Social media and all its noise has made it even more imperative that nonprofits, foundations and others improving the world create compelling content. This presentation shows teaches you what makes social media different, how to find & speak to your audiences. It also includes time saving techniques, like content curation and getting more people to share your stories. This was presented at Seattle University's Service in Action Seminar.

1. COMPELLING
CONTENT
HOW NONPROFITS CAN TELL STORIES
THAT DRIVE ACTIONS
#SocMedSU
@ZANARAMA

2. AGENDA
What’s different
about social
media
Create great
content
Sharing your
content
All slides will be available for download

3. WE ALL LEARN TOGETHER

4. WHO’S IN THE ROOM?

5. DEFINITION
Broad definition of social media as networks, technology &
tools that allow us to connect with others and share
information.

6. A DIFFERENT BEAST
Flickr: sofa

7. WHAT’S POSSIBLE

8. WHAT’S POSSIBLE

9. NOW EVERYONE IS
A journalist
A TV star
A venture
capitalist

10. EVERYONE IS A CAUSE

11. IT’S TIME TO UP YOUR
GAME

12. social media’s unique capabilities
UNDERSTAND THE NEW TOOLS

13. WHERE WE’VE BEEN

14. WHERE WE’VE BEEN

15. WHERE WE’RE GOING

16. BROADCASTER

17. BROADCASTER

18. BROADCASTER

19. BROADCASTER

20. LISTENING
Image: wwworks

21. LISTENING

22. LISTENING

23. LISTENING

24. @Zanarama #SocMedSU
Quick Tip
Share pictures on Twitter. They
draw the eye better than text &
few people are doing it.

25. NEW WAYS OF
WORKING
Image: Flickr koalazymonkey

26. NEW WAYS OF
WORKING

27. NEW WAYS OF
WORKING

28. NEW WAYS OF
WORKING

29. HOW DO YOU BECOME
MORE HULK?

30. BE HUMAN

31. STRATEGY BEFORE
GADGETRY

32. YOU’RE NEVER DONE

33. Be heard & create change
CREATING GREAT CONTENT

34. What should we say
on social media?

35. Can you compete with this
noise?

36. YOUR SOCIAL MEDIA
GOALS

37. Be seen as a thought leader in your issue area
ID & mobilize new people for your cause
Crowdsource, or get feedback, on ideas
What are your goals?
YOUR SOCIAL MEDIA
GOALS

38. KNOW YOUR
AUDIENCE
Flickr:libertinus

39. What problem can
my nonprofit solve
for them?

40. WORKSHEET TIME

41. Where do their interests
and your mission
connect?

42. HERE’S THE DEAL
Your
mission
Rest of
life
Work
Family
What your supporters
think about
What you think
about
Your
mission
Rest of
life

43. CONTENT ON-RAMPS GRIST

44. FOUNDATION FOR
EARLY LEARNING

45. @Zanarama #SocMedSU
Quick Tip
If you want people to talk
about you, talk about them.

46. 15 minutes & back for creating content
BREAK
Flickr:mrmac09

47. AVOID THE PRESS
RELEASE
Your
mission
statement

48. AVOID THE PRESS
RELEASE
Ending
hunger in
Western
Washington

49. AVOID THE PRESS
RELEASE
Ending
hunger in
Western
Washington
Nutrition

50. AVOID THE PRESS
RELEASE
Ending
hunger in
Western
Washington
Nutrition
Food
Waste

51. AVOID THE PRESS
RELEASE
Ending
hunger in
Western
Washington
Nutrition
Food
WasteGardening

52. AVOID THE PRESS
RELEASE
Ending
hunger in
Western
Washington
Nutrition
Food
WasteGardening
Farm Bill

53. WORKSHEET TIME

54. Your
audience
& what
they want
Your
issues &
goals
Awesome
content!
MATCH AUDIENCE &
MESSAGE

55. Entertain
Educate
Surprise (or shock)
YOUR CONTENT MANTRA

56. ENTERTAIN

57. TOOL TIME
Find out what is
entertaining
everyone on the
Internet.
Radurls.com

58. EDUCATE

59. EDUCATE

60. SURPRISE OR SHOCK
!

61. SURPRISE OR SHOCK
!

62. TRIFECTA!

63. TIMELY

64. CONTENT
CURATION

65. WHAT IS CONTENT
CURATION?
Content curation is the
process of sorting through the
vast amounts of content on
the web and presenting it in a
meaningful and organized
way around a specific theme.
The work involves sifting,
sorting, arranging, and
publishing information.
Beth Kanter
Content Curation
basically means
that – out of all the
content you find on
the social web –
you pass on the
most valuable stuff
to your network.
Michiel Gaasterland

