intro to social media for organizations
DESCRIPTION
Slides from opening keynote delivered at "Fighting for Families on Social Media: A Training for Activists" on August 17, 2011. This overview focused on helping advocacy organizations understand:* The basics of social media* The need for social media* Who is using social media* How to approach social media strategically and tactically (with a few case studies)* Resources to learn moreTRANSCRIPT
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Intro to Social Media for Organizations Fighting for Families on Social Media:
A Training For Activists
Farra Trompeter @farra
August 17, 2011
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What is social media?
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It’s about reaching and connecting people
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traditional media social media
Encyclopedia Brittanica
New York Times
Print newsletter
Wikipedia
Huffington Post
eNewsletter, Twitter, Facebook
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Why should my nonprofit care?
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Click to edit Master text http://www.youtube.com/user/Socialnomics09#p/a/u/2/fpMZbT1tx2o
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Maybe you shouldn’t… Social media is not…
• Free • A silver bullet for fundraising • An opportunity to control your message • An opportunity to tell everyone what you think • Inherently appealing and cool to millennials • An alternative to clear messaging/mission
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That said… Social media is…
• Pretty low cost • Growing by leaps and bounds • An opportunity for conversation • A great way to reach certain audiences • A complement to the messages you’re sharing
through other channels
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Click to edit Master text http://idealware.org/reports/nonprofit-social-media-decision-guide, June 2010
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Average social media user = 38
http://bit.ly/socialnetworkingandourlives, June 2011
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Who’s where?
http://bit.ly/ImproveStrategyWithDemographics
• 150 million unique U.S. visitors • Slightly more female • Mostly younger, aged 13-34
• 48 million unique U.S. visitors • Slightly more male • College education • Generally older, more educated, and more affluent
• 23 million unique U.S. visitors • Peak at the 18-34 age group • Less wealthy than those on Facebook and LinkedIn
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Click to edit Master text Pew Internet and American Life; http://bit.ly/socialnetworkingandourlives, June 2011
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Click to edit Master text http://www.e-benchmarksstudy.com/, March 2011
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How do people participate?
Source: http://forrester.typepad.com/groundswell/2007/04/forresters_new_.html
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Click to edit Master text Source: Pew Internet and American Life; http://bit.ly/intengagement, June 2011
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Great! So now what do I do?
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Online engagement priorities
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Click to edit Master text http://bit.ly/socialmediajargon
Learn the lingo
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Then start by listening…
Source: Flickr, Robert Carlsen
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Listening online • Set up Google alerts, RSS feeds, Twitter search, etc.
• Your name and people connected to your organization • Your organization’s name • Program or event names • Peer/competitor names and program/event names • Your tagline or other key phrases • URL for any web properties (main website, blog) • Related issues/topics • Common misspellings
Source: Beth’s Blog, Beth Kanter
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Click to edit Master text http://www.netvibes.com/amysampleward#Social_Change
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Select the tools based on goals + audience, and what you can manage
Source: Flickr, BoomeraATV
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Click to edit Master text http://blog.jumpstartinc.org/index.php/archives/420
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Be nice, share, and say thank you.
Source: Flickr, OMP Production
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Click to edit Master text http://www.domesticworkers.org/
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Click to edit Master text http://www.facebook.com/nationaldomesticworkersalliance
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Click to edit Master text http://www.facebook.com/nationaldomesticworkersalliance/posts/174904415914649
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Click to edit Master text http://www.domesticworkers.org/todays-help
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Click to edit Master text https://twitter.com/#!/domesticworkers
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Click to edit Master text http://www.youtube.com/domesticworkers
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Click to edit Master text http://www.youtube.com/watch?v=-RyEGeZmAn8
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Click to edit Master text http://www.domesticworkers.org/ny-bill-of-rights
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If you want people to care, make it about them… not you!
http://twitter.com/#!/1199seiu
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Help the community connect.
Source: Parent Project Muscular Dystrophy
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Click to edit Master text http://www.ncladvocacy.org/aefl_campaign.html
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Click to edit Master text http://www.ncladvocacy.org/aefl_photos.html
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Click to edit Master text http://bit.ly/FlickrNatAdultEd
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Bring all your online communications together.
Source: fhoke.com
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Click to edit Master text http://www.abetterbalance.org/web/takeaction
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Click to edit Master text http://reproductiverights.org/en/quiz
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Don’t forget about other online listings.
http://en.wikipedia.org/wiki/SEIU_32BJ
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Expand your definition of success • Increased awareness of your cause • Shift in your organization’s reputation • New and repeat program participants, activists, donors • Increased requests for your programs • Page views/clicks/comments/fans/etc. • New email addresses/contact info • Signatures/actions taken • Dollars raised • Mentions online
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Resources
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Resources • Your Org’s Personality Through Social Media, Duck Call http://www.bigducknyc.com/blog/your_orgs_personality_through_social_media
• 2011 eNonprofits Benchmarks Study, M+R Research Labs http://www.e-benchmarksstudy.com/
• Networking Sites and Our Lives, Pew Internet and American Life Project http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/
Summary/Findings.aspx
• Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media-decision-guide
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Resources • Social Media Revolution 3, Eric Qualman http://www.youtube.com/watch?v=x0EnhXn5boM&feature=player_embedded
• The Secret To A Better Social Media Strategy: Demographics, Open Forum http://bit.ly/ImproveStrategyWithDemographics
• How Much Time Does It Take To Do Social Media? Beth’s Blog http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
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Resources • bigducknyc.com/brandraising/scorecard
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Contact Big Duck bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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Contact Me [email protected]
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
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© Jeremy Crow
Thanks!