Social Media Seminar for Non-profits

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©2009 Fluid Studio

Contact us:

philip case
801.362.9991
philc@fluid-studio.net
www.fluid-studio.net

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©2009 Fluid Studio

Contact us:

Text “dyejo” to 50500

John Dye
cell: 801.631.4736
email: johnd@fluid-studio.net
web: www.fluid-studio.net
Twitter: @dyejo

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©2009 Fluid Studio

Key principles to consider

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Social media allows you to . . .

• Connect on deeper and more meaningful levels
• Focus in on real relationships, not temporary transactions
• Provide “value-added” and relevant points of connection
• Utilize and leverage communication and public relations
opportunities in an integrated and fully-branded manner
• Build community

©2009 Fluid Studio

Connect on A non-profit's mission and vision
deeper and need to give people a reason to
more believe and participate in the cause.
meaningful
That connection, when nurtured and
levels
sustained, engenders loyalty, creates
advocates and ambassadors, and
builds relationships that transcend
transactions.

©2009 Fluid Studio

Focus in on The Boston Symphony Orchestra
real relation- (including Boston Pops and
ships, not Tanglewood) sells more than
temporary 600,000 tickets annually.
transactions
Because the organization is
focused on building long-term
relationships, there are fewer
transactions, and the cost of sales
stays low. All communications and
information move “stakeholders”
closer to the organization; even
modest donors are encouraged to
see themselves as investors and
partners.

©2009 Fluid Studio

Provide Successful nonprofits know
"value-added" their constituents; they have to.
and relevant
points of Because people don't have to go
to a museum or be a member of
connection
a conservation group, it's been
imperative that non-profits
understand the rational and
emotional drivers of their various
constituents—and connect to what
those people value. Quantitative/
qualitative research is important,
but direct interaction and listening
are key.

©2009 Fluid Studio

Provide At Boston's Brigham and Women's
"value-added" Hospital, some donors care deeply
and relevant about research around particular
points of diseases, others care about
advancing patient care, whereas
connection
others care about the training of
the next generation of physicians.

In addition to an overall message,
the organization has crafted
individual messages that target
what each group is passionate
about.

©2009 Fluid Studio

Provide
"value-added"
and relevant
points of
connection

©2009 Fluid Studio

Utilize and The non-profit segment is very
leverage efficient because it has been forced
communication to do more with fewer resources.
and public
relations
opportunities
in an integrated
and fully–
branded
manner

©2009 Fluid Studio

Utilize and Leveraging “unpaid”
leverage communication channels (e.g.,
communication social media, the pride felt by
and public ambassador-advocates, media
relations coverage, etc.) extends the reach
opportunities of every communication dollar and
in an integrated the brand equity of the cause.
and fully–
branded
manner

©2009 Fluid Studio

Build Pre-concert talks and addresses,
community lab tours with researchers,
intimate dinners, nature walks
with sanctuary directors, galas,
balls, silent auctions, and other
fundraisers all create shared
experiences and connections
that advance an organization—
immediately and into the future.

With social media, similar activities
can occur in a virtual world that is
not restricted by distance or other
traditional limiting factors.

©2009 Fluid Studio

How a University Embraced Social Media and
Scored Millions in YouTube Views

©2009 Fluid Studio

Carnegie Mellon University

Location: Pittsburgh, PA
Industry: Higher Education
Number of Employees: 4,000

©2009 Fluid Studio

Carnegie Mellon completed a
Web 2.0-focused web site redesign.

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Goal: • Thecampaign's goal was to
increase the visibility of Carnegie
Mellon online and increase brand
awareness among students and
alumni.

©2009 Fluid Studio

Tactics: • Securing 10,000 video views for
each of the three main RoboU vids
• Getting 500 subscribers to the
school's YouTube channel within a
year of the campaign's launch
• Garnering 1,000 Facebook fans
(followers of the school on
Facebook) within a year of the
campaign's launch
• Engendering viral forwarding of
the campaign's videos and having
them picked up by large blog sites

©2009 Fluid Studio

Tactics: The university intended to highlight
its professors, alumni, students, and
curriculum by launching a series of online
videos. It also hoped to connect on a deeper
and viral level with its 70,000+ alumni to
help build the university's presence and
outreach, offline and online.

"We recognized that we needed to engage
with our intended audience on their terms,"
said Marilyn Kail, assistant VP for marketing
communications. "Prospective students are
cynical about typical hard-sell marketing.
They trust their peers. They appreciate
entertainment. This is why social media
marketing worked so well."

