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SocialSocial mediamedia
2
What is “Social Media”?
Why is Social Media Important to Your Organization?
76% of givers are motivated by friends and family
A ‘blog’ is one of 200,000,000 conversations happening this minute!
Posting & watching
video
< 3 minutes!
Spotlight on: Twitter• http://twitter.com• Micro-blogging platform• You send updates or “tweets” up to 140 characters• Your tweets are received by your followers – people
who opt-in to receive your updates• You receive Tweets from people you are following• Unlike Facebook, following is not always reciprocal• Twitter is now the 2nd most popular social network• You can Tweet from your phone
Twitter is growingParticularly internationally
Twitter and GlobalGiving
GlobalGiving Twitter Goals• Develop community/network• Empower people to be ambassadors• Engage in conversation• Create content• Provide news• Promote GlobalGiving opportunities
(campaigns, Opens, partners, etc.)
Creating your Twitter community
Start Following– Your friends (people find by name)– People with common interests (people find by
topic)Be followed
– People will follow you if you do these things:• Be authentic• Tweet what you know• Fill out a profile• Don’t market or be “spammy”
How to use TwitterCreate searches
– Monitor the topics or people you’re interested in
– Helps you join/find conversations– Helps you find the people in your
space– Helps you gain legitimacy
Shorten long links
Make long url’s shorter using bit.ly– A url like this:
http://themountainfundnews.blogspot.com/2009/01/new-safe-house-for-women-in-kathmandu.html [90 characters]
– Now looks like this: http://bit.ly/bp4ns8 [20 characters]
*And you can track your clicks
Case Study
iPad vs. iTampon
Pass along
Pass alongDonations
Initial Impact• 40 donations, $1,676 raised
– 62% Twitter– 38% Facebook
• “ReTweet Reach”: 349,000• “Mentions Reach”: 357,000
Good ideas spread
Another 40 donations, $1,270 raised(Total: 80 donations, ~$3,000)
Use for program goals
Social Media
Indian NGO publisher promoting child literacyRead about a group of kids in Kolkata that went with a van full of books to areas where the kids had no access tobooksWanted to give the kids some Pratham books• No answer from the news agency so turned to social
mediaTweet & Retweets• Within 24 hours they had names and contact info• Sending books
Pratham Books
Via Beth Kanter
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Beneficiary Feedback
Social Media
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>60% of the world has access to mobile phones
My solar lamp works great!
Beneficiary Feedback
Example:How Obama
became president through
social media
From this
to this…to this…
A good message is simple, short,memorable, and even iconic
CHANGE
“Yes we can”
Your friends will be the first to adopt your
message:
my cause our cause
The Biggest
WordIs
You!
A good message will A good message will spread.spread.
Source: David Wilcox, The Social Reporter
Your supporters need different messages and languages.
Not every message will applaud you.
But if you talk openly about failure, most
people will want to help you.
Obama won through social media
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
The whole idea is to be in the conversation:
To raise your profile.
To interact with people in your sector/region.
Before you’re forced into it.
So your communication isn’t only asking for $.
80/20
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GlobalGiving Tweet: “Intense debate going around the office about what spice should be in the 4th holder. Salt, pepper, garlic powder and...?”
Response from Stephanie Strom (NYTimes):“@GlobalGiving: Cinnamon. Very healthy.”
Engage people
BUIL
D R
ELAT
ION
SHIP
S
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
BUIL
D R
ELAT
ION
SHIP
S
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
Engage people…on GlobalGiving
GlobalGiving Tools GlobalGiving Tools for donors to for donors to
promote projects promote projects they lovethey love
Registries
Registries allow people to endorse/advertize combinations of projects
Gift Cards
Fundraisers
Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.
Widget
• A year’s worth of donations in 1 check-out•Same donation benefits as a one-time donation
Recurring Donations
BUIL
D R
ELAT
ION
SHIP
S
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
Engage people…on GlobalGiving
ResourcesBeth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change *Beth Kanter: The queen of social media for non-profits
http://www.socializeyourcause.org/ *”It’s your cause. Make it social.” *blog, resources, useful Tweets
http://www.diosacommunications.com/ *webinars and blog
http://www.futurefundraisingnow.com/ *Focus on donors to raise funds effectively
http://www.globalgiving.org/toolkit-fundraising/http://www.globalgiving.org/toolkit-socialmedia/
Messaging PracticeDescribe a specific project to someone sitting next to you.
Now do it again in 10 words.
3 words.
1 word.
How to use TwitterHashtag (#)
– Dramatically increases your reach– Expands beyond your network– Includes you in the conversation– Search ahead if you’re unsure
Examples:• Keywords: #charity #nonprofit #philanthropy• Locations: #kenya #dc #africa #india• Events: #ramadan #taiwanfloods #hyatt4good• Topics: #climate #olympics #coldplay
TweetDeck
Twitter SpeakHow to communicate on twitter• Keep it to 140 characters (or 120 to be “Retweet-friendly”)• For long url’s make them shorter using bit.ly
– A url like this: http://www.who.int/topics/womens_health/en/
– Now looks like this: http://bit.ly/4msJC
Twitter speak and common symbols• @ means you’re talking to or about someone• # means you’re labeling something• RT means you’re Re-Tweeting something• via means you’re repeating a message that you read first
from someone else• Direct message (DM) is a private message between 2 users
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Twitter TipsGreatest value: building online community
& being “in the conversation”• RT & thank people by @name• Try to keep follow:following ratio to about 1:1• 1-5 well spaced Tweets per day• Track links on bit.ly• Poll followers (Twtpoll.com) to increase
participation• Tweet interesting stats, inspiring quotes• Repeat popular Tweets
From: “Twitter Best Practices for Nonprofit Organizations” (diosacommunications.com)
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Facebook TipsGreatest value: building a brand & online
community • Vanity URL at www.facebook.com/username • Change settings to allow more participation• Use your logo as your Page picture• Put "http://" before all Web sites in "Updates“• Ask questions to spark conversation on your Page• Add a (GG) Give Now button with the Static FBML App• Add Twitter, YouTube tabs (Involver's App Gallery)• Add Share Buttons to your website and blog• Ask supporters to become a fan in your newsletter
From: “Facebook Best Practices for Nonprofit Organizations” (diosacommunications.com)
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Facebook CausesTools so that any Facebook user can leverage their
network to effect positive change
• “Equal opportunity activism" --empowering individuals
• Any Facebook user can create a cause• Raise money directly through the cause for any U.S.
registered 501(c)(3) nonprofit or Canadian registered charity (“working on” other countries)
• Donation activity reported via a public "scorecard“– Rewards people who grow their causes
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