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Social media for small budgets

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JD Lasica
JD Lasica

Here's the presentation JD Lasica will deliver May 3, 2012, at the Women's Funding Network in Los Angeles, including tips on how to use social media on the cheap for organizations with small budgets.

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Social media for small budgets! Women, Economics and Peace: 2012 Summit Los Angeles, May 3, 2012 JD Lasica Founder, Socialbrite.org jd@socialbrite.org
What we’ll cover today Big picture stuff Monitoring Twitter tactics Facebook tactics Mobile on the cheap Storytelling Use your community Social fundraising Q&A Hugs, tearful goodbyes
Relax! http://socialbrite.org/wfn Flickr photo “relaxation, the maldivian way” by notsogoodphotography
Today’s Twitter hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #wfn12 I’m @jdlasica
12 color handouts—be happy! http://socialbrite.org/wfn
Socialbrite Sharing Center http://socialbrite.org/sharing-center
Glossary for new terms http://socialbrite.org/glossary “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
THE ECOSYSTEM Types of social media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
Staggering growth 77% of online US adults are frequent social media users. 150 million active blogs; 1 million blog posts created per day Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp Twitter: 100+ million active users, 250 million tweets per day Flickr: 35 million people, 4 billion-plus photos YouTube: 3 billion videos watched per day 8 trillion text messages sent in 2011
L AY T H E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading?
Before you plunge in ... Understand that social media is a series of stages: crawl, walk, run, fly Do you have buy-in from top management? Cultural shift to sharing & transparency? Do you have a social media policy or guidelines? Do you have a Strategic Social Media Plan in place? Are you listening to your constituents & community? Have you built a program before you turn to a campaign? Have you identified and trained your team members?
Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
Begin with a strategy document
Strategic Plan elements 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on Action Plan & timeline Lay out metrics program Peer analysis
E S TA B L I S H B U S I N E S S G O A L S How can you use social media? 1. Raise public awareness of your mission or cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission
Map metrics to goals Business goals Things to measure • Grow email list # newsletter subscribers • Online visibility, branding increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
Best practices for the social Web Think of social media as a way to talk with your constituents, supporters and stakeholders. Build relationships. Good relationships take time. It’s not all about you. Offer value. Give more than you take. Be a connector. Reciprocate. Follow back. Empower supporters, don’t market to consumers.
Best practices for the social Web Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/products/services you promote. Trust each other. Learn as you go. Make mistakes. Dare to fail. Don’t be defensive — be open to critical feedback. Successful campaigns engender authentic enthusiasm. Social media still comes down to the cause or product. Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated. Remember: Audience is not the same as community.
Build community, not eyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before an Ask. Monitoring resources: socialbrite.org/wfn
Free & low-cost monitoring socialbrite.org/wfn
TWITTER Make Twitter work for you Staff should be trained on how to use Twitter. Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing. Be yourself, be conversational, lose the marketing jargon. Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts. #1 traffic driver: retweets. Use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
JD’s 60-30-10 Twitter rule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
Doing Twitter right Australian Social Innovation Exchange @AuSIX
Use hashtags to join conversations Find relevant hashtags through Twitter Search or tagdef.com Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media At left, widget at: http://journchat.info
Prospecting on Twitter http://search.twitter.com
Search by location Twitter Advanced Search
Tweeting about breast cancer in LA
Other ways to search on Twitter Search operators
Save your Twitter searches Step 1 Step 2
ADVOCACY CASE STUDY SMA: Tweet for a Cure 2,912 people have tweeted reaching 1.6 million followers Gwendolyn Strong Foundation: thegsf.org
Leveraging public records
FACEBOOK Facebook: The social network 900 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
Facebook’s Timeline
Public figure pages
Give your content a social life Conversation, not marketing
Facebook ♡s live events
EXERCISE Get into those news feeds! Facebook rewards conversation, punishes ‘bullhorn updates’ http://bit.ly/edgerank-checker
MOBILE Don’t overlook mobile New Goodwill Bay Area app
EXERCISE Create a mobile calling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
Is your site mobile-ready? WPtouch Pro, UppSite for mobile phones, Onswipe for iPad
S T O RY T E L L I N G : C O N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
Your nonprofit is a media outlet Awareness > Influence > Action > Impact
STORYTELLING Tell a personal story Find emotional core, use videos or photos to make us feel invisiblepeople.tv
Find your internal storytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts
USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
Open your blog to guest posts
S T U D Y W H AT W O R K S Involve your supporters 350.org livestrong.org
Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.
Remove barriers to participation Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org Top: Facebook Comments on HowStuffWorks.com.
Use social love handles! Generate an Attention Wave to socialize your campaign
The awesome power of free Free content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio Techsoup Free services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social Media Free software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
flickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!
CAUSES Causes now supports campaigns Post an Action
Use quizzes
SOCIAL FUNDRAISING Chunk it out give2gether: 1,000 people x $1,500
Metrics on network effect
SOCIAL MEDIA DASHBOARDS Pace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Salsa Crowdbooster Netvibes roundup: Spredfast http://bit.ly/smdash
Integrate social into the culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
Key takeaways Begin with an aligned strategy, not with the tools. Listen & measure! Evaluate, iterate, relaunch. Tell your wonderful stories Use your community — your biggest resource: your supporters!
Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: jd@socialbrite.org Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/wfn

