social media with a strategy - nonprofits and religious organizations

www.see3.net | [email protected] | 773-784-7333

Prepared for RCCPresented by Michael Hoffman, CEO, See3

www.see3.net | [email protected] | @Michael_hoffman

With a StrategySocial Media


Today’s Plan

• About See3• The Big Picture• Crafting a Social Media Strategy• The Tools• Faith Based Examples• Discussion


See3 Communications

• Interactive communications agency for nonprofits and causes specializing in video, web, and outreach

• Results-driven online strategies• Believe in technology and media to

help organizations reach their goals


Don’t Panic!


"I had a pastor ask me a month ago, 'Can you still have a real relationship online? If you mean, can I get a hug, then the answer is no. You can type bracket hug, of course, but that's not the same. But if you mean, can I engage with people? Can I build community? Then the answer is yes, as long as you're willing to be open and honest."

Anthony Coppedge, author of The Reason Your Church Must Twitter

http://www.pbs.org/mediashift/2009/06/religious-evangelists-spread-faith-through-social-media155.html


Social Media Is Not AboutTechnology…


Social Media Is About

• Building Relationships• Telling a Story • Listening• Showing Transparency• Being Accountable


Why You Use Social Media

• Monitor your issue and competitors• Find new stakeholders and build a

following• Help members stay connected• Promote publications, events, and staff• Raise awareness, stimulate discussion• Advocate and fundraise


Planning Your Strategy

• What are your goals?• Who are you trying to reach?• What tools do you need to use?• Do you need extra staff and/or

resources?• How will you measure success?


Measuring Impact

• Volume– # of fans, followers, views, hits

• Engagement– comments, time spent on site, RTs,

shares, blog mentions

• Actions– donations, sales, event attendees,

signatures, sign-ups


Visit: www.Tangle.com


Visit: www.MyChurch.com


• Personal social network• Set up fan page for your organization• Share updates, photos, videos, links• Ability to run local, targeted ads


Ways to Use Facebook:

• Create fan page for your organization or your issue

• Share links or videos from gatherings or trips – or related topics

• Organize an event and invite Friends/Fans

• Create a targeted ad to extend your audience or publicize your event


• “Micro-blogging” – 140 characters• Share updates, news, links, promotions• Build a “following” and “follow” other users -

good for high profile personality• Stay updated on industry trends & news


Ways to Use Twitter:

• Use Twitter Search (http://search.twitter.com) to find people discussing your issue

• Monitor news using Tweetdeck or Hootsuite

• Determine your best content by tracking clicks (use a URL shortener such as bit.ly or tinyurl.com)


• Build a personal or organizational “Channel”• Upload and view online videos• Popular search engine


Ways to Use YouTube:

• Promote an event with a simple slideshow• Get members of your org on camera• Show your supporters behind-the-scenes

videos• Host a weekly vlog (video blog) • Curate videos on a topic using playlists• Embed your and other videos on your site


Great Cameras Under $200

Kodak zi8 Flip Mino HD


The Nonprofit Program

• Increased branding capabilities• HTML channel banner• Branded side column image

• Ability to receive donations using Google Checkout

• Ability to add Call to Action overlay and externally linkable annotations


• Blogging platform• Post thoughts, updates, photos regarding

your work• Manage discussion through comments

features


Ways to Use Blogs:

• Share thoughts and news from your organization (one personal view, organizational view, multiple views, guest views)

• Tell a deeper story about a topic• Use as your main website! Easy CMS

system


Bread for the World– Social Media Goals

• Expand and strengthen Bread’s advocacy work for poor and hungry people

• Expand our membership• Better communicate with existing

members and target audiences• Strengthen our relationships with our

members• Fulfill our mission to end hunger here and

abroadhttp://www.bread.org/get-involved/on-the-web/


Bread for the World- Guidelines

• Establish a Bread presence wherever target audiences or constituencies already congregate online.

• Ensure that once we establish our presence in a social media site, it will be updated regularly according to the conventions of each site.

• Be flexible as we encourage experimentation and testing of new social media tools


Bread for the World - Guidelines

• Encourage Bread staff and supporters to use social media and Web 2.0 tools.

• Provide training/resources to Bread staff. • Whenever possible, we will be supportive of social media

sites initiated by Bread’s grassroots. • We will endeavor to ensure consistency of messages and

actions across all media platforms.


Our Jewish Community

• OurJewishCommunity.org was launched on September 1, 2008 abd has reached 26,000 individuals in 50 U.S. states and in 130 countries

• Stream and archive services, holidays, conversations and integrate with Facebook Live - encourage conversation

• Twitter and blog managed by Rabbi Baum leader

http://www.ourjewishcommunity.org


Visit: www.OurJewishCommunity.org


Our Jewish Community

“Rabbi Baum finds that many of her congregants

prefer to express concerns and ask questions online

rather than in person, and that online events can

connect people who otherwise wouldn’t partake in the

community.”http://www.thejewishweek.com/news/international/let_my_people_tweet


Interfaith Youth Core

• “Bridge Builders”: closed network community using Ning (white label social network platform)

• Members share videos that inspire them as well as clips from recent events

• Members have access to resources from the Interfaith Youth Core

• Blog posts provide a space for members to explain their reasons for serving and talk about teaching children about peace.


Visit: www.Bridge-Builders.Ning.com


More Tools to Explore


Visit: www.Google.com/Alerts


Visit: www.Animoto.com


Visit: www.Flickr.com


Visit: www.CreativeCommons.org


Visit: www.FirstGiving.com


Visit: www.mGive.com


5 Takeaways

• Find out where your audience is already online - don’t be afraid to ask them!

• Staff your social media presence smartly (task force, social media manager)

• Write a social media policy• Don’t forget to listen• Go deep, not wide


DiscussionMichael Hoffman

• Email: [email protected]• Twitter: @Michael_Hoffman• Phone: 773-784-7333

The slidedeck and links will be available after this session at www.see3.net


Photo Credits

• Audience in 3D Glasses - Diamond Geyser• Encyclopedias - Stewart Butterfield• Hammer - Austin Camera Guy

All photographs licensed under Creative Commons

social media with a strategy - nonprofits and religious organizations

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