SOCIAL MEDIA for NON-PROFIT ORGANISATIONS Carla Ferreira 1 November 2012 Johannesburg.

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Presentation transcript:

SOCIAL MEDIA for NON-PROFIT ORGANISATIONS Carla Ferreira 1 November 2012 Johannesburg

The Hype

Facebook users globally Facebook users in the South Africa, which makes it #34 in the ranking of all Facebook users by country. 80% of Internet users in SA

The Hype - Twitter

The Hype – Twitter (continued)

Top social networks SA Mxit – Facebook – 4.8 million BBM – Twitter – 1.1 million LinkedIn – 1.1 million Google+ – Pinterest? 63% of South African smartphone users access social networks daily.

Twitter Case Studies

Twitter Case Study #1 – Doctors Without Borders SA (MSF SA)

Twitter Case Study #2 – charity: water

Twitter Case Study #3– Brothers for Life Story telling on Twitter

Twitter tips Engage: At best Twitter is not a broadcast medium, it’s a forum for discussion Add value Follow back Thank supporters, Activists and volunteers Reply to tweets Retweet relevant content Create lists

Twitter tips (continued) Top Keywords to get retweets: – you – twitter – please – retweet – post – blog – social – free – media – help – please retweet – great – social media – 10 – follow – how to – top – blog post – check out – new blog post

Facebook case studies

Case Study #1 – Happy Africa Foundation

Case Study #2 – Charity: Water

Case Study #3 – Endangered Wildlife Trust Using your cover photo to promote events

Case Study #4 – Door of Hope Promoting an event through your cover photo

Case Study #5 – I love Cape Town Using a contest to generate activity and engagement

Telling a story with video Your cause’s own TV channel YouTube is more than a video-sharing site; it's many communities of active and engaged users

Case Study #1 – CANSA Shavathon Community-generated content Sometimes more popular than a professional video!

Case Study #2 – Derma Blend Telling a story of transformation

Case Study #3 – LifeXchange A different story of transformation

Campaigns integrating various social media networks

Case Study #1 – BlueCross BlueShield of Minnesota Engaging with your audience

Case Study #2 – Egyptian Revolution

Facebook Organise protests, coordinate Twitter Shaping the narrative Accelerate the revolution Putting pressure on the international community YouTube Amplification of what’s happening on the ground

Pinterest Case Studies

Case Study #1 – charity: water Events, projects, fundraising ideas

Case Study #2 – CANSA Different projects, infographics

Case Study #3 – Unicef Campaign – Really want these

Case Study #4 – Peugeot Panama Puzzle contest

Case Study #5 – Pinterest and GivenGain From pins to donations

Hootsuite Share content on multiple networks from one platform – Facebook – Twitter – Google+ – LinkedIn – Mixi – MySpace – WordPress – foursquare

Hootsuite (2) Manage multiple accounts on the same Monitor keywords and search terms Engagement Analytics – See which of your posts are most popular

More Advanced tools Crowdbooster Top Retweeters Influential followers Suggested times for scheduling Twitterfall Mentionmap

Your Social Media Plan Why is it important? Who is on your social media team? – Specific roles Which social media platforms and tool? Create Specific goals for each platform What do you want to share? Different audiences

Social Media Plan – Where to start? Define your team and roles Social Media Audit – It’s not just about the numbers! – Look for influencers – How are people interacting the different platforms? – On which platforms and how are they engaging with your organisation?

Social Media Plan – Tips to save time Hootsuite or Tweetdeck Delegate tasks Schedule time for: – Scheduling content – Engagement (retweets, replies)

Social Media Plan – Tips Content – regular themes – Share information about your projects/operations – Shout out to a supporter (Twitter follower) – Promote events – Photos and videos – Appeals to donate – Thank donors – Contest/Quiz

Social Media Policy How to respond to positive and negative posts? Who should respond? Stock answer or more elaborate, personal response Personal/Professional posts overlapping Do you allow others to post on your fan page?

Carla Ferreira Community Manager, GivenGain Foundation South Africa c:

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