Social Media Marketing Nonprofits and NGO

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson Your most valuable resources: your members.Social Media Marketing for Nonprofit/NGO’sPresentation held at IBM (Lundtofte, Denmark) on June15th, as part of the ServiceDay Workshop for Nonprofits and NGO’s.1 © 2011 IBM Corporation

Social Media Marketing for frivilligeorganisationer (Nonprofit, NGO’s)Christian C CarlssonDigital Marketing Strategist, IBMTwitter www.twitter.com/chris_carlssonLinkedIn www.linkedin.com/in/christiancarlsson © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonWhy so important: Go where your “customers” and “prospects” go Visitors3 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonA paradigm shift in communication From To Channel Network Mass consumption Universal participation Institutional mediation Social mediation Content scarcity Content abundance Attention abundance Attention scarcity Asynchronous Real-time Virtual reality Integrated reality Source: Unknown (it wasn’t me!)4 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonIt’s a new, more complex marketing funnel (thanks...) Donors Members Supporters Donors Members Supporters Source: Forrester Research5 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonSocial Media is not, and should not stand alone Mkt. tactics Other PR Social Integrated Channels effort for Events success Mobile eNurture Web6 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonSocial Media Marketing and ROI Traditional Online Campaigns Social Media Marketing VALUE VALUE TIME TIME Impact = Site visits/leads Impact = Relevance and engagement Effort = Funding Effort = Resources Many, small activities and engagements “Injections” over time by members, experts, advocates, etc. Engage brand Loyalists; Advocates; and Influencers Listen, Learn, and Adjust Source: Adopted from Pauline Ores, IBM (2009)7 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonShort on Social Media (generalizing) It’s about: There is no hand book. (sorry) Relationship building, Person-2- What you use, and how you use it, is totally up to Person you. It’s personal. Through dialogue, conversation, and 2-way communication The value you get out from social media is strongly connected to what value you give! A huge amount of Word of Mouth and User Generated Content It takes time to build your network and build trust. It’s not: Only one way forward Experiment, try, fail, learn, adjust… try, fail, learn, adjust… try… A “technical game” (it’s “behavioral” and “culture”) “Do It Wrong Quickly!” (Mike Moran)8 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson Don’t let 1 person do 100%, let 100 people do 1% Source: Unknown (it wasn’t me!)9 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson Your most valuable resources: your members. Image source: IBM Digital Strategy Presentation (2010)10 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson Your members are daily, hourly, down to the minute engaged in conversations and stories – offline as well as online. And they are connected. THEY are your greatest asset. Your BEST ambassadors. Use them. Make them Socially Engaged. Image source: IBM Digital Strategy Presentation (2010)11 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonEXAMPLE: Social Media Guidelines for Red Cross (on SlideShare) [ Link ] Source: http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelines12 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonEXAMPLE: IBM Social Computing Guidelines Brug din sunde fornuft og sørg for at følge IBMs Business Conduct Guidelines ”IBM er nuancerede omkring sociale medier og Du er personlig ansvarlig for det indhold, du publicerer via mener, at brugen af sociale medier sociale medier kan være Informationer publiceret på sociale medier er som udgangspunkt med til at fremme offentlige - også selvom det kun er publiceret til en lukket kreds. arbejdsrelateret networking mellem Det er ikke tilladt at publicere fortrolige og interne oplysninger medarbejdere og IBM tolerer under ingen omstændigheder mobning eller lignende forretningsforbindelser. adfærd IBM har fuld tillid til og Glem ikke dit primære arbejde respekt for, at alle Tilfør værdi medarbejdere i IBM selv Udvis respekt for ophavsrettigheder og undgå at citere andre kan bedømme, hvordan de uden deres tilladelse kan benytte sociale medier i arbejdstiden.” Respekter dit publikum Vær en god ambassadør for IBM – også uden for arbejdstiden Full version in English: http://www.ibm.com/blogs/zz/en/guidelines.html13 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonEXAMPLE: The simple one (Twitter) Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.” Source: http://www.gruntledemployees.com/gruntled_employees/2009/03/a-tweetable-twitter-policy.html14 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s) Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson Social Media Marketing in 7 Key Steps 1/ WHY: Establish your core business objectives 7/Maintain the relationship 2/Listen to your audience6/RESULTS: Measure thosethings that will best help you 3/ WHO:determine the impact of yourinvolvement and participation Target your audience Understand digital behaviors Develop social media map Identify needed experts 5/ HOW: Deployment: Empower 4/ WHERE: Environment Consumer advocacy (Participation) WHAT: Experience Identify available/required assets Select appropriate social media And resources for participation in networks, tools, and content the most relevant conversations. Train the experts Source: Unknown (it wasn’t me!) 15 15 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 1: Establish Core Objectives Forrester 5 social media objectives: Listening Talking Energizing But be realistic what can be achieved through Social Media! Supporting Embracing16 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonEXAMPLE: Drawing a parallel with Social Enablement in IBMYou are changing behavior which is the hardest thing in change management. Therefore youmust look at what traits, interests, personalities, expertises etc. there are that can work in yourfavor. Someone who is GREAT at drawing, but mediocre at writing should probably NOTspend time trying to write blog posts, but INSTEAD create excellent, visualizing content onFlickr, YouTube, SlideShare, etc. What do you want to achieve with your presence? Who is your audience? Whose opinions do you value? What value can you create for others? How frequently do you plan on engaging in social activities?17 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 2: Monitor the Market Conversation : LISTEN Google Alerts/Reader Technorati Twitter Search Silverbakk Radian6 Etc. What are influencers talking about? What is your “market” like? What is being said about you? Are there interesting conversations? Negative discussions? Image source: http://health.ninemsn.com.au/img/health/ear.jpg18 