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Socializing nonprofits

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A Presentation by Sidneyeve Matrix Social Media & Non‐Profits: Best Practices
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Page 1: Socializing nonprofits

APresentationbySidneyeveMatrix

SocialMedia&Non‐Profits:BestPractices

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agenda:focus on strategies to build sustained engagement

socialfriendingsocialsharing&socialrecognizing

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digital nativesmillennials: 1977-1994

Gen Y

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largestonline demographic34-44

GenX: 1965-1976

The internet is not simply a clubhouse for wired-up kids. ~Journal of Business Strategy

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boomers1946-1964

aged 47- 65

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silver surferstech-savvy seniors

The opportunity: seniors are the undiscovered country for new media.

~Journal of Business Strategy

““

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Generation Zmillennialparentsraising

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92%2 yr-olds have a FB account

Baby Wants a Facebook

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20kunderage accounts removed every day

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image: fritzon

futurefocusedenterpriseknowsthatnextgentalent(thetouchgeneration)willbemobileliterate

for the under 2 "consumer" group?

iPad#1

hello

2011

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“When marketers use Twitter, 75% of the time they are using it to disseminate news or information about the brand, as opposed to actively engaging users.”

report by digital agency 360i

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"

Marketers should be less focused on picking channels and content, and more concerned with establishing patterns of interaction with consumers.

Frank Mulhern Journal of Marketing Communications 

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8 out of 10 of consumers who LIKE a brand on Facebook don't feel they've given the company permission to market to them.!

just 13% LIKE "to interact"

just 13% LIKE to interact with brands

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image by See-ming Lee 李思明 SML

How can organizations engage authentically like friends do?Q

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How do friends engage on the social web?Q

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increase transparency & authenticityMake it personal.

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Humanize the organization, campaign, or brand.

Use faces.

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get the team tweeting auto-attach their initials to each update

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friends ask questions

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ask questions!

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Friends share news and tell stories.

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RSS dashboard/pagecast

findsomenewstoshare.

set up your listening station

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Shorten URLs, track click-thrus, schedule tweets

share it strategically

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tell stories.

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tell stories.

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Don'tmakeaPSA.Tellastory.

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try vimeo as a video hosting site

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statversationssome of those are about

charities

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statversations

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statversationstweetingpetitions

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friendswisheachotherhappybirthdayon

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social proximitythe sense of belonging to something bigger

friendsliketodothingstogether

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badge=socialproof

FBpetition

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friends share photos and meet for coffee

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friendsindulgeinnostalgia

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photobloggingtemplates

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curated social booklistswhat we're reading now

friends share book recommendations

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share economywe're all looking for something to share

web 2.0 culture

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modes of microparticipation

image: rbbaird

1‐clickpolls,likes,ratings,diggs,retweets,shares

1click engagement opportunities

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The top referral engines are Facebook Twitter and Google.

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getting into the news friend-feed.

in the age of social search it's all about

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hierarchyofcontentsharingsocialnomics:

intheageofsocialmedia,informationgainsinvalueasitisshared.

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1. status update

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2. found objects

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infographicsshareinterestingandactionableinformation

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slideshare

meets social sharingsocial publishing

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social publishing

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3. original user-generated content

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user‐generatedcontent

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painlessly customizableandveryenchanting

user‐generatedcontent

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user‐generatedcontent

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gamified+socialproof

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Shareable content by designthecurrencyofthesocialweb

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acknowledge&recognize:featuretheirstoryine‐newsletter

interviewwithquotations+photo/video

key to volunteer/donor/staff satisfaction?

social recognition

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visibility & recognition

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visibility & recognition

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VIP liststhe currency of the social web is P2Psocialrecognizing

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gamification

social recognizing

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social software to create a culture of feedback

recognition

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reward & recognize:Helpthemconnect.Rewardeffortaswellassuccess.Publicisetheirsuccesses.Saythankyou.

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offer training as a perk

encouragecontinuousprofessionaldevelopmenttokeepmoralehigh

byencouragingacultureoflearning

training is directly connected to volunteer/staff retention

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be reciprocal with 1:1 followbacks

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network development

findrelevantfollowers

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active & continuous network development

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Socialrecruitingfindingvolunteersandstaffviathesocialweb

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prizes and visibilityinternships 2.0

gamification&microfame

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visibilityas aperk

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doyouneedtobuildanapptoshowcaseyourinterns?

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builtonmobileroadieplatform

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Gen Y is very socially consciouswantstomakeanimpactinlifeandwork

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8 out of 10 agreew/usingsocialnetworkplatformsforsocialgood

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social goodfootprintaformofself‐expression

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engagementladderthesocialmedia

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image by Adam Foster

contentsofthispresentationincludingimageshaveCreativeCommonsNonCommercialSharealikeandotherCCLicences.Pleasesharenicely.

abouttheauthorSidneyeveMatrixteachesmediaandmarketingatQueen’sUniversity.ShecanbereachedviaTwitter.com/sidneyeveorhttp://sidneyevematrix.com

ThispresentationwaspreparedinJanuary2012foraKingstonUnitedWayprofessionaldevelopmentworkshopseriesonsocializingnonprofts.ThankyoutoAlexandraPatriciaVivenMacgragorforresearchassistance.

image: the tartan podcast


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