Are you wondering how to get started in the social media game for your organization? Are you struggling to find out what you need to know before diving in with the sharks that swim in the social media waters? Then this session is for you! Owen will cover social media fundamentals for charities and nonprofits. He'll tell you things to look out for, things to do and not to do, where to get started, and how to gain the confidence to dive in. Attendees will walk away with: - Strong grasp of social media definitions and popular tools - Best practices of other charities - Understanding of "Web 2.0" myths - Tips on where to get started Find out how other charities are taking advantage of these tools and how yours can too!

1. Philanthropy 2.0
March 2, 2011

4. What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
CanadaHelps is giving made simple.

7. Agenda
Connected Canadians
What Does This Mean for Philanthropy?
The Tools: Facebook, Twitter, YouTube, Blogs
Get Started!
Guiding Principles
About MyCharityConnects

8. facts & figures
CONNECTED CANADIANS

9. Canadians are online … are you?

10. 68%of the
Canadian
population
is online
Source: comScore, 2010

11. Canadians log an
average of more than
2,500 minutes online
a month (~42 hours).
Source: comScore, 2010

12. Most Common Online Activities:
• Email
• Downloading movies
• Watching television
• Searching for health
information
• Making purchases
Source: Statistics Canada, 2010

13. British Columbia
and Alberta have Province
% of Population
Online
the most people Newfoundland & Labrador 69
Prince Edward Island 77
online, with 85% of Nova Scotia 76
the population, New Brunswick
Quebec
73
77
followed closely by Ontario 81
Manitoba 77
Ontario, where Saskatchewan 79
Alberta 85
81% of people use British Columbia 85
the Internet.
Source: Statistics Canada, 2010

14. Most Connected Canadian Cities:
• Calgary – 89%
• Saskatoon – 89%
• Edmonton – 86%
• Ottawa-Gatineau – 86%
• Vancouver – 86%
• Victoria – 86%
Source: Statistics Canada, 2010

15. Canada has more than
, and is neck and neck with
India for 9th and 10th on the list of the countries with
the most Facebook accounts.
Canada’s penetration rate of about of the
population, or of the online population, is still
one of the most significant on Facebook.
Source: comScore, 2010

16. 21 million
Canadians
visit YouTube
each month
Canadians watch
an average of
147 videos
each month
18 – 24 year
olds watch an
average of 244
videos monthly
(~18.25 hours)
Source: comScore, 2010

17. • In 2010, the number of Twitter accounts in Canada increased by
75 per cent and the number of daily tweets more than doubled
• Trendrr reports that Canadian female Twitter users are more
active than male Twitter users
• Hootsuite Media saw 250 per cent growth in usage among its
Canadian users in 2010
• About 5.5 per cent of its daily traffic (55,000 tweets) comes from
Canadian users
Sources: comScore, 2010 | Hootsuite Media, 2010 | Trend

18. • The average Canadian
Internet user reads 16
Wikipedia pages a month –
which is the most in the
world!
• Canadian users generate
about 217,000 edits a
month, which ranks 8th
among the most productive
countries
Source: comScore, 2010

20. 1.0 versus 2.0
WHAT DOES THIS MEAN FOR
PHILANTHROPY?

21. Traditional Media (Web 1.0 )
vs. Social Media (Web 2.0)
Few Many
Many Many
• Traditional media was about publishing
• Social media is about networks and community

22. PHILANTHROPY 1.0 PHILANTHROPY 2.0
Altruism Enlightened self-interest
Focus on problems Focus on solutions
Delivering services Delivering impact
Single donors Community of believers
Donations-driven Sustainable revenue streams
Top-down Bottom-up
Power of the few Voices of many
Source: Sean Stannard-Stockton, 2009

23. Social media provides
an architecture for
participation, not just
a new channel for
more of the same.

26. Facebook
Twitter
YouTube
Blogs
THE TOOLS

27. What Does What?
Tool Uses
Social Networking • Expanding supporter base
• Facebook • Another channel for calls to
• Twitter action
Media Sharing • Enhance visual storytelling
• YouTube • Add authenticity to your
• Flickr organization
Blogs • News outlet – the “new”
• Blogger newsletter
• WordPress • Highlighting donors and
partners

