We all know of organizations that have used social media to dramatically impact their connections with the people they serve and potential donors. This presentation focuses on how to build relationships with social media in the nonprofit sector.
4. The nonprofit sector has been growing steadily, both in size and financial impact,
for more than a decade. Between 2001 and 2011, the number of nonprofits has
increased 25 percent; from 1,259,764 million to 1,574,674 million today.
The growth rate of the nonprofit sector has surpassed the rate of both the
business and government sectors.
In 2010, nonprofits contributed products and services that added $779 billion to
the nation’s gross domestic product; 5.4 percent of GDP.
In 2011, charitable giving totaled over
346 billion dollars, a 7.5% increase over
2010.
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5. A MAJOR ECONOMIC FORCE
Though many people are not aware of it, research
confirms the enormous scale of the nonprofit
workforce. U.S. nonprofit establishments employed
nearly 10.7 million paid workers in 2010. This accounts
for about 10.1% of our national’s total private
employment and makes the U.S. nonprofit workforce
the third largest among U.S. industries, behind only
retail trade and manufacturing.
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6. So What IS Social Media and why is
an effective social media strategy
important?
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7. • Social media is not a strategy, it is the
channels in which we engage individuals and
communities online.
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9. Top of Mind Awareness – Created
and Reinforced by the organization
and its leadership.
First position is important because the
business that is in the first position is 2X more
profitable than the business in 2nd position
and 4X more profitable than the business in
3rd position.
Mark Dahl
Accountable Marketing Research Group
facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org9
10. Some “Truths” About Social Media
Communications
• Communications in social media is “Pull” not
“Push”
• Communication in social media is slow but
needs to be consistent.
• Communications in social media is engaging
content.
• Communications in social media is based on
dialogue not monologue.
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11. Social Media in NOT
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All about technology
About marketing/promotion only
About YOU/US
An overnight solution or a quick fix
A replacement or stand-alone effort
Something you set and forget
About immediate ROI
A fad
Rocket Science
Free
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15. The 5 Steps to Effective Social Media
1.Create your strategy (know your audience
and what you want from them)
1.Pick your social media channels.
1.Build your reach.
1.Persuade through content and interaction.
5. Turn your likes into ambassadors
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16. “The single biggest problem in
communication is the illusion that it
has taken place”
George Bernard Shaw
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17. Create Your Strategy – The Approach
Identify Your
Objectives
Do Your
Research
Activities
Devices
(Social
Platforms)
=DEVELOPED
SOCIAL
MEDIA
STRATEGY
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18. Identify Your Objectives
• The first step in any strategy is identifying your
desired outcomes.
– Common Nonprofit Objectives
• Building Awareness
• Driving Action
• Advancing Engagement
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19. It all comes down to this…..
• Building
• Engaging
• Empowering
Powerful contributions are made when: People are in touch with their
purpose, their vision and with the difference they make.
When it is clear that an organizaton’s goals are clear and ATTAINABLE – they
are engaged to succeed!
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21. Rebecca’s Easy Theory – Path to
Communications
AIDA
Attention
Interest
Attention
Interest
Desire
Desire
Action
Action
facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org
21
22. The Single Best Way To
Communicate?
Identify What
Motivates
People
@rgordongroup
facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org
22
23. Understanding Generations
Helps Identify Motivations
The events and conditions each of us
experience during our formative years
help define who we are and how we view
the world.
The generation we grow up in is just
one of the influences on adult behavior.
@rgordongroup
facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org
23
24. What is a Generation?
• A generation is a subdivision of population
grouped in time intervals of approximately 1820 years.
• Each generation‟s attitudes and beliefs are
formed by the cultural shifts, influential public
personalities, technological changes, and the
major events during their formative years.
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25. “Each generation imagines
itself to be more intelligent
than the one that went
before it, and wiser than the
one that comes after it.”
George Orwell
facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org
25
26. Why is this important?
Understanding generations is a big key to
understanding which social media
channels your will utilize and what
tactics will work the best.
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27. Technology
1. “Anything that is in the world when you were born
is normal and ordinary and is just a natural way the
world works.”
2. “Anything that is invented between the time when
you are 15 to 35 is new, revolutionary and exciting,
and you can possibly get a career in it.”
