Join The Social Media Movement - the Importance, Power and Potential of Social Media for Nonprofit Organizations
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How to embrace social media for nonrprofit organizations - social networking benchmarks for nonprofits, organization case studies on fundraising and advocacy and the tools and tips to monitoring your social media efforts.
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Join The Social Media Movement - the Importance, Power and Potential of Social Media for Nonprofit Organizations
- 1. Join the Social Media Movement Carie Lewis - Director of Emerging Media - HSUS @humanesociety Jeff Patrick - President & Founder -Common Knowledge @commonknow Jordan Viator - Interactive Communications Manager – Convio @jordanv November 17, 2009 © 2008 Convio, Inc.
- 3. A Brave New World Flickr photo by fredcavazza The possibilities and tools are seemingly endless and grow and change everyday!
- 5. WHAT IS SOCIAL MEDIA ALL ABOUT?
- 7. Sharing Flickr photo by martin.canchola
- 8. Building Trust Social media helps build trust by allowing your supporters and fans to speak, advocate on your behalf
- 9. WHY SHOULD YOU CARE?
- 10. Welcome to the (digital) future
- 11. You might be surprised to know Flickr photo by beechwood.marketing
- 12. Did you hear that?
- 22. None
- 24. Acquisition Path External Networks Organization Page FaceBook House List Email /Direct Mail Solicitations “ Acquisition Mechanism”
- 25. Sierra Club on Facebook Facebook Page Fans: 37,592 @SierraClub (facebook.com/SierraClub)
- 26. Sierra Club on Facebook
- 27. Sierra Club on Facebook
- 28. Sierra Club Microsite Campaign Micro-site Facebook Wall
- 29. Sierra Club Petition Take Action
- 32. Case Study: Christmas Future Nonprofit : Christmas Future Campaign : Tweetmas Future Fundraising Goal : $20,000 Actual : $17,535 Time Period : Dec 16 – 25 2008
- 33. Case Study: Epic Change Nonprofit : Epic Change Campaign : Tweetsgiving Fundraising Goal : $10,000 Actual : $11,131 372 contributors $29.92 avg gift Time Period : Nov 25 – 27 2008
- 34. Case Study: Twestival (’08 & ‘09) Feb 10, 2010 Charity Water / Operation Smile Campaign : Twestival (@twestival) Charity Festival that started on Twitter 1,000 volunteers 202 cities joined 10,000+ attended Actual $$ Raised : $250,000
- 36. Case Study: 140 Smiles Campaign Feb 10, 2010 Nonprofit : Operation Smile Campaign : 140Smiles Fundraising Goal : $33,000 Actual : $22,500 Time Period : May 31 – July 4, 2009
- 38. Feb 10, 2010 Donor Recognition
- 39. 140 Characters for 140 Smiles Campaign Feb 10, 2010 Example Automated Tweet sent Out by Campaign
- 40. 140 Smiles Donation Form Feb 10, 2010 Do we process the donations on Twitter? No – they are processed through Convio via a custom donation form that is tuned to this campaign: - Team component - Twitter Connect
- 41. 140 Smiles Donation Interface with Twitter Feb 10, 2010
- 42. 140 Smiles Donation Interface to Twitter Feb 10, 2010
- 43. Feb 10, 2010
- 44. Feb 10, 2010
- 45. Feb 10, 2010
- 49. Sponsorship Arthritis Foundation MySpace, Facebook & House Network Badge Sponsorship ($$)
- 50. Case: Federation for American Immigration Reform FAIR Debate Micro-Site Youth Community Education & Advocacy www.fairdebate.org
- 51. Case Study: Sierra Club Sierra Club Climate Change Social Network www.ClimateCrossRods.org
- 52. Case Study: Sierra Club Purpose Provide the largest collection of hikes and hikers in the U.S. Messaging Share your favorite places to hike, bike and paddle… Audience 30-55+, hikers (initially) Features Hikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more The unique challenge here is to stimulate enough interest to grow the database of trails which are all contributed by the community
- 53. Case Study: Sierra Club Purpose Platform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues Messaging The National Student Chapters of the Sierra Club “Get Engaged” Audience College students Features Profiles, photos, video, blogs, discussion, expert content, local events, and more
- 54. Purpose Community of students and student groups supporting Operation Smile with local events and fundraising. 500 clubs across the U.S. Audience Kids, K-8 th , High School, and University Features Profiles, photos, video, blogs, discussion, expert content, services and more Technology Convio + Jive Software (Social Networking) Case Study: Operation Smile
- 55. Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls // @humanesociety © 2008 Convio, Inc.
