social media for nonprofits: overview
DESCRIPTION
A class I taught at Mount Holyoke College during my 15th reunion weekend, May 2008.TRANSCRIPT
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Web 2.0 for Your Nonprofit
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Don’t Focus on the Hammer
Flickr.com/ppdigital
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Focus on the House
Flickr.com/martin_laBar
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Build Your Own House
Flickr.com/lincolnian
Flickr.com/stuck_in_customs
Flickr.com/neil-san
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Build an Amazing House
Flickr.com/str1ke
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My Blogs
smalldots.wordpress.com
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We’ll Answer Three Questions
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We’ll Answer Three Questions
Huh?
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We’ll Answer Three Questions
Who cares?
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We’ll Answer Three Questions
Like I have time?
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Web 1.0
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Web 1.0
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Web 1.0
Blah blah blah blah
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Web 1.0
Blah blah blah blah
whatever
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Web 2.0
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Web 2.0
Blogging
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Web 2.0
Photosharing
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Web 2.0
Social NetworkingSocial NetworkingSocial NetworkingSocial Networking
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Yippee
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Caveats
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Caveats
• Good fit with your goals
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Caveats
• Good fit with your goals
•Good fit with your staff
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Caveats
• Good fit with your goals
•Good fit with your staff
•“Enterprise class”
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Benefits
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Benefits
•Free
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Benefits
•Free
•Easy
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Benefits
•Free
•Easy
•Power in your hands
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Benefits
•Free
•Easy
•Power in your hands
•Listen
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Web 2.0
Blogging
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What’s a Blog?
•Easy to Update
•Invite feedback
•Free
•No skills required
•Tend to be informal
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Nonprofit Technology Blogs
michelemartin.typepad.com
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Nonprofit Technology Blogs
beth.typepad.com
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Nonprofit Technology Blogs
techsoup.org
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Myth: Only Kids Blog
flickr.com/photos/kk
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Myth: Only Kids Blog
It’s not just kids anymore.
flickr.com/photos/kk
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Myth: Only Kids Blog
It’s not just kids anymore.
All ages, all professions blog.
flickr.com/photos/kk
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Why Should You Care?
flickr.com/anniebee
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Why Should You Care?
•Think out loud
flickr.com/anniebee
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Why Should You Care?
•Think out loud
•Connect with peers
flickr.com/anniebee
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Why Should You Care?
•Think out loud
•Connect with peers
•Low-cost, on-demand learning
flickr.com/anniebee
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Why Should You Care?
•Think out loud
•Connect with peers
•Low-cost, on-demand learning
•Show your human face
flickr.com/anniebee
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Why Should You Care?
•Think out loud
•Connect with peers
•Low-cost, on-demand learning
•Show your human face
•Feature those you serve
flickr.com/anniebee
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Why Should You Care?
•Think out loud
•Connect with peers
•Low-cost, on-demand learning
•Show your human face
•Feature those you serve
•Respond to events rapidly
flickr.com/anniebee
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Who’s Got the Time?
HALP ME
DROWNING IN WORK
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Quick Start
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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www.ALLTOP.com
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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www.MOMS.alltop.com
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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www.PERSONALFINANCE.alltop.com
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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www.SMALLBUSINESS.alltop.com
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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www.NONPROFIT.alltop.com
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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Quick Start
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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Quick Start
Find five blogs from your field.
Read them every dayfor a week.
Comment on at least one.
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Should you write a blog?
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Should you write a blog?
•I want to reach markets or people that I am currently not reaching
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Should you write a blog?
•I want to reach markets or people that I am currently not reaching
•I want to know what’s happening in my field
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Should you write a blog?
•I want to reach markets or people that I am currently not reaching
•I want to know what’s happening in my field
•I want to position myself as an expert
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Should you write a blog?
