social media for charities

fris in communicatie

Social Media

How Can It Work For You?

Gitta Bartling

Live twittering, blogging, Flickr posting & podcasting is possible; please tag with #freshcomm:-)


Question:


Agenda

• What is social media?• Why should we use it?• Applications; what to use it for• Coffee Break• OK, but... (excuses)• First steps - a little help• Together you are even stronger!


What Is Social Media?Definition according to SMPA NL(Dutch social media professionals association):

“Social media is media where users communicate with each other and share things, like knowledge, documents, work, ideas, opinions, experiences, photos, videos, music, things to sell, and games.

It is a technique which helps us to understand, and to apply this understanding so that we are able to do more together.”


The Social Media Landscape

Source: fredcavazza.net; creative commons license


Properties of Social Media

• Sharing• Twoway-traffic / dialogue• Real-time• Networking• Collaborating• Evolution (not revolution)• Transparent, upright and authentic• Not controlled, nor organized


Why Social Media? Figures• Social networksites are more popular

than porn :-)• 62% are members of a social network• 42% use twitter to have contact with

friends; 22% use twitter in relation to their work (!)

• 67% read weblogs, 27% have a weblog• Youngsters now growing up with social

media, will enter the workforce in two years time


Facts & Figures

Feb 2010 >20 million members in >200 countries

Feb 2010 >400 million active users• > 60 million status updates each day, • > 3.5 million events created each month• > 3 million active Pages on Facebook• > 20 million people become fans of Pages each day• About 70% of Facebook users are outside the US

Feb 2010 >75 million users• 17% active• 80% never sent a tweet• > 47 million tweets a day


Some twitter stats


Source:


Twitter

• Tweeps are also influential in the offline world in one way or another (experts, journalists, bloggers, …)

• Twitter is the new sharingplatform: 20% of all tweets have a link to a blog, website, picture or movie

• There are many (big/international) brands discussed on Twitter >> learn what customers are saying about you!


Ultimate Twitter Study


Why Twitter? Example


How Your Social Network Works For YouIf your content is nice, funny, interesting, or personal

etc., you’ll be picked up and spread


Why Social Media?

• There are so many conversations that they are a precise instrument with which to measure the public opinion

• Direct interaction with your end users, donators or employees

• Be where your target group is• Ideas, innovation; laboratory• Involving, motivating, facilitating,

embracing• Addition to your existing media


This Is Why


This Is Why 2


For Charities

• Raising awareness, sharing important messages

• Providing peer support and motivation• Mobilising people, helping them to take

action and create positive change• Provide support (forums, info, resources)• Collecting stories• Gaining media coverage


Example


Applications; What To Use Social Media For • Web care• Online reputation management (ORM)• Crowd sourcing• Enhancing internal communications• Facilitating the ‘new or different work

methods’ • Canvassing and recruitment

(customers, sponsors, followers, fans, employees, volunteers)

• Donations/fundraising


Example: webcare through twitter


Example: crowdsourcing


Example: recruitment


Example: fundraising

Donations widget Haïti

#BeatCancer (twitter) - for every tweet with hashtag #beatcancer the sponsors donated one US cent to cancer charities > raised $70.000 in 24 hours!

Social Vibe is the leading social media utility connecting people with brands, empowering them to engage with sponsors and share branded content with their social graph to benefit a cause of their choice.


Example: KIVA


Example: 1%club


Subject During Coffee Break-Talk

Discussing ideas on using social media for the Salvation Army

or a campaign.


Feedback From Coffee Break


No More Excuses

• Lack of time/resources• Lack of technical knowledge• My target group is not using social

media• I don’t need it• ...


Where Do I Start?!


1. Look & ListenSearch in Google, LinkedIn, FaceBook, your local social network, Slideshare, YouTube, twitter, Addictomatic, samepoint.com on your name or organization and find out what already exists. And what is being said about you!


2. Join

Reserve profiles and accounts and look at what other people are saying and doing.What tone of voice, language, frequency they are using.Become familiar with the ‘language’ and culture.


Saytunes.com


3. Collect Content and Share

• There is more content in your organization than you think

• You have got more to tell and share than you think

• Start with RSS feed, (social) bookmarks, ...• Show the social media accounts on your website


4. Give Your Opinion, Respond

• Join the conversation on twitter, social network groups, forums, LinkedIn groups etc. or ask something yourself

• Share generously!• React quickly; social media are real-

time• Be upright, authentic and positive• The customer, employee or follower is

always right!


Salvationarmy.com


5. Build Yourself

• Lastly, build your own social network as an organization, but only if this is relevant for your target group

• Sometimes it is better to join existing initiatives, activities and platforms, and facilitate and embrace them.


How Do I Do That?

• Determine how you wish to be viewed• Emphasize what you want and show

your distinguishing capacity or potential• Give form to your usp’s via social media• In an authentic and personal manner • Not overtly commercial or sending

without interaction


How Do I Do That?

• Shielding knowledge is ‘old school’• Keep in mind that everyone has a

different role to play (director = father = sportbuddy etc.)

• Do not measure success by the amount of followers or reactions, but by acquired knowledge, leads, contacts and ideas!


How Do I Do That?

• People like to support charities through social media

• There are many ways • Provide people with tools for using

social media to promote your cause


ToolsBlog(material)

StoriesFollowing

SupportingVolunteer opportunities

WidgetsTweetups

VideoPetition

Online eventCooperation webshopsOwn fundraising page


But beware...

• Social media is not a ‘holy grail’• Begin small, get a quick win, measure

success and replicate• Evolution instead of Revolution (you

need to have staying power)• Social media exists through the grace of

the word ‘social’;-)• Make use of what exists, do not make

anything new (unless strictly necessary)• Go to where your target group is


Salvation Army Goes Social

• Charities have major possibilities with social media, but still do not use them enough

• At present, most cases are from independent new organizations, not traditional ones

• Starting now gives you a lead and advantages (experimenting)


What Can You Do?

• Together you are much stronger!• Locally where necessary,

universally where possible• SM are without boundaries, why

aren’t campaigns?• Share resources• Think out of the box!


Where The Hell Is Matt?

• A guy with a bad dance• Danced through 39 countries• Invited people te come dance with

him• Brings energy, positiveness and

warmth• His little movie had >27 million

views now


Contact?

fris in communicatieFresh Communications

www.friscommunicatie.nl (Dutch)twitter.com/gbartlingLinkedin.com/in/friscommunicatieSlideshare.net/gbartlingYoutube.com/gbartling002Facebook, Hyves, blip.tv, Frankwatching.com,

foursquare.com, FriendFeed, ...

social media for charities

Business

social media accounts

social bookmarks

social vibe

social graph

social networksites

social media landscape

leading social media

social network groups