Embed Size (px)
DESCRIPTION
PResentation from the 2011 Charleston Nonprofit BOOT
Citation preview
Social Media for Social Good: How Nonprofits Can Engage Supporters
SOCIAL MEDIA FOR SOCIAL GOODHow Nonprofits Can Engage Supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
Who We Are
Holly FisherStep Ahead, Inc@hollyannfisher
Chad NormanInternet Marketing Manager
Blackbaud@chadnorman
Andrew MullerCWCC, AAI, PRIS
Neace Lukens@SpecialtyInsure
Social Media for Social Good: How Nonprofits Can Engage Supporters
IF YOU’RE TWEETING: #PATHCAMP
Social Media for Social Good: How Nonprofits Can Engage Supporters
Why Nonprofits Should Be Using Social Media
Social Media for Social Good: How Nonprofits Can Engage Supporters
Awareness
Social Media for Social Good: How Nonprofits Can Engage Supporters
The Nonprofit Social Media Decision Guide • July 2010 • IdealWare
Social Media for Social Good: How Nonprofits Can Engage Supporters
• The Nonprofit Social Media Decision Guide • July 2010 • IdealWare
Social Media for Social Good: How Nonprofits Can Engage Supporters
Reach people where they are
Social Media for Social Good: How Nonprofits Can Engage Supporters
12% of Facebook users said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page (they’d “be concerned” if it did not), and 43% said a Facebook page might have an impact on their decision.
• The Nonprofit Social Media Decision Guide • July 2010 • IdealWare
Social Media for Social Good: How Nonprofits Can Engage Supporters
Fundraising
Social Media for Social Good: How Nonprofits Can Engage Supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
Tools for Your Nonprofit
Social Media for Social Good: How Nonprofits Can Engage Supporters
YouTube / Videos
Social Media for Social Good: How Nonprofits Can Engage Supporters
• 175 million U.S. Internet users watched online video in April 2010. -comscore.com
• 135.7 million viewers watched 13 billion videos on YouTube in April 2010. -comscore.com
• YouTube is the most searched website behind Google
Video
Social Media for Social Good: How Nonprofits Can Engage Supporters
Example: Charleston Parks Conservancy
Corrine Jones Park video
Social Media for Social Good: How Nonprofits Can Engage Supporters
• 7% of Americans use Twitter; 87% are aware of it • 200 million users • 1 billion tweets a week • Made up of influencers & business people ages 25-45• Users are 3x more likely to follow brands on Twitter
than other social networking sites
Social Media for Social Good: How Nonprofits Can Engage Supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
Making Twitter Easier:• Tweetdeck• Hootsuite• SocialOomph.com
Social Media for Social Good: How Nonprofits Can Engage Supporters
• 60% of the wealthy, as defined by an average income of $287,000 and average net worth of $2.1 million, participate in social networks
• Someone who has “Liked” a brand will spend an average of $71.84 more each year on that brand’s products or services than will someone who has not “Liked” it.
• Fastest-growing demographics: Men 45-54 and women 55-65.
Social Media for Social Good: How Nonprofits Can Engage Supporters
• Interaction – engagement• Regular postings• Promotions• Custom tabs• Facebook ads
• https://www.facebook.com/nonprofits
Social Media for Social Good: How Nonprofits Can Engage Supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
Other Possible Tools
Social Media for Social Good: How Nonprofits Can Engage Supporters
1 12# of people on the planet using Facebook
in
Social Media for Social Good: How Nonprofits Can Engage Supporters
42% of people in America use Facebook
Social Media for Social Good: How Nonprofits Can Engage Supporters
35Hours of video uploaded to YouTube every single minute
Social Media for Social Good: How Nonprofits Can Engage Supporters
16Million people around the world use Twitter
Social Media for Social Good: How Nonprofits Can Engage Supporters
Getting Your Supporters Engaged…
Especially this group
Social Media for Social Good: How Nonprofits Can Engage Supporters
Your Social Media Honeypot
Social Media for Social Good: How Nonprofits Can Engage Supporters
CRMPerson to Person
Telephone
Direct Mail
WebEmail
Peer to Peer
Social Media
Mobile
Telepathy
Getting Your Supporters Engaged…
Social Media for Social Good: How Nonprofits Can Engage Supporters
STAGE 1
Traditional
Traditional marketing operations consisting of one-way communication.
