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Engaging Volunteers through use of Social Media

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How to utilise tribes, communities and influencers to engage volunteers for non profits

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Page 1: Engaging Volunteers through use of Social Media
Page 2: Engaging Volunteers through use of Social Media

ENGAGING VOLUNTEERS

THROUGH SOCIAL MEDIA

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Page 3: Engaging Volunteers through use of Social Media

KNOW YOU AUDIENCE

DIGITAL NATIVES DIGITAL IMMIGRANTS

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Presenter
Presentation Notes
DIGITAL NATIVES: Digital natives switch their attention between media platforms 27 times per hour  - 65% of digital natives take their devices from room to room �e.g. Smartphone, iPad, laptop�-54% of digital natives prefer texting people rather than talking to them DIGITAL IMMIGRANT:Digital immigrants are the generations that did not grow up with the internet -They are less networked to friends, family and former classmates online but do use Skype Studies show functional online activity for low level purchases but are less experimental
Page 4: Engaging Volunteers through use of Social Media

CONVERSATIONS

Social Media brings together people who have shared passions or situations

Social Media is about conversations and engagement,

not just status updates

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Page 5: Engaging Volunteers through use of Social Media

COMMUNITIES/TRIBES

Specific groups of people connected to each other

They are connected by a belief, an idea, a cause

Social Media gives these tribes a voice, an outlet

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Page 6: Engaging Volunteers through use of Social Media

INFLUENCERS

Influencers start these conversations or ensure conversations continue

They influence trends and can increase the popularity of

a topic of conversation – positively or negatively

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Page 7: Engaging Volunteers through use of Social Media

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LET’S EXAMINE THE VOLUNTEER

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Page 9: Engaging Volunteers through use of Social Media

INSIGHT #1

THEY ARE YOUNG

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INSIGHT #2

THEY WANT THEIR EFFORTS

RECOGNISED

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Page 11: Engaging Volunteers through use of Social Media

INSIGHT #3

THEY DONATE MORE THEN DONORS

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INSIGHT #4

THEIR TIMEFRAME IS SHORT-TERM NOT

LONG-TERM

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Page 13: Engaging Volunteers through use of Social Media

INSIGHT #5

THEY ARE YOUR INFLUENCERS

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Page 14: Engaging Volunteers through use of Social Media

YOUNG

WANT RECOGNISTION

GENEROUS

SHORT TERM

BURSTS WILL BECOME ADVOCATES

SUMMARY

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Page 15: Engaging Volunteers through use of Social Media

SO WHAT’S THE SECRET?

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Page 16: Engaging Volunteers through use of Social Media

WHAT’S THE DIFFERENCE BETWEEN THIS GUY.....

A BRAND ADVOCATE FOR APPLE connector360 © 2013 All Rights Reserved

Page 17: Engaging Volunteers through use of Social Media

..... AND THIS GIRL? (THAT’S ME!)

AN IRISH CANCER SOCIETY VOLUNTEER connector360 © 2013 All Rights Reserved

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NOTHING

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Page 19: Engaging Volunteers through use of Social Media

SOCIAL MEDIA IS THE NEW WORD-OF-MOUTH IN MARKETING

SUCCESSFUL MARKETING OF A BRAND THROUGH SOCIAL MEDIA RELIES ON BRAND ADVOCATES OR

INFLUENCERS | | | | |

THE SAME PRINCIPLES APPLY TO CHARITIES

YOUR VOLUNTEERS WILL RECRUIT NEW VOLUNTEERS

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Page 20: Engaging Volunteers through use of Social Media

BEST PRACTICE #1

UTILISE YOUR CURRENT

VOLUNTEERS TO RECRUIT NEW ONES

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Page 21: Engaging Volunteers through use of Social Media

BEST PRACTICE #1

Volunteers – Digital natives that already SHARE their life and more importantly their achievements to the online world

Digital Immigrants now know how to do the same

Allow or encourage your current volunteers to contribute to your Social Media presence

