Social Media for Non-profits: how to navigate the bumpy road

University of Virginia Alumni Association/ DC Chapter/ December 13, 2011

Andrew Rudin/ Managing Principal, Outside Technologies, Inc./ 703.371.1242/ arudin@outsidetechnologies.com www.xeeme.com/andyrudin

A few things aboutme . . .

• BS Commerce, ’79; MS in management information technology ‘05• Certified Social Media Strategist (2010)•20 + years B2B sales experience• Focus on sales strategy & execution• Work with technology companies and associations

Key Problem to Solve

How to build community, content, engagement and encourage action when things around us are changing very, very quickly.

Debunking Social Media Myths

• “There’s no real ROI.”• “It works for some businesses, but it will never work for mine.”• “We can’t control it. It opens up a Pandora’s Box.”• “If we take the wrong chances, we’ll alienate everyone!”

Soci

al M

edia Engagement

TransparencyCr

eate

s TrustRapportCredibility

Mov

e to

Belief,Care,Action

The social media funnel

It’s OK to think about “Process”. . . But Don’t Forget the Love!

It’s All Only About Customers

1. Start with goals2. Optimize your Linkedin profile3. Make connections4. Create a dynamic company profile5. Using Linkedin Groups6. Linkedin Answers strategy7. Using Linkedin Events

1. What is your goal?

2. Optimize your profile

Many recommendations! link to website!

Optimize: what to do right now

1. Make your profile “100% complete”2. Ask yourself “how do I want to be found?”3. Don’t play “hard to get” connection-wise: go for > 100!4. “Give to get” five recommendations, and post the best ones5. Feed your blog, presentations, and other content into your profile (through Linkedin applications)

3. Make connections

1. Make a request2. Get introduced through a current

connection3. LinkedIn Groups4. LinkedIn Inmail

4. Create a great company profile

How to optimize your organization’s profile right now

1. Assign someone to update regularly2. Identify 10 - 15 common keywords that

describe your organization and its interests3. Set up a company profile4. Feed blog posts and Tweets to company profile5. Highlight products/services using

Products/Services page

5. Use LinkedIn Groups

Getting the most from LinkedIn Groups

1. Join all groups associated with your cause & industry—and engage!

2. Comment without promoting yourself – others will connect with you because of this

3. Initiate valuable conversations of your own4. Use groups to find potential collaborators,

donors, connections5. Establish personal connections with as many

group members as possible

6. Use LinkedIn Answers

How to leverage LinkedIn Answers

1. Search for great insight2. Become a recognized, active expert3. Stay up-to-date with what’s being

asked about4. Find others to collaborate with5. Develop/integrate into your own

website content

7. Use LinkedIn Events

Ethics

“Oh, that could never be us . . . .”Until . . . "Your judgment gets clouded out in the field when you are pressured to sell, sell, sell.“ (testimony from Prudential Insurance fraud case)

Opportunities and RisksTrust and Rapport• Build rapport• Build trust• Be credible• Listen and understand• Be transparent (open)

Accessibility• Build community (reach)• Be approachable (findable)• Connect with individuals (engagement)

Value• Be valuable• Be “low risk”• Advocate, persuade, and enable others to do so• Be current (information flow)• Be clear• Be different• Appeal to ego and emotion

Opportunity/Risk MapRisk/ Opportunity Web Email Twitter Facebook Linked Phone Blog

Build Rapport

Build Community

Be Accessible/ approachable

Connect w/Individuals

Appeal to Emotions

Be Transparent & Open

Have Integrity in Governance

Build Trust

Be Credible

Have Ease of Use

Be Current

Be Clear

Be Unique

Be Valuable

Social Media Strategy Models

http://www.socialmedia-academy.com/index.php/resources/methodologies/

1. Let your connections know what you are doing2. Let your connections know on what other places

and spaces you are active3. Always Tweet or otherwise communicate about

everything you post or comment on4. Always use a signature on your posts and

comments5. Put your social web connections in your email

signature6. Have a touch point with your connections at least

once a week one way or the other7. Don’t let your social media sites grow dormant . . .

Seven Social Media Habits of Highly Effective Marketers

When You’re Asking for Money, Ask NicelyDo’s:• Remember that people are people, not ‘targets.’•Highlight the reputation and continuity of your leadership•Teach—don’t sell•Tap into passion. E.g. Ask “if you had $1 million to give away, what would you change or preserve in the world?”•Care about the donor—not just the amount he or she can donate.

Don’ts:• Make a confusing sales pitch• Ask for an inappropriate amount• Make an ‘emergency’ appeal, unless it’s a true emergency• Get complacent because you have a large, ongoing donor annuity• Accept ‘no’ as a final answer.