Social Software and Social Media Marketing for frivillige organisationer, NGOs og Nonprofit
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Social Software and Social Media Marketing for frivillige organisationer, NGOs og Nonprofit

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  • We live in a hyper-networked, real time world of mass participation in product design, development, marketing and distribution in which trust and hence value creation is chiefly mediated through social relationships and the scarce commodity is attention
  • Previously, in the old traditional marketing, the steps through the funnel was somewhat easy to identify, take, and execute on Nowadays, we have a new situation
  • It is not only due to Social Media as such Social Media campaigns and strategies are best supported by an integration of all different types of communication platforms SM needs to be an integrated effort
  • It is important with the integration with these various communication platforms Done correctly, Social Media Marketing can provide more value over time, than traditional online campaigns SSM can for sure help the Marketer to DO MORE WITH LESS If we take a look at traditional online campaigns, there is a direct relationship between funding and results – once a campaign is over, that activity usually ceases (landing page visits, etc.) Social media marketing requires continuous, steady investment to build and manage the network, with eventual value created as the network grows and becomes self-sustaining It is built up by many small activities and engagements – by many different stakeholders So, it might be very easy and low cost to launch social media activities, but it comes with a trade-off – it might be low cost to launch activities in social media – however it requires more resources on an ongoing basis
  • Source: Slides with small people adopted from IBM presentation “ Social Engagement Strategy: Building an Action Plan to be IBM at Our Best”
  • Source: Slides with small people adopted from IBM presentation “ Social Engagement Strategy: Building an Action Plan to be IBM at Our Best”
  • SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential
  • Notes for preparation: Establishing Objectives – can be about : listening (research ) – talking – energizing – encouraging your most supportive customers – supporting – (enabling your customers to support each other via communities for example) – embracing, sourcing ideas From your customers Be realistic about what can be achieved through social media. If your goal is to reach and engage new audiences, social media will help to initiate conversations. the essence of social media is group participation, not individual actions (i.e. purchases/transactions) (5 objectives according to Forrester : listening, talking, energizing, supporting,or embracing) The Web – A Powerful Tool to Drive Sales Close business 10% faster Increases lead conversion rate by 37% Increases transaction sizes by 10% MarketBridge Case Studies Create an advantaged feedback channel for IBM from our ability to gather learning from the communities, collaboration, and conversations happening online. Cultivate relationships and build an advocacy base for IBM and our offerings. Better connect our target audiences to the IBM brand, to our content, and to our people. Understand and support the expectations of our customers throughout the purchase journey to create a more favorable user experience. Ultimately, optimize our offerings, our marketing approaches, and accelerate growth. Become part of the conversation!
  • Notes for preparation: Influencing a purchasing decision, not just having a number of social followers. And it’s important to keep in mind that that influence is orientated around what buyers are thinking and doing, not around the views of the vendors. The key thing, though, is to know what you're listening for and to identify what you're going to do with that information. Otherwise, it's not of much use to you. pick a trouble spot -- an area where we're in a heated competition, for example -- and focus the listening effort on that front, and then make sure whatever insights you derive from that you make sure there's a receptive audience to receive that insight. Otherwise, you're simply listening for listening's sake. And to start understand what are the core buying drivers of your product, solution etc etc. Google News Alerts are a free and easy way to monitor the coverage you receive when you introduce a new product (or version) to the marketplace. You can proactively monitor select keywords mentioned in blogs, news stories, videos, and Google groups, and determine the frequency of notification (daily, weekly, etc.) Google Trends http://www.google.com/trends Google Trends delivers charts that portray how often a particular search term or terms is entered relative to the total search volume across regions of the world, and in various languages. Popularity is broken down by region, city and language, and it’s possible to refine the main graph by region and time period. You can compare the volume of searches between two or more terms (as per the screenshot here), and the main news explaining spikes in activity is conveniently summarised to the right of the chart.
  • 1) Check Twitter for chatter about your brand / product / offering ( 2 minutes ): Use tools like TweetDeck or Twitter Search to monitor conversations about XYZ in real-time. To check once a day, set up an RSS feed for a specific Twitter Search to go straight to your Google Reader. Do this by clicking the little RSS icon after you complete a search. Form now, ongoing search results shall be sent to your reader. 2) Scan Google Alerts ( 2 minutes ): Check your Google Alerts for your brand name, products, executives or brand terms. To set this up, enter your search terms and select to receive updates as they happen or once daily. Now, when people blog about your products, an alert will be sent to your inbox. You can read the articles and respond right away 3) Check Facebook stats ( 1 minute ): Visit your Company Page's Facebook Insights. This can be found by clicking "more" under the page's main photo. Scan your fans and page views count. If you are a member of a group, check to see if any new discussions started. 4) Answer Industry-related LinkedIn questions ( 3 minutes ): Search for questions on LinkedIn that you or members of your company can answer. You can set up an RSS feed for specific question categories to go to your Google Reader as well. When you find a relevant question, respond and include a link to your website. 5) Use Google Reader to check Flickr, Delicious, Digg and others ( 2 minutes ): Also set up RSS feeds for searches on your company name and industry terms in other social media sites. Similar to monitoring LinkedIn and Twitter, your Reader will serve as a great place to centralize your other searches too.
