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How Social Media is Changing Nonprofit Communications
- 1. How Social Media is Changing Nonprofit Communications PROED 545 November 3, 2011 download these slides at:
- 2. Page 2
- 3. Page 3 What Am I Doing Here? And What Should I Do Now?
- 4. Page 4 What Is Social Networking? The interaction between a group of people who share a common interest. (wiktionary.org)
- 5. Page 5 Introductions • About your organization • Your role • Your experience using social media
- 6. Page 6 Expectations: What do you want to learn? Social Networking Strategies? Effective Social Networking Tactics? Valuable Takeaways?
- 7. Page 7 Join us on Facebook
- 8. Page 8
- 9. Page 9 Err..How Do We USE This Thing?
- 10. Page 10 Effective social media doesn’t create opportunities, it uncovers them.
- 11. Page 11 Constituents have moved, organizations are falling behind •Constituents connect with each other – happily leaving organizations behind •We know the problem will get worse before it gets better •Outdated frameworks and pet theories relegate discussions to incremental fixes
- 12. Page 12 Building Relationships One Stakeholder at a Time
- 13. Page 13 Building Relationships One Stakeholder at a Time
- 14. Page 14 We Live In A Time Of Change
- 15. Page 15 Leadership and Common Interests • Effective Leaders Need to Know Three Things: Who are you upsetting? Who are you connecting? Who are you leading?
- 16. Page 16 Noteworthy: Leaders Use Social Networks to Learn, Teach, and Communicate
- 17. Page 17 Seth Godin’s Post-Modern Cultural Evolution Model: Factory Model: Cheaper Labor, Bigger Factories, Faster Production Television model: Act Like A King! Use Mass Marketing and Average Ideas With Lots Of $$$ Tribes: Leading and Connecting People and Ideas
- 18. Page 18 Urbanization and Modern Tribes Post-World War II, Post Industrial America: 77% of the American Population is Urbanized Geographic Ties are Lost Between Neighbors
- 19. Page 19
- 20. Page 20 A Truth:
- 21. Page 21 The New, New World •The lines between program/content producers and consumers are blurred •Users and producers are engaged in co-creation of value – they become collaborators •Users have the tools to configure and/or customize their brand experience •Users and producers encourage each other and mutually define the future direction of the organization
- 22. Page 22 The New, New World (contd) •Users and producers take advantage of the most advanced communications models in the channel mix •User changes to products and services have universal and commercial value and drive the sales of the product •The producer is an aggregator for the user’s creative activity •User is an advocate of the experience and, by extension, the organization
- 23. Page 23 Touchpoints... There is a territory that exists in the borderlines between you and your constituents. It’s where great opportunity lives, if you know where to look.
- 24. Page 24 Touchpoints are where processes, systems and data all intersect, and are often the fault lines between different organizational departments and geographic areas.
- 25. Page 25 Old versus new media • Traditional media • New, digital media – including social media
- 26. Page 26
- 27. Why Social Media Matters
- 28. Page 28 Social media is ubiquitous http://personalizemedia.com/garys-social-media-count
- 29. Page 29 How did you … • Share the last photo you took? • Find the last new restaurant you ate at? • Last communicate with your best friend? • Organize your last event?
- 30. Page 30 Distributed content Goal = share your message, then get others to share it with their networks
- 31. Page 31 Distributed content Main Site
- 32. Page 32 Social media tools • Blogs and microblogs • Online newsrooms • Podcasts • Online forums • Wikis
- 33. Page 33 Social media tools • Online social networks • Multimedia sharing • Tagging/bookmarking • Aggregators • Sharing
- 34. Page 34 Benefits of social media • Keywords • Frequency • Ability to tap into social networks – distributed content • Numerous tickets to the search lottery • Engagement
- 35. Page 35 Marketing • The act or process of selling or purchasing in a market • The process or technique of promoting, selling, and distributing a product or service
- 36. Page 36 Marketing ―Marketing is the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider.‖ —Effective Public Relations by Cutlip, Center and Broom
- 37. Page 37 The Six Levels of Engagement
- 38. Page 38 The Six Levels of Engagement Contd.
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- 40. Page 40
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- 42. Page 42
- 43. How do you get started? Use It.
- 44. 44
- 45. Listen. Be Social. Engage.
- 46. Page 46 Three Steps to Engagement
- 47. Page 47 Getting Started • What are your objectives/purpose? • What is working? Why? • What are your concerns? • How well do you know your audience? • Do you have stats about your web traffic? • How will you define success?
- 48. Page 48 Ask Yourself… • How good are we at listening? • How compelling is the story we want to tell? • How big is our universe? Where are they? • How much of our time is social media worth? • What are our competitors doing? • Who are the brands we want to emulate?
- 49. Page 49 Ten Reasons You Should Listen to Social Media
- 50. Page 50 New Metrics to Measure the Conversation Share of Voice Tone of Voice/Sentiment Analysis Trends Over Time
- 51. Page 51 Listen first • Why should we listen first? • How does this help as we develop, implement and evaluate our social media marketing strategy? • Listen and Monitor.
