Tag Archives: Facebook

Nonprofit Radio for July 25, 2014: Engagement: Motivating and Measuring & Facebook Strategies

Big Nonprofit Ideas for the Other 95%

I Love Our Sponsor!

Sponsored by Generosity Series, a nationwide series of multi-charity 5K events that provide a proven peer-to-peer fundraising platform to charities and an amazing experience for their participants.

Sign-up for show alerts!

Listen Live or Archive:

My Guests:

Lauren Girardin & Shari Ilsen: Engagement: Motivating and Measuring

With Lauren Girardin (center) and Shari Ilsen at NTC
With Lauren Girardin (center) and Shari Ilsen at NTC

What is real engagement with your networks? How do you achieve it? What are the right metrics to know whether you’re succeeding? My guests are Lauren Girardin, marketing and communications consultant, and Shari Ilsen, director of engagement at VolunteerMatch. (Recorded at NTEN’s Nonprofit Technology Conference (NTC)).df

 

adfasdfasdfasdf
adfasdfasdfasdf
fasdfasdf

 Drew Bernard: Facebook Strategies

With Drew Bernard at NTC
With Drew Bernard at NTC

Drew Bernard is CEO of ActionSprout and he’s got the tools, strategies and tactics to find your supporters among your Facebook fans. (Also recorded at NTC.). 

dfasdfasdf

dfasdfasdf

fasdfasdf

fasdfasdf


Top Trends. Sound Advice. Lively Conversation.

You’re on the air and on target as I delve into the big issues facing your nonprofit—and your career.

If you have big dreams but an average budget, tune in to Tony Martignetti Nonprofit Radio.

I interview the best in the business on every topic from board relations, fundraising, social media and compliance, to technology, accounting, volunteer management, finance, marketing and beyond. Always with you in mind.

Sign-up for show alerts!

Sponsored by:

GenEvents logo

View Full Transcript

Transcript for 201_tony_martignetti_nonprofit_radio_20140725.mp3

Processed on: 2018-11-11T23:13:13.679Z
S3 bucket containing transcription results: transcript.results
Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results
Path to JSON: 2014…07…201_tony_martignetti_nonprofit_radio_20140725.mp3.245995769.json
Path to text: transcripts/2014/07/201_tony_martignetti_nonprofit_radio_20140725.txt

Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host and i want to thank you so much for being with me last week, the two hundredth show wow, that was just great great fund! Now we have to go back to recorded music, but the two hundred show stays in my mind. It was terrific and i’m glad you’re with me because i’d be forced to endure the pain of bronchi actresses if i had to shoulder the burden of knowing that you had missed today’s show engagement, motivating and measuring what israel engagement with your network’s, how do you achieve it? What are the right metrics to know whether you’re succeeding? My guests are lauren girardin, marketing and communications consultant, and shari ilsen, director of engagement at volunteermatch that was recorded at intends non-profit technology conference and t, c and facebook strategies. Drew bernard is ceo of actionsprout and he’s got the tools, strategies and tactics to find your supporters among your facebook fans that was also reported it and recorded at ntc tony’s take two it’s summer i hope you’re taking real time off responsive by generosity siri’s hosting multi charity five k runs and walks generosity siri’s dot com here’s the first of the recordings from ntcdinosaur engagement welcome to tony martignetti non-profit radio coverage of non-profit technology conference and t c twenty fourteen the hashtag is fourteen and t c with me now are lauren girardin and sherry ilsen lauren is a marketing and communications consultant and sherry ilsen is director of engagement for volunteermatch ladies, welcome hi thank you. Glad you’re both with with me. Thank you very much. Your your workshop topic is you can capture lightning in a bottle motivating and measuring engagement so let’s start with let’s. Start with lauren and let’s start with motivating engagement how what should non-profits be doing differently and better that about about real engagement. The trick with the way to motivate engagement is to keep ramping it up so often will get our communities, and our audience is involved in our cause. And we asked for the same things over and over again and it’s really about figuring out what people have already done and then getting them to take that next step. So if they’ve liked your facebook page to get them to sign a petition to really keep saying there’s, more and more, you can do. We want you to get more emotionally involved with our cause and with our organization on dh sherry. Just liking a facebook page that’s not real engagement? Well, no, but it is important to remember that it can be the first step. It’s a start? Yeah. So it’s just, i think to what lauren said it’s about never being fully satisfied, always thinking about how you can get that person and that particular person more engaged. Okay, andi let’s, stay with you and let’s. Talk about what, what? What forms engagement might take, whether it be facebook or otherwise and we have plenty of time together, you know, twenty five minutes or so. So we’ll have chance tto flesh out some topics, but what does that? What does engagement mean too? To the two of you, i would think that’s a great question, because the truth is engagement means something very different depending on the goals of your organisation and so it’s, always important to keep those in mind for volunteermatch we reach out to different audiences. Tto help connect non-profits and volunteers so with our non-profits our goal is teo get them to use our technology that we provide for free to connect with potential volunteers to help with their missions. And so engagement might be simply learning about what we do or it might be coming to a webinar or it might be just following us on facebook so they can begin to build that relationship with us as a trusted resource. Okay? And lauren let’s talk about going real, real engagement. What is that? What might else about that mean? Yeah, it’s, depending on what your organization does. So i work with a lot of clients who works with teens and youth, and so for them, engagement takes a different model than it might for if you’re trying to engage non-profits so they often will be trying to get used to become more involved directly in the community, so actually to take there sort of online fandom, and they’re online passion and convert that into actual action in person. So whether it’s getting them to write a letter to their congress person or to get them to even just register to vote, which is a big challenge with youth today, so get them really directly involved in in-kind of real world engagement. And so some of this is shifting your digital audiences into that new sort of engagement, which can be a challenge because very often our communication channels are online. I’ve had this guest aria finger ceo of of do something yeah, and there they are notoriously good at engaging, what, thirteen to twenty, twenty five year olds, right? Right and she’s been on the show a couple of times talking about exactly that. A lot of they do a lot with mobile, you’re i assume you’re your clients cherry are doing that, lauren yeah, no, do something not organise a wonderful example of using online in digital communications to get real world engagement there there actually in one of the first non-profit steve snapchat to take their audiences into new engagement levels and actually using them in another session in ten on saturday is an example of really using these emerging technologies to dr engagement in whole new ways and that’s there they’re doing an excellent job with that audience and their look too often as a model by other organizations and the lesson for our organizations that may not be capturing or trying to engage thirteen to twenty five year olds is go where your constituents are. Yes, yeah, it’s, it’s really about, you know, when we in our session, we’re talking. About when you are before you even get to engagement, you need to look at your activity metrics, the things that you are doing to engage your audience is and then the reach metrics that you have, where it’s it’s really about making sure that you’ve got the audience there listening, and so yeah, when you’re looking at your reach metrics, you do need to think about where your audiences are to make sure not only that you have the right number of people listening, but you have the right people entirely right? So it doesn’t help to right now. It’s hard to engage teens on facebook because they’re really not there there, departing from facebook, right? And in very big numbers or they have departed? Yeah, yeah, and they’ve moved to twitter to snapchat to whatsapp and so do something is actually taking that those demographics very seriously and chasing the teen audience where they’ve gone now interesting you you mentioned that they’ve moved to twitter? I didn’t know i didn’t know that i knew that i knew snapchat very popular. More teens now on twitter yeah, they it’s just a conversational tool fourteen so you know twitter, i know that we’re on it for professional reasons for professional conversations, but it’s now just used for that direct messaging is more private and so that’s feature a twitter that has been working for youth audiences all the gm gm, right. Okay, charlie let’s. See a little more about these reach metrics in these activity metrics before you start to engage. What? What? What? What can you add to what? Lawrence? Well, one thing i like about lawrence model that she’s presenting in our session is that she actually starts before the activity she starts with capacity. So, it’s it’s really important to consider the capacity that you and your organization have to run this campaign, be strategic about how you design it, to make sure that you can actually handle what you need to be doing. And then i think that’s very sound. I mean, i think a lot of non-profits sometimes maybe emulate something that they see another organization did that was successful, or they mohr plan on what they like to be able to like to do versus what they have real capacity and capability to do, right? Yeah, exactly. And i think that the activity metrics in particular, are important to pay attention to for future planning, and what do you mean when you say activity metrics, we’re talking about things like how many tweets you sent out or yeah, how many facebook posts or thie number of blogged articles you comptel, i come from digital communication, the number of small events you run if that’s something you’re doing its part of your strategy as well, because those things could be part of what is it could be create a bottleneck in reaching your goal you could find if you do the analysis that the problem you’re having with reaching your goal for the campaign isn’t with your reach isn’t with your engagement, but in just simply how much you’re doing or the way that you’re doing it. You just tried to tackle too much, too much or too little. And so by tweaking the activity metric, you can often make a big difference down the road in terms of engagement. Okay, excellent. Lauren. I see you. You’re nodding a lot. Yeah, well, so sherry and i, we both come from a lot of digital marketing. And so one of the things that i’ve been working with some clients on is really not just about how off a lot of people ask, how often should i be tweeting shy between every day? Should i be sending five tweet today? And the answer to give them is it depends. It depends on your audiences, and it actually depends on when you’re audiences are online and are on twitter when your audiences are listening. So with your activity metrics it if you look at the number of tweets you’re sending and you’re still not getting the results, you want what you can do to khun try to increase the number of tweets you’re doing or you could look use of the tools that exist in twitter and other tools took find out when people are online and instead of doing more tweets, do tweets at a more appropriate time. So with a kind of mine works with a lot of mothers and they were doing their tweets during their work day because that’s when they’re on line. And it turns out that when they looked at their audience that the mothers are not on twitter during the day they’re at work, they’re with their kids it’s when the kids go to bed on weekdays and on weekends, and so they shifted when they did their tweeting same number of tweet, same amount of effort, just a different publication schedule. The best tweets are like eight thirty or nine o’clock at night, right? Exactly. Ok, ok, and now some of these tools now twitter will give you that when when your when your followers are most online are most active on twitter is not within twitter. Self? Yeah, twitter has that facebook has that in their their insights and then there’s other tools that’ll do that analysis for you, depending on whether you’ve got an enterprise level software or there’s some free tools out there that do that as well. And everyone you want to mention. Lorts zoho i’ve been sticking with the channel tools just because, yeah, they tend to be the most consistent with a lot of the tools that are out there that are free, they sometimes don’t work consistently or they aren’t free forever or they go away. Yeah, that’s always the risk, right? So it’s, the tool suite is sort of a moving target at all times, okay, so you’re working within within each when i can kapin does okay, e-giving anything, the thing getting ding, ding, ding, ding. You’re listening to the talking alternative network to get you thinking. I think. Cubine this’s. The way we’re hosting part of my french new york city guests come from all over the world, from mali to new caledonia, from paris to keep back french. Is that coming language? Yes, they all come from different cultures, background or countries, and it common desires to make new york they’re home. Listen to them. Share this story. Join us. Pardon my french new york city every monday from one to two p, m. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna you’re listening to the talking alternative network. Dahna all right, so i love this advice about planning, spending time in the planning before you start executing. And i think, okay, cherry let’s, send sherry let’s, say a lot more about that, or let’s, go from that to, like the next stage. Let’s. Start talking about what real engagement looks like. You’ve mentioned a couple of examples. The petition, perhaps what are some other examples of other examples of real engagement? Well, again, it depends on the level of engagement you’re looking for, but for volunteermatch, for example, we feel that anything that gets people thinking about what we do and what we can provide be, you know, one click for us is not necessarily engagement anything beyond the one click anything that’s going to be a little stickier, that’s what we’re going for in terms of an engagement level, what about would that include capturing an email, capturing short email? Yeah, emails and still an extremely effective tool, especially for non-profits anyone that tells you differently, i don’t know it’s is lying in denial email still one of our most effective communications tools. Okay, okay, so let’s, say a little more. We got this little smoke coming in. Or, uh, is that just warm air? Does look hazy. I’m wantto that’s a fog machine for some dance party. That’s going on? Yeah, i don’t hear the music. Okay? We’re just a little way don’t we’re not shooting video but there’s a little fog cloud that just came upon the came upon the stage. I don’t know if it’s cold air meeting hot air either because there was there was a cold breeze, but i don’t know. All right, we’re giving, we’re giving listeners the full experience can’t see it, but we want you to know that it’s happening if you can’t hide it well, i guess i could have hidden it because you can’t see it, but i feel like flaunting it anyway, right? So little cloud is going to seems to be dissipating now, though no one seems to be panicking so nobody’s pointing out, but if they do, you have to finish this interview weigh twelve minutes into it. Now we’re not stopping down with the ship way we may, but we’re taking this interview with us on and in its entirety. Okay, so let’s, say a little more now about about capturing engagement. Lauren, what can you looking at? So, you know, beyond the clique is is often where we want to encourage people to go to really go beyond the light beyond the click, to think about capturing an email or thinking about what action you can ask people to take. So even if it’s it’s a lot of organizations that i work with digitally, they’re not ready to have a big ask they don’t have a petition for folks to sign they don’t have download for them to take, they don’t have something for them to order it right there. They’re not selling a service or a product right that’s those conversion tracking those engagements are easier for people who have something to sell and non-profits often don’t have it. So what sometimes you need to come up with is a creative way to elicit engagement like there are some people to take a photo of themselves doing something in their community or he’s probably seen these a lot in social media, where people will hold up a sign and will use a hashtag to sort of indicate their alignment with an issue by saying something with a sign in an image and that actually takes a lot of effort, and you can take that as a really big indicator of engagement because not only are our people listening to what you’re saying, but now they’re ready to take a personal stance even if it’s not a vote and then what might you do with suppose you collect a dozen or a hundred of these photos? What might you do with them then? Oh, they’re great to share in annual reports and with funders the grantmaker is that i’ve worked with love to see people really putting their face to the cause and those sorts of social campaigns where you get that almost endorsement khun really mean a lot when you’re looking for grant money or for when you’re hoping to get a higher profile press coverage or something like that. Okay, excellent. We’re trying to motivate this engagement events or the photo that’s a and people you know, i think people like to show off themselves. Oh, selfie xero dellaccio yes, now from since the academy awards, even now there is through the roof, but they were popular to begin with, but since ellen took our selfie at the academy awards sherry, anything anything you can add about motivate this engagement? Yeah, i would say, first of all, the type of campaigns that lauren was just describing the user generated content campaigns are great because they are too prominent, you know, they’re double edged, you are getting people more engaged and building a stronger community, and you’re producing content that you, khun repurpose later it’s really such an efficient way to do communications for a non-profit and what i’ve found is that engagement of this type is very similar to fund-raising in that you have to get over this inmate barrier that we have thinking that people don’t want to hear from you people initially took that first step that, like that click they gave you your email because they care they care about your non-profit your cause, your message, or at least they did at that point, so find that colonel and give them another way to get involved show them how they can continue to nurture that a sense of caring that they had it’s, not your like, lawrence said we’re not selling to people were enabling them to do something that they already care about. We just can’t miss that chance. We have to continue engaging people where they are in the way that they want to be engaged. Excellent. I wish listeners could see your face so i think i think i i’m confident i can hear it in your words how passionate you are about that’s outstanding really let’s go let’s, move to the other part of your workshop which is measuring this measuring this engagement on dh let’s you know, let’s, stay with you guys sharing what can you tell us about it? Measure the right things so you’re you’re metrics, especially the major ones that are going to define success, should grow directly from your goals, your organizational goals as well as the goals of the campaign think very strategically about this. Otherwise you’re going to get bogged down in facebook insights and google analytics, and you’re never going to find your way out. All right? So look closely at what the goals of the campaign are on dh find true measures of success around that. When we come, we come, we define it any clearer. I don’t know. Well, i i like to leave listeners with things they can execute, you know, not theory, and i don’t i don’t feel like we’re the theory level, but can we drill down even more into the tactic? Yeah, well, it really helps to start with us, marchal tohave a goal that has metrics already built into it. So when you’re setting out your strategy for your communications, for example, you have to think about what your organization is trying to achieve the impact is trying to have and then you want to make it smart. I want to make it specific, measurable, attainable, relevant and well, people say time down, but i want to say thrilling changes. Yeah, oh, i own my own it smart has been redefined here if your goals are thrilling than your team’s going to stay motivated to to do them, but also to measure them because they’re going to be more meaningful if they’re exciting and a thrilling goal is actually going to lead to a more thrilling campaign and two more thrilling communications, and ultimately, if your communications were thrilling, they’re going to be a lot more engaging, so you’re just bound to have better results if you’re excited and smart girls can get a little wonky in the little dry and we don’t want that, you know, we’re supposed to be passionate about the change we’re trying to create in this world, so smart, thrilling goals get you there. And if you build in the metrics into these smart goals, then it’s a lot easier for you to figure out what to measure as you’re going along. Okay on dh let’s, let’s keep drilling down into what? What? Maybe what are some examples of unwise. Well, i know you’re going to say it all depends what your campaign eso not that answer is barred. You can’t because otherwise we have to end here and i don’t want to end. I know you have more to say, so say it so let’s say more about measuring the right stuff. I’ll leave to you, you need to measure people you need to measure the people that you change the minds that you imbue with knowledge, you need to measure the way that people behave and what changes about them on dh it’s, not it’s, not about pure audience numbers, right? It’s, not about the size of your crowd it’s about the quality, and so we’re really trying tio look at whether or not you’ve made an improvement in people’s lives, those were the things that ultimately you really want to measure them most. Now you might not be able to do that because surveys are expensive and field studies or expensive, but you can look at indicators for those behaviors, so one of the examples that i use is organizations who are trying tio ramp up civic engagement in their community civic engagements. Kind of hard to measure it’s very vague. But you can. You can have a proxy measure, which is voter registrations. So you can actually see if you have more civic engagement in your community by measuring voter registration rates on an actual voting rates in elections. And you can take that as a sign that you’ve had an influence on people, which is what you’re going for. Any online tools that you can offer tools or sites to resource is that you can you can offer either either of you for this helping you measure so one one that we always point people to use google analytics, because so much of what we ask people to do, especially for doing digital marketing communications, is through our websites, and if you use google analytics and you set up your goals and your conversions in google analytics, you can actually track whether people are taking meaningful actions on your website. So it’s not just about page views, but it can be about how long people spend reading your content, whether they look at more than one page, the type of content they’re looking at, whether they complete a form that you’ve got in your sights. So if you have your petitions hosted there, it is pretty important to make sure that you’re getting people to take that step and push that button at the end of whatever process you’re you’re hosting on your site. One of my clients, they do condom orders for teens in california, and for them it is really about the condom wars. Orders are orders. Yes. Get a freak on. What? What could’ve been a campaign? You could’ve kayman condom. Moore’s is also now in very intrigued. And i want to build this think of any right now could be one of the next throwing gold. Yeah, well, they do condom orders for teens so teens can order condoms so that they can have safe sex and prevent unplanned pregnancies. So it’s a really big deal for them to track how many people come to the condom order page to come to that form and actually fill out the form and so that’s a meaningful metric for them and anything they can do to improve and increase that completion rate of that form? Is it really big strategy for them? They want to take it from fifty percent up to seventy five percent, because that just means that they’re creating less barriers for people to take that action. Okay, shari anything one at about using google analytics? Att this point when we go a little further? Yeah, it’s an invaluable tool for volunteermatch not just at the campaign level in terms of online marketing, but for our entire organization are benchmarks are built off of google analytics conversions and goals like i said, we worked to connect non-profits with volunteers, and we measure those connections on our website and then translate that into meaningful insights about the impact we’re having in the world. And how often are you looking at the the analytics? Well, on an organization wide level, we do that quarterly, so we have quarterly reports that show, you know, how much of a social value are we creating? Aw, nah, team level we look overall about once a month, certain tools, of course, or more often, twitter is certainly a weekly tool, if not more often than that. Okay, yeah, and can we go beyond google analytics? You have recommendations for tools beyond google analytics. You’re one of the ones is is any sort of clicked tracking that you can use for social media? So whether it’s usually earl shorter like bentley or you may have a custom one built into your site, where you shorten the links you can share socially, and then you can see how many times they’ve been clicked. And then you can also see which tweets or which shares on facebook are the things that cause those clicks and it’s not about tracking every single tweeter, every single share. So with the client who works with condom orders for teens, they tracked that topic more closely than they track all of their other social media effort, so that helps them not get bogged down by tracking too many things, and the clicks themselves aren’t always the the end result that they’re looking for, but they can see whether or not particular messages are helping direct people to their website, which is where more information is living. Since video is so common, how are the analytics in youtube? Either of you helpful in terms of? I don’t know, i know basic one is how long someone watches a video, so can that be instructive? Tio how long your videos are to be? I don’t know youtube analytics helpful, yeah, so it can be helpful. One of the organizations that i like to look at because they have really great resource is looking at their engagement levels is up worthy, and so they host a lot of videos on their sites, and they’re looking at what they’re calling attention minutes, which isn’t just about the page views that they generate through the sharing that they do of really good messages, but they also look at how long people stay on the page. They look if they play the video, if they watch it all the way through it’s interesting youtube peoples behavior and youtube generally has changed. It used to be short, that is, were the way to go so less than three minutes and youtube itself has been doing some analytics of their data, and they’ve realized that longer videos on youtube often have the best engagement level. People are really looking at youtube is almost kind of like tv now, so it doesn’t have to be short but again, it’s really about what your audiences are are interested. If your audience is on mobile phones, they may not be interested in watching a fifteen minute video. All right, we’re going to wrap up, but shari, anything you want, leave us with around