non profit presentation at sonoma grill
DESCRIPTION
This is the presentation I did to non-profits at the Sonoma Grill,TRANSCRIPT
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Social Media for non-profits
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This is me
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This is also me:
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This is also me:
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Social media presence
• I show you this because all the things I’m going to talk about are things for your brand.
• When I say “Your”, there’s a question about personal versus professional
• Facebook profile versus Facebook page. Should I get a Twitter feed?
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Social media presence
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Social media presence
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Personal vs Professional
• My opinion, use these tools personally
• It’s a little different here, so playing with them a little helps
• If you have the slimmest of ideas why someone might use a tool like Twitter, then you’ll be better positioned to use it for your non-profit
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What is a social network?
• A social network is a community of people that are tied together by an outcome
• For an individual, the value of a social network is in their community
• For a non-profit, the value is in harnessing the community
• Here’s a sampling of some social networks
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Social Networks
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What is a social network?
• Were you impressed by all the logos?
• Obviously logos are only part of the story
• Before we dive deeper into these logos, we should think about what’s different here.
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TRADITIONAL MEDIA DIGITAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
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Web 2.0
• The tools of Web 2.0 exist because people like to share
• 2nd Law of Social Networking…people will share twice as much this year as they shared in the previous year
• People use social media sites to share stories in video, on blogs, on Facebook…
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Non-profits
• Most (though not all) non-profits have two distinct targets
• People who use services
• People who give – donors
• Traditionally, marketers have used the stories from the first group to convince the second group to give
• Social media can help the first people tell their stories
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Social networking for non-profits
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#1 Facebook
• Facebook is one of the best known social networks. I’ve stopped adding #’s to this presentation because every time I do it, they’ve doubled in size.
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Facebook Page or Cause
• Facebook offers two tools for non-profits. The Cause, and the Facebook page. Pages are a free presence on Facebook for people to engage with a brand.
• Here are some examples of pages:
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• Pages
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• The new programming lets you interact in an interesting way with fans
• But first, consider who you want here. Strategically, Facebook can be the tool to let the people you help tell the story
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• This is a call to action.
• Something that is missing in many non-profit social media examples because unless you put the page up with a goal, you don’t know how to ask people to do what you want them to do.
• So get a goal. Create the Facebook page to let end users tell their stories.
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Causes
• You can still add the Causes application to your Page.
• Go here: http://www.facebook.com/causes (and add it)
• One word of caution: adding a cause to a Facebook page might be enough for some people.
• That said, 27 million people have added a cause, so it does create awareness.
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Recap
• Who do you want to come to your Facebook?
• What do you want them to do when they get there?
• Figure that out, then tell people via e-mail, website and even on location (what we call in-store)
• In one year, how will you measure success?
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• Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less
• Twitter is an excellent way to interact with both of your target markets.
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• If your cause impact’s people’s lives, then it can easily be part of their twitter life.
• Before jumping in and getting a Twitter feed, take a listen at search.twitter.com. It gives you real-time updates of what people are saying about your non-profit.
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• Use Twitter to update both donors and people who use the services
• But also, Twitter can help search a keyword and promote a Facebook page.
• A non-profit advocating for the end of violence against women could register Twitter.com/end-violence-wny
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Twitter apps
• There’s a Twitter app for:
• Polls
• Events
• Images and videos
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Polls
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TwtVite.com
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Scamp
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To recap
• There are two ways to think of Twitter:
• A way to pull people in. If you search for your brand on Twitter, and don’t see it, you can ignore it.
• A way to get your keywords.
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Gottawannaneeda
• We have a client called Bojangles’ (they are for profit)
• Instead of registering Twitter.com/bojangles we registered Twitter.com/gottawannaneeda.
• Because the tag line is Gottawannaneedagettahava Bojangles.
• So it makes people think about what we’re all about instead of just who we are.
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Delicious
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Delicious
• Social bookmarking is the solution to never having to e-mail a link home.
