SlideShare ist ein Scribd-Unternehmen logo
1 von 71
Downloaden Sie, um offline zu lesen
Ways to
enhance your
social media
PRSA of Puget Sound
‘Connecting for a Cause’
Nonprofit Seminar
9/25/2012

Suna Gurol
Lead Web/Social Media Producer
Fred Hutchinson Cancer Research
Center
Agenda
   Conversations
   Strategy
   Content planning
   Content
   Design
   SEO
   Analytics
   Mobile
   Promotion
   Where are journalists
   Useful links
   Questions?
Who am I?
Social is the DNA of an
organization – the brand
Social helps you tell your story




           But what is missing?
Social is all about the
conversation
Conversations
Everybody loves me!
Not a monologue
 Hence   the name “social media” and not
  “me media”
 It‟s about how people respond to you
  and how you make them feel.
You do not
control the
conversati
on
How you
respond
when
someone
says
something
nice
And less
nice
 Customer
  service
 Can now
  use private
  messaging
  as an
  organization
And even
less nice.
Need to
find a
balance
when you
walk into a
hot-button
issue.
Strategy
Why have a plan?
 Youdon‟t really
 need one…
 unless you want
 to be able to
 show that your
 work means
 something.
Simple strategy
   Do a baseline comparative
    analysis of your peers
   Identify target audiences
    (donors, job seekers, people
    interested in your mission)
   Strategic direction (that‟s
    communicating your mission)
   Goals – objectives & tactics
    to help with the mission
Goals
   Mission: Goal should tie
    directly in to the mission
    of the organization.
   Simple goals:
     We will post at least four
      times a week
     comment on another
      blog two times a month
     have 2000 subscribers
      by end of year
     aim to have 10 donors
      or volunteers as a direct
      result of the blog
Policy
Content planning
Yearly calendar
Weekly calendar
Gathering information - Attend
relevant internal meetings
   Bi-weekly meetings with
    social media team
   Media planning meeting
   Groups around the
    organization –
    Development, Community
    Relations, Media Team,
    Writer‟s monthly meeting
   TTD – quarterly meetings
    with people who do social
    media
Offer training
   Make
    yourself
    available for
    simple social
    media
    training and
    strategizing
   Training
    materials are
    helpful
Make yourself available and
you‟ll hear about the social
media-worthy info
 „socialmedia@fhcrc.org‟    email address
 Available for design, setup
 Listserv group
 Be responsive to internal requests
 Explain why not running with an idea (you
  are the expert)
Be involved outside of your
organization
   Social Media Club
   Social Media Breakfasts
   Content Strategy meetup
   Reference
       Smart Brief on Social Media
       Social Media Examiner
       Social Media Marketing for Nonprofits
       LinkedIN groups
   Continued education
       UW Master in Communication in Digital Media
       Social Media certificate
Content
It‟s all about the content. Really.
Post great content
 What people want to hear
  Success stories
  Communicating your
   value / beliefs / mission
  People-oriented stories
  Human voice – ducks,
   photo of airplane, kids
  Photos
  Video
Frequency
 Can   post more –
    used to be 1-2x day, now 3-5 okay on
     Facebook
    5-10x day Twitter
 Depends   on the industry for YouTube,
 Pinterest, LinkedIN.
Facebook Timeline
- loves and meh
   Loves
       Images! – cover photos, photos
       Videos
   Meh
       Links
       Status updates
       Questions
       Pinning to top and highlighting a
        post
       Reposts
Timing of
Facebook
posts
Promoting content
 Don‟tbe scared
 to promote
 good content
 that might get
 lost
Twitter tips
   Do not co-post to both Twitter and Facebook
   125 characters: Try to make posts 125 characters,
    to encourage comments and retweets
   Position Your Links: Experiment with putting the
    links in the middle of the tweet, rather than at the
    end.
   Clean out useless follows. Follow other peer
    organizations, partners, news organizations, major
    companies
   Mindfulness: Check on tweets throughout the day.
   Use hashtags and mentions strategically.
YouTube
   Nonprofit program
     Overlay
     Design – Can use a image map to add in links
     Annotations
     Listed on the Nonprofits videos page:
      http://www.youtube.com/activism
   SEO
     Describe your video with words your supporters
      use, not Board marketing speak
     Add in your url in the description – it‟s clickable
      and the first thing people see
Wikipedia
 Awesome   SEO – often 1,2,3 link in search
  results
 Another web presence … for free!
 Anyone can edit – so needs to be
  monitored regularly.
 Won‟t allow for what it sees as marketing-
  speech
 Can be a bit of a morass
Blog
 Design
 Have  a mission statement
 Frequency – At least 1x week. Shorter
  posts, more topical to news of today.
 Writers – add more
 Reporters - Let them know about your
  blog.
 Enhanced content – videos, slideshow,
  photos
Pinterest
   Communications – Create pin boards of
    related photos, infographics.
   Fundraising
       Auction items for Events – can add in the $
        symbol and the amount
       Events general - Create a Pinterest board for
        every event with images.
    Cause marketing – Add a Pinterest button to
    a Cause marketing product so people can
    share the photo of the product on their
    boards.
Others
 Google    hangouts – actually very cool for
  meetings
 Google handouts on air – actually really
  cool for online panels, interviews
 Yelp – Everybody uses it
 Flickr – Still viable
 StumbleUpon – new design!
 MySpace! - new design!
Tales of woe
 Twitter: CNN reporter
 LinkedIN: Change in
  title – whoops!
 Facebook:
     Photos to wrong group
      – haha!
     F-bomb on company
      page – eek!
Design
Facebook Design
 Change   out cover image regularly
 Design app tabs to match your brand
 Use your logo and color for profile picture
 Add in messaging on cover image… but no
  direct ask
Ways to enhance your social media for nonprofits
Ways to enhance your social media for nonprofits
Ways to enhance your social media for nonprofits
Ways to enhance your social media for nonprofits
Twitter design
Ways to enhance your social media for nonprofits
Google +
YouTube
SEO
Is way important
SEO
 “Search  is the connection between intent
  and content”- Bill Barnes, Mediative
 SEO is completely tied to social
 You can‟t game the system
 Important to tie your website to social
   Google Penguin update – more
    emphasis on how you are doing in
    social circles than in inbound links
Content is Queen for SEO
   High quality content is key
   Ask your readers what they are interested in
    from you. Chances are these are things that
    they are searching on.
     Check to see what people are
       commenting on and retweeting
     For enewsletters, see what people are
       clicking on
     Do a user survey -- Survey Monkey,
      Facebook questions
Analytics
Basic Analytics
 Which  stories are the most liked &
  retweeted?
 What content leads to increased
  donations?
 What social media campaign increased
  volunteer sign-ups?
 What images, pages gets the most clicks?
Google analytics
Facebook insights
    Engaged Users – number of people who
     have clicked on your post.
    Reach – the number of people who have
     seen your post
    Talking about this – likes, comments or
     shares
    Virality – the math. Number of people
     talking about the post, divided by the
     number who have seen the post.
Facebook
post views
(this one is
promoted)
Sample analytics report
Mobile
Mobile
 How   many have a mobile device here /
  now? (How many have checked
  Facebook during my presentation so far?
  Don‟t lie.)
 Has become the “1st” screen
 Add social media links to your mobile
  website, if/when you have one.
 For timeliness, use mobile phone to post to
  your organizations social channels… but
  be careful (see aforementioned tales of
  woe)
Promote social channels
Adding your social icons
   Email signature
   Well, obviously all of your websites –
    prominent social media buttons, Facebook
    “like”, Google+1
   Cross-promote
   Enewsletter
   Email
   Business cards
   Intranet or internal communications– all
    employees should be following your org
Whither journalists?
What happened in the last
five years?
   Lots of people lost their jobs,
    especially in news.
   Tighter budgets, more beats
    with fewer reporters, fewer
    resources at established
    papers.
   Shorter news cycle, tighter
    deadlines.
   Less is more…
Used to be
(who they
thought they were)
Now
Where are the reporters?
   Journalists are all on social!
   A study in 2011 said that over half Canadian
    journalists had been pitched to via social
    networks.
   Be friends / LinkedIN contacts with your
    journalist contacts
   Understand the journalist and the news angle
   Read outlets and journals, follow
    conversations, follow the source
Citizen journalists
                                                     Anyone can be a
                                       Citizen
                                                     journalist for good
                                      Journalist
                                                     or for worse




