Social Media:Introduction to the Tools

Allison Treppa

atreppa@MNAonline.org

@highwayt & @MNAonline

About Me

Allison TreppaDirector of Marketing & CommunicationsMichigan Nonprofit Association atreppa@MNAonline.org

• Website: www.MNAonline.org • Blog: http://MNAonline.wordpress.com • Twitter: @MNAonline• Facebook: www.facebook.com/MNAonline• LinkedIn: search for Michigan Nonprofit

Association

Goals for Today

• Discuss social media plans• Explore how to use social media

applications (RSS, Facebook, and Twitter specifically) to further your cause

What’s Different Today?

Source: Slide 10 from “What’s Next in Media?” by Neil Perkin

Flickr: Hamed Saber

Your supporters are the message

http://hwyt.me/aBBEz9

You Need a Road Map…

Creating a Strategy Map

A social media strategy map helps your organization think through objectives, audience, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

How do we integrate our social strategy with our communications plan?

Source: Inside Obama’s Social Media Tool Kit

What are the top 6 social media fears?

1. Loss of control over your organization's branding and marketing messages

2. Dealing with negative comments3. Addressing personality versus organizational

voice4. Fear of failure5. Perception of wasted of time and resources6. Suffering from information overload already,

this will cause more

Look at each one and brainstorm how you might turn it around...

http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

Social Media!

What’s Effective?

It depends on your audience• Facebook• Twitter• LinkedIn• Flickr • You Tube• Blogs

Great Resource: Beth’s Blog:http://beth.typepad.com/

Beth Kanter’s 8 Principles for Using Social Media

Flickr photo by CyboRoZ

1. Listen2. Engage3. Relationships with influencers4. Make it easy to remix

and distribute5. Staff time and expertise6. The right metrics7. Small pilots and reiterate8. Assess organizational culture

Flickr photo by Melolou

What does it mean to listen?

Flickr photo by Fe llya

Google Alerts

Google Alertswww.alerts.google.com

What does it mean to engage?

Flickr photo by timoni

August 20, 2009 Email from C.S. Mott Foundation

http://bit.ly/CaaBO

http://hwyt.me/FoundationMedia

www.commoncraft.com/rss_plain_english

www.netvibes.com/andywolber

http://hwyt.me/95DXa8

Flickr photo: laiklosse

Let’s Talk Facebook

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

Facebook

• What’s Your Goal? What do you want to share here?

• Experiment and try, try again– Tagging a person– Adding photos– Suggesting to friends– Promoting other channels

Facebook (con’t)

• Frequency goal – what works for you? – What do you have time for?– What kind of new content can you regularly

generate?– Consider the day and time of the week (or

night/weekend)• Track how you promote your Facebook

page– Do you see any changes in insights?

Measuring Results (from Beth Kanter)

Facebook Demographics

Facebook (cont’d)

Facebook (cont’d)

• Significant spike in domain searches for 2009• Algeria, Ethiopia, and Uruguay all experienced the

largest increases.• Demographically, there were increases in older users,

the 35-45 age group, and the 45-54 age group.Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/

http://exchange.causes.com/resources/nonprofits/

www.johnhaydon.com

http://hwyt.me/9EYvm6

http://hwyt.me/DiosaNP

Flickr photo by Shovelling Son

What’s up with Twitter?

Twitter

• What’s Your Goal? What do you want to share here?

• Twitter’s own personality• Experiment and try, try again

– Sharing photos– Linking to other resources– Acknowledging donors/volunteers– Promote upcoming events/recruit

Figure Out What You Tweet

Beth Kanter’s Tweet Types:• Retweets of others• Share Links w/Brief Comment• Live Tweeting• Closing the Triangle: (This is a

network weaving technique of introducing people in your network.)

• Crowdsourcing Questions: (I use this when I'm developing training materials, particularly for case studies or sometimes for demos of Twitter as a crowdsourcing tools. Usually I ask a question, and try to get people to answer in another place like a google document or wiki.)

• Bytes of Wisdom or humor: (I share some geek humor now and then. I also share some meta reflections or wisdom about what works or doesn't work in using social media for nonprofits.)

Twitter Demographics

Twitter (cont’d)

Twitter (cont’d)

• Searches for Twitter continue to rise sharply.• Increases in Twitter searches are occurring across the board from the

US, to Europe, to Asia, to Africa, and the Middle East.• Females now search for Twitter more than males.• Significant increase in searchers from 0-17 year olds, and thus, those

with less than a high school diploma.• An increase in searchers in the income brackets of $25,000 to $74,999

Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/

www.hootsuite.com

http://posterous.com/help/autopost

Redefining a Peer Group• The trusted “peer group” is

changing to include both “real-life” and online friends, blog writers, reviewers, Twitter followers, etc.

• Blogs and social media have emerged as key trusted and inspirational sources to discover brands and products

http://www.marketingcharts.com/interactive/gen-y-women-respond-to-interactive-non-intrusive-campaigns-11337/

Flickr photo: maxymedia

Reality Check• Most nonprofits are missing the basics.

Start there.

• Basics include:– Website– Good email marketing– Telling good stories– Saying thank you– Becoming a trusted source for others

• Then move onto:– Facebook– Twitter– Other social media

Flickr photo: andrewcoulterenright

www.nonprofitmarketingguide.com

This is NOT your only website:

This is also your website:

Getting Linked In

Flickr photo by Matti Mattila

LinkedIn

LinkedIn (cont’d)

LinkedIn (cont’d)

• Major increase in searches• Much of that increase is due to continued high domain

search traffic in the US and India.• Younger, less educated, and less wealthy audiences are

increasing in their searches for linkedin.com.Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/

What do you do?

Flickr photo from DC Central Kitchen

Photo Sharing

• Photos can be uploaded to sites like Flickr, tagged, grouped, and shared

• Tagging allows photos to be organized by subject matter

• Groups allow multiple users to upload photos that share a common theme

SERVE STRENGTHEN

TRANSFORM COMMUNITIES

http://www.flickr.com/MNAOnline

Photo Sharing

Flickr photo from Thomas Hawk

• A blog is a contraction of the term “web log,” meaning an online journal or log comprised of multiple entries posted by the user. The entries are generally displayed in reverse chronological order

• A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments

• A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog

• A blog can also contain a fundraising widget for raising money

Blogs

Nuts About Southwest Blog

http://www.blogsouthwest.com/

Video/YouTube

Photos/Flickr

Blog

Poll

News Feed

Let My People

Go!

Flickr photo: zinesklavos

Additional Resources

• Shorten URLs– Use www.bit.ly to shorten URLs

for your tweets and Facebook updates

• Facebook Metrics– Beth’s Blog www.bethkanter.org Flickr photo: nigelmaine

Great Book

Great Website www.nonprofitmarketingguide.com

http://socialmedia.policytool.net/

Another Great Book

Order Here: www.MNAonline.org/bookstore.aspx

http://hwyt.me/SocMedCalendar

SERVE STRENGTHEN

TRANSFORM COMMUNITIEShttp://www.commoncraft.com

A Great Resource for Basic Videos:

http://highwayt.org/resources

Thank You!