unf np management conference 2011 nonprofits and social media: an introduction
DESCRIPTION
These are the slides from the NP and Social Media workshop at the UNF Nonprofit Management Conference, September 23, 2011. This is an introduction to some of the widely used social media platforms.TRANSCRIPT
Nonprofits & Social Media
Presented by:Georgette Dumont, Ph.D.
Sponsored by:
Introductions
Georgette (Gette) Dumont, Ph.D. BA, Communication Studies, RWU MPA, BSC Ph.D., Political Science, NIU Study NPOs’ adoption of internet
technologies Consultant for nonprofits Study social media adoption and
use
Objectives for today Common understanding of Social Media
Importance of align SM strategy with mission & goals
Benefit of using a mix of Web 2.0 tools
Introduction to common social media & social networking sites Facebook LinkedIn Google (+ and places) Twitter Blogger/Wordpress
Social Media
Social Media
Inclusive Dynamic Relationships Promoting ideas, attitudes and
behaviors.
Social Media (SM)
Traditional Media
Television Newspapers Radio Mail Brochures Community
groups/associations /word-of-mouth/chatting
Newsletters
‘New’ Media
Online Video Online news papers Podcasts E-mail Websites – plus! Online social networking
communities E-newsletters
Brings traditional media online
The Internet1990sMainly one-way communicationAbility to control contentOne-to-many communication
2000sWeb 2.0/ Social media
• One-to-one, one-to-many, many-to-many communication
• Individuals can broadcast to the world
• Open participation
• Decreases costs of communicating
• Allowed for social media to flourish
Social Media Opportunities
Establishing the organization online
Promote events and action
Find new members interested in your mission
Align online presence through linking
Informal outreach tool for relationship building
Strength preexisting relationships
Quick feedback
Donations
Benefits of SM – Duval County, FL
Incre
ase t
raffic
to W
S
Mov
ed pe
ople
to ac
tion
Email li
st
Donati
ons
Info
rm co
nstit
uent
s
Sprea
d Inf
o
Enhan
cing R
elatio
nshi
ps
Unders
tand C
onsti
tuen
ts
Find
New
partn
ers
Foste
red di
scus
sion
Built
activ
e onl
ine c
ommun
ity
Enhan
ce on
line p
resen
ce
Incre
ase o
rg aw
arene
ss0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
67%62%
52%
24%
84% 85%
76%
49%
42%
56%
63%
81%86%
28% 28%
16%12%
49% 50%
39%
20%
30%26%
34%
50% 50%
Facebook (N=97)
Twitter (N=74)
Social Media
Social Networking sites Facebook MySpace LinkedIn Google+
Check-in/locators Google Places Four Square
Blogs Word Press Blogger Tumblr Twitter (micro-blogging)
Collaboration Wikipedia/Wikis
Social Bookmarking Google Reader Delicious
Video/Photo Sharing You Tube (video) Flicker Picasa
Virtual Worlds Second Life
First steps
Utilizing Social Media
Make a plan and have realistic goals
Construct a social media policy
Align social marketing strategy with org’s mission, programs, and goals
Define your audience – there is no general public
Where are they online?
What groups/networks are they involved in?
Link your social media tools to each other
But how do I start?
Listen… to your board
Listen… to your volunteers
Listen… to your members
Listen… to your donors
Listen… to your supporters
Listen… to you advocates
Listen… to similar organizations
Listen… to topical current events
Listen… online
Listening tools
Google Alerts
What’s being said online about Your org Your cause
Social Media Groups (discussed soon…)
Social Media Plan
How can SM help achieve program goals (and ultimately the mission)?
Involve stakeholders in developing ideas
Get the Board on board
Decide how to measure your ROI (Return on Investment)
Start small – don’t take on too much!
Social Media Alignment
Mission
Goal 1
Task 1
Traditional
marketing
SMM
Task 2
Goal 2
Task 1
Traditional
marketing
SMMTask 2
Task 3
Task 3
Framing Social Media
Define your goals
Identify your audience
Target the message
SWOT analysis of best tool(s) to use
Implement
Measure
Adjust
Finding your Audience
Listen.. to what they are saying
Ask… where they go online
Observe … where they are
Social Media Marketing Tools
Target the message
Keep it short
Scannable
Use links!
End with org’s tag line
E-newsletter
Short blubs with a … read more link
Links to org’s Web site
Link multi-media
Use visuals whenever appropriate
Target audiences – may want more than one e-
newsletter
Web site
•Not too cluttered
•Easily to navigate
•Keep it interesting!
•Content is key
•Use multi-media tools
•Video
•Audio/Podcasts
• Mobile Web
Blogs
•Easy to use blogging platform
•Keep followers updated on news
•Link to interesting topics/sites
•Helps to work faster
Social Networking
Can help accomplish goals Increasing visibility Raise awareness of issues dear
to your org. Easy way to share information Coordinate supporters Get ideas and feedback Share news/information/videos/
etc.
• Professional site
• Personal profiles
• Organization profiles
• References
• Group pages
•What happens on Facebook, stays on Facebook
•Good to find similar organizations
•Strengthen existing relationships & build new ones
•Easy for people to follow you – posts go into their news feeds
MySpace
•Younger crowd
•Same basics as Facebook
•Music oriented
Google+
Newest networking site
Circles
More control
Hangouts
Nonprofit pages out in the Fall
•Answer “what are you doing”
•140 character maximum “tweets”
•Groups
•Hash tags
Google Places
Add you business
Location
Reviews
Do same on Four Squares
YouTube
•Multi-media platform
•Upload video
•Users rate it
•Comment section
•Can be linked to FB, MS, Blogs, e-newsletters, etc.
Next steps...
Now
Build your social media presence Make sure your supporters know
you are out there Email signature Newsletters Web site Brochures
Volunteers ‘Friend’ them They can be a fan of your
cause Write about their experiences
Next
Align tools with mission, objectives, and goals
ID where your stakeholders are
Build authentic relationships
Decide best ROI measurements
Collect data
Revise and refine
Things to remember
Social media are tools – not products
Mission/goal/social media alignment is crucial
Need to interact!!!
Develop a complimentary mix of tools
Target your audience
Consistency in message and promotion
Questions
Further reading:
Books Social Media for Social Good, 2011 Managing Technology to Meet Your Mission, 2009 Social Media Marketing: An Hour a Day, 2009
Web sites/blogs Nonprofit Organizations:
http://nonprofitorgs.wordpress.com Beth’s Blog: http://www.bethkanter.org/ Nonprofit Technology Network www.nten.org Nonprofit News Online http://news.gilbert.org/ Tech Soup http://www.techsoup.org/ Nonprofit Technology News
http://www.nptechnews.com/
Thank you!