Non-Governmental Organ is at Ions and Social Media

8/14/2019 Non-Governmental Organ is at Ions and Social Media

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-N o n G o ve rn m e n ta l-N o n G o ve rn m e n ta lO rg a n isa tio n sO rg a n isa tio n s

G u id e to S o cia l M e d iaHEN Baoqummanuel Jean Florent LUANG Yee Huenneth TAN Juneannette THIA Jia

hilip Wing Tan S


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NGO CharacteristicsNGO Characteristics

NGOSGOS- - W ord of

/m o u th Frie n d s

G rassrootsm a rke tin g

E x h ib itio n s

a n dS h o w c a se s

C a n va ssin ga n d

C a m p a ig n in g

E n g ag in gp e rso n a lly

How do NGOs traditionally communicate and spread the wordabout their causes?

:Key Objectives for using these methods- ,Raise awareness for events campaigns and programmes- Generate action- Recruit volunteers and raise funds

- Generate positive Return On Investment from its activities


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Why NGOs should Engage inWhy NGOs should Engage inSocial MediaSocial Media

E a sily a cce ssib le

co m m u n itie sand netw orks

w o rld w id e

In cre a se sliste n in g p o w e r

a n d a b ility toe n g a g e

Pro v id e sin fo rm a tio n

p la tfo rm s

Em pow ersin d iv id u a l a n d

sm a llg ro u p

e ffo rts

C uts through redtap e an d

b u re a u cra cy fo rfa st a ctio n Pro v id e s

con ve n ien tave nu es for

d o n a tio n s

/Lo w n o co stfo r b e tte r

!R O IEasy to show caseth e v isu a le le m e n t

sta n d a rd in h u m a nin te re st sto rie s

,

dia makes use of the same kind of communication but through mor


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NGOs and Social Media NGOs and Social Media Current LandscapeCurrent Landscape

A few statistics to give an idea aboutthe profile of NGOs which are social

,:media usersFacebookis the most popular commercial

( ) -Social Networking Site SNS with non%profit organisations with 74 of

respondents maintaining a presence thereAverage number of fans on an NGO

,Facebook Page is 5 391 -Staffing and budgets for non profit

,social network projects are real butsmallMost popular use of SNS is for

: ,traditional marketing to promote brand,programmes events or services


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How to apply Social Media toHow to apply Social Media toNGOsNGOs

,Begin by following relevant parties then move on to create,your own content engage your audience and build

!communities with them to eventually generate action


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Social Media tools NGOs canSocial Media tools NGOs canuseuse

FacebookProfiles/Pages FacebookPages and other profile-

sharing sites are easy ways toshare basic information aboutyour organization, and also

inform about upcomingevents, volunteeropportunities, encouragediscussion etc

Facebook Applications Engageusers, platform to share

stories, games and tools canbe created and shared

Microblogging Real-time status update tools like

Twitter enable fast responses real-time updates in the eventof disasters or crises, updates

during an event or exhibition

Event Activation news aboutevents and help required canbe raised

Adding value share tips, videos,blogposts and more, while

offering opportunities to getinvolved

Create campaign/event-specifichashtags for easier following


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Social Media tools NGOs canSocial Media tools NGOs canuseuse

Media-Sharing Sites Use media-sharing sites like

YouTube, Flickr and more toshare videos and photos ofpast events or related stories

Encourage followers andvolunteers to share their ownstories and experiences

Harness the power of visualelements present in allhuman-interest stories with

photos and videos and sharethe links via the Facebookpage or Twitter

Information Platforms Provide a platform for information

sharing

Use either wikis, official blogs oreven include house socialnetworking hosted on theofficial NGO website

Create close-knit communitieswith joinable networks, greatfor sharing in-depth stories,projects and campaigns


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NGOs vs CorporationsNGOs vs Corporations

How do their use of social media differ?

NGOs can draw from the same lessons as corporationsin utilising social media platforms

Difference lies in their Key Objectives

Corporations Improve the bottom line

NGOs Increase campaign awareness

Generate subsequent volunteer action

Raise funds or donations

Each NGO will have different organizational goals

This difference changes the way they approach: Engaging their audience to generate action

Measuring return-on-investment


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Best Practices Set a baseline to begin engaging and

identify chief goals and objectives

Keep online and offline identitiesconsistent

Create content and value-addregularly to attract new users andretain current ones

Do engage and make use ofexternal/unofficial groups, findand interact with existing fans andusers

Provide useful resources, encouragediscussion and interaction

Provide ways for users to take furtheraction (e.g. Application to engagevolunteers, links to donatemoney)

Leverage online events to increaseoffline awareness

Remember to measure return-on-investment, not only in monetary

Worst Practices

Dont create accounts andignore them, or update themsporadically

Dont collect customerfeedback and not act upon it

Do not focus just on products,talk about lifestyles

Do not restrict companyculture(e.g. blocking SNS),does not align with

promoting SNS as a tool ofcommunication

Do not deviate from maincontent of corporate blog

Do not hijack popular content toincrease exposure e.g.hastags

Best and Worst PracticesBest and Worst Practices


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Case Study 1 Singapore RedCase Study 1 Singapore RedCross SocietyCross Society

,The Singapore Red Cross Society makes use of Twitter andFacebookto connect with their followers and keep them up to

.date on events and opportunities They also have a YouTube.account where coverage of their events are loaded These are

