What nonprofits  should know about  Social Media... A seminar for the 2009 GNLC Copyright 2009, Deltina Hay
With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbSocial.com... Author of A Survival Guide to Social Med...
What we will discuss... <ul><li>What is social media (The Social Web)
Why you should care...
How you can use the Social Web
Best practices in using social media
Building an  optimized  foundation in the Social Web
Integrating your Social Web presence
Resources </li></ul>
What is the Social Web (Social Media)? <ul><li>Online tools and Websites that allow people to: </li><ul><li>Share
Interact
Collaborate </li></ul><li>Built using similar technologies, so are easily integrated
Most are free ( all  the tools mentioned here are) </li></ul><ul><li>More than just blogging, Facebook, and Twitter... </l...
What is the Social Web? <ul><li>Blogs
Social Networking (Facebook, LinkedIn)
Micro-blogging (Twitter)
Media Sharing Communities (Flickr/YouTube)
Social Bookmarking & Crowd-Sourcing (delicious, digg)
Viral widgets and social applications
Social Media Newsrooms
Social calendars and event sites (upcoming, eventbrite)
Social Pages (Netvibes, Squidoo, Hubpages)
Document Sharing (Scribd, Slideshare) </li></ul>
Why the Social Web?  ( http://www.internetworldstats.com  - September, 2009)
Why the Social Web? <ul><li>Add these facts  (from http://PewInternet.org): </li><ul><li>20% of Internet users use Twitter...
At 253 million users, that is 28 million (and growing monthly) </li></ul><li>46% of Adult Internet users (over 18) use Fac...
116 million users </li></ul></ul><li>And it becomes obvious that it  is  the future of the Internet </li></ul>
Why the Social Web? <ul><li>Internet users have new expectations </li><ul><li>The tools may change, but expectations will ...
Driving traffic through SEO is not enough, need to increase your reach... </li></ul>
The Rule of Thirds...for your online presence  (from Beth Kanter - beth.typepad.com) : <ul><li>1/3 Web presence
1/3 One-way (email, newsletters, Adwords, etc.)
1/3 Social media </li></ul>
How you can use it... <ul><li>Advocacy
Awareness
Fundraising
Inspiring action
Influencing change </li></ul>
Best practices... <ul><li>Know what you want – what are your goals?
Define & listen to your audience (see following slide)
Create a strategy that fits
Build a Social Web presence
Develop procedures for maintaining it... </li></ul>
Best practices... how social media users discuss philanthropy   (http://mashable.com/2009/03/26/social-media-nonprofit-stu...
The Rule of Thirds...for content  ( from Cision Global Media) <ul><li>Make 1/3 of your content promotional: what great thi...
Make 1/3 of your content worth sharing: articles or other relevant content you have discovered that you think others might...
Make 1/3 of your content conversation oriented: converse with others, create a dialogue, increase your “social capital” </...
Building a Solid Foundation in the Social Web <ul><li>Create a strategy based on your needs
Prepare and optimize your content
Implement and optimize your tools
Integrate your tools
Evaluate what it working </li></ul>
A  Realistic  Beginning Strategy <ul><li>Blog
Facebook presence
LinkedIn profile
Twitter account
Flickr account
YouTube account </li></ul>
Preparing Your Content <ul>Key Terms! Key Terms! Key Terms! <li>Use Google Keyword Tool to research good key terms (AKA ke...
Use them in: </li><ul><li>Blogs: </li><ul><li>In post body, within titles, as categories and tags </li></ul><li>Social net...
Preparing Your Content <ul><li>Prepare & Gather (using key terms): </li><ul><li>Short and long Bios
Short and long descriptions of organization
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GNLC Social Media for Nonprofits

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As presented to the 2009 GNLC in Dallas by Deltina Hay. Hay talks about how a nonprofit can use social media, and how to create and integrate an optimized Social Web presence.

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  • Since I have been working for animal shelter as volunteer I do appreciate any tools that can help raise more money for helping abandoned animals. Social media has become not a great channel to get the homeless animals new homes! Great power point and great cause! I agree what you give is what you get and that doesn't just apply in social media but in real life too;)
    Thank you for making this available!
