Is social media right for your nonprofit?

1. Social media: Is it right for your organization? AFAP Partners Workshop May 27, 2012 JD Lasica Founder, Socialbrite.org jd@socialbrite.org

2. What we’ll cover today Strategy before tools Twitter tactics Facebook tactics Storytelling Use your community Hugs, tearful goodbyes

3. One bit of homework! http://socialbrite.org/afap Flickr photo “relaxation, the maldivian way” by notsogoodphotography

4. Today’s Twitter hashtag Tweet this preso! Hashtag: #afap12 @jdlasica Creative Commons photo on Flickr by Prakhar

5. 10 color handouts—be happy! http://socialbrite.org/afap

6. Socialbrite Sharing Center http://socialbrite.org/sharing-center

7. THE ECOSYSTEM Types of social media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing

8. L AY T H E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading?

9. Before you plunge in ... Understand that social media is a series of stages: crawl, walk, run, ﬂy Do you have a social media policy or guidelines? Do you have a Strategic Social Media Plan in place? Are you listening to your constituents & community? Have you built a program before you turn to a campaign? Have you identiﬁed and trained your team members?

10. Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need

11. Create a Strategic Plan 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on Action Plan & timeline Lay out metrics program Peer analysis

12. E S TA B L I S H B U S I N E S S G O A L S How can you use social media? 1. Raise public awareness of your mission or cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission

13. Map metrics to goals Business goals Things to measure • Grow email list # newsletter subscribers • Online visibility, branding increase in trafﬁc or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year

14. Build community, not eyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”

15. TWITTER 70% Twitter use outside U.S.

16. TWITTER Make Twitter work for you Staff should be trained on how to use Twitter. Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing. Be yourself, be conversational, lose the marketing jargon. Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts. #1 trafﬁc driver: retweets. Use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 4%+ of trafﬁc to NY Times, Facebook, etc.

17. The right way to tweet Australian Social Innovation Exchange @AuSIX 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing

18. Use Twitter strategically Search by location

19. Tweeting about poverty in Sydney

20. FACEBOOK Facebook: The social network 900 million members worldwide — 57% of global members use it every day 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions

21. Facebook’s Timeline

22. Secret groups on Facebook facebook.com/groups

23. FACEBOOK Get into those news feeds! edgerankchecker.com Article: http://bit.ly/edgerank-checker

24. S T O RY T E L L I N G : C O N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago

25. Your nonprofit is a media outlet Awareness > Inﬂuence > Action > Impact

26. STORYTELLING Tell a personal story Find emotional core, use videos or photos to make us feel invisiblepeople.tv

27. Find your internal storytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts

28. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!

29. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.

30. Use social love handles! Generate an Attention Wave for your cause

31. The awesome power of free Free content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio Techsoup Free services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social Media Free software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla

32. ﬂickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!

33. Integrate social into the culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics

34. Key takeaways Begin with an aligned strategy Then use the tools to engage Tell your wonderful stories Use your community — your biggest resource: your supporters!

35. Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse

36. Thank you! JD Lasica, founder Socialbrite: Social media consulting for nonproﬁts email: jd@socialbrite.org Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/afap

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