social media 101 for nonprofits

Social Networking

Social EngagementSocial Media

C2009 Creating Results, LLC

Media is global, social, ubiquitous and cheap.

- Clay Shirkey

Agenda

• Social Media Demystified

• Realities of Social Media

• Social Networks Defined

• Managing Your Mindset

• Networks and Tools

• Benefits of Social Engagement

• Responsibility

• Where to Start

Social Media Demystified• Until 500 years ago how did people communicate?

From Guttenberg to Google

From Guttenberg to Google

From Guttenberg to Google

From Guttenberg to Google

Source: Eric Costa

Realities of Social Media

• Even contagious messages die

• 10% forward rate would be great

Realities of Social Media

• Reach and Frequency now cheap

• What is the new Challenge?

Social Networking Defined

• The stops your brand’s message makes

• Faster, wider, more transparent

• Fewer barriers between you and your audience

• Less control

• Interactive and instant

Manage Your Mindset

• Ready to receive

• Move from broadcast to dialogue

• Collaborate

Manage Your Mindset - Engage

• Be helpful

• Share knowledge – “teach, don’t sell”

• Tell stories

• Use many channels

Manage Your Mindset - Engage

• Involve your audience

Networks and Tools

• Social Networking Sites

– Facebook, LinkedIn, Twitter…

– Niche sites – industry or passion

• Social (Content) Sharing

– YouTube, Flickr

– Digg, De.li.cio.us, reddit

• Online Conversations– Blogs– Message boards, forums– Comments

• Podcasts• Wikis• Blogs• Message boards,

forums

Who, What, Where: Facebook

Who:

• More than 400 million active members

What:

• Interactive way to keep in touch with people you already know

• Used by individuals, companies and non-profits

• Centered around a profile

www.facebook.com

How: Facebook

• Create profile pages for your organization

• Connect to “friends” and “fans”

• Broadcast status (“What’s on your mind?”) –connections comment

• Share photos, links, videos

• Add applications and interactive elements

• Become a Facebook Cause

• Accept donations

… And Why: Facebook

• Promotion (esp events)

• Word of Mouth marketing

• Advertising

• Marketplace

• Lift brand search results, provide another point of visibility

• Donations

Who, What, Where: LinkedIn

Who:

• 60 million active members

• 150 different industries

What:

• Dominant professional networking site

www.linkedin.com

How: LinkedIn

• Create individual profile, organization page

• Be detailed – public – engaging

• Find people you know and connect (link)

• Share status updates

• Share news

• Ask and answer questions

• Join groups related to industry, job function, more

… And Why: LinkedIn

• Networking

• Finding vendors, sources, leads

• Keeping in touch with people in turbulent market

• Posting jobs/hiring – Finding jobs

• Expert advice

• Gather information

• Extend reach of press coverage

• Build profile and trust

Who, What, Where: Twitter

Who:

• Estimate 18 million active users by end of 2009

What:

• Microblogging service

• Users send text-based updates that are 140 characters or less

www.twitter.com

How: Twitter

• Create an account – short description, link to website, picture/graphic

• Start as a follower

• Broadcast status (“What’s happening?”) – updates called “tweets”

• Share pics, links; forward others’ tweets (retweet)

• Attract and engage followers

… And Why: Twitter

• Gather information

• Social listening

• Cross-promotion

• Viral/Word of Mouth marketing

• Get quick feedback – very quick!

• Crisis communications, customer service

• Build trust and credibility

• Short sales (esp. restaurants, hospitality, travel)

Many Eggs, Many Baskets

• Integrate communications• Tailor messages for each platform• Tailor messages for various audiences• Manage your reputations

– Organization– Professional– Personal

• Set simple policies to guide social engagement– www.socialmediagovernance.com

http://www.refresheverything.com/nvfs

So What is the #1 Social Media Channel?

Email is the most trusted - So use it wisely!

Benefits of Social Engagement

• Branding, name recognition

• Lift and substitute for traditional advertising and community outreach

• Lift search results

• Lift web traffic

• Improve relationships with users, clients families, donors, volunteers and more

• Listen, get feedback

Benefits of Social Engagement

• Find vendors, sources, partners and prospects

• Great recruiting tool.

• Leverage the networks of your users, clients, families, donors and volunteers

• Deliver complex messages through many different approaches– But simple messages are still most effective

• Inspiration

When you boil it down,

it’s about listening to your customers,

being helpful by offering your knowledge and

giving them interesting content

to share and thereby advocate for you.

- Amy Mengel

Where to Start

STRATEGY

+COMMITMENT OF RESOURCES

=SCALE OF EFFORT/INVESTMENT

todd@creatingresults.com

Woodbridge, VA – Barrington, RItoll-free 888-205-8899

Experts in marketing to mature consumers

www.CreatingResults.com