APresentationbySidneyeveMatrix

SocialMedia&Non‐Profits:BestPractices

agenda:focus on strategies to build sustained engagement

socialfriendingsocialsharing&socialrecognizing

digital nativesmillennials: 1977-1994

Gen Y

largestonline demographic34-44

GenX: 1965-1976

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

“

“

boomers1946-1964

aged 47- 65

silver surferstech-savvy seniors

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

~Journal of Business Strategy

““

Generation Zmillennialparentsraising

92%2 yr-olds have a FB account

Baby Wants a Facebook

20kunderage accounts removed every day

image: fritzon

futurefocusedenterpriseknowsthatnextgentalent(thetouchgeneration)willbemobileliterate

for the under 2 "consumer" group?

iPad#1

hello

2011

“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

"

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 

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

image by See-ming Lee 李思明 SML

How can organizations engage authentically like friends do?Q

How do friends engage on the social web?Q

increase transparency & authenticityMake it personal.

Humanize the organization, campaign, or brand.

Use faces.

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

friends ask questions

ask questions!

Friends share news and tell stories.

RSS dashboard/pagecast

findsomenewstoshare.

set up your listening station

Shorten URLs, track click-thrus, schedule tweets

share it strategically

tell stories.

tell stories.

Don'tmakeaPSA.Tellastory.

try vimeo as a video hosting site

friends have statversations.

by Evil Erin

conversationsviastatusupdates

statversationssome of those are about

charities

statversations

statversationstweetingpetitions

friendswisheachotherhappybirthdayon

social proximitythe sense of belonging to something bigger

friendsliketodothingstogether

badge=socialproof

FBpetition

friends share photos and meet for coffee

friendsindulgeinnostalgia

photobloggingtemplates

curated social booklistswhat we're reading now

friends share book recommendations

share economywe're all looking for something to share

web 2.0 culture

modes of microparticipation

image: rbbaird

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

1click engagement opportunities

The top referral engines are Facebook Twitter and Google.

getting into the news friend-feed.

in the age of social search it's all about

hierarchyofcontentsharingsocialnomics:

intheageofsocialmedia,informationgainsinvalueasitisshared.

1. status update

2. found objects

infographicsshareinterestingandactionableinformation

slideshare

meets social sharingsocial publishing

social publishing

3. original user-generated content

user‐generatedcontent

painlessly customizableandveryenchanting

user‐generatedcontent

user‐generatedcontent

gamified+socialproof

Shareable content by designthecurrencyofthesocialweb

acknowledge&recognize:featuretheirstoryine‐newsletter

interviewwithquotations+photo/video

key to volunteer/donor/staff satisfaction?

social recognition

visibility & recognition

visibility & recognition

VIP liststhe currency of the social web is P2Psocialrecognizing

gamification

social recognizing

social software to create a culture of feedback

recognition

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

offer training as a perk

encouragecontinuousprofessionaldevelopmenttokeepmoralehigh

byencouragingacultureoflearning

training is directly connected to volunteer/staff retention

be reciprocal with 1:1 followbacks

network development

findrelevantfollowers

active & continuous network development

Socialrecruitingfindingvolunteersandstaffviathesocialweb

prizes and visibilityinternships 2.0

gamification&microfame

visibilityas aperk

doyouneedtobuildanapptoshowcaseyourinterns?

builtonmobileroadieplatform

Gen Y is very socially consciouswantstomakeanimpactinlifeandwork

8 out of 10 agreew/usingsocialnetworkplatformsforsocialgood

social goodfootprintaformofself‐expression

engagementladderthesocialmedia

image by Adam Foster

contentsofthispresentationincludingimageshaveCreativeCommonsNonCommercialSharealikeandotherCCLicences.Pleasesharenicely.

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

ThispresentationwaspreparedinJanuary2012foraKingstonUnitedWayprofessionaldevelopmentworkshopseriesonsocializingnonprofts.ThankyoutoAlexandraPatriciaVivenMacgragorforresearchassistance.

image: the tartan podcast