Social Media

Giving Generations: Matures  Born 1945 or earlier  Ages 65 and older  US population = 39 million  Estimated 79% give  21% of giving population  $1, Ø per year

Giving Generations: Boomers  Born between  Ages  US population = 78 million  Estimated 67% give  35% of giving population  $ Ø per year

Giving Generation: Gen X  Born between  Ages  US population = 62 million  Estimated 58% give  24% of giving population  $796 Ø per year

Giving Generations: Gen Y  Born between  Ages  US population = 51 million  Estimated 56% give  19% of giving population  $ Ø per year

Naples Area  Matures + Boomers  71.3% of population  Gen Y + Gen X  28.1% of population

Who gives, how much?

American Giving

Generation: Info Channels

Properly Approached

Social Media, with purpose Your main tasks:  Produce compelling, moving and personal stories for your champions, online friends and supporters.  Build relationships with your online activist volunteers -- make friends so they tell their friends. Viral Marketing can’t be done, it needs to happen.

Distribution  Print  Mail  Website  RSS   Facebook  LinkedIn  Twitter Automate what’s the same, manage what’s different.

Step 1: Your Online Hub  Command Central = Your Website (blog)  newsletter provides only header/blurb and link to site (single article links)  Twitter post with link to site (single article)  Facebook activities with link to site (single article)  Where the donation button is  Where the signup form is

Step 2: Articles/Content Online  Single article in a blog = news engine (web log)  One topic 400 – 800 words  Graphic + text  Provide links for sharing  RSS feeds  Category + archives

Step 3: Engage Your Followers/Friends  Allow for comments on blog  Allow fans to post on your page  Treasure hunt with other organizations  Online surveys w/ prizes  Live stream/video  Participate in conversations with your online activist volunteers

Step 4: Measure  Define goals to set benchmarks  Measure online interactions  Open/clicks per  Shared links stats  Web stats referrers  ShortyURL stats, click rates  # of meaningful interactions Rinse, Repeat

What is a Blog?

Blogs in Plain English

What is a Blog?  Software engine installed on web server  Administered through a browser-based interface  Also accessible through external software to update content (desktop, mobile apps)  Allows for syndication & integration via RSS  Authors create and update content on the site  Integrate into website, with the other pages

Difference Webpage & Blogpost Web PageBlog Post  Page & sub-pages  Static  Information never/rarely changes (i.e., mission statement, location, etc.)  Link never changes  Post in categories  Dynamic/archived/perma- nent  Lead into page(s)  Organization news  Profiles, stories, struggles  Included in RSS feed

Example Sites  First Book First Book  Jewish Philanthropy Jewish Philanthropy  ASPCA Home Page ASPCA Home Page  ASPCA Caption Contest ASPCA Caption Contest  Episcopal Café Episcopal Café  NFN 4 Good NFN 4 Good

Links: Better Blogging Links:  George Orwell’s 5 Rules of Effective Writing PickTheBrain.com George Orwell’s 5 Rules of Effective Writing  Ernest Hemingways’ Top 5 Tips for Writing Well Ernest Hemingways’ Top 5 Tips for Writing Well copyblogger.com  5 Tips to Write Blog Posts 5 Tips to Write Blog Posts About.com: Blogging  Chris Brogan’s Best Advice About Blogging Chris Brogan’s Best Advice About Blogging ChrisBrogan.com

Leverage: Content Syndication  What is RSS?

Syndication: Examples  Via  AFASF Safety News AFASF Safety News  AFASF: 4 th July Send out: AFASF: 4 th July Send out:  Via Twitter:  TweetFeed  WP Plugins

Syndication Example: Blog to e-Newsletter  Example: Naples Press Club (NL) Example: Naples Press Club  Examples: Naples Press Club (Blog) Examples: Naples Press Club  Demo of MailChimp  List  Campaign  Design campaign  Test campaign  Schedule campaign  Receive campaign  Analyze measurements

Permission Based Mailing List  Opt-in only!  Don’t asked your staff to use their private to spam friends, without your supervision  Just because you have someone’s address, it doesn’t mean you can ‘spam’ them: high backlash potential!  If you use your own program -- What is BCC?  Complaints will get you banned from any of the marketing companies  ISP – marketing agreement for delivery

Metrics: Per Campaign

Metrics Per Campaign

Metric: Website

Consistency is Key: Ideas for Non-Profit Posts  Weekly site review of complementary websites  Review of online communities for beneficiaries - listen into conversations, contribute value  Interviews with your volunteers: Why volunteer? Why for this organization?  Photo contest for Halloween, Easter, etc. - post to Flickr group/room and have people vote on them  Ask: Who is our target audience, and why would they spend time on our website -- don’t write for yourself write for them

What’s next? Q & A  Slideshow online   Follow me on   me w/ ideas and questions   Blog on NFN4Good 