Social Media 101 Social Media 101 for Nonprofits for Nonprofits

March 6, 2013March 6, 2013@ Google Cambridge@ Google Cambridge

HandsOn Tech Boston TrainingHandsOn Tech Boston TrainingPresented by @DavidBCrowley, President, Social Presented by @DavidBCrowley, President, Social

Capital Inc. Capital Inc. @socialcap #scitrain@socialcap #scitrain

    

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Social Media 101 Social Media 101 for Nonprofits for Nonprofits

March 6, 2013March 6, 2013@ Google Cambridge@ Google Cambridge

HandsOn Tech Boston TrainingHandsOn Tech Boston TrainingPresented by David CrowleyPresented by David Crowley

#scitrain#scitrain

Opening: Quick sense of Opening: Quick sense of participants’ experience participants’ experience

levellevel

AgendaAgenda

How social media How social media can help you can help you achieve goalsachieve goals

4 keys to success4 keys to success Benefits & tips for Benefits & tips for

Google+, Facebook Google+, Facebook & Twitter& Twitter

Hands-on practiceHands-on practice—(available until —(available until noon!)noon!)

Follow & engage online!

Twitter hashtag: #scitrain Tweet your questions, ideas &

resources! Follow @socialcap @davidbcrowley

@handsontechbos https://plus.google.com/+SocialCapit

alInc/ http://facebook..com/socialcapital

What brings me here…What brings me here…

Connecting people to community Connecting people to community info key to Social Capital Inc. (SCI) info key to Social Capital Inc. (SCI) mission.mission.

Using technology to engage people Using technology to engage people has been key to our work.has been key to our work.

Early evidence that social media can Early evidence that social media can strengthen relationships.strengthen relationships.

We’ve had some success…We’ve had some success…

SCI & David on Social SCI & David on Social MediaMedia

@socialcap 4663 followers; @cookingchat 1439 @socialcap 4663 followers; @cookingchat 1439 @davidbcrowley 508@davidbcrowley 508

900+ LinkedIn Connections900+ LinkedIn Connections 590 “likes” on Facebook (socialcapital) (gain of 590 “likes” on Facebook (socialcapital) (gain of

about 80% in past year)about 80% in past year) 1110 have circled davidbcrowley on Google+ since 1110 have circled davidbcrowley on Google+ since

July launch, 1139 following SCI on G+.July launch, 1139 following SCI on G+. Over 12,000 unique visitors to our websites every Over 12,000 unique visitors to our websites every

monthmonth Klout score=63Klout score=63 Have recruited volunteers & applicants for Have recruited volunteers & applicants for

positions, gotten a job for an alum, reached new positions, gotten a job for an alum, reached new donors, increased web traffic…donors, increased web traffic…

Why social media Why social media for your work?for your work?

1) Learn1) Learn

2) Raise Brand 2) Raise Brand AwarenessAwareness

3) Make new friends…3) Make new friends…

Find local folks that share interests Find local folks that share interests with your organization.with your organization.

Focus on common interests, not Focus on common interests, not selling!selling!

Easier to do with Twitter and Easier to do with Twitter and Google+.Google+.

4) Keep the old 4) Keep the old (strengthen relationships)(strengthen relationships)

5) Boost web traffic & email 5) Boost web traffic & email listlist

Our general web Our general web traffic increased by traffic increased by 60% during 10 mos 60% during 10 mos of active tweeting.of active tweeting.

Typically put more Typically put more detailed content on detailed content on your site, link to it your site, link to it via SMvia SM

Some do strictly Some do strictly use social mediause social media

Web traffic while tweeting

0

200

400

600

800

1000

1200

1 2 3 4 5 6 7 8 9 10 11

Series1

6) Calls to Action6) Calls to Action

Event participationEvent participation Recruit volunteers Recruit volunteers Raise funds Raise funds

Connecting with foundationsConnecting with foundations Keep in touch with donorsKeep in touch with donors Supplement your other individual Supplement your other individual

fundraisingfundraising Leverage networks of your supportersLeverage networks of your supporters Targeted, time-limited asks most effectiveTargeted, time-limited asks most effective

4 Keys to Social Media 4 Keys to Social Media SuccessSuccess

1) Set goals1) Set goals

2) Engage & 2) Engage & monitormonitor

3) Be a resource3) Be a resource

4) Be visual4) Be visual

1) SET GOALS & plan1) SET GOALS & plan

Who is your audience for outreach Who is your audience for outreach you are doing?you are doing?

