Corporate Social Media Summit


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Social Media Essentials for Charities & Not-for-profits was a 3 hour workshop delivered at the Corporate Social Media Summit, 2011

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Corporate Social Media Summit

  1. 1. CorporateSocialMedia Summit<br />Social Media Essentials for Charities & NFPs<br />March <br />2011<br />With Kate vanderVoort<br />Sydney, Australia<br />
  2. 2. Social Media is not a silver bullet.<br />It is a tool and how you use it will dictate whether you raise funds or increase customer sales.<br />
  3. 3. The important facts for NFPs:<br /><ul><li>96% of Millennials on a social network
  4. 4. LinkedIn stats
  5. 5. Fastest growing on Facebook is 55-65 year old females
  6. 6. YouTube is the 2nd largest search engine in the world
  7. 7. What others say about you is far more powerful than what you say about yourself</li></li></ul><li>Welcome to the World of Social Media<br />
  8. 8. Why Use Social Media?<br /><ul><li>Older methods of fundraising & marketing are becoming less effective
  9. 9. People are going online to find what they are looking for – this includes a cause and comparing services
  10. 10. Younger and wealthier than an average audience
  11. 11. Online gifts are on average higher than offline
  12. 12. It is available while you sleep
  13. 13. A small budget can create big results
  14. 14. Customer and donor loyalty
  15. 15. Global audience</li></li></ul><li>Potential Benefits for NFPs<br />Raise funds<br />Crowd funding<br />Cause/Awareness Raising – spread your message<br />Specific campaign fundraising<br />Engage your volunteers, staff and donors<br />Feedback to donors and members<br />Influencers/donors engage their friends<br />Ability to say Thank You in many ways and many times<br />
  16. 16. Information on NFPs is becoming more and more available – transparency is key<br />
  17. 17. Some Examples<br />Raised $10M for a variety of charities<br />Collaborative effort of multiple charities in Minnestota<br />42,624 people donated in 24 hours<br />Raised $650,000 through Twitter for safe drinking water in developing countries<br />Now have more than 1M followers on Twitter<br />More than 45,000 fans on FB<br />Launched February 2011<br />More than 150 dreams have been submitted to date with more than 8,000 votes on Facebook<br />
  18. 18. 9 Steps to a SuccessfulSocial Media Strategy<br />Do your research<br />Understand your target market –what other sites, apps, competitions, events or information your target market seeking<br />What is the competition doing? <br />How are other brands using social media?<br />
  19. 19. 9 Steps to a SuccessfulSocial Media Strategy<br />Create a social media policy for your organisation<br />What is the main focus of your social media? Fundraising, community building, customer service, information distribution<br />Who will be responsible for the tone and content?<br />Do staff post as people or brand?<br />How do you deal with negative feedback/comments?<br />
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  21. 21. 9 Steps to a SuccessfulSocial Media Strategy<br />Choose appropriate platforms & develop a consistent brand across all platforms<br />Develop a content and posting strategy – how often? What kind of content?<br />Develop an engagement strategy – who will respond and comment on your platforms? Who will go out and comment on others?<br />
  22. 22. 9 Steps to a SuccessfulSocial Media Strategy<br />Connect with your established donors, members, volunteers and staff. They will lead you to more people like them<br />Link your platforms for greater traction<br />Monitor the results and report back internally and externally<br />Do more of what works and let go what doesn’t – it is all about quality content<br />
  23. 23. Some hints to keep you out of trouble<br />‘Build it and they will come’ does not work on social media<br />Decide whether the voice is a brand or a personal one<br />Don’t self promote on other brands pages, blogs or sites<br />Social media must be integrated to be effective<br />
  24. 24. This is who I am as defined by who my friends are<br />
  25. 25. Why Facebook?<br />Ability to donors, members and volunteers into ambassadors<br />Fastest growing user is Females aged 55 – 65<br />Ability for your donors, members, staff and volunteers to share their favourite cause or company with their friends<br />Analytics help to give information about your page and what works with your target demographic<br />Facebook advertising is very targetted – advertise to those with the same demographic as your donors<br />