3. „Anything invented after you are 35 is against the
natural order of things.”
*According to the late author Douglas Adams
(The Hitchhiker’s Guide to the Galaxy.)
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28. In America Today
This is the first time in history that we
have four generations in the workplace.
Traditionalists
Baby Boomers
Gen Xer‟s
Gen Yer‟s
@rgordongroup
facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org
28
29. Generations
Matures
Born Prior to 1946
Baby Boomers
Born 1946-1964
Generation X
Born 1965-1980
Nexters
Born 1981-1995
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30. Where are you on the timeline?
1922-1945
1946-1964
1965-1980
1981-2000
Veterans, Silent,
Baby Boomers
Generation X
Generation Y, Gen Yers,
Traditionalists
Millennials, Echo Boomers
Cupsers
Ages 66 - 89
Ages 47 - 65
Ages 31 - 46
Ages 11 - 30
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32. Traditionalist
Leadership Style
Direct, Command & Control
Communications
Formal/memo, One on One
Interaction
Individualist
Other
No news is good news
Experience is respected
Education for many was a dream
Rotary Phones
Money—save and pay with cash
Family is traditional
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33. Baby Boomer’s Major Influences
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Civil Rights Movements
Birth Control
Moon Landing
Cuban Missile Crisis
Assassination of Kennedys and MLK
Inflation
Nixon and the Watergate Scandal
Vietnam
Height of the Cold War
Women in the work place
Divorce
Rock and Roll - Woodstock
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35. Baby Boomer
Leadership Style
Interaction
Consensual, Collegial
Team player, love to have meetings!
Communication
In person
Other
Love title recognition
Money
You are valued and needed
Education is a birthright
Family begins disintegrating
Buy now, pay later
Affluent
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36. Gen Xer’s Major Influences
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Challenger Disaster
Berlin Wall
Desert Storm
Star Wars - Reagan
Latch Key Kids and Daycare kids
Skyrocketing Divorce Rate
Scandals
Personal Computers
Cable TV
HIV
Video Games
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37. Generation X
Events & Experiences
Fall of Berlin Wall
Women’s Liberation
Watergate
Energy Crisis
Cynical
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39. Generation X
Leadership Style
Interaction
Everyone is the same
Challenge others
Entrepreneur
Communications
Direct
Immediate
Other
Freedom is the best reward
Latch Key Kids
Money cautious….save-save
Education is a way to get there
Sorry to interrupt,but how am I doing?
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40. Gen Yer’s
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Oklahoma City Bombing
High School Shootings
Era of Natural Disasters
Desert Storm, Iraq and Afghanistan
9/11 Terrorism
Reality TV
Computer/net/cell - instant information
Lowest Parent/Child ratio in U.S. History
Helicopter parents and friend parents
Have been protected
Generation of self esteem
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41. Unique characteristics of the Gen Y
• 1 out of 4 lives in a single parent house-hold,
3 out of 4 with working moms.
• The child is the center of the household
• Loose family structure, Merged families
• Coddled and protected kids
• Value individuality yet are immersed in a
global environment
• Extremely diverse segment of the population
(est. 50% are immigrants or children of
immigrants.)
•Surrounded by digital media.
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42. “YES, MOTHER. I TOLD YOU, I’M DOING FINE ON MY OWN AT COLLEGE… HEY, COULD YOU LOG
ON AND FIND MY SCHEDULE, ORDER MY BOOKS AND CALL ME WHEN IT’S TIME FOR
CLASS?”
The generation of the helicopter parents…
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45. Bottom Line
What Motivates Our Generations?
Traditionalists – Build A Legacy
Boomers – Build A Stellar Career
Generation Xers – Build A Portable Career
Millennial – Build Parallel Careers
@rgordongroup
facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org
45
46. DO Your Research
• Social media is communications so the old
rules still apply!
46
47. Listening Is Key
• Listening is an important tactic for every
organization regardless of size or mission. By
listening to what is already being talked about
online you can see who the key subject
leaders are, look at great content and learn
from the hits and misses of others.
– Setup Google Alerts
– Identify key words that interest you and follow
influencers.
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48. Now What?
• You have identified your objectives.
• Decided on your target audiences and
demographics.
• Now it’s time to choose your social media
channels!
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50. What’s Missing?