©2009 Fluid Studio

Tactics: The school created a YouTube channel
and a Facebook presence as well as
released a series of videos on YouTube,
Yahoo Video, AOL Video, and Carnegie
Mellon's site, among others.

Carnegie Mellon also released a series
of lectures from professors as part of its
YouTube channel's playlist.

©2009 Fluid Studio

The Results: The Web 2.0 initiatives by CMU continue
to increase awareness about the school
and its offerings.

Within a year of launch, Carnegie Mellon's
initial goal of 500 YouTube channel
subscribers has been surpassed.

Carnegie Mellon students continue to "blog
forward" the school's online initiatives, and
word of the videos has spread virally to
more than 290 technology and news blogs,
(including Gizmodo, which averages 50
million+ page views a month).

©2009 Fluid Studio

The Results: The initial goal for the three main RoboU
vids was 10,000 YouTube video views each.
(YouTube views are counted if a video is
played in its entirety.) All three videos have
surpassed that goal.

Carnegie Mellon also released a series
of lectures from professors as part of its
YouTube channel's playlist, titled "Lectures."
One of those videos, "Really Achieving Your
Childhood Dreams" has had more than
2.2 million views on Carnegie's YouTube
channel. The 1 hour, 16 minute lecture was
given by Dr. Randy Pausch. It was tagged
and forwarded as "The Last Lecture," which
shares the title of Pausch's book, released in
April 2008.

©2009 Fluid Studio

Lessons • In social media, keep your initial
Learned: goals modest, because there is no
guarantee that an online video,
for example, will go viral. That said,
make sure you understand what
social media measurement tools are
available and apply them.

• Enabling collaboration among
your organization's stakeholders
can result in powerful outcomes.
Encourage communication and
forwarding of content to extend the
reach of your message.

©2009 Fluid Studio

Lessons • Messaging needs to be authentic
Learned: and engaging; it cannot be ad-
speak or otherwise be contrived.

• Hope for the unexpected. There
was no way to tell that Dr.
Pausch's video would become
the viral success it became. If that
does happen, take full advantage;
for example, Carnegie Mellon
subsequently adjusted its YouTube
channel homepage by placing the
successful video front and center.

©2009 Fluid Studio

Non-profits on Twitter

©2009 Fluid Studio

the1010project

©2009 Fluid Studio

the1010project Twitter: @the1010project
Website: the1010project.org
Mission: “The 1010 Project is a
nonprofit organization that provides
income-generating grants to
indigenous development partners in
Kenya and raises awareness in the
United States on behalf of the global
poor.”

©2009 Fluid Studio

the1010project Denver is a long way from Kenya.
The 1010 Project seeks to make
that span seem a little bit shorter.
On their Twitter account you’ll find
info on the ins and outs of working
for change in Kenya. They’re really
hooked in to social media and
some of their staff Twitters on their
own. They use Twitter to engage
followers on issues of global poverty
in general by publicizing advocacy
events as well as interesting facts
about poverty.

©2009 Fluid Studio

humanesociety

©2009 Fluid Studio

humanesociety Website: hsus.org
Mission: “The Humane Society of the
United States is the nation’s largest
animal protection organization —
backed by 11 million Americans,
or one of every 28. For more than
a half-century, The HSUS has
been fighting for the protection
of all animals through advocacy,
education, and hands-on programs.
Celebrating animals and confronting
cruelty.”

©2009 Fluid Studio

humanesociety If there’s a turtle in turmoil, count
them in. And if someone’s hassling a
hippo, they will stop it. The Humane
Society is spreading the word and
motivating their constituents to
action through Twitter. They engage
by asking for feedback and reactions
on issues in the media that affect
animals.

©2009 Fluid Studio

RedCross

©2009 Fluid Studio

American Website: redcross.org
Red Cross Mission: As part of a worldwide
movement that offers neutral
humanitarian care to the victims
of war, the American Red Cross
distinguishes itself by also aiding
victims of devastating natural
disasters. Over the years, the
organization has expanded its
services, always with the aim of
preventing and relieving suffering.

©2009 Fluid Studio

American Do you know of an unfolding
Red Cross catastrophe or just want to find out
about some terrible event happening
around the globe that is affecting
the lives of millions of people? As
the official account for the American
Red Cross, @RedCross uses Twitter
to warn and interact with people
about situations that may require
their help. Wherever disaster strikes,
@RedCross is there to lend a hand,
and they’re Twittering about it to let
you know what you can do as well.

