Presented by:

Kristen Bonk

kbonk@parklawn.com

@kbbonk on twitter

WHO ARE YOU?� Who’s this Kristen gal & why are we listening to her?

� Marketing and Volunteer Manager @ParkLawnCharity

� 4+ years working in non-profit

� What’s Park Lawn?

� Providing services that promote independence, choice and access

to community living for people with developmental disabilities

since 1955.

� www.parklawn.com

� www.Facebook.com/ParkLawnCharity� www.Facebook.com/ParkLawnCharity

� www.twitter.com/ParkLawnCharity

� www.youtube.com/ParkLawnAssociation

� And United Way South – Southwest Suburban?

� Working to create meaningful and measurable change by investing in

income, education and health programs that support the 10-year vision

LIVE UNITED 2020.

� http://www.uw-mc.org/southland/

� http://www.facebook.com/unitedwaychicago

� http://twitter.com/#!/unitedwaychi

� http://www.youtube.com/user/unitedwaychicago

� http://feeds.feedburner.com/unitedwaychicago

WHO’SWHO?

oWho Are You?

oWhere Are You From?(Give a great plug for your nonprofit!)(Give a great plug for your nonprofit!)

oWhat TWO words come to mind when you hear

“Online Social Networking”?

TODAY’S GOALS� Purpose of online social networking

� Brainstorm together

� Find an online purpose for every department

� Excite you to go online

Email resourceful links to yourself� Email resourceful links to yourself

ONLINE SOCIALMEDIA

IS ABOUT REACHING AND CONNECTING

WITH PEOPLE!

WHAT IS

SOCIALMEDIA?

� Content formed by the collaboration of two or more people that takes place on the internet.

(Source: Emily Culbertson of Community Media Workshop)

� A virtual framework consisting of tools which enable users with a common goal or interest to set up communities and exchange information.

(Christophe Debruyne on Mashable post describing social media in 140 characters or lest. @chrdebru)

Picture from

www.cibcommunications.co.uk/images/uploads/pdfs/What-is-Social-Media-.jpg

Traditional Media

Encyclopedia Britannica

Social Media

E-NewsletterEncyclopedia Britannica

New York Times

Print Newsletter

E-Newsletter

Facebook

Twitter

Wikipedia

“Online

Social

Media”

are NOTare NOT

dirty words!

FEARSMOVING INTO

ONLINE SOCIALMEDIA

� Senior staff & board might lose control.

� Dealing with negative comments.

� Addressing personality versus organizational voice.versus organizational voice.

� Fear of failure

� Perception of wasted time and resources.

� Suffering from information overload already, this will cause more.

� What are other fears?

Source: Slide 38 on Beth Kanter’s presentation

“Creating Your Organizations Social Media

Strategy Map”

FIRST:

ENJOY YOUR PERSONAL ACCOUNT

� Facebook, twitter and others are more than someone’s annoying thoughts.

Experiment and � Experiment and have fun. It’s SOCIAL!

� Hiding posts / apps makes it more enjoyable.

� Set privacy settings.

Why Should

My Non-Profit

Care?

� Cost effective way to engage supporters,

volunteers and potential supporters.

� An opportunity for conversation

� A great way to reach certain audiences

Source: Idealware.org download:

http://www.idealware.org/sites/idealware.org/files/SocialMediaReportV8.pdf

NON-PROFIT

UPDATEDMARKETING FUNNEL

� How do you get

people to care

for your charity?

� This begins

� Source: McKinsey & Company

� Source: Lightbox Collaborative site: http://lightboxcollaborative.com/tag/beth-kanter/

� Source: Beth Kanter’s blog: www.bethkanter.org

� This begins

and continues

offline as well as

online!

OFFLINE AND ONLINE

MUSTWORK TOGETHER

Offline

Fundraising Events

Chamber Luncheons &

BAH

Website

Facebook

Videos on Youtube

Tours

Online

Newsletters

Letter Appeals

Staff & volunteer events

Annual Reports

Meetings

Stories on blogs

Twitter

Groups on LinkedIn

WHERE’S YOUR AUDIENCE?

�What

channels

to use out

the

hundreds

available? available?

�What

would be

most

worth

your

while?

Photo courtesy of http://www.socialmediamagicuniversity.com/

� Listen to what people are saying about your issues.

�What questions are people asking about your org online?

�What are your competitors doing?

� Listening tools:� Listening tools:� Google alerts emailed to you

� Technoratti for blogs

� Search Twitter and Facebook

� Google Analytics

� Offsite events and fundraisers

� What do you use?

IF YOU WANT PEOPLE TO CARE, MAKE IT

ABOUT THEM….NOT YOU!

Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate”

slide 29 by Farra Trompeter March 12, 2010

Source: Angela Maiers Sept. 29, 2008; http://www.angelamaiers.com/2008/09/my-

twitter-enga.html

MAP OUT A PLAN

� Goals (broad statement) • Provide information about our orgs issues.

� Objectives (specific & measurable)

� Increase followers by 50% by December 1, 2011

� Strategy

� Give quick and thoughtful responses� Give quick and thoughtful responses

� Shout outs to other nonprofits and supporters

� Tactics

� Integrate social media across staff and departments by 2012

� Create videos highlighting our orgs impact

� Tools

Photo from

http://www.smallbusinessmavericks.co

m/your-social-media-road-map.htm

Source: http://www.bethkanter.org/25-smart/

ACTIVITY FUN!

�Discuss with each other your

organizations goals

�How are you mapping it out? �How are you mapping it out?

�What tools are you using?

WHO? WHAT? WHEN? WHERE? WHY?

�Who will post online?

�What will we post to meet our goals

�When will we post: x hours daily /

weekly / monthlyweekly / monthly

�Where will we post?

�Why are we posting there?

OK, I’M ONLINE,

NOW WHAT?� “It’s important to think of these social media channels as tools to communicate in a social manner rather than the end in and of itself—in other words, social media is the journey, not the destination.” (Source: Idealware PDF “Social Media Decision Guide” page 8.)

Create an online social media policy.� Create an online social media policy.

� “Guidelines: This section should be one or more pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. ”

� “Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. ”

Source: http://www.bethkanter.org/trust-control/Photo from http://socialfresh.com/a-

template-to-help-start-your-social-

media-policy/

WHY ANOTHER POLICY?� Control the fears mentioned earlier

� Be proactive for legal reasons

� Media sources are now quoting tweets and posts

� Connects with online social media plan

� Policy examples are available at:

� www.wiki.altimetergroup.com

� www.socialmediagovernance.com/policies

� www.charityhowto.com/blog/?p=52

� Does your organization have a policy? What examples have you seen and liked?

SEARCH ENGINE OPTIMIZATION

�What is it?

� Search Engine Optimization or SEO

is optimizing your presence online so

when someone searches for your name,

you’re top on the list.you’re top on the list.

� How do I use it?

� Search engines like Google, Yahoo and

etc. rank your website and presence online based on

keywords and originality of content.

� Long & descriptive headlines are considered more

important to search engines.

Photo courtesy of:

http://www.searchengineoptimizationcompany.ca/

WHERE’S BASE?

� Have an effective

website as your base.

�Make it donor friendly.

� Revolve around the

mission and content.

� Free website ideas?

� Allow supporters to

share stories.

FEEDBACK TIME! �Let’s look at Park Lawn’s website and tell me what you like and think should be fixed.

�How can it create more of a relationship?

�What are some of your favorite websites and why?

� If you don’t have a resources for videos, but you

have a staff of writers, create a blog!

� A site to provide commentary, stories, or a � A site to provide commentary, stories, or a

personal diary.

� Allowing readers to leave feedback is extremely

important to build better relationships and

listening

Blog Sauce Image: http://sundayafternoonhousewife.com/monday-link-love-blog-boosting-tips/

WHY BLOG?

� On average 55% more visitors

� 97% more links to your website (improves search results)

� Engage, connect and relate

Source: Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6 and

http://smallbiztrends.com

ANATOMY OF A BLOG

Search

Nice background

image

Example blog: http://dda604.com/page/2/

Link to website

Main Post with

easy to read

headline

Category tags

Links to other

social media

sites and RSS

feed

I SEE “RSS FEED” A LOT,

WHAT IS THAT?� Rich Site Summary is a format

to deliver and receive ever changing

format web content.

� Click on this icon, enter your email and

click “subscribe” click “subscribe”

� Receive it to your email as a

handy resource

Source: http://www.whatisrss.com/

WHO CAN BLOG FOR YOU?

WHAT TO BLOG ABOUT?

�Management

�People who benefit from your services

�Volunteers

�New employees

�Who else?

LET’S GET SOCIAL WITH:

� Allows you to set up a profile, and post updates, links, conversations, events, photos, videos, petitions, or even collect donations online.

� In order to create a page for your nonprofit, you � In order to create a page for your nonprofit, you must have a personal profile or business account.

� Facebook has more than 750 MILLION users.

� It’s particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events.

(Source: Idealware PDF “Social Media Decision Guide” page 5)

�Creating an account is very simple and

then creating a page is even more simple.

