(By Volunteer Ottawa) In January 2011, we offered the session “Social Media for Social Change” with Keenan Wellar of LiveWorkPlay. It was so well received that I approached Keenan to come in again… Keenan’s coming back to discuss the topic in a bit more depth. You can even contacthim with any suggestions or questions that you may have around social media. He’s going to customize the workshop based on YOUR NEEDS! Using accessible language, this workshop will explore opportunities and challenges for building an effective social media strategy that is fully integrated with other organizational activities. Tools will include Facebook, YouTube, Twitter, LinkedIn, and blogs. This workshop will be of interest to volunteers, staff, board members, and others who are involved with non-profit organizations that are seeking to establish or enhance their social media marketing efforts. Many charitable organizations are facing challenges of volunteer recruitment as well as staff and board succession planning. Find out how social media can add to your network of volunteers and supporters.

1. “Social Media for Social Change”
WE VALUE THE ENVIRONMENT SO THERE ARE NO PAPER HANDOUTS
I WILL GIVE YOU ANY INFORMATION YOU WANT FROM THIS
PRESENTATION. HOWEVER, GIVEN IT IS ABOUT SOCIAL MEDIA,
I AM GOINGTO FORCE YOU TO CONTACT ME TO GET IT 
It only sounds scary,
please come in!
IN-SESSION & POST-SESSION TWEETS APPRECIATED
PLEASE USE TAG
#sm4sc
@keenanwellar @getbuzzed @volunteerottawa

2. LiveWorkPlay founded in 1995, a
collaboration with family members,
people with intellectual disabilities,
teachers, professionals
Registered charity, full-time operation 1997
Government support in 2001 (currently 55% of revenues) Acquired 7
condominium
Affiliate of Community Living Ontario 2007 units In 2008
Currently equivalent of 9 full-time staff, 120 volunteers Directly support
(not including dedicated family members) 65 people
Partners in C3 Centre, shared space, capacity-building agencies
Focus on non-staff-centered housing, authentic volunteerism,
authentic employment, and social capital through building of networks
Supporting the development and growth of People First

3. A little about Keenan and technology
“Not a geek by nature”

4. PEOPLE OR MACHINES? “FOR ME THE CHOICE IS EASY”

7. Is your organization engaged in marketing?
How well is your organization positioned in the
competitive world of social marketing?
Do you have an integrated social media strategy?
How can social media help improve the rest of
your marketing and communications work?
Are you concerned with outputs or outcomes?
Social media is an opportunity to both enhance and
challenge your organization’s mission-oriented pursuits!

8. Posted January 6, 2011
by Social Media Club
Non-profits looking to start using social media as a marketing
tool will find a wealth of sound advice online, but putting the
pieces together into a solid strategy? That's the real challenge.
No one simple strategy will work for every nonprofit group. (In
fact, trying to give step-by-step "one size fits all" directions for
using social media is a lot like trying to teach a shy first-time
party guest how to mingle with strangers.)
Looking at how survey respondents use commercial social networks, the most popular role is:
1) traditional marketing—to promote the non-profit’s brand, programs, events or
services—with 92.5% of survey respondents indicating this role as the purpose of
their presence on commercial social networks.
2) the second most popular role is for fundraising (45.9%).
3) program delivery (34.5%)
4) market research (24.3%)

9. Social media for social change:
not possible without a supporting organizational culture
Do as I
You may have heard the buzzword
ask, not as
I do?
AUTHENTICITY
That’s
associated with social media discussions.
a really
“bad ask”
It’s not a buzzword. The harsh reality is
ensuring
that you will FAIL if your
social
social media strategy
media
lacks authenticity!
failure!

10. If you have decided not to use social media, be
sure you know WHY you aren’t, and be sure you
have the knowledge to back it up!
Honesty is the best policy. There is nothing
wrong with: “We don’t understand it well
enough yet to use it with confidence, but
we are working on it” (as long as you are!).
Don’t make up excuses that will leave you
with virtual egg on your face!
“I think a lot of the demographics that we’re gearing
toward might not be your typical Facebooker or
tech-savvy person. Maybe the younger crowd and students
for sure, but older prospective volunteers don’t use that
tool, and a lot of our clients don’t use that as a tool,” she
explained, noting that the agency is busy enough without
maintaining Facebook and Twitter pages.

11. Are your volunteers connected with your reason for being?

14. Facebook Best Practices:
Authenticity
“If you don’t want to associate
identity with the
product or service you’re
trying to promote,
Facebook is not for you.
Inherent in the current state
of Facebook is a culture of
transparency that devalues
Canadians were some of the earliest and ignores inauthenticity.”
adopters of Facebook and the passionate
- Justin Smith, The Facebook Marketing Bible
love affair continues!

15. Waste of time? Do you
know if your
other communications
and marketing
strategies are actually
working? Well,
with social media, you
will know with
extreme accuracy!

16. As Nenshi said in this interview with The Calgary Herald, the most important thing about
social media isn’t to use it as a new way to bombard people with press releases, but to
“further the conversation.” "We're using the same tools as everyone else," says the
candidate. "It's how we're using them and the message we're getting out that's very
different. We use social media to really engage with people in detail, to actually talk
to them. Where Alderman McIver seems to use these things as news release tools,
for instance, I regularly answer people's questions and further the conversation.“
How about a non-white Muslim mayor
of Calgary with no previous political
experience? He’s Naheed Nenshi!
His victory will be discussed and
analyzed for years to come but there is
little doubt that much like President
Obama he successfully mobilized
large numbers of voters who were
previously disinterested in politics.
Can’t we do the same for Community
Living? Can’t we at least try?

