Social Media Branding and Engagement for Nonprofit Arts Organizations

Social Media: Building Your Brand Community Organizer 2.0 [email_address] Through Relationships

What Is Social Media? It is Online Conversation: Information Sharing New Relationships Action! It is about Relationships, Trust and the Power of Trusted Relationships What Is Social Media?

Who Is Using Social Media? Social Media is not controlled or directed, it is as organic as all social relationships… (So Who’s Talking?) Your stakeholders are…even if you are NOT What Is Social Media?

You Know Who This Is http://www.flickr.com/photos/rachaelvoorhees/435964839/

All Your Supporters http://www.flickr.com/photos/markhillary/3132991144/

And Your Donors

Every One of Your Stakeholders Talks…

Look at their Social Graph

Yeah, But Why…? Engaged Stakeholders Care More! They Donate They Act They Refer To Others

Friends & Family Trump all other recommendations influencing purchases Fellow Consumers/Reviewers Most credible form of advertising, second only to personal advice from a friend Social Network Peers Are 3X more likely to trust their peers’ opinions over advertising when making a purchasing decision

Social Media Influences Actions http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html Action Taken As a Result of Social Media

Online Donations 2007 online giving: $10.44b 2008 average online gift: $152.12 Sources: http://www.philanthropyjournal.org/news/total-online-giving-2007-reaches-1044b http://ejewishphilanthropy.com/jewish-organizations-grew-online-revenue-32-percent-in-2008/ For all nonprofits, online revenue grew from 2007 to 2008 at rate of 14%

Donations = Relationships! 40% of “Wired Wealthy” feel connected to their cause through nonprofit websites 64% of “engaged Americans” want to keep up with nonprofits through social media 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

Online Donors…
Fast-growing segment
Great source of NEW donor acquisition
Tend to give larger one-time gifts
Younger, higher incomes than direct mail
Migrate to offline giving (mail donors do not migrate online)

Easy to Give Socially Causes Application (MySpace, Facebook) We Care application Social Changer Paypal

How Do I Start?

Step One: Define Strategy
What do you want to accomplish with social media?
Create SMART objectives
How can social media facilitate these?
http://www.flickr.com/photos/futureshape/2528961111/ Resource: http://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html

Step Two: Define Audience

Research Existing Uses Who do you want to reach? What are they using now? Facebook fan pages or groups Influential bloggers Blogs in the market space Existing You Tube channels Twitter groups Chat forums Existing Usage = Audience + Interest

Step Three: Listen! http://www.flickr.com/photos/striatic/133146861/ Monitor Your Brand What are They Saying? Do You Need to Act?

SET UP LISTENING POSTS Message Boards Blogs Twitter Social Networks Google Alerts RSS Feeds

Blog Search using Technorati

How Listening Brings Value Identify who is talking Influencers, Fans &Critics Utilize & Engage in the Conversation Monitor & Adapt Programs Crowdsourcing Potential

Step Four: Select Platforms Which Platforms Will Help You Do That?

Key Social Platforms Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Source: Universal McCann Companies Study on Social Media Trends (March 2008)

Blogs: Worldwide Trends and Facts Social Platforms: Blogs Search engines love blogs Better reach than print advertising 71% read blogs weekly, or more frequently Source: www.universalmccann.com/Assets/wave_3_20080403093750.pdf

Nonprofit Blogs
Engage stakeholders
Ongoing participation
Move people to Act
Participation + Action = Money

Blogs Can Also Be Viral Publicize Blog Search engines (Technorati, Google, StumbleUpon, Yahoo) Social (Facebook, Friendfeed, Twitter, Yelp) Eyeballs, Rank, Engagement, Action Syndication

Twitter: 752% Growth in 2008 Social Platforms: Micro Blogging http://mashable.com/2009/01/09/twitter-growth-2008/ Create Community Raise Awareness Engage Move to Action Raise Money

How To Use Twitter
Set your goals
Find and follow influencers, people, & stakeholders that can help you
Engage like a real person, not a feed robot
Give more than you ask
Ask people to act
MEASURE – time/results/value

http://www.flickr.com/photos/cambodia4kidsorg/3368133614/in/set-72157615619567396/

Social Networks: Trends and Facts 57.5% use networks 272m global 64% manage their page at least weekly 31% write blogs 21% use widgets 55% upload photos 23% upload video

Facebook: The Statistics Most popular US social network 120 friends per average user Sources: http://www.communityorganizer20.com/2009/03/27/the-facebook-page-is-the-new-website/ Greatest growth groups? Ages 35-49. Doubled 50-64 yr old users in 2008. They use it to share and search

Facebook: How its Used http://www.emarketer.com/Article.aspx?R=1006930 ,

Photo and Video Sharing 49% upload photos weekly or more frequently Growth in 2 yrs from 32% to 82% REACH: Broadcast media, 71% Video sharing, 82%

Enhanced listings on nonprofit channels Share dynamically

Comments on Houston Ballet’s You Tube Channel

You Tube Orchestra: Innovation You Tube Symphony Orchestra Finalists selected by judges Players selected by voters Result : Michael Tilson Thomas conducts Internet Symphony, Eroica Source: http://beth.typepad.com/beths_blog/2009/04/youtube-symphony-orchestra-mashed-up-beethoven.html

Flickr Photo and Video Practices Basic : Individual or Pro Account for a community Upload, share, order photos, make things Organize : into sets, tag, comment, describe Share : Private (collaborating) and Public groups Act : what they can do for you, descriptions tell stories, make things from photos

How Much Time? http://www.flickr.com/photos/cambodia4kidsorg/2906235414/

Step Five: Identify Measurements Choose data points related to both platform and goals http://www.flickr.com/photos/emeryjl/1577580736/

Two Measurement Categories Leading to tangible Tangible : Converts to Time and/or Money

Step 6: Website Integration http://www.flickr.com/photos/specialkrb/2915560157/ Your website is “Home Base” BUT…

Website Is Not One Place SM Outposts Website “ call to action” landing pages Jump from website SM “Outposts” Your Website is not just your URL anymore

Fully Embedded

Summing Up Step One : Define Strategy Step Two : Define Audience Step Three : Listen Step Four : Choose Platforms Step Five : Measure Step Six : Website Integration

Thank You! http://www.flickr.com/photos/wagnerr/1700539727/ The Possibilities Are Limited Only By Your Imagination!

Contact: Community Organizer 2.0 That’s me, Debra Askanase! Questions? Website: www.communityorganizer20.com Contact info: debra@ communityorganizer20.com Friend me on Follow @askdebra

Social Media Branding and Engagement for Nonprofit Arts Organizations

by Debra Askanase on May 12, 2009

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