1. Social Media:
What, Why, and
How?
Leveraging Social Media and Web 2.0 for Nonprofits
2. We Are Media Project:
The Social Media Starter Kit for
Nonprofits
Visit the WeAreMedia wiki for additional
resources and to connect with other
nonprofit social media practitioners via
http://www.wearemedia.org
Funded by the Surdna Foundation
14. Some differences in tactics
TALK CONVERSATIONS
Brand in control Audience in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the audience / Adding value
Educating Influencing, involving
Organization creates content User created content / Co-creation
Source: Slide 10 from "What's Next In Media?" by
Neil Perkin
15. SETH GODIN – ‘FLIPPING THE FUNNEL’
Users are inspired and enabled to
talk about your organization
They spread the message around
the network
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
20. SOCIAL MEDIA USE IS GROWING
http://www.flickr.com/photos/dotpolka/34311984/
21. 184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008
26. Page View Share
Share of all page views at the Top 1,000 Media sites, December 2007 – 2008
• Social Media took the lion’s share of the 2.1 trillion page views
made at the top 1k media sites last year, nearly doubling 2007 PV
volume
Publisher
Media
15%
85%
2008
Social Media
35. A social media strategy map helps
your organization think through
objectives, audience, content,
strategy, tools, and measurement
to support your organization’s
communications and Internet
strategy.
37. Objective
•What do you want to accomplish with social media?
•Describe how your social media objective supports or links to a
specific goal from your organization’s communications plan
http://www.flickr.com/photos/wili/214316968/
39. To draw political attention to ongoing genocide in Darfur by
delivering 1 million postcards to be sent to Obama within his
first 100 days in office
40. Audience
•Who must you reach with your social media
efforts to meet your objective? Why this target
group?
•Is this a target group identified in your
organization’s communications plan?
•What do they know or believe about your
organization or issue? What will resonate with
them?
•What key points do you want to make with
your audience?
http://www.flickr.com/photos/cuellar/57473280/
48. Tactical Approaches
Community
Building &
Social
Generate Networking
Share Buzz
Story
Participate
Listen
49. Listen
Participate
Share Your Story
Buzz Social Networks
50. Tactical Approaches
Tactical Approaches and Tools
Community
Generate Building &
Share Buzz Social
Story Networking
Listen Participate
10hr 15hr 20hr
Less Time More time
51. Listening is
knowing what is
being said online
about your
organization and
your field.
http://www.flickr.com/photos/niclindh/1389750548/
53. Listening
• What decisions will you link your
listening to?
• What key words will you use?
• How will share or summarize
what you learn from listening with
others in your organization?
57. Participation
• Who is empowered to respond and in
what circumstances?
• How will you address negative
comments or perceptions?
• What is the goal of your
participation?
58. Less about tool, more about
technique
Respond Don’t Respond
• They’ve paid you a • Trolls
compliment
• Competitors
• Valid client complaint
• Not you
• If information is
incorrect
• If you have something
of value to offer
64. • How will you “brand” your presence
on buzz sites?
(Personal/Organizational)
• Who will implement and build
relationships with influencers?
• How will you get fans to talk about
you to their friends?
• What actions do you want people take
when they come in contact with your
buzz? (Mobilize, spread, remix)
65. Breakout Sessions
•Listening – Stay in this room
•Storytelling – Room 2003
•Generating Buzz – Room 2005
Winners of the blog post comment contest:
Tonya Herring
Kelly Houstson Staskey
Melissa Newton
Congratulations!
See staff with white t-shirts to collect your prize!
66. Laser Out
What did you learn in the
breakout session that you
want to share?
67. Organizational Development
Concerns
•Acceptable Use
•Business Voice and Personal Voice
•Coordination with communications, HR, legal,
and IT
•Management tolerance, participation,
endorsement
•Safe zones for experimentation
•Balance "quick and candid" with "thoughtful and
professional”
68. Biggest
Takeaway
What was your biggest
“aha” moment during the
session?
69. Learn More and
Continue Sharing
•nationalservicesocialmedia.ning.com
•www.wearemedia.org
70. If you remix this presentation,
please add your remixed version
to the wiki.
Thank you