1. Presented by: Lisa Kaslyn ProsperCommunications Twitter @Kashen | Facebook Lisa Kaslyn PR 21.0 – Increasing Your Non-Profit’s Exposure Using Social Media

2. PR 21.0 | It’s all about getting found Social Media and Blogging are Public Relations (PR) Tactics PR Boosts Search Engine Optimization (SEO) SEO Drives Web Traffic More Web Traffic = More Leads = More $upporter$ “The reality is that no organization — either for-profit or non-profit — has control over its image any longer. Any…fundraising nonprofit that thinks otherwise will find out painfully that irrelevance is perhaps the greatest cost of all. ” ~ Chris Bailey

3. More Visibility through Social Media “The conversation has already started. Isn’t it time for you to speak up?” Social Media is not a flash in the pan 2009 growth stats: Facebook grew 228% LinkedIn grew 82% Twitter grew 1,382% YouTube grew 132% You need an integrated social media marketing strategy

4. Social Media Players Getting visible on social media! Creators Collectors Joiners Niche

5. Creators Creators are blog hosting sites, social networking and micro-blogging, video and photo sharing sites that enable users to create and share content

6. Collectors Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources. Social news sites are different from standard social bookmarking sites by focusing on specific articles and blog posts rather than websites. Because of this, they can be a great source of news, and they also offer the ability to participate in the discussion by leaving comments on popular news items.

7. Joiners Multiple interactions Thru multiple connections Using multiple tools Text Photos Videos

8. Niche Professional Corporate Non-Profits Alumni Physical Gathering

9. Non-Profit Social Media Rock Star “I’d start a storytelling and pictures blog about the causes I was tasked with supporting. No question about it: stories and pictures are powerful contributors to nonprofit experiences.” - Chris Brogan , co-author, “Trust Agents” and president, New Marketing Labs

10. Best Practices – Integrated Communications

11. Connecting to Supporters

12. 1. Be Personal and Educational People connect to NPOs on Facebook because they are passionate about the cause and want to participate in making change Be careful not to only focus on fundraising. Whenever possible, share updates directly related to the impact of your organization *These charts and more may be accessed on Facebook

13. 2. Create Content Worth Sharing Empower people to share and spread the word among their Facebook friends by giving them content to interact with and share Photos, Video and other content can go viral quickly as they attract more “like” and “comment” interactions, which then spread to friends of supporters, attracting new ones.

14. 3. Join the Conversation Facebook is a culture of conversations—NPOs have a huge opportunity to get immediate feedback on issues Poll your supporters on Facebook with a question now and then in your status update, instead of only posting statements Show you’re listening by making a comment among the supporter posts Don’t discredit an occasional negative comment – view it as an opportunity to start a dialogue and convert new supporters.

15. 4. Grow Your Connections Promote the Username for your non-profit page everywhere: email lists, advertising, posters, banners, newsletters, etc. Encourage supporters to add a Like Badge to their blog or website to show their connection to your NPO Run Facebook Ads targeted to cause keywords, related organizations, relevant geographies or donors/supporter demographics

16. 5. Make your site social Like Button: The Like button lets users share pages from your site back to their Facebook profile with one click

17. Mining for Gold Bradford Goven, Principal Sales Support360◦

19. - Have a professional presence on LinkedIn

20. - Leverage Sales Intelligence

21. - Have an LinkedIn action plan

22. - Mine through LinkedIn for A+ prospect-donorsMining for Gold on

23. Optimizing LinkedIn:1. See the future: connect with your entire donor base 2. Connect to a target market 3. Join groups for those markets and actively participate 4. Educate yourself on effective LI search 5. Stand out: Be active! Don’t make it a resume rehash 6. Answer questions to highlight your expertise 7. Accept connections and request connections. 8. Talk to people. I mean, really talk! Relationship Map — LinkedIn Name Export

24. Measure & Analyze Track the number of inbound links, keyword rank over time and compared to competition Measure real business results: number of visitors, leads, and donors from SEO

25. Social Media Guidelines Internet policies need to cover the use of interactive social websites as well as use of email and access to non-interactive websites Employees should be aware that they are personally responsible for their online posts and disclosure of confidential or sensitive information about employers should be prohibited Clearly identify certain activities as gross misconduct employers can attempt to reduce exposure to claims of unfair dismissal in the rare event that an employee's online behavior requires serious disciplinary action. Employees also need to be made aware that their online communications while using the employer’s IT system may be monitored by the company to ensure compliance with the policy Such monitoring is subject to data protection laws and employers also need to be aware of employees’ privacy rights in relation to personal emails. A clear escalation procedure and chain of responsibility can also ensure incidents are well handled by trained staff. Rough Guide to: Social Media and the Law www.nmk.co.uk

26. Social Media Resources Beth’s Blog www.bethkanter.org Soon-to-be-released book: “The Networked Nonprofit” Allison Fine www.allisonfine.com Author of “Momentum” Pro Bono Partnership www.probonopartner.org

27. Shameless Self-Promotion www.ProsperComm.com Prosper Method™ Workshops

28. PR 21.0 Thank You! Lisa Kaslyn lisa@ProsperComm.com 845-225-7571 Twitter @Kashen www.facebook.com/lisa.kaslyn