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How to utilise tribes, communities and influencers to engage volunteers for non profits
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ENGAGING VOLUNTEERS
THROUGH SOCIAL MEDIA
connector360 © 2013 All Rights Reserved
KNOW YOU AUDIENCE
DIGITAL NATIVES DIGITAL IMMIGRANTS
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CONVERSATIONS
Social Media brings together people who have shared passions or situations
Social Media is about conversations and engagement,
not just status updates
connector360 © 2013 All Rights Reserved
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
connector360 © 2013 All Rights Reserved
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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connector360 © 2013 All Rights Reserved
LET’S EXAMINE THE VOLUNTEER
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INSIGHT #1
THEY ARE YOUNG
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INSIGHT #2
THEY WANT THEIR EFFORTS
RECOGNISED
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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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INSIGHT #5
THEY ARE YOUR INFLUENCERS
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YOUNG
WANT RECOGNISTION
GENEROUS
SHORT TERM
BURSTS WILL BECOME ADVOCATES
SUMMARY
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SO WHAT’S THE SECRET?
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WHAT’S THE DIFFERENCE BETWEEN THIS GUY.....
A BRAND ADVOCATE FOR APPLE connector360 © 2013 All Rights Reserved
..... AND THIS GIRL? (THAT’S ME!)
AN IRISH CANCER SOCIETY VOLUNTEER connector360 © 2013 All Rights Reserved
NOTHING
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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
connector360 © 2013 All Rights Reserved
BEST PRACTICE #1
UTILISE YOUR CURRENT
VOLUNTEERS TO RECRUIT NEW ONES
connector360 © 2013 All Rights Reserved
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
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
connector360 © 2013 All Rights Reserved
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
connector360 © 2013 All Rights Reserved
BEST PRACTICE #4
ACT LIKE A CURATOR
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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
connector360 © 2013 All Rights Reserved
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
connector360 © 2013 All Rights Reserved
BEST PRACTICE #6
CREATE SHAREABLE CONTENT
connector360 © 2013 All Rights Reserved
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
connector360 © 2013 All Rights Reserved
BEST PRACTICE #7
TIE ALL OFFLINE EVENTS WITH SOCIAL
MEDIA BACKUP
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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.),
connector360 © 2013 All Rights Reserved
BEST PRACTICE #8
RUN A CAMPAIGN
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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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WHAT SUCCESS LOOKS LIKE
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SOCIAL MEDIA TOOLS...
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...AND HOW TO USE THEM
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Volunteer engagement
Volunteer recognition
Volunteer recruitment
Grow your fan base
Shareable content
Brand Advocacy
connector360 © 2013 All Rights Reserved
connector360 © 2013 All Rights Reserved
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
# PAGE SETUP
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
# VISUAL POSTS
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
# QUESTIONS NOT STATUSES
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
# AD SETUP
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
# AD SETUP
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
# ANALYTICS – TALKING ABOUT YOU
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
# ANALYTICS - VIRALITY
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
# WATCH OTHERS
connector360 © 2013 All Rights Reserved http://www.slideshare.net/HubSpot/facebook-success-7-cheat-codes-for-nonprofits-22941998
Influencer following
Influencer engagement
Volunteer recruitment
Trending #hashtag
Real-time conversation
Brand Advocacy
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connector360 © 2013 All Rights Reserved
TWITTER – BRANDED
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TWITTER – INFLUENCER
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connector360 © 2013 All Rights Reserved
connector360 © 2013 All Rights Reserved
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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ONE LAST THING...
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...MAKE SURE YOUR WEBSITE IS IN
ORDER
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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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HOOTSUITE
TOOLS TO MAKE YOUR LIFE EASIER
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TOOLS TO MAKE YOUR LIFE EASIER
SOCIAL BAKERS
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TOOLS TO MAKE YOUR LIFE EASIER
CONTENT CALENDARS
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TOOLS TO MAKE YOUR LIFE EASIER
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TOOLS TO MAKE YOUR LIFE EASIER
EMAIL MARKETING
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THANK YOU
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