Communicating in a Social World

COMMUNICATING
IN A SOCIAL WORLD

Charles and Lynn Schusterman Family Foundation

WHO AM I?
Roben Kantor
Communications & Program Associate

• Responsible for advancing CLSFF’s efforts to strengthen Jewish
identity and community through strategic communications,
thought leadership, traditional and social media, grant
management, special projects and other activities

• Previously worked for a firm creating content for websites and
digital branding campaigns

• Native of Chicago, moved to DC just over a year ago

Where You Can Find Me:
•rkantor@schusterman.org
•Website: www.schusterman.org
•Facebook: www.facebook.com/schustermanfamilyfoundation
•Twitter: @schustermanfoun


WHO ARE YOU?
In 30 seconds or less, tell us your:
•Name

•Title

•Organization

•One question you hope to get answered
today


OUR AGENDA TODAY
 Overview of Social Media
 What is it?
 Who uses It?
 What do you NEED to know?

 Social Tools
 Types, Uses, Interactions

 Strategies for success in Social Media

 10 Commandments of Social Media

 Q&A


overview of social media


WHAT IS SOCIAL MEDIA?
People using tools, like blogs and videos, and sites, like
Facebook and Twitter, to share content and have
conversations online.
Source: Social Media for Non Profits, Primalmedia

Online media, like texts, photos, messages or video, that
starts conversations, encourages people to pass it on
to others, and finds ways to travel on its own.
Source: IdealWare The Nonprofit Social Media Decision Guide

Social Media is a game-changer: it has changed the
model of communication from monologue to dialogue


WHAT IS SOCIAL MEDIA?
Put more simply … These conversations
are powered by:

•Blogs
•Micro Blogs
•Online Chat

“Social Media is •RSS
•Widgets
•Social Networks
people having •Social Bookmarks
•Message Boards
conversations •Podcasts
•Video sharing sites
online” •Photo sharing sites
•Virtual Worlds
•Wikis

(… just to name a few)

Source: “What the F**k is Social Media,” Marta
Kagan Charles and Lynn Schusterman Family Foundation

WHO USES IT?
A lot of people!
79% of U.S. adults use the
internet

78% of U.S. adult Internet users
use it on an average day

47% of online adults use a
social networking site

Older users embracing new
networking tools

Your audience is online and increasingly using social media.
They will expect you to have an online presence as well.
Source: Pew Research Center’s Internet &
American Life Project Charles and Lynn Schusterman Family Foundation

WHO USES IT?
…But everyone uses it
differently!
Groundswell

Creators growth plateaued

Joiners grew the most of
any group

It is important to
understand how YOUR
audience uses it.

Source: Forrester Research, Inc. Charles and Lynn Schusterman Family Foundation

WHAT YOU NEED TO KNOW
1. Social media is not a fad

 Social networking
sites are expected
to increase their
market penetration
of all online users to
52% by 2013

 It will overtake
traditional media as
a PR tool in next 2
years
(Source: StevensGouldPincus)

Core tenet of marketing: if your audience is using a particular
communication method, it might benefit you to use it as well

2. Many nonprofits are getting in the game

 97% use some form of social
media
(University of Massachusetts Dartmouth Center for
Marketing Research)

 More than half saw an
increase in website traffic,
substantive feedback or
new volunteers
(The Nonprofit Social Media Decision Guide)

 #1 benefit of social media
marketing: eyeballs

Effective way to engage current supporters and reach new ones

3. Social media is not great for direct fundraising

 More success with email and RESULTS OF SOCIAL MEDIA
offline donation appeals, Drive traffic to website 21%
“donate now” button
Substantive
feedback/discussions 20%
 Facebook: channel for which Attract specific new
nonprofits report the most constituents (i.e., volunteers,
fundraising success members, event attendees, 16%
advocates)
 By building relationships, Build email list 9%
donation request seen as an Attract partners, sales, clients 7%
extension of the relationship
Attract donations 6%
Get press coverage 2%

Nonprofits should identify and cultivate online influencers, and
leverage the influencer networks during online campaigns
Source: The Nonprofit Social Media Decision
Guide, Idealware Charles and Lynn Schusterman Family Foundation

4. Social media is not a goal—it’s a vehicle for
achieving goals
Objective = end result Target
Objective
Audience
Who are you trying to reach?

