BlogHer

BlogHer

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Social Media Today presents:

Networking for a Cause:How Can Non-Profits Optimize Social Media?

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How to Participate

• Submit your questions in the GotoWebinar presentation window

• Follow along and share your thoughts on Twitter at #SMTlive

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About the Moderator

Robin Fray Carey is the co-founder and CEO of Social Media Today, LLC, a blogging network that assembles the world’s best thinkers on business and public policy. Carey launched Social Media Today in 2007 with the goal of connecting leading experts across a variety of business conversations. As traditional media went digital, and the Internet went social, Carey realized the huge potential for social media platforms to facilitate direct communication among customers, their employees, and experts from academia, business and government. Robin speaks on social media around the world, and blogs at socialmedatoday.com. She has volunteered as a board member of the Women’s Refugee Commission, which she now co-chairs. She is also an advisor to the Society for New Communications Research, and a member of the Overseers of the International Rescue Committee. Four years later, Carey and her team have proven that editorially independent, online communities are the cornerstone of B2B social media.

Carey also serves the non-profit world, offering expertise and leadership as the co-chair of the Women's Refugee Commission, member of the International Rescue Committee Board of Overseers, and Business Advisor to the Society for New Communications Research. Ms. Carey graduated with distinction from the University of Virginia, where she was an Echols Scholar.

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About the Panel

Banafsheh has pioneered successful approaches in integration of business strategies and emerging technologies to deliver differentiated customer experiences for new and existing products and services across digital and offline customer channels. In 2010, Banafsheh established the first customer experience organization at the American Red Cross with an uncommon charter within the non-profit sector that focuses on customer experience as a differentiating growth catalyst for a broad and diverse constituent-base.

Brad Attig revels in creating social strategy for SMB's and Non-Profit organizations. Brad recently started bradattig.com upon returning to his home state of Oregon. Prior to moving back West, Brad was the Director of Business Development and Marketing for a hot Manhattan, pre-IPO technology site helping to craft a social community for career focused professionals. An active volunteer, Brad has a special place in his heart for helping Non-Profits to make the world a better place through leveraging social interaction. Brad can be reached at brad@bradattig.com.

Susan Tenby is the Online Community and Social Media Director at the San Francisco-based nonprofit TechSoup Global and has worked there since the site's launch in 2000. She has been involved in nonprofit online community for 12 years, through its various platforms and tools. Susan focuses on identifying, interpreting and implementing social media trends and tools, on community management vs. social media marketing. Tenby can be found on Twitter as @suzboop.

Tammy Gordon is AARP's Director of Social Communications & Strategy. Starting in January 2010, she launched AARP’s social media guidelines, established branded social platforms, trained hundreds of staffers growing the organization's engaged social presence into a nationally recognized leader. Today, she manages a six person team of community managers and bloggers, as well as serving a network of nearly 300 staffers across the country use social media on a regular basis

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GOAL: Creating Community Evangelists

December 2, 2011

Susan Tenby, Director of Online Community and Social Media

@SUZBOOP on Twitter

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Susan Chavez Blogger and Event Specialist

Who We Are

Susan Tenby Director of Online Community and Social Media

Michael DeLong Online Community Manager

Ale Bezdikian Online Community Coordinator

Evonne Heyning Interactive Media Producer

Kristy Graves Social Media Specialist

Rik Panganiban Nonprofit Commons in Second Life Online Community Manager

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• Connect the nonprofit community to each other while amplifying the messages and missions of this community

• Amplify the message of a variety of TechSoup partners, including global NGO and corporate (donor)

• Amplify the message of TechSoup programs and internal departments to the broader NP tech Sector

What We Do

We aim to build community both internally and externally and weave strong networks throughout TechSoup, its partners, and the wider sectors of nonprofit, tech, and social innovation.

We aim to build community both internally and externally and weave strong networks throughout TechSoup, its partners, and the wider sectors of nonprofit, tech, and social innovation.

