Social Media for Nonprofits
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Presentation for MARO Employment and Training Association Spring Conference June 2010
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Social Media for Nonprofits
- 1. Social Media for Nonprofits Converting “friends” into true supporters Allison Treppa Director of Marketing & Communications Michigan Nonprofit Association www.MNAonline.org
- 2. About Me Allison Treppa Director of Marketing & Communications Michigan Nonprofit Association atreppa@MNAonline.org Website: www.MNAonline.org Blog: http://MNAonline.wordpress.com Twitter: @MNAOnline Facebook: www.facebook.com/MNAonline LinkedIn: search for Michigan Nonprofit Association
- 3. Goals for Today Explore trends in social media Examine the tools and generational differences Explore how organizations are using social media to increase engagement
- 4. What’s Different Today? Traditional Media Brand in control One way Delivering a message Repeating the message Focused on the brand Educating Organization creates content Social Media Audience in control Two way Being a part of a conversation Adapting the message Focused on the audience Influencing, involving User-created content/co-creation Source: Slide 10 from “What’s Next in Media?” by Neil Perkin
- 7. Current Tools Social Bookmarking Photo Sharing Podcasting and Video Blogging Feed Reading & Sharing Social Networking
- 8. What’s Effective? Facebook Twitter LinkedIn Flickr You Tube Blogs Great Resource: Beth’s Blog: http://beth.typepad.com/
- 10. Waiting is NOT the Answer Waiting for new communication “fads” to settle will not make it happen. There is an increasing need to be adaptable and flexible with these tools. Be committed to the tools that advance your mission until they no longer do that. By the time you learn and adapt to one tool, another one emerges. (e.g. MySpace)
- 11. What’s Next? Flickr photo from HoriaVarlan
- 12. How Do You Prepare? Don’t be afraid! Know the purpose of the available tools. Utilize popular tools based on mission advancement and available staff/volunteer time. Research social media policies and your own employee handbook. 80+ nonprofit social media policies http://mashable.com/2009/09/20/social-media-policies/
- 13. Beth Kanter’s 8 Principles for Using Social Media Flickr photo by CyboRoZ
- 14. Flickr photo by Melolou Listen Engage Relationships with influencers Make it easy to remix and distribute Staff time and expertise The right metrics Small pilots and reiterate Assess organizational culture
- 15. What does it mean to listen? Flickr photo by Fe llya
- 16. Google Alerts
- 18. What does it mean to engage? Flickr photo by timoni
- 22. Let’s Talk Facebook Flickr photo: laiklosse
- 24. Facebook What’s Your Goal? What do you want to share here? Frequency of posting/cross-posting Most popular among adults Among adult profile owners 73% have a profile on Facebook, 48% have a profile on MySpace and 14% have a LinkedIn profile.
- 27. Facebook (cont’d) Significant spike in domain searches for 2009 Algeria, Ethiopia, and Uruguay all experienced the largest increases. Demographically, there were increases in older users, the 35-45 age group, and the 45-54 age group. Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
- 29. What’s up with Twitter? Flickr photo by Shovelling Son
- 35. Twitter (cont’d)
- 36. Twitter (cont’d) Searches for Twitter continue to rise sharply. Increases in Twitter searches are occurring across the board from the US, to Europe, to Asia, to Africa, and the Middle East. Females now search for Twitter more than males. Significant increase in searchers from 0-17 year olds, and thus, those with less than a high school diploma. An increase in searchers in the income brackets of $25,000 to $74,999 Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
- 37. Redefining a Peer Group The trusted “peer group” is changing to include both “real-life” and online friends, blog writers, reviewers, Twitter followers, etc. Blogs and social media have emerged as key trusted and inspirational sources to discover brands and products Flickr photo: maxymedia http://www.marketingcharts.com/interactive/gen-y-women-respond-to-interactive-non-intrusive-campaigns-11337/
- 38. Reality Check Most nonprofits are missing the basics. Start there. Basics include: Website Good email marketing Telling good stories Saying thank you Becoming a trusted source for others Then move onto: Facebook Twitter Other social media Flickr photo: andrewcoulterenright www.nonprofitmarketingguide.com
- 39. This is NOT your only website:
- 40. This is also your website:
- 42. Getting Linked In Flickr photo by MattiMattila
- 44. LinkedIn
- 46. LinkedIn (cont’d) Major increase in searches Much of that increase is due to continued high domain search traffic in the US and India. Younger, less educated, and less wealthy audiences are increasing in their searches for linkedin.com. Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
- 47. What do you do? Flickr photo from DC Central Kitchen
- 49. Tagging allows photos to be organized by subject matter
- 51. Flickr photo from Thomas Hawk
- 53. A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
- 54. A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
- 56. Let My People Go! Flickr photo: zinesklavos
- 57. What Works for You? Flickr photo: urbanwoodswalker
- 58. Additional Resources Shorten URLs Use www.bit.ly to shorten URLs for your tweets and Facebook updates Facebook Metrics Beth’s Blog www.bethkanter.org Flickr photo: nigelmaine
- 59. Great Book Great Website www.nonprofitmarketingguide.com
- 60. A Great Resource for Basic Videos: SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.commoncraft.com
- 61. Thank You!
