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Slide 1: Non-Profit Resource Group Social Media & Social Networking for Non-Profits The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 2: About : Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMA's TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nation's first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Dana's blog at www.marketingsavant.com. The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Businessto-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy. The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 3: After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/nprg The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 4: Presentation Outline • Fundamentals 1) 2) 3) 4) 5) 6) Social Media: What Is It? What are Non-Profits doing in social media? Understand your supporters’ use of social media Social media strategies & channels for NPO Go beyond the social media staples Build your social media strategy The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 5: Exercise: Level-Set on Social Media 1. 2. 3. 4. What do YOU think social media is all about? What are you doing with social media & marketing technology today? What do you expect to be able to DO with social media? How should success LOOK, FEEL and SOUND? The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 6: Social Media is the #1 Activity on the Internet! via: WWW.VIRTU-ASSIST.COM The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 7: Already Embrace It Still Need Convincing Just Jumped on Board The MarketingSavant Group 37% of marketers still do not include social media as part of their marketing. www.marketingsavant.com 888.989.7771
Slide 8: More Simply Put: “Social Media is starting conversations with people and encouraging them to pass it on.” The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 9: Hosting Conversations Personal or “beginner” social media is about creating relationships and engaging in online social media. For your organization, social media is really about hosting relevant conversations that engage your target audiences. www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Slide 10: More Simply Put: “Facebook or Twitter shouldn’t be the end goal of a social media strategy any more than a telephone should be the end goal of a communications plan.” The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 11: Nonprofits Social Media Usage Source: IdealWare - The Nonprofit Social Media Decision Guide The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 12: What Can Social Media Do? • Connect on deeper and more meaningful levels • Create real relationships, not temporary transactions • Provide “value-added” and relevant points of connection • Serve as a real-time channel for communication and public relations opportunities • Build community www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Slide 13: Opportunities With Social Media • 66% of comm. pros have done nothing with the feedback gleaned from social media – Learn, engage, build community • 49% of orgs still do not have a specific approach to social media – Develop and deploy a strategy • This is a chance to open to entire organization to the opportunities provided by social media Source: PRWeek Social Media Survey The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 14: Who’s Out There in Social Media?
Slide 15: Understand Your Audience Millennials have shifted a lot of their communication with friends to social media. 84% are email subscribers, 46% are Facebook fans, 6% are Twitter followers. Social networking use among those ages 50 and older nearly doubled over the past year. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites. The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 17: If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3 The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 18: But…It Can Be…“Complicated”
Slide 19: Source: Brian Solis
Slide 20: The Social Media Channels BLOGS EVENTS and CALENDARS EMAIL (BACN) STATUS UPDATES SMS and TEXT Social Content VIDEOS PHOTOS AUDIO (PODCAST) MICROBLOGS WIKIS WHITE-LABEL SOCIAL NETWORKS BRANDED SOCIAL NETWORKS Social Interactions Social Platforms Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use. www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Slide 21: An Array of Social Media Tools • • • • • • • • • • Blogs – – – – – – – – Individual, Public Project & Community Enabling Linkedin, Facebook, MySpace Twitter, FriendFeed Google Groups, open knowledge sharing YouTube, blip.tv, Vimeo Scribd, Slideshare Private knowledge sharing Wikis Social Networks Microblogging Forums/Groups Online Video File Sharing / Podcasting User Community Bookmarking – Digg, Delicious, Reddit WOM (Word of Mouth) The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 22: It Can Also Be Distracting… • Why you must have a strategy in place • Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 23: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 24: Your Mission: http://nonprofit.about.com/od/marketing/tp/writing101.htm The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 25: What is the goal? • Seth Godin has talked about raving fans. For non-profit organizations and charities, I think a better word is believers, advocates, your “Tribe” or whatever… • Your tribe can be workers, contributors, donors, volunteers, board members and beneficiaries of your services. • The goal? Build a bigger tribe and base of believers The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 26: Your Website • Your “home base” • Sets the tone, authority and mission – needs to be “perfect” The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 27: Everything should have at least two homes (if not more) • The first, where it originated, the second the overall home, which is your website/blog • Network tools should connect believers and tell the world where to find your information The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 28: Hub and Outpost social media architecture The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 29: Tufts University The university has an entire site dedicated to Web 2.0 tools like wikis, podcasts, conferencing, and more. www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Slide 30: The Social Media Toolkit