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 2: Monitor the Market Conversation : LISTEN Google Alerts/Reader Technorati Twitter Search Silverbakk Radian6 Etc. What are influencers talking about? What is your “market” like? What is being said about you? Step-by-Step: How 12+ Social Media To Set Up A Are there interesting Tools’ – ‘Listening Nonprofit conversations? Essential Internet Listening Post Marketing Best Practices – Negative discussions? Web Monitor Your [ Link ] [ Link ] [ Link ] Image source: http://health.ninemsn.com.au/img/health/ear.jpg19 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonEXAMPLE: 5 DIY actions to monitor yourbrands social media presence 10 Minutes a Day1. Check Twitter for chatter about your brand / product / offering (2 minutes)2. Scan Google Alerts (2 minutes)3. Check Facebook stats (1 minute) How to Monitor Your Social Media Presence4. Answer Industry-related LinkedIn questions (3 minutes) in 10 Minutes a Day5. Use Google Reader to check Flickr, Delicious, Digg and others (2 minutes) [ Link ] Image source: http://blog.hubspot.com/blog/tabid/6307/bid/4663/How-to-Monitor-Your-Social-Media-Presence-in-10-Minutes-a-Day.aspx20 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 3: Identify and Engage the Influencers Target your Audience Example: Understand their digital behaviors • Bloggers • Experts Develop a social media map to prioritize who is • Journalists impacting the market conversation the most • Role models What digital tools and content do they use? What would they find valuable and be willing to engage with? Where are they located? Where are they engaged within social media and through what channels?21 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 4: Maximize Digital Asset Distribution So you have created all this great Social Content – make sure it is made available! – Maximize the distribution – Optimize it for best exposure, utilization, dialogue, sharing, etc. How to Optimize Your Videos for SEO [ Link ]22 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonEXAMPLE: PING:FM23 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 5: Empower Consumer Advocacy To build and foster a sense of community among your loyalists To empower those loyalists to better advocate to others on behalf of your “brand”, and organization Advocates creates more value! Use the network!24 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonEXAMPLE: Word of Mouth Happy customers are your best advertisers. If people like you and like what you do, they will tell their friends. (Which is probably The Four Rules of Word of Mouth why we need to 1. Be interesting talk about Social 2. Make people happy Media Service, 3. Earn trust and respect instead of Social 4. Make it easy (to repeat, share) Media Marketing!) [ Link ] Source: Andy Sernovitz www.wordofmouthbook.com25 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 6: Understand the impact – The new metricsMeasure those things that will best help you determine the impactof your involvement and participation Engagement Awareness Site traffic metrics Customer advocacy But as always, it depends on the objective/goal Click through rate Leads Conversation rate Source: Leading metrics used by companies worldwide to measure success of social media marketing, March 2011, eMarketer26 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonSocial Measurement approach for nonprofits Set SMART objectives and identify a measurement strategy at the start of your campaign or program. Measure the effect on outcomes (i.e. awareness), don’t measure outputs (# visitors). Measure the effect on business results where possible. The confusion around whether or not you can measure social media has moved from “you can’t measure social media” to figuring out what to measure. Source: http://www.socialbrite.org/2011/06/14/7-tips-a-grid-for-social-media-measurement/27 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonSocial Measurement approach for nonprofits 7 tips & a grid for social media measurement Set SMART objectives and identify a measurement strategy at the start of your campaign or program. Measure the effect on outcomes (i.e. awareness), don’t measure outputs (# 5 Free Online Social Media visitors). Measurement Tools Measure the effect on business results where possible. The confusion around whether or not you can measure social media has moved from “you can’t measure social media” to figuring out what to measure. [ Link ] Source: http://www.socialbrite.org/2011/06/14/7-tips-a-grid-for-social-media-measurement/ [ Link ]28 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonStep 7: Maintain the Relationships, Maintain the Momentum Tie it all together and keep the Buzz and conversation going! Continuity is the new King! Follow up while the iron is still hot (the web moves on quickly) – Newsletter, Blog posts, Facebook group and event postings – Take time to thank individually (Flickr photos, Blog posts, etc.) Keep it Fresh!29 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson “Web Content without a creation date, is like Milk without a best before date – I will smell it, but never really use it.” Image source: dimensionsguide.com Quote: Christian C Carlsson30 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlssonSo are you ready For Social Media Marketing ?The 6 rules of Social Media Marketing And remember:1. Listen 1. Get to know your audience…online2. Manage your brand reputation above all 2. Participate in the Social web3. Be real, authentic, be candid, be YOU 3. Map requirements to relationship lifecycle (People want to connect with real people) objectives4. Be patient. Let things grow organically 4. Just because you “can” doesn’t mean you5. Give To Get “should”6. Social media is about interaction & 5. Try, learn, try, learn, try… building relationship: It’s about joining the conversation31 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson “All I ever learned about Social Media, I learned in Social Media.” (it’s because we’re so darn social…) Quote: Christian C Carlsson32 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson 7 tips & a grid for social media measurement 12+ Social Media How to Monitor Your Social Media Presence ‘Listening Tools’ – in 10 Minutes a Day 5 Free Online Social Media Essential Internet Measurement Tools Marketing Best Step-by-Step: How Practices – To Set Up A Monitor Your Web Nonprofit “All IListening Post about Social Media, I learned in ever learned Social Media.” [ Link ] [ Link ] [ Link ] How to Optimize Your (it’s because we’re so darn social…) [ Link ] Videos for SEO [ Link ] [ Link ] [ Link ] [ Link ] Use the experts out there!! (with a grain of salt of course) Quote: Christian C Carlsson33 © 2011 IBM Corporation

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson34 © 2011 IBM Corporation

Social Media Marketing Nonprofits and NGO

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