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Social Media Marketing For Non-Profits Matthew O’Brien @blogster  “ Build a Footprint … Generate ROI” Presented for Marico...
<ul><li>Overview  on Social Media Marketing </li></ul><ul><li>Social Media  Footprint </li></ul><ul><li>Social Media  Busi...
Who is this Guy Presenting? <ul><li>Avid risk-taker  </li></ul><ul><li>20 years in digital media </li></ul><ul><li>Fortune...
What is Social Media? <ul><li>umbrella term  that defines the various activities that integrate  technology ,  social  int...
Your Website Is one of Millions
Social Media = Publishing Rights Is Your Content… Where 3 out of 4 people are online? @blogster @Mint_Social
Web Search Trends “ Where we spend our time online” @blogster @Mint_Social Social Media Marketing for Non-profits
Consider this… <ul><li>There’s a  conversation  going on  online , with or without you. </li></ul><ul><li>If you choose no...
Cost Effective? <ul><li>“ With production  costs low …the opportunity to create branded micro  content  that  consumers  w...
Survey says… <ul><li>Data released by  Cone, Inc. </li></ul><ul><li>93%  of Americans  expect  companies to have a  presen...
Deep Thoughts… @blogster @Mint_Social Social Media Marketing for Non-profits
Deep Thoughts… @blogster @Mint_Social Social Media Marketing for Non-profits
Deep Thoughts… @blogster @Mint_Social Social Media Marketing for Non-profits
The visibility Multiplier Effect Published Weekly 50+ sites 50X – 1000X more traffic to your website 1 Document @blogster ...
@blogster @Mint_Social Social Media Marketing for Non-profits
Top 10 Results in Google <ul><li>Articles </li></ul><ul><li>Videos </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networ...
Online Publishing Hub Micro- Blogging Videos, Audio,  Photo Social Networks RSS Aggregation Tools Visibility Multiplier Ef...
Social Media Business Applications <ul><li>5  Objectives of Social Media (The 5 W’s) </li></ul><ul><ul><li>Reputation   Ma...
Social Media Marketing Tips <ul><li>Repurpose  Content </li></ul><ul><li>Create “ contributor networks ” </li></ul><ul><li...
Your Publishing Hub “Blog” @blogster @Mint_Social
Syndicate Your Content <ul><li>Twitter –  www.FeedTwitter.com   </li></ul><ul><li>Facebook – Fan Page – Edit Notes - RSS <...
Google Maps Social Media Marketing for Non-profits
Get Contributing Writers <ul><li>Enroll  Volunteers </li></ul><ul><li>Google Alerts - RSS </li></ul><ul><li>Have a Connect...
Get Online Donations <ul><li>PayPal.com </li></ul><ul><li>Change.org </li></ul><ul><li>Merchant Account </li></ul><ul><li>...
Web Video Strategy <ul><li>“ If a picture is worth a  thousand  words…” </li></ul>Social Media Marketing for Non-profits
… then  video  must put this into the millions.” @Mint_Social Social Media Marketing for Non-profits
Web Video Strategy <ul><li>Short  educational  Segments </li></ul><ul><li>Keyword  and Viral Focus </li></ul><ul><li>Syndi...
‘ Why’ Leverage Web Video Social Media Marketing and Online Branding
‘ Why’ Leverage Web Video Social Media Marketing and Online Branding
‘ Why’ Leverage Web Video @Mint_Social Social Media Marketing for Non-profits
‘ Why’ Leverage Web Video @Mint_Social Social Media Marketing for Non-profits
‘ Why’ Leverage Web Video @blogster @Mint_Social
‘ Why’ Leverage Web Video Some of the rankings in Google from the first month. Social Media Marketing and Online Branding
ROI for Social Media  <ul><li>“ The  problem  with trying to  determine   ROI  for Social Media is you are trying to put  ...
5 Points of ROI in Social Media  <ul><li>Increase  mentions  online and create inbound  links  to website </li></ul><ul><l...
Internal/External Resources <ul><li>Assign Internal  Champion  for Social Media </li></ul><ul><li>Establish Policies and G...
social media…Next Step <ul><li>Build Your Social Media Footprint (AP) </li></ul><ul><li>Promote Your Stories </li></ul><ul...
<ul><li>Matt O’Brien </li></ul><ul><li>602.206.8089 </li></ul><ul><li>[email_address]   </li></ul><ul><li>@ Blogster  </li...
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Social Media Marketing for Non-Profits by Matt O'Brien Mint Social

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Http://www.MintSocial.com - On October 15th, 2010, the presentation below was given to Maricopa Association of Governments and the many non-profits across Arizona that shared the morning with me to learn about how to leverage social media to help the poor, the hungry, the homeless and to reach people in crisis across Arizona.

