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Creating Something Out of
Nothing: Social Media in the
Nonprofit Sector
Rebecca Gordon, The Rebecca Gordon Group
@rgordongor6

1
Welcome!

Who Is Here?

2
The State of Philanthropy

3

3
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.

4
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.

5
So What IS Social Media and why is
an effective social media strategy
important?

6
• Social media is not a strategy, it is the
channels in which we engage individuals and
communities online.

7
Why is it
important to your
organization?
8
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
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.
10
Social Media in NOT
•
•
•
•
•
•
•
•
•
•

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

11
How Did Nonprofits Communicate
Before the Social Media Revolution?

12
13
14
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
15
“The single biggest problem in
communication is the illusion that it
has taken place”
George Bernard Shaw

16
Create Your Strategy – The Approach

Identify Your
Objectives

Do Your
Research

Activities

Devices
(Social
Platforms)

=DEVELOPED
SOCIAL
MEDIA
STRATEGY

17
Identify Your Objectives
• The first step in any strategy is identifying your
desired outcomes.
– Common Nonprofit Objectives
• Building Awareness
• Driving Action
• Advancing Engagement

18
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!

19
Select Target Audiences

20
Rebecca’s Easy Theory – Path to
Communications
AIDA
Attention

Interest

Attention
Interest

Desire

Desire

Action
Action

facebook.com/RebeccaGordonGroup

www.rebeccagordongroup.org
21
The Single Best Way To
Communicate?

Identify What
Motivates
People
@rgordongroup

facebook.com/RebeccaGordonGroup

www.rebeccagordongroup.org
22
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
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.

24
“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
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.

26
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.)

27
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
Generations
 Matures

Born Prior to 1946

 Baby Boomers

Born 1946-1964

 Generation X

Born 1965-1980

 Nexters

Born 1981-1995

29
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

30
Traditionalists
Values

 Hard Work
 Frugal
 Dedication & Sacrifice
 Honor / Respect for Rules

 Sacrifice
31
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

32
Baby Boomer’s Major Influences
•
•
•
•
•
•
•
•
•
•
•
•

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
33
Baby Boomer
Values

 Optimism
 Team Orientation
 Personal Gratification
 Involvement

 Personal Growth
34
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

35
Gen Xer’s Major Influences
•
•
•
•
•
•
•
•
•
•
•

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
36
Generation X
Events & Experiences

 Fall of Berlin Wall
 Women’s Liberation
 Watergate
 Energy Crisis

 Cynical
37
Generation X
Values

 Diversity
 Techno Literacy
 Fun & Informality
 Self Reliance/Autonomy

 Pragmatism
38
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?

39
Gen Yer’s
•
•
•
•
•
•
•
•
•
•
•

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
40
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.
41
“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…

42
Nexter
Values

 Optimistic
 Civic Duty

 Confident
 Achievement Oriented

 Respect for Diversity
 Social
43
Nexter
Leadership Style
TBD

Interaction
Participative

Communications
E-mail
Voice mail
Cell phone
texters

Other
Meaningful work
Whenever I want it I can push & click
Will work with other bright & creative people
Merged families
Earn money to spend it

44
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
DO Your Research
• Social media is communications so the old
rules still apply!

46
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.
47
Now What?
• You have identified your objectives.
• Decided on your target audiences and
demographics.
• Now it’s time to choose your social media
channels!

48
49
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.

50
Email is CURRENCY in Social Media
Have something to say.
Make it digestible
Be regular
Be Personal
tilize Email as Currency

51
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)
52
• 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
“Think about it this way, if Facebook were a cake than
Instagram would be the icing.”
Jared Gordon 17, Senior
•
•
•
•

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
54
•
•
•
•
•
•
•
•
•

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

55
There are TONS more….

56
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)
57
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.

58
59
60
61
62
63
64
65
Success hinges on a well placed
and consistent CALL TO ACTION!
hing to Be Successful?

