Social media surgery

Social Media Surgery
Sue Fidler, Director, Sue Fidler Ltd

Online Fundraising – How to make it work
Sue Fidler Ltd
Agenda
• Introduction
• Strategy
• Audience
• Branding
• Making a start
• Resources
• Monitoring
• Policies
• Measurement

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Who are you?
And what do you want?

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Who uses social media personally?
• facebook?
• twitter?
• linkedin?
• blog?
• instant messenger?
• text messages?
• email?

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As with any
new technology,
familiarity builds confidence.

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Why is social media
so different?

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All of these “technologies” are one to many

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Internet, email, blogs are still one to many

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Web 1.0 was…
• Still one to many
• just
• faster
• cheaper
• more widely available
• more accessible
• global

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What changed was that we could “all” be publishers

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Web 2.0 is a
many to many revolution…

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What do we mean by
social media ?

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www.convio.com

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 Online Communities: Ning™, BuddyPress™, Jive, Chatter
Online communities are social networks focused on a specific audience or topic. Often referred to as “white
label” social networks, communities help bring people together to create groups, start discussions, upload
media, and include feeds of relevant information. Information in online communities usually focuses on
specific topics, interests or segments of people.
 Social Networks: Facebook™, MySpace™, LinkedIn™
Social networks are websites that focus on building and reflecting social relationships among people.
Typically these online services allow users to setup profiles and communicate with each other by sharing
information about the user and anything they choose to share with “connections” such as information,
pictures, videos, webpages, etc. Boosting interactions amongst users is the capability to comment on and re-
distribute information to connections in either a one-to-one personal communication or sharing information
with a group of users or connections.
 Blogs: Wordpress, Typepad, Blogger, Convio Content Management System
Blogs are websites that allow users to easily publish information and share content, often in the format
similar to a personal journal. Blogs can be used to share factual news, advice, best practices, personal
opinions and personal interests. Blogs often describe real experiences and insights and provide a forum for
feedback that empowers readers to share information and engage with the site beyond simply reading
content.
 Microblogs: Twitter™, Tumblr, Plurk™Microblogs are a shorter form of blogs that allow users to post short
messages—typically 140 characters or less. Microblogs are used to share news, articles and links to web
pages that may be of interest to the individual’s network. They are also popular for holding interest-driven,
collaborative conversations in real-time. Unlike social networks, following users does not have to be
reciprocal so users can “follow” as many people as they like. Also, because most users create public accounts,
these conversations can be seen by anyone, providing an opportunity to monitor communications taking
place publicly.

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• Video Sharing Sites: YouTube™, Vimeo™, Blip.tv™
Video sharing websites allow online users to post and distribute video content for others to watch
and share. Videos can be embedded easily on other websites and shared with 9 GOING SOCIAL:
Tapping into Social Media for Nonprofit Success contacts by passing along the web address or URL to
a video. Some websites, such as YouTube, offer special features at no cost to nonprofit organizations.
• Photosharing: Flickr™, Picasa, PhotoBucket™
Photosharing websites create a virtual place where a person or organization can publicly share
pictures. Pictures can be posted that others can be directed toward or that can be found through the
site’s online search. Keyword tagging capabilities in each picture helps to ensure searchers can find
relevant content.
• Social Bookmarking: Digg™, Delicious™, StumbleUpon™
Social bookmarking websites make it easy for your organization and its supporters to collect web
pages on topics of interest and share them with your respective network of friends. Bookmarking
content makes it easier to keep up to date with the latest information by “crowdsourcing,” tapping
the collective intelligence of your social network to find the latest and most relevant information.
Social bookmarking sites help create an easily discovered and easily shared repository of content.
• GeolocationLocation Based Services: Foursquare, Gowalla, Whrrl
Geolocation applications on Internet-enabled personal devices allow users to share their
whereabouts with friends. These applications utilize GPS technology to help users find friends and
discover new places. Sharing of tips and pictures of venues is allowed and incentives such as status
badges are offered to encourage continued participation.

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Strategy and Planning

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Strategic Objectives:
WHY do Social Media?

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Planning…
• Objectives
• Audience
• Tools
• Resources
• Policies
• Monitoring and Feedback
• Measurement

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Audience

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• Facebook has 500 million users and 50% of these
people log on daily. (http://www.facebook.com)
• Twitter users send out 65 million tweets per day.
(http://www.twitter.com)
• YouTube exceeds 2 billion views a day with the average
user spending 15 minutes on the site.
(http://www.website-monitoring.com)
• More than 126 million blogs are on the Internet.
(http://www.blogpulse.com)
So just how popular are they?
www.convio.com

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In every generation more than 80% of people think
friends asking them to support a charity is an
acceptable means of solicitation.

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http://www.andersonanalytics.com/
Sue Fidler

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Facebook:
38%

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Blog
Facebook
Twitter

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Branding

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Match your branding to your audience...

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Be clear on your branding...

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Making a start...

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Who are you going to be?

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Create a gmail account

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Create a blog

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Create a facebook page

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Create a twitter profile

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Link them all together

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Resources

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• Who should Blog?
• Who should manage facebook?
• Who should tweet?
• Who should manage the SN presence overall?
• Who do you escalate to?

