The Linked Book? FaceTwit?Demystifing social media for you and

your organization

Marc A. Pitman, The Fundraising Coach www.FundraisingCoach.com

The Guttenberg Press

A Brief History

Now a history of the web

Beyond brochureware

Blogs

More social media

We see each other

I see MY friends

I see happy customers

Self Expression all over

Even Movies by volunteers

It can be overwhelming

It gives us “extendable ears”

The 21st Century water cooler

Bold Experiment: Skittles

Establish your Goals

Establish your Goals• What action do you want people to take?– Buy something? – Tell their friends?– Sign a petition?– Make a donation? – “like” on FB ?

Establish your Goals• What action do you want people to take?– Buy something? – Tell their friends?– Sign a petition?– Make a donation? – “like” on FB ?

• Who are you trying to reach? – Boomers? Xers? Millenials?– People at work? People at home?

Some things to measure• Site visits• Page views• Average page views per visit• Time spent on your site• Number of subscribers to your email list• Number of subscribers to your blog• Number of your followers/friends/network• The number of inbound links—how many sites are linking

back to you• Number of clicks on a link• Number of “retweets”• Amount of cash generated by a landing page• Growth in affiliates to your program• Amount of site visits coming from search engines or other

specific websites (like Facebook)

Getting Started

You will make mistakes

You will make mistakes

So have a sense of humor

Forever proving that even the most serious-minded, disaster-focused institutions can have a sense of humor, Red Cross social media director Wendy Harman responded good naturedly an hour later via the account.

"We've deleted the rogue tweet but rest assured the Red Cross is sober and we've confiscated the keys."

Not only did an embarrassed Huang keep her job, but donors gave.

"While we're a 130-year-old humanitarian organization, we're also made of up human beings. Thanks for not only getting that but for turning our faux pas into something good," read the Red Cross blog.

Start small

Your own site

Drive Traffic to Your Site

All social media, while being engaging, should drive traffic back to your site:• People make bigger donations on the

nonprofit’s website than on social media• Your site is geared for your sales funnel

Blogs are great websites

Easy to update /keep freshEasy to let others helpLots of supportClean, consistent look

FundraisingCoach.com isa modified WordPress blog

Blogs

Blog Tips• Blogs stick around

– Great for search engines– Adds “permanence” for deletable emails &

disposable news clippings– Keeps you professionally sharp & up-to-date

Blog Tips• Blogs stick around

– Great for search engines– Adds “permanence” for deletable emails &

disposable news clippings– Keeps you professionally sharp & up-to-date

• Repurpose content– Newsletters, press releases, ads

Blog Tips• Blogs stick around

– Great for search engines– Adds “permanence” for deletable emails &

disposable news clippings– Keeps you professionally sharp & up-to-date

• Repurpose content– Newsletters, press releases, ads

• Most people won’t come to your blog– Make RSS feed & email options easy to find

More Blog Tips• Find your voice

– No one sees the world exactly as you do– Experiment with formal/informal,

opinionated/general to see what generates comments

More Blog Tips• Find your voice

– No one sees the world exactly as you do– Experiment with formal/informal,

opinionated/general to see what generates comments

• Schedule it on your calendar– The habit of blogging takes time– I find every other week manageable, some like daily– Schedule your publishing (I write Sundays, publish

Tuesdays

Email Newsletters

Email Newsletter Tips• Start sustainably

– Weekly? Monthly? Sporadic?

Email Newsletter Tips• Start sustainably

– Weekly? Monthly? Sporadic?• Ask permision

– This is not direct mail– Purchased lists = SPAM– Double opt-in

Email Newsletter Tips• Start sustainably

– Weekly? Monthly? Sporadic?• Ask permision

– This is not direct mail– Purchased lists = SPAM– Double opt-in

• The ethical bribe– Entice new subscribers with something of value– Ebook | Tip Sheet | Recipes | Coupons

Start Small

Your Google Profile

Your Personal Google Profile

http://www.google.com/s2/profiles/me

http://bit.ly/yourprofile

You have a Google Profile too!

Try Others

Why Facebook?

• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.

Why Facebook?

• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.

• ½ of them log in daily.

Why Facebook?

• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.

• ½ of them log in daily.• Around ½ are under 34—but that means more

than half aren’t. The over 35 group is growing quickly

Why Facebook?

• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.

• ½ of them log in daily.• Around ½ are under 34—but that means more

than half aren’t. The over 35 group is growing quickly

• About ¾ of all US internet users are on Facebook

Why Facebook?

• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.

• ½ of them log in daily.• Around ½ are under 34—but that means more

than half aren’t. The over 35 group is growing quickly

• About ¾ of all US internet users are on Facebook• About 70% of the Facebook user base is outside

the US!

Facebook Profile vs. Page

• Profile = Person• Page = Business or Organization• Group – isn’t really working but is getting

better• USE THE IMAGES – profile and page

Facebook Updates

• Mix them up– Text– Images– Videos

• Notes are particularly visible

Cross promote

• Tell everyone about your online presence!!

Why Twitter?

• You can listen to anyone without their special permission (they know their tweets are public)

Why Twitter?

• You can listen to anyone without their special permission (they know their tweets are public)

• You can access decision makers and influencers directly

Why Twitter?

• You can listen to anyone without their special permission (they know their tweets are public)

• You can access decision makers and influencers directly

• You appear more cutting edge

Why Twitter?

• You can listen to anyone without their special permission (they know their tweets are public)

• You can access decision makers and influencers directly

• You appear more cutting edge• You can sell stuff – if you don’t try too often

Why Twitter?

• You can listen to anyone without their special permission (they know their tweets are public)

• You can access decision makers and influencers directly

• You appear more cutting edge• You can sell stuff – if you don’t try too often• Writing in 140 characters will force you to

become a better writer

Why LinkedIn?

• Professionals (the other platforms are professional and social)

Why LinkedIn?

• Professionals• Great place to keep your online resume

Why LinkedIn?

• Professionals• Great place to keep your online resume• You’re able to search for influencers in a

company

Why LinkedIn?

• Professionals• Great place to keep your online resume• You’re able to search for influencers in a

company• You can set up professional groups

Why LinkedIn?

• Professionals• Great place to keep your online resume• You’re able to search for influencers in a

company• You can set up professional groups• You can use features like the “Q&A” for

research (and the answers are all public)

Why YouTube?

• YouTube is owned by the biggest search engine

Why YouTube?

• YouTube is owned by the biggest search engine

• They are VERY good at making videos get found

Why YouTube?

• YouTube is owned by the biggest search engine

• They are VERY good at making videos get found

• They are VERY good at making videos shareable

Why YouTube?

• YouTube is owned by the biggest search engine

• They are VERY good at making videos get found

• They are VERY good at making videos shareable

• People see and hear you. They experience you.

Why YouTube?

• YouTube is owned by the biggest search engine• They are VERY good at making videos get found• They are VERY good at making videos shareable• People see and hear you. They experience you.• Amazing analytics

Pulling it all together for business

3 minutes – 1000’s of people

Additional Resources• SmallBizSurvival.com

• ChrisBrogan.com

• MainePRMaven.com

• SutherlandWeston.com

• Flyte.biz

• FundraisingCoach.com

Marc A. Pitman, CFCCmarc@fundraisingcoach.comhttp://facebook.com/marcapitmanhttp://twitter.com/marcapitman