©2009 Fluid Studio

American
Red Cross

©2009 Fluid Studio

NWF

©2009 Fluid Studio

NWF Website: nwf.org
Mission: “The National Wildlife
Federation works to inspire
Americans to protect wildlife for our
children’s future.”

©2009 Fluid Studio

NWF Not only has The National Wildlife
Federation embraced Twitter by
tweeting under some of their own
brands like @greenhour and @
wildlife_watch, they’ve mobilized
the troops to tweet under their
own identities to help promote the
mission. They also have a Twitter
search stream on their website for
people to see what other wildlife
watchers are tweeting about.

©2009 Fluid Studio

What are some tips for spreading awareness
or generating buzz?

_______

Compliments of wearemedia.org

©2009 Fluid Studio

General Tips • Be a good member of the community:
promote others even more than you
promote yourself (i.e., "treat others
as you would have them treat you").
Linking and promoting others is a
nice way to show you care about people.

• The creative material or your message
should be something that people want
to share—newsworthy, controversial,
timely, immediately useful, or
even humorous.

©2009 Fluid Studio

General Tips • Don't spam: a good rule is to make one
post of your own content for every 4-6
posts that link to other sites.

• Don't digg/stumble/link/tweet every
single piece of your content. Save it
for your very best.

• Try hard not to send too many self-
promotional e-mails or make too many
posts of just your own content. Wrap your
self-promotion in something of value to
others instead.

©2009 Fluid Studio

Twitter Tips • Make your content Twitter-friendly. If you
want “re-tweets” of your content, keep that
summary to well-under 140–characters.

• If you want people to re-tweet your
content, append "please RT" to your
tweet.

• If you retweet, give credit where credit
is due by including the source of original
tweet.

• Build relationships with others on Twitter;
respond back to their tweets regularly.

©2009 Fluid Studio

Twitter Tips • Learn more about the interests of your
followers by subscribing to their blogs.

• DM or @ new followers—recognize/thank
them for following you.

• Use #hashtags to identify tweets specific to
an event or theme.

• Think of the 140 character limit as a
challenge to be creative.

• Are you using your account solely for link-
or news-sharing? Consider noting that in
your biography on Twitter.

©2009 Fluid Studio

Twitter Tips • Keep your content relevant to the purpose
of your account. Be mindful of using direct
messages (DMs) when appropriate.

• Don't send out tweets just because you
feel you must. Focus on quality over
quantity, although most experts agree that
tweeting 20-26 times/day is optimal.

©2009 Fluid Studio

Digg Tips • Don't just submit your own content: submit
stories from all around the web.

• Be a good community member and learn
by watching people whose posts regularly
become "popular" on the homepage.

• Spend time building your reputation
by digging stories and making intelligent
comments.

• Respond to "shouts" of stories that you like
by digging them and letting the shouter
know that you supported them.

©2009 Fluid Studio

Digg Tips • Spend at least 10-15 minutes each day
digging stories, making comments, and
submitting new content.

• Remember that you only have 24 hours
to make your post "popular"; any longer
than that and the post usually can't become
popular anymore.

• If you become friends with a powerful
digger, occasionally have them post content
on your site to Digg rather than doing so
yourself.

• Check with your IT/IS staff ahead of time
to ensure that your site can handle a "Digg
Effect" (also known as a "slashdotting")—a
giant waves of people all coming to your site
at the same time.

©2009 Fluid Studio

StumbleUpon • Make friends; connect to other stumblers
Tips who have a lot of friends (100+).

• Don't spam; stumble lots of other content
besides your own site.

• Find people interested in your topic and
connect to them.

• Find niche groups related to your topic and
join them.

©2009 Fluid Studio

StumbleUpon • Stumble your friends' content and
Tips occasionally e-mail them, telling that that
you did so.

• Spend at least 10-15 minutes every day
stumbling and reviewing content; make
new discoveries.

• If you become friends with a powerful
stumbler, occasionally have them "discover"
content on your site rather than doing so
yourself.

©2009 Fluid Studio

http://tweetsgiving.org/

©2009 Fluid Studio

http://twestival.com/

Tweet. Meet. Give.

