This document provides an overview of how social media is changing nonprofit communications. It discusses how social networking works, expectations for learning about social media strategies and tactics, and encourages participation on Facebook. Various social media tools like blogs, online newsrooms and forums are presented. The benefits of social media for nonprofits are described, including increased keywords, frequency and engagement. Effective social media uses distributed content and focuses on building relationships with stakeholders. Metrics for measuring online conversations are suggested, and listening is emphasized as the first step in using social media.
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Constituents have moved, organizations are
falling behind
•Constituents connect with each other – happily
leaving organizations behind
•We know the problem will get worse before it
gets better
•Outdated frameworks and pet theories relegate
discussions to incremental fixes
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Leadership and Common
Interests
• Effective Leaders Need to Know Three Things:
Who are you upsetting?
Who are you connecting?
Who are you leading?
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Noteworthy:
Leaders Use
Social Networks to
Learn, Teach, and
Communicate
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Seth Godin’s Post-Modern
Cultural Evolution Model:
Factory Model: Cheaper Labor, Bigger
Factories, Faster Production
Television model: Act Like A King! Use Mass
Marketing and Average Ideas With Lots Of
$$$
Tribes: Leading and Connecting People and
Ideas
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Urbanization and Modern
Tribes
Post-World War II, Post Industrial America:
77% of the American Population is
Urbanized
Geographic Ties are Lost Between
Neighbors
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The New, New World
•The lines between program/content producers
and consumers are blurred
•Users and producers are engaged in co-creation
of value – they become collaborators
•Users have the tools to configure and/or
customize their brand experience
•Users and producers encourage each other
and mutually define the future direction of the
organization
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The New, New World (contd)
•Users and producers take advantage of the most
advanced communications models in the
channel mix
•User changes to products and services have
universal and commercial value and drive the
sales of the product
•The producer is an aggregator for the user’s
creative activity
•User is an advocate of the experience and, by
extension, the organization
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Touchpoints...
There is a territory that exists in
the borderlines between you and
your constituents.
It’s where great opportunity lives, if
you know where to look.
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Touchpoints are where processes, systems
and data all intersect, and are often the fault
lines between different organizational
departments and geographic areas.
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Old versus new media
• Traditional media
• New, digital media – including social
media
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Social media is ubiquitous
http://personalizemedia.com/garys-social-media-count
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How did you …
• Share the last photo you took?
• Find the last new restaurant you ate at?
• Last communicate with your best friend?
• Organize your last event?
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Distributed content
Goal = share your message, then get
others to share it with their networks
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Social media tools
• Blogs and microblogs
• Online newsrooms
• Podcasts
• Online forums
• Wikis
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Social media tools
• Online social networks
• Multimedia sharing
• Tagging/bookmarking
• Aggregators
• Sharing
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Benefits of social media
• Keywords
• Frequency
• Ability to tap into social networks –
distributed content
• Numerous tickets to the search lottery
• Engagement
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Marketing
• The act or process of selling or
purchasing in a market
• The process or technique of promoting,
selling, and distributing a product or
service
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Marketing
―Marketing is the management function that
identifies human needs and wants, offers
products and services to satisfy those
demands, and causes transactions that
deliver products and services in exchange
for something of value to the provider.‖
—Effective Public Relations by Cutlip, Center and Broom
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Getting Started
• What are your objectives/purpose?
• What is working? Why?
• What are your concerns?
• How well do you know your audience?
• Do you have stats about your web traffic?
• How will you define success?
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Ask Yourself…
• How good are we at listening?
• How compelling is the story we want to tell?
• How big is our universe? Where are they?
• How much of our time is social media worth?
• What are our competitors doing?
• Who are the brands we want to
emulate?
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New Metrics to Measure the Conversation
Share of Voice
Tone of Voice/Sentiment Analysis
Trends Over Time
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Listen first
• Why should we listen first?
• How does this help as we develop,
implement and evaluate our social media
marketing strategy?
