1. Social Media: If You Build It,
They Won’t Come...
ANDREW MARIETTA, REGIONAL MANAGER, NEW YORK COUNCIL OF NONPROFITS
WWW.NYCON.ORG 800.515.5012 ext. 141 amarietta@nycon.org

2. Agenda
1.T eN e fr Srtg
h ed o a tae y
2.W a A eteB s T os
h t r h et o l
3.N wM k IW r
o a e t ok

3. Who’s Heard of These?
• Blogs
• Wikis
• RSS Feeds
• Facebook
• YouTube
• Delicious
• Flickr
• Twitter
• LinkedIn
• Pinterest

4. What is Social Media?
Social Media is people using tools (like
blogs & video) and sites (like Facebook &
Twitter) to share content and have
conversations
online.

5. The Real Value of Social Media
“Is that it exponentially
leverages word-of-mouth.”
-John Haydon,
marketing consultant
johnhaydon.com
(yes, that’s him.)

6. Show Me the Money?
"At the end of the day, you can't think of it as a
fundraising tool," says Allison Fine, an expert on
using social media to ignite social change.
"It's a friend-raising and awareness
raising tool.“
For What???

8. My how times have changed…
Number of
websites at
the end of his
first year?

9. 623

10. Number of
websites at the
end of his first
year?

11. 100,000,000+

12. W a tism a sfr o :
h th en o yu
T os V ib it, O p ru it a d
o l, is ily p ot n y n
Mroe
B T
U…

13. The Challenge…
Determine what your realistic
manpower and willpower is to
use social media.

14. D f it n o S cesae
ein io s f u cs r
C ag g
h n in

15. Attributes of Success

16. D efinitions of Success

17. Developing Basic Strategy
• Who is the target?
• What is the message?
• How can we engage?
• What tools do we use?
• How do we build a base?
• Define Success
• Delegate the Responsibility

18. Social Media: STEP by STEP
• Target Your Audience: Listen First!
– General listening tools
• Best in class: SocialMention.com – As far as ‘free’ options go,
this is a solid as it gets.
• Alternatives: BoardReader.com (discussion board specific),
Addictomatic.com (a general listening dashboard) and
PeopleBrowsr.com (big data, big insights).
– Specific listening tools
• Each of the major social media platforms can be interrogated
using a combination of specific tools including: FBsearch.us
(Facebook), Monitter.com (location-based Twitter search),
TagDef.com (Twitter hashtags), YouTube/KeywordTool
(YouTube content optimization tool).

19. T re A p o r tl
ag t p rp iaey

20. T re A p o r tl
ag t p rp iaey

21. Step by Step: Share
• Share Something: Create or share content that is
valuable to your audience.
– Publishing / blogging
• Best in class: WordPress.com
• CheckThis.com - Need a single page website in an instant? This
is the tool for you.
– Content discovery
• Bo.lt, Trap.it, YourVersion.com and MyCube.com are all
examples of content curation and discovery tools which you
can tailor to suit your needs.
• Imagery: Stock.xchng (the best place to find free images by
keyword) and New.Pixable.com (A Pinterest-style image
aggregator based on your networks and interests)
• Video: en.fooooo.com (video search engine which aggregates
results from all the major video platforms)

23. Step by Step: Engage &
Build Community
• Converse, don’t preach: What’s your message?
– Not immediate: Be prepared to take time
– According to Beth Kanter
“Getting to the stage where supporters are truly
engaged takes about 18 months and is heavy on
experimentation and "reiteration.“:
• Dashboards
– The most widely used ones include TweetDeck.com,
HootSuite.com and SproutSocial.com, but there are a
bunch of other alternatives out there too.
– Scheduling: BufferApp.com– A simple way to ‘pace
and space’ your updates across multiple social
networks.

24. Your Common Goals
• Raise Awareness and Visibility
• Network and Share
• Raise Money
• Increase Sales
• Others?

25. D in tem im l
o g h in a:
M s efciv tosfr
ot f t e o l o
e
Yu
o

26. Dazzling Data….
Facebook has More than
500 million active users currently.
• 50% of active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on
Facebook
• Average user is connected to 80 community pages, groups
and events
• Nearly three quarters (73%) of online teens and an equal
number (72%) of young adults use social network sites.
Source: Facebook.com and Pew Research Center’s Internet & American Life Project
The Pew Research Center’s Internet & American Life Project

