Social Media and Community Development Presentation - Given on behalf of the National Association of Nature Center Adminstrators 2009

photo courtesy of Steve Weaver via Flickr photo courtesy of luc legay via Flickr

SOCIAL NETWORKS FOR
COMMUNITY DEVELOPMENT
AleuroNPO presentation for ANCA - 8/27/09
Aleuromedia LLC www.aleuromedia.com KSLeBlanc

WHO WE ARE
Tara Mahady
Follow me on Twitter
Join My LinkedIn Network
Check out my Google Profile

Kelley-sue LeBlanc
LinkedIn
Follow Me on Twitter
My Google Proﬁle

AleuroSolutions
Aleuromedia
info@aleuromedia.com http://www.aleuronpo.com
PO Box 10251 Follow AleuroSolutions on Facebook www.aleurosolutions.com
Bedford NH 03110 Follow AleuroSolutions on Twitter www.aleuromedia.com
(603) 233-5078


photo courtesy of BenSpark via Flickr

WHAT SIDE OF THE FENCE ARE
YOU ON?
Aleuromedia LLC www.aleuromedia.com TMahady

Where are
you?

On the fence.
Already using it

Social and want to
know more.
Don’t believe it has a role
in your organizations. Media

Just plain terrified.

Just plain terrified.

YOU MAY BE RIGHT TO BE SCARED.

• If you are not participating you
are at risk.

• If you are participating without a
policy or a plan you are at risk.


Did you know?

The following video can be found
here -
http://www.youtube.com/watch?
v=jpEnFwiqdx8


Did you know?

All that information is already almost a year old.


On this side of the fence:

FEELING LIKE
THERE’S TOO
MUCH NOISE?


CONSIDER THIS


CONSIDER THIS

It’s important to someone


IT’S ABOUT RELEVANCY

Twitter is like a
hammer.

One tool, two very
different uses.


IT’S ABOUT LISTENING TO
YOUR COMMUNITY

Is your community using Twitter?


IT’S ABOUT LISTENING TO
YOUR COMMUNITY

Is your community using Twitter?

Are you listening to them?


photo courtesy of D.Reichardt via Flickr

THE EVOLUTION OF MARKETING


EVOLUTION OF MARKETING

Social Media


BROADCAST

Photo credit : fxgeek's photostream
licensed through Creative Commons
Photo credit: Human Productivity Lab,
licensed through Creative Commons

All of these channels pushed a message.
The audience participated by listening and buying.


EVOLUTION OF
MARKETING

The audience participates on
all levels now. Evaluating,
promoting, advising,
requesting.


EVOLUTION OF
MARKETING

Presence is no longer enough.
People are no longer going to accept a
one-sided dialogue with the brands they
consume.

Jennifer Leggio


THE POWER HAS
SHIFTED

On-demand

iTunes

American Idol

Reality TV


IT’S ABOUT THE PEOPLE

Relationships are made between people

Personal brands lend equity to the
organizational brand

Humanizing the organization and the mission
is key


photo courtesy of Automania via Flickr

WHY SOCIAL MEDIA FOR THE
SOCIAL SECTOR?

DONOR LOYALTY Q1 2009 -
ENVIRONMENTAL ORGS.

Q1 2009 Index of National Fundraising Performance
www.blackbaud.com/targetanalytics


5-YEAR INDEX REVENUE
AND DONOR TRENDS

Q1 2009 Index of National Fundraising Performance www.blackbaud.com/targetanalytics


WHY DO HIGH NET
DONORS STOP GIVING?

Bank of America 2008
Study of High Net Worth
Philanthropy

http://
newsroom.bankofameric
a.com/index.php?
s=23&item=105


PEOPLE ARE TALKING...

http://mashable.com/2009/03/26/social-media-nonproﬁt-study/


SOCIAL MEDIA DIALOGUE

http://mashable.com/2009/03/26/social-media-nonproﬁt-study/


MEET YOUR CONSTITUENTS
WHERE THEY ARE

Photo courtesy of Dru
Bloomfield, flickr
creative commons


BENEFITS OF AN ONLINE
COMMUNITY


COMMUNITY

• Reinforces all other fundraising and marketing tactics.


COMMUNITY

• Builds your brand.


COMMUNITY

• Allows constituents to connect with you & your organization
regularly.


COMMUNITY

regularly.
• Creates dialogue & allows a way for you to address questions,
concerns, and ideas directly.


COMMUNITY

regularly.
• Another way for you to interact with your constituents regularly
without always ‘asking’ them for something.


COMMUNITY

regularly.

• Provides an ongoing ‘listening lab’ for you to understand what is
most important to your constituents.


COMMUNITY

regularly.

• Provides an ongoing ‘listening lab’ for you to understand what is
most important to your constituents.

• Eventually allows another fundraising and advocacy channel.

