Social media for charities
•Télécharger en tant que PPT, PDF•
0 j'aime•638 vues
Presentation given to the european communication network of the salvation army about social media and how to use ot for charities.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à Social media for charities
Similaire à Social media for charities (20)
Plus de Gitta Bartling
Plus de Gitta Bartling (20)
Dernier
Dernier (20)
Social media for charities
- 1. Social Media How Can It Work For You? Gitta Bartling Live twittering, blogging, Flickr posting & podcasting is possible; please tag with #freshcomm:-)
- 3. Question:
- 12. Source:
- 20. This Is Why
- 21. This Is Why 2
- 23. Example
- 25. Example: webcare through twitter
- 28. Example: fundraising Donations widget Ha ïti #BeatCancer (twitter) - for every tweet with hashtag #beatcancer the sponsors donated one US cent to cancer charities > raised $70.000 in 24 hours! Social Vibe is the leading social media utility connecting people with brands, empowering them to engage with sponsors and share branded content with their social graph to benefit a cause of their choice.
- 29. Example: KIVA
- 30. Example: 1%club
- 32. Feedback From Coffee Break
- 34. Where Do I Start?! ?
- 39. Saytunes.com
Notes de l'éditeur
- Thank you for the warm welcome and introduction My name is Gitta Bartling. I have my own company called Fresh Communications. I advise small and big organizations in online communications and on how to use social media in their regular Communications- and Marketingstrategy - if relevant. If you have any questions, please feel free to ask them any time, I do not mind. If I do not have an answer or I will refer to it later in my presentation, I will point that out. For those of you who do twitter or are already blogging: feel free to do so during my presentation , but I would like you to tag it with #freshcomm so that I can read it afterwards. I am curious about what you think of it.
- I would like to start with a little movie
- Alltough the movie is pretty ‘American’ and a bit old (around Hjune 2009 is old in social media world) you can discuss about the strengt of all the figures, it pretty much supports what I am going to tell you in this presentation. But Some questions for you first: Who uses YouTube, FaceBook, Flickr, LinkedIn, Twitter o r anything like that for private use? (please raise your hand) Who uses these for business purposes (or commissioned by your employer) What do you do on these sites? (e.g. uploading photos, sharing interesting reading files, searching for old schoolmates or colleagues) Why are you not applying these methods to business procedures? I am going to show you that you SHOULD use these for business also, and will explain why and how.
- The agenda looks like this: 5. And the excuses. Etc. etc. I’ve heard them all and I will show you that there IS no excuse ;-)! 6. Of course I am going to lend a hand here and give you some tips and starting points.
- But let me start with the definition of social media
- These are all social media... It it nor readable, but it gives you an idea on how big this is, the full landscape of social media. It is everywhere. From video, events, music, to knowledge (wiki’s), Blogs, lifestream, social networks, twitter and location.
- There are some characteristics typical for social media : Sharing is the biggest. Everything is shared - you get to know one another better in virtual life. Dialogue, because social media enables people to communicate. Customers suddenly talk back! Real-time - is NOW. They used to say people pack fish in yesterdays newspaper, but with social media it is even shorter time before your news is old. Networking; meet other people and keep in touch with everyone Collaborate; it enables people to work together on for example a project, whether by sharing documents or ideas It is Evolution, not revolution. Although it seems to be going fast, it takes time to earn trust, meet people, keep in touch, get PR Transparant, upright and authentic. Those who are or act not ‘real’, will be banned from the group or network. And the horror scenario for most marketeers, who mostly want to control the discussion; it is not organized nor controlled, people do as they like without any structure or rules. And they love social media just because of that. Life is already very structured, with rules for everything and people want to break out from there and do their own thing.
- Everyone knows that sex sells and the most ‘Googled words’ have an erotic meaning. Well, social networksites caught up because they are now more popular than sites that have anything to do with sex. 62% of the population that surfs the web are members of a social network. These are international numbers by the way. 42% of the people that twitter uses it to stay in touch with friends. Even 1/5 uses twitter to collect ideas, search info on twitter - for work purposes or other work-related things. A very big part reads weblogs, where opinions are shared and brands and products discussed. Even 1/4 have a weblog of their own, alltough maybe not so activily maintained. And youngsters are about to enter the workforce. They are used to use social media for almost everything and are very handy with it. Organizations can not forbid those new employees to use social media, but have to provide them with tools to make the most out of their contacts, collected skills and knowledge. Together they are very smart, use this!
