1. Social Media and VolunteerismIn a Health Care Context March 23rd, 2011 Presented by Jessica Reynolds, Director of Communications, Volunteer Toronto

2. Introduction Introduction Whether managing risk or managing volunteers online, organizations must engage in strategic planning in order to leverage the opportunity social media presents.

4. The Basics

5. Using Social Media

7. The means by which people are communicating and connectingis changing… Quickly.

9. Roughly 84% of Canadians use the internetSource: Internet Global Rankings, 6S media, StatsCan

10. What percentage of Canadians use social media? A) 0 - 10 B) 10 -25 C) 25 - 50 D) 50 - 75 E) 75 - 100 Submit Clear

11. Nice guess… 62% of Canadians will use Social Networks in 2011

12. By 2014, that number will grow to 68% or… 18.4 MILLION people

13. Believe it or not:

14. Believe it or not: Boomers are leading the way

15. Number of years it took different technologies to reach 50 million people? Radio: 38 TV : 13 Internet: 4

16. Facebook added 200 million users in 1 year YouTube now holds >1,000,000,000 videos

17. What does this mean for your organization? How does this impact volunteer recruitment and management?

18. Top-down, broadcast style communication is not enough

19. Non Profits have a choice to make

20. Learn to adapt current communications techniques and tools…

21. To engage your community, your volunteers and other stakeholders

22. Where they are

23. Or be left behind

24. Discussion and Questions

25. Social media is not just a set of tools

26. flash Real Time Search hashtags Click-throughs Fans Podcasts APIs 2.0 functionality Posts Admins viral videos handles Likes Keywords Track Backs Sites Subscribers FOLLOWERS Links Feeds apps Photos Wikis Tweets Users Blogs Diggs vlogs Tags Groups Metrics Friends Bookmarks UGC Comments Streaming flags Actions Contacts Unique visitors Retweets

27. Used to broadcast your message

28. @THEWORLD I love #Volunteer #Toronto because Volunteering = good Pls RT

29. But a way to develop your brand But a way to build strong relationships through sharing and finding shared space with strangers

30. Using key social platforms

31. If Social Media is so great, what’s stopping everyone?

32. Time, knowledge, ROI, Strategy, faith in and experience of the tools

33. But primarily? Misconceptions.

34. Social Media tools may be new, but the reason we use them is not. The desire for interaction and community is as old as civilization itself.

35. Same old game, different packaging.

36. Social Media allows individuals to connect with other individuals based on shared interests, values, ideas and more.

37. Communities are now built in spite of geography, not because of it.

38. By reaching out and connecting authentically, organizations can connect with and grow their relationships with stakeholders, supporters and the general community

39. Volunteer administrators at all levels have an opportunity to lead in the practice and use of social media.

40. Social Media is about relationships…

41. As is Volunteer Management.

42. In either case, success depends on navigating complex personal relationships

43. Same old game, different packaging.

44. Discussion and Questions

45. What can social media be used for in a volunteer program?

47. Event announcements

48. Recognition of volunteers

49. Promotion of volunteer programs

50. To foster engagement

52. Communicate – relate online

53. Collaborate – work with users

54. Celebrate – recognize contributions

57. Who will do it?

58. What is our capacity limit?

60. How is success defined?

71. Success: Needs to be tangible and measurable – 20 “likes”, 5% increase in traffic, event RVSPs, Volunteers recruited

72. Promoting your organization’s volunteer events and program through pictures

73. Using YouTube to introduce your organization to potential volunteers

74. Fostering engagement through Twitter

75. Utilizing Social Media Volunteers can also be an effective means of online outreach and promotion

76. But its no panacea.

78. Research

79. Don’t post, relate

80. Be brief and clear

81. Use language appropriate to the medium

82. Off-topic doesn’t mean not valuable

83. Monitor your campaigns

84. Adjust based on new learning

86. Important to remember: Social Media Strategies fit within a broader communications strategy – they are not standalone.

87. How do you convince the marketing, communications or fundraising departments to work with you?

88. Volunteers are key influencers and primary stakeholders in your brand

89. They are the lowest hanging fruit for promotion, referral and public image

90. They are also donors, contributing tens or hundreds of thousands of dollars in Full-Time-Equivalent Work

91. People donate 10 times more money if they have volunteered in the past year, Two-thirds of volunteers said they give money to the same groups to which they donate time. US CharitableGift Study, 2009

92. Volunteer Departments have an opportunity to create high quality content and interactions rivalling or surpassing that of other departments

93. Case Study: Sunnybrook Health Science

94. Discussion and Questions