measuring the measuring the right stuff and motivating this engagement. Yeah, i just have one final thought and it’s something that i’ve been discovering myself more and more as i ramp up volunteermatch is engagement and a moment of personal discovery. We’re not in this. Alone and the best resource are the is the brilliance and the tools that have been created by people before us. There are people there are non-profits that are doing a great job of this. So talk to coworkers talked to piers, joined, linked in groups joined, meet up groups in your area and talk to people about what they’re doing because you can copy them. We’re gonna leave it there. Copy cats. But, you know, good advice, really. I love the way you both of you were passionate and and thinking about this on behalf of small and midsize charities. It’s really it’s really inspiring. You’ll have a great session, don’t worry, and i bet this help. I bet this help. Lauren gerard is a marketing and communications consultant and i heard her say she’s, based in new york city, based in san francisco. But i spent a lot of time in based in san francisco and what’s your twitter id girardin l g i r a r d i n l thank you. Sherry ilsen, director of engagement for volunteermatch with your idea on twitter sherri ce ilsen s l s e n thank you both very much. Thank you, durney martignetti non-profit radio coverage of fourteen and t c the non-profit technology conference two thousand fourteen thanks very much for being with us. Of course, i’m grateful to everyone at ntcdinosaur non-profit technology network love those folks generosity siri’s they host multi charity peer-to-peer five k runs and walks if you’re using summer, perhaps to plan for your fall or end of year fund-raising they have events coming up in new jersey, miami, atlanta, new york city, philadelphia and toronto. If you think a run walk might make sense for you, then please pick up the phone. You know that’s how i like to do business. Talk to dave lynn he’s the c e o tell him you’re from non-profit radio you’ll get dave at seven one eight five o six, nine, triple seven or, if you prefer, on the web generosity siri’s dot com it’s summer in the united states are you taking care of yourself? I hope that you are. Are you taking riel time off? That’s vacation without work, email without work calls without work, text messages. No work, no contact with work. That is a real vacation. You’re in a e-giving business. You work for a charity that helps other people, whatever it is that you do around charities, whether you’re in one or you’re supporting one or a bunch because you’re a consultant, you’re giving to other people, and if you’re going to give, you’ve got to take and i think take vacations, please take care of yourself so that you can do that giving work for other people, rest your body and your mind. This summer disconnect. I had a listener message me just a couple of days ago, she said, you share your soul with the world, and i’ve been thinking about that a lot and i think she’s right? You know? And when you’re sharing and giving to others willingly, it’s exhausting and you have to take care of yourself, you have to rejuvenate, i’m doing mine the end of august, i’ve got my complete disconnect ten days off the end of august. I hope that you are doing the same for yourself because you are sharing your souls with the world as well. Please be good to yourself this summer, that is tony’s take two for friday, twenty fifth of july, the twenty ninth show of the year. Here’s another interview from the ntc on facebook strategies. Welcome to tony martignetti non-profit radio coverage of and t c twenty fourteen were at the wardman marriott hotel in washington, d c with me is drew bernard and his topic at the conferences facebook strategies finding supporters among your fans drew welcome, thank you. Pleasure to have you. Thanks a lot. Beer. Thanks. And thanks for taking time in a busy at a big conference. Teo to sit down. What? What? What do you think? Non-profits aren’t doing so well that they could be doing better in their facebook strategies? You know, i saw mama, i’m a big fan of the word engagement as opposed to building fans growing pages, you know, historically, we were for a long time, organizations were very focused on building fan pages, sort of collecting fans, and if that became the key metric, how many? How many fans do we have? Right? Well, we all kind of know that that that actually turned out not to be a great strategy for the organization now good for facebook, but not necessarily for the mission to the organizations and really the the key piece, so i historically was relatively a crim uh, gin about facebook for years, but a couple of years ago, about a year and a half ago, facebook began to roll outs and changes that allowed us to do somethings where we could engage people on facebook beyond like sharing comment and specifically doing things like signing petitions, running all kinds of different actions on on facebook and the three that the topic that we’ll be talking about tomorrow there’s really three primary things organizations need to be doing on facebook. First of all, they need to be reaching enough people so there’s really no point of participating on facebook if you’re not reaching a meaningful number of people and it turns out that a cz many organizations have learned the hard way fan count and reach are not the same thing facebook doesn’t doesn’t send your you know, each post each each comment out to all of your supporters or all of your fans, you sort of have to earn every every post that goes out has to earn the reach that video to calm that, that it gets to the number of people that gets too and the way you do that. Is by posting content that does get people engaging with it, whether it’s clicking like share comment or something beyond that so reaches the first thing i do. I’m going to stop for a second that you could you turn down the main in the back there’s a bit of a buzz and kind of a little echo on a on the black box. It’s ah button a knob labeled mane okay, i’m sorry, so that’s getting think yes, the reach is sort of the first thing and without reach and i spent spending quite a bit of time talking about reach because reach without reach there’s really no point, if you’re going to reach, you know a handful of people, you probably are better off drinking coffee with them. It’ll probably be protective the second thing once you want, you’re reaching a substantial number of people with content, and it really is a matter about posting content that gets people engaging with it. Because you earn reach and facebook by creating content that engages people facebook wants, you know they’re going to prioritize content, they do prioritise content that gets people engaging with it. So that’s the first thing. The second thing once you’re reaching a substantial number of people is to really be engaging them, tio develop real relationships, so cultivating real relationships with people and not just like clickers. So, you know, historically, the idea that the the key goal of facebook was building awareness where we all know now that awareness alone doesn’t, doesn’t really moved the dial in terms of missions, so it really is about cultivating riel relationships with people and that’s a really that’s a real art it is, it is, except we do it every day, right? I mean, organizations, individuals, you know, one on one, we build real relationship people are, of course, but doing it on facebook, you know, it’s it’s not as much as you might think. It’s it’s it takes things like participating in the comment stream. Eso when you know when a person leaves a comment in the in the news feed. So first of all, i i guess i should back up and say that facebook, for all intensive purposes, really is all about the news feed. Facebook pages are sort of an organization’s brand, but really, nobody goes to the facebook page, everything is in the in the in the end, users, readers, participants news feed on dso earning a place in that news video, that the first piece and that’s that’s the reach peace, and then really the second piece around around thie sort of cultivating real relationships. It is an art, but it’s really just more about being a paying attention to it being being thoughtful about it. This is not a place to come and blast out communications it’s really a place to come and participate in dialogues and discussions. And i like to the idea of being thoughtful and that’s the way we conduct ourselves, hopefully in our face-to-face in our time related really is different. You want to be a thoughtful person, that’s, right? That’s, right? So and then the other the other part of that is also giving people things to do inside a facebook that go beyond clicking like, you know, clicking like share comment those air required in order to accomplish riel reach you need to do those things so reaches is is accomplished by creating content that gets shared, gets engagement, then the second piece is is giving people things to do beyond beyond those things. Whether it’s signing petitions, you know, joining an organization in thanking volunteers, you know, joining joining an organization organization in celebrating victories, successes, all kinds of different actions things there that are more meaningful than just i like this piece of content. And what we find is that about ten percent of people who engage with a with an organization’s post will often go on to take a deeper action. And those are the things that really that really matter, right? So in the in the you know, boots on the ground world in the real world, we build real relationships with people by engaging with them over time and in deeper ways over time. You know, you person you know, first becomes aware of an organisation, it might start tracking that organization and then slowly becomes more and more involved. And the same thing happens in facebook so that cultivation pieces the second critical piece without that it’s really? You know, facebook’s never really going to provide a a measurable return on investment. So we have the reach cultivation. You were hitting that’s, right? Three main three main points. Yeah. So cultivation is the second piece and in order to do that, of course, you gotta have you got be reaching enough people, you’ve got e-giving them things to do that that are meaningful and that that relate to the mission, and then the third piece is conversion or capturing data. So, you know, facebook at this point is only delivering, you know, you’re an organization’s posts to a small percentage of their fan count, so, you know, if an organization has ten thousand fans, they’re they’re very luckily, they’re very lucky of facebook’s delivering those posts to one thousand of those so ten percent is there’s a high number? It was, you know, a year ago, they were saying was fifteen it’s down now, however, organizations who are posting content that’s designed to be engaging are still seeing high levels of delivery rate, so that but that third piece, though, is about converting people into email addresses into other types of other types of data. So the organization’s contract those relationships and get to know them overtime. So one of the things that’s super fun to do within actionsprout is we have a little people tab, and we put this in almost as an afterthought. Um, but what? It does is we track anybody who likes her comments on a post that has an action in it. We tracked that person we capture first name, last name, ah little bit of facebook data even before they often app or fill out any forms, and we begin to track their engagement in their activity with that person within facebook over time. But ultimately, that doesn’t really help facebook’s going. You’re still at the mercy of facebook delivering your message to those people until you have an email address until you have some other way to reach them, so the third piece is converting them and getting them into your database so you can you can build a list of people that, you know, you know, have signed, given petition given petitions or have taken pledges or joined you in thanking volunteers or donors or whatever those things are but critically important issue can also reach out to them via e mail for fund-raising for you to continue that relationship building off of facebook as well, and if they’re younger, they might prefer texting, you might have a text channel engagement through through mobile. Yeah, i mean so, so facebook is that channel for most? For most people, about sixty percent of all mobile sharing today is actually through facebook on dh facebook is your facebook is a mobile tool more so than the desktop tulani more you know, for us well, over sixty five, seventy five percent of all actions that get taken are actually taken on either mobile devices or tablets, so that the percentage of of activity on facebook that’s happening on the desktop is dropping dramatically. Facebook’s been investing ah lot as you, as we all saw, with their what’s up acquisition in mobile, i mean, that’s that’s their top between monetizing the news feed and really figuring out the mobile piece that’s that really is the two priorities i would. I would say that facebook has. Okay. All right. So let’s, spend all time more detail in in each of these three areas that that you outlined drew so reaching, you know, you raise it, earning a place in their in their news feed. How do we can you share some more details? How do we how do we earned that spot? Yeah mean, so so. So content is king. Just as in any any? Communication channel understanding how to create great content that is highly effective with your target audience is key and the way, the way we advise our the organizations who use actionsprout is, we talk about the eighty twenty rule, and we highly recommend that roughly eighty percent of the content that an organization pushes out on its wall has already had some evidence has already proven to have some potential to be engaging on facebook, you know, we say it as having some viral potential, although the word viral there’s often a dirty work out of times, but but something that you’ve already seen work elsewhere, it could be something that, you know, a post that you’ve pushed out before it could be opposed that one of your ally organizations has has been running that’s been doing well, and you’re learning from that s o it’s content that you’ve already seen work before, so so finding great content and either reusing it or or using it, we have a little tool inside of of actionsprout and a little free, actually a free tool as well that you can get to on our website that they’ll allows you to go in. And search any any page inside a facebook the free one does you go and you say i want i want i want to do a quick report on this page and we’ll surface the top performing content within that within that that page in the inspired tool inside of facebook, what we do is we track any pages that the page that you’re paige likes. So if you’re paige likes twenty, thirty pages that relate to your work, we monitor those and we surface the top performing content across those those that that content has already proven to work. So it’s already gotten higher than average engagement for those pages, so so looking for content that and by the way, are those your ally organizations, the ones that that i’ve liked your page, not necessarily that they’ve like yours? You’ve like that? I’m sorry, so the key is to is to go in and set it up so that your any page that you want to be tracking you have in the system, and then we’ll serve us that there’s a tool called crowd tangle that does something similar and at a different level hold more sort of much. More sophisticated level that’s also designed for the same thing. So looking for content that’s already been successful in this way is key. Interesting. And i like the idea that you’re bringing in other people’s content that that’s been successful. I don’t think a lot of organizations are thinking that way. I mean, i think they’re thinking we have to generate our own it’s starting people are starting to understand it. We definitely you starting to see it on on more and more pages where organizations understand that the way i described it is, you know, eighty percent of your content should should have some proven potential. Write thie other twenty percent should be should be, you know, original and is this is easy is sharing. Another page is sometimes it’s a simple on your page. Absolutely sometimes it’s just a simple is doing that it could be a great post. It could be a great mean that that goes out and the action the call to action could simply be thank you, this organization for their great work, right? So you could call out the organization for the great work that they do and you could simply say, join us in thanking them. And that could be the action that you’re engaging someone beyond. Life oppcoll excellent. So so, that idea of looking for content that’s already proven to be successful, reusing that content, sometimes it’s literally just copying it, pacing it into your news feed. Sometimes it’s getting inspiration from somebody else’s stuff. You’re listening to the talking alternative network. Yeah. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Talking alternative radio twenty four hours a day. Hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. We liked the idea of having a calendar that is not just a, you know, thinking ahead calendar, but literally looking at your own at the organization’s mission and thinking throughout the year, what are the top dates? What what dates when important things have happened? Let’s spin up some actions around those let’s let’s do some posts that celebrate, you know, it’s, an environmental group, the birthday of yellowstone was one that sierra club did recently that didn’t very, very well for them and and let’s ask people to celebrate with us and taken action beyond clicking like on the post. So so reaches is, you know, great content. I should say that twenty percent that you do of your own the original content, eighty percent of that will fail so it’s that sort of that that’s the the unfair advantage is to those organizations who are looking for proven successfully, successful content, reusing it or learning from it and posting stuff similar and if there are organizations primarily using their own content, which i realize is not contrary to what you’re recommending, but if they are doing that and if your statistic is right that eighty percent of what they’re producing is failing then it’s not eighty percent of twenty percent it’s eighty percent of their of their entire yeah, and i think hyre content, you know, this is, of course using the flippant eighty twenty rules, but but we’ve see hundreds and hundreds of organizations running thousands and thousands of posts and without a doubt the organizations who are reusing their own content, reusing other people’s content, learning from that content and tweaking it are far more successful than those who were trying to be creative every day. Yes, okay, definitely. Why not something else? That’s ah sort of cliche, but, you know, why reinvent the wheel when when there are there are multiple potential sources, these ally organizations that are working as well, why not capitalize on what they’re doing and what what you’ve seen be successful that they’ve done that’s right? That’s, right, and it’s important to give credit where credit’s due also almost crowdsourcing you’re content, and what is it you think about facebook? Facebook is a sharing platform, right? I mean the, you know, ninety nine percent of what you engage with on facebook, it’s stuff that was shared and and and this is just another form of that. So, yes, so reach, you know, looking for content that’s already been proven is something that really does help a lot from a reach standpoint. Okay, we’re gonna move on because surely have ah, maybe just for five minutes left. And i want to talk a little more detail about each of these cultivating, getting, you know, providing things for people to do calls to actions, say, it’s a little more about this. Yeah, i mean, that’s what that’s, what actions? That’s what the impetus for creating actionsprout was the idea that that we finally are in a position now given facebook’s ap eyes for us to give people things to do inside the facebook that that have the potential to deepen our relationship bond. So the any any action you know, the inn in creating a petition offline, it takes a lot of work you’re creating, you know, you have to you have to go in, you create a form on a on a website you often have to create a you know, big e mail blast that it’s the overhead involved in creating a full on campaign is pretty high. So what? We wanted to do with with actionsprout ist create a very simple five minutes or less type of action, that’s something you can give anybody an action to take. So, andi, the example i gave earlier you, if you’re you’re posting a great mean from another organization and in it you want to give that organization credit for that mean, you know, thanks sierra club for the great image instead of saying thanks sierra club for the great image, you can invite people to join us in thanking sierra club for their great work that’s an action that goes beyond your courage or your encouraging them to go to syria, not necessarily the fact that actually click on our work here. If you click on that, you’re being then driven into the app buy-in and users driven onto the apple on the organization’s page and can complete the action with a single with a single click. So so that’s an example of an action doesn’t you don’t have to have you don’t have to use actionsprout tio could have people do actions beyond by any means. In fact, one of the organizations of that that uses actionsprout is that daily? Coast who’s been running actions for years on their facebook page, and they’re what they’ve done over the years. They’ve trained their audience on facebook to be engage er’s so their conversion rates are incredible on dh they have an incredibly active audience that people who want to do things the way they’ve done that in the past is they’ve simply driven them off to a website to fill out a you know, on a campaign landing page which works as well. It’s not it’s, not his viral, so with with actionsprout every time someone takes an action, we have about nine hundred that that action gets shared about nine hundred times within facebook, which is because we front load all the viral, but but that’s an example of an oven oven action. So whether it’s a petition, you know, a pledge, whatever those things are driving action from facebook is important, so that so from a from a cultivation standpoint, it’s those additional actions beyond, like comment and share that you can track there deep in those ways, a lot people would call that engagement ring totally isn’t feeling engagement, absolutely just a minute or so men and a half left or so let’s talk a little more detail about conversion, which, you mean capturing data. I mean, capturing data, we can be in touch with you beyond facebook that’s, right? Yeah. So, i mean, really, these things were all as you guys, you can tell they’re all extremely intertwined, you know, without reach, you don’t have god with you don’thave convert any kind of cultivation or or reach right without it, without engagement, you don’t have reach this said the third piece around conversion really is about data capture and the data capture you know, we this was something that no one would even is sort of a non topic in just about any other space other than social. But the idea of really capturing and tracking the engagement of people from facebook or on facebook into your c r m is is sadly knew, but really powerful, okay, we’re going to leave it with just give us a tip that that’s not actionsprout dependent for how to convert and captured from data let’s just say it’s an email address? Yeah, i mean, any any action that you’re driving from your any post that you’re pushing out that is that’s doing well or will do well? It’s has any viral potential that doesn’t have a call to action that drives a person somewhere, whether it’s actionsprout whether it’s your website, you know, petition form or whatever that drives someone that doesn’t have a link in it to do something beyond clicking like is a missed opportunity to capture data, okay? And if you’re driving them to your website, then there might be a window box that asked for an email petition, of course, but that’s right could be a simple, you know, sign up could join in, like, go like, yeah, see how out of touch and window boxes. Hyre planter that’s, right, but put your tulips out the spring’s coming put them in the planter box planter box pops up now yeah, lightbox, whatever it is. So any any post that you push out that doesn’t have something for your most ardent supporters to do beyond that? The ones that are ready to do something more than just click like on the post is a missed opportunity. Okay, we’re gonna leave it there. Thank you very much. He’s drew is ceo and co founder of actionsprout which i’m sure you’ll find it actionsprout dot com drew, thanks very much. Thank you. Pleasure. It’s. Tony martignetti non-profit radio coverage of ntc twenty fourteen. Thanks very much for being with us. My thanks again to everybody at ntcdinosaur and the non-profit technology network next week, maria semple is with me she’s, our prospect research contributor and the prospect finder. Our diet of dirt cheap and free you know her. If you missed any part of today’s show, you can find it on tony martignetti dot com. Please remember generosity siri’s, dave lynn seven one eight, five o six, nine, triple seven or generosity siri’s dot com. Our creative producer is claire meyerhoff. Sam liebowitz, he’s at the board he’s, our line producer shows social media is by julia campbell of j campbell social marketing and the remote producer of tony martignetti non-profit radio is john federico of the new rules. Our music is by scott stein what a thrill it was to have him in the studio last week. You with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. E-giving didn’t think dick tooting. Good ending. You’re listening to the talking alternate network, waiting to get me to thinking. E-giving cubine. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping hunters. People be better business people. Hi, i’m ostomel role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m. We’re gonna have fun, shine the light on all aspects of music and its limitless healing possibilities. We’re going invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com, you’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Talking.