Expect to spend about 2-4 hours a week to

LET’S GET SOCIAL WITH:

�Expect to spend about 2-4 hours a week to

manage your Facebook(Source: Idealware PDF “Social Media Decision Guide” page 5)

�Pages vs. Groups

� Pages – More public; anyone can see posts

� Groups – More private and must be approved

or added by other members.

HOW TO CREATE A

PAGE

HOW TO CREATE A

PAGE

You’ll be asked to create

an account for your

business, so follow

directions and find

nonprofit.

You need to validate your

account for security reasons.

Facebook will send an email

to the email address you

used to register.

Source & images: Justgiving slideshare.net

“Charity Guide to Facebook Fan Page”

Brand Your Page

� Claim your vanity URL

� Facebook.com/username

� Upload a square logo

Claim Your

Community Page

� Search in Facebook for your organization

� Search fellow co-workers listing of employer

� Claim your community page

� Connect check-ins

Complete Your

Profile

Vary Your Content

Engage With Your

Fans

Insights

ACTIVITY TIME!

☺☺☺☺

�What do you post on your organization’s

Facebook?

� Do your posts help out your objective and

strategy? strategy?

�What do other organizations post that you like?

� Discuss!

WHAT’S

� Twitter is a place where people with the same

interests can provide resources, chat, add photos

and more.

� A post on Twitter is called a “tweet” and must be � A post on Twitter is called a “tweet” and must be

within 140 characters

� People can choose to follow your tweets

� If they like it they can retweet or quote the tweet

highlighting who it’s from writing “RT” in front

or saying another sort of comment.

Basics

� Tweets in 140 characters

@ Replies� @ Replies

� Direct Messages

� RT

� Hashtags

Source: Kristin Gast of United Way slideshare.net “Social Networking 101”

� Think of it like a radio station

� “Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates.”

(Source: Idealware PDF “Social Media Decision Guide” page 5)

� Expect to spend about 2 hours a week to manage Twitter feed

� Shoot for 1 tweet, one @reply and one RT per day

� Research who are big influencers

� Follow them

� Converse with them

� Listen to what they’re saying

Brand Your Profile on

� Choose your username

� @ParkLawnCharity @Aspire

� Upload a square logo

� Create a background

� Complete your profile

MULTIPLE PEOPLE FROM SAME

ORGANIZATIONS ON

ANOTHER ACTIVITY! ! ☺☺☺☺

�What would you tweet?

�Who else in your organization can tweet?

How can your tweets help your overall objective � How can your tweets help your overall objective

and strategy?

�What are other twitter accounts you like?

� Discuss!

VIDEO SHARING SITES

� Videos can be compelling stories or educate

� Not as social, but it can create social

opportunities

�Where to get an inexpensive video recorder?

� Digital cameras

� Flip Video

� Smartphone (not as great quality, but it’s available)

� On Youtube.com, you can apply for a non-profit

specific channel

� Provides clickable asks on top of videos

� Upload longer videos

VIDEO SHARING SITES

� People can subscribe and comment on your videos

� Time spent on this varies.

� Could take 1-2 hours to just film it and upload on

your channel

� To edit it and make it look a little more professional

takes more time

�Some helpful video editing information� Windows Movie Maker is free and easy to make a basic video

� Pinnacle products with prices ranging from $60 -$170

� Avid Studio editing software

VIDEO SHARING SITES

� Avid Studio editing software

� Or edit it directly on Youtube.com

� Some Youtube Ideas for Nonprofits� Reach Out.

� Partner Up.

� Keep It Fresh.

� Spread Your Message.

� Be Genuine.

Source: http://www.youtube.com/t/ngo_tips

� What kind of videos to create? � Length

� Educational

� Put a face to an organization

� Make your videos findable – SEO!Title

VIDEO SHARING SITES

� Title

� Description

� Tags

� Brand your channel / page

� Post a bulletin and alert your friends / subscribers

� Post on other social media channels(Source: Rich Brooks on http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-

marketing-results/)

WHY

MATTERSIn 1 minute35 Hours of Videos are Uploaded

15 Billion Videos were streamed in May

Source: Michael Hoffman slideshare.net “Youtube for Nonprofits” page 9& Nielsen / Net Ratings (October 2007) – US Audience.Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results” http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/

streamed in MaySource: Neilsen Reports http://www.nielsen.com/us/en/insights/press-room/2011/q1-cross-platform-report.html

Internet Video Viewing up 35% Compared to traditional TV viewing that increased0.2%

VIDEO SHARING SITES

EXAMPLES

�What videos would your audience be interested

in?

�What videos would help with your overall

communications goals and strategy?