©2009 Fluid Studio

http://twollars.com

http://twollars.com/twollars-for-charities/

©2009 Fluid Studio

http://youtube.com/nonprofits

Nonprofit Program
Does your organization have a compelling story to tell?
Do you want to connect with your supporters, volunteers,
and donors but don't have the funds to launch expensive
outreach campaigns? YouTube can help.

Video is a powerful way to show your organization's
impact and needs, and with a designated "Nonprofit"
channel on YouTube, you can deliver your message to the
world's largest online video community.

http://mashable.com/2007/09/27/youtube-nonprofits/

©2009 Fluid Studio

http://socialinteractions.com

©2009 Fluid Studio

http://socialvibe.com

©2009 Fluid Studio

http://beth.typepad.com/

©2009 Fluid Studio

Raising Money For Your Non-profit Through Social Media

©2009 Fluid Studio

Facebook • How many of you know how to raise
money for your Non-profit through
Facebook?

• How many of you have raised money on
Facebook or have used "Facebook Causes"
before?

©2009 Fluid Studio

Bullseye Gives The retail chain Target already
gives 5 percent of its income to
charity. During the "Bullseye
Gives" campaign, they are
allocating those funds—which
come out to $3 million every
week—to charities selected by
Facebook users.

From a Salvation Army press release:

The company [Target] has launched the
“Bullseye Gives” campaign on Facebook, which
is essentially a voting application connected to
the brand’s existing Facebook page. On it, users
select one of ten charities they would like to see
funds allocated to. Money will then be given out
based on percentages (so if 10% of users vote
for The Salvation Army, that organization will
receive 10% of the total donations).

©2009 Fluid Studio

Bullseye Gives Target’s Facebook Page:
www.facebook.com/target

"The Salvation Army is excited
and grateful to be part of
Target’s groundbreaking
fundraising idea through
Facebook,” said Major George
Hood, national community relations secretary
for The Salvation Army. “It gives us another
great way to engage our donors, friends and
partners in a meaningful way during National
Salvation Army Week 2009 for the betterment of
those we serve.”

©2009 Fluid Studio

Salvation Army Fluid’s work with local
Salvation Army Chapter:

• Website Development

• Local Facebook, LinkedIn,
and Twitter presence

• Database

• Online Fundraising Campaign

• Red Kettle Giving

http://give.salvationarmyusa.org/site/TR/RedKettleCam-
paigns/RedKettle?fr_id=1200&pg=entry

©2009 Fluid Studio

Facebook Causes How to raise money through
Facebook Causes

http://apps.facebook.com/causes/birth-
days/new?m=70fd4329

©2009 Fluid Studio

Twitter Step 1: Create a dedicated twitter account for
your cause. We've found that people will feel
Fundraising
better about supporting a dedicated account
such as "@wellwishes" or "@redkettle" rather
than sending it to a personal twitter account.

Step 2: Blog about the effort or create a
dedicated donation page. Your blog post or
page will give people somewhere to go to learn
more about your campaign. This is where you'll
put your tipjoy/twitter widget so people can
donate immediately. Use a url shortener like
bit.ly to keep the link small, so that people can
easily tweet it. Bit.ly also helps you track the
campaign.

©2009 Fluid Studio

Twitter Step 3: Make your custom Twitter Payment
widget. This is the widget which makes it all
Fundraising
happen. Put it on the site or post you just made
for Step 2. It will look something like this:

©2009 Fluid Studio

Twitter Step 4: Add a goal thermometer. Including a
goal thermometer will focus the audience to the
Fundraising
goal, and also showcase the most generous and
most recent givers.

©2009 Fluid Studio

Twitter Step 5: Spread the word. Tweet about
the campaign, and ask others to retweet it.
Fundraising
Persistent and repeated calls to action help
remind people to participate.

©2009 Fluid Studio

General Tips for Non-Profit Blogging

Blogging * Build awareness
* Generate buzz
* Keep people informed
* Educate general public, local leaders,
supporters, donors and volunteers
* Reach new supporters, donors and
volunteers
* Build loyalty
* Provide more ways to engage or
support
* Raise more money
* Tell and show donors how funds are
used
* Demonstrate progress and success of
active projects
* Organic Keyword Marketing (SEO/SEM)

- Courtesy of Frank Barry
©2009 Fluid Studio

Widgets Widgets are like portable websites
that operate with the same
functionality of the host site but can
be embedded into a blog or webpage.

This is an optimal tool for lead
generation that can bring in clients
from diverse demographics.

©2009 Fluid Studio

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