The first thing to note is that non-profit organizations have an advantage over other businesses when it comes to social media marketing. The reason is simple; non-profit organizations have a common mission for helping those in need. Therefore, their marketing message is genuine and does not need to be modified to fit what social media demands (selfless promotion vs. shameless self-promotion). For example, a business that takes their brochure content and promotes it through their social media channels will most certainly get a much low level of engagement with their audience and run the risk of being perceived as a self serving marketer. Contrary to this is the non-profit that typically has a mission of serving those in need and can utilize their 'off the shelf' marketing content because it has a more selfless message for helping others. Isn't this what social media marketing is all about by having a third party promoting a message to benefit another?

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Transcript of "Social Media Marketing for Non-Profits by Matt O'Brien Mint Social"

  1. 1. Social Media Marketing For Non-Profits Matthew O’Brien @blogster “ Build a Footprint … Generate ROI” Presented for Maricopa Association of Governments on 10-15-2010
  2. 2. <ul><li>Overview on Social Media Marketing </li></ul><ul><li>Social Media Footprint </li></ul><ul><li>Social Media Business Applications </li></ul><ul><li>How to Measure ROI </li></ul><ul><li>What Resources are Needed? </li></ul>@blogster @Mint_Social Social Media Marketing for Non-profits
  3. 3. Who is this Guy Presenting? <ul><li>Avid risk-taker </li></ul><ul><li>20 years in digital media </li></ul><ul><li>Fortune 500 to start ups </li></ul><ul><li>World Webinar Network </li></ul><ul><li>AZIMA Board Member </li></ul><ul><li>Volunteer </li></ul>Social Media Marketing for Non-profits
  4. 4. What is Social Media? <ul><li>umbrella term that defines the various activities that integrate technology , social interaction, and the publishing of words , pictures , videos and audio </li></ul>@blogster Social Media Marketing for Non-profits
  5. 5. Your Website Is one of Millions
  6. 6. Social Media = Publishing Rights Is Your Content… Where 3 out of 4 people are online? @blogster @Mint_Social
  7. 7. Web Search Trends “ Where we spend our time online” @blogster @Mint_Social Social Media Marketing for Non-profits
  8. 8. Consider this… <ul><li>There’s a conversation going on online , with or without you. </li></ul><ul><li>If you choose not to engage , you’re simply giving up the ability to manage and influence what’s being said. </li></ul><ul><li> </li></ul>@blogster @Mint_Social Social Media Marketing for Non-profits
  9. 9. Cost Effective? <ul><li>“ 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.” </li></ul><ul><li>Tom Martin, Positive Disruption </li></ul>@blogster @Mint_Social Social Media Marketing for Non-profits
  10. 10. Survey says… <ul><li>Data released by Cone, Inc. </li></ul><ul><li>93% of Americans expect companies to have a presence in social media. </li></ul><ul><li>85% say companies should interact with consumers via social media. </li></ul>@blogster @Mint_Social Social Media Marketing for Non-profits
  11. 11. Deep Thoughts… @blogster @Mint_Social Social Media Marketing for Non-profits
  12. 12. Deep Thoughts… @blogster @Mint_Social Social Media Marketing for Non-profits
  13. 13. Deep Thoughts… @blogster @Mint_Social Social Media Marketing for Non-profits
  14. 14. The visibility Multiplier Effect Published Weekly 50+ sites 50X – 1000X more traffic to your website 1 Document @blogster @Mint_Social Social Media Marketing for Non-profits
  15. 15. @blogster @Mint_Social Social Media Marketing for Non-profits
  16. 16. Top 10 Results in Google <ul><li>Articles </li></ul><ul><li>Videos </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networks </li></ul><ul><li>Websites </li></ul><ul><li>Press Releases </li></ul><ul><li>PowerPoints </li></ul><ul><li>Photos </li></ul><ul><li>Audio (Podcasts) </li></ul>@blogster @Mint_Social
  17. 17. Online Publishing Hub Micro- Blogging Videos, Audio, Photo Social Networks RSS Aggregation Tools Visibility Multiplier Effect Articles, Docs PR Approved Monthly Content Partner Content Inbound Links and Traffic Social Media Marketing for Non-profits
