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Effective Social Media for Non-Profits

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Theresa Dreike
Theresa Dreike

An overview of using social media for non-profits, presented to Dr. Cynthia King's Communication 464 classes at Cal State Fullerton on Sept. 9, 2009. Includes specific applications and thoughts on using LinkedIn, Facebook and Twitter. Based on a presentation given by Cara Stewart at IABC/OC on Sept. 8, 2009.

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Get SocialEffective Social Media for Non-ProfitsSeptember 9, 2009Theresa Dreike
nonprofit 2.0 a revolution in human interaction & collaboration
discussion threads to spark ideasWhy is social media important?What types of social media could you use?How are other nonprofits benefiting?How can you create a social media state of mind?
what the blog? Meet the Web, version 2.0The second generation of Internet-based services and tools that let people collaborate and share information onlinesocial networking sitessocial bookmarkingsocial news sitessocial media monitoring Water cooler meets the Webtechnology, social interaction, words, pictures, activities
people dont like marketersoverloadedunderwhelmedpersonalization adaptabilityindividual value
out with the old in with the new (sorta)What you do now (interrupt)conferencesfriendraisersfundraisersbrochureware Web sitee-mail blastsprint adsradio adsdirect mailspecial eventsWhat you can add (permission)bloggingseo and semsocial mediasocial networkingrsstoolsvideoscontestscampaigns
start a conversation
blogging for the heart of donors Americas largest charities are turning to the Internet in an effort to increase awareness of their missions and to help connect with their constituencies. While these organizations are known for their nonprofit status and their fundraising campaigns, they demonstrate an acute awareness of the importance of Web 2.0 strategies in meeting their objectives. The University of Massachusetts Dartmouths Center for Marketing Research
tools + tactics continue the conversation41% online videos34% blogging34% social networking33% podcasting26% message boards13% wikis25% none
create the right atmosphereIts not marketings jobKnow what is being said about youlistening is twice as important as speakingGoogle Reader Consistently talk about yourselfblogs, podcasts, videoblogs, Twitter, etc. Build a communityNing
Effective Social Media for Non-Profits
Top Social NetworksLinkedIn Most used for professional engagementFacebook Seen as a place for the kids, however its growing into the place for brands Twitter Fastest growing user base is 35-55 age group
LinkedInFirst social network for businessLargest user base of any social networkUse groups to create conversations with connectionsAbility to send messages to groupPull in RSS feeds for important news to shareUse LinkedIns poll feature to ask specific questions for informal market researchAnswer questions to promote individuals and brands
FacebookCreate Fan Pages for brands, companies and non-profitsSame functionality as a personal pageSet to automatically update a Twitter profile when new info is postedCreate Cause Pages for non-profitsAbility to raise money through the cause pagePromote a specific portion of the non-profitEngage fans in a different more purposeful way
TwitterTwitter uses 140 characters to answer the question What are you doing?Twitter handles can be created for brands, companies and individualsExamples: @southwestair, @Printronix, @WHWM2W, @Lauras_House, @MercyHouseLCUse Tweets to promote: events, blog posts, LinkedIn groups, Facebook pages, Facebook causes, etc.One more way to promote and market content created by an organization
Twitter Ways to TweetTop Twitter Clients/AppsMashable Feb 2009 articleTwitstat Sept. 2009 listOnlineTwitter.comCoTweet (www.cotweet.com) HootSuiteTwitterFox Plug-in for FirefoxDesktopTweetDeckTwhirl (similar to IM)MobileTwitterberryTweetie (iPhone)UberTwitterText message
Social Media ToolsShorten URLswww.tinyurl.comwww.bit.lyDiggTwurlPhotosTwitPicTwitGoo
Measurement ToolsBe creative:Track money raised on Facebook causesFacebook Pages automatically tracks clicksCount ReTweets (RT) on TwitterCount conversationsSpecific tools:www.bit.ly: not only shortens URLs, also allows tracks click throughs livewww.Twitalyzer.com: measures influence, signal, generosity, velocity and cloutwww.twitscoop.com: measures trends in your Twitter stream
the revolution has begunwhere weve seen successes
generate record contributions & awarenessRaise funds for Lauras House Further establish a significant online presenceIncrease domestic violence awareness Create a self-sustaining means of responsiveness through pass it along suggestions
embrace new community & stakeholdersIntroduce organization beyond its donor baseForge relationships with community partnersInject fun into fun-raisingMove marketing into social mediasphereCreate champions that engage in other events
lets connectContact Me:Theresa Dreike714-862-1112 ext. 205 or theresa.dreike@wundermarx.comWeb site:www.wundermarx.comLinkedIn:www.linkedin.com/in/theresadreikeFacebook:www.facebook.com/tdreikeTwitter:www.twitter.com/prdreamer