Have them invite all of their friends to get involved

People are more likely to share something that matters or makes an impact on the world connector360 © 2013 All Rights Reserved

Page 22: Engaging Volunteers through use of Social Media

BEST PRACTICE #2

TELL THEIR STORIES

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BEST PRACTICE #2

Volunteers are more likely to stay involved if you make them feel they have made an impact

The work of your volunteers is great content for social networks

Tell stories – this will make others want to be part of the next story

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Page 24: Engaging Volunteers through use of Social Media

BEST PRACTICE #3

LISTEN

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BEST PRACTICE #3

Be engaged in what supporters and prospective supporters care about

Involve yourself in the conversations going on about your charity

Have somebody that manages this. The digital world works in real time so you need to as well

Is it that they want to get involved but don’t know how? Tell them

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Page 26: Engaging Volunteers through use of Social Media

BEST PRACTICE #4

ACT LIKE A CURATOR

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Page 27: Engaging Volunteers through use of Social Media

BEST PRACTICE #4

Don’t just broadcast your own message

Share the work of other organisations to show your support of others

This will build your reputation

Become trusted in the online community as a go-to resource for knowledge

This shows you play well with others and take genuine interest in other causes

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Page 28: Engaging Volunteers through use of Social Media

BEST PRACTICE #5

OPTIMISE YOUR PRESENCE

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BEST PRACTICE #5

You do not need to be on every social network

Choose the ones that work for your organisation

Build your profile on networks where a volunteer presence is high for your particular cause

Choose networks that fit well with your content needs

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Page 30: Engaging Volunteers through use of Social Media

BEST PRACTICE #6

CREATE SHAREABLE CONTENT

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Page 31: Engaging Volunteers through use of Social Media

BEST PRACTICE #6

People love videos and pictures

Status updates get more engagement and reach if they contain something visual

People will want to share this with their friends and family

Carry out testing to see what works best for your fan base and do more of that

Consider the right time of day to post to your networks

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Page 32: Engaging Volunteers through use of Social Media

BEST PRACTICE #7

TIE ALL OFFLINE EVENTS WITH SOCIAL

MEDIA BACKUP

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Page 33: Engaging Volunteers through use of Social Media

BEST PRACTICE #7

Merge the concept of offline events and online content

Promote all events on your channels in the run up to the date

Use social networks like Twitter and Facebook to live update at all events

Share photos and videos across the web to promote your good work after the event has taken place

There is no limit on creativity – Live wall of support, Facebook apps, live video feed, progress updates in the run up (team signup etc.),

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Page 34: Engaging Volunteers through use of Social Media

BEST PRACTICE #8

RUN A CAMPAIGN

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Page 35: Engaging Volunteers through use of Social Media

BEST PRACTICE #8

A good place to start is to put your creative minds together and run a campaign

Like any other business trying to promote their product, a campaign online gets your message out their

The campaign itself is shareable content

Gives you a very clear call to action

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Page 36: Engaging Volunteers through use of Social Media

WHAT SUCCESS LOOKS LIKE

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SOCIAL MEDIA TOOLS...

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Page 38: Engaging Volunteers through use of Social Media

...AND HOW TO USE THEM

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Page 39: Engaging Volunteers through use of Social Media

FACEBOOK

Volunteer engagement

Volunteer recognition

Volunteer recruitment

Grow your fan base

Shareable content

Brand Advocacy

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Presenter
Presentation Notes
It is important to note that having a large fan base does not equal advocacy Having a fan does not equal a volunteer What makes them a volunteer? Sharing your content, 2nd degree recruitment (current volunteer recruiting their friends through SM), holding events, creating groups, displaying passion through their own statuses
Page 40: Engaging Volunteers through use of Social Media

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Page 41: Engaging Volunteers through use of Social Media

