Social Media for Nonprofits

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Presentation with case studies on using social media for nonprofit communications, brand management, and fundraising. Case studies of the American Red Cross and the Isabella Stewart Gardner Museum. Presented at Philanthropy Day Cape Cod 2010 by Beth Dunn of HubSpot.

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  • Oh, really?
  • Yes really
  • Yes really
  • Its not your father’s email database
  • Katrina
    Lots of negative brand chatter
    Decided to start by listening
    Objectives vague, but figured they could only go up (lets hope)
  • Social Media for Nonprofits

    1. 1. Social Media For Nonprofits Beth Dunn Customer Content Developer HubSpot @bethdunn
    2. 2. Social Media is Magical
    3. 3. SOCIAL MEDIA IS BULLSH*T
    4. 4. Social media is not magic.
    5. 5. If you are BORING in real life, you are still boring in social media.
    6. 6. Social media oils the gears of marketing
    7. 7. SEO
    8. 8. Organizations that combine SEO with social media Source: Data from over 1,500 organizations - http://hub.tm/BlogROI
    9. 9. Organizations that combine SEO with social media Source: Data from over 1,500 organizations - http://hub.tm/BlogROI Have 97% more websites linking to them.
    10. 10. blog
    11. 11. Organizations that combine a blog with social media Source: Data from over 2,000 organizations- http://bit.ly/a6SrWh
    12. 12. Organizations that combine a blog with social media Source: Data from over 2,000 organizations- http://bit.ly/a6SrWh Have 79% more Twitter followers
    13. 13. integrate social media into your marketing
    14. 14. Social Media is Just a Tool
    15. 15. Track Reach
    16. 16. 16
    17. 17. 17
    18. 18. 18
    19. 19. 19
    20. 20. 20 40 Million Active Users
    21. 21. 21
    22. 22. 22
    23. 23. 23
    24. 24. 24
    25. 25. 25
    26. 26. Tools Come Last
    27. 27. 27 Strategy Comes First
    28. 28. 28 Flickr.com/teddyb The PORT Guide to Social Strategy
    29. 29. 29 Flickr.com/teddyb PORT Social Strategy P People O Objectives R Relationships T Tools
    30. 30. Flickr.com/scoobay
    31. 31. Flickr.com/joiseyshowaa
    32. 32. 32 Flickr.com/teddyb PORT Social Strategy P People O Objectives R Relationships T Tools
    33. 33. Flickr.com/jill_greenseth
    34. 34. Objectives Improve Program Design Expand Program Offerings Measure Program Effectiveness Increase Membership Increase Donors Increased Donations per Member Develop Your Board
    35. 35. 35 Flickr.com/teddyb PORT Social Strategy P People O Objectives R Relationships T Tools
    36. 36. 37 Flickr.com/teddyb PORT Social Strategy P People O Objectives R Relationships T Tools
    37. 37. Flickr.com/veo
    38. 38. Now You Can Think About Tools
    39. 39. Case Study #1
    40. 40. Case Study #1 People Members and Friends of the Organization
    41. 41. Case Study #1 People Members and Friends of the Organization Objectives Improve brand image (Damage control)
    42. 42. Case Study #1 People Members and Friends of the Organization Objectives Improve brand image (Damage control) Relationships“We listen to you.”
    43. 43. Case Study #1 People Members and Friends of the Organization Objectives Improve brand image (Damage control) Relationships“We listen to you.” Tools Google Alerts, Search
    44. 44. Case Study #1 People Members and Friends of the Organization Objectives Improve brand image (Damage control) Relationships“We listen to you.” Tools Google Alerts, Search
    45. 45. Case Study #1 People Members and Friends of the Organization Objectives Improve brand image (Damage control) Relationships“We listen to you.” Tools Google Alerts, Search Result Improved brand image, increased donations Better process, sustainable basis for trust
    46. 46. Case Study #2
    47. 47. Case Study #2 People Young Professionals
    48. 48. Case Study #2 People Young Professionals Objectives Increase Membership
    49. 49. Case Study #2 People Young Professionals Objectives Increase Membership Relationships“We offer programming you care about.”
    50. 50. Case Study #2 People Young Professionals Objectives Increase Membership Relationships“We offer programming you care about.” Tools Facebook, Twitter, Blogs, Yelp
    51. 51. Case Study #2 People Young Professionals Objectives Increase Membership Relationships“We offer programming you care about.” Tools Facebook, Twitter, Blogs, Yelp
    52. 52. Case Study #2 People Young Professionals Objectives Increase Membership Relationships“We offer programming you care about.” Tools Facebook, Twitter, Blogs, Yelp Results Increase membership Improved brand image Improved communications
    53. 53. Flickr.com/hfabulous
    54. 54. Flickr.com/immarkcz
    55. 55. Questions
    56. 56. Thank you Beth Dunn Customer Content Developer HubSpot @bethdunn

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