using the social web to build, engage and activate the food banking community - #fbli2013

H-E-B/GFNFood Bank Leadership

Institute 201

3

Using the Social Web to Build, Engage and Activate the Food

Banking Community

Presented By: Courtney PembertonBusiness Development Manager

Schipul Technologies, Inc.@cpembyrun

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Let’s Chat

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

What we will discuss today…

1. State of the nonprofit social web

2. Building your social network

3. Creating engagement across your diverse audience

4. Activating your community

5. Social Tools to build, engage, activate and of course…save you time!

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Consider the facts…

Social Giving and Awareness is rapidly increasing!

Network For Good: The Digital Giving Index

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Consider the facts…

@MDGadvertising

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

1. Africa – nearly a 3000% increase in internet users over the past decade

2. Asia – the only continent that claims over 1 billion internet users

3. Europe – over 500 million internet users

4. North America – 273,785,413 internet users

5. Latin America – over 250 million internet users

6. Australia – over 24 million internet users

Social is Global, Since 2000…

http://mashable.com/2013/01/17/social-media-global/

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Real-Time Needs = Real-Time Communication

Even more than most non-profits, food banks deal with immediate pressing needs of their client base.  A decrease in donations has dire and immediate consequences: people go hungry. 

- University of Washington, How Twitter is Changing Organizations

H-E-B/GFNFood Bank Leadership

Institute 201

3

Storytelling in a social world

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

http://www.flickr.com/photos/26304233@N00/3589690234/

It’s All About Relationships

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

You are already doing it…

1. Mission and Vision2. Fundraising3. Events4. Thanking Donors5. Communicating with other Food Banks6. Taking pictures7. Asking for community participation

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

How it’s communicated, traditionally…

H-E-B/GFNFood Bank Leadership

Institute 201

3

How it’s communicated, socially…

H-E-B/GFNFood Bank Leadership

Institute 201

3

Build in the Social Web

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

How Ontario Food Bank Listens

@OAFB

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Twitter Search - Let’s Take a Look

H-E-B/GFNFood Bank Leadership

Institute 201

3

Tools to Help You Listen

www.facebook.com/about/graphsearch

www.socialmention.com

www.google.com/alertswww.pinalerts.com

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Know Your Audience

Know Their Motivations

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

1. What are their needs?

2. What does your organization’s impact have on every new follower?

3. What is their demographic?

4. How do they communicate and receive information?

5. What makes them volunteer?

6. How are they searching online?

7. Why should they donate to your food bank?

8. What is their seasonal donation behavior?

Questions you should be asking, and more…

Questions [Some] Answers

www.google.com/analytics

www.surveymonkey.com

www.polldaddy.com

www.facebook.com/insights

H-E-B/GFNFood Bank Leadership

Institute 201

3

Mission: To alleviate global hunger by collaborating to develop food banks in communities where they are needed around the world and by supporting food banks where they exist.

Worldwide more than 850 million people do not have enough to eat. That means one in eight people are suffering from hunger.

www.foodbanking.org

You Must Tell Your Story #FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

You Must Tell Your Story

http://www.youtube.com/watch?v=rphhfy4qCfc

The Story of Charity Water – www.charitywater.org

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Make Your Story Consistent

www.cmhouston.org

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Make Your Story Consistent

www.onlinegivingstudy.org/quarterlyindex

1. Generic Giving Page: 20% - 30% smaller average gifts than on branded pages

2. Branded Giving Page: 6x more dollars raised than on generic giving pages

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Staff Buy-in

Social marketing is like great Customer Service, it should be everyone’s job.

Don’t let fear stand in the way.

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Staff Buy-in

1. Create brand ambassadors

2. Organizational-wide connection and awareness

3. Explain how they can help and why it matters

4. Encourage participation

5. Identify valuable contributors

6. Make your staff “the hero”

@DianneSwinemar – Executive Director for Feed Nova Scotia

#FBLISocialStaff Buy-in

H-E-B/GFNFood Bank Leadership

Institute 201

3

Tell people how to talk about you

#Whatwillittake to end poverty?

#Whatwillittake to end hunger

#Whatwillittake for everyone to have clean water?

