On August 24, 2011, United Way South-Southwest Suburban invited me to present information about online social networking. I benefit from www.slideshare.net tremendously and maybe this will help someone also.

1. Presented by:
Kristen Bonk
kbonk@parklawn.com
@kbbonk on twitter

2. WHO ARE YOU?
Who’s this Kristen gal & why are we listening to her?
Marketing and Volunteer Manager @ParkLawnCharity
4+ years working in non-profit
What’s Park Lawn?
Providing services that promote independence, choice and access
to community living for people with developmental disabilities
since 1955.
www.parklawn.com
www.Facebook.com/ParkLawnCharity
www.twitter.com/ParkLawnCharity
www.youtube.com/ParkLawnAssociation
And United Way South – Southwest Suburban?
Working to create meaningful and measurable change by investing in
income, education and health programs that support the 10-year vision
LIVE UNITED 2020.
http://www.uw-mc.org/southland/
http://www.facebook.com/unitedwaychicago
http://twitter.com/#!/unitedwaychi
http://www.youtube.com/user/unitedwaychicago
http://feeds.feedburner.com/unitedwaychicago

3. WHO’S WHO?
o Who Are You?
oWhere Are You From?
(Give a great plug for your nonprofit!)
o What TWO words
come to mind when you hear
“Online Social Networking”?

4. TODAY’S GOALS
Purpose of online social networking
Brainstorm together
Find an online purpose for every department
Excite you to go online
Email resourceful links to yourself

5. ONLINE SOCIAL MEDIA
IS ABOUT REACHING AND CONNECTING
WITH PEOPLE!

6. WHAT IS
SOCIAL MEDIA?
Content formed by the
collaboration of two or
more people that takes
place on the internet.
(Source: Emily Culbertson of Community Media Workshop)
A virtual framework
consisting of tools
which enable users
with a common goal or
interest to set up
communities and
exchange information.
(Christophe Debruyne on Mashable post describing social
media in 140 characters or lest. @chrdebru)
Picture from
www.cibcommunications.co.uk/images/uploads/pdfs/What-is-Social-Media-.jpg

7. Traditional Media Social Media
Encyclopedia Britannica E-Newsletter
New York Times Facebook
Print Newsletter Twitter
Wikipedia

8. “Online
Social
Media”
are NOT
dirty words!

9. FEARS MOVING INTO
ONLINE SOCIAL MEDIA
Senior staff & board might
lose control.
Dealing with negative
comments.
Addressing personality
versus organizational voice.
Fear of failure
Perception of wasted time
and resources.
Suffering from information
overload already, this will
cause more. Source: Slide 38 on Beth Kanter’s presentation
“Creating Your Organizations Social Media
Strategy Map”
What are other fears?

10. FIRST:
ENJOY YOUR PERSONAL ACCOUNT
Facebook, twitter
and others are
more than
someone’s
annoying thoughts.
Experiment and
have fun. It’s
SOCIAL!
Hiding posts / apps
makes it more
enjoyable.
Set privacy
settings.

11. Why Should
My Non-Profit
Care?

12. Cost effective way to engage supporters,
volunteers and potential supporters.
An opportunity for conversation
A great way to reach certain audiences
Source: Idealware.org download:
http://www.idealware.org/sites/idealware.org/files/SocialMediaReportV8.pdf

13. NON-PROFIT
UPDATED MARKETING FUNNEL
How do you get
people to care
for your charity?
This begins
and continues
offline as well as
online!
Source: McKinsey & Company
Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter/
Source: Beth Kanter’s blog: www.bethkanter.org

14. OFFLINE AND ONLINE
MUST WORK TOGETHER
Tours Website
Fundraising Events Facebook
Chamber Luncheons & Offline
Videos on Youtube
BAH
Newsletters
Stories on blogs
Letter Appeals
Staff & volunteer events Twitter
Online
Annual Reports Groups on LinkedIn
Meetings

15. WHERE’S YOUR AUDIENCE?
What
channels
to use out
the
hundreds
available?
What
would be
most
worth
your
while?
Photo courtesy of http://www.socialmediamagicuniversity.com/

16. Listen to what people are saying about your issues.
What questions are people asking about your org
online?
What are your competitors doing?
Listening tools:
Google alerts emailed to you
Technoratti for blogs
Search Twitter and Facebook
Google Analytics
Offsite events and fundraisers
What do you use?

