Social Media Overview and Strategy For NGOs

26 Aug 2009

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Social Media Overview and Strategy For NGOs

  1. Social Media: Overview and Strategies for NGOs Gregory Heller Partner & Strategist CivicActions twitter @gregoryheller
  2. Agenda  What is “Social Media”  Why it is important to NGOs  How to develop a Strategy  Measuring Success
  3. What Is It? Social Networks and Social Media are not the same! photo credit: flickr :: muffet flickr :: Andrew Mason
  4. Social Networks Social Networks are the connections people make with one another. Technology empowers this through websites like Facebook, Twitter, Flickr and countless others. photo credit: flickr :: kentbye
  5. Social Media Social media is online content created by people and shared over social networks. photo credit: Library of Congress
  6. The Big Picture  Social media is fundamentally changing the way humans connect and share information and ideas.  It is also YAPS (Yet Another Paradigm Shift) in communications. From a one-to-many mode of communication to a many-to-many mode.  This is unique and unprecedented.
  7. Social Media Is... Connection, Conversation and Contribution through:  Sharing  Participation  Authenticity  Adding Value “"The Conversation Prism" Brian Solis & Jess3”
  8. Why Is It Important  This is the direction internet communication is headed  Your networks are there:  other organizations, donors, board members, etc...  People are talking behind your back!  the conversation is happening with or without you  Increasingly people are searching there
  9. Modes of Social Media Microblogging Social Bookmarking Media Sharing
  10. Microblogging  Frequent Status Updates  Links  sites  news  videos  Breaking News  Rapid  Contemporaneous  Conversation
  11. Microblogging  Short: Constrained length (Twitter 140 characters)  People “follow” you, you “follow” people  Public conversation with other users
  12. Social Bookmarking  People share their bookmarks  Easy to see what's interesting to people  See how other people “Tag” the same pages  (we'll talk about Keyword Research in a minute!) delicious bookmarks & notes (reader)
  13. Social Bookmarking Inside Delicious
  14. One way it happens...  Share This/Service Links on websites
  15. Photo Sharing  Flickr – share photos with friends and strangers  tag photos to be easily findable  add them to “groups”  Post comments, and discussions  license them under Creative Commons  2.5~3 million new photos each day, over 3 billion in total  Facebook – increasingly used for photo sharing  post to “wall” or albums  Tag and Comment  More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook daily.
  16. Video Sharing  YouTube – Videos, Video responses, comments, rating, favorites  YouTube is the #2 Search engine in the World  20 hours of video uploaded to YouTube every minute  Others: Vimeo, Revver,  for live streaming
  17. Examples of NGO's Using Social Media
  18. Social Media Strategy example: Photo Petition
  19. Social Media Strategy example: Photo “Contest”
  20. Social Media Strategy example: Using Video to Connect Oxfam used a YouTube video first to introduce their campaign against Starbucks and then to present a “Thank You” from the people Oxfam Supporters helped.
  21. Social Media Strategy example: YouTube Video Campaign
  22. Using Twitter Promotion Invitation, Engagement, Audience Building Petition
  23. Use Multiple Channels
  24. Facebook Fan Page
  25. Facebook Causes
  26. Developing A Strategy Of Your Own.
  27. Look Around  Conduct Preliminary Research  What are other orgs like yours using/doing  Where is your audience  Nielsen Media Metrics  Pew Internet Surveys and Reports  Survey them yourselves  Who are the important/connected people  What are the keywords
  28. Develop A Plan P.O.S.T. Framework (Groundswell, Forrester Research)  People: Identify your audience  Objectives: Identify your objectives  Strategy: Develop a strategy  Technology: Identify the right tools/sites
  29. Ready? photo credit: flickr :: Jon Marshall
  30. Listening Developing a Listening Strategy is essential  Where to listen  Google News and Blog search, Technorati, Twitter  How to listen  feed readers (Google reader, Bloglines)  Schedule time to listen  When & how to respond  Comment, Blog post, Tweet, letter to the editor, op-ed
  31. Keywords... And why they're important:  Search. What your audience searches  Keywords determine relevancy  Relevancy determines findability
  32. Keywords... And how to find them:  Look at “competitors”  Brainstorm with your staff, members, audience  Google Trends (  Ask for help/feedback from others  On Twitter, or Facebook for example  Delicious
  33. Finding Keywords Use Delicious to see tags used by others
  34. Listening Tools: Twitter Search Search for Keywords, Look at Trending Topics
  35. Search & Hash Tags
  36. Listening Tools: Google Reader
  37. Google Reader Leverage your listening, use Google Reader to share
  38. Get Connected  Go where your audience is  Facebook, MySpace, LinkedIn, WiserEarth, Ning  Twitter  YouTube  Participate, Engage, Contribute  Build and use social capital. You can't save it.
  39. Growing Your Network  Make a commitment to “be there”  On Facebook: create a “page” not a group.  Start with everyone in your organization  Grow from there, use blog, website, Twitter  Don't attempt “action” until you have Critical Mass  Take the Long View
  40. Join the conversation  You know who is talking  You know what they are talking about  You know where they are talking  Assign staff resources  Make time in the schedule  Check in to make sure it is happening
  41. Microblogging  Find interesting people/companies and follow them  Post regularly: “What has your attention?”  Links to your blog, but be sure to provide context  Links to other interesting articles, sites, etc...  “re-tweet” interesting/useful posts  reply to the people you follow  don't post many times in a row  Provide value to the people who follow you
  42. Find People To Follow allows Twitter users to “tag” themselves for others to find. makes recommendations
  43. Adding Value  Know your audience, understand what they will find interesting and useful. Give it to them.  Provide unique insight  Share “privileged” information
  44. Measuring Success
  45. Measuring Success  Followers, friends, subscribers  Links, retweets, mentions  Facebook “Insights”  Views, Favorites, Ratings Numbers are useful, but don't tell the whole story
  46. Tools For Measurement  Google Analytics ,,  Facebook Insights  YouTube Insight
  47. Google Analytics Specifically Look at your “Referring Sites” report. Look for specific Social Media sites. Measure their increase correlated with your use of tools.
  48. Twitter Metrics
  49. Twitter Metrics
  50. Twitter Metrics
  51. YouTube Insight Insight shows stats on all of YOUR videos.
  52. YouTube Video Stats
  53. Notes and Resources Visit Our Website: