Social Media 101 For Nonprofits
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Transcript of Social Media 101 For Nonprofits
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Social Networking
Social EngagementSocial Media
C2009 Creating Results, LLC
Media is global, social, ubiquitous and cheap.
- Clay Shirkey
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Agenda
• Social Media Demystified
• Realities of Social Media
• Social Networks Defined
• Managing Your Mindset
• Networks and Tools
• Benefits of Social Engagement
• Responsibility
• Where to Start
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Social Media Demystified• Until 500 years ago how did people communicate?
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From Guttenberg to Google
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From Guttenberg to Google
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From Guttenberg to Google
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From Guttenberg to Google
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Source: Eric Costa
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Realities of Social Media
• Even contagious messages die
• 10% forward rate would be great
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Realities of Social Media
• Reach and Frequency now cheap
• What is the new Challenge?
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Social Networking Defined
• The stops your brand’s message makes
• Faster, wider, more transparent
• Fewer barriers between you and your audience
• Less control
• Interactive and instant
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Manage Your Mindset
• Ready to receive
• Move from broadcast to dialogue
• Collaborate
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Manage Your Mindset - Engage
• Be helpful
• Share knowledge – “teach, don’t sell”
• Tell stories
• Use many channels
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Manage Your Mindset - Engage
• Involve your audience
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Networks and Tools
• Social Networking Sites
– Facebook, LinkedIn, Twitter…
– Niche sites – industry or passion
• Social (Content) Sharing
– YouTube, Flickr
– Digg, De.li.cio.us, reddit
• Online Conversations– Blogs– Message boards, forums– Comments
• Podcasts• Wikis• Blogs• Message boards,
forums
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Who, What, Where: Facebook
Who:
• More than 400 million active members
What:
• Interactive way to keep in touch with people you already know
• Used by individuals, companies and non-profits
• Centered around a profile
www.facebook.com
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How: Facebook
• Create profile pages for your organization
• Connect to “friends” and “fans”
• Broadcast status (“What’s on your mind?”) –connections comment
• Share photos, links, videos
• Add applications and interactive elements
• Become a Facebook Cause
• Accept donations
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… And Why: Facebook
• Promotion (esp events)
• Word of Mouth marketing
• Advertising
• Marketplace
• Lift brand search results, provide another point of visibility
• Donations
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Who, What, Where: LinkedIn
Who:
• 60 million active members
• 150 different industries
What:
• Dominant professional networking site
www.linkedin.com
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How: LinkedIn
• Create individual profile, organization page
• Be detailed – public – engaging
• Find people you know and connect (link)
• Share status updates
• Share news
• Ask and answer questions
• Join groups related to industry, job function, more
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… And Why: LinkedIn
• Networking
• Finding vendors, sources, leads
• Keeping in touch with people in turbulent market
• Posting jobs/hiring – Finding jobs
• Expert advice
• Gather information
• Extend reach of press coverage
• Build profile and trust
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Who, What, Where: Twitter
Who:
• Estimate 18 million active users by end of 2009
What:
• Microblogging service
• Users send text-based updates that are 140 characters or less
www.twitter.com
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How: Twitter
• Create an account – short description, link to website, picture/graphic
• Start as a follower
• Broadcast status (“What’s happening?”) – updates called “tweets”
• Share pics, links; forward others’ tweets (retweet)
• Attract and engage followers
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… And Why: Twitter
• Gather information
• Social listening
• Cross-promotion
• Viral/Word of Mouth marketing
• Get quick feedback – very quick!
• Crisis communications, customer service
• Build trust and credibility
• Short sales (esp. restaurants, hospitality, travel)
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Many Eggs, Many Baskets
• Integrate communications• Tailor messages for each platform• Tailor messages for various audiences• Manage your reputations
– Organization– Professional– Personal
• Set simple policies to guide social engagement– www.socialmediagovernance.com
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http://www.refresheverything.com/nvfs
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So What is the #1 Social Media Channel?
Email is the most trusted - So use it wisely!
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Benefits of Social Engagement
• Branding, name recognition
• Lift and substitute for traditional advertising and community outreach
• Lift search results
• Lift web traffic
• Improve relationships with users, clients families, donors, volunteers and more
• Listen, get feedback
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Benefits of Social Engagement
• Find vendors, sources, partners and prospects
• Great recruiting tool.
• Leverage the networks of your users, clients, families, donors and volunteers
• Deliver complex messages through many different approaches– But simple messages are still most effective
• Inspiration
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When you boil it down,
it’s about listening to your customers,
being helpful by offering your knowledge and
giving them interesting content
to share and thereby advocate for you.
- Amy Mengel
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