Social media is all about engagement. This slide deck walks you through best social media practices, how to increase social media channel involvement, how to create unique value for your fans on each channel, and a sample social media content calendar.

1. Understanding the Engagement Factor Engagement Strategies on Social Media Website: www.firstgiving.com Twitter: @firstgiving Blog: blog.firstgiving.com

2. About the presenters Andrew Urban Head of Sales and Business Development andrew@firstgiving.com Debra Askanase Community Engagement Manager debra@firstgiving.com

3. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.

5. 13 million+ online donors

6. 10+ years in business

7. 31employees in the US

8. Offices in Boston and San Francisco

9. 100+ employees worldwide82% - the average year over year increase in online donations a nonprofit sees that utilizes FirstGiving.

10. The Social Media Funnel Theories of Engagement Designing Engagement Nonprofit Examples Creating the Engagement Calendar Leveraging engagement for events http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/

11. The Social Media Funnel

12. It’s about RELATIONSHIPS, not broadcasting

13. It’s about the conversation and value-added content, not broadcasting

14. It’s about storytelling, not broadcasting

15. Social Media Influences Actions Action Taken As a Result of Social Media

17. Effects of Nonprofit Social Media Efforts Opportunity to learn about new issues – 85% Another way to support a favorite cause – 80% Used some form of online media to support a cause – 60% Advocate for a cause (forward messages)- 36% Personal behavior change – 34% Purchasing cause-related products – 23% Source: 2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615

18. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

19. Understand the Ladder of Engagement Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

21. Designing Engagement 1 2 3 Determine appropriate online spaces and channels What knowledge and content is shareable and/or open to input? Brainstorm and develop participation opportunities Assess unique attributes and culture of each social media space Create an engagement calendar

22. You Need a Content Strategy http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/

23. Questions to Get You Started Why are people interested in your organization or cause? What content creates conversation? What content could create community? What can the community create for your content? (Collaborate and empower) What content or ideas can you open up? What added value can your content offer? What does the medium dictate?

24. Engaging Practices Real interactions: personal engagement Value-added content Regular programming Participation entry paths hhh Conversation starters Open-ended questions

25. Assess Participation Opportunities http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/

26. Blogging Micro Blogging RSS Feeds Photo Sharing Message Boards These are your tools Chat Rooms Video Sharing Social Networking Podcasts Widgets Source: Universal McCann Companies Study on Social Media Trends (March 2008)

27. ExacTarget survey of internet users, April 2010 Source: http://www.emarketer.com/Article.aspx?R=1007829

28. Twitter Participants and Features Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters. @messages, DM, hashtags Tiny URL, personal touch, news Twitter #chats, tag, twitpics, petitions, oneforty.com (store)

29. Facebook Participants and Features Fans tend to want to show support publicly, motivation for entertainment. Want community and news. @messages, events, video tagging, photo tagging, custom tabs, groups, Places, Deals, games and apps, community pages, Events

30. Blogging Participants and Features They want to be recognized for commenting, being loyal readers, loving your organization. May have their own blogs. Readers skew older. Embed video, photo, images, developed ideas, calls to action, community, multi-user blog, guest blogging, commenting strategy

31. YouTube Participants and Features News and politics videos gain the most commentsMusic and entertainment most popular. 26% of all search is YouTube. Friend requests, wall posting, moderator function, calls to action, video annotation links to cause, comments voting, channel subscriptions, Google checkout donations, embed externally, video responses, text comments, contests

33. Awesome Participatory Practices http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/

34. Florence: the person behind the logo

36. Hold a Twitter chat

38. http://fblandingtabs.wikispaces.com/Nonprofitexamples Compelling from the introduction

41. Tagging Another Page

42. Facebook app to create engagement

47. The Uncultured Project: 72,000 subscribers. Using video to tell about stories.

48. Barriers to Engagement Multi-level approvals Inability to respond quickly Talking logos Not knowing what the stakeholder wants Not delivering value One-way conversations No entry paths to participation http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/

49. Create Your Engagement Calendar http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/

50. Sample Engagement Calendar

51. Sample Engagement Calendar

52. Leverage the Social Media Funnel

53. 1. Create Engaged Social Spaces

54. 2. ID Engaged Stakeholders

55. 3. Create a Closed Play/Plan Space Specifically target influencers and dedicated fans to join http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/

56. 4. Encourage event social sharing

57. 5. Share From Website and Across Platforms

58. 5. Recognize People

59. Key Takeaways http://www.flickr.com/photos/55450520@N07/5142589205/in/pool-1561782@N22/

60. Key Takeaways 1. Remember the social media funnel: engage, create trust, move to action 2. Identify social channels where you want to engage 3. Create value on each social media channel – what is unique that you can offer there?

61. Key Takeaways 4. Develop a content calendar 5. Engage! Measure! Create a group of people who care! 6. Leverage the social media funnel for events: ID stakeholders, create a plan/play group, integrate social sharing, leaderboards, recognition, spread across social platforms

62. Join us our social spaces for value-added content and community Online Fundraising Blog: blog.firstgiving.com Twitter: @firstgiving Facebook: facebook.com/firstgiving Flickr: http://www.flickr.com/groups/firstgivingevents/pool/

63. FirstGiving Webinars The third Thursday of every month Next webinar: The Ecology of Giving January 20, 2011 1pm to 2pm EST

64. Thank you! Debra Askanase, Communty Engagement Manager debra@firstgiving.com Andrew Urban, Head of Sales andrew@firstgiving.com