What results do you hope to achieve What results do you hope to achieve communicating with your audience?communicating with your audience?

What kinds of branding messages & What kinds of branding messages & info do you want to share?info do you want to share?

Your social media channels & Your social media channels & messaging should flow from your messaging should flow from your answers—how can social media help answers—how can social media help you reach this audience?you reach this audience?

2) Engage & Monitor2) Engage & Monitor Jump in! Best way is to learn by doing!Jump in! Best way is to learn by doing! FOLLOW OTHERSFOLLOW OTHERS Social media is a 2 way streetSocial media is a 2 way street Focus on relationship buildingFocus on relationship building Better to give than receiveBetter to give than receive Share your personality; though not every Share your personality; though not every

detail!detail! Engage people in conversation—ask Engage people in conversation—ask

questions, comment in such a way that it questions, comment in such a way that it elicits responseelicits response

Respond promptly when someone comments, Respond promptly when someone comments, or @ replies to you on Twitter, etc.or @ replies to you on Twitter, etc.

Engage ConsistentlyEngage Consistently

Regular participation in social media Regular participation in social media generates best results generates best results

Integrate it into what you do—read Integrate it into what you do—read something good, share it; working something good, share it; working on an interesting project, talk about on an interesting project, talk about it or ask question.it or ask question.

Engaging at different hours helps Engaging at different hours helps reach more people.reach more people.

MonitoringMonitoring

Simply put—pay attention to what is Simply put—pay attention to what is working…working…-What do you notice about posts that are -What do you notice about posts that are

getting shared vs. those that don’t?getting shared vs. those that don’t?

-What social media channels are working -What social media channels are working for you? (and for what purposes).for you? (and for what purposes).

-Consider also the time of day.-Consider also the time of day.

3) Be a resource3) Be a resource

Share articlesShare articles Job & Job &

volunteer volunteer opps.opps.

#workwednesda#workwednesdayy

EventsEvents Create lists Create lists

(esp on Twitter)(esp on Twitter)

4 ) Be visual!4 ) Be visual!

Focusing on 3 Focusing on 3 PlatformsPlatforms

At this point, we heard a great overview of Google+. That presentation will be posted separately.

Facebook & Twitter how-Facebook & Twitter how-to’s wer done with live to’s wer done with live demo. We had a few demo. We had a few backup slides in case we backup slides in case we couldn’t get couldn’t get online….those follow.online….those follow.

Facebook BenefitsFacebook Benefits

900 million users & counting!900 million users & counting! Very easy to use at a basic levelVery easy to use at a basic level Based primarily on social tiesBased primarily on social ties Getting your friends to share with Getting your friends to share with

their friends is powerfultheir friends is powerful Especially good way to connect & Especially good way to connect &

engage with young people.engage with young people. What would you add?What would you add?

Facebook basicsFacebook basics Create a “page” to promote an Create a “page” to promote an

organization.organization. You must have an individual account to create You must have an individual account to create

an organizational page.an organizational page. The “groups” feature can be a way to The “groups” feature can be a way to

foster sharing among a group of program foster sharing among a group of program participants (can be private).participants (can be private).

Don’t set up your organization as an Don’t set up your organization as an individual profile! (against terms of individual profile! (against terms of service)service)

Setting up a page…following slides/demoSetting up a page…following slides/demo

Leveraging FacebookLeveraging Facebook

#1 Post photos and videos! Most #1 Post photos and videos! Most shared content.shared content. Create photo albums for your big eventsCreate photo albums for your big events Post to albums in a few batches over timePost to albums in a few batches over time Tag those photosTag those photos

You can’t tag friends if you don’t have You can’t tag friends if you don’t have anyany Have several page admins that can Have several page admins that can

leverage their own friend relationshpsleverage their own friend relationshps Your page should like other pagesYour page should like other pages