28. Facebook Can Help You…
• Build a Presence
• Connect with your audience
• Share your story
• Participate in real-time
conversations quickly and easily
• Promote programs and events
• Gain new supporters

29. WHAT TO DO FIRST
• Read and “like”
www.facebook.com/nonprofits – a
resource made by Facebook for nonprofits
• Create a Facebook page for your
organization at www.facebook.com/page
• Familiarize yourself with the native apps:
Photos, Videos, Discussion Boards, Notes,
Links, Events
• Populate your page and make it unique –
you can activate when you’re ready!
• Develop content for the first couple of
months after launch

30. NOW YOU’RE READY TO
• Browse the other Apps available and
add them to your Page:
• Static FBML (to add your Donate Now!
button)
• Twitter
• YouTube
• Polls
• Social RSS
• Create an Event for an upcoming
fundraiser and have guests RSVP that
way

31. The Rule of 3
• Use the “Rule of Three” when posting content:
• 1/3 “me”
• 1/3 “you”
• 1/3 “them”

32. Integrate & Promote
• Add your Facebook link to your:
• Website
• Email signatures
• Email newsletters

36. Twitter Can Help You…
• Listen and monitor conversations
• Make new connections quickly
and easily
• Converse in real-time with
supporters
• Promote issues related to your
cause
• Feed your Facebook page

37. WHAT TO DO FIRST
• Set up a personal account and explore
the Twitter universe
• Get familiar with how other nonprofits
are using Twitter by following them
• Set up an account for your organization
• Customize your page
• Find followers
• Start tweeting!

38. Figuring out your Twitter personality
Organization with
Pure Organization Brand
Personality
Employee with
Pure Personal Account
Organization Association

39. Choose the right @username
• Limited to 20 characters
• Options
• Your charity’s name (i.e. CharityName)
• Your name + charity name (i.e. KellyAtCharityName)
• Above all, make sure it’s easily recognizable

40. NOW YOU’RE READY TO
• Create Twitter lists
• Make use of the “Favourites “ feature
• Save relevant search terms (i.e.
project/event names, names of significant
people at your organization, etc.)
• Set up a Twitter schedule
• Stay organized! Check out some Twitter
dashboards to help you keep on top of
things
• Add Twitter link to your website and
integrate with other social media channels

43. YouTube Can Help You…
• Powerfully tell your story
• Spread your message in a new
way
• Establish authenticity and loyalty
• Increase referability

44. WHAT TO DO FIRST
• Set up an account for your organization
• Customize your profile with your
organizational colours, a banner
• Upload your existing assets: PSAs,
campaign videos, intro videos, video
contest entries, interviews
• “Favourite” some videos to populate
your Channel

45. Apply for the YouTube Nonprofit Program
• www.youtube.com/nonprofits
• Premium branding capabilities
• Increased uploading capacity

46. NOW YOU’RE READY TO
• Brainstorm ideas for regular new
content: video logs, demos, updates
from the field, “webisodes”
• Remember to build interactivity into
your video concepts
• Explore YouTube features: Call-to-Action
overlay, Linkable annotations
• Add link to your website and integrate
with other social media channels

51. Blogs Can Help You…
• Deepen relationship with
supporters
• More effectively enable content
for the sharing web
• Establish partnerships with other
organizations and influencers
• Refresh your passion

52. WHAT TO DO FIRST
• Decide what to blog about
• Particular Events/Projects
• Behind-the-scenes
• Volunteers
• Client stories
• Commentary on issues affecting your
organization
• Research what blogging platform fits your
needs (Google sites, Wordpress, Blogger)
• Choose A Name
• Customize your blog
• Create a blogging schedule

53. NOW YOU’RE READY TO
• Read other blogs and link to them
• Comment on blogs that interest you
• Be open about the feedback you receive
• Invite a guest post
• Feed your blog content to your
Facebook page
• Grow your readership using social
media and word of mouth

71. GET STARTED!

72. “The donor
is bothering
me…”

73. Start by Listening
• Listen to the conversation that is already taking place
about your organization
• Start with setting up Google Alerts for your
organization, key personnel, projects, events, similar
organizations, etc.