       Potential for viral   Content is
           news stories      sharable




                                          Publish
                                          cycle is   Hard to be first
                                            fast
Useful stuff
A Few Useful references
   Topsy – good social search
   Friendfeed – allows you to search for old tweets
    (yay)
   Tweet grader – tells you how influential you are.
   Sparkwise for analytics - http://sparkwi.se/
   Social Media Sizer cheat sheet: for design of
    social media channels.
    http://ijustdid.org/2012/06/social-media-size-
    cheat-sheet/
   Social Media Examiner
   Smart Brief on Social Media
   John Haydon Social Media Marketing for
    nonprofits
   Google Alerts
Questions???
Contact me
Suna Gurol
Lead Web/Social Media Producer
Fred Hutchinson Cancer Research Center
P: 206/667-1112
E: sgurol@fhcrc.org
T: @SunaG
LN: www.linkedin.com/in/sunagurol
W: http://www.sunagurol.com/

Weitere ähnliche Inhalte

Was ist angesagt?

Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...
Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...
Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...Cambridge Community Television
 
Creating content that drives action fb community boost
Creating content that drives action   fb community boostCreating content that drives action   fb community boost
Creating content that drives action fb community boostSusan Tenby
 
Building Community via Social Media - Publishing and Listening on Twitter, Fa...
Building Community via Social Media - Publishing and Listening on Twitter, Fa...Building Community via Social Media - Publishing and Listening on Twitter, Fa...
Building Community via Social Media - Publishing and Listening on Twitter, Fa...Susan Tenby
 
Mastering Social Media Workshop 3 Exercises
Mastering Social Media Workshop 3 ExercisesMastering Social Media Workshop 3 Exercises
Mastering Social Media Workshop 3 ExercisesHamill Associates Ltd
 
Social media
Social mediaSocial media
Social mediaphsview
 
Social Media Strategy Template
Social Media Strategy TemplateSocial Media Strategy Template
Social Media Strategy TemplateBev Hepting
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationGema Molina García
 
Social media & strategy for nonprofits: Spirit & Place
Social media & strategy for nonprofits: Spirit & PlaceSocial media & strategy for nonprofits: Spirit & Place
Social media & strategy for nonprofits: Spirit & PlaceBohlsenPR
 
Public Relations & the Internet & Social Media
Public Relations & the Internet & Social MediaPublic Relations & the Internet & Social Media
Public Relations & the Internet & Social MediaCubReporters.org
 
Wendys social media strategy shashank mishra
Wendys social media strategy shashank mishraWendys social media strategy shashank mishra
Wendys social media strategy shashank mishraShashank Mishra
 
Social Media and Non-Profits: Networking for a Cause
Social Media and Non-Profits: Networking for a CauseSocial Media and Non-Profits: Networking for a Cause
Social Media and Non-Profits: Networking for a CauseSocial Media Today
 
Introduction to social media training for BBC Vision
Introduction to social media training for BBC VisionIntroduction to social media training for BBC Vision
Introduction to social media training for BBC VisionRowan Kerek Robertson
 
Corporate Social Content Strategy
Corporate Social Content StrategyCorporate Social Content Strategy
Corporate Social Content StrategyCT Moore
 
Social Platforms Playbook
Social Platforms PlaybookSocial Platforms Playbook
Social Platforms PlaybookJudy Abel
 
Content Marketing for Associations and Non-Profits
Content Marketing for Associations and Non-ProfitsContent Marketing for Associations and Non-Profits
Content Marketing for Associations and Non-ProfitsJoe Pulizzi
 
Building your personal brand on social media
Building your personal brand on social mediaBuilding your personal brand on social media
Building your personal brand on social mediaSusan Tenby
 
Leveraging Social Media: Becoming A Networked Arts Organization
Leveraging Social Media: Becoming A Networked Arts OrganizationLeveraging Social Media: Becoming A Networked Arts Organization
Leveraging Social Media: Becoming A Networked Arts OrganizationBeth Kanter
 
Social Media for Non-Profits Workshop
Social Media for Non-Profits WorkshopSocial Media for Non-Profits Workshop
Social Media for Non-Profits WorkshopWild Apricot
 
Starbucks 2017 Social Media Strategy
Starbucks 2017 Social Media StrategyStarbucks 2017 Social Media Strategy
Starbucks 2017 Social Media StrategyTalia Pate
 

Was ist angesagt? (20)

Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...
Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...
Introduction to Developing a Social Media Strategy for Cambridge Nonprofit Or...
 
Creating content that drives action fb community boost
Creating content that drives action   fb community boostCreating content that drives action   fb community boost
Creating content that drives action fb community boost
 
Building Community via Social Media - Publishing and Listening on Twitter, Fa...
Building Community via Social Media - Publishing and Listening on Twitter, Fa...Building Community via Social Media - Publishing and Listening on Twitter, Fa...
Building Community via Social Media - Publishing and Listening on Twitter, Fa...
 
Mastering Social Media Workshop 3 Exercises
Mastering Social Media Workshop 3 ExercisesMastering Social Media Workshop 3 Exercises
Mastering Social Media Workshop 3 Exercises
 
Social media
Social mediaSocial media
Social media
 
Social Media Strategy Template
Social Media Strategy TemplateSocial Media Strategy Template
Social Media Strategy Template
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentation
 
Social media & strategy for nonprofits: Spirit & Place
Social media & strategy for nonprofits: Spirit & PlaceSocial media & strategy for nonprofits: Spirit & Place
Social media & strategy for nonprofits: Spirit & Place
 
Public Relations & the Internet & Social Media
Public Relations & the Internet & Social MediaPublic Relations & the Internet & Social Media
Public Relations & the Internet & Social Media
 
Social Media Madness - join or die
Social Media Madness - join or dieSocial Media Madness - join or die
Social Media Madness - join or die
 
Wendys social media strategy shashank mishra
Wendys social media strategy shashank mishraWendys social media strategy shashank mishra
Wendys social media strategy shashank mishra
 
Social Media and Non-Profits: Networking for a Cause
Social Media and Non-Profits: Networking for a CauseSocial Media and Non-Profits: Networking for a Cause
Social Media and Non-Profits: Networking for a Cause
 
Introduction to social media training for BBC Vision
Introduction to social media training for BBC VisionIntroduction to social media training for BBC Vision
Introduction to social media training for BBC Vision
 
Corporate Social Content Strategy
Corporate Social Content StrategyCorporate Social Content Strategy
Corporate Social Content Strategy
 
Social Platforms Playbook
Social Platforms PlaybookSocial Platforms Playbook
Social Platforms Playbook
 
