Social Media And Engagement Strategies For Online Campaigns
 

Social Media And Engagement Strategies For Online Campaigns

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This presentation was created for the Fundraiser's Forum, a group of nonprofit development professionals. In the presentation, we walk through statistics of how people are using social media for ...

This presentation was created for the Fundraiser's Forum, a group of nonprofit development professionals. In the presentation, we walk through statistics of how people are using social media for engagement and causes, basics of creating a social media strategy, and examples of how nonprofits are using YouTube, Twitter, Facebook and blogging to support online fundraising campaigns.

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  • http://www.flickr.com/photos/-bast-/349497988
  • http://www.flickr.com/photos/whiteafrican/462282405/
  • Not one-way, but two-way, many-faceted, many participants
  • http://www.flickr.com/photos/eelssej_/524781662/
  • http://www.flickr.com/photos/kalmirage/1904699001/
  • Communication: Blogs, microblogging, social networks, events (evite), discussion groups Collaboration: Wikipedia, wikis, social bookmarking Multimedia: photo sharing, video sharing, art sharing, livecasting, podcasting Entertainment: virtual worlds, online gaming Reviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf 49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
  • 1 Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to ZenithOptimedia. (AdAge, April, 2008) 3 Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. ("Web users and web community," Rubicon Consulting, Inc. October 2008) 4 Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)
  • Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)
  • Social Media for Causes Study: March 2009. 426 respondents are all “social media power users. Forty-seven percent were aged 30-49, 40 percent were under the age of 30, and only 13 percent were 50 or older. Almost two thirds (62 percent) were female. Of all the forms of social media used by 30-49-year-olds, only social networks and blogs received greater than 40 percent rankings for “trust.” Specifically, 66 percent trust social networks and 50 trust blogs. In the over 50 bracket, 62 percent trust social networks and 42 percent trust blogs. Perhaps one of the most interesting points that arose from this data was that both social media savvy groups prefer group social media, with the exception of blogs. Whether for personal use or trust in third party sites, blogs represent the second most viable source of information next to social networks (among both the digital rich and the traditional brackets). After blogs, message boards, forums, wikis and review sites were all deemed more credible than videos or podcasts (the terrain of traditional “personal” social media).
  • http://www.flickr.com/photos/itzafineday/2615537456/
  • Among engaged Americans (defined as those who have volunteered, donated or advocated in the past year). Survey by Harris Interactive (Harris Poll), March 2009 http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html
  • Social Media for Causes Study: March 2009. 426 respondents are all “social media power users.” Forty-seven percent were aged 30-49, 40 percent were under the age of 30, and only 13 percent were 50 or older. Almost two thirds (62 percent) were female. TOTAL: 84 percent of the social media savvy aged 30-49 and 55 percent of those older than 50 used conversational media for these purposes.
  • Social Media for Causes Study: March 2009. 426 respondents are all “social media power users.
  • Wired Wealthy donate a minimum $1000 to one cause, http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html
  • Wired Wealthy donate a minimum $1000 to one cause, http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.htmlhttp://www.createthefuture.com/trend_of_the_week_2008.htm
  • Unless you have an incredibly “hot” issue, it’s two steps. Always.
  • http://www.flickr.com/photos/29006837@N08/3373498956/
  • http://www.flickr.com/photos/99718262@N00/3143535891/
  • http://www.flickr.com/photos/hamed/277221852/
  • http://www.flickr.com/photos/cambodia4kidsorg/2906235414/
  • http://www.flickr.com/photos/10256644@N05/3825778797/
  • Further Twitter resource: 26 charities and NPOs on Tiwtter - http://mashable.com/2009/03/19/twitter-nonprofits/ One other Twitter fundraiser inspired by Twestival: Local Girls, Inc. group http://www.frogloop.com/care2blog/2009/2/20/tapping-small-and-local-donors-on-twitter-a-girls-inc-case-s.html
  • Credit to http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up
  • Credit to @meshugavi’s blog: http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up and http://meshugavi.com/2008/12/the-story-beyond-the-stats-in-tweetsgiving
  • http://beth.typepad.com/beths_blog/2009/07/alistair-croll-guest-post-using-twitter-for-fundraising-lessons-learned-from-beers-for-canada.html
  • http://mashable.com/2009/10/19/beatcancer-sets-record/ http://wthashtag.com/Beatcancer
  • http://beatcancereverywhere.com/about.html
  • In conjunction with “Help Hadassah Heal” Campaign – website, podcasts www.hadassah-international.org – official website http://nonprofitconversation.blogspot.com/2009/03/impromptu-fundraising-using-facebook.html
  • http://apps.facebook.com/causes/1510
  • Video on YouTube: http://www.youtube.com/watch?v=ZK38BWy-O9E&feature=player_embedded# Initial video as guest post on beth’s blog: http://beth.typepad.com/beths_blog/2009/09/guest-post-by-michael-hoffman-youtubes-gamechanging-new-feature-for-nonprofits.html Choose A Different Ending video: http://www.youtube.com/watch?v=JFVkzYDNJqo Charity: Water video (with donation overlay) http://www.youtube.com/watch?v=DEnlrE4iMBU
  • http://www.youtube.com/watch?v=DEnlrE4iMBU
  • http://www.charitywater.org/donate/
  • http://sharing.mayoclinic.org/2009/05/01/share-your-mayo-clinic-story/
  • http://www.charitywater.org/twestival/
  • http://www.charitywater.org/twestival/

