I know you’re going to hear a lot of tactical talks today, about retweets, fundraising, measuring return-on-investment, and more. Towards the end of my talk, I’ll discuss a few tactical things I’m interested in, but mostly I want to give people a more general sense of how I approach social media.
There are two main goals that most nonprofits have with marketing, social media, and the like: awareness of the cause, and fundraising campaigns. On the surface, social media tactics might seem simple… raise numbers of views and follows and clickthroughs, and that’ll lead to more awareness and eventually more money. Unfortunately, that’s not necessarily the case.
Do you know what 99% stands for? That’s the percentage of emails I don’t read. You can have the most awesome Facebook tactics, the best email list, and so on, but if someone doesn’t truly remember, care, stay engaged – they won’t spread WOM about your brand and they won’t give you money.
There are two main goals that most nonprofits have with marketing, social media, and the like: awareness of the cause, and fundraising campaigns. On the surface, social media tactics might seem simple… raise numbers of views and follows and clickthroughs, and that’ll lead to more awareness and eventually more money. Unfortunately, that’s not necessarily the case. No one cares about your cause – That’s not strictly true, but it’s an interesting starting point when you start thinking about social media for nonprofits.
Social media is 20% about what you say, and 80% about what others say about you – so do something interesting that people want to talk about. Microsoft creates Geek 2 Chic charity shows that people talk about and share.
Twitter is more and more a media company.
Four nice examples of using Twitter’s new feature to design a nice landing page for the brand.
What does my Twitter profile say about me, me personality, my organization?
Compare style of pages, specific tweets, and pace of tweets (all of Mashable’s within the last hour, Gary’s over a few days).
Luxury brands like Masarati are good at making customers or potential customers aspire to own their products. Similarly, nonprofits need to get creative at making potential advocates aspire to achieve a certain end state.
This is what I did with Pinterest from the political conventions. Links point to our website or more technology-related information.
Here are three different nonprofit pinboards that all have different takes on being aspirational.
UNICEF has an interesting play on an “aspirational” pinboard. Links point to a fundraising site.
Publicyte is a very fancy blog where we can write long form things that matter and influence.
Patriotic.ly is essentially a very fancy discussion board, but it’s also very powerful social media.
1. Social Media for Nonprofits Dr. Mark Drapeau Microsoft @cheeky_geeky
2. Awareness +Fundraising
3. Dirty secret: No one caresabout your cause!
4. GoalFeedback Audience Media Story
5. Make inspirational things your community wants to share DC Chicago LA
6. Twitter is adynamic homepage for your brand
7. Pinterest can be a valuable tool for visualizing for your audiencewhat they can aspire to
8. Create or curate content that makes your community aspirational
9. Microsoft / Publicyte.com
11. Long-form content is still valuable. So are discussion boards.
12. MARK DRAPEAUmarkdrap@microsoft.com @cheeky_geeky