The document provides information and guidance about using social media to build online engagement and awareness for non-profits. It discusses why social media is important, the key social media channels and their pros and cons, best practices for using different channels like Facebook, Twitter and LinkedIn, and how to create sustainable social media strategies through developing a plan, schedule, policies and metrics to measure effectiveness. The webinar aims to help non-profits understand social media and how to successfully utilize various platforms.

1. Building Communities:
Increasing Online Engagement
and Awareness
For the Canadian Association for Community Living
March 10th, 2015

2. Hi, we’re from TechSoup
Canada
Our mission is to help
nonprofits use tech

3. We make technology more affordable
through the Technology Donations
Program
Register your charity, nonprofit or library to see which
products you’re eligible for:
www.TechSoupCanada.ca/Getting_Started

4. We create and curate tech resources
facebook.com/techsoupcanada
techsoupcanada.ca/blog
meetup.com/toronto-net-tuesday
@techsoupcanada

5. We are part of a global network
60+ countries served worldwide
$3.9+ billion worth of technology donated
600K+ nonprofits reached

6. We’re a small nonprofit based in Toronto
and a program of the Centre for Social Innovation

7. Your moderators and speakers for today are:
Moderator: Neil Wiernik
• Online Community and Communications Manager at Canadian Association
for Community Living
• Answer questions related to: incorporating social media in your programs
Speaker: Joyce Hsu
• Communications Lead at TechSoup Canada
• Keep in touch: @fuuyin
Moderator: Yumi Hotta
• Communications Coordinator at TechSoup Canada
• Answer questions related to: TechSoup Canada & nonprofit technology

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9. Today’s agenda
Understanding Social Media
Why is this important?
Social media channels (pro’s & con’s)
Social media best practices
Inspiring examples from your peers
Keys to success
How you can get started
Creating sustainable, social media
strategies
Tools & resources

10. Poll
Which social media channels
are you currently using?

11. Part 1
Understanding
Social Media

12. “We already have a website,
Why is social media important? ”

13. Donors start their research online
75%of donors use
online resources
to look for
information
39%
41%
51%
54%
71%
74%
87%
3rd party evaluator websites
Newspaper websites
Video sharing website
Email from nonprofit
Social networking site
Nonprofit website
Search Engines
Source: Google Think Insights “Non-Profit Path to Donation”

14. “I’m already using social media.
Why do I need to understand it?”

15. Why are you using social media?
Does it align with
or extend your
mission?
What are you
achieving on social
media that you can’t
achieve elsewhere?
Why did you
choose X channel
over Y?
Your social media efforts should not be a product of peer
pressure. Ask yourself a few guiding questions:

16. Not a
broadcast tool
More like a
conversation
Social media is …

17. Social media strengths
While there have been successful fundraising campaigns
on social media, this is rare. In our experience and
research, social media is best for:
EducationRaising awareness Engagement

18. Which channel should you use?
Education?Raising awareness? Engagement?
Consider the advantages and disadvantages, choose
what’s most relevant for you and plan to spend
2 hours/week per channel.

19. The big two
Channel:
Unique
monthly visitors 900 MIL 310 MIL
Largest
demographic
Women, age 18-49
(Canadians are the most active users)
Women, age 18-49
General guidelines
Prioritize sharing photos
& images over links
Keep your own content &
services to a minimum
Good for: Sharing content, engagement
Outreach, raising awareness
of your cause, sharing content
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com

20. Runner-ups
Channel:
Unique
monthly visitors 255 MIL 1 BIL 250 MIL
Largest
demographic Men, age 30-64 Men, age 18-34
Women,
age 26-35
General guidelines
Post jobs and
events to increase
your SEO
Favour short
videos
Repin & follow
like-minded
profiles
Good for:
Sharing content,
job postings
Education, raising
awareness
Engagement,
merchandise
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com

21. Other active, social media channels
Channel:
Unique
monthly visitors
170 MIL 120 MIL 110 MIL 100 MIL 60 MIL
Largest
demographic
Men,
age 18-29
Men, age
28-50
Balanced,
age 18-29
Women, age
18-49
Women, age
25-54
General guidelines Be authentic
Prioritize
photos over
links
Keep posts
short (one
content at a
time)
Share at
least one
image daily
Invest in
good design
Good for:
Engagement
(known for
AMAs)
Sharing
content,
engagement
Sharing
content,
engagement
Sharing
content,
engagement
Sharing
content,
education
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com

22. Social media & privacy
Know what you’re agreeing to: Social media platforms change privacy
settings from time to time
Canadian Anti-Spam Legislation (CASL): Applies to social media
networks as well
Data is stored on the cloud: Understand cloud privacy, security and
how it affects Canadian nonprofits
Not so private: Even if you delete or take back a message on social
media, it will be on the Internet in one form or another

