Elliot GreenbergerCommunications Manager, See3 Communications

For Global HealthSocial Media

www.see3.net | @elliotg

Visit: www.Girl2Woman.org

Visit: www.YouTube.com/NonprofitVideoAwards

Overview• The Big Picture

• The Tools

• Crafting a Social Media Strategy

• Real Life Applications

• Discussion

What is Social Media?• What are the core values of social media?

• Storytelling

• Transparency

• Authenticity

• Relationships

What is Social Media?Traditional Marketing Social Media Marketing

One-way Multi-direction

Brand Community

Interruption Permission

Control “Chaos”

Results-Driven Process-Driven

The Good• Connects you to your community

• Personal blends with professional

• You get instant feedback

• “Free” resources

• It’s fun!

The Not So Good• Takes time

• Requires buy-in from organization

• Personal blends with professional

• Measurement and impact is sometimes abstract

• Lots of “noise”

Why You Use Social Media• Monitor your issue and competitors

• Discover information and news

• Find new stakeholders and build a following

• Promote publications, events, and staff

• Raise awareness, stimulate discussion

• Advocate and fundraise

• Personal social network

• Set up fan page for your cause

• Share updates, photos, messages

• Ability to run local, targeted ads

Ways to Use Facebook:• Create fan page for your organization or your

issue• Share links to videos and news stories online• Upload photos and videos of your work or recent

events• Organize an event and invite Friends/Fans• Create a targeted ad to gain supporters or

publicize your event

• “Micro-blogging” – 140 characters

• Share updates, news, links, promotions

• Build a “following” and “follow” other users

• Stay updated on industry trends & news

Ways to Use Twitter:• Use Twitter Search (http://search.twitter.com) to

find people discussing your issue

• Monitor industry news using Tweetdeck or Hootsuite

• Determine your best content by tracking clicks (use a URL shortener such as bit.ly or tinyurl.com)

• Build a personal or organizational “Channel”

• Upload and view online videos

• Popular search engine

Ways to Use YouTube:• Promote an event with a simple slideshow

• Interview leaders in your field on camera

• Show your supporters behind-the-scenes videos

• Host a weekly vlog (video blog)

• Curate videos on a topic using playlists

• Embed your and other videos on your site

Great Cameras Under $200

Kodak zi8 Flip Mino HD

The Nonprofit Program • Increased branding capabilities

• HTML channel banner• Branded side column image

• Ability to receive donations using Google Checkout

• Ability to add Call to Action overlay and externally linkable annotations

• Opportunities using Video Volunteers http://www.youtube.com/videovolunteers

• Blogging platform

• Post thoughts, updates, photos regarding your work

Ways to Use Blogs:• Share news about your organization

• Present your opinion and critique of industry news

• Tell a deeper story about a product or service

• Do an interview or recap an industry event

• Create a Top 10 List, or link to other resources

• Use as your main website! Easy CMS system

Visit: www.Google.com/Alerts

Visit: www.Animoto.com

Visit: www.Flickr.com

Visit: www.CreativeCommons.org

Visit: www.FirstGiving.com

Visit: www.mGive.com

Recommended Tools?• What other online tools do you use or have you

seen used in social media?

Planning Your Strategy • What are your goals?

• Who are you trying to reach?

• What tools do you need to use?

• Do you need extra staff and/or resources?

• How will you measure success?

• Site visits and actions taken

• Video views and shares

• Discussion volume and comment quality

• Online mentions and links

• Fans, followers, and subscribers

• Event attendees, donations

• More more more!

Measuring Impact

charity:water

• Recruited hosts and organized events to support charity:water on April 12

• Tools: Website, Video, Twitter, Facebook

The Results

• 1,000 volunteers hosted events in 200 cities

• 10,000 people attended and raised $250,000

• Almost 25,000 Tweets

What They Did

• Tied online to offline

• Great story, original approach

• Empowered constituents and gave them the tools to participate

• Deadline-driven action

• Plan for retaining audience over time

Why It Worked

• Decrease number of incoming media calls

• Increase transparency about disaster response

• Offer real-time, valuable information for people affected and their families

• Audiences: Local and national media, affected people and families, concerned public

• Tools: Wordpress, Flickr, Utterli

The Strategy

Thanks Beth Kanter and Wendy Harman, http://beth.typepad.com

• Increased press for each disaster

• Exponentially increased hits and links

• Increased field engagement

• Fewer negative stories about how RC was not responding quick enough or giving enough

• Collected hundreds of “thanks” from people affected by disasters (result in loyalty, trust)

What They Achieved

Best Social Media Work?• What organizations or campaign have you seen

online that you’ve been impressed with?

• Go deep, not wide

• Start with your goals and your audience

• Don’t forget to listen

• Test and learn

• Take advantage of free resources

5 Takeaways

Learning Resources• Beth.Typepad.com

• GlobalHealthIdeas.org

• SocialEdge.org

• GlobalHealth.Change.org

• SocialMediaToday.com

This slidedeck will be posted at www.see3.net

under Resources > Events.

Thank you! Elliot Greenberger

• Email: elliot@see3.net• Twitter: @elliotg / @see3• Website: www.see3.net• Facebook:

www.Facebook.com/See3Communications • Phone: 773-784-7333