Value Added Social Media Neesha N. Rahim The Osborne GroupNeesha@theosbornegroup.com
Where’s the Value? • Build Trust • Raise Money • The Role of Mobile • Measuring Success • Homework
Americans and Trust (US News & World Report June 2012) • The proportion of Americans who say they trust Congress is at 13 percent. Those who trust the presidency and the Supreme Court: 37 percent. Only 21 percent of Americans trust big business or banks. Even educators breed suspicion these days, with just 29 percent of Americans saying they trust public schools.
Bad News = Opportunity • A survey by Merrill Lynch of rich people found that over 94% trusted non-profit organizations (business won a 68% rating and government a paltry 32%). - Reported by http://www.economist.com/node/17461445 • 71% of Americans in general trust nonprofits more than they trust government or industry to address some of the most pressing issues of our time, according to a 2010 survey released by American Express. (http://www.nynp.biz/breaking-news/4069-70-of-americans-trust-nonprofits-more-than- government-or-industry-)
Value of Trust
Importance of CEO on Social Mediablog/2012/04/03/social-media-impact-ceos-reputation-image-twitter/) - (http://www.ethority.net/ 9
Authenticity Rules 10
The Rule of 1/3rds (Katya Anderson - Nonproﬁt Marketing Blog) 11
Content Curation • Curation is all about helping your audience dive in and make sense of a specific topic, issue, event or news story. It is about collecting, but it is also about explaining, illustrating, bringing in different points of view and updating the view as it changes. It is also about sharing with your community – not passing along stuff that you have not read or contextualize or shooting out links. But engaging in dialogue to help them make sense. - Beth Kanter
Data Collection vs Insights& Cody Wesphal) (“I Love Charts” by Jason Oberholtzer 13
Content Curation -See Beth’s Blog (http://www.bethkanter.org/) 14
Social Media Fundraising That WorksBlackbaud Data• Participants who use online tools raise sixtimes more than non-users• Participants sending appeals throughemail, Facebook, and Twitter increase theirfundraising effectiveness by up to 40%
Who You Know Who Knows You!
Website Matters 18
The Fundamental Lesson *Patrick Boggen, Tarnside Consulting, UKHigh Taking Personal Responsibility OwnershipGiving Commitment EngagementLow Awareness Interest 33 Low INVOLVEMENT High
Listen First We forget 50% of what we heard immediately after a 10min lecture We remember 70% of what we said. We believe ourselves. The conversations we enjoy the most are the ones where we speak the most.
Asking Strategic Questions (see Buddy Media)• Hit “like” if you... 20
One Thing Doesn’t Change • Text calls to action yield a 4-5 times greater response rate than any other call to action, when presented in media such as television and radio. (mobile commons) • Over 96% of Americans own a mobile phone; in fact, 27% of US households are mobile only. (mobile commons) Nielson says that 48% of all US adults own a smart phone (2012). • The Humane Society raised 77% more money when they combined text messaging with email in a fundraising campaign. (mobile commons) • Allows geotargeting • 19% would rather text a donation to a cause or nonproﬁt organization than through other means (e.g. – write a check or donate online) -2010 Cone Text-to- Give Trend Tracker 22
Online Opt-In (Grizzard 2012) 23
What Women Want (Grizzard 2012) 24
Spending Time (Grizzard 2012) 25
EVERY Opportunity Should • Deepen engagement • Bring out the inner super hero • A moment to LIVE the impact
Measurements OFFLINE Metrics: •Retention, Upgrades, Giving to Capacity ONLINE Metrics: •Page Views, Unique Visitors, Page Entry/Exit, Time on Site, Bounce Rate, Search Words
Homework 28 Days to Make a Habit! • Choose two nonprof CEOs to follow. (Ex: Jacqueline Novogratz – @JNovogratz CEO, Acumen Fund (@acumenfund); Matt Flannery – @MattFlannery Co-Founder/CEO Kiva.orgKiva.org) • Monitor their social media presence • List two things you like, two things you don’t like and one thing you’d do differently.
Then Comment ADD VALUE! •Point out something that was missed •Make it personal - how does this apply to you? •Extend an idea •Ask “what if” •Look backward •Look forward
Thank You! Be in touch: Neesha@theosobornegroup.com This presentation is the copyrighted property of The Osborne Group, Inc. (TOG) It cannot be used, copied, sold or given away without written permission from TOG.