Social Media: Pursuing Mission-Oriented

Social Change

It only sounds scary, please come in and have a seat!

This presentation will be available from this link: http://socialkeenan.com

Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.

Will your social media strategy get you murdered in a lake? PEOPLE OR MACHINES? “FOR ME THE CHOICE IS EASY”

Keenan’s social media passion: made, not born!

LiveWorkPlay

Registered charity, full-time operation 1997

Government 55% of revenues

Currently equivalent of 11 full-time staff, 120 volunteers

Directly support 65 people

Mission: helping our community welcome

people with intellectual disabilities to live,

work, and play as valued citizens.

Social media helps turn moments into movements

Website and Partner Websites

• Keep it mission-oriented

• Share real stories about real change

• Say thank you and say it publicly

• Be timely, social media is a “now” tool

• Social media is about social capital

• Social capital is about reciprocity + time = trust

• Non-profit agencies using social media are proving to be dramatically more successful at it than those who are not using it.

If you remember nothing else….

Marketing? Me? No no no, I work for a charity!

Is your organization engaged in marketing?

How well is your organization positioned in the competitive world of social marketing?

Do you have an integrated social media strategy?

How can social media help improve the rest of

your marketing and communications work?

Are you concerned with outputs or outcomes?

Social media is an opportunity to both enhance and challenge your organization’s mission-oriented pursuits!

It’s common that non-profit organizations don’t wish to see themselves as being in competition

Social media is often seen as a fringe activity

Seldom considered that social media might actually help improve other marcom activities

Social media often exposes outputs-focused marcom

What are non-profits doing with their social media channels?

1) traditional marketing — to promote the non-profit’s brand, programs,

events or services — with 92.5% of survey respondents indicating this role

as the purpose of their presence on commercial social networks.

2) the second most popular role is for fundraising (45.9%).

3) program delivery (34.5%)

4) market research (24.3%)

Posted January 6, 2011 by Social Media Club

Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.

Not using commercial

social networking websites like

Facebook and YouTube?

Good for you, you must have

one of the world’s greatest

non-profit websites!

Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.

Ignoring the elephant in the room?

Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.

M E A S U R A B L E

R E A L

Hello, my name is:

LiveWorkPlay Marketing

Budget!

Where it all started…

@LiveWorkPlay

Top 30 20 in Canadian non-profit

community? If only we’d been trying! (YouTube is more than

kittens and hits to the groin)

715 Views of Moira and Caroline [So Far]: Important Events Analytics

Social media analytics bring surprising levels of understanding and transparency to relationships

I-J: Posted on Facebook and LiveWorkPlay.ca

H: Posted on WordPress at keenan.wellar.ca

F-G: Shared with YouTube friends/subscribers

C-D-E: Featured in stories on partner websites

A-B-C: Post-conference presentation buzz

What matters is “Where are the real relationships?” ~ Seth Godin

Those were the droids I was looking for!

If you got

there what

would you do

next?

My advice is learn all the tricks you can while you’re young!

slideshare

TOOL TIP: SLIDESHARE.NET

Being completely current on social media is a simple

matter of the impossible, so

reinvigorate your joy of discovery!

I might not share the same appearance as these “bald men in black” but I really like what they have to say!

“The ability for you to have a thought and be able to publish that thought instantly to the world in any platform you desire, in text, images, audio, video, and it comes up immediately, is brand spanking new.” – Mitch Joel (from Six Pixels of Separation)

Seth Godin on leadership:

Leadership is scarce because few people are willing to go through the discomfort required to lead. The scarcity makes leadership valuable. If everyone tries to lead all the time, not much happens. It’s uncomfortable to stand up in front of strangers. It’s uncomfortable to propose an idea that might fail. It’s uncomfortable to challenge the status quo. It’s uncomfortable to resist the urge to settle. When you identify the discomfort, you’ve found the place where a leader is needed. If you’re not uncomfortable in your work as a leader, it’s almost certain you’re not reaching your potential as a leader.

For some, social media is understood as a tool, a job, a skill, a choice…

For myself and others,

social media is understood as the most profound confluence of human discourse the world has ever seen…

Some non-profits may fear that social media resistance is futile…

Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…

Nobody likes making public mistakes!

