This document discusses the rise of social media and how nonprofits can utilize various social media platforms like Facebook, YouTube, Twitter, and blogs to engage supporters and raise awareness. It provides statistics on the growth of users on each platform and considers both the pros and cons for nonprofits. The key rules for nonprofits are to listen to supporters, get involved in conversations, give up control of the message, be honest, and think long-term when developing a social media strategy.
4. What is Social Media? Social Media is people using tools (like blogs & video) and sites (like Facebook & Twitter) to share content and have conversationsonline.
5. The Real Value of Social Media “Is that it exponentially leverages word-of-mouth.” -John Haydon, marketing consultantjohnhaydon.com(yes, that’s him.)
6. Why Should We Care? In 2005, 8% of all adults online had a profile on a social network site. Today, over 40% do. Source: Pew Internet & American Life Report (January 2009)
7. Your Donors are Online In 2007, total online giving in the US reached over $10 billion – a 52% increase over 2006. 51% of wealthy donors prefer to give online. Source: ConvioThe Wired Wealthy (March 2008)
10. 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
17. Can be time consumingPro’s: Post News and Events to a place where people can see it on a regular basis. Send out alerts and ask for action without being annoying or clogging people’s email “inboxes” Get real-time feedback from people who care about your cause. Build a community feeling.
18. In August 2008 23.7 million people visited YouTube. Every minute, 13 hours of video are uploaded to YouTube. 1 out of 3 videos viewed online is on YouTube. Source: ComScore Inc. (August 2008)
42. 5 Rules of Social Media for Nonprofits 1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.
43. 5 Rules of Social Media for Nonprofits 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.
44. 5 Rules of Social Media for Nonprofits 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.
45. 5 Rules of Social Media for Nonprofits 4. Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.
46. 5 Rules of Social Media for Nonprofits 5. Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
All can be utilized for your business if you have a clear idea of what you want from it, what you have to give to it and for how long.If you build it they won’t come.
Photo shows a broad overview of what you can do with social media toolsShare words (ideas and stories through text)Share Photos (visual)Share Video (visual)
Social media is PEOPLE FIRST, NOT TOOLS.What’s new with social media? What’s new with YOUR NONPROFIT?Helps nonprofits capture the “long tail of marketing”Every nonprofit is famous to 15 people. Who are your 15 people?
Whisper down the lane.What are the pros and cons of whisper down the lane.Even if your clear the message can change. Loss of control.
We are considering social media for important reasons, not just because it’s cool or trendy. It’s been proven to have positive business impact when the right conditions are met.It’s where the people are.Nonprofits always ask – how can I find donors, raise more money, get more people to events?
Wealthy donors tend not to look up you’re your financials on Guidestar or your website.They ask their friends for recommendations.Maybe ask them via facebook – or don’t even ask, but see the nonprofits that their friends are ‘fans’ of. How can you be one of the orgs they ‘recommend?”
New way of doing business – your new staff will assume you have a facebook page.
Without social media you would have a different president.WHY?Connected to the basic principles of social mediaRIGHT TIME (time when people were desperate for change. Strong motivating factors.)RIGHT MESSAGE (authentic message, people believed that he could DEVLIVER that change.)EASY TO ACT (campaign asked for specific actions and made it easy, you could donate $5, you could make calls, you could volunteer on election day….)HOW CAN YOUR NONPROFIT DO THE SAME ON A SCALED DOWN BASIS?
Now we know the basic concepts behind social media – and why we want to use it…Let’s learn a little more about four mainstay tools: FB, Twitter, Blogs, YouTubeSee an example of what each does…Weigh pro’s and con’s (you can relate them to your nonprofit’s goals.)
Likes long walks on the beach…
YouTube’s Nonprofit ChannelMuch of what we do is more powerful when people see it.
A little complicated..>Looks good at first – but sometimes you have to put some work into it to get it to be what you want it to be. Do some digging to find what you want.
“It’s just lunch.”Micro-bloggingAllows you to share short snippets of information, link, time sensitive announcements, organized a large group (advocacy)
Tweetsgiving – one chosen nonprofit. Twitter community goal of raising $10,000 in 48 hours for that org.Twestival – Global or local. A series of events (in person) organized on twitter to raise $ for 137 nonprofits in 2010.
Dialogue drive means people expect a response from YOUALL you say online never goes away. Twitter more than any other tool give you the ability to express yourself in a personal and emotionally responsive way.
Online diary webpage, free and easy to brand to each nonprofits style. Easy to post content, photos, video, links.Easy for users to navigate.
Besides the obvious good of having a free website… how can you leverage your blog?
Summary:All of these tools should be used towards a specific, measurable goal.The worst thing I have seen companies do is jump in and out of multiple tools just to “see” if it “works.”Define what success would be to your org. even if it’s just that you want to see an increase in blog readership from 0 to 20 readers in 6 months because you’re goal is to build an educated base. Or one donation via your facebook page in the first 3 months of operationNew audiences are already online and maybe some you already know, but mostlyYou are going to have to develop a plan to move your traditional audience to an online audience
