Using Social Media in Your Nonprofit: Day 2

1. Using Social Media in Your Nonprofit: Day 2 Prepared for

2. Agenda • How did the week go? • Twitter Gone Awry • Separating the Personal and the Professional • Social Media Policies • Fundraising with Social Media • Return on Investment • Homework

3. When Twitter Goes Awry

4. Do the Social Media Guys know any better?

5. Examples of Twitter gone wrong • Via @RedCross: Ryan found two more bottle packs of Dogfish Head's Midas Touch beer… when we drink we do it right #gettingslizzerd • Via @epicurious: In honor of Boston and New England, may we suggest: whole-grain cranberry scones! Epi.us/14sahKi • Via @ChryslerAutos:  I find it Ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive • Via @LiveNationON: Help us create a @radiohead photo album from the show! Share your Instagram photos from the show tonight with the hashtag #radioheadTO

6. Advice from Seth Godin (@sethgodin) Online interactions are largely expected to be intentional. On purpose. Planned. People assume you did stuff for a reason. Be clear, be generous, be kind. Can't hurt.

7. Legal Limits • The line between opinion and libel is blurry: • Chicago realty company sued tenant for $50,000 after she wrote that her apartment was moldy. • Blogger ordered to pay $1.8 million for calling someone a “failed lawyer.” • Suit filed by a chiropractor who received a negative review online was settled out of court.

8. So How Should We Do This? • Social media is no longer an option. • It’s already happening. Your organization is out there. People are talking about it. People are talking for it. If you spend too much time trying to control and manage and spin it, you’ll miss the party. And the point. • Know your organization’s strategic intent with social media. Be clear about it. What are you trying to accomplish?

9. So How Should We Do This? • Don’t censor. Don’t. • But: make sure you employees and volunteers are trained and know what to do. • From @sarvay: Letting the right people run free could be the smartest thing you do as an organization. Letting the wrong people run free, not so good. • Resist the temptation to turn over social media to an intern.

10. Do’s and Don’ts • Do tell stories. The most valuable use of social media is telling the stories that matter deeply to your community. What are the stories your organization needs to tell? • Do focus • Do reply - quickly • Don’t auto-post (post your Facebook status as a tweet, etc.) – example: @secondopiniontv • Don’t censor (Yes. That’s a repeat.) – instead, respond (when appropriate) or ignore (when the post is inappropriate. Caveat: always remove tweets that are indecent

11. Separating Personal from Professional • How and when? • Recommended: have personal and professional profiles on each platform • At the same time: some of the most effective social media practitioners use combination accounts (Example: @claire)

12. POLICIES: Three R’s • “In brief, the 3 Rs ask that when engaging in social media you be clear about who you are representing, youtake responsibility for ensuring that any references to Telstra are factually correct and accurate and do not breach confidentiality requirements, and that you show respect for the individuals and communities with which you interact. “ http://www.telstra.com.au/abouttelstra/media/docs/social-media-company-policy_final_150409.pdf accessed October, 2009

13. POLICIES: Internal Controls • “Oren Michels, CEO of Mashery, explains that people tend to interpret having the right to express themselves online as implying a lack of consequences when they say stupid things.” http://mashable.com/2009/06/02/social-media-policy-musts/ accessed October, 2009

14. POLICIES: IBM Social Media Policy These individual interactions represent a new model: not mass communications, but masses of communicators.

15. POLICIES: Social Media PR Policies • Where should we listen? • What should we say? • Who should do it? • What about internal controls?

16. How to be personal and authentic • Small group work

17. Fundraising and Social Media • Four Models • Donate Now- offering the opportunity to give when a user wants - a static button • Events • Grassroots - converting fans to fundraisers • Fund/Friend/Fan-raising

18. @Kanter “The key to success is that money  (in small amounts) flows into good causes based on the social capital that Twitter users create by building and cultivating their networks.  The Twitterverse is generous! ”

19. Fund/Friend/Fanraising • Solicit Blog Posts • Offer tweets and status messages • Posting coverphotos

20. Cause Marketing

21. Broad View of Fundraising • World AIDS Day 2011 • 400 gifts of only $100 – but unlimited amounts of PR, press, and good will generated.