Slide 31: Social Media Listening • What are people saying about your organization? • Your competitors? • Your tribe? • Your peers? • Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 32: Listen to the Conversation • Be transparent. Be open and honest in all communication. • Be ethical. Live by the WOMMA Practical Ethics Toolkit • Be relevant. Share information and perspectives that are valuable to the online community • Personalize and be personable. • Address negative discussion head-on. • Court evangelists & advocates. Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand. The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 33: Free Scratch the Surface The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 34: Comcast provides support via Twitter The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 35: Get Blogging (Transparency) • • • • You “almost need a blog” Dynamic vs. static content Audiences ‘connect’ with blogs Metaphor for: – Transparent communication – Authenticity – Responsibility – Reputation • “Connectable platform” (Wordpress, Typepad) The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 36: Why Blogs? • Those who use blogs and social networking sites as an outlet for civic engagement are far more active in traditional realms of political and nonpolitical participation than are other internet users. In addition, they are even more active than those who do not use the internet at all. (PEW Internet – 9/09) The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 37: The Blogging Process The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 38: Even if you have great website, consider a blog site. Remember, content and conversation are paramount. The best non-profits connect supporters to their website, blog and to other relevant social medias sites where your audience hangs out. The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 39: Job Volunteer Site • Even if the budget is small, it never hurts to try to find great people. • Because of our current economic situation, more people are willing to build portfolios through volunteer work. • Many free options for this type of site. • Another way to create believers The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 40: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 41: Communities • A community is NOT always a necessary part of a social media strategy. • For NPs, it usually is. • If your NP is local, it definitely is. • Services to try: Ning, KickApps, HiveLive, CrowdVine, CollectiveX, Me.com The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 42: Facebook • • • • • • Events Fan Pages Groups Personal Pages of Believers Paid Advertisements Causes The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 43: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 44: Facebook Ads • Quick Targeting – Age – Education – Location – Gender… • Start/Pause/Stop • CPC Basis • Export Reports The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 45: Facebook Causes • Start a Cause • Raise $$ • Show Fundraising Momentum • In order to accept donations through Causes, a nonprofit must be a 501(c)3 that is also registered with GuideStar • Payments through Network for Good The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 46: Microblogging (Twitter) • Easy, free access to distribution of your marketing tools • Requires little “buy-in” from believers or potential believers • Another way for your tribe to share your message • Search allows you to connect with your tribe • Easy to cross-reference more “in-depth” tools • To try: Twitter, FriendFeed, Seesmic The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 47: Microblogging Links: 26 Charities and Non-Profits on Twitter The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 48: Driving Conversations • American Cancer Society • “More Birthdays” The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 49: Using Video Easy, free way for people to really “get involved” from afar. Services to try: vimeo, viddler, 12second.tv, ustream.com, and mogulus. Stream from your computer or invest in a small flip camera. The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 50: Share Things Like Photos… …and Videos The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 51: Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 52: Where are all the pretty pictures? • Don’t forget to represent your events, your believers, your workers with pictures. • This is way more important than most people realize. • Stock is stupid. I want to see your FACE. • To Try: Flickr, Photobucket, Picasa, Facebook, Twitpic The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 53: Social Media Overkill? The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 54: Feature: Friendfeed • • • • Consolidate Simplify Track Comment The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 55: Build a Widget • Widgets can be placed on the desktop, the home page or on a blog • They bring functionality like fundraising to almost any digital location The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 56: What’s the Time Commitment? The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 57: Who’s Leading by Example?