Content Marketing for Associations and Non-Profits
Content Marketing for Associations and Non-ProfitsContent Marketing for Associations and Non-Profits
Content Marketing for Associations and Non-Profits
 
Building your personal brand on social media
Building your personal brand on social mediaBuilding your personal brand on social media
Building your personal brand on social media
 
Leveraging Social Media: Becoming A Networked Arts Organization
Leveraging Social Media: Becoming A Networked Arts OrganizationLeveraging Social Media: Becoming A Networked Arts Organization
Leveraging Social Media: Becoming A Networked Arts Organization
 
Social Media for Non-Profits Workshop
Social Media for Non-Profits WorkshopSocial Media for Non-Profits Workshop
Social Media for Non-Profits Workshop
 
Starbucks 2017 Social Media Strategy
Starbucks 2017 Social Media StrategyStarbucks 2017 Social Media Strategy
Starbucks 2017 Social Media Strategy
 

Andere mochten auch

Making Social Media Work for Your Nonprofit
Making Social Media Work for Your NonprofitMaking Social Media Work for Your Nonprofit
Making Social Media Work for Your NonprofitTrish Perkins
 
OSCON 2005: Build Your Own Chandler Parcel
OSCON 2005: Build Your Own Chandler ParcelOSCON 2005: Build Your Own Chandler Parcel
OSCON 2005: Build Your Own Chandler ParcelTed Leung
 
121029 assignment 2
121029 assignment 2121029 assignment 2
121029 assignment 2Jean Chow
 
SE Basketball Champs
SE Basketball ChampsSE Basketball Champs
SE Basketball ChampsPamela Taylor
 
Affirmative action 1
Affirmative action 1Affirmative action 1
Affirmative action 1sagebennet
 
OSCON 2004: XML and Apache
OSCON 2004: XML and ApacheOSCON 2004: XML and Apache
OSCON 2004: XML and ApacheTed Leung
 
Rohit maitri dhrumil_namrata
Rohit maitri dhrumil_namrataRohit maitri dhrumil_namrata
Rohit maitri dhrumil_namrataDhruv Seth
 
TurboGears2 Pluggable Applications
TurboGears2 Pluggable ApplicationsTurboGears2 Pluggable Applications
TurboGears2 Pluggable ApplicationsAlessandro Molina
 
Social Media for NonProfits
Social Media for NonProfitsSocial Media for NonProfits
Social Media for NonProfitsChris Sietsema
 
Intro to Social Media for Nonprofits
Intro to Social Media for NonprofitsIntro to Social Media for Nonprofits
Intro to Social Media for NonprofitsClaire Sale
 
Fort Mc Murray Hotel Group
Fort Mc Murray Hotel GroupFort Mc Murray Hotel Group
Fort Mc Murray Hotel Groupsaronyk
 
Insurance 2 written
Insurance 2 writtenInsurance 2 written
Insurance 2 writtenFAROUQ
 
Developing secure software using Aspect oriented programming
Developing secure software using Aspect oriented programmingDeveloping secure software using Aspect oriented programming
Developing secure software using Aspect oriented programmingIOSR Journals
 

Andere mochten auch (17)

Social Media for Nonprofits
Social Media for Nonprofits Social Media for Nonprofits
Social Media for Nonprofits
 
Social Media For Nonprofits
Social Media For NonprofitsSocial Media For Nonprofits
Social Media For Nonprofits
 
United way of volusia flagler counties - 2012 Campaign
United way of volusia flagler counties - 2012 CampaignUnited way of volusia flagler counties - 2012 Campaign
United way of volusia flagler counties - 2012 Campaign
 
Making Social Media Work for Your Nonprofit
Making Social Media Work for Your NonprofitMaking Social Media Work for Your Nonprofit
Making Social Media Work for Your Nonprofit
 
OSCON 2005: Build Your Own Chandler Parcel
OSCON 2005: Build Your Own Chandler ParcelOSCON 2005: Build Your Own Chandler Parcel
OSCON 2005: Build Your Own Chandler Parcel
 
Q1 2009 Earning Report of Century Aluminum Co.
Q1 2009 Earning Report of Century Aluminum Co.Q1 2009 Earning Report of Century Aluminum Co.
Q1 2009 Earning Report of Century Aluminum Co.
 
121029 assignment 2
121029 assignment 2121029 assignment 2
121029 assignment 2
 
SE Basketball Champs
SE Basketball ChampsSE Basketball Champs
SE Basketball Champs
 
Affirmative action 1
Affirmative action 1Affirmative action 1
Affirmative action 1
 
OSCON 2004: XML and Apache
OSCON 2004: XML and ApacheOSCON 2004: XML and Apache
OSCON 2004: XML and Apache
 
Rohit maitri dhrumil_namrata
Rohit maitri dhrumil_namrataRohit maitri dhrumil_namrata
Rohit maitri dhrumil_namrata
 
TurboGears2 Pluggable Applications
TurboGears2 Pluggable ApplicationsTurboGears2 Pluggable Applications
TurboGears2 Pluggable Applications
 
Social Media for NonProfits
Social Media for NonProfitsSocial Media for NonProfits
Social Media for NonProfits
 
