Social Media for Nonprofits

Presented by Jane Zhang, TechSoup Canada

Social Media and Marketing for Nonprofits

Register your organization today, to be eligible to request over 300 products from 25 donor partners!

www.TechSoupCanada.ca/getting_started

About TechSoup Canada

• TechSoup Canada is a collaborative effort by:

– TechSoup Global,

– the Centre for Social Innovation,

– the Information Technology Association of Canada,

– made possible by a grant from the Ontario Trillium Foundation.

• 25 donor partners, over 300 donated technology products

• Admin fees displayed in Canadian dollars (pay in Canadian)

• Canadian learning content and regional tech events





Hello, My Name is…..



• Connecting

• Conversations

• Crowd Sourcing

• Sharing

• Transparency

What is Social Media?



The Building of Networks

blogblog

Twitter

Twitter

blogblog

GoogleGoogle

GoogleGoogle flickrflickr

blogblog

RSSRSS

GoogleGoogle

You-tubeYou-tube

GoogleGoogle

blogblog

RSSRSS

flickrflickr

TwitterTwitter

delicious

delicious



• Web 2.0 and Social Media is about conversations.

• Conversations are going to happen with or without you.

• Participate and be part of the conversation instead of being the curator.

• ….let go of control

Be Part of the Conversation



• Use of marketing techniques to improve social well-being by changing attitudes and behavior in regard to a specific product or concept.

• Longer term investment in effecting change.

• Trend is moving toward using social media tools for social marketing

Social Marketing



• Social marketing is only a part of a broader presence for an organization.

Direct Marketing Fundraising

Education and outreach Advocacy

Branding Collaboration

Service delivery Communication

Integrate Social Marketing within your organization



• Online distributed fundraising– Change.org, chipin, convio

• Community initiated fundraising– HOHOTO, Twestival

• Online story telling– ALS Canada, MS Canada

Trends in Social Marketing



• Utilizing social media tools to engage the community and build champions to expand your reach.

• Tell your story and send out a call to action.

Who, What, Why, When, How

Social Marketing Strategies



Levels of Engagement



• Find out what your audience is doing online and pick the tool to match it.

• Discuss the objectives first before heading into web 2.0

• Find Staff that are passionate about relationship building to work with social media

Successful Implementation of Social Media



Friendship Pockets



• Need to entice senior management to have buy-in in order to implement a successful web 2.0 strategy in an organization

• No buy-in? Set some clear guidelines and just go for it, apologize later.

Getting Others on Board



• Once upon a time, a young org called TechSoup Canada launched….

Let’s Start With A Story…



Facebook



• Failing with excellence.• Our initial strategy: grow fan base using FB as a

communications tool.• Our findings: not much activity, fan base not

really growing beyond our friendship circle• Our new strategy: using FB as an organizing tool

instead of communications tool• http://www.facebook.com/home.php#/pages/

Techsoup-Canada/33836173692

Our Story



Twitter



• Success! Over 655 followers!• Our Strategy:

– Create an org twitter account in addition to our personal accounts.

– Live tweet events we attend, free app of the day, upcoming events and interesting articles.

• We recruited an event volunteer for our launch party on twitter at 1:30am

• @techsoupcanada @jzhang99 #techsoupcanada

Our Story



Blogs



• Wordpress– Intuitive User Interface, does not need to know html to

update site content– Hundreds of widgets to choose from– Can forward your domain url to your wordpress site.

• Blogger– Owned by Google. Similar to Wordpress, less widgets

• Typepad– Preferred by some professional bloggers. Beautiful layout and

interface.

Free/low cost blog apps you can use



• Our event volunteer we got through twitter became our ongoing event blogger.

• Guest blogs Toronto Net Tuesdays and Conferences & our event photographer

• http://www.techsoupcanada.ca/community/blog

Our Story



RSS Feeds



• Setting up RSS feeds from the CRA makes sure we are notified when the status of an organization changes.

• Setting up our site to broadcast RSS feeds means people can pull our content into their site, blogs, facebook etc

• We are working on building a global content repository using RSS feeds

Our Story



Technorati



• We only found 4 result when we searched on Technorati• Increase the # of guest bloggers, build better blogger

relationships• Will be producing more videos to streamline registration

and qualification status of the donations program.

Our Story



Social Bookmarking (delicious)



• Shared social bookmarking means we now have hundreds of people recommending links to us on a daily basis.

• Enriched the amount of content we can now use for blogging, twittering etc

• Allow our team to be more efficient internally

Our Story



Youtube



• We worked with 8 students from UofT to find out the impact technology donations has had on organization’s capacity (yes, you guessed it, our event volunteer also took this course)

• We now have videos from several organizations we can now use on our site

• We may have inspired 8 students to think differently about the type of career they can have in technology

Our Story



Flickr



• Flickr pro allows us to have more robust way of organizing our albums and videos online

• Tagging of photos means we can now create flickr sets from multiple photographers from the same event

Our Story



Bringing it all together



• We are helping TechSoup Global Network to build community.

• Currently mentoring Brazil, Japan, Taiwan and Germany• We would like for you to be a part of our story, help us

define TechSoup Canada.

Our Story



• Youtube: http://www.youtube.com/user/techsoupcanada

• Flickr: techsoupcanada

• Facebook: http://www.facebook.com/home.php#/pages/Techsoup-Canada/33836173692

• Twitter: @techsoupcanada @jzhang99• http://www.techsoupcanada.ca/community/get_involved

Contact Us

Social Media for Nonprofits

Business

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