66
Test, Test, Test……

67
And Finally…..Pull it ALL Together

68
Creating Something Out of
Nothing: Social Media in the
Nonprofit Sector
Rebecca Gordon, The Rebecca Gordon Group
@rgordongor6

69

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Creating Something Out of Nothing: Social Media in the Nonprofit Sector

  • 1. Creating Something Out of Nothing: Social Media in the Nonprofit Sector Rebecca Gordon, The Rebecca Gordon Group @rgordongor6 1
  • 3. The State of Philanthropy 3 3
  • 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. 4
  • 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. 5
  • 6. So What IS Social Media and why is an effective social media strategy important? 6
  • 7. • Social media is not a strategy, it is the channels in which we engage individuals and communities online. 7
  • 8. Why is it important to your organization? 8
  • 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. 10
  • 11. Social Media in NOT • • • • • • • • • • 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 11
  • 12. How Did Nonprofits Communicate Before the Social Media Revolution? 12
  • 13. 13
  • 14. 14
  • 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 15
  • 16. “The single biggest problem in communication is the illusion that it has taken place” George Bernard Shaw 16
  • 17. Create Your Strategy – The Approach Identify Your Objectives Do Your Research Activities Devices (Social Platforms) =DEVELOPED SOCIAL MEDIA STRATEGY 17
  • 18. Identify Your Objectives • The first step in any strategy is identifying your desired outcomes. – Common Nonprofit Objectives • Building Awareness • Driving Action • Advancing Engagement 18
  • 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! 19
  • 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. 24
  • 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. 26
  • 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.) 27
  • 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 29
  • 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 30
  • 31. Traditionalists Values  Hard Work  Frugal  Dedication & Sacrifice  Honor / Respect for Rules  Sacrifice 31
  • 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 32
  • 33. Baby Boomer’s Major Influences • • • • • • • • • • • • 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 33
  • 34. Baby Boomer Values  Optimism  Team Orientation  Personal Gratification  Involvement  Personal Growth 34
  • 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 35
  • 36. Gen Xer’s Major Influences • • • • • • • • • • • 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 36
  • 37. Generation X Events & Experiences  Fall of Berlin Wall  Women’s Liberation  Watergate  Energy Crisis  Cynical 37
  • 38. Generation X Values  Diversity  Techno Literacy  Fun & Informality  Self Reliance/Autonomy  Pragmatism 38
  • 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? 39
  • 40. Gen Yer’s • • • • • • • • • • • 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 40
  • 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. 41
  • 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… 42
  • 43. Nexter Values  Optimistic  Civic Duty  Confident  Achievement Oriented  Respect for Diversity  Social 43
  • 44. Nexter Leadership Style TBD Interaction Participative Communications E-mail Voice mail Cell phone texters Other Meaningful work Whenever I want it I can push & click Will work with other bright & creative people Merged families Earn money to spend it 44
  • 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. 47
  • 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! 48
  • 49. 49
  • 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. 50
  • 51. Email is CURRENCY in Social Media Have something to say. Make it digestible Be regular Be Personal tilize Email as Currency 51
  • 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) 52
  • 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 • • • • 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 54
  • 55. • • • • • • • • • 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 55
  • 56. There are TONS more…. 56
  • 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) 57
  • 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. 58
  • 59. 59
  • 60. 60
  • 61. 61
  • 62. 62
  • 63. 63
  • 64. 64
  • 65. 65
  • 66. Success hinges on a well placed and consistent CALL TO ACTION! hing to Be Successful? 66
  • 68. And Finally…..Pull it ALL Together 68
  • 69. Creating Something Out of Nothing: Social Media in the Nonprofit Sector Rebecca Gordon, The Rebecca Gordon Group @rgordongor6 69

Notas del editor

  1. Board Members, Administrative, Marketing, Development Professional
  2. So what does this mean? We are a robust economic sector but it’s highly competitive for sustainable dollars.
  3. Not outbound communications anymore – how did we used to share our message?
  4. 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
  5. Remember the days of the elevator speech?
  6. 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,
  7. What motivates people???Jared Story – picking up his room…. Taking away his car.
  8. Big Brothers Big Sisters story – stllouis raising money – why he is involved
  9. Everyone has it.