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Social Media for Social Good:
                How Nonprofits Can Use
         Social Media Marketing Tools to
              Accomplish Their Missions
                             April 11, 2013
                          SAYMedia Salem

J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com
“Social Media” – What is it?
  Any online technology or practice that people use to
   share
   (content, opinions, insights, experiences, perspectives
   and media).
  REAL interactions in REAL time.
“Social Media” – Is it a fad?
  No.
  The platforms may change
   (anyone remember Friendster
   and Myspace?) – but the
   concept is not going to change.
  Social media has revolutionized
   the way we communicate with
   each other on a personal and
   professional level.
  Social media has completely
   changed our expectations of
   brands, companies and
   nonprofits.
2013 eNonprofit Benchmarks Study
 98% have a Facebook page with an average
  community size of over 8k fans.
 Average Facebook and Twitter communities grew by
  30% and 81% in 2012, respectively.
 Average value of a Facebook Like is $214.81 (over 12
  months following acquisition).
2013 eNonprofit Benchmarks Study
 73% of noprofits allocate half of a full time employee
  to managing social networking activities.
 43% budget $0 for their social networking
  activities.
 The top 3 factors for
  success in social media
  we found to be:
   Strategy
   Prioritization
   Dedicated staff
Why Is This Important for Nonprofits?
 Extension of donor relations –
  research, stewardship, cultivation, connection.
 Public awareness! “We do such great work but no one
  has ever heard of us!”
 Transparency – not operating in a silo.
 Public accountability.
Why Is This Important for Nonprofits?
 It makes us dig deep into the
 “Why would anyone care?”
 question.
   We know why we do it.
   We know why you should
    give us money, volunteer,
    attend our event, care!
   But can we convey the WHY?
   Can we make people care?
   Can we cut through the
    clutter and the noise?
Important Notes Before You Begin
  Technology is constantly
    in flux and you will
    need to be adaptable.
  The work is never “done”.
    You need to find a
    balance.
  There is no customer
    service (there are
    forums, blogs, Help
    centers).
  Tools are free (like a
    puppy is free).
     Need to invest time in
       training and/or in staff.
     Some tools cost a little.

Adapted from Social Media for Social Good by Heather Mansfield
Important Notes Before You Begin
 Fear is counterproductive!
 Connecting with your
   constituents is never a
   waste of time.
 Don’t compare yourself!
 There is no silver
   bullet, magic strategy –
   there are best
   practices, tips and
   tricks, but there is no
   absolute solution. (So, it’s
   like everything.)

Adapted from Social Media for Social Good by Heather Mansfield
Don’t Put the Cart Before the Horse
 http://seminars.idealware.org/eLearning/techpyramid/technology-
  pyramid.html
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing Tools to Accomplish Their Missions
Get Organized
 Get buy-in from Executive Staff and Board.
 Define your goals and objectives.
   Raise money?
   Secure new volunteers?
   Increase website traffic?
   Build online brand?
   Foster social good?
   Create social change?


   Write down 3-4 goals for your social media
    campaign (can tie with overall marketing goals).
Get Organized
 Create a Social Media Measurement spreadsheet
    As of the start of your campaign, how many:
       Likes, Followers, Blog readers, Email subscribers
       Google Analytics
 Receive Google Alerts and New York Times alerts
 for your nonprofit specifically and your industry/cause
Get Organized
 Sign up and secure all URLs – be consistent.
    facebook.com/nonprofitorgs
    twitter.com/nonprofitorgs
 Save usernames and passwords in a spreadsheet.
 Get a square version of your logo for avatars.
Get Organized
 Check out Social Media Dashboards & Scheduling
 Tools
   HootSuite, TweetDeck, Buffer
 Remember, it is always most effective to login and
  monitor each site individually.
 Follow/Like organizations
  with similar missions and
  programs.
 Follow/Like other local
  organizations
  (no politicians!!)
Get Organized
 Start a simple Editorial Calendar.
   http://www.bethkanter.org/editorial-calendar-2013/
   A tool for planning, scheduling and managing
    publication of content across channels
       Blog posts
       Twitter
       Facebook
       YouTube
       Podcasts
       Email Newsletters
       Direct mail campaigns
       Press releases
       Events
Get Organized
 Measure results slowly.
   Facebook – Instant Post Insights
   Twitter – ReTweets, mentions
   Website analytics
    and traffic
   Blog traffic
   Email newsletter
    signups

   See what works.
    Do more of that.
FAQ: Confidentiality Concerns
 “Client and staff identities need to be protected or lives are
   at risk.”
 Clients will be less likely to seek our services if they think
   there is a danger of their identity being revealed.”
 “We may be the target
   of hostile PR
   campaigns (women’s
   rights and gay rights
   organizations).”
FAQ: Confidentiality Concerns
   “Best way to protect confidentiality is to think about
     humans as much, if not more, than the technology.”
     Jayne Cravens, TechSoup Community Forum Manager