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Tell people how to talk about you

1. #Hashtags

2. Ask questions

3. Tell your followers how to share

4. Consistent messaging

5. Make it easya. www.addthis.comb. bit.ly

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Engage in the Social Web

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

En-gage [en-geyj] verb1. to occupy the attention or efforts of (a person or

persons); become involved

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Engage in Real-Time: Events

@gapingvoid

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Before, During and After – It Matters

H-E-B/GFNFood Bank Leadership

Institute 201

3

Susan G. Komen Houston – Race For the Cure

www.komen-houston.org

H-E-B/GFNFood Bank Leadership

Institute 201

3

Event Engagement - Before

1. Create Facebook and LinkedIn event pages

2. Determine a #hashtag for Twitter and Instagram

3. Share last year’s photos, stats, impact, etc. to create excitement

4. Ask your followers to share

5. Strategically roll-out big announcements

6. Highlight who will benefit

7. Use your website as a home base

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Event Engagement - During

1. Make sure they know how and where to share

2. Ask attendees to participate and “Like” your fan page

3. Newsletter sign-up

4. Encourage attendees to share their photos in real-time via Instagram and Flickr groups

5. Conduct video interviews

6. Live blog – it doesn’t have to be perfect!

7. Live tweet

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Event Engagement - After

1. Immediately upload photos and video

2. Ask attendees for their feedback

3. Roll-out event highlights

4. Recap the event through your blog or website

5. Remember to say Thank You

6. Mini-event follow-up

7. Share slides

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Power of a Photo

www.facebook.com/foodbanking - Share A Meal with the World

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Power of a Photo #FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Engaging Video

http://www.youtube.com/watch?v=x2cMneXQyV4

“Prayer Answered in the Form of a Dairy Cow” – by World Vision

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Visuals Matter to your Bottom Line

www.thinkla.org

Social visuals have a direct impact on event attendance and participation

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Educate Often #FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

So, what should you communicate visually?

1. How your funds are being used

2. Your people – donors, volunteers, staff

3. Who benefited and the impact

4. Events and fundraisers

5. “Thank You”

H-E-B/GFNFood Bank Leadership

Institute 201

3

Create Interesting Content

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Engagement Tools

1. Schedule your postsa. North Social – www.northsocial.comb. HootSuite – www.hootsuite.comc. Radian 6 – www.radian6.com

2. Flickr Groups

3. Eye-fi – www.eye.fi

4. CompFight – www.compfight.com

5. Slideshare – www.slideshare.com

6. #Hashtags

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Activate in the Social Web

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

How can your audience help tell your story?

H-E-B/GFNFood Bank Leadership

Institute 201

3

Individual Participation

Ask for a little Make it easy to donate and share

Communicate the impact

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Individual Participation

Be relevant

Share stories

Be an answer

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Individual Participation

http://www.youtube.com/watch?v=62XV1C058wA

BARC Animal Shelter – Kyndal’s Volunteer Story

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Community Participation

www.houstonfoodbank.org www.houstonrestaurantweeks.org

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Remember to say “Thank You”

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Activate the Food Bank CommunityActivate the Food Bank Community

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Support Each Other Socially

@FeedNovaScotia retweeting @foodbankscanada

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Connect with Each Other

1. Create a private Facebook Group

2. Google+ Hangouts

3. Sign-up for each other’s newsletters

4. “Like” each other

5. Setup a Flickr photo sharing group

6. Setup Google Alerts

7. Team up for annual campaigns

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Facebook Group Example - Schipul

H-E-B/GFNFood Bank Leadership

Institute 201

3

Session Take-aways

1. Grab your name

2. Setup monitoring tools

3. LISTEN

4. Take photos

5. Be interesting

6. Follow each other

#FBLISocial

H-E-B/GFNFood Bank Leadership

Institute 201

3

Thank You!

Courtney PembertonBusiness Development Manager281.497.6567 x537cpemberton@schipul.com

Schipul – The Web Marketing Companywww.schipul.comBlog.schipul.com

Tendenciopen source cms for your non-profit

www.tendenci.comBlog.tendenci.com

#FBLISocial