Social Media Essentials for Charities & Not-for-profits was a 3 hour workshop delivered at the Corporate Social Media Summit, 2011

1. CorporateSocialMedia Summit Social Media Essentials for Charities & NFPs March 2011 With Kate vanderVoort Sydney, Australia

2. Social Media is not a silver bullet. It is a tool and how you use it will dictate whether you raise funds or increase customer sales.

4. LinkedIn stats

5. Fastest growing on Facebook is 55-65 year old females

6. YouTube is the 2nd largest search engine in the world

9. People are going online to find what they are looking for – this includes a cause and comparing services

10. Younger and wealthier than an average audience

11. Online gifts are on average higher than offline

12. It is available while you sleep

13. A small budget can create big results

14. Customer and donor loyalty

16. Information on NFPs is becoming more and more available – transparency is key

17. Some Examples Raised $10M for a variety of charities Collaborative effort of multiple charities in Minnestota 42,624 people donated in 24 hours Raised $650,000 through Twitter for safe drinking water in developing countries Now have more than 1M followers on Twitter More than 45,000 fans on FB Launched February 2011 More than 150 dreams have been submitted to date with more than 8,000 votes on Facebook

18. 9 Steps to a SuccessfulSocial Media Strategy Do your research Understand your target market –what other sites, apps, competitions, events or information your target market seeking What is the competition doing? How are other brands using social media?

19. 9 Steps to a SuccessfulSocial Media Strategy Create a social media policy for your organisation What is the main focus of your social media? Fundraising, community building, customer service, information distribution Who will be responsible for the tone and content? Do staff post as people or brand? How do you deal with negative feedback/comments?

21. 9 Steps to a SuccessfulSocial Media Strategy Choose appropriate platforms & develop a consistent brand across all platforms Develop a content and posting strategy – how often? What kind of content? Develop an engagement strategy – who will respond and comment on your platforms? Who will go out and comment on others?

22. 9 Steps to a SuccessfulSocial Media Strategy Connect with your established donors, members, volunteers and staff. They will lead you to more people like them Link your platforms for greater traction Monitor the results and report back internally and externally Do more of what works and let go what doesn’t – it is all about quality content

23. Some hints to keep you out of trouble ‘Build it and they will come’ does not work on social media Decide whether the voice is a brand or a personal one Don’t self promote on other brands pages, blogs or sites Social media must be integrated to be effective

24. This is who I am as defined by who my friends are

25. Why Facebook? Ability to donors, members and volunteers into ambassadors Fastest growing user is Females aged 55 – 65 Ability for your donors, members, staff and volunteers to share their favourite cause or company with their friends Analytics help to give information about your page and what works with your target demographic Facebook advertising is very targetted – advertise to those with the same demographic as your donors

28. Top Tips for Facebook Posts that get engagement rank higher on people’s newsfeeds Ask open ended questions Use inspirational quotes When appropriate comment/share latest news Post manually not through a 3rd party provider Always include a link or picture Always respond where appropriate – the more you engage the higher the EdgeRank. You can target your posts to location

29. This is who I am as defined by what I’m doing right now

30. Why Twitter? Twitter allows you to share what you are doing within your charity or organisation with the rest of the world Short, sharp messages that people can share with others Many low cost innovative ways in which Twitter campaigns can be used Often when you follow people, they will follow you back – every one loves a good NFP

31. Top Tips for Twitter The more you give the more you get – engage with others – don’t just push information out Engage with other charities, other causes, bloggers, influencers, donors, supporters, volunteers Make your profile really clear and use searchable keywords that will help people find you Utilise the background – make it clean and clear in what you stand for or your call to action

32. Top Tips for Twitter Make your avatar clean and clear – it will be small so text is wasted in this space Reach out – have conversations, follow others, ask questions, retweet other great tweets Make the most of your 140 characters – use url shorteners and #hashtags that motivate your reader to click through to your site Use services that allow you to include a picture with your Tweet Engage corporate sponsors – but make sure there is a natural fit – if it is forced or contrived it won’t work

33. Community basedsupport Financialassistance Education assistance Hospital based support Introducing Redkite: Real needs, professional support The “must haves” – practical & grassroots support Support & care through the entire cancer journey Care and support of the whole family Reaching children and families wherever they are in Australia

34. A Twitter Case Study

35. A Local Success Story Redkite, Social Media, and TwestivalTweet, Meet, Give

37. A Twestival or Twitter-Festival is a single day, global movement using the power of social media to organise offline events that mobilize communities in support of a local cause

39. N2N & Fuel Communications

40. Team engagement

41. Thrilled to be part of this global movement for a good cause

44. SOLD OUT event X300 tickets

45. Sponsored prizes for auction

46. Cash donations

47. Funds raised on the night

48. The ask ‘dollar for tweet’ taken up by #welovesalesforce.com

50. Social media activity on the night

51. Global live video streaming

52. Networking opportunity

53. Ongoing engagement with Redkite

56. Who Was Tweeting?

57. Who Was Tweeting?

60. This is who I am as defined by what I look like & what I do

61. Why YouTube? Use YouTube to create your own customised channel You can show off your most effective fundraising efforts and show the benefits of peoples support and donations It is the 2nd largest search engine in the world People prefer video to text – the shorter the better Perfect for user generated content

62. Top Tips for YouTube Create customised background Build playlists of your favourite videos You can now create videos on YouTube without a camera youtube.com/create Add annotations to your video to encourage people to subscribe Use bulletins to communicate with your subscribers – share your own content or others Use video responses when someone asks a question in the comments

63. This is who I am as defined by what I know and want to share

65. Easy to update

66. An online archive of your best features and contributions to society

67. Search engines love blogs

68. Help put a human voice to your charity

72. This is who I am as defined by who I know in business

73. Why LinkedIn? 68% of users are over 35 74% of users have a degree Average income of people on LinkedIn is more than $100,000 per annum People update their own details – better than any database When someone recommends you on LinkedIn all their connections see it You can have a business page on LinkedIn You can be introduced to someone through LinkedIn

74. Why LinkedIn?

75. Australia has 1.92 million users on LinkedIn

79. Top Tips for LinkedIn Add a LinkedIn ‘Recommend’ button on your website Create a special membership group on LinkedIn to encourage discussion and participation or leadership development of you best supporters Put your events on LinkedIn Use your company profile for banner adds, video and testimonials (recommendations)

81. Measure Your Efforts As part of your strategy set measurable objectives Use a tool like Google analytics to analyse where your social media is working, how long people stay on your site, what actions they take etc Many platforms to measure social media impact TwitterCounter.com www.bitly.com

84. Tools www.twibbon.com The online version of a charity wristband. Create an icon that supporters use as their profile picture. www.yfrog.com Share pictures and video through Twitter www.audioboo.fm Share audio clips through Twitter & Facebook Upload photo & location with each clip www.bitly.com URL shortener – good for Twitter Use to track statistics of click throughs & activity www.addictomatic.com See what is being said about you and other topics relevant to you www.chipin.com Crowd funding widget – requires Paypal account

85. Blogs Worth Reading www.mashable.com/social-good www.bethkanter.org www.top3tips.com.au www.amysampleward.org www.futurefundraisingnow.com

86. In Closing One person, one connection, one conversation at a time Treat all donors as a major donor – those with little money can give their major networks You cannot NOT participate. If you don’t create it – people around you will create it for you. Blend online and offline – it is all about integration Be willing to let go of some control in return for greater reach Social media is about long term engagement – not something you dip in and out of Engage first – fundraise or sell later

88. www.facebook.com/redkitesupporters

89. Twitter @redkite

90. Linked In