lunch bunch o' social media
DESCRIPTION
At the May 2, 2011 Lunch Bunch with Manatee Community Foundation, we talked about the basics of social media strategy, social media policies, a little about Twitter and Blogging, and of course, Facebook. It's a good general introduction for nonprofits.TRANSCRIPT
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Lunch Bunch O’ Social Media
Monday, May 2, 2011
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Yes, I am a tree hugger. And no you do not have a copy of this presentation on your seat.
I will e-mail it to you.
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What we’re doing today
• Survey Results• Being Strategic About Social Media• A Few Essential Social Media Policies • You Tube, Twitter & Blogging:
Small Discussion• Facebook: The Big Boy• A few other items you asked about
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“What is social
media?”
“OMG Do we have to do this?”
“HOW do we do it well?”
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Social Media Attitudes
Personally excited & organiza-tion embraces
Not thrilled about it, but it's necessary.
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FacebookTwitter
YouTubeFlickr
Blogging
0123456
Social Media Tools
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Engaging Content Attracting
Fans PoliciesStrategy
0
20
40
60
80
100
Social Media Topics
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Social media companions
• Easy to navigate, visually appealing website
• E-news campaign• “Key influencers” willing to
promote and engage in your social media presence
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Social Media Strategy
• Know your audience. • Set some goals.• Listen & respond to comments/ posts.• Link, link, link.• Know what success looks like for you.
This will determine your ROI.
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“What’s the ROI of your mother?”
…Or “What’s the ROI of putting your pants on in the morning?”
Thank you, Chris Brogan.
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Confidentiality? Employee/ Volunteer Inappropriateness? Negative feedback?
Social media trouble
What are you worried about?
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Good Social Media Guidelines
• Protect your donors & clients
• Keep your messages on brand
• Encourage participation
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Social Media Policy Winners
• Kodak
• Red Cross
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YouTube Tips• Make it short.
(2-3 minutes is plenty)
• Make it interesting & make it relevant.
• Use your people! Interviews can be fun but talking heads are boring.
• A FLIP cam is just fine.
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Visit the AgentChange vlog.www.youtube.com/agentchange
Updates on what’s happening with nonprofits on YouTube.
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A blog is just an online journal• Searchable
• Tags
• Comments (require approval…or not)
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What a blog can do for you:• Bring people to your website &
increase your SEO
• Establish your “street creds”
• Showcase your work frequently
• Spotlight star volunteers, donors, programs at work
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What it takes:• Dedicated writer(s) or a
schedule of guest writers
• Constant attention to driving readers there
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“What are you doing right now?”
“Follow your interests.”
“What value can you share OR take away?”
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Who You Want to Follow:• National orgs that do what you do
• Groups that advocate for your mission, nationally or locally
• Foundations
• Local partners/ potential partners
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Personal Facebook Use
Daily/ weekly
Every couple of weeks
None
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Effectiveness of Page
Updated regularly, good engagement & growth
Updated regularly, little engagement or growth
Created page…what's next?
43%
43%
14%
88% of Lunch Bunch organizations to complete survey have FB pages
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Facebook today…
• 150 million active U.S. users.• Most active users log on at least once per day• Average time spent on Facebook
is nearly 1 hour
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The Facebook FAN PAGE Review(What you need for your nonprofit)
• Not a personal profile • Has “likes” (not “friends”)• Has analytics (Facebook insights)• Requires 1 or more administrator(s)
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What’s New on Facebook Pages
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• New changes on Facebook are making it easier for your organization to communicate with other organizations.
• A good FB administrator dedicates time to exploring the social media and FB environments.
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New Features: Your Nonprofit’s Page Administrator Can Now…
• Post on other pages and profiles as your nonprofit
• “Like” other pages/ brands as your nonprofit
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New Features: Your Nonprofit’s Facebook Page Administrator Can Now…
• Select featured “likes” and featured page owners for display on your page
• Get filtered news on your organizations Facebook page
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FB Questions
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4 Ways to Build Your Fan Base
1. Ask people to join you. E-mail/ Web/Facebook campaigns.
2. Incentivize. Donor/ corporate support- $1 per “like”, lump sum for benchmarks reached.Contests/ giveaways.
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4 Ways to Build Your Fan Base
3. Actively participate. “Like” pages of potential partner organizations. Comment on & “like” their posts.
4. Add value. What can your audience get on your Facebook page that they cannot get anywhere else?
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See Content Handout
“Try not to become a man of success but a man of value.”
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• Are conversational.
• Have the “share” factor.
• Involve real people.
• Use images.
Updates that get attention…
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Develop a Facebook Voice.• Be real.
• It’s okay to be witty.
• Reflect your nonprofit’s personality. Do you have one?
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Easy ways to lose your “likes”• Make every post about the greatness
of your organization.
• Post a bunch of times within a short period of time (like a couple of hours).
• Invite people to the same event repeatedly.
• Don’t respond to comments.
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43% of Facebook users who “unlike” a brand do so because of too much push marketing
-ExactTarget.com
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You don’t need custom tabs for Facebook to work for you.
But here’s a great example…
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Realize Bradenton
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Measuring Success on Facebook
“Wait, what am I trying to accomplish here?”
“Who am I trying to reach?”
“What do I want them to do?”
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Measuring Success on Facebook
• Numbers “Likes” on page“Likes” on updates Comments
Easy to do, but provides a very limited indication of success.
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Measuring Success on Facebook
• Do your constituents know more about you?
-Survey them about awareness
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Measuring Success on Facebook
• Are your constituents regularly engaged with you?
-Do they ask questions or contact you on your FB wall? -Do they tag you in posts?
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Last thoughts before we close?
• Time
• Security
• Staff Participation
• Other things?
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