27. Why We Use Facebook….
• Pro’s: • Con’s:
– Post News and Events to a – Many “friends” does not
place where people can equal many “supporters.”
see it on a regular basis. – Facebook not a proven
– Send out alerts and ask for fundraising or sales tool
action without being
– Confusing “fan pages” vs.
annoying or clogging
people’s email “inboxes” individual page vs.
– “group” page.
Get real-time feedback
from people who care – People worry about
about your cause. privacy, etc.
– Build a community feeling. – Can be time consuming

28. YouTube Is HUGE!
• More video content is uploaded to YouTube in a 60 day period than
the three major U.S. television networks created in 60 years
• average YouTube user spends between 15 and 25 minutes a day on
the site
• As of February 2011, YouTube has 490 million unique users worldwide
per month, who rack up an estimated 92 billion page views each
month.
• We spend around 2.9 billion hours on YouTube in a month — over
325,000 years. And those stats are just for the main YouTube website
— they don’t incorporate embedded videos or video watched on
mobile devices.
Source: http://mashable.com/2010/03/26/non-profits-youtube/

29. Why We Use YouTube…
• Con’s:
• Pro’s:
– Have to purchase
– Puts a “face to a technology (Flip Cam or
name.” other recording device.)
– Gives you a personality – May need to learn how to
embed code on your
– Makes the story more
website.
powerful
– Privacy issues and
– Allows for feedback copyright arise
with constituents – What’s our personality?

30. Today
• Twitter now has over 140 million active users —
individuals who log in at least once a month — and over
400 million new tweets per day.
• Tweets generally spike during a significant cultural event,
and recent figures have been staggering. On March 11,
the day of the Japan earthquake and tsunami, Twitter
users exceeded the average daily tweets by 37 million--
that's 177 million tweets in a single day.
http://www.huffingtonpost.com/2011/03/14/twitter-user-statistics_n_835581.html
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/

31. Why We Use Twitter…
• Pro’s: • Con’s:
– Can quickly find those – Personal vs. Professional
that care about your Voice. What will “be”
activities and engage in online?
conversations. – What’s our personality?
– Twitter users proven to – Can be time consuming
be more active and give and “suck you in.”
more money.
– Dialogue driven tool. Get
feedback from
community of users.

32. What’s a Blog Got to Do With it?

33. Why We Use Blogs…
• Pro’s: • Con’s:
– Free tool that basically lets – People moving away
you set up your own from reading blogs to
webpage. Can include links
to other sites, etc. mediums like
– Can have full access to post Facebook and Twitter.
as much or as little as you – Need to post
want.
– Helps create a personality
frequently to make
for you the blog worth
– Allows you to get feedback reader’s time.
from people who care – Worry about negative
about your work or
activities. comments.

34. Others, Examples?
• LinkedIn
• Pintrest
• Mobile/Text
• Email/Event Registration (Hybrid Social
Media)

35. Integrate Social Media into other
marketing channels..
• Print ads
• Radio & TV
• Brochures
• Flyers
• E-newsletters
• Business cards & letterhead
• E-mail signatures
• Everything else!

36. Step by Step: Measure Success!
• Define it
– What was your goal?
– Examples
• Raise Awareness
– New “Likes” on Facebook; Facebook “reach” using “Insights”;
Number of new Twitter followers; number of “opens” of email
newsletter; Number of “shares” via EventBrite = Trends!
• Raise Money or Generate Sales
– Donations through Twitter; Comments on Blog tied to
customers
Was it SMART?

37. Step by Step: Tools to Measure
• The questions:
– What do want to do?
– How do we know what we’re doing is working?
– Who are the people we should be reaching out to?
– What is social influence based on and do we have any?
• Tools
– Tried & True: Google Analytics; Facebook “Likes”,
Twitter Followers, Clickthroughs, etc.
– Klout’s
– Twylah
– TwentyFeet Peer Index
– SproutSocial

39. 5 Rules of Social Media
1. Listen. Social Media is not
about you. It’s about people’s
relationships with you. Listen
before you speak.

40. 5 Rules of Social Media
2. Get involved. Social Media is
about conversations and
building relationships. It takes
effort. Don’t just talk about
yourself. Ask questions,
engage people and link. Most
of all, be inspiring.

41. 5 Rules of Social Media
3. Give up control. You can’t
control the conversation. If you
want people to spread your
message, you have to trust them.
Listen. Inspire. Engage. Let go.

42. 5 Rules of Social Media
4. Be honest. You can’t spin the
truth with Social Media. Be open,
honest and authentic in
everything you say and do.

43. 5 Rules of Social Media
5. Think long term. Don’t expect
immediate, easily measurable
results. It takes time to build
trust and make connections.

45. Itgae- U eR S
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