mission-oriented social media
DESCRIPTION
This presentation was delivered on September 26 to the Mills Community Support lunch and learn event in Almonte, Ontario, and then a slightly revised version was presented the following day at the Community Integration Network conference in Toronto.TRANSCRIPT
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Social Media: Pursuing Mission-Oriented
Social Change
It only sounds scary, please come in and have a seat!
This presentation will be available from this link: http://socialkeenan.com
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Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.
Will your social media strategy get you murdered in a lake? PEOPLE OR MACHINES? “FOR ME THE CHOICE IS EASY”
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Keenan’s social media passion: made, not born!
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LiveWorkPlay
Registered charity, full-time operation 1997
Government 55% of revenues
Currently equivalent of 11 full-time staff, 120 volunteers
Directly support 65 people
Mission: helping our community welcome
people with intellectual disabilities to live,
work, and play as valued citizens.
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Social media helps turn moments into movements
Website and Partner Websites
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• Keep it mission-oriented
• Share real stories about real change
• Say thank you and say it publicly
• Be timely, social media is a “now” tool
• Social media is about social capital
• Social capital is about reciprocity + time = trust
• Non-profit agencies using social media are proving to be dramatically more successful at it than those who are not using it.
If you remember nothing else….
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Marketing? Me? No no no, I work for a charity!
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Is your organization engaged in marketing?
How well is your organization positioned in the competitive world of social marketing?
Do you have an integrated social media strategy?
How can social media help improve the rest of
your marketing and communications work?
Are you concerned with outputs or outcomes?
Social media is an opportunity to both enhance and challenge your organization’s mission-oriented pursuits!
It’s common that non-profit organizations don’t wish to see themselves as being in competition
Social media is often seen as a fringe activity
Seldom considered that social media might actually help improve other marcom activities
Social media often exposes outputs-focused marcom
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What are non-profits doing with their social media channels?
1) traditional marketing — to promote the non-profit’s brand, programs,
events or services — with 92.5% of survey respondents indicating this role
as the purpose of their presence on commercial social networks.
2) the second most popular role is for fundraising (45.9%).
3) program delivery (34.5%)
4) market research (24.3%)
Posted January 6, 2011 by Social Media Club
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Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.
Not using commercial
social networking websites like
Facebook and YouTube?
Good for you, you must have
one of the world’s greatest
non-profit websites!
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Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.
Ignoring the elephant in the room?
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Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.
M E A S U R A B L E
R E A L
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Hello, my name is:
LiveWorkPlay Marketing
Budget!
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Where it all started…
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@LiveWorkPlay
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Top 30 20 in Canadian non-profit
community? If only we’d been trying! (YouTube is more than
kittens and hits to the groin)
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715 Views of Moira and Caroline [So Far]: Important Events Analytics
Social media analytics bring surprising levels of understanding and transparency to relationships
I-J: Posted on Facebook and LiveWorkPlay.ca
H: Posted on WordPress at keenan.wellar.ca
F-G: Shared with YouTube friends/subscribers
C-D-E: Featured in stories on partner websites
A-B-C: Post-conference presentation buzz
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What matters is “Where are the real relationships?” ~ Seth Godin
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Those were the droids I was looking for!
If you got
there what
would you do
next?
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My advice is learn all the tricks you can while you’re young!
slideshare
TOOL TIP: SLIDESHARE.NET
Being completely current on social media is a simple
matter of the impossible, so
reinvigorate your joy of discovery!
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I might not share the same appearance as these “bald men in black” but I really like what they have to say!
“The ability for you to have a thought and be able to publish that thought instantly to the world in any platform you desire, in text, images, audio, video, and it comes up immediately, is brand spanking new.” – Mitch Joel (from Six Pixels of Separation)
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Seth Godin on leadership:
Leadership is scarce because few people are willing to go through the discomfort required to lead. The scarcity makes leadership valuable. If everyone tries to lead all the time, not much happens. It’s uncomfortable to stand up in front of strangers. It’s uncomfortable to propose an idea that might fail. It’s uncomfortable to challenge the status quo. It’s uncomfortable to resist the urge to settle. When you identify the discomfort, you’ve found the place where a leader is needed. If you’re not uncomfortable in your work as a leader, it’s almost certain you’re not reaching your potential as a leader.
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For some, social media is understood as a tool, a job, a skill, a choice…
For myself and others,
social media is understood as the most profound confluence of human discourse the world has ever seen…
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Some non-profits may fear that social media resistance is futile…
Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…
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Nobody likes making public mistakes!
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Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.
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7 DEADLY SOCIAL MEDIA SINS
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(Text of actual email, names removed) Keenan, thanks so much for permission to use
those images. The only problem is I can’t
use anything from Facebook from the
office as the agency has blocked it.
I’ll have to try it from home later.
Director of Marketing
Major Non-Profit Organization
Social Media as Marketing Monster
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You are likely offending one or both audiences.
You are putting disregard for
authenticity on public display.
On Twitter, 95% of re-tweets happen in the first hour!
On Facebook, updates have a full day life span!
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LISTEN FIRST!
THEN RESPOND IN PROPER SOCIAL CONTEXT
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Do as we say, not as we do:
social media engagement (non) strategy
Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our press
releases on Facebook, you should check those out and make a donation!
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Use of social media tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. Brian Solis Author of Engage!
It is unrealistic to expect more of your audience than you would expect from your
leadership and staff.
Lead by example!
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The conversation
might lead somewhere but it definitely didn’t
start with an ask for $20 before you’d
start conversing!
Monetizing social media is like monetizing the conversation
you had while waiting for your mocha java!
Putting the cart before the horse and declaring social media a failure?
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After you listen – have conversations!
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“I think a lot of the demographics that we’re gearing toward might not be your typical Facebooker or techsavvy person. Maybe the younger crowd and students for sure, but older prospective volunteers don’t use that tool, and a lot of our clients don’t use that as a tool,” she explained, noting that the agency is “busy enough without maintaining Facebook and Twitter pages.” - Coordinator of Volunteers quoted in newspaper
Do your practices alienate youth? Seniors? Both?
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It’s Not Just About
Gen Y!
The Digital
Universe Is Expanding And People
Of All Ages Are Getting
Out There!
Even My
Mom And Dad!
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I’m afraid to use social media because
someone might say something bad about us!
So conversely…
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Why do I need social media when I can
count on my buddies
down at the newspaper!
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If you build it, they won’t come. In order to host a party, you need friends.
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Are you expecting a mob of supporters to magically appear?
Charity begins at home – build your tribe!
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BONUS SOCIAL MEDIA SIN
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• Keep it mission-oriented
• Share real stories about real change
• Say thank you and say it publicly
• Be fast and have a plan – tomorrow is late
• Social media is about social capital
• Social capital is about reciprocity + time = trust
If you remember nothing else….
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Effective use of Social Media is all about building Social Capital
Reciprocity
Time Trust
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Partnerships: How can we give value to funders?
They have many good deeds to choose from!
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Rome was not built in a day and neither is a social media strategy!
Keenan Recommends: Start With These And
NOT ALL AT ONCE!
Pick One, Do It Well
1
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Contact information and slides:
socialkeenan.com
@socialkeenan