• Listen and Monitor.
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Importance of listening
• Know how effective you’ve been
• Find out what others are saying
• Know how to adjust your messages
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Search audit
• Online search audit – first page results
only
– Google
– Yahoo
• Set the benchmark
– Positive
– Neutral
– Negative
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Google score
• Search your organization’s name
• First page results are your top 10
– Highlight the positive results in green | 10
points
– Neutral in yellow | 5 points
– Negative in red | -5 points
• What’s your Google score?
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Listening tools
• Google alerts, blog search
• Technorati searches
• BoardTracker
• Twitter search – Tweet Beep, Social
Oomph
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Google Reader
• Secure a Gmail account
• Use Google reader as your online
listening portal
– RSS feeds from blogs and Twitter
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Top search placement
• The online search audit helps you realize
the importance of top organic search
placement
• Search placement is paramount to
successfully positioning your organization
online
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Blogging
• WordPress
• Blogger
• Moveable Type
• Type Pad
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Why blog?
• Be a thought leader
• Engage with key constituents
• Provide commentary, news and
information
• An unpolished, straightforward and
honest approach
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Blog features
• A strategy for incorporating keywords
• RSS
• Social media sharing
• Link to other online properties
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Online newsroom
• Create a one-stop-shop for information
about your organization
• Frequently share news
• Social media sharing
• Link to your other sites
• Supports search optimization strategies
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News distribution
• Send directly to journalists
• Publish online on your own
• Use a news wire service
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News format
• Include keywords – the ones your
constituents will use to search for and
find your news
• Incorporate links – keyword and phrases
link to online resources
• Make the release shareable on social
media sites
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Create your own content
• Reach donors/constituents directly
• Use the newsroom to pitch journalists
114. ―After receiving this complaint, Price Chopper’s
public relations team did the unthinkable — they
contacted the customer’s employer (which was
mentioned in the individual’s Twitter bio) requesting
disciplinary action be taken against the individual
for their negative post,‖
Apparently, CVS doesn’t care. And they’re
actually not ―Looking forward to hearing your
stories! A ―request to follow‖ sent a week
ago, has gone unanswered. A locked Twitter
stream for a Community Manager is not only
an oxymoron, it’s one of the Internet’s silliest
moves, perhaps ever. FAIL!
Attack Customer
No Interaction
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Thought leadership
• White papers
• E-books
• E-mail newsletters
• Wikis
• Research and survey reports
• Blogs
• Podcasts – audio and video
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Gobbledygook
• What is it?
• How to avoid it
gobbledygook.grader.com
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So many tools . . .
. . . so little time!
• Be strategic
• Be consistent
• Be professional
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Change is constant
• Tools will change
• Stay current on trends
• Continue to participate
119. 1-Hour Quick Start
• Listen – (30 minutes)
– What are you and your business passionate about?
– Brands, Movements, Organizations, News, Networks &
Associations, Competitors, Trends
• Be Social – (15 minutes)
– Comment
– Share
– Contribute
– Measure
• Engage – (15 minutes)
– Ask for opinions, insight, experiences
– Respond to questions, queries and challenges
– Produce content, communicate with customers
– Offer new perspective
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Research tools
Pew Internet & American Life Project
PewInternet.org
Sherer Cybrarian Services
ShererCybrarian.com
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More research tools
Alexa alexa.com
Alterian socialmedia.alterian.com
Argyle Social argylesocial.com
BackTweets backtweets.com
BlogPulse blogpulse.com
BoardTracker boardtracker.com
Brandwatch brandwatch.com
Collective Intellect collectiveintellect.com
Compete compete.com
CustomScoop customscoop.com
CyberAlert cyberalert.com
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More research tools
Cymfony cymfony.com
Delicious delicious.com
Digg digg.com
FeedBurner feedburner.com
Filtrbox filtrbox.com
Fliptop fliptop.com
Google Alerts google.com/alerts
Google Analytics analytics.google.com
Google Trends google.com/trends
IceRocket icerocket.com
Klout klout.com
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More research tools
Lithium lithium.com
Quantcast quantcast.com
Quarkbase quarkbase.com
Radian6 radian6.com
Sentiment360 sentiment360.com
SM2 by Techrigy techrigy.com
Social Mention socialmention.com
Social Oomph socialoomph.com
SWIX swixhq.com
Sysomos sysomos.com
Technorati technorati.com
Marketing on the Social Web: If the web is a mass of conversations, then get talked about. Make it as easy as possible for your fans to find it and spread the word Develop strategies to turn followers into advocates. Marketing spend generates traffic -> Some of that traffic sticks -> Users are inspired and enabled to talk about your product ->They spread the message around the network (Seth Godin: Flipping the Funnel)Use social to ignite conversation and drive search: Social Launches: Ford revealed its 2011 Explorer on Facebook. The first time a major car company has forgone an auto show for a new car reveal. The day the car was revealed online, searches for Explorer more than doubled. Compared to a typical double-digit increase seen after a Super Bowl ad.
