A presentation I gave to Colgate students who work in the summer for non-profits. It works better with me there, but what can you do? There is even a mistake in it. Or two.

1. SOCIAL MEDIA
Not-for-profits

4. Social media presence
• You
• Your non-profit

6. Social media numbers
• From July 1, 2011 to July 1, 2012:
• 89,204 unique blog visits
• 197,132 YouTube views, 147 subscribers
• 1,337 likes and on Facebook in the year
• 3,234 FourSquare check-ins to 76 venues (est)
• 6139 followers on Twitter on 7/1/12
• 4987 Followers on 7/1/11
• 690 in a Google+ circle
• 94 followers on Pinterest

9. personal vs
professional

10. What is a social network?

11. • A social network is a community of people

13. • So what is different?
Hey, nice logos

14. TRADITIONAL
MEDIA DIGITAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer

15. Web 2.0
• People like to share
• 2nd Law of Social Networking
• Eric Schmidt

16. Non-profits
Non-profit marketing

19. • “I want to start a Facebook page.”
• Someone at your not-for-profit.

20. Tactic Strategy

21. Algorithms

24. • Don’t have boring copy

25. usephotography

26. • Fear this

27. • Who should come to your page?

29. • What do you want them to do?

30. New likes
8800
8900
9000
9100
9200
9300
9400
9500
9600
9700
9800
1/1/12
1/8/12
1/15/12
1/22/12
1/29/12
2/5/12
2/12/12
2/19/12
2/26/12
3/4/12
3/11/12
3/18/12
3/25/12
4/1/12
4/8/12
4/15/12
4/22/12
4/29/12
5/6/12
5/13/12
5/20/12
5/27/12
6/3/12
6/10/12
6/17/12
6/24/12
7/1/12

31. • How will you measure success?

33. Twitter/Instagram/Vine
• Twitter is a news source,
• a giant pit of garbage,
• potentially a useful place to learn

34. Polls

35. TwtVite.com

36. To recap
• There are two ways to think of Twitter:
• A way to pull people in. If you search for your brand on
Twitter, and don’t see it, you can ignore it.
• A way to get your keywords.

37. Delicious

38. Delicious
• Social bookmarking is the solution to never having to
e-mail a link home.
• It’s also a way to prove smarts. I have this on the
bottom of my e-mail signature.

40. Delicious
• But consider how this can work for your non profit.
• This can be the dynamically updated what’s new
section of a website.
• Find news about your non-profit.
• Saves the alert to his your non-profit’s Delicious page
and it’s automatically updated on your website

44. ammado
• …the global community that appreciates your work and
aims to help you in achieving your vision.
• Connect with individuals, companies and institutions
dedicated to positive change and enlist their support in
making a difference.
• What does ammado offer nonprofits?

46. • Video is an excellent tool for telling stories

48. • In May 2012 we embarked on a journey to tell the real
stories of the American Red Cross -- the stories that we
know so well but most people have never heard. We
wanted to show the millions of ways the Red Cross has
touched the lives of Americans in every state.
• We found that the best way to tell our story is to let the
people who have been helped tell theirs.

53. Google Earth
• If your story can be told with a map, Google wants to
help. Number of Grads with jobs, violence against
women in the US
• If there’s a story, it can probably be told on a map

55. 90%
10%

56. LinkedIn

57. Here are some things you can do
• Create a profile and connect to stakeholders
• Pull data from your old free mail accounts. Your old high
school buddy could be rich now and looking for someone
to give money to.
• Add content (LinkedIn now lets new people upload a
resume)

58. Join groups

61. • Your website.

62. Google+

63. Google+ alumni circle

65. Pinterest
• What we can report:
• Number of people who follow Colgate
• Traffic from Pinterest to Colgate
• What we can not yet report:
• Anything else

66. Pinterest – alumni book

67. .com
• What does my website do?
• Are donors going?
• Are the people going?
• Add a free analytics package like Google or Yahoo
Analytics. It doesn’t hurt to add them both.
• See what people are looking at, and what they’re not.

68. visitors

69. visitors

70. .com
• Then add a Facebook badge. But since you’ll know why
people should go to Facebook, you will say it.
• Add your Twitter feed (or simply search Twitter).
• Add your delicious bookmarks.
• Add ammado, YouTube

71. YouTube
• Video views
• Subscribers (like fans)

72. YouTube demographics

73. YouTube demographics

74. So what now?
• Set goals, that helps creating content. If the goal of the
Facebook page is to tell stories, figure out how you’ll
encourage stories.
• If you have an objective, in a year, you’ll know if it’s
working.

75. Questions?
• ??