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KEEP IT UP TO DATE!!!
and why it is so important...

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Monitoring

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Always respond –
to messages, tweets,
comments, mentions

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• Blogs:
• Comments
• Replies
• Mentions
• Facebook
• Comments
• Messages
• Twitter
• Tweets
• Re-tweets
• Mentions
• Direct messages

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• Monitor what people are talking about
use social networking as a forum to express your
organization’s stance on certain issues. They will usually
respect and appreciate your authority.
• Respond to everyone
no matter what the question or issue. People love having an
actual person to connect to from an organization, and two-
way communication is what makes social networks so
successful.
• Search Networks for people that are interested in you,
then personally message them. The viral aspect of getting
one person involved who has hundreds of friends can be a
huge payoff.

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Policies

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Internal Rules
• Do you need an organisational policy?
• How formal?
• HR and IT rules?
• Common sense:
Don't say anything you wouldn't want the Director to read

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Have clear rules of behavior
and escalation policies
Sue Fidler

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The Habbo Way is like a code of conduct, a guide to how Habbos should act
in the Hotel. Habbos who break the Habbo Way are not welcome in the
Hotel and may be banned.
The Habbo Way is a simple set of rules for all players to follow in the Habbo:
* Do not bully, harass or abuse other players; avoid violent or aggressive behavior.
* Do not steal or scam passwords, credits or furniture from other players.
* Keep your password and personal details secret and never try to gain this information
from other players.
* You may not give away, sell or trade your Habbo account or seek to sell virtual items
from Habbo for cash.
* Do not take part in sexual activities, make sexual proposals or respond to them.
* Do not use any scripts or third party software to enter, disrupt or modify Habbo.
Treat other players as you would wish to be treated! And remember that a crime in a
virtual world is as serious as in the real world.

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Escalation Policy
If something goes wrong or starts going bad:
• Only speak if you are an expert
• What isn't OK?
• Who do you report it to?

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Measurement

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 Return on Insight: What you are getting back is learning about how
people feel about your organization and the issues you work on.
Sometimes nonprofits don’t value this enough.
 Return on Interaction: How well you are engaging with people.
 Return on Investment: Are you converting people into supporters?
Examining conversions will help you learn how to do social media
better and where to invest your time.
 Return on Impact: Track all the results online and on land.
The four I’s:
Beth Kanter Care2

Sue Fidler Ltd
• Blogs:
• Subscribers
• Comments
• Replies
• Mentions
• Facebook
• Likes
• Comments
• Messages
• Twitter
• Follows
• Tweets
• Re-tweets
• Mentions
• Direct messages

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LINKS

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Alerts

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Mentions

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Social Networking - monitoring
• www.checkfacebook.com
• RetweetRank.com
• SocialMention.com
• smallact.com
• socialsniffer.com
• socializemedia.com
• Klout.com
• Twitalyzer.com
• www.Act.ly
• www.Bit.ly
• scoopler.com
• socialtoo.com
• twopular.com
• twitteranalyzer.com
• xinureturns.com

Sue Fidler Ltd
In Summary:

Sue Fidler Ltd
Five Things To Do Before You Get Started
1. Start using the tools yourself.
2. Teach other stakeholders how to use social networking
and why its important.
3. Listen to what your audience are talking about on
social channels – and how they talk.
4. Sign up for alerts of your organisation/topic with tools
like Google Alerts or Social Mention.
5. Follow sector leaders to gain insight into trends and
topics of interest.

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Who is your online community?
Ask yourselves –
What do we want to use social networking for?
What are they looking for?
What tools suit the audience and purpose?
How will you manage and monitor ongoing communications?
Sue Fidler

Sue Fidler Ltd
Listen – find out what they are talking about
Key Activities:
Share – useful information they want
Engage – in the conversations already going on
Drive – traffic to your site to recruit
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Respond – when they talk to or about you

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Keys to success:
1. Tell people who you are.
2. Choose a good picture to suit the audience.
3. Don’t setup a profile on every network.
4. Own your subject.
5. Don’t be fake.
6. Be Available.
7. Be Transparent.
8. Write for the web.
http://mashable.com
Sue Fidler

Sue Fidler Ltd
And finally –
some other things to think about:
• Integrating campaigns with web and email
• Integrating on and offline campaigns
• Building relationships
• Identifying influencers
• Building a buzz

Sue Fidler Ltd
People to follow:
• @mashable
• @frogloop
• @NonprofitOrgs
• charity webmasters forum (yahoo group)
• ecampaigning forum (Fairsay)
• UK Riders (LASA)

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Safety
• Childnet
• * kids - http://www.childnet-int.org/safety/youngpeople.aspx
* parents - http://www.childnet-int.org/safety/parents.aspx
* teachers - http://www.childnet-int.org/safety/teachers.aspx
http://www.childnet.com/downloads/taleaflet.pdf
• CEOP http://www.thinkuknow.co.uk/Parents/InternetSafety/

Sue Fidler Ltd
Sue Fidler
Director
Sue Fidler Ltd
sue@suefidler.com
www.suefidler.com
www.charityemail.co.uk

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