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Maximizing Social Media for Nonprofits - Advanced Community Engagement
- 1. Maximizing Social Media for Nonprofits- Advanced Community Engagement Laura Deaton
- 3. Social Media is NOT A Strategy • Must complement an existing community engagement and outreach strategy. • It is one tool in your community engagement toolkit. • It can be used strategically, but it isn’t the end …it’s the means.
- 4. What’s the end then? • Listen and Learn • Build Relationships and Brand Awareness • Grow Reputation • Content Generation and Issues Awareness • Increased Website Traffic and Page Rankings • Resource Development
- 5. Potential Outcomes for SM • KNOWLEDGE: Build awareness of programs/services • ATTITUDE: Increase first‐person personal stories, testimonials, and public endorsements • BEHAVIOR: Increase website click-thrus, event signups, contacts • CONDITION: Increase service referrals, event participation, donations
- 6. Target Your Audience • Who must you reach with SM to meet your objectives? Why? What do you already know about them? • Already identified in org’s Marcomm plan? How currently targeted? • What do they already know or believe about your organization? What resonates? Existing effective collateral? • Key points? • What do you know about current 1.0 website visitors and SM traffic? Hours of the day? Research and other data?
- 7. Think Beyond the Norm • Don’t make social media the “job” of the marketing team. Instead incorporate all of your org’s: – Best listeners – Brand builders – Responders – Discussion initiators – Volunteer/staff recruiters
- 8. Carve out specific time. Block your calendar for regular social media time and protect it/guard it with your life.
- 9. LISTENING
- 10. Listen. Monitoring what stakeholders are saying about your organization. • Complaints/dissatisfaction • Compliments/testimonials • Questions/FAQ • Inquiries and Opportunities
- 11. Start By…
- 12. Start By…
- 14. LEARNING
- 15. Then Learn • Keep up-to-date on related issues, local and national news, legislation, and more. • Move from brand-centered listening, to competitive listening, to industry-wide listening. • Bonus: Use the info you follow as content for sharing on social media.
- 16. Link to Outsiders and Allies • Who are the knowledge brokers in this community? • Who do people already turn to for trusted and valued information? • Who are the influential people and organizations in your community that can help you spread your message? • Find them and connect with them on social media.
- 17. Use SM Tools to Organize
- 18. Tag Cloud
- 19. How? Searching for key words and phrases. Homing in on the data, conversations, dialogue, and other bits of information. Harnessing conversations and extracting the information that helps you decide how, where, and when to engage with your community.
- 21. Building Relationships and Brand Awareness • Interact with key audiences – Other people/orgs in the local community – Service recipients – Partners – Potential referral sources – Donors • Active real-time engagement
- 22. Empower and Involve the Team • Ask them to tweet regularly about your org. Mobile workers can download Twitter and Facebook Apps for their phones/Blackberrys • Create a policy that encourages Tweeting and posting to your Facebook pages – Give great examples of the kinds of posts that you’d like to see. • Day-in-the-life videos.
- 23. Not Just for Rank and File… • Get your CEO and Board to set the example. • Ask your Board members to Tweet or comment on their own Facebook pages about their activities with your organization and link to your stuff. • Make it easy by posting Board Member profiles once a month.
- 24. Be personal and personable. • Regurgitating marketing language or press releases doesn’t work. • Be your authentic self.
- 25. Put SM Addresses Everywhere You Put your Website Address. • Hard copy documents/brochures • Business cards • New staff orientation packets • Email signatures • Your website • Other SM sites
- 26. Post on Weekends Check your stats. Most people get on SM on the weekends when they aren’t at work. Use a tool like Hootsuite, LaterBro, Co-Tweet, Twaitter. 11 choices here: http://clicky.me/schedule (I like Hootsuite)
- 27. 1 degree Encourage board, staff, vols to use invite functions…
- 28. Widen the Net…
- 30. YouTube
- 31. Use URL Shorteners They allow you to track click-thrus to see what’s working. Top 5 choices here: http://clicky.me/shorturls
- 33. Growing Reputation • Serve as information hub for community. • Make a strong first impression or change the way people think about your organization. • Position as experts and thought leaders.
- 38. ADVOCACY
- 39. Issues Advocacy Encourage stakeholders to create content – Advocate for your organization’s issues – Spread the word about advocacy-related events – Engagement campaigns
- 41. Good Advice + More • Identify an “Issue du Jour” • Choose Imperfect and Timely Over Perfect and Late • Show Relevance • Don’t Fake It • Thank • Remind them of your organization’s mission. • Integrate a specific fundraising appeal. http://www.blackbaud.com/files/resources/downloads/WhitePaper_ConnectingOnlineAdvocacyAndFu ndraising.pdf
- 43. Resource Development • Spur supporters to donate • Recruit and retain volunteers or staff
- 44. Donate
- 47. Staff Strategies
- 48. INCREASE RELEVANT VISITOR TRAFFIC AND PAGE RANKINGS
- 49. Increased Relevant Visitor Traffic and Page Rankings Cross-promote and drive traffic to your web site, – improve stickiness of site – search engine results – highlight targeted pages
- 50. http://www.sah.org.uk/how-to-help/follow-us- on-facebook-and-twitter Publicize on Your Website/Blog
- 51. WIIFM
- 52. Imbed
- 53. Social Bookmarks
- 55. Annual, Quarterly or Seasonal • Start by thinking of “big picture” umbrella events and messaging: • What are your goals for the next 6-12 months? • What events and campaigns do you already have identified. • What are touchstone issues for your organization that can inform messaging?