   Ensure that every employee and volunteer knows:
    What info should be confidential and WHY.
    What do breaches look like – online and offline.
    Consequences.
    Must be addressed and discussed frequently – part of the
     culture!
    Develop a policy (Google “Employee Social Media
     Policy”)

More info at:
http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
FAQ: Confidentiality Concerns
   What should ever be shared in
    writing?
   What should not?
         Email
         Organization’s network/intranet
         Website
         Blog
         Own individual
          Facebook, LinkedIn, Twitter
          accounts
 Need clear, concise, explicit
  policies with examples.
 Think HR handbook/protocols.
More info at:
http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
Facebook 101
  The place where people go to connect/reconnect with
     friends and family.
    People come to Facebook to make personal
     connections and to have fun.
    Strategy – Help supporters feel more connected to your
     organization; show them who you are as individuals;
     help them connect to each other.
    Share “behind the scenes” photos and videos, ask
     questions, share compelling statistics and success
     stories.
    Easy, light, fun. Include media with all posts –
     links, photos, videos.
Twitter 101
  A space where people share the content that excites
     them, in short 140 character bursts.
    The link reigns supreme!
    Strategy – Don’t get too personal; share the best content
     you can find; drive traffic to your website; get people to
     “ReTweet” your content; follow people who have lots of
     followers and ask them to spread your message.
    ReTweet, Thank – create good Twitter karma.
    Statistics, quotes, links. Be creative!
LinkedIn 101
  A professional network where people go to build
   networks and connect to resources.
  Strategy – Unlike Facebook, people actually want to talk
   about work and work issues on LinkedIn.
   Longer, wordier responses, more professional tone.
  Look for potential employees and volunteers, share
   professional networking events, Board
   opportunities, join Groups and ask questions and start
   discussions.
  Very good for donor prospect research, recruiting
   volunteers and staff members; also promoting thought
   leadership on an issue.
Pinterest 101
  “Pinterest is a tool for collecting and organizing things
     you love” – People use it to make wish lists, plan
     trips, organize events, start collections, interior
     decorating, plan projects
    Pinterest is aspirational, not of-the-moment.
    It is also transactional, not relational like
     Facebook, Twitter.
    What we pin reflects what we covet, what moves
     us, what we desire, who we want to be.
    Pinterest works more like a Vision Board, rather than
     an off-the-cuff, in-the-moment statement of what we are
     eating or where we are hanging out.
What will I post/tweet about?
•   Industry           •   Events, anniversa
    blogs, newslette       ries, celebrations
    rs, websites           , birthdays
•   Google Alerts &    •   Email newsletter
    New York           •   Tie current
    Times alerts           events to your
                           cause/issue
•   Competitors
                       •   Read everything
•   Success Stories        and follow
•   Inspirational          everyone!
    quotes             •   Figure out what’s
•   Reached a goal         working for
                           other nonprofits
•   Want input on          and adapt it!
    an issue
OK – But How Do I Raise Money??
   Facebook Ladder of Engagement – John Haydon




More info at: http://social.razoo.com/2012/10/the-facebook-ladder-of-
engagement/
OK – But How Do I Raise Money??
   “Facebook is not Amazon and Pinterest is not eBay.” –
     John Haydon
   Article: Why Can’t I Raise Any Money With Social
     Media
   Think about how you use social media channels:
    Connect with friends and family
    Discover interesting stuff
    Sharing things that you like
    Organizing with people who have common goals
    People hardly ever “use social media with the goal of
     buying something or donating to a nonprofit”.

More info at: http://social.razoo.com/2012/10/the-facebook-ladder-of-
engagement/
Take Aways
   Don’t compare.
   Don’t get discouraged.
   Get training.
   Get professional help.
   Do it in bite-size pieces.
   Do what’s manageable.
   Have realistic expectations.
   Less is always more.
   Quality over quantity.
   Go off-topic.
   Have fun!
Julia’s Social Media Philosophy
 Social media is a TOOL
    – it is not a silver bullet.
 In other words, you still
    need a compelling
    cause and good
    message.
 Integrate it with an
    overall marketing
    campaign, just as you
    would other tools
    (direct
    mail, newsletter, websit
    e, ads).
Julia’s Social Media Philosophy
                Not all social media
                  channels are right for your
                  nonprofit.
                Pick and choose. Do a few
                  well than many poorly.
                QUALITY over QUANTITY –
                  one quality Facebook post
                  per day (or every few days)
                  is worth more than 100
                  posts that get you unliked
                  or unfollowed.
To learn more:
  www.johnhaydon.com
  www.bethkanter.org
  www.nonprofitorgsblog.org
  www.hubspot.com
  www.jcsocialmarketing.com
Questions, comments, feedback?
  Email: julia@jcsocialmarketing.com
  Website: www.jcsocialmarketing.com
  Cell: 978-578-1328
  Twitter: @JuliaCSocial
  Facebook:
  www.facebook.com/
  jcsocialmarketing

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Social Media for Social Good: How Nonprofits Can Use Social Media Marketing Tools to Accomplish Their Missions

  • 1. Social Media for Social Good: How Nonprofits Can Use Social Media Marketing Tools to Accomplish Their Missions April 11, 2013 SAYMedia Salem J Campbell Social Marketing www.jcsocialmarketing.com julia@jcsocialmarketing.com
  • 2. “Social Media” – What is it?  Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media).  REAL interactions in REAL time.
  • 3. “Social Media” – Is it a fad?  No.  The platforms may change (anyone remember Friendster and Myspace?) – but the concept is not going to change.  Social media has revolutionized the way we communicate with each other on a personal and professional level.  Social media has completely changed our expectations of brands, companies and nonprofits.
  • 4. 2013 eNonprofit Benchmarks Study  98% have a Facebook page with an average community size of over 8k fans.  Average Facebook and Twitter communities grew by 30% and 81% in 2012, respectively.  Average value of a Facebook Like is $214.81 (over 12 months following acquisition).
  • 5. 2013 eNonprofit Benchmarks Study  73% of noprofits allocate half of a full time employee to managing social networking activities.  43% budget $0 for their social networking activities.  The top 3 factors for success in social media we found to be:  Strategy  Prioritization  Dedicated staff
  • 6. Why Is This Important for Nonprofits?  Extension of donor relations – research, stewardship, cultivation, connection.  Public awareness! “We do such great work but no one has ever heard of us!”  Transparency – not operating in a silo.  Public accountability.
  • 7. Why Is This Important for Nonprofits?  It makes us dig deep into the “Why would anyone care?” question.  We know why we do it.  We know why you should give us money, volunteer, attend our event, care!  But can we convey the WHY?  Can we make people care?  Can we cut through the clutter and the noise?
  • 8. Important Notes Before You Begin Technology is constantly in flux and you will need to be adaptable. The work is never “done”. You need to find a balance. There is no customer service (there are forums, blogs, Help centers). Tools are free (like a puppy is free). Need to invest time in training and/or in staff. Some tools cost a little. Adapted from Social Media for Social Good by Heather Mansfield
  • 9. Important Notes Before You Begin Fear is counterproductive! Connecting with your constituents is never a waste of time. Don’t compare yourself! There is no silver bullet, magic strategy – there are best practices, tips and tricks, but there is no absolute solution. (So, it’s like everything.) Adapted from Social Media for Social Good by Heather Mansfield
  • 10. Don’t Put the Cart Before the Horse  http://seminars.idealware.org/eLearning/techpyramid/technology- pyramid.html
  • 12. Get Organized  Get buy-in from Executive Staff and Board.  Define your goals and objectives.  Raise money?  Secure new volunteers?  Increase website traffic?  Build online brand?  Foster social good?  Create social change?  Write down 3-4 goals for your social media campaign (can tie with overall marketing goals).
  • 13. Get Organized  Create a Social Media Measurement spreadsheet  As of the start of your campaign, how many:  Likes, Followers, Blog readers, Email subscribers  Google Analytics  Receive Google Alerts and New York Times alerts for your nonprofit specifically and your industry/cause
  • 14. Get Organized  Sign up and secure all URLs – be consistent.  facebook.com/nonprofitorgs  twitter.com/nonprofitorgs  Save usernames and passwords in a spreadsheet.  Get a square version of your logo for avatars.
  • 15. Get Organized  Check out Social Media Dashboards & Scheduling Tools  HootSuite, TweetDeck, Buffer  Remember, it is always most effective to login and monitor each site individually.  Follow/Like organizations with similar missions and programs.  Follow/Like other local organizations (no politicians!!)
  • 16. Get Organized  Start a simple Editorial Calendar.  http://www.bethkanter.org/editorial-calendar-2013/  A tool for planning, scheduling and managing publication of content across channels  Blog posts  Twitter  Facebook  YouTube  Podcasts  Email Newsletters  Direct mail campaigns  Press releases  Events
  • 17. Get Organized  Measure results slowly.  Facebook – Instant Post Insights  Twitter – ReTweets, mentions  Website analytics and traffic  Blog traffic  Email newsletter signups See what works. Do more of that.
  • 18. FAQ: Confidentiality Concerns “Client and staff identities need to be protected or lives are at risk.” Clients will be less likely to seek our services if they think there is a danger of their identity being revealed.” “We may be the target of hostile PR campaigns (women’s rights and gay rights organizations).”