66. CONTENT CURATION
Saves you time
Positions your
organization as
trustworthy
source
Keeps you up to
date

67. GET CURATING
Listen & find
content
Organize it
Share it

68. LISTEN & FIND
Flickr:wwworks

69. TOOL TIME Create simple to
complex listening
dashboards with:
Netvibes
Google alerts
Addictomatic

70. GET ORGANIZED
Flickr:marirn

71. GET ORGANIZED
Fodder for blog
posts
‘Best of’ email
newsletter or post
Share to Facebook
or Twitter
Share with
colleagues
Flickr:kasaa

72. TOOL TIME
Quickly tag &
organize content
you find online or
anywhere.
Evernote

73. EVERNOTE
kulowiectech.blogspot.com

74. SHARE
Flickr:carlos_maya

75. YOUTUBE - FAVORITES

76. PAPER.LI

77. STORIFY.COM

78. DON’T FORGET
You email
newsletter
Your blog
Even print
Flickr:jenniwaterloo

79. WHEN DONE RIGHT

80. 15 minutes & back for social media policies
BREAK
Flickr:mrmac09

81. Expanding your reach while protecting your brand
SOCIAL MEDIA POLICIES

82. A LOGO CAN’T BE AS
SOCIAL
@zanarama

83. HOW WE CONNECT NOW
@zanarama

84. @Zanarama #SocMedSU
Quick Tip
Facebook is an advertising
platform for pages. It is a pay
to play channel for brands.

85. BEHIND THE SCENES
@zanarama

86. PERSONALITY OF
ORGANIZATION
@zanarama

87. SPEAK TO DIFFERENT
AUDIENCES
@zanarama

88. CONTEXT &
PERSONAL URGENCY
@zanarama

89. SHOW LEADERSHIP, SUBTLY
@zanarama

90. STARTING AT FOOD
LIFELINE
@zanarama

91. WHY CEO’S TWEET
@zanarama

92. BLURRING THE PERSONAL &
PROFESSIONAL LINES

93. OPPORTUNITY
“Think about the information you are
sharing online and who might be reading
it – but not from a place of fear or
‘something bad will happen.’ Also think
about opportunities and benefits.”
Beth Kanter
http://www.bethkanter.org/private-parts/

94. WON’T HAPPEN BY
ACCIDENT
Social media
policies
Training
Image Flickr:calsidyrose

95. “Whether or not I use some kind of
disclaimer about my posts being
personal opinion, my behavior
reflects on my company and its
reputation as well as mine. Period. “
Amber Naslund
Blogger, Brass Tack Thinking

96. SOCIAL MEDIA
POLICY
Flickr:noneck

97. SOCIAL MEDIA
POLICY
Organization’s values
What do you encourage
people to post?
What needs approval first?
When to alert management
flickr: sopues

98. SOCIAL MEDIA
POLICY
Flickr:doctor_keats

99. SOCIAL MEDIA
POLICY

100. SOCIAL MEDIA
POLICY

101. SOCIAL MEDIA
POLICY
Idealware –
Nonprofit Social
Media Policy
Workbook
http://bit.ly/
nposmpolicy

102. TRAINING
Bring your policy to life:
Review it with all staff
Ongoing conversation
as tools evolve
Point out who’s doing it
well & don’t be afraid to
correct staff

103. TRAINING
RESOURCES
NTEN
Idealware
Beth Kanter
http://bit.ly/
NPOSMResources
Flickr:zzpza

104. @Zanarama #SocMedSU
Quick Tip
In a headline creating rut? Go to
www.upworthygenerator.com

105. “IS IT OK IF I TWEET THAT?”
Make it a habit
Advance notice
of things to
share
Tie back to
organization
@zanarama

106. BILL & MELINDA
GATES FOUNDATION
@zanarama

107. GETTING PERSONAL
“Do you risk losing professional credibility if
you tweet about meeting with friends at a bar
for happy hour, or does that help provide a
human connection point? When does the
personal side of social media overwhelm the
professional, or vice versa?”
Abby Nafziger , AmeriCorps VISTA at NPower

108. QUESTIONS & COMMENTS

109. Zan McColloch-Lussier
zan@mixtapecommunications.com
@zanarama on Twitter
Today’s slides at
Slideshare.net/MixtapeCo
STAY IN TOUCH