Social Media For Nonprofits PDF

Social Media & Social
Networking for Non-Profits The MarketingSavant Group

www.marketingsavant.com
888.989.7771
dana@marketingsavant.com
The MarketingSavant Group 888.989.7771
About : Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.
The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign thats merely a quickly forgotten flavor-of-the-month tool.
We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.
Presentation Outline
Fundamentals
1) Social Media: What Is It?
2) What are Non-Profits doing in social media?
3) Understand your supporters use of social media
4) Social media strategies & channels for NPOs
5) Go beyond the social media staples
6) Build your social media strategy
Exercise: Level-Set on Social Media
1. What do YOU think social media is

all about?
2. What are you doing with social
media & marketing technology
today?
3. What do you expect to be able to
DO with social media?
4. How should success LOOK, FEEL
and SOUND?
Social Media is the #1
Activity on the Internet!
via: WWW.VIRTU-ASSIST.COM
Already Embrace It
Still Need Convincing
Just Jumped 37% of marketers still do not include

on Board social media as part of their
marketing.
More Simply Put:
Social Media is
starting conversations
with people and
encouraging them to
pass it on.
Hosting Conversations
Personal or beginner
social media is about
creating relationships
and engaging in online
social media. For your
organization, social
media is really about
hosting relevant
conversations that
engage your target
audiences.
More Simply Put:
Facebook or Twitter
shouldnt be the end goal of
a social media strategy any
more than a telephone
should be the end goal of a
communications plan.
Nonprofits Social Media Usage
Source: IdealWare - The Nonprofit Social

Media Decision Guide
What Can Social Media Do?
Connect on deeper and more meaningful levels

Create real relationships, not temporary
transactions
Provide value-added and relevant points of
connection
Serve as a real-time channel for communication
and public relations opportunities
Build community
Opportunities With Social Media
66% of comm. pros have done nothing with

the feedback gleaned from social media
Learn, engage, build community
49% of orgs still do not have a specific
approach to social media
Develop and deploy a strategy
This is a chance to open to entire organization
to the opportunities provided by social media
Source: PRWeek Social Media Survey
Whos Out There in
Social Media?
Understand Your Audience
Social networking use among those ages 50 and
Millennials have shifted a lot of their older nearly doubled over the past year. Half (47%)
communication with friends to social media. 84% of internet users ages 50-64 and one in four (26%)
are email subscribers, 46% are Facebook fans, 6% users age 65 and older now use social networking
are Twitter followers. sites.
If Youre OnlineYoure In Social
Media
Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com

ButIt Can
BeComplicated
Source: Brian Solis
The Social Media Channels
BLOGS
EVENTS and Social Content
CALENDARS
MICROBLOGS VIDEOS
EMAIL PHOTOS AUDIO
(BACN) (PODCAST)
STATUS
UPDATES WIKIS
SMS and TEXT

WHITE-LABEL BRANDED SOCIAL
SOCIAL NETWORKS NETWORKS
Social Interactions
Social Platforms
Social media is created and shared within social platforms: status updates and
similar interactions drive participation by increasing visibility of use.
An Array of Social Media Tools
Blogs
Individual, Public
Wikis
Project & Community Enabling
Social Networks
Linkedin, Facebook, MySpace
Microblogging
Twitter, FriendFeed
Forums/Groups
Google Groups, open knowledge sharing
Online Video
YouTube, blip.tv, Vimeo
File Sharing / Podcasting
Scribd, Slideshare
User Community
Private knowledge sharing
Bookmarking
Digg, Delicious, Reddit
WOM (Word of Mouth)
It Can Also Be
Distracting
Why you must have a
strategy in place
Mobilize your
volunteers, donors,
advocates and
everyone else to help
with social media
efforts
Your Mission:
http://nonprofit.about.com/od/marketing/tp/writing101.htm
What is the goal?
Seth Godin has talked about raving fans. For

non-profit organizations and charities, I think
a better word is believers, advocates, your
Tribe or whatever
Your tribe can be workers, contributors,
donors, volunteers, board members and
beneficiaries of your services.
The goal? Build a bigger tribe and base of
believers
Your Website
Your home
base
Sets the tone,
authority and
mission
needs to be
perfect
Everything should have
at least two homes (if
not more)
The first, where it
originated, the second
the overall home,
which is your
website/blog
Network tools should
connect believers and
tell the world where
to find your
information
Hub and Outpost
social media
architecture
Tufts University
The university has an entire site dedicated to Web 2.0
tools like wikis, podcasts, conferencing, and more.
The Social Media
Toolkit
Social Media Listening
What are people saying about your

