Please be sure to listen to the audio archive for this webinar: http://socialmediatoday.com/496791/audio-archive-social-media-and-non-profits-networking-cause

1. BlogHer

2. Social Media Today presents:
Networking for a Cause:
How Can Non-Profits Optimize Social Media?
Brought to you by
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3. How to Participate
• Submit your questions in the GotoWebinar
presentation window
• Follow along and share your thoughts on Twitter
at #SMTlive
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4. About the Moderator
Robin Fray Carey is the co-founder and CEO of Social Media Today,
LLC, a blogging network that assembles the world’s best thinkers on
business and public policy. Carey launched Social Media Today in
2007 with the goal of connecting leading experts across a variety of
business conversations. As traditional media went digital, and the
Internet went social, Carey realized the huge potential for social
media platforms to facilitate direct communication among
customers, their employees, and experts from academia, business
and government. Robin speaks on social media around the world,
and blogs at socialmedatoday.com. She has volunteered as a board
member of the Women’s Refugee Commission, which she now co-
chairs. She is also an advisor to the Society for New Communications
Research, and a member of the Overseers of the International
Rescue Committee. Four years later, Carey and her team have proven
that editorially independent, online communities are the
cornerstone of B2B social media.
Carey also serves the non-profit world, offering expertise and
leadership as the co-chair of the Women's Refugee Commission,
member of the International Rescue Committee Board of Overseers,
and Business Advisor to the Society for New Communications
Research. Ms. Carey graduated with distinction from the University
of Virginia, where she was an Echols Scholar.
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5. About the Panel
Susan Tenby is the Online Community and Social Media Director at the San Francisco-based nonprofit TechSoup Global and
has worked there since the site's launch in 2000. She has been involved in nonprofit online community for 12 years, through
its various platforms and tools. Susan focuses on identifying, interpreting and implementing social media trends and tools, on
community management vs. social media marketing. Tenby can be found on Twitter as @suzboop.
Tammy Gordon is AARP's Director of Social Communications & Strategy. Starting in January 2010, she launched AARP’s
social media guidelines, established branded social platforms, trained hundreds of staffers growing the organization's
engaged social presence into a nationally recognized leader. Today, she manages a six person team of community managers
and bloggers, as well as serving a network of nearly 300 staffers across the country use social media on a regular basis
Brad Attig revels in creating social strategy for SMB's and Non-Profit organizations. Brad recently started bradattig.com
upon returning to his home state of Oregon. Prior to moving back West, Brad was the Director of Business Development
and Marketing for a hot Manhattan, pre-IPO technology site helping to craft a social community for career focused
professionals. An active volunteer, Brad has a special place in his heart for helping Non-Profits to make the world a
better place through leveraging social interaction. Brad can be reached at brad@bradattig.com.
Banafsheh has pioneered successful approaches in integration of business strategies and emerging technologies to
deliver differentiated customer experiences for new and existing products and services across digital and offline
customer channels. In 2010, Banafsheh established the first customer experience organization at the American Red
Cross with an uncommon charter within the non-profit sector that focuses on customer experience as a differentiating
growth catalyst for a broad and diverse constituent-base.
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6. Susan Tenby, Director of Online
Community and Social Media
@SUZBOOP on Twitter
December 2, 2011
GOAL: Creating Community Evangelists
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7. Who We Are
Michael DeLong Rik Panganiban Susan Chavez
Online Nonprofit Commons Blogger and
Community in Second Life Event Specialist
Manager Online Community
Manager
Susan Tenby
Director of
Online
Community
and Social
Media
Kristy Graves
Ale Bezdikian Evonne Heyning Social Media
Online Interactive Specialist
Community Media Producer
Coordinator
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8. What We Do
• Connect the nonprofit
community to each other while
amplifying the messages and
missions of this community We aim to build
community both internally
• Amplify the message of a variety and externally and weave
of TechSoup partners, including strong networks
global NGO and corporate throughout TechSoup, its
partners, and the wider
(donor) sectors of nonprofit, tech,
• Amplify the message of and social
TechSoup programs and internal innovation.
departments to the broader NP
tech Sector
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9. OPTIMIZING SHARING IS THE POINT!
• Configure Tweet this module to @mention yr org, not the tool’s name
• Create a list of friendly tweeters to DM & help u spread word
• Use hashtags to broaden yr audience
• You can tag people, places, and pages in anything you share. You can
also tag people in the text of FB posts or comments by using the @ symbol
before typing
• Make Facebook sharing easy and configurable for yr fans
• Spend time; look at how each share is displayed in each network
• Use local language of each tool (no hashtags on FB)
• Make tweets/URL short enough to have others RT and MT
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10. How We Do It
Interactive online events such as Nonprofits Live & Tweet Chats
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11. How We Do It
Monthly on-the-ground Meetups with the Online Community Tribe
(OCTribe) featuring experts in online community engagement
Encourage live
Social Sharing
in real time,
from all your
channels
Transparency
in sharing
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12. How We Do It
TechSoup discussion forums connect nonprofits with expert and
peer advice, and provide a place to network and connect.
Post Event
Sharing;
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13. TECHSOUP:
STORIFY
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14. How We Do It
• Our outward facing wiki is the hub for all of these activities and
their recap blog posts
(http://techsoupcommunityteam.wikispaces.com/home)
• Our SlideShare page contains all our presentations
(http://www.slideshare.net/TechSoupGlobal)
• Our Flavors page shows where we are on the web
(http://flavors.me/techsoup)
Consistent Listening and spotlighting
Make it easy for your members to be your evangelists
Organize your evangelists; get to know them!
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26. BlogHer 26