Nonprofit Radio, December 16, 2011: Facebook Fundamentals & Your Fresh-Faced Website

Big Nonprofit Ideas for the Other 95%

Sponsored by GE Grace corporate real estate services.

Listen live or archive:

My Guests:

John Haydon

John Haydon: Facebook Fundamentals

John Haydon, principal of Inbound Zombie and co-author of “Facebook Marketing for Dummies,” is well known around the internet as having simple ideas for getting the most from social media. We’ll talk about getting your nonprofit on Facebook: how to start; how to FB fundraise; attracting fans (even if they’re not technically called that any more); and integrating with your other channels.

Please take a moment to take the survey for this week’s segment with John! You’ll find it here at the end of the guest and segment descriptions. Thank you!
 

Scott Koegler
Scott Koegler: Your Fresh-Faced Website

Our regular tech contributor and the editor of Nonprofit Technology News, Scott Koegler, shares his thoughts on your freshened-up website. Are you on message? True to mission? Have a call to action?
 

 


Create your free online surveys with SurveyMonkey, the world’s leading questionnaire tool.

Here is a link to the survey: http://www.surveymonkey.com/s/RFDG32B


Top Trends. Sound Advice. Lively Conversation.

You’re on the air and on target as I delve into the big issues facing your nonprofit—and your career.

If you have big dreams but an average budget, tune in to Tony Martignetti Nonprofit Radio.

I interview the best in the business on every topic from board relations, fundraising, social media and compliance, to technology, accounting, volunteer management, finance, marketing and beyond. Always with you in mind.

Sign-up for show alerts!

“Like” the show’s Facebook page.