What measurable goals will you set
to engage your audience in Strategies Goals
reaching your objective?

What strategies will help you
achieve your goals?
Tactics
Tactics = social media, etc.

Success depends on how you use social media tools to
execute the strategies that will help you achieve your goals.


5. There are many different social media tools …

… You do NOT have to use them all!

social tools


TOOLS REACH YOU CAN… INTERACTIONS DOWNSIDE TIME/WK

Websites •79% of adults •Create/publish •Interactive, sticky •Time, time,
use internet dynamic content content w/ multiple time
everyday (text, images and entry points •Expensive!
•234 million videos) that bring •Showcase expertise •Outdated as
websites your org to life •Tell compelling stories soon as 10+ hours
•47 million •Establish digital •Feedback/discussions updated
added in home base •Integrate social
2009 •Collect donations media

Social Networks •500 million+ •Create profile •Feedback/discussions •Staff time
active users •Post updates, links •Traffic to website •FB can be
•College and conversations, •New volunteers, event complex if not
right out of events, photos, attendees familiar with it
college videos, petitions •Encouraging action
2-4 hours
•Facebook •Collect donations •Building an email list
tends to skew •Users can “like” •Leverage networks
younger,
toward 18-to
24-year olds
Microblogs •145 million •Send out stream •Exponentially increase •Similar to
registered of short updates, your audience radio: hard to
users links to resources, •Connect with like- know who is
•Media & requests for help minded orgs and listening and
older •People can follow media when 2 hours
professionals you •Aski questions
•Media-, •Real-time updates
tech-savvy

Source: Netcraft, Idealware Social Media Charles and Lynn Schusterman Family Foundation
Decision Guide; Facebook, Twitter

TOOLS REACH YOU CAN… INTERACTIONS DOWNSIDE TIME/WK

Blogs •Wordpress: •Post frequent •Showcase expertise, •Not a given you
11.4 million updates about an attract press/clients will get good
blogs; 350,000 org from a •Promote/educate return on time
posts per day personal on a topic spent, especially
•By 2014, blog perspective •Engage people with if you don’t
3-8 hours
readers will stories of your work have expertise
rise to 150m •Promote resources to showcase
Americans on your website
(60% of
Internet pop)
Photo-sharing •55% of •Post and share •Post and share •Access to
websites active online photos pictures from an quality photos
users have •Use photos event
1 hour to
uploaded •Ask supporters to
maintain
photos post
consistent
•Post in photo pools
stream of
in a particular issue
photos
area
•Update less
frequently
Video-sharing •12.2 billion •Upload and share •Telling compelling •Polished videos
websites videos per videos stories and spreading can take days,
month on •Display and build messaging weeks, months
YouTube community around •Educating people to create Depends
(11/09) your videos •Asking supporters to on access
•182 videos upload videos to videos
per month by •Enhancing appeal
average of fundraising
Internet user

Source: Idealware Social Media Decision Charles and Lynn Schusterman Family Foundation
Guide; Universal McCann (4/08); eMarketer

Source: Mzinga

Source: Beth Kanter

MOST POPULAR SOCIAL MEDIA TOOLS

Twitter, Blogs,
LinkedIn, Facebook
most popular
among marketers

Facebook, Twitter
most popular
among nonprofits
Source: Idealware Social Media
Decision Guide, 2010

Source: Social Media Marketing Industry Report, 2009


the big question for
nonprofits when it comes
to social media is: what do you
want to achieve, with whom
and how are you going to get it
done?


strategies for success in social
media


WEBSITES
Give people a reason to visit, stay, return and share

1. Show who you are, your mission and
values.
2. Cater to you audience.
3. Ask people to take action.
4. Enable user-generated content where
appropriate.
5. Incorporate social media.
6. Show the impact of your work.
7. Make it easy for people to find what they
seek.
8. Look Google Analytics

Be sure to check out …
 One Foundation (www.one.org)
 Manna Food Bank
(www.mannafoodbank.org)
 Focus: HOPE (www.focushope.edu)


Build an audience, leverage networks, drive traffic

1. Limit updates to 1-2 per day.
2. Add Share buttons.
3. Promote, promote, promote.
4. Create a customized Landing Tab.
5. Ask Fans to "Suggest to Friends”.
6. Ask fellow staff, board members and
volunteers to comment.
7. Ask questions to spark conversation and
activity on your Page.
8. Regularly monitor your Insights on
Facebook.
9. Experiment with Facebook Advertising
and Facebook Causes.