Intro to Social Media for Nonprofits
Intro to Social Media for NonprofitsIntro to Social Media for Nonprofits
Intro to Social Media for Nonprofits
 
Fort Mc Murray Hotel Group
Fort Mc Murray Hotel GroupFort Mc Murray Hotel Group
Fort Mc Murray Hotel Group
 
Insurance 2 written
Insurance 2 writtenInsurance 2 written
Insurance 2 written
 
Developing secure software using Aspect oriented programming
Developing secure software using Aspect oriented programmingDeveloping secure software using Aspect oriented programming
Developing secure software using Aspect oriented programming
 

Ähnlich wie Ways to enhance your social media for nonprofits

Secrets of Social Media CRMA 2011
Secrets of Social Media CRMA 2011Secrets of Social Media CRMA 2011
Secrets of Social Media CRMA 2011Sean Mussenden
 
Don't Wing It With Social Media
Don't Wing It With Social MediaDon't Wing It With Social Media
Don't Wing It With Social MediaBloomerang
 
Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012Julia Campbell
 
Social media for Lively leaders
Social media for Lively leadersSocial media for Lively leaders
Social media for Lively leadersJulie Hawker
 
Vistage Social Media Presentation
Vistage Social Media PresentationVistage Social Media Presentation
Vistage Social Media PresentationLisa Helminiak
 
Social Media Training with CARD – Collaborating Agencies Responding to Disasters
Social Media Training with CARD – Collaborating Agencies Responding to DisastersSocial Media Training with CARD – Collaborating Agencies Responding to Disasters
Social Media Training with CARD – Collaborating Agencies Responding to DisastersDan Cohen
 
Social Media for Orchestras
Social Media for OrchestrasSocial Media for Orchestras
Social Media for OrchestrasNancy Roberts
 
Lincolnshire Heritage Conference
Lincolnshire Heritage ConferenceLincolnshire Heritage Conference
Lincolnshire Heritage ConferenceLasa UK
 
PR Presentation for APLD Conference
PR Presentation for APLD ConferencePR Presentation for APLD Conference
PR Presentation for APLD ConferenceGarden Media Group
 
How to win friends using web2.0
How to win friends using web2.0How to win friends using web2.0
How to win friends using web2.0Sara Robinson
 
Integrating Social Media Into Your Fundraising Strategy
Integrating Social Media Into Your Fundraising StrategyIntegrating Social Media Into Your Fundraising Strategy
Integrating Social Media Into Your Fundraising StrategyJudy Wernette
 
Tenovus presentation
Tenovus presentationTenovus presentation
Tenovus presentationSara Robinson
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small BusinessJulia Campbell
 
The Power of Conversation - Using Social Media to Motivate Action in the Dona...
The Power of Conversation - Using Social Media to Motivate Action in the Dona...The Power of Conversation - Using Social Media to Motivate Action in the Dona...
The Power of Conversation - Using Social Media to Motivate Action in the Dona...Scott Meis
 

Ähnlich wie Ways to enhance your social media for nonprofits (20)

Social Media for Small Business Training
Social Media for Small Business TrainingSocial Media for Small Business Training
Social Media for Small Business Training
 
Secrets of Social Media CRMA 2011
Secrets of Social Media CRMA 2011Secrets of Social Media CRMA 2011
Secrets of Social Media CRMA 2011
 
Don't Wing It With Social Media
Don't Wing It With Social MediaDon't Wing It With Social Media
Don't Wing It With Social Media
 
CSC Social Media for SMBs
CSC Social Media for SMBsCSC Social Media for SMBs
CSC Social Media for SMBs
 
Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012
 
Social media for Lively leaders
Social media for Lively leadersSocial media for Lively leaders
Social media for Lively leaders
 
PHP socialmedia training 2_28_11
PHP socialmedia training 2_28_11PHP socialmedia training 2_28_11
PHP socialmedia training 2_28_11
 
Vistage Social Media Presentation
Vistage Social Media PresentationVistage Social Media Presentation
Vistage Social Media Presentation
 
Social Media Training with CARD – Collaborating Agencies Responding to Disasters
Social Media Training with CARD – Collaborating Agencies Responding to DisastersSocial Media Training with CARD – Collaborating Agencies Responding to Disasters
Social Media Training with CARD – Collaborating Agencies Responding to Disasters
 
Social Media for Orchestras
Social Media for OrchestrasSocial Media for Orchestras
Social Media for Orchestras
 
Social Media For Nonprofits Intermediate Track 2010
Social Media For Nonprofits Intermediate Track 2010Social Media For Nonprofits Intermediate Track 2010
Social Media For Nonprofits Intermediate Track 2010
 
Lincolnshire Heritage Conference
Lincolnshire Heritage ConferenceLincolnshire Heritage Conference
Lincolnshire Heritage Conference
 
PR Presentation for APLD Conference
PR Presentation for APLD ConferencePR Presentation for APLD Conference
PR Presentation for APLD Conference
 
Leveraging Social Media
Leveraging Social MediaLeveraging Social Media
Leveraging Social Media
 