  • 19. FAQ: Confidentiality Concerns “Best way to protect confidentiality is to think about humans as much, if not more, than the technology.” Jayne Cravens, TechSoup Community Forum Manager Ensure that every employee and volunteer knows:  What info should be confidential and WHY.  What do breaches look like – online and offline.  Consequences.  Must be addressed and discussed frequently – part of the culture!  Develop a policy (Google “Employee Social Media Policy”) More info at: http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
  • 20. FAQ: Confidentiality Concerns What should ever be shared in writing? What should not?  Email  Organization’s network/intranet  Website  Blog  Own individual Facebook, LinkedIn, Twitter accounts  Need clear, concise, explicit policies with examples.  Think HR handbook/protocols. More info at: http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
  • 21. Facebook 101  The place where people go to connect/reconnect with friends and family.  People come to Facebook to make personal connections and to have fun.  Strategy – Help supporters feel more connected to your organization; show them who you are as individuals; help them connect to each other.  Share “behind the scenes” photos and videos, ask questions, share compelling statistics and success stories.  Easy, light, fun. Include media with all posts – links, photos, videos.
  • 22. Twitter 101  A space where people share the content that excites them, in short 140 character bursts.  The link reigns supreme!  Strategy – Don’t get too personal; share the best content you can find; drive traffic to your website; get people to “ReTweet” your content; follow people who have lots of followers and ask them to spread your message.  ReTweet, Thank – create good Twitter karma.  Statistics, quotes, links. Be creative!
  • 23. LinkedIn 101  A professional network where people go to build networks and connect to resources.  Strategy – Unlike Facebook, people actually want to talk about work and work issues on LinkedIn. Longer, wordier responses, more professional tone.  Look for potential employees and volunteers, share professional networking events, Board opportunities, join Groups and ask questions and start discussions.  Very good for donor prospect research, recruiting volunteers and staff members; also promoting thought leadership on an issue.
  • 24. Pinterest 101  “Pinterest is a tool for collecting and organizing things you love” – People use it to make wish lists, plan trips, organize events, start collections, interior decorating, plan projects  Pinterest is aspirational, not of-the-moment.  It is also transactional, not relational like Facebook, Twitter.  What we pin reflects what we covet, what moves us, what we desire, who we want to be.  Pinterest works more like a Vision Board, rather than an off-the-cuff, in-the-moment statement of what we are eating or where we are hanging out.
  • 25. What will I post/tweet about? • Industry • Events, anniversa blogs, newslette ries, celebrations rs, websites , birthdays • Google Alerts & • Email newsletter New York • Tie current Times alerts events to your cause/issue • Competitors • Read everything • Success Stories and follow • Inspirational everyone! quotes • Figure out what’s • Reached a goal working for other nonprofits • Want input on and adapt it! an issue
  • 26. OK – But How Do I Raise Money?? Facebook Ladder of Engagement – John Haydon More info at: http://social.razoo.com/2012/10/the-facebook-ladder-of- engagement/
  • 27. OK – But How Do I Raise Money?? “Facebook is not Amazon and Pinterest is not eBay.” – John Haydon Article: Why Can’t I Raise Any Money With Social Media Think about how you use social media channels:  Connect with friends and family  Discover interesting stuff  Sharing things that you like  Organizing with people who have common goals  People hardly ever “use social media with the goal of buying something or donating to a nonprofit”. More info at: http://social.razoo.com/2012/10/the-facebook-ladder-of- engagement/
  • 28. Take Aways  Don’t compare.  Don’t get discouraged.  Get training.  Get professional help.  Do it in bite-size pieces.  Do what’s manageable.  Have realistic expectations.  Less is always more.  Quality over quantity.  Go off-topic.  Have fun!
  • 29. Julia’s Social Media Philosophy Social media is a TOOL – it is not a silver bullet. In other words, you still need a compelling cause and good message. Integrate it with an overall marketing campaign, just as you would other tools (direct mail, newsletter, websit e, ads).
  • 30. Julia’s Social Media Philosophy Not all social media channels are right for your nonprofit. Pick and choose. Do a few well than many poorly. QUALITY over QUANTITY – one quality Facebook post per day (or every few days) is worth more than 100 posts that get you unliked or unfollowed.
  • 31. To learn more:  www.johnhaydon.com  www.bethkanter.org  www.nonprofitorgsblog.org  www.hubspot.com  www.jcsocialmarketing.com
  • 32. Questions, comments, feedback?  Email: julia@jcsocialmarketing.com  Website: www.jcsocialmarketing.com  Cell: 978-578-1328  Twitter: @JuliaCSocial  Facebook: www.facebook.com/ jcsocialmarketing