social media for nonprofits
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Social Media for NonprofitsConverting “friends” into true supporters
Allison TreppaDirector of Marketing & CommunicationsMichigan Nonprofit Associationwww.MNAonline.org
About Me
Allison TreppaDirector of Marketing & CommunicationsMichigan Nonprofit Association atreppa@MNAonline.org
• Website: www.MNAonline.org • Blog: http://MNAonline.wordpress.com • Twitter: @MNAOnline• Facebook: www.facebook.com/MNAonline• LinkedIn: search for Michigan Nonprofit
Association
Goals for Today
• Explore trends in social media• Examine the tools and generational
differences• Explore how organizations are using social
media to increase engagement
What’s Different Today?
Traditional Media• Brand in control • One way• Delivering a message• Repeating the message• Focused on the brand• Educating• Organization creates content
Social Media• Audience in control• Two way • Being a part of a conversation• Adapting the message• Focused on the audience• Influencing, involving• User-created content/
co-creation
Source: Slide 10 from “What’s Next in Media?” by Neil Perkin
What is Social Media?
• Definition: “the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.”
- Ben Parr http://www.benparr.com/2008/08/its-time-we-defined-social-media-no-more-arguing-heres-the-definition
• In other words, social media describes the tools people use and the ways people share ideas online.
• Relationship building!
Social Media!
Current Tools
• Social Bookmarking
• Photo Sharing
• Podcasting and Video
• Blogging
• Feed Reading & Sharing
• Social Networking
What’s Effective?
• Facebook• Twitter• LinkedIn• Flickr • You Tube• Blogs
Great Resource: Beth’s Blog:http://beth.typepad.com/
What’s the Trend?
Waiting is NOT the Answer
• Waiting for new communication “fads” to settle will not make it happen.
• There is an increasing need to be adaptable and flexible with these tools.
• Be committed to the tools that advance your mission until they no longer do that.
• By the time you learn and adapt to one tool, another one emerges. (e.g. MySpace)
What’s Next?
Flickr photo from Horia Varlan
How Do You Prepare?
• Don’t be afraid!• Know the purpose of the available tools.• Utilize popular tools based on mission
advancement and available staff/volunteer time.
• Research social media policies and your own employee handbook.– 80+ nonprofit social media policies
http://mashable.com/2009/09/20/social-media-policies/
Beth Kanter’s 8 Principles for Using Social Media
Flickr photo by CyboRoZ
1. Listen2. Engage3. Relationships with influencers4. Make it easy to remix
and distribute5. Staff time and expertise6. The right metrics7. Small pilots and reiterate8. Assess organizational culture
Flickr photo by Melolou
What does it mean to listen?
Flickr photo by Fe llya
Google Alerts
Google Alertswww.alerts.google.com
What does it mean to engage?
Flickr photo by timoni
http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
Flickr photo: laiklosse
Let’s Talk Facebook
• What’s Your Goal? What do you want to share here?
• Frequency of posting/cross-posting• Most popular among adults– Among adult profile owners 73% have a
profile on Facebook, 48% have a profile on MySpace and 14% have a LinkedIn profile.
Facebook Demographics
Facebook (cont’d)
Facebook (cont’d)
• Significant spike in domain searches for 2009• Algeria, Ethiopia, and Uruguay all experienced the largest
increases.• Demographically, there were increases in older users, the 35-
45 age group, and the 45-54 age group.Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
Flickr photo by Shovelling Son
What’s up with Twitter?
Twitter Demographics
Twitter (cont’d)
Twitter (cont’d)
• Searches for Twitter continue to rise sharply.• Increases in Twitter searches are occurring across the board from the US, to
Europe, to Asia, to Africa, and the Middle East.• Females now search for Twitter more than males.• Significant increase in searchers from 0-17 year olds, and thus, those with
less than a high school diploma.• An increase in searchers in the income brackets of $25,000 to $74,999Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
Redefining a Peer Group• The trusted “peer group” is
changing to include both “real-life” and online friends, blog writers, reviewers, Twitter followers, etc.
• Blogs and social media have emerged as key trusted and inspirational sources to discover brands and products
http://www.marketingcharts.com/interactive/gen-y-women-respond-to-interactive-non-intrusive-campaigns-11337/
Flickr photo: maxymedia
Reality Check• Most nonprofits are missing the basics.
Start there.
• Basics include:– Website– Good email marketing– Telling good stories– Saying thank you– Becoming a trusted source for others
• Then move onto:– Facebook– Twitter– Other social media
Flickr photo: andrewcoulterenright
www.nonprofitmarketingguide.com
This is NOT your only website:
This is also your website:
Getting Linked In
Flickr photo by Matti Mattila
LinkedIn (cont’d)
LinkedIn (cont’d)
• Major increase in searches• Much of that increase is due to continued high
domain search traffic in the US and India.• Younger, less educated, and less wealthy audiences
are increasing in their searches for linkedin.com.Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
What do you do?
Flickr photo from DC Central Kitchen
Photo Sharing
• Photos can be uploaded to sites like Flickr, tagged, grouped, and shared
• Tagging allows photos to be organized by subject matter
• Groups allow multiple users to upload photos that share a common theme
SERVE STRENGTHEN
TRANSFORM COMMUNITIES
http://www.flickr.com/MNAOnline
Photo Sharing
Flickr photo from Thomas Hawk
• A blog is a contraction of the term “web log,” meaning an online journal or log comprised of multiple entries posted by the user. The entries are generally displayed in reverse chronological order
• A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
• A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
• A blog can also contain a fundraising widget for raising money
Blogs
Nuts About Southwest Blog
http://www.blogsouthwest.com/
Video/YouTube
Photos/Flickr
Blog
Poll
News Feed
Let My People Go!
Flickr photo: zinesklavos
What Works for You?
Flickr photo: urbanwoodswalker
Additional Resources
• Shorten URLs– Use www.bit.ly to shorten URLs
for your tweets and Facebook updates
• Facebook Metrics– Beth’s Blog www.bethkanter.org Flickr photo: nigelmaine
SERVE STRENGTHEN
TRANSFORM COMMUNITIEShttp://www.commoncraft.com
A Great Resource for Basic Videos:
Thank You!
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