How to win friends using web2.0
How to win friends using web2.0How to win friends using web2.0
How to win friends using web2.0
 
Marin Mompreneurs Presentation: April 2010
Marin Mompreneurs Presentation: April 2010Marin Mompreneurs Presentation: April 2010
Marin Mompreneurs Presentation: April 2010
 
Integrating Social Media Into Your Fundraising Strategy
Integrating Social Media Into Your Fundraising StrategyIntegrating Social Media Into Your Fundraising Strategy
Integrating Social Media Into Your Fundraising Strategy
 
Tenovus presentation
Tenovus presentationTenovus presentation
Tenovus presentation
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
 
The Power of Conversation - Using Social Media to Motivate Action in the Dona...
The Power of Conversation - Using Social Media to Motivate Action in the Dona...The Power of Conversation - Using Social Media to Motivate Action in the Dona...
The Power of Conversation - Using Social Media to Motivate Action in the Dona...
 

Mehr von Suna Gurol

Project and Client Management
Project and Client ManagementProject and Client Management
Project and Client ManagementSuna Gurol
 
Content Strategy and Social Media
Content Strategy and Social MediaContent Strategy and Social Media
Content Strategy and Social MediaSuna Gurol
 
Content Strategy and Social Media: A Symbiotic Relationship
Content Strategy and Social Media: A Symbiotic RelationshipContent Strategy and Social Media: A Symbiotic Relationship
Content Strategy and Social Media: A Symbiotic RelationshipSuna Gurol
 
Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...Suna Gurol
 
Personal Branding for Undergraduates
Personal Branding for UndergraduatesPersonal Branding for Undergraduates
Personal Branding for UndergraduatesSuna Gurol
 
Cyberbullying and the Law
Cyberbullying and the LawCyberbullying and the Law
Cyberbullying and the LawSuna Gurol
 
Leadership in the Digital Age - Joan of Arc and Authentic Leadership
Leadership in the Digital Age - Joan of Arc and Authentic LeadershipLeadership in the Digital Age - Joan of Arc and Authentic Leadership
Leadership in the Digital Age - Joan of Arc and Authentic LeadershipSuna Gurol
 
Flip the Media blog - my work
Flip the Media blog - my workFlip the Media blog - my work
Flip the Media blog - my workSuna Gurol
 
Twitter 201 for Non-Profits
Twitter 201 for Non-ProfitsTwitter 201 for Non-Profits
Twitter 201 for Non-ProfitsSuna Gurol
 
Social Media proposal for Seattle International Film Festival
Social Media proposal for Seattle International Film Festival Social Media proposal for Seattle International Film Festival
Social Media proposal for Seattle International Film Festival Suna Gurol
 
Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...
Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...
Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...Suna Gurol
 
Ballad of Katherine and Harold - A Love Story
Ballad of Katherine and Harold - A Love StoryBallad of Katherine and Harold - A Love Story
Ballad of Katherine and Harold - A Love StorySuna Gurol
 
Non-profit communication using technology
Non-profit communication using technologyNon-profit communication using technology
Non-profit communication using technologySuna Gurol
 
Marshall McLuhan & Innovation Theory
Marshall McLuhan & Innovation TheoryMarshall McLuhan & Innovation Theory
Marshall McLuhan & Innovation TheorySuna Gurol
 

Mehr von Suna Gurol (14)

Project and Client Management
Project and Client ManagementProject and Client Management
Project and Client Management
 
Content Strategy and Social Media
Content Strategy and Social MediaContent Strategy and Social Media
Content Strategy and Social Media
 
Content Strategy and Social Media: A Symbiotic Relationship
Content Strategy and Social Media: A Symbiotic RelationshipContent Strategy and Social Media: A Symbiotic Relationship
Content Strategy and Social Media: A Symbiotic Relationship
 
Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...
 
Personal Branding for Undergraduates
Personal Branding for UndergraduatesPersonal Branding for Undergraduates
Personal Branding for Undergraduates
 
Cyberbullying and the Law
Cyberbullying and the LawCyberbullying and the Law
Cyberbullying and the Law
 
Leadership in the Digital Age - Joan of Arc and Authentic Leadership
Leadership in the Digital Age - Joan of Arc and Authentic LeadershipLeadership in the Digital Age - Joan of Arc and Authentic Leadership
Leadership in the Digital Age - Joan of Arc and Authentic Leadership
 
Flip the Media blog - my work
Flip the Media blog - my workFlip the Media blog - my work
Flip the Media blog - my work
 
Twitter 201 for Non-Profits
Twitter 201 for Non-ProfitsTwitter 201 for Non-Profits
Twitter 201 for Non-Profits
 
Social Media proposal for Seattle International Film Festival
Social Media proposal for Seattle International Film Festival Social Media proposal for Seattle International Film Festival
Social Media proposal for Seattle International Film Festival
 
Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...
Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...
Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN B...
 
