Social Media Strategies for Non-Profits
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Transcript of Social Media Strategies for Non-Profits
Social Networking Strategies:
What’s Best for Your
Nonprofit?
September 30, 2011
Juliann Grant
Telesian Technology
What we’ll cover today
• Current non-profit challenges/trends in social networking• Setting a Strategy
– Listening– Cause curation– Multi-channel efforts– Landing pages
• Social Networking Tools– Management of profiles– Donation management, events– Crowdsourcing Tools
• Social success stories
Non-profit challenges
Non-profit challenges
• A strategy• Resources• Budget
Source:Nonprofitsocialnetworkingsurvey.com
Social network usage
89
3347
57
19
4
TwitterFacebook
LinkedInYouTube
Flickr
FourSquare
• 9 of 10 NP’s have presence• Avg community size grew 161%
• 2400in 2010 to 6300 in 2010• NonProfit types:
• International (97%)• Environmental and Animal
Welfare (91%)• Arts & Culture (89%)• Education (88%)
•1 in 3 NP’s have presence •Growth down slightly in 2010, biggest growth was 38% in 2009•Avg follower base grew to 1822
• Presence remained stable•Community size grew 504% to 1196 members
Source:Nonprofitsocialnetworkingsurvey.com
• Avg community size grew 165% to 1196 members (up from 450 in 2010)•Most prevalent NP types:
• Professional Associations • Education
Source:Nonprofitsocialnetworkingsurvey.com
You are not alone…
Setting a Strategy
Social media building blocks
Listening Participate Share aStory
Engage/Generate
Buzz
CommunityBuilding
Major challenge: Lack of marketing integration
Social Media
StrategyAdv
PR
Direct
Mktg
Online
Mktg
Events
Off &
OnlineContent
Web
Site
Remember where social networking fits
• Organization Goals– Build brand awareness– Identify new fundraising opportunities– Put a human face on your brand– Deepen supporter relationships
• Organize a Strategy– Why, who, what, when, where, how
• Schedule programs and tactics– Identify programs and supporting content– Plan to get the message out
Social Networking
Developing a strategy
• Be listening• Be a good cause curator• Build engagement experiences• Find influencers • Other components• Landing page strategies• Hash tags and tags• Flow your campaigns
Be listening
• Listening means find who is talking about things that matter to you– Find your audience – where you need to be
• Start pulling RSS feeds on information you find valuable– Search.twitter.com,– Use descriptive keywords from a supporter/cause point of view
• Identify what is being talked about and how• Selectively add “friends/followers” to social network profiles
Be a good cause curator
Difference between being
a short order cook and an executive chef
Build engagement experiences
• New donors– Focus on educating on the cause
• Why this is important NOW• Build confidence in your organization• How their participation will help
• Existing donors– Share a vision as being part of your community
• Build exclusivity of being part of something• Find ways to deepen their involvement
Find influencers
BloggersTwitter’ersOther FB CharitiesPartner charities
Other components• Blog
– Human voice– Can be a team blog, adds more points of view– If not your own, find a blogger locally or that shares your
cause
• Integration points with marketing and web site– Web site media page for sharing blogs and social media
profiles– Targeted landing pages
• Donation thank you pages• Campaign pages• Event pages
Landing Page Strategies
• Customize each landing page • Good SEO will have unique page titles and
descriptions• Add a Thank You Video
– http://youtu.be/FdcATR7AxMU
• Add social sharing widgets – Facebook Page and Twitter streams, Like buttons
• Ask for mobile phone numbers• Tells a visitor what action you want them to take
Facebook welcome pages
Use tags and #hashtags
• Use on Twitter, Photo, Video Tags• Does not require registration but
check for usage – Search.twitter.com– Hashtag.org
• Create unique topics and use for tracking conversations– Events, Programs, Contests– Around a cause/issue– Geography– General terms ex. Poverty, youth– Create a body of knowledge #UnitedWay– Archive when necessary
Flow your campaigns
Remember… Engagement requires effort
• Consistent blogging (20 posts or more)• Pay attention to social network cultures
– What works on one network doesn’t work well to the next
• Tweak social network posts as needed– Facebook vs. Twitter vs. LinkedIn– Don’t auto-post everywhere all the time
• Comment on other blogs/Facebook Pages• Recognize others in your posts
Now ask yourself
• Where else can I share/distribute this content?• Am I making it easy to share this content?
