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WHY SOCIAL MEDIA IS ESSENTIAL AND HOW NON-PROFITS CAN EMBRACE IT Doug van Spronsenfor Kontent CreativeWHAT IS SOCIAL MEDIA?WHY BOTHER?NON-PROFITS +SOCIAL MEDIABEING EFFECTIVE2

WHAT IS SOCIAL MEDIA?Its a lot of things...3WHAT IS SOCIAL MEDIA?TOOLS THAT HELP PEOPLE EVERYWHERE TO CONNECT IN REAL TIME, ENGAGE IN REAL CONVERSATIONS, AND SHARE RELEVANT INFORMATION WITH EACH OTHERThis is my definition. The actual one is below (wikipedia).Isinformation contentcreated by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences. PLATFORM vs CONTENT CREATOR

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WHAT SOCIAL MEDIA ISNT.Photo Credit jere.bere125WHAT SOCIAL MEDIA ISNT.QUICK AND EASYYOUR ENTIRE ONLINE STRATEGY THE ULTIMATE FUNDRAISING TOOL JUST A PROMOTIONAL TOOL

Its a strategy, and it takes a lot of work. Expect it to take up about 1/2 hour per day + monitoring. (hootsuite, tweetlater, etc)6WHAT SOCIAL MEDIA ISNT.QUICK AND EASY YOUR ENTIRE ONLINE STRATEGY THE ULTIMATE FUNDRAISING TOOL JUST A PROMOTIONAL TOOL

Its a component of, but it isnt your online marketing strategy. Its an element of.7MARKETINGONLINESOCIAL MEDIATACTICS VS STRATEGYSocial media is a tactic, not a strategy. Its circle will grow over time.Things like google ads, blogs, email newsletters, website content, advertising etc8WHAT SOCIAL MEDIA ISNT.QUICK AND EASYYOUR ENTIRE ONLINE STRATEGY THE ULTIMATE FUNDRAISING TOOL JUST A PROMOTIONAL TOOL

9$14,000IN ONE DAY ON TWITTER!@ARMANO RAISED Exception not the rule. Why did it happen? scarcity, urgency, specificity, rarity, Appreciation, flexibility, . These are not easily replicable, especially on a large scale (rarity, urgency)10WHAT SOCIAL MEDIA ISNT.QUICK AND EASYYOUR ENTIRE ONLINE STRATEGY THE ULTIMATE FUNDRAISING TOOL JUST A PROMOTIONAL TOOL

You can gain an audience, but it isnt automatic.11

SOCIAL MEDIA IS A CONVERSATIONPhoto Credit angelfritsYou can gain an audience, but it isnt automatic. Jeff Howe- Social media is like having a dinner party12

Photo Credit jontintinjordanWhats the point of all this? Isnt it a drain?13

1 WELL, YOU HAVE TO...2.432 years ago, social media was a competitive advantage. Now its a necessity.141 YOU HAVE TO...

Source: Primal Media

The conversation is happening regardless... 15

1 YOU HAVE TO...TWITTER.comSource: CompeteNumber of facebook users 35+ has doubled.16

1 WELL, YOU HAVE TO...2 FOSTER TRANSPARENCY.43

2 FOSTER TRANSPARENCY.Social media is disruptive. Transparency is expected.

A note about transparency- Its not for every business or group. Apple isnt a great company because they crowdsourced their products or because Steve Jobs tweets about his health. This is the same for Charities. Be transparent about the things your donors want to know. Things like where the money is going, who it is affecting etc. It is probably not in your best interest to talk about what you had for breakfast.

For charities its about being transparent about the work that you are doing, the people behind it, and interacting with your supporters.182 FOSTER TRANSPARENCY.MARKETING/FUNRAISINGREAL PEOPLEThe old way192 FOSTER TRANSPARENCY.REAL PEOPLEREAL CAUSESThe new way20

1 WELL, YOU HAVE TO...2 FOSTER TRANSPARENCY.43 GAIN A NEW AUDIENCE.

200 million members20 million visits/month

76 million visits/month3 GAIN A NEW AUDIENCE.Fastest growing segment? 35+. Not just for kids anymore

Brazil has a population of 190 million

500% more people visit Twitter than 4 months ago22

1 WELL, YOU HAVE TO...2 FOSTER TRANSPARENCY.43 GAIN A NEW AUDIENCE.CONTROL YOUR BRAND

4 CONTROL YOUR BRANDPhoto Credit rxyrollaNon-profits are a crowded space- and people are talking. Bad- good- everything. You have to be there to respond.24

4 CONTROL YOUR BRAND25

4 CONTROL YOUR BRANDWHAT ARE PEOPLE SAYING?REACT QUICKLYRESPOND WITH TRANSPARENCY

Monitor- React- Respond Appropriately26 BE CONSISTENT BE AUTHENTIC BE DEFINED BE INTERESTING GIVE & TAKE

Be consistent across all mediums ( its a campaign, not a solution)- 3 posts a day, 27 BE CONSISTENT BE AUTHENTIC BE DEFINED BE INTERESTING GIVE & TAKE

Authenticity builds trust, trust builds a following28 BE CONSISTENT BE AUTHENTIC BE DEFINEABLE BE INTERESTING GIVE & TAKE

What are you trying to accomplish? Traffic? Transparency? Parameters create consistency

Eric Reis- Good metrics are Actionable, Accessible, Auditable Same goes for Social media campaigns29 BE CONSISTENT BE AUTHENTIC BE DEFINED BE INTERESTING GIVE & TAKE

News? Boring. Self promotion? Boring. Website update? Dont care... (seth godin principle)

Non-profits- be insightful tell personal stories.30 BE CONSISTENT BE AUTHENTIC BE DEFINED BE INTERESTING GIVE & TAKE

Its all about balance. 90/1031

photo: beautyinmetalWHAT ARE THE TOOLS?

CONTENTUTILIZE ALL PLATFORMS

All content gets spread via all mediums.

Pick the right mix. Not all social media is good for all people. I recommend getting started with 2- Twitter & a blog. After that get a facebook page, get on flickr, and if you have the capability, throw in YouTube.

Almost all other tools will just be a drain.33AUTOMATE & OPTIMIZE

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LEARN THE LANGAUGETwitter: @replies, retweet, RT, direct message, tinyurl35FOUR GREAT RESOURCES

Alltop Non-Profits- http://nonprofit.alltop.com/ Beths Blog - http://beth.typepad.com/ Presentations http://www.slideshare.net/search/slideshow?q=social+mediaTechsoup- http://techsoup.org

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