This document summarizes a presentation about using social media for mission-oriented social change in non-profits. It discusses how non-profits are using social media for traditional marketing, fundraising, program delivery, and market research. It emphasizes the importance of using social media to enhance an organization's mission, sharing real stories to build social capital through reciprocity and trust over time. The presentation warns against several "deadly sins" in using social media, such as focusing only on outputs rather than outcomes, failing to engage key demographics, or using it as a replacement for other communications instead of an enhancement. It encourages non-profits to start small by focusing on one social media platform well rather than trying to use them

1. Social Media:
Pursuing Mission-Oriented
Social Change
This presentation will be available from this link:
http://socialkeenan.com
It only sounds scary,
please come in and have a seat!

2. Will your social media strategy get you murdered in a lake?
PEOPLE OR MACHINES? “FOR ME THE CHOICE IS EASY”

4. Keenan’s social media passion:
made, not born!

5. LiveWorkPlay
Registered charity, full-time operation 1997
Government 55% of revenues
Currently equivalent of 11 full-time staff, 120 volunteers
Directly support 65 people
Mission: helping our community welcome
people with intellectual disabilities to live,
work, and play as valued citizens.

6. Website and
Partner Websites
Social media helps turn
moments into movements

8. If you remember
nothing else….
• Keep it mission-oriented
• Share real stories about real change
• Say thank you and say it publicly
• Be timely, social media is a “now” tool
• Social media is about social capital
• Social capital is about reciprocity + time = trust
• Non-profit agencies using social media are
proving to be dramatically more successful at it
than those who are not using it.

9. Marketing? Me? No no no, I work for a charity!

10. Is your organization engaged in marketing?
It’s commonis yournon-profit organizations don’t
How well that organization positioned in the
wish tocompetitive world of social marketing?
see themselves as being in competition
Social mediaan integrated sociala fringe activity
Do you have is often seen as media strategy?
Seldom considered that social media might
How can social media help improve the rest of
actually help improvecommunications work?
your marketing and other marcom activities
Social media often exposes outputs or outcomes?
Are you concerned with outputs-focused marcom
Social media is an opportunity to both enhance and
challenge your organization’s mission-oriented pursuits!

11. Posted January 6, 2011
by Social Media Club
What are non-profits doing with their social media channels?
1) traditional marketing — to promote the non-profit’s brand, programs,
events or services — with 92.5% of survey respondents indicating this role
as the purpose of their presence on commercial social networks.
2) the second most popular role is for fundraising (45.9%).
3) program delivery (34.5%)
4) market research (24.3%)

12. Not using
commercial
social networking
websites like
Facebook
and YouTube?
Good for you,
you must have
one of the
world’s
greatest
non-profit
websites!

13. Ignoring the elephant in the room?

14. M
E
A
S
U
R
A
B
L
E
R
E
A
L

15. Hello, my
name is:
LiveWorkPlay
Marketing
Budget!

16. Where it all started…

17. @LiveWorkPlay

18. Top 30 20 in
Canadian
non-profit
community?
If only we’d been trying!
(YouTube is more than
kittens and hits to the groin)

19. 715 Views of Moira and Caroline [So Far]: Important Events Analytics
Social media analytics bring surprising levels of
understanding and transparency to relationships
I-J: Posted on Facebook and LiveWorkPlay.ca
H: Posted on WordPress at keenan.wellar.ca
F-G: Shared with YouTube friends/subscribers
C-D-E: Featured in stories on partner websites
A-B-C: Post-conference presentation buzz

20. What matters is “Where are the real relationships?” ~ Seth Godin

21. If
you
got
there
what
would
you
do
next?
Those were the
droids I was
looking for!

22. slideshare
Being completely
current on social
media is a simple
matter of the
impossible, so
reinvigorate your
joy of discovery!
My advice is learn
all the tricks
you can while
you’re young!
TOOL TIP: SLIDESHARE.NET

24. “The ability for you to have a thought
I might not share the same
and be able to publish that thought
instantly to the worldtheseplatform
appearance as in any “bald
you desire,black”images, audio, video,
men in in text, but I really
and it comes up immediately, is brand
spanking new.” – Mitch Joel to say!
like what they have
(from Six Pixels of Separation)

