N o n - G o ve rn m e n ta l

O rg a n isa tio n s
A G u id e to S o cia l M e d ia

CHEN Baoqua
Emmanuel Jean Florent LUC
PANG Yee Hua
Kenneth TAN Juny
Jeannette THIA Jia Y
Philip Wing Tan SI
 NGO Characteristics
W o rd - o f-
m o u th / Frie n d s
C a n va ssin g
and
E xh ib itio n s NGOS C a m p a ig n in g
and
S h o w ca se s

E n g a g in g
G ra ssro o ts p e rso n a lly
m a rke tin g

How do NGOs traditionally communicate and spread the word

about their causes?

Key Objectives for using these methods:

-Raise awareness for events, campaigns and programmes
-Generate action
-Recruit volunteers and raise funds
-Generate positive Return On Investment from its activities
 Why NGOs should Engage in
Social
E a sily a cce ssib le
Media In cre a se s
liste n in g p o w e r
co m m u n itie s a n d a b ility to
a n d n e tw o rks engage
w o rld w id e
E m p o w e rs
in d ivid u a la n d
C u ts th ro u g h re d sm a llg ro u p
ta p e a n d e ffo rts
b u re a u cra cy fo r
fa st a ctio n Pro vid e s
co n ve n ie n t
Pro vid e s a ve n u e s fo r
in fo rm a tio n d o n a tio n s
p la tfo rm s
Lo w / n o co st
fo r b e tte r
E a sy to sh o w ca se R O I!
edia th e visu
makes usea l eof
le m the
ent same kind of communication, but through more
sta n d a rd in h u m a n
in te re st sto rie s
NGOs and Social Media –
Current Landscape
A few statistics to give an idea about
the profile of NGOs which are social
media users,:
•Facebookis the most popular commercial
Social Networking Site (SNS) with non-
profit organisations with 74% of
respondents maintaining a presence there
•Average number of fans on an NGO
Facebook Page is 5,391
•Staffing and budgets for non-profit
social network projects are real, but
small
•Most popular use of SNS is for
traditional marketing: to promote brand,
programmes, events or services
How to apply Social Media to
NGOs

Begin by following relevant parties, then move on to create

your own content, engage your audience and build
communities with them to eventually generate action!
Social Media tools NGOs can
use
Facebook
•
Profiles/Pages
• FacebookPages and other profile-
sharing sites are easy ways to
share basic information about
your organization, and also
inform about upcoming
events, volunteer
opportunities, encourage
discussion etc
• Facebook Applications – Engage
users, platform to share
stories, games and tools can
be created and shared
Microblogging
•
• Real-time status update tools like
Twitter enable fast responses –
real-time updates in the event
of disasters or crises, updates
during an event or exhibition
• Event Activation – news about
events and help required can
be raised
• Adding value – share tips, videos,
blogposts and more, while
offering opportunities to get
involved
• Create campaign/event-specific
hashtags for easier following
•
Social Media tools NGOs can
use
Media-Sharing Sites
• Information Platforms
• Use media-sharing sites like
YouTube, Flickr and more to
share videos and photos of
past events or related stories
• Encourage followers and
volunteers to share their own
stories and experiences
• Harness the power of visual
elements present in all
human-interest stories with
photos and videos and share
the links via the Facebook
page or Twitter
•
• Provide a platform for information
sharing
• Use either wikis, official blogs or
even include house social
networking hosted on the
official NGO website
• Create close-knit communities
with joinable networks, great
for sharing in-depth stories,
projects and campaigns
 NGOs vs Corporations
• How do their use of social media differ?
• NGOs can draw from the same lessons as corporations
in utilising social media platforms
• Difference lies in their Key Objectives
– Corporations
• Improve the bottom line
– NGOs
• Increase campaign awareness
• Generate subsequent volunteer action
• Raise funds or donations
• Each NGO will have different organizational goals
• This difference changes the way they approach:
– Engaging their audience to generate action
– Measuring return-on-investment
 Best and Worst Practices
Best Practices
• Worst Practices
• Set a baseline to begin engaging and
identify chief goals and objectives
• Keep online and offline identities
consistent
• Create content and value-add
regularly to attract new users and
retain current ones
• Do engage and make use of
external/unofficial groups, find
and interact with existing fans and
users
• Provide useful resources, encourage
discussion and interaction
• Provide ways for users to take further
action (e.g. Application to engage
volunteers, links to donate
money)
• Leverage online events to increase
offline awareness
• Remember to measure return-on-
investment, not only in monetary
•
• Don’t create accounts and
ignore them, or update them
sporadically
• Don’t collect customer
feedback and not act upon it
• Do not focus just on products,
talk about lifestyles
• Do not restrict company
culture(e.g. blocking SNS),
does not align with
promoting SNS as a tool of
communication
• Do not deviate from main
content of corporate blog
• Do not hijack popular content to
increase exposure e.g.
hastags
 Case Study 1 – Singapore Red
Cross Society

