creating compelling content for nonprofits

COMPELLING CONTENT HOW NONPROFITS CAN TELL STORIES THAT DRIVE ACTIONS

#SocMedSU @ZANARAMA

AGENDA What’s different about social media Create great content Sharing your content

All slides will be available for download

WE ALL LEARN TOGETHER

WHO’S IN THE ROOM?

DEFINITION Broad definition of social media as networks, technology & tools that allow us to connect with others and share information.

A DIFFERENT BEAST

Flickr: sofa

WHAT’S POSSIBLE

WHAT’S POSSIBLE

NOW EVERYONE IS

A journalist A TV star A venture capitalist

EVERYONE IS A CAUSE

IT’S TIME TO UP YOUR GAME

social media’s unique capabilities

UNDERSTAND THE NEW TOOLS

WHERE WE’VE BEEN

WHERE WE’VE BEEN

WHERE WE’RE GOING

BROADCASTER

BROADCASTER

BROADCASTER

BROADCASTER

LISTENING

Image: wwworks

LISTENING

LISTENING

LISTENING

@Zanarama #SocMedSU

Quick Tip

Share pictures on Twitter. They draw the eye better than text &

few people are doing it.

NEW WAYS OF WORKING

Image: Flickr koalazymonkey

NEW WAYS OF WORKING

NEW WAYS OF WORKING

NEW WAYS OF WORKING

HOW DO YOU BECOME MORE HULK?

BE HUMAN

STRATEGY BEFORE GADGETRY

YOU’RE NEVER DONE

Be heard & create change

CREATING GREAT CONTENT

What should we say on social media?

Can you compete with this noise?

YOUR SOCIAL MEDIA GOALS

Be seen as a thought leader in your issue area

ID & mobilize new people for your cause

Crowdsource, or get feedback, on ideas

What are your goals?

YOUR SOCIAL MEDIA GOALS

KNOW YOUR AUDIENCE

Flickr:libertinus

What problem can my nonprofit solve for them?

WORKSHEET TIME

Where do their interests and your mission connect?

HERE’S THE DEAL

Your mission

Rest of life

Work

Family

What your supporters think about What you think

about

Your mission Rest of life

CONTENT ON-RAMPS GRIST

FOUNDATION FOR EARLY LEARNING

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Quick Tip

If you want people to talk about you, talk about them.

15 minutes & back for creating content

BREAK

Flickr:mrmac09

AVOID THE PRESS RELEASE

Your mission statement

AVOID THE PRESS RELEASE

Ending hunger in Western Washington

AVOID THE PRESS RELEASE

Ending hunger in Western Washington

Nutrition

AVOID THE PRESS RELEASE

Ending hunger in Western Washington

Nutrition

Food Waste

AVOID THE PRESS RELEASE

Ending hunger in Western Washington

Nutrition

Food Waste Gardening

AVOID THE PRESS RELEASE

Ending hunger in Western Washington

Nutrition

Food Waste Gardening

Farm Bill

WORKSHEET TIME

Your audience & what

they want

Your issues &

goals Awesome content!

MATCH AUDIENCE & MESSAGE

Entertain Educate Surprise (or shock)

YOUR CONTENT MANTRA

ENTERTAIN

TOOL TIME Find out what is entertaining everyone on the Internet. Radurls.com

EDUCATE

EDUCATE

SURPRISE OR SHOCK !

SURPRISE OR SHOCK

!

TRIFECTA!

TIMELY

CONTENT CURATION

WHAT IS CONTENT CURATION?

Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information. Beth Kanter

Content Curation basically means that – out of all the content you find on the social web – you pass on the most valuable stuff to your network. Michiel Gaasterland

CONTENT CURATION

Saves you time Positions your organization as trustworthy source Keeps you up to date

GET CURATING

Listen & find content Organize it Share it

LISTEN & FIND

Flickr:wwworks

TOOL TIME Create simple to complex listening dashboards with:

Netvibes Google alerts Addictomatic

GET ORGANIZED

Flickr:marirn

GET ORGANIZED Fodder for blog posts ‘Best of’ email newsletter or post Share to Facebook or Twitter Share with colleagues

Flickr:kasaa

TOOL TIME Quickly tag & organize content you find online or anywhere. Evernote

EVERNOTE

kulowiectech.blogspot.com

SHARE

Flickr:carlos_maya

YOUTUBE - FAVORITES

PAPER.LI

STORIFY.COM

DON’T FORGET You email newsletter Your blog Even print

Flickr:jenniwaterloo

WHEN DONE RIGHT

15 minutes & back for social media policies

BREAK

Flickr:mrmac09

Expanding your reach while protecting your brand

SOCIAL MEDIA POLICIES

A LOGO CAN’T BE AS SOCIAL

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HOW WE CONNECT NOW

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@Zanarama #SocMedSU

Quick Tip

Facebook is an advertising platform for pages. It is a pay to play channel for brands.

BEHIND THE SCENES

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PERSONALITY OF ORGANIZATION

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SPEAK TO DIFFERENT AUDIENCES

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CONTEXT & PERSONAL URGENCY

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SHOW LEADERSHIP, SUBTLY

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STARTING AT FOOD LIFELINE

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WHY CEO’S TWEET

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BLURRING THE PERSONAL & PROFESSIONAL LINES

OPPORTUNITY

“Think about the information you are sharing online and who might be reading it – but not from a place of fear or ‘something bad will happen.’ Also think about opportunities and benefits.” Beth Kanter http://www.bethkanter.org/private-parts/

WON’T HAPPEN BY ACCIDENT

Social media policies Training

Image Flickr:calsidyrose

“Whether or not I use some kind of disclaimer about my posts being personal opinion, my behavior reflects on my company and its reputation as well as mine. Period. “

Amber Naslund Blogger, Brass Tack Thinking

SOCIAL MEDIA POLICY

Flickr:noneck

SOCIAL MEDIA POLICY

Organization’s values What do you encourage people to post? What needs approval first? When to alert management flickr: sopues

SOCIAL MEDIA POLICY

Flickr:doctor_keats

SOCIAL MEDIA POLICY

SOCIAL MEDIA POLICY

SOCIAL MEDIA POLICY

Idealware – Nonprofit Social Media Policy Workbook http://bit.ly/nposmpolicy

TRAINING Bring your policy to life:

Review it with all staff

Ongoing conversation as tools evolve

Point out who’s doing it well & don’t be afraid to correct staff

TRAINING RESOURCES

NTEN

Idealware

Beth Kanter http://bit.ly/NPOSMResources

Flickr:zzpza

@Zanarama #SocMedSU

Quick Tip

In a headline creating rut? Go to www.upworthygenerator.com

“IS IT OK IF I TWEET THAT?”

Make it a habit Advance notice of things to share Tie back to organization

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BILL & MELINDA GATES FOUNDATION

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GETTING PERSONAL

“Do you risk losing professional credibility if you tweet about meeting with friends at a bar for happy hour, or does that help provide a human connection point? When does the personal side of social media overwhelm the professional, or vice versa?” Abby Nafziger , AmeriCorps VISTA at NPower

QUESTIONS & COMMENTS

Zan McColloch-Lussier zan@mixtapecommunications.com @zanarama on Twitter Today’s slides at Slideshare.net/MixtapeCo

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