raleigh workshop: a small step, a giant leap final rjh 021809 capstrat

A small step, a giant leapLaunching your non-profit

into social media space

The “social”

• Giving voice to the individual• Individual control• People share • People quickly find and connect• Conversations about your organization• Virtual communities

The “media”

• Technologies that allow creation and sharing of content

• Web 2.0• Democratizing information• Low barriers to entry

Social media technologies

• Blogs– News, diaries

• Social networks– Friendships, job-hunting, politics

• Wikis– Knowledge, research

• Mobile– Telephone

Social media technologies

• Flickr– Images

• YouTube, Netflix– TV, video

• Delicious, Digg– Bookmarking URLs

• Podcasting– Radio, audio

• Twitter (microblogs)– Conversation, crisis management

Social media…

• Builds relationships– Donors– Volunteers– Employees– Vendors– Customers or members

• Engages new audiences• Maintains competitive advantage• Impacts decisions

Why your non-profitneeds social media

• Gain market insights

• Enhance your brand

• Connect with stakeholders

• Save money

• Generate revenue

Getting started

• Create a social media strategy

• Identify your audience

• Evaluate your online reputation

• Establish crisis management process

• Assess and implement tactics

Listening and monitoring

• Listen– Search

• Web: Google• Blogs: Blogsearch, Technorati• Forums: Boardreader• Bookmarks: Delicious, Digg

– Monitor• Google Reader (RSS)• Google Alerts

Things to remember

• Honesty, transparency, openness

• You are human

• Be yourself, be individualistic

• Avoid “corporate” messages

• It’s not IT, it’s communications

Possible tactics

• Community forum– Donors– Volunteers

• Thought leader blog

• Brand ambassador

• Ratings and reviews

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Aggregator-disseminator model

• Aggregate – pull in, receive

• Disseminate – push out, send

You DisseminatorAggregator

Thank you!

• Email: rharris@capstrat.com

• Phone: 919 573 6307

• Twitter: @rharris

• LinkedIn, Facebook, etc.