- 52. Page 52 Importance of listening • Know how effective you’ve been • Find out what others are saying • Know how to adjust your messages
- 53. Page 53 Search audit • Online search audit – first page results only – Google – Yahoo • Set the benchmark – Positive – Neutral – Negative
- 54. Page 54 Google score • Search your organization’s name • First page results are your top 10 – Highlight the positive results in green | 10 points – Neutral in yellow | 5 points – Negative in red | -5 points • What’s your Google score?
- 55. Page 55 Listening tools • Google alerts, blog search • Technorati searches • BoardTracker • Twitter search – Tweet Beep, Social Oomph
- 56. Page 56 Google Reader • Secure a Gmail account • Use Google reader as your online listening portal – RSS feeds from blogs and Twitter
- 58. Page 58 Top search placement • The online search audit helps you realize the importance of top organic search placement • Search placement is paramount to successfully positioning your organization online
- 59. Page 59 The Google Golden Triangle
- 60. Page 60 Google Golden Triangle
- 61. Page 61
- 62. Page 62 Search lottery • 10 chances to place in Google’s top 10 search results • Get as many tickets to the search lottery as possible
- 64. Page 64 Keywords • 25 keywords and phrases to guide your listening and publishing
- 65. Page 65 Organic placement • Content driven – keywords and frequency • Long tail
- 66. Page 66 Paid placement • Only works as long as you pay for it • Good for selling products, promoting events • Utilize keyword-rich landing pages
- 67. Page 67 Other Google services • Analytics • FeedBurner • Custom Site Search • Checkout
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- 71. Page 71 Time Out! Return on Investment: or How to Figure Out if You’re Making an Impact in Real World Terms
- 72. Page 72
- 73. Page 73 Social Media Is Not Free
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- 76. Page 76
- 77. Page 77 Things Happen In Sequence
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- 79. Page 79 Social media tools, platforms and examples
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- 81. Page 81
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- 84. Page 84 The Email Example
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- 87. Page 87 How to engage • Personally first • Professionally second
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- 94. Page 94 Blogging • WordPress • Blogger • Moveable Type • Type Pad
- 95. Page 95 Why blog? • Be a thought leader • Engage with key constituents • Provide commentary, news and information • An unpolished, straightforward and honest approach
- 96. Page 96 Blog features • A strategy for incorporating keywords • RSS • Social media sharing • Link to other online properties
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- 99. Page 99 Online newsroom • Create a one-stop-shop for information about your organization • Frequently share news • Social media sharing • Link to your other sites • Supports search optimization strategies
- 100. Page 100 News distribution • Send directly to journalists • Publish online on your own • Use a news wire service
- 101. Page 101 News format • Include keywords – the ones your constituents will use to search for and find your news • Incorporate links – keyword and phrases link to online resources • Make the release shareable on social media sites
- 102. Page 102 Create your own content • Reach donors/constituents directly • Use the newsroom to pitch journalists
- 103. Page 103
- 104. Page 104 Newsrooms versus blogs • Both have search benefits – keywords and frequency • Comment management • New or existing content
- 105. Page 105 Plan your publishing • Identify content and people resources • Create social media engagement policy
- 106. Case Studies
- 109. Page 109 A word about crises Social media fuels the fire – informs the masses, unifies opposition
- 112. Page 112 Motrin moms
- 113. Act Without Thinking
- 114. ―After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,‖ Apparently, CVS doesn’t care. And they’re actually not ―Looking forward to hearing your stories! A ―request to follow‖ sent a week ago, has gone unanswered. A locked Twitter stream for a Community Manager is not only an oxymoron, it’s one of the Internet’s silliest moves, perhaps ever. FAIL! Attack Customer No Interaction
- 115. Page 115 Thought leadership • White papers • E-books • E-mail newsletters • Wikis • Research and survey reports • Blogs • Podcasts – audio and video
- 116. Page 116 Gobbledygook • What is it? • How to avoid it gobbledygook.grader.com
- 117. Page 117 So many tools . . . . . . so little time! • Be strategic • Be consistent • Be professional
- 118. Page 118 Change is constant • Tools will change • Stay current on trends • Continue to participate
- 119. 1-Hour Quick Start • Listen – (30 minutes) – What are you and your business passionate about? – Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends • Be Social – (15 minutes) – Comment – Share – Contribute – Measure • Engage – (15 minutes) – Ask for opinions, insight, experiences – Respond to questions, queries and challenges – Produce content, communicate with customers – Offer new perspective
- 120. Page 120 Research tools Pew Internet & American Life Project PewInternet.org Sherer Cybrarian Services ShererCybrarian.com
- 121. Page 121 More research tools Alexa alexa.com Alterian socialmedia.alterian.com Argyle Social argylesocial.com BackTweets backtweets.com BlogPulse blogpulse.com BoardTracker boardtracker.com Brandwatch brandwatch.com Collective Intellect collectiveintellect.com Compete compete.com CustomScoop customscoop.com CyberAlert cyberalert.com