23. Part 2
Social media
best practices

24. Poll
How active are you on
your social media channels?

25. Facebook
1. Engaging cover photo
2. Profile picture easily
recognizable by potential
fans
3. Short & sweet bio with link
to website
Ideal posts are 40 – 80
characters
Use native scheduling tool
Prioritize photos over links
(& use optimal sizes)
Individuals: Weekends,
12-7pm
Organizations: Weekdays,
1-4pm
3
1
2

26. Twitter
1. Visual & engaging cover
photo (with optimal size)
2. Recognizable profile picture
3. Branded Twitter handle,
>160 character bio with URL
(& #hashtag to increase
searchability)
Ideal tweets are 100
characters
Max. two #hashtags
80/20 content rule
Individuals: Midweek &
weekends, noon & 6pm
Organizations: Weekdays,
1-3pm
3
1
2

27. LinkedIn
1. Recognizable profile picture
2. Include a cover photo
3. Short & sweet bio with links
4. Have every employee,
Board member or volunteer
on LinkedIn reference you –
increase your reach
Engage in groups (& be
genuine!)
Post jobs & events to
increase your SEO
Share valuable content
(including offers)
Tuesday-Thursday, 7-9am
& 5-6pm
3
1
2
4

28. YouTube
1. Recognizable profile picture
2. Upload a channel banner
3. Connect your channel to
other social media sites
Use compelling titles.
Arrange keywords first and
the branding last
Select an impactful trailer
video to feature on your
channel
Create a playlist of at least 4
videos & add it to your
channel
Sign up for Google for
Nonprofits; enables external
annotation links and
call-to-actions
3
1
2

29. Instagram
1. Have a compelling cover
photo
2. Recognizable profile picture
3. Short & sweet bio with links
Share at least one image
daily
Use Instagram to report live
from events & conferences
Add hashtags to captions
and like photos of others
Tuesday-Thursday, 7-9am
& 5-6pm
3
1
2

30. How to get followers and engagement?
It’s not all about you.
Share other people’s
content and participate
in discussions
Be timely with
your responses &
be approachable
TIP: Lack time? Focus on one channel and deliver consistent content.
Be the go-to-resource!
Focus on stories
and engaging
your supporters

31. [CASE STUDY] Scope’s AMA on Reddit
Scope hosted an Ask Me Anything (AMA) on Reddit to shine light on
the awkwardness that many people feel about disability.
I'm Alex Brooker, probably the 10th most famous disabled person in
the UK, ask me anything!
** Update ** Thanks for all your great questions, that's all the time we've got.
You can carry on the conversation over on
Twitter: https://twitter.com/alex_brooker/ and find out more about the Scope
campaign:http://www.scope.org.uk/awkward
Hi, I'm a presenter and comedian from The Last Leg on Channel 4.
I was born with hand and arm disabilities, and I've also got a prosthetic leg. I first
appeared on TV in 2012, and at the Paralympics Opening Ceremony I interviewed
Boris Johnson and the Prime Minister in front of a TV audience of 11 million
people.
Proof: https://twitter.com/alex_brooker/status/464361715069886464
I'm currently fronting a campaign by Scope using comedy to shine a light on the
awkwardness that many people feel about disability, as over two-thirds of the
British public admit that they feel uncomfortable talking to disabled people:
http://www.scope.org.uk/awkward http://metro.co.uk/2014/05/08/two-thirds-of-
britons-are-uncomfortable-around-disabled-people-its-time-to-end-the-awkward-
4720862/
Ask me anything!

32. Part 3
Creating sustainable
social media plans

33. Poll
How many people manage
your social media accounts?

34. Start with a social media strategy
What is your goal on social media? How does your goal tie into
your mission? What channels will your organization use and who
is responsible for managing them?
Resource:
bloomerang.co/resources/downloadables/social-media-strategy-template/

35. Create a social media policy
What is your brand persona/how will you portray your
organization online? How do you respond to your supporters
(positive and negative mentions)?
Resource:
idealware.org/reports/nonprofit-social-media-policy-workbook

36. Set a schedule
How often are you going to tweet, post, pin etc.? When are you
going to post them (time & days)? What tool are you going to
use to monitor your schedule?
Social media management tools:
techsoupcanada.ca/community/blog/jane-vs-tierney-social-media-management-tool-intro

37. Measure and evaluate
Exposure Engagement Conversion
You need to know if your strategies are working (or not!) and
adjust accordingly. Social media stats will also help with
leadership buy-in and program reports.
Example metrics:
fenton.com/resources/see-say-feel-do
SEE
SAY
FEEL
DO

38. Example metrics in action
SEEFB page likes &
reach
TW followers
RSS or email
subscriptions
Youtube views
Bit.ly clicks
SAYFB post likes &
shares
Retweets
Email forwards
Repins & board
followers
FEELFB shares with
message
Retweet with message
Comments
Online mentions
DODonations
Advocacy actions
Event attendance
Membership
Volunteerism
Source: fenton.com/resources/see-say-feel-do

39. Measurement and evaluation tools
There are lots of free & low cost tools. Use them only if they
measure the metrics you want.
Free tools:
cyfe.com, bitly.com, mention.com

40. Questions?