Social media for social good and nonprofits - tips, how-tos and dozens of great resources, sites, and examples.

1. Social Media for
Collective Impact
Amy Neumann
Social | Impact Consulting, LLC
amy@soc-impact.com | 310-729-9888 | http://soc-impact.com
October 2011 | ASU Collective Impact - Sustainability Conference

2. Agenda Highlights
What is the current social media
landscape?
Why is social media important for
collective impact? Text
Who, what, when, where, why &
how:
Twitter
Facebook
LinkedIn
Other great sites and tools
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3. So why is social media
important?
“Luck is quite predictable. If you want more luck,
Tex That’s what social media is. Be where
take more chances. Be more active. Show up more people are, when they are, with the
often.” message they want.
~ Brian Tracy t
On a phone...a computer...a tablet...at
work, at home, anywhere...
We all tend to like certain things.
We like to be entertained, to learn, to
save time, to save money, to be ahead
of the pack, to feel inspired, to help
others, to grow.
So how does your strategy fit into the
humanness of marketing?
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4. What are we doing
Text
online? Text
Text

5. Tex Where are we spending our time? t
Other Platforms
Blogging (WP, Tumblr, site)
Text
YouTube
Text
Flickr
Google+
Slideshare
Wikipedia
Quora
Niche

6. It’s everybody
. Text
Text

7. People like to do good.
Text

8. Text
Across demographics. Text

9. What works? Hint: not
broadcasting...
Listen -- Learn ---Share -- Respond
Twitter Facebook
S
YouTube,
LinkedIn Flickr,
Blogs, Tools

10. What works? Hint: not
broadcasting...
Listen -- Learn ---Share -- Respond
What works well:
‣ Listen Twitter Facebook
‣ Learn
‣ Share S
‣ Respond YouTube,
LinkedIn Flickr,
Blogs, Tools

11. The Chain of Interest
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12. The Chain of Interest
Measure &
Goals
S Strategy Message Sites Listening
Review
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13. The Chain of Interest
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
accomplish?
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14. The Chain of Interest
Who do we want to join in our conversations?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
accomplish?
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15. The Chain of Interest
Who do we want to join in our conversations?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
Where are our passionate people spending time?
accomplish?
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16. The Chain of Interest
Who do we want to join in our conversations? What do they want to hear/ learn/ share? Why?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
Where are our passionate people spending time?
accomplish?
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17. The Chain of Interest
Who do we want to join in our conversations? What do they want to hear/ learn/ share? Why?
Measure &
Goals
S Strategy Message Sites Listening
Review
What do we want to
Where are our passionate people spending time? How do we know if we’re connecting?
accomplish?
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18. The Chain of Interest
Who do we want to join in our conversations? What do they want to hear/ learn/ share? Why?
Goals
S Strategy Message Sites Listening
Measure &
Review Success !
What do we want to
Where are our passionate people spending time? How do we know if we’re connecting?
accomplish?
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19. The Big Dogs
1 Twitter
2 Facebook
3 LinkedIn
4 Others: Blogs, YouTube, Flickr, Google+, Wikipedia

20. Why Twitter?
(You can break the old rules.) Text
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21. Why Twitter?
“Twitter is a conversation.
(You can break the old rules.)
It’s truly what I love about it.”
Text
~ Scott Stratten, Unmarketing
@unmarketing
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22. T.W.E.E.T. -
Target
. Text
Text Write
Engage
Explore
Track

23. Editing Activity:
. Text
Text
How to write
to get your
message shared

24. The Big Dogs
1 Twitter
2 Facebook
3 LinkedIn
4 Others: Blogs, YouTube, Flickr, Google+, Wikipedia

25. Why Facebook?
Personal Time
Work
Time

26. Why Facebook?
‣ 750 million people
‣Personal focus, more
Personal Time conversational
‣ More at play, some at work
‣Casual, informal, personal,
entertainment
Work
Time ‣By far the largest reach in Us
and globally