- More figures for a few of the biggest social networks LinkedIn is used for mostly business purposes; to meet former colleagues, to stay in touch with business contacts FaceBook for private use, to stay in touch with friends for example, or to meet new ones. Twitter is the microblogging platform where the whole world is talking about right now; Even big newsstations like CNN use them as a source as well as bringing news themselves
- Some twitter stats to show how ‘big’ twitter is as a communication channel: In January 2010 over 47 million tweets a day were being sent. On March 5 CET, Twitter passed the 10 billion tweets sent.
- ... Of which 50% are in English - or: 50% are NOT in English! So there are not just conversations in English. I was surprised to see that Malay (indonesia) had such a big share...
- But let us not make it bigger than it is: only 7% of the UK twitter users account for 79% of total UK time spent on twitter. They are the heavy users. Allthough these are UK figures, most experts think that they are likely to are the same troughout the world.
- When you look at all social networks, the landscape in the UK looks like this. So half of the people on facebook account for almost all UK time spent on FaceBook, which is a very different number than for twitter.
- This study shows how people mostly use twitter and what they like about it; please note the words information, news, network, fast, and the words with the same meaning.
- During the time that a Dutch Bank (DSB) went bankrupt, there was a hoax on twitter that another Dutch bank, SNS, was about to go bankrupt as well. Some people with a lot of followers distributed the rumour so that it spread widely in a short time.
- Fortunately, the press officer of the SNS bank had a twitter account and was closely watching his brand being talked about on twitter. He stopped the rumour spreading by tweeting that the rumour was a hoax and by adding that this was an official twitter account of the bank. So he could avoid a rumour spreading too widely and affect his image and even avoid people withdrawin their money from the bank out of panic and fear - that was what happened with DSB Bank,
- Example: I lost my keys during a flashmob in my hometown. There were so many people that someone must have found them. Because everyone can imagine how annoying it is to lose keys, it’s no bother to re-tweet a message if you can help him or her. My message have been re-tweeted many times and reached 7500 people It spreads like an oil stain. Someone did find my keys and we got in contact through my message on twitter .
- Because there are so many conversations, the numbers are high, you can listen and hear what the public is saying. Their opinion means something: if there are 95% of the conversations negative about something, you can almost be certain that many other people think the same way. The rule is, that 5% of the people create, 10% respond and the rest only listens - but this 85% is inluenced by the other 15%. They base their own opininion on the things the 5% tell. Think of all the reviews people read before buying a product or service. Most of the organizations do not have direct contact with their end users. Sometimes in a laboratory setting for research or testing. Social media allows you to directly interact with your target group! Where do you find that in mass media? Your target group is already everywhere on the internet. You can just look them up where they already are; they are not hard to find. And you will find them in their own territory, so they are most likely pretty comfortable there. SM can be used for innovation; test or ask for ideas, involve the crowd to make your product better or to choose from some designs Or to make a new collection, or just test whether the product or service suits the public. It is a cheap and safe way to research and develop! Because SM allows you to interact, it is also good for getting people involved, or to motivate them. Facilitate people to talk about your brand or activities, etc. Social media are not instead of the traditional media, but in addition . It is another tool in your toolbox, alltough an important one.
- Social media is about connecting people and tools in order to have a conversation. That global conversation is an extremely powerful platform for spreading information and awareness about social causes and issues. The average community of a charity on a social network has a great deal of followers or friends: on Facebook the average charity has 5391 fans or friends. People want to show they care; adding a charity as a friend on a social network tells something about that person. It also allows you to have contact directly, on a daily basis.
- Fundraising through social networks works. The revenues tell the story!