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GNLC Social Media for Nonprofits

  1. 1. What nonprofits should know about Social Media... A seminar for the 2009 GNLC Copyright 2009, Deltina Hay
  2. 2. With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbSocial.com... Author of A Survival Guide to Social Media and Web 2.0 Optimization (found or requested anywhere books are sold) [email_address] @deltina
  3. 3. What we will discuss... <ul><li>What is social media (The Social Web)
  4. 4. Why you should care...
  5. 5. How you can use the Social Web
  6. 6. Best practices in using social media
  7. 7. Building an optimized foundation in the Social Web
  8. 8. Integrating your Social Web presence
  9. 9. Resources </li></ul>
  10. 10. What is the Social Web (Social Media)? <ul><li>Online tools and Websites that allow people to: </li><ul><li>Share
  11. 11. Interact
  12. 12. Collaborate </li></ul><li>Built using similar technologies, so are easily integrated
  13. 13. Most are free ( all the tools mentioned here are) </li></ul><ul><li>More than just blogging, Facebook, and Twitter... </li></ul>
  14. 14. What is the Social Web? <ul><li>Blogs
  15. 15. Social Networking (Facebook, LinkedIn)
  16. 16. Micro-blogging (Twitter)
  17. 17. Media Sharing Communities (Flickr/YouTube)
  18. 18. Social Bookmarking & Crowd-Sourcing (delicious, digg)
  19. 19. Viral widgets and social applications
  20. 20. Social Media Newsrooms
  21. 21. Social calendars and event sites (upcoming, eventbrite)
  22. 22. Social Pages (Netvibes, Squidoo, Hubpages)
  23. 23. Document Sharing (Scribd, Slideshare) </li></ul>
  24. 24. Why the Social Web? ( http://www.internetworldstats.com - September, 2009)
  25. 25. Why the Social Web? <ul><li>Add these facts (from http://PewInternet.org): </li><ul><li>20% of Internet users use Twitter or some other service to share status updates about themselves, or to keep tabs on others </li><ul><li>up from 11% three months prior
  26. 26. At 253 million users, that is 28 million (and growing monthly) </li></ul><li>46% of Adult Internet users (over 18) use Facebook, LinkedIn, or MySpace </li><ul><li>up from 8% in 2005
  27. 27. 116 million users </li></ul></ul><li>And it becomes obvious that it is the future of the Internet </li></ul>
  28. 28. Why the Social Web? <ul><li>Internet users have new expectations </li><ul><li>The tools may change, but expectations will not </li></ul><li>Need an entire (Social) Web presence to succeed
  29. 29. Driving traffic through SEO is not enough, need to increase your reach... </li></ul>
  30. 30. The Rule of Thirds...for your online presence (from Beth Kanter - beth.typepad.com) : <ul><li>1/3 Web presence
  31. 31. 1/3 One-way (email, newsletters, Adwords, etc.)
  32. 32. 1/3 Social media </li></ul>
  33. 33. How you can use it... <ul><li>Advocacy
  34. 34. Awareness
  35. 35. Fundraising
  36. 36. Inspiring action
  37. 37. Influencing change </li></ul>
  38. 38. Best practices... <ul><li>Know what you want – what are your goals?
  39. 39. Define & listen to your audience (see following slide)
  40. 40. Create a strategy that fits
  41. 41. Build a Social Web presence
  42. 42. Develop procedures for maintaining it... </li></ul>
  43. 43. Best practices... how social media users discuss philanthropy (http://mashable.com/2009/03/26/social-media-nonprofit-study/)
  44. 44. The Rule of Thirds...for content ( from Cision Global Media) <ul><li>Make 1/3 of your content promotional: what great things are going on with your organization, fundraising, calls to action, etc.