FACEBOOK HACKS

# Page setup and posting rights

# Visual Posts

# Questions not statements

# Ad Setup

# Analytics

# Watch others

connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998

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# PAGE SETUP

connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998

Page 43: Engaging Volunteers through use of Social Media

# VISUAL POSTS

connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998

Page 44: Engaging Volunteers through use of Social Media

# QUESTIONS NOT STATUSES

connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998

Page 45: Engaging Volunteers through use of Social Media

# AD SETUP

connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998

Page 46: Engaging Volunteers through use of Social Media

# AD SETUP

connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998

Page 47: Engaging Volunteers through use of Social Media

# ANALYTICS – TALKING ABOUT YOU

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Page 48: Engaging Volunteers through use of Social Media

# ANALYTICS - VIRALITY

connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998

Page 49: Engaging Volunteers through use of Social Media

# WATCH OTHERS

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Page 50: Engaging Volunteers through use of Social Media

TWITTER

Influencer following

Influencer engagement

Volunteer recruitment

Trending #hashtag

Real-time conversation

Brand Advocacy

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Page 51: Engaging Volunteers through use of Social Media

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TWITTER – BRANDED

Page 52: Engaging Volunteers through use of Social Media

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TWITTER – INFLUENCER

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LINKEDIN

Influencer following

Influencer engagement

Volunteer recruitment

Seeding in groups

Corporate recruitment

Information rich content

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YOUTUBE

Visual content

Information rich content

Shareable content

Volunteer recognition

Emotional impact

TV on the go

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SIMPLE ONLINE CAMPAIGNS

Breast cancer awareness – post your bra colour Relay For Life – announce each team sign up LGBT – sign petitions through Social Media – Russian Winter Olympics The Humane Society of the United States – Feline Friday – Twitter Various Charities – change your profile picture – Gay Marriage Equality

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Page 61: Engaging Volunteers through use of Social Media

ONE LAST THING...

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Page 62: Engaging Volunteers through use of Social Media

...MAKE SURE YOUR WEBSITE IS IN

ORDER

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Page 63: Engaging Volunteers through use of Social Media

SOME TIPS

Responsive Design Create a Blog Good SEO Share Buttons Utilise Video and Imagery Easy Volunteer Sign Up Calls To Action

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Page 64: Engaging Volunteers through use of Social Media

HOOTSUITE

TOOLS TO MAKE YOUR LIFE EASIER

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Presenter
Presentation Notes
Hootsuite.com Schedule posts across all of your social networks in one place
Page 65: Engaging Volunteers through use of Social Media

TOOLS TO MAKE YOUR LIFE EASIER

SOCIAL BAKERS

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Presenter
Presentation Notes
Socialbakers.com Compare your stats on social networks with those of your competitors or companies you want to model yourself on.
Page 66: Engaging Volunteers through use of Social Media

TOOLS TO MAKE YOUR LIFE EASIER

CONTENT CALENDARS

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Presenter
Presentation Notes
Create content calendars to plan out your weeks/months posts
Page 67: Engaging Volunteers through use of Social Media

TOOLS TO MAKE YOUR LIFE EASIER

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Presenter
Presentation Notes
Klout.com Check to see what the Klout score of potential influencers is and then target them to promote your product. Go to Klout.com and they will prompt you to sign up with your Twitter or Facebook account. Download the plugin for Klout to see others Klout score and determine if they will have sway on your community based on if they Have high klout This plugin is available on the Chrome or Firefox browsers and can be downloaded at the links below: https://chrome.google.com/webstore/detail/klout-beta/jjaakbhpcbpmojkhpiaacepfcaniglak chrome https://addons.mozilla.org/en-US/firefox/addon/klout/ firefox
Page 68: Engaging Volunteers through use of Social Media

TOOLS TO MAKE YOUR LIFE EASIER

EMAIL MARKETING

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Presenter
Presentation Notes
Use a mail client like MailChimp to send Ezines to your customer database with special offers etc.
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Page 70: Engaging Volunteers through use of Social Media
Presenter
Presentation Notes
What happens online every 60 seconds
Page 71: Engaging Volunteers through use of Social Media

THANK YOU

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