17. Survey, conducted by Sage North America, found that 70%
of the non-profit organizations surveyed in the US and
Canada recognize social media as either very or somewhat
important to their organization. Of the 45% who
haven't adopted it, the main reason cited was
being unsure of its relevance and advantages to
the organization.
Topham puts it more bluntly. "Charities are absolutely
terrified of it," he says. "They're terrified of
letting go of control of their message." What
organizations need to realize, he continues, is
they never had control in the first place, nor
should they want to. To be effective, though, messages
need to be robust, adaptable and simple. The real terrifying
thing, he adds ironically, is realizing no one is talking about
you. "Then you're in real trouble."

18. IT’S NOT HARD TO FIGURE OUT THAT
SOME PEOPLE ARE NOT EXCITED
ABOUT USING SOCIAL MEDIA...
IS RESISTANCE FUTILE?
OR MAYBE RESISTANCE IS
DANGEROUS!?

19. DANGER #1: TELLING YOUNG PEOPLE YOU DON’T WANT THEM!
Net-Gen | Millennials
Generation Y | Native Digitals
We mostly know them as “young
people” but most non-profits
don’t know nearly enough about
them and what it takes to
engage them.
A lot of non-profit organizations
are having membership, staff,
volunteer, and board renewal
issues. Young people are not
disinterested in your cause – just
your out-of-date marketing and
unwelcoming processes!

20. Tuesday, February 15, 2010
How Nonprofit Groups Need to Adjust to a 'Networked’ World
Shawn Ahmed, here in a rural village in Bangladesh, is a “free
agent” social activist. By Allison Fine and Beth Kanter
Shawn and others like him are smashing headfirst into nonprofit fortresses—
organizations with high walls and wide moats that work very hard to keep insiders in
and outsiders out.
We witnessed this collision firsthand during a session we led this spring at a technology
conference, where Shawn poured out his frustration with traditional organizations. He
grabbed the microphone to address the room full of nonprofit executives and said, “The
problem isn’t social media, the problem is that you are the fortress. Social media is not
my problem: I have over a quarter million followers on Twitter, 10,800 subscribers on
YouTube, and 2.1 million views. Yet despite that, I have a hard time having you guys take
me seriously. I get dismissed as 'just a guy on YouTube.’”
Fortresses work hard to keep their communities and constituents at a distance, pushing
out messages and dictating strategy rather than listening or building relationships. And
that is the model of how nonprofit organizations have historically worked in the United
States [and Canada]: They are organized and financed as solo entities, each starring in
their own Sisyphean tragedy, rolling their own boulder up the hill, alone, every day.

21. It’s Not
Just About
Gen Y!
The
Digital
Universe
Is Expanding
And People
Of All
Ages Are
Getting
Out
There!
Even
My
Mom
And
Dad!

23. DANGER #2: YOUR OLD MEDIA FRIENDS ARE VANISHING!
Traditional Media
Not What It Used To Be
Background Research
Could Be Wikipedia
The Assignment
Editor Is Watching
For Tweets And
Facebook Updates
The Reporter
Has Only Minutes
For The Story

24. Wikipedia – now utilized by more than 60% of
reporters and news editors! You should be there!
Just be sure to tell the truth and back it up...

26. DANGER #3: SOMEONE ELSE TAKES OVER BECAUSE YOU AREN’T THERE!
If your voice is not “out there” then someone else will fill that void. You are not a leader in
your field unless you are seen to be a leader – to any market segment that might be
important. By the time you realize a threat to your cause from an opposing view it will be
too late to try to build your reputation and establish a counter-presence!

27. Tweet Tweet! Are people talking about you?
What if they are? What if they aren’t?
What if you have no idea?

28. http://beth.typepad.com
Learn
More From
Social
Media
Non-Profit
Trainers
Like
Beth Kanter!
For Free!

29. Rome was not built in
a day and neither is a
social media strategy!
Keenan Recommends:
1
Start With These
and
NOT ALL AT ONCE!
Pick One, Do It Well

31. “Ottawa's Race Weekend (May 28th - 29th) is a popular event
each year (http://www.ncm.ca/). Andrea and I are interested in
training with a team of LiveWorkPlay members to participate in this fun
event - either by walking or jogging the 2K, 5K, 10K, or half marathon.”
Social Media “Loss Of Control” Can Be A Great Thing

32. Reuse, Recycle, Reciprocate...Reputation!

33. Not using
commercial
social
networking
websites like
Facebook
and YouTube?
Good for you,
you must have
one of the
world’s
greatest
non-profit
websites!

34. Ignoring the elephant in the room?

35. If you build it,
they won’t come.
In order to host
a party, you
need friends.
Developing
relationships
online requires
the same types
of reciprocal
efforts!

36. The cycle of social media
life…from live event video
footage to YouTube and
Facebook to website to
third party news story!

37. IMMEDIACY IS A
MUST

38. M
E
A
S
U
R
A
B
L
E
R
E
A
L

40. Facebook
Page
Action!
Reputation! Life!

42. Look who people are connecting with: influence and behaviour change
is unlikely t come from a stranger, but rather from those closest to you!

43. nonprofitsocialnetworksurvey.com

45. Linkedin, you might think of it as “Facebook made easy” or
“Facebook for adults who don’t want to build a virtual farm”
but it is also a great place for professional development!

47. Deliberately blurring the lines between
new media and traditional media!

54. THANK YOU! GOODBYE – FOR NOW!
LET’S TURN THIS 90 MINUTES INTO
SOMETHING MUCH MORE
PLEASE CONNECT WITH ME ONLINE AND
KEEP THE CONVERSATION GOING!
www.wellar.ca