Getting Seen on Getting Seen on FacebookFacebook

How people see your contentHow people see your content people who like your pagepeople who like your page people interact w your pagepeople interact w your page ““Edgerank” is algorithm that determines Edgerank” is algorithm that determines

who sees your page in the new newsfeed. who sees your page in the new newsfeed. Prioritizes (in order)Prioritizes (in order)

1)1)SharesShares2)2)CommentsComments3)3)LikesLikes

Insights provides easy to follow stats Insights provides easy to follow stats on your pageon your page

More Facebook tipsMore Facebook tips

1 or 2 Facebook page posts per day is 1 or 2 Facebook page posts per day is considered good practice…vary the times.considered good practice…vary the times.

Limit the number of business related Limit the number of business related posts to your personal wallposts to your personal wall

@ followed by user name or group is a @ followed by user name or group is a quick way to get their attention or give quick way to get their attention or give them propsthem props

Facebook status can be updated from Facebook status can be updated from Tweetdeck, smartphones & other appsTweetdeck, smartphones & other apps

Let’s take a closer look at Let’s take a closer look at some Twitter basics…some Twitter basics…

What is Twitter?What is Twitter?   a a social networking and  and microblogging

 service, enabling its users to send and read  service, enabling its users to send and read messages called messages called tweetstweets. .

Tweets are Tweets are text-based posts of up to 140  posts of up to 140 characters displayed on the user's  displayed on the user's profile page. Tweets are publicly visible by default. page. Tweets are publicly visible by default.

Users may subscribe to other users' Users may subscribe to other users' tweets – this is known as tweets – this is known as followingfollowing and  and subscribers are known subscribers are known as as followersfollowers or  or tweepstweeps

Source: Wikipedia 4/25/11Source: Wikipedia 4/25/11

Getting started w TwitterGetting started w Twitter Associate the account with an email address.Associate the account with an email address. Choose a short username or “handle” [you will Choose a short username or “handle” [you will

have an existing account for your SCI Tweets]have an existing account for your SCI Tweets] A handle that is easy to remember makes it more A handle that is easy to remember makes it more

likely people will “retweet” you.likely people will “retweet” you. Your handle uses up some of the 140 characters Your handle uses up some of the 140 characters

when retweetedwhen retweeted The profile helps people can quickly see where The profile helps people can quickly see where

you are, what you are Tweeting about. (help you are, what you are Tweeting about. (help them decide to follow or not). We will be them decide to follow or not). We will be providing templates soon. (providing templates soon. (see next slide)see next slide)

Twitter BasicsTwitter Basics

Your Tweets: Your Tweets: Type into the “What’s New” box upper leftType into the “What’s New” box upper left 140 characters or less—125 is better to leave room 140 characters or less—125 is better to leave room

for “retweeting”for “retweeting” Can be viewed by anyone on the Internet (unless Can be viewed by anyone on the Internet (unless

you protect your Tweets-not recommended for biz)you protect your Tweets-not recommended for biz) Most likely to be seen by your followersMost likely to be seen by your followers Also may be found by people searching for relevant terms Also may be found by people searching for relevant terms

“HACC”“HACC” 5-10 Tweets a day is common for active users5-10 Tweets a day is common for active users

Timing Tweets with Tweetdeck or Hootsuite is a good Timing Tweets with Tweetdeck or Hootsuite is a good ideaidea

Twitter BasicsTwitter Basics

TimelineTimeline Stream of Tweets from Tweeps you Stream of Tweets from Tweeps you

followfollow Fast moving stream if you follow a lot of Fast moving stream if you follow a lot of

peoplepeople Expectations to respond or have read a Expectations to respond or have read a

Tweet only comes in if they @ mention Tweet only comes in if they @ mention you you

Twitter basicsTwitter basicsMentionsMentions When someone references you in their tweet, with When someone references you in their tweet, with

your handle, this is called a mention. It will show in your handle, this is called a mention. It will show in your “mention” stream on Twitter.com.your “mention” stream on Twitter.com. You generally should chime in promptly when someone You generally should chime in promptly when someone

mentions you. mentions you. A mention starting w your handle, e.g. “@socialcap A mention starting w your handle, e.g. “@socialcap

you have great AmeriCorps members”, is considered you have great AmeriCorps members”, is considered an “@ reply” or message.an “@ reply” or message. This is a way of directing a tweet toward someone in This is a way of directing a tweet toward someone in

particular, but anyone on the web could see it (though it will particular, but anyone on the web could see it (though it will only show in the Twitter.com stream of people who are only show in the Twitter.com stream of people who are following both you & the person you are interacting with.following both you & the person you are interacting with.