organization?
Your competitors?
Your tribe?
Your peers?
Services to try: Radian6, TweetBeep,
TweetAlert, Google Alerts
Listen to the Conversation
Be transparent. Be open and
honest in all communication.
Be ethical. Live by the WOMMA
Practical Ethics Toolkit
Be relevant. Share information
and perspectives that are
valuable to the online community
Personalize and be personable.
Address negative discussion
head-on.
Court evangelists & advocates.
Even if youre not ready to join the conversation, it

pays to have a sound strategy for dealing with any
social media conversation taking place about your
brand.
Free
Scratch the Surface
Comcast provides support via Twitter
Get Blogging (Transparency)
You almost need a blog
Dynamic vs. static content
Audiences connect with blogs
Metaphor for:
Transparent communication
Authenticity
Responsibility
Reputation
Connectable platform (Wordpress, Typepad)
Why Blogs?
Those who use blogs and social networking

sites as an outlet for civic engagement are far
more active in traditional realms of political
and nonpolitical participation than are other
internet users. In addition, they are even
more active than those who do not use the
internet at all. (PEW Internet 9/09)
The Blogging Process
Even if you have great
website, consider a blog site.
Remember, content and
conversation are paramount.
The best non-profits

connect supporters to
their website, blog and
to other relevant social
medias sites where your
audience hangs out.
Job Volunteer Site
Even if the budget is small, it never hurts to

try to find great people.
Because of our current economic situation,
more people are willing to build portfolios
through volunteer work.
Many free options for this type of site.
Another way to create believers
Communities
A community is NOT always a necessary part

of a social media strategy.
For NPs, it usually is.
If your NP is local, it definitely is.
Services to try: Ning, KickApps, HiveLive,
CrowdVine, CollectiveX, Me.com
Facebook
Events
Fan Pages
Groups
Personal Pages of Believers
Paid Advertisements
Causes
Facebook Ads
Quick Targeting
Age
Education
Location
Gender
Start/Pause/Stop
CPC Basis
Export Reports
Facebook Causes
Start a Cause
Raise $$
Show Fundraising
Momentum
In order to accept
donations through Causes,
a nonprofit must be a
501(c)3 that is also
registered with GuideStar
Payments through Network
for Good
Microblogging (Twitter)
Easy, free access to distribution of your marketing

tools
Requires little buy-in from believers or potential
believers
Another way for your tribe to share your message
Search allows you to connect with your tribe
Easy to cross-reference more in-depth tools
To try: Twitter, FriendFeed, Seesmic
Microblogging
Links: 26 Charities and Non-Profits on Twitter
Driving Conversations
American Cancer Society

More Birthdays
Using Video
Easy, free way for people to really get involved

from afar.
Services to try: vimeo, viddler, 12second.tv,
ustream.com, and mogulus.
Stream from your computer or invest in a small
flip camera.
Share Things
Like Photos and Videos
Podcasts & Vodcasts
More human &

emotional than
blogging
Be found on Google
Low investment
Easy distribution
Differentiator
Share more than text
Where are all the pretty pictures?
Dont forget to represent your events, your

believers, your workers with pictures.
This is way more important than most people
realize.
Stock is stupid. I want to see your FACE.
To Try: Flickr, Photobucket, Picasa, Facebook,
Twitpic
Social Media Overkill?
Feature: Friendfeed
Consolidate
Simplify
Track
Comment
Build a Widget
Widgets can be placed

on the desktop, the
home page or on a blog
They bring functionality
like fundraising to
almost any digital
location
Whats the Time Commitment?
Whos Leading by
Example?
LIVESTRONG
3 Lessons:
1)Grassroots is natural application
2)Build in collaborative opportunities
3)Leverage the tools that already exist
Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page
Goodwill uses social media to increase sales of its high-end merchandise
A Few Good Stats
http://dcgoodwillfashions.blogspot.com/
Over 11,500 unique visitors to the virtual fashion show 9/12
launch
Over 42,000 page views
16% of fashion show visitors have been converted into online
Goodwill shoppers
Fashion Show Visitors from 31 countries and 48 states plus DC
48% of fashion show visitors are from the DC, MD, VA region (the
area we serve)
Blog is averaging between 600 & 700 visitors a week
5.6% of blog visitors are being converted into online Goodwill
shoppers
Blog visitors from 77 countries and all 50 states
Brick & mortar stores during the two weeks following

the launch of the fashion show:
Customer count + 6.6%
Rack sales (clothing) + 16.5%
Total sales + 8.275%
Goodwill of Greater Washington
3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop
Alzheimer Society/ Twitter
Feature: Use of Twitter for Awareness.

