Social Media for Social Good - How Nonprofits Can Engage Supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

SOCIAL MEDIA FOR SOCIAL GOODHow Nonprofits Can Engage Supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

Who We Are

Holly FisherStep Ahead, Inc@hollyannfisher

Chad NormanInternet Marketing Manager

Blackbaud@chadnorman

Andrew MullerCWCC, AAI, PRIS

Neace Lukens@SpecialtyInsure

Social Media for Social Good: How Nonprofits Can Engage Supporters

IF YOU’RE TWEETING: #PATHCAMP

Social Media for Social Good: How Nonprofits Can Engage Supporters

Why Nonprofits Should Be Using Social Media

Social Media for Social Good: How Nonprofits Can Engage Supporters

Awareness

Social Media for Social Good: How Nonprofits Can Engage Supporters

The Nonprofit Social Media Decision Guide • July 2010 • IdealWare

Social Media for Social Good: How Nonprofits Can Engage Supporters

• The Nonprofit Social Media Decision Guide • July 2010 • IdealWare

Social Media for Social Good: How Nonprofits Can Engage Supporters

Reach people where they are

Social Media for Social Good: How Nonprofits Can Engage Supporters

12% of Facebook users said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page (they’d “be concerned” if it did not), and 43% said a Facebook page might have an impact on their decision.

• The Nonprofit Social Media Decision Guide • July 2010 • IdealWare

Social Media for Social Good: How Nonprofits Can Engage Supporters

Fundraising

Social Media for Social Good: How Nonprofits Can Engage Supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

Tools for Your Nonprofit

Social Media for Social Good: How Nonprofits Can Engage Supporters

YouTube / Videos

Social Media for Social Good: How Nonprofits Can Engage Supporters

• 175 million U.S. Internet users watched online video in April 2010. -comscore.com

• 135.7 million viewers watched 13 billion videos on YouTube in April 2010. -comscore.com

• YouTube is the most searched website behind Google

Video

Social Media for Social Good: How Nonprofits Can Engage Supporters

Example: Charleston Parks Conservancy

Corrine Jones Park video

Social Media for Social Good: How Nonprofits Can Engage Supporters

• 7% of Americans use Twitter; 87% are aware of it • 200 million users • 1 billion tweets a week • Made up of influencers & business people ages 25-45• Users are 3x more likely to follow brands on Twitter

than other social networking sites

Social Media for Social Good: How Nonprofits Can Engage Supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

Making Twitter Easier:• Tweetdeck• Hootsuite• SocialOomph.com

Social Media for Social Good: How Nonprofits Can Engage Supporters

• 60% of the wealthy, as defined by an average income of $287,000 and average net worth of $2.1 million, participate in social networks

• Someone who has “Liked” a brand will spend an average of $71.84 more each year on that brand’s products or services than will someone who has not “Liked” it.

• Fastest-growing demographics: Men 45-54 and women 55-65.

Social Media for Social Good: How Nonprofits Can Engage Supporters

• Interaction – engagement• Regular postings• Promotions• Custom tabs• Facebook ads

• https://www.facebook.com/nonprofits

Social Media for Social Good: How Nonprofits Can Engage Supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

Other Possible Tools

Social Media for Social Good: How Nonprofits Can Engage Supporters

1 12# of people on the planet using Facebook

in

Social Media for Social Good: How Nonprofits Can Engage Supporters

42% of people in America use Facebook

Social Media for Social Good: How Nonprofits Can Engage Supporters

35Hours of video uploaded to YouTube every single minute

Social Media for Social Good: How Nonprofits Can Engage Supporters

16Million people around the world use Twitter

Social Media for Social Good: How Nonprofits Can Engage Supporters

Getting Your Supporters Engaged…

Especially this group

Social Media for Social Good: How Nonprofits Can Engage Supporters

Your Social Media Honeypot

Social Media for Social Good: How Nonprofits Can Engage Supporters

CRMPerson to Person

Telephone

Direct Mail

WebEmail

Peer to Peer

Social Media

Mobile

Telepathy

Getting Your Supporters Engaged…

Social Media for Social Good: How Nonprofits Can Engage Supporters

STAGE 1

Traditional

Traditional marketing operations consisting of one-way communication.

Pushing content to supporters with little back-and forth chatter.

STAGE 2

Experimental

Dabbling in social media, but efforts are disconnected from organizational goals.

Fractured efforts and silos with no real coordination of activities and measurement.

STAGE 3

Operational

Social activity is more embedded in organizational operations.

Internal policies, dedicated staff, channel alignment, and campaign integration.

STAGE 4

Impactful

Social activity drives real, measureable results at organization.

Tools and systems are in place to allow staff to have perform meaningful engagement with supporters..

WHERE ARE YOU ON THE SOCIAL JOURNEY?As your organization’s social media program matures, it should be moving from simply trying new things to multi-channel integration.

Social Media for Social Good: How Nonprofits Can Engage Supporters

YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?

* From Charlene Li and Josh Bernoff's book Groundswell:

Winning in a World Transformed by Social Technologies

P = People: Who?

O = Objectives: Goals?

S = Strategies: Outcomes?

T = Technologies: Tools?

The P.O.S.T. method*

Social Media for Social Good: How Nonprofits Can Engage Supporters

1) Connect with your supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

1) Connect with your supporters

Social Media for Social Good: How Nonprofits Can Engage Supporters

2) Make Content Sharable

Social Media for Social Good: How Nonprofits Can Engage Supporters

3) Display Social Content

Social Media for Social Good: How Nonprofits Can Engage Supporters

3) Display Social Content

Social Media for Social Good: How Nonprofits Can Engage Supporters

4) Encourage Social-Enabled comments

Social Media for Social Good: How Nonprofits Can Engage Supporters

5) Integrate Social Conversations

Social Media for Social Good: How Nonprofits Can Engage Supporters

6) Help Supporters Take Action

Social Media for Social Good: How Nonprofits Can Engage Supporters

6) Help Supporters Take Action

Social Media for Social Good: How Nonprofits Can Engage Supporters

7) Raise More Money

Social Media for Social Good: How Nonprofits Can Engage Supporters

7) Raise More Money

Social Media for Social Good: How Nonprofits Can Engage Supporters

8) Pull in Multimedia

Social Media for Social Good: How Nonprofits Can Engage Supporters

9) Create a Social Hub

Social Media for Social Good: How Nonprofits Can Engage Supporters

9) Create a Social Hub

Social Media for Social Good: How Nonprofits Can Engage Supporters

10) Build a Private Community

Social Media for Social Good: How Nonprofits Can Engage Supporters

Want a ton more ideas?Checkout the Social Media Tactics series for nonprofits!

www.slideshare.net/chadnorman

Social Media for Social Good: How Nonprofits Can Engage Supporters

Bonus Workshop:Social Media Listening

Social Media for Social Good: How Nonprofits Can Engage Supporters

Your Homework: Social Media Listening

VIEW & DOWNLOAD

Social Media for Social Good: How Nonprofits Can Engage Supporters

Top 4 Take Away’s• Have a written Social Media Policy in place and

understood by every employee• Understand What can lead to a lawsuit

– Copyright, Trademark and Privacy issues– Don’t be the “example” or “poster child”

• Transferring Risk– Insurance, 3rd party contracts – Remove Subjectivity and Surprises

• Constantly Evolving Industry

Social Media for Social Good: How Nonprofits Can Engage Supporters

Andrew Muller, CWCC, AAI, PRISAndrew.muller@neacelukens.com

Twitter@Specialtyinsurewww.specialtyinsure.blogspot.com

843-714-9389 Direct

Social Media for Social Good: How Nonprofits Can Engage Supporters

Questions?

Social Media for Social Good: How Nonprofits Can Engage Supporters

Thank you!Let’s keep the conversation going…

Holly FisherStep Ahead, Inc@hollyannfisher

Chad NormanInternet Marketing Manager

Blackbaud@chadnorman

Andrew MullerCWCC, AAI, PRIS

Neace Lukens@SpecialtyInsure