So if you want reference someone in a way that maximizes So if you want reference someone in a way that maximizes people who see it, you should start with something other than people who see it, you should start with something other than their handle. E.g. “Looking for the latest Dorchester news? their handle. E.g. “Looking for the latest Dorchester news? Follow @mydorchester”Follow @mydorchester”

Twitter basicsTwitter basics

Retweets “RTs”Retweets “RTs” Shows you are sharing someone else’s Shows you are sharing someone else’s

contentcontent Sharing good content from others (and Sharing good content from others (and

providing content people want to share) providing content people want to share) lies at the heart of Twitter.lies at the heart of Twitter.

RTing with comments even better-RTing with comments even better-you’re adding more value.you’re adding more value.

Retweeting with comments

Sharing in your own words, with “via”

#hashtags#hashtags

Part of workshop in which David Part of workshop in which David extols the virtues of hashtags, extols the virtues of hashtags, explains and shows how they work, explains and shows how they work, and discusses examples of why they and discusses examples of why they are important.are important.

Today’s hashtag is #seCHNA (not Today’s hashtag is #seCHNA (not cap sensitive)cap sensitive)

More Twitter TipsMore Twitter Tips Engage, don’t just push out marketing Engage, don’t just push out marketing

infoinfo Be responsive to those who RT & mention youBe responsive to those who RT & mention you To “talk” directly to someone To “talk” directly to someone

Publicly: start your Tweet w their handle Publicly: start your Tweet w their handle e.g. @HACC Great meeting tonight!e.g. @HACC Great meeting tonight!

Privately: use the Direct Message “DM” functionPrivately: use the Direct Message “DM” function Strive for at least 80% non-selling messages. Strive for at least 80% non-selling messages.

Lists become helpful when you’re Lists become helpful when you’re following hundreds or more.following hundreds or more.

Use a tool like TweetDeck or HootSuiteUse a tool like TweetDeck or HootSuite

My Top Twitter TipsMy Top Twitter Tips Determine the topics you are going to focus on.Determine the topics you are going to focus on. TWEET! Engage, tweet. Tweet some more.TWEET! Engage, tweet. Tweet some more. Tweet throughout your day—find a good article, Tweet throughout your day—find a good article,

tweet it. At a meeting, tweet it. tweet it. At a meeting, tweet it. Follow generously, use lists & search feeds to keep Follow generously, use lists & search feeds to keep

closer eye on key people/topics.closer eye on key people/topics. Clean up your following accounts. I recommend Clean up your following accounts. I recommend

manageflitter.commanageflitter.com Use hashtags (but don’t overdue it, 1 or 2 per tweet Use hashtags (but don’t overdue it, 1 or 2 per tweet

is good).is good). Include a link in most tweets.Include a link in most tweets. Reciprocate.Reciprocate. Schedule your tweets, spread timing out (but know Schedule your tweets, spread timing out (but know

when you get most action)…post your most when you get most action)…post your most important ones 5-10 times throughout the week.important ones 5-10 times throughout the week.

Resources (gen social Resources (gen social media)media)

Bookmarks for Facebook Bookmarks for Facebook articles/resources: http://bit.ly/Jyyl2Sarticles/resources: http://bit.ly/Jyyl2S

Bookmarks for Twitter articles/resources: Bookmarks for Twitter articles/resources: http://bit.ly/nnlA5whttp://bit.ly/nnlA5w

Longer list of bookmarks for all social Longer list of bookmarks for all social media: http://bit.ly/ogEGRa media: http://bit.ly/ogEGRa

The Nonprofit Facebook Guy The Nonprofit Facebook Guy http://www.johnhaydon.com/

Beth Kanter, co-author of The Networked Beth Kanter, co-author of The Networked Nonprofit Nonprofit http://www.bethkanter.org/