Social Media for Non-Profits

"We need to be on Facebook" is a common refrain. Social media can help charities and non-profits recruit volunteers, attract clients that need their support, raise money, attract staff and more. But, we don't put the cart before the horse. Social media belongs within a broader communications strategy.

Transcript

1.  Social  Media  for  Non-­‐Profits   Heather  Badenoch,  Village  PR   Naima  Shegow,  Somali  Centre  for  Family  Services     October  16,  2013   Funded by:
2. IntroducJons   Hi.     I’m  Naima  Shegow.   Manager  of  Youth,   Projects,  MarkeJng   and  CommunicaJon.  
3. IntroducJons   Hi.     I’m  Heather  Badenoch.   Owner  and  Chief  Strategist.  
4. Heather @HeatherBadenoch Naima @MsShegow Funded by: Digital  Media  Project   •  Led  by  Immigrant  Women  Services  OTawa  in   collaboraJon  with  World  Skills  and   Somali  Centre  for  Family  Services.   •  To  understand  and  use  social  media  as  an   effecJve  tool  as  part  of  providing  services  to   clients,  communiJes  and  stakeholders.   •  Strengthen  other  seTlement  agencies.   •  Started  in  2011  and  ends  October  2013.  
5. Heather @HeatherBadenoch Naima @MsShegow Funded by: Agenda   •  Social  media  in  the  communicaJons  planning   context   •  Social  media  overview   •  Case  Study:  Somali  Centre  for  Family  Services   •  Policy  consideraJons   •  Free  tools   •  Measurement  
6. Heather @HeatherBadenoch Naima @MsShegow Funded by: CommunicaJons  Planning  Context   Long-­‐term  organizaJonal  strategic  goals   Long-­‐term  communicaJon  goals   Measurable   communicaJon   objecJves   Day-­‐to-­‐day   communicaJon   acJviJes  
7. Heather @HeatherBadenoch Naima @MsShegow Funded by: CommunicaJons  Plan  Goals   •  What  organizaJonal  goal(s)  does  this   communicaJons  plan  intend  to  support?   •  The  goals  are  the  what,  not  the  how.   –  Recruit  more  volunteers.   –  ATract  more  clients  that  need  our  services.   –  Make  our  event  successful.   •  “Awareness”  is  not  acJon.  
8. Heather @HeatherBadenoch Naima @MsShegow Funded by: Primary  Target  Audiences   Not  the  “general  public”.               Engage  the  right  people  in  the  right  way.  
9. Heather @HeatherBadenoch Naima @MsShegow Funded by: Who  is  Your  Primary  Target  Audience?   •  Look  back  at  your  goals  and  objecJves.   •  What  do  you  want  your  target  audience  to  DO?     –  Request  a  service   –  ATend  a  workshop   –  Donate,  buy  a  Jcket   –  Volunteer   –  Hire  a  newcomer   •  Media  are  a  channel,  not     an  audience.  
10. Heather @HeatherBadenoch Naima @MsShegow Funded by: Primary  Target  Audience  
11. Heather @HeatherBadenoch Naima @MsShegow Funded by: Geeng  to  know  you…   •  A  communicaJon  plan  is  built  on  fact,  not  ficJon  or   guesswork.   •  Use  surveys,  focus  groups,  data  you  already  collect.   •  How  does  each  audience  behave?   •  How  do  they  get  their  news?   •  What  websites  do  they  visit  ohen?   •  Are  they  using  social  media?  If  so,  which  one(s)?   •  Are  there  physical  locaJons  they  ohen  visit?   •  What  does  each  target  audience  already  understand  (or  not)   about  your  organizaJon?  
12. Heather @HeatherBadenoch Naima @MsShegow Funded by: Geeng  to  know  IWSO   From  recent  focus  groups:   –  IWSO  clients  found  out  about  IWSO  from  word  of   mouth  or  a  referral  from  another  agency.   –  IWSO  clients  use  Facebook,  but  not  TwiTer.   –  IWSO  clients  use  email.   –  Clients  do  not  know  that  IWSO  is  on  social  media.   –  Clients  rarely  visit  the  website,  if  at  all.   –  Clients  read  the  Metro  OTawa  newspaper  (free,   available  at  bus  stops).  
13. Heather @HeatherBadenoch Naima @MsShegow Funded by: Key  Messages   •  Three  messages  +  proof  (storytelling,  facts,  staJsJcs).   –  unique  value  proposiJon,  call  to  acJon,  values.   •  Tell  it  to  Nonna.   •  Messages  may  vary  by  target  audience.   •  You  will  Jre  of  your  message  before  anyone  else.  
14. Heather @HeatherBadenoch Naima @MsShegow Funded by: Key  Messages  Example   •  Rideau  Valley  Wildlife  Sanctuary  is  the  only  organizaJon   in  the  OTawa  region  licensed  to  admit  and  rehabilitate   wild  mammals  and  turtles.  The  sanctuary  has  admiTed   close  to  2,500  orphaned  and  injured  animals  since  we   opened  in  2005.   •  We're  here  to  help  the  OTawa  community  deal  with   wildlife  quesJons.  If  you  find  an  injured  or  orphaned   animal,  or  have  an  animal  denning  on  your  property,   first  visit  rideauwildlife.org  for  Jps  then  call  us  at   613-­‐258-­‐9480.       •  Our  capacity  to  care  for  animals  is  enJrely  dependent  on   the  level  of  public  donaJons  and  $100,000  is  needed  to   operate  each  year.  Last  year  we  admiTed  close  to  500   animals,  but  hundreds  more  needed  help.  
