Social Media for Nonprofits Center
for Nonprofit Excellence Louisville, KY Beth Kanter, Beth’s Blog Photo by katnetzler

http://beth.typepad.com Profiles & Presence Content
in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network

Beth Kanter: Trainer Photo by
Steve Goodman

Over $215,000 raised ….

Key Takeaways … <ul><li>To understand
the basics of an effective social media strategy </li></ul><ul><li>An introduction to social media tools and how to choose </li></ul><ul><li>Leave the room with one idea to try at the office </li></ul>

http://socialmedia-success.wikispaces.com/

Agenda AM What is social
media? Why should you care? How to approach it strategically? Nonprofits Examples/Tools & Tactics PM Social Media Game Strategy Brainstorm and Tool Selection

Two Minute Poll Are you
social media consumers or creators? http://www.flickr.com/photos/raincitystudios/

Define Social Media Using the
Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

Powered by the tools ….
The few tools you strategically choose

What is social media, really?

Traditional Media

New Media

Web 1.0

Web 2.0

Click To Play

What makes social media different?

Watch

Social Media: Key Concepts

Capital Area Food Bank of
Texas

Listening

Participation

It’s about engaging the right
6 people

Sharing your story

Stakeholders create their own experience

Outposts and homebase

<ul><li>Listening </li></ul><ul><li>Participating </li></ul><ul><li>Engaging the influencers,
spreading buzz </li></ul><ul><li>Stakeholders creating their own experience of your organization </li></ul><ul><li>Authenticity and Personality </li></ul>Social Media: Key Concepts

Should your nonprofit to jump
into the waters of social media?

Stop, don’t drink (yet)…

Are there pressing organizational issues
to address? Are there effective or efficient ways to reach same outcomes? Does your current/potential audience use social media? Shiny Object Syndrome?

Our organization is ready to
stick our toes in the water, but …

The Trust Factor

How people are getting info
to make decisions With my friends

Impact on Google Results

Why Important… <ul><li>The Trust factor
</li></ul><ul><li>Socializing online to get information to make decisions </li></ul><ul><li>Rapid Word of Mouth </li></ul><ul><li>Impact on Google results </li></ul><ul><li>Source for main stream media </li></ul><ul><li>Digital natives </li></ul>

Objective Audience Strategy Time Staffing
Policy Experiment Some planning first!

Objective

Audience

Who are they? Where on
the social web will I find my audience? How do they use the social web? What are they talking about? What do they want? It’s also called listening …

Awareness Interest Consideration Donate Awareness
Interest Consideration Donate Mixing in Social Media with your web strategy

Homebase One Way Social Rule
of Thirds

Homebase

One-Way: Email Newsletter and CRM

One-Way: Search Engine Optimization

One-Way: Search Engine Advertising

Begin here Hrs/per week #
of weeks Social Media Strategy Generate Buzz Share Content Listen Participate Community Building & Social Networking

Homebase One Way Social Social
Media Costs Are Your Time

Exactly how much time will
it take per week?

5-10 hours per week 10-15
hours per week 20+ hours per week 5-10 hours per week Listen Participate Spread Buzz Share Content Community Building and Social Networking

You get out what you
put in … You have to invest 3-6 months before you see startling results Einstein’s Theory of Social Media Relativity

Staffing

“ I was a Facebook
junkie before I was hired!”

Define a box Define a
Box

Start small, reiterate over and
over

The best advice from Wendy
Harmon, Red Cross Blogger

Objective Audience Strategy Time Staffing
Policy Experiment A little planning and you can jump in with confidence!

The Tools …

Tactics, Tools, Time Listen Participate
Community Building & Social Networking Generate Buzz Less Time More time 5hr 10hr 15hr 20hr Share Content Share Content

Listening

Why are you listening? What
decisions or actions? Who? What?

A homeless person isn’t someone
you pass on your way into a fancy restaurant

Twitter Search

Do you think Twitter is
Pointless?

<ul><ul><li>“ We follow conversations about
strokes. Reading a long string of comments is very insightful. We share this &quot;trail&quot; back with our staff who oversee caregiver networks. Our staff were can see for themselves how social media is a powerful way of communicating and in being in the right place to provide support and resources to those in need who might come to us. We are working on a plan now.” - American Heart Association </li></ul></ul>

http://www.flickr.com/photos/smudie / RSS Reader

There are two ways to
consume information on the web

Join the Conversation: Participate http://www.flickr.com/photos/vox
/

Engage your audience

Customer Service

Sharing your story social media
style …

What color is your organization’s
blog? Adapted from Nina Simon: Museum 2.0 Blog Personality Blog Specialized Content Aggregates Content Institutional Blog

Institutional

Aggregates Content

Specialized Content

Personality

It’s more than a site
to print photos

Groups: Engage and educate

Generating Buzz

Results 7,600+ unique visitors in
a single hour More than 35,000 unique visitors in one day (best ever)

Digg Effect

Social network Community Building &
Social Networking

Knowledge Sharing

Social Networking

Social Networks 1) I am
linked to -> -> to you --->You are linked to her -> -> to her… Source: Slideshare by Rashmi Sinha

Now I know all these
people!

Social Networking Platform

What social networks should our
organization join? How many?

What is your networking strategy?

Facebook Fan Page

Friendship Profile Content Outreach Workflow

Establish a routine and stick
to it

What are the organizational options?

Fan Pages

Source: littleoslo.com - Blogpoly Social
Media Game Derby Remix! Beth Kanter Beth’s Blog

Source: littleoslo.com - Blogpoly The
Social Media Game Remix History

http://socialmedia.wikispaces.com/Social+media+game David Wilcox

http://internet-fundraising.wikispaces.com/

Photo by Preetam Rai

Added “Situations” and Point System

Source: littleoslo.com - Blogpoly Social
Media Game Aloha Remix!

Objective Cards

You are a museum that
showcases art in different media featuring horses. You offer workshops and have a youth program. You would like to increase registrations for workshops, increase attendance at your exhibitions and increase awareness of your brand and work.

People Cards

Strategy Reference Cards

Social Media Strategy Building Blocks
Generate Buzz Share Content Listen Participate Community Building & Social Networking

5-10 hours per week 10-15
hours per week 20+ hours per week How many hours per week does it take to do Social Media? 5-10 hours per week Listen Participate Spread Buzz Share Content Community Building and Social Networking

Matching Tools, Strategy, Time Listen
Participate Community Building & Social Networking Less Time More time 5hr 10hr 15hr 20hr Share Content Generate Buzz

Pick Your Tools: You Only
Get Ten Points!

But real life happens!

Situation Cards

<ul><li>Review Your Objective and Strategy
Reference Cards – 5 min </li></ul><ul><li>Identify Audience –5 min </li></ul><ul><li>Strategy/Tools – 15 min </li></ul><ul><li>Situation – Revise Strategy –5 min </li></ul><ul><li>6. Report Out –15 min </li></ul>