  26. 26. Facebook – getting started<br /><ul><li>Consider the best setup for Facebook based on your objectives:Individual, Group, Community, Page or Cause?</li></li></ul><li>Facebook – getting started<br />Make the look of your Facebook Page consistent with your brand <br />Start a following by engaging current members, customers, donors, volunteers and staff<br />You need 25 ‘Likes’ on a page before you can customise the url<br />The name can be changed up until 100 ‘Likes’<br />Customise a welcome/landing page and give people an incentive to click ‘Like’<br />
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  28. 28. Top Tips for Facebook<br />Posts that get engagement rank higher on people’s newsfeeds<br />Ask open ended questions<br />Use inspirational quotes<br />When appropriate comment/share latest news<br />Post manually not through a 3rd party provider<br />Always include a link or picture <br />Always respond where appropriate – the more you engage the higher the EdgeRank.<br />You can target your posts to location<br />
  29. 29. This is who I am as defined by what I’m doing right now<br />
  30. 30. Why Twitter?<br />Twitter allows you to share what you are doing within your charity or organisation with the rest of the world<br />Short, sharp messages that people can share with others<br />Many low cost innovative ways in which Twitter campaigns can be used<br />Often when you follow people, they will follow you back – every one loves a good NFP<br />
  31. 31. Top Tips for Twitter<br />The more you give the more you get – engage with others – don’t just push information out<br />Engage with other charities, other causes, bloggers, influencers, donors, supporters, volunteers<br />Make your profile really clear and use searchable keywords that will help people find you<br />Utilise the background – make it clean and clear in what you stand for or your call to action<br />
  32. 32. Top Tips for Twitter<br />Make your avatar clean and clear – it will be small so text is wasted in this space<br />Reach out – have conversations, follow others, ask questions, retweet other great tweets<br />Make the most of your 140 characters – use url shorteners and #hashtags that motivate your reader to click through to your site<br />Use services that allow you to include a picture with your Tweet<br />Engage corporate sponsors – but make sure there is a natural fit – if it is forced or contrived it won’t work<br />
  33. 33. Community basedsupport<br />Financialassistance<br />Education<br />assistance<br />Hospital based support<br />Introducing Redkite: Real needs, professional support<br />The “must haves” – practical & grassroots support<br />Support & care through the entire cancer journey <br />Care and support of the whole family <br />Reaching children and families wherever they are in Australia<br />
  34. 34. A Twitter Case Study<br />
  35. 35. A Local Success Story<br />Redkite, Social Media, and TwestivalTweet, Meet, Give<br />
  36. 36. Who or What is Twestival?<br /><ul><li>How do you even pronounce it?
  37. 37. A Twestival or Twitter-Festival is a single day, global movement using the power of social media to organise offline events that mobilize communities in support of a local cause
  38. 38. The opportunity to be part of a local and global event using social media for a good cause</li></li></ul><li>When Redkite met Twestival<br /><ul><li>Opportunity in the social media space
  39. 39. N2N & Fuel Communications
  40. 40. Team engagement
  41. 41. Thrilled to be part of this global movement for a good cause
  42. 42. Global peer competition and video link up</li></li></ul><li>Collaborative Partnerships<br />The social media spiders web<br />N2N<br />Partnerships <br />= Brand awareness<br />Reaching new Corporate partners<br />Australian Rugby Union<br />Other Corporate partners<br />
  43. 43. Fundraising Opportunity<br /><ul><li>100% Twestival fundraising to Redkite
  44. 44. SOLD OUT event X300 tickets
  45. 45. Sponsored prizes for auction
  46. 46. Cash donations
  47. 47. Funds raised on the night
  48. 48. The ask ‘dollar for tweet’ taken up by
  49. 49. Ongoing giving</li></li></ul><li>Engagement and Awareness<br /><ul><li>Redkite guest speaker
  50. 50. Social media activity on the night
  51. 51. Global live video streaming
  52. 52. Networking opportunity
  53. 53. Ongoing engagement with Redkite
  54. 54. Daily Telegraph story</li></li></ul><li>Who Was Tweeting?<br />
  55. 55.