A Million Tweets to Remember Campaign
Brooklyn Museum/ Integration
Feature: The Brooklyn Museum
TV and
Radio Magazines
Integrated Social
Media
Campaigns
Direct
Online Mail
Advertising
Now What?
The 12-Step Plan!
1. Outline Your 7. Enterprise Social

Objectives Media Assessment
2. Risk Profile 8. Policy / Protocols
3. Define Your 9. Choose Social
Audience(s) Channels (Tools &
4. Social Media Content Tactics)
5. Determine Integration 10. Capacity and
Points Commitment
6. Culture Change and 11. Social Media Systems
Adaptation? 12. Measurement
Social Media Strategy
1) WHY? Why are you interested in social media?
2) Why do you want a social media plan for the
organization?
3) What objectives are we trying to meet?
1) Outcomes that are essential to the project
4) How will we know when we get there? (metrics)
1) Objective or subjective measures
2) Qualitative or quantitative
3) Indication of progress
5) Whats the value of accomplishing your objectives?
1) Demonstrable value
2) Represents actual improvement in the current conditions
Our social media strategy is pretty
simple. It is essentially to humanize the
company by connecting our constituents
with our employees and with each other
when possible, to provide value along the
way.
-- Scott Monty, Digital Comm. Manager, Ford Motors
Work Out Your Social Media Policy
New media channels and internet services have changed the

way we communicate
Personal information at display on blogs, Facebook etc.
The line between the personal and the professional sphere gets
blurred.
Corporate information available from lots of sources.
Users spread information about brands, products and companies.
Internet allows viral spread of information
Bad news travel fast.
Good news can also travel fast.
Media and the blogosphere influence each other.
De Paul
Social Media Policy
A social media policy should
"The true goal of every type of social media or web

policy should be to make interacting on the social
web easier, more comfortable, and safer for your
stakeholders."
http://associationmarketing.blogspot.com/search/label/social%20media%20policies
A good social media policy will
Educate as well as guide

Provide instructive input to equip
people with basic new media
knowledge
Complement an existing code of
conduct
Educate on, respect and
enforce privacy guidelines
Set constructive boundaries
Navigate the Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner
Understand Your Organization
Social Media is a NOT a universal answer!

Take Lessons from Leading Brands
Deputize people throughout the organization
Understand each channels unique engagement
Find champions
Centralize coordination
Be in it for the long haul
Pick channels carefully
Fish where the fish are
Support engagement as an extension of company culture
Encourage employees to use social media to get work done
Make social media part of the job
Modularize and Synchronize across channels (activity
streams)
For Tomorrow
Draft your social media policy

Get started on your strategy
Identify your internal constituents:
Identify one opportunity based on listening and
address it.
Implement One Idea
Choose one social channel and implement one idea.
Integrate it into your current communications
program and measure it.
Social Media & Social
Networking for Non-Profits The MarketingSavant Group
888.989.7771
dana@marketingsavant.com

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Social Media & Social

Networking for Non-Profits The MarketingSavant Group

1. What do YOU think social media is

Still Need Convincing

Just Jumped 37% of marketers still do not include

Source: IdealWare - The Nonprofit Social

Connect on deeper and more meaningful levels

66% of comm. pros have done nothing with

Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com

SMS and TEXT

Seth Godin has talked about raving fans. For

What are people saying about your

Even if youre not ready to join the conversation, it

Scratch the Surface

Those who use blogs and social networking

The best non-profits

Even if the budget is small, it never hurts to

A community is NOT always a necessary part

Easy, free access to distribution of your marketing

Links: 26 Charities and Non-Profits on Twitter

American Cancer Society

Easy, free way for people to really get involved

Like Photos and Videos

More human &

Dont forget to represent your events, your

Widgets can be placed

Goodwill uses social media to increase sales of its high-end merchandise

Brick & mortar stores during the two weeks following

Feature: Use of Twitter for Awareness.

Feature: The Brooklyn Museum

1. Outline Your 7. Enterprise Social

-- Scott Monty, Digital Comm. Manager, Ford Motors

New media channels and internet services have changed the

"The true goal of every type of social media or web

Educate as well as guide

Social Media is a NOT a universal answer!

Draft your social media policy

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