Social Networking 101: Social Media Basics presented at the 2010 Association of Junior Leagues International, Inc. Fall Leadership Conference in Portland, OR, September 23-25, 2010

1. Social Networking 101
Social Media Basics
AJLI Fall Leadership Conference
September 23-25 • Portland, OR
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

2. Objectives
Today we will learn:
• why social networking is valuable for nonprofits
and Junior Leagues
• how you can communicate the value of social
networking to your entire League
• steps you can take to develop a social media game
plan
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

3. Why use social media?
• Web 1.0: The old way
• You build a website
• You decide what you want to share
• The public consumes
• They reach out to you via a formal channel(s)
• Web 2.0: Now
• Content with DIY aesthetic
• Displaying human side/personality
• Cultivating relationships
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

4. Why use social media?
Still not convinced? Consider:
• 86.2% of nonprofits use at least one social
networking platform*
• 3 out of 4 internet users use at least one social
networking platform
• Size of online contributions > mail or telephone
contributions**
* “Nonpro t Social Network Survey Report” Nonpro t Technology Network. April 2010
** The Chronicle of Philanthropy. 2010 FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

5. Why use social media?
Among nonprofits:
• 22% have their own in-house social network
• 48.1% are on YouTube
• 60% are on Twitter
• 86% are on Facebook
“Nonpro t Social Network Survey Report” Nonpro t Technology Network. April 2010
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

6. Why use social media?
The Chronicle of Philanthropy. 2010
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

7. Why use YouTube?
• 100 million monthly viewers
• Third most visited website after Facebook and
Google
• Has nearly double the viewership of all three major
US networks combined
• Average person spends 15 minutes a day viewing
content
• Is only 5 years old!
“Infographic: YouTube Statistics, Facts & Figures.” Digital Buzz Blog. May 19, 2010
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

8. Why use Twitter?
• 1,382% yearly growth rate
• About 300,000 new users join everyday
• 75+ million users
• Approximately 55% of users are female
“Infographic: Twitter Statistics, Facts & Figures.” Digital Buzz Blog. May 12, 2010
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

9. Why use Facebook?
• As of May 2010, Facebook had 500 million users…
and growing*
• Those aged 34+ make up over 28% of users*
• Average user has 130 friends**
• Average user spends 55 minutes per day on
Facebook**
* “How Facebook is rede ning privacy.” Time. May 20, 2010
** “Facebook: Facts and Figures for 2010.” Digital Buzz Blog. March 22, 2010 FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

10. Why Blog?
• 133,000,000 blogs*
• 77% of internet users read blogs*
• Average blog reader reads 77% more online
content**
• Blog readers spend an average of 6% more than
the average internet user**
* ”2009 State of the Blogosohere.” Technorati. 2009
** “Behaviors of the Blogosphere.” ComScore. 2006 FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

11. Why should you use social networking tools?
• Alternate means of communication
• Junior League members
• Public
• Potential members
• Local nonprofit and business community
• Raise League profile
• Public
• Potential members
• Local nonprofit and business community
• Media
• Increased traffic to your League’s website
• Free!
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

12. Getting Everyone on board
Two case studies
• Junior League of Greater Orlando
• Junior League of Saint Paul
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

13. Case Study #1: JL of Greater Orlando
Junior League of Greater Orlando looking for dress
and accessories donations for prom dress drive,
Cinderella’s Closet.
Tools used:
• Website
• Facebook
• Twitter
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

14. Case Study #1: JL of Greater Orlando
What happened?
1.Set up page on website about Cinderella’s Closet
project, including contact information
2.Posted basic details on Facebook, linking back to
website
3.Daily tweets with link back to their website
1.Requests to followers to “Please RT”
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

15. FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

16. FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

17. Case Study #1: JL of Greater Orlando
What happened next?
• AJLI, @JuniorLeague, RTs to its followers
• Follower @Vivanista, founded by a JL of San
Francisco member, sees RT
• @Vivanista follows tweet link back to JLGO
website
• Reaches out to JLGO via posted contact info to
offer donation
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

18. FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

19. Case Study #1: JL of Greater Orlando
Lessons learned:
• Website: foundation for social media outreach
• Use many or all available channels
• Post regularly (in this case: daily)
• Don’t be afraid to ask for help
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

20. Case Study #2: JL of Saint Paul
The Junior League of Saint Paul wants to recruit more
members
Tools used:
• Facebook
• YouTube
• Blog
• Website
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

21. Case Study #2: JL of Saint Paul
What happened?
1.Decided to try an alternate method of member
recruitment by utilizing social networking tools
2.After bylaw review, implemented changes that
allowed social networking to fit within their
external communications guidelines
3.Set up a Facebook page, YouTube account and a
blog on Blogspot
4.Redesigned website to supplement, highlight and
connect to their social media efforts
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

22. FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

23. FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

24. FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

25. FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

26. Case Study #2: JL of Saint Paul
What happened next?
• Inquiries to join League increased!
• Scope of who made inquiries for more info
broadened
• Larger turnout at recruitment events
• Larger Provisional class
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

27. Case Study #2: JL of Saint Paul
Lessons learned:
• Social media is a game-changer – so start with a clearly
articulated game plan
• Not all members adapt easily to social media so don’t
drop them out of the conversation
• Social media demands good content – so use it as an
opportunity to upgrade yours
• Social media breaks down barriers – so be careful about
your messaging
• Social media is a ‘conversation’ – so keep it ongoing,
topical and meaningful
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

28. Getting Started
Assess
• what your goals are
• how social networking fits into your existing bylaw
structure
• what changes and/or additions might be required
• what’s ok/not ok member behavior
• how will social networking fit into your existing web
structure/capabilities
• what tools to use and when
• who will manage and execute social media strategy
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

29. Getting Started
Questions to ask:
• How are members using social media now?
• Do we need to change our external communications
policies?
• Who controls the process?
• Do we need new (and/or better) content?
• How do we integrate social media with our website?
• How can we leverage our content across social media
platforms?
• How will we deal with negative comments?
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

30. Possible Goals
• Recruiting new members
• Increasing donations/finding new donors
• Cultivate corporate sponsorships
• Forming strategic partnerships with area
nonprofits
• Increasing attendance at events
• Sell cookbook(s)
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

31. Things to consider
• Be realistic!
• Relationship building
• Choose the right person(s) to be voice of League
• Tech savvy is not always best
• Do not delegate this task to one person!
• Board/leadership must be involved
• Don’t forget your website!
• Content
• Synchronize messaging
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

32. Building a Foundation
Requirements:
• Understanding by all members of value of your
brand
• Supportive bylaw structure
• Social media strategy
• Strong website
• Strong writing
• On-going organization
• Be nimble (be prepared for anything!)
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

33. The Brand
• Who are you? What is your mission?
• The brand belongs to your League
• No one person owns it
• Board is primarily responsible for overseeing
• Each and every member represents the brand
• One member’s wrong move reflects upon
everyone!
• Everyone should learn & be reminded about the
importance of the brand
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

34. Website
• Easy to navigate
• Easy & compelling to read
• Supplements & supports alternate communication
vehicles
• Prominent social networking links
• Regularly updated!!!
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

35. YouTube
• Post on YouTube nonprofit channel
• Do not worry about production value
• It’s about content
• Post at least once every 3-4 months
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

36. Twitter
• Post at least 3-5 times/day
• Great means of sending reminders
• Meeting/task reminders for members
• Event reminders for public
• Keep it conversational
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

37. Facebook
• Set up a fan page!
• Post at least 2-3 times a week; up to 1-2 times a
day
• Leave Wall open for fan postings
• Use fan page applications
• Set up Twitter and/or YouTube tabs
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

38. Blogging
• Post at least once every 3-4 weeks
• Well-written & informative ≠ long
• Does not have to be original content
• Consider featuring guest writer
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

39. Tying it all together
Remember:
• Brand
• Goals
• Communications
• Consistency
• Remember audience(s)
• Be real
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR

40. Any Questions?
FALL LEADERSHIP CONFERENCE
September 23-25, 2010 • Portland, OR