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OPTIMIZING SHARING IS THE POINT!• Configure Tweet this module to @mention yr org, not the

tool’s name• Create a list of friendly tweeters to DM & help u spread

word• Use hashtags to broaden yr audience

• You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing

• Make Facebook sharing easy and configurable for yr fans• Spend time; look at how each share is displayed in each

network• Use local language of each tool (no hashtags on FB)• Make tweets/URL short enough to have others RT and MT

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Interactive online events such as Nonprofits Live & Tweet Chats

How We Do It

Synchronous Sharing

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Monthly on-the-ground Meetups with the Online Community Tribe (OCTribe) featuring experts in online community engagement

How We Do It

Encourage live Social Sharing in real time, from all your channels

Transparency in sharing

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TechSoup discussion forums connect nonprofits with expert and peer advice, and provide a place to network and connect.

How We Do ItPost Event Sharing;

asynchronous

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TECHSOUP: STORIFY

CURATE

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• Our outward facing wiki is the hub for all of these activities and their recap blog posts

(http://techsoupcommunityteam.wikispaces.com/home)

• Our SlideShare page contains all our presentations (http://www.slideshare.net/TechSoupGlobal)

• Our Flavors page shows where we are on the web(http://flavors.me/techsoup)

Consistent Listening and spotlighting Make it easy for your members to be your

evangelistsOrganize your evangelists; get to know them!

How We Do It

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THE SOCIAL MEDIA AUDIENCE FOR NON-PROFITSPresented by Brad Attig

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What is the challenge and who is the non-profit audience?

• Most for-profit businesses know their target market. Old Spice, Mountain Dew, Red Bull speak with a unified voice to their target consumer.

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What is the challenge and who is the non-profit audience?

• Non Profits have several constituencies and need to communicate multiple messages.

• This creates a challenge in Social Media as staying on message means staying on several messages.

• A well-thought out strategy up front will help balance the message.

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Deciding how to use social media for a Non-Profit is important from the start

• Some Non-Profits chose to use social media to only communicate to one part of their audience.

• Those they serve.• Those who donate.• But there is another audience, those who work for a

Non-Profit.

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Leverage the power of social media and set a strategy that communicates to everyone

• Message to those who need your services• Message to your thoughtful donors and

fundraisers• Message to your volunteers and employees

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Build a community and strategy

• Donors feel good when they see the work being done with their support

• Employees and volunteers feel the same way and it’s nice to recognize them

• Those who need your services feel good knowing there is help when they need it and that they aren’t alone.

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Balance your communication and speak to everyone

• Depending on who you are and who you serve you may want to develop a plan.

• A% of communication to X, B% of communication to Y and C% of communication to Z.

• Create a community and watch it grow.

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Banafsheh Ghassemi

Vice PresidenteCRM & Customer Experience

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Empowering Ordinary People to Perform

Extraordinary Acts In The Face of Emergencies

Our Brand Purpose

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Our Mission

• 70,000 Disasters Per Year, Or 225 Families Every Day!

• Almost Half of Blood Supply of US,10M Units Per Year

• 500K Cases of Emergency Communications & Support Per Year to Active Military Personnel, Veterans & Their Families

• Life Saving Skills to 10 Million People Per Year

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Our Customers

• Clients (Impacted By Disasters)• Financial Donors: Individual & Institutional• Blood Donors: Individuals & Sponsors• Volunteers• Active & Inactive Members Of the Armed

Forces & Their Families• Course Takers• Hospitals/Clinics• Preparedness Instructors

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SOCIAL MEDIA: A CRITICAL TOOL IN THE VOC TOOLKIT & CUSTOMER EXPERIENCE DESIGN

Brand sentiment

Change in sentiment

Transactional experience at various touch-points

Ideation

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Social Media Is “The Jam”!

• Real-Time Feedback And Engagement

• Leading Indicator Of Issues

• Competitive Intelligence

• Best Practices

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It’s The Jam, But Not A Full Breakfast!

E-mail

Surveys

Contact

Center CRM

Social

Media

• Email, call centers, surveys still richer & more context

• Beware of channel bias

• Be segment appropriate

• Analysis tools may fail at social “parlance”

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Banafsheh Ghassemi@banafshehgh

http://www.linkedin.com/in/banafshehghassemiBanafsheh.Ghassemi@redcross.org

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Thanks for Joining Us

• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.

• Connect with our panelists on Social Media Today using the search function:

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Join us May 1st for…

– What are the Best B2B Social Media Practices Now? http://socialmediatoday.com/how-to-b2b-social-media