non profit presentation at sonoma grill
DESCRIPTION
This is the presentation I did to non-profits at the Sonoma Grill,TRANSCRIPT
Social Media for non-profits
This is me
This is also me:
This is also me:
Social media presence
• I show you this because all the things I’m going to talk about are things for your brand.
• When I say “Your”, there’s a question about personal versus professional
• Facebook profile versus Facebook page. Should I get a Twitter feed?
Social media presence
Social media presence
Personal vs Professional
• My opinion, use these tools personally
• It’s a little different here, so playing with them a little helps
• If you have the slimmest of ideas why someone might use a tool like Twitter, then you’ll be better positioned to use it for your non-profit
What is a social network?
• A social network is a community of people that are tied together by an outcome
• For an individual, the value of a social network is in their community
• For a non-profit, the value is in harnessing the community
• Here’s a sampling of some social networks
Social Networks
What is a social network?
• Were you impressed by all the logos?
• Obviously logos are only part of the story
• Before we dive deeper into these logos, we should think about what’s different here.
TRADITIONAL MEDIA DIGITAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
Web 2.0
• The tools of Web 2.0 exist because people like to share
• 2nd Law of Social Networking…people will share twice as much this year as they shared in the previous year
• People use social media sites to share stories in video, on blogs, on Facebook…
Non-profits
• Most (though not all) non-profits have two distinct targets
• People who use services
• People who give – donors
• Traditionally, marketers have used the stories from the first group to convince the second group to give
• Social media can help the first people tell their stories
Social networking for non-profits
#1 Facebook
• Facebook is one of the best known social networks. I’ve stopped adding #’s to this presentation because every time I do it, they’ve doubled in size.
Facebook Page or Cause
• Facebook offers two tools for non-profits. The Cause, and the Facebook page. Pages are a free presence on Facebook for people to engage with a brand.
• Here are some examples of pages:
• Pages
• The new programming lets you interact in an interesting way with fans
• But first, consider who you want here. Strategically, Facebook can be the tool to let the people you help tell the story
• This is a call to action.
• Something that is missing in many non-profit social media examples because unless you put the page up with a goal, you don’t know how to ask people to do what you want them to do.
• So get a goal. Create the Facebook page to let end users tell their stories.
Causes
• You can still add the Causes application to your Page.
• Go here: http://www.facebook.com/causes (and add it)
• One word of caution: adding a cause to a Facebook page might be enough for some people.
• That said, 27 million people have added a cause, so it does create awareness.
Recap
• Who do you want to come to your Facebook?
• What do you want them to do when they get there?
• Figure that out, then tell people via e-mail, website and even on location (what we call in-store)
• In one year, how will you measure success?
• Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less
• Twitter is an excellent way to interact with both of your target markets.
• If your cause impact’s people’s lives, then it can easily be part of their twitter life.
• Before jumping in and getting a Twitter feed, take a listen at search.twitter.com. It gives you real-time updates of what people are saying about your non-profit.
• Use Twitter to update both donors and people who use the services
• But also, Twitter can help search a keyword and promote a Facebook page.
• A non-profit advocating for the end of violence against women could register Twitter.com/end-violence-wny
Twitter apps
• There’s a Twitter app for:
• Polls
• Events
• Images and videos
Polls
TwtVite.com
Scamp
To recap
• There are two ways to think of Twitter:
• A way to pull people in. If you search for your brand on Twitter, and don’t see it, you can ignore it.
• A way to get your keywords.
Gottawannaneeda
• We have a client called Bojangles’ (they are for profit)
• Instead of registering Twitter.com/bojangles we registered Twitter.com/gottawannaneeda.
• Because the tag line is Gottawannaneedagettahava Bojangles.
• So it makes people think about what we’re all about instead of just who we are.
Delicious
Delicious
• Social bookmarking is the solution to never having to e-mail a link home.
• It’s also a way to prove smarts. I have this on the bottom of my e-mail signature.
Delicious
Delicious
• But consider how this can work for a client. This can be the dynamically updated what’s new section of a website.
How it’s done
• A somewhat techno-phobic Pete from EMA has a Google alert for Epsom Salt. Google alerts are free, and send him an e-mail (alert) when Epsom Salt is mentioned.
• He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page.
ammado
• ammado is the global online community of people who care. We connect nonprofits, socially responsible companies and engaged individuals dedicated to positive change on a global and local level.
• ammado has a vision to build a community that will change our world.
ammado
ammado
A place to tell stories
A place for people to give
Ammado on Facebook
YouTube
• YouTube is an excellent tool for telling stories
• Every second, 20 minutes of video are uploaded to YouTube
• You can create your own branded channel, then encourage end users to create video and add them to favorites
• Even better, film people on site and let them tell their stories via video
YouTube
Wikipedia
Wikipedia
• People sign on. People interact. People police the place, checking updates, etc.
• People take pride in the place. That’s the essence of a an online world. Or network.
• Are you there? Should you be?
• Ever notice how often you search for something that Wikipedia pops up?
Wikipedia
• Wikipedia gets a lot of Search Engine play because of how search engines now work.
• They are based on Links.
• Thus, your Wikipedia entry will most-likely be the first organic link that isn’t your site.
• It’s another way to tell your story.
Wikipedia
• Wikipedia is one of the highest things that pops up in Organic Google Search. It’s the classic “About us”, written by the people.
• BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there.
Google Earth
• Did he just say Google Earth?
• “You want to change the world. We want to help”
• http://earth.google.com/outreach
Google Earth
Google Earth
Google Earth
• If your story can be told with a map, Google wants to help. Number of Grads with jobs, violence against women in the US
• If there’s a story, it can probably be told on a map
• http://www.techsoup.org/learningcenter/internet/page11657.cfm
• Is a good way to tell your business story
• To highlight the people who run your organization (sometimes a factor in people giving)
• We use it to highlight our people
Here are some things you can do
• Create a profile and connect to stakeholders
• Pull data from your old free mail accounts. Your old high school buddy could be rich now and looking for someone to give money to.
• Add content (LinkedIn now lets new people upload a resume)
Home Page
Your Professional Brand- Profile Page
• Showcase what you’re working on in your status
• Include a photo of yourself
• Create a personalized public URL
• Include link to the places you have a presence (website, Facebook, etc)
Join groups
Ning
• Ning lets you create and join new social networks for your interests and passions
• In other words: if you have a group of like-minded people all tied up together because of a cause, Ning can be your social network.
Ning
Ning
Ning
Ning
Ning
Ning
Ning
• You could start a soc network for stakeholders
• For end users
• For donors
• For Alumni
Your website
• Ask yourself this:
• What does my website do?
• Are donors going?
• Are the people going?
• Add a free analytics package like Google or Yahoo Analytics. It doesn’t hurt to add them both.
• See what people are looking at, and what they’re not.
Your website
• Then add a Facebook badge. But since you’ll know why people should go to Facebook, you will say it.
• Add your Twitter feed (or simply search Twitter).
• Add your delicious bookmarks.
• Add ammado, Slideshare, start a Ning social network
• You don’t have to use any of the tools I’ve talked about, just let the people you help be the ones that tell the stories that encourage donors to donate.
PeopleDelicious LinkedIn
Outreach
Yahoo Answers
SlideshareNing
ammado Tiwtter
Wikipedia
YouTube
Events
So what now?
• Set goals, that helps creating content. If the goal of the Facebook page is to tell stories, figure out how you’ll encourage stories.
• If you have an objective, in a year, you’ll know if it’s working.
Questions?
• ??
• ?