Here is the link to the podcast: 071: Facebook Fundamentals & Your Fresh-Faced Website

Sponsored by:
View Full Transcript

Transcript for 071_tony_martignetti_nonprofit_radio_12162011.mp3

Processed on: 2018-11-11T22:56:30.556Z
S3 bucket containing transcription results: transcript.results
Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results
Path to JSON: 2011…12…071_tony_martignetti_nonprofit_radio_12162011.mp3.407788752.json
Path to text: transcripts/2011/12/071_tony_martignetti_nonprofit_radio_12162011.txt

Hello and welcome to tony martignetti non-profit radio i’m your aptly named host it’s friday, december sixteenth, two thousand eleven we’re here as always, talking about big non-profit ideas for the other ninety five percent. I sincerely hope you were with me last week because if you weren’t, then you missed fund-raising through your life cycle, what does fund-raising look like in the stages of a non-profits life? And how do you avoid the stagnation and decline phases? Jeff sobel principle of jeffrey sobel consulting shared his insights, and that interview was recorded at westchester a f p s national philanthropy day. You would also have missed marrying major and planned gif ts are these two compatible? What do their courtship and marriage look like? Charlie gordy, director of planned giving for harvard law school and margaret hohman principle of home and consulting, revealed how to make this a match made in heaven that was recorded at the national conference on philanthropic planning. More important than last week, you’re with me this week, you’re listening live and this week it’s facebook fundamentals john hayden principle of inbound zombie and co author of facebook marketing for dummies is well known as having simple ideas for getting the most from social media, we’re going to talk about getting your non-profit on facebook how to get started had a facebook fund-raising attracting fans, even though they may not be called that anymore technically, and integrating with your other channels also your fresh faced website are regular tech contributor and the editor of non-profit technology news, scott keggers with me and he’s going to share his thoughts on your freshened up website. When do you need to freshen up? Are you on message? True to mission? Do you have a call to action between the guests on tony’s? Take two, it is my block this week, my next-gen charity interviews part two i interviewed a stand up comic i get my face red and connecting donors to causes these air three of the twelve interviews that i did it next-gen charity conference last month and i’ll talk a little bit about those on tony’s take two, we’re live tweeting the show use hashtag non-profit radio to join the conversation on twitter. This show is supported by g grace corporate real estate services were grateful for gee graces support we take a break when we returned. My guests will be john hayden. And we’ll be talking about facebook fundamentals. So stay with me. You’re listening to the talking alternative network. Duitz are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set to one, two, nine six four three five zero two for a free consultation. That’s a lawrence h bloom two, one, two, nine, six, four, three, five zero two. We make people happy. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to big non-profit ideas for the other ninety five percent on tony martignetti non-profit radio. Joining me now is john hayden. John, how you doing? Hey, tony, how you i’m doing great, thank you. Jon is calling from cambridge, massachusetts, he’s, the principal of inbound zombie consultants in online strategy and social strategy for small and midsize non-profits that’s the audience here in the u s and canada. He’s, also co author of facebook marketing for dummies and he’s, well known for having simple ideas for getting the most from social media. John hayden, welcome to the show. Thank you for having me appreciate, oh, it’s a pleasure. Um, facebook, why should non-profits pay attention to and be on facebook? Why facebook? Well, the simple answer is that everybody’s on facebook? Okay, um, and regardless of where, you know it’s, not really about the platform it’s about where people are and as you may know and maybe some of our your listeners may know, you know, facebook has about eight hundred million active users, okay? So these are people that actually log in to facebook thirty minutes, three hours a day, they’re checking in on their iphone or ipad on browsers and support and connecting with their friends John 30 minutes 2:3 hours so even at the short end, they’re on average, people are spending a long time on this one place. Yes, exactly. Um, you know, i kind of look at it like the morning coffee routine. You know, maybe thirty years ago, people used to open up a newspaper how people open up facebook and they see they get their news. What what are my friends sharing what’s new in the world today? What’s, you know, whose birthday is it today? You know, things like that, i mean, it’s really a central part of the culture today and so non-profits, you know, just like when the television came out and certain non-profit said, while we need to start doing something for tv in the same way, they kind of need to look at where people are using social media, which is, you know, really facebook at this point. Oh, so you sort of use those anonymously, yeah, so non-profit you know, sometimes i get this question the cheese, social media so many platforms, where should i what should i do it? I said, look, if you’re not doing so. Idiot. All first of all, you know, get your website straight. You know, make sure you get that first, but don’t think about this huge social media thing just think about facebook because that’s really where you should start that’s where your constituents are gonna be guaranteed your volunteers are going to be their donor’s going to be there, not all of them granted, but you know, the majority of them on dh. You know, the fact is that eighty nine percent non-profits air now using facebook, so if you are a non-profit thinking about facebook, you kind of have to look at what your peers are doing. Well, yeah, ok on dh i pulled listeners before the show and thank you very much for for retweeting the the the short link to the pole many times appreciate that on day one of the questions was, does your non-profit have a facebook page so our audience is a little behind the national average? About seventy seven percent said yes on dh. The remainder said no, i better listen to the show so that other twenty three percent or so we’re going to try to convert them we just have about two minutes before the break, so i want to just tease a little bit. How do we just how do we just get started? Get started getting started and then we’ll be out. You and i will be able to spend a lot more time on that after the break. The best place to start is to have a plan, you know, do some research on facebook i actually website called the non-profit facebook guy dot com non-profit facebook id a lot of articles on there, but, you know, come up with a plan and really try and develop a strategy as to where facebook would fit within you’re overall marketing communications fund-raising plan and then you really want to start with a facebook page, okay? And we’ll get to the different types of pages because i know there could be some confusion around that after the break, just in a minute or so. What are the pieces of that strategy or plan? What topic areas should be in there. Okay, so the topic area would be, what are your goals? You know, specific goals? What do you want to be achieving with facebook and it again? It does help to understand what facebook is good at, what facebook is not good at, understand the kind of its role within your overall communication plan, and then the other thing is, you know, what’s going to be your content strategy, what is really unique about your organization, what gets people talking, you know, when you meet people, your supporters volunteers when you meet them and it event and you’re in coffee and bagels together, what is it that gets them really excited? And what do they like? What they like to talk about what they like to share with friends, build a content strategy around that so that you’re pushing out consistent content on facebook, which is really kind of the central central point on facebook? It’s not kind of a static web page it’s really not bad it’s more kind of a living, breathing dialogue that you’re having with your constituents is really the best way to be using a facebook page. John, we’re going to take a break and we’ll get into more detail after this break with john hayden, author co author of facebook marketing for dummies and i hope you will stay with us. I didn’t even think that shooting, getting, thinking things. You’re listening to the talking, alternative network, things, getting anything. Cubine are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Hi, this is psychic medium. Betsy cohen, host of the show. The power of intuition. Join me at talking alternative that calm mondays at eleven a. M call in for a free psychic reading learned how to tune into your intuition to feel better and to create your optimum life. I’m here to guide you and to assist you in creating life that you deserve. Listen. Every monday at eleven a, m on talking alternative dot com. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics. Politically expressed buy-in, montgomery, taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com talking alternative radio twenty four hours a day. If you have big ideas and an average budget, tune into the way above average. Tony martin. Any non-profit radio ideo. I’m jonah helper from next-gen charity. Buy-in welcome back. We’re talking about facebook fundamentals with john hayden and john. Before we get into more detail about getting started and the different types of facebook pages, i am dying to know why your company’s called inbound zombie. What is that? Okay, so inbound zombie. Quite honestly, i just literally came up with the name, um, and i’ve always been a fan of zombies. Just, you know, zombie movies, and what not, i find it a fascinating read books about zombies on that, and i just felt like, you know, zombie culture will probably be around for a long time. So if i come for the business name, that is current, always be current. You know, and then only after then, you know, maybe like a year later, it started having meaning to me like water, zombies, this idea that you know what i do for a non-profit is kind of create a situation where people come to them like they actually get to a point where they don’t their constituents in their volunteers let’s imagine that they’re like positive zombies that are really smart, they can’t help but come towards the organization they can’t help but be attracted to the organization three using okay, okay, as long as they’re positive zombies, not the ones that are, you know, that have the wrapping dangling off them and their bloody and their eyes were just sockets, you know, as long, it’s, not that kind. No, we’re cool, all right, positive zombies on di did see on twitter that at wild woman fundez mazarene treyz who’s been a guest on the show, she looks so it looks like she spends more like five hours on facebook, so i hope our clients are not suffering mazarene hope your client working, getting done and other important things in your life are being done and maybe just sleeping less. Than the rest of us. Okay, john, what are the different types of pages? There could be some confusion around that the type of page that a charity should set up on facebook. Okay, no that’s a great question. So, you know, common mistake that i see is that, you know, someone will say, oh, you know, i just started i started a facebook page for my non-profit and, you know, how do i get more friends? And so what happens is that sometimes an organization will actually create a facebook profile, which is for the personal use on they’ll be using that for their organization, which is basically a violation of the facebook terms and conditions a and b it’s, not the most effective type of tool to be using. So what i just mentioned, the facebook profile is really what those eight hundred million people eight hundred million facebook users, they’re all using a facebook profile, you know, you share photos with your friends, you check in to facebook places you make a status update, you connect with high school friends, that type of thing, so that’s that’s really meant for a person now, a facebook page or business page sometimes called a fan page, and some people might know it is a fan page that’s really wearing organization wants to be starting, and the best way to do this is to go to facebook dot com metoo polka dot com forward slash pages forward slash create that, not php. Yes, and then you want to pick either a local business or place or a company, organization or institution. These are two different types of facebook pages. There are six types in total, but these two really apply to non-profits a local paper place of business might be a museum that’s a that’s, a non-profit the company organization institution might be say, a foundation that is in a corporate park were really nobody visits then, so you wouldn’t want to advertise that the address and location of the business that much. But, you know, you still want to have a facebook page, so these two different types of pages, okay? And it sounds like for our audience, probably the first of those two is more appropriate. Yeah, local place of business. Um, or you either one. Okay, so what can they do on this? Well, so how do they create the fan page. What should be included in it? Okay, so when you create the fan page, i actually have some videos that you go to non-profit facebook dot com. I actually have a few video tutorials about that. But what they want to do is they want to upload a mean image. John, i’m sorry. Say that you are l one more time that people can go to for the video. Oh, sure. It’s non-profit facebook guy dot com. And then they could just kind of search for it like a little search box. Was that guy guy or guide by, like like you? Why guy? Like a man. Okay, non-profit facebook guy dot com. Okay. Thank you. Thank you. And then, you know, when you create the page, you upload a maine and the video kind of walk you through this whole thing, but you want to create. The most important thing is probably creating a welcome tab. Custom welcome. Tab. And the reason why this is important, tony, is because eventually an organization will want to promote the page, you know, through email or however they’re going to have people show up and, like page exactly. Do something on the page. They want to be able to convert the fans, okay? So when someone shows up, they were going to make a decision in less than two seconds, whether they should like that page or not. And, you know, it’s been a few studies on this, but organisations that have a welcome cab, which is basically like, and it could be an image and it’s, just kind of like a good first impression. The example that i always use his dog bless you if you go into facebook in the search dog less you, they have a great example of a welcome tab it’s, just a picture of a dog and it says, god bless you and that’s it. And then, you know, the implication is like the page, and they have well over two hundred thousand likes exactly. Yeah, and so, you know, a strategy like this is important. Welcome tab, like it’s important, because, you know, when you have people come to your page, you want to be able to convert them into a fan once they arrived it again, you have less than two seconds. So with welcome tabs will actually convert fans at a twenty five percent higher rate than the wall or the info tap because other to places that you could send new visitors okay? And that example again is dog bless you on facebook. All right, so the welcome tab is important. You’ll convert more people than rather than them coming to the wall. And we’re seeing a bunch of posts as as the first thing they land on. Is that right? Is that basically it? Exactly. Okay, okay, what else can we do? The what other features are are the tabs are there on our on our fan page? Okay, so they have, you know, they have the wall. The wall is really where all the action is going to be, and i’ll get to that in a little bit. But, you know, you have the wall. The info tab. You should fill out the basic information. Don’t go crazy about about the information tap. You really want to just include, like a link to your website so that people can click on that. Read more about your organization, but you don’t want to. You don’t need to provide every single piece of information you tend. You need to know about your organization. People simply don’t read and into a cab that much anyhow. Okay, they’re really going to be interested in what’s happening on your wall. And if they do want more than you’re giving him the link to the website or the blogged t get that additional stuff. Exactly. Exactly. Yeah. So now, as i mentioned before, you know, facebook facebook page isn’t like a static web page. Okay, what’s what’s really important? About a facebook page is actually the content that you’re that you’re consistently putting on the page. That’s really? What the point is so i often tell people, you know, don’t go crazy with trying to get you page perfect. Just get it out there and start building up a community start attracting people start having people like the paid and so forth. So when you first, you know, create a page, you literally have no one there’s no pans at all. Okay, in the same way that that welcome tab will convert a fan. Remember i mentioned, you know, the welcome tabal convert fans. Yes. The other thing you need to do is you need to kind of acquire a certain number of fans. Because when you first started page, you have xero fans, okay? And tony, i know you live in new york city, right? That’s? Correct. Okay, so, you know, it’s, a new restaurant opens up down the street and you go to that restaurant and nobody’s there that tables are empty. You probably going to be a little hesitant about going into that restaurant? Okay. Okay. So in the same way with a facebook page, you want to, you know, paige admin can actually use a function called invite friends where they can invite their personal facebook friend paige, and you can have a few different administrators on the page, and you could have saved five people who might be an admin of the page and making each asked their own personal friend network first. And where do you find where do you find this, john? Well, it’s, actually on the right hand side of a facebook page once you created okay, once you create facebook page, lincoln invite friends, okay? Okay, by the way, i do have ah restaurant in my neighborhood. It’s a chinese place. It was empty, i went in and i blew it. The food was awful. It was awful. It was a buffet. I wouldn’t touch three quarters of what was there, and then the other twenty five percent tasted bad. So wow, you’re right, c on that’s ah happened recently so you’re your zombie prognostication powers are are are strong today. I’m with john hayden and he’s, a principal inbound zombie and co author of facebook marketing for dummies can we customize tabs john? Or is it only what facebook? Makes available oh, no, you can definitely, you know, and tabs on to face facebook page, you know the welcome tab i mentioned earlier you can create, you know, like an email upton type of tab you can create petitions, you can create a lot of different types of functionality and kind of add those on to your to your facebook page and you can use, you know, if you know html and css, some listeners are very technical they’ll know how to do this, they can figure this out, but for those who aren’t really that tech savvy, which is pretty much ninety nine percent of the time prophet, you know, they might want to investigate some third party applications like there’s, a company called short stack and if you just even if you just sort search for them on facebook, just search for short stack. They have a great application to create these custom tabs, another one that i like his fan page engine fan page engine that’s a great one andan there’s, you know, there’s a bunch of other ones, but those are the ones that i that i consistently use and recommend. Okay, we’re going to move teo using facebook for fund-raising and there’s. An important distinction that you make what? Why don’t you explain what that is? Okay, so fund-raising there’s. A difference between fund-raising the relationship and fund-raising the transaction. Yeah, okay, so the transaction is actually collecting money. Exactly. Collecting the money and facebook is not so good at that. Is that? Is that right? Facebook is not the best way to collect money. Okay, but but it’s a great way to build a relationship weight exactly right. Excellent way to build relationships and nurture those relationships and file a lot of people after they donate. There was some research done by blackbaud i think about a month and a half ago that found that thirty percent of people that donate online, they actually donate through email. Okay, okay, six percent is about six percent of facebook and twitter. Okay, so if you’re a non-profit, you might say, chief, then i shouldn’t even waste my time with facebook, but the fact is, is that a lot of people, when they donate, they don’t just hear about a non-profit for the thirty first time and start donating, they need to kind of get to know the organization that relationship matures, and then eventually they might join an email list on the facebook page and then through that female relationship, then they donate. Okay, so facebook is awesome for acquiring and attracting new donors and developing the relationship with those new fans or connections into ah, donor-centric or a volunteer or whatever that relationship is going to eventually mature into. I pulled listeners again before the show, and one of the other questions was, if you have a facebook page, do you feel it adequately supports your fund-raising? And about sixty two percent i said no, and the other forty or thirty eight percent so said not sure, and nobody said yes, that they feel it adequately supports their fund-raising but there was a comment that i think is right on point with what you’re saying, and that comment was our page supports community and promoting the cause, but does not bring in dollars. Is that? Is that appropriate goal or ah, for fun for facebook? Yeah, i mean, it really is about the relationship it’s about it’s a i think i think organizations again, i think there’s kind of an over focus on like the money, the money, the money, you know? But you have to think about it for your perspective, tony, when you find out about a really cool non-profit you’re not going to donate right off the bat, you probably goingto join their email list and maybe go to a new event and then eventually you’ll donate once and then maybe you sign on as a lifer eventually, no, so facebook is the best tool for creating an enhancing relationships with constituents online because what you could do is you, khun report outcomes on your facebook page, we just we just opened up a new school in this in tanzania and it’s doing really well here’s, some pictures of our students and here’s here’s what they’re learning here’s the picture of the teacher, i mean, you could, you know, photos do really well on facebook, and the more that organization could kind of share photos on their facebook page about what they’re doing, like literally what is the impact that they’re having on the world that motivates people to donate? We have just about a minute and a half left, and we’re sort of getting to this topic so let’s deal with it directly. How do we attract people to our facebook page? Okay, great that’s an excellent question. So a few different things. I usually encourage organizations to leverage the existing their existing assets, so they may have a facebook page would say, you know, three, facebook fans, but they have an email list with three thousand subscribers, they can use that email list to kind of promote their page and then get fans that way. You really have to think about, you know, how you’re writing the email and what and the reasons why people should actually like the page. You want to create a unique situation on the facebook page that gives people a reason to actually like it and stay connected. The example that i’ve used before the m might share behind the scenes footage for kind of putting together an exhibit, so you really can’t get that anywhere else, right? Stuff you can only see if you go to the facebook page exactly. So people need a reason people are reasonable, facebook users are people and most people are reasonable. They want a reason to do something. The other thing that i usually encourage people to do is to try the facebook sponsored stories, which leverages what i would call friends networks on facebook. So if you have five hundred, fans on facebook page by taking out a facebook spot story, you could actually promote that page to the friends of those five hundred people. Okay, the average facebook user has about one hundred thirty friends, so, i mean, just do the math. You can really create a lot of exposure for the page and then collect a lot of fans that way. John, we have to leave it there. Thank you very much for being a guest. Great. Thank you, tony. My pleasure, john hayden. Principle of inbound zombie and co author of facebook marketing for dummies, where you obviously find a lot more ideas. We’ve only had twenty five minutes or so to explore jonah real pleasure. Thank you again, thanks. After the break, it’s, tony’s, take two and then scott koegler with your fresh faced website, so stay with me. You’re listening to the talking alternative network. Kayman are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics. Politically expressed buy-in, montgomery, taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com if dahna welcome back to big non-profit ideas for the other ninety five percent it’s roughly thirty two minutes into the hour, which means it’s time for tony’s take two this week. My block post is my next-gen charity interviews part two dahna the show was a media sponsor for this outstanding, really invigorating conference just last month here in new york city, and i got to interview twelve of the speakers at the conference, and i’ve been releasing them three per week, and this is Numbers 4:5 6 so this week there are hi def videos of my interviews with wally collins he’s the author of you never know book of encouragements and he’s a stand up comic and he wants you to live a regret lous life sharon abbott and i talked about positive communication techniques and she actually read my face to determine my communication preferences she looked at the space between my eyebrows and she looked at my upper lip and made some conclusions and i think she was pretty accurate actually on dh then charles best talked about how to connect donors with causes that they are supporting charles best is the ceo of donors choose dot or ge and that’s a sight where classroom teachers post their needs and donors from around the world support those needs, and charles explained how the site connects people from around the world with causes that they may most likely we’ll never physically see, but they’re supporting from a distance. That’s all on my blogged this week at m p g a d v dot com, you’ll find links tau video interviews of each of those three and that is tony’s take two for friday, december sixteenth. Scott koegler are you there? I am here. Tony, how are you? I knew you were because our technology and our producer is outstanding. Scott is our regular tech contributor. He’s with me every month. He’s, the editor of non-profit technology news, which you’ll find at n p tech news. Dot com and we’re talking this week about your fresh faced website. Welcome back, scott. Thank you, tony. Good to be here, it’s. Good to have you. When? When is the right time to freshen up the charity website? You know that’s a great topic, it’s one that i think people would prefer not to address. Because if you look around you see most websites and it’s not just limited to non-profits, but pretty much lots of websites him to not change over time. And that’s that’s a problem. So the answer to your question is, um, probably every day. I probably, you know, okay. All right, well, that’s, because so many sights now are blog’s, right? And that’s exactly the case. Um, people people will come to a website in order to find information. And if they’ve already found the information that’s there, uh, why should they come back? Yeah, so so that’s. Why so many sites are blobs on that’s? Why having a continuous stream of content updates? Um, you know, stuff, no new things to read is important and that’s exactly what john hayden said in the first half of the show about the facebook page. It has to be current relevant, interesting talk about the things that your constituents find exciting so it’s the same with the website it is a lot of a lot of webs are actually the containers for the contents that get published facebook and email newsletters and all those other things on that, you know, that keeps the contents still available for people to see. It also, uh, feeds the search engines. I think we also, since these are charitable works and organizations, we want to make sure that the website is aligned with their mission. Right? Good point and, uh, visions do change over time, especially those who have specific projects that come and go. So they may have won initiative that they’re focusing on for a month or a year, or whatever the period of time is. And hopefully they they succeed in fulfilling that particular initiative and kind of move on. So right, you need to update that. So there’s all these reasons, tio, come back, how do we get people to go? No, if maybe just, you know, for a first time, or if they haven’t been around for awhile. How do we how do we get the word out about the site with a classic way? Of course, email newsletters some kind of announcement that says something has changed, or here’s an update on where we noticed you haven’t been here in a while if you have a pretty good social media presence, whether that’s, facebook, twitter, google, plus or whatever you’re you’re social network media is it’s good with good thing to post updates out there, but i would always coordinate that with the content on the site and some kind of an email presents, okay? And you have some suggestions around getting people teo to sign up for for those email lists using your site exactly. And again, you know, when we say sight, i guess i’m also talking about social media whenever you have an opportunity in social media or on the website or, well, not an e mail, because that presupposes there already subscribe, but certainly use a sign up but on the website little box that allows folks to enter their email address and request to sign up for announcements for email newsletters for whatever it is that you may want to submit to them and you could do the same thing on facebook pages. I haven’t really dove it does that’s, right? We’re dove dived. You haven’t been into it much. Yeah, i haven’t looked much at the at the twitter, where they called the organization pages now organization pages, okay, but with facebook and google it’s entirely possible to put links on those pages that will lead people that are interacting, interacting with the organization there, back to your website to sign up for newsletter updates. Okay, are these the splashes that you see, like you go to some sites and ah, window opens automatically, which you can either fill out or clothes if you want to go right to the site, but is that we’re talking about it’s? Ah, sort that splash page, splash, window opens and sign up there? Well, that’s, one way to do it. Some people get pretty annoyed at that kind of thing, so i’m i’m not particularly advocate of of those things in your face, but depends on your constituency and the people you were looking for. Some people and some or some sets of folks bill, mind that are actually react positively to it. So i would say it’s a situational kind of thing. Okay, on def. It’s not that. How do you do it? So that’s? Prominent. I would put the sign up box on every page so that even a folks are reading a particular article. They’ve moved to another page. That somewhere on there, prominent on the generally on the left, the right hand side of the content. There’s a box. So sign up for our newsletter. Well, whatever your messages that you want them to do and it’s just, you know, eventually it’s something that they get used to seeing. No. And, you know, getting used to saying it is a good thing in the bad thing both because see it too often you kind of it disappears now. So is there enough is their technology that would would know when someone comes to a page? If if they’re part of the email list? I guess not. Right? Um, it was pretty complex. I would just as soon. Put it there, chances are you already have some content, some some items along the left hand or right sides of your content, then maybe advertising or updates, whatever on your website. So having an extra box? Well, that’s a newsletter sign up really? All that truce? Um, okay, and to coordinate a bit with my first guest, john hayden. What about incorporating into the website embedding into the web site the one, those facebook windows where it has the number of likes and somebody khun like right from there? What were your thoughts around that? Absolutely. And there are so many social networks now used to be that you just put your twitter stream along the side. You can also put your facebook update, scream your ghoul composting stream, but certainly you want to include the social media connection items that would be the plus one for google, the like for facebook and the share for twitter. So you should be on every page, every particle of content and how do you actually do? That depends on the platform to using i you know, whether it’s truthful or wordpress or juma or whatever it may be, there are tools. That are available almost for free that you can add to the sight that will just automatically put those in. If you’re if you’re not the programmer that takes care of the site, you’ve asked the people that are in charge, but for them it’s a pretty simple thing. Okay, all right, so it’s very doable, alright, and so these things, they’re all should be connected, and that could be a reason toe freshen up the site like the charity might have now. Ah, google plus organization page or may have become more active on twitter than they were when they first created the website, and they haven’t made these connections between the other properties and their own site. Exactly, and updates don’t have to be huge, another on in fact, they may not need to be or shouldn’t be huge just adding those social media connectors. Maybe one thing to do in one week and adding the sign up page for the newsletter maybe done another week so that they don’t they don’t become huge tasks. They don’t overwhelm people to come back to the safe and something completely different from what they were before, right? And not only that, but within the organization, if it’s, if it’s deemed to be some huge website revision that can be off putting and just, you know, it, it goes, gets pushed away because nobody wants to deal with the vast changes that are necessary, right? Exactly. I think that’s one of the reasons i mean, i hear that a lot, you know, it’s it’s always a monumental task when someone some organization is revising their website and people talk about it like it’s a gala for fifteen hundred people that they have coming in, you know, in three days, and they feel like they’re behind on it. It’s exactly. These things could be overwhelming if your website static just lend itself to being it to display changing content, then it may be time to change the platform. There’s a lot of old html web sites out there that are not really content management systems. They’re not based on wordpress, for instance, and so maybe a time to make that plunge and that that is as you just said, that could be a significant undertaking, but we don’t want that site anymore. That just looks like reads like a brochure, you know? Like a two thousand three website, exactly, the chances are you’re not seeing it. Yep, yep, should we have scott called back in? We’re going to take a break, is breaking up a little bit, should he call back in? Dahna okay, well, no, you don’t need to call back in scott’s, not that bad. Speak up, woman. We returned from the brake, just speak a little bit louder, and scott will be with us, and i hope you will be, too. Talking alternative radio twenty four hours a day. Hi, i’m carol ward from the body mind wellness program listen to my show for ideas and information to help you live a healthier life in body, mind and spirit. You’ll hear from terrific guests who are experts in the areas of health, wellness and creativity. So join me every thursday at eleven a m eastern standard time on talking alternative dot com professionals serving community dahna hyre this is tony martignetti aptly named host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcast are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership, customer service sales or maybe better? Writing are speaking skills. Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes, or get your human resource is in touch with us. The website is improving communications, dot com, that’s, improving communications, dot com, improve your professional environment, be more effective, be happier, and make more money improving communications, that’s the answer. Talking. Hyre lively conversation. Top trends, sound advice, that’s. Tony martignetti, yeah, that’s. Tony martignetti non-profit radio. And i’m travis frazier from united way of new york city, and i’m michelle walls from the us fund for unicef. No. Dahna and on the aptly named host of tony martignetti non-profit radio and scott koegler is the editor of non-profit technology news, and we’re talking about your fresh faced website when different in that up. Um, this is what we’re talking about. Email, how frequently is it? Ok, tio email are our list that this is surprising that of answers to that actually, johnny, you know, to do that nuclear monthly was kind of the norm and, of course, some of the something that is really coming by your budget because they’re all kinds of factors that come into play with costs of sending email newsletters. But that’s, not the question that you asked. Uh, frequency is really dependent on how frequently your topic you’re subject to your content changes and how frequently your leadership wants to hear from you way we’ve got a results of a survey that was done bye male chimp, which is a huge email provider. Yeah used that they found that email frequency as frequently as once per day. There’s not not unheard of. Now you have to understand that those kind of emails are typically the announcement. E mails like daily deal kinds of emails. So maybe a non-profit, uh, typical non-profit wouldn’t have that kind of frequency of updates, but it’s a matter of how much does the reader wants to know and help frequently? Do they want to know it? Ok, yeah, that’s interesting daily deal, of course, you know what, you’re getting there, and then obviously, they have content that changes every day, but then i think of the news sites i mean, i get daily emails from new york times and the chronicle of philanthropy, so yeah, it really does depend on what people are are expecting, i guess, right, exactly there’s also defense on allowing them to change what they get based on their desires. So someone may have signed up for daily and decided that they really don’t want to do what they want us weekly if you don’t provide an option than to change the weekly and their only option is to completely opt out, then that’s not a good thing. So you want to be able to let them choose what they want. Okay, um, how about a a call to action on your on your site? Yeah. Good point. Tony it in any site or any? Email or any news, weather or any actually any social media update. You want to have some kind of called action and whether that’s a sign up for our newsletter or get involved with thirty or, you know, talk to your friends about us, it doesn’t hurt, teo. Add something to that, i guess not every single instance of communication needs to have one, but certainly the website. If you’re looking at the front page of the website, there needs to be something on there that least requests people to take action or reminds them that they were not here. Just presenting information to you really, really want you to do something because as a nonprofit organization it’s our mission to do something, so remind them what that is, and so part of what you could be calling them to act on his become a volunteer. Sure, whatever the your current mission is, become a volunteer um, you know, become a what, whatever it is mentor um, i mean donations, obviously one of the main things that you don’t want to push too frequently, but sure do something i think is really the calm. What about staffing if this website is going to be freshened up, you know, every day or, you know, if it is going to become the block, which is the ideal, how are we going to get the these contributions on such a frequent basis that say on issue that almost every organization that updates there newsletters their websites or their social media on a frequent basis, faces and more and more, we’re seeing people, you know, go to professional sources for that let’s face it people that are running a non-profit if they’re paid staff, they have a job to do. It probably is not writing is not keeping up with social media, so finding sources for that kind of contribution become something that needs to go on, usually outside the organization, and it will be nice if those things were all free. But somewhere along the line, those things need to be paid for whether it’s in staff time where they made, you know, be not working on other tasks that they are actually being paid to do, or if it’s paying professional writers or professional people who do media updates to do that somewhere along the line, you know, somewhere along the line the money has to be spent in order to do that. We have just about a minute and a half left, and so i just want to touch on the new twitter organization pages, which you mentioned briefly up the top of the show top of the segment, but so in just a minute, we have left or so what? What what’s what’s new over a twitter i wish i could tell you more. I do know that they have organization pages, i have to assume that they’re very similar to latto facebook and email, i do know that they have one feature that i haven’t seen in other social media organization pages, and that is the ability to glue or pin a particular topic to the page. Most of the other ones you can see the page and you have the normal school of the updates that are going on, right, twitter apparently it’s it’s possible to take one piece of content and and stick it to the page with stays there, the rest of the flow of content goes on below that, but then you can change that so that becomes more or less a web page i guess okay, well, why don’t we have you back in january? To talk more about twitter organization pages has that sounds good? Give me a chance to actually find out what i’m talking about he’s got koegler is the humble but very well informed editor of non-profit technology news and of course, a regular tech contributor, and we’ll have you back in january to talk about twitter organization pages. Thank you very much, scott. Thanks, tony. I want to thank scott and also john hayden on dh. John tweeted something related to his yeah, what we were talking about on the show earlier on a post that he’s recommending at beth cantor dot or ge slash thanks hyphen em like mike and end like november and demonstrates the role that social media plays in fund-raising and that link from john hayden again is beth cantor dot or ge forward slash thanks hyphen and like mike and like november next week to pre recorded interviews that i have not yet chosen, so i don’t know what’s going to be next week, except they’re going to pre recorded interviews and they’re going to be from one of the three conferences that show media sponsored in october and november, so if you want to know what those interviews are going to be and you want to keep up with what’s coming up all the time, then sign up for our insider email alerts just like scott there was talking about you could do that on the facebook page. Sign up there, or you could go to my blogged m p g a d v dot com and the contact page of the there’s a link there toe, sign up and get the email alerts. If you like the show, i’d be grateful to have your like on facebook. Also, you can listen live our archive you’ve been listening live if you want to go to the archive, itunes non-profit radio dot net non-profit radio dot net will take you to our itunes paige can subscribe there and then listen anytime on your tablet or your phone or your desktop the device of your choice on twitter you can follow me and use the has the show’s hashtag use it unashamedly it is non-profit radio. Our sponsor is g grace corporate real estate services george grace has over twenty five years helping non-profits developed cohesive, confident strategies around rental and owned properties. G grace dot com two one two four, eight, six forty one hundred. The creative producer of tony martignetti non-profit radio is claire meyerhoff. Our line producer is janice taylor today, and our social media is by regina walton of organic social media. This is tony martignetti non-profit radio. I hope you’ll be with me next week. Friday, one p, m eastern. We’re always at talking alternative broadcasting, which is on talking alternative dot com. You don’t think that shooting getting dink, dink, dink. You’re listening to the talking alternative network. Get in. Dahna cubine xero looking to meet mr or mrs right, but still haven’t found the one. Want to make your current relationship as filling as possible? Then please tune in on mondays at ten am for love in the morning with marnie allison as a professional matchmaker, i’ve seen it all. Tune in as we discuss dating, relationships and more. Start your week off, right with love in the morning with marnie gal ilsen on talking alternative dot com. Hi, i’m julie, hi, i’m julia, what are you wearing? Welcome to j and j’s. Secrets of style and beauty. We know there’s, beauty and style, and all you do, whether it’s a job interview, first date or wedding, we also know that not everyone understands what works best for him or her. We’re here to help. Think of us as your personal beauty style and grooming guru’s, as industry experts will give you the best information for men and women on howto look phenomenal. Tune in tuesdays at eight pm tto. Learn how to look your best. Are you fed up with talking points, rhetoric everywhere you turn left or right? Spin ideology, no reality, in fact, its ideology over in tow, no more it’s time for action. Join me, larry shot a neo-sage tuesday nights nine to eleven easter for the ivory tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s, provocative talk for the realist and the skeptic who want to go what’s really going on. What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me very sure you’re neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s, ivory tower radio, dot com e every time i was a great place to visit for both entertainment and education. Listening. Tuesday nights nine to eleven. It will make you smarter. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Com.

