4. What’s your burning social media
question?
Find someone in the room you don’t know
Share it Twitter style! (140 characters is
the length of a headline)
“ReTweet” three times
5. How To Think Like
A Nonprofit Social Media
Marketing Genius
Beth Kanter, Beth’s Blog
http://beth.typepad.com
9. Social Media: Strategy Blocks
Community
Building &
Social
Generate Networking
Share Buzz
Story
Participate
Listen
Crawl ………..……Walk …….…….. Run ……..…………….Flyl
10. acticaches
Tool Selection
Community
Generate Building &
Share Buzz Social
Story Networking
Listen Participate
10hr 15hr
Pick the right the tools and sites
Less Time More time
13. To draw political attention to ongoing genocide in Darfur by
delivering 1 million postcards to be sent to Obama within his
first 100 days in office
19. #4: Engage and Build Relationships
Beth Kanter, Beth’s Blog
http://beth.typepad.com
20.
21. #5: Make It Easy To Spread
Your Content
Beth Kanter, Beth’s Blog
http://beth.typepad.com
22.
23.
24.
25.
26. #6: Understand the Tower and Cloud
Beth Kanter, Beth’s Blog
http://beth.typepad.com
27. The Tower and The Cloud
Flickr photos by jamesjordan
28. Common Concerns
Loss of control over their branding
and marketing messages
Dealing with negative comments
Addressing personality versus
organizational voice (trusting
employees)
Fear of failure
Perception of wasted of time and
resources
Suffering from information overload
already, this will cause more
29. Can employees participate on
organization time?
Should there be an oversight
committee?
Should the organization indicate
what employees do with their
personal use of social media?
Should employees disclose or hide
their organizational affiliation?
Discussion on possible scenarios
and resulting decisions
30. #7 No Instant Gratification
Beth Kanter, Beth’s Blog
http://beth.typepad.com
31. 9:00 • Monitor RSS
9:30 • Twitter
10:00 •Content Creation
11:00 •Social Networking
Allocate enough staff or volunteer time
41. “We spend more time figuring out whether something
is a good idea than we would have just trying it." -
Clay Shirky
42.
43. Eight Principles
1. Listen
2. Engage
3. Relationships with influencers
4. Make it easy to remix and distribute
5. Staff time and expertise
6. Assess organizational culture
7. The right metrics
8. Small pilots and reiterate
9. Allocate enough staff time and has the expertise to implement strategy
blasting out message
45. Causes: An Organizing Platform
• World’s largest online platform for activism
• Facebook application
• 60M users and 245,000 user-created causes
• Feed distribution to 200 million monthly active users on FB
• 8,000 official nonprofit partners
• Donations supported to all 1.5 million U.S. non-profits
• Donations up 10x over last 12 months
46. Decentralized Activism
• Anyone can create a cause
about an issue that matters to
them
• To raise money, a cause must
identify a registered 501c3
non-profit as the beneficiary
• Many non-profits have
hundreds or even thousands
of causes that benefit them
– e.g. The Humane Society of
the United States is benefited
by 1200 local causes.
47. What is a Cause?
A cause is an user-
driven online
advocacy group
that can:
• raise awareness
• build community
• facilitate dialogue
• fundraise
• promote petitions
48. Principle 1: Listening
• Go to the Causes Application
• Browse Causes in your Category
• Causes Exchange – http://exchange.causes.com
– Best Practices
– Success Stories
– Blog Posts
49. Principle 2: Get Started
• Become a Partner:
http://www.causes.com/partners/new
• Start a Cause: Click “Start a Cause” in the
Causes application
• Help! Someone started
a Cause for my
organization!
50. Principle 3: Build Relationships
• Recruit first
• Cause creators and
administrators for
your Organization
• The Hall of Fame
• People who post on the wall or write on
the discussion board
• Other related Causes
51. Principle 4: Remix, Distribute
• How to Communicate with your cause
members and supporters
• How do they Distribute it?
– Starting Causes for you
– Telling their friends about what you’re doing
through invitations, status messages, on
their wall
– Media Board
• How to encourage them to do that
52. Principle 5: Allocating Staff
Time
• The Causes You Run
• The Causes Others Run
• Campaigns
– Fundraising Goals
– Petitions
– Birthday Wish Drives
– What you’re doing offline
53. Principle 6: The Right Metrics
• Members and Dollars Donated
• A note about Fundraising
• Other Metrics
– Building Community
– Finding activists and super-supporters
– Petitions
– New recruits, demographics
– Storytelling
– Engagement
54. Principle 7: Small Pilots &
Failing
• I started it. It didn’t work. Causes must
not work for my organization.
• Starting multiple causes.
• Being transparent and engaging your
supporters.
• Ask your youngin’s
• Ask your supporters
55. Principle 8: Support & Benefits
• Blog/Resource Center:
http://exchange.causes.com
• Other Blogs - Hi Beth!
• susan@causes.com
• Benefits
– 2 Million Signature Petition
– Birthday Wish Raises $7,728
– Largest Cause: 5.4 Million Members!
– Camfed’s $100,000 Matching Donation
– Which nonprofits get those results (hint: it’s
not what you think)
56. The Power of Facebook
Causes
It took Camfed 13 years to grow its list of 10,000 emails. It will take
less than a year to grow that number 50 times larger.
57. Tactics to Play With
• Urgency
• Impact or the Issue
• Personal Recognition
• Getting Your Friends Involved
• Storytelling
• Contests, Incentives, and their creative
consequences
• Think about what works with your
supporters offline
• Ask Them!
