Overview of how the HR Council for the Nonprofit Sector is using social media

1. Charting a Course and
Navigating Web 2.0
Techniques for promoting your nonpro t
Lee Rose
Communications Manager
HR Council for the Nonpro t Sector
e-mail: lrose@hrcouncil.ca
twitter: @thisleerose
skype: leerose.lr
Wednesday, April 6, 2011

2. Roadmap
Wednesday, April 6, 2011

3. Roadmap
• Around the room in 80 seconds
Wednesday, April 6, 2011

4. Roadmap
• Around the room in 80 seconds
• About me and the HR Council
Wednesday, April 6, 2011

5. Roadmap
• Around the room in 80 seconds
• About me and the HR Council
• Our journey through the ‘interwebs’
Wednesday, April 6, 2011

6. Roadmap
• Around the room in 80 seconds
• About me and the HR Council
• Our journey through the ‘interwebs’
• Charting your course
Wednesday, April 6, 2011

7. Roadmap
• Around the room in 80 seconds
• About me and the HR Council
• Our journey through the ‘interwebs’
• Charting your course
• Anything else we want to cover
Wednesday, April 6, 2011

8. A few reminders...
Wednesday, April 6, 2011

9. A few reminders...
• This is a safe space. Ask your questions.
Especially the dumb ones.
Wednesday, April 6, 2011

10. A few reminders...
• This is a safe space. Ask your questions.
Especially the dumb ones.
• I am not a social media expert or evangelist.
Wednesday, April 6, 2011

11. A few reminders...
• This is a safe space. Ask your questions.
Especially the dumb ones.
• I am not a social media expert or evangelist.
• You know more than you think you do.
Wednesday, April 6, 2011

12. A few reminders...
• This is a safe space. Ask your questions.
Especially the dumb ones.
• I am not a social media expert or evangelist.
• You know more than you think you do.
• You will make mistakes. #FAILS happen.
Wednesday, April 6, 2011

13. Around the Room
Wednesday, April 6, 2011

14. About Me
Wednesday, April 6, 2011

15. About Me
• Holder of an English Degree
Wednesday, April 6, 2011

16. About Me
• Holder of an English Degree
• Army Brat
Wednesday, April 6, 2011

17. About Me
• Holder of an English Degree
• Army Brat
• Perennial Camp Director
Wednesday, April 6, 2011

18. About Me
• Holder of an English Degree
• Army Brat
• Perennial Camp Director
• Father of three (WTF? Three? Yes. Three.)
Wednesday, April 6, 2011

19. About Me
• Holder of an English Degree
• Army Brat
• Perennial Camp Director
• Father of three (WTF? Three? Yes. Three.)
• Pusher of buttons and envelopes
Wednesday, April 6, 2011

20. About the HR Council
Wednesday, April 6, 2011

21. About the HR Council
• Founded in 2005
• Takes action on nonpro t labour force issues
• Best known for our suite of free HR
resources for nonpro ts
• Visit hrcouncil.ca for more information
Wednesday, April 6, 2011

22. About the HR Council
Wednesday, April 6, 2011

23. About the HR Council
• I joined the HR Council in 2006 as rst full-
time communications person. It was a one
person com-shop until June 2009
• ‘Target audience’ includes some 69,000
nonpro ts that employ 1.2 million people
• En anglais et français
Wednesday, April 6, 2011

24. Our Journey Through the ‘Interwebs’
Wednesday, April 6, 2011

25. What we’ll explore
Wednesday, April 6, 2011

26. What we’ll explore
• Website
• E-newsletter
• Video
• Blog and Live Chats
• Social Networks
• Twitter
•
Wednesday, April 6, 2011

27. Websites
Do Don’t
Wednesday, April 6, 2011

28. Websites
Do Don’t
• Have one
• Make it easy to navigate
• Include links to your social
media ‘properties’
• Keep it simple
• Monitor traf c
Wednesday, April 6, 2011