Nonprofit Radio for February 25, 2011: We’re Looking & 7 Things You Must Do On Your Facebook Page

Big Nonprofit Ideas for the Other 95%

You can subscribe on iTunes and listen anytime, anyplace on the device of your choice.

Tony Martignetti Nonprofit Radio for February 25, 2011:

We’re Looking: HR consultant Karen Bradunas, SPHR, helps the Museum of Chinese in America, a mid-size nonprofit with an opening, improve recruiting by punching-up the job description; strategically targeting the search and ads; and doing smart candidate screening.

MOCA’s lessons are your take aways for your next search.

Karen is a human resources consultant working with start-up organizations to protect and grow their businesses.

This is the job they’re seeking to fill at the Museum of Chinese in America (MOCA): Curator and Director of Exhibitions. You can also find it here on the show’s media page.

7 Things You Must Do On Your Facebook Page, with Scott Koegler.

Scott is our regular tech contributor and editor of Nonprofit Technology News.  He always brings simple, smart advice.  And I get to tease him a lot about Jargon Jail.  He’s been sentenced a few times.

Top Trends. Sound Advice. Lively Conversation.

You’re on the air and on target as I delve into the big issues facing your nonprofit—and your career.

If you have big dreams but an average budget, tune in to Tony Martignetti Nonprofit Radio.

I interview the best in the business on every topic from board relations, fundraising, social media and compliance, to technology, accounting, volunteer management, finance, marketing and beyond. Always with you in mind.

When and where: Talking Alternative Radio, Fridays, 1-2PM Eastern

You can subscribe on iTunes and listen anytime, anyplace on the device of your choosing.

Sign-up for show alerts!

“Like” the show’s Facebook page.

Here is the link to the podcast: 030: We are Looking and Fabulous Facebook
View Full Transcript

Transcript for 030_tony_martignetti_nonprofit_radio_02252011.mp3

Processed on: 2018-11-11T22:51:29.247Z
S3 bucket containing transcription results: transcript.results
Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results
Path to JSON: 2011…02…030_tony_martignetti_nonprofit_radio_02252011.mp3.757237454.json
Path to text: transcripts/2011/02/030_tony_martignetti_nonprofit_radio_02252011.txt