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Effective Social Media for Non-Profits

  • 1. Get SocialEffective Social Media for Non-ProfitsSeptember 9, 2009Theresa Dreike
  • 2. nonprofit 2.0 a revolution in human interaction & collaboration
  • 3. discussion threads to spark ideasWhy is social media important?What types of social media could you use?How are other nonprofits benefiting?How can you create a social media state of mind?
  • 4. what the blog? Meet the Web, version 2.0The second generation of Internet-based services and tools that let people collaborate and share information onlinesocial networking sitessocial bookmarkingsocial news sitessocial media monitoring Water cooler meets the Webtechnology, social interaction, words, pictures, activities
  • 5. people dont like marketersoverloadedunderwhelmedpersonalization adaptabilityindividual value
  • 6. out with the old in with the new (sorta)What you do now (interrupt)conferencesfriendraisersfundraisersbrochureware Web sitee-mail blastsprint adsradio adsdirect mailspecial eventsWhat you can add (permission)bloggingseo and semsocial mediasocial networkingrsstoolsvideoscontestscampaigns
  • 8. blogging for the heart of donors Americas largest charities are turning to the Internet in an effort to increase awareness of their missions and to help connect with their constituencies. While these organizations are known for their nonprofit status and their fundraising campaigns, they demonstrate an acute awareness of the importance of Web 2.0 strategies in meeting their objectives. The University of Massachusetts Dartmouths Center for Marketing Research
  • 9. tools + tactics continue the conversation41% online videos34% blogging34% social networking33% podcasting26% message boards13% wikis25% none
  • 10. create the right atmosphereIts not marketings jobKnow what is being said about youlistening is twice as important as speakingGoogle Reader Consistently talk about yourselfblogs, podcasts, videoblogs, Twitter, etc. Build a communityNing
  • 12. Top Social NetworksLinkedIn Most used for professional engagementFacebook Seen as a place for the kids, however its growing into the place for brands Twitter Fastest growing user base is 35-55 age group
  • 13. LinkedInFirst social network for businessLargest user base of any social networkUse groups to create conversations with connectionsAbility to send messages to groupPull in RSS feeds for important news to shareUse LinkedIns poll feature to ask specific questions for informal market researchAnswer questions to promote individuals and brands
  • 14. FacebookCreate Fan Pages for brands, companies and non-profitsSame functionality as a personal pageSet to automatically update a Twitter profile when new info is postedCreate Cause Pages for non-profitsAbility to raise money through the cause pagePromote a specific portion of the non-profitEngage fans in a different more purposeful way
  • 15. TwitterTwitter uses 140 characters to answer the question What are you doing?Twitter handles can be created for brands, companies and individualsExamples: @southwestair, @Printronix, @WHWM2W, @Lauras_House, @MercyHouseLCUse Tweets to promote: events, blog posts, LinkedIn groups, Facebook pages, Facebook causes, etc.One more way to promote and market content created by an organization
  • 16. Twitter Ways to TweetTop Twitter Clients/AppsMashable Feb 2009 articleTwitstat Sept. 2009 listOnlineTwitter.comCoTweet (www.cotweet.com) HootSuiteTwitterFox Plug-in for FirefoxDesktopTweetDeckTwhirl (similar to IM)MobileTwitterberryTweetie (iPhone)UberTwitterText message
  • 17. Social Media ToolsShorten URLswww.tinyurl.comwww.bit.lyDiggTwurlPhotosTwitPicTwitGoo
  • 18. Measurement ToolsBe creative:Track money raised on Facebook causesFacebook Pages automatically tracks clicksCount ReTweets (RT) on TwitterCount conversationsSpecific tools:www.bit.ly: not only shortens URLs, also allows tracks click throughs livewww.Twitalyzer.com: measures influence, signal, generosity, velocity and cloutwww.twitscoop.com: measures trends in your Twitter stream
  • 19. the revolution has begunwhere weve seen successes
  • 20. generate record contributions & awarenessRaise funds for Lauras House Further establish a significant online presenceIncrease domestic violence awareness Create a self-sustaining means of responsiveness through pass it along suggestions
  • 21. embrace new community & stakeholdersIntroduce organization beyond its donor baseForge relationships with community partnersInject fun into fun-raisingMove marketing into social mediasphereCreate champions that engage in other events
  • 22. lets connectContact Me:Theresa Dreike714-862-1112 ext. 205 or theresa.dreike@wundermarx.comWeb site:www.wundermarx.comLinkedIn:www.linkedin.com/in/theresadreikeFacebook:www.facebook.com/tdreikeTwitter:www.twitter.com/prdreamer