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Nycon social media nyfa presentation

The document discusses the effective use of social media for non-profits. It emphasizes that social media is primarily about building relationships and engaging supporters over the long term, not immediate fundraising goals. Key recommendations include listening to your audience first before publishing content, engaging in conversations to build a community, and using metrics to define and measure success in a way that aligns with your overall goals such as awareness, engagement or fundraising. Patience is required as it can take 18 months to truly engage supporters through social media.

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Social Media: If You Build It, They Won’t Come... ANDREW MARIETTA, REGIONAL MANAGER, NEW YORK COUNCIL OF NONPROFITS WWW.NYCON.ORG 800.515.5012 ext. 141 amarietta@nycon.org
Agenda 1.T eN e fr Srtg h ed o a tae y 2.W a A eteB s T os h t r h et o l 3.N wM k IW r o a e t ok
Who’s Heard of These? • Blogs • Wikis • RSS Feeds • Facebook • YouTube • Delicious • Flickr • Twitter • LinkedIn • Pinterest
What is Social Media? Social Media is people using tools (like blogs & video) and sites (like Facebook & Twitter) to share content and have conversations online.
The Real Value of Social Media “Is that it exponentially leverages word-of-mouth.” -John Haydon, marketing consultant johnhaydon.com (yes, that’s him.)
Show Me the Money? "At the end of the day, you can't think of it as a fundraising tool," says Allison Fine, an expert on using social media to ignite social change. "It's a friend-raising and awareness raising tool.“ For What???
My how times have changed… Number of websites at the end of his first year?
623
Number of websites at the end of his first year?
100,000,000+
W a tism a sfr o : h th en o yu T os V ib it, O p ru it a d o l, is ily p ot n y n Mroe B T U…
The Challenge… Determine what your realistic manpower and willpower is to use social media.
D f it n o S cesae ein io s f u cs r C ag g h n in
Attributes of Success
D efinitions of Success
Developing Basic Strategy • Who is the target? • What is the message? • How can we engage? • What tools do we use? • How do we build a base? • Define Success • Delegate the Responsibility
Social Media: STEP by STEP • Target Your Audience: Listen First! – General listening tools • Best in class: SocialMention.com – As far as ‘free’ options go, this is a solid as it gets. • Alternatives: BoardReader.com (discussion board specific), Addictomatic.com (a general listening dashboard) and PeopleBrowsr.com (big data, big insights). – Specific listening tools • Each of the major social media platforms can be interrogated using a combination of specific tools including: FBsearch.us (Facebook), Monitter.com (location-based Twitter search), TagDef.com (Twitter hashtags), YouTube/KeywordTool (YouTube content optimization tool).
T re A p o r tl ag t p rp iaey
T re A p o r tl ag t p rp iaey
Step by Step: Share • Share Something: Create or share content that is valuable to your audience. – Publishing / blogging • Best in class: WordPress.com • CheckThis.com - Need a single page website in an instant? This is the tool for you. – Content discovery • Bo.lt, Trap.it, YourVersion.com and MyCube.com are all examples of content curation and discovery tools which you can tailor to suit your needs. • Imagery: Stock.xchng (the best place to find free images by keyword) and New.Pixable.com (A Pinterest-style image aggregator based on your networks and interests) • Video: en.fooooo.com (video search engine which aggregates results from all the major video platforms)
Step by Step: Engage & Build Community • Converse, don’t preach: What’s your message? – Not immediate: Be prepared to take time – According to Beth Kanter “Getting to the stage where supporters are truly engaged takes about 18 months and is heavy on experimentation and "reiteration.“: • Dashboards – The most widely used ones include TweetDeck.com, HootSuite.com and SproutSocial.com, but there are a bunch of other alternatives out there too. – Scheduling: BufferApp.com– A simple way to ‘pace and space’ your updates across multiple social networks.
Your Common Goals • Raise Awareness and Visibility • Network and Share • Raise Money • Increase Sales • Others?
