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Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human …

Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human Services luncheon in Virginia on 3/11/2010.

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  • 1. Media is global, social, ubiquitous and cheap. - Clay Shirkey Social Networking Social Media Social Engagement C2009 Creating Results, LLC
  • 2. Agenda • Social Media Demystified • Realities of Social Media • Social Networks Defined • Managing Your Mindset • Networks and Tools • Benefits of Social Engagement • Responsibility • Where to Start
  • 3. Social Media Demystified • Until 500 years ago how did people communicate?
  • 4. From Guttenberg to Google
  • 5. From Guttenberg to Google
  • 6. From Guttenberg to Google
  • 7. From Guttenberg to Google
  • 8. Source: Eric Costa
  • 9. Realities of Social Media • Even contagious messages die • 10% forward rate would be great
  • 10. Realities of Social Media • Reach and Frequency now cheap • What is the new Challenge?
  • 11. Social Networking Defined • The stops your brand’s message makes • Faster, wider, more transparent • Fewer barriers between you and your audience • Less control • Interactive and instant
  • 12. Manage Your Mindset • Ready to receive • Move from broadcast to dialogue • Collaborate
  • 13. Manage Your Mindset - Engage • Be helpful • Share knowledge – “teach, don’t sell” • Tell stories • Use many channels
  • 14. Manage Your Mindset - Engage • Involve your audience
  • 15. Networks and Tools • Social Networking Sites • Online Conversations – Facebook, LinkedIn, – Blogs Twitter… – Message boards, forums – Niche sites – industry – Comments or passion • Podcasts • Social (Content) Sharing • Wikis – YouTube, Flickr • Blogs – Digg, De.li.cio.us, reddit • Message boards, forums
  • 16. Who, What, Where: Facebook Who: • More than 400 million active members What: • Interactive way to keep in touch with people you already know • Used by individuals, companies and non-profits • Centered around a profile www.facebook.com
  • 17. How: Facebook • Create profile pages for your organization • Connect to “friends” and “fans” • Broadcast status (“What’s on your mind?”) – connections comment • Share photos, links, videos • Add applications and interactive elements • Become a Facebook Cause • Accept donations
  • 18. … And Why: Facebook • Promotion (esp events) • Word of Mouth marketing • Advertising • Marketplace • Lift brand search results, provide another point of visibility • Donations
  • 19. Who, What, Where: LinkedIn Who: • 60 million active members • 150 different industries What: • Dominant professional networking site www.linkedin.com
  • 20. How: LinkedIn • Create individual profile, organization page • Be detailed – public – engaging • Find people you know and connect (link) • Share status updates • Share news • Ask and answer questions • Join groups related to industry, job function, more
  • 21. … And Why: LinkedIn • Networking • Finding vendors, sources, leads • Keeping in touch with people in turbulent market • Posting jobs/hiring – Finding jobs • Expert advice • Gather information • Extend reach of press coverage • Build profile and trust
  • 22. Who, What, Where: Twitter Who: • Estimate 18 million active users by end of 2009 What: • Microblogging service • Users send text-based updates that are 140 characters or less www.twitter.com
  • 23. How: Twitter • Create an account – short description, link to website, picture/graphic • Start as a follower • Broadcast status (“What’s happening?”) – updates called “tweets” • Share pics, links; forward others’ tweets (retweet) • Attract and engage followers
  • 24. … And Why: Twitter • Gather information • Social listening • Cross-promotion • Viral/Word of Mouth marketing • Get quick feedback – very quick! • Crisis communications, customer service • Build trust and credibility • Short sales (esp. restaurants, hospitality, travel)
  • 25. Many Eggs, Many Baskets • Integrate communications • Tailor messages for each platform • Tailor messages for various audiences • Manage your reputations – Organization – Professional – Personal • Set simple policies to guide social engagement – www.socialmediagovernance.com
  • 26. http://www.refresheverything.com/nvfs
  • 27. So What is the #1 Social Media Channel? Email is the most trusted - So use it wisely!
  • 28. Benefits of Social Engagement • Branding, name recognition • Lift and substitute for traditional advertising and community outreach • Lift search results • Lift web traffic • Improve relationships with users, clients families, donors, volunteers and more • Listen, get feedback
  • 29. Benefits of Social Engagement • Find vendors, sources, partners and prospects • Great recruiting tool. • Leverage the networks of your users, clients, families, donors and volunteers • Deliver complex messages through many different approaches – But simple messages are still most effective • Inspiration
  • 30. When you boil it down, it’s about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you. - Amy Mengel
  • 31. Where to Start STRATEGY + COMMITMENT OF RESOURCES = SCALE OF EFFORT/INVESTMENT todd@creatingresults.com
  • 32. www.CreatingResults.com Woodbridge, VA – Barrington, RI toll-free 888-205-8899 Experts in marketing to mature consumers