29. Websites
Do Don’t
• Have one • Let it get dated
• Make it easy to navigate • Try to be all things to all
people
• Include links to your social
media ‘properties’ • Have annoying background
music or ash videos
• Keep it simple
• Bury contact information
• Monitor traf c
Wednesday, April 6, 2011

30. Websites
Do Don’t
• Have one • Let it get dated
• Make it easy to navigate • Try to be all things to all
people
• Include links to your social
media ‘properties’ • Have annoying background
music or ash videos
• Keep it simple
• Bury contact information
• Monitor traf c
Wednesday, April 6, 2011

31. E-Newsletters
Do Don’t
Wednesday, April 6, 2011

32. E-Newsletters
Do Don’t
• Keep it short, punchy
• Vary the subject line
• Have a publication schedule
• Don’t send it on Mondays or
Fridays
• Drive people to your website
• Make it easy for people to
subscribe
Wednesday, April 6, 2011

33. E-Newsletters
Do Don’t
• Keep it short, punchy • Jam all your content into
your newsletter
• Vary the subject line
• Send a lot of images, ashy
• Have a publication schedule text or PDF documents
• Don’t send it on Mondays or • Bombard your audience
Fridays
• Add people to your list
• Drive people to your website without permission
• Make it easy for people to
subscribe
Wednesday, April 6, 2011

34. E-Newsletters
Do Don’t
• Keep it short, punchy • Jam all your content into
your newsletter
• Vary the subject line
• Send a lot of images, ashy
• Have a publication schedule text or PDF documents
• Don’t send it on Mondays or • Bombard your audience
Fridays
• Add people to your list
• Drive people to your website without permission
• Make it easy for people to
subscribe
Wednesday, April 6, 2011

35. Video
Do Don’t
Wednesday, April 6, 2011

36. Video
Do Don’t
• Keep ‘em short
(3-7 minutes, tops)
• Publish them to videosharing
sites like Vimeo or YouTube
• Tell a story
• Link it to other content
Wednesday, April 6, 2011

37. Video
Do Don’t
• Keep ‘em short • Spend a lot of money
(3-7 minutes, tops)
• Forget who your intended
• Publish them to videosharing audience is
sites like Vimeo or YouTube
• Forget about Animoto - it’s
• Tell a story great and free for
Nonpro ts!
• Link it to other content
Wednesday, April 6, 2011

38. Video
Do Don’t
• Keep ‘em short • Spend a lot of money
(3-7 minutes, tops)
• Forget who your intended
• Publish them to videosharing audience is
sites like Vimeo or YouTube
• Forget about Animoto - it’s
• Tell a story great and free for
Nonpro ts!
• Link it to other content
Wednesday, April 6, 2011

39. Blogs & Live Chats
Do Don’t
Wednesday, April 6, 2011

40. Blogs & Live Chats
Do Don’t
• Post updates regularly - a
dead blog is worse than no
blog
• Encourage people to
comment and engage
• Leverage Twitter, Facebook,
Newsletter to drive traf c
Wednesday, April 6, 2011

41. Blogs & Live Chats
Do Don’t
• Post updates regularly - a
dead blog is worse than no
• Turn the comments off
blog
• Write as an ‘organization’
• Encourage people to give your blog a human
comment and engage voice
• Leverage Twitter, Facebook,
• Use your blog to always
Newsletter to drive traf c sell or ask people for
something
Wednesday, April 6, 2011

42. Blogs & Live Chats
Do Don’t
• Post updates regularly - a
dead blog is worse than no
• Turn the comments off
blog
• Write as an ‘organization’
• Encourage people to give your blog a human
comment and engage voice
• Leverage Twitter, Facebook,
• Use your blog to always
Newsletter to drive traf c sell or ask people for
something
Wednesday, April 6, 2011

43. Social Networks
Do Don’t
Wednesday, April 6, 2011

44. Social Networks
Do Don’t
• Pick the right network(s) for
your organization
• Update them regularly
• Remember - it’s a NETWORK,
it’s not always about you.
• Have fun with it - build your
online ‘personality’
Wednesday, April 6, 2011

