1. Putting Social Media to Work For
Non-Profit Organizations
Gary Moneysmith
Interactive Strategy Director
gary@cpvinc.com
@garymoneysmith

2. Putting Social Media to Work For
Non-Profit Organizations
1. Overview
2. By the Numbers
3. 5 Ways Social Media Overlays Nicely
With Non-Profit Organizations
4. State of the Union
5. Planning Your Social Media System
6. Quick Tips: 3 Ways to Use...

3. What is Social Media?
Social media is an
umbrella term for
digital tools that let
you share information
and network with
others.

4. Social Media Can Help With...
Research Crisis Communications
Customer Service Sales/Donations
Brand Awareness/Affinity
PR Traffic Building Networking
Recruiting Volunteer Support
Relationship Building Special Offers
Promotions Education Fun
...if you don’t do these things, you don’t need social media.

5. The Big (Dirty) Secret
It’s not about tools & technology.
It’s about conversations.

6. Finished setting up
your blog, Facebook
group and Twitter
account?
Congrats!
You’re 1% done.
Now let’s get to work

7. By the Numbers...
Facebook
• Founded in 2004 as “The Facebook”
• 200+ million accounts
• 122 million visitors/day
• 57% female
• Fastest-growing demo is over 55, which
expanded 25% in July ‘09 alone
Sources: Compete.com; “2009 Social Network Analysis Report”
http://www.facebook.com/press/info.php?statistics

8. http://www.insidefacebook.com/2009/08/04/women-flocking-to-facebook-femalemale-ratio-hits-new-high/

9. By the Numbers...
Facebook
If Facebook were a country, it would be the
5th most populated - just ahead of Brazil.
Sources: Facebook.com Press Room > Statistics

10. By the Numbers...
Twitter
• Approximately 23 million accounts
• Over 3 million “tweets” per day
• Grew 1,551% between June 2008 and
June 2009
Source: Compete.com data for June 2009.

11. By the Numbers...
Twitter
Today, 54% of Fortune 100 companies !
are on Twitter for:
1. News updates (94%)
2. Customer service (67%)
3. Marketing and promotions (57%)
4. Employee recruitment (11%)
Source: “Twitter is top social media platform at Fortune 100 companies,” Mashable, Aug. 3, 2009

12. By the Numbers...
YouTube
13 HOURS
• Amount of video uploaded every minute
100,000,000
• Number of YouTube videos viewed/day
65,000+
• Number of videos uploaded/day
Sources: Wikipedia.com

13. By the Numbers...
Mobile Access
65 million+ active users currently
access Facebook through mobile
devices
Mobile device users are almost 50%
more active than non-mobile users
180+ mobile operators in 60 countries working to
deploy & promote Facebook mobile products
http://www.facebook.com/press/info.php?statistics

14. By the Numbers...
Millenials
• Age 14 - 24
• By 2010, Millenials will outnumber Boomers
• Spend 16+ hrs/week online
• 96% have joined social networks
• 30+ text messages sent/day
• They REALLY care what their friends think

15. How Do You Feel?

16. Or maybe like this guy?
It’s not scary.
It’s actually pretty fun!

17. The State of the Union
“The word blog is irrelevant. What's
important is that it is now common, and will
soon be expected, that every intelligent
person (and quite a few unintelligent ones)
will have a media platform where they share
what they care about with the world.”
Seth Godin
Marketing Guru/Author

18. The State of the Union
Customer Expectations
93% of social media users believe a company
should have a presence in social media
85% of social media users believe that a
company should go further than just
having a presence on social sites and should
also interact with its customers.
Cone, business in social media study, september 2008

19. The State of the Union
Power & Influence
90% of people believe that personal recommendations
are a trustworthy source of information
67% of respondents consider personal
recommendations as an important source of
information when researching/considering a product
or service
42% of online consumers have changed their mind
about a brand they were going to buy after reading
reviews
AOL and Henley Centre (2007)

