The document discusses how social media is changing communications for organizations and provides guidance on effective social media strategies. It outlines key elements of a social media strategy including presence, delivery of content, and engagement. Examples are given of how non-profits can use platforms like Facebook and Twitter to connect with supporters, promote events, and fundraise.

1. Social Media and the Connected Organization Laurie Cirivello Grand Rapids Community Media Center

3. A bit about our organization Providing media and technology support services to individuals, organizations and the community.

4. Social Media Revolution Video

6. Over 350 Million people have Facebook profiles (over half interact daily) More than 30,000 NPOs have active Facebook Pages.

7. 78% of consumers trust peer recommendations. Only 14% trust advertisements The fastest growing segment on Facebook is 55-65 year-old females. Twitter is most popular among working adults (Nielson News)

8. WHAT we use has changed HOW we communicate. “ Organizations who communicate effectively with members and supporters through digital media will grow, while those who don’t will perish along with the traditional media they cling to”. Rand Cordle, Publisher

9. Traditional Communications One to many – broadcast “talking to” Social Media Communications Many to many – Conversation

11. What Hasn’t Changed? Why people get involved with your organization. Why people give to your organization. Why people care about what you do. The most important lessons for effective use of social media…you likely already know.

12. The most important lessons for effective use of social media…you already know.

13. Social Media tools offer new, and very effective ways to do what we have always done: Inspire Motivate Serve Garner Support Build Community

14. Elements of a strong, modern, web Communications Strategy 1. Presence 2. Delivery 3. Getting Social

15. Presence: Attractive, Functional, Dynamic, Interactive

16. Taking info to stakeholders and helping your ambassadors do the same. E-Newsletters RSS feeds Sharing Tools Delivery

17. Getting Social...the heart of social media It's Rhizomatic! June Holley, Network Weaving Guru “ People are spending less time navigating the Internet on their own and are now navigating the Internet based on their friends’ recommendations or their friends’ activities.” Dave Yovanno, chief executive of Gigya Inc.

18. Google ( searching ) vs. Facebook (socializing)

19. Promoting Listening Asking Responding Empowering Go to where people are Evaluate, revise, do it some more… “ Using social media simply for marketing and fundraising, the understandable obsession of nonprofits during recessionary times, may be missing the point, experts say”. "It's incredibly important to find that authentic voice and make personal connections”. Philanthropy Journal, July 2009

20. Nonprofit Use of Facebook It’s a place to connect with your communities in authentic, personal, and engaging ways.

21. Basic Types of “PAGES” Personal Profiles People Pages Professional Groups Informal/Working Causes 501c3/fundraising

23. Direct Traffic to your Website

24. Promoting Events

25. Passing Along Info & Resources

26. Having Conversations and Getting Feedback

27. Empowering & Mobilizing

28. Events

29. Comparing FB Pages

30. “ It's a different kind of distribution where the nonprofit reaches influential people who then reach their friends with their own message about a cause”. - Beth Kanter

31. “ To have a friend, you have to be a friend” -Laurie's Mom

32. How are you doing? Insights

33. Twitter Began as “what are you doing”? Keeping track of friends Has become 24/7 personalized headline stream. A Social Network Summary

34. Why I Like Twitter Headlining with 140 characters The ambient media stream Finding resources/professional development Organizing conversation around topic The value of “right now”

35. Twitter & the NPO sector Listening: Paying attention to what matters to others (your constituents and friends) and what they are saying (if anything) about you and your cause .

36. Informing/Promoting

37. Activating What’s wrong with this tweet? Plenty .

38. Features of Twitter The Profile Following Balance “following” and “followers”

39. Select Favorites Direct Message Ideas for who to follow

40. Anatomy of a Tweet retweet linking Shortened URL hashtag

41. Shortened URL’s Bit.ly

42. The Power and Reach of the Retweet From “ Beth’s Blog” Beth Kanter

44. Lists Make a list of your staff, partners and supporters

45. Lets you share photos on Twitter Particularly useful with mobile phones Twitpic

46. Authenticity before marketing. Have personality. Build community. Twitter Etiquette – for NPOs Heather Mansfield: Nonprofits 2.0 Be nice. Be thankful. Reply and Retweet! Follow everyone who follows you...(and use “Favorites” to organize the chaos). Don’t only Tweet your own content.

47. How are you doing? Twitter Search

48. Adding Rich Media Content: Photos and Videos The Emotional Reward

49. 3 rd Party Hosting YouTube Vimeo Archive.org

50. The Cloud Advantage

51. Custom Channels

52. Embedding vs. Linking Linking takes viewers away from your site. Embedding gives you control of everything around your video

54. Protecting Content: Creative Commons Licensing

55. Participatory Campaigns Set a simple but powerful premise Provide simple instruction Invite others to share/promote. Spotlight the Participants Eternal Moonwalk

56. When Soliciting Multimedia Content Think Collage...Not Masterpiece Only a small percentage are “ original content creators” But many are contributors

57. Raising Funds & Social Media Facebook Doesn’t Raise Money, People Raise Money. (But Social Media can provide powerful new channels)

58. As part of conversation

59. Causes (a Facebook application)

60. 3 rd Part Apps/Tools

61. Mobile Fundraising

62. Social Media and Fundraising: Behavioral Economics “ Real people make decisions like Homer Simpson, not Spock”. Nudge , Richard Thaler and Cass Sunstein

63. Money you donate will go to Rokia, a seven-year old girl who lives in Mali, Africa. vs. 100,000 children are starving

64. Apps for Efficiency & Organization

65. Co-tweet

66. Screen Capture

67. “ Listening” Tools www.socialmention.com www.spezify.com

68. Finally: Everything I need to know about social media…I learned in Kindergarten. Share Remember the Golden Rule Be Curious Listen And there’s nothing like a good story Thanks for Coming! Laurie Cirivello [email_address]