Social Media for NPO's

Putting Social Media to Work For Non-Profit Organizations

Gary MoneysmithInteractive Strategy Director

[email protected]

@garymoneysmith

1. Overview2. By the Numbers3. 5 Ways Social Media Overlays Nicely

With Non-Profit Organizations4. State of the Union5. Planning Your Social Media System6. Quick Tips: 3 Ways to Use...

Putting Social Media to Work For Non-Profit Organizations

Social media is an umbrella term for digital tools that let you share information and network with others.

What is Social Media?

ResearchCustomer ServiceBrand Awareness/Affinity

Promotions

PR Networking

Crisis CommunicationsSales/Donations

Education

RecruitingTraffic Building

Volunteer SupportSpecial OffersRelationship Building

Fun

Social Media Can Help With...

...if you don’t do these things, you don’t need social media.

The Big (Dirty) Secret

It’s not about tools & technology.

It’s about conversations.

Finished setting up your blog, Facebook group and Twitter account?

You’re 1% done.Now let’s get to work

Congrats!

• Founded in 2004 as “The Facebook”• 200+ million accounts• 122 million visitors/day• 57% female• Fastest-growing demo is over 55, which

expanded 25% in July ‘09 alone

FacebookBy the Numbers...

Sources: Compete.com; “2009 Social Network Analysis Report”http://www.facebook.com/press/info.php?statistics

http://www.insidefacebook.com/2009/08/04/women-flocking-to-facebook-femalemale-ratio-hits-new-high/

If Facebook were a country, it would be the 5th most populated - just ahead of Brazil.

FacebookBy the Numbers...

Sources: Facebook.com Press Room > Statistics

• Approximately 23 million accounts• Over 3 million “tweets” per day• Grew 1,551% between June 2008 and

June 2009

TwitterBy the Numbers...

Source: Compete.com data for June 2009.

Today, 54% of Fortune 100 companies !are on Twitter for:1. News updates (94%)2. Customer service (67%)3. Marketing and promotions (57%)4. Employee recruitment (11%)

TwitterBy the Numbers...

Source: “Twitter is top social media platform at Fortune 100 companies,” Mashable, Aug. 3, 2009

13 HOURS• Amount of video uploaded every minute

100,000,000• Number of YouTube videos viewed/day

65,000+• Number of videos uploaded/day

Sources: Wikipedia.com

YouTubeBy the Numbers...

65 million+ active users currently access Facebook through mobile devices

Mobile device users are almost 50% more active than non-mobile users

Mobile AccessBy the Numbers...

http://www.facebook.com/press/info.php?statistics

180+ mobile operators in 60 countries working to deploy & promote Facebook mobile products

• Age 14 - 24

• By 2010, Millenials will outnumber Boomers

• Spend 16+ hrs/week online

• 96% have joined social networks

• 30+ text messages sent/day

• They REALLY care what their friends think

MillenialsBy the Numbers...

How Do You Feel?

Or maybe like this guy?

It’s not scary.It’s actually pretty fun!

“The word blog is irrelevant. What's important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world.”

Seth GodinMarketing Guru/Author

The State of the Union

93% of social media users believe a company should have a presence in social media

Cone, business in social media study, september 2008

85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers.

Customer ExpectationsThe State of the Union

AOL and Henley Centre (2007)

90% of people believe that personal recommendations are a trustworthy source of information

67% of respondents consider personal recommendations as an important source of information when researching/considering a product or service

42% of online consumers have changed their mind about a brand they were going to buy after reading reviews

Power & InfluenceThe State of the Union

“Marketers don't understand channels where you have to talk and listen at the same time. The marketing industry's idea of a two-way communication is to put an 800 number or a web address in an ad and take orders.”

Josh BernoffJune 30, 2009

Co-Author of “Groundswell”

Communications ShiftThe State of the Union

Josh BernoffJune 30, 2009

Co-Author of “Groundswell”

“We want to talk to you,” they say. “But we don't want to hear back from you. Unless you want to place an order, and if so click here.”

Communications ShiftThe State of the Union

Marketing

CustomerServiceTechnology

Where does Social Media Live?The State of the Union

Originally published in 1936 15 million copies sold globally

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”

“...want to make people laugh at you...talk incessantly about yourself.”

Old Wine in New Barrels...The State of the Union

5 Ways Social Media Overlays Nicely With Non-Profit Organizations

• Authentic - Not Corporate• Open to Frequent, Informal Updates• Word-of-Mouth Based

• Humanizing• Low Expense (Relatively)

Expectations for authenticity and heart felt communications; speak in an approachable, conversation style & people will feel it.

“Hey did you guys read that latest press release?

Normal people don’t do this.

Authentic - Not Corporate

Social media sites, especially Facebook and Twitter, allow you to share frequent conversational updates to your friends and followers quickly and easily.

Keep them short & sweet so you don’t over do it.

Open to Frequent, Informal Updates

Open to Frequent, Informal Updates

Ready access to friends-of-friends via social networks

1970’s“...the girl tried the shampoo told two friends, who in turn told to more friends the next day and they also told two friends...”

Word-of-Mouth Based

Remember the Faberge Organic TV Commercial?

Now“...she told 576 people on Facebook and 897 followers on Twitter; she got 45 re-tweets and 62 replies...”

Asked By A Stranger

Repositions the AskWhen you’re asked for donations, support or to

volunteer - how do you respond?