In today’s internet-based society, your
organization has to have a strong
online presence to stand out in the
crowd.
1.
2.
3.
4.
5.
Foundation for ALL of your social
media activity.
Builds your organization as an
expert in the field.
Supplies fresh content to a static
site.
Builds trust online.
Provides much needed search
engine optimization to your
organization’s website.
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51. Email is CURRENCY in Social Media
Have something to say.
Make it digestible
Be regular
Be Personal
tilize Email as Currency
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52. 1. Worldwide, there are over 1.5 billion active Facebook
users. (Source: Facebook) 23% increase from March
2012. Facebook is too big to ignore.
2. 4.5 billion likes generated daily which is a 67% increase
from August 2012.
3. 699 million people log onto Facebook daily, 26% increase
form 2012.
4. 819 million active mobile users which is 54% increase
from 2012.
5. Age 25 to 34, at 29.7% of users, is the most common age
demographic.
6. Average time spent on Facebook is 20 minutes.
7. Highest traffic occurs mid-week between 1 to 3pm.
8. On Thursdays and Fridays, engagement is 18% higher.
9. The average value of a Facebook fan for a nonprofit over
12 months is $161.30. That climbs to $214.81 when
combined with other channels. (Source: MDG
Marketing)
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53. • There are roughly “About a billion” registered
Twitter users.
• There are 100 million daily active Twitter users.
• Average number of Twitter followers is 208.
• 500 million average tweets per day.
• 60% of Twitter users accessing via mobile
• Percentage of millennial (age 15-34) that use
Twitter: 29%
• Tweets between 100 and 115 characters are more
likely to be ReTweeted. (Dan Zarella)
• Craig Smith, Digital Marketing
Stats DMR
53
54. “Think about it this way, if Facebook were a cake than
Instagram would be the icing.”
Jared Gordon 17, Senior
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Instagram launched in October 2010
150 million active users
16 billion photos shared
Number of Selfies posted to Instagram to date – 35
million
• 8500 likes per second
• Most followed Instagram brand is MTV
• Percentage of teens that consider Instagram their
favorite social network? 23%
DMR Marketing
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60 hours of video are uploaded every minute, or one hour of
video is uploaded to YouTube every second.
Over 4 billion videos are viewed a day.
Over 800 million unique users visit YouTube each month.
Over 3 billion hours of video are watched each month on YouTube
More vide is uploaded in one month than the 3 major US
networks created in 60 years.
70% of YouTube traffic comes from outside the US
YouTube is localized in 29 counties and across 54 languages.
In 2011, YouTube has more than 1 trillion views.
In 2011 there were almost 140 views for every person on Earth.
Source: Jeff
Bullas,
jeffbullas.com
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57. Content is King
• It must be consistent in both quality and
quantity.
• Value is key – it MUST be valuable to your
audience.
• Funny – Funny things are shareable. So don’t
be afraid to be fun!
• Create your own content – not just fliers for
fundraisers but engaging information (success
is always valuable)
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58. Utilizing Images to Tell Your Story
• So there is a fight in the marketing world but
some researchers say that humans process
visual information 60,000 time faster than
text.
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69. Creating Something Out of
Nothing: Social Media in the
Nonprofit Sector
Rebecca Gordon, The Rebecca Gordon Group
@rgordongor6
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Notas del editor
Board Members, Administrative, Marketing, Development Professional
So what does this mean? We are a robust economic sector but it’s highly competitive for sustainable dollars.
Not outbound communications anymore – how did we used to share our message?
Rebecca is still catching her breath after a busy fall travel schedule, she and Joe are looking forward to our projects in 2014 – logos for Missouri Healthcare for All, Nonprofit Services Center, Children Trust Fund, Missouri Retired Teachers Association
Remember the days of the elevator speech?
Build Awareness – gain better understanding of organization’s perception. Be more responsive to supporters at the regional, local or individual level. Establish the organization as an expert resource in your field. Driving Action – empower supporters to get involved, drive traffic to your website, raise money, get people to pledge or sign-up for specific thingsAdvancing Engagement – if you already have a social media presence, leverage influential users to recruit new users, mobilize supporters around an issue,
What motivates people???Jared Story – picking up his room…. Taking away his car.
Big Brothers Big Sisters story – stllouis raising money – why he is involved