4. Cons to Using Social Media
• Loss of control
• Time investment (training,
maintenance )
• New communication structure
• Ideas and opinions that are
shared may change over time
• Getting staff/board investment
in new technology
• Transparency
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5. • Recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
11/1/2012 www.edaconsulting.org
7. Crawl
Characteristics Areas of Improvement First Steps
Not using social media Need basic marketing 1. Develop
consistently plan (i.e. branding, print communications
materials, online strategy (audience,
Resistant to change outreach, etc.) goals & objectives, etc.)
Struggle with control Leadership-driven 1. Listen & develop online
change in culture to presences
adopt online
engagement 1. Leadership initiated
discussion about
engagement
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8. Walk
Characteristics Areas of Improvement First Steps
Using 1 or more social Learn & use best practices 1. Low-risk pilot program
media platforms, but not to demonstrate ROI
consistently Focus on 1 – 2 social media
platforms 1. Build implementation
Online presence capacity internally
connected to marketing Need to link to campaign,
goals program(s), objective(s) 1. Create/revise social
media policy
Need to link goals,
objectives, and activities 1. Integrate and
document
Need to identify audiences measurement data
Collect data for
measurement
11/1/2012 www.edaconsulting.org
9. Run
Characteristics Areas of First Steps
Improvement
Strategic use of multiple Need more 1. Social media staff trains
social media tools sophisticated & coaches other org staff
measurement tools
Part time of full time staff 1. Research more
for digital communications Find ways to increase sophisticated
more involvement from measurement data, tools,
Board using social media in staff across the and processes
governance organization
1. Evaluate, revise strategies
Social media usage
integrated throughout org 1. Share success stories
with other orgs
Has developed relationships
& technology integration
11/1/2012 www.edaconsulting.org
10. Fly
Characteristics
Embracing culture of learning
Use social media data to help the leadership guide decisions
Demonstrate clear and compelling results
Networked with other organizations showing similar success
Internalized social media communication best practices including:
Strategy
Implementation
Integration
Evaluation
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11. What do you need for great
social media work?
• A plan linking efforts to • Culture that embraces
programs & mission social media
• Selected, targeted social • Willingness to listen,
media platforms learn, & adapt
• Skills & commitment • Measurement & eval
to using social media strategies
• Organizational • Ability to take small
investment steps to build from
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19. 6. The Next Generation
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20. 7. It Ain’t Free
“Many nonprofits
(particularly the smaller
ones) lack the resources
to communicate
effectively. The Internet
offers the opportunity to
cost-effectively build a
community of
supporters.”
-ePhilanthropyFoundation.org
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21. 8. Not Everyone “Diggs” Social Media
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25. Purpose
Goals & Objectives
Tools & Implementation
Engagement
Insurance
Measurement
Elements of a social media plan
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26. Why Plan?
• Map for activities
• Explain why you are using
social media
• Measurement
• Clear guidelines,
expectations
• Other?
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27. Identify Purpose(s)
Learn more about social media
Reach a different demographic
Connect more with a current
demographic
Access other research or
resources
Promote
brand/event/idea/product
Communicate
Share your story
Other?
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28. Goal and
Objectives
Increase website traffic
Sell more product
Share ideas
Learn about resources in
your field
Promote an event or idea
Develop your brand
Test ideas
Other?
11/1/2012 www.edaconsulting.org
29. Tools and Implementation
• Blog • Facebook
– How often will you blog? – Profile/Group/Page
– What will you blog about? – Who will manage?
– Who will blog? – Facebook Ads?
• Twitter – Will you link to Twitter?
– How often will you tweet? Ping?
– What will you tweet • LinkedIn
about? – Group and subgroups?
– How will you track? – Who will you invite to join?
– Who will you follow? – Who will be admins?
– Who will tweet? – How often will you post?
11/1/2012 www.edaconsulting.org
30. Implementation
Who will manage your social
media?
Who will contribute to your
social media?
Board members
Staff members
Volunteers
Stakeholders
Way to tell your organization’s
story
Ask questions
Solicit dialogue
11/1/2012 www.edaconsulting.org
31. Some Insurance
Keep it simple, but include:
Purpose of the social media
tool or online sharing
Who can use the online tools
What is your org’s purpose in
using these tools
Examples of information that
should be shared
User guidelines
Consequences for violation(s)
Reconfirm commitment to
mission
11/1/2012 www.edaconsulting.org
32. Evaluation Examples
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Are you listed? (Twibes)
Facebook Ads
Feedburner/ Feedblitz
Record/note how many people:
Become a fan/ Join a group
Send links
Recruit other friends
Promote on their profile,
blog, website
Cost: Care2 ROI calculator
11/1/2012 www.edaconsulting.org
33. Please Don’t
• Be inauthentic
• ONLY ask for something
• Speak at your followers
• Ignore stakeholder input
• Make it hard to participate
• Stray or ignore your plan
11/1/2012 www.edaconsulting.org
34. There is NO judgment about where your organization
falls on the spectrum. Social media is a process!
Social media is as much art as it is science.
Social media is always evolving – emerging technology
is always changing as is our learning.
Ten Tips to Using Social Media are a foundation for
any social media.
11/1/2012 www.edaconsulting.org
35. Understanding Social Networks
“Organizations don’t have to create… social
networks; they exist all around us in a
variety of forms. Networked Nonprofits
strengthen and expand these networks by
building relationships within them to
engage and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in their
social networks, which is the key to growing
very big quickly and inexpensively.” (Fine
and Kanter, 2010)
11/1/2012 www.edaconsulting.org
38. Print Resources
• Fundraising and the Next
Generation
• The Networked Nonprofit
• I’m on Facebook, Now What?