20. The State of the Union
Communications Shift
“Marketers don't understand channels where
you have to talk and listen at the same time.
The marketing industry's idea of a two-way
communication is to put an 800 number or a
web address in an ad and take orders.”
Josh Bernoff
June 30, 2009
Co-Author of “Groundswell”

21. The State of the Union
Communications Shift
“We want to talk to you,” they say. “But we
don't want to hear back from you. Unless you
want to place an order, and if so click here.”
Josh Bernoff
June 30, 2009
Co-Author of “Groundswell”

22. The State of the Union
Where does Social Media Live?
Marketing
Customer
Technology
Service

23. The State of the Union
Old Wine in New Barrels...
“You can make more friends in two
months by becoming interested in
other people than you can in two
years by trying to get other people
interested in you.”
“...want to make people laugh at
you...talk incessantly about
yourself.”
Originally published in 1936
15 million copies sold globally

24. 5 Ways Social Media Overlays Nicely
With Non-Profit Organizations
• Authentic - Not Corporate
• Open to Frequent, Informal Updates
• Word-of-Mouth Based
• Low Expense (Relatively)
• Humanizing

25. Authentic - Not Corporate
Expectations for authenticity and heart felt
communications; speak in an approachable,
conversation style & people will feel it.
“Hey did you guys read
that latest press release?
Normal people don’t do this.

26. Open to Frequent, Informal Updates
Social media sites, especially Facebook and
Twitter, allow you to share frequent
conversational updates to your friends and
followers quickly and easily.
Keep them short & sweet so
you don’t over do it.

27. Open to Frequent, Informal Updates

28. Word-of-Mouth Based
Ready access to friends-of-friends via social
networks
Remember the Faberge Organic TV Commercial?
1970’s
“...the girl tried the shampoo
told two friends, who in turn
told to more friends the next
day and they also told two
friends...”
Now
“...she told 576 people on Facebook and 897 followers on
Twitter; she got 45 re-tweets and 62 replies...”

29. Word-of-Mouth Based, Cont.
Repositions the Ask
When you’re asked for donations, support or to
volunteer - how do you respond?
Asked By A Stranger Asked By A Friend
Empower your advocates!

30. Low Expense (Relatively)
While most social
media tools are free of
charge, the currency
of social media is
TIME. How much can
you afford? The more
you invest, the more
you’ll reap.
Ahem, good consultants help you plan the most efficient
strategy -- saving you time (money) and possible pitfalls.
Even Tiger Woods has a swing coach!

31. Humanizing
Breathes credible life into your organization’s
personality, mission, vision & values.

32. Humanizing
Breathes credible life into your organization’s
personality, mission, vision & values.
No frills. Speaks from the heart.

33. Humanizing, Cont.
“The heart has reasons that reason does
not understand.”
Jacques Bénigne Bossuel.
Why do you do what you do?
(Don’t tell me it’s the big bucks).
What can you share
to inspire me to help you?

34. Social Media Planning
Where to start?

35. Social Media Planning
1 - Investigation
Develop a Strategic Plan starting with an audit/analysis that
includes:
• Clearly stated business objectives/goals and how social media
metrics tie into them. Answer the question “How will we
measure success?”
• List of key blogs, social networks, etc. ranked on importance
• Identification of key leaders and influencers - individuals or groups
• Highlighted best practices by competitors
• Keyword/SEO analysis
• Final Product: A strategic implementation plan detailing specific
social media tactics and supporting cross channel support

36. Social Media Planning
2 - Participation
Begin participation in select online communities, networks and
blogs; monitor key influencer Twitter messages
Goal is to be identified as a
community member - not a TOURIST!
• Add blog comments - People start to recognize you
• Set up Twitter account; follow others - Monitor conversations
• Set up Twitter keyword monitoring - Stay alert!
• Give interviews to respected bloggers
Learn about people & topics -- and how to engage!

