Published on July 15, 2009
Social Media: What, Why, and How? Leveraging Social Media and Web 2.0 for Nonprofits
We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation
Objectives • What • Why • Benefits • Strategy • Tactics
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about. What is Social Media?
Powered by ..
It is a conversation between people
And those donors too!
Some differences in tactics TALK CONVERSATIONS Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from "What's Next In Media?" by Neil Perkin
SETH GODIN – ‘FLIPPING THE FUNNEL’ Users are inspired and enabled to talk about your organization They spread the message around the network Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
And guess what? That conversation is …
Not On Message
SOCIAL MEDIA USE IS GROWING http://www.flickr.com/photos/dotpolka/34311984/
184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008
Not everyone is a social media user
Social is not slowing down ….
Online Media Broadly speaking, the top 1,000 media sites fall into two categories Publisher Media Social Media
Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 • Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume Publisher Media 15% 85% 2008 Social Media
Welcome to the Social World
What if What happens?
Benefits Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer Improve Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers
How do we balance conversation and talk?
A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
Source: Inside Obama’s Social Media Tool Kit
Objective •What do you want to accomplish with social media? •Describe how your social media objective supports or links to a specific goal from your organization’s communications plan http://www.flickr.com/photos/wili/214316968/
Give Your Social Media Objective An IQ Test!
To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
Audience •Who must you reach with your social media efforts to meet your objective? Why this target group? •Is this a target group identified in your organization’s communications plan? •What do they know or believe about your organization or issue? What will resonate with them? •What key points do you want to make with your audience? http://www.flickr.com/photos/cuellar/57473280/
What are they doing online?
What research do you need?
One Way Homebase email Web Site search engine ads Audience Objective Social Listening Conversation Connecting Integration with Internet Strategy
1/3 Web Presence 1/3 One Way 1/3 Social
http://www.flickr.com/photos/ginable/325235488/ Share Pair
Share Pair What is one goal you have for your organization for using social media?
Give Your Social Media Objective An IQ Test!
Tactical Approaches Community Building & Social Generate Networking Share Buzz Story Participate Listen
Listen Participate Share Your Story Buzz Social Networks
Tactical Approaches Tactical Approaches and Tools Community Generate Building & Share Buzz Social Story Networking Listen Participate 10hr 15hr 20hr Less Time More time
Listening is knowing what is being said online about your organization and your field. http://www.flickr.com/photos/niclindh/1389750548/
A few listening tools …
Listening • What decisions will you link your listening to? • What key words will you use? • How will share or summarize what you learn from listening with others in your organization?
Key Words Are King!
Listening leads to participation
Participation • Who is empowered to respond and in what circumstances? • How will you address negative comments or perceptions? • What is the goal of your participation?
Less about tool, more about technique Respond Don’t Respond • They’ve paid you a • Trolls compliment • Competitors • Valid client complaint • Not you • If information is incorrect • If you have something of value to offer
Sharing your story social media style …
Podcasting How will you maintain a consistent work flow and content? Who will be your .org’s voice?
A Few Tools
• How will you “brand” your presence on buzz sites? (Personal/Organizational) • Who will implement and build relationships with influencers? • How will you get fans to talk about you to their friends? • What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)
Breakout Sessions •Listening – Stay in this room •Storytelling – Room 2003 •Generating Buzz – Room 2005 Winners of the blog post comment contest: Tonya Herring Kelly Houstson Staskey Melissa Newton Congratulations! See staff with white t-shirts to collect your prize!
Laser Out What did you learn in the breakout session that you want to share?
Organizational Development Concerns •Acceptable Use •Business Voice and Personal Voice •Coordination with communications, HR, legal, and IT •Management tolerance, participation, endorsement •Safe zones for experimentation •Balance "quick and candid" with "thoughtful and professional”
Biggest Takeaway What was your biggest “aha” moment during the session?
Learn More and Continue Sharing •nationalservicesocialmedia.ning.com •www.wearemedia.org
If you remix this presentation, please add your remixed version to the wiki. Thank you
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