This document outlines a presentation about using social media to build, engage, and activate the food banking community. The presentation discusses the state of nonprofits on social media, building an online social network, creating engagement across diverse audiences, and activating communities. It provides tips on listening to audiences, telling compelling stories, engaging audiences before, during and after events, using visual content, creating interesting posts, and activating individual and community participation. The overall message is that social media can help food banks communicate needs in real-time, build relationships, and increase awareness, donations, and volunteerism.
Using the Social Web to Build, Engage and Activate the Food Banking Community - #FBLI2013
1. #FBLISocial
Using the Social Web to Build, Engage
and Activate the Food Banking
Community
Presented By: Courtney Pemberton
Business Development Manager
Schipul Technologies, Inc.
@cpembyrun
H-E-B/GFN
Food Bank
2013
Leadership
Institute
3. #FBLISocial
What we will discuss today…
1. State of the nonprofit social web
2. Building your social network
3. Creating engagement across your diverse
audience
4. Activating your community
5. Social Tools to build, engage, activate and of
course…save you time!
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4. Consider the facts… #FBLISocial
Social Giving and
Awareness is
rapidly increasing!
Network For Good: The Digital Giving Index
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5. Consider the facts… #FBLISocial
@MDGadvertising
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6. Social is Global, Since 2000… #FBLISocial
1. Africa – nearly a 3000% increase in
internet users over the past decade
2. Asia – the only continent that
claims over 1 billion internet users
3. Europe – over 500 million internet
users
4. North America – 273,785,413
internet users
5. Latin America – over 250 million
internet users
6. Australia – over 24 million internet
users
http://mashable.com/2013/01/17/social-media-global/
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7. Real-Time Needs = Real-Time Communication
Even more than most non-profits, food
banks deal with immediate pressing needs
of their client base. A decrease in
donations has dire and immediate
consequences: people go hungry.
- University of Washington, How Twitter is Changing
Organizations
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9. #FBLISocial
It’s All About Relationships
http://www.flickr.com/photos/26304233@N00/3589690234/
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10. You are already doing it… #FBLISocial
1. Mission and Vision
2. Fundraising
3. Events
4. Thanking Donors
5. Communicating with other Food Banks
6. Taking pictures
7. Asking for community participation
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14. #FBLISocial
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15. How Ontario Food Bank Listens #FBLISocial
@OAFB
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16. Twitter Search - Let’s Take a Look
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17. Tools to Help You Listen #FBLISocial
www.socialmention.com
www.google.com/alerts
www.pinalerts.com www.facebook.com/about/graphsearch
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19. Questions you should be asking, and more…
Questions [Some] Answers
1. What are their needs?
2. What does your organization’s impact have
on every new follower? www.google.com/analytics
3. What is their demographic?
4. How do they communicate and receive www.surveymonkey.com
information?
5. What makes them volunteer?
6. How are they searching online? www.polldaddy.com
7. Why should they donate to your food bank?
8. What is their seasonal donation behavior?
www.facebook.com/insights
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20. You Must Tell Your Story #FBLISocial
www.foodbanking.org
Mission: To alleviate
global hunger by
collaborating to develop
food banks in
communities where they
are needed around the
world and by supporting
food banks where they
exist.
Worldwide more than 850
million people do not have
enough to eat. That means
one in eight people are
suffering from hunger.
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21. You Must Tell Your Story #FBLISocial
The Story of Charity Water – www.charitywater.org
http://www.youtube.com/watch?v=rphhfy4qCfc
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22. Make Your Story Consistent #FBLISocial
www.cmhouston.org
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23. Make Your Story Consistent #FBLISocial
1. Generic Giving Page:
20% - 30% smaller
average gifts than on
branded pages
2. Branded Giving Page:
6x more dollars raised
than on generic giving
pages
www.onlinegivingstudy.org/quarterlyindex
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24. Staff Buy-in #FBLISocial
Social marketing is like great Customer Service,
it should be everyone’s job.
Don’t let fear stand in the way.
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25. Staff Buy-in #FBLISocial
1. Create brand ambassadors
Staff Buy-in
2. Organizational-wide
connection and awareness
3. Explain how they can help
and why it matters
@DianneSwinemar – Executive Director for Feed Nova Scotia
4. Encourage participation
5. Identify valuable contributors
6. Make your staff “the hero”
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26. #FBLISocial
Tell people how to talk about you
#Whatwillittake to end poverty?
