your supporters to actively participate in content creation. Many of the most successful social media efforts are truly grass roots.
Top 10 Tips on Approach
• Always be listening.
• The more responsive you can be, the better.
• Building relationships is a long-term commitment, not just a “campaign.”
• Learn by doing. It’s really the only way.
• Experiment and don’t be afraid of “failure”. If something doesn’t work, adjust and keep trying or try something else. Because...
Serendipity Happens.
ORGANIZATION: Blood Drive
OBJECTIVES: Increase blood donations among teens
STRATEGY: Enable donors to encourage friends
TOOLS: Facebook event page & discussion threads
RESULT: 23% increase over previous blood drive with no other changes to communications
Red Cross 12-Step ProgramStep 1 Get Social Media SavvyStep 2 Learn Our PhilosophyStep 3 ListenStep 4 Engage with National Social MediaStep 5 Learn from Chapter Social MediaStep 6 Evaluate Organizational GoalsStep 7 Create Your Social Media StrategyStep 8 Choose Your ToolsStep 9 Let National Know What You’re Up ToStep 10 Implement Your PlanStep 11 Measure Your Successes and ChallengesStep 12 Send National Your Links and Measurement Data
Wendy Harman, American Red Cross
Listening Tools
• Google Alerts and Google Reader
• Twitter Search
• Various Software Subscription Products
• Radian 6, Meltwater Buzz, others
The Basic Building Blocksvia Chris Brogan
• Grow bigger ears
• Make a friendly and useful base on your site
• Extend into outposts
• Integrate into other tools like E-mail marketing
OBJECTIVE: Rally community of supporters
STRATEGY: Create a safe place where women can talk online; extend the conversation to where the audience already is
TOOLS: Community site first; Facebook cause and 20+ other outposts later
RESULT: Increased advocacy; $92,000 in donations during October 2009 Breast Cancer Awareness month attributed to social media; total 2009 donations increased 22% over prior year
via Beth’s Blog beth.typepad.com
http://community.nationalbreastcancer.org/
After all these years in marketing, I’ve finally gotten to sit back and
watch the numbers roll in.
-Kevin Williams, CMONational Breast Cancer Foundation
“ “
ORGANIZATION: ASPCA
OBJECTIVES: Rally community of supporters
STRATEGY: Feed their passion
TOOLS: Ning community, Blog, Facebook, Twitter, Flickr
RESULT: Engaged Facebook community 268,000 strong
via Beth’s Blog beth.typepad.com
http://bit.ly/adMEoL
ORGANIZATION: Wildlife Direct, Nairobi, Kenya
OBJECTIVES: Raise funds to protect wildlife
STRATEGY: Enable donors around the world to communicate directly with the people they are funding
TOOLS: Blogs are primary
RESULT: Website visits and donations up four-fold; 50 lions saved last year
via Beth’s Blog beth.typepad.com
http://lionguardians.wildlifedirect.org/
http://vimeo.com/7393055via Beth’s Blog beth.typepad.com
ORGANIZATION: American Humane Society
OBJECTIVES: Increase engagement and donations
STRATEGY: Empower pet lovers to become ambassadors
TOOLS: Photo contest; Facebook tool to solicit votes from friends
RESULT: 31,000 entries; $377,000 raised
Grace Markarian, American Humane Society, via Beth’s Blog beth.typepad.com
http://www.humanesociety.org/issues/spay_day/
American Humane Society Metrics
• # of submissions
• # of photo views/voting participants
• # of friends/fans/members over time
• # of new names added to E-mail file
• # and content of blog comments
• # of blog subscribers
• # of inbound links
• # of donations/amount of donations
Grace Markarian, American Humane Society, via Beth’s Blog beth.typepad.com
American Humane Society Lessons
• Integrating social media into your campaigns can help build online actions like donations slowly
• E-mail marketing remains the #1 success driver
• Social media allows HSUS to reach audiences they may not reach through other channels
• Must allocate resources to monitor and communicate with this audience to sustain success
• Participating in social network sites requires constant willingness to learn
Grace Markarian, American Humane Society, via Beth’s Blog beth.typepad.com
ORGANIZATION: American Red Cross
OBJECTIVES: Create an empowered online community of supporters; Maximize donations for Haiti earthquake relief
STRATEGY: Connect people to what’s happening on the front lines; Make donating as easy as possible
TOOLS: Blogs, Facebook, Twitter, Flickr, Ammado;Text-to-donate
RESULT: Text-to-donate yielded $800,000 in first 24 hours; $5 million by day two; $22 million first week; 14% of total
http://www.redcross.org/
ORGANIZATION: The Girl Effect
OBJECTIVES: Raise awareness and funds
STRATEGY: Prove to potential supporters that they really can make a difference
TOOLS: Video was primary
RESULT: 471,000 views on YouTube; 115,000 Facebook Fans
ORGANIZATION: The Girl Effect
OBJECTIVES: Raise awareness and funds
STRATEGY: Prove to potential supporters that they really can make a difference
TOOLS: Video was primary
RESULT: 471,000 views on YouTube; 115,000 Facebook Fans
http://www.girleffect.org/http://www.youtube.com/watch?v=WIvmE4_KMNw
ORGANIZATION: Charity Water
OBJECTIVES: Raise awareness and funds
STRATEGY: Inspire
TOOLS: Website, video, Twitter
RESULT: First non-profit to one million Twitter followers
http://www.charitywater.org/
http://twitter.com/charitywater
A Beautifully Simple Way of Thinking About It
via Hugh MacLeod
• Figure out what your gift is, and give it on a regular basis
• Make sure it’s received as a real gift, not an advertising message
• Figure out what it is that your trail of breadcrumbs leads back to
Group Sessions: Applying to United Way
• Part one: What are our goals and objectives? Who are the audiences we are seeking to rally?
• Part two: What will our approach/strategy be? What type of content is our “gift”/will be effective?
• Part three: Discussion/demo of tools as desired; What listening and conversation tools will we prioritize?
Recommended ResourcesOngoing Twitter Chat : #nptech - great way to meet people to learn from/share with on Twitter
Allyson Kapin: Non-profits - Time to Get Mobile http://www.frogloop.com/care2blog/2010/1/15/nonprofits-time-to-get-mobile.html
***Beth Kanter/Beth’s Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change:
http://beth.typepad.com/
http://beth.typepad.com/beths_blog/2009/02/how-do-you-measure-the-success-of-dog-to-person-fundraising-on-social-networks-dollars-or-doggie-tre.html
Chris Brogan’s blog: http://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/
http://www.chrisbrogan.com/the-building-blocks-of-social-media-for-business/
Forrester Research Consumer Technographics Data : http://www.forrester.com/Groundswell/profile_tool.html
KDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/
Mobile Active http://www.MobileActive.org
Nonprofit Tech 2.0: A Social Media Guide for Non-Profits http://nonprofitorgs.wordpress.com/2010/02/08/10-nonprofit-text-alert-campaigns/
***We Are Media wiki http://www.wearemedia.org/
***Wendy Harman, American Red Cross: http://wharman.posterous.com/social-media-handbook
***Top Three Recommendations
Thank you.
twitter: @suespaight
414.224.0212
If you want to keep the conversation going, I will offer to participate in ongoing Twitter chat at:
#greatriversSM