– Do you have social media share buttons everywhere?
• How can I incent my supporters to share this content?
• Have I asked them to share this content?• Is this content/info noticeable on our web site?• Is it clear what we are asking people to do?
Social Networking Tools
Listening tools
• Search for keywords
• Search by #hashtag
• Monitor trends/sentiment
• Create feeds in a Reader or in an tool like Hootsuite
• Consider automated tools
http://search.twitter.com
Other Listening Tools
Profile Management: Hootsuite
-Multiple Twitter profiles-Facebook (personal and Pages)-LinkedIn-WordPress-FourSquare-Teams-Analytics
Attract Supporters
Tweetchat schedule: http://bit.ly/9NlzoE
• Great for finding like-minded people to follow• NPTalk: 2-3pm CT Wed• www.nptalk.co• Fundchat: Wed 12 pm EST
Live tweeting an event: Participate in a TweetChat:
Survey tools for Crowdsourcing
Tips for Crowdsourcing• Include a short personal message about a
survey/poll/event within the tweet.• Include an incentive such as “win a gift
card” etc. • Use popular hashtags related to your
survey/poll/event. • Try to send the tweet at peak Twitter
times for maximum exposure.• Don’t be afraid to Tweet more than once. • Use a link shortening service such at bit.ly
to shorten your survey/ poll link and track the clicks.
• Ask for a Retweet from your followers.• Send a final reminder tweet such as, “poll
ends today, results to follow”.
http://socialmediatoday.com/jasonmillerca/285521/how-use-twitter-crowdsourcing-and-simple-market-research
Track What People Like
Video Platforms: Needed or not?
You Tube Vimeo BrightCove
Free Basic free package limited – 1 upload a week $9.99/mo/$60/yar
Not free – starts at $99/mo - $499
Part of Google 500 MB/week 40 G/50 videos
Analytics Analytics Analytics
Commercials Basic player customization YouTube Sync
Accessibility challenges Some development tools Basic player customization
Somewhat branded Faster viewing uploads
Online fundraising trends
Source:Nonprofitsocialnetworkingsurvey.com
Online fundraising tools
http://mashable.com/2011/03/14/social-good-fundraising-tools/
Online fundraising tools
Online fundraising tools
Other resources
Events
• Run an media alert on the event (at least 30 days in advance)
• Add events on LinkedIn, other sites
Social Success Stories
Day of Caring: United Way of Nashua NH
Goals: Build visibility for the volunteersGrow Facebook Fan BaseEngagement through comments and photo sharing
The Humane Society
• 700,000 Facebook fans and 55,000 Twitter followers
• Keys to success:– Keep people on Facebook when possible– Replicate ask programs from web site on FB page– Using compelling photographs, video and other forms
of mediums on Facebook pages– Share short, digestible stories – Invite stories from fans– Engage before asking for anything– Cross pollinate programs for best results
The power of a tweet:Pittsburgh Tote Bag Project
• Started from a single tweet:– “Why don’t we provide tote bags to food pantries?”
• Pittsburgh Foundation saw it, contacted the person to find out how to send tote bags
• Made contacts at the Greater Pittsburgh Community Food Bank
• Program has collected hundreds of tote bags
• http://tote4pgh.blogspot.com/2011/04/why-tote-bags-for-food-pantries.html
Charity:Water
Takeaways
• Don’t be afraid to make a mistake!• Social fundraising has yet to mature• Stay educated, learn from others• Stay committed!• Remember it’s about relationships, not donors
Resources
• Beth Kanter: http://www.bethkanter.org• Non-Profit Technology Network: http://www.nten.org/• Non-Profit Tech 2.0: http://www.nten.org/• FirstGiving Blog: http://blog.firstgiving.com/• Network for Good: http://www.fundraising123.org/• Non-Profit Brand Institute: http://npbrandit.com/• Mashable: http://www.mashable.com
Q&A
Thank you for your time
Contact Me: Juliann Grant [email protected]
Blog: http://blog.telesian.com
Twitter: www.twitter.com/julianng
LinkedIn: http://www.linkedin.com/in/julianngrant
Facebook: www.facebook.com/julianngrant