non-profits, the recession, & social media: turning lemons into lemonade
DESCRIPTION
This presentation examines how non-profits can:• Use social media to increase awareness, expand supporter base, and drive donations• Evaluate and choose the right social media channels• Understand how to use social media effectively• Understand the importance of tightly integrating social media initiatives into offline brand strategiesTRANSCRIPT
Linda Ziskind / Z2 Consulting
Non-Profits, The Recession, & Social Media:
Linda Ziskind / Z2 Consulting
Turning Lemons into Lemonade
Linda Ziskind / Z2 Consulting
But first, a little background
Linda Ziskind / Z2 Consulting
“A powerful global conversation has begun.
Through the Internet, people are discovering
and inventing new ways to share relevant
knowledge with blinding speed. As a direct
result, markets are getting smarter—and
getting smarter faster than most companies.” The Cluetrain Manifesto By Rick Levine, Christopher Locke, Doc Searls and David Weinberger
Published 1999
Linda Ziskind / Z2 Consulting
The Cluetrain Manifesto: 95 Theses
(3 to remember)
1. Markets are conversations.
6. The Internet is enabling conversations among
human beings that were simply not possible in the
era of mass media.
9. These networked conversations are enabling
powerful new forms of social organization and
knowledge exchange to emerge.
www.cluetrain.com
Linda Ziskind / Z2 Consulting
From the invention of the printing
press in the mid-1400s to our
current digital landscape, media
channels have always flowed one-to-
one, or one-to-many.h
increase in expressive capability in
human history.”
Linda Ziskind / Z2 Consulting
UNTIL NOW
Linda Ziskind / Z2 Consulting
“The moment we’re living through is
the largest increase in expressive
capability in human history.”
Clay Shirky
Author, Consultant, Professor at NYU
Linda Ziskind / Z2 Consulting
ONE-TO-ONE HAS BECOME
MANY-TO-MANY
Linda Ziskind / Z2 Consulting
Anything that happens anywhere in the world where someone has access to the Internet and a computer, a digital camera, or a cell phone, can not only be instantaneously globally disseminated, it will grab attention, instigate conversation, and generate a community of interested participants.
John Dkar/AP Television
The Epoch Times
Linda Ziskind / Z2 Consulting
“Media is less and less about crafting a single message to be consumed by individuals. It’s more and more often a way of creating an environment for convening and supporting groups.”
Clay Shirky
Linda Ziskind / Z2 Consulting
The Long Tail
“….In other words, the potential aggregate size of the many
small markets in goods that don't individually sell well
enough for traditional retail and broadcast distribution may
someday rival that of the existing large market in goods that
do cross that economic bar.”
Chris Anderson, Editor-in-Chief, Wired Magazine / Author, The Long Tail
Linda Ziskind / Z2 Consulting
Lemons to Lemonade
While the weak economy may have shrunk the number of first
tier donors, new technology tools have given non-profits
access to a potentially very large natural constituency and
community of lower tier supporters, unconstrained by
geography, time-zone, or traditional reach obstacles.
1st Tier Donors
2nd Tier Donors
Non-Profit Donor Impact
Linda Ziskind / Z2 Consulting
Four Useful Social Media Tools
Twitter micro-blogging
YouTube Video
Facebook Community
Flickr Photo-sharing
Linda Ziskind / Z2 Consulting
10 WAYS TO HELP YOU SUCCESSFULLY INCORPORATE TWITTER INTO YOUR SOCIAL MEDIA ACTIVITIES
Linda Ziskind / Z2 Consulting
`
1. Build Community:
Look for people to follow and add to your community. Search relevant keywords. When you find appropriate people to follow, see who they’re following and follow those people as well.
*List included in presentation addendum
Linda Ziskind / Z2 Consulting
2. Listen:
Pay attention to what your followers Tweet. Follow their links and look for the hashtags* that they use. Search for what the Tittersphere is saying about your organization. Search for conversations about your market or business interests.
* Hashtag is a designated keyword that is preceded by a hash marke (#) which indicates a topic of discussion and makes it searchable. E.g. #socialmedia
Linda Ziskind / Z2 Consulting
2. Listen:
Linda Ziskind / Z2 Consulting
3. Be Transparent:
Don’t hide who you are. People want to know that they’re speak to real people in a human conversation. If you’re tweeting for an organization, be sure to identify yourself.
Linda Ziskind / Z2 Consulting
3. Be Transparent:
Linda Ziskind / Z2 Consulting
4. Don’t Advertise or Market:
Social media isn’t a broadcast medium and your followers aren’t your audience. Marketing happens on Twitter, but it happens as an organic outcome of open and honest conversation.
Linda Ziskind / Z2 Consulting
5. Develop Guidelines for Conversation:
Consistency in brand communication is critical, even in casual conversation. Create messaging guidelines so that when you, or anyone in your organization, Tweets about your brand, it will always be on-message.
Linda Ziskind / Z2 Consulting
6. On-line Criticism is an Opportunity:
When organizations are criticized privately, they don’t have the chance to respond, remedy, and retain loyalty. Social media takes your customers’ conversations public, giving you the opportunity to engage in that conversation and avert PR issues.