Editor's Notes
- This is not going away!Tools will change, the act of social networking will not
- Some Things Won’t Change: -listening -telling your story -speed of communicationThe Tools will likely change: -photo sharing (flickr) -video sharing (You Tube) -Social Networks (MySpace, Facebook, LinkedIn)
- The popularity and affordability of smart phones increases the need for tools to be mobile. The ease of sharing things on multiple platforms (e.g Twitter feeding Facebook) will continue to rise. Communication tools that are:MobileEasily Integrate/Cross PlatformsHuman Resource Policies/Guidelines
- MNA does not use all of these tools, it’s just not possible.
- Beth’s overview… Those hours are per week folks! In december Demetrio will be back to talk about the rest of these boxes, or we can chat about some of the others but the focus of the discussion right now is just on the first box to the left.Who’s on what? Notice that there is overlap. Interesting facts that nonprofits are leaders in many of these.
- The Facebook Insights ToolTotal Fans / Unsubscribers: Total number of fans over time, overlaid with the total number of fans who have chosen to hide your posts in their News Feed (unsubscribers). New / Removed Fans: The number of people who have become a new fan of your Page or stopped being a fan of your Page. Page Views: Total number of times a Page was viewed per day. Media Consumption: Total photo views, audio plays, and video plays for the content you have uploaded to your Page. Unsubscribes / Re-subscribes: The total number of times fans unsubscribed from your Page, and the total number of times fans re-subscribed to your Page.Ultimately – YOU determine what’s successful
- Not Popular with Teens While teens are bigger users of almost all other online applications, Twitter is an exception. 8% of internet users ages 12‐17 use Twitter. This makes Twitter as common among teens as visiting a virtual world, and far less common than sending or receiving text messages as 66% of teens do, or going online for news and political information, done by 62% of online teens. Older teens are more likely to use Twitter than their younger counterparts; 10% of online teens ages 14‐17 do so, compared with 5% of those ages 12‐13. High school age girls are particularly likely to use Twitter. Thirteen percent of online girls ages 14‐17 use Twitter, compared with 7% of boys that age. Using different wording, we find that 19% of adult internet users use Twitter or similar services to post short status updates and view the updates of others online. Young adults lead the way when it comes to using Twitter or status updating. One‐third of online 18‐29 year olds post or read status updates.
- “The basics are what most organizations are missing. Obsessing about this is far more effective than managing the latest fad.” I didn’t say that, but I agree with it 100%. Marketing maven Seth Godin said it during a May 2008 online chat about nonprofit marketing hosted by the Chronicle of Philanthropy.Your online strategy will be a lot easier to create if you have the basics covered.
- What people want is access, ultimately. They want to find information in under 1 minuteLet them access their own hopes and dreams.Give them the technological tools and digital information to tell their friends in the way that they want to.Give them a sneak peek into the future, a backstage glimpe, or anything to keep them interested.