27. THE SOCIAL MEDIA
AUDIENCE FOR NON-
PROFITS
Presented by Brad Attig
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28. What is the challenge and who is the non-
profit audience?
• Most for-profit businesses know their target
market. Old Spice, Mountain Dew, Red Bull
speak with a unified voice to their target
consumer.
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29. What is the challenge and who is the non-
profit audience?
• Non Profits have several constituencies and need to
communicate multiple messages.
• This creates a challenge in Social Media as staying
on message means staying on several messages.
• A well-thought out strategy up front will help
balance the message.
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30. Deciding how to use social media for a Non-
Profit is important from the start
• Some Non-Profits chose to use social media to only
communicate to one part of their audience.
• Those they serve.
• Those who donate.
• But there is another audience, those who work for a
Non-Profit.
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31. Leverage the power of social media and set a
strategy that communicates to everyone
• Message to those who need your services
• Message to your thoughtful donors and
fundraisers
• Message to your volunteers and employees
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32. Build a community and strategy
• Donors feel good when they see the work being
done with their support
• Employees and volunteers feel the same way and
it’s nice to recognize them
• Those who need your services feel good knowing
there is help when they need it and that they aren’t
alone.
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33. Balance your communication and speak to
everyone
• Depending on who you are and who you serve you
may want to develop a plan.
• A% of communication to X, B% of communication
to Y and C% of communication to Z.
• Create a community and watch it grow.
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34. Banafsheh Ghassemi
Vice President
eCRM & Customer Experience
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35. Our Brand Purpose
Empowering Ordinary
People to Perform
Extraordinary Acts
In The Face of
Emergencies
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36. Our Mission
• 70,000 Disasters Per Year, Or 225 Families
Every Day!
• Almost Half of Blood Supply of US,
10M Units Per Year
• 500K Cases of Emergency Communications
& Support Per Year to Active Military
Personnel, Veterans & Their Families
• Life Saving Skills to 10 Million People Per Year
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37. Our Customers
• Clients (Impacted By Disasters)
• Financial Donors: Individual & Institutional
• Blood Donors: Individuals & Sponsors
• Volunteers
• Active & Inactive Members Of the Armed
Forces & Their Families
• Course Takers
• Hospitals/Clinics
• Preparedness Instructors
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38. SOCIAL MEDIA: A CRITICAL TOOL IN THE VOC
TOOLKIT & CUSTOMER EXPERIENCE DESIGN
Brand sentiment
Change in sentiment
Transactional experience at various touch-
points
Ideation
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39. Social Media Is “The Jam”!
• Real-Time
Feedback And
Engagement
• Leading Indicator
Of Issues
• Competitive
Intelligence
• Best Practices
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40. It’s The Jam, But Not A Full Breakfast!
• Email, call centers,
surveys still richer &
more context
E-mail
Social
• Beware of channel bias Surveys Media
• Be segment Contact
appropriate Center
CRM
• Analysis tools may fail
at social “parlance”
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41. Banafsheh Ghassemi
@banafshehgh
http://www.linkedin.com/in/banafshehghassemi
Banafsheh.Ghassemi@redcross.org
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42. Thanks for Joining Us
• This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to
learn more and share your comments.
• Connect with our panelists on Social Media
Today using the search function:
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43. Join us May 1st for…
– What are the Best B2B Social Media Practices Now?
http://socialmediatoday.com/how-to-b2b-social-media
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