22. Crowdsourced Fundraising

23. America’s Giving Winners

24. Chase Community Giving • 2,000,000 Fans • 500,000 Charities • 100 Charities receive $25,000 • Top Charity Receives 1MM • Invisible Children received 1.2M votes • Concerns about Fraud

25. Crowdfunding • Indiegogo (Jeanine LIKES this one ) • Kickstarter (no guaranteed payout) • Gofundme (no Paypal) • Crowdrise Each has different characteristics – pay special attention to the requirements for getting the money raised. http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/

26. Crowdfunding: Indiegogo

27. Matching Challenges

28. Timely, Broad Reach, Defined Purpose

29. Pennies in Protest 1.Decide you can do it! 2.Choose collaborators 3.Decide who gets the money 4.Set up a Facebook page 5.Set up collection page 6.Seed the account 7.Write an email 8.Write a press release 9.Spread the word 10.Contact traditional media 11.Other counter-protests 12.Distribute the money 13.Write a thank you note 14.Pay it forward http://www.penniesinprotest.com/ $14,000 in RVA in 5 days

30. Different Donors • Donor to Donor – ie. First Giving • Tap into wider range of givers • What others can do is often better than what you can do

31. Say thank you, often and creatively

32. People Raise Money • Essential lessons are still true • Ask for money. • Say thank you. • Ask again.

33. TXT Campaigns to Raise $$ • How do they work • What we can learn from Haiti • Why you shouldn’t launch one

34. TXT Campaigns to Raise $$

35. HAITI to 90999 • Red Cross Raised $24 million • Total Raised for Haiti is $200 million • Launched 3 hours after earthquake • Available only for US subscribers • Mgiving Donated fees

36. TXT Campaigns: Some Issues • Raising more than Money • History of the Story is Missing • Immediacy and Impact are not the Same • $500 set up fee • $399 is lowest plan • Engagement is nearly impossible

37. Twitter Tips • Use # to create a community around an event • Offer a prize (also to increase followers) • Donation widgets from crowdfunding platforms

38. In 2008, raised $10,000 in 48 hours Clear, Concise Goal Tangible product Affordable ask Urgency Hope as Tactic Multiple streams legitimized cause The network was already there Top Turkey Widget (chipin) Case Study: Tweetsgiving

39. What about ROI? • Return on Investment (ROI) is infamously hard to measure with social media – but getting easier! Key is to adopt your own metrics of measurement and the tweak as you go along.

40. Quantity vs. Quality • # of visits • # of RTs • # of replies • # of mentions • # of likes • # of views • # of clicks on link • # of new followers • # of comments • # of poll responses • # of unique visitors • Response to customer service messages • Acquisition of a new donor • Unprompted recruiting by follower • Actual conversation

41. The Magic Words In real estate, the magic words are “location, location, location” In social media, those words are :”conversation, conversation, conversation”

42. Video ROI • How many times was video watched? • How many times was it rated? • How many comments did it get? • How many times was it favorited? • How many times has it been embedded? • How many times has it been linked to?

43. Twitter goal: retweeting (& favoriting)

44. Twitter goal: conversation

45. Facebook goals: “likes” and comments “Call to action” status updates: soliciting the public’s help in specific lobbying, advocacy, or volunteering efforts “Community-building” status updates: promoting interactivity and dialogue

46. Bonus - Extra Time • QR Codes • Foursquare and location based • Instagram • Ifttt • Pinterest

47. Choose your Own Adventure: Homework • Design a Social Media Campaign for your Nonprofit • Incorporate 2 different tools • Prepare a presentation/report for board or senior management that details your • (10 slide power point or 2 page report)

48. Choose your Own Adventure: Homework • Create a Blog • Create a social media plan for your blog • Prepare a presentation/report for board or senior management that details your • Create a Video • Create a social media plan for your video • Create an Infographic • Create a social media plan for your infographic

49. What do I mean by Plan? • MANAGE - How will I manage social media day to day? • CONTENT - What 3-5 kinds of content will I post? • Provide one week of sample answers • MEASURE - How will I measure engagement? • PINPOINT -How will I differ my message from web, newsletter, and social media tools?

50. Helpful resources: • Twitter 4 Good – Claire Diaz-Ortiz • Social media for social good – Heather Mansfield • The NOW Revolution – Jay Baer & Amber Naslund • Beth Kanter’s blog: www.bethkanter.org • Mashable: www.mashable.com