#Whatwillittake to end hunger
#Whatwillittake for everyone to
have clean water?
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27. #FBLISocial
Tell people how to talk about you
1. #Hashtags
2. Ask questions
3. Tell your followers how to share
4. Consistent messaging
5. Make it easy
a. www.addthis.com
b. bit.ly
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29. #FBLISocial
En-gage [en-geyj] verb
1. to occupy the attention or efforts of (a person or
persons); become involved
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30. Engage in Real-Time: Events #FBLISocial
@gapingvoid
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31. Before, During and After – It Matters
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32. Susan G. Komen Houston – Race For the Cure
www.komen-houston.org
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33. Event Engagement - Before #FBLISocial
1. Create Facebook and
LinkedIn event pages
2. Determine a #hashtag for
Twitter and Instagram
3. Share last year’s photos,
stats, impact, etc. to create
excitement
4. Ask your followers to share
5. Strategically roll-out big
announcements
6. Highlight who will benefit
7. Use your website as a home
base
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34. Event Engagement - During #FBLISocial
1. Make sure they know how
and where to share
2. Ask attendees to participate
and “Like” your fan page
3. Newsletter sign-up
4. Encourage attendees to
share their photos in real-time
via Instagram and Flickr
groups
5. Conduct video interviews
6. Live blog – it doesn’t
have to be perfect!
7. Live tweet
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35. Event Engagement - After #FBLISocial
1. Immediately upload
photos and video
2. Ask attendees for their
feedback
3. Roll-out event highlights
4. Recap the event through
your blog or website
5. Remember to say Thank
You
6. Mini-event follow-up
7. Share slides
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36. Power of a Photo #FBLISocial
www.facebook.com/foodbanking - Share A Meal with the World
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37. Power of a Photo #FBLISocial
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38. Engaging Video #FBLISocial
“Prayer Answered in the Form of a Dairy Cow” – by World Vision
http://www.youtube.com/watch?v=x2cMneXQyV4
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39. #FBLISocial
Visuals Matter to your Bottom Line
Social visuals have a
direct impact on
event attendance
and participation
www.thinkla.org
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40. Educate Often #FBLISocial
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41. So, what should you communicate visually?
1. How your funds are being used
2. Your people – donors,
volunteers, staff
3. Who benefited and the impact
4. Events and fundraisers
5. “Thank You”
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43. Engagement Tools #FBLISocial
1. Schedule your posts
a. North Social – www.northsocial.com
b. HootSuite – www.hootsuite.com
c. Radian 6 – www.radian6.com
2. Flickr Groups
3. Eye-fi – www.eye.fi
4. CompFight – www.compfight.com
5. Slideshare – www.slideshare.com
6. #Hashtags
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45. How can your audience help tell your story?
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46. Individual Participation #FBLISocial
Communicate the impact
Ask for a little Make it easy to donate and share
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47. Individual Participation #FBLISocial
Share stories
Be an answer
Be relevant
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48. Individual Participation #FBLISocial
BARC Animal Shelter – Kyndal’s Volunteer Story
http://www.youtube.com/watch?v=62XV1C058wA
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49. Community Participation #FBLISocial
www.houstonfoodbank.org www.houstonrestaurantweeks.org
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50. Remember to say “Thank You” #FBLISocial
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51. #FBLISocial
Activate the Food Bank Community
Activate the Food Bank Community
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52. Support Each Other Socially #FBLISocial
@FeedNovaScotia retweeting @foodbankscanada
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53. Connect with Each Other #FBLISocial
1. Create a private Facebook Group
2. Google+ Hangouts
3. Sign-up for each other’s newsletters
4. “Like” each other
5. Setup a Flickr photo sharing group
6. Setup Google Alerts
7. Team up for annual campaigns
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55. Session Take-aways #FBLISocial
1. Grab your name
2. Setup monitoring tools
3. LISTEN
4. Take photos
5. Be interesting
6. Follow each other
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56. Thank You! #FBLISocial
Courtney Pemberton
Business Development Manager
281.497.6567 x537
cpemberton@schipul.com
Schipul – The Web Marketing Company
www.schipul.com
Blog.schipul.com
Tendenci
open source cms for your non-profit
www.tendenci.com
Blog.tendenci.com
H-E-B/GFN
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Notas do Editor
How many are currently participating in social media? How many in here have seen direct success from participating in social media? What are some topics that you would like to learn more about today and/or discuss? Be thinking about some stories you would like to share and please feel free to offer your story throughout the presentation. I would love for this session to be more conversational where you can walk away with immediate value.