17. IF YOU WANT PEOPLE TO CARE, MAKE IT
ABOUT THEM….NOT YOU!
Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate”
slide 29 by Farra Trompeter March 12, 2010
Source: Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-
twitter-enga.html

18. MAP OUT A PLAN
Goals (broad statement)
• Provide information about our orgs issues.
Objectives (specific & measurable)
Increase followers by 50% by December 1,
2011
Strategy
Give quick and thoughtful responses
Shout outs to other nonprofits and
supporters
Tactics
Integrate social media across staff and
departments by 2012
Create videos highlighting our orgs
impact
Tools
Source: http://www.bethkanter.org/25-smart/ Photo from
http://www.smallbusinessmavericks.co
m/your-social-media-road-map.htm

19. ACTIVITY FUN!
Discuss with each other your
organizations goals
How are you mapping it out?
What tools are you using?

20. WHO? WHAT? WHEN? WHERE? WHY?
Who will post online?
What will we post to meet our goals
When will we post: x hours daily /
weekly / monthly
Where will we post?
Why are we posting there?

21. OK, I’M ONLINE,
NOW WHAT?
“It’s important to think of these social media
channels as tools to communicate in a social
manner rather than the end in and of
itself—in other words, social media is the
journey, not the destination.” (Source: Idealware PDF
“Social Media Decision Guide” page 8.)
Create an online social media policy.
“Guidelines: This section should be one or more pages
that summarizes how your organization can be more
effective at using social media. It should not be about
control, but more on how to use the tools effectively. It
should lay out parameters around organizational and
personal use. ”
“Manual: This section refers to your social media plan,
includes best practices on using social media with
specific examples. Many organizations use it as part of
their training. ” Photo from http://socialfresh.com/a-
Source: http://www.bethkanter.org/trust-control/ template-to-help-start-your-social-
media-policy/

22. WHY ANOTHER POLICY?
Control the fears mentioned earlier
Be proactive for legal reasons
Media sources are now quoting tweets and posts
Connects with online social media plan
Policy examples are available at:
www.wiki.altimetergroup.com
www.socialmediagovernance.com/policies
www.charityhowto.com/blog/?p=52
Does your organization have a policy? What
examples have you seen and liked?

23. SEARCH ENGINE OPTIMIZATION
What is it?
Search Engine Optimization or SEO
is optimizing your presence online so
when someone searches for your name,
you’re top on the list.
How do I use it?
Search engines like Google, Yahoo and
etc. rank your website and presence online based on
keywords and originality of content.
Long & descriptive headlines are considered more
important to search engines.
Photo courtesy of:
http://www.searchengineoptimizationcompany.ca/

24. WHERE’S BASE?
Have an effective
website as your base.
Make it donor friendly.
Revolve around the
mission and content.
Free website ideas?
Allow supporters to
share stories.

25. FEEDBACK TIME!
Let’s look at Park Lawn’s
website and tell me what
you like and think should
be fixed.
How can it create more of
a relationship?
What are some of your
favorite websites and
why?

26. If you don’t have a resources for videos, but you
have a staff of writers, create a blog!
A site to provide commentary, stories, or a
personal diary.
Allowing readers to leave feedback is extremely
important to build better relationships and
listening
Blog Sauce Image: http://sundayafternoonhousewife.com/monday-link-love-blog-boosting-tips/

27. WHY BLOG?
On average 55% more visitors
97% more links to your website (improves search results)
Engage, connect and relate
Source: Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6 and
http://smallbiztrends.com

28. ANATOMY OF A BLOG
Example blog: http://dda604.com/page/2/
Search
Nice background
image
Link to website Links to other
social media
sites and RSS
feed
Main Post with
easy to read
headline
Category tags

29. I SEE “RSS FEED” A LOT,
WHAT IS THAT?
Rich Site Summary is a format
to deliver and receive ever changing
format web content.
Click on this icon, enter your email and
click “subscribe”
Receive it to your email as a
handy resource
Source: http://www.whatisrss.com/

30. WHO CAN BLOG FOR YOU?
WHAT TO BLOG ABOUT?
Management
People who benefit from your
services
Volunteers
New employees
Who else?

31. LET’S GET SOCIAL WITH:
Allows you to set up a profile, and post updates,
links, conversations, events, photos, videos,
petitions, or even collect donations online.
In order to create a page for your nonprofit, you
must have a personal profile or business account.
Facebook has more than 750 MILLION users.
It’s particularly good at increasing the level of
feedback and discussion you have with
supporters, driving traffic to your website, and
attracting people to specific events.
(Source: Idealware PDF “Social Media Decision Guide” page 5)

32. LET’S GET SOCIAL WITH:
Creating an account is very simple and
then creating a page is even more simple.
Expect to spend about 2-4 hours a week to
manage your Facebook
(Source: Idealware PDF “Social Media Decision Guide” page 5)
Pages vs. Groups
Pages – More public; anyone can see posts
Groups – More private and must be approved
or added by other members.