• It’s also a way to prove smarts. I have this on the bottom of my e-mail signature.
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Delicious
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Delicious
• But consider how this can work for a client. This can be the dynamically updated what’s new section of a website.
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How it’s done
• A somewhat techno-phobic Pete from EMA has a Google alert for Epsom Salt. Google alerts are free, and send him an e-mail (alert) when Epsom Salt is mentioned.
• He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page.
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ammado
• ammado is the global online community of people who care. We connect nonprofits, socially responsible companies and engaged individuals dedicated to positive change on a global and local level.
• ammado has a vision to build a community that will change our world.
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ammado
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ammado
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A place to tell stories
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A place for people to give
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Ammado on Facebook
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YouTube
• YouTube is an excellent tool for telling stories
• Every second, 20 minutes of video are uploaded to YouTube
• You can create your own branded channel, then encourage end users to create video and add them to favorites
• Even better, film people on site and let them tell their stories via video
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YouTube
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Wikipedia
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Wikipedia
• People sign on. People interact. People police the place, checking updates, etc.
• People take pride in the place. That’s the essence of a an online world. Or network.
• Are you there? Should you be?
• Ever notice how often you search for something that Wikipedia pops up?
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Wikipedia
• Wikipedia gets a lot of Search Engine play because of how search engines now work.
• They are based on Links.
• Thus, your Wikipedia entry will most-likely be the first organic link that isn’t your site.
• It’s another way to tell your story.
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Wikipedia
• Wikipedia is one of the highest things that pops up in Organic Google Search. It’s the classic “About us”, written by the people.
• BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there.
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Google Earth
• Did he just say Google Earth?
• “You want to change the world. We want to help”
• http://earth.google.com/outreach
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Google Earth
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Google Earth
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Google Earth
• If your story can be told with a map, Google wants to help. Number of Grads with jobs, violence against women in the US
• If there’s a story, it can probably be told on a map
• http://www.techsoup.org/learningcenter/internet/page11657.cfm
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• Is a good way to tell your business story
• To highlight the people who run your organization (sometimes a factor in people giving)
• We use it to highlight our people
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Here are some things you can do
• Create a profile and connect to stakeholders
• Pull data from your old free mail accounts. Your old high school buddy could be rich now and looking for someone to give money to.
• Add content (LinkedIn now lets new people upload a resume)
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Home Page
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Your Professional Brand- Profile Page
• Showcase what you’re working on in your status
• Include a photo of yourself
• Create a personalized public URL
• Include link to the places you have a presence (website, Facebook, etc)
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Join groups
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Ning
• Ning lets you create and join new social networks for your interests and passions
• In other words: if you have a group of like-minded people all tied up together because of a cause, Ning can be your social network.
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Ning
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Ning
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Ning
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Ning
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Ning
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Ning
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Ning
• You could start a soc network for stakeholders
• For end users
• For donors
• For Alumni
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Your website
• Ask yourself this:
• What does my website do?
• Are donors going?
• Are the people going?
• Add a free analytics package like Google or Yahoo Analytics. It doesn’t hurt to add them both.
• See what people are looking at, and what they’re not.
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Your website
• Then add a Facebook badge. But since you’ll know why people should go to Facebook, you will say it.
• Add your Twitter feed (or simply search Twitter).
• Add your delicious bookmarks.
• Add ammado, Slideshare, start a Ning social network
• You don’t have to use any of the tools I’ve talked about, just let the people you help be the ones that tell the stories that encourage donors to donate.
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PeopleDelicious LinkedIn
Outreach
Yahoo Answers
SlideshareNing
ammado Tiwtter
Wikipedia
YouTube
Events
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So what now?
• Set goals, that helps creating content. If the goal of the Facebook page is to tell stories, figure out how you’ll encourage stories.
• If you have an objective, in a year, you’ll know if it’s working.
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Questions?
• ??
• ?