State of the nonprofit social webBuilding your social network Creating engagement across your diverse audience Activating your community Social Tools to build, engage, activate and of course…save you time!
No one knows about it!http://visual.ly/2012-it-was-very-good-year-social-giving
90% of people act on social donation posts
The internet is how people are communicating. Social media has removed the limitation of simply word-of-mouth and traditional marketing. And with people utilizing social network sites than any other category of site, nonprofits must join this conversation. The conversation is happening whether you are a part of it or not.
Even more than most non-profits, food banks deal with immediate pressing needs of their client base. A decrease in donations has dire and immediate consequences: people go hungry. - University of Washington, How Twitter is Changing Organizations The internet is how people are communicating. Social media has removed the limitation of simply word-of-mouth and traditional marketing. And with people utilizing social network sites than any other category of site, nonprofits must join this conversation. The conversation is happening whether you are a part of it or not.
Success in online marketing is all about storytelling. The beautiful thing about you all, is food banking is a fantastic story that has it’s up, it’s downs, its triumphs and its heros. The ones that take it a step further, will find true success…[next slide saying that true success is when you develop relationships out of storytelling]
You are already storytelling and building that relationship. Fundraising – screen shots of press releases and news articles (all texts screenshots)
It’s just how you are disseminating that message. Today, I would like you to think about your next campaign, newsletter, fundraiser or initiative and see how you can incorporate ways to make them more social with the tools we will discuss today.
Which one is more effective? Screen shots of photos, video, social posts etc.
So how do you evolve your story from a lot of text to a robust social network where you can communicate in real time the impact you are having towards hunger and food waste?
First and foremost, you must LISTEN!
Example – Ontario Food Bank, Sensitive to orgs with limited staff. Ontraio Food Bank is incredibly active in listening and using common pracitices like #FF (Follow Friday) takes a positive approach in listening online and ensuring their followers know that they are heard. Ontario Food Bank retweets individuals doing good, highlights local food bank initiatives and educates their followers in real time in order to serve as an ultimate source for food banking in America. @OAFB
Let’s look at the power of Twitter search. Ask attendees to search themselves if they have a mobile device or laptop. Bring up Twitter and search “food bank” – you want to be their source of information in a time of need. You should be the answer that they are looking for.
Social Mention – www.socialmention.com Google Alerts – www.google.com/alertsFacebook Open Graph Search – www.facebook.com/about/graphsearchPinAlerts – www.pinalerts.com
To build your network, you must truly understand what motivates your target audience. What are their needs? What makes them volunteer to deliver food after a major crisis? What do they not know, but should know about food waste? Why should they donate can goods during the holidays? How are they searching online? What is their seasonal behavior? These questions and more are all things that you should consider when creating a social marketing strategy and outreach campaign. Some tools that you can use are:Google Analytics – www.google.com/analyticsSurveys – www.surveymonkey.comFacebook Insights Google Trends – www.google.com/trends
These questions and more are all things that you should consider when creating a social marketing strategy and outreach campaign. Some tools that you can use are:Google Analytics – www.google.com/analyticsSurveys – www.surveymonkey.comFacebook Insights Google Trends – www.google.com/trends
Your Food Bank’s story is important, so let everyone know about it. Letting people know where you started and where you want to go allows them to see how they fit into the story and what role they will play.
Here is one of my favorite examples of a global nonprofit organization, Charity Water, and how they started.
Your story must also be consistent. Your social entities should be a direct extension from your website with consistent branding and messaging. This builds trust with your followers.
The reason why story and brand consistency is important. Network for good – www.onlinegivingstudy.org/quarterlyindex People are more likely to donate to a branded page vs. a generic page
Whether you have already incorporated a social media strategy or are looking to do so, your staff buy-in is crucial to the long term success of your social marketing plan. I realize that many of you have limited staff which is why this is even more important. Most of the time, people that work for a nonprofit organization will wear many hats, you have to make social media become one of those hats.