Social Media And Engagement Strategies For Online Campaigns Social Media And Engagement Strategies For Online Campaigns Presentation Transcript

  • Social Media and Engagement Strategies for Online Campaigns Understanding the context of social media for fundraising
  • Introduction What is Social Media Engage First Developing a Social Media Strategy Engagement Leads to Donations Platforms for Giving: Twitter, Facebook, YouTube, Blogs Key Concepts http://www.flickr.com/photos/ul_marga/755378645/
  • What is Social Media, anyway? http://www.flickr.com/photos/-bast-/349497988
  • A platform for conversation http://www.flickr.com/photos/61237118@N00/292848286/
  • Encourages conversation by multiple users
  • Utilizes the Power of Weak Ties http://www.flickr.com/photos/tierug/3153428697/in/set-72157611999817541/
  • http://www.flickr.com/photos/eelssej_/524781662/ Is organic and uncontrolled
  • Includes Viral Elements
  •  
  • Key Social platforms Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008) … are also about relationships
  • Friends & Family Trump all other recommendations influencing purchases Fellow Consumers/Reviewers Most credible form of “advertising.” Second only to personal advice from a friend
  • Does this compel you to shop at an Oxfam store? http://www.flickr.com/photos/wheatfields/3275747185/in/photostream/
  • Or is this more compelling?
  • Social Network Peers Are 3X more likely to trust their peers’ opinions over advertising when making a purchasing decision
  • Social Networks are Highly Trusted by Users http://mashable.com/2009/03/26/social-media-nonprofit-study/
  • What Happens There? http://www.flickr.com/photos/itzafineday/2615537456/
  • Social Media Influences Actions Action Taken As a Result of Social Media
  • Online Donors…
      • Fast-growing segment
      • Great source of NEW donor acquisition
      • Tend to give larger one-time gifts ($120)
      • Younger, higher incomes than direct mail
      • Good for smaller organizations
      • Migrate to offline giving ( mail donors do not migrate online )
  • http://mashable.com/2009/03/26/social-media-nonprofit-study/
  • http://www.emarketer.com/Article.aspx?R=1006930 ,
  • Growing Preference for Communication via Social Media http://mashable.com/2009/03/26/social-media-nonprofit-study/
  • http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html 64% of engaged Americans want to keep up with nonprofits through social media
  • Your website isn’t just your URL It’s your entire Social Web
  • Online Donations: It’s a Two- Step Process
  • Engagement Leads to Donations … not the other way around
  • First Step: Create Your Social Media Strategy http://www.flickr.com/photos/56597995@N00/376738951/
  • Begin With Organizational Goals
  • Evaluate Your Assets Website Existing Social Media Donors Stakeholders Staff/Volunteer Time Your Brand
  • http://www.flickr.com/photos/39096030@N00/3189979378/ Listen to the Conversation
  • Monitor a Few, Research Many
  • Support Your Goals with the Right Platforms http://www.flickr.com/photos/74884859@N00/3733483126/
  • Create Success Metrics Leading to tangible Tangible : Converts to Time and/or Money
  • Everyone Has to Garden! http://www.flickr.com/photos/14186757@N04/2530544019/
  • How Much Time? http://www.flickr.com/photos/cambodia4kidsorg/2906235414/
  • Map Out a Social Media Plan http://www.flickr.com/photos/33760598@N03/3147751192/
  • Begin the Real Engagement… http://www.flickr.com/photos/51035644987@N01/436670816/
  • Second Step: Support Campaigns with the Right Social Media http://www.flickr.com/photos/56597995@N00/376738951/
  • Successful Online Campaigns Are a result of prior social media engagement
  • Consider Key Platforms URL
  • Social Network Fundraising Examples Utilizing Twitter, Facebook, YouTube
  • 1 st Tweetsgiving: November 2008 http://tweetsgiving.epicchange.org/join-us/ (Organized by Epic Change)
