Download - Socializing nonprofits
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
gamificationµfame
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