Socializing nonprofits

Social
Media
&
Non‐Profits:
Best
Practices A
Presentation
by
Sidneyeve
Matrix

agenda:focus on strategies to buildsustained engagement social
friending social
sharing &
social
recognizing

millennials: 1977-1994digital natives Gen Y

“ The internet is not simply a clubhouse for wired-up kids. ~Journal of Business StrategyGenX: 1965-197634-44largest online demographic

1946-1964boomers aged 47- 65

silver surferstech-savvy seniors “ The opportunity: seniors are the “ undiscovered country for new media. ~Journal of Business Strategy

millennial
parentsraising Generation Z

Baby Wants a Facebook 92% 2 yr-olds have a FB account

20kunderage accountsremoved every day

future
focused
enterprise
knows
that
next
gen
talent
(the
touch
generation)
will
be
mobile
literate #1 2011 for the under 2 "consumer" group? iPad hello image: fritzon

“When marketers use Twitter, 75% of the time they areusing it to disseminate news or information aboutthe brand, as opposed to actively engaging users.” report by digital agency 360i

"Marketers should be lessfocused on picking channelsand content, and moreconcerned with establishingpatterns of interactionwith consumers.            

just 13% LIKE "to interact" 8 out of 10 of consumers whojust 13% LIKE to interact with brands LIKE a brand on Facebook dont feel theyve given the company permission to market to them.!

Q How can organizations engage authentically like friends do? image by See-ming Lee SML

Q How do friends engage on the social web?

Make it personal.increase transparency & authenticity

Humanize the organization,campaign, or brand.Use faces.

get the team tweetingauto-attach their initials to each update

friends ask questions

ask questions!

Friends share news and tell stories.

find
some
news
to
share.set up your listening stationRSS dashboard/pagecast

share it strategicallyShorten URLs, track click-thrus, schedule tweets

tell stories.

tell stories.

Dont
make
a








PSA.
 Tell
a
story.

try vimeo as a video hosting site

b Efriends have statversations. conversations
via
status
updates l

some of those are about statversations charities

statversations

statversations tweeting
 petitions

friends
wish
each
other
happy
birthday
on

friends
like
to
do
things
togetherthe sense of belonging to something bigger social proximity

FB
petitionbadge
=
social
proof

friends sharephotos and meetfor coffee

friends
indulge
in
nostalgia

photo
blogging
templates

friends sharebook recommendations curated social booklists what were reading now

share economyweb 2.0 culture were all looking for something to share

1click engagement opportunitiesmodes of microparticipation 1‐click
polls,
likes,
ratings,
diggs,
retweets,
shares

The top referral engines areFacebook Twitter and Google.

in the age of social search its all aboutgetting into the news friend-feed.

socialnomics: hierarchy
of
content
sharingin
the
age
of
social
media,
information
gains
in
value
as
it
is
shared.

1. status update

2. found objects

infographicsshare
interesting
and
actionable
information

social publishing meets social sharing slideshare

social publishing

3. original user-generated content

user‐generated
content

user‐generated
content painlessly customizable and
very
enchanting

user‐generated
content

gamified
+
social
proof

Shareable content by designthe
currency
of
the
social
web

key to volunteer/donor/staff satisfaction?social recognition acknowledge
&
recognize:
 feature
their
story
in
e‐newsletter
 interview
with
quotations
+
photo/video

visibility & recognition

visibility & recognition

VIP liststhe currency of the socialweb is P2Psocial
recognizing

social recognizinggamification

social software to createa culture of feedback recognition

reward & recognize:Help
them
connect.Reward
effort
as
well
as
success.Publicise
their
successes.Say
thank
you.

offer training as a perktraining is directly connected to volunteer/staff retention encourage
continuous
professional
 development
to
keep
morale
high by
encouraging
a
culture
of
learning

be reciprocal with 1:1 followbacks

networkdevelopment find
relevant
followers

active & continuousnetwork development

Social
recruiting finding
volunteers
and
staff
via
the
social
web

internships 2.0prizes and visibility gamification
&
microfame

visibilityas aperk

do
you
need
to
build
an
app
to
showcase
your
interns?

built
on
mobile
roadie
platform

Gen Y is very socially consciouswants
to
make
an
impact
in
life
and
work

8 out of 10 agreew/using
social
network
platforms
for
social
good

social goodfootprinta
form
of
self‐expression

the
social
mediaengagement
ladder

image: the tartan podcast image by Adam Fosterabout
the
author Sidneyeve
Matrix
teaches
media
and
marketing
at
Queen’s
University.
She
 can
be
reached
via
Twitter.com/sidneyeve
or
http://sidneyevematrix.com This
presentation
was
prepared
in
January
2012
for
a
Kingston
United
Way
 professional
development
workshop
series
on
socializing
nonprofts.
 Thank
you
to
Alexandra
Patricia
Viven
Macgragor
for
research
assistance. contents
of
this
presentation
including
images
have
 Creative
Commons
NonCommercial
Sharealike
and
 other
CC
Licences.
Please
share
nicely.