SMM for Non-Profits<br />Darren Tsengdarrentseng@gmail.com<br />
AGENDA<br /><ul><li>Evolution of SMM for NPOs (my perspective)
What NPOs are using today
Which are ‘very effective’?
Metrics
Why SMM?
Marketing Paradox: Double-Edged Sword
Why now?</li></li></ul><li>MY PERSPECTIVE<br /><ul><li> Alex became Director of Digital in 2009 and things really took off...
 YouTube pages
 Various Twitters
 Blogs
 Everything else Alex talked about</li></ul>Motivational Speaker and Leadership Facilitator<br />2004 <br />2007<br />2008...
MY PERSPECTIVE<br /><ul><li> Email outreach with youth
 Newsletters
 Blog written by Facilitators </li></ul>… <br />Volunteer and Youth Participant<br />2004 <br />2007<br />2008<br />2009<b...
MY PERSPECTIVE<br /><ul><li> Email outreach
 Blog
 Newsletters
 Me to We Awards
 YouTube Page</li></ul>Me to We Projects Coordinatoraka. Summer Intern<br />2004 <br />2007<br />2008<br />2009<br />2010<...
<ul><li> Users voted for winners online
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SMM for NPOs - Darren Tseng

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SMM for Non-Profits
Preso for my Social Media Marketing course at the Schulich School of Business at York University

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  • FTC work and history within the organizationHow the organization treated originallyThere was no strategy, exactly what I did
  • SMM for NPOs - Darren Tseng

    1. 1. SMM for Non-Profits<br />Darren Tsengdarrentseng@gmail.com<br />
    2. 2. AGENDA<br /><ul><li>Evolution of SMM for NPOs (my perspective)
    3. 3. What NPOs are using today
    4. 4. Which are ‘very effective’?
    5. 5. Metrics
    6. 6. Why SMM?
    7. 7. Marketing Paradox: Double-Edged Sword
    8. 8. Why now?</li></li></ul><li>MY PERSPECTIVE<br /><ul><li> Alex became Director of Digital in 2009 and things really took off- Facebook pages and groups
    9. 9. YouTube pages
    10. 10. Various Twitters
    11. 11. Blogs
    12. 12. Everything else Alex talked about</li></ul>Motivational Speaker and Leadership Facilitator<br />2004 <br />2007<br />2008<br />2009<br />2010<br />
    13. 13. MY PERSPECTIVE<br /><ul><li> Email outreach with youth
    14. 14. Newsletters
    15. 15. Blog written by Facilitators </li></ul>… <br />Volunteer and Youth Participant<br />2004 <br />2007<br />2008<br />2009<br />2010<br />
    16. 16. MY PERSPECTIVE<br /><ul><li> Email outreach
    17. 17. Blog
    18. 18. Newsletters
    19. 19. Me to We Awards
    20. 20. YouTube Page</li></ul>Me to We Projects Coordinatoraka. Summer Intern<br />2004 <br />2007<br />2008<br />2009<br />2010<br />
    21. 21. <ul><li> Users voted for winners online
    22. 22. Personally used Facebook and Email outreach to potential youth category nominees </li></ul>(4/6 finalists  ½ youth won)<br />
    23. 23.
    24. 24. <ul><li>Getting account name and password
    25. 25. Posted content
    26. 26. Liked and commented on any videos that people made about Free The Children or Me to We
    27. 27. Responded to user comments and questions
    28. 28. ‘Friend’ed other Users</li></li></ul><li>
    29. 29. What are Non-Profits Using Today?<br />Everything: same options but some added benefits<br />Discuss. Groups <br />Social Tagging <br />96%<br />78%<br />68%<br />60%<br />52%<br />42%<br />37%<br />22%<br />19%<br />23%<br /> 18%<br />15%<br />*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010<br />
    30. 30. Which ones are ‘Very Effective’?<br />Effectiveness of Social Media to US Non-Profits - % of respondents<br />Discuss. Groups <br />Social Tagging <br />22%<br />20%<br />14%<br />18%<br />14%<br />13%<br />22%<br />3%<br />9%<br />23%<br />10%<br />17%<br />*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010<br />
    31. 31. SMM Metrics used by NPOs<br />% of Respondents<br />*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010<br />
    32. 32. Reasons that NPOs use Social Media <br />% of Respondents<br />*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010<br />
    33. 33. Marketing for NPO’s: Double-Edged Sword<br />EVIL and GREEDY<br />AMAZING<br />$ for Marketing<br />Administrative Costs<br />Awareness<br />FANASTIC<br />SUCKS HARD<br />$ for Marketing<br />Administrative Costs<br />Awareness<br />
    34. 34. SMM By Non-Profits: Why now<br />Canada: donationsdown 5.3% butonline donations up 30%<br /><ul><li>Allows organizations to be proactive and reactive  Maintaining credibility and trust is integral</li></li></ul><li>SMM By Non-Profits: Why now<br />Canada: donationsdown 5.3% butonline donations up 30%<br /><ul><li>Allows organizations to be proactive and reactive  Maintaining credibility and trust is integral</li></li></ul><li>SMM By Non-Profits: Why now<br />Canada: donationsdown 5.3% butonline donations up 30%<br /><ul><li>Allows organizations to be proactive and reactive  Maintaining credibility and trust is integral
    35. 35. Mistakes happen, recovery is possible (ie. Red Cross)</li></li></ul><li>Big Love and Many Thanks…<br />Darren Tseng<br />darrentseng@gmail.com<br />
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