•I want to reach markets or people that I am currently not reaching
•I want to know what’s happening in my field
•I want to position myself as an expert
•I want to know what my peers/customers are thinking
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Set Up A Blog
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Best Practices
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Best Practices
How To Be Good
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•Lists
•Reviews
•How-to
•Essays
•Interviews
•Case Studies
•Profiles
•Rants
•Raves
Types of Posts
flickr.com/desi.italy
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•Books
•Problogger.com
•Ideas list
•Rotten first drafts
•Bookmarks
•Ye Olde Spiral Notebook
Ideas
mightygirl.com
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What Makes a Good Blog?
flickr.com/stevegarfield
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•Show Your Personality
What Makes a Good Blog?
flickr.com/stevegarfield
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•Show Your Personality
•Be Useful
What Makes a Good Blog?
flickr.com/stevegarfield
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•Show Your Personality
•Be Useful
•Write Well
What Makes a Good Blog?
flickr.com/stevegarfield
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•Show Your Personality
•Be Useful
•Write Well
•Write Often
What Makes a Good Blog?
flickr.com/stevegarfield
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•Show Your Personality
•Be Useful
•Write Well
•Write Often
•Write on Relevant Topics
What Makes a Good Blog?
flickr.com/stevegarfield
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•Show Your Personality
•Be Useful
•Write Well
•Write Often
•Write on Relevant Topics
•Engage your Readers
What Makes a Good Blog?
flickr.com/stevegarfield
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•Show Your Personality
•Be Useful
•Write Well
•Write Often
•Write on Relevant Topics
•Engage your Readers
•Interact with your Readers
What Makes a Good Blog?
flickr.com/stevegarfield
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Web 2.0
Photosharing
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What is Photosharing?
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What is Photosharing?
•Put your pictures on the web so that other people can see them and comment on them
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What is Photosharing?
•Put your pictures on the web so that other people can see them and comment on them
•Look at other people’s photos and comment on them
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Why Should I Care?
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Why Should I Care?
•Put a face on your organization
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Why Should I Care?
•Put a face on your organization
•Help people find you and your message
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Why Should I Care?
•Put a face on your organization
•Help people find you and your message
•Use the power of pictures to communicate
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Why Should I Care?
•Put a face on your organization
•Help people find you and your message
•Use the power of pictures to communicate
•Connect with the millions of users who express themselves through photography
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Who’s got the time?
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Who’s got the time?
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Who’s got the time?
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Speaking of Time…
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Some Easy Research
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Some Easy Research
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Some Easy Research
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Some Easy Research
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Some Easy Research
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Some Easy Research
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Geotagging!
www.flickr.com October 8, 2007
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Think local!
www.flickr.com October 9, 2007
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Quick Start
Find three peerorganizations from your fieldon Flickr.
Browse them every dayfor a week.
Comment on at least two.
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Quick Start
Find three peerorganizations from your fieldon Flickr.
Browse them every dayfor a week.
Comment on at least two.
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Quick Start
Find three peerorganizations from your fieldon Flickr.
Browse them every dayfor a week.
Comment on at least two.
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Advanced Quick Start
Organize somephotos fromyour last event.
Give each photo a tag.
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Advanced Quick Start
Organize somephotos fromyour last event.
Upload them to Flickr.
Give each photo a tag.
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Advanced Quick Start
Organize somephotos fromyour last event.
Upload them to Flickr.
Give each photo a tag.
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Why are we doing this, again?
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I want to reach potential members
and patrons I’m not currently reaching.
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I want to increase the emotional investment of my
members in my organization.
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I want to tap into the skills and hobbies of my members to help
build my brand.
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Web 2.0
Social NetworkingSocial NetworkingSocial NetworkingSocial Networking
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What is Social Networking?
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What is Social Networking?
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What is Social Networking?
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What is Social Networking?
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What is Social Networking?
•Making connections with your peers, your members, your targets, your world
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What is Social Networking?
•Making connections with your peers, your members, your targets, your world
•Building and expanding your network with like-minded people
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What is Social Networking?
•Making connections with your peers, your members, your targets, your world
•Building and expanding your network with like-minded people
•Signposts to your other communications
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What is Social Networking?
•Making connections with your peers, your members, your targets, your world
•Building and expanding your network with like-minded people
•Signposts to your other communications
•Creating a presence and letting people find you
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Why Should You Care?
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Why Should You Care?
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Why Should You Care?
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Why Should You Care?
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What about those other sites?
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What about those other sites?
www.myspace.com/thenatureconservancy
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What about those other sites?
www.facebook.com/group.php?gid=2204852553
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Who’s Got the Time?
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Who’s Got the Time?