- 56. Monthly • Concentrate on you want to achieve each month, including date-specific events that you can use to anchor your messages: • What are you discussing/sharing/promoting? • What actions do you want your audience to take (particularly ones that are measurable)? • What’s happening with your org this month? • What’s happening in your industry this month? • What’s a hot, current or trending topic this month you can comment on? • What holidays can you leverage?
- 57. Daily • What are you reading? • What are you thinking about? • What are you doing? • What questions can you ask your audience? • What’s happening with your organization today? • What’s happening in your industry sector today? • What’s a hot, current or trending topic you can comment on? • What are your friends, fans and followers saying that you can repeat? • What are your friends, fans and followers doing that you can acknowledge publicly? • What calls-to-action can you announce to attract attention and stimulate conversations and participation? http://gigaom.com/collaboration/25-ways-to-fill-your-social-media-calendar/
- 58. NO FEAR
- 59. The Perfect Twitter Faux Pas
- 60. Whoops!
- 61. Opportunity!
- 63. How to Reach Me • Laura Deaton, Full Glass Consulting • Phone, Fax and Mobile: 888-784-3433 • On the Web: http://www.FullGlassConsulting.com • On LinkedIn: http://www.linkedin.com/in/lauradeaton • Email: laura.deaton@fullglassconsulting.com
- 65. “Engagement-Friendly Settings” Settings: Default landing tab: Wall Default view for wall: Posts by Page and Fans Auto-Expand Comments: Check Fan Permissions: Fans can write on the wall Allow fans to post photos Allow fans to post videos Allow fans to post links Decide….discussions or not?
- 66. A Few Other Tactics • Configure your Page's "Settings" to allow more participation. • Use your organization's logo as your Page picture. • Use Polls to engage your fans and ask questions to engage your audience. • Incorporate your Facebook Page into your e-newsletter. • Ask your Likers to "Suggest to Friends" on a monthly basis. • Integrate Facebook into your online donation "Thank You" web page and e-mail. • Ask fellow staff, board members and volunteers to regularly give “Thumbs Ups” and post Comments. • Claim your organization's Community Page. • Promote your Facebook Page on other Pages via Tagging. • Use new admin tools to reach out and “Like” other pages. • For more: http://www.diosacommunications.com/facebookbestpractices.htm
- 67. Avatars and Branding 180 X 180 pixels 80 X 80 pixels 48 X 48 pixels 120 X 120 pixels 48 X 48 pixels 88 X 88 pixels
Notes de l'éditeur
- Along the line of web 2.0 and dashboarding, you can even Tweet your dashboard. Up top, you’ll se a real tweet from Peter Singer who is an Author and an anti-poverty advocate. It tells you that they only need 30 more pledges to reach 4000, and sends you to the Life You Can Save website. When you get there, it gives you not just real-time dashboard level data, but it also allows you to see where the people who have already pledged are from, see the names of people who have pledged that haven’t requested anonymity, and some statistics. Again, all this is automated, so the time that a fundraiser would have had to take in the past to aggregate, collate, and share this data, can now be used instead to help spread the word about the opportunity to give. That reminds me to mention that I believe that one of the consequences of web 2.0 for nonprofits is an almost certain merging of marketing and fundraising or development functions. Many fundraisers already wear the marketing/pr hat, either formally or informally, but the real-time opportunities for fundraising are truly beginning to merge with real-time marketing and the two need to be more closely linked than ever before.
- We haven’t talked much about social media or what’s called “Charity or Nonprofit 2.0 yet”, but now’s a good time to do so because Twitter is an outstanding vehicle to recruit volunteers. How many of you Tweet for work? Hmmm…not many! Well we may need to change that. This slide has copies of two actual tweets. The top one was shared by good2gether.org on behalf of Habitat for Humanity, who was looking for 100 volunteers on a Saturday in August in Boston. It included a shortened url that you could click on to learn more about what they needed and how to sign up. Meals on wheels in Charleston, South Carolina sent their own tweet that told people that they currently had 39 open routes and that was up from 37 the week before. They made a direct ask, “Can you volunteer one lunch hour per week?” and then provided a link to sign up. This was actually very effective for them, and this one tweet helped them identify 7 new volunteers who made a regular weekly commitment to help. If you haven’t yet started to Tweet for work, I encourage you to test the waters and to do so, and here’s why.