Unsurprisingly, many sector organizations have turned to sites such as Twitter, Facebook, YouTube and others as a fast and efficient way to connect with interested parties and gather a virtual membership, if not some actual volunteers. In fact, one of the most influential organizations on the Canadian scene, Imagine Canada, has been intensively using social networking over the last two years. During a recent interview, Marnie Grona, marketing and communications director with Imagine, told CharityVillage that to her social networking was "like word-of-mouth...on steroids." Grona is the "dedicated" staffer for social networking at Imagine, which she says she enjoys immensely as she "has an aptitude" for it, even if it adds to her already full plate of responsibilities, she quips. "One of the things [sector organizations] should do is to have somebody who takes ownership" of the social networking portfolio, she counsels. "You have to adjust your communications strategy for each [social network] channel, because each will have its own audience, who in turn will use and share information a little differently." For Grona, the major benefit derived from tapping into the rapid-fire world of social networking is that it comes at virtually no direct financial cost. "We're moving from the monologue to the dialogue." Of course, it does take time to master and to integrate it with other communications channels for maximum effectiveness, Grona cautions. "But it's been a great way to get our message out there...to have conversations with people. Instead of a one-way monologue [of messaging], we can talk with people so they know what we do and what they think about us and what's going on in the sector. We're moving from the monologue to the dialogue." This is probably an apt way to sum up the revolution happening in sector communication strategies across the nation. From small to large organizations, nonprofits are actually talking with - instead of talking at - the populace.

7 DEADLY SOCIAL MEDIA SINS

(Text of actual email, names removed) Keenan, thanks so much for permission to use

those images. The only problem is I can’t

use anything from Facebook from the

office as the agency has blocked it.

I’ll have to try it from home later.

Director of Marketing

Major Non-Profit Organization

Social Media as Marketing Monster

You are likely offending one or both audiences.

You are putting disregard for

authenticity on public display.

On Twitter, 95% of re-tweets happen in the first hour!

On Facebook, updates have a full day life span!

LISTEN FIRST!

THEN RESPOND IN PROPER SOCIAL CONTEXT

Do as we say, not as we do:

social media engagement (non) strategy

Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our press

releases on Facebook, you should check those out and make a donation!

Use of social media tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. Brian Solis Author of Engage!

It is unrealistic to expect more of your audience than you would expect from your

leadership and staff.

Lead by example!

The conversation

might lead somewhere but it definitely didn’t

start with an ask for $20 before you’d

start conversing!

Monetizing social media is like monetizing the conversation

you had while waiting for your mocha java!

Putting the cart before the horse and declaring social media a failure?

After you listen – have conversations!

“I think a lot of the demographics that we’re gearing toward might not be your typical Facebooker or techsavvy person. Maybe the younger crowd and students for sure, but older prospective volunteers don’t use that tool, and a lot of our clients don’t use that as a tool,” she explained, noting that the agency is “busy enough without maintaining Facebook and Twitter pages.” - Coordinator of Volunteers quoted in newspaper

Do your practices alienate youth? Seniors? Both?

It’s Not Just About

Gen Y!

The Digital

Universe Is Expanding And People

Of All Ages Are Getting

Out There!

Even My

Mom And Dad!

I’m afraid to use social media because

someone might say something bad about us!

So conversely…

Why do I need social media when I can

count on my buddies

down at the newspaper!

If you build it, they won’t come. In order to host a party, you need friends.

Are you expecting a mob of supporters to magically appear?

Charity begins at home – build your tribe!

BONUS SOCIAL MEDIA SIN

• Keep it mission-oriented

• Share real stories about real change

• Say thank you and say it publicly

• Be fast and have a plan – tomorrow is late

• Social media is about social capital

• Social capital is about reciprocity + time = trust

If you remember nothing else….

Effective use of Social Media is all about building Social Capital

Reciprocity

Time Trust

Partnerships: How can we give value to funders?

They have many good deeds to choose from!

Rome was not built in a day and neither is a social media strategy!

Keenan Recommends: Start With These And

NOT ALL AT ONCE!

Pick One, Do It Well

1

Contact information and slides:

socialkeenan.com

@socialkeenan