They blog about topics important to their audience (advocacy, how their partners are supporting SOS and specific programs like Cooking Matters). They include multiple bloggers from across the organization (easing the blogging burden). And, they make it easy to subscribe via email (which is how most people will subscribe vs. RSS). You won’t find a ton of comments on their blog, but that doesn’t necessarily mean it’s a failure. Remember, each of these posts is now an “informational annuity” (term I’m stealing from Jay Baer and Amber Naslund). It’s searchable. And, it’s easy to share with partners, volunteers and potential donors with a simple click of the mouse.
Their custom welcome page is simple, but brilliant. On it, they ask you to take a pledge–help them end childhood hunger by 2015. Once you sign up, you receive a short email message simply asking you to help spread the word by way of social status updates (templated Facebook and Twitter posts) or via email. No ask for money. No ask to volunteer your time. Just spread the word. And, they’re building a valuable email database of super-fans that they can stay connected with through your email inbox.
Visit any non-profit home page these days and you’ll likely see a variety of social media interaction. Organizations with Facebook and Twitter pages, YouTube channels and even FlickR accounts. Wait, I thought these organizations were strapped for resources? How are they keeping on top of all these real-time platforms? Turns out, many aren’t. They’re creating them–then either letting them wilt or adding meaningless content noise. The Humane Society hasn’t taken that route. They’re saying simply that blogging, Twitter and Facebook are where they’re going to concentrate their efforts. Now, that’s a ton of work, especially when your Facebook posts get 500-plus comments! But, it’s a much better approach than the spray-and-pray approach.The Humane Society is their knack for nailing the basics of blogging. Consistency? Wayne posts virtually every week day (and again, going back to 2007). Community building? Each post includes numerous links to relevant and helpful resources and sites. Is it easy to share and subscribe to? Email subscribe button right at the top and easy share buttons at the bottom of each post (many with more than 200 “Likes”). Want to know more about Wayne? Yep, that’s right at the top, too. After reading a post, what if I want to donate to The Humane Society? One click right at the top of each post and we can take care of that. My point? The Humane Society doesn’t do anything sexy with Wayne’s blog–but it’s a damn effective storytelling device for the organization because they execute the basics so well. Time and time again.. Love what The Humane Society is going on their Facebook page with its “Tell Strawberry to go Fur-Free” campaign. They’ve set up a tab devoted to this campaign where they ask for supporters’ help. It’s easy. It’s simple. And it wouldn’t take a Humane Society supporter more than 2 minutes to complete. What’s beautiful about this is they’re taking a fan base they know already supports their organization and just giving them a simple tool to help them advocate for a cause they care about. The ask isn’t much (personal information). They’ve even inserted the start to a personal note for supporters to send. Plus, by asking for personal information, they’re also opening up the door to building a more personal relationship with these folks by opting-in for more email communications from the Humane Society.