Slide 58: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 59: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 60: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 61: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 62: The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 63: LIVESTRONG 3 Lessons: 1)Grassroots is natural application 2)Build in collaborative opportunities 3)Leverage the tools that already exist The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 64: Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page Goodwill uses social media to increase sales of its high-end merchandise www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Slide 65: A Few Good Stats http://dcgoodwillfashions.blogspot.com/ • Over 11,500 unique visitors to the virtual fashion show 9/12 launch • Over 42,000 page views • 16% of fashion show visitors have been converted into online Goodwill shoppers • Fashion Show Visitors from 31 countries and 48 states plus DC • 48% of fashion show visitors are from the DC, MD, VA region (the area we serve) • Blog is averaging between 600 & 700 visitors a week • 5.6% of blog visitors are being converted into online Goodwill shoppers • Blog visitors from 77 countries and all 50 states Brick & mortar stores during the two weeks following the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275% The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 66: Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 67: Alzheimer Society/ Twitter • Feature: Use of Twitter for Awareness. A Million Tweets to Remember Campaign The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 68: Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Social Media Direct Mail Integrated Campaigns Online Advertising The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 69: Now What?
Slide 70: The 12-Step Plan! 1. Outline Your Objectives 2. Risk Profile 3. Define Your Audience(s) 4. Social Media Content 5. Determine Integration Points 6. Culture Change and Adaptation? The MarketingSavant Group 7. Enterprise Social Media Assessment 8. Policy / Protocols 9. Choose Social Channels (Tools & Tactics) 10. Capacity and Commitment 11. Social Media Systems 12. Measurement www.marketingsavant.com 888.989.7771
Slide 71: Social Media Strategy 1) WHY? Why are you interested in social media? 2) Why do you want a social media plan for the organization? 3) What objectives are we trying to meet? 1) Outcomes that are essential to the project Objective or subjective measures Qualitative or quantitative Indication of progress Demonstrable value Represents actual improvement in the current conditions 4) How will we know when we get there? (metrics) 1) 2) 3) 5) What’s the value of accomplishing your objectives? 1) 2) The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 72: “Our social media strategy is pretty simple. It is essentially to humanize the company by connecting our constituents with our employees and with each other when possible, to provide value along the way.” -- Scott Monty, Digital Comm. Manager, Ford Motors The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 73: Work Out Your Social Media Policy • New media channels and internet services have changed the way we communicate – Personal information at display on blogs, Facebook etc. – The line between the personal and the professional sphere gets blurred. – Corporate information available from lots of sources. – Users spread information about brands, products and companies. • Internet allows viral spread of information – Bad news travel fast. – Good news can also travel fast. – Media and the blogosphere influence each other. The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 74: De Paul Social Media Policy The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 75: A social media policy should… "The true goal of every type of social media or web policy should be to make interacting on the social web easier, more comfortable, and safer for your stakeholders." http://associationmarketing.blogspot.com/search/label/social%20media%20policies The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 76: A good social media policy will… • Educate as well as guide • Provide instructive input to equip people with basic new media knowledge • Complement an existing code of conduct • “Educate on”, respect and enforce privacy guidelines • Set constructive boundaries The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 77: Navigate the Social Media Barriers 1. 2. 3. 4. 5. Lack of internal resources/time Lack of knowledge/expertise Not convinced about the value/ROI Lack of clear guidelines/policies Lack of awareness of social media within company 6. Lack of budget 7. Social media not appropriate for company/brand 8. Fear negative reaction from customers 9. Lack of global reach/scale 10. Lack of appropriate agency partner The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 78: Understand Your Organization Social Media is a NOT a universal answer! The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 79: Take Lessons from Leading Brands • • • • • • • • • • • Deputize people throughout the organization Understand each channel’s unique engagement Find champions Centralize coordination Be in it for the long haul Pick channels carefully Fish where the fish are Support engagement as an extension of company culture Encourage employees to use social media to get work done Make social media part of the job Modularize and Synchronize across channels (activity streams) www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Slide 80: For Tomorrow • Draft your social media policy • Get started on your strategy • Identify your internal constituents: – Identify one opportunity based on listening and address it. • Implement One Idea – Choose one social channel and implement one idea. Integrate it into your current communications program and measure it. The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 81: After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/nprg The MarketingSavant Group www.marketingsavant.com 888.989.7771
Slide 82: Non-Profit Resource Group Social Media & Social Networking for Non-Profits The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com The MarketingSavant Group www.marketingsavant.com 888.989.7771