 World Wildlife Fund
 Oxfam

Source: DIOSA Communications Charles and Lynn Schusterman Family Foundation

Increase the reach of your message

1. Limit tweets to 5-6 per day.
2. Authenticity before marketing.
3. Reply and retweet.
4. 1:1 ratio to build followers.
5. Use Favorites to organize.
6. Don’t tweet about the weather.
7. Don’t only tweet your own content.
8. Poll your followers.
9. Tweet powerful stats related to mission.
10. Tweet Inspirational quotes and humor.
11. Repeat your most popular tweets.
12. Use #hashtags strategically.
13. Tweet on the go.
14. Monitor your tweet stats. Track Twitter
referral URLs.

 Ashoka
 NOH8CAMPAIGN


BLOGS
Showcase your expertise and start a two-way dialogue
1. Know your audience.
2. Post 2-3 times per week.
3. Leverage other social media tools to
distribute content.
4. Engage multiple contributors.
5. Speak human, not corporate or marketing.
6. Show your personality.
7. Moderate comments and comment back.
8. Leverage content that exists but add your
take on it.
9. Share stories, photos and videos from the
field.
10. Share resources.
11. Improve your search engine results.
12. Monitor comments and stats.

 ASPCA Blog
 Charity:WaterLog

Source: Media Bistro, Nonprofit Tech 2.0 Charles and Lynn Schusterman Family Foundation

Share compelling stories that build awareness and drive traffic
1. Reserve a YouTube.com URL.
2. Use your organization's logo and brand
colors.
3. Add keyword "Tags".
4. Apply to the YouTube Nonprofit Program.
5. Get subscribers by subscribing.
6. Send "Friend Requests" on YouTube.
7. Allow subscribers to post comments.
8. Upload a "Channel Banner" that links to your
homepage or "Donate Now" page.
9. Integrate across social media channels.
10. Regularly monitor your Insights on YouTube

 Witness
 The Humane Society


Build a community of photos around a message and leverage
existing photo content
1. Create collections and sets with your posted
images.
2. Encourage viewers to add tags, notes, and
comments to pictures.
3. Link to other social media and website
4. Provide an image title and description for
every image.
5. Use it as a source of content.
6. Use comment area to drive traffic.

 Wolf River
 March of Dimes


HOW DO YOU MEASURE SUCCESS?
1. Views: How many people are
you reaching? (e.g., views on blog
or Facebook page)

2. Followers: How many people
care what you have to say?
(e.g., Twitter followers, Facebook
“likes”)

3. Engagement: How many
people are getting involved
with what you have to say?
(e.g., commenting on blog, posting on
Facebook page)

4. Conversion: Do your online
communications help create
real world results? (e.g.,
volunteers, event attendees, donations)

Source: Idealware Social Media Decision Guide;
Image Source: mojowebvideo.com Charles and Lynn Schusterman Family Foundation

10 COMMANDMENTS OF SOCIAL MEDIA
I. Thou shall listen

II. Thou shall get involved

III. Thou shall give up control

IV. Thou shall know your audience and be
transparent

V. Thou shall create value

VI. Thou shall leverage the network

VII. Thou shall start small and think long term

VIII. Thou shall create metrics and track results

IX. Thou shall integrate your communications

X. Thou shall explore social media

Image Source: blog.smartsystemsllc.com

any questions?


RESOURCES
Websites/Blogs Books
Beth’s Blog Groundswell
Seth Godin The Networked Nonprofit
Chris Brogan
We Are Media
Idealware’s Social Media Library

Reports
 Idealware The Nonprofit Social Media
Decision Guide
 Nonprofit Social Network Survey Report
 Justifying Social Marketing


THE END
Of this super cool presentation.

Image Source: http://willimediablog.com


Communicating in a Social World

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