Linda Ziskind / Z2 Consulting
7. Engage:
It’s great to re-tweet and post interesting links and messages. But if you don’t converse with your followers, you’re not forming relationships.
Linda Ziskind / Z2 Consulting
7. Engage:
Linda Ziskind / Z2 Consulting
8. Create Community:
Your organization has a natural constituency of people who believe in your mission. Organize this support into a community where people can share thoughts and information with your organization and with each other. This gives them a stronger connection to you.
Linda Ziskind / Z2 Consulting
9. Follow Technical Developments:
Twitter third party apps that improve the efficiency and functionality of Twitter are being launched all the time. From collecting online donations, to graphing your Twitter stats, these apps can help you manage your account and become a more effective Tweeter.*
*List included in presentation addendum
Linda Ziskind / Z2 Consulting
10. Have Fun:
They don’t call it “Social” Media for nothing. Unlike the conference or board room, Twitter is a place to reveal a bit of who you are and show a human side. It will help your followers form a relationship with you, and it will make your Twitter experience that much more enjoyable.
Linda Ziskind / Z2 Consulting
Linda Ziskind / Z2 Consulting
Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting
Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting
Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting
Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting
Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting
Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting
Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting
Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting
Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting
Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting
Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting
Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting
How Social Media is Different from Traditional Marketing
Linda Ziskind / Z2 Consulting
Social Media is not a spectator sport. It is designed around participation.
Participation leads to conversation.
Conversation leads to community.
Communities lead to collaboration.
Collaboration leads to collective intelligence.
Collective intelligence shapes and changes social media.
Social Media is different from all other business and organization communication models. It requires a dramatic shift in thinking.
Linda Ziskind / Z2 Consulting
How Social Media is The Same as Traditional Marketing
Linda Ziskind / Z2 Consulting
Clearly define your organization’s brand
• Identify and understand your communication objectives
Identify your target audience and craft messaging guidelines
Ensure that all staff are trained and knowledgeable about social media as well as about your organizations communication goals
Social Media requires the same strategic objectives discovery and branding identity work as traditional media.
Linda Ziskind / Z2 Consulting
Addendum 3rd Party Twitter Tools:
Desktop Twitter Platforms: Helps organize your Twitter experience by allowing you to segment the people you follow into groups. They also allow you manage multiple Twitter accounts (e.g., personal & business) without having to log-in and out, or use two browsers. Depending on the platform, you can also perform other tasks, such as pre-write Tweets and schedule them to be delivered at a later time, see the long version of shortened URLs • www.cotweet.com • www.brizzly.com • www.hootsuite.com
Share photos or files on Twitter: Photo apps allow you to upload photos from your phone-camera to Twitter, as well as from your desktop. File-sharing apps allow you to upload and share files on Twitter, either privately to one person or publicly. • www.twitpic.com • www.flick.to.twit.com • www.filetwt.com • www.filesocial.com
Linda Ziskind / Z2 Consulting
Addendum 3rd Party Twitter Tools: Note: to shorten URLs for use in Tweets, try www.bitly.com, www.budurl.com, or www.is.gd There are others as well. Try to use one that will also give you stats on who clicked on the link.
Monitor and Track keywords and brands: These tools track keywords and mentions across the entire “Twitterverse”. Some even allow you to track mentions acorss RSS feeds. • www.monitter.com • http://search.twitter.com • www.twazzup.com • www.convomonitor.com • http://hastags.org
Measurement & ROI: There are many tools that measure various things, such as influence, social capital, reach, ranking, etc. These are a few to try out: • www.twitteranalyzer.com (comprehensive daily stats for your reach, subjects, hashtags, mentions, follwers, and much more. ) • www.twollow.com (tracks keywords/company mentions in tweets) • www.tweetsentiments.com (sentiment analysis for users or keywords)
Linda Ziskind / Z2 Consulting
Addendum Additional links and reading recommendations: Links: www.smartbrief.com/socialmedia (free daily briefing newsletter on social media) http://bit.ly/7AzD9u (Case study on how Avaya used social media to land a $250,000 sale.) http://mashable.com/guidebook/twitter/ (a great resource for all of the basics on Twitter as well as advice on growing your influence.) http://bit.ly/91JGeS (Tips on setting up a non-profit Facebook page)
Books: Here Comes Everyone - Clay Shirky (an absolute must-read, bible of a book. If you only read one book about social marketing/community, this is the one) The Cluetrain Manifesto – 10th Anniversary Edition – Rick Levine, Christopher Locke, Doc Searls, David Weinberger (10 years ago very few people paid attention to the amazingly prescient observations of these five men. Today, everything they posited has become the defacto way of business. And the hardcover version is currently only $6.60 on Amazon.) Socialnomics – Erik Qualman (How social media platforms like Facebook & Twitter are fundamentally changing the way both consumers and businesses behave and restructuring the traditional rules of influence and economics.) Trust Agents – Chris Brogan & Julien Smith (How people use online tools to build networks of influence)