27. What are people
doing
on Facebook?
Text
Text
Be part of what
people like to do.

28. Great Facebook Example:
(RED)
Text
https://www.facebook.com/joinred

29. The Big Dogs
1 Twitter
2 Facebook
3 LinkedIn
4 Others: Blogs, YouTube, Flickr, Google+, Wikipedia

30. Why LinkedIn?
Work Time
Personal
Time

31. Why LinkedIn?
‣ 125 million people
Work Time
‣ Business focus, contacts
‣ More at work, some at play
‣ Less casual
Personal
‣Demographics skew to more
Time educated, wealthier

32. LinkedIn Tips
• Complete Your Profile
• Make Connections
• Join LinkedIn Groups
• Connect with Experts
• Use Status Updates
• Encourage Your Staff to Create 100% Complete
Profiles
• Create a Company Page at No Cost
• Create Groups at No Cost

33. LinkedIn Tips
• Complete Your Profile
• Make Connections
• Join LinkedIn Groups
• Connect with Experts
• Use Status Updates
• Encourage Your Staff to Create 100% Complete
Profiles
• Create a Company Page at No Cost
• Create Groups at No Cost

34. The Big Dogs
1 Twitter
2 Facebook
3 LinkedIn
4 Others: Blogs, YouTube, Flickr, Google+, Wikipedia

35. Where else?

36. Where else?
Keep in mind that Content is
King...
Be everywhere people spend
time, and tailor messaging to the
audience there:
Your site / blog
YouTube
Flickr
Google+
Wikipedia
Quora

37. Ways to Keep the
Conversations
Flowing
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38. Ways to Keep the
Conversations
Flowing
Tools to schedule, listen & measure
(i.e. Hootesuite; Radian 6, Vitrue)
Tagging
(#hashtags on Twitter, names & orgs on FB,
Groups on LI)
Guage your progress
(Klout, feedback)
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39. A Quick Summary
. Text
Text

40. Like a
conversation...
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41. Like a
conversation...
Listening
The focus
& the goal Creates
is Passionate Fans
Sha
g
gin
rin
ga
g
En
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42. Like a
conversation...
Listening
The focus
& the goal
is Passionate Fans
Sha
g
gin
rin
ga
g
En
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43. Excellent Site Examples
http://www.charitywater.org
http://livestrong.org
http://invisiblepeople.tv Text
http://liveunited.org
http://urm.org
http://www.youtube.com/
charitywaterthanks
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44. Tutorials, Lists, &
Resources
http://www.youtube.com/charitywaterthanks
http://tinyurl.com/3q52php - LinkedIn Tips from Bryan Breckenridge
http://www.youtube.com/watch?feature=player_embedded&v=nP9FyY9BFM8 Claire Diaz-Ortiz of Twitter “Twitter for Good” trailer
http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
http://www.rossmcculloch.com/10-must-read-facebook-resources-for-non-profi
Text
https://www.facebook.com/nonprofits
http://Hope140.org
http://learn.linkedin.com/nonprofits/
http://www.youtube.com/nonprofits
http://www.bethkanter.org/wikipedia/
http://sparked.com
http://catchafire.org
http://taprootfoundation.org
http://www.socialbrite.org/2011/04/08/10-rules-for-how-nonprofits-should-use-twitter/
http://socialmediatoday.com/leo-widrich/371186/10-top-twitter-tools-suggested-pros
http://charityideasblog.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
http://huffingtonpost.com/amy-neumann
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45. Useful Content Sites
http://www.huffingtonpost.com/impact/
http://www.fastcompany.com/topics/ethonomics Text
http://bethkanter.org
http://mashable.com/social-good/
http://charityideasblog.com/
http://soc-impact.com
http://socialbrite.org
http://klout.com
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46. Thank you!
Social | Impact
http://soc-impact.com
Amy Neumann
310-729-9888
amy@soc-impact.com
http;//charityideasblog.com
http://amyneumann.com

47. Thank you!
Social | Impact
http://soc-impact.com
Amy Neumann
310-729-9888
amy@soc-impact.com
http;//charityideasblog.com
http://amyneumann.com