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Social Media, Social Good

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Social media supports social good; how nonprofits and companies can use social media to support causes

Social media supports social good; how nonprofits and companies can use social media to support causes

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  • Because they spent time cultivating their network, educating people about the organization and the issue -- and didn’t focus on asking for money -- they received overwhelming support when the time came.
  • Transcript

    • 1. Social Media Social Good Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling
    • 2. What are we talking about?
      • Social media isn’t:
      • Traditional marketing “digitized”
      • Quick sales
      • Free
      • Stand alone
      • Social media is:
      • Insightful
      • Conversational
      • Strategic
      • Valuable … when done correctly
    • 3.
      • more positive impression of the company/brand
      Online Interactions Shift Attitudes 74% 72% stronger connection to a company/brand Source: eMarketer
    • 4. Source: Forrester Research, Inc.
    • 5. Social Media Trends
      • 17% of online time is spent on social networks
      • Social media is more popular than email
      • More Facebook users 26-55 than 18-24
      • Online donors tend to be more affluent
      • In 2010, 50% of marketers will incorporate social media
    • 6. A Perfect Match
      • Nonprofits are in the relationship business
      Conversations drive conversions Social media strengthens relationships
    • 7. Social Good Case Studies Does it really work?
    • 8. Community Crisis Center
      • Community Crisis Center
      • Situation: Raise $150,000 or close
      • Sarah Evans (@prsarahevans) “donated” her massive online presence to the cause
      • Integrated approach:
        • E-mail & letter to donors and friends of the Crisis Center
        • Online appeal via Twitter, Facebook, Seesmic, PRsarahevans.com, YouTube and CrisisOvernight.org
    • 9. #CrisisOvernight
      • Result: Raised $160,000+ in 3 weeks
    • 10. Coalition for the Homeless
      • Overall Goals:
          • Change perspectives on homelessness
          • Secure additional donations
          • Drive attendance to events
      • Blog, Twitter, Facebook
      • Identified a staff person to connect with local residents and businesses
    • 11.  
    • 12. Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.
    • 13. Orlando “Can” Care Challenge
      • Situation: Drastic decrease in food donations
      • Idea: Food drive powered by social media
      • Goal: 400 lbs. Implementation:
        • Announced online
        • Blog, Twitter, Facebook, Flickr
      • Result: Raised 1,000+ lbs
    • 14.
      • Needed to mobilize quickly
        • TV stations, Dispatch , MediaSource organized
      • Integrated social media:
        • Facebook
        • Twitter
        • Blogger outreach
      Case Study: CbusHope4Haiti
    • 15. Call to Action
    • 16. … shared on Facebook
    • 17. … shared on Twitter via #CbusHope4Haiti
    • 18. In Just a Few Days …
      • 206 Twitter followers
      • 905 Facebook fans
      • 2,000+ social interactions
      • ~30 traditional media hits
      • ~15 blog posts
      • $155,000
    • 19. Case Study: Geben Gives
    • 20. … shared on Twitter
    • 21. … shared on Facebook
    • 22. … nearly 8,000 votes later
    • 23. Photo Credit: First Monday, Orlando Chamber of Commerce
    • 24.
      • “ The influx of charities and nonprofits to platforms like Facebook and Twitter could result in noise, congestion, and outright apathy. Spreading awareness of a good cause grows difficult when that good cause starts to seem like spam. If one tweet after another is seeking donations, people might just get fed up.”
      • -- Caroline McCarthy, CNET
    • 25.
      • “ After six solicitations a year , the likelihood for long-term loyalty diminishes significantly.”
      • -- George Rubanenko, Blackbaud
    • 26. Be Strategic
      • Step 1: Identify goals & purpose
      • Step 2: Create measurable goals
      • Step 3: Research and listen
      • Step 4: Develop a network
      • Step 5: Integrate online and offline
      • Step 6: Measure ROI and ROE
    • 27. Better Online Fundraising
      • Don’t overwhelm by trying to save the world
      • Know your audience
      • Specific, understandable, digestible
      • Engaging
      • Participatory
      Credit: www.prsarahevans.com
    • 28. Better Online Fundraising
      • Recognize donors and other contributors
      • Make it easy to donate
      • Meet a real need
      • Combine crowdfunded (small amounts, large group of people) with large donations
      • Start or enhance a movement
      • Team effort
      Credit: www.prsarahevans.com
    • 29. Trends Mobile Photo credit: ilamont Video
    • 30. More Info Slides & links: GebenCommunication .com/Westerville Blog: bit. ly/prtini
    • 31.
      • Collaboration. Integration. Social Good.
      Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling