Non Profit Community Building Using Social Media

© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights

Reserved

The Case of Non Profits Using Social Media

to Build Community UW Superior, April 5, 2011

25 years + experience Certified social media strategistCertified LinkedIn Trainer, Social Media Campaign ManagerBased in the Midwest with national reach

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1Sunday, March 27, 2011

© Copyright 2009-2011 Wendy Soucie Consulting LLC - All Rights Reserved

The new reality of the Internet

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It took television 13 years to reach 50 million users;

It took Facebook 2 years to reach 50 million users.



Social Media: • Brand – building awareness

local and nationally• Loyalty – improving the

public’s knowledge - educating, sharing, expanding the experience for all

• Advocacy – building and maintaining support

• Extend your reach – generating action to signup

• Sponsorship – social capital

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© Copyright 2009-2010 Wendy Soucie Consulting LLC - All Rights Reserved 4

More ways to connect to each other

Source: HubSpot



5 Rules for social media• Listen then hear• Grow your network• Contribute • Participate• Be a trust agent • Decide what success looks like

It takes time to do all this.

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Social Media StrategyGoal – 5000 Members16,000 ft

Strategy – reach out where they are

Tools

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You can choose how to start

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20 minutes a day - socialminutes.com



Goal Strategy

Business• Clarify

Brand• Extend

Marketing• Tools

Be realistic – What resources?Get training – Do you know how to be

social when you apply the tools?Define success – Can you agree on

measurement? Make your team approachable


Source: Beth Kantar

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Time

Listening ParticipationGenerate Buzz Share ContentSocial Networking Community building

Time, tools and tactics

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Micro blog

Social Networks

Social Bookmarking

Video /Photo Sharing

Social Directory Search

RSS Feeds

Blogging / Forums / Content Generation

Website as your home base

Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office

Easier adoption for SMB

Consider resources before tools



Free Listening ToolsTechnorati SearchCompete.comTweetDeck SearchSearch.Twitter.comTrendrrAddictomatic

Google AlertsGoogle ReaderGoogle AnalyticsGoogle Keyword

List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/



Network

• Why a Big Network?– More prospects– More INBOUND calls

• Why a Smaller Network?– Control communications– Verify connections

Just remember you can’t build a network overnight.



• Completeness• Where is Home • Content• Context• Applications• Network

Profiles for social media



Tip: Profile for social media sites

Use a headshot of just you (real picture)Complete the profile – picture, bio, linkDecide where “home” is. Primary email should be a gmail or yahoo accountUse your real and complete name Add under hobbies or interest

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Short-term Strategy

SEO and Social Media displace SERPMake brand optimization a processOptimize all digital assetsDon’t underestimate local search

directories



Tip #1 Stay Visible.

• Profile Activity level– 2x/week– 3x/day– 3-5x/day

• Blog– 3 times/week– 2 times /week– 1 time/week– If less consider

newsletter• Email – 3-5 times

before event



Tip: Ways to use social media effectively • Sign up for an account, spend a week listening• Invite people to events, promote an event using various tools,

ask them to write about an event they attended• Encourage picture sharing via FB, Flickr, Picassa• Connect with people you meet during event, your customers –

find in social places• Invite your customers to connect• Get your pictures and video up on a social media site - tag• Write a review about your recent event – submit to a blog or

online publication

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Wordle.net



• Publish and Share– Blogs– Podcasts– Videos – Photos – Presentations– Ebooks– News releases– PDFs– Slideshows– Event Directory

listings

Cross Pollinate Your Media



– Emails > blog posts– Forum posts > blog posts– Blog posts > presentations– Presentations > blogs– Event video > blog post– Interview clients > blog– Interview > podcast– Interview > video– Company info > public reports– Company info > presentations

Make Use of Existing Material



Event Promotion

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Some insight….• 1.7 M people in

Wisconsin are on FB

• 332,240 FB users in Madison (more than the population)– 18+ over 90%– 35% 35+– 15% are over 50+

• 65 M active users

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Social Networking -



Blogs

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Create a #hashtag for your event



Microblogging - Twitter

• Just 11% of users on Twitter are teenagers.

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foursquare

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Video - YouTube

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Pictures - Flickr

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Business Networking -

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• OBJECTIVE: Educate trainers and parents, be trusted, Win grant

• STRATEGIES: Build profiles where adults and kids are, share content from kids, entertain and inform, ask for the vote

ProjectGirl.org (NonProfit)



ProjectGirl.org - Tactics

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Email Campaign

Group

Page & Profile

Email Marketing



ThriveHere.org• OBJECTIVE: Promotion of

the region, businesses, the organization and project work.

• STRATEGIES: Increase traffic to website, known as an economic driver in region, cross pollination

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ThriveHere.org - Tactics

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Page



Ice Age Trail Alliance• OBJECTIVE: Grow to

5000 members, broaden diversity, extend trail, engage with all partners

• STRATEGIES: Listen, create evangelists, show family fun, engage GenY, share the experience

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IATA - Tactics

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New Website!



Story – Lodi IAT Bridge Dedication• Attended dedication• Took video & pictures • Recorded video interviews of 2

people• Edited & posted to Youtube• Blog post for blogspot • Tweeted video and post• Picked up by Lodi Valley News• Articles in three papers and

online by next day• Pictures uploaded to FB & Flickr

(taged)• Gathering Waters Conservancy

posted link for Youtube video on FB page

• #1 for Google Search - IAT videos

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But what happens tomorrow?

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Socialminutes.com Initiative• Create a spreadsheet with 10-20 of your donors, sponsors or

partners• Look for them on LinkedIn, Facebook, Twitter• Connect where you can, watch where you can, see what they

are saying and doing.• Check them out every other day• At the end of 2 weeks, do you know them better, have you been

able to have more contact than in the past?

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ResourcesBooks

Rock the World with Your Online Presence by Mike O’NeillMost up to date LinkedIn book www.rocktheworldbook.com

Twitter Marketing: An Hour a Day by Hollis ThomasFacebook Marketing: An Hour a Day by Mari SmithOther Books: Groundswell, Trust Agents, Six Pixels of Separation

BlogsLinkedIn - http://blog.linkedin.comWSC Blog - http://www.wendysoucie.com Mashable – http://www.mashable.comSocial Media Today – http://www.socialmediatoday.comSocialMediaExaminer – http://www.socialmediaexaminer.com Chris Brogan – http://www.chrisbrogan.com All Facebook - http://allfacebook.com

Slide Presentations - http://www.slideshare.net/wsoucieYouTube Channel - http://www.youtube.com/user/wendysoucieSocial Media Club - http://socialmediaclub.orgSocial Media Breakfast - http://socialmediabreakfast.com

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Partnerships | Strategic Alliances | Joint Venture

• Wendy Soucie Consulting • Founder/Principal

• Social Business Consulting Group (Sobizco) • End Result Marketing

• Nurture marketing and research• Social Media Academy

• Certified Social Media Consultant• Founding Member, Alumni, Faculty• Black Diamond Consultant

• Xeesm – Social CRM • Business Partner – Wisconsin

• AdzZoo Campaign Manager• Integrated Alliances Certified Trainer

– IA Certified Trainer• Images from IstockPhoto.com & WSC


Non Profit Community Building Using Social Media

Self Improvement

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