,integrated to lead them back to the official website where,more detailed information on projects are available and

applications to make donations or to sign up as volunteers are

.available Their official website even made it to the Hitwise. .No 1 Award winnder


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Case Study 3 -Case Study 3 -BreakThroughBreakThrough

top Domestic Violence in India

1 year campaign&using TV

Radio

Bell Bajao Blogsustains interest

-through usergenerated content

such as abusestories

Influential Bloggers wereroped in to create

content while all SNS.were interlinked Twitter

-also provided live updates

of workshops

-Breakthrough monitored blogosphere with 2 way interaction&through feedback comments to better refine content

.constantly to engage audience Awarded Gold Abby for Best.Integrated Campaign at Goafest 2009

:ey Takeaway Breakthrough managed to use Social Mediato sustain interest in its campaign while harnessing

-benefits such as user generated content to help form a.closer link to its audiences as well


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Measuring SuccessMeasuring Success

Taking a clue from how corporations measuresuccess


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Measuring SuccessMeasuring Success

= ( ) /OI Sales InvestmentInvestment

.al change

, , , , .number of comments Twitter followers Facebook fans etc are important compone

.you best

here do we get thesefigures?:oolsalytics : -visitors meta data

/ /rts on how your blog social site is shared linked and ranked on various differe

( ): .for Twitter analyzes your status on Twitter:esearch Agencies, . . .ction agencies will cost more but provide more comprehensive analysis E g Melt


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Appendices. Appendix 1 References

. Appendix 2 Useful links and resources


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ReferencesReferences

Slide 3: Yeatman, L. (2009, July 23); Top 10 Reasons why NGOs should embrace

social media Available from Ruder.Finn UK on the World Wide Web:

http://www.ruderfinn.co.uk/blogs/dotorg/2009/07/top-10-reasons-why-ngos-should-em Barnard, D. and de Gale, M. (2009, May 28); NGOs and Social Media

Challenges and Opportunities Available from NGO Pulse on the World Wide Web:

http://www.ngopulse.org/article/ngos-and-social-media-challenges-and-opportunities

Slide 4 Nonprofit Social Network Survey (2009, April); Nonprofit Social Network

Survey Report Available from the World Wide Web:

http://www.nonprofitsocialnetworksurvey.com/

Slide 5, 6 and 7 Ogilvy Public Relations Worldwide; The Executives Guide To Facebook for

Business [PowerPoint] Ogilvy Public Relations Worldwide; The Executives Guide To Twitter for

Business [PowerPoint]

Kanter, B. (2010, February 19); Reflections: Social Media and NGO/CSRWorkshop in India
http://www.ruderfinn.co.uk/blogs/dotorg/2009/07/top-10-reasons-why-ngos-should-embrace-social-media/http://www.ngopulse.org/article/ngos-and-social-media-challenges-and-opportunitieshttp://www.nonprofitsocialnetworksurvey.com/http://www.nonprofitsocialnetworksurvey.com/http://www.ngopulse.org/article/ngos-and-social-media-challenges-and-opportunitieshttp://www.ruderfinn.co.uk/blogs/dotorg/2009/07/top-10-reasons-why-ngos-should-embrace-social-media/


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ReferencesReferences

Slide 9

Bulla, J. (2009, November 23); Study Reveals: 13 Best Practices of SocialMedia Implemented by the Top 200 US Charities

Available from the World Wide Web:http://jeffbullas.com/2009/11/23/study-reveals-13-best-practices-of-social-media-impl

Slide 10.

The Singapore Red Cross Society; www.redcross.org.sg Slide 11

Power Over Cervical Cancer; www.pocc.sg

Slide 12

India Social. How Breakthrough Rang The Bell Via The Internet Available from the World Wide Web:

http://www.indiasocial.in/case-studies/bellbajao/ Slide 13 and 14

Chris, L. (2009, March 5); 10 Ways To Measure Social Media Success Available from the World Wide Web:

http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success Aaron U. How To Measure Social Media ROI For Business

Available from the World Wide Web:http://mashable.com/2008/07/31/measuring-social-media-roi-for-business/
http://jeffbullas.com/2009/11/23/study-reveals-13-best-practices-of-social-media-implemented-by-the-top-200-us-charities/http://www.redcross.org.sg/http://www.pocc.sg/http://www.indiasocial.in/case-studies/bellbajao/http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-successhttp://mashable.com/2008/07/31/measuring-social-media-roi-for-business/http://mashable.com/2008/07/31/measuring-social-media-roi-for-business/http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-successhttp://www.indiasocial.in/case-studies/bellbajao/http://www.pocc.sg/http://www.redcross.org.sg/http://jeffbullas.com/2009/11/23/study-reveals-13-best-practices-of-social-media-implemented-by-the-top-200-us-charities/


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Useful Links and ResourcesUseful Links and Resources

A Social Media Wiki Resource (India-based) http://socialmedia-strategy.wikispaces.com/Soci

Social Media Resources Mashable.com; www.mashable.com Beths Blog; http://beth.typepad.com/

A more in-depth presentation on calculatingReturn on Investment

Olivier Blanchard Basics of Social Media ROI;

http://www.slideshare.net/thebrandbuilder/oliv
http://socialmedia-strategy.wikispaces.com/Social+Media+India+Resourceshttp://www.mashable.com/http://beth.typepad.com/http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://beth.typepad.com/http://www.mashable.com/http://socialmedia-strategy.wikispaces.com/Social+Media+India+Resources

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