D in tem im l o g h in a: M s efciv tosfr ot f t e o l o e Yu o
Dazzling Data…. Facebook has More than 500 million active users currently. • 50% of active users log on to Facebook in any given day • Average user has 130 friends • People spend over 700 billion minutes per month on Facebook • Average user is connected to 80 community pages, groups and events • Nearly three quarters (73%) of online teens and an equal number (72%) of young adults use social network sites. Source: Facebook.com and Pew Research Center’s Internet & American Life Project The Pew Research Center’s Internet & American Life Project
Why We Use Facebook…. • Pro’s: • Con’s: – Post News and Events to a – Many “friends” does not place where people can equal many “supporters.” see it on a regular basis. – Facebook not a proven – Send out alerts and ask for fundraising or sales tool action without being – Confusing “fan pages” vs. annoying or clogging people’s email “inboxes” individual page vs. – “group” page. Get real-time feedback from people who care – People worry about about your cause. privacy, etc. – Build a community feeling. – Can be time consuming
YouTube Is HUGE! • More video content is uploaded to YouTube in a 60 day period than the three major U.S. television networks created in 60 years • average YouTube user spends between 15 and 25 minutes a day on the site • As of February 2011, YouTube has 490 million unique users worldwide per month, who rack up an estimated 92 billion page views each month. • We spend around 2.9 billion hours on YouTube in a month — over 325,000 years. And those stats are just for the main YouTube website — they don’t incorporate embedded videos or video watched on mobile devices. Source: http://mashable.com/2010/03/26/non-profits-youtube/
Why We Use YouTube… • Con’s: • Pro’s: – Have to purchase – Puts a “face to a technology (Flip Cam or name.” other recording device.) – Gives you a personality – May need to learn how to embed code on your – Makes the story more website. powerful – Privacy issues and – Allows for feedback copyright arise with constituents – What’s our personality?
Today • Twitter now has over 140 million active users — individuals who log in at least once a month — and over 400 million new tweets per day. • Tweets generally spike during a significant cultural event, and recent figures have been staggering. On March 11, the day of the Japan earthquake and tsunami, Twitter users exceeded the average daily tweets by 37 million-- that's 177 million tweets in a single day. http://www.huffingtonpost.com/2011/03/14/twitter-user-statistics_n_835581.html http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
Why We Use Twitter… • Pro’s: • Con’s: – Can quickly find those – Personal vs. Professional that care about your Voice. What will “be” activities and engage in online? conversations. – What’s our personality? – Twitter users proven to – Can be time consuming be more active and give and “suck you in.” more money. – Dialogue driven tool. Get feedback from community of users.
What’s a Blog Got to Do With it?
Why We Use Blogs… • Pro’s: • Con’s: – Free tool that basically lets – People moving away you set up your own from reading blogs to webpage. Can include links to other sites, etc. mediums like – Can have full access to post Facebook and Twitter. as much or as little as you – Need to post want. – Helps create a personality frequently to make for you the blog worth – Allows you to get feedback reader’s time. from people who care – Worry about negative about your work or activities. comments.
Others, Examples? • LinkedIn • Pintrest • Mobile/Text • Email/Event Registration (Hybrid Social Media)
Integrate Social Media into other marketing channels.. • Print ads • Radio & TV • Brochures • Flyers • E-newsletters • Business cards & letterhead • E-mail signatures • Everything else!
Step by Step: Measure Success! • Define it – What was your goal? – Examples • Raise Awareness – New “Likes” on Facebook; Facebook “reach” using “Insights”; Number of new Twitter followers; number of “opens” of email newsletter; Number of “shares” via EventBrite = Trends! • Raise Money or Generate Sales – Donations through Twitter; Comments on Blog tied to customers Was it SMART?
Step by Step: Tools to Measure • The questions: – What do want to do? – How do we know what we’re doing is working? – Who are the people we should be reaching out to? – What is social influence based on and do we have any? • Tools – Tried & True: Google Analytics; Facebook “Likes”, Twitter Followers, Clickthroughs, etc. – Klout’s – Twylah – TwentyFeet Peer Index – SproutSocial
5 Rules of Social Media 1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.
5 Rules of Social Media 2. Get involved. Social Media is about conversations and building relationships. It takes effort. Don’t just talk about yourself. Ask questions, engage people and link. Most of all, be inspiring.
5 Rules of Social Media 3. Give up control. You can’t control the conversation. If you want people to spread your message, you have to trust them. Listen. Inspire. Engage. Let go.
5 Rules of Social Media 4. Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.
5 Rules of Social Media 5. Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
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