The Singapore Red Cross Society makes use of Twitter, and

Facebookto connect with their followers and keep them up to
date on events and opportunities. They also have a YouTube
account where coverage of their events are loaded. These are
integrated to lead them back to the official website, where
more detailed information on projects are available, and
applications to make donations or to sign up as volunteers are
available. Their official website even made it to the Hitwise
No. 1 Award winnder.
Case Study 2 – POCC
Campaign

The Power Over Cervical Cancer campaign was started by The

Society for Colposcopy& Cervical Pathology of Singapore and
the first phase of the campaign ran from July through
November 2009. Over the course of the campaign, Facebook,
Twitter and YouTube were used. These platforms were helpful in
informing the audience about upcoming events; but the main aim
was to drive traffic to the main POCC website, where women
could take the Cervical Cancer Risk Test to assess their risk
levels. Information on the website then advised respondents on
the next steps they should take. All social media platforms
were also well-integrated, with the aim of gaining 1000
respondents for the risk test. As seen, this was successfully
reached with the current count standing at 2693 respondents.
 Case Study 3 -
BreakThrough
Bell Bajao Blog
1 year campaign sustains interest
using TV & through user-
Radio generated content
such as abuse
stories
: Stop Domestic Violence in India

Breakthrough monitored blogosphere with 2-way interaction

through feedback & comments to better refine content
constantly to engage audience. Awarded Gold Abby for Best
Integrated Campaign at Goafest 2009.
Influential Bloggers were
Key Takeaway : Breakthrough managed to use Social Media roped in to create
to sustain interest in its campaign while harnessing content while all SNS
benefits such as user-generated content to help form a were interlinked. Twitter
closer link to its audiences as well. also provided live-updates
of workshops
Measuring Success

Taking a clue from how corporations measure

success
 Measuring Success
ROI = ( Sales – Investment ) / Where do we get these
Investment figures?
Tools :
nalytics: visitors’ meta-data
orts on how your blog/social site is shared/linked and ranked on various differen
er change
eal (for Twitter
. ): analyzes your status on Twitter.
Research Agencies :
section agencies
, number will , cost
of comments morefollowers
Twitter , but provide more comprehensive
, Facebook fans, etc. are analysis . E.componen
important g. Meltw

s you best.
 Conclusion
• Interactions on Social Media platforms can be used to
supplement your presence on Traditional Media
• Social Media is a low-cost avenue to engage audiences
• Identify your key objectives and set a baseline before
using social media
• Remember to use the follow, create, engage, build
communities and generate action guideline and
don’t leave your accounts idle
• Determine what would be the key metric to measure
to determine your analysis and results
• Employ web tools or engage external data analysis
agencies to analyse your results
• Have a debrief to decide on improvements for the next
campaign
•
Appendices
Appendix 1. – References
Appendix 2. – Useful links and resources
 References
• Slide 3:
• Yeatman, L. (2009, July 23); Top 10 Reasons why NGOs should embrace
social media
• Available from Ruder.Finn UK on the World Wide Web:
http://www.ruderfinn.co.uk/blogs/dotorg/2009/07/top-10-reasons-why-ngos-should-emb
• Barnard, D. and de Gale, M. (2009, May 28); NGOs and Social Media –
Challenges and Opportunities
• Available from NGO Pulse on the World Wide Web:
http://www.ngopulse.org/article/ngos-and-social-media-challenges-and-opportunities
• Slide 4
• Nonprofit Social Network Survey (2009, April); Nonprofit Social Network
Survey Report
• Available from the World Wide Web:
http://www.nonprofitsocialnetworksurvey.com/
• Slide 5, 6 and 7
• Ogilvy Public Relations Worldwide; The Executive’s Guide To Facebook for
Business [PowerPoint]
• Ogilvy Public Relations Worldwide; The Executive’s Guide To Twitter for
Business [PowerPoint]
• Kanter, B. (2010, February 19); Reflections: Social Media and NGO/CSR
Workshop in India
 References
• Slide 9
• Bulla, J. (2009, November 23); Study Reveals: 13 Best Practices of Social
Media Implemented by the Top 200 US Charities
• Available from the World Wide Web:
http://jeffbullas.com/2009/11/23/study-reveals-13-best-practices-of-social-media-imple
• Slide 10.
• The Singapore Red Cross Society; www.redcross.org.sg
• Slide 11
• Power Over Cervical Cancer; www.pocc.sg
• Slide 12
• India Social. How Breakthrough Rang The Bell Via The Internet
• Available from the World Wide Web:
http://www.indiasocial.in/case-studies/bellbajao/
• Slide 13 and 14
• Chris, L. (2009, March 5); 10 Ways To Measure Social Media Success
• Available from the World Wide Web:
http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success
• Aaron U. How To Measure Social Media ROI For Business
• Available from the World Wide Web:
http://mashable.com/2008/07/31/measuring-social-media-roi-for-business/
 Useful Links and Resources
• A Social Media Wiki Resource (India-based)
– http://socialmedia-strategy.wikispaces.com/Socia
• Social Media Resources
– Mashable.com; www.mashable.com
– Beth’s Blog; http://beth.typepad.com/
• A more in-depth presentation on calculating
Return on Investment
– Olivier Blanchard Basics of Social Media ROI;
http://www.slideshare.net/thebrandbuilder/olivi
•