how nonprofits can effectively use social media
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How Nonprofits
Can Effectively Use
Social MediaSponsored by Womens Way &
Philadelphia Young Nonprofit Leaders
Eileen O’Brien
@eileenobrien
•
• “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”
Groundswell by Charlene Li & Josh Bernoff
What is Social Media?
• Social media is not a strategy but a tactic
• Start with an objective, create a strategy and determine the best tactics
• Your strategy could involve increasing awareness, education, fundraising, deepening an existing relationship, changing perceptions or engaging people to take action Social media may be an appropriate tactic
• Key to marketing is telling a compelling story Social media can enable this
Social Media is a Tactic
Is Your Target Audience Using SM?
Source: Pew Internet & American Life Project
How Is Your Audience Using SM?
Source: http://Forrester.com/Groundswell
24%
37%
21%
51%
73%
18%North American Technographics Interactive Marketing Online Survey Q2 2009
Forrester Social Technographics Ladder
• Recruit the people within your organization who are passionate about social media
• Use it in your own life and become comfortable with the technology
How Do You Start?
• Search for communities, Facebook pages, Twitter accounts, YouTube channels for similar nonprofits
• Listening may give you insights which will lead the strategy
• Learn what’s important to your audience Can you fill a need? How can you add value?
• Social media has been compared to a cocktail party
Listen
Add Value
• Measurement is essential Determine up front how you will measure success
• Did you meet your objective? More volunteers
Heightened awareness
Donations
Increased event participation
Generated PR
Education on issues
Measure
• Integrate the social tactics into the entire marketing strategy
• Promote via direct mail, email signature, newsletters, announce at events Collect cell phone numbers & ask for opt-in for future
Market Social Media
• Social media is all about being human, so have personality
• Never say anything you wouldn’t say in front of your mother
• It’s all about building relationships
• Treat others with respect
• Add value
Golden Rules
• Twitter is a free social networking & micro-blogging service that allows users to send updates or tweets (text-based posts up to 140 characters long) to anyone who opts to receive them
• Asks: What are you doing?
What’s Twitter?
What’s Twitter?
Twitter Users
Source: Pew Internet & American Life Project
• Organization 100% branded content, don’t follow people or interact
Can be managed by a team, low risk of going off message
Using interactive tool to push out information, not establishing relationships
Types of Accounts
Source: Beth’s Blog: How Nonprofits Can Use Social Media
Organization
Organization
• Organization With Personality Employee(s) who tweet are identified & interact with
followers
Makes it personal, builds relationships
May be difficult to scale, succession can be an issue if person becomes so associated with brand leaves, also risk of going off message
Types of Accounts
Source: Beth’s Blog: How Nonprofits Can Use Social Media
Organization with Personality
Organization with Personality
Organization with Personality
• Thought leaders and cause enthusiasts For social media & nonprofits: @kanter, @ntenhross,
@beautifulthangs, @SocialBttrfly, @peterdeitz
• Search on your topics of interest Look at who others follow
• Check out http://whoshouldifollow.com
http://twitterel.com
http://twubble.com
http://nearbytweets.com
• Take your time
Who to Follow
• Quality over quantity
• When you follow someone send them a tweet explaining why you are following them
• Search on your area of interest and then answer questions or respond “Seek out people you can help and do it!” Wil
Reynolds
• Add yourself to “yellow pages” http://twellow.com
http://wefollow.com
How To Get Followers
• Engage with your followers, thank them for support, give them ways to get involved
• Weekly Chats Take part in existing ones or host a chat
How To Get Followers
Check out TwitCause
• Most effective online organizing programs whether fundraising or advocacy is to make each of your appeals part of a campaign
• People give to funds that generate an emotional response, tell your story
• Articulate in simple terms what you are trying to do
• Make it urgent, have a deadline
• Make it EASY
Targeted Campaigns
Northern Home For Children
100 Uniforms in 100 Hours
100 Uniforms in 100 Hours
YouTube
• Second largest volume of searches
• In September 2009 84.8% of the total U.S. Internet
audience views online video
125.5 million viewers watched nearly 10.3 billion videos on YouTube.com
Source: comScore
YouTube
• YouTube program for nonprofits
• YouTube Video Volunteers Can find someone who is willing to use their
equipment and skills to help a nonprofit make a video
YouTube
Flip Video
• Flip Video Only $199, HD
quality, easy to use
For each Flip Video an eligible nonprofit buys they will donate one
• Free to set up a YouTube channel
• Centralized place for all videos, can be branded & users can subscribe
Alex’s Lemonade Stand
• Can turn off comments or use it as another way to connect
Alex’s Lemonade Stand
• People have short attention spans, so capture attention in first 30 second Keep the whole video short
Have a call to action at the end
Shoot for a computer screen
• Ask for user-generated content
• Tell serial stories which engage viewers & keep them coming back
• React to current events
• Use endorsements
• Tag & title your videos with relevant keywords
How Do You Get Views?
• Subscribe to the YouTube channels of other nonprofits, they may do the same
• Ask people to subscribe
• Share links for your videos with supporters so they can help get the word out Make the embed code available so people can post
the video on their sites
How Do You Get Subscribers?
• 300M members worldwide in Sept
• 120M North America
• Fastest growing group is women over 55 years old
Facebook Users
• Nonprofits can create customized pages
• Claim vanity URL http://www.twitter.com/yournonprofit
• Engage with fans Comment on their wall posts & help people connect
with others
• Show people how to connect beyond Facebook Email sign up or drive to website
• Non-Profits on Facebook
Facebook Page
• Use the data to understand what your fans like, don’t like, what type of content they interact with the most and what they share with their friends Facebook gives you locale breakdown and
demographic information
Facebook Stats
• Promote via other marketing channels
• Encourage fans to suggest to their friends become fans
• Run promotion or contest
• Give fans what they want Be active and add content
70% of all actions on social networks are related to viewing pictures or viewing other people's profiles
Source: Understanding Users of Social Networks
How to Get Fans
Alex’s Lemonade Stand
Alex’s Lemonade Stand
Alex’s Lemonade Stand
Google Sidewiki
• A browser sidebar that enables you to contribute & read information alongside any web page It is available as a feature in Google Toolbar
Google Sidewiki
Google Sidewiki
Resources
• ComcastNewMediaExchange.com
• Groundswell Examples of award winning non-profits
• Beth Kantar Beth’s Blog: How nonprofits can use social media
• Pew Internet & American Life Project
• Netsquared
• Momentum: Igniting Social Change in the Connected Age by AllisonFine
Resources
Thanks!
Questions?
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