- Relationships are the key currency for non-profit organisations, and social media is a great way to build and maintain them. You can realize that by adding value and by sharing content and relevant information. As you get to know how social media works, you then realize that through the transparancy of social media, people are going to know when the message is authentic. Organizations that take the time to engage supporters using Twitter are more likely to build trust. That trust can turn into raised awareness, support, and ultimately donations for the cause.
- ‘ The Green Santa’ was a Dutch campaign of Oxfam Novib to ban unethical or ‘blood chocolate’ from the stores. In Holland everybody gives chocolate letters to each other, around December 5th as part of the Saint Nicholas celebration. Most of these letters are not made from fair trade chocolate. Oxfam wanted to use the public to raise awareness about this and to encourage shops to sell fair trade chocolate instead of the politically incorrect chocolate. They made a game through a special website and the Dutch FaceBook named Hyves, where information from a user’s profile was used to make a little movie to encourage people to join the game and sign the petition. The campaign resulted in national, widespread attention in all media, and seven supermarket chains promised to ban the ‘unethical chocolate letters for next year and only sell fair trade ones. A great success!
- Web care; adding a new channel to the old telephoning, emailing etc. to enhance customer support Online reputations management: monitor who speaks about your brand or organization and how, and maybe join the conversation. Crowd sourcing; ‘brain picking’. Let the crowd respond to your questions, ideas, and innovations or facilitate them to make something together. Example: The fallen DSB Bank - The movie is being made by crowd sourcing, several books and events have been made through crowd sourcing. Improve internal communications: for large or widespread organizations, social media can be used to facilitate cooperation, knowledge sharing etc.. For example, the Salvation Army or this group of people could make a Wiki to share experiences, ideas, campaigns or to work together on a campaign or certain subject. The new way of working is that people work anywhere, anytime. Not only at the office, but at home, on their way, in other offices. Social media allows people to work anywhere and still be able to stay in touch, sharing ideas and knowledge, build on a document or project etc. Canvassing: Getting attention, Brand name recognition. So to actively engage in the activity of getting more customers Recruiting employees - the first cases where organizations have succesfully recruite new employees through social media are already there. By adding or offering relevant content, or funny content, more people start following you (on twitter, facebook etc.). The more people are following you, the more people will spread your message. You reach more people. And the more people you reach, the bigger the chance is that there are people in the crowd that you search for. Donations/fundraising , examples will follow.
- Problems with orders, services, etc.? Use twitter, blogs, forums to solve this, instead of - or in addition to – telephone and e-mail. Customer services now have some extra channels where you can find dissatisfied customers and if you service them well, out in the open, you can turn them into brand ambassadors.
- Dell verhaal vertellen Dell used SM to collect ideas to innovate their products; charitable organisations can do the same. Use SM to find out what stakeholders and supporters require, provide forums, information and peer-to-peer support, collect stories and testimonials.
- Recruitment of volunteers, people to come to protests, And more. It is not much done by the charities, but Medecins sans frontiers and world wildlife fund use their twitteraccounts.
- With SocialVibe, individuals make a positive, measurable impact for the charity of their choice just by completing branded activities. In just over a year’s time, the SocialVibe community has raised over $700,000 for over 40 different non-profits. Its a great way to help charities through social media and marketing without spending money. you can integrate it to your facebook or through a widget to your blog. Use social media to promote a cause. FaceBook even has a special place for it: Causes. Like these examples, there are many others.
- KIVA is a microfinance platform. It empowers individuals to lend to an entrepreneur across the globe. By combining microfinance with the internet, Kiva is creating a global community of people connected through lending. As of November 2009, Kiva has facilitated over $100 million in loans.
- 1%club is an initiative that does not ask people simply for money, but ask for 1% of your time, energy, income to get rid of poverty. To support little local projects you choose for yourself. People will end up with still 99% left do do whatever they like. They turn it the positive way: 99% to keep for yourself is a lot. They had succesfull campaigns through social media, for example a 24/24 campaign through twitter, mail and blogs. In 24 hours 24 volunteers with a strong social network try to collect enough funds for 24 projects. #1p24
- Now that you have heard all this, hopefully you have become inspired. I would like to give you something to talk about during the coffee break. Maybe you have some ideas about using social media for the Salvation Army. Or perhaps ideas for an upcoming campaign. After the break I would like to hear some of your ideas or what you have talked about, and after that we will continue with part two: no more excuses - and some help on taking the first steps in the social media-world.
