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Social Media for Beginners

Presented on a webinar for the idaho Nonprofit Center.

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Social Media for Beginners

  1. 1. Social Media for Beginners Leveraging Social Media and Web 2.0 for Nonprofits
  2. 2. We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via Funded by the Surdna Foundation
  3. 4. Objectives <ul><li>What </li></ul><ul><li>Why </li></ul><ul><li>Benefits </li></ul><ul><li>Strategy </li></ul><ul><li>Tactics </li></ul>
  4. 5. What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
  5. 6. Powered by ..
  6. 7. It is a conversation between people
  7. 8. Supporters
  8. 9. Clients
  9. 10. Audiences
  10. 11. Donors
  11. 12. And those donors too!
  12. 13. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation TALK CONVERSATIONS Source: Slide 10 from &quot; What's Next In Media ?&quot; by Neil Perkin Some differences in tactics
  13. 14. And guess what? That conversation is …
  14. 15. Not Controlled
  15. 16. Not Organized
  16. 17. Not On Message
  18. 19. Social Media use up 230% since 2007 66% of Americans use a Social Network Site 41% of those 50+ visit monthly 90% of those aged 18-34 visit monthly 19% use social networks for professional purposes 43% of social media users visit sites more than once per day Source : Simmons 2010 Social Networking Report
  19. 20. Not everyone is a social media user
  20. 23. Social is not slowing down ….
  21. 24. Online Media Broadly speaking, the top 1,000 media sites fall into two categories Publisher Media Social Media
  22. 25. <ul><li>Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume </li></ul>Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media 2008
  23. 26. Welcome to the Social World
  24. 29. What if What happens?
  25. 31. CASE STUDY IN BUZZ <ul><li> </li></ul><ul><li>$10,000 </li></ul><ul><li>48 hours </li></ul><ul><li>364 donations </li></ul><ul><li>3,000 gratitude tweets </li></ul><ul><li>40% from twitter + 30% direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits </li></ul> | Building the Buzz | Holly Ross | NTEN |
  26. 32. How do we balance conversation and talk?
  27. 33. A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
  28. 34. Objective <ul><li>What do you want to accomplish with social media? </li></ul><ul><li>Describe how your social media objective supports or links to a specific goal from your organization’s communications plan </li></ul>
  29. 35. Give Your Social Media Objective An IQ Test!
  30. 36. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
  31. 37. Audience <ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group? </li></ul><ul><li>Is this a target group identified in your organization’s communications plan? </li></ul><ul><li>What do they know or believe about your organization or issue? What will resonate with them? </li></ul><ul><li>What key points do you want to make with your audience? </li></ul>
  32. 38. What are they doing online?
  33. 39. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site
  34. 40. Tactical Approaches Generate Buzz Share Story Listen Community Building & Social Networking
  35. 41. Tactical Approaches More time 10hr 15hr 20hr Tactical Approaches and Tools Community Building & Social Networking Generate Buzz Share Story Listen
  36. 42. Listening is knowing what is being said online about your organization and your field.
  37. 43. A few listening tools …
  38. 44. <ul><li>What decisions will you link your listening to? </li></ul><ul><li>What key words will you use? </li></ul><ul><li>How will share or summarize what you learn from listening with others in your organization? </li></ul>Listening
  39. 45. Key Words Are King!
  40. 46. Twitter Search
  41. 47. Listening leads to participation
  42. 48. Participation <ul><li>Who is empowered to respond and in what circumstances? </li></ul><ul><li>How will you address negative comments or perceptions? </li></ul><ul><li>What is the goal of your participation? </li></ul>
  43. 49. Less about tool, more about technique <ul><li>They’ve paid you a compliment </li></ul><ul><li>Valid client complaint </li></ul><ul><li>If information is incorrect </li></ul><ul><li>If you have something of value to offer </li></ul>Respond Don’t Respond <ul><li>Trolls </li></ul><ul><li>Competitors </li></ul><ul><li>Not you </li></ul>
  44. 50. Organizational Development Concerns <ul><li>Acceptable Use </li></ul><ul><li>Business Voice and Personal Voice </li></ul><ul><li>Coordination with communications, HR, legal, and IT </li></ul><ul><li>Management tolerance, participation, endorsement </li></ul><ul><li>Safe zones for experimentation </li></ul><ul><li>Balance &quot;quick and candid&quot; with &quot;thoughtful and professional” </li></ul>
  45. 51. Holly Ross NTEN [email_address] / ntenhross Learn More and Continue Sharing