45. Social Networks
Do Don’t
• Do it because ‘everybody
• Pick the right network(s) for
else is doing it’
your organization
• Engage in direct service
• Update them regularly
delivery or disclose
con dential information
• Remember - it’s a NETWORK,
it’s not always about you. • Constantly barrage or annoy
your followers with updates
• Have fun with it - build your
online ‘personality’ • Set up a ‘group’ when you
want a ‘page’
Wednesday, April 6, 2011

46. Social Networks
Do Don’t
• Do it because ‘everybody
• Pick the right network(s) for
else is doing it’
your organization
• Engage in direct service
• Update them regularly
delivery or disclose
con dential information
• Remember - it’s a NETWORK,
it’s not always about you. • Constantly barrage or annoy
your followers with updates
• Have fun with it - build your
online ‘personality’ • Set up a ‘group’ when you
want a ‘page’
Wednesday, April 6, 2011

47. Twitter
Do Don’t
Wednesday, April 6, 2011

48. Twitter
Do Don’t
• Follow like and not-so-like
minded people and
organizations
• Become part of the
conversation
• Use Hootsuite or Tweetdeck
to manage your tweets
• Follow trends and topics
Wednesday, April 6, 2011

49. Twitter
Do Don’t
• Follow like and not-so-like
minded people and
• Squawk
organizations
• Forget that a tweet is
• Become part of the forever
conversation
• Let your twitter feed
• Use Hootsuite or Tweetdeck languish
to manage your tweets
• Be afraid of the twitterverse
• Follow trends and topics
Wednesday, April 6, 2011

50. Twitter
Do Don’t
• Follow like and not-so-like
minded people and
• Squawk
organizations
• Forget that a tweet is
• Become part of the forever
conversation
• Let your twitter feed
• Use Hootsuite or Tweetdeck languish
to manage your tweets
• Be afraid of the twitterverse
• Follow trends and topics
Wednesday, April 6, 2011

51. Charting Your Course
Wednesday, April 6, 2011

52. Charting Your Course
Think of various social media as tools in your
toolkit - pick the right one for the job.
Wednesday, April 6, 2011

53. Charting Your Course
Wednesday, April 6, 2011

54. Charting Your Course
Step 1: Determine desired end result
Wednesday, April 6, 2011

55. Charting Your Course
Step 1: Determine desired end result
Step 2: Pick your tool(s)
Wednesday, April 6, 2011

56. Charting Your Course
Step 1: Determine desired end result
Step 2: Pick your tool(s)
Step 3: Execute
Wednesday, April 6, 2011

57. Charting Your Course
Step 1: Determine desired end result
Step 2: Pick your tool(s)
Step 3: Execute
Step 3.5: Monitor and course correct
Wednesday, April 6, 2011

58. Charting Your Course
Step 1: Determine desired end result
Step 2: Pick your tool(s)
Step 3: Execute
Step 3.5: Monitor and course correct
Step 4: Evaluate
Wednesday, April 6, 2011

59. Charting Your Course
Wednesday, April 6, 2011

60. Charting Your Course
• Carry your brand across all platforms
Wednesday, April 6, 2011

61. Charting Your Course
• Carry your brand across all platforms
• Pick the right medium for the message
Wednesday, April 6, 2011

62. Charting Your Course
• Carry your brand across all platforms
• Pick the right medium for the message
• Remember that you can’t do it all
Wednesday, April 6, 2011

63. Charting Your Course
• Carry your brand across all platforms
• Pick the right medium for the message
• Remember that you can’t do it all
• It’s not all about # of fans or followers
Wednesday, April 6, 2011

64. Charting Your Course
• Carry your brand across all platforms
• Pick the right medium for the message
• Remember that you can’t do it all
• It’s not all about # of fans or followers
• It’s about meaningful engagement
Wednesday, April 6, 2011

65. Questions?
Lee Rose
Communications Manager
HR Council for the Nonpro t Sector
e-mail: lrose@hrcouncil.ca
twitter: @thisleerose
skype: leerose.lr
Wednesday, April 6, 2011