- Welcome back, ideas please?
- I have heard them all: True, Using social media costs a lot of time and I do not have the time nor the resources. That may be partially true, but think of the time you will gain, through all of the people who are supporting you, giving you ideas, feedback, volunteering, and spreading and seeding. Together they spend a great deal of time on your behalf and it is beneficial to give them something in return. AND: how much time does running an offline campaign cost you? A great deal! Online, others do it for you if you facilitate them. And if resources are very limited, think what you CAN do with the resources you do have. It is the same as with offline media; you do not choose them all simply because they exist, you choose them because they will work for your goals. You do not have to use every tool in the box. You can integrate social media with the rest of your activities and channels, also offline. I am not a computer nerd either; the thing about social media is that the technique allows us to share things, not to figure out HOW we are able to share it. There’s no need for technical expertise. Furthermore, all new things must be learned. Buy a new camera or phone and one can spend two nights figuring out how it works. I find it difficult to believe that, with so many users on all the social networks, your target group is not using social media. When you search on Google, you will find that a lot of people in your target group use social media. They share, for example, beliefs, hobbies, hometown, a community, and therefore ARE using social media. Maybe you hit your targets with the methods you use now. Media coverage or channels are fine. But I think that most of you want more; more donations, more volunteers, and more help. And you should use every channel you can to get this done! The figures show us that people ARE online in social networks. You have to go to where your targetgroup is, and find them where they already are! More excuses? Bring them on!
- OK maybe I convinced you by now. Social media is the next big thing. It is NOW. But... Where to begin? I hand you some tips in 4 steps
- Search what is already there! When you find fanpages or communities about your charity, don’t just ask the communitymanager to deliver the groupname to you. Use it to look and read what happens there, what people are saying about you, and learn from it. Embrace the initiative and if possible,provide the community or groupmanager with usefull content and tools. (Explain some domains here) Also: set google alerts en check similar organizations.
- Listen to your supporters in their natural environment.
- Make profiles or at least reserve your name/account on a variety of social networks. Setting up a twitter account costs you one minute. Tip: Come to an agreement with your European colleagues on universal usage of names, e.g. Salvation Army NL, Salvation Army ES etc. That makes it easier for people to find and track you on all the social networks.
- Stroll though affiliate groups, add friends, find out how things work. Not all social media are user-friendly built ;-).
- This is a site from salvation army USA. It;s like a YouTube for salvation-groups. You can upload music and videos from salvationarmy musicgroups and shared with others. Also from local musicgroups worldwide! Browse and see what is happening here.
- In my preparations for this presentation, I asked the Dutch Salvation Army if they could provide me with some sites they already know, to check what you are already doing in social media. I got a list of links from 1 person Who had figured this out himself. Some of the examples I used in this presentation. But I am guessing each country has a list of this sort of interesting sites; Share these with eachother and your followers!
- Give answers to other people’s questions or ask something yourselves. You’ll be amazed how eager people are to help you. Do not hesitate to share; the more you share, the more people will be involved with your life, your work, etc. You cannot wait two weeks before responding; social media is real time and people expect you to be online once a day at the very least. The only way social media can work for you, is to be real and honest. People find out when you are not and then it turns back on you. Your relationship is compromised and your reputation destroyed. The customer is always king, is he not? In his perspective, the customer has his own opinion and is therefore always right.
- Like The Salvation Army.com website, where they have a special box on their homepage where they show what is happening on their social media accounts.
- There is already so much out there, It is hard to attract followers to a new community and build your own network. Why not join the networks that are already there? Most of them have many ways to show things privately or publicly. And: most of it is free!
- First of all: determine how you want to be found and what your image should be. That is the way you are going to follow; that is in what way you are going to communicatie. I beleive Onno Maathuis is going to tell you more about branding this afternoon; This must be part of it. Emphasize what you want and people will find you for it and like you for it. You have something that is typically you and when emphasizing, it distinguishes you from all the others. Being too commercial and obvious does not help, people will unfollow you for it. Not responding or not interacting does the same.