Ballad of Katherine and Harold - A Love Story
Ballad of Katherine and Harold - A Love StoryBallad of Katherine and Harold - A Love Story
Ballad of Katherine and Harold - A Love Story
 
Non-profit communication using technology
Non-profit communication using technologyNon-profit communication using technology
Non-profit communication using technology
 
Marshall McLuhan & Innovation Theory
Marshall McLuhan & Innovation TheoryMarshall McLuhan & Innovation Theory
Marshall McLuhan & Innovation Theory
 

Ways to enhance your social media for nonprofits

  • 1. Ways to enhance your social media PRSA of Puget Sound ‘Connecting for a Cause’ Nonprofit Seminar 9/25/2012 Suna Gurol Lead Web/Social Media Producer Fred Hutchinson Cancer Research Center
  • 2. Agenda  Conversations  Strategy  Content planning  Content  Design  SEO  Analytics  Mobile  Promotion  Where are journalists  Useful links  Questions?
  • 4. Social is the DNA of an organization – the brand
  • 5. Social helps you tell your story But what is missing?
  • 6. Social is all about the conversation
  • 9. Not a monologue  Hence the name “social media” and not “me media”  It‟s about how people respond to you and how you make them feel.
  • 10. You do not control the conversati on
  • 12. And less nice  Customer service  Can now use private messaging as an organization
  • 13. And even less nice. Need to find a balance when you walk into a hot-button issue.
  • 15. Why have a plan?  Youdon‟t really need one… unless you want to be able to show that your work means something.
  • 16. Simple strategy  Do a baseline comparative analysis of your peers  Identify target audiences (donors, job seekers, people interested in your mission)  Strategic direction (that‟s communicating your mission)  Goals – objectives & tactics to help with the mission
  • 17. Goals  Mission: Goal should tie directly in to the mission of the organization.  Simple goals:  We will post at least four times a week  comment on another blog two times a month  have 2000 subscribers by end of year  aim to have 10 donors or volunteers as a direct result of the blog
  • 22. Gathering information - Attend relevant internal meetings  Bi-weekly meetings with social media team  Media planning meeting  Groups around the organization – Development, Community Relations, Media Team, Writer‟s monthly meeting  TTD – quarterly meetings with people who do social media
  • 23. Offer training  Make yourself available for simple social media training and strategizing  Training materials are helpful
  • 24. Make yourself available and you‟ll hear about the social media-worthy info  „socialmedia@fhcrc.org‟ email address  Available for design, setup  Listserv group  Be responsive to internal requests  Explain why not running with an idea (you are the expert)
  • 25. Be involved outside of your organization  Social Media Club  Social Media Breakfasts  Content Strategy meetup  Reference  Smart Brief on Social Media  Social Media Examiner  Social Media Marketing for Nonprofits  LinkedIN groups  Continued education  UW Master in Communication in Digital Media  Social Media certificate
  • 26. Content It‟s all about the content. Really.
  • 27. Post great content  What people want to hear  Success stories  Communicating your value / beliefs / mission  People-oriented stories  Human voice – ducks, photo of airplane, kids  Photos  Video
  • 28. Frequency  Can post more –  used to be 1-2x day, now 3-5 okay on Facebook  5-10x day Twitter  Depends on the industry for YouTube, Pinterest, LinkedIN.
  • 29. Facebook Timeline - loves and meh  Loves  Images! – cover photos, photos  Videos  Meh  Links  Status updates  Questions  Pinning to top and highlighting a post  Reposts
  • 31. Promoting content  Don‟tbe scared to promote good content that might get lost
  • 32. Twitter tips  Do not co-post to both Twitter and Facebook  125 characters: Try to make posts 125 characters, to encourage comments and retweets  Position Your Links: Experiment with putting the links in the middle of the tweet, rather than at the end.  Clean out useless follows. Follow other peer organizations, partners, news organizations, major companies  Mindfulness: Check on tweets throughout the day.  Use hashtags and mentions strategically.
  • 33. YouTube  Nonprofit program  Overlay  Design – Can use a image map to add in links  Annotations  Listed on the Nonprofits videos page: http://www.youtube.com/activism  SEO  Describe your video with words your supporters use, not Board marketing speak  Add in your url in the description – it‟s clickable and the first thing people see