Word-of-Mouth Based, Cont.

Asked By A Friend

Empower your advocates!

While most social media tools are free of charge, the currency of social media is TIME. How much can you afford? The more you invest, the more you’ll reap.

Low Expense (Relatively)

Ahem, good consultants help you plan the most efficient strategy -- saving you time (money) and possible pitfalls. Even Tiger Woods has a swing coach!

Breathes credible life into your organization’s personality, mission, vision & values.

Humanizing

Breathes credible life into your organization’s personality, mission, vision & values.

Humanizing

No frills. Speaks from the heart.

“The heart has reasons that reason does not understand.”

Jacques Bénigne Bossuel.

Humanizing, Cont.

Why do you do what you do? (Don’t tell me it’s the big bucks).

What can you share to inspire me to help you?

Social Media Planning

Where to start?


1 - InvestigationDevelop a Strategic Plan starting with an audit/analysis that includes:

• Clearly stated business objectives/goals and how social media metrics tie into them. Answer the question “How will we measure success?”

• List of key blogs, social networks, etc. ranked on importance• Identification of key leaders and influencers - individuals or groups• Highlighted best practices by competitors• Keyword/SEO analysis• Final Product: A strategic implementation plan detailing specific

social media tactics and supporting cross channel support

Goal is to be identified as a community member - not a TOURIST!

Begin participation in select online communities, networks and blogs; monitor key influencer Twitter messages

• Add blog comments - People start to recognize you• Set up Twitter account; follow others - Monitor conversations• Set up Twitter keyword monitoring - Stay alert!• Give interviews to respected bloggers

Learn about people & topics -- and how to engage!


2 - Participation

Based on your research and field experience, what’s the best way to have the most valuable, meaningful interaction with people?

•Blog•Facebook•Twitter•Podcasts/Vodcasts•Branded Community/Social Network (Ning)•Wiki•Blogger Online Media Outreach•Mobile Access•User Generated Content•Nothing, Everything or In-Between


3 - Implementation

Now that the branded tools are place, what should we say?

To begin formulating an answer, think about the most meaningful business interactions that take place in “real” life. Image the perfect “virtual” professional seminar or trade show...

•Networking•Finding information - or helping others...•Insider tips/buzz/predictions•Research/product development updates•End user feedback•Relationship building•Thought leadership•Increase brand awareness/affinity•So much more...


4 - Interaction

Who’s responsible for what and how often?

Develop an agreed-upon division of labor to manage your social media strategy possibly including...

• Editorial content development• Replying to blog posts & user comments• Facebook fan/friend management & engagement• Twitter updates/replies• Blogger outreach & interface• Cross posting from on channel to others (some can be

automated)• Monitoring• Measurement & refinement


4B - Editorial Workflow/Schedule

How do we make sense of this all?

Establish reporting metrics and a committed group to review progress and report information to internal stakeholders. That is, make sure the right people get the right information at the right time. Make refinements over time.


5 - Intelligence

“Everything that can be counted does not necessarily count; everything that counts

cannot necessarily be counted.” Albert Einstein

Quick Tips

3 Ways To UseFor Non-profit Organizations

Quick Tips


• Record candid “interview” conversations with people who exemplify your organization; could be employees, beneficiaries, supporters or other key stakeholders.

• Video your organization at work; capture the nuts-and-bolts “behind-the-scenes” so people can better understand what you actually do and where their donations go.

• Share your successes, no matter the size. People like to offer support to battles that can be won, so show the “payoff” of you work even if done modestly.

Quick Tips


• Follow members of your organization’s “ecosystem” - key supporters/detractors, vendors, community groups, politicians, employees to stay appraised of any news and gossip.

• Follow people you’d LIKE to know - other non-profit industry leaders, potential donors/sponsors, rising stars, etc. Exchange messages to begin a modest dialog/relationship.

• Establish an open line of communication with the press (traditional and new media) to increase your chances of quick, accurate reporting on news related to you.

Quick Tips


• Add connections to your LinkedIn “professional Rolodex” including work associates, former co-workers/employees, vendors and partners; the more complete your network is, the more powerful it becomes.

• Find relevant LinkedIn subject matter groups; ask questions or provide answers to provide de facto “exposure” to yourself and organization.

• Don’t underestimate the power of weak links. Friends of friends are much more likely to help you than strangers.

Quick Tips


• Blogs can be used as your online hub into which other social media tools are plugged; you control a blog website whereas you don’t “own” other properties (Twitter, Facebook, etc)

• Post regular updates to establish your organizations voice & personality. Invite comments and feedback to encourage conversation.

• Blog posts/pages will get indexed by search engines thereby helping your presence and ranking in search engine results -- AKA, expanding your digital footprint.

Quick Tips


• Create a fan page or group and add “friends.” Friends follow friends -- birds of a feather flock together; leverage the exposure of this viral nature.

• Post frequent updates on relevant happenings with your organization; great way to politely remind your fans of the great work you’re doing/accomplishing. Increases your brand awareness and affinity.

• Upload photos -- people LOVE photos, especially when their own faces are in them. Offer snapshots from recent events, outings, fundraisers, etc. Let people literally SEE themselves as a part of your organization. Increases brand loyalty and support.

Questions?

Gary MoneysmithInteractive Strategy Director

[email protected]

@garymoneysmith

Social Media for NPO's

Education

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