    • Share gratitude on twitter. Thanksgiving tie-in.
    • Give a brick ($10) to build a school in Tanzania using the ChipIn widget
    • The Effort:
    • Asked influencers to tweet
    • Good tagline “put the giving back in Thanksgiving”
    • Short-term (2 days)
    • Pre-seeded blog posts and twitterers
    • Recognized higher donors (over $100) on website feed
    • Blog and press news feed
    http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up
    • 107 press and blogger mentions
    • 15,830 page views, 7,563 unique visitors, from 101 countries
    • 3,000 gratitude tweets
    • Top Twitter trend
    • $11,021 in 364 donations
    http://meshugavi.com/2008/12/the-story-beyond-the-stats-in-tweetsgiving The Results:
  • Beers for Canada: July 1, 2009 (Canada Day) Open government data to citizens Promote transparency in public office
    • The Effort:
    • Created “Beers for Canada” microsite
    • Asked key twitterers and bloggers ahead of time
    • June 30 – July 2
    • Donate! Buy a beer, a pitcher, or a round for Canada
  • http://beth.typepad.com/beths_blog/2009/07/alistair-croll-guest-post-using-twitter-for-fundraising-lessons-learned-from-beers-for-canada.html
  • #beatcancer Launched at Blogworld Expo 2009. Set Guinness World Record: most social mentions in 24 hrs http://wthashtag.com/Beatcancer http://mashable.com/2009/10/19/beatcancer-sets-record/
  • October 22, 2009 Raised $70,000+ for four cancer charities
  • Causes: Some Insights from Case Studies
  • Young Hadassah International 48 hours Causes fundraiser People changed their profile photo to YHI logo for 48 hours Reached 1500 people Mostly $20 donations 100 new members joined the Cause In conjunction with the “Help Hadassah Heal” Campaign – website, podcasts http://nonprofitconversation.blogspot.com/2009/03/impromptu-fundraising-using-facebook.html
  • LFA Facebook Causes increased donations 790%! http://smartblogs.com/socialmedia/2009/07/28/a-facebook-success-story-from-the-lupus-foundation-of-america/
    • Causes = “Action Center”
    • petitions
    • phone calls
    • donations
    • recruit interviewees
    Increased Causes membership 584% in 6 mos
  • Causes as “Action Center”
    • LFA Causes Numbers:
    • Jan 2009 – 3,000 membs and $630 raised
    • June 2009 – 21K membs and $5,700 raised
    • Increased donations 790% in that time
    • Increased membership 584%
    • about 500 new members join each week
  • Facebook Causes is not just for fundraising! Think of it as an “action center” Make sure the Cause is active, extremely engaging Combine with Twitter, message boards, blog, Facebook Page, for more impact Reach out to unofficial Causes Causes Key Takeaways http://www.flickr.com/photos/65745122@N00/3839146973 /
  • http://www.youtube.com/watch?v=ZK38BWy-O9E&feature=player_embedded#
  • Video Overlay http://www.youtube.com/watch?v=DEnlrE4iMBU
  • Video Links Here
  • You Tube Key Takeaways
    • Sign up for the nonprofit program (US or UK)!
    • Create buttons that link out
    • Appeal overlay option to link out
    • Compelling storytelling platform
  • Strategic Blogging Moves the Campaign Forward
  • News/Updates Campaign Info Behind the Scenes Calls to Action Personal Stories Achievements Map Out the Blog’s Supporting Role
  • Examples of Strategic Blogging
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  •  
  • http://sharing.mayoclinic.org/2009/05/01/share-your-mayo-clinic-story /
  • Why Not a Social Media Thank You Note?
  • All Twestival donors received this email “thank you card” (me included)
  •  
  • Daily Videos During Drilling
  • Social Media Plants Seeds http://www.flickr.com/photos/17639055@N00/2302481669/
  • Real Engagement Leads to Donations! http://www.flickr.com/photos/kuzeytac/3407719720/
  • Created by: Debra Askanase, CEO [email_address] www.communityorganizer20.com Twitter: @askdebra