Ventureneer's lessons from real life show nonprofits how to leverage social media to get results.

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2. Social Media Best Practices for Nonprofits
Stengel's own success with social media, as well as her
background as a social entrepreneur and consultant to
nonprofits make her well-qualified to extract the useful
nuggets from the survey data. Her own business,
Ventureneer, has been cited in Marketing in Web 2.0
World, by Peter VanRysdam, as a case study in effective
use of a website, and in Twitter Marketing: An Hour a
Geri Stengel Day, by Hollis Thomases, for her use of Twitter in
President launching the Ventureneer brand. She has also been
Ventureneer cited by Inc. Magazine and Mashable.
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3. Social Media
Best Practices
For Nonprofits
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4. Agenda
• Background
• The 5 steps to effective use of social media
• Know who you want to reach
• What you want to accomplish
• Which social media does this best
• How much you want to spend
• Measure effectiveness
• What are you afraid of?
• Tips for moving forward
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5. Using Social Media
• Yes/No Poll
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6. The Marketing Landscape Is Changing
Traditional Marketing Social Media
· Message pushed to consumer · The consumer pulls message
· One-way message · Two-way, interactive
· Interrupts conversation
· Company generates content · Permission-based, engages
· Hard to measure results · Nonprofit/user generate
content
· Real time metrics
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7. Don’t Surrender: Choosing Media Hasn’t Changed
• Know who you want to reach
• What you want to accomplish
• Which social media does this best
• How much do you want to spend
• How to measure effectiveness
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8. Who Do You Want
To Reach?
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9. Who Do You Want to Reach?
Please type your response in the chat box to right.
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10. Questions
• First Bullet
– Second level
• Third level
– Fourth level
» Fifth level
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11. What Do You Want
to Accomplish?
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12. What Are Your Goals With Social Media?
Please type your response in the chat box to right.
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13. Reasons for Using Social Media
Total
(%)
Build/maintain awareness of the organization, its cause 92
Build and maintain community 76
Increase traffic to website 68
Advocacy 44
Raise money 43
Mobilize and coordinate people 39
Recruitment (e.g. staff, volunteers, board) 32
Cause Marketing 31
Reduce spending on marketing 28
Increase search engine rankings 23
Program delivery 21
Sell product / services 17
Test effectiveness 14
Market research 11
Crisis management tool 6
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14. Reasons for Using Social Media
Power
Total Users
(%) (%)
Build/maintain awareness 92 90
Build and maintain community 76 83
Increase traffic to website 68 90
Advocacy 44 59
Raise money 43 54
Mobilize and coordinate people 39 49
Recruitment (e.g. staff, volunteers, board) 32 46
Cause Marketing 31 50
Reduce spending on marketing 28 22
Increase search engine rankings 23 37
Program delivery 21 32
Sell product / services 17 37
Test effectiveness 14 10
Market research 11 17
Crisis management tool 6 12
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15. Use and Effectiveness of Social Media Among Nonprofits
Use of Social Media Effectiveness With Social Media
Facebook 96% Facebook 22% 60%
Twitter 78% Twitter 20% 50%
YouTube/other video site 68% YouTube/other video site 23% 57%
LinkedIn 14% 45%
LinkedIn 60%
Blog 18% 55%
Blog 52%
Discussion groups 14% 50%
Discussion groups 42%
RSS feed 13% 54%
RSS feed 37%
Podcasting 22% 44%
Podcasting 23%
Social tagging 10% 47%
Social tagging 22% Wikis 17% 44%
Wikis 19% MySpace 3% 27%
MySpace 18% Recommendations 9% 42%
Recommendations 17% Text fundraising 9% 47%
Text fundraising 15%
Very Ef f ective Somewhat Ef f ective
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16. Effectiveness of Social Media: Dabblers vs. Power Users
Nonprofits Rating 48
Social Media Very Effective
36 36
28 31 31
27 27 27
25
24
16 17
16 14
12 12
11
10
1-4 5-9 10-24 25+
Hours Per Week Spent on Social Media
Facebook Twitter YouTube LinkedIn Blog
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17. Climbing Toward Social Media Effectiveness
• Measure
• Build Community
• Build Relationships
• Identify Influencers
• Listen
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18. Questions
• First Bullet
– Second level
• Third level
– Fourth level
» Fifth level
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19. Which Social
Media Does What
Best?
