social media and your organization
TRANSCRIPT
Social Media and Your Organization
Dahna Goldstein, Jocelyn Harmon and Evan Parker
Agenda
• Introductions• What is social media?• So what and who cares• Tools U can use• Is it right for your organization?• Case study: The Nature Conservancy• Getting started with social media• Questions
A story
What is social media?
Social media are:
Internet-based tools to share information, learn and connect with others.
Examples include, blogs, Facebook, Linkedin & MySpace, YouTube, Flickr, Twitter and podcasts.
Different from mass media
Social media• Ubiquitous• FREE• Easy to cut and paste and
share
• Social
Mass media
• Inaccessible to most• Expensive• Short shelf life unless
re-purposed via social media
• 1-way
So what and who cares?
Social media is mainstream!According to Forrester, 75 percent of Internet users participate in some form of social media, up from 56 percent in 2007.
Women 75% Men 73%18 – 29 year olds 87% 50 – 64 year olds 72% HI = $75,000 + 94%HI = $30,000 or less 57%
Source: Pew Internet and American Life Project
Top 9 sites on the Internet
1. Google2. Yahoo3. YouTube4. Live5. Facebook6. Msn.com7. Wikipedia8. Blogger9. MySpace
Source: Alexa.com
Most important
It’s where people are
Getting news - 70%Watching video - 56%Looking for info on Wikipedia - 47%Reading blogs - 32% (57 million people)Rating products, services or people – 32%
Source: Pew Internet and American Life Project
A caveat…
Don’t forget about Search and email
These are the 2 activities that folks to most online.
• Read email 91% • Use a search engine 89%
Source: Pew Internet & American Life Project
Tools U can use
BlogsCommunicate quickly
Put a real face on your organization.
Get found in Search
Build, organize and share content – educate.
Social Networking Sites
Build an audience, i.e. find new stakeholders
Increase brand awareness - educate
Ask your supporters to support you
Video
Show vs. tell your story – educate.
Break up the monotony.
Remember: YouTube is the 3rd most trafficked site on the Net
See what people are talking about right now
Drive traffic to other sites.
Educate.
Reach people you can’t reach anywhere else.
OK, but what can social media do for my organization?
Social media can:
• Be a powerful way to engage your constituents
• Help you find/engage new constituents• Provide new ways for constituents to engage
with you and spread the word about your cause• Enable low cost, high touch communication with
your donors, members and advocates
Is it right for my organization?
Before jumping in, assess
• Your constituents • Your organization • Your goals
Your constituents
• Who are they?• How are you engaging them?• How often do they come to your website,
donate, act?• What social media are they using?• What do you want them to do?– Act– Donate– Share/spread news, actions, etc.
Your organization
• Do you have a newsletter?• Do you have an email newsletter?– How often do you sent it out?– Is a different group of people receiving the email
version?• Is the content the same?
• Do you have a website?
Your organization, continued
• How often do you update your website?– Who does it?
• Is communicating with constituents in someone’s job description?– Whose?
• Do you have a marketing/communications plan and strategy?
Your goals
• Are they aligned with your mission?
• Is social media the best way to get you where you want to go?
Some hard truths about social media
• If you build it, they won’t necessarily come.
• It takes time and dedicated resources to build a social program.
• You won’t raise a lot of money in this space.
Some hard truths about social media
• Doing it well requires:– Strategy– Plan– Measurement– Willingness to learn from
mistakes– Clear goals– Alignment across the
organization
Some hard truths about social media
• Social is a means to an end not an end in itself
• It’s a balancing act – you have to do it but at the right price
Case Study
The Nature Conservancy
Getting Started
• Set up Google Alerts and start listening to what people are already saying about you.
• Do a Google blog search on key terms.• Search Technorati and Alltop to find the
influential bloggers in your industry.• Follow other nonprofits on Twitter to see
what they are talking about.• Set up a personal page on Facebook and
start connecting with friends/family.
Getting Started
• Set up a personal page on Linkedin and start connecting with colleagues
• Get FREE training through the Case Foundation. Visit Gear Up for Giving at http://www.casefoundation.org/social-media-tutorials
• Do a social networking data append to determine where your constituents “live” online.
Questions?
• Dahna [email protected]
• Evan [email protected]
• Jocelyn HarmonJocelyn.harmon@emailfori
mpact.com