SOME INFORMATION FROM YOUR
NONPROFIT COLLEAGUES


photo courtesy of a river runs through via Flickr

THE TOOLS AVAILABLE


TOOLS


TOOLS

SlideShare
• Google
• Flickr

Yammers
• Causes
• AboutUS

YouTube
• Facebook
• WordPress

Twitter
• TechSoup
• Network for
Good
Creative
• NetSquared
Commons
• GoodSearch

... to name a few

WEB 2.0 TOOLS FOR
PROFESSIONALS

TMahady

LINKEDIN

Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com www.aleurosolutions.com PO Box 10251, Bedford NH 03110

PLAXO


XING


FACEBOOK


GOOGLE PROFILE


CREATE A PLAN

Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com KSLeBlanc
PO Box 10251, Bedford NH 03110

CREATE A PLAN
You have to start with a plan

Be selective and choose tools you will use regularly

Create rules for how and when you’ll make updates

Aleuromedia LLC

CREATE A PLAN



Set goals for building your network

Choose businesses, organizations, and individuals with whom you want to
build a relationship

Invite them to connect with you

Aleuromedia LLC

CREATE A PLAN



Set goals for building your network

Choose businesses, organizations, and individuals with whom you want to
build a relationship

Invite them to connect with you

Choose leaders and mentors and ask them for help

Aleuromedia LLC

CODE OF CONDUCT

Aleuromedia LLC
Kelley-Sue LeBlanc for Aleuromedia LLC
www.aleuromedia.com
www.aleuromedia.com www.aleurosolutions.com
KSLeBlanc

CODE OF CONDUCT

Be honest - do not inflate your skills or work history

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

CODE OF CONDUCT


Be transparent - post all your relevant jobs and experience

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

CODE OF CONDUCT



Be consistent - do not be one personality in one network and another in a
different network

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

CODE OF CONDUCT



different network

Be helpful, answer questions, take time to be a good internet citizen

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

CODE OF CONDUCT



different network


Be respectful of your connections time and privacy - do not forward every
thought or make introductions that are not validated

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

CODE OF CONDUCT



different network


Be respectful of your connections time and privacy - do not forward every
thought or make introductions that are not validated

Check your facts - do not publish fallacies

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

MAINTAIN AND
MEASURE

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

MAINTAIN AND
MEASURE
As with anything you choose to do; do it well.

do keep your profiles up to date

lagging for years and only updating them when looking for new professional
opportunities makes people feel used

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

MAINTAIN AND
MEASURE



Discontinue your memberships in networks you are not enjoying or getting
anything from

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

MAINTAIN AND
MEASURE



anything from

Break connections with individuals who are misusing the tools and who are not
demonstrating good citizenship

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

MAINTAIN AND
MEASURE



anything from

Break connections with individuals who are misusing the tools and who are not
demonstrating good citizenship

Google yourself - make sure the professional and personal images of you are

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

WEB 2.0 TOOLS FOR
ORGANIZATIONS


WIGGIO


FLOCK


TWITTER


SOCIAL ACTIONS


CAUSES

Aleuromedia LLC

YAMMER

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

MGIVE

Aleuromedia LLC
www.aleuromedia.com
KSLeBlanc

photo courtesy of MGSpillar via Flickr

STEPS ALONG THE PATH


THE THREE P’S


THE THREE P’S

Policy


THE THREE P’S

Policy
Plan


THE THREE P’S

Policy
Plan
Privacy


PLANNING AND STRATEGY

You must start with a plan.

There is no social media kit.

Awareness?

Set goals - Cost Reduction?

Engagement?


PLANNING AND STRATEGY

Marketing and Fundraising oriented goals
can be achieved through Social Media
Marketing initiatives.

Advocacy and Community Cultivation
may be served by Social Networks


ABC’s

Assess Research & Evaluate

Blueprint Define & Plan

Cultivate Educate, Participate
& Iterate


Before You Start

Is your audience using social media now?

Will social media help your business deliver
additional value customers?

What additional value can we deliver?

What additional value can we gain?


Ask Yourself

What operational goals do
we want to achieve?
What marketing goals do
we want to achieve?
How can the our organization listen, act and
respond?
Does the organization manage and promote change
well?
Does the corporate culture support a social media plan?


Develop Policies

How will we handle negatives?

Who will respond on behalf of the organization?

How will you manage employee/volunteer interaction?


Ask More Questions

How much time and money are
we willing to risk?
What budget does this belong to?
How will you measure success and
identify failure?
How agile can we be?
What are the organizations social
media policies?


MEASURE,
MEASURE, MEASURE


MEASURE WHAT?

Do traditional web
metrics apply?

Sometimes.


ROI AND RISK MANAGEMENT

Jeremiah Owyang suggests, Social Media measurement is
more like a “GPS, which tells you where you've been,
where you are, and where you're going...more like
business intelligence..”



“what makes social media so confounding for so many is
that its success has less to do with tactics than it does
with organizational strategy and the ability to effect
cultural change for a common goal.”

Susan Etlinger



Profits Engagement

Prospects Brand metrics & PR

Revenue Search metrics

Retention


EXAMPLES


National Wildlife Foundation

An Example


Squam Lakes Natural
Science Center

An Example


Clean Air Cool Planet

An Example


photo credit: TMahady

LAST THOUGHTS


Revolution or Evolution

The following video can be
found here -

http://www.youtube.com/
watch?v=sIFYPQjYhv8


THANK YOU
Aleuromedia
PO Box 10251
Bedford NH 03110
(603) 233-5078
info@aleuromedia.com
Follow AleuroSolutions on Facebook
Follow AleuroSolutions on Twitter
http://www.aleuronpo.com
www.aleurosolutions.com
www.aleuromedia.com


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