Social Media, Social Good


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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.
  • Social Media, Social Good

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