Example – even the Executive Director for Feed Nova Scotia in Canada has an active Twitter – your staff support only strengthens your reach and awareness. Who else has seen success in enabling their staff to participate in their social marketing efforts? Expand on a few Schipul examples (everyone blogs at Schipul, it is not just one person’s job)
World Bank example75% of the commercials used hashtags
Explain Hastags 101Example – AddThis, bit.ly
All about the people – involving them and making them feel they are apart of something truly great
Opportunity to create great content, marketing collateral, build relationships, create advocates, grow donor base; Create social objectsMore than half of the organizations in every country identified special event attendees as potential donors – Blackbaud’s 2012 State of the Nonprofit Industry
This is a screenshot of one of our nonprofit clients and their traffic during one of their largest fundraisers of the year. Do you have a guess as to what the spikes reflect?
1. Facebook and LinkedIn Event pages 2. Share last years photos via your social network 3. Ask your followers to share their memories from last years event 4. Roll-out fun announcements – sponsors, entertainment 5. Highlight those who benefited from your previous events 4. Communicate the event through your website with consistent event branding
Create Event Engagement – 1) ask attendees to like your fan page via iPads to win a prize 2) Create a newsletter sign-up sheet 3) Ask attendees to share their Instagram photos with a #hashtag 4) Create and open Flickr group so attendees can share in real time (add photo of live tweet wall). It doesn’t have to be perfect. Assign specific volunteers and staff (don’t just hope it’s going to happen)
1) Upload photos to Flickr, Facebook, website, etc. to keep the event going 2) Ask attendees their feedback and to share their experience 3) Share your event highlights through video and even Google Plus+! (ex. World Food Programme Google+ hangout) 4) recap and blog 5) remember to say thank you 6) follow up mini event 7) share slides
This is a photo that immediately communicatesa feeling. Photos are immediate and they can have immediate impacts
There are several different ways that you can post photos socially.
Visual impact can also be communicated through video. Let’s take a look at one of my favorite examples - Prayer Answered in the Form of a Dairy Cow – by World Vision
Ex. ThinkLA - Website and social visuals had a direct impact on event attendance and membership participation.
You can also use visuals to educate your audience. Twitter is a great tool to educate regularly. Website, Blog, News, Statistics, infographics, issue – continuously remind your followers what role you are playing in the community
Continuously remind your followers what role you are playing in the community
What makes you support something or share a piece of content socially?
Ask the participants – How could your audience help in reaching your organizational objectives? Have you asked them lately? Let your donors know how many mouths their money was able to feed, and it will put into perspective what they were able to accomplish with a quick gesture of kindness. The great thing about social media is all of the content does not have to be created by you – get your audience to participate Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33462/7-Creative-Ways-Nonprofits-Can-Use-Social-Media-to-Drive-Donations.aspx#ixzz2KDzKo3qI
Set deadlines for giving; Ask for a little; Communicate the impact; Make it easy to share; Be relevant; Share the stories of the people involved
Set deadlines for giving; Ask for a little; Communicate the impact; Make it easy to share; Be relevant; Share the stories of the people involved
Activating donors, volunteers and staff – Ex. BARC
Make your efforts mutually beneficial. Ex. Houston Food Bank – Restaurant Week. Support other nonprofits and businesses in your community.
Countries with the highest percentages of nonprofits reporting donor retention rates of over 80% tended to thank their donors within 10 days of receiving a donation
Activating the food banking community – Ex. YMCA HoustonFacebook Group, retweet each other (Feeding America), launch regional, national, global campaigns
Ex. YMCA Houston – liking other YMCA’s across the country and sharing specific YMCA location newsEx. Feed Nova Scotia retweeting Food Banks Canada in support of their #SayNotoHunger campaignEx. Foodbank Australia creating a video for one of their local foodbanks – Foodbank Goodman – and their 3 million loaves campaign
Let’s talk about some ways of how we can/should/will share content with each other. Google+ hangouts, Facebook groups, sign-up for each other’s newsletters, setup Google Alerts, Like each other’s fan pages, twitter pages, flickr photos. Setup a FBLI Flickr group so every food bank can share photos to one central hub
Grab your name in the social networksSetup monitoring tools and begin listeningStart following other foodbanks and reposting/supporting their initiativesStart taking photos