  • Notes for preparation: To reach your audience in the most effective way, you need to identify it first How they are using digital technologies to communicate and where they are online Then create a social map that will serves as the framework for selecting networks and services to interact with your target audience in a relevant and meaningful manner Who is your target audience How they are using digital technologies to communicate and where they are online Understanding their Behavior What digital tools and content they use? (e.g., IM, RSS feeds, podcasts, profiles) What would they find valuable and be willing to engage with? Determining their Locations Where are they engaged within social media and through what channels? (e.g. what Websites, mobile services) Voice Of the Business Partner is an online community that allows IBM to engage their Business Partners (BPs) and enable them to share their thoughts, opinions and concerns regarding important topics such as value-added services or sales opportunities. Does your target use social media How receptive would they be to an IBM engagement? Understanding their Behavior What digital tools and content they use? (e.g., IM, RSS feeds, podcasts, profiles) What would they find valuable and be willing to engage with? Determining their Locations Where are they engaged within social media and through what channels? (e.g. what Websites, mobile services)
  • SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential Notes for preparation: When using and distributing marketing assets, always ask yourself some key questions Is my content linkable? Does this product, news release, event create interest where someone would link to it? Have you clearly articulated the proper destination URL for more information? Is my content portable? Do you have anything you can pass along? PDF? Video? Widget? Have you included “forward to a friend” or other social media capabilities on the page? Have you syndicated your portable content? Do you have it indexed in Google and/or White Paper aggregators like Bitpipe? Do you have videos in YouTube and Google with appropriate meta information? Have you included the content in the IBM Pressroom?

Social Software and Social Media Marketing for frivillige organisationer, NGOs og Nonprofit Social Software and Social Media Marketing for frivillige organisationer, NGOs og Nonprofit Presentation Transcript

  • For Non-profits & NGO’s & frivillige organisationer Social Software & Social Media Marketing
  • Social Software for frivillige organisationer Gentofte, 22. September, 2011 Christian C Carlsson Digital Marketing Strategist, IBM Twitter www.twitter.com/chris_carlsson LinkedIn www.linkedin.com/in/christiancarlsson
  • Key drivers for change
  • Key drivers for change The Office Traditionalists vs. Generation Collaborative Each generation comes with its own sets of experiences and expectations
  • Social Software Blogs Files sharing Tasks Micro Blogs Social Bookmarks and Tags Recommendations Wikis Rich profiles Instant Messaging Communities and Forums Social Networking More… (Geo-tagging, Answers, Blog Muse…)
  • User Generated Content is taking over Professional content is still very much valuable, although not always the latest updated.
  • Social Software in play Examples
  • Don’t reinvent the wheel Source: http://4.bp.blogspot.com/-3T9NNGvVaPM/TdmP8WBbGLI/AAAAAAAAD7I/zXyZZ9JFuk8/s1600/Don%2527tReinventTheWheelWhenYouStartBusiness.jpeg
  • Don’t reinvent the wheel Files sharing So thanks Louis for some inspiring slides! What and where is the latest version? Audit trail My inbox is exploding! Collaborate Ask for input
  • Who is who? http://www.fairgotrading.com.au/images/hands_around_the_world_600.jpg “ Virtualized teams, on the filed, learn about each others to work better together” (Louis R.)
  • Who is who? Rich profiles
  • Who is who? Rich profiles
  • Knowledge sharing gap Source: Adopted from Louis Richardson’s drawings … . New people in the organization or the team (role) looking to learn what others have already learned.
  • Knowledge sharing gap Who is Christian in other people eyes? Tags
  • Knowledge sharing gap Communities “ Looking for an expert/leaders, look for them in a community”
  • Knowledge sharing gap Blogs (or Wikis, Forums, etc.)
  • E-mail is where information goes to die Information Source, quote: Bill French (http://bfrench.info/public/item/5994) from April 2003
  • E-mail is where information goes to die Files sharing
  • E-mail is where information goes to die Tasks
  • E-mail is where information goes to die Wikis
  • Organizational boundaries Source: Adopted from Louis Richardson’s drawings “ How to share with people, you don’t know exist”
  • Organizational boundaries Social Bookmarks and Tags
  • Recommendations anyone?