Pushing content to supporters with little back-and forth chatter.
STAGE 2
Experimental
Dabbling in social media, but efforts are disconnected from organizational goals.
Fractured efforts and silos with no real coordination of activities and measurement.
STAGE 3
Operational
Social activity is more embedded in organizational operations.
Internal policies, dedicated staff, channel alignment, and campaign integration.
STAGE 4
Impactful
Social activity drives real, measureable results at organization.
Tools and systems are in place to allow staff to have perform meaningful engagement with supporters..
WHERE ARE YOU ON THE SOCIAL JOURNEY?As your organization’s social media program matures, it should be moving from simply trying new things to multi-channel integration.
Social Media for Social Good: How Nonprofits Can Engage Supporters
YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?
* From Charlene Li and Josh Bernoff's book Groundswell:
Winning in a World Transformed by Social Technologies
P = People: Who?
O = Objectives: Goals?
S = Strategies: Outcomes?
T = Technologies: Tools?
The P.O.S.T. method*
Social Media for Social Good: How Nonprofits Can Engage Supporters
1) Connect with your supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
1) Connect with your supporters
Social Media for Social Good: How Nonprofits Can Engage Supporters
2) Make Content Sharable
Social Media for Social Good: How Nonprofits Can Engage Supporters
3) Display Social Content
Social Media for Social Good: How Nonprofits Can Engage Supporters
3) Display Social Content
Social Media for Social Good: How Nonprofits Can Engage Supporters
4) Encourage Social-Enabled comments
Social Media for Social Good: How Nonprofits Can Engage Supporters
5) Integrate Social Conversations
Social Media for Social Good: How Nonprofits Can Engage Supporters
6) Help Supporters Take Action
Social Media for Social Good: How Nonprofits Can Engage Supporters
6) Help Supporters Take Action
Social Media for Social Good: How Nonprofits Can Engage Supporters
7) Raise More Money
Social Media for Social Good: How Nonprofits Can Engage Supporters
7) Raise More Money
Social Media for Social Good: How Nonprofits Can Engage Supporters
8) Pull in Multimedia
Social Media for Social Good: How Nonprofits Can Engage Supporters
9) Create a Social Hub
Social Media for Social Good: How Nonprofits Can Engage Supporters
9) Create a Social Hub
Social Media for Social Good: How Nonprofits Can Engage Supporters
10) Build a Private Community
Social Media for Social Good: How Nonprofits Can Engage Supporters
Want a ton more ideas?Checkout the Social Media Tactics series for nonprofits!
www.slideshare.net/chadnorman
Social Media for Social Good: How Nonprofits Can Engage Supporters
Bonus Workshop:Social Media Listening
Social Media for Social Good: How Nonprofits Can Engage Supporters
Your Homework: Social Media Listening
VIEW & DOWNLOAD
Social Media for Social Good: How Nonprofits Can Engage Supporters
Top 4 Take Away’s• Have a written Social Media Policy in place and
understood by every employee• Understand What can lead to a lawsuit
– Copyright, Trademark and Privacy issues– Don’t be the “example” or “poster child”
• Transferring Risk– Insurance, 3rd party contracts – Remove Subjectivity and Surprises
• Constantly Evolving Industry
Social Media for Social Good: How Nonprofits Can Engage Supporters
Andrew Muller, CWCC, AAI, [email protected]
843-714-9389 Direct
Social Media for Social Good: How Nonprofits Can Engage Supporters
Questions?
Social Media for Social Good: How Nonprofits Can Engage Supporters
Thank you!Let’s keep the conversation going…
Holly FisherStep Ahead, Inc@hollyannfisher
Chad NormanInternet Marketing Manager
Blackbaud@chadnorman
Andrew MullerCWCC, AAI, PRIS
Neace Lukens@SpecialtyInsure