- By shielding you do not reach anything. By sharing you are being appreciated by your followers. You show what you know and people recognize you for what you know Its sharing knowledge and therefore spreading the word. Alltough you might think that you do not want to know what people are doing in their spare time, they might be the CEO of a big company as well. Building a relationship is also knowing that they have children and like tennis. Besides that, this way you get lots of information about your followers. And quality exceeds quantity - keep that in mind.
- Ten ways to support charity through social media Writing a blog post - Oxfam Novib actually has a special mediasection on their website where they provide bloggers and press with images, insights, texts, logos etc. To helpt the write about Oxfam. Sharing stories with friends Following charities on social networks Supporting causes on awareness hubs like change.org, care2.com or the Facebook.com/causes application Finding volunteer opportunities through Volunteermatch.org or idealist.org, helpindisaster.org or dosomething.org for teens/ Embedding widgets or badges on your site or profile (for raising awareness, and providing links for more information. Is often used to raise money 'donate now'). Social microfunding through chipin, tipjoy pledgiefirstgiving, fundable, donors choose, socialvibe, twitpay. Organizing tweetups (tweetups for charity; meeting & fundraising) Engagement. Expressing yourself with video Signing or starting a petition (through twitter > twitition.com or act.ly or thepetitionsite.com or petitiononline.com) Organizing an online event (like twitveiling/twitauction in Holland did for Haiti), or 12for12k challenge , a twitter marathon Search for cooperation with platforms or webshops like fledgingwine.com or Whirled.com http : //wiki . whirled . com/Charity , where people can buy virtual or real items or play games and a percentage of the proceeds goes to charity. 12. Start your own fundraising page and ask friends to support you through http : //justgiving . com , http : //globalgiving . com or http : //Pifworld . com .
- Some people wish or think social media is the holy grail, but no. It does not solve ALL your problems or is THE media where you can reach all of you followers and see your message or product. But it is a new medium where things are possible that were not possible (or not easy) before, like the direct way of commication with your target group. Start experimenting with a small sized project and set a goal that is easy reachable. The chance that your experiment works is big like this. Then measure and show the figures to the management, you are likely to get a ’go’ for the next step. There is no quick big results, like there is no holy grail: alltough some people would like to make you think otherwise. you need to have some patience and keep the work going. Only after some time has passed, you will see the results. Social is the keyword here. Keep that in mind!
- I was searching for European cases where charities use social media For all kinds of purposes, But they were hard to find. I looked at Salvation Army USA, but there it also surprised me to see that there were also not much examples. Charities I think have big possibilities, as I have shown you. Many new initiatives have risen, like KIVA, SocialVibe, etc. which use the strength of social media for charity-purposes, but the existing ones have not adopted social media yet. That makes you think. By starting now, you are ahead of a lot of your colleagues, which gives you advantages. Being the first one results often in good brand awareness, a lead in canvassing, people are talking about you and often are more likely to give you money because you are the first in a row. And People like to be associated with a leader!
- You are all working for the same goal and the same charity or company. When working together, people can reach more. Social Media enables you to do more together, so you are stronger together. Make it local where this is necessary, like in language or specific cultural things. But make things universal where possible, because people are not witheld by boundaries, so why should you? It is even stronger to see a campaign In a country you visit that you recognize from home. I can imagine you do not have enough resources to do it all. But why not share them and make the findings accessible for every one else? Learning from eachother! And: do not be afraid to think out of the box - the examples show that does work.
- Finally I want to show you a YouTube Movie that gives me real good vibes. I like dancing, that will help, but this also gives you an example on how things can work for you too. Matt is...
- Imagine the possibilities of doing something like that with the worldwide cooperation of all the Salvations Army branches to show people/branches and their work all over the world/Europe. Gives good energy and shows people what you can reach when working together and cross boundaries and let go of the controll-fear.
- Thank you for your attention and please feel free to ask more questions, If time allows. I will be joining lunch with you as well I heard, so you can ask me there too. Thank you.