  56. 56. Who Was Tweeting?<br />
  57. 57. Who Was Tweeting?<br />
  58. 58.
  59. 59.
  60. 60. This is who I am as defined by what I look like & what I do<br />
  61. 61. Why YouTube?<br />Use YouTube to create your own customised channel<br />You can show off your most effective fundraising efforts and show the benefits of peoples support and donations<br />It is the 2nd largest search engine in the world<br />People prefer video to text – the shorter the better<br />Perfect for user generated content<br />
  62. 62. Top Tips for YouTube<br />Create customised background<br />Build playlists of your favourite videos<br />You can now create videos on YouTube without a camera<br />Add annotations to your video to encourage people to subscribe<br />Use bulletins to communicate with your subscribers – share your own content or others<br />Use video responses when someone asks a question in the comments<br />
  63. 63. This is who I am as defined by what I know and want to share<br />
  64. 64. Why Blogs?<br /><ul><li>Photo blog, video blog, story blogs
  65. 65. Easy to update
  66. 66. An online archive of your best features and contributions to society
  67. 67. Search engines love blogs
  68. 68. Help put a human voice to your charity
  69. 69. Plugins that enable all sorts of functionality to share, subscribe, advertise and more</li></li></ul><li>Top Tips for Blogging<br />Always host on your own site of possible or a hosted site – do not use free sites<br />Make sure you have RSS enabled so subscribers are updated and can share<br />Make sure your keywords are consistent throughout – title url, & within the actual blog<br />Integrate multiple voices to promote your cause<br />End your blog posts with a call to action<br />
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  71. 71.
  72. 72. This is who I am as defined by who I know in business<br />
  73. 73. Why LinkedIn?<br />68% of users are over 35<br />74% of users have a degree<br />Average income of people on LinkedIn is more than $100,000 per annum<br />People update their own details – better than any database<br />When someone recommends you on LinkedIn all their connections see it<br />You can have a business page on LinkedIn<br />You can be introduced to someone through LinkedIn<br />
  74. 74. Why LinkedIn?<br />
  75. 75. Australia has 1.92 million users on LinkedIn<br />
  76. 76.
  77. 77.
  78. 78.
  79. 79. Top Tips for LinkedIn<br />Add a LinkedIn ‘Recommend’ button on your website<br />Create a special membership group on LinkedIn to encourage discussion and participation or leadership development of you best supporters<br />Put your events on LinkedIn<br />Use your company profile for banner adds, video and testimonials (recommendations)<br />
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  81. 81. Measure Your Efforts<br />As part of your strategy set measurable objectives<br />Use a tool like Google analytics to analyse where your social media is working, how long people stay on your site, what actions they take etc<br />Many platforms to measure social media impact<br /><br /><br />
  82. 82.
  83. 83.
  84. 84. Tools<br /><br />The online version of a charity wristband. Create an icon that supporters use as their profile picture.<br /><br />Share pictures and video through Twitter<br /><br />Share audio clips through Twitter & Facebook<br />Upload photo & location with each clip<br /><br />URL shortener – good for Twitter<br />Use to track statistics of click throughs & activity<br /><br />See what is being said about you and other topics relevant to you<br /><br />Crowd funding widget – requires Paypal account<br />
  85. 85. Blogs Worth Reading<br /><br /><br /><br /><br /><br />
  86. 86. In Closing<br />One person, one connection, one conversation at a time<br />Treat all donors as a major donor – those with little money can give their major networks<br />You cannot NOT participate. If you don’t create it – people around you will create it for you.<br />Blend online and offline – it is all about integration<br />Be willing to let go of some control in return for greater reach<br />Social media is about long term engagement – not something you dip in and out of<br />Engage first – fundraise or sell later<br />
  87. 87. Connect<br /><br /><br /><br /><br /><ul><li>
  88. 88.
  89. 89. Twitter @redkite
  90. 90. Linked In </li>