33. HOW TO CREATE A
PAGE

34. HOW TO CREATE A
PAGE

35. You’ll be asked to create
an account for your
business, so follow
directions and find
nonprofit.
You need to validate your
account for security reasons.
Facebook will send an email
to the email address you
used to register.
Source & images: Justgiving slideshare.net
“Charity Guide to Facebook Fan Page”

36. Brand Your Page
Claim your vanity URL
Facebook.com/username
Upload a square logo

37. Claim Your
Community Page
Search in Facebook for your organization
Search fellow co-workers listing of employer
Claim your community page
Connect check-ins

38. Complete Your
Profile

39. Vary Your Content

40. Engage With Your
Fans

41. Insights

42. ACTIVITY TIME!
☺
What do you post on your organization’s
Facebook?
Do your posts help out your objective and
strategy?
What do other organizations post that you like?
Discuss!

43. WHAT’S
Twitter is a place where people with the same
interests can provide resources, chat, add photos
and more.
A post on Twitter is called a “tweet” and must be
within 140 characters
People can choose to follow your tweets
If they like it they can retweet or quote the tweet
highlighting who it’s from writing “RT” in front
or saying another sort of comment.

44. Basics
Tweets in 140 characters
@ Replies
Direct Messages
RT
Hashtags
Source: Kristin Gast of United Way slideshare.net “Social Networking 101”

45. Think of it like a radio station
“Twitter is particularly good for connecting with
like-minded organizations and the media, asking
questions, and providing very frequent updates.”
(Source: Idealware PDF “Social Media Decision Guide” page 5)
Expect to spend about 2 hours a week to manage
Twitter feed
Shoot for 1 tweet, one @reply and one RT per day
Research who are big influencers
Follow them
Converse with them
Listen to what they’re saying

46. Brand Your Profile on
Choose your username
@ParkLawnCharity @Aspire
Upload a square logo
Create a background
Complete your profile

47. MULTIPLE PEOPLE FROM SAME
ORGANIZATIONS ON

48. ANOTHER ACTIVITY! ! ☺
What would you tweet?
Who else in your organization can tweet?
How can your tweets help your overall objective
and strategy?
What are other twitter accounts you like?
Discuss!

49. VIDEO SHARING SITES
Videos can be compelling stories or educate
Not as social, but it can create social
opportunities
Where to get an inexpensive video recorder?
Digital cameras
Flip Video
Smartphone (not as great quality, but it’s available)

50. VIDEO SHARING SITES
On Youtube.com, you can apply for a non-profit
specific channel
Provides clickable asks on top of videos
Upload longer videos
People can subscribe and comment on your videos
Time spent on this varies.
Could take 1-2 hours to just film it and upload on
your channel
To edit it and make it look a little more professional
takes more time

51. VIDEO SHARING SITES
Some helpful video editing information
Windows Movie Maker is free and easy to make
a basic video
Pinnacle products with prices ranging from $60 -
$170
Avid Studio editing software
Or edit it directly on Youtube.com
Some Youtube Ideas for Nonprofits
Reach Out.
Partner Up.
Keep It Fresh.
Spread Your Message.
Be Genuine.
Source: http://www.youtube.com/t/ngo_tips

52. VIDEO SHARING SITES
What kind of videos to create?
Length
Educational
Put a face to an organization
Make your videos findable – SEO!
Title
Description
Tags
Brand your channel / page
Post a bulletin and alert your friends / subscribers
Post on other social media channels
(Source: Rich Brooks on http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-
marketing-results/)

53. WHY
MATTERS
In 1 minute
35 Hours of Videos are Uploaded
15 Billion Videos were
streamed in May
Source: Neilsen Reports
http://www.nielsen.com/us/en/insights/press-room/2011/q1-
cross-platform-report.html
Internet Video Viewing
up 35%
Compared to traditional TV viewing
that increased0.2%
Source: Michael Hoffman slideshare.net “Youtube for Nonprofits” page 9
& Nielsen / Net Ratings (October 2007) – US Audience.
Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results”
http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/

54. VIDEO SHARING SITES
EXAMPLES

55. VIDEO SHARING
ACTIVITY EXTRAVAGANZA
What videos would your audience be interested
in?
What videos would help with your overall
communications goals and strategy?
What other non-profit videos inspire you?
Discuss & show other sites online that you like.

