effective social media for non-profits

Get Social

Effective Social Media for Non-Profits

September 9, 2009Theresa Dreike

nonprofit 2.0

a revolution in human interaction & collaboration

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?

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

people don’t like marketers

• overloaded

• underwhelmed

• personalization

• adaptability

• individual value

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

start a conversation

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

tools + tactics continue the conversation

• 41% online videos

• 34% blogging

• 34% social networking

• 33% podcasting

• 26% message boards

• 13% wikis

• 25% none

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

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

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

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

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

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

Social Media Tools

• Shorten URLs– www.tinyurl.com– www.bit.ly– Digg– Twurl

• Photos– TwitPic– TwitGoo

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

the revolution has begun

where we’ve seen successes

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

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

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