• I’m on LinkedIn, Now What?
• Mobilizing Youth 2.0
• The Complete Facebook Guide for
Small Nonprofits
• Twitter Jump Start: The Complete
Guide for Small Nonprofits
11/1/2012 www.edaconsulting.org
39. Online Resources
• Socialbrite.com
• IdealWare
• Mashable.com
• Nonprofit Technology Network (NTEN)
• Alltop Nonprofit
• Beth Kanter: http://beth.typepad.com/
• Social Media Plan Outline:
www.ideaencore.com
• www.delicious.com/coloradononprofithelpdes
k
• A. Fine Blog
• frogloop
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Introductions Your name and role/title Experience with social media What brings you to this training? What is one burning question you want answered? Question 1: What are your fears? That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. Question 2: What are benefits to using social media? Donor recruitment, cultivation, & STEWARDSHIP Build relationships Viral recommendations Leverage networks Get feedback Cost effective & green Communicate your cause: Tell your story Bring people to the inner circle Transparency Test ideas It’s where the next gen IS! Question 3: What are drawback to using social media? Loss of control Time investment New communication structure Engagement – internal & external Transparency 11/1/2012 www.edaconsulting.org EDA Consulting LLC
That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. What are some comments you ’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON ’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting
The new technology and information is going to happen whether you are a part of it or not. It ’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn ’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting
Social media is like an organizational life cycle You adjust to the different stages related to your capacity, to different tools and resource This is a spectrum – where do you find yourself in that spectrum? Know where you are so you can know where to go. 11/1/2012 www.edaconsulting.org EDA Consulting LLC
Plan that links online communications to programs/mission. Select, targeted social media platforms . Skills and commitment to using social media. Organizational investment in the power of social media. Organizational culture that is open to networking. Willingness to listen, learn and adapt to advance organization’s brand online. Measurement and evaluation strategies. Ability to take small steps that will build on themselves. 11/1/2012 www.edaconsulting.org EDA Consulting LLC
In the US, Facebook gets more traffic than Google There is more activity on social media than on porn sites Year to reach 50 million users: 38 years radio, 13 years TV, internet 4 years, ipod 3 years – Facebook has 200 million users in less than one year If Facebook were a country, it would be the third largest country in the world 80% of companies use social media for recruitment Fastest growing segment of Facebook users are females 55 – 65 YouTube is the second largest search engine in the world Products and services are finding us, we are not searching for them Much of Gen X and Y think email is passe and some colleges aren ’t even distributing email addresses EDA Consulting
I compare social media to watering a plant. That is, you cannot simply create a Twitter account, for example, and expect people to follow you. You need to water that plant - take 20 minutes a day to begin with populating your social media outlets. What is the message that you want to get out to your stakeholders and the community? This should be covered in your social media plan. Watering the social media plan a little every day will help to create a foundation under which you can grow. Creating a calendar for posting often helps. EDA Consulting
Despite what many people believe, adding content to social media networks is not only about promoting your organization's events and activities. Be sure to refer to other resources outside your organization. For example, let's say I represent an organization that works with animals. In addition to sharing about our upcoming programs and adoption opportunities, share articles about caring for your pet, current legislation affecting animals, and activities of like-minded organizations. This demonstrates that you are connected and knowledgeable about more than just your organization, that you seek resources that would be beneficial for the reader to learn. Essentially, you want your organization to become an expert hub for resources. EDA Consulting
One of the best things about social media is that there is potential for dialogue. A direct mail appeal can't do this in the same way that a blog can. Share news and opinions, take risks, and be ready for dissent and support. Your organization is trying to enhance engagement and you should be willing to post comments that challenge your opinions. This is how strong dialogue begins. You can always respond directly to positive or challenging comments, but allowing that space means you are open to the community. Of course, inappropriate or demeaning language is never acceptable. First thing you need to do is LISTEN and solicit participation before asking for anything This is a way of building relationships EDA Consulting
Using social media is a great way to reach out to the next generation of philanthropists. Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website. If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks. Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network EDA Consulting
Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money. Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started. I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising. EDA Consulting
It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group. Some people prefer direct mail, but then again direct mail isn't for anyone. I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources. Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success. EDA Consulting
Build into current plans Have personal experience using it Just like any other fundraising tool Ask knowledgeable staff to partner with staff new to web 2.0 tools Ease fears and build confidence Start slowly: blogging and social networking Everyone can participate EDA Consulting
What are your existing plans? Current cultivation and stewardship strategies? EDA Consulting LLC 2012 11/1/2012 EDA Consulting LLC
It is important to have some insurance when it comes to social media. Very infrequently have I seen posts, comments, etc. that are inappropriate for the platform, but you want to be prepared. Be sure to outline the purpose of your social media tools, how to use the tools, what is acceptable, and what will not be tolerated including spam. Always reserve the right to ask someone not to participate or block them from posting. A good example is a nonprofit network I consult for - it is not appropriate to post information that is related to real estate on a nonprofit-focused network. Be sure to have action steps clearly outlined in your policy when someone has violated that policy. EDA Consulting
Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27 Rinse and repeat EDA Consulting
Use strategy to build from where you are. EDA Consulting
Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26% Livestrong: Twitter is their number ONE referring site Sierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs EDA Consulting LLC 2012 11/1/2012 EDA Consulting LLC