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MNA - Lose Control

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MNA - Lose Control

  1. 1. Social Media: What, Why, and How? 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. 6. What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
  5. 7. Powered by ..
  6. 8. It is a conversation between people
  7. 9. Supporters
  8. 10. Clients
  9. 11. Audiences
  10. 12. Donors
  11. 13. And those donors too!
  12. 14. 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. 15. Ref: Users are inspired and enabled to talk about your organization They spread the message around the network SETH GODIN – ‘FLIPPING THE FUNNEL’
  14. 16. And guess what? That conversation is …
  15. 17. Not Controlled
  16. 18. Not Organized
  17. 19. Not On Message
  19. 21. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source : Universal McCann Comparative Study on Social Media Trends April 2008
  20. 22. Not everyone is a social media user
  21. 24. Social is not slowing down ….
  22. 25. Online Media Broadly speaking, the top 1,000 media sites fall into two categories Publisher Media Social Media
  23. 26. <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
  24. 27. Welcome to the Social World
  25. 30. What if What happens?
  26. 33. Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer Improve Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers Benefits
  27. 34. How do we balance conversation and talk?
  28. 35. 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.
  29. 36. Source: Inside Obama’s Social Media Tool Kit
  30. 37. 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>
  31. 38. Give Your Social Media Objective An IQ Test!
  32. 39. 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
  33. 40. 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>
  34. 41. What are they doing online?
  35. 42. What research do you need?
  36. 43. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site
  37. 44. 1/3 Web Presence 1/3 One Way 1/3 Social
  38. 45. Share Pair
  39. 46. What is one goal you have for your organization for using social media? Share Pair
  40. 47. Give Your Social Media Objective An IQ Test!
  41. 48. Tactical Approaches Generate Buzz Share Story Listen Participate Community Building & Social Networking
  42. 49. Listen Buzz Share Your Story Participate Social Networks
  43. 50. Tactical Approaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tactical Approaches and Tools Share Story
  44. 51. What was your biggest “aha” moment during the session? Biggest Takeaway
  45. 52. www .wearemedia. org Holly Ross [email_address] Twitter: ntenhross Learn More and Continue Sharing