•None of these tools take much time to set up
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Who’s Got the Time?
•None of these tools take much time to set up
•But they do require regular check-ins and updates
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Who’s Got the Time?
•None of these tools take much time to set up
•But they do require regular check-ins and updates
•You can’t just “set it and forget it.”
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Who’s Got the Time?
www.lolnptech.blogspot.com
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Who’s Got the Time?
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Who’s Got the Time?
•Get an intern
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Who’s Got the Time?
•Get an intern
•Or a Volunteer
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Who’s Got the Time?
•Get an intern
•Or a Volunteer
•Somebody young
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Who’s Got the Time?
•Get an intern
•Or a Volunteer
•Somebody young
•They won’t believe their luck
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Who’s Got the Time?
•Get an intern
•Or a Volunteer
•Somebody young
•They won’t believe their luck
•Just a couple of hours a week
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Why Am I Doing This, Again?
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Why Am I Doing This, Again?•I want to connect with other professionals and organizations with similar missions and goals
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Why Am I Doing This, Again?
•I want to reach potential members and donors that I am not currently reaching
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Why Am I Doing This, Again?
•I want to reach a population that is active, plugged in, and quick to mobilize around a cause
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Quick Start
Post your professional selfon LinkedIn.
Build up your network(aim for 10).
Write three references.
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Quick Start
Post your professional selfon LinkedIn.
Build up your network(aim for 10).
Write three references.
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Quick Start
Post your professional selfon LinkedIn.
Build up your network(aim for 10).
Write three references.
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Still With Me?
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Still With Me?Free!
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Still With Me?Free! Easy!
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Still With Me?Free! Easy!
New people!
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Still With Me?Free! Easy!
New people!
Betterbranding!
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Dip Your Toe
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Jump Right In
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Enough with the Cheerleader
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You Need a Plan
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People
Flickr.com/scoobay
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People
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People
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Fish Where the Fish Are
Flickr.com/joiseyshowaa
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Objectives
Flickr.com/jill_greenseth
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Objectives
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Objectives
Research
Marketing
Sales
Development
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Objectives
Research
Marketing
Sales
Development
Program Design
Program Expansion
Program Effectiveness
Membership Drives
Increased Donors
Increased Donations per Member
Board Development
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Objectives
Research
Marketing
Sales
Development
Listening
Talking
Energizing
Supporting
Embracing
See Groundswell for more on this…
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Listening
Flickr.com/simon_crowley
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Listening
Flickr.com/simon_crowley
•Read Blogs
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Listening
Flickr.com/simon_crowley
•Read Blogs•Read Comments
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Listening
Flickr.com/simon_crowley
•Read Blogs•Read Comments•Google Search
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Listening
Flickr.com/simon_crowley
•Read Blogs•Read Comments•Google Search•Google News
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Listening
Flickr.com/simon_crowley
•Read Blogs•Read Comments•Google Search•Google News•Communities
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Talking
Flickr.com/nikita_kashner
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Talking
Flickr.com/nikita_kashner
•Write Blogs
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Talking
Flickr.com/nikita_kashner
•Write Blogs•Comment on Blogs
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Talking
Flickr.com/nikita_kashner
•Write Blogs•Comment on Blogs•Comment on Flickr
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Talking
Flickr.com/nikita_kashner
•Write Blogs•Comment on Blogs•Comment on Flickr•Comment on Facebook
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Talking
Flickr.com/nikita_kashner
•Write Blogs•Comment on Blogs•Comment on Flickr•Comment on Facebook•Answer Questions
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Talking
Flickr.com/nikita_kashner
•Write Blogs•Comment on Blogs•Comment on Flickr•Comment on Facebook•Answer Questions•Respond to Criticisms
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You Need a Plan
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Strategy
Flickr.com/tommok
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Technology
Flickr.com/veo
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Now You Can Think About Tools
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Case Study #1
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Case Study #2
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Case Study #3
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Technology
Flickr.com/hfabulous
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When All You’ve Got is a Hammer
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Everything Looks Like a Nail
Thanks to Jeremiah Owyang: www.web-strategist.com
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Signposts Only Go So Far
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Plan Your Route
Flickr.com/china_guccio
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Enjoy the Ride
Flickr.com/immarkcz