Proactive communications:Harnessing the Power of Social Media

5,000 meters

Harnessing the power of social media

http://www.flickr.com/photos/82903100@N00/2166415662/

What is social media?

http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/

Social media Is…

A platform for conversation

http://www.flickr.com/photos/crystaljingsr/3915516040/in/set-72157622354789320/

http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/

Utilizes the Power of Weak Ties

Utilizes the Power of Weak Ties

http://www.flickr.com/photos/crystaljingsr/3915515536/in/set-72157622354789320/

Encourages group conversation

http://www.flickr.com/photos/eelssej_/524781662/

Organic and emergent

http://www.flickr.com/photos/crystaljingsr/3915513242/in/set-72157622354789320/

http://www.flickr.com/photos/kalmirage/1904699001/

Includes viral elements

Communication

Reviews and Opinions

Popular social media

Brand and communication

goals

Brand and communication

goals

Develop a social media content

strategy

Develop a social media content

strategy

Integrate with online

communication

Integrate with online

communication

Goal achievement:

The social media funnel

It’s about RELATIONSHIPS, not broadcasting

It’s about the conversation and insider views, not broadcastingIt’s about sharing information and

developing trusted friends, not broadcasting

The potential of social media

Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

The potential of social media

Growing preference for communication via social media

http://mashable.com/2009/03/26/social-media-nonprofit-study/

GOALS

5,000 meters

Harnessing the power of social media

1,000 meters Developing a strategy

http://www.flickr.com/photos/dieqro/2180994007/sizes/m/in/photostream/

Choose your tools

BloggingMicro

Blogging

Photo Sharing

Video Sharing

PodcastsWidgets

Social Networking

Chat Rooms

Message Boards

RSS Feeds

Source: Universal McCann Companies Study on Social Media Trends (March 2008)

Understand the engagement ladder

Happy BystandersSpreadersDonorsEvangelistsInstigators

The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)

http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

http://www.flickr.com/photos/mmcfotografia/4785181782/sizes/z/in/photostream/

What will create conversation? Create community?

Add unique value through content?

Empower others and create collaborations?

Create a content strategy on each social media platform

Real interactions: personal engagementValue-added contentRegular programming

Participation entry paths

Conversation startersOpen-ended questions

Develop engaging practices

WebsiteMailing list

Social media followersDonors

StakeholdersStaff/Volunteer time

Brand sentimentBudget

Evaluate your assets

Top three factors for social media success

Social media goals

Entrepreneur recruitment and engagement

Recruiting and supporting mentors

General awareness marketing

Special events and campaigns

Online fundraising

5,000 meters

Harnessing the power of social media

1,000 meters

500 meters

Best practices in action – other organizations

Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters.

Twitter

Used for recruitment, personal engagement, awareness

What is more personal than the Twitter Kids tweeting?

Hold a Twitter chat

Facebook

Fans tend to want to show support publicly, motivation for entertainment. Want community and news. Want to be invited in.

Used for recruitment, awareness support, engagement, campaigns and

events

Compelling from the introduction

Create opportunities for personal engagement: Q&A

Great for search (Google), personal touch, people want insider insight, entertainment. No boring interviews – think shareable content strategy.

YouTube

Used for recruitment, awareness, campaigns and events

Linkedin

Most active are ages 35- 60. Interested in professional connections, professional learning.

Used for knowledge-sharing, support, engagement

5,000 meters

Harnessing the power of social media

1,000 meters

500 meters

0 meters YBI on the groundhttp://www.flickr.com/photos/dieqro/2193709382/sizes/m/in/photostream/

YBI network practices

Notes from the field:Israel, Bolivia, Trinidad and Tobago,

Scotland, United States, Canada, Argentina

Mentor support

Recruitment and business support

Recruitment and business support

Awareness, recruitment, engagement

Awareness, event promotion

The networked nonprofit

Image courtesy of Beth Kanter: http://beth.typepad.com/beths_blog/2009/12/win-a-book-help-us-pick-a-subtitle-for-our-book-the-networked-nonprofit.html

Co-promotes and cross-promotes

The entire network benefits from each others’ successes

Refers to and supports each other

Breaks down walls between the organization and the stakeholder

Shares and learns from each other, and the industry

The networked nonprofit

The complete picture

Define your goalsChoose your platforms

Create an engagement strategy on each platform

Experiment, engage, move people to action

Integrate into communication goals

How can you network your nonprofit?http://www.flickr.com/photos/jbarahona/56382606/sizes/m/in/photostream/

Thank You!debra@communityorganizer20.com

@askdebraBuzz: daskanase

Slideshare.net/debask

A note about connecting online fundraising with social media…

http://www.flickr.com/photos/hikingartist/3431508742/sizes/m/in/photostream/

…it’s all about leveraging online relationships