More Related Content

Social media for small budgets

  • 1. Social media for small budgets! Women, Economics and Peace: 2012 Summit Los Angeles, May 3, 2012 JD Lasica Founder, Socialbrite.org jd@socialbrite.org
  • 2. What we’ll cover today Big picture stuff Monitoring Twitter tactics Facebook tactics Mobile on the cheap Storytelling Use your community Social fundraising Q&A Hugs, tearful goodbyes
  • 3. Relax! http://socialbrite.org/wfn Flickr photo “relaxation, the maldivian way” by notsogoodphotography
  • 4. Today’s Twitter hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #wfn12 I’m @jdlasica
  • 5. 12 color handouts—be happy! http://socialbrite.org/wfn
  • 6. Socialbrite Sharing Center http://socialbrite.org/sharing-center
  • 7. Glossary for new terms http://socialbrite.org/glossary “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
  • 8. THE ECOSYSTEM Types of social media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
  • 9. Staggering growth 77% of online US adults are frequent social media users. 150 million active blogs; 1 million blog posts created per day Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp Twitter: 100+ million active users, 250 million tweets per day Flickr: 35 million people, 4 billion-plus photos YouTube: 3 billion videos watched per day 8 trillion text messages sent in 2011
  • 10. L AY T H E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading?
  • 11. Before you plunge in ... Understand that social media is a series of stages: crawl, walk, run, fly Do you have buy-in from top management? Cultural shift to sharing & transparency? Do you have a social media policy or guidelines? Do you have a Strategic Social Media Plan in place? Are you listening to your constituents & community? Have you built a program before you turn to a campaign? Have you identified and trained your team members?
  • 12. Have you defined a clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  • 13. Begin with a strategy document
  • 14. Strategic Plan elements 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on Action Plan & timeline Lay out metrics program Peer analysis
  • 15. E S TA B L I S H B U S I N E S S G O A L S How can you use social media? 1. Raise public awareness of your mission or cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission
  • 16. Map metrics to goals Business goals Things to measure • Grow email list # newsletter subscribers • Online visibility, branding increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
  • 17. Best practices for the social Web Think of social media as a way to talk with your constituents, supporters and stakeholders. Build relationships. Good relationships take time. It’s not all about you. Offer value. Give more than you take. Be a connector. Reciprocate. Follow back. Empower supporters, don’t market to consumers.
  • 18. Best practices for the social Web Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/products/services you promote. Trust each other. Learn as you go. Make mistakes. Dare to fail. Don’t be defensive — be open to critical feedback. Successful campaigns engender authentic enthusiasm. Social media still comes down to the cause or product. Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated. Remember: Audience is not the same as community.
  • 19. Build community, not eyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
  • 20. Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before an Ask. Monitoring resources: socialbrite.org/wfn
  • 21. Free & low-cost monitoring socialbrite.org/wfn
  • 22. TWITTER Make Twitter work for you Staff should be trained on how to use Twitter. Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing. Be yourself, be conversational, lose the marketing jargon. Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts. #1 traffic driver: retweets. Use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
  • 23. JD’s 60-30-10 Twitter rule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
  • 24. Doing Twitter right Australian Social Innovation Exchange @AuSIX
  • 25. Use hashtags to join conversations Find relevant hashtags through Twitter Search or tagdef.com Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media At left, widget at: http://journchat.info
  • 26. Prospecting on Twitter http://search.twitter.com
  • 27. Search by location Twitter Advanced Search
  • 28. Tweeting about breast cancer in LA
  • 29. Other ways to search on Twitter Search operators
  • 30. Save your Twitter searches Step 1 Step 2
  • 31. ADVOCACY CASE STUDY SMA: Tweet for a Cure 2,912 people have tweeted reaching 1.6 million followers Gwendolyn Strong Foundation: thegsf.org
  • 33. FACEBOOK Facebook: The social network 900 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  • 36. Give your content a social life Conversation, not marketing
  • 38. EXERCISE Get into those news feeds! Facebook rewards conversation, punishes ‘bullhorn updates’ http://bit.ly/edgerank-checker
  • 39. MOBILE Don’t overlook mobile New Goodwill Bay Area app
  • 40. EXERCISE Create a mobile calling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
  • 41. Is your site mobile-ready? WPtouch Pro, UppSite for mobile phones, Onswipe for iPad
  • 42. S T O RY T E L L I N G : C O N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
  • 43. Your nonprofit is a media outlet Awareness > Influence > Action > Impact
  • 44. STORYTELLING Tell a personal story Find emotional core, use videos or photos to make us feel invisiblepeople.tv
  • 45. Find your internal storytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts
  • 46. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
  • 47. Open your blog to guest posts
  • 48. S T U D Y W H AT W O R K S Involve your supporters 350.org livestrong.org
  • 49. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.
  • 50. Remove barriers to participation Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org Top: Facebook Comments on HowStuffWorks.com.
  • 51. Use social love handles! Generate an Attention Wave to socialize your campaign
  • 52. The awesome power of free Free content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio Techsoup Free services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social Media Free software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
  • 53. flickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!
  • 54. CAUSES Causes now supports campaigns Post an Action
  • 56. SOCIAL FUNDRAISING Chunk it out give2gether: 1,000 people x $1,500
  • 58. SOCIAL MEDIA DASHBOARDS Pace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Salsa Crowdbooster Netvibes roundup: Spredfast http://bit.ly/smdash
  • 59. Integrate social into the culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
  • 60. Key takeaways Begin with an aligned strategy, not with the tools. Listen & measure! Evaluate, iterate, relaunch. Tell your wonderful stories Use your community — your biggest resource: your supporters!
  • 61. Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
  • 62. Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: jd@socialbrite.org Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/wfn