15. Heather @HeatherBadenoch Naima @MsShegow Funded by: And  Then…  Tools  and  TacJcs   •  Once  you  examine  each  target  audience  and  their   behaviours,  you  know  how  best  to  reach  them.   •  A  myriad  of  opJons   –  Website   –  Facebook,  TwiTer   –  Brochure   –  Workshop   –  Facebook   –  Blog   –  Etc….  Etc…  
16. Heather @HeatherBadenoch Naima @MsShegow Funded by: Social  Media:  Mobile  Context  
17. Heather @HeatherBadenoch Naima @MsShegow Funded by: Social  media   •  Free  tools,  but  Jme  consuming.   •  Two-­‐way  dialogue:  engagement  vs.  broadcast   Vs.  
18. Heather @HeatherBadenoch Naima @MsShegow Funded by: Who  is  Geeng  Social?   Source: Docstock. Pew Research Center.
19. Heather @HeatherBadenoch Naima @MsShegow Funded by: Facebook   •  18M  users  in  Canada.   •  54%  of  populaJon  and  65%  of  online  populaJon.   •  Largest  age  group  is  25-­‐34  (4.4M),  followed  by     18-­‐24.   •  14%  of  users  are  over  the  age  of  45   •  Fastest  growing  user  demographic  is  women  over  55.   •  46%  male  and  54%  female  users.   •  Facebook  collects  personal  data,  so  adverJsers  are   able  to  target  ads  to  ideal  audience.  
20. Heather @HeatherBadenoch Naima @MsShegow Funded by: Social  media  takes  Jme.  
21. Heather @HeatherBadenoch Naima @MsShegow Funded by:
22. Heather @HeatherBadenoch Naima @MsShegow Funded by: General  Social  Media  Set-­‐Up   •  Centrally  managed.   •  At  least  two  people  with  access  and   passwords.   •  Choose  visuals  –  logo  or  picture  that   represents  your  work?   •  Process  to  post  regularly,  and  respond  to   quesJons  and  comments  promptly.    
23. Heather @HeatherBadenoch Naima @MsShegow Funded by: Facebook  personal  page  vs.   business  page   •  A  personal  Profile  is  almost  always  set-­‐up  to  be   private  and  requires  that  someone  send  you  a   “friend  request”  to  see  your  posts.   •  A  business  Page  is  public  and  anyone  can  go  to  the   Page  and  “Like”  it.  The  “fans”  of  a  business  Page   have  opted  in  to  receive  the  informaJon  that  is   posted  on  that  Page.   –  Fans  can  see  the  business  Page’s  posts,  but  the  Page  can’t   see  fans’  posts.  
24. Heather @HeatherBadenoch Naima @MsShegow Funded by: What  is  Content?   •  90%  –  10%  rule.   •  Success  story.   •  Upcoming  workshop.   •  Behind-­‐the-­‐scenes  pictures  of  staff,  volunteers,  clients.   •  Words  of  graJtude  from  a  client.   •  Job  posJngs.   •  Volunteer  opportuniJes.   •  News  story  relevant  to  your  work.   •  Trivia  quesJon.   •  ArJcles  from  newsleTers,  the  annual  report,  etc.  
25. Heather @HeatherBadenoch Naima @MsShegow Funded by: Facebook  
26. Heather @HeatherBadenoch Naima @MsShegow Funded by: Facebook   Successful  posts  are:   •  Short:  Posts  between  100  and  250  characters  get   about  60%  more  likes,  comments  and  shares   •  Visual:  Pictures  and  videos  get  more  engagement   •  OpJmized:  Page  Insights  help  you  understand  for   your  followers’  behaviour,  e.g.  what  Jmes  people   engage  most  with  your  content  
27. Heather @HeatherBadenoch Naima @MsShegow Funded by:
28. Heather @HeatherBadenoch Naima @MsShegow Funded by: Results:  Beyond  “Likes”  
29. Heather @HeatherBadenoch Naima @MsShegow Funded by: Linking  Social  Media  to   CommunicaJons  Goals   Website   Media  coverage   Word  of  Mouth   Social  Media   NewsleTer   Contest   Slide  Source:  Robin  Blakely   Volunteer   Request  a  Service   Refer  a  Client   Awareness   ConnecJon   Engagement  
30. Heather @HeatherBadenoch Naima @MsShegow Funded by:
31. Heather @HeatherBadenoch Naima @MsShegow Funded by:
32. Heather @HeatherBadenoch Naima @MsShegow Funded by: Facebook  Ads  
33. Heather @HeatherBadenoch Naima @MsShegow Funded by: Facebook  Ads   •  Very  targeted  (think  of  all  the  informaJon  you   give  Facebook  about  yourself)   •  Write  brief  text  and  chose  a  picture   •  Chose  the  locaJon,  gender,  age,  likes  and   interests,  relaJonship  status,  workplace  and   educaJon  of  your  target  audience.  
