An overview of using social media for non-profits, presented to Dr. Cynthia King's Communication 464 classes at Cal State Fullerton on Sept. 9, 2009. Includes specific applications and thoughts on using LinkedIn, Facebook and Twitter. Based on a presentation given by Cara Stewart at IABC/OC on Sept. 8, 2009.

1. Get Social Effective Social Media for Non-Profits September 9, 2009 Theresa Dreike

2. nonprofit 2.0 a revolution in human interaction & collaboration

3. discussion threads to spark ideas Why is social media important? What types of social media could you use? How are other nonprofits benefiting? How can you create a social media state of mind?

4. what the blog? Meet the Web, version 2.0 The second generation of Internet-based services and tools that let people collaborate and share information online social networking sites social bookmarking social news sites social media monitoring Water cooler meets the Web technology, social interaction, words, pictures, activities

5. people don’t like marketers overloaded underwhelmed personalization adaptability individual value

6. out with the old… in with the new (sorta) What you do now (interrupt) conferences friendraisers fundraisers “brochureware” Web site e-mail blasts print ads radio ads direct mail special events What you can add (permission) blogging seo and sem social media social networking rss tools videos contests campaigns

7. start a conversation

8. blogging for the heart of donors “America’s largest charities are turning to the Internet in an effort to increase awareness of their missions and to help connect with their constituencies. While these organizations are known for their nonprofit status and their fundraising campaigns, they demonstrate an acute awareness of the importance of Web 2.0 strategies in meeting their objectives.” The University of Massachusetts Dartmouth’s Center for Marketing Research

9. tools + tactics continue the conversation 41% online videos 34% blogging 34% social networking 33% podcasting 26% message boards 13% wikis 25% none

10. create the right atmosphere It’s not marketing’s job Know what is being said about you listening is twice as important as speaking Google Reader Consistently talk about yourself blogs, podcasts, videoblogs, Twitter, etc. Build a community Ning

12. Top Social Networks LinkedIn – Most used for professional engagement Facebook – Seen as a place for “the kids,” however it’s growing into the place for brands Twitter – Fastest growing user base is 35-55 age group

13. LinkedIn First social network for business Largest user base of any social network Use groups to create conversations with connections Ability to send messages to group Pull in RSS feeds for important news to share Use LinkedIn’s poll feature to ask specific questions for informal market research Answer questions to promote individuals and brands

14. Facebook Create Fan Pages for brands, companies and non-profits Same functionality as a personal page Set to automatically update a Twitter profile when new info is posted Create Cause Pages for non-profits Ability to raise money through the cause page Promote a specific portion of the non-profit Engage fans in a different more purposeful way

15. Twitter Twitter uses 140 characters to answer the question “What are you doing?” Twitter handles can be created for brands, companies and individuals Examples: @southwestair, @Printronix, @WHWM2W, @Lauras_House, @MercyHouseLC Use Tweets to promote: events, blog posts, LinkedIn groups, Facebook pages, Facebook causes, etc. One more way to promote and market content created by an organization

16. Twitter – Ways to Tweet Top Twitter Clients/Apps Mashable – Feb 2009 article Twitstat – Sept. 2009 list Online Twitter.com CoTweet (www.cotweet.com) HootSuite TwitterFox – Plug-in for Firefox Desktop TweetDeck Twhirl (similar to IM) Mobile Twitterberry Tweetie (iPhone) UberTwitter Text message

17. Social Media Tools Shorten URLs www.tinyurl.com www.bit.ly Digg Twurl Photos TwitPic TwitGoo

18. Measurement Tools Be creative: Track money raised on Facebook causes Facebook Pages automatically tracks clicks Count ReTweets (RT) on Twitter Count conversations Specific tools: www.bit.ly: not only shortens URLs, also allows tracks click throughs live www.Twitalyzer.com: measures influence, signal, generosity, velocity and clout www.twitscoop.com: measures trends in your Twitter stream

19. the revolution has begunwhere we’ve seen successes

20. generate record contributions & awareness Raise funds for Laura’s House Further establish a significant online presence Increase domestic violence awareness Create a self-sustaining means of responsiveness through “pass it along” suggestions

21. embrace new community & stakeholders Introduce organization beyond its donor base Forge relationships with community partners Inject fun into fun-raising Move marketing into social mediasphere Create champions that engage in other events

22. let’s connect Contact Me: Theresa Dreike 714-862-1112 ext. 205 or theresa.dreike@wundermarx.com Web site:www.wundermarx.com LinkedIn:www.linkedin.com/in/theresadreike Facebook:www.facebook.com/tdreike Twitter:www.twitter.com/prdreamer