37. Social Media Planning
3 - Implementation
Based on your research and field experience, what’s the best
way to have the most valuable, meaningful interaction with
people?
•Blog
•Facebook
•Twitter
•Podcasts/Vodcasts
•Branded Community/Social Network (Ning)
•Wiki
•Blogger Online Media Outreach
•Mobile Access
•User Generated Content
•Nothing, Everything or In-Between

38. Social Media Planning
4 - Interaction
Now that the branded tools are place, what should we say?
To begin formulating an answer, think about the most
meaningful business interactions that take place in “real” life.
Image the perfect “virtual” professional seminar or trade
show...
•Networking
•Finding information - or helping others...
•Insider tips/buzz/predictions
•Research/product development updates
•End user feedback
•Relationship building
•Thought leadership
•Increase brand awareness/affinity
•So much more...

39. Social Media Planning
4B - Editorial Workflow/Schedule
Who’s responsible for what and how often?
Develop an agreed-upon division of labor to manage your social
media strategy possibly including...
• Editorial content development
• Replying to blog posts & user comments
• Facebook fan/friend management & engagement
• Twitter updates/replies
• Blogger outreach & interface
• Cross posting from on channel to others (some can be
automated)
• Monitoring
• Measurement & refinement

40. Social Media Planning
5 - Intelligence
How do we make sense of this all?
Establish reporting metrics and a committed group to review
progress and report information to internal stakeholders. That is,
make sure the right people get the right information at the right
time. Make refinements over time.
“Everything that can be counted does not
necessarily count; everything that counts
cannot necessarily be counted.”
Albert Einstein

41. Quick Tips
3 Ways To Use
For Non-profit Organizations

42. Quick Tips
3 Ways To Use
For Non-profit Organizations
• Record candid “interview” conversations with people who
exemplify your organization; could be employees,
beneficiaries, supporters or other key stakeholders.
• Video your organization at work; capture the nuts-and-bolts
“behind-the-scenes” so people can better understand what
you actually do and where their donations go.
• Share your successes, no matter the size. People like to offer
support to battles that can be won, so show the “payoff” of
you work even if done modestly.

43. Quick Tips
3 Ways To Use
For Non-profit Organizations
• Follow members of your organization’s “ecosystem” - key
supporters/detractors, vendors, community groups,
politicians, employees to stay appraised of any news and
gossip.
• Follow people you’d LIKE to know - other non-profit
industry leaders, potential donors/sponsors, rising stars,
etc. Exchange messages to begin a modest dialog/
relationship.
• Establish an open line of communication with the press
(traditional and new media) to increase your chances of
quick, accurate reporting on news related to you.

44. Quick Tips
3 Ways To Use
For Non-profit Organizations
• Add connections to your LinkedIn “professional Rolodex”
including work associates, former co-workers/employees,
vendors and partners; the more complete your network is,
the more powerful it becomes.
• Find relevant LinkedIn subject matter groups; ask questions
or provide answers to provide de facto “exposure” to
yourself and organization.
• Don’t underestimate the power of weak links. Friends of
friends are much more likely to help you than strangers.

45. Quick Tips
3 Ways To Use
For Non-profit Organizations
• Blogs can be used as your online hub into which other social
media tools are plugged; you control a blog website whereas
you don’t “own” other properties (Twitter, Facebook, etc)
• Post regular updates to establish your organizations voice &
personality. Invite comments and feedback to encourage
conversation.
• Blog posts/pages will get indexed by search engines thereby
helping your presence and ranking in search engine results
-- AKA, expanding your digital footprint.

46. Quick Tips
3 Ways To Use
For Non-profit Organizations
• Create a fan page or group and add “friends.” Friends
follow friends -- birds of a feather flock together; leverage
the exposure of this viral nature.
• Post frequent updates on relevant happenings with your
organization; great way to politely remind your fans of the
great work you’re doing/accomplishing. Increases your
brand awareness and affinity.
• Upload photos -- people LOVE photos, especially when their
own faces are in them. Offer snapshots from recent events,
outings, fundraisers, etc. Let people literally SEE
themselves as a part of your organization. Increases brand
loyalty and support.

47. Questions?
Gary Moneysmith
Interactive Strategy Director
gary@cpvinc.com
@garymoneysmith