Zoho welcome to the show, this is tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, i’m your aptly named host tony martignetti may recall that last week we had finding prospects and finding a job. Maria simple was with me to talk about the third edition of her book, panning for gold, and we talked about a lot of free and low cost prospect research sites. We also checked in with the recruiter paula marks last week and our non-profit job seeker leonora scala for ideas and lessons that can help your next job search this week we’re looking and fabulous facebook i’m very happy that we can have the first segment of a new feature we’re looking to be a counterpart to our recurring feature i’m looking, we’re looking is going to highlight non-profits that have job openings were going to pair them with our consultant, karen bradunas karen is the principle of karen m bradunas human resource is consulting, and this week, she’s going to be helping moka, the museum of chinese in america, which is in new york city to fill a job opening a curatorial opening, karen will have advice about the job description. Advertising the job and screening the applicants. Lots of lessons to help you with your next opening. Then we’ll have tony’s take to where i’m going to talk about some conferences that all be doing podcast interviews at this year, and then our second segment. Seven things you must do on your facebook page, our tech contributor and the editor of non-profit technology news, scott koegler, joins me to explain how you can get a fabulous facebook page for your non-profit. First you set it up, then what? That’s all this week, we’re about to take a two minute break, and when we returned from the break, i’ll be joined by karen bradunas and the executive director of the museum of chinese in america, alice, among stay with us, you’re listening to the talking alternate network e-giving. Nothing. You could. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set to one, two, nine six four three five zero two for a free consultation. That’s lawrence h bloom two, one two, nine, six, four, three five zero two. We make people happy. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to tony martignetti non-profit radio i’m joined now by karen bradunas karen is human resource is consultant working with startup organizations to protect and grow their business. She has over twenty years experience in human resource is prior to consulting, she held officer positions that gulf insurance and bankers trust, which is now deutsche bank, and she has the designation sph are safer, which i said in a previous show, too, which is much more significant than i’m making it sound it’s, a senior professional in human resource, is and karen is with me in the studio. Welcome, karen hi. Also in the studio with us is alice mang and alice is the executive director of the museum of chinese in america. Mocha alice, welcome to the studio. Hello morning. I’m excited because i’ve been trying to get this feature off the ground for some time, and now we’ve done it. This is our first segment of we’re looking where we’re going to help non-profits who have a job opening to think strategically about the nuts and bolts the details of that job opening and then also have it that opening ah, coordinates with the entire sort of broader looking strategy of the organization. So, alice, i want to thank you for letting us profile the opening that the museum has. Thankyou. Very no, my pleasure. Thank you. Why don’t you tell us a little about the museum of chinese in america first? Yes. The museum of chinese in america has been around in new york for about thirty one years as ah, chinatown start off in chinatown history project. But about five years ago, the board really went on ah, limp decide to build the museum to become a national museum of chinese in america, so collecting arctic fact collecting stories of the national immigration story of chinese in america. So with that in mind, the museum willie went on, you know, kind of expanded from a two thousand square feet in the middle of mulberry street to our current location to fifteen centris tree with fourteen thousand square feet in a beautiful space designed for us by the same architect, maya lin, who designed the vietnam memorial. So with that in mind, the museum really went on really change its mission from chinatown to national. And so for the past, with a museum. The new news site new site on two fifteen center open on september of two thousand nine. So in some ways, i kind of see ourself as a new start up because we, although, have a proud history in chinatown, very proud of our new york roots. And, you know, new york is where a lot of the chinese immigrants, when they first come to united states start. So it is an ideal place for a museum. But in terms of right now, we really are excited about the possibility of a trap building traffic, international traffic, israel’s, national traffic and also telling the national story of accomplishment of chinese in america. So it’s a really exciting time for us, what’s the opening that we’re here to talk about the opening is curatorial position. It’s, a curator and director of exhibition it’s. A very important position. In fact, i would say it’s probably one of the most important position in for museum like ourselves. It really is thie kind of the heart and soul of the organization to tell to help us fielder vision for the knicks, the national side of things, and tell the our national story. Okay. And you have the job description and i know karen, you’ve reviewed the job description. Yes, karen what’s the what’s the purpose of a job description first, in addition to being required by law, department of labor requires it. So i’d be in new york state department of labor. Yes. Okay, it just makes good business sense for someone when you’re looking for for someone to know what you’re looking for as a screening tool, it also is a way of measuring success. If you don’t know what you want the person to do, how can you tell if they succeed? It’s also a great measure to figure out when you’re doing your strategic plan, as alice is doing with the museum right now, what do you want? Change from opposition and in this case is an existing position. What do you need the next person to bring in? In addition to the skill set or instead of certain skills to take the museum to the next level? So so really it is. It has a sort of a micro purpose as well as a macro purpose. Absolutely. We focus on that individual job. But then also, how does that job thing to the larger strategic plan. Which could be an alice alice in your case. What is it? A three to five year strategic planning? Five year strategic? Yes. Yes. Okay. Uh, all right. Well, let’s, talk a little detail about the job description because that’s, really the first step, and maybe what i’ll do is we’ll have the job description on my block. So we’ll get this in a digital format from you, allison, for the blogger post for this show will be linked to it so people can can look as we’re talking about it in some detail. Karen what what feedback do you have about the job description for this curator and director of exemption exhibitions? Position? It certainly details a lot of the transactions. One of the things that i would as a reader not knowing a lot about the museum is how large is a museum what’s the funding i would if i’m a job seeker again, i’m researching the organization through every piece of information i can find out about them. And that includes googling it, looking at job descriptions. And when i see a job description that has a lot of transactions in it as an ad and again, i want to differentiate job description tells me what my job is, an advertisement. So it gives me an overview of what you’re looking for, and we’re going to get into the advertisement shortly after this break. Okay, yeah, but one of the things i would be looking for us what’s the extent of this position. Andi, in reading this job description, it seems that it has a wonderful component for the right person, and this is the tricky piece to be able to think strategically but implement tactically. And i think that is one of the most fun pieces of this position, but also one of the more challenging for you, alice, and finding the right person. That’s sure, that’s true, and we have been getting resumes in, and i think part of the problem is people been focusing in some ways, maybe too much on the curatorial, the curator side of it. So the resumes we’ve been getting in has been very much on the heart side of it, and we are a heritage museum, although we are right now doing. In new and interesting exhibitions, but at the fundamental of it is still at heritage museum. So i think i kind of get the sense that people look at the job title and then that’s it. So we’ve been getting syriza resume. That just is not the right fit, okay? And when we continue, we’re going to take a break now. But when we continue, we’re going to talk about whether the right resumes are coming in and how to make sure that people are paying attention to the their responsibilities as jobseekers. This’s, tony martignetti non-profit radio stay with us after this break. Okay. Talking alternative radio twenty four hours a day. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed on montgomery taylor, and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt. Y at r l j media. Dot com in-kind are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam lebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. I really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness could help you get back on track or start a new life and fitness. Join joshua margolis, fitness expert, at two one two eight six five nine to nine xero, or visit w w w dot mind over matter. Y si dot com. You’re listening to the talking alternative network. Hyre durney on the talking alternative network, this is tony martignetti non-profit radio, and i’m your host, tony martignetti. I’m joined with by karen bradunas, hr consultant, and alice mang, the executive director of the museum of chinese in america and ladies, right before the break, we were talking about the problem that alice seems to be facing, that it seems like a lot of the people who are applying for this job are not paying attention to the second half of it. The director of exhibitions, part karen. What? What are the responsibilities of the job seeker? In my opinion, i think that you’re here to give your opinion, we’re interested in your opinion, okay, a job seeker who is not entry level someone at a curated director level should really be doing a lot of research in postings, and this posting i’ve seen it on idealist has a lot of substance about the museum, its history. I would be concerned about someone sending in a resume and cover letter that really only addressed his half of the the job and at least doesn’t address the other half in the cover letter, and in fact, you can. One of the challenges your museum faces is you’ve got big ideas and small staff right now to do it, so you really need the job seeker toe own that piece off, really giving you what you need now and talking about what they can do for you in the future. One of the things you may want to consider is in the posting, and i’d recommend an ad, not a job description for the reason that ambiguity might be a good thing on that. The specifics you give is in your cover letter, please identify how you’ve built all. Museum in the past or an exhibition in the past, your heritage ethnography, background dahna and your ability to handle t develop a strategic plan and implement it. So, karen, in the advertisement, your recommendation is that an employer be that specific about what the applicant should should address in their in their materials? Yes. Okay, because that becomes your screening tool. You have eleven people, and right now i’m assuming you and maybe one of the person are doing all the screening. And if you just think in terms of business hourly rate and what, how much time you’re taking, you’re going to need someone who can come in and come to you with ideas. Why not test that before they get in the door for an interview? Right? That’s correct. And it really is interesting in that, you know, we’d list very clearly, i think, maybe maybe stressing this more, maybe top of mind rather than the bottom of the requirements. We are looking for somebody with a masters rick weapon in history. Anthropology are history. But it was interesting that how many of thie resume? We were getting our really entry level, and one particular one was even not related in criminology. So it was just the requirements are actually we wanted to make a very specific but people are really reading that that that, you know, getting that detail. I think i would recommend not putting the job description up on and saying mocha is a heritage museum with you talking about the advertisement, the advertisement in the advertisement, what i i would change idealist i know idealised. A lot of organizations put the entire job description up there just for odin’s that’s, idealist, dot org’s, idealist dot org’s where counter frank, which is one of the main posting site, if not demain for not-for-profits i would be really pretty vague. And on lee say, you know, we’re looking to expand. We’re looking for a position of someone who can be strategic, both strategic and tactical, interested in receiving resumes. And then if the the masters is required in specific areas, put that in, would you turn down someone with the bachelors that has done all sorts of stuff? I mean, that’s a question if you wouldn’t, then you need to change the job description. That’s a concern i have a lot of people put down. Masters. So what, you end up getting his recent college grads with their masters? I don’t know that you based on what you’ve taught talked about in this job description, you can afford someone coming right out of school with no, no experience doing this. We also mentioned at least two years, two years prior experience, but everything people but that’s interesting people interpret that two years as even there, two years and intern for two years at security, they count that. So which is really yes, um, sometimes when you put too much, but i think you have a good point about this position more than the other positions we’ve hyre i think we’ve hired a previous development director, which is different, this one really requires a lot more strategic and, you know, show us what you’ve got that you know and experience with this development, you know, if you can fund-raising khun fund-raising right fundrasing so so that’s it there’s a difference in fund-raising you can tell right away, can you do it? This requires some things that you may not see traction or results right away, so even two years might not be enough, so i would. Recommend saying in your cover letter, please outline how you’ve done this somewhere else on the specifics of the very interesting suggestions, as i pointed out earlier just to be specific that the employer be specific about what they’re looking for in your cover letter and in your you’re applying materials. Karen let’s, uh, explore the advertisement a little more. You mentioned idealist dot or gets it is a very common sight. I see a lot of non-profit ads on craigslist. What? So we’ll talk more about the museum where they should be, where you recommend they advertise, but let’s talk about craigslist cause i see a lot of ads there craigslist ten years ago is very different than it is now in this market. Everybody’s advertising on craigslist, it’s, inexpensive, and i think for what the museum is trying to dio i wouldn’t recommend it. I think it it dilute your mission a little bit and maybe even dilute the brand? I think so, because i really do because you’re talking a little bit. You’ve been alluding to the job description and the whole process as as playing into the brand of the organization it is, i talk a lot about recruiting, being a marketing function. And i know we’ve talked about this in the past. How you, how you can make a single. Cohesive message about your organization in everything you do, the more you will attract the kinds of people you want, assuming that what you’re conveying to the outside world is in line with what you are. So if you have a recruiting process that’s very well organized in an organization that’s organized and that you clear about what you want, you measure that and it’s it’s, very straightforward, that assist you in getting the right people in the door. Then one question i have for crixus we again because we’re in the hiring mo in some ways have huh? Posted three positions on quite close, the development director position a swell as a part time p r communication position and now this position and i find definitely agree with you for this particular position that what we’re looking for, craig’s just it’s not getting us a kind of people were looking for even the development position. I would say we were not getting the kind of quality, but on the other hand, this part time p r communication. Yeah, that we’re finding definite getting the numbers, and we’re really seen some real interesting resumes, and i think one of the some of the people we we were we’ve interview have come from craigslist. Where’s i found the more senior level full time justin the fit was not there. Yeah, even though you’ll see positions at you, no significant sours and experience listening craigslist you’ll also see do you want to make two thousand dollars from home being a telemarketer, you know, and then posted everywhere so there’s a it’s a really wide range? And is that kind of is that the kind of company that on organization wants to keep in its right his job in its job advertisement cause that’s all you know where your name is seen that that all promotes your brand or detracts from your brand? And i’ll just remind listeners that about two weeks ago i had a full hour show called branded and my guest then was howard levy of the red rooster group. We talked all about creating your brand, identifying it and then maintaining and propagating it so you could look back, listen back to that show, but now very interesting. You know how the job search process is feeds into the marketing. So, karen, where where would you recommend that mocha? Be, aside from idealist, what other resource is might there be for advertising this job? I’m going. Do you talk about a long term strategy, which is to develop strategic alliances with all the asian, you know, the asia society, the asian programs that colombian in you, which i know that you already have an intern. I don’t know that it’s, a formal intern program within you, i’d recommend developing a former one, especially with your goals. The idea is to develop enough traction so that when you have an opening, you can put it on twitter, you can put it on linkedin and you can put on your facebook page and you do need a facebook page so that or an event so that you’ve got that information being tweeted out elsewhere, the days of mailings are okay, but they’re not the main waited to reach iranians in terms of lincoln. I think you do have an organizational profile there. I would recommend joining the not-for-profits groups, and one of them is modeling, modeling and the other is non-profit boards moflow these air separate sites aside from lincoln? No, they’re on lincoln. What you do know jomo joo link? M o j a. I think it was modeling motility ailing. Okay. And when you do, you go on linked in you pull up a tab called groups and you can get in alphabetical listing of groups. And i’m telling you what i do for my business. I’m giving you first hand. You join those groups and you have ah, lim, i think there’s been enough. Twenty five or fifty groups you conjoined but you khun un. Join and you can start to invite people to join your network, and i’d be really i carefully craft again with your marketing pr person, and you’re going to be aligned with your strategy off why you want this link and it it may be to further strengthen the museums mission and to really provide a more information about looking for them for for chinese in america on a national level, not just new york. Karen, i’d like to go back to something you suggested just a minute ago relationships with columbia asian studies program and then you and alice, i’m sure you’re aware that that those programs exist. Yes, and i just think i’m just thinking as a fundraiser that could be valuable to because there might be joint events or something, and maybe alumni of those programs get close to the museum. I see a benefit their potential long term is, karen said longer term thinking, but long term fund-raising two way are currently doing that quite a bit with the other universities, for example, we’ve done some program with theo in china and coming up in a few weeks, we’re going to do something with ohio state. University s o those hyre alliances were building. But right now what? Karen suggestions really? Something that we’ve been doing? Kind of ad hoc working with the sun, the departments that might have interns or people who are ideal candidates but that’s a very good idea in terms of building it long term getting to know the these institutions have been really easy in new york. There’s a lot of ah love nights from ah ivy’s o r big ten whatever that they many of them are chinese. And in america chinese americans, they they’ve kind of gravitated toward so we we’ve begun to build that relationship, but to take it further, that would be something that i would love to explore. And then karen’s recommendation is you could use those relationships in this again, going from the track around out of the micro to advertise your job there post for their alumni, right, it’s not just jobs this’s a marketing function. It really is. You are a strong is the company you keep correct. And the more you really taking it from a sort of an infancy. Latto amore mature organization that’s on the par with a night early asia society. And so to do that, you want to develop strategic partnerships. And one way to do that with schools is through formal intern program’s. And you wanna have maybe guest speakers from these other organizations, and capitalize on the things that you’ve already done and make sure that they’re posted on your website prominently on the first page. Have that keep changing of what’s happening now, to show that it’s, a vibrant organization, to have that on linkedin, to have it, you know, tweeted. I’m going to go to another not-for-profits robin hood, robin hood, i follow them on twitter and they have uninterested way of when things were happening, they tweeted out and they’ve got a lot of followers, so i think that this would be a great way for your organization, intimate in just the two minutes we have left, i’d like to move to the screening of applicants and alice, karen asked before is it just is that you and one of the person doing the screening? So for right, it’s myself in our director of operations of us? Yes, and karen, you’re your initial advice was if a job seeker isn’t fulfilling their responsibilities to follow directions and to do research that’s a method of screening, what else do you recommend? I think it’s really important that the people screening the resumes are really clear about the key points of this job for me in reading it and correct me if i didn’t get it right it’s really important that you have someone that that is able to what you know, run on their own and be able to do all of the strategic type things, but also has have done it and not with staff. So calling that out of a resume and looking for that someone who can quantify what they’ve done as well as the background are the key areas and i scan understand that most people in human resource has spent less than a minute on a resume. That’s how how much time? So i would focus a lot on the cover letter, and if someone can’t read your job description and give you what you want the cover letter, can you really afford to have them on staff? Allison, just the less than a minute we have left what’s your experience been so far with the screening, how is that going? Well, so far we received about twenty two resumes and out of the twenty two, i would say only one that from the listing said we will be talking to she looked like she had something that we’re looking for, the other two that i will be interviewing our have come from relationships, people who know about as one of our board members and one of our friends, another museum. So so what i’m this has really been helpful in