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Leads: Debra Askanase, Social Media & Communications Specialist, Community Organizaer 2.0. Steve Metcalfe, Communications Director, YBI.
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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.
Used for recruitment, personal engagement, awareness
What is more personal than the Twitter Kids tweeting?
Hold a Twitter chat
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
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/
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