  • Recommendations anyone? Recommendations
  • Don’t know yet Source: http://wizag.com/images/diggol/discover.jpg
  • Don’t know yet Micro Blogs
  • Maze of information You start here Information you look for Blogs Files sharing Tasks Micro Blogs Social Bookmarks and Tags Recommendations Wikis Rich profiles Instant Messaging Communities and Forums Social Networking More… (Geo-tagging, Answers, Blog Muse…)
  • Where to start?
    • Louis Richardson’s advice:
    • Get started – don’t get stuck in analysis mode
    • Identify the “socially active” – who has already adopted these tools?
    • Find the contributors – your high value experts
    • Consider rewarding the early followers – leaders will naturally lead
    • Identify an executive sponsor – It is not a technology issue, it is a cultural and behavioral challenge
  • Where to start? And much more….. Just do a search! http://www.socialbrite.org/2010/08/19/5-collaboration-tools-to-enhance-productivity/ http://www.frogloop.com/care2blog/2011/9/10/five-online-strategy-tips-to-manage-data-across-multiple-cha.html
  • Social Media Marketing for frivillige organisationer Gentofte, 22. September, 2011 Christian C Carlsson Digital Marketing Strategist, IBM Twitter www.twitter.com/chris_carlsson LinkedIn www.linkedin.com/in/christiancarlsson
  • Why so important: Go where your “customers” and “prospects” go Visitors
  • A paradigm shift in communication Source: Unknown (it wasn’t me!) 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
  • It’s a new, more complex marketing funnel (thanks...) The traditional marketing funnel Complexity lies at the center of the marketing funnel Members Donors Supporters Members Donors Supporters Source: Forrester Research
  • Social Media is not, and should not stand alone Mkt. tactics Web Social Channels Events PR Other eNurture Mobile Integrated effort for success
  • Social Media Marketing and ROI Impact = Site visits/leads Effort = Funding Traditional Online Campaigns TIME VALUE 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) Impact = Relevance and engagement Effort = Resources Social Media Marketing TIME VALUE
  • Short on Social Media (generalizing)
    • It’s about:
    • Relationship building, Person-2-Person
    • Through dialogue, conversation, and 2-way communication
    • A huge amount of Word of Mouth and User Generated Content
    • It’s not:
    • A “technical game” (it’s “behavioral” and “culture”)
    • There is no hand book. (sorry)
    • What you use, and how you use it, is totally up to you. It’s personal.
    • The value you get out from social media is strongly connected to what value you give!
    • It takes time to build your network and build trust.
    • Only one way forward  Experiment, try, fail, learn, adjust… try, fail, learn, adjust… try…
    • “ Do It Wrong Quickly!” (Mike Moran)
  • Don’t let 1 person do 100%, let 100 people do 1% Source: Unknown (it wasn’t me!)
  • Your most valuable resources: your members. Image source: IBM Digital Strategy Presentation (2010)
  • 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)
  • EXAMPLE: Social Media Guidelines for Red Cross (on SlideShare) Source: http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelines [ Link ]
  • EXAMPLE: IBM Social Computing Guidelines
    • Brug din sunde fornuft og sørg for at følge IBM's Business Conduct Guidelines
    • Du er personlig ansvarlig for det indhold, du publicerer via sociale medier
    • Informationer publiceret på sociale medier er som udgangspunkt offentlige - også selvom det kun er publiceret til en lukket kreds.
    • Det er ikke tilladt at publicere fortrolige og interne oplysninger
    • IBM tolerer under ingen omstændigheder mobning eller lignende adfærd
    • Glem ikke dit primære arbejde
    • Tilfør værdi
    • Udvis respekt for ophavsrettigheder og undgå at citere andre uden deres tilladelse
    • Respekter dit publikum
    • Vær en god ambassadør for IBM – også uden for arbejdstiden
    ” IBM er nuancerede omkring sociale medier og mener, at brugen af sociale medier kan være med til at fremme arbejdsrelateret networking mellem medarbejdere og forretningsforbindelser. IBM har fuld tillid til og respekt for, at alle medarbejdere i IBM selv kan bedømme, hvordan de kan benytte sociale medier i arbejdstiden.” Full version in English: http://www.ibm.com/blogs/ zz/en/guidelines.html
  • EXAMPLE: 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.html
    • 7/Maintain the relationship
    2/Listen to your audience 3/ WHO: Target your audience Understand digital behaviors Develop social media map Identify needed experts 4/ WHERE: Environment WHAT: Experience Select appropriate social media networks, tools, and content 5/ HOW: Deployment: Empower Consumer advocacy (Participation) Identify available/required assets And resources for participation in the most relevant conversations. Train the experts 6/RESULTS: Measure those things that will best help you determine the impact of your involvement and participation 1/ WHY: Establish your core business objectives Social Media Marketing in 7 Key Steps Source: Unknown (it wasn’t me!)