- 59. No org can afford to ignore what’s being said about them.
- 60. Why? … it can happen to you.
- 63. We monitor all mentions of “HSUS” and “humane society” It takes time to filter through them all but is worth it. Many people refer to us as “the humane society” Many tweets are about local humane societies but also makes for good retweets.
- 66. What we use iGoogle dashboard built off RSS feeds
- 67. Tweetdeck Use Tweetdeck and have it running whenever your computer is on. You can have up to 10 columns. Include your @replies, your brand name, and any other terms you’re monitoring
- 68. What if I’m a smaller organization? These same principles can apply People talk (a lot) on a local level. Follow interesting hashtags and memes! Start your own!
- 69. At the very least…. Listen first. Find out where your audience is most active already. Then join the conversation. Start with Twitter. Why the focus on Twitter? Twitter is the most real-time account you have of what people are saying about you. You should have Google Alerts and Tweetbeep notifications or an RSS feed from Twitter Search for your brand name.
- 70. Ahhh! TMI! Now what?!
- 75. HSUS Facebook Structure “ Umbrella approach” Facebook Fan Page for businesses, organizations, public figures official HSUS presence – only one Facebook Groups organized by interest each state / campaign can have one Facebook Causes for specific movements each state / campaign can have many Facebook Profile a real person each person has one – but only one
- 76. My advice to employees NEVER post something you wouldn’t want on the front page of the New York Times! (Or something you wouldn’t want your mother or boss to see!)
- 78. Social media can be OVERWHELMING. . “ If you’re working for the weekends, your shit is BROKE. Do what you LOVE!” -@garyvee #sxsw
- 79. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: clewis@humanesociety.org LinkedIn: http://www.linkedin.com/in/carielewis Twitter: @cariegrls Blog: cariegrls.blogspot.com HSUS Networks: humanesociety.org/connect
- 80. Don’t forget to visit the Expert Lab! Text CNV126 to 30644 to take a quick survey about this session.
Notes de l'éditeur
- At the end of the day, social media also helps nonprofits specifically by allowing them to achieve their organizational mission in a number of possible ways: --recruiting new supporters --building awareness around programs --mobilizing activists --possibly even raising funds
- -All of the these allow for a greater level of constituent empowerment by enabling supporters to create their own content, network, share with friends and provide open feedback
- - People are talking about you right now – do you know what they are saying? Are you giving them a place to hold these conversations? -
- NPOS have the chance to relate to individuals on a one-to-one basis. Now, you can: tell your stories in more powerful ways than ever before share information with the entire world without worrying about gatekeepers of information or geographical boundaries allow your supporters and evangelists to share their stories and advocate on your behalf -spread your message for a fraction of the $ it originally cost with traditional media not be required to “color inside the lines” innovation is sharing is encouraged
- Above all else: use common sense! Think of these conversations in the same way you do those with your friends, volunteers and supporters you meet in person
- Basics of Incorporating Social Media into your Fundraising & Marketing Mix and Branding Implications (Presentation Type: How-To) Description/Objectives: Learn how nonprofits are using these tools and leave with a few simple tips to get started: The scoop on the most popular social media sites Considerations before setting up your accounts Making a plan and what tools make the most sense for your organization Learning how to track and analyze results Carie Lewis: Brand Monitoring in social media (how do you figure out what to do out there?) More advanced tactics, measuring and assessment
- Dual accounts are a violation of Facebook’s Terms of Service Use Friend Lists to organize Categorize friends based on what you do (or don’t) want them to see Set up friend lists > set privacy settings > set search settings