Social Media Marketing For Non-Profits Matthew O’Brien @blogster “ Build a Footprint … Generate ROI”

Overview on Social Media Marketing Social Media Footprint Social Media Business Applications How to Measure ROI What Resources are Needed? Social Media Marketing and Online Branding

Overview on Social Media Marketing

Social Media Footprint

Social Media Business Applications

How to Measure ROI

What Resources are Needed?

Who is this Guy Presenting? Avid risk-taker 20 years in digital media Fortune 500 to start ups Social Media Marketing and Online Branding World Webinar Network AZIMA Board Member Volunteer

Avid risk-taker

20 years in digital media

Fortune 500 to start ups

World Webinar Network

AZIMA Board Member

Volunteer

What is Social Media? umbrella term that defines the various activities that integrate technology , social interaction, and the publishing of words , pictures , videos and audio Social Media Marketing and Online Branding

umbrella term that defines the various activities that integrate technology , social interaction, and the publishing of words , pictures , videos and audio

Deep Thoughts… There’s a conversation going on online , with or without you. If you choose not to engage , you’re simply giving up the ability to manage and influence what’s being said. Social Media Marketing and Online Branding

There’s a conversation going on online , with or without you.

If you choose not to engage , you’re simply giving up the ability to manage and influence what’s being said.

Cost Effective? “ With production costs low …the opportunity to create branded micro content that consumers will invite into their lives becomes a financial reality with a huge ROI upside. It’s advertising people want to watch.” Tom Martin, Positive Disruption Social Media Marketing and Online Branding

“ With production costs low …the opportunity to create branded micro content that consumers will invite into their lives becomes a financial reality with a huge ROI upside. It’s advertising people want to watch.”

Tom Martin, Positive Disruption

Survey says… Data released by Cone, Inc. 93% of Americans expect companies to have a presence in social media. 85% say companies should interact with consumers via social media. Social Media Marketing and Online Branding

Data released by Cone, Inc.

93% of Americans expect companies to have a presence in social media.

85% say companies should interact with consumers via social media.

The Internet Marketing Shift Website Development Budget Online Marketing Budget Website Dev. Budget Online Marketing Budget Online Marketing - 1996 Online Marketing - 2006 Social Media Mktg. Online Marketing - 2008 Social Media Marketing and Online Branding

Social Media Footprint Online Publishing Hub PR & Ezine Sites Micro- Blogging MRSS/Video Communities & Syndication Web 2.0 World Social Networks RSS Aggregation Tools Call to Action Web Pages Inbound Links and Traffic to Audio, Photo & Video Networks Social Media Marketing and Online Branding

Social Media Business Applications 5 Objectives of Social Media (The 5 W’s) Reputation Management (‘Who’ Are You?) Branding (‘What’) Marketing (‘Where’) Listening /Engaging (‘When’) Monetization ( ‘Why’) Social Media Marketing and Online Branding

5 Objectives of Social Media (The 5 W’s)

Reputation Management (‘Who’ Are You?)

Branding (‘What’)

Marketing (‘Where’)

Listening /Engaging (‘When’)

Monetization ( ‘Why’)

Social Media Marketing Tips Repurpose Content Create “ contributor networks ” Get More Unrefined Think Non-Branding Integrate Traditional with New Marketing Track ROI Social Media Marketing and Online Branding

Repurpose Content

Create “ contributor networks ”

Get More Unrefined

Think Non-Branding

Integrate Traditional with New Marketing

Track ROI

Your Publishing Hub “Blog” Social Media Marketing and Online Branding

Syndicate Your Content Twitter – www.FeedTwitter.com Facebook – Fan Page – Edit Notes - RSS LinkedIn – Create a Business Page - RSS MerchantCircle.com – Profile - Blog Posts Google Maps and Alerts – RSS - KML Social Media Marketing and Online Branding

Twitter – www.FeedTwitter.com

Facebook – Fan Page – Edit Notes - RSS

LinkedIn – Create a Business Page - RSS

MerchantCircle.com – Profile - Blog Posts

Google Maps and Alerts – RSS - KML

Google Maps Social Media Marketing and Online Branding

Get Contributing Writers Enroll Volunteers Google Alerts - RSS Have a Connect Page – Testimonials – Referrals Social Media Marketing and Online Branding

Enroll Volunteers

Google Alerts - RSS

Have a Connect Page –

Testimonials – Referrals

Get Online Donations PayPal.com Change.org Merchant Account Email capture option Social Media Marketing and Online Branding

PayPal.com

Change.org

Merchant Account

Email capture option

Web Video Strategy “ If a picture is worth a thousand words…” Social Media Marketing and Online Branding

“ If a picture is worth a thousand words…”

… then video must put this into the millions.” Social Media Marketing and Online Branding

Web Video Strategy Short educational Segments Keyword and Viral Focus Syndicate to Top Video Websites Results…Google Rankings and Viral Views Social Media Marketing and Online Branding

Short educational Segments

Keyword and Viral Focus

Syndicate to Top Video Websites

Results…Google Rankings and Viral Views

‘ Why’ Leverage Web Video Social Media Marketing and Online Branding

‘ Why’ Leverage Web Video Social Media Marketing and Online Branding

‘ Why’ Leverage Web Video Social Media Marketing and Online Branding

‘ Why’ Leverage Web Video Social Media Marketing and Online Branding

‘ Why’ Leverage Web Video Social Media Marketing and Online Branding

‘ Why’ Leverage Web Video Some of the rankings in Google from the first month. Social Media Marketing and Online Branding

ROI for Social Media “ The problem with trying to determine ROI for Social Media is you are trying to put numeric quantities around human interactions and conversations …not possible.” … “ Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation ?’” – Steven Smith LinktoYourWorld.com Social Media Marketing and Online Branding

“ The problem with trying to determine ROI for Social Media is you are trying to put numeric quantities around human interactions and conversations …not possible.”

… “ Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation ?’”

– Steven Smith LinktoYourWorld.com

5 Points of ROI in Social Media Increase mentions online and create inbound links to website Improve overall keyword rankings and specifically the top landing pages Increase traffic to website Build an online community Email capture and inquiries Social Media Marketing and Online Branding

Increase mentions online and create inbound links to website

Improve overall keyword rankings and specifically the top landing pages

Increase traffic to website

Build an online community

Email capture and inquiries

Internal/External Resources Assign Internal Champion for Social Media Establish Policies and Guideline Internally Leverage Existing Content Integrate with Traditional Marketing Tracking Tools Social Media Marketing and Online Branding

Assign Internal Champion for Social Media

Establish Policies and Guideline Internally

Leverage Existing Content

Integrate with Traditional Marketing

Tracking Tools

social media…Next Step Build Your Social Media Footprint (AP) Promote Your Stories Listen, Monitor and Engage Build Online Communities Recruit Volunteers Recruit Donors Social Media Marketing and Online Branding

Build Your Social Media Footprint (AP)

Promote Your Stories

Listen, Monitor and Engage

Build Online Communities

Recruit Volunteers

Recruit Donors

Matt O’Brien 602.206.8089 [email_address] @ Blogster Social Media Marketing and Online Branding

Matt O’Brien

602.206.8089

[email_address]

@ Blogster