  45. 45. Make 1/3 of your content worth sharing: articles or other relevant content you have discovered that you think others might find interesting
  46. 46. Make 1/3 of your content conversation oriented: converse with others, create a dialogue, increase your “social capital” </li></ul>
  47. 47. Building a Solid Foundation in the Social Web <ul><li>Create a strategy based on your needs
  48. 48. Prepare and optimize your content
  49. 49. Implement and optimize your tools
  50. 50. Integrate your tools
  51. 51. Evaluate what it working </li></ul>
  52. 52. A Realistic Beginning Strategy <ul><li>Blog
  53. 53. Facebook presence
  54. 54. LinkedIn profile
  55. 55. Twitter account
  56. 56. Flickr account
  57. 57. YouTube account </li></ul>
  58. 58. Preparing Your Content <ul>Key Terms! Key Terms! Key Terms! <li>Use Google Keyword Tool to research good key terms (AKA keywords/tags)
  59. 59. Use them in: </li><ul><li>Blogs: </li><ul><li>In post body, within titles, as categories and tags </li></ul><li>Social networking: </li><ul><li>In profiles, postings, and status upgrades </li></ul><li>Images and Video Clips: </li><ul><li>In file names, descriptions, and tags </li></ul></ul></ul>
  60. 60. Preparing Your Content <ul><li>Prepare & Gather (using key terms): </li><ul><li>Short and long Bios
  61. 61. Short and long descriptions of organization
  62. 62. Images and video clips with tags, descriptions, and file names
  63. 63. Other content to use as posts </li></ul></ul>
  64. 64. Implementing and Optimizing Tools: Blogs <ul><li>What is a Blog? </li><ul><li>Chronological and categorized list of entries
  65. 65. A blog is an RSS feed </li></ul><li>What is an RSS feed? </li><ul><li>RSS=Really Simple Syndication
  66. 66. A “simple” way to subscribe to information
  67. 67. New entries are “fed” to subscribers automatically
  68. 68. Think of it as a steady stream or flow of information... </li></ul></ul>
  69. 69. Implementing and Optimizing Tools: Blogs <ul><li>Options for starting a blog: </li><ul><li>Host it yourself (WordPress.org)
  70. 70. Free or nearly free options: </li><ul><li>WordPress.com
  71. 71. Typepad.com
  72. 72. Blogger.com </li></ul></ul></ul>
  73. 73. Implementing and Optimizing Tools: Blogs <ul><li>Optimizing your blog: </li><ul><li>Remember your key terms
  74. 74. Add your blog to FeedBurner.com
  75. 75. Use a good search engine optimization plugin
  76. 76. Add to many blog directories like Technorati
  77. 77. Make it easy for others to subscribe and share... </li></ul></ul>
  78. 78. Blog Subscription Options (subscribe using email, RSS feed reader, or AddtoAny.com widget...)
  79. 79. AddtoAny Service... subscription Options (once the widget is clicked)
  80. 80. AddtoAny Service... sharing Options (once the widget is clicked)
  81. 81. Subscribing to a Blog via Email (what the subscriber receives)
  82. 82. Subscribing to a Blog via Feed Readers
  83. 83. Make it easy to share every post (using a widget like the “bookmark and “tweet this” widgets below)
  84. 84. Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn) <ul><li>Represent yourself authentically
  85. 85. Follow submission guidelines
  86. 86. Complete profiles completely
  87. 87. Join or start groups
  88. 88. Use key terms in your profiles
  89. 89. Use applications to enhance your presence
  90. 90. Know the difference between a Facebook Profile and a Facebook Page... </li></ul>
  91. 91. A Facebook Page is for Your Business or Organization
  92. 92. A Facebook Profile is for You
  93. 93. Red Cross Facebook Page
  94. 94. Red Cross Facebook Page (with Causes Application)
  95. 95. An Optimized LinkedIn Profile (entire profile filled out with key terms weaved throughout)
  96. 96. An Optimized LinkedIn Profile (have joined many groups and using applications)
  97. 97. An Optimized LinkedIn Profile
  98. 98. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>As a blogging tool: used for posting short posts or updates
  99. 99. As a social network: used to interact in real-time
  100. 100. Organizations and individuals gain “followers” </li></ul>
  101. 101. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>Keep a consistent message
  102. 102. Use key terms in posts to aid in search
  103. 103. Utilize directories like WeFollow.com
  104. 104. Utilize tools like TweetDeck and HootSuite