- 122. Page 122 More research tools Cymfony cymfony.com Delicious delicious.com Digg digg.com FeedBurner feedburner.com Filtrbox filtrbox.com Fliptop fliptop.com Google Alerts google.com/alerts Google Analytics analytics.google.com Google Trends google.com/trends IceRocket icerocket.com Klout klout.com
- 123. Page 123 More research tools Lithium lithium.com Quantcast quantcast.com Quarkbase quarkbase.com Radian6 radian6.com Sentiment360 sentiment360.com SM2 by Techrigy techrigy.com Social Mention socialmention.com Social Oomph socialoomph.com SWIX swixhq.com Sysomos sysomos.com Technorati technorati.com
- 124. Page 124 More research tools Trackur trackur.com TweetBeep tweetbeep.com Visible Technologies visibletechnologies.com Website Grader websitegrader.com Wikiscanner wikiscanner.virgil.gr Wordle wordle.net Xinu xinureturns.com YouTube youtube.com ZoomInfo zoominfo.com
- 125. Page 125 Internet search Bing Twitter bing.com/twitter Google google.com MSN msn.com WolframAlpha wolframalpha.com Yahoo yahoo.com
- 126. Page 126
- 127. Page 127 Happy social media-ing
Notas del editor
- Marketing on the Social Web: If the web is a mass of conversations, then get talked about. Make it as easy as possible for your fans to find it and spread the word Develop strategies to turn followers into advocates. Marketing spend generates traffic -> Some of that traffic sticks -> Users are inspired and enabled to talk about your product ->They spread the message around the network (Seth Godin: Flipping the Funnel)Use social to ignite conversation and drive search: Social Launches: Ford revealed its 2011 Explorer on Facebook. The first time a major car company has forgone an auto show for a new car reveal. The day the car was revealed online, searches for Explorer more than doubled. Compared to a typical double-digit increase seen after a Super Bowl ad.
- They blog about topics important to their audience (advocacy, how their partners are supporting SOS and specific programs like Cooking Matters). They include multiple bloggers from across the organization (easing the blogging burden). And, they make it easy to subscribe via email (which is how most people will subscribe vs. RSS). You won’t find a ton of comments on their blog, but that doesn’t necessarily mean it’s a failure. Remember, each of these posts is now an “informational annuity” (term I’m stealing from Jay Baer and Amber Naslund). It’s searchable. And, it’s easy to share with partners, volunteers and potential donors with a simple click of the mouse.
- Their custom welcome page is simple, but brilliant. On it, they ask you to take a pledge–help them end childhood hunger by 2015. Once you sign up, you receive a short email message simply asking you to help spread the word by way of social status updates (templated Facebook and Twitter posts) or via email. No ask for money. No ask to volunteer your time. Just spread the word. And, they’re building a valuable email database of super-fans that they can stay connected with through your email inbox.
- Visit any non-profit home page these days and you’ll likely see a variety of social media interaction. Organizations with Facebook and Twitter pages, YouTube channels and even FlickR accounts. Wait, I thought these organizations were strapped for resources? How are they keeping on top of all these real-time platforms? Turns out, many aren’t. They’re creating them–then either letting them wilt or adding meaningless content noise. The Humane Society hasn’t taken that route. They’re saying simply that blogging, Twitter and Facebook are where they’re going to concentrate their efforts. Now, that’s a ton of work, especially when your Facebook posts get 500-plus comments! But, it’s a much better approach than the spray-and-pray approach.The Humane Society is their knack for nailing the basics of blogging. Consistency? Wayne posts virtually every week day (and again, going back to 2007). Community building? Each post includes numerous links to relevant and helpful resources and sites. Is it easy to share and subscribe to? Email subscribe button right at the top and easy share buttons at the bottom of each post (many with more than 200 “Likes”). Want to know more about Wayne? Yep, that’s right at the top, too. After reading a post, what if I want to donate to The Humane Society? One click right at the top of each post and we can take care of that. My point? The Humane Society doesn’t do anything sexy with Wayne’s blog–but it’s a damn effective storytelling device for the organization because they execute the basics so well. Time and time again.. Love what The Humane Society is going on their Facebook page with its “Tell Strawberry to go Fur-Free” campaign. They’ve set up a tab devoted to this campaign where they ask for supporters’ help. It’s easy. It’s simple. And it wouldn’t take a Humane Society supporter more than 2 minutes to complete. What’s beautiful about this is they’re taking a fan base they know already supports their organization and just giving them a simple tool to help them advocate for a cause they care about. The ask isn’t much (personal information). They’ve even inserted the start to a personal note for supporters to send. Plus, by asking for personal information, they’re also opening up the door to building a more personal relationship with these folks by opting-in for more email communications from the Humane Society.
- Let’s talk about how YOU can use it.