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Promoting Your Agency Using Social Media

Promoting Your Agency Using Social Media



Nonprofit agencies need to take advantage of social media to keep their consumers and donors engaged in the agency. This presentation gives a very basic overview of social media and how it can be used ...

Nonprofit agencies need to take advantage of social media to keep their consumers and donors engaged in the agency. This presentation gives a very basic overview of social media and how it can be used to promote a nonprofit agency.



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    Promoting Your Agency Using Social Media Promoting Your Agency Using Social Media Presentation Transcript

    • Promoting Your Agency’s Work Through Media Relations & Marketing Focus on Marketing & Social Networking Eric Roland Sr. Director of Marketing & Communications
    • State of Traditional Media in 2009
      • 300 newspapers shut down
      • 8 magazines with a circulation of one million or more ceased publication
      • 10,000 jobs lost at radio stations
      • More than 100 TV stations affected by Chapter 11 filings of parent companies
      Source: BNET, 2009
    • Marketing & Communications
      • “the integration of marketing and communications…is happening for every marketer and it is due mainly to the advent and acceptance of social media and heightened social consciousness of Americans…”
              • Advertising Age
    • Press Releases
      • Press release is not just for news announcements, but its a part of an overall marketing program where search engine optimization (SEO) is pivotal.
      • Archive press releases on agency web site
      • Share press releases on social networking web sites
      • Share press releases with bloggers
      • Link to press releases on agency newsletter
    • What is Social Media?
      • A category of web sites that is based on user participation and user-generated content
        • social networking sites like LinkedIn or Facebook
        • social bookmarking sites like Del.icio.us
        • social news sites like Digg or Reddit
        • social video sites like youtube or Metacafe
      • Social media is people using Internet and mobile-based tools (like blogs and video) and web sites (like Facebook and Twitter) to share content and have conversations online.
    • Social Networking Sites
      • Twitter – a rapidly moving medium that fosters link sharing and instant responses
      • LinkedIn – is more collegiate, moving more methodically and in greater detail
      • Facebook – more intimate, the next generation of brand-loyalty programs
      • YouTube – a great way to tell a story, especially engages younger audiences
    • Popularity of Social Networking
      • Social networks and blogs are now the 4th most popular online activity ahead of personal email
      • Member communities are visited by 67% of the global online population
      • Time spent is growing at 3 times the overall Internet rate, accounting for almost 10% of all Internet time
      • Total amount spent online globally increased by 18% in 2008
      • Total time spent on ‘Member Community’ sites increased by 63%
      • Total time spent on Facebook increased by a massive 566%!!
      Source: The Nielson Company, 2009
    • 5 Rules of Social Media
      • Boast. Social media is about telling people what you do and having them spread the message. Encourage feedback and discussion.
      • Give Up Control. You can’t control the conversation. If you want people to spread your message, you have to trust them.
      • Get Involved. Social media is about conversations and building relationships. It takes effort.
      • Be Honest. You can’t spin the truth with social media. Be open, honest and authentic in everything you say and do.
      • Think Long Term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
    • Your Goals Offline = Your Goals Online
      • Make people aware of your organization
      • Get people to care about your organization
      • Encourage people to support your organization with money, time and advocacy
      • Keep people connected to your organization
      Source: Brian Walsh, Associate Director of the Fundraising Division for Changing Our World Inc.
    • Key Social Platforms
      • Social networking
      • Chat rooms
      • Message boards
      • Podcasts
      • Video and photo sharing
      • Blogging and microblogging
      • RSS feeds
      • Widgets
      • Webinars
    • Your donors are online…
      • In 2007, total online giving in the U.S. reached over $10 billion – a 52% increase over 2006.
      • 51% of wealthy donors prefer to give online
      • 52% of these wired wealthy use YouTube, 14% use MySpace, 12% use Flickr and 9% use Facebook
      Source: Convivo The Wired Wealthy (March 2008)
    • United Way of Massachusetts Bay
      • Invite to annual Women’s Breakfast fundraising event
      • 2008 – mailed out paper invitation plus emails: campaign budget $10,000
      • 2009 – email containing 1 minute video: campaign budget $1,000
      • Approx. 63% of email recipients who watched video registered for event
      • Attendance – 2008: 756 2009:965
      • Fundraising – 2008: $208,043 2009: $409,826
    • CDC, H1N1 and Social Media
      • Historical trends suggest a pandemic flu virus emerges about every 30 years
      • CDC needed to adapt to new communication channels, particularly social media
      • CDC also needed to stay true to its core principles for emergency-risk communication.
    • Crisis & Emergency-Risk Communication (CERC)
      • Framework developed by CDC in the post-9/11 world of preparedness
      • Put the public’s information first
      • Set out to break down bureaucratic, paternalistic and one-way communication typically used in crisis response
      • Instead, offer simple, relevant and credible communication during a crisis
    • 6 Principles of CERC
      • BE FIRST: share information as soon as it becomes available
      • BE RIGHT: give facts not estimates
      • BE CREDIBLE: tell the truth
      • EXPRESS EMPATHY: engage people’s feelings
      • PROMOTE ACTION: encourage people to share your story
      • SHOW RESPECT: listen to your audience
    • Using Social Media for H1N1
      • Podcasts
      • RSS feeds
      • Facebook
      • MySpace
      • Twitter
      • Buttons and badges
      • Mobile texting program
      • YouTube videos
      • widgets
    • Success
      • 3-month period in 2009
        • H1N1 flu site had more than 82 million page views
        • H1N1 badges and buttons had more than 56,000 click-throughs
        • CDC sent more than 4 million email updates
      • People who used social media
        • gave CDC higher satisfaction ratings
        • were more likely to return and recommend web site to others
        • Rated CDC as more trustworthy
      Source: American Customer Satisfaction Index (ACSI)
    • On your Agency Web Site?
    • Thank you!
      • Eric Roland
      • Senior Director of Marketing & Communications
      • Legacy Community Health Services
      • (713) 830-3068
      • [email_address]
      • www.legacycommunityhealth.org