  105. 105. “ Tastefully” personalize your Twitter page – Twitbacks.com is a good tool
  106. 106. Use attribution when posting other people's info
  107. 107. Use Twitter lists... </li></ul>
  108. 108. Twitter Profile with branded background
  109. 109. Twitter for nonprofits (with lists)
  110. 110. Twitter for nonprofits (microfunding)
  111. 111. Twitter for nonprofits (other tools)
  112. 112. Implementing and Optimizing Tools: Media Communities (Flickr and YouTube) <ul><li>Share images on Flickr & Video on YouTube
  113. 113. Use key terms in: </li><ul><li>Files names
  114. 114. Descriptions
  115. 115. Tags
  116. 116. Meta information
  117. 117. Landing pages </li></ul><li>Create playlists on YouTube even if you don't have video of your own </li></ul>
  118. 118. Dalton Publishing's Flickr Account (key terms in file names, descriptions, and tags)
  119. 119. Yahoo! Search on “bookpeople” (only one image is BookPeople's, the rest are Dalton's – power of optimizing)
  120. 120. Dalton Publishing's YouTube Playlists (none are their videos, but they use the playlists to create galleries)
  121. 121. Integrating Your Social Web Presence <ul><li>Social Web is an integrated system
  122. 122. Make your tools work together using: </li><ul><li>RSS feeds
  123. 123. Widgets & Badges
  124. 124. Applications & Plugins </li></ul></ul>
  125. 125. Integrating with RSS Feeds (click on options/settings on your profile, then import feeds from your other social web accounts)
  126. 126. Integrated Facebook Profile (importing RSS feeds from 2 blogs and Flickr)
  127. 127. Integrating with Widgets & Badges (video gallery widget from YouTube, Flickr badge, upcoming.org widget showing events, and FriendFeed widget)
  128. 128. Integrating with Applications (i.e. Facebook applications on a Facebook page: My Flickr for importing images, YouTube Box for importing video, Social RSS for importing blogs)
  129. 129. Integrating with Applications (Red Cross using the Causes application and YouTube Box)
  130. 130. Integrating with Plugins (showing 2 image galleries using a Flickr plugin for WordPress – so that whenever images are added to Flickr, they show up here, too)
  131. 131. Creating an Integration Plan Want to create a plan that will streamline the following tasks: 1. Distributing our RSS feed 2. Updating our short status updates (including Twitter) 3. Distributing our images 4. Distributing our video clips The goal is to try and only enter content one time and in one place...so we create a map for each...
  132. 132. A Realistic Beginning Strategy (revisited) <ul><li>Blog
  133. 133. Facebook presence
  134. 134. LinkedIn profile
  135. 135. Twitter account
  136. 136. Flickr account
  137. 137. YouTube account </li></ul>
  138. 138. Integration Map Distributing Blog/RSS feed:
  139. 139. Integration Map Updating status updates and Twitter posts:
  140. 140. Integration Map Distributing Images:
  141. 141. Integration Map Distributing Video:
  142. 142. Evaluate What is Working <ul><li>Phase out tools that are not working
  143. 143. Integrate & optimize new tools carefully
  144. 144. Keep abreast of new features in existing tools
  145. 145. Only you know what is working best for your organization...
  146. 146. Base success on original goals </li></ul>
  147. 147. Resources <ul><ul><li>Beth's Blog: How Nonprofits Can Use Social Media To Achieve Mission ( http://beth.typepad.com/ )
  148. 148. Nonprofit Technology Network ( http://www.nten.org/ )
  149. 149. We Are Media ( http://www.wearemedia.org/ )
  150. 150. Social Brite ( http://www.socialbrite.org )
  151. 151. Internet World Stats ( http://www.internet worldstats.com
  152. 152. Pew Internet ( http://www.pewinternet.org )
  153. 153. Mashable.com </li></ul></ul>
  154. 154. Presenter Contact Information: <ul><li>Deltina Hay </li><ul><li>SocialMediaPower.com
  155. 155. PlumbSocial.com (to create and integrate your Social Web presence)
  156. 156. [email_address]
  157. 157. @deltina </li></ul><li>Buy the book on Amazon, SocialMediaPower.com, or anywhere books are sold... </li><ul><li>400 pages
  158. 158. Fully indexed
  159. 159. Resource CD with fillable forms to help you organize
  160. 160. Five star reviews
  161. 161. Used in universities </li></ul></ul>

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