that how to use these things are strategically is very important because i’m been kind of disappointed at the quality of the resident has been coming in and so moving forward will probably more like you said, you know, maybe you don’t have to put everything down, but we’ll look at the big, big picture and seeing somebody who could help implemented on baby leveraging your relationships with these educational institutions to and we have done that we have done that, but maybe more, i think more in depth way we need to do excellent ladies, i want to thank you both very much. Alice mang, the executive director of the museum of chinese in america. Karen bradunas human resource is consulting her company is karen am bradunas human resources consulting, which you’ll find at km bradunas b r a d u n s dot com alice karen, thank you very much. Thank you, thank you. We’re going to take a break, and after this break, it’ll be tony’s take two and then scott koegler talking about seven things you must do on your facebook page. Stay with me. You’re listening to the talking alternative network. This is tony martignetti aptly named host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent technology fund-raising compliance social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr tony martignetti non-profit radio fridays one to two eastern on talking alternative broadcasting do you want to enhance your company’s web presence with an eye catching and unique website design? Would you like to incorporate professional video marketing mobile marketing into your organization’s marketing campaign? Mission one on one media offers a unique marketing experience that will set you apart from your competitors, magnify your brand exposure and enhance your current marketing efforts. Their services include video production and editing, web design, graphic design photography, social media management and now introducing mobile marketing. Their motto is. We do whatever it takes to make our clients happy contact them today. Admission one one media dot com hey, all you crazy listeners looking to boost your business, why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com durney welcome back to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent it’s time for tony’s take two at thirty two minutes roughly after the hour, and i just wanted to let you know that we’re already committed to be at two large non-profit conferences this year, the first one is going to be in june that’s, the association of fund-raising professionals or a f p fund-raising day here in new york city, it’s the new york city chapter of a f p and that’s at the marriott marquis on friday, june tenth, they advertise it as the largest one day fund-raising conference in the world, and we’ll be there on the exhibit floor, doing podcast interviews for tony martignetti non-profit radio. So then you’ll hear some of those some of the speakers from the conference on the show after june tenth, and we’ll also be at the next-gen charity conference that’s on thursday, november seventeenth. We were there last year, which was the first year of the conference will be at the second year this year. It’s, a town hall in new york city. They’ve rented the whole theater there, hoping to double the triple. The size of the audience from five hundred two, fifteen hundred and you may remember that i have interviews with the co founders of next-gen charity, ari ari team in and jonah helper, and they’ve invited us back, so we’ll be doing interviews with some of their speakers, also in november, so very grateful to have those early commitments and working on some others, but grateful to those two non-profit conferences that they’ve committed to have the show on as media partners and that’s tony’s take two for friday, february twenty fifth with me now is our regular tech contributor. Scott, how you doing? I’m doing great, joanie, thanks. How are you? I’m well, thank you is a pleasure to have you back this week. We’re talking with scott koegler and he is the editor of non-profit technology news, which you’ll find at n p tech news. Dot com this week we’re talking about seven things that you must do on your facebook page. You set the thing up, and then what? So scott this’s and this is an active it’s the current article one of the current articles at the n p tech news dot com site. Yeah, scott what what’s what’s the first thing that of the seven? Well, first of all, yes, i assume that most people that air doing any kind of business or any kind of social interaction already have a facebook page. Uh, what happens, though, is that people assume that because they have a facebook page that that translates into their work environment and that that’s actually generally not the case facebook was set up as a personal interaction, you know? I mean, if you’ve seen the movie you know it’s about about college life, the movie is a social night greater, and that has probably the most important next step to make is to set up a fan page and fran pages are the business, uh, segment of facebook so that’s the first step, tony so it’s it’s ah it’s a page for your organization. You’re not playing off your building off your own personal page you’re saying is correct. It generally is a part it’s it’s linked to your personal page because you have to have a personal account. Ok, in order to get a fan page set up. But yes, it’s it’s distinct it’s a page that people can go to directly and it is all about business. Okay, i see and this this show there’s a facebook fan page for tony martignetti non-profit radio and indeed a scott said it’s linked to my personal account, but it’s a separate presence and people post separately on there usually guests, and usually they’re they’re happy. So that’s that’s try to get some interaction on that on that page, you also recommend customizing and engaging people. Why don’t you say a little about that? Oppcoll customizing is probably the most important part because you wanted to take on the personality of the business handup facebook pages have a way of looking pretty much like facebook pages. The difference is with with fan pages you khun make it look more much more like a web page, you’re still gonna have the advertisements and all that stuff along the right hand column because that’s how facebook makes money, but you can almost almost customized the entire page the rest of the page to look the way you want it on dh what are some ways of doing that? Well, i’m going to give you a little extra help here, because, frankly, that’s been a very difficult thing to do. I mean, you needed to know these different languages. F b, m l, which is facebook markup language. Thank you for coming off shoot of html, you know, hypertext. So facebook, mark, language, facebook, mark up, language that it’s his own language for facebook. Yeah, i believe that. Okay, but what? You don’t get well, and thanks for keeping yourself out of jargon. Jail smart. What? So so you’re you’re saying people do not have to know. F b m l. For the most part, up until probably last week, you really did or you had to hire someone in order to customize it for you. It was possible to make relatively minor changes, like add images and add, you know, little pieces of applications that were supplied by facebook, but i’ve come across an application called short stack, just like pancakes, you know, short staffed, short stack yeah, and i’ll give you the link for it. It’s short stack at so shortstops k a p p dot com and it’s it’s an amazing piece of work, it’s free it’s free to start out. I mean, you have to pay for it. By the way, i disclaimer here i don’t make anything out of this. I just like the application because it really allows someone to set up a facebook fan page in about ten minutes. Um, so i was able to set one up, for instance, by going there and, you know, he do the usual thing allow facebook to link to this page and that kind of thing, and then it has a set of built in applications that include video web connections like me, but it’s all those kind of things that are really the kind of the juice behind the fan page. Those are the things that make it much more interactive, it makes it look like you’re you’re company website, and it gives people something teo connect to their and that that’s, you know, kind of leads us into the next step, okay, so before we get to that one, engaging people just so you want to make your facebook fan page consistent with your overall brand, is that that’s that’s really, what you’re saying, right, exactly. One of the first things i did when i set up the fan page was that i used my company logo, and i used that as the main image, and there are a couple places you can put it, but i made it really big right at the top so that people couldn’t mistake the fact that, you know, this was the same company that they’re used to seeing on the on the dedicated web page. Well, since you’re using years as an example, where on facebook will be find your page that people can look at oh, you know, i know you’re going to ask you, let me look for scott scott koegler the tech guy doesn’t even know his own ur ellen facebook identity. Oh, man, all right, he’ll come up with that awful all right, well, maybe we could just search for kegel er i don’t know. Okay, we’re communicating, actually, it’s not that it’s it’s actually it’s it’s a it’s a sight that i’ve set up for an event it’s called i shot the wilkes burrows it’s a photo shoot that i’m doing so if you do a facebook search for i shot the wilkes burrows or i shot wilkes bro’s either one of those will get you there. All right, well, why don’t you spell wilkes borrows for us? Sure, wuhl k s the o r o o k and that’ll take us to the facebook page that you’re referring to, which you use the short stack app tio to create is that right? Zach lee and i’ve got my company logo there. I’ve got a sign up for updates for my newsletter i’ve got a video clip and i’ve got the sign up work-life for the newsletter you also have a thing there that day, uh, web map so it brings in a google maps if your location specific, it’ll actually show people where you are. Ok? And i’m looking at it right now in the studio and i like your hat. Is that the email which has log in? I like that red button with the with the envelope on it. That’s very engaging. Great. Right. Is that to sign up for your letter? Yes, that sign up for this. Okay. Excellent. Yes. So i see a lot of color. I see the the the identity of the branding. Your right. Aside from the ads on the right, it looks very much like a web page, right? I mean, ah, website. Sorry, website. It is a web page. Yeah, right. Okay, i also see our producer sam has fifty six messages that he has not replied to yet samuel behind sam is behind on his facebook communication’s not engaging people, not engaging correctly. People alt-right engage him and he’s not responding. All right, so that the engaging yes engagement as you serve, that that page that you’re looking at has a couple of engaged, every isn’t it? One is to sign up for newsletter updates. And the other is when people come here, of course, they could, like button and that’s it probably the most important and powerful part of being a sex book. President. What do you know what that do when somebody clicks? You’re like, but what does that do for you? What it does for me is that exposes what you like all the people that you know. So if you have friends, if you have no two hundred or five hundred or ten thousand different friends, they will all see that you like that. It’ll appear in your new wall or in their in their wall as their stream of of activity. Okay. And when you post on the i shot the wilkes burrows paige, what does that mean for everybody who likes that page? Um, i’m depending on what i posed. It will then advise them that something else was you okay? That’s? Only a person liked it. Okay, so that’s, our new like that. Then you’ll get my updates. But if somebody else that is oppcoll this, your friend didn’t also like it. They won’t see anything. Any activity from it? Okay, but the people who have liked it will see the new activity. Right? Okay. Now, scott, i’m going to ask, have you like thie? Tony martignetti non-profit radio page. I hope you know what? I don’t know if i have. You’ll know, because when you go over there, if that like, button is active, that means you haven’t clicked it yet. Weare going to take a break for a couple of minutes, and when we return, scott koegler, our regular tech contributor and the editor of non-profit tech news, will stay with us. We’re talking about seven things you must do on your organization’s facebook page. So stay with us. Talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna i really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness can help you get back on track or start a new life and fitness. Join joshua margolis, fitness expert, at two one two eight six five nine to nine xero, or visit w w w died mind over matter. N y c dot com oppcoll do you want to enhance your company’s web presence with an eye catching and unique website design? Would you like to incorporate professional video marketing mobile marketing into your organization’s marketing campaign? Mission one on one media offers a unique marketing experience that will set you apart from your competitors, magnify your brand exposure and enhance your current marketing effort. Their services include video production and editing, web design, graphic design photography, social media management and now introducing mobile marketing. Their motto is, we do whatever it takes to make our clients happy. Contact them today. Admission one one media dot com. Talking all calm. Durney welcome back home with scott koegler, the editor of non-profit technology news, and we’re talking about seven things you must do on your non-profits facebook page. Scott way had a question come in lot from the live studio audience that’s, the producer, sam. What about short stack app? If you already have a page set up, can you still use short stack app? I used it as a initial development. I understand that the system will rely to add multiple tabs, two pages, so so fan page could have multiple tabs, so using short stack at you can have additional cab functions to an existing page that’s my understanding, although i haven’t tried it. Ok, ok, and if people are interested, they can go to short stack app dot com andi, see what’s there. So so before that, though, you had to know the facebook mark up language that’s, right? That’s correct. There were applications that were pre built using the fb ml, but you still had to use those and they were kind of all over the place. This puts a complete set of functions in one spot and makes it really easy to set up. All right, so we talked about some of the engagement and use your your page as an example. What about you’re? Next? You’re next advice in those seven steps consistency, consistency, consistency is important. And i you know, this goes back to when we talked about newsletters and i talked about being consistent with your message, yes, and publishing regularly and being on point all the time those same things i mean, we’re talking about communications, we’re talking about providing publishing and getting people engaged with you and it’s important that in any of those cases, you remain consistent, and in my case, i prefer to make maintain the consistency in terms of the frequency of publication and a message so frequency can be whatever you believed to be correct. I try to teo put facebook updates up about two to three times a week at this point, we’re this particular venture is just in its beginning stages, so there’s not a lot of activity going on now, and i expect to increase that frequency. But again, i don’t want to do ten today and none tomorrow that that’s kind of the killer right there, and if you’re over posting, people are going to start to disregard your posts. I would think right? And you really can’t dislike can’t unlike somebody, i don’t think that you can turn them off, you can go to the to their posting and say, don’t show any more postings from this person or from this entity, and you certainly don’t want to do that, right? Yeah, so over posting khun b can be obnoxious to people, by the way, i hope that the break you went over and clicked on the like button of tony martignetti non-profit i did children. Thank you. Okay. All right. Thank you for your bona fide now. It’s. So, yeah, so, you know, interesting, even in the first segment, which was the first second of today’s show, which was about a job opening at the museum of chinese in america. We’re talking about using that job opening to be toe promote your brand and in terms of how you describe your institution and where you advertise that opening and so, you know, that threat is running through the conversation you and i are having about your facebook page. Co-branding right? And i think any time that you can get people to look at what you’re doing, you want to again be consistent and keep their branding active and keep it the same so that people recognize it. I think i think job openings are perfect way of not to spread your message because not everybody’s going to get the job, but there certainly are lots of people who are interested exactly right, and even people who aren’t if the ad is in the right place, it’s exposure and all the all the message exactly what you’re saying now and what you did say earlier, too. In a previous show, we talked about newsletters that that message needs to be consistent. Yeah, what about your next up is into integrating what’s your message? They’re integrating this facebook page with with what i’ll go back to my my page, and if you look at that, you’ll see that i’ve brought in video and that video is on youtube, i think was on youtube, i think it’s either youtube video, but it’s it was integrated from from a remote site. You could do the same thing with liquor, so if you have content in other places and falik arrested on flicker is is for photographs. Is that right? Photographs exactly, actually. It’s photographs and video and i believe that’s f l i c k e r dot com f l i c k e r. Okay, so, so i’m sorry. Interrupted. I just wanted the audience to know what it is we’re talking about george in jail. You know we get jogging there. Go ahead. So integration, please. Continue, right? You want you want to bring in whatever content you have these days. There are so many places to put content, images, videos, blogged postings, all those things are all over the place it’s possible to have twenty or so different websites that contain information about you or your brand, and the key here is to bring all those together so that they appear in the same place rather than to recreate them and duplicated, you know, go through all that work if you’re posting in one place, make it appear and we’re talking about facebook here, so make it make that appear in facebook as part of facebook. Okay, averaging, i think ki yeah on dso you mentioned the two video sites that are most popular yahoo and video i know i use those for my own work and also for the radio show. But, yes, integration of all these different sites now since we’re looking at your page is the example. Oh, would you have just a minute left? I was going to ask you about your project, but we have to continue let’s see contests. What about contests that you know that’s? A great thing. Contests are easy to do, and they don’t really have to be big can’t you don’t have to really give away a lot of stuff, and, uh, we’ll talk about my project it’s, a photo walk, and one of the things i’m doing is i’m giving away the non-profit and we’re giving away photographic items. If you look at the website itself, you’ll see that we have had people donate products so that they could get the publicity on my website, and then they will donate these air typically software products, so their cost and this is almost nothing, but it drives people to engage. They may cost the vendor nothing but the people that that want them, they have some value, they have some intrinsic value. Plus they have monetary value even though they probably won’t sell them. But so yeah, contest are definite draw people love free thing, scott and just the twenty seconds or so we have left. Why don’t you touch on the last of the seven gated rewards? Gated rewards is like a paywall basically, it’s if you want to read this, you’re going to do something for me. For instance, the obvious one and facebook is you can only get special information that we provide every week if you like us if you hit the like, but okay and and it’s so you know, if you don’t like me, you don’t get to see what i say that is scott koegler he’s, our regular tech contributor. He’s, the editor of non-profit technology news. You’ll find the full article seven things you must do on your facebook page at the website and p tech news. Dot com scott, thank you again for joining us again. Thanks, tony. Have a great day. Great to talk to you, scott. Would you mind hanging on the line, please? The producer has a question for you. I’ll be fine. Thank you. I want to thank our my other guests, of course. Karen bradunas and alice mang from the first segment. Karen, of course. The hr consultant helping alice mang, the executive director of the museum of chinese in america. Next week, the uniform prudent management of institutional funds acts in new york act in new york state. That is a mouthful. Uniform, prudent management of institutional funds. It’s new to new york state. But it also has passed in a lot of other states across the country, i’m going to talk to kathy boyle, she’s, a frequent contributor to bloomberg and fox tv and an expert in non-profit investment practices she’ll share was out with us the act’s provisions and its impact on your non-profit. I hope you’ll listen next week. Keep up with coming up. What what’s coming up go to our facebook page already talked about enough that enough with with scott koegler, you’ll find our facebook page, you khun like us there and signed up for alerts. The creative producer of tony martignetti non-profit radio is claire meyerhoff line producer and owner of talking alternative is sam liebowitz. On our social media, is by regina walton of organic social media. Listen, next week, friday, one to two pm and as always, of course, we’re on itunes. Chaillou i didn’t think that dude is a good ending. You’re listening to the talking alternate network. You wanting to get into thinking? Get in, cubine are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed on montgomery taylor, and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt. Y at r l j media. Dot com you’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call us ed to one, two, nine, six four three five zero two for a free consultation. That’s lawrence h bloom at to one to nine six four three five zero two. We make people happy. I really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness can help you get back on track or start a new life and fitness. Join joshua margolis, fitness expert, at two one two eight six five nine two nine zero or visit www. Dot mind over matter. N y c dot com. Bilich oppcoll talking. Duitz hyre

NextGen:Charity Interview With Andrew Noyes

Wonder what it’s like to work for Facebook? Andrew is their Manager of Public Policy Communications, creating and managing strategic relationships in official Washington D.C.

We started off talking about Facebook’s interests in the capital and moved around to privacy management and “optimizing your Facebook experience.” Watch our conversation here.

Voting for Corporate Charity

Computer button ""vote

I got a good number of requests to vote for charities in the Chase Community Giving runoff on Facebook.  This is the latest of many such challenges by companies to give money to nonprofits that get the most votes.

Ignoring the corporate promotional fanfare, I fear that voting for corporate charity supplants giving by well-intentioned supporters who feel they did their duty by merely casting a vote on a Facebook page.  So that, when it comes time to make a cash donation, they’ll feel they’ve already contributed.

Plus, how many of these elections can a charity seek support for, before it becomes too many?  Even presidents are elected only every four years.  That’s a question for the social media scientists.  I suspect it depends on how you ask, who you ask and how well your constituents are engaged with you.

Is your organization participating in the corporate giving votes? Have you measured whether there’s an effect on cash donations?