  • 34. Wikipedia  Awesome SEO – often 1,2,3 link in search results  Another web presence … for free!  Anyone can edit – so needs to be monitored regularly.  Won‟t allow for what it sees as marketing- speech  Can be a bit of a morass
  • 35. Blog  Design  Have a mission statement  Frequency – At least 1x week. Shorter posts, more topical to news of today.  Writers – add more  Reporters - Let them know about your blog.  Enhanced content – videos, slideshow, photos
  • 36. Pinterest  Communications – Create pin boards of related photos, infographics.  Fundraising  Auction items for Events – can add in the $ symbol and the amount  Events general - Create a Pinterest board for every event with images.  Cause marketing – Add a Pinterest button to a Cause marketing product so people can share the photo of the product on their boards.
  • 37. Others  Google hangouts – actually very cool for meetings  Google handouts on air – actually really cool for online panels, interviews  Yelp – Everybody uses it  Flickr – Still viable  StumbleUpon – new design!  MySpace! - new design!
  • 38. Tales of woe  Twitter: CNN reporter  LinkedIN: Change in title – whoops!  Facebook:  Photos to wrong group – haha!  F-bomb on company page – eek!
  • 40. Facebook Design  Change out cover image regularly  Design app tabs to match your brand  Use your logo and color for profile picture  Add in messaging on cover image… but no direct ask
  • 50. SEO  “Search is the connection between intent and content”- Bill Barnes, Mediative  SEO is completely tied to social  You can‟t game the system  Important to tie your website to social  Google Penguin update – more emphasis on how you are doing in social circles than in inbound links
  • 51. Content is Queen for SEO  High quality content is key  Ask your readers what they are interested in from you. Chances are these are things that they are searching on.  Check to see what people are commenting on and retweeting  For enewsletters, see what people are clicking on  Do a user survey -- Survey Monkey, Facebook questions
  • 53. Basic Analytics  Which stories are the most liked & retweeted?  What content leads to increased donations?  What social media campaign increased volunteer sign-ups?  What images, pages gets the most clicks?
  • 55. Facebook insights  Engaged Users – number of people who have clicked on your post.  Reach – the number of people who have seen your post  Talking about this – likes, comments or shares  Virality – the math. Number of people talking about the post, divided by the number who have seen the post.
  • 59. Mobile  How many have a mobile device here / now? (How many have checked Facebook during my presentation so far? Don‟t lie.)  Has become the “1st” screen  Add social media links to your mobile website, if/when you have one.  For timeliness, use mobile phone to post to your organizations social channels… but be careful (see aforementioned tales of woe)
  • 61. Adding your social icons  Email signature  Well, obviously all of your websites – prominent social media buttons, Facebook “like”, Google+1  Cross-promote  Enewsletter  Email  Business cards  Intranet or internal communications– all employees should be following your org
  • 63. What happened in the last five years?  Lots of people lost their jobs, especially in news.  Tighter budgets, more beats with fewer reporters, fewer resources at established papers.  Shorter news cycle, tighter deadlines.  Less is more…
  • 64. Used to be (who they thought they were)
  • 65. Now
  • 66. Where are the reporters?  Journalists are all on social!  A study in 2011 said that over half Canadian journalists had been pitched to via social networks.  Be friends / LinkedIN contacts with your journalist contacts  Understand the journalist and the news angle  Read outlets and journals, follow conversations, follow the source
  • 67. Citizen journalists Anyone can be a Citizen journalist for good Journalist or for worse Potential for viral Content is news stories sharable Publish cycle is Hard to be first fast
  • 69. A Few Useful references  Topsy – good social search  Friendfeed – allows you to search for old tweets (yay)  Tweet grader – tells you how influential you are.  Sparkwise for analytics - http://sparkwi.se/  Social Media Sizer cheat sheet: for design of social media channels. http://ijustdid.org/2012/06/social-media-size- cheat-sheet/  Social Media Examiner  Smart Brief on Social Media  John Haydon Social Media Marketing for nonprofits  Google Alerts
  • 71. Contact me Suna Gurol Lead Web/Social Media Producer Fred Hutchinson Cancer Research Center P: 206/667-1112 E: sgurol@fhcrc.org T: @SunaG LN: www.linkedin.com/in/sunagurol W: http://www.sunagurol.com/

Hinweis der Redaktion

  1. Social channels sort of reveal the very skeleton or DNA of your organization.What you talk about can show what is important. You should care and think about how things work on the web
  2. So we can just talk about what we are interested in, right? It’s all about me meme. Uh, no. Don’t be an egomaniac.
  3. Meant to be a recruiting photo. Instead it elicited fond memories and great stories.
  4. Constant vigilance isn’t always necessary, but it pays to pay attention… especially for any hot-button issuesDon’t be afraid to ban users who are out of line… Often your community will help with that - for example, these comments were marked as spam by supporters and not by us.
  5. Baselin: Review peer organizations and competitorsNote likes, followers, comments, etc. Compare your own company to these results. …Now… make a goal. Strategic direction: Communicate scientific breakthroughs and our life-saving cancer research
  6. Team is myself and the two writers who post to Facebook & Twitter.Other team members include analytics person and designer.
  7. Email the requestor back.
  8. Content is the trees in the forest, the coffee in the cup, the books in the bookstore. Without content there is no blog.
  9. Content posted later in the day bets more likes and shares. Like’s peak at 8pmShare’s at 6pm.
  10. Movie has been under wraps for three years. Finally got permission to put up. Want the world to see it, so I spent $15 to promote it to our friend. Declined to promote it to friend of friends. Found that doesn’t necessarily contribute to our needs – doesn’t result in likes.
  11. Tried to have a “hutch” account, would never approve it for me to make edits. Finally, just made my own account, built page. Which then got completely ripped apart and now has very little content.
  12. Everytime I see a article about social media, it seems to include some exponential number about Pinterest being the most exponentially popular social media channel. A grey banner with the price will be displayed on the upper left corner. Your pin will automatically go into the gifts tab located at the top of the homepage.
  13. Very strong brand
  14. Google+ loved by Google. Like YouTube