Date post: | 10-May-2015 |
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Business |
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Social Media for Social Media for NonprofitsNonprofits
Heather WhalingCosta DeVault
[email protected]/heatherwhaling
www.twitter.com/prtiniwww.linkedin.com/in/heatherwhaling
Getting Social
• 77% of active Internet users read blogs
• Facebook – 250m users• 10 million Twitter accounts • Social networking is
more popular than e-mail• Information sharing via
Facebook surpasses e-mail
A Perfect Match
Nonprofits are in the relationship business
Conversations drive conversions
Social media strengthens relationships
Don’t Be Fooled
Social media isn’t:– Traditional marketing
“digitized”– Easy donations– Free– Stand alone
Social media is:– Insightful– Conversational– Strategic– Valuable … when done
correctly
“The influx of charities and nonprofits to
platforms like Facebook and Twitter could
result in noise, congestion, and outright
apathy. Spreading awareness of a good
cause grows difficult when that good
cause starts to seem like spam. If one
tweet after another is seeking donations,
people might just get fed up.”-- Caroline McCarthy, CNET
Getting Started:Getting Started:5 Easy Steps5 Easy Steps
Step 1: Measurable Goals
• Why social media?
• Support overall communication goals:– Increase volunteers– Strengthen relationships with donors– Influence the conversation/debate – Education
Step 1: Measurable Goals
• Create S.M.A.R.T. objectives:Specific
Measurable
Attainable
Realistic
Time-Bound
(credit: Beth Kanter)
Step 2: Research & Listen
• Who are you trying to reach? How are they using social media?– Surveys, polls, focus groups– What are people saying?– Where are they saying it?
• Listen, listen, listen
“If you’re always talking, you’re not listening” – Chris Brogan
Step 3: Develop a Network
• Choose the right tools
• Start interacting
• Create interesting content
• Stay focused on overall strategy
• Cultivate influencers
• Promote others
• Share, share, share
“It’s not how many, it’s how good.” – Peter Shankman
Step 4: Integrate Online & Offline
• Cross-promote content
• Balance traditional communication with social media
• Enhance media relations– Talk to reporters on social networks – HARO– Distribute social media releases
• Strengthen volunteer/donor appreciation
Step 5: Measure ROI & ROE
• Return on Insight = The New ROI• Return on Engagement
– Twitter followers, retweets and link open-rates – Blog comments and inbound links – Web site and blog traffic– Facebook fans, wall posts and discussion
comments – YouTube ratings or videos embedded on
other sites
• Measuring influence requires research
3 FAQs
• Whose responsibility?
• How much time?
• Will people be negative?
Does it really work?
Does it Does it really work??really work??
Community Crisis Center
• Situation: Raise $150,000 or close• Sarah Evans “donated” her massive
online presence to the cause • Integrated approach:
– E-mail & letter to donors and friends of the Crisis Center
– Online appeal via Twitter, Facebook, Seesmic, PRsarahevans.com, YouTube and CrisisOvernight.org
#CrisisOvernight
• Result: Raised $160,000+ in 3 weeks
Coalition for the Homeless
• Overall Goals:1. Change perspectives on homelessness
2. Secure additional donations
3. Drive attendance to events
• Blog, Twitter, Facebook
• Identified a staff person to connect with local residents and businesses
Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.
Orlando “Can” Care Challenge
• Situation: Drastic decrease in food donations
• Idea: Food drive powered by social media
• Goal: Collect 400 pounds of food
• Implementation:– Announced to their online networks – Updated blog, Twitter, Facebook, Flickr
• Result: Raised 1,000+ pounds of food
5 Steps
1. Measurable Goals
2. Research & Listen
3. Develop a Network
4. Integrate Online & Offline
5. Measure ROI & ROE
Questions?Questions?
Heather WhalingCosta DeVault
twitter.com/prtinilinkedin.com/in/heatherwhaling
slideshare.net/heatherwhaling
delicious.com/prtini/nonprofits