Web 1.0• Webmasters/Groups control sites-- and

the message

• Limited options for action

• People go to the content

• Users=passive

Web 2.0• Users and organizations share

ownership of “the message”

• Unlimited options for action- sharing, commenting, blogging, etc.

• Content comes to the people

• Users=

Extremely active

Why Use Social Media?

• It’s Free

• Easy way to connect

• Get people invested in your brand

• The best part: YOU are the media

…People are Getting Involved:

• In 2005, 8% of all adults online had a profile on a social network. Today, 35% do.

• Of Online Community Members:– 75% participate in communities related to social

causes (up 30% from ‘06)– 40% do so at least monthly

• 21% of members said their involvement with nonprofits has increased

Center for the Digital Future, USC Annenberg; Pew Internet & American Life Report, 2009

…And other nonprofits are too

• 86% of nonprofits are on at least one social networking site

• Facebook is by far the most popular (74%)

• Most dedicate equivalent of 1/4 to 1/2 a regular employee

There’s a lot of social media out there…

Today we’ll focus on just a few:

Facebook

• Personal social networking site

• Over 300 million active users

• +35 demographic is fastest-growing!

Facebook official statistics

Groups & Fan Pages

• User-managed vs. org.-managed

• Pages-only features: measure traffic, no limits to fan #s and customizable

Elements of a Successful Fan Page:

• Compelling character

• Encourages interaction

• Regular content updates

Good Practices

• Provide regular content- including pictures, discussion topics and links to articles from the Internet

• Invite people to comment and contribute, provide incentives

• Regular updates to Fans reminds them you’re around

Start Facebooking!

• Set up a personal profile and Fan Page

Start Facebooking!

• Set up a personal profile and Fan Page

• Invite five people to become a Fan of your site

Start Facebooking!

• Set up a personal profile and Fan Page

• Invite five people to become a Fan of your site

• Post a link to an interesting article on your wall

• Professional social networking site• Over 36 million members• Average user age is 41, with household

income of more than $100,000

Source: LinkedIn Demographic Data Jun08

Profile and Company Pages• Employees, board members and volunteers

can connect to the organization• Reach out to professionals, potential donors

and volunteers through networking tools

• Issue-focused group

• Provides regular updates

• Creates professional community

Get others involved: Group Pages

Good Practices

• Essential for staff and board members to have profiles

• You control affiliation- don’t just give it away

• Issue- or geography-based groups are most popular

Start Networking!

• Create a profile for yourself and your organization

Start Networking!

• Create a profile for yourself and your organization

• Connect with five people you know professionally

Start Networking!

• Create a profile for yourself and your organization

• Connect with five people you know professionally

• Join a professional or interest group

Blogs

• Simple publishing sites that feature posts written by amateurs (usually)

• Blogger and Wordpress combined have more unique worldwide visitors than any other social networking site

• True, compelling stories

• Allows comments

• Uses user-made content

• Full of feel-good content from other social media sites

Telling Your Story

Best Practices

• Voice can be personal and immediate

• Content targeted at what a specific demographic needs and wants

• Must be regularly updated, comments moderated

• Linked to from all other social sites

Start Blogging!

• Sign up for a blog, write a quick post

Start Blogging!

• Sign up for a blog, write a quick post

• Search for blogs that interest you (Alltop.com or google blog search)

Start Blogging!

• Sign up for a blog, write a quick post

• Search for blogs that interest you (Alltop.com or google blog search)

• Comment on at least two posts

Twitter

• “Micro-blogging” site

• Very popular amongst communications professionals and journalists

• In December 2008 4.5 million people visited Twitter - a 753% increase from 2007

• 70% of users joined in 2008

• 5-10 thousand new accounts created each day

Compete (December 2008), Hubspot State of the Twittersphere (December 2008)

How it Works

• Posts: “Tweets” of up to 140 characters

• “Followers” receive messages automatically

• Often include links

• Increases their exposure

• Diverse content

• Thanks & involves community

Organizational Tweets

Twitter Fundraising

• Raised +$10,000 in 48 hours

• Deadline, clear call to action

• Recognized donors and Tweeters

• Integrated with other social media (widget)

Best Practices

• Very regular updates- shelf-life of Tweets is 2-5 minutes max.

• Include shortened links to content

• Re-tweet (RT) relevant content from other people

• Remember- it’s about forming relationships

Tweeting Tools

• Third party tools are essential for Twitter

• Directories- find people in your area

• Applications- Manage your followers, schedule Tweets

• Link shortening sites

Start Tweeting!

• Sign up for an account

Start Tweeting!

• Sign up for an account

• Search for nonprofits and people in your area, follow them

Start Tweeting!

• Sign up for an account

• Search for nonprofits and people in your area, follow them

• Start a conversation with five people (use @ symbol to target them)

Flickr

• Media Sharing site- with Photos and some video

• 64 million users around the world

• Holds more than 3 billion images

• 2.5 to 3 million photos uploaded each day

Photo Campaigns

• Oxfam America leverages existing members for content

• Simple and coordinated

• Promoted across social media

Good Practices

• Post pictures online from events, etc. as soon as they end

• Use titles of photos and descriptions to tell a story

• Post pictures to groups for more exposure

Start Sharing!

• Sign up for an account, upload your most recent batch of photos

Start Sharing!

• Sign up for an account, upload your most recent batch of photos

• Search for a group in your geographic/impact area, join it

Start Sharing!

• Sign up for an account, upload your most recent batch of photos

• Search for a group in your geographic/impact area, join it

• Submit relevant, best photos to a group; link to them online

Quick note about

• Flip Video Camera- Costs Around $100 ($150 for HD)

• Produces high-quality video that needs very little editing

• Perfect for web video filmed up close

GET STARTED: POST IT!• P EOPLE• O BJECTIVES• S TRATEGY• T ECHONOLOY• _ SPACE• I INTEGRATION• T RACKING• ! FUN!

POST IT!: People

• Who are you trying to target?

• Write down three things your target audience wants.

POST IT!: Objectives• What are you trying to do?

• What do you want users to do?

• Write down three goals for your social media campaign

(Measurable goals are best)

POST IT!: Strategy• What do you need to produce

to attract users?

• Write down three ideas for content you can post

POST IT!: Technology

• What tools should you use? How can you connect them?

• Pick one subject to post about, write how it would work on a blog, Facebook and Twitter.

POST IT!: Integration• How can you link your social

media efforts with one another? OR with what you’re already doing?

• Write down three things you do already that could be applied to social media.

POST IT!: Tracking

• How will you measure your success (or failure)?

• Set up a Google Alert or other account

POST IT!: HAVE FUN!

• Have fun!

The bottom line

• Be honest, be transparent

• Listening is as important as speaking– Set up a Google Alert for your

organization

• Whatever content you produce can be shared- be sure it’s useful to users

• Don’t be shy- ask questions & connect

THANKS!

• Feel Free to contact me with any questions, concerns or ideas:

• Email: Michael.Ewing@volunteerinfo.net

• Twitter: miketewing

Resources

• “Social Media for Social Good,” Ian Schaefer; http://www.slideshare.net/ischafer/social-media-for-social-good-presentation

• “Social Media for Nonprofits,” primalmedia; http://www.slideshare.net/PrimalMedia/social-media-non-profits?src=related_normal&rel=239962

• “LinkedIn Demographic Data Jun08,” http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-presentation