Social Media 201 Presentation to Nonprofits - 11/9/11

1. Social Media 201
Implementation, Strategy, Tips & Techniques
Discovery Impact: Creating Change
November 9, 2011

2. Introductions
Gayle Weiswasser
Vice President, Social Media Communications
@gweiswasser
Kristen Variola
Social Media Specialist
@kvariola
David Tra
Social Media Specialist
@dtra
Corporate: @DiscoveryComm and #ourimpact

3. Today’s Agenda
 Nonprofits Online
 How Nonprofits Are Using Social Media
 How to Create a Social Media Plan
 Social Media Tools
 Social Media Tactics
• Engagement on Facebook
• Engagement on Twitter
• Engagement on Tumblr
• Relevant Blog Content
• Involving Leadership
• Involving Employees
• Use of Social Media Tools
 Evaluating Impact
 Q&A

4. How Nonprofits Are Using Social Media
 Nine out of 10 nonprofits report
having a presence on Facebook
in 2011. Twitter has the second
highest adoption rate at 57%.
 Average nonprofit Facebook
community size is up 161% in
2011 to 6,376
members per page.
 Online giving is growing: $808
million online in 2010 up from
$523.1 million in 2009
Source: 2011 Nonprofit Social Network Survey and Chronicle of
Philanthropy

5. How Nonprofits Are Using Social Media
 Environmental/animal welfare groups
recorded the highest average
community size on Facebook.
 Small nonprofits ($1 to $5MM annual
budget) make up 30% of the
organizations who raised $100,000 or
more on Facebook over the last 12
months

6. How Nonprofits Are Using Social Media
Source: craigconnects

7. How to Create a Social Media Plan
 Goals
• What do you want to accomplish?
 Audience(s)
• One or many?
• Open or closed?
 Content
• What information are people looking for?
• What can you share?
 Voice
• Does your organization have a voice?
• Who can translate that voice to social media?
 Integration
• What need does social media satisfy?
• What existing communications can your social profiles supplement?
 Resources
• Do you have a dedicated person or persons to manage your social media
presence?
• Can you invest in social media tools or applications?

8. How to Create a Social Media Plan
 Define target audience(s).
 Define goals and objectives.
 Monitor conversation and topics of interest to look
for entry points into discussions.
• Set up Google alerts.
 Assign and create content.
• Consider creating an editorial calendar.
• Consider introducing weekly traditions/post
schedules.
• Schedule content.
 Engage!

9. Social Media Tools
Engagement & Monitoring Influencers & Trends
 HootSuite, TweetDeck  Topsy
 TwitPic, TwitVid, etc.  Google Realtime
 Bit.ly  Klout
 Vitrue, BuddyMedia, Involver  Tumblr
 Google Alerts  Kred
Metrics & Analysis Assemble & Mobilize
 Facebook Insights  Twitvite
 TwitterCounter  Eventbrite
 Radian6  Meetup

10. Social Media Tactics: Facebook
Facebook can help you:
 Share relevant content.
 Share testimonials.
 Recruit volunteers/energize
advocates.
 Broadcast milestones.
 Demonstrate your expertise.
 Gather feedback.
“Everyone at the Do
Something office is
dressed up for
Halloween! Do you
recognize any of
these costumes?”
http://ow.ly/7lAFZ

11. Social Media Tactics: Twitter
 Twitter can act as a newsfeed.
 Allows you to jump on the
bandwagon with trends in your
industry.
 Connect with like-minded
organizations through
hashtags and tagging.
 Great for crisis management
and communication.

12. Engagement on Twitter
 UNICEF (@UNICEF)
• UNICEF shares the
latest news – from
every medium.
• @UNICEF retweets
followers who mention
them.
• Hashtags optimize the
impact of Tweets and
organize conversations
– ex. #eastafricacrisis

13. Social Media Tactics: Tumblr
 Tumblr is a great place to
share photos and short
success stories of your work.
 Images, like this one posted by
Good Neighbors USA, give
donors and members an inside
look at where their money is
going.
 Also a great platform for
information to go viral.
Encourage your audience to
share your success with their
networks.

14. Social Media Tactics: Blog Content
Blogs:
 Position your organization as an expert
in the field.
 Share news and opinion.
 Link to content throughout your site.
 Highlight others’ successes (as well as
your own).
 The Humane Society hosts a blog from
President & CEO Wayne Pacelle.
 Content is updated regularly and
includes actionable items.
 Blogroll and social media integration on
the site and within posts makes content
“spreadable.”

15. Social Media Tactics: Involving Leadership
Involving leaders can help:
 Strengthen your message
through personality.
 Provide a more genuine
connection between your target
audience(s) and your
organization.
 Get leadership involved and
excited about social media
activities.

16. Involving Employees in Strategy
Involving employees can help you:
 Empower employees and volunteers to be
ambassadors of your organization.
 Highlight multiple perspectives .
 Increase your reach.
Our social media team actively represents
our company by:
 Identifying ourselves on our social profiles as company
employees.
 Blogging on our corporate blog.
 Attending/speaking at events and providing real-time
A team member provides social media counsel during
updates. Discovery Communications’ trip to rebuild tornado
ravaged homes in Alabama

17. Involving Employees in Strategy
 Identify spokespeople (traditional and social media) .
 Set a social media policy (independent or as part of a communications
policy) for all other employees and volunteers. Remember that
anyone’s posts can be reported on by media or bloggers.
 Empower employees and volunteers to be ambassadors by
encouraging them to follow you on social media and share posts that
resonate with them, as well as their own posts.
 Identify “super ambassadors” who can contribute content and/or help
manage your social media profile.
 Encourage your employees and volunteers to tag you or use
designated hashtags when attending events for your nonprofit.

18. Use of Social Media Tools
 The National Breast Cancer Foundation used
Twibbon to allow supporters to decorate their Twitter
avatars with pink Twibbons to illustrate their support
of the nonprofit.
 It’s free to set up a Twibbon. When a supporter
uses one, it sends a Tweet out to all of his/her
followers, to alert them of the affiliation.
 Oceana encourages action and richer
experiences through a variety of Facebook tabs
– from holiday cards to adopting animals and
signing petitions.
 Philanthroper is a daily deals site for social good.
 It started as a site where users gave $1/day to a certain
cause.
 Due to overwhelming demand, they can now give up to $10 a
day.

19. Evaluating Impact
 Set realistic goals that drive your organization’s mission – target
donations, volunteers, signatures, members, clicks, photos, etc.
 Look to peers for inspiration, but not necessarily for benchmarking.
 Keep track of qualitative examples that demonstrate impact of social
media, and trumpet them.
 Ask followers for feedback; seek ideas from the target audience.
 Find learnings in successes and failures.

20. Questions?

21. blog.discoverycommunications.com | @DiscoveryComm