Social Media, Social Good

Social Media Social Good Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling

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

more positive impression of the company/brand
Online Interactions Shift Attitudes 74% 72% stronger connection to a company/brand Source: eMarketer

Source: Forrester Research, Inc.

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

A Perfect Match
Nonprofits are in the relationship business
Conversations drive conversions Social media strengthens relationships

Social Good Case Studies Does it really work?

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

#CrisisOvernight
Result: Raised $160,000+ in 3 weeks

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

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.

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

Needed to mobilize quickly
TV stations, Dispatch , MediaSource organized
Integrated social media:
Facebook
Twitter
Blogger outreach
Case Study: CbusHope4Haiti

Call to Action

… shared on Facebook

… shared on Twitter via #CbusHope4Haiti

In Just a Few Days …
206 Twitter followers
905 Facebook fans
2,000+ social interactions
~30 traditional media hits
~15 blog posts
$155,000

Case Study: Geben Gives

… shared on Twitter

… shared on Facebook

… nearly 8,000 votes later

Photo Credit: First Monday, Orlando Chamber of Commerce

“ 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

“ After six solicitations a year , the likelihood for long-term loyalty diminishes significantly.”
-- George Rubanenko, Blackbaud

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

Better Online Fundraising
Don’t overwhelm by trying to save the world
Know your audience
Specific, understandable, digestible
Engaging
Participatory
Credit: www.prsarahevans.com

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

Trends Mobile Photo credit: ilamont Video

More Info Slides & links: GebenCommunication .com/Westerville Blog: bit. ly/prtini

Collaboration. Integration. Social Good.
Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling

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Social Media, Social Good

by Geben Communication: Communicating ... Connecting on Apr 23, 2010

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Social Media, Social Good — Presentation Transcript