VIDEO SHARING

ACTIVITY EXTRAVAGANZA

communications goals and strategy?

�What other non-profit videos inspire you?

� Discuss & show other sites online that you like.

WIKI! WIKI! WHAT?� “Wiki” is “defined as a generic

term which is used to describe

a certain kind of collaborative

website that can be edited by

any user and/or visitor.” *

� “Often free and allow � “Often free and allow

collaboration, knowledge

retention, search and real time

centralization of information”**

� Some organization use private

Wiki’s to organize and

document internal projects.

•Source: http://www.mediawiki.org/wiki/Wikipmediawiki•**Source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits”

WIKI IN PRIVATE USE

Image and Source from Julie Spriggs slideshare.net “Wiki for NonProfits” page 10 and "Intellipedians" US Intelligence

Community

WIKI USE

•Image and source: Julie Spriggs presentation on slideshare.net “Wikis For Nonprofits” page 15

WIKI USE EXAMPLESProject management - Plan an event with committee

Image & Source: Julie Spriggs slideshare.net “Wiki for Nonprofits” page 30

WIKI USE EXAMPLESIntranet- department or board

� According to research carried out by search

engine marketing firm Spannerworks, social

media site Wikipedia appears in Google’s first 20

results for 88% of the top 100 global brands. **

�Way to increase Search Engine Optimization

�Must be accurate and objective statements about

your organization.

* *Source: Bob Goldfarb Blog: http://ejewishphilanthropy.com/the-wikipedia-secret/

Example

E-Marketing

� Use emails to draw support and direct people to site

� Have a prominent online sign up form on EVERY

page with reasons and benefits of joining

� Viral marketing “Forward to a Friend” &

share online

� Offer incentives

� Promote e-newsletter on print publications

Source: Betsy Harmon of Harmon Interactive

�Email must have a good RAP

� Relevant

� Anticipated

� Personal

E-Marketing

� Personal

�Test the format

� Image blocking

� Reading the email on phone

Source: Betsy Harmon of Harmon Interactive

�Email Marketing Tools� Vertical Response

� Allows nonprofit 501c3 organizations to send up to 10,000

emails per month for FREE!

� Constant Contact

E-Marketing

� Email Now powered by Emma

� Mail Chimp

�Construct a list, don’t buy one� People must be allowed to opt in

� Also allow them to unsubscribe

QR Codes &

Tags� Quick Response Codes

� A matrix barcode to be ready by

smart phones

� Created by Toyota in 1994 and sees

QR Code

frequent use in Japan and South Korea

� Tags are same thing made by Microsoft

� QR Codes are more often used

� In June, 14 million people scanned barcodes(Source: comScore Inc.)

Source: http://en.wikipedia.org/wiki/QR_code

Tag

QR CODES� Lots of apps to scan

� Make certain apps on

different phones can scan

� Once scanned, it will be a � Once scanned, it will be a

quick response to

following:

� Website

� Email Sign In

� Contact Information

� Note

� Video

� What else?

Ripple of Effects

�Did you accomplish

everything in your strategy?

Build a relationship first online and �Build a relationship first online and

continue offline

�Might take a while before you see

return on investment, but result

could be huge!Photo: www.hightechdad.com

RESOURCES� Allison Fines Donor’s Forum presentation and notes, book “The Networked Nonprofit” and website www.allisonfine.com

� Beth Kanter’s blog (www.bethkanter.org/) and book “The Networked Nonprofit”

� http://www.smartchart.org/

� http://dp.continuousprogress.org/node/22

� Presentations from www.slideshare.net� Presentations from www.slideshare.net

� Beth Kanter’s presentation “Creating Your

Organizations Social Media Strategy Map”

� Farra Trompeter of Big Duck “Social Media: transforming the way nonprofits communicate”

� Kristin Gast of United Way “Social Networking 101”

� Justgiving “Charity Guide to Facebook Fan Page”

� Michael Hoffman of See3 Communications “Youtube for Nonprofits

� Frank Barry of Blackbaud slideshare.net presentation “Blogging for Nonprofits” page 6

� Idealware “Nonprofit Social Media Decision Guide”, PDF, July 2010, Laura Quinn & Andrea Berry� http://www.pinnaclesys.com/PublicSite/us/Products/Consumer+Products/Home+Video/

Studio+Family/

� McKinsey & Company

� Source: Lightbox Collaborative site:

http://lightboxcollaborative.com/tag/beth-kanterhttp://lightboxcollaborative.com/tag/beth-kanter

� Angela Maiers Sept. 29, 2008;

http://www.angelamaiers.com/2008/09/my-twitter-

enga.html

� http://dda604.com/page/2/