56. WIKI! WIKI! WHAT?
“Wiki” is “defined as a generic
term which is used to describe
a certain kind of collaborative
website that can be edited by
any user and/or visitor.” *
“Often free and allow
collaboration, knowledge
retention, search and real time
centralization of information”**
Some organization use private
Wiki’s to organize and
document internal projects.
•Source: http://www.mediawiki.org/wiki/Wikipmediawiki
•**Source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits”

57. WIKI IN PRIVATE USE
Image and Source from Julie Spriggs slideshare.net “Wiki for NonProfits” page 10 and "Intellipedians" US Intelligence
Community

58. WIKI USE
•Image and source: Julie Spriggs presentation on slideshare.net
“Wikis For Nonprofits” page 15

59. WIKI USE EXAMPLES
Project management - Plan an event with committee
Image & Source: Julie Spriggs slideshare.net “Wiki for Nonprofits” page 30

60. WIKI USE EXAMPLES
Intranet- department or board

61. According to research carried out by search
engine marketing firm Spannerworks, social
media site Wikipedia appears in Google’s first 20
results for 88% of the top 100 global brands. **
Way to increase Search Engine Optimization
Must be accurate and objective statements about
your organization.
* *Source: Bob Goldfarb Blog: http://ejewishphilanthropy.com/the-wikipedia-secret/

62. Example

63. E-Marketing
Use emails to draw support and direct people to site
Have a prominent online sign up form on EVERY
page with reasons and benefits of joining
Viral marketing “Forward to a Friend” &
share online
Offer incentives
Promote e-newsletter on print publications
Source: Betsy Harmon of Harmon Interactive

64. E-Marketing
Email must have a good RAP
Relevant
Anticipated
Personal
Test the format
Image blocking
Reading the email on phone
Source: Betsy Harmon of Harmon Interactive

65. E-Marketing
Email Marketing Tools
Vertical Response
Allows nonprofit 501c3 organizations to send up to 10,000
emails per month for FREE!
Constant Contact
Email Now powered by Emma
Mail Chimp
Construct a list, don’t buy one
People must be allowed to opt in
Also allow them to unsubscribe

66. QR Codes & QR Code
Tags
Quick Response Codes
A matrix barcode to be ready by
smart phones
Created by Toyota in 1994 and sees
frequent use in Japan and South Korea
Tag
Tags are same thing made by Microsoft
QR Codes are more often used
In June, 14 million people scanned barcodes
(Source: comScore Inc.)
Source: http://en.wikipedia.org/wiki/QR_code

67. QR CODES
Lots of apps to scan
Make certain apps on
different phones can scan
Once scanned, it will be a
quick response to
following:
Website
Email Sign In
Contact Information
Note
Video
What else?

68. Ripple of Effects
Did you accomplish
everything in your strategy?
Build a relationship first online and
continue offline
Might take a while before you see
return on investment, but result
could be huge!
Photo: www.hightechdad.com

69. RESOURCES
Allison Fines Donor’s Forum presentation and notes, book
“The Networked Nonprofit” and website
www.allisonfine.com
Beth Kanter’s blog (www.bethkanter.org/) and book “The
Networked Nonprofit”
http://www.smartchart.org/
http://dp.continuousprogress.org/node/22
Presentations from www.slideshare.net
Beth Kanter’s presentation “Creating Your
Organizations Social Media Strategy Map”
Farra Trompeter of Big Duck “Social Media: transforming the way
nonprofits communicate”
Kristin Gast of United Way “Social Networking 101”
Justgiving “Charity Guide to Facebook Fan Page”
Michael Hoffman of See3 Communications “Youtube for
Nonprofits
Frank Barry of Blackbaud slideshare.net presentation
“Blogging for Nonprofits” page 6

70. Idealware “Nonprofit Social Media Decision Guide”, PDF,
July 2010, Laura Quinn & Andrea Berry
http://www.pinnaclesys.com/PublicSite/us/Products/Consumer+Products/Home+Video/
Studio+Family/
McKinsey & Company
Source: Lightbox Collaborative site:
http://lightboxcollaborative.com/tag/beth-kanter
Angela Maiers Sept. 29, 2008;
http://www.angelamaiers.com/2008/09/my-twitter-
enga.html
http://dda604.com/page/2/