  18. 18. Social Media Business Applications <ul><li>5 Objectives of Social Media (The 5 W’s) </li></ul><ul><ul><li>Reputation Management (‘Who’ Are You?) </li></ul></ul><ul><ul><li>Branding (‘What’) </li></ul></ul><ul><ul><li>Marketing (‘Where’) </li></ul></ul><ul><ul><li>Listening /Engaging (‘When’) </li></ul></ul><ul><ul><li>Monetization ( ‘Why’) </li></ul></ul>@blogster @Mint_Social
  19. 19. Social Media Marketing Tips <ul><li>Repurpose Content </li></ul><ul><li>Create “ contributor networks ” </li></ul><ul><li>Get More Unrefined </li></ul><ul><li>Think Non-Branding </li></ul><ul><li>Integrate Traditional with New Marketing </li></ul><ul><li>Track ROI </li></ul>@Mint_Social Social Media Marketing for Non-profits
  20. 20. Your Publishing Hub “Blog” @blogster @Mint_Social
  21. 21. Syndicate Your Content <ul><li>Twitter – www.FeedTwitter.com </li></ul><ul><li>Facebook – Fan Page – Edit Notes - RSS </li></ul><ul><li>LinkedIn – Create a Business Page - RSS </li></ul><ul><li>MerchantCircle.com – Profile - Blog Posts </li></ul><ul><li>Google Maps and Alerts – RSS - KML </li></ul>@Mint_Social Social Media Marketing for Non-profits
  22. 22. Google Maps Social Media Marketing for Non-profits
  23. 23. Get Contributing Writers <ul><li>Enroll Volunteers </li></ul><ul><li>Google Alerts - RSS </li></ul><ul><li>Have a Connect Page – </li></ul><ul><ul><li> Testimonials – Referrals </li></ul></ul>Social Media Marketing for Non-profits
  24. 24. Get Online Donations <ul><li>PayPal.com </li></ul><ul><li>Change.org </li></ul><ul><li>Merchant Account </li></ul><ul><li>Email capture option </li></ul>@Mint_Social Social Media Marketing for Non-profits
  25. 25. Web Video Strategy <ul><li>“ If a picture is worth a thousand words…” </li></ul>Social Media Marketing for Non-profits
  26. 26. … then video must put this into the millions.” @Mint_Social Social Media Marketing for Non-profits
  27. 27. Web Video Strategy <ul><li>Short educational Segments </li></ul><ul><li>Keyword and Viral Focus </li></ul><ul><li>Syndicate to Top Video Websites </li></ul><ul><li>Results…Google Rankings and Viral Views </li></ul>@Mint_Social Social Media Marketing for Non-profits
  28. 28. ‘ Why’ Leverage Web Video Social Media Marketing and Online Branding
  29. 29. ‘ Why’ Leverage Web Video Social Media Marketing and Online Branding
  30. 30. ‘ Why’ Leverage Web Video @Mint_Social Social Media Marketing for Non-profits
  31. 31. ‘ Why’ Leverage Web Video @Mint_Social Social Media Marketing for Non-profits
  32. 32. ‘ Why’ Leverage Web Video @blogster @Mint_Social
  33. 33. ‘ Why’ Leverage Web Video Some of the rankings in Google from the first month. Social Media Marketing and Online Branding
  34. 34. ROI for Social Media <ul><li>“ 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.” </li></ul><ul><li>… “ Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation ?’” </li></ul><ul><li> – Steven Smith LinktoYourWorld.com </li></ul>Social Media Marketing for Non-profits
  35. 35. 5 Points of ROI in Social Media <ul><li>Increase mentions online and create inbound links to website </li></ul><ul><li>Improve overall keyword rankings and specifically the top landing pages </li></ul><ul><li>Increase traffic to website </li></ul><ul><li>Build an online community </li></ul><ul><li>Email capture and inquiries </li></ul>@Mint_Social - @blogster Social Media Marketing for Non-profits
  36. 36. Internal/External Resources <ul><li>Assign Internal Champion for Social Media </li></ul><ul><li>Establish Policies and Guideline Internally </li></ul><ul><li>Leverage Existing Content </li></ul><ul><li>Integrate with Traditional Marketing </li></ul><ul><li>Tracking Tools </li></ul>Social Media Marketing for Non-profits
  37. 37. social media…Next Step <ul><li>Build Your Social Media Footprint (AP) </li></ul><ul><li>Promote Your Stories </li></ul><ul><li>Listen, Monitor and Engage </li></ul><ul><li>Build Online Communities </li></ul><ul><li>Recruit Volunteers </li></ul><ul><li>Recruit Donors </li></ul>Social Media Marketing for Non-profits @Mint_Social - @blogster
  38. 38. <ul><li>Matt O’Brien </li></ul><ul><li>602.206.8089 </li></ul><ul><li>[email_address] </li></ul><ul><li>@ Blogster </li></ul>@Mint_Social - @blogster Social Media Marketing for Non-profits
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