  • Step 1: Establish Core Objectives
    • Forrester 5 social media objectives:
    • Listening
    • Talking
    • Energizing
    • Supporting
    • Embracing
    But be realistic what can be achieved through Social Media!
  • Step 2: Monitor the Market Conversation : LISTEN Image source: http:// health.ninemsn.com.au/img/health/ear.jpg What are influencers talking about? Are there interesting conversations? What is your “market” like? What is being said about you? Negative discussions? Google Alerts/Reader Technorati Twitter Search Silverbakk Radian6 Etc. [ Link ] [ Link ] Step-by-Step: How To Set Up A Nonprofit Listening Post [ Link ] 12+ Social Media ‘Listening Tools’ – Essential Internet Marketing Best Practices – Monitor Your Web
  • Example
    • Check Twitter for chatter about your brand / product / offering ( 2 minutes )
    • Scan Google Alerts ( 2 minutes )
    • Check Facebook stats ( 1 minute )
    • Answer Industry-related LinkedIn questions ( 3 minutes )
    • Use Google Reader to check Flickr, Delicious, Digg and others ( 2 minutes )
    10 Minutes a Day Image source: http://blog.hubspot.com/blog/tabid/6307/bid/4663/How-to-Monitor-Your-Social-Media-Presence-in-10-Minutes-a-Day.aspx [ Link ] How to Monitor Your Social Media Presence in 10 Minutes a Day
  • Example: Don’t make it complicating Monitoring and managing the Social Footprint of IBM Danmark (the cheap way)
  • Step 3: Identify and Engage the Influencers
    • Target your Audience
    • Understand their digital behaviors
    • Develop a social media map to prioritize who is impacting the market conversation the most
    • 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?
    • Example:
    • Bloggers
    • Experts
    • Journalists
    • Role models
  • Step 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 ]
  • EXAMPLE: PING.FM
  • Step 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!
    • Engagement
    • Awareness
    • Site traffic metrics
    • Customer advocacy
    • Click through rate
    • Leads
    • Conversation rate
    Step 6: Understand the impact – The new metrics Source: Leading metrics used by companies worldwide to measure success of social media marketing, March 2011, eMarketer But as always, it depends on the objective/goal Measure those things that will best help you determine the impact of your involvement and participation
  • Social 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/
  • Social 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/ [ Link ] 7 tips & a grid for social media measurement [ Link ] 5 Free Online Social Media Measurement Tools
  • Step 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!
  • Image source: dimensionsguide.com Quote: Christian C Carlsson “ Web Content without a creation date, is like Milk without a best before date – I will smell it, but never really use it.”
  • So are you ready For Social Media Marketing ?
    • The 6 rules of Social Media Marketing
    • Listen
    • Manage your brand reputation above all
    • Be real, authentic, be candid, be YOU (People want to connect with real people)
    • Be patient. Let things grow organically
    • Give To Get
    • Social media is about interaction & building relationship: It’s about joining the conversation
    • And remember:
    • Get to know your audience…online
    • Participate in the Social web
    • Map requirements to relationship lifecycle objectives
    • Just because you “can” doesn’t mean you “should”
    • Try, learn, try, learn, try…
  • “ All I ever learned about Social Media, I learned in Social Media.” (it’s because we’re so darn social…) Quote: Christian C Carlsson
  • “ All I ever learned about Social Media, I learned in Social Media.” (it’s because we’re so darn social…) Quote: Christian C Carlsson Use the experts out there!! (with a grain of salt of course) [ Link ] 7 tips & a grid for social media measurement [ Link ] 5 Free Online Social Media Measurement Tools [ Link ] How to Optimize Your Videos for SEO [ Link ] [ Link ] How to Monitor Your Social Media Presence in 10 Minutes a Day [ Link ] [ Link ] Step-by-Step: How To Set Up A Nonprofit Listening Post [ Link ] 12+ Social Media ‘Listening Tools’ – Essential Internet Marketing Best Practices – Monitor Your Web
  • Thank you, pick up your copy of the presentation here: http://slidesha.re/pwBHwc 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 IBM
  • Backup / for discussion Quote: Christian C Carlsson
  • Examples
  • EXAMPLE: Drawing a parallel with Social Enablement in IBM
    • 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?
    You are changing behavior which is the hardest thing in change management. Therefore you must look at what traits, interests, personalities, expertise's etc. there are that can work in your favor. Someone who is GREAT at drawing, but mediocre at writing should probably NOT spend time trying to write blog posts, but INSTEAD create excellent, visualizing content on Flickr, YouTube, SlideShare, etc.
  • EXAMPLE: 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 why we need to talk about Social Media Service , instead of Social Media Marketing!) Source: Andy Sernovitz www.wordofmouthbook.com
    • The Four Rules of
    • Word of Mouth
    • Be interesting
    • Make people happy
    • Earn trust and respect
    • Make it easy (to repeat, share)
    [ Link ]