34. Heather @HeatherBadenoch Naima @MsShegow Funded by: TwiTer  
35. Heather @HeatherBadenoch Naima @MsShegow Funded by: TwiTer  
36. Heather @HeatherBadenoch Naima @MsShegow Funded by: TwiTer   •  Same  to  set  up  an  organizaJon’s  account  as  a   personal  account  (unlike  a  Facebook  page).   •  Tweets  are  140  characters  or  less.   •  Post  messages,  share  pictures  and  videos,  link   to  websites  (shortened  URLs)  and  much  more.    
37. Heather @HeatherBadenoch Naima @MsShegow Funded by: TwiTer   •  News  ohen  comes  from  tradiJonal  media  outlets  and  the  reac/on   happens  on  TwiTer.   •  Make  use  of  hashtags  and  trending  topics.   •  Know  about  your  influencers  –  what  hashtags  are  they  following?  What   are  they  posJng  about?  
38. Heather @HeatherBadenoch Naima @MsShegow Funded by: TwiTer  Hashtags   •  put  "#"  before  certain  words  or  acronyms  in  a   tweet.   •  Hashtags  provide  a  way  to  group  messages.   •  Search  for  the  hashtag  and  get  the  set  of   messages  that  contain  it.   •  #oTnews  #ontpoli  #immemp  #cdnimm  
39. Heather @HeatherBadenoch Naima @MsShegow Funded by: TwiTer  Hashtags  
40. Heather @HeatherBadenoch Naima @MsShegow Funded by: Social  Media  PosJng  
41. Heather @HeatherBadenoch Naima @MsShegow Funded by: Case  Study:     Somali  Centre  for  Family  Services   New  Website:    scfsoTawa.org   Facebook  Page:  /somali.centre   TwiTer:  @ScfsOTawa   Like  us  on                    and  follow  us  on                        .  
42. Heather @HeatherBadenoch Naima @MsShegow Funded by: Case  Study:  SCFS   CommunicaJons   •  Goals:   –  CreaJng  online  visibility   –  EducaJng  community  and  public  on  the  types  of   services  SCFS  provides   –  PromoJng  programs   –  Establishing  a  relaJonship  with  the  community   •  ResulJng  in:  ATracJng  new  clients,  volunteers   and  possibly  new  donors  
43. Case  Study:  SCFS       Website   •  Developed  user-­‐friendly  template   •  Clear  design  and  navigaJon  by  department   •  Online  registraJon  forms  added   •  IntegraJng  page  analyJcs  (Google  AnalyJcs)  
44. Heather @HeatherBadenoch Naima @MsShegow Funded by: Case  Study:  SCFS   Social  Media   •  Chose  online  tools:  Facebook,  TwiTer  and  Flickr   •  Developed  training  manual  and  social  media  policy   •  Key  staff  idenJfied  and  trained,  then  integrated   social  media  into  their  daily  job  tasks   •  Scheduled  weekly  updates  for  tools  
45. Heather @HeatherBadenoch Naima @MsShegow Funded by: Case  Study:  SCFS   Web  Traffic  Sources  
46. Heather @HeatherBadenoch Naima @MsShegow Funded by: Case  Study:  SCFS  
47. Heather @HeatherBadenoch Naima @MsShegow Funded by: Case  Study:  SCFS  
48. Heather @HeatherBadenoch Naima @MsShegow Funded by: Social  media  policy   •  Social  media  policy   –  Different  from  a  social  media  communicaJons  plan   –  Guides  staff  conduct  on-­‐line  from  personal  accounts   –  Sets  standards  for  client  engagement:     e.g.  no  ‘friending’  when  there  is  professional-­‐client   relaJonship.   •  Crisis  response   –  DemonstraJng  how  to  have  a  crisis  conversaJon.   –  No  queue  jumping  through  social  media.   –  Management  values.  
49. Heather @HeatherBadenoch Naima @MsShegow Funded by: Key  Measurement  Indicators   •  Results  are  not  Jed  to  “likes”   or  “follows”.   •  Results  are  Jed  to  objecJves.   –  New  clients   –  Volunteers  recruited   •  Adjust  tacJcs  according  to   results.  
50. Heather @HeatherBadenoch Naima @MsShegow Funded by: Hootsuite  DemonstraJon  
51. QuesJons?   Heather  Badenoch   Email:  heather@villagepr.ca   Website:  villagepr.ca   Facebook:  Village  PR   TwiTer:  @heatherbadenoch   LinkedIn:  Heather  Badenoch   Phone:  613-­‐859-­‐8232   Naima  Shegow   Email:  N.Shegow@scfsoTawa.org   Website:  somalifamilyservices.org   Facebook:  Somali  Centre  for  Family  Services   TwiTer:  @ScfsOTawa  and  @MsShegow   LinkedIn:  Naima  Shegow   Phone:  613-­‐526-­‐2075