25. Seth Godin on leadership:
Leadership is scarce because few people are willing
to go through the discomfort required to lead. The
scarcity makes leadership valuable. If everyone tries
to lead all the time, not much happens.
It’s uncomfortable to stand up in front of strangers.
It’s uncomfortable to propose an idea that might fail.
It’s uncomfortable to challenge the status quo.
It’s uncomfortable to resist the urge to settle.
When you identify the discomfort, you’ve found the place where a
leader is needed. If you’re not uncomfortable in your work as a leader,
it’s almost certain you’re not reaching your potential as a leader.

26. For some,
social media is understood
as a tool, a job, a skill, a choice…
For myself and others,
social media is understood as the
most profound confluence of
human discourse the world has
ever seen…

27. Some non-profits may fear that social media resistance is futile…
Those who are in proper mission-oriented focus will
understand it as a new universe of opportunities…

28. Nobody likes making public mistakes!

30. 7 DEADLY SOCIAL MEDIA SINS

31. Social Media as Marketing Monster
(Text of actual email, names removed)
Keenan, thanks so much for permission to use
those images. The only problem is I can’t
use anything from Facebook from the
office as the agency has blocked it.
I’ll have to try it from home later.
Director of Marketing
Major Non-Profit Organization

33. You are likely
offending one or
both audiences.
You are putting
disregard for
authenticity on
public display.
On Facebook, updates have a full day life span!
On Twitter, 95% of re-tweets happen in the first hour!

34. LISTEN FIRST!
THEN RESPOND IN
PROPER SOCIAL CONTEXT

35. Do as we say, not as we do:
social media engagement (non) strategy
Hi, I’m the CEO of a local charitable organization. I don’t have time
for social media, but our summer intern is posting some of our press
releases on Facebook, you should check those out and make a donation!

36. Use of social
media tools does
not guarantee
that people
will listen.
Engagement is
shaped by the
It is unrealistic to expect interpretation of
more of your audience than its intentions.
you would expect from your Brian Solis
leadership and staff. Author of Engage!
Lead by example!

37. The conversation
Monetizing social media is like might lead somewhere
Putting theconversation
monetizing the cart beforebut it definitely didn’t
the horse and
you had while waiting start with an ask
declaring social media a failure?
for your mocha java! for $20 before you’d
start conversing!

38. After you listen – have conversations!

39. Do your practices alienate youth? Seniors? Both?
“I think a lot of the demographics that we’re
gearing toward might not be your typical
Facebooker or techsavvy person. Maybe the
younger crowd and students for sure, but older
prospective volunteers don’t use that tool, and a
lot of our clients don’t use that as a tool,” she
explained, noting that the agency is “busy enough
without maintaining Facebook and Twitter pages.”
- Coordinator of Volunteers quoted in newspaper

41. It’s Not
Just About
Gen Y!
The
Digital
Universe
Is Expanding
And People
Of All
Ages Are
Getting
Out
There!
Even
My
Mom
And
Dad!

42. I’m afraid to use
social media because
someone might
say something
bad about us!
So conversely…

43. Why do I need
social media
when I can
count on my
buddies
down at the
newspaper!

45. If you build it, they
won’t come. In order
to host a party, you
need friends.

46. Are you expecting a mob of supporters to magically appear?
Charity begins at home – build your tribe!

48. BONUS SOCIAL MEDIA SIN

49. If you remember
nothing else….
• Keep it mission-oriented
• Share real stories about real change
• Say thank you and say it publicly
• Be fast and have a plan – tomorrow is late
• Social media is about social capital
• Social capital is about reciprocity + time = trust

50. Effective use of Social Media is all
about building Social Capital
Reciprocity
Time
Trust

53. Partnerships:
How can we give
value to funders?
They have many good
deeds to choose from!

55. Rome was not built in
a day and neither is a
social media strategy! 1
Keenan Recommends:
Start With These And
NOT ALL AT ONCE!
Pick One, Do It Well

57. @socialkeenan
Contact information and slides:
socialkeenan.com