Social Media:

What, Why, and

How?

Leveraging Social Media and Web 2.0 for Nonprofits

We Are Media Project:The Social Media Starter Kit for Nonprofits

Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org

Funded by the Surdna Foundation

Objectives

• What• Why• Benefits• Strategy• Tactics

What is Social Media?

Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

Powered by ..

It is a conversation between people

Supporters

Clients

Audiences

Donors

And those donors too!

Brand in control

One way / Delivering a

message

Repeating the message

Focused on the brand

Educating

Organization creates content

Audience in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the audience / Adding

value

Influencing, involving

User created content / Co-

creation

TALK CONVERSATIONS

Source: Slide 10 from "What's Next In Media?" by Neil Perkin

Some differences in tactics

Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

Users are inspired and enabled to talk about your organization

They spread the message around the network

SETH GODIN – ‘FLIPPING THE FUNNEL’

And guess what?That conversation is …

Not Controlled

Not Organized

Not On Message

SOCIAL MEDIA USE IS GROWING

http://www.flickr.com/photos/dotpolka/34311984/

184 million bloggers

73% of active online users have read a blog

45% have started their own blog

57% have joined a social network

55% have uploaded photos

83% have watched video clips

39% subscribe to an RSS feed

Source: Universal McCann Comparative Study on Social Media Trends April 2008

Not everyone is a social media user

Social is not slowing down ….

Online MediaBroadly speaking, the top 1,000 media sites fall into two categories

Publisher Media Social Media

• Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume

Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008

15%

85%

Publisher Media

Social Media2008

Welcome to the Social World

What if

What happens?

Market ResearchConcept TestingIssues AwarenessImprove ReputationImprove Customer Improve Client ServiceContent GenerationProgram Ideas Increased Relevant Visitor TrafficIncreased Page RankingsViral spreading of petitions or actionsFundraising – reach new donorsRecruit volunteers

Benefits

How do we balance conversation and talk?

A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

Source: Inside Obama’s Social Media Tool Kit

Objective

•What do you want to accomplish with social media?

•Describe how your social media objective supports or links to a specific goal from your organization’s communications plan

http://www.flickr.com/photos/wili/214316968/

Give Your Social Media Objective An IQ Test!

To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office

Audience

•Who must you reach with your social media efforts to meet your objective? Why this target group? •Is this a target group identified in your organization’s communications plan? •What do they know or believe about your organization or issue? What will resonate with them? •What key points do you want to make with your audience?

http://www.flickr.com/photos/cuellar/57473280/

What are they doing online?

What research do you need?

One Wayemail

search engineads

SocialListening

ConversationConnecting

HomebaseWeb Site

AudienceObjective

Integration with Internet Strategy

1/3 Web Presence 1/3 One Way

1/3 Social

Share Pairhttp://www.flickr.com/photos/ginable/325235488/

What is one goal you have for your organization for using social media?

Share Pair

Give Your Social Media Objective An IQ Test!

GenerateBuzzShare

Story

ListenParticipate

Community Building &

Social Networking

Tactical Approaches

Listen

Buzz

Share Your Story

Participate

Social Networks

Tactical Approaches

Listen Participate

Community Building &

Social Networking

GenerateBuzz

Less Time More time

10hr 15hr 20hr

ShareStory

Tactical Approaches and Tools

Listening is knowing what is being said online about your organization and your field.

http://www.flickr.com/photos/niclindh/1389750548/

A few listening tools …

• What decisions will you link your listening to?

• What key words will you use?

• How will share or summarize what you learn from listening with others in your organization?

Listening

Key Words Are King!

Twitter Search

Listening leads to participation

Participation

• Who is empowered to respond and in what circumstances?

• How will you address negative comments or perceptions?

• What is the goal of your participation?

Less about tool, more about technique

• They’ve paid you a compliment

• Valid client complaint• If information is

incorrect• If you have something

of value to offer

Respond Don’t Respond

• Trolls• Competitors• Not you

Sharing your story social media style …

Podcasting

How will you maintain a consistent work flow and content?

Who will be your .org’s voice?

Photo Sharing

Spreading Buzz

A Few Tools

• How will you “brand” your presence on buzz sites? (Personal/Organizational)

• Who will implement and build relationships with influencers?

• How will you get fans to talk about you to their friends?

• What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)

Breakout Sessions•Listening – Stay in this room•Storytelling – Room 2003•Generating Buzz – Room 2005

Winners of the blog post comment contest:Tonya HerringKelly Houstson StaskeyMelissa Newton

Congratulations!

See staff with white t-shirts to collect your prize!

What did you learn in the breakout session that you want to share?

Laser Out

Organizational Development Concerns

•Acceptable Use•Business Voice and Personal Voice•Coordination with communications, HR, legal, and IT•Management tolerance, participation, endorsement•Safe zones for experimentation•Balance "quick and candid" with "thoughtful and professional”

What was your biggest “aha” moment during the session?

Biggest Takeaway

•nationalservicesocialmedia.ning.com

•www.wearemedia.org

Learn More and Continue Sharing

If you remix this presentation, please add your remixed version to the wiki.

Thank you