The document discusses how social media is changing communications for organizations and provides guidance on effective social media strategies. It outlines key elements of a social media strategy including presence, delivery of content, and engagement. Examples are given of how non-profits can use platforms like Facebook and Twitter to connect with supporters, promote events, and fundraise.
6. Over 350 Million people have Facebook profiles (over half interact daily) More than 30,000 NPOs have active Facebook Pages.
7. 78% of consumers trust peer recommendations. Only 14% trust advertisements The fastest growing segment on Facebook is 55-65 year-old females. Twitter is most popular among working adults (Nielson News)
8. WHAT we use has changed HOW we communicate. “ Organizations who communicate effectively with members and supporters through digital media will grow, while those who don’t will perish along with the traditional media they cling to”. Rand Cordle, Publisher
11. What Hasn’t Changed? Why people get involved with your organization. Why people give to your organization. Why people care about what you do. The most important lessons for effective use of social media…you likely already know.
12. The most important lessons for effective use of social media…you already know.
13. Social Media tools offer new, and very effective ways to do what we have always done: Inspire Motivate Serve Garner Support Build Community
14. Elements of a strong, modern, web Communications Strategy 1. Presence 2. Delivery 3. Getting Social
16. Taking info to stakeholders and helping your ambassadors do the same. E-Newsletters RSS feeds Sharing Tools Delivery
17. Getting Social...the heart of social media It's Rhizomatic! June Holley, Network Weaving Guru “ People are spending less time navigating the Internet on their own and are now navigating the Internet based on their friends’ recommendations or their friends’ activities.” Dave Yovanno, chief executive of Gigya Inc.
19. Promoting Listening Asking Responding Empowering Go to where people are Evaluate, revise, do it some more… “ Using social media simply for marketing and fundraising, the understandable obsession of nonprofits during recessionary times, may be missing the point, experts say”. "It's incredibly important to find that authentic voice and make personal connections”. Philanthropy Journal, July 2009
20. Nonprofit Use of Facebook It’s a place to connect with your communities in authentic, personal, and engaging ways.
21. Basic Types of “PAGES” Personal Profiles People Pages Professional Groups Informal/Working Causes 501c3/fundraising
30. “ It's a different kind of distribution where the nonprofit reaches influential people who then reach their friends with their own message about a cause”. - Beth Kanter
31. “ To have a friend, you have to be a friend” -Laurie's Mom
33. Twitter Began as “what are you doing”? Keeping track of friends Has become 24/7 personalized headline stream. A Social Network Summary
34. Why I Like Twitter Headlining with 140 characters The ambient media stream Finding resources/professional development Organizing conversation around topic The value of “right now”
35. Twitter & the NPO sector Listening: Paying attention to what matters to others (your constituents and friends) and what they are saying (if anything) about you and your cause .
42. The Power and Reach of the Retweet From “ Beth’s Blog” Beth Kanter
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44. Lists Make a list of your staff, partners and supporters
45. Lets you share photos on Twitter Particularly useful with mobile phones Twitpic
46. Authenticity before marketing. Have personality. Build community. Twitter Etiquette – for NPOs Heather Mansfield: Nonprofits 2.0 Be nice. Be thankful. Reply and Retweet! Follow everyone who follows you...(and use “Favorites” to organize the chaos). Don’t only Tweet your own content.
55. Participatory Campaigns Set a simple but powerful premise Provide simple instruction Invite others to share/promote. Spotlight the Participants Eternal Moonwalk
56. When Soliciting Multimedia Content Think Collage...Not Masterpiece Only a small percentage are “ original content creators” But many are contributors
57. Raising Funds & Social Media Facebook Doesn’t Raise Money, People Raise Money. (But Social Media can provide powerful new channels)
62. Social Media and Fundraising: Behavioral Economics “ Real people make decisions like Homer Simpson, not Spock”. Nudge , Richard Thaler and Cass Sunstein
63. Money you donate will go to Rokia, a seven-year old girl who lives in Mali, Africa. vs. 100,000 children are starving
68. Finally: Everything I need to know about social media…I learned in Kindergarten. Share Remember the Golden Rule Be Curious Listen And there’s nothing like a good story Thanks for Coming! Laurie Cirivello [email_address]