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20. Social Media Landscape
• Spread the word
• Enhance creditability
• Create a community
• Build connections
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21. Why Facebook
• 500 million+ users
– Builds brand
– Engages friends
– Drives traffic to your site
– Generates leads
– Increases loyalty
– Spread virally
– Has targeted advertising
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22. Why Twitter?
• 190 million users
• Tweeting 65 million times a day
– Generates traffic and leads
– Gets you in front of high profile people
– Establishes you as thought leader
– Engages your market
– Improves search engines rankings
– Researches
– Gets questions answered
– Manages reputation
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23. Frequency of Doing Twitter and Effectiveness
Very Effective
Total At Twitter
Tweet / retweet (%) (%)
Daily or More Often 39 79
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24. Why YouTube or Other Video Service?
• Exceeds 2 billion views per day
– Demonstrate your product
– Multi sensory
– Emotional
– Reinforce your message in a
different format
– Improve search engine ranking
– Viral effect
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25. Frequency of Doing YouTube and Effectiveness
Very Effective
Total At YouTube
Create / upload video to web (%) (%)
Weekly or More Often 16 39
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26. Why LinkedIn?
• 70 million users
• Business tool
– Increase your visibility
– Use for prospecting
– Establish creditability
– Conduct competitive intelligence
– Improve search engine results
– Get recommendations
– Check people out before you meet them
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27. Why Blog?
• Quick and easy
• Inexpensive
• Search engines love blogs
• Establish credibility
• Manage reputation
• Appear accessible
• Builds awareness
• Differentiates you
• Exploits a niche
• Builds a community
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28. Frequency of Blogging and Effectiveness
Very
Effective At
Publish your own content Total Blogging
on a website or blog (%) (%)
Weekly or More Often 52 85
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29. Optimize Your Social Media Content for Search
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30. Questions
• First Bullet
– Second level
• Third level
– Fourth level
» Fifth level
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31. A Wide Range of Metrics Are Available
• Friends, Followers, Fans
• Comments/Subscribers
• Tweets/Retweets
• Web traffic, page views, time,
bounce rates
• Click-throughs
• Back links
• Media mentions
• Influence
• Sentiment
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32. Measurement Guidelines
• Focus on measuring what
matters to the nonprofit.
• Focus on what can be counted
in a practical and affordable
manner.
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33. Continuously Improve
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34. Questions
• First Bullet
– Second level
• Third level
– Fourth level
» Fifth level
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35. What Are You
Afraid of?
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36. What Are You Afraid Of?
Please type your response
in the chat box to right.
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37. What Are You Afraid Of?
Don’t Use
Use Social Social
Media Media
(%) (%)
Amount of time it takes 67 56
Lack of financial resources 49 41
Not convinced of the value/ROI 40 61
Lack of concrete measurement 42 38
Lack of clear guidance/procedures 34 51
Resistance from management 18 21
Seems too complicated 15 14
Resistance from the Board 7 14
Not appropriate for our organization 7 12
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38. Tips for Moving
Forward
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39. Tolerate Failure. It Is Critical to Social Media Success
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40. Start Slowly…You’ll Catch Up
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41. Invest in Training
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42. Listen, Before You Leap
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43. Picking the Team and Tools to Maximize Efficiency
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44. Balance Empowerment with Accountability
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45. Integrate Into Your Overall Marketing Efforts
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46. Questions
• First Bullet
– Second level
• Third level
– Fourth level
» Fifth level
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47. Resources
• One stop resources social media as they are used by nonprofits
• The Network Nonprofit, Beth Kanter, Allison Fine
• GOING SOCIAL: Tapping into Social Media for Nonprofit Success
Beth’s Blog: How Networked Nonprofits Are Using Social Media to Power Change
• Online Marketing: What's the Right Mix for You?
• Facebook
– http://mashable.com/guidebook/facebook/
– http://ventureneer.com/webclass/will-facebook-replace-google-adwords
• Video overview of importance of social media
The Twitter Guidebook
LinkedIn
– LinkedIn for Nonprofit Organizations
– Small Business Owners, Freelancers, Consultants: Keep Your Project Pipeline Full Using LinkedIn
• SEO Best Practices: 20 Questions
• The 10 Social Media Metrics Your Company Should Monitor
• What's The Social Technographics Profile Of Your Customers?
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