74. Socialize Existing Content
• Try out a blog format for your e-newsletter
• Add voting or “like” functionality to your website
• Embrace feedback and be open about it!

75. Reduce Insecurities
• Create some social media guidelines if having them
makes you more comfortable about getting started
• If you’re worried about snarky comments, moderate
them!

76. Start In Familiar Territory
• Communicate internally
• Use existing tools to start dialogue among people with an interest
in making social media work for your organization
• Start a discussion group or team to lay out a plan and share ideas
• Good idea to bring the tough critics to the table too

77. For Your First, Be Finite
• Social media is not a campaign – it’s an ongoing commitment
• But, you can make a particular strategy or tactic finite to see
how it works
• Example: Do a blog campaign around an upcoming event

78. Sample Plan
GOAL: To broaden the base of supporters between the ages of 18-22 to the
organization.
OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the
fiscal year.
STRATEGY: Leverage our connections to the local colleges and universities through our
Board Member, Joe Stiles – President, Learning College.
Audience Tool(s) Tactic Message(s) Timeline Resources
College and 1. Facebook Initiate an We help 1 in Sept – April SWAG for
university incentive 3 people in incentives
students in campaign to our town.
our town. solicit “fans”. Help us help
more. Tell a
friend.

79. GUIDING PRINCIPLES

80. Be Real
• Leave room for personality
• Most online communities expect a less
formal tone

81. • Balance self-promotion with listening
• Social media is about personal connections
• Engage with your fans, followers and supporters
It’s a Conversation

82. Encourage Participation
• Encourage your supporters to take action
• Provide opportunities to engage online and off

83. Measure Results
• Track the effectiveness of
your social media
presence
• Followers
• Conversations
• Conversions (volunteers,
donations, support)
• Remember it’s not all
about the numbers –
focus on quality vs.
quantity

84. • Personal stories make
good content and
build personal
connections
• Thought-provoking
content will get
shared more often
Tell Stories

88. Let Go!
• You can’t control the
message on social media
tools
• Provide good/clear
messaging, interesting
stories and engage with
supporters
• Join the conversation

89. Set Some Boundaries
• Develop a set of social media policies for your
organization
• Focus on effective use of the tools, not controlling
online activities
• Set clear expectations of employees and volunteers

90. Integrate
• Include social media into your existing
fundraising and marketing plans
• Consider your online presence (website +
social media) as a communications channel

91. Build a
Campaign

93. ABOUT MYCHARITYCONNECTS

94. www.mycharityconnects.org
free online resources
 Information about technology
 Video demonstrations
 More webinars
 Past webinar recordings & slides
 Learning opportunities
 Events across the country

95. MyCharityConnects Conference 2011
JUNE 6 – 7 | MaRS Centre, Toronto
• Join us for thought-provoking keynotes,
practical how-to workshops and plenty of
chances to learn from other non-profits
about what works online… and what
doesn’t
• A proud partner in Net Change Week
• Registration is open! Early bird ends on
April 30
www.mycharityconnects.org/2011Conference

96. Upcoming Webinars
www.mycharityconnects.org/webinars
• March 9 – Facebook Basics for Your Organization
• March 23 – The Art of Storytelling: 2.0 Edition
• April 13 – Blogging Basics
• April 27 – Social Media Done Right: 5 Case Studies
• May 11 – Spruce up your E-newsletter
• May 25 – 10 Tips to Improve Your Website
• June 15 – Getting the Most From your MyCharity
Account & Reports
• June 29 – Know Your Website: An Intro to Google
Analytics

97. Keep in touch!
info@canadahelps.org
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps