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At the May 2, 2011 Lunch Bunch with Manatee Community Foundation, we talked about the basics of social media strategy, social media policies, a little about Twitter and Blogging, and of course, Facebook. It's a good general introduction for nonprofits.
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Lunch Bunch O’ Social Media
Monday, May 2, 2011
Yes, I am a tree hugger. And no you do not have a copy of this presentation on your seat.
I will e-mail it to you.
What we’re doing today
• Survey Results• Being Strategic About Social Media• A Few Essential Social Media Policies • You Tube, Twitter & Blogging:
Small Discussion• Facebook: The Big Boy• A few other items you asked about
“What is social
media?”
“OMG Do we have to do this?”
“HOW do we do it well?”
Social Media Attitudes
Personally excited & organiza-tion embraces
Not thrilled about it, but it's necessary.
FacebookTwitter
YouTubeFlickr
Blogging
0123456
Social Media Tools
Engaging Content Attracting
Fans PoliciesStrategy
0
20
40
60
80
100
Social Media Topics
Social media companions
• Easy to navigate, visually appealing website
• E-news campaign• “Key influencers” willing to
promote and engage in your social media presence
Social Media Strategy
• Know your audience. • Set some goals.• Listen & respond to comments/ posts.• Link, link, link.• Know what success looks like for you.
This will determine your ROI.
“What’s the ROI of your mother?”
…Or “What’s the ROI of putting your pants on in the morning?”
Thank you, Chris Brogan.
Confidentiality? Employee/ Volunteer Inappropriateness? Negative feedback?
Social media trouble
What are you worried about?
Good Social Media Guidelines
• Protect your donors & clients
• Keep your messages on brand
• Encourage participation
Social Media Policy Winners
• Kodak
• Red Cross
YouTube Tips• Make it short.
(2-3 minutes is plenty)
• Make it interesting & make it relevant.
• Use your people! Interviews can be fun but talking heads are boring.
• A FLIP cam is just fine.
Visit the AgentChange vlog.www.youtube.com/agentchange
Updates on what’s happening with nonprofits on YouTube.
A blog is just an online journal• Searchable
• Tags
• Comments (require approval…or not)
What a blog can do for you:• Bring people to your website &
increase your SEO
• Establish your “street creds”
• Showcase your work frequently
• Spotlight star volunteers, donors, programs at work
What it takes:• Dedicated writer(s) or a
schedule of guest writers
• Constant attention to driving readers there
“What are you doing right now?”
“Follow your interests.”
“What value can you share OR take away?”
Who You Want to Follow:• National orgs that do what you do
• Groups that advocate for your mission, nationally or locally
• Foundations
• Local partners/ potential partners
Personal Facebook Use
Daily/ weekly
Every couple of weeks
None
Effectiveness of Page
Updated regularly, good engagement & growth
Updated regularly, little engagement or growth
Created page…what's next?
43%
43%
14%
88% of Lunch Bunch organizations to complete survey have FB pages
Facebook today…
• 150 million active U.S. users.• Most active users log on at least once per day• Average time spent on Facebook
is nearly 1 hour
The Facebook FAN PAGE Review(What you need for your nonprofit)
• Not a personal profile • Has “likes” (not “friends”)• Has analytics (Facebook insights)• Requires 1 or more administrator(s)
What’s New on Facebook Pages
• New changes on Facebook are making it easier for your organization to communicate with other organizations.
• A good FB administrator dedicates time to exploring the social media and FB environments.
New Features: Your Nonprofit’s Page Administrator Can Now…
• Post on other pages and profiles as your nonprofit
• “Like” other pages/ brands as your nonprofit
New Features: Your Nonprofit’s Facebook Page Administrator Can Now…
• Select featured “likes” and featured page owners for display on your page
• Get filtered news on your organizations Facebook page
FB Questions
4 Ways to Build Your Fan Base
1. Ask people to join you. E-mail/ Web/Facebook campaigns.
2. Incentivize. Donor/ corporate support- $1 per “like”, lump sum for benchmarks reached.Contests/ giveaways.
4 Ways to Build Your Fan Base
3. Actively participate. “Like” pages of potential partner organizations. Comment on & “like” their posts.
4. Add value. What can your audience get on your Facebook page that they cannot get anywhere else?
See Content Handout
“Try not to become a man of success but a man of value.”
• Are conversational.
• Have the “share” factor.
• Involve real people.
• Use images.
Updates that get attention…
Develop a Facebook Voice.• Be real.
• It’s okay to be witty.
• Reflect your nonprofit’s personality. Do you have one?
Easy ways to lose your “likes”• Make every post about the greatness
of your organization.
• Post a bunch of times within a short period of time (like a couple of hours).
• Invite people to the same event repeatedly.
• Don’t respond to comments.
43% of Facebook users who “unlike” a brand do so because of too much push marketing
-ExactTarget.com
You don’t need custom tabs for Facebook to work for you.
But here’s a great example…
Realize Bradenton
Measuring Success on Facebook
“Wait, what am I trying to accomplish here?”
“Who am I trying to reach?”
“What do I want them to do?”
Measuring Success on Facebook
• Numbers “Likes” on page“Likes” on updates Comments
Easy to do, but provides a very limited indication of success.
Measuring Success on Facebook
• Do your constituents know more about you?
-Survey them about awareness
Measuring Success on Facebook
• Are your constituents regularly engaged with you?
-Do they